Episode #2 Transcription - 5 Types of Interior Design Services to Consider Offering

Welcome to the designers Oasis podcast. I'm your host, Kate Bendewald, interior designer, mama and CEO of a thriving interior design business, built on authentic word of mouth referrals. It wasn't that long ago that I stepped away from my corporate architecture job to build my own dream, one that would allow me more time with the people that I love, the ability to serve my clients at the highest level, and to make a great living. It wasn't always easy, and I've made my share of mistakes along the way. Fast forward to today, and I've learned a thing or two. This podcast is for you - the inspired, creative, ambitious, and let's admit it,  occasionally overwhelmed interior designer who shares this dream of transforming lives by transforming homes. Join me and my guests each week as we walk through practical ways to build an interior design business you love, and helps you transform your clients' lives. You can do this. 

Well, hello there friends, welcome back to another episode of the Designers Oasis Podcast, I am so glad to be with you today. Whatever you might be doing right now, today, we are going to talk about different types of interior design services you might consider offering. Specifically, we're gonna look at five different types of services that are relatively common. But we're also going to be looking at the pros and cons of each of these different types of services and why they may or may not be a good fit for everyone. Remember, around here, I don't believe in a one size fits all approach to how you run your interior design business. So not every type of interior design service is going to make sense for your business. So sometimes, I know we find ourselves thinking about, you know, maybe we see a designer who's offering this other type of service and we get that shiny object syndrome. I know I've been guilty of this myself. And so we try to figure out a way to do it. And before you know it, we're doing it all. And you know, sometimes that works. But sometimes that just leads to confusion, branding issues, and overall just a lot for you to to keep up with. So I don't recommend that an interior designer offers a bunch of different types of services. You know, two, three, Max, I think is ideal. And so today, I want to talk about those five common types of interior design services, the pros and cons of each. Who were the ideal clients for these types of services? And what kind of designer might this work best for? I know, today, many designers don't want to do procurement for their clients, because we're experiencing very long lead times. Maybe you want to have a menu of options for your clients. You know, right now I'm in the middle of a kitchen renovation for some clients who started out as designer for a day clients actually did two different designer for a day sessions with them. And they always said, Kate, when it's time for us to do our kitchen, we're calling you. And so, you know, one day, I just sent them an email saying, hey, just checking on, you know, because the designer for a day service, they did all of their own ordering and that sort of thing. And so I just was checking in to see how things were going on that front. And they said, you know, it's going great. Everything's either here or getting close to being here. And by the way, we're ready to do our kitchen. Do you think we could have a conversation about that? And so we did, we hopped on the phone. And, of course, this wasn't a project that was a good fit for a designer for a day and it was clearly a full service project. So when you do offer a ladder of services in a way, you have an opportunity to get to know some folks and their needs. And then when a bigger project comes along or they move, maybe they move into a different type of service. So

One caveat before we get into this today, we're talking about generally accepted practices in interior design. Will there be exceptions? Absolutely. This is intended to be a framework for how to think about the different types of services you might offer. and decide which ones are in alignment with the types of clients you want, and the design career you want. Alright, so keep that in mind as we're moving through these. Let's go. Alright. So, the first, probably most obvious service that one might offer is full service. So full service interior design includes in person design services plus procurement and project management. And when I say procurement, procurement is the all encompassing term for the process of ordering, and tracking and installing the whole project from start to finish. Full service design usually involves warehousing products with a receiver until all the orders have arrived, and then doing one large install in a single or multi day install. 

Project management is the process of coordinating with the builder or contractor, your trades or other professionals such as your drapery workroom, your wallpaper installer, it includes site visits periodically throughout the construction process or renovation process. So what are some of the pros of a full service design? Well, number one, you have the ability to do very custom and bespoke bespoke pieces. When I think of things like contrasting welds or on upholstery, and custom drapery with really fine details, treating antique pieces, fine carpentry details, with those kinds of details, you really need to be the one that handles the execution of them. Because that's your expertise. Usually your clients are not experts in managing those kinds of details. 

