How Do You

Know if a
Potential Client
is a Good Fit?
Table Of
Contents

INTRODUCTION 3
IDEAL CLIENT WORKSHEET 4
THE POTENTIAL CLIENT IS FAMILIAR WITH YOUR WORK 5
... HAS A REALISTIC BUDGET 7
... HAS A REALISTIC TIMELINE 8
... CARES ABOUT DESIGN OR AESTHETICS 9
... DOES NOT WAVER 10
... COMMUNICATES FREELY 11
... IS EXCITED ABOUT THE PROJECT 12
PRO+ LOCAL MARKETING PROGRAM 13

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INTRODUCTION

The relationship between a professional

and a client is especially important
in highly personal and service based
industries like home design and
renovation. So how can you, as the
service provider, predict if you and
a potential client are likely to have a
successful working relationship?

One of the best ways to gauge what type of a working

relationship you will have with a client is to create a
persona of your ideal client, and compare potential clients
to that persona. To create that persona, you’ll need to be
introspective about what you value in a client and consider
similar traits between past clients with whom you really
enjoyed working. Use the Ideal Client Worksheet on the
next page to guide the process.

In this eBook, members from our professional community

will share how they qualify a client as a good fit and share
tips on how to handle a potential client who doesn’t meet
all of the criteria.

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HOUZZ WORKSHEET
Ideal Client Profile
Worksheet
Save time, increase your win rate, and
maximize your return by creating an ideal
client profile. Knowing what your ideal
customer and ideal project looks like will
simplify screening inquiries and
qualifying leads.
IDEAL CLIENT DEMOGRAPHICS:
Understanding who your ideal client is and where they are located
will help you identify promising leads at a glance.
• Where is your ideal client located?
What areas do you want to work in? How far do you want to travel?
• What is the ideal age range you want to work with?
Do you want to work with clients who are younger or more mature?
• Does your ideal client have a family or are they single?
Do you prefer working for clients with individual or multiple decision
makers?
• Based on your project cost, what would the ideal household
income level be?
How much income is needed to afford the type of projects you want to
work on?
PROJECT LOGISTICS
Knowing what your ideal project is and at what stage you want to be
involved will help you determine if future opportunities are the right
fit for your business.
• What types of projects do you want to work on most?
Which projects best fit the direction you want to take your business?
What kinds of projects do you want to add to your portfolio?
• What timeline works best for your projects?
Is there a certain timeline you like to follow for your projects? Are there
certain seasons or months that you prefer to work during? What is your
current pipeline and how might new projects fit into it?
• What is your ideal project budget?
Given your average project costs, do you have a minimum budget
you’re willing to work with?
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HOUZZ WORKSHEET

Ideal Client Profile

Worksheet

WORKING STYLE & MOTIVATIONS:

Every project requires some level of collaboration. What does your ideal
partner look like and what are their motivations for this project?
• How engaged is your ideal client?
Do you prefer to work with clients who are hands on or hands off? How
involved does your client need to be for a successful project?
• What is your ideal client looking to achieve through this project?
Are the reasons behind the project important to you? Do you want to work
with clients who are emotionally invested or approach the project from a
more practical standpoint?
• Is it important to work with clients who already understand your style?
How much time do you want to spend educating a potential client about
your work? Would you rather work with someone who has done their
research and knows what they want, or would you rather spend time
educating your client about your work and style?

ADDITIONAL NOTES:

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“How a potential client
treats others in the
room (spouse, assistant,
contractor, whomever)
says a great deal about
what it will be like to
work with them. Mutual
respect and good
chemistry are a must.”
-Leah Ansel, Space Planning
Technologies

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The Potential Client is Familiar
with Your Work

A designer or renovator’s personal style is often a primary consideration

for homeowners when selecting which pro they want to hire. It makes
sense that your portfolio would draw in clients who want a similar look and
feel in their home. Is the homeowner that’s reaching out to you familiar
with your work? Have they taken the time to visit your Houzz profile
or website? Or did they just call you because you were a referral from
someone they know?

If they reference your portfolio, it shows they have taken the time to
research your firm and are emotionally invested in working with you
specifically because of your unique skill set, accomplishments, and
aesthetic. Even if you don’t have a signature style, when a homeowner is
familiar with your work, they may have more realistic expectations of what
you can deliver and may be more likely to proceed with your proposed
design.

