Pricing & Profit Survey

Pricing & Profit Survey

Welcome to the Pricing & Profit Survey for Interior Design firms. This quick, confidential survey is designed for interior designers who want to price smarter, earn better, and gain insights into how others in the field are structuring their fees, product markups, and operations.
General Information

You can opt out of any of it but makes the survey results better if you respond! Please be truthful as part of the problem in the industry is that there is not enough honest sharing. It does not matter if you are new or seasoned or in between. We’re gathering real-world data to help elevate the profession—and if you’d like to see the final results, you can drop your email and we will send it to you with some of our goodies too.
IMPORTANT

PLEASE take the time to give us the big answers---you can eliminate payroll and team info if you like. But your furnishings/accessories margin is super important to this survey and if you do not separate fees from product sales then is ok to note that you are giving your overall gross profit margin.. AND please understand when we ask for an average, we KNOW that pricing may vary by size of room or by scope or by if the client is a pain in the ass or not---but what we are trying to determine is the average fees per space in general. Even if you do not do "just" one space. We get it. But if you had a project and it was 20k in fees and approximately 4 spaces/rooms then that is an AVERAGE of 5k per space.
E-mail if you want a copy of all the collated results!
example@example.com
Name (optional)

First NameLast Name
Are you a member of any other FB groups? Please add.
Any feedback on the groups or group management or anything else related to the groups--feel free to share and ideas or how we can do better.
Business Profile:
What city are you in?
What State? And if in another country, please give your area.
What Region? See below Or if in another Country, select that country or other.
What is the approximate size of your specific market?
What is your age range?
What is your level of education? If you have a degree, is it related to the field?
Type of business structure:
How are you taxed? This is for the IRS not how your bookkeeper sends you reports. You are either cash or accrual and some are considered hybrid which means cash so select that if your CPA has referenced it.
Years in business FULL TIME for yourself ( please use ACTIVE number of years as some have been in the business for 30 years but only working full time 10.) It is important to know this for others to gauge where they are now.
What accounting and project management systems do you currently use? Check any and all that apply.

Other
Do you work from your home office or studio?
Do you have a retail studio or full blown retail?
Do you do primarily residential or commercial?
What was your total revenue in 2024?
What is your PROJECTED revenue in 2025?
Of your total revenue last year, what % roughly comes from each profit center below? Hint: It needs to total 100%!

This is a good thing to know!
What percentage of your total revenue is: Design fees
What percentage of your total revenue is: Product markup/ sales of product
What percentage of your total revenue is: Project management fees/E design/Other consulting fees of some sort
What percentage of your total revenue is: Trade referrals/ commissions
What would you like the revenue mix to be in a perfect world?
Your biggest challenge in 2025 (besides tariffs and resulting pricing)
Any comments to add about above questions?
Client Services and Fees:
Please select what business opportunities your firm offers- check any and all that apply.

Other
Tell us which of these areas brings your business the most money?
How do you currently price your fee services?
Do you charge for your initial consultation?
If you charge for your initial consultation, what is your fee?
On your consultation if paid, do you have deliverables for that meeting or is this a diagnosing the patient?
What is your hourly rate even if you do flat fees, you always have a "book"rate for scope creep!
Do you have varied rates for different work you do or your team does?
If you do mostly flat fees, what is an average fee for you?
If you do a flat fee for the design aspect of a project— what does this mean to you? Check all that apply.

