Kitchen & Bath Business - May/June 2020 - 13

"You want to have strategies in place for how you will continue to pay your
expenses, gain clients and make clients you already have feel comfortable in
uncertain times," said designer Brandy VanDenbrook of Brighton, Mich.based Eco Kitchens and Brandy Lynn Interiors. "This situation shows the
importance of being prepared."
Designer Nick Vanderhovel, who owns Dream Kitchens in Brighton,
had just bought a new showroom when the virus hit the U.S. Unfortunately,
the displays they were going to have built are from manufacturers currently
considered non-essential, so when they open in July, they may not have any
physical displays to show clients. Even with this bad news, Vanderhovel is
focusing on the health and well-being of his employees.
"One of the biggest lessons I've learned from this is just how much I rely on
my staff," he said, adding that instead of meeting with clients and designing,
he is delivering cabinets himself to protect his employees and manage costs.
"We sent our staff of nine home with the knowledge that they would be paid
through the duration of the quarantine and that their jobs would still be there
when all of this is over."
MAKING CONTACT THROUGH SOCIAL MEDIA

Finding new clients through Instagram or a blog is not new, but it's even
more important when potential clients are spending more time in front of
their phones and less entering storefronts.
For designer Erin Loftin Serventi, the COVID-19 pandemic has completely changed the way she markets her firm and has pushed her to learn
more about implementing social media strategies. Although she has always
had her own website and blog, she is now shifting her focus across platforms
like Pinterest, Instagram and Facebook with content she considers inspiring,
informative and fun. She is also working to cement her social media routines
now and keep them going more effortlessly as life returns to normal.

BELOW Illustration by Mix and

Match Studio/Adobe Stock

"Social media is the handshake - it's where I can
serve free design advice and where we can get to
know each other,"said Serventi, who is the owner
of Watsonville, Calif.-based E.L. Designs."I want
potential clients to feel like they already know me
before they call me."
During some of the worst of the pandemic,
Serventi also gave free design ideas and advice to
interested homeowners to serve her community
and draw in potential clients. She is not alone in
trying to present herself as helpful rather than as
self-serving, especially when a vast majority of the
population is concerned about finances. Conte
also felt that the time was not right for hard sales
or cheery promotions.
"I am making a conscious effort to sell in a way
that feels like I'm offering help," she said. "We're
putting together care packages from our retail
store that our clients and customers can send to
loved ones. On social media, I'm focusing on providing practical tips for how to improve your home
now with what you have on hand and parlaying
that into virtual consultations."
FACING THE FUTURE WITH POSITIVITY

At the time this article was written, it was still
uncertain where we would be by early summer.
What is certain is that the design industry will
rebound eventually and with new tools and skills
under its belt.
"I think we all are keeping in mind that our
work environment is changing drastically day to
day, and what we are using today may not work
tomorrow,"said designer Tara Waits of Lakewood,
Wash.-based Phase II Inc."But I have confidence
in the creative solutions I have seen companies,
designers and contractors implement."
Waits has been pleasantly surprised at how
the industry is embracing virtual experiences and
how manufacturers and showrooms are continuing to give the best service and options they can.
Given that brick-and-mortar stores have been hit
hard by this pandemic, the fact that showrooms -
which rely on the need to see products in person
- are still getting by in a time of social distancing is
a testament to the strength of the industry.
"It is my hope that we all take a deep breath
and embrace that fact that, in our industry, we
can make a difference," said Hilton Head Island,
S.C.-based designer Jay Cotter of Cotter & Associates, a kitchen and bath consulting firm. "As
manufacturers, we can lead the way in making our
homes and offices safe. And as designers, we can
lead the way in educating our clients as to what is
possible and helping to create safer spaces."

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