Question: I’m currently working through the Advanced Pricing module, but I need to finalize a proposal for a residential interiors project shortly and would appreciate your feedback.

The scope is interiors only: full main floor design, approx. 3,871 sq.ft., plus three upper-floor bedroom suites with ensuites/WICs.

I’m currently considering a flat fee in the $16,000–$20,000 range, but I want to make sure this is profitable and appropriate for the volume of work.

I’ve reviewed your design agreement/implementation documents and know my current proposal structure will need to evolve. 

Since this one is time-sensitive, I’ve attached the version I currently use and would appreciate any key feedback on pricing or scope before I send it.

Thank you.

Answer: First off, I just want to say your proposal looks very polished and professional. 

Before I tell you whether I think $16,000–20,000 is the right fee, I actually have a few questions for you.

Remember, pricing isn't simply based on the square footage. It's the combination of:

• Your square footage baseline
• The layers of design
• The complexity of the project
• ​And preferably you would break the fee down room by room.

So here are the questions I'd be asking myself:

• How many layers of design are included in each space​ (each room can and should be different)? Are you furnishing every room?​ (seems to me no) - Are you ​specifying flooring, lighting, millwork, plumbing fixtures, window treatments, wall treatments, decorative styling, etc.? The more layers involved, the more your fee should reflect that.
• Is this primarily a furnishings project, or are you designing the construction finishes as well? Looking through your proposal, I can see you're including finishes, lighting, millwork, plumbing fixtures and technical documentation, which tells me this is a fairly comprehensive scope​ - but no furnishings included? (furnishing will increase the fee significantly).
• How complex is the design? Is this a relatively straightforward new build, or are there custom details, unique millwork solutions, architectural challenges, extensive revisions, or other elements that will require significantly more time and attention?

One other question I have...

Did you create a separate price per square foot for each individual space, or did you use one square foot rate across the entire project?

I ask because this is a really important distinction.

Each room typically requires a different level of attention, detail, and decision-making. A primary ensuite with custom millwork, tile layouts, plumbing fixtures, lighting, and cabinetry is a very different design exercise than a secondary bedroom, for example.

If you look at the Design Fee Calculator, I'd encourage you to use the Renovation / Build Only​ (as long as there is no furniture included in the scope) tab and select what you believe are the appropriate layers of design for each individual room. Calculate the fee for each space independently, then add those room totals together to arrive at your overall Design Fee. That's exactly how I recommend using the calculator.

For this proposal, if you'd prefer to continue presenting one lump-sum Design Fee, I think that's completely fine.

That said, moving forward, I do think there's value in presenting a room-by-room breakdown of your Design Fee to the client. They don't need to see your price per square foot, but showing the fee allocated to each space helps clients understand how the overall investment was calculated. It creates transparency, makes the total feel much more grounded, and gives them confidence that there's a clear methodology behind your pricing rather than it feeling like one arbitrary number. 

My final thoughts...

My initial reaction​ - given the size of this project and everything you've described​ - is that $16,000 feels low.

That said, I don't want you to increase your fee simply because I said so.

I want you to do the work.

Go through the calculator room by room. Think carefully about the layers of design in each space, the complexity involved, and then cross-check it against your estimated hours​ (x1.5 like we discussed), just as we discuss in the Pricing lessons.

My hope is that, through that process, you sell yourself on the number.

That's far more valuable than me simply telling you what I think you should charge.

At the end of the day, you also need to choose a fee that feels good to you​ - a number you can confidently stand behind and present without hesitation. Because your confidence in communicating the investment is just as important as the number itself. As we discuss in The Art of Pricing, pricing is less about finding the "perfect" number and more about building the belief and conviction behind it.

Once you've worked through the calculator, post your room-by-room breakdown here if you'd like. I'd be happy to look it over with you and give you another set of eyes before you send it. I think you're very close.

​And lastly, remember that raising your prices doesn't have to happen overnight.

Let's say that historically you would have been comfortable presenting a fee of around $16,000, but after working through the calculator and thinking through the scope, you realize the project is probably worth closer to $25,000.

You don't necessarily have to make that entire jump today.

It's perfectly okay to scale your pricing up incrementally as your confidence grows.

Maybe this project is $20,000. Then, after successfully delivering it and gathering more data, you increase your pricing again on the next project.

Pricing is something you'll continue to refine over time. The goal isn't to make the biggest leap possible​ - it's to continually move your pricing closer to the true value you're creating, while choosing a number that you genuinely believe in and can present with confidence.

​Lindsay

Question: Lindsay, I know I need to raise my prices, but every time I do, I start second-guessing myself. I worry that I'm not experienced enough yet, that clients will think I'm overpriced, or that I'll lose opportunities. How do I know when I'm actually ready to charge more?

Answer:

I want you to notice something:

You didn't ask me how to calculate your price.

You asked me how to know if you're ready.

And those are two very different questions.

Because most pricing challenges aren't actually pricing problems.

They're belief problems.

What I've found is that designers often think there is some magical point where they suddenly become "worthy" of charging more.

A certain number of years in business.

A certain number of projects completed.

A certain portfolio.

A certain revenue milestone.

But that's not how it works.

The designers who eventually charge premium fees didn't wake up one morning feeling 100% ready.

They decided to grow into the next level before they felt fully comfortable there.

Now, that doesn't mean we jump from a $2,000 design fee to a $30,000 design fee overnight.

There has to be alignment between your experience, your process, your ability to deliver, and your pricing.

But here's the question I want you asking:

"Am I undercharging because of my actual ability to create value... or because I'm uncomfortable asking for more?"

Those are very different things.

Because if you're consistently creating incredible outcomes for clients...

If clients are referring you...

If projects are going well...

If your calendar is filling up...

Then the next growth edge may not be your process.

It may be your willingness to believe in the value you're already creating.

Remember:

Clients are not paying for your hours.

They're paying for the outcome.

They're paying for better decisions.

They're paying to avoid costly mistakes.

They're paying for leadership.

They're paying for a home that feels dramatically different because of your expertise.

You don't need to believe you're the best designer in the world.

You simply need to believe that the result you create is worth the investment.

Because your confidence becomes part of the value proposition.

When you confidently say:

"This is my fee."

Clients feel that.

When you nervously say:

"I know it's a lot..."

They feel that too.

So my advice is always this:

Raise your prices before you feel completely ready. AND at the same time, choose a price you can confidently stand behind energetically.

Allow your pricing to stretch your identity a little - but also keep in mind you need to back that price with the BELIEF that yes - this is absolutely 100% worth it.

Then gather evidence.

Deliver great work.

Build confidence.

Raise them again.

That's how most successful designers grow.

Not by waiting until they feel ready.

But by becoming ready through the process.