Other
Do you offer and/or charge separately for project management? Here we define project management as those activities based around dealing with subs and/or contractors. NOT procurement.
If yes, how is project management fees structured? (Hourly / Flat Fee / % of project)
How do you define project management in your firm?
Do you charge additional fees for procurement tasks if you do a flat creative fee? (e.g. creating POs,invoices, coordinating deliveries) This is if you do flat fees. If hourly then assume all is covered by hourly rate.
If no, how is that procurement time accounted for? (Included in design fee / covered by product markup etc.)
Do you have a minimum level of engagement for full service design? Meaning will you do a project for no less than 5k as a fee or 10k as a fee? This applies to full service design. There will be a place later to note if you also offer one off services.
What’s your biggest struggle around pricing?
Averages of various spaces---even if you do not do "just" one room--give us an average fee below. ( if you do hourly, what was the total fee at the end on average?)
What is your fee typically for a complete remodel of a Guest Bath? This would include design, selections, layout of cabinetry--the whole enchilada! Even if you charge hourly or flat fees, we are looking to determine an AVERAGE.INCLUDE PROJ MGT ESTIMATE IN TOTAL EVEN IF YOU DO NOT INCLUDE IN FLAT FEE.
What is your fee typically PER room not including Kitchens or Baths? (Regardless of rooms unless it varies by room) Looking for an AVERAGE even if you do not price by room or if you do not do a single space that is fine--what we are looking for her is an average fee per space for comparison's sake. We know that it will vary by scope or by size etc. That is why we are asking for the average.
What is your fee typically for a complete remodel of a Kitchen? This would include design, selections, layout of cabinetry--the whole enchilada! Even if you charge hourly or flat fees, we are looking to determine an AVERAGE. INCLUDE PROJ MGT ESTIMATE IN TOTAL EVEN IF YOU DO NOT INCLUDE IN FLAT FEE.
What is your fee typically for a complete remodel of a Primary Bath? This would include design, selections, layout of cabinetry--the whole enchilada! Even if you charge hourly or flat fees, we are looking to determine an AVERAGE. INCLUDE PROJ MGT ESTIMATE IN TOTAL EVEN IF YOU DO NOT INCLUDE IN FLAT FEE.
What would help you feel more confident in pricing?
Working with Contractors

This could be an entire survey on it's own so just a couple of questions!
Do you work with contractors? If so do you bring them to the table or do they contact you or both? Tell us about this!
If you work with contractors, do you invoice the client separately or do you invoice the contractor?
If you do new builds, do you charge by the square foot or by the scope?
Is there anything you want to add here about this subject or anything we missed?
Case Study Examples- this gives everyone an idea of pricing in the real world!
Ex: 3000 square foot home- FULL SERVICE DESIGN WITH furnishings, design of rooms, kitchen and all baths and selections within K and B - Approximate fee or total hours if you charge hourly:
Ex: 5000 square foot home- SELECTIONS ONLY for interiors, no exteriors. 4 baths,kitchen, butlers pantry, laundry, general flooring, lighting in the spaces listed above - Approximate fee or total hours if you charge hourly:
PLANS ONLY for a 2500 square foot home to include furnishings placement, rework kitchen and baths if necessary and offer guidance for any problem areas. This would be floor plans but not full construction docs. ( this gets asked about a lot!)
Client wants you to design living room, dining room and primary bedroom with furnishings, handle procurement and installation. What would be your estimated FEE? Please share with us what you are currently charging not what you would LIKE to charge! This is so helpful to others.
How many HOURS whether flat fee or not, would you estimate for a typical living/dining/bedroom ---I know they can all vary but please give us an approximate amount for those "types" of rooms? And then also separately for a kitchen? Primary Bath? These are averages --we know some are higher and some are lower!
Teams
Do you run your business solo or with a team? Check all that apply.
Team compensation:
Range of pay for skilled VA or PART TIME team members regardless if 1099 or W2.
Range of pay for skilled 1099 people who are FULL TIME ( hourly, 40 hours a week)
Pay range for hourly W2 or salaried FULL TIME TEAM MEMBERS and this includes benefits if you offer them. ( Do the math if is hourly)
Pay range for FULL TIME operations manager/project manager/right hand VP of Everything including any benefits
What type of benefits do you offer your team if any? IE; health insurance, work from home, flexible schedules, team bonuses, gym membership etc.
Do you offer commissions on sales or incentives for designers to bring in their own clients?
If you have a team.
Do you off discretionary bonuses quarterly or year end? ( meaning you decide what the amount is and is not part of their official compensation package.
Your total payroll ( you can use 2024 or estimated 2025) including your own is—(this does not include net profits at the end of the year- only what you takeout monthly or quarterly for yourself)
Is there anything you want to add here about having a team or compensation for your team or anything we missed?
Expenses:

These are all of your recurring expenses spent to run the firm including rent, payroll (not your own to keep that separate), fees and any other expense.
What are your monthly typical expenses without taking any pay for yourself? You can add your pay to the cost to be open number below.
Whether you are a small firm or large, you have expenses. NOT including your salary or pay, what is the expense ratio for your firm?
Expense ratio is derived from taking your total expenses for the year and dividing them into your total revenue. This would be super helpful for others to know.
Do you know your "cost to be open" --this is not necessarily "all" expenses as sometimes expenses can be more than the bare minimum to stay open. For example travel may be in your expenses normally but you could eliminate that for a year and still stay in business.
So looking here for the minimum you must spend monthly to keep doors open including what you must pay yourself at a minimum to avoid going to work at a lemonade stand on the beach. You can add details if you like.
Furnishings & Accessories Sales
Do you sell furnishings/products through your firm? Furniture, lighting, soft goods, rugs etc.
What is your average FURNISHINGS markup? (Markup is the percentage added to your cost to arrive at a price) We know that many may not utilize a cost plus method of billing clients but regardless when you price an item you must "add" a percentage to wholesale to come up with a price.
What is your average MARGIN on all FURNISHINGS sales? (Margin is your actual profit expressed as a % of sale price. For example, a 40% markup equals a ~28.6% margin.) You can determine this by taking the client price and subtract your price and that equals your PROFIT. Now take that profit and divide back into the client price and you get a percentage and that is your margin.
Ex: client price is $400 and you paid $300. That gives you a $100 profit. Divide the $100 into $400 and this gives you .25 which is a 25% margin. FURNISHINGS FOR THIS PURPOSE IS DESIGNATED AS CASEGOODS, UPHOLSTERY, ACCESSORIES, SOFT GOODS ETC.
How do you typically purchase your furnishings/accessories product?
Installed Hardgoods Sales
Do you sell hardgoods through your firm—tile, cabinetry, countertops, plumbing
What is your average MARK UP for installed hardgoods?
For example if you buy a faucet for $400 and mark it up 20% then you are selling for $480. Your mark up is 20%. ( your margin would be 16.66%)
What is your average MARGIN on all OTHER TYPICAL INSTALLED HARDGOODS sales?
HARDGOODS IN THIS CASE IS DEFINED AS PLUMBING, CABINETRY, TILE, LIGHTING, WALLCOVERINGS ETC.
How do you typically purchase your installed hard goods products?
Do you use/make purchase orders for all of your product purchases?
Logistics:
How do you handle receiving and warehousing costs? (not delivery yet)
Do you ship directly to a client's home ? ( if this is not typical for you then say no)
Do you add a percentage to your client's invoice as line item? Or do you include the incoming freight ( not delivery) in the price of the item such as a retailer would do?
Do you pay for delivery and charge client? Or have the client handle it to avoid the liability?
If you add a percentage for freight, what is that typical percentage? And do you have any pushback from clients on this? Do not include delivery.
Do you collect all product sales up front or collect just deposit?
How do you feel about your business right now?
Anything else you want to comment on, rant about, preach or otherwise share.
For Fun!
If you were a piece of furniture, what would you be and why?
Please let us know if you are interested in any current or future coaching/strategy programs we offer. We are always happy to chat about The Design Paradigm.
I would love to chat with Cheryl about what she offers for business strategies and marketing!
Add your name and we will contact you!
Thank you for participating!!
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Pricing & Profit Survey

General Information

IMPORTANT

Business Profile:

Of your total revenue last year, what % roughly comes from each profit center below? Hint: It needs to total 100%!

Client Services and Fees:

Averages of various spaces---even if you do not do "just" one room--give us an average fee below. ( if you do hourly, what was the total fee at the end on average?)

Working with Contractors

Case Study Examples- this gives everyone an idea of pricing in the real world!

Teams

Team compensation:

Expenses:

Furnishings & Accessories Sales

Installed Hardgoods Sales

Logistics:

For Fun!

Please let us know if you are interested in any current or future coaching/strategy programs we offer. We are always happy to chat about The Design Paradigm.

Thank you for participating!!