Quick Summary
Kimberley Seldon’s entire design business runs on referrals—and not by accident. She’s got a system. In this interview, she shares exactly how she asks for referrals in a way that feels natural and effective. You’ll learn when to bring it up (hint: when things are going well), what to say, and how to follow up. Plus, tips on thank-you gifts, house parties, and what really motivates people to refer. No cringey emails, no awkward asks—just real tactics that work. Read (or listen) to learn from the master herself.
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If the idea of asking for referrals makes you cringe, this one’s for you.
Meet Kimberley Seldon. She’s been in business since 1991, and today, 100% of her clients come from repeat business and referrals.
But here’s the thing: People, including me, assume those referrals just happen. They don’t. (I know. I was surprised, too.) Kimberley doesn’t hope a client will refer her … she has a system for asking and receiving referrals, consistently.
After she interviewed me for the podcast, I turned the tables and interviewed her. For today’s newsletter.
Kimberley’s script
She doesn’t treat referrals as a one-time ask. Instead, she plants the seed early and often. Especially during high points in the project, when the client is happy and things are going smoothly.
Here’s how she says it:
“Hey Client, I love working with you. Which one of your friends has a fun project for me? I only want to work with people like you from now on.”
That’s it. If it doesn’t land the first time? She asks again a month or two later, casually.
“Hey Client, I’ve got a gap in my winter schedule. Know anyone planning a design or build project?”
Kimberley warned me, however, that she only does this face-to-face. She’s found emails or formal requests don’t work as well. Her style is all about timing, tone and staying in the flow of conversation.
Incentives
When those referrals turn into real projects, she follows up with a handwritten thank-you note or gift (especially for those “referral machine” clients, as she calls them).
But incentives aren’t one-size-fits-all. After seeing our own clients try this, I’ve learned people refer for different motivations:
- Commercial clients often can’t accept gifts, but good conversation over a meal is welcome.
- Supportive clients just want to help. Share your goals and they’ll jump on board (Tell them: “I’d love to renovate a home in Hawaii—know anyone buying a second property?”).
- And some clients value bragging rights. They love saying, “All my friends used my architect.”
House parties
Kimberley occasionally hosts parties in her clients’ homes post-project—inviting vendors, trades, and the client’s friends. Every time, she’s landed at least one new project from it.
Interesting, right?
Kimberley’s got the business side of design dialed in. If you want to learn more from her, check out her podcast Business of Design and coaching program.
Every time I speak to her, I learn something new. She’s an incredible mentor to me and our clients.
Read our full interview transcript here. Or listen to our last three (!!!) podcasts together.
- EP 348 | Marketing Matters with Daniela Furtado
- EP 427 | Too Small to Bother with Daniela Furtado
- EP 433 | Marketing 1-2-3 with Daniela Furtado
See you later,
Daniela
P.S. If you’re interested in joining Kimberley’s program, it’s only $250/month. Tell them we sent you. (I don’t get a gift. I just want the bragging rights.)
