Roadmap to Referrals: Episode #371 – Interior Designers, Relationships, and Referrals

Host: Stacey Brown Randall
Guest: Luann Nygara
Release Date: July 22, 2025

Introduction

In this special episode of the Roadmap to Referrals podcast, Stacey Brown Randall welcomes Luann Nygara for a Podcast Takeover. Luann, the owner of Window Works in New Jersey, host of the popular A Well Designed Business podcast, and co-author with Stacey, conducts an in-depth interview that delves into the nuances of generating referrals naturally within the interior design industry.

Revisiting Successful Collaborations

Luann Nygara begins by reminiscing about Stacey’s impactful keynote at the recent Exciting Windows Conference in Charlotte. She shares feedback from attendees who overwhelmingly praised Stacey’s presentation, highlighting the tremendous value Stacey brings to business communities.

Luann Nygara [04:17]: "They were a great group and they, their questions just didn't stop coming."

Stacey Brown Randall expresses her gratitude, emphasizing the engaging nature of the event and the enthusiasm of the participants.

Challenging Traditional Referral Methods

The conversation swiftly moves to the core topic: referral marketing. Stacey contrasts traditional referral tactics, such as directly asking for referrals or offering incentives, with her innovative approach of generating referrals naturally.

Stacey Brown Randall [06:14]: "If referrals are so amazing and so awesome, why do the tactics stink?"

She critiques the conventional methods for being awkward and manipulative, advocating instead for strategies that focus on building genuine relationships.

Stacey Brown Randall [08:03]: "We think [getting referrals] should feel amazing trying to get them."

Building a Referable Client Experience

Stacey introduces the concept of a Referable Client Experience, which emphasizes:

1. Client Experience: Ensuring every interaction is designed to be referable without the need for direct solicitation.
2. Relationship Building: Fostering strong, meaningful relationships that naturally lead to referrals.
3. Consistent Engagement: Maintaining ongoing communication with clients, even after the project concludes.

She explains the three stages of client experience:

• New: The initial phase where expectations are set.
• Active: The period of active collaboration and project execution.
• Alumni: Post-project phase focusing on nurturing long-term relationships.

Stacey Brown Randall [15:38]: "We teach it as a referral ecosystem, identifying existing and potential referral sources and building strategies tailored to each."

Practical Strategies for Interior Designers

Luann and Stacey discuss specific strategies interior designers can implement to enhance their referral generation:

1. Expectation Map: A visual tool that outlines what clients can expect during each phase of the project, addressing potential anxieties and setting clear expectations.

   Stacey Brown Randall [30:56]: "Here's what you can expect by working with me... It's a visual that helps clients understand where they are in the process."

2. Infusing Relationship Touchpoints: Incorporating unexpected gestures and personalized communication throughout the project to make clients feel valued and remembered.

3. Referring Machines Strategy: A systematic approach to cultivating relationships with key referral sources, ensuring referrals come organically.

   Stacey Brown Randall [44:53]: "Referring Machines is about making it their idea to refer you, not pushing or paying for referrals."

Success Stories: Denise and Janelle

Stacey shares success stories from interior designers who have implemented her strategies:

• Denise Pugh: Currently in Stacey’s coaching program, Denise has doubled her referrals by consistently nurturing her relationships and integrating referable moments into her client experience.

  Stacey Brown Randall [42:00]: "Denise is in her second year and just renewed. She follows the process diligently and reaps the rewards."

• Janelle Fotopoulos: Leveraged the Referring Machines strategy to secure a $620,000 referral from an architect she had cultivated a relationship with over a year.

  Stacey Brown Randall [44:53]: "Janelle got her largest referral by making it about the architect and building a genuine relationship without pushing for referrals."

Stacey Brown Randall [45:46]: "You don't need to be freed from anything. What you need is a strategy and a system to make those inconsistent referrals consistent."

Key Insights and Takeaways

1. Deserve vs. Owed: Stacey emphasizes that while you deserve referrals, you are not owed them. This mindset shift empowers business owners to take proactive and thoughtful steps towards generating referrals.

   Stacey Brown Randall [49:20]: "Though you may deserve them, you are not owed them."

2. Process Over Perfection: Building a referable business is about creating processes that enhance client experiences, rather than striving for unattainable perfection.

3. Consistent Effort: Generating referrals naturally requires consistent effort and strategic nurturing of relationships over time.

4. Educational Resources: For those seeking to implement these strategies, Stacey directs listeners to her book, podcast, and website resources tailored to different business stages.

Conclusion

The episode concludes with Luann and Stacey celebrating the success of designers like Denise and Janelle, underscoring the importance of dedication and intentionality in building a referable business. Stacey reiterates her commitment to helping entrepreneurs transform their referral strategies through practical, relationship-focused methods.

Luann Nygara [50:00]: "You're not walking around waiting for the universe to drop the referrals on you. It's a process you can do."

For more insights and practical tips on generating referrals naturally, listeners are encouraged to explore Stacey’s resources and join her coaching program, Building a Referable Business™.

Further Resources

• Website: stacybrownrandall.com
• Podcast: Roadmap to Referrals
• Coaching Program: Building a Referable Business™

This episode offers invaluable strategies for interior designers and other professionals seeking to enhance their referral networks organically. By focusing on genuine relationships and strategic client experiences, Stacey Brown Randall provides a comprehensive roadmap to generating consistent and meaningful referrals.