Instagram Client Funnel: A Guide for Interior Designers

If you're an interior designer trying to get more clients, you've probably heard that Instagram can be a powerful tool. But many designers still struggle to turn their beautiful profiles into real sales.

In this post, I want to break down how Instagram really works as a client acquisition channel—without jargon—and share the exact strategies I’ve used while working with top design studios. Whether you’re just starting out or looking to scale, this post will give you a clear roadmap. I’ll also share a bonus tool I recommend to some of my clients to test if they’re ready to handle traffic and leads.

First: Understand the Customer Journey

Let’s take a moment to see how a typical client searches for an interior designer today.

They might start with a simple Google search: “interior designer London.” From there, they’ll likely click on a link like “Best Interior Designers in London” from a site such as Houzz. Then, they’ll visit a few studio websites. Almost without fail, they’ll also check out each company’s Instagram profile to “see the vibe.”

Some will follow, some won’t. Most of them will leave to think about it. This is what we call a long decision-making journey—it’s not an impulse buy.

Why Organic Reach Doesn’t Work Anymore

Most studios now run beautiful Instagram profiles. But here’s the truth: organic posts (those you publish without paid promotion) rarely bring in new clients today.

Why? Because the average Instagram user follows over 300 accounts. Posts disappear quickly in the feed, and Instagram doesn’t show your content to everyone, even your own followers. From my experience managing accounts for three luxury design studios, the average engagement rate is around 5–7% of followers.

Be Honest: most of the people who “like” your posts are friends, family and suppliers — not potential clients.

So, What Does Work?

Paid Instagram ads. They are currently the easiest, fastest way to attract real clients — even if you don’t have a fancy website.

You can use Lead Forms, which are simple pop-up forms inside Instagram. They collect contact info from interested people without sending them to another website. Yes, even cold traffic (people who have never heard of you) can convert if your offer is right.

And no—you don’t need to be a marketing expert or hire an agency immediately. But you do need a clear plan.

Step-by-Step: How to Use Instagram Ads as a Designer

1. Know This Is “Cold Traffic”

People don’t open Instagram to look for a designer. They come to be entertained—cat videos, memes, and lifestyle inspiration. You’re interrupting them with your ad, so your message has to be compelling.

You might be targeting the right type of person, but that doesn’t mean they’re ready to buy. This is what marketers call cold traffic—someone who has the right profile but isn’t actively shopping yet. That’s why ads must build trust and interest before asking for a sale.

2. Start With Strategy, Not Your Portfolio

Please don’t just run ads showing your latest project photos. That’s not a strategy.

Start by clearly defining your audience. Not just “affluent people” or “families”—get specific. For example: “Married professionals, 35–45, with kids, working full time, living in a city apartment, feeling overwhelmed by the idea of a renovation.”

Then define their pain point (what worries them) and get an insight (what they wish for). One powerful example I’ve used:

“I want a stylish interior, but I’m afraid it will go out of style in 2 years.”

Now you have a message to build your entire campaign around.

What to Offer: Value First

Instagram is not a place where people browse and then suddenly hire an interior designer. But if they’re interested, they’ll respond to value-driven offers like:

• A free PDF: “10 Timeless Interior Design Principles” | based on the insight

  
  

• A free consultation call

  
  

• A free layout plan or collage

These are called lead magnets—free, useful things people receive in exchange for their contact info.

This opens the door for further communication. Yes, some people will only take the freebie. But the ones who follow up, schedule a call, or accept a free consultation? Those are hot leads.

💡 What is a Lead?

A lead is a potential client who has shown interest in your services and shared their contact information. You haven't sold anything yet, but there's a clear opportunity.

Real-Life Studio Examples: What Actually Works

In my experience, the more value you offer upfront, the better the results. The highest conversion rates—the percentage of leads who actually become paying clients—come from campaigns where studios provide real, helpful content for free.

The most effective funnel I’ve seen looks like this:

• First, offer a free downloadable guide.

• Then, invite them to a free consultation.

• Finally, provide something practical—like a layout plan or even a basic 3D sketch—free of charge.

Yes, it can be costly for the studio. But it works.

The most common and effective offer is a free consultation. And this approach isn’t just for small studios—high-end design firms do it too. Since my work is often with luxury interior studios, I pay close attention to how the top-tier players handle their advertising. Here are a few real-world strategies you can learn from:

1. Alexander James Interiors (UK)

This well-known studio offers free consultations, but they qualify leads smartly. In their inquiry form, they ask clients to select a budget range—and you’ll notice that the minimum starts at £25,000 per room. That simple question weeds out low-budget inquiries and saves the sales team a huge amount of time.

2. Space Shake

This studio runs Instagram ads built around the personal brand of their founder, Omar Bhatti. One of their standout ads reads:

"2-Hour In-Home Consultation with Omar Bhatti"

Sounds personal and luxurious, right? When you fill out the form, you're required to enter your postcode. From what I can tell (and from my own experience), if your area doesn’t match their target, you probably won’t get a call. This is a clever way of pre-qualifying leads based on location—without making it obvious.

3. Nicola Harding

Nicola is one of the most established designers in the UK, with frequent features in major publications. Her studio skips the freebie funnel altogether and offers a paid consultation—£700 per hour. Clients can ask anything during the session, and it suits her brand perfectly.

But here's the key: this works because she’s built a strong reputation and trust over time. Nicola has so much exposure that even the editorial team at House & Garden described her paid consultation service as something extraordinary, highlighting it in their feature on interior design consultancies (source). If you're not quite at that level yet, I wouldn't recommend starting with a high-priced consultation. In my own campaigns, running ads for paid consultations didn’t work well

How to Avoid Wasting Leads

Remember: even with great ads, you are responsible for what happens after someone clicks.

Most design teams are small—usually fewer than 5 people. That means someone on your team must take the lead in handling incoming leads, calling people back, answering emails, and following up.

Here are a few tips from my experience:

• Call back within 10 minutes—conversion drops sharply after that.

  
  

• End every conversation with a clear next step. (“When can you send your brief?” or “Shall we book a follow-up call?”)

• Follow up 4–6 times—many clients decide only after several points of contact.

• Don’t write people off too soon. Some leads convert in 3 months after the first interaction. Keep them on your email list or Instagram.

  
  

Bonus Tip: Use Bark to Test Your Sales Process

For some of my clients, I recommend trying the platform Bark.

No, it’s not Instagram—but it gives you access to real, active client requests for interior design services. You can browse these leads, and if one looks like a good fit, you pay to unlock the client’s contact details.

What makes Bark a smart testing ground is that they offer 5 free leads every month. That means you can start without spending a penny—ideal for studios that want to experiment with client communication, lead filtering, and closing techniques without committing a full advertising budget.

Just to be clear: this isn’t a paid promotion. Bark hasn’t sponsored this post, and I don’t receive anything for recommending them. I’ve personally worked with the platform for over six months, and I can say it’s a solid option for studios working in the mid-price segment. If your studio is new to handling volume or testing sales scripts, this is one of the best tools to validate your process.

Final Thoughts

Getting clients on Instagram is not magic—it’s a system. When you:

• Understand your audience

• Create relevant offers

• Follow up effectively

…you can turn cold Instagram traffic into real, paying clients.

If you'd like help designing your first campaign or setting up a lead funnel for your design studio feel free to get in touch here alla@allayaskovets.com