The Future of Interior Design – How, and How Much, Will It Change?

Too bad Nostradamus moved to the Great Beyond some 450 years ago. Had he been more contemporary, he might have been able to give us some clues to the future of interior design, luxury furnishings, and business in general. (A few thoughts about online marketing would have been super helpful too!) Alas, we must instead rely on our own experience, knowledge of human nature, and guidance from industry experts.

For the latter, we offer you this link to an article at BusinessOfHome.com, which examines (predicts) what the industry will (may?) look like a decade from now.

Before going there, however, we feel the need to mention our own predictive blogging on the subject of changes in the short term, here and here.

While these posts focus on the ways that doing business will likely change following our recent health crisis, the article mentioned above addresses the probable evolution of the design industry. This is just the first in a three-part examination of upcoming design business trends from the folks at BoH, so we hope to offer more soon.

Long Term Design Industry Changes

For now, the article is devoted to the thoughts of people who predict trends for a living:

“Our crystal-ball gazers are Brian David Johnson, the futurist-in-residence at Arizona State University’s Center for Science and the Imagination; Dror Poleg, a consultant and the author of Rethinking Real Estate: A Roadmap to Technology’s Impact on the World’s Largest Asset Class; and Piers Fawkes, an innovation consultant and the founder and president of consumer research agency PSFK.”

Familiarity Will Not Breed Contempt – By nature, human beings are habitual in their behaviors and environments, resisting change for the comfortable and familiar. This means that despite the inevitable technological advancements we will undoubtedly see in the future, home designs will remain largely consistent. Too much change coming too quickly leads to stress and uneasiness, which most tend to avoid.

Still, making an impression online will be even more important moving forward. Although innovation will generate interest as it always has, things that roam too far outside the box will get little play.

“I tell my students that if you walk out your front door and it looks like it did on The Jetsons, that’s a nightmare. We don’t want our homes to change all that much.” (Johnson)

Personal Space Becomes More Valuable – For many, their recent experiences with stay-at-home orders and working remotely will have a profound effect on how they view their personal spaces. According to the article, this trend was developing before the restrictive regulations in response to the pandemic, and have only been reinforced by them

In other words, “The manipulation of space will become more important, and furniture will get more and more multifunctional.” (Fawkes)

As will a designer’s ability to deliver value: “So in a world like this, the ability to capture more profit shifts to the design of a space, the sales experience, the unique components, all of that. Long story short: Interior design is becoming increasingly a driver of the value of a building, and that will continue to be the case.” (Poleg)

People-Focused Design Becomes Ever More Important – As mentioned above, technology intrigues everyone, interior designers, and homeowners included. Yet, no matter how advanced it becomes, it will never replace relationships between human beings. That means, “Interior design isn’t really just about designing the interior of a home. It’s about people and solving their problems… [so it] isn’t going to be done by robots and artificial intelligence.” (Johnson)

Even more telling, “The profession will still exist, but I think interior designers may need to develop another layer of technical sophistication to understand what people’s desires are for their homes. They may need to go from ‘This is wallpaper that looks nice’ to ‘This is wallpaper that looks nice and blocks Wi-Fi signals and protects digital privacy’.” (Fawkes)

As much as people resist change, the natural evolution of all aspects of life forces us to deal with it. This is as true in business as it is for life in general. Though predicting the future is difficult, experience and recognition of current trends can offer direction. This makes predicting the future of interior design critical to your success, whether you are resistant to change or not.

While he’s not in the same league as Nostradamus (and doesn’t claim to be), Ted continues to offer business consulting support to interior designers and furnishing store owners. With more than 25 years’ experience in the luxury furnishings industry, and through all sorts of economic crises and natural disasters, he should be able to help you get ready for your future.

To get in touch with Ted, or for more design business tips, trends, and marketing ideas… Get in touch with TD Fall today.

More on After-Pandemic Success – What is the Purpose of Your Business?

Surviving the pandemic through a strategic marketing plan is all well and good but, to prosper in the aftermath of a crisis, you will need to answer the age-old question: "What is the purpose of your business?"

(Uh, oh. Get out the wetsuit; we're getting deep today!)

