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Designer Discussions : Remodeling Business Marketing

Designer Discussions : Remodeling Business Marketing

Hosted by Mirjam Lippuner, Jason Lockhart, Maria Design Appy

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Episodes

173

Latest episode

Aug 2026

Language

EN-US

About the show

Welcome to Designer Discussions , where kitchen and bath business owners get the latest training, education, and industry news to elevate their brands and attract high-quality clients. We go beyond surface-level strategies, offering proven tactics to help you stand out and succeed. Our expert hosts— Jason Lockhart , Maria from DesignAppy.com , and Mirjam Lippuner —bring insider tips, interviews, and best practices to ensure your business thrives. Whether you’re looking for expert guidance on marketing, securing premium clients, or staying ahead of industry trends, we provide the knowledge you need to confidently implement changes that boost your success. Are you looking to take it a step further? Our monthly training and mentoring services offer hands-on, practical solutions—whether you prefer a do-it-yourself approach or a done-for-you service. Say goodbye to uncertainty and hello to a strategic plan that guarantees growth. Tune in, take control, and make the impactful changes you aim for.

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60 recent
August 13, 2026Episode 17311 min

Top 10 Paid Ads Tips for Design and Remodeling Professionals

Sending paid ad traffic to your homepage is one of the most expensive “normal” habits we see in the design and remodeling world. We get it, your homepage is beautiful and it shows everything you do. But when someone clicks a kitchen remodeling ad and lands on a page packed with unrelated services, they bounce, and you still pay for that click.We walk through the five most important paid advertising fundamentals for interior designers, design build firms, and remodeling contractors who want better results from Google Ads and Facebook Ads without lighting their budget on fire. We talk about building a dedicated landing page that mirrors the exact keyword and offer, tightening targeting with location specific keywords so you stop hearing from people outside your service area, and using retargeting pixels to bring back warm visitors who showed interest but did not convert.We also dig into tracking: how your CRM and website tracking help you measure calls, form submissions, and lead quality so you can cut what is not working and double down on what is. Finally, we share a simple creative upgrade that often boosts conversion rate fast: using video, even if it is just a slideshow of before and after projects. If you want the other five tips, head to our site, and if you have questions, reach out. Subscribe, leave a review, and share the show with a friend who is running ads right now.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

July 30, 2026Episode 17238 min

Using AI to Scale a Remodeling Business with Loren Schirber

Your phone rings after hours and a perfect-fit remodeling lead leaves a voicemail and disappears. We talk with Lauren Scherber, second-generation owner of Castle Building and Remodeling in Minneapolis St Paul, about the practical ways she’s using AI to stop that leak and build a stronger design-build business without losing the human side of the work.We get into what it really takes to scale a remodeling company from a basement operation into multiple design studios with a full team: designers, project managers, and in-house carpenters. Lauren shares the behind-the-scenes reality of family business succession, why systems and roles matter, and how tough decisions can protect both the company and the relationships that built it.Then we go deep on AI in remodeling and construction. Lauren explains how AI agents and a modern CRM help capture leads, summarize sales calls, and schedule consultations 24/7. We also cover AI for interior design visualization, faster renderings, and plan and spec comparison that can catch costly mistakes before they hit the field. On the marketing side, we talk digital marketing for remodelers, SEO and AEO, content like remodeling cost guides and “Remodeling 101” videos, and why PR, reviews, and even accessibility now affect search visibility as bots and language models pull from many sources.If you want smarter workflows, better lead conversion, and clearer positioning in a crowded market, hit play, then subscribe, share this with a builder or designer friend, and leave a review so more pros can find the show.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