Number two, you'll earn commission on the products that you mark up and sell to your clients. And this can make up a significant part of your annual income each year. Alright, and then number three, at the end of this project, you're going to have photo worthy projects. And ideally, you can pitch these to publications, which is going to in turn help you build your reputation as a designer, and allow you to charge more for your services. So a lot of benefits to full service, right, you really get to control the outcome, you earn extra money and you end up you know, being able to really build a reputation for yourself. What are some of the cons of a full service, let's talk about those because that you know, they're real to full service projects can be very long. These days, no full service project for me is going to take less than a year, at the very least a year, with the kinds of lead times that we're looking at with the kinds of labor shortages and just how busy trades are. And this is not just in my city, this is nationwide. So you have to have endurance for the long haul, you have to be able to just stick with it. 

Number two, you have to remain available to the client for the duration of their project, which means you need to have a willingness to show up and coordinate and or troubleshoot issues with your builder or your contractor. And it's just in general, it's a lot of managing expectations. Okay, number three, God forbid something goes south with your clients between the design and the install, maybe you've got stuff on order. And maybe you've got custom stuff in the works. You're tied to that client to the bitter end. So never has this happened to me personally. But I know this does happen. And it's not an easy situation to navigate. And the reality is, you can usually spot a challenging client through red flags before you get to the stage and find a way to cut ties before you get to the procurement and project management stage. So don't let this fully dissuade you from taking on full service clients. But just something to think about. So you know, they're long, and you have to stick with it through the end and stay available for your client and make sure that you're managing expectations along the way. So full service projects, let's talk about who are they ideal for. They are ideal for large or complex projects, including new builds or major renovations. They're also good for light remodels, especially if you're doing anything with multiple rooms, or full furnishings and decor. This is ideal for clients who want to hand over the reins to you and let you take care of all this nitty gritty details. You have to have clients that are trusting you, they don't have the time or the energy to handle all of the details of the project. And they are willing to pay someone to do that for them.

And finally, full service projects are really ideal for a designer who has a little bit of help, even if it's just one person, an assistant that helps you to oversee that project management and procurement. It's really difficult to do it all well. If you're switching gears between designing and project management, especially if you're managing multiple little projects, I will tell you, I hired very early in my business. And I kept it very simple. I went to my local design school, where they had senior and recently graduated interior designers and connected with them and hired them hourly on a contract basis. And they came in. And it was a tremendous help. And the clients just had a better experience. So I am always a proponent and advocate for hiring help early, when we can. Alright, so moving on. 

Next, we're going to talk about design only projects. Design only projects are still in person, but you are sourcing and specifying products and materials that can be ordered directly by the client and or the contractor. So those bespoke details, you're not going to be able to get away with those as easily not saying you can't get away with them at all. But it's not going to be as easy to get into that really those fine details of a full service project. So something to keep in mind. Number two, you are providing a detailed specification and drawing package for the client, and their builder and contractor with all of the project details on what to order and where so you've got to really make sure that your drawing packages and your specification packages are incredibly detailed, right? You don't want to be in the middle of a client meeting with another client and three or four months and get a phone call from your contractor asking you, you know what grout color you want to put in. Because you didn't include those kinds of details. So you got to make sure that in just like full service, you've also got to make sure you've got that those packages really buttoned up, you usually want to remain available, but on a more limited basis to answer questions along the way, offer ways to troubleshoot issues, or perhaps even reselect items that may no longer be available. So that's the idea there, you're still doing all the design, then you're handing off a complete package that can be executed by builder, contractor and or your client. 

Okay, let's talk about some of the pros and cons. Let's start with the pros. So number one, you can design a project and then move on to new projects sooner. So don't take nearly as long. Number two, you don't have to be on demand throughout the construction and renovation process, you want to make sure that you are somewhat available, you don't want to completely ghost your clients ever. But you're starting from a place where everybody's expectations are that you've done the bulk of the work upfront, and you've handed off a complete package. And they should have most of the answers that they need. But things always come up. So you want to make sure that you're staying somewhat available. 

