Interior designers often ask me how to attract “higher-end” clients.

It’s a question that’s impossible to answer until we define what they actually mean by “higher-end.” Do they mean 5,000 square-foot homes? $1.5 million budget minimums? Fully-custom furnishings? Whole-home renovations? Commissioned artwork?

Saying “I want ‘higher-end’ clients, ‘larger’ budgets, and ‘bigger’ projects” means absolutely nothing if you can’t define what higher-end, larger, or bigger actually means to you.

→ What do you mean by “better”?

Each time I ask a designer this question, I notice the same pattern. Whether they want to design $150,000 kitchens instead of $60,000 kitchens, they’re ready to land their first mulit-million dollar project, or only want to work on full-home renovations: none of them feel comfortable putting real numbers to their business goals.

They say things like:

• “I don’t want to sound unapproachable.”
• “I don’t want to scare people away.”
• “I don’t want to seem ‘too full of myself.’”

Meanwhile, I just watched an Instagram reel from a designer who casually—and unapologetically—shared that her projects typically range from $5 million to $25 million, and that her design fees commonly range from $100,000 to $400,000.

No vague language. Just clear, confident price signals that tell people exactly what kinds of projects she’s an expert in.

She’s not scaring people off.

She’s inviting in the people who align with her expertise. 💛

Clients Need The *Right* Expert

Failing to clearly tell people how big your projects typically are, how long your projects typically last, and “how many zeros” are usually involved in your projects is bad marketing. The really bad kind that makes the client miss out on hiring exactly the person they need.

If I want to hire a designer with expertise remodeling small craftsman homes and who loves taking on single-room remodels, how am I supposed find her in an internet full of designers saying “we take on all sizes of projects” and “we like to meet clients where they’re at.” (Even if these things are true about your company, phrases like this are SEO-killers. 😬 )

Meanwhile, if I’m launching a $5 million project, I don’t want to risk my money on a designer who’s never handled anything remotely that complex, and I don’t want to waste my time interviewing designers who wouldn’t even enjoy the project.

Simply put: a client with a $165,000 kitchen renovation does not need the same designer as someone building a $4.5 million custom home.

While they both require expertise, they need it in very different things.

You wouldn’t hire a heart surgeon to do your annual check up

Clients deserve specialists. They need the person who understands their level of project and their expectations around service and execution. Designers, if you’re trying to attract a certain kind of client, you have to be willing to say what kind of client that is.

If you don’t, how the heck are they supposed to know you’d be the perfect person for them to hire?

And No—You Don’t Have to Be “Luxury”

Let me say something equally important: Not every designer wants high-end luxury projects.

Some designers genuinely love helping regular people in regular homes. They want practical projects, family homes, lived-in spaces, and real-life functionality. But they often feel embarrassed admitting that, as if the industry will look down on them for not chasing penthouses owned by people with original Picassos. They worry that “better clients” must mean bigger budgets.

If helping everyday homeowners wasn’t profitable, companies like Home Depot, Lowe’s, and Floor & Decor wouldn’t exist. There is enormous demand there. It’s just a different business model—one I happen to know well. For nearly 20 years, I built a business helping regular people create happier homes. I served more than 2,000 clients not by landing one giant project a year, but by intentionally building a business around accessible, practical design. Volume business models work just as well as exclusive ones. They’re simply different games with different rules.

For me, a “better client” wasn’t necessarily the one with the biggest budget. It was the one who could make decisions, respect deadlines, trust the process, and help move a project forward. That’s what made the business profitable.

Some designers truly want luxury projects. Others just think they’re supposed to want them, or assume it’s the fastest path to more money. The goal isn’t to chase someone else’s version of success. The goal is to build a business model that actually works for the life you want. Figuring out what kind of clients will make you happy is the first step in figuring out how to attract better clients.

Need help figuring out what niche will truly make you happy, and how to market for it? I help with that through both 1:1 coaching and my Nail Your Niche course. 😘

Being Vague = Bad Marketing

Whether you’re designing high-end estates or lived-in family homes, the common thread is this: you need a clear marketing message. One that communicates, without hesitation, the kind of work you do, the level you operate at, and the type of client experience you deliver. When that clarity is there, the right clients recognize themselves immediately—and show up already ready to move forward.

Hiding behind vague phrases like:

“We help you tell your story.”

or

“We always stay within budget.”

…makes it impossible for ideal clients to find you, much less know you’re actually the expert they need. If you want a certain kind of project, you have to define it. On average: 

• What do your projects cost?
• How large are they?
• What style are they?
• How long do they take?
• What kind of client hires you for it?

The more specific your marketing becomes, the more confident you sound. That confidence creates authority, builds trust, and gets you hired.

Ready to Send Clearer Price Signals?

If you want to stop hiding behind soft language and start sending clear price signals, you might be ready to check out Lead to Launch. 🚀 Inside this business bootcamp, interior designers strengthen their messaging, pricing language, and client consultation process so they attract clients who are actually looking for that exact level of service.

No more hoping people ✨ magically ✨ understand your value. No more trying to appeal to everyone and attracting no one. 😑 Just you, confidently onboarding better-fit clients who are excited to hire you for exactly what you do best.

I’d love to have you join me in Lead to Launch, but whether you do this with me or on your own, you’ve got to do the work!

Be bold.

Say the numbers.

Draw some lines in the sand.

Because not defining what a “great project” means to you is like not mentioning you’re vegan on your dating profile, then being shocked when your date suggests the local steakhouse. 😂 Why waste time attracting people who were never the right fit?

Clear marketing and confident onboarding set you up for success—in dating and in business. 😉

You’ve got this. 💛 Rebecca

PS – If you like this kind of practical design-business advice, get it straight in your inbox by signing up for my newsletter here!