A Funnel for $250,000 Interiors
Ads for $250,000-plus renovations that sold the designers and a one-of-a-kind piece
BY ANDY HOUSTONContext
An interior-design firm whose team made beautiful custom furniture, all of it very high end, and took on home and room renovations. The projects it wanted were a quarter of a million dollars and up. Home decor is my specialization, and exclusivity is how you attract the best clients in it.
Problem
Each room is different and every client has their own style, so no single piece of furniture could carry the ads. And at a quarter of a million dollars a project, the buyer is choosing the people and the process as much as any one piece.
Approach
We focused the funnel on the experience. A sequence of ads showed what a client would get: the designers' attention, the way they think about a room, examples of their work. Video was a huge part of it. We showcased some pieces, and every ad came back to the same promise: whatever we created for you would be something no one else in the world had seen.
Stack
- Facebook ad sequence built around the experience
- Video of the designers and their work
- Funnel for home and room renovation projects
Result
The firm got a video-led ad sequence that sold its designers and a one-of-a-kind result, aimed at projects of $250,000 and up.
A video-led ad sequence aimed at renovation projects of $250,000 and up, promising a piece no one else had seen.
Impact
The exclusivity angle travels. I'd take it even with far more ordinary product brands, because it attracts the best clients.
Lessons
Sell the experience and the scarcity when every job is custom. Show the people, show how they think, and promise the piece nobody else has seen.
Why this matters to you
For luxury and high-ticket service businesses: designers, builders, custom makers, anyone whose average job runs to six figures. If you sell a catalogue of repeat products, the ecommerce studies fit better.
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