Quick Summary
In this Q&A, we explore the value of small projects for interior designers. While big projects offer creative freedom, smaller ones provide financial stability and ongoing relationships. A balanced approach to project size allows for steady cash flow and business growth. We’ll show you how to integrate both large and small projects into your strategy to build a successful and sustainable interior design business.
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When my mom isn’t baking or praying, she’s cleaning. She’s a professional house cleaner, and all her clients are in the same neighborhood.
Today’s her birthday—she’s 62 and nearing retirement. Over breakfast, I asked, “You’ve got so many clients. Why not drop some or replace smaller ones with one BIG one?”
Her response? She likes the mix. The big homes bring good money, while the smaller ones offer fast money. One gives her accomplishment, the other convenience.
That’s what today’s email is about.
Question of the Week
“I’m a residential designer, and my goal is to work with fewer but larger projects—ideally five clients a year with $1M budgets. Yet, I often receive inquiries for smaller projects. I wonder if taking on these smaller projects is a distraction from my bigger vision. Are they worth taking on? Or should I create a marketing strategy to filter them out altogether?”
– Bea, Arei Interiors
Bea seems torn between focusing on fewer, larger projects or taking a more varied approach. Let’s assess.
The Risk of “Big Budgets Only”
Fewer clients and larger budgets often mean fewer problems and more creative freedom, right? Not always.
Imagine five $1M clients. If you lose one, it makes up 20% of your revenue. Losing a client this size can be a major blow, forcing layoffs or pay cuts. What’s more, replacing clients of this size takes time—about 9 months on average in this industry.
Relying on a few clients is a high-risk strategy and requires a high-risk marketing approach. It’s not necessarily bad, but it’s not for everyone.
To know what’s best for you, ask this: “Can I go six months of marketing without landing a sale?”
For many, that’s a tough call. Immediate results and small wins motivate us, and when they don’t come, it’s easy to lose steam—and cash. And a lack of cash is why so many marketing campaigns fail. Depending on your financial situation, some can tolerate this risk more easily than others.
Small Projects Are Valuable, Too
So, what’s a more balanced sales strategy to achieve your goal? Diversify. Have a mix of large, medium, and small projects—like a pyramid. For example:
- 40% revenue from 3 large projects
- 40% from 4 medium projects
- 20% from 8 small projects
Each tier has its benefits and drawbacks, but with a well-rounded mix, it will balance out. With that said, small projects aren’t distractions. They have value when chosen well:
- Cash Flow: While a large project may take months (or years) to close, smaller projects help stabilize your finances in the meantime.
- Relationships: Small projects can lead to long-term relationships or valuable connections.
- Skill Maintenance: They keep your sales and operations sharp so that when a big project arrives, you’re ready.
- Testimonials: Small projects mean more Google reviews and better SEO.
- Lower Client Acquisition Cost: If you’re open to small projects, you get smaller wins more frequently. These wins can help offset marketing expenses and keep you motivated to land bigger projects.
Remember: Small projects shouldn’t be unprofitable, just smaller in scope. Think consultations, design days, or technical work.
The reality is that you’ll always get small inquiries. It’s normal. More people have smaller budgets than larger ones. Look at the data: only 5% of the US population earns $252k a year. Your ideal client is a niche.
The real challenge isn’t avoiding small projects—it’s choosing the right ones.
A Balanced Marketing Strategy
To reflect a balanced sales approach, have a marketing strategy that matches. If you follow a 40-40-20 sales model, your marketing should reflect that too.
This is how:
Prioritize showcasing large and medium projects—invest in professional photos, feature them on your website, and turn them into content (social media, blogs, press). I wrote more about curating your portfolio a while back.
As for the small projects? I say, keep them offline. Large design firms do this all the time, taking on small projects but keeping them off the website.
See you here next week?
Until next Thursday,
Daniela
CEO at Findable Digital Marketing