Number three, they're generally less stressful than full service, because you're just not involved in the day to day, there's somebody else that's really handling that. And you can sometimes get photo worthy projects out of these projects. But usually, that's going to involve some additional styling or finishing to get the look that you want. So I'm not going to say that you're not going to get photo worthy projects, but just gonna take a little bit of extra work generally, in, in my experience, cons. So sometimes, decisions are going to get made without your input. That's just the nature of design only projects, especially if you skip the details in the specifications. And so back to my tile and grout example, the tiles a big one if you think about grout color, but also tile pattern or layout or the height, you know, how high do you want to take this tile and imagine a shower surround, if in your mind, you know, it goes all the way to the ceiling, maybe it even wraps up onto the ceiling. But you didn't specify that if you leave those those out, you know, they might take it up to midway point which is kind of a common thing to do in showers. If if not specified. So often the builder and homeowner will make the decision for you. And it may not be what you had in mind. So

just keep that in mind and you have to be willing to roll with it if that happens. All right, number two, with design only you're going to be handing off a package. And your clients are going to be ordering things. Let's say you've specified furnishings, there will always be the temptation by your client to shop the design package. It's just the nature of human beings. Let's say you've specified a beautiful handmade rug. And the client liked it and they approved it. But when it's time to put it in the cart, they get sweaty palms because of the price maybe. And the temptation to start surfing the web and finding something that maybe looks similar but for a little less money becomes real. 

Anything that might be a splurge item, you know the value and how It's different from the cheaper options and how it will make or break the difference for the finished home. But to the untrained homeowners eyes, they all look the same. So just something to keep in mind. I had this experience years ago, and it was an E design, or excuse me, it was a design only project. And we went in to do some finishing touches and styling and the homeowner had made some changes on a rug. And also on it, this was a kid's room. And so the bed and they were not compatible, she had ordered a bed, a bunk bed with drawers underneath. But with the high pile of the rug, you could not open the drawers and you bet she tried to stick that to me. And I was like, um, but this is what we specified, because we had thought through those details, right? That's our job. And she didn't run it past says she just, you know, made the decision to find something that looks similar. And she was sort of left with the end result. And that's just it, that kind of leaves a bad taste in your client's mouth, whether it was your fault or not. So, you know, the temptation to shop is really just something to keep in mind. And so a way you can sort of prevent that is to really have a conversation upfront with your client and say, hey, you know, we've put a lot of thought into everything we've presented here for you, if along the way you start to have second thoughts, and start to look, you know, elsewhere or shift things a little bit, don't hesitate to run things by us, because we'll help you kind of work through that decision. So that's kind of an easy fix. Alright, next, you aren't going to make income on the sale of products and materials. And this can be a significant amount of money that you're leaving on the table should you decide to do design only. 

Number four client frustrations can grow without you knowing when you're not involved in the every day, you may not be aware of issues that inevitably arise and could help solve if you were involved. So one mitigation strategy is to have built in reminders to check in with a client on a weekly or bi weekly basis just to check and see how things are going. Alright, and in my in my example from earlier, this could just might lead to a new project. So always a good idea no matter what to just be checking in regularly and see how things are going. Okay, so design only is ideal for clients who have the enterprise to oversee the project alongside their builder, as well as order any items such as furnishings or lighting that you provided the details for, they may need to coordinate with trades such as wallpaper installer or painter. So they've got to be able to take that on with ease. Alright, designers who really enjoy the design process, but get fatigued from the whole product management procurement process, this is going to be a good fit for you, especially if you don't have a team or someone to help you execute. So that's something to think about. All right, moving on. Number three, we're going to talk about consultation only. So consultation only is offering advice and design direction only without drawings or detailed specifications. So you're going to be giving more general recommendations. Now there are several ways you can set this up. Number one, it can be a multi hour one time consultation, such as your initial consultation, that may lead that might be the gateway to full service or design on the project. So this could be the first step in meeting with the client is your initial consultation.

Another way you can set it up is maybe it's a specific type of consultation such as paint, a lot of people want a designer's eye for a whole home paint scheme, right? So maybe that's what you're doing. Number three, perhaps it's a limited hourly package. So here's an example. I recently had a friend come to me. She was doing an addition, which included a kitchen off the back of their house, and I simply did not have the time to do full service designed for them. But I knew they had an architect and I knew they had a builder. So they were covered on that front. So I told them, like I don't have the time to do drawings or purchasing and I genuinely wanted to help her.. She's a dear friend of mine. But I was just being honest about my capacity. And I said I am not able to do drawings and I can't do purchasing but here's what we did. We did a one time meeting with the architect to do a drawing review. And then he was responsible for making the revisions. And then we're working on meeting with the clients for an appliance showroom visit working with the cabinetry dealer and then I'm giving them the spreadsheets to fill it all out. So in this limited hourly package. I'm just there to help then make decisions and guide them along the way. But we're really leaning heavily on our other folks like our appliance company or architect, our cabinetry company, and of course, the builder to help see it all through. 

