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Strategic pricing, profitability & positioning

Marketing for Interior Designers
Sandra Funk
Sandra Funk, House of Funk
Updated: 30 April 2025

What you’ll learn in this article:

Discover how strategic pricing can transform your design business. Learn the difference between hourly and flat-fee pricing, how to set profitable rates, attract high-value clients, and confidently communicate your worth - ensuring stability, profitability, and long-term success.

Interior design isn’t just about beautiful spaces—it’s about resonance. It’s about the frequency you hold, the standards you set and the way your business supports not just your creativity, but your life.

And the truth is: your pricing speaks volumes about who you are.

It communicates your value and the kind of clients you’re available for. It shapes your cash flow, your client relationships, your confidence. It either sets you up for spaciousness—or puts you in a cycle of overwork and under-earning.

Pricing is positioning. When you do it right, it can be one of your most powerful marketing tools.

Let’s get into how.

Sandra Funk

Price Is Positioning

I’ve spoken to many designers that undercharge because they’re afraid to turn off potential clients. But premium clients aren’t turned off by strong pricing—they’re turned on by clarity and confidence.

Your pricing tells your client what to expect. It sets the tone for the entire experience. It either says “I’m figuring this out as I go,” or “This is a refined process, led by a seasoned expert.”

This isn’t about ego. It’s about energetic alignment.

 

Strategic Pricing

Hourly billing keeps your clients focused on the clock (and the details)—not the transformation. I hated sending out hourly invoices, because I knew the follow up questions were about to pour in...

Flat fees change the conversation. They allow you to price based on value, not time. They make you the trusted expert, not the hourly worker.

With flat-fee pricing:

  • Clients commit fully, upfront
  • You eliminate invoice anxiety
  • The focus stays on the result, not the process

The magic formula? Use past project data. If you have it—amazing. If not—start collecting it now. The more you know, the stronger your pricing becomes.

Sandra Funk

Profitability = Power

Let me take you behind the scenes.

Way back, I got a finance degree and worked in business process consulting. I helped Fortune 500 companies become more efficient and profitable by making their systems simpler, clearer and more intuitive.

Then I pivoted—studied design at Parsons, worked in retail, trade, and boutique firms and eventually started my own design firm, House of Funk, in 2005.

And even with all that business background? I struggled.

I hated talking numbers. I negotiated too much. I second-guessed my rates. Clients found my pricing vague and I found myself constantly chasing payments.

The turning point? A high-end, repeat client told me,

“I don’t want to be nickeled and dimed.”

That stopped me in my tracks. I thought I was helping—dripping out smaller invoices to make the cost feel more palatable. But to him, it felt like endless tasks being added to his already busy life. He wanted to know, “What’s this going to cost me?” at the onset. And, he was happy to pay up front.

That’s when I realized: I was letting my feelings about money and my fear of being “expensive” get in the way of listening to my clients' needs.

It’s powerful to be able to answer the question, “What’s this going to cost me?” with clarity and confidence. It changes the game.

Affluent clients want to know the total investment up front—so they can plan, commit and feel in control. When you make this shift, you step into your role as the expert. You educate and empower your clients with the information they need to make an informed decision.

So I shifted everything:

  • 50% of the design fee due upon signing
  • The remaining 50% is due before the first design presentation
  • Product is paid for before purchasing, freight and tax too
  • Trade discounts are not passed through—because this is a business, not a coupon
Sandra Funk

Clarity Is Luxury

You can price your projects to be both abundant and beloved.

Clients want to feel empowered. They want the full picture before they say yes—not a trickle of surprise expenses as the project unfolds.

When I present a project budget, here’s what’s included:

  • Design fee
  • Furnishings budget
  • Build or renovation ballpark (if needed)
  • Tax and freight

That’s the first-class experience: Transparent. Elevated. No guesswork.

They’re hiring you to hold the whole vision—logistics, budget, timeline and transformation.

When your pricing communicates that clearly, clients relax.

Sandra Funk

Embodied Confidence = Energetic Alignment

Once you price your services for the level of transformation you deliver, here’s what shifts:

  • The right clients say yes—with enthusiasm
  • You make excellent money and have excellent relationships
  • You walk into every pitch grounded, unshakable, immovable
  • You stop negotiating, defending or justifying you fee

It’s better to find out early that they’re not aligned with your value—before you’re entangled in a project.

