Defining Your Ideal Interior Design Client: Transcript

The unedited podcast transcript for this episode of the Mastering the business of Interior Design: Success by Design follows

Katie [00:00:01]:

Hey, everyone. Welcome back to Success by Design. I'm your host, Katie Decker Erickson. And today, we're taking an even deeper dive into the subject of knowing your target market as an interior designer. Specifically, we are gonna look at demographics, psychographics, and the nuanced wants and needs of the clients you hope to serve. And if that sounds like a mouthful, it is. We are going to unpack it. So it's easy to think that target market is just a marketing buzzword.

Katie [00:00:29]:

I remember when I taught undergraduate and graduate courses at a couple different universities, everyone thought, target market, I know what this is. But then we get into the details of it, and that's where it gets real and it gets exciting because we get to link it to profitability. In reality, it is the foundation, the absolute foundation for strategic growth in your business or career. I always say, if you're trying to be everything to everyone, you are nothing to no one. So let's dig in. Why does understanding your target market matter, especially now more than ever before? Well, let's remind ourselves why we care about pinpointing our target market. First of all, you have to think about efficient resource allocation, which is a really fancy way to say that instead of scattering your marketing dollars, this is gonna allow you to focus your time, energy, and budget on the platforms and messages that truly resonate and convert with your ideal clients. Second of all, stronger client relationships are really important because we know that when people feel understood, yourself included, and especially in a creative field like interior design, they're more likely to trust you with their homes or their businesses.

Katie [00:01:48]:

And finally, you're giving them a clear strategic direction. When you have a well defined target market, you know your design style, you've nailed your messaging, and your portfolio reflects all of this, you're going to attract the right client. And there's no more guesswork or wasted effort. I can't tell you how many coaching clients hop on a call with me and say, yes. I have an Instagram. Yes. I have a Facebook. Yes.

Katie [00:02:16]:

I'm on LinkedIn. And I say, well, who are you trying to target? Anyone who will listen. Once again, and you're gonna hear me say it a lot on this podcast, if you're trying to be everything to everyone, you're nothing to no one. So let's start with the basics. Let's start with your demographics. And there are measurable statistics that can help you categorize and group your potential clients. So what are demographics? It includes basic items such as their age range. Are you designing for millennials who favor modern minimalist spaces or retirees looking for comfort and accessibility? Data from Houzz's twenty twenty four interior design trends survey revealed that sixty five percent of millennials, and let's clarify what we mean by millennials, ages 28 to 34 prefer modern and minimalistic designs.

Katie [00:03:06]:

Well, on the other end of the spectrum, we have baby boomers who are 60 to 78 years old. And, oh, as you imagined, they lean towards traditional comfortable aesthetics. Okay. Once you figure out the age range you're going after, you need to figure out their location and living environment. So as as you know, a city loft requires way different design considerations than a sprawling suburban helm or maybe that coastal getaway for the weekend. In fact, a recent Zillow study found that urban residents prioritize space saving, multifunctional design solutions, and those suburban residents, on the other hand, are seeking those family oriented, durable, spacious interiors. In fact, as you know, Hoda Kotb just left the Today Show not that long ago. And when she did, she gave a tour of the house that she was taking her girls to out in the suburbs.

Katie [00:03:56]:

It had the yard. It had the space for the dog. It had all the bells and whistles that her New York apartment cannot provide for kids. Once we figured out the location and living environment, think about the income level and budget of your target market. How much, this is the big question, are your clients willing and able to invest in design? That's gonna affect the type of services that you offer. It's gonna affect your price structure. It's gonna affect the types of suppliers and materials you choose. This is why coming back to that target market is so important.

Katie [00:04:31]:

According to Statista, in 2024, households earning over a hundred thousand dollars a year, they spend on average twice as much as those only earning under 75,000. Isn't that interesting? That $25,000 differential affects double the purchasing power on home furnishings. Also, think about the family status you wanna go after. Families with small children have very different needs. They need storage, durability. I'm laughing because as the mother of two daughters, I can tell you durability matters and safety. Right? They're gonna care about those things more than single professionals who might prefer higher end decorative pieces and be brave enough to put a vase in the middle of their living room. In fact, Pew Research Center highlights that 32% of American households have children 18, and that very much influences the demand for durable family friendly designs if that is your target market.