“We have initial dialogue prior to consultation about the

scope of work, location and if they have seen our work on
Houzz or our website prior to contacting us. If they are
familiar with our work, we proceed with a bit more dialogue.
If they are not familiar with our work via Houzz or our
website, we ask that they spend a bit of time looking at
both venues and then call us back if our portfolio is
consistent with what they want to accomplish. It might
sound a bit ostentatious on our part, but it has been an
effective tool prior to a site meeting.”
—JOHN M. ALGOZZINI, K&D LANDSCAPE MANAGEMENT

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The Potential Client has a
Realistic Budget

Taking on a renovation project is usually a substantial investment for a

homeowner, especially when they want to hire a pro instead of taking a
DIY approach. If you find out that a potential client’s budget is realistic and
in line with your past projects, that’s a clear sign to take action to get their
project on your calendar.

However, if you meet with a potential client who seems like a fit in all
areas except for the budget, it’s not automatically a lost opportunity. If their
budget number falls a bit short, ask if they would be willing to do some of
the following:

• Reduce the scope of the project to fit their budget

• Delay the project to allow time to save up

• Complete the project in phases to reduce budget strain

If her budget is far below what you estimate the project will cost, use
data like budgets from prior projects or Houzz industry research reports
to show what others are spending on projects and demonstrate that the
client may need to reset her expectations regarding the cost.

“For a project to be successful, we strive for a finished

project with a happy client. If a client has lofty dreams but no
budget, right off the bat we are already struggling to meet
the client’s expectations. Sometimes clients don’t know
what their budget is. But they must be willing to be
adaptable - for example, listening to the pros to learn what
is possible. Maybe it means upping what they expected to
spend or adjusting their wish list.”
—COLLIN KAYSER, GARRISON HULLINGER INTERIOR DESIGN

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The Potential Client Has a
Realistic Timeline

Studies have shown that when a person decides upon a time and place
to accomplish a certain task before beginning it, they are more likely to
actually complete said task. This rings true when it comes to clients and
setting a timeline for their renovation projects. Many pros tell us that the
way they know a client is serious is when he has a timeline for when he
wants the project completed.

If a client presents a vague timeline or says they are unsure, ask questions
like these to get them thinking about time-bound reasons to move forward
with the project:

1) Do you want to use the space to host any specific upcoming events? (If
it’s a kitchen, maybe they want to the host family for the holidays; if it’s a
backyard, maybe they want to enjoy it during the next summer.)

2) Are you anticipating any changes that could impact how you use the
space, like retirement or any new household members?

3) Are you waiting to set a timeline because you foresee possible changes
in the scope or budget?

“’What’s your timeline?’ has the most valuable answer of all.

Any timeline is fine and a customer can say even three years
from now and they will do the project 90% of the time, often
much sooner. However, the answer ‘I don’t know’ means that
the project will most likely never happen and that the
customer should not be pursued.”
—PAUL MCALARY, MAIN LNE KITCHEN DESIGN

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The Potential Client Cares
About Design or Aesthetics

When it comes to home design and renovation projects, it would seem

obvious that a client cares about design. However, some clients may
care about having a professionally renovated home for other reasons; to
improve the home’s resale value, for example. While a valid reason for
wanting to take on a project, some pros say they especially enjoy working
with clients that have an inherent desire for a well-designed home since
these clients are much more likely to attribute a financial value to the
design phase of the project.

“We watch for people who value aesthetics; they may own
some art or enjoy fashion or appreciate beautiful
automobiles. These are not necessarily artistic people
themselves, but beauty, whether in a mountain landscape
or a well-engineered bridge, speaks to them.”
—KAREN KEATING, TKP ARCHITECTS

“If a client owns a good and/or valuable piece of art, they

usually turn out to be a better client overall for me.
They ‘get’ me.”
—AGGIE PURVINSKA, AGGIE DESIGNS

“I typically will meet with a prospective client for no charge,

but I always ask for a retainer before putting pencil to paper
(or fingers to a keyboard). Good clients understand that
good design costs money. If they balk at paying $1,000
upfront, they will probably balk at paying your fee later.”
—JOHN BARTON, ARCHITECT

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The Potential Client Does Not
Waver

It’s clear you have a promising project if a potential client presents you
with a solid budget, timeline, scope of work, and design style - but it’s also
important that they do not waver from those initial factors. A client may say
he is willing to spend $100,000, which you know should cover everything
on his wishlist; but after the meeting and before he signs the contract, he
says he feels more comfortable spending significantly less - leaving you
in the tough spot of having to reconsider if the project is worthwhile given
the new constraints.

Once it comes time to sign the contract and sign a check, some clients
may get cold feet about proceeding, which causes them to waver. Here’s
how to work through it:

1) Ask questions to get to the deeper reason of why the client suddenly
wants to adjust the scope.