You would do well to consider the purpose of any business that is successful as a model for your own, whether interior design or a luxury furnishings dealer. After all, the line "to make money" isn't going to get you very far as an after-the-crisis Mission Statement, is it?

Besides, thinking like that is superficial and, ultimately, a cop-out. Why? Because counting pennies like Scrooge just ain't going to cut it when it feels like the world is going to hell in a handbasket.

Why Go Through the Struggle Again?

Stated simply, "The purpose of a business is to offer value to customers, who pay for the value with cash or equivalents. Minimally, the money received should fund the costs of operating the business as well as provide for the life needs of the proprietor." (Alan Weiss, PhD)

The value offered, he explains, is through products or services that provide value in exchange for compensation (usually those pennies you were counting).

The beauty of this type of thinking is that you can stop worrying so much about profitability and focus on the value you have to offer. When you focus on providing value as the purpose of your business, profits pretty much take care of themselves!

Yes, it's true. When you offer real value, all that other stuff (like overhead, expenses, and the additional "costs of doing business") seems to get taken care of without much conscious thought or effort – or loss of sleep.

Now, when it comes to defining value, we have a whole new concept to consider. At a fundamental level, a client perceives value as receiving something worth more than they paid. If you can deliver that regularly, and do so honestly, you won't have to "struggle" through tough times again because they likely won't be tough for you – a recognized value giver!

While there's a bunch more that can be said about offering value and the purpose of your business in the aftermath of the pandemic, this seems like a good start. If it gets you thinking and optimistic about your future, we've done our job for now.

Business Coaching with Ted Can Help

If you're struggling with developing the purpose of your business in the face of the pandemic, Ted continues to offer business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the craziness.

To get in touch with Ted, or for more design business tips, trends, and marketing ideas… Get in touch with TD Fall today.

Is Your Online Marketing Strategy a Victim of the Pandemic?

The pandemic and resulting lockdown orders have created a massive challenge for in-person service providers. And, while the internet offers thousands of articles on how to respond to such a crisis, few of them actually address the effects on an online marketing strategy for such a business.

Instead, most of the content out there is focused on how to sell and to deliver products during a crisis. While that may be helpful to a portion of the industry, which is the furnishings suppliers, it does little to help interior designers.

According to the digital marketing folks at Forbin.com, now is definitely not the time to go quietly online. Instead, they say:

“Now more than ever, you need to look at your website as your virtual store or office as this is going to be the most accessible representation of your business – the world’s window to your business. This is a great excuse to finally dedicate time to updating the content on your website to reflect how you're serving customers today.”

This means spending time increasing your profile on social media, as well. While many of us complain about the not-so-social aspects of platforms like Facebook and Twitter, it cannot be denied that their use has grown almost exponentially in response to the quarantines we’re dealing with.

Because of this, you should develop and execute a solid social media marketing campaign. Just make sure it’s not too “salesy” and that you offer high-value information instead of a perpetual sales pitch.

Realize that Online Search Trends are Changing

Again, according to Forbin, “Since mid-March, search trends have changed dramatically. We’ve seen obvious search terms like ‘coronavirus’, ‘take out’ and ‘delivery’ soar to top trending terms, but there have also been increases in more unexpected search terms.  For example, the week of March 15-March 22 saw a dramatic climb in healthcare keyword searches that are still on the rise.”

Doing research into trending search terms that align with the services you offer will show big benefits. While it may seem like a stretch to relate interior design to the pandemic, a bit of creative thinking will help.

After all, there are a massive number of people who are stuck at home right now, either working remotely or spending their days streaming Netflix. As the days and weeks under stay-at-home orders pass, these poor souls will become increasingly conscious of how their interior spaces affect their moods, productivity, and comfort.

Many will want to merge their virtual and physical environments. According to an article at Forbes.com, “Video conferencing is making people more aware of how they are perceived, and spaces in the future will be designed with that in mind. Muffled or reverberating sound, harsh or inadequate light will be considerations as we inhabit virtual spaces.”

The need for ongoing distancing, as well as emotional, mental, and physical health needs will become paramount for these folks and a sharp designer will develop solutions to those needs. This will include the no longer rare home office (which actually gets used), as well as the need to keep the entire family comfortable.