Katie [00:05:33]:

And the final variable for our demographic data is homeownership versus renting. A homeowner is looking to customize a dream space. Right? And they're gonna have a very different mindset than, say, a renter who needs to be able to remove that wallpaper or have more flexibility in their furniture layout should they ever leave that space. I often think that there is a huge opportunity for designers who go after the rental market specifically, customizing apartments in a way that allows them to get their damage deposit back when they move out. So these demographic factors create a strong foundation for understanding who your target market is from the factual data driven standpoint. We're gonna switch gears for a minute and go into the psychographics. So just like that was the mind of your target market, we're gonna talk about the heart of your target market. The demographics gave you the outside view.

Katie [00:06:27]:

This is gonna help you understand the inner world when we talk about psychographics. So let's begin right away. First of all, what are their values and beliefs? Are they eco conscious and seeking sustainable materials? Do they prioritize health and wellness, wanting more natural light and calming color palettes? Here's an interesting statistic for you. A 2023 Nielsen IQ report showed that 7272% of consumers consider sustainability important when making choices with interior clients specifically seeking eco friendly materials, nontoxic products, and sustainable practices. Also in psychographic data, lifestyle and activities. A client who hosts frequent dinner parties might need a flexible dining area, right, or even an open concept living space. Another client who works from home and rarely entertains might need a cozy dedicated office area. According to Architectural Digest, post pandemic trends indicate that home entertaining increased by 45%, leading to greater demand for open plan kitchens, flexible living areas, and multifunctional rooms.

Katie [00:07:40]:

That being said, again, know your target market. Do they wanna entertain, or do they want that cozy place at the end of the day to give them a hug that is theirs and theirs alone? Also, think about their hobbies and interests. Maybe they are collectors and they require gallery like lighting and wall space. Maybe they're pet owners and they need durable pet friendly textiles. Right? Tech enthusiasts, they might be looking for smart home integration. This is where we're getting into the nitty gritty of who our target market is. Also, learning about their personality. I mean, some clients crave bold, vibrant spaces that reflect how outgoing they are.

Katie [00:08:22]:

I'll never forget one of my coworkers when I first graduated loved the color orange. And if you could have seen and met Robin, her whole personality screamed orange. That's who she was. She was loud and she was proud and she was so much fun, and there's no other color that would typify her. Others though may prefer subtle understated designs that exude serenity. I'll never forget one of my favorite clients. Actually, we built her entire house around one singular pillow that she absolutely loved, that had all of the colors of a succulent in it, and her house turned out beautifully. Also, think about your target market's aspirations and goals.

Katie [00:09:02]:

These psychographics we're talking about are gonna reveal your client's hope for their home or offices and what that hope says about them. Do they want to project status, creativity, or comfort? Really figure out what do you feel like your target market is going for because their design choices will reflect these aspirations. Few bonus points for you on this one. The Global Wellness Institute notes the wellness focused design such as biophilic design, natural lighting, and air purification has grown by a whopping a 50% over the past five years. This is happening as homeowners are prioritizing health at home. Also, when it comes to technology and convenience, Deloitte's twenty twenty four smart home survey indicates that 68% of homeowners in the age bracket of 25 to 45 prioritize technology integration in their spaces. Smart lighting, automated window coverings, and connected appliances are top features. In fact, speaking from personal experience here, when my double wall oven went out, the number one feature I wanted in the new model was Wi Fi so I could pick kids up from school and turn on my oven and have it preheated before I even arrived home.

Katie [00:10:17]:

And that is our new reality. Right? So in a different in addition to demographic and psychographic information, let's talk about those wants, needs, and motivations. This is so valuable because this is what is driving your client. And fair warning, sometimes clients don't know what they want. Sometimes they don't know their needs. Right? And they don't even know that what their motivation is. It's our job to help tease that out. Let's start with functional needs.

Katie [00:10:45]:

Every client, no matter their style, needs functionality. When we talk functionality, we're talking adequate storage, logical layouts, and comfortable spaces. Demographics help you narrow down these needs like a growing family needing more space. That's why that National Association of Realtors study that recently came out showed that almost 90% of homeowners prioritize functional spaces with ample storage, easy to main easy to easy to maintain materials and efficient layouts. Also, think about emotional needs. This is where those psychographics come into play. Does your client want a calming retreat because they live a high stress lifestyle, or do they want an inspiring office because they're a creative professional? In fact, psychology today emphasizes the the strong link between home environment and mental health. This statistic was astounding to me.

Katie [00:11:41]:

Nearly eighty percent of homeowners report greater happiness and lower stress when their homes reflect their personal style and lifestyle. Finally, think about status and identity. Some clients may prioritize design that reflects a sense of luxury or exclusivity. For others, being thrifty and resourceful might be a point of pride. Luxury clients are motivated by exclusivity and prestige. That's right. So if you're going after that luxury market that we've been coaching a lot of clients on, think about exclusivity and prestige. In fact, a recent luxury institute study found that more than 80% of affluent homeowners prioritize unique personalized spaces to reflect their individual status and taste.