July 16, 2026Episode 17110 min

Top 10 SEO Tips for Design and Remodeling Professionals

You do not need a massive marketing budget to start showing up on Google. We break down five high impact SEO moves that design and remodeling companies can tackle first, especially if you are tired of relying only on referrals or expensive ads. Jason shares the same practical guidance he gives other remodelers when they ask what they can do now, on their own, to build momentum with search.We start with the foundation: your Google Business Profile. We talk about fully completing the profile, using the available space to describe services in detail, and making small but meaningful updates like holiday hours. Then we shift into local SEO strategy, including creating city pages and using location based keywords so you can compete in your real service area and improve your chances of landing in the map pack for “remodeler near me” searches.From there, we get into content that actually differentiates you: documenting the design and remodeling journey from the first meeting through selections, demolition, installation, and the final reveal. We also cover why reviews matter for both rankings and trust, when to ask for them, and how video or detailed written feedback can help. We close with user experience tips, including mobile optimization and site speed, so your website performs well for both visitors and search engines.If you found this helpful, subscribe, leave a review, and share the episode with a design pro who wants more qualified leads from SEO. What is the first fix you are going to make?Below are the Top 10 tips discussed:Optimize for Local Search Everywhere: Focus heavily on city-specific service pages, Google Business Profile optimization, and local keywords to dominate local search results.Create Project-Based Content: Showcase detailed before-and-after projects, case studies, and renovation stories to build authority and rank for long-tail searches.Prioritize Google Business Profile (GBP): Consistently update photos, reviews, services, posts, and FAQs because GBP remains critical for local lead generation.Use AI-Assisted SEO Strategically: Use AI tools for research, outlines, optimization, and scaling content while keeping the expertise and voice human.Build Topical Authority: Create clusters of content around kitchens, bathrooms, additions, cabinetry, and remodeling topics to improve overall search relevance.Optimize for Voice & Conversational Search: Write content that answers natural homeowner questions since voice and AI-assisted search continue to grow.Focus on High-Quality Visual SEO: Properly optimize project images, alt text, video content, and file names because visual search is becoming increasingly important.Improve Website Speed & User Experience: Fast-loading, mobile-friendly websites with strong navigation and clear calls-to-action rank and convert better.Generate Consistent Reviews & Reputation Signals: Positive reviews across Google and other platforms strongly influence rankings, trust, and conversions.Create Content for Every Stage of the Remodeling Journey: Develop SEO content that helps homeowners from inspiration and budgeting to hiring and project planning.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

July 2, 2026Episode 17032 min

The Hidden Side of Remodeling with Rodger Enters

A remodel can look perfect on paper and still go sideways the moment framing starts. We talk with residential structural engineer Roger Enters of Epong Engineering about what really protects a project: smart planning, clear communication, and getting engineering eyes on the work before assumptions turn into expensive fixes.Roger shares why residential structural engineering is such a niche, how local licensing and building code expectations vary by market, and why professional trade organizations like NARI and builder associations can raise the standard for everyone involved. We also dig into what “legitimacy” actually means when homeowners are searching for a remodeler or trying to build the right team, plus how showing up to monthly meetings becomes real business development over time.You’ll hear a real-world case where a sunroom addition nearly went to litigation after the wrong ridge element was used in a vaulted ceiling. Roger explains how an engineer approaches the problem, offers multiple buildable solutions, and helps keep the design intent intact while satisfying inspectors. We also break down one of the biggest homeowner questions in remodeling: removing a wall, understanding load-bearing vs lateral bracing, and why “it’s been fine for 70 years” is not a structural plan.If you care about safer homes, smoother remodel timelines, and fewer surprises behind the drywall, hit play. Subscribe, share the episode with a builder or designer friend, and leave a review so more people can find the show.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