So what are some of the pros of consultation only projects? Number one, it's a great jumping off point for larger projects, especially if that's how you position it. Number two, it helps you build trust and develop a relationship with your prospective client before diving into a larger scope of work together. And number three, it can be fun to just scheme and design the big picture without getting into all the details. All right, so what are the what are the drawbacks, you're likely not going to build a name for yourself doing just consultations, it's just a fact, you're likely not going to get photo worthy interiors to add to your portfolio, which can lead you to new clients and projects. Sometimes, like in the case of this addition, because there are other people that are really handling it, you know, it will be a nice project and potentially portfolio worthy. But if you're just doing pink consultations, and that's all you're doing, it's those, those are likely not going to yield photo worthy portfolio pictures. Okay.

 It is ideal for designers who want to provide that perfect jumping off point for full service project, it's a much easier starting point than trying to sell a client on a large scope of work before ever having had a taste of working with you. Or for clients who just want some ideas or specific guidance on a very small and specific area such as a paint scheme. So there is a place for these consultation only just think about how they might fit into the larger scheme of your other services. Oh, all right. Moving on. Number four, we're talking about E design. Alright, so E design is offering interior design services remotely without ever stepping foot into a client's home. Usually, the client is responsible for a set amount of homework. So I'm using air quotes here, such as providing you with photos and measurements. And then you work to prepare a design plan, they can execute on their own and in their own time, all right, they would purchase their own items. And if any work like painting wallpaper and installing the light fixtures is to be done, they would usually coordinate with a local tradesperson. Typically, you're going to communicate via video, conference phone and email so you're not going into the home. So that's how it is different from design only design only is definitely in person, you're probably going to do a site survey and do your own measurements and photos before you get into the drawings. And with a design, they're kind of responsible for giving you some of that early work. Okay. Just like with the other services, the specifics of how you work and what you offer are totally customizable. For us, we offer a higher ticket design service, because we build in a high level of service and touchpoints. Despite the fact that we're working remotely, this is not a discounted service. It's simply cost the clients less because the client is doing some of the legwork we would otherwise be doing with in person design, just like I mentioned with design only. So if you're interested in learning more about E design service, we actually offer a masterclass on this specific topic. So go to designers voices.com forward slash forward slash learn to learn more about the design master class. Alright, let's talk about some of the pros and cons of each design.

They're similar to design only. The big difference is you're offering the service remotely, which means you can provide services to your clients all over the country, or the world even so it opens you up to a larger market of potential clients. kind of exciting, right? The ease in which we use technology today also makes the service easier to sell to clients who a few years ago may have been tech averse. So you've got that in your favor. Number three, you can still offer in person design for local clients if the service is a good fit for a client, so just wanted to state that that might be obvious, but it's not exclusive to remote clients. And I will just pause for a second and say there will be temptation if you feel like a design is a right fit for a client because of maybe their budget and you're sharing that with them. There will be the temptation for clients to say, do you think we could do a design but you actually come and do the measurements or just come by the house? Then it's not a design thing. You're talking about doing a consultation and then either design only or full service. So just keep that in mind. E design is a great option. To add your menu of services, I think especially if you're just starting out, it can be a great alternative to a budget friendly alternative to the full service offering that you have. So the eager clients who want the whole home design plan, and they're willing to see it through, are going to be a right fit for this. Okay, cons, you have to make sure that the service is a good fit for your potential client. If you don't, you may find yourself with an unhappy client who feels like they're doing a lot of the work, you have to be really clear upfront about what's included, what it costs to do additional work beyond the typical package. And make sure that the client's personality and enthusiasm about the project is a good fit, right, you're going to provide them with tools and support along the way once you hand over this package and be available for them. But they're the ones that are going to have to do the work. 

And I will tell you early on, I missed an opportunity with a client, we did any design project somewhere along the way I missed the cues that she was she didn't have what it took to do the work she was. Even though I did everything I was supposed to I gave her every last little detail, she really got overwhelmed with seeing it through. And it's not her fault, it just wasn't her personality, there's nothing wrong with her, it was my fault for not recognizing that she would have been a better fit for full service. So something to keep in mind, you really need to screen your clients for right fit. Alright, number two, you're unlikely to get portfolio worthy photos out of E design services, unless the client lives locally, and they've done 110% On the final work, and you're willing to pay to have it photographed. So it's not impossible, it's just harder to achieve something to keep in mind. 