2) Remind them of all of the benefits they’ll experience after doing the
project.

3) Defend the unique value that you as a professional bring to the project.

Some adjustment to a wishlist, timeline, or budget is appropriate and

reasonable. But if a client is very much off the mark from what they initially
said, it’s worth taking the time to address their concerns, and perhaps
even reconsider moving forward.

“We try to have more than one initial meeting to see if it is

a fit. Frequently on a second discussion, you begin to hear
changes to the initial discussion. Like, ‘oh yes we said we
were going to move out, but now we are going to try to stay
living in this major massive remodel,’ and ‘I know you said it
would take nine months but can it be done in five months?’ If
those red flags appear, it is time for a re-discussion or a time
to determine that this is not a good fit.”
—KIRK NELSON, DESIGN INTERVENTION

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The Potential Client
Communicates Freely

Communication is essential from both pro and client to complete a design

or renovation project. If a client cannot articulate what they want or need,
is not responsive to calls or emails, or if they hold back information you
need to move forward on a proposal, it could signify challenges ahead.

Tools to facilitate and set expectations around communication can come

in handy:

• Houzz Ideabooks can help the client articulate what they want in their
space

• Develop a questionnaire to collect information from homeowners

before scheduling a consultation; some pros use web forms with
required fields

• Use your contract to define necessary timelines for responses and

preferred methods of communication

“We utilize a checklist and follow our instincts. Bad body

language and resistance to sharing information usually
means a bad fit. Clients that do not share budget
parameters are generally ruled out as they are suspicious.
If they do not have confidence in our team it is generally a
poor use of their time and ours.”
—STEVE HUNTER, URBANATA

“First impressions are critical. Communication just in the

initial phone/email contacts and the first meeting is a huge
indicator. Also, how a potential client treats others in the
room (spouse, assistant, contractor, whomever) says a great
deal about what it will be like to work with them. Mutual
respect and good chemistry are a must.”
—LEAH ANSEL, SPACE PLANNING TECHNOLOGIES

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The Potential Client is Excited
About the Project

A positive attitude about the project can be an indication that the

homeowners will help make the renovation process smooth. It makes it
easier for you to sell a potential client who is ready to get started and who
sees all of the benefits of transforming their space.

Sometimes one member of a couple may be enthusiastic about the

project, while another is apathetic or perhaps even downright negative.
There are a multitude of reasons why someone could express some
negativity about the project, and addressing those can help build trust
and impart that you care about their experience and satisfaction with the
project.

Here are some tips for how you can address their feelings and hopefully
get them feeling more comfortable and excited for the project:

• Mention that you’ve noticed they do not seem as enthusiastic as their

partner and ensure you want to provide a great experience for all
parties involved.

• Ask what’s causing these concerns - is it the investment, inconvenience

of living in a construction zone, or another factor?

• If you have one, share an anecdote of a past client who felt this way
and what you did to assuage their concerns.

• Depending on what’s causing their lack of excitement, use materials

such as past client reviews or before and after photos to sell your skills,
or data like the average return on project investment to demonstrate
how they will gain from the project.

• Ask the enthusiastic partner how they want to use their space after
the project is completed, and ask the unenthusiastic partner if they can
envision those benefits as well.

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Pro+ Local
Marketing
Program
Screening clients to determine if a homeowner you’ve recently met would
be a good client for a renovation project involves skills in sales,
communication, and even perhaps some psychology. You can make it
easier by improving your pool of prospects to include a higher ratio of
homeowners who are educated, excited about their project, and ready to
get started.

Signing up for our local marketing program, Pro+, can help you brand
yourself and connect with homeowners who are researching their
projects on Houzz. Pro+ membership comes with features including
enhanced exposure, support from a Client Success Manager to update and
maintain your profile, analytics, and enhanced lead attribution information.

For more information, email grow@houzz.com or call 1 (800) 640-6061

“Pro+ is our primary marketing tool as it brings in up to 40%

of our business. The leads we get are mostly mid to high
end jobs. We had significant results within the first month of
joining Pro+, and we use the input from our Client Success
Manager to maintain our online presence.”
— SCOTT LANKFORD, LANKFORD ASSOCIATES

“Pro+ greatly assists in reaching our target demographic

market. Pro+ is much more effective than other advertising
methods as Houzz users are all about the design industry,
and the leads are almost always on target.”
—MICHAEL GAINEY, MICHAEL GAINEY SIGNATURE DESIGNS

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