How a Small Business Can Stand Out in a Crowded Field
Seasoned home professionals share their valuable insights into winning clients in a competitive market
In a fiercely competitive and crowded industry, it can feel daunting to grow a home design or remodeling brand, but with the right tools and sound advice, you can create a successful, thriving business.
For many experienced professionals, the secret to standing out in a competitive field is a combination of strong skills, strategic positioning and business prowess. But don’t take our word for it: Read these tips from two successful pros and discover how they continue to stay at the forefront of prospective clients’ minds.
For many experienced professionals, the secret to standing out in a competitive field is a combination of strong skills, strategic positioning and business prowess. But don’t take our word for it: Read these tips from two successful pros and discover how they continue to stay at the forefront of prospective clients’ minds.
Invest in Professional Photography to Showcase Projects
You might think you can get away with taking shots of a new project on your phone, but amateur images will never look as polished or sleek as professional photography and could impact the perception of your brand. Clear, well-lit visuals will elevate your professional skills and build confidence with prospective clients.
Nickolls always has her projects captured by an experienced photographer who works for national interiors magazines. “Good photos are key to building and growing my interior design business, as they sell my product and showcase me in a professional manner.”
Massey has collaborated with the same professional photographer, David Giles, for years. “He has a great eye for detail and really knows how to capture the true colors, feel and inspiration of a space,” she says. “This is something that just isn’t possible with a phone camera, especially with the subtle variations in palettes we’re using these days. It’s an investment, but one that’s well worth it. Plus, clients end up with a beautiful set of images, which is always a lovely bonus.”
You might think you can get away with taking shots of a new project on your phone, but amateur images will never look as polished or sleek as professional photography and could impact the perception of your brand. Clear, well-lit visuals will elevate your professional skills and build confidence with prospective clients.
Nickolls always has her projects captured by an experienced photographer who works for national interiors magazines. “Good photos are key to building and growing my interior design business, as they sell my product and showcase me in a professional manner.”
Massey has collaborated with the same professional photographer, David Giles, for years. “He has a great eye for detail and really knows how to capture the true colors, feel and inspiration of a space,” she says. “This is something that just isn’t possible with a phone camera, especially with the subtle variations in palettes we’re using these days. It’s an investment, but one that’s well worth it. Plus, clients end up with a beautiful set of images, which is always a lovely bonus.”
Spark and Scale Reviews and Recommendations
Everyone loves a recommendation, which is why reviews can be an incredibly powerful marketing tool. Make it easy for customers to leave feedback on your Houzz profile and ask them to share their project online and tag you. Send birthday cards to previous clients or invites to launches to show your appreciation and to encourage them to become your biggest advocate.
“Creating great design and beautiful spaces leads to happy clients — and happy clients are the best kind of marketing,” Massey says. “They leave lovely reviews on my Houzz profile and recommend the studio to their friends, family and colleagues, which generates new projects.
The Houzz reviews are especially helpful because they’re genuine and written by real clients,” she says.
Everyone loves a recommendation, which is why reviews can be an incredibly powerful marketing tool. Make it easy for customers to leave feedback on your Houzz profile and ask them to share their project online and tag you. Send birthday cards to previous clients or invites to launches to show your appreciation and to encourage them to become your biggest advocate.
“Creating great design and beautiful spaces leads to happy clients — and happy clients are the best kind of marketing,” Massey says. “They leave lovely reviews on my Houzz profile and recommend the studio to their friends, family and colleagues, which generates new projects.
The Houzz reviews are especially helpful because they’re genuine and written by real clients,” she says.
Build an Online Presence
It’s not about the number of followers you have, Nickolls says, it’s the quality. “A small audience who are truly invested in your content and actively engage are more likely to create real connections and collaborations,” she says. “Curating clear and concise online content that will attract your ideal client is the key — and being consistent with your messaging.
“My advice is to pick one platform and commit to keeping it updated regularly,” Massey says. “For me, that’s Houzz. It’s where I focus most of my energy. My website, too, is definitely due for a refresh in the next six months.”
It’s not about the number of followers you have, Nickolls says, it’s the quality. “A small audience who are truly invested in your content and actively engage are more likely to create real connections and collaborations,” she says. “Curating clear and concise online content that will attract your ideal client is the key — and being consistent with your messaging.
“My advice is to pick one platform and commit to keeping it updated regularly,” Massey says. “For me, that’s Houzz. It’s where I focus most of my energy. My website, too, is definitely due for a refresh in the next six months.”
Embrace Technology to Streamline Projects and Build Client Confidence
Organization and a smooth workflow are critical to the success of any project. They also ensure your client has a positive experience, your brand looks more professional, and you’re likely to be recommended for your calm and orderly process.
Using a business management tool such as Houzz Pro will allow you to create proposals quickly, produce impressive mood boards and 3D floor plans, and keep clear lines of communication open with your client and the team to ensure the successful running of the project. “Adopting technology can save you lots of valuable time,” Nickolls says. “Having processes in place means you have structure, freeing up more time to work on the fun stuff.”
See how Houzz Pro can help your business
Organization and a smooth workflow are critical to the success of any project. They also ensure your client has a positive experience, your brand looks more professional, and you’re likely to be recommended for your calm and orderly process.
Using a business management tool such as Houzz Pro will allow you to create proposals quickly, produce impressive mood boards and 3D floor plans, and keep clear lines of communication open with your client and the team to ensure the successful running of the project. “Adopting technology can save you lots of valuable time,” Nickolls says. “Having processes in place means you have structure, freeing up more time to work on the fun stuff.”
See how Houzz Pro can help your business
Keep Your Finger on the Pulse
“The design world is fast-paced and competitive, so staying agile and up to date is key,” Massey says. “Keeping an eye on new brands, materials and building techniques helps you stay ahead of the curve. And with sustainability becoming a serious consideration, if not a priority, the practices and products being explored will create a wealth of inspiration and rich stories.”
More for Pros on Houzz
Read more stories for pros
Browse millions of photos for inspiration
Learn about Houzz Pro software
Talk with your peers in the Houzz Pro Forum
“The design world is fast-paced and competitive, so staying agile and up to date is key,” Massey says. “Keeping an eye on new brands, materials and building techniques helps you stay ahead of the curve. And with sustainability becoming a serious consideration, if not a priority, the practices and products being explored will create a wealth of inspiration and rich stories.”
More for Pros on Houzz
Read more stories for pros
Browse millions of photos for inspiration
Learn about Houzz Pro software
Talk with your peers in the Houzz Pro Forum
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Identify what makes your brand different from competitors, whether it’s an aesthetic, unique services or a specific type of customer.
“Having a clear brand identity is key, so when a potential client clicks on your website, Houzz profile or Insta page, it has a consistent aesthetic throughout that they recognize and connect with,” says Vickie Nickolls of Interior Therapy. “That way, you’ll communicate a clear message of who you are and what you can deliver.”
For Mel Massey of Mel Massey Studio, the unique selling point that makes her stand out is approaching each space as if she’s creating a story. “We weave in the client’s personality, filling spaces with contemporary and vintage character and blending textures and layers,” she says. “Ultimately, these diverse but cohesive elements create a unique narrative in beautiful, timeless spaces that also balance practicality.”