Avoid Burnout and Build a Thriving Design Business by Targeting the Right Geographic Market.

Like a lot of designers, when I started my interior design business in Seattle, I thought having a broad service area would attract more clients. I willingly traveled as far east as Sammamish and Issaquah, west to the islands, up north to Everett, and way down south to Federal Way. For those unfamiliar with the Puget Sound region, that’s about a 50-mile stretch from north to south and 25 miles east to west. Even if I didn’t want to travel that far, I couldn’t say “no” to a potential client.

But soon, I realized that while a broad territory seemed to offer more opportunities, it actually stretched me thin, both in time and energy, and cost me more than it was worth in travel costs and unbillable hours. I had to make some choices: Would I charge for travel? Raise my rates? Or narrow my geographic range? (This was back in 2007, long before Zoom and remote work became the norm.)

The Hidden Costs of a Large Service Area

Covering such a large area meant I spent a lot of time on the road—time that could have been better spent on client work, marketing, or simply recharging my own batteries. Every hour in the car was an hour not spent designing, and those long drives didn’t just drain my time, they drained my enthusiasm.

The truth is, when you serve too many areas you’re not just spreading yourself thin—you also risk burnout. Hustling from one end of the region to the other meant less time for quality design work, fewer hours available for new client consultations, and ultimately, less satisfaction in my job.

Focusing on North Seattle: The Game Changer

So, I decided to narrow my territory.

I was nervous, but not only did I quickly confirm that there were plenty of potential clients much closer to home (North Seattle has over 50,000 owner-occupied single-family homes), but also that clients loved that I was so local! It gave them immediate confidence that I was an expert in their kind of home.

This one choice about my niche elevated my status and credibility while significantly reducing my travel time and expenses, freeing me up to do more high-value, billable work. Nice!

Aligning Your Territory With Your Values

And this change didn’t just save me oodles of travel time and cost. It also allowed me to fill my schedule with the kinds of projects I truly enjoyed! You see, although areas like Issaquah and Sammamish offered larger homes with potentially bigger budgets, they didn’t match the type of work I found most fulfilling—designing for smaller homes (3,000 square feet and under). These homes aligned with my values (I believe we should take up a smaller footprint) and my design preferences (I like cozy spaces!).

So, choosing a smaller territory wasn’t just about convenience; it also helped me align my business with my values. Focusing on North Seattle ensured I worked with clients who shared my appreciation for more modestly sized homes, and minimized my ecological footprint by reducing the miles I traveled.

This decision also had a positive impact on my business finances. By minimizing travel expenses and maximizing billable time, I saw an increase in profitability without the need to take on more projects or expand my team.

(Pssst, here’s a secret: At first I limited my range to a 15-mile radius, but I found that folks always tried to stretch that boundary. “I’m just 16 miles away” they’d say, not realizing that 15 miles was the outer limits of how far I wanted to drive. Then I made it 10, and they still pushed. Once I said “9-miles from Greenlake” folks got the point and I stopped having to spend precious time kindly telling clients they’d need to find another designer. Sometimes it takes a few tries to set the right expectations.)

Questions to Help You Define Your Own Territory

If you’re an interior designer trying to figure out your niche and how to set your geographic territory, here are a few questions that might help:

1. Where are your ideal clients located? Consider where you’re currently getting the most inquiries and where your past clients have been based. Are they clustered in a particular area?
2. How far are you willing to travel? Think about the time it takes to get to each client’s home. Are those long drives cutting into your productivity and work-life balance? Can you bill for travel, or charge enough for the project to make it worth it?
3. What type of projects do you enjoy most? If certain areas are known for larger homes or different design styles, does that align with what you love to do? Would you be happier focusing on a different type of project, even if it means more travel time?
4. How does your territory align with your values? Consider the environmental impact of your travel and how it fits with your personal and professional values.
5. Are there enough clients in a smaller area? Narrowing your focus doesn’t mean losing business. It means honing in on a niche market that appreciates your expertise. That said, there does have to be either enough people, or enough money, in a certain area to make the math work.

Need Help Defining Your Niche?

As a business coach for residential interior designers, I know that figuring out your niche and territory can be tricky, but it’s crucial for building a successful and sustainable business. If you’re feeling stuck or unsure about how to narrow your focus, always remember I’m here to help. 1-1 coaching is just a Zoom call away!

May your business always make you seriously happy! 💕

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Check out my post on the role your personality plays in distinguishing you from your colleagues!