How to Get Your Design Business Established

By Robin Callan

Like millions of Americans, I have changed careers within the last decade. Before I started working as an interior designer, I spent thirteen years doing graphic design and art direction. There were occasional dream jobs that provided supremely creative fulfillment along the way, but a little over eight years ago I found myself stuck in a job from hell. A wasteland of soul-sucking boredom.

Then came an epiphany during a Trading Spaces commercial. One design degree + thirteen years' design experience + one decade of hard core home improvement and decorating TV show obsession + hands-on construction experience via Money Pit meets This Old House home renovation project = why not become an interior designer??

So I did. And if you’re contemplating making the switch to interior design too, here's how I managed to ditch my old career and start my own design business:

Get educated. A home is the most expensive asset people have and they want to know that the designer they’re entrusting with this precious commodity knows what the heck they're doing. Think about it...do you want to hand over your $50,000 kitchen remodel to a hobbyist or do you want a pro in charge? Most interior design firms won't hire you without some kind of formal training either, so if you're not going into business for yourself, you'll have a tough time finding employment without an education or an apprenticeship.

Line up some guinea pigs. Before I chucked my day job, I wanted to dip my toe in the water to make sure I was making the right move. A friend posted my offer on her company's bulletin board--I would provide design and free labor (shopping, painting, sewing, construction) in exchange for a makeover space and money for materials. Two brave women—Karen and Laura—took me up on my offer and each handed over a bedroom in their homes. Laura was so happy with her makeover, she hired me to work on the rest of her house, one room at a time. It was this support that allowed me the financial security to make the leap to interior design full-time.

Build a portfolio. Clients need to see what your style is like and what you're capable of doing as their interior designer, so photography is important. Sketches and drawings just aren't good enough—they scream "newbie." Do not settle for casual snapshots—this is one thing worth investing in, so bring in a pro who understands how to deal with tight spaces and interior lighting challenges.

Create a business name and buy the domain. I named my company Room Fu as a humorous way to describe my services offering "self-defense against bad design." I love the reaction my company name receives, but take my advice if you're not doing something eponymous: spell your prospective business name out loud before you commit to it! Why? Whenever I verbally give anyone my URL or email address, I have to say, "R-O-O, 'M' as in 'Mary,' 'F' as in 'Frank,' 'U' as in 'Uncle"...because when you spell "FU" aloud, it sounds rude. D'oh!

Launch a website. About 50% of my clients find me via the web, so I can't imagine how anyone builds a client base without a professional-looking web presence. Your website's design is just as important as your portfolio—that first impression can make or break your business, so invest accordingly. Consulting with an expert in search engine optimization (SEO) is highly recommended as well. When Betty Jo is surfing the interwebs for someone to help her pick out living room furniture, she's probably not going to look beyond two pages of search results, so anything that elevates your search rankings is worth the extra effort and expense!

Exploit social networking opportunities. It doesn't take a rocket scientist to know that Facebook, Twitter and LinkedIn are your BFFs in terms of free tools for promoting your business. In addition to these obvious avenues, you can build a buzz for yourself by encouraging clients to write Yelp reviews or pass along recommendations for your services through their online HOA groups. When I started my business during the Pre-Facebook Era, I posted ads for my design consultations on Craigslist. It was a great avenue for guerilla marketing back in the day, and it's still a valid resource for advertising your talents and casting your net.

Cultivate professional trade relationships. I have been fortunate to receive a ton of client referrals from my painter, a contractor I've worked with for ages, and the staff at a locally-owned fabric store. Their customers routinely ask for advice on common issues like choosing paint colors, combining fabrics, and selecting the right finishes for remodeling projects, yet many of these service providers don't want the responsibility of making design decisions. "I know someone who can help you with that," they'll say. It pays to be that go-to design resource!

Win a highly-publicized award. My business doubled after winning my first "Best of Austin" award. While this is not something you can blink your eyes and make happen I Dream of Jeannie-style, my win was the direct result of a simple request. I noticed a readers' poll in a local newspaper and asked my client base to vote for me. Thanks to their support, I won two years in a row! My category has since been retired, but that first win helped me cement my business.

Consider the shampoo story. Never underestimate the power of word-of-mouth referrals—they represent a good 40% of my business. If you were a kid back in the '70's, you couldn’t miss those Faberge Organics shampoo commercials where beauties like Heather Locklear blabbed about sharing their shampoo secrets with their friends. "When I first tried Faberge Organics shampoo with pure wheat germ oil and honey," Heather confides, "it was so good, I told two friends about it. And they told two friends. And so on, and so on, and so on!" If you do a great job, your clients and their homes will be your best advertising.

Speaking of advertising. When I first started, I bought a mailing list for new homebuyers in my area. Every couple of weeks I diligently mailed promotional postcards to the names on that list but no one ever responded. You know why? Experience has taught me that new homebuyers seek design assistance way before they close the deal. They're impatient to line up contractors, pick out finishes and prepare for a smooth move-in process. Basically, they want the paint to dry before the ink is dry. After they've closed on the house and those mailing lists are generated, you are weeks and sometimes months too late to win their business, so don't waste your money there.

If you have the talent and chutzpah to make this type of career change, I can't recommend this business highly enough. So plow forth, make things look pretty, and best of luck to you!

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Robin Callan is the founder of Room Fu, an Austin, Texas interior design firm and two-time Best of Austin winner. Her blog, Fu for Thought, features steals and deals, design-related musings, and interviews with celebrity designers.