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Interior design firms · CRM

Know which architect sends you work and which one only talks.

A CRM for an interior design firm is the record of every enquiry: the tower or locality it came from, the budget band, the stage it reached and the person who introduced it. GullySales sets up those fields so a project from a builder is not logged the same way as a walk-in.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of interior design firms at work in India

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for interior design firms

Sales and marketing for interior design firms, the overview.

Last updated 8 Nov 2026.

For interior design firms

Where it usually goes wrong, and what we would do.

  • “The referral field is the one most studios skip”

    With no name in that box, a project from an architect you have worked with for years looks the same as a stranger from Instagram. You then spend on advertising while the relationship goes untended.

  • “Record the budget band at the first call”

    A 2BHK at twelve lakh and a villa at sixty use different designers, different vendors and convert at different rates. Mixed into one pipeline, your conversion number means nothing.

  • “One enquiry, several people”

    The wife enquired, the husband is abroad, the father-in-law signs the cheque. A record holding one name and one number loses the person who actually decides.

What we do

What we deliver for interior design firms.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. An enquiry record with source, tower and budget band

    Every enquiry logged with where it came from, which building or locality, and the band it falls in, whoever takes the call.

    Result: You can see where projects come from by locality and by budget.

  2. A named field for the architect, builder or client who referred

    The introducer recorded by name on the enquiry, not as a generic referral tick.

    Result: You know which relationships are worth your time.

  3. Stages that match how a project is actually won

    Enquiry, site visit, presentation, quote, negotiation and signed, each with the date it was reached.

    Result: A stalled project shows up before the client goes quiet.

  4. More than one contact on a project record

    The people who decide, with their role, so the quote reaches the parent or the spouse who never came to the studio.

    Result: You stop losing projects to a conversation you were not part of.

  5. Conversion read by project type and budget band

    How many enquiries in each band became signed projects, drawn from the record rather than from anybody's memory.

    Result: You see which kind of work your studio actually wins.

  6. A handover note from sales into execution

    What was promised on site, which materials were discussed and what the client cares about most, passed to the project team.

    Result: The design team hears what the client was told.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

What to record, and when

What an interior design firm should record about every enquiry, and whether it needs software yet.

Property type, size and stage
Write the type (2BHK, 3BHK, villa, retail unit, office floor), the carpet area and whether the flat is handed over, under construction or a renovation. Without the stage, you cannot tell when they will really start.
Budget band and what it covers
Record the budget range the client gave and whether it includes loose furniture, appliances and civil work. Many projects fall apart when a client's number excludes things the design assumed.
Introduced by a builder, architect or client
Name the person who introduced you. A builder tie-up supplies many projects with a fixed customer pool, and the record should show the referrer and the tower, not just 'referral'.
Quote versions and what changed
File each version of the quote with the date and the change, such as a wardrobe dropped or a ceiling added. A client who asks which quote was the first can be answered without a search through chats.
Handover from sales to execution
On signing, write the client's priorities, the people who decide, the rooms that matter most and the promises made. The project manager who inherits the file should not have to call the client to ask again.
Do you need software yet?
A sheet is enough while the founder follows every enquiry. Move to a CRM when designers, a sales person and a project manager all touch the same client. Client floor plans and IDs go in the project folder, not the enquiry sheet.

Who it is for

This is written for these interior design firms.

  • Residential interior design studios
  • Turnkey design-and-build firms
  • Retail and commercial interior design firms
  • Office and workplace interior design firms
  • Boutique single-designer practices
  • Modular kitchen and furniture-focused design firms
  • Design firms working closely with architects and builders

Not for

It is not the right fit if.

  • You take a handful of projects a year and a notebook holds them, so a system would add entry with little to learn.
  • Nobody owns the record, so fields would be half filled and the studio would stop trusting it.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Proof

What happened when owners fixed this.

Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.

All case studies

  • Houzeome Interior Design Studio

    Situation
    A client choosing an interior designer wants to see rooms the studio actually finished. The site showed stock photography, which tells a prospective client nothing about this studio.
    What we did
    • A custom site build
    • The studio's own photography
    • One brand across the site
    • Six project pages
    Result
    • Six real projects published, each with its own detailed case-study page
    Read the case study

Also worked with

Chord Road Hospital · Curtain Label · Difesa Security Services · Felicity Inn · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · SB Engineering · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
We already keep a spreadsheet. Why change?
You may not need to. A sheet works while one person handles every enquiry. Move when two designers are chasing the same client, or when nobody can say how many enquiries came out of one tower.
What about enquiries that arrive as Instagram DMs?
Log them like a phone call, with the post they came from recorded. Otherwise your busiest channel shows up as zero in your own numbers and you stop putting anything into it.
A project came through a builder tie-up. Does the builder own the client?
Record the builder as the source, and the client as your customer with their own record. Agree in writing with the builder what you may do with the client's details and after what point. Do not assume the builder's list is yours to market to.
If a designer leaves, who owns the client list?
The firm should, provided the record is in the firm's account and not on a designer's phone. Give each designer limited access, remove it on the day they leave, and put the rule about client data in the employment papers. Take legal advice if a dispute arises.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for interior design firms.

All articles

More for interior design firms

Everything else we would do for you.

Closest to this: leads and follow-up

Also for interior design firms

Or start from the overview: sales and marketing for interior design firms.

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