Similar to design only, you're at the risk of your clients shopping for cheaper options, they think looks similar, thus watering down the original version. And finally, you're not going to make money off the sale of the product. However, there are companies like side door that are starting to make that easier. So if you want to look into that as an option, that is a possibility for you to make something off of the sale of product as well, it's not going to be the same amount of revenue that you might see in a full service project. But it can be a nice little boost. So keep that in mind. All right II design is ideal for designers who just want to design and be pretty much hands off in the execution of the project. Again, I highly recommend regular check ins and accountability calls. And I talk about this in the master class and how you can work that into your process. Okay, this is ideal for designers who want to tap into markets outside their immediate territory. Maybe you have a large Instagram following or you have a trusted community, you can reach out to in another city or a state. So if you've got a community somewhere else, and that could be a possibility for you to reach that audience as well.

It's ideal for clients who want a professionally designed space, but are maybe on a smaller budget and and who wants to put more of their investment towards the actual project and who are willing to roll up their sleeves and get the job done. And they're out there. I've had great success with clients who said yes, I want the full plan and I will totally do it and they nail it. So it these are not unicorn design clients they exist. You just have to be clear upfront about the expectations along the way and they just generally the need to be organized people so keep that in mind.

Okay, moving on. This is one of my favorite services is designer for a day. Designer per day is a full day in home consultation that provides the client with a designer by your side experience. It's a way to achieve a lot in a short period bit of time, because your client will be there to give instant feedback on your design. Six hours is my suggested timeframe, any less, and you probably can't achieve as much as you'd like. And anymore, you're gonna lose steam, trust me by hour, five and five hours, five and a half hours in, I'm like, I'm checking the clock, like, okay, we're all much more time do we have, and also trying to make sure I'm finishing everything that I set out to achieve that day. So six hours is kind of the sweet spot in my opinion, the amount of work you can achieve in a day depends on your skill set, and your experience. So you always want to set realistic expectations for your client about what you can achieve. So here are a few examples. We'll start with a kitchen, perhaps you come up with a new layout, and suggest General Finishes for this space. You want to think in more general terms such as let's take wood floors, for example. You might say, do a six inch white oak plank with a clear matte finish and run the planks this direction, right? So you're giving general specifications, you're not actually sort of seeing the specific brand and handing that off. 

And that would take a lot more time and you just simply wouldn't be able to achieve as much throughout the day. All right, let's Another example might be a single room, let's take an outdoor living room, for example. If it was just one space, you can all you'd typically offer furniture layout with suggested sizes, and a color palette for furnishings. And you'll probably be able to offer specific recommendations for some of those foundational furnishings like furniture and outdoor rug, coffee tables, side tables. Beyond that, you're probably going to be showing inspirational ideas for the finishing touches, say, lanterns or throw blankets, cushions, planters, etc. So those are just some examples only you know your skill set how quick you are. And that's you know, based on your experience. So you know, I always suggest start small and under promise and then over deliver and you can't go wrong when you do that. When you are done, you will provide your client with any notes, any sketches, you put together any drawings, any Pinterest boards, so that they can use that to execute the project. 

Alright, the benefits of designer for day, you can achieve a lot in a small amount of time, you can charge more, there's a premium for allowing someone to have your full undivided attention for an entire day. It doesn't belong to anybody else, but that client. And that is a premium thing to charge for. So my designer for a day rate is three times my hourly rate. But again, they get my undivided attention for the whole day. And it covers that little bit of additional time spent to prepare and follow up after the consultation. It can be a big boost to your overall annual revenue. If you just did one, two, maybe even three designer for a day, every month. Think about how that would add up over an entire year. So for me personally, I think they're fun. Now this is totally subjective. I have a friend who would never do designer for a days. She's a total introvert, and it's completely draining. And while I do lean more introverted, I get jazzed by the day. And yes, I am drained afterward. But in a totally good way, like I just had a great workout. So think about your personality to decide if you think it's a good fit. Maybe you just try one or two and see if it works if it's something that you like.