June 18, 2026Episode 1698 min

Website Essentials For Design and Remodeling Professionals In 2026

Your website can be polished and still quietly leak leads. We see it all the time: great designers and remodelers doing strong work, but their site doesn’t show it clearly, doesn’t earn trust fast enough, or doesn’t tell visitors what to do next. So we break down five website upgrades for 2026 that make an immediate difference for the remodeling industry and design professionals who want better inquiries, better fit clients, and a stronger first impression.We start with high quality photography, because your images are your credibility. We talk about why professional project photos change how homeowners judge your craftsmanship and taste, and what to do if you’re still shooting work yourself. Then we get practical about conversion: a clear call to action that tells people to book a consultation, submit a project form, or take the next step, instead of leaving them to guess. If you’ve ever wondered why traffic doesn’t turn into leads, this is often the missing piece.From there, we dig into trust and visibility. We explain how to use social proof the right way, including linking out to authentic Google reviews or Houzz reviews, and why third party validation beats self promotion every time. We also make the SEO case for location specific pages and detailed project pages, where you describe materials, phases, and product choices so search engines and AI search can actually understand your work. Finally, we talk video marketing for your website, even simple Canva slideshows, to increase time on page and help people stop scrolling and start picturing themselves hiring you.If you want the other five tips, we point you to where to find them. Subscribe, share the show with a design friend, and leave a review so more remodelers and designers can find us.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

June 4, 2026Episode 16816 min

Why NKBA Matters with Samantha Vogt

Networking can feel like small talk until you realize it can also be the strongest business development system you have. We sit down with Samantha Vogt, president of the NKBA Texas North Plains Chapter and a senior interior designer at Jay Wiley Designs, to get specific about what the National Kitchen and Bath Association really offers working designers and remodelers who want to grow with more confidence and less guesswork.We unpack the practical benefits Samantha sees every day: education that goes beyond inspiration, market research that helps you understand shifting budgets and client expectations, and a community that can become an organic referral pipeline. Samantha breaks down NKBA certifications and specialty badges, plus the value of standards and code guidance for kitchen and bath design, from clearances to accessibility considerations. If you’ve ever wished for a clearer roadmap for professional development, this conversation lays out what’s available and how to use it.We also talk trends and the bigger industry picture, including KBIS, the Kitchen and Bath Industry Show, where vendors, CEUs, and panel discussions can keep you ahead of materials and products your clients will ask about next. And yes, we go straight at the AI question: where AI can support your workflow, why it still can’t replace a designer, and how to stay adaptable without buying into hype.If you want to connect with the right people, learn faster, and build a stronger design business, press play and take notes. Subscribe, share this with a design friend, and leave a review so more pros can find the show.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

May 21, 2026Episode 16721 min

10 Questions Design and Remodeling Professionals Ask About PR

PR can feel like a black box for designers and remodeling pros, so we’re pulling the curtain back with the 10 questions we get asked nonstop. We talk about what PR actually is (hint: it’s not just “getting into a magazine”), why earned media builds trust in a way paid ads can’t, and how to think about visibility across online publications, local outlets, trade media, podcasts, and even speaking opportunities.We also get practical about doing your own public relations without hiring a pricey PR agency. We unpack what journalists and editors are really looking for, how to turn your projects and expertise into story-ready angles, and why generic self-praise falls flat. Then we dig into photography expectations, including when professional photos are worth the spend and when high-quality iPhone images can be enough for the right kind of coverage.From there, we zoom out into strategy: how fast PR can work when you focus, why long-term consistency compounds, and why local press often beats national logos for generating qualified leads in your region. We also clarify the relationship between PR and marketing, explain where press releases fit today, and share a mindset shift for handling rejection so you keep pitching without taking it personally.If you want more visibility, more credibility, and a clearer path to media coverage that supports your business goals, hit play, then subscribe, leave a review, and share the show with a friend.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

