Standing out on socials and attracting the right clients is SO hard in the interior design space. And as an interior and architectural photographer, I’m constantly watching what y’all are up to on that little app… I’m here to make your life easier.

One thing I’ve noticed? Designers are great at showing off the after, but they’re leaving a whole lot of gold on the table by skipping the “during.”

And I’m not talking about messy job site shots (although I love those too). I’m talking about the communication “during” …like the emails that go back and forth, specifically the tension. The moments that frustrate you. The client convos you wish you didn’t have to repeat.

Before you freak out, no, I’m not telling you to put your clients on blast in an Instagram post. We're not naming names here.

Client tension = content ideas

The next time you feel annoyed, misunderstood, or caught in a loop with a client, ask yourself:
“What part of my process isn’t clear yet?”

Client friction is just a signal. It’s showing you exactly where you need to add some education.

That might look like:

• A post that explains why you don’t start sourcing until after contracts are signed
  
• A reel showing what delays actually look like (hint: it’s not your fault)
  
• A carousel walking through your install day prep and what clients need to do before you arrive
  

This kind of content does double duty. It educates your dream clients before they ever hit your inbox. It also gently repels the folks who are gonna be a pain later.

Win-win.

My own low-stakes example:

I always say lemons are banned from my shoot styling. Too generic. Not strong enough for scroll-stopping, media-worthy photos. Guess what? No one brings lemons anymore. The internet heard me. Education: complete. And my clients’ galleries? So much more beautiful.

That’s the magic of clear content. Set the standard before the work even begins.

TL;DR:

Friction is your cue to educate. Use your content to prevent the pain, not just clean it up after the fact.

Your 15-Minute Challenge:

Make a list of 3 spots where your clients regularly:

• Get confused
  
• Slow things down
  
• Blow past a boundary
  

Then write a post that clears it up before they ever hit “inquire.” Bonus points if you make it funny, relatable, and wrap it up in a cute story. Double bonus-points if it’s lemon-free.