Expand Your Menu and Your Marketing Strategy

Granted that isolation has become a dominant trend in our culture, it is death to an interior design business. Expanding your menu and your reach are both going to be critical to your after-pandemic success.

While figuring out how to get this done in the current business environment is challenging (to say the least), it cannot be denied that the designers who survive will find a way.

If you're struggling with developing an online marketing strategy in the face of the pandemic, Ted continues to offer business consulting support to interior designers and furnishing store owners. With more than 25 years’ experience in the luxury furnishings industry, and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the craziness.

To get in touch with Ted, or for more design business tips, trends, and marketing ideas… Get in touch with TD Fall today.

Responding to the Pandemic – What Comes Next for Your Business?

Depending on where you live and work, things should be loosening up a bit for you, though it begs the question of what comes next in response to the pandemic and its aftermath.

We hope that as the lockdowns and stay-at-home orders are relaxed, your life and your furnishings or design business begin to resemble something like normal. Although it's likely to take some time to get back, you would do well to believe that we will evolve from crisis living to a more acceptable way of life and work.

While uncertainty may be the dominant mindset at the moment – we must all remember that it is just a moment – a particularly stressful point in time that will not, that cannot, last forever.

Yes, it may seem like our situation is dire for now. Yet, there is no reason to suppose that the negative aspects of the current situation will be especially important over the next six months or the next few years.

Experience teaches us that human beings are remarkably resilient in the face of crisis and tragedy. It is an integral part of human nature that we bounce back from disasters and look to the future, despite the most serious of challenges.

Examples of this might be the 9/11 tragedy, hurricane Sandy, or the many other natural and manmade disasters from which most of us have recovered. And yes, that is the key. That we have recovered – and that we will recover again.

Visualize Your Future Beyond the Crisis

As you look to the future, you will need to ask yourself some questions – about yourself, your business, and about your clients' lives. The answers to these questions will be an invaluable guide for moving forward successfully and with as little ongoing disruption as possible.

Questions to answer about your business:

• How has your design business changed in the past 60 days? (Or, your life.)

• Do you need to change your value proposition?

• What will be different moving forward?

• What short-term changes have you made, and what are the long-term effects?

• More specifically, which suppliers and subs have weathered the storm and are ready to get back to work?

It may also be helpful to pay attention to your competitors. Some will surely do well despite the current crisis, while others may disappear altogether. Do what you can to emulate the former and avoid the latter like a deadly virus.

Questions to answer about your clients:

• How have things changed in their lives, homes, and offices in the past 60 days?

• What do they value that they did not before?

• What will be the most helpful and relevant things you can do for them to help them recover?

• Which types of clients (which homeowners and office tenants) are doing well and can afford to become clients?

• Where and how can you be empathetic to those who are afraid while accommodating those who are not?

These are essential issues that we will all need to consider as we work to restore relationships, rebuild our client lists, and return to business as usual (or, as as-usual as we can).

One More Thing to Consider

Among the many changes you're likely to see from clients and prospects, as well as suppliers and subs, will be ongoing fear and residual anger. Some will be afraid we are trying to recover too quickly. Others will declare it was a "fake news" conspiracy, and there is nothing to worry about. Neither of these beliefs can be discounted out of hand, for the simple reason that you need their business or support and can't afford to ignore them.

So, work hard to be considerate and respectful of everyone you encounter since you have no idea how deeply or tragically they may have been affected. In other words, employ the Golden Rule and treat them as you would wish to be treated. Your business will appreciate you for it, and your "What comes next?" question will quickly be a thing of the past.

If you're struggling to answer any of these questions, or with creating a vision for your future, Ted continues to offer business consulting support to interior designers and furnishing store owners. With more than 25 years' experience in the luxury furnishings industry and through all sorts of economic crises and natural disasters, he should be able to help you cope with all the craziness.

To get in touch with Ted, or for more design business tips, trends, and marketing ideas… Get in touch with TD Fall today.