Katie [00:12:30]:

And finally, their long term vision. Is this a is this going to be their forever home, or will they likely move in a few years? This insight helps you suggest more permanent features or steer them toward adaptable on trend elements. In fact, House found that almost 70% of homeowners renovate with long term living in mind, investing more significantly upfront in those higher quality materials and that time lit design. Alright. Conducting in-depth research. So how do you get all this juicy information? Where do we find it all? Here's a few key ideas for you. Interviews and surveys. Talk to your clients.

Katie [00:13:11]:

Have in-depth conversations with the current or past clients that are like the clients you want. Ask them about their favorite parts of the design process. What were their frustrations? Yeah. That's a hard question to ask. But you know what that gives you? The chance to iron out your processes for the next client. And then what really lights them up? Everybody has something. And sometimes it's pretty fascinating, the responses that you get. You can use a simple questionnaire and a conversation to understand those priorities.

Katie [00:13:39]:

Even SurveyMonkey is practically free and can be depending on which format you use. In fact, they found out that using client surveys regularly can help a business with a 30 to 50% higher client retention rate. If you wanna be heard, so do your clients, give them the opportunity to do so one way or another. Also, let's talk social media insights. Track which of your posts resonate most on platforms like Instagram, Pinterest, TikTok, wherever you may be. Which images get saved or shared often? That's a clue as to what your audience is excited about. One big caveat here. It may be other designers following you.

Katie [00:14:22]:

Be careful with that one. Make sure, in short, sort your data and understand who is chiming in about the plans that you are creating. And then data tools and analytics. If you run ads or have a website, dig into the analytics to see which demographics are engaging with your content. Google Analytics is a favorite of mine. It's such a great way to see who is actively involved with you and your site, And then you get to tweak your marketing to navigate around that. And then, oh, this one can be hard, but you gotta do a competitive analysis. Study your competitors and where they're finding success.

Katie [00:14:58]:

Are they targeting a similar audience or an entirely different demographic? Do what they're doing if it's working well. Let's bring it all together. Your ideal client avatar. Let's combine this demographic and psychographic insights into a portrait of your ideal client, often called a client avatar or persona. And this was one of my favorite assignments to give out when I was teaching even grad school. For example, what does the person you want to do business with actually, factually look like? Yes, you even get to name them. So with your research in hand, create your detailed ideal client avatar. Maybe her name is Emma.

Katie [00:15:42]:

Her age? Maybe she's 38, married with two kids. Her income, over $200,000 a year. Maybe she's located in Suburban Seattle. We know that she values sustainability, wellness, and quality family time. And her lifestyle is that she is a busy professional. She's frequently entertaining family and friends, super health conscious, and she values aesthetics combined with practicality back to being married with two children. Right? Her design goals are that she's elegant, and she wants durable spaces, eco friendly finishes, multipurpose areas for family and entertaining, and integrated smart technology. And figure out her pain points.

Katie [00:16:24]:

That's so important because then you get to be the one who comes in and solves those and saves the day. In the case of our ideal client avatar, she is time poor. This is why she hired you. She's overwhelmed by choices, so don't give her too many. She is seeking trusted expertise and efficient processes, which gives you a chance to really highlight your processes when you begin your proposal with her. Creating this detailed representation of your ideal client gives your entire business from marketing to execution a clear direction. It's so important. Imagine now that you've listened to this.

Katie [00:17:02]:

How would you change your marketing strategy once you had your ideal client avatar, whether that's Emma or someone else. In fact, we have a great resource for this that we will put in the show notes that will allow you to tackle who is your target market. Because as we always say, your business should be working for you, not you working for it. So by pinpointing your target market through these demographic and psychographic insights, you're gonna be amazed at how much easier and more efficient it becomes to run your business, specifically your marketing. You're gonna attack let me try that again. You're going to attract more of the right projects, build stronger relationships with happy, loyal clients, and keep growing in your unique niche. Remember, as I said, your business should be working for you, not you working for it. If you're ready to take the next big step in your interior design business or career, I'd love to support you on your journey.

Katie [00:18:03]:

This is why I offer individual coaching to help you clarify who your target market is, elevate your marketing strategy, and design a career that truly lights you up. Schedule a session with me today, and let's take your success by design to the next level. Until next time. Take care.