How To Use Houzz To Market Interior Design Services

Houzz is an excellent tool for marketing your interior design firm. Here's why.

As the owner of an interior design business, you’re probably not excited about the idea of managing yet another social media page. You’re busy enough as it is keeping up to date with Facebook, Twitter, and Pinterest - not to mention your clients. But truthfully, Houzz is a social media platform interior designers can’t afford to ignore. It’s perhaps the most important site for interior designers to decorator market services online.

Consider this: In just seven years, Houzz has grown to more than 46 million unique visitors per month. And unlike Facebook or Twitter, every user is interested in home design or remodeling. This is where your potential clients are going to interior design ideas, so if you’re not on Houzz, you’re missing the opportunity to put your work in front of them. Where you’re missing out, your competitors are cleaning up: Houzz now has more than 300,000 users that are registered home improvement professionals.  

Houzz is also highly effective in boosting your web presence and generating leads. Try Googling “interior design Boston” or “interior design Chicago” to see what comes up. Houzz is the No. 1 search result. Homeowners looking for interior design services are being directed to the designers who are most active on Houzz.

NOT SURE WHERE TO START? HERE ARE SOME TIPS FOR MAKING THE MOST OF HOUZZ:

Build a strong Houzz profile

Houzz, like Pinterest, is a very visual social media platform, so you’ll need lots of high-quality images. Gather and post pictures of your best work, organizing them into project folders with descriptive titles like “modern condo renovation” or “beach house master suite.” It probably goes without saying, but make sure the projects you feature are representative of your style. Make certain to have a different description for each image, fill all of the available keyword space and use keyword phrases that differentiate your firm from others. Generic keywords like "leather sofa" will not drive traffic to your page and distinguish you from competitors but Black Leather Sofa by Fendi Casa" has a better shot at driving the right prospects to your page.

You’ll also want to create ideabooks. These are photo compilations designed to inspire potential clients and give them decorating ideas. Create an idea book with space-saving ideas for small homes, budget-friendly bathroom renovation ideas or ideas for infusing bold colors without going overboard. You can include some photos of your work, but you’ll also want to include photos from other interior design experts and vendors. Houzz shouldn’t be solely self-promotional (more on this later).

Finally, make sure you include a complete description of your services, including details about your style and the areas you serves. Add a link to your website, your phone number and your mailing address. 

Be an active user on your Houzz profile as well as other members profile pages

Simply creating a profile isn’t enough. Like other social media platforms, Houzz is a community: The more you participate, the more you’ll get back. Make sure you follow professionals you admire and vendors you frequently use - in many cases they’ll follow you back. Participate in discussions and don’t be shy about complimenting work you appreciate. If someone posts a comment or question, reply promptly. Even though Houzz is primarily visual, it’s also about creating a voice and personality that connect you with potential customers. 

Solicit reviews from your design clients

Interior designers with a lot of reviews rank higher on Houzz, meaning they show up first. Ask clients and professionals with whom you’ve worked to post reviews. Don’t try to influence what they say; that’s unethical, and it can give you a bad rap. Just reach out to people who have been happy with your service and leave the details to them.

Go easy on the self-promotion

Houzz is a great tool for promoting your interior design services, but you can’t be shamelessly self-promotional. Users can see right through that, and it’s likely to turn them off. You’re more liable to have success building your brand if you add value. Participate in discussions, offer interior design tips and ideas, and give general advice. If everything you post reads something like, “you should hire me because...” you’re probably annoying potential clients.

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About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.