And if someone runs away when they see your pricing? Let them.

Your Next Move

And if this feels like the shift you've been needing, I shared more of my approach in this deep dive on designer pricing—including how to make your pricing feel empowering for you and your clients.

✨ Price for clarity.

✨ Price for peace.

✨ Price for the version of you that’s already arrived.

Table of contents
  1. Getting Started with Shared Invoices
  2. Real-World Applications for Designers and Architects
  3. Key Benefits of the Shared Invoices Update
  4. Interior Design & Architecture Software For Professional Interior Designers & Architects
    1. We interviewed Associates Callie van der Merwe, Calvin Janse van Vuuren & Roberto Zambri from COOOP, powered by Design Partnership about their latest project, The Meat & Wine Co.
  5. Why Use Interior Design Client Proposal Templates?
  6. Key Components of an Interior Design Presentation Template
  7. Conclusion
  8. Welcome Back!
  9. 06 January 2025
  10. Seamless Integration with Product Library
  11. Tailored PDF Exports
  12. Intuitive Schedule Navigation
  13. The Shortcomings of Conventional Tools for Interior Designers
  14. Breaking Away from Tradition with Programa
  15. From FF&E to beautiful client comms with Programa.
  16. 29 April 2024
  17. 24 April 2024
  18. 22 April 2024
  19. 16 April 2024
  20. 15 April 2024
  21. Other updates
    1. Interior Design Software For Professional Interior Designers
    2. Board View:
    3. List View:
    4. Timeline View:
    5. Seamless Integration for Holistic Project Management
    6. The Range
    7. Installation
    8. Service
    9. Support
    10. Designed for Designers
    11. Dedicated In-House Design Team
    12. A Commitment to Progress and Trust
    13. Discover the New Outdoor Range
    14. Start Sourcing GlobeWest Today
      1. Why Winning Work Matters for Interior Designers
      2. The Benefits of CRM Software for Interior Designers
      3. Using Project Management Tools as a CRM
      4. Outcome
      5. Programa Interior Design Software: A Comprehensive Project Management and Collaboration Solution for Architects and Interior Designers
      6. User-friendly Interface and Tools for Seamless Project Management
      7. Spreadsheets Weren’t Built for Interior Design
      8. Specification Simplified: Say Goodbye to Arduous Data Entry
      9. Always Up-to-Date: Live Schedules for Real-Time Collaboration
      10. Seamless Sharing and Client Communication
      11. Build Your Own Product Libraries
      12. Eliminate Stress with Real-Time Version Control
      13. Track, Manage, Deliver: Stay On Top of Your Projects
      14. Effortless Integration and Customization
      15. Join Thousands of Designers Transforming Their Workflows with Programa
      16. Key Features:
    15. 19 December 2024
    16. 17 December 2024
    17. 10 December 2024
    18. 09 December 2024
    19. 03 December 2024
      1. Information about how Programa handles your data
      2. Introduction
      3. Our Values<br />
      4. Why we process your information
      5. <br />Your rights over your information
      6. Where we transfer your information
      7. How long do we retain your information
      8. Our use of advanced technologies
      9. How we protect your information
      10. How we use “cookies” and other tracking technologies
      11. How you can reach us
      12. Types of data we collect and process
      13. What Personal Data we receive
      14. Retention
      15. Our purpose for using your personal data
      16. Disclosing your personal data<br />
      17. Changes to this Privacy Policy
      18. Additional Privacy Information for Brands & Suppliers<br />
      19. When and why we share your information with others
      20. Your rights over your information
      21. How long we retain your information
      22. Your customers’ information
      23. Additional Information about how we process data globally
      24. Processing data globally to fulfil our service obligations
      25. United States Regional Privacy Notice
      26. What information we collect and share about you
      27. Why we collect and share your Personal Information
      28. Sources of Personal Information
      29. How long we keep your information
    20. 13 June 2024
    21. 07 June 2024
    22. 06 June 2024
    23. 04 June 2024
    24. What you’ll learn in this article:
      1. Price Is Positioning
      2. Strategic Pricing
      3. Profitability = Power
      4. Clarity Is Luxury
      5. Embodied Confidence = Energetic Alignment
      6. Your Next Move
  • Interior Design
Reading: Strategic Pricing, Profitability & Positioning, Marketing for Interior Designers
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