Designing Your Design Business – Becoming a Homeowner Consultant

While on the one hand we recognize it’s impossible to

be all things to

all people,

it’s also true that interior design clients and prospects often need more than re-imagined spaces in their homes. What would happen to your business then, if you were able to add the title of Homeowner Consultant to your menu of services?

It’s not at all unusual for service providers to spread their wings and offer advice to their clients. After all, we frequently learn new approaches to common problems as we make our way through a business day. Sharing these experiences and ideas with our clients shows a true generosity of spirit and a desire to be helpful. It’s also a sign of increased professionalism for many of us.

Well, what if you could also make money from doing so?

Expand Your Design Services Menu as a Homeowner Consultant

Now, this is just an off-the-top-of-the-head sort of idea but, if you were able to present your clients with ideas that would simplify their lives, they would surely appreciate your efforts. And, if those ideas were based on real-world solutions to recognizable problems and challenges, they would very likely be willing to pay for such a service.

Here are three ideas for expanding your skillset and services as a homeowner consultant:

• Organize the mess – Small business owners tend to become intimately familiar with disorganization as their customer base expands and teams grow in response. Developing organizational skills is a prerequisite to success for a growing business. Sharing what you’ve learned about overcoming organizational challenges, whether your own or those of your team, will also be valuable to your busy design clients.

• Using space better – Of course, the effective use of limited space is one of the tenets of quality interior design. However, living well in the space one has is a very different matter. If you can help your design clients reduce clutter, increase comfort, and help them make their home feel more livable (in addition to more beautiful), you’ll be doing them a favor for which they would be happy to pay (whether they know it or not).

• Improve time management – Entrepreneurs often wear many hats in their businesses, especially during start-up and/or periods of robust growth. This requires the development of solid time management skills to avoid scheduling conflicts (and going insane), and to ensure tasks are completed on time. Sharing the secrets of managing your time effectively will have real value to busy parents who are trying to juggle the needs of everyone in the family.

Coaching and consulting are two huge growth industries today, especially in the world of online marketing services. Yet, despite this almost exponential growth, few of these self-proclaimed “experts” possess the level of experience that an interior designer can boast. You are, after all, intimately familiar with the transformation that can take place in your client’s homes during a truly transitional experience that can affect every aspect of their lives.

Why not put that experience and knowledge to work, for them and for yourself? Sure, maybe you can't please all the people all the time but, you can please some of them in more ways than one.

These are just a few ideas on how you might be able to expand your design services menu to boost revenue and profits. Can you think of other services, besides homeowner consultant, that you could provide as compliments to your interior design business? Share your ideas with others in the comments section.

Looking for more tips on designing your design business, new design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.

Can Your Design Business Survive COVID-19? Yes, It Can!

While we would never downplay the impact of the current situation with COVID-19, we are also confident that life will go on and business will continue – especially for those of us in the design business who spend most of our days working online. After all, remote conferencing and video chat apps make “social distancing” the norm for us.

“Challenges are gifts that force us to search for a new center of gravity. Don’t fight them. Just find a new way to stand.”

— Oprah Winfrey

With these things in mind, we ask that you focus first on keeping yourself and your family healthy and safe. Next, do all that you can to stay in touch with your team and clients, virtually, to assure them that you are still involved and committed to their ongoing success.

In fact, this would be a great time to make those Before and After videos of your design projects you’ve been planning, or even to get some online training yourself. (You now have the time.)

Challenge Yourself to Be Optimistic

Finally, rather than thinking of this as a time of struggle, challenge yourself to turn it into an opportunity to grow your design business. Use the time you have to get your marketing ducks in a row and develop a new online marketing strategy to implement over the next month, six months, and year.

For us, optimism is key because we know that life and business WILL return to normal and, when it does, you want to be ready.

If you're curious about how other designers are coping, check out this article from BusinessOfHome.com, Remote control: How designers are running their firms from home.

Wishing all the best to you, your family, and your business,
Ted Fall & Team TD Fall

P.S. Ted is currently working on some Zoom presentations and invites you to follow him on Instagram, Facebook, and LinkedIn, where more product pictures and links will be posted.

Looking for more tips on growing your design business, new design trends, designer marketing tips, and product ideas? Get in touch with TD Fall today.