Adapting Your Business to Client Lifestyle Changes Post Covid | Lacey Hunter-Felton

Welcome to another instalment of our monthly Q&A sessions with LACEY HUNTER-FELTON, the pioneering founder of the co-working and freelance community: Hunter Collective.

Dear Lacey, how do I adapt my freelance business to client lifestyle changes post Covid? -Thea Lehner, Freelance Colour Specialist.

Hi Thea,

Client lifestyle changes post Covid are something I’ve observed frequently through my work at Hunter Collective.

Freelancers are finding that their clients are evolving in ways that impact how they approach their services. Your situation reflects a growing trend of clients moving out of cities, working more flexible schedules and having less-consistent appointment availability. This shift poses an important question for freelancers: how do you adapt your business to meet these changes while ensuring your own work/life balance remains intact?

My first piece of advice is to revisit the fundamentals of how your business operates. For example, if your clients are now visiting the city less frequently, you might need to reconsider your availability and booking structure. Is it time to change your working hours or offer more flexibility in appointment times to accommodate these clients’ limited windows of opportunity?

I also want to highlight the importance of communication with clients. My assumption would be that you have relied on word-of-mouth and a strong community connection to build your business. However, if that community changes, it’s crucial to think about new ways to reach the right audience. Social media can play a role here, but only if it’s aligned with the preferences of the clientele you want to attract.

Within this, you must also consider balancing client needs and staying true to their business goals. Freelancers, especially in the hair industry, are often faced with the dilemma of being available for clients whilst still maintaining a sustainable work/life balance. This balance becomes even more challenging when the client’s behaviour changes. I suggest reflecting on whether your current business model still works for you in light of these changes. It might be the perfect opportunity to reassess how much time you want to dedicate to client-facing services versus other aspects of your career, such as education, consulting or content creation.

Finally, I encourage all freelancers to look at the bigger picture of their career progression. The beauty of freelancing is its flexibility, but it also means constantly evolving with personal and industry shifts. As client needs change, it’s important to ask if they still align with where you see yourself going. Do you need to diversify your offerings, or perhaps consider transitioning into a different aspect of the industry?

Here are my top three tips for adapting to client lifestyle changes:

• Revisit your booking structure:
  Adjust your availability to fit your clients’ new schedules, whether that means offering appointments on specific days or at times that work best for them.
• Communicate effectively:
  Keep an open dialogue with your clients about your availability and, if needed, explore new ways to market your services to attract the right clientele.
• Balance client needs with your own goals:
  Don’t lose sight of what you want from your career. It’s okay to pivot, diversify or set boundaries when necessary to ensure your business still works for you.

As freelancers continue to navigate the post-Covid landscape, it’s more important than ever to remain flexible while staying true to the core of your business. My advice emphasises the importance of not only adapting to client changes, but also reflecting on your own goals to ensure a sustainable and fulfilling career.

Have any freelancing questions you’d like to find out for yourself? Send your questions to Lacey right HERE!