May 7, 2026Episode 1668 min

The Top 10 Social Media Tips For Designers in 2026

Social media has never offered more ways to reach clients & it has never been easier to waste an entire afternoon scrolling. We break that tension down with 10 practical social media tips for 2026 built specifically for design professionals who need results without burning out.We start with the foundation, consistency. If a potential client checks your Instagram or Facebook and your last post is months old, trust drops fast. We talk about what “consistent” actually looks like, why one strong post per week can be enough, and how a simple schedule keeps your brand visible while you stay focused on projects. We also share a batching workflow that takes about an hour a month.From there, we get into community and content strategy for design and remodeling businesses growth. We explain how joining the right groups and engaging with like minded pros helps you earn shares, comments, and long term momentum. The goal is to give people a real reason to keep coming back to your page. We close with the part nobody talks about enough: your relationship with social media. We share how to avoid spreading yourself too thin, set a weekly engagement window, & stop the death scroll so you can stay sharp, healthy, and consistent.Subscribe, leave a review, & share the show with a friend. See all 10 tips below:Trust-First Content — Authentic content that builds credibility and trust now outperforms overly promotional posts. Short-Form Video Storytelling — Educational and story-driven short videos generate the highest engagement and reach. Authority-Based Content — Businesses that consistently teach and share expertise attract higher-quality leads. Local SEO + Social Integration — Local keywords, geotags, and city-focused content are critical for visibility in 2026. Personal Branding — Owners and leadership teams who are visible online build trust faster than company brands alone. AI-Assisted Content Creation — AI tools are helping businesses create faster, more consistent, and scalable content. Community Engagement — Meaningful interactions and conversations matter more than follower count. Educational Carousel Posts — Informative carousel posts are driving strong saves, shares, and audience retention. Consistency Over Virality — Consistent posting and messaging outperform occasional viral content. Full Buyer Journey Content — Successful brands create content that supports every stage from awareness to conversion.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

April 23, 2026Episode 16518 min

Learn How to Get Found In AI Search

AI search is quietly reshaping how homeowners choose a designer or remodeler, and the rules are not the same as traditional SEO. If you want your business to show up when someone asks ChatGPT or Perplexity for “the best kitchen remodeler near me,” you need more than a pretty website and a few keywords. You need content that answers the questions people actually ask and signals that you’re a credible expert worth quoting. We talk through the website moves that make you easier for large language models to understand clear service pages, tight structure, and FAQ-style answers around the big trust questions like cost, scope, and timeline. We also explain how to share pricing without boxing yourself into a single number by using ranges and real examples that add context. If your homepage is a wall of text, we explain why that hurts both humans and AI and what “organized” really looks like. Then we get into why PR is having a real moment. Earned media creates third-party credibility, and that validation is exactly what AI systems tend to rely on when they build answers. We break down how smaller local mentions, trade publication quotes, and smart press release distribution can put your name in more places AI looks. We also share what not to do, including publishing generic AI-written website copy that gets ignored instead of rewarded. If you want more designers and remodeling leads from AI search, subscribe, share this with a colleague, and leave a review so more pros can find it.If you would like to get the links and show notes for this episode, click on the link below:​https://auditsky.ai (Website AI Audit)https://answerthepublic.com/ (Find out what questions people are asking AI)Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

April 9, 2026Episode 16440 min

Modern Systems And Pricing Strategies For Remodelers

If your design studio feels busy but the bank account never seems to agree, it’s time to zoom out and look at operations. We’re joined by Diane Welhouse of Wellhouse Consulting Services, a certified kitchen and bath remodeler and longtime remodeling professional, to talk about what actually makes a design or remodeling business durable in a tough marketplace.We start with the unglamorous stuff that changes everything: replacing outdated, paper-based workflows with modern business systems, choosing scalable technology, and building processes your team can follow. Diane explains why “mainstream” tools like QuickBooks and supported project platforms often beat proprietary setups, especially if you want to grow, hire, or eventually sell.Then we get into pricing strategy, budgeting, and cash flow. Diane breaks down how to use real numbers, not “industry standard markup,” to set rates and margins, track billable hours, and aim for true profit. A big takeaway is reserve planning in three buckets: operating reserves for downturns, capital reserves for future investments, and “human reserves” so you can hire without fear during that 60 to 90 day ramp-up window.We also connect operations to marketing and PR: defining your mission, values, and ideal client profile, building trust through thought leadership on LinkedIn, working with local media, and using awards plus before-and-after photos as credibility and content. Hit play, then subscribe, share the show with a friend, and leave a review so more design pros can find it.Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our Academy sessions and workshops:https://www.designerdiscussions.com/academy.htmlDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. Download our FREE Client Avatar GuideDesigner Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

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