Episode #0032 – Adding Virtual Design Services with Ellen Smith

Featured in this week’s episode of The Productive Designer host Crystal Collinson interviews fellow interior design professional Ellen Smith. She works in the New York and New Jersey area to help people find the perfect additions to design and decorate their homes.

Ellen has discovered a way to help others find the perfect furniture for their homes without having to be in their geographical area. Which has been an advantage in the current pandemic, adding virtual design services. 

Her services include selecting paint colors, fabrics, furniture options, and more. Ellen’s business model is such that the client then has to hire their own painters, movers, and contractors to complete the onsite work. She simply assists them to find what they are looking for, she does not participate in the process of installation. She prefers to meet on Zoom and assist her clients virtually.

 Ellen strongly believes you have to trust the process. The process may take numerous meetings. But the most important thing to remember is to not give up if you do not find the perfect options immediately. Sometimes it takes trusting the process and trusting the interior design professional to find what you are looking for.  

So, join Crystal and Ellen as they talk about adding virtual design services. And, see how working remotely is possible even for interior designers and decorators. Then, do something today that your future self will thank you for and think about how you could expand your business reach by working remotely. 

Suggested TPD episode: #0026 Economic Value of Furniture

How to get in touch with Ellen:

Website – ethanallen.com and ellen-smith-designer-ethan-allen 

Instagram- @misse.designs

Ellen Smith as TPG guest in the episode Episode #0032 - Adding Virtual Design Services

Recommended podcast:

A Well Designed Business

- Click here for the RAW, unedited transcript -

0:42
Welcome everyone to another episode of the productive designer I have a special guest with us today I have Ellen Smith and she is from New Jersey, New York, and I’m gonna let Ellen tell us a little better about herself so welcome on.

0:55
Thank you, thank you so much crystal for having me. I always tell people, you know, design was a second career. You know I spent 18 years in corporate America,

1:04
I’ve heard that more than one time,

1:06
yeah, yeah. Yes, I like to let people know because there’s chapter two, Like, certainly for me. I had reached that point where you know, I was downsized or suggested I don’t even know what the language is doing more, but I remember just having an epiphany saying, you know, what is it that I want to do when I grow up again, you know, exactly, you know, choose corporate and design was always a passion for me, but I just didn’t know how do you make a living out of doing right now. Can you make money from that, you know, and certainly for myself I can work, family, hard working family you know you go to school you learn you get college degree, blah, blah, blah. You know even saying you want to do something creative was a little outside the norm, you know, so to speak for yourself on that, but I had reached that point in my life I was about 32, you know, and I said, What do I really want to do, if I had to choose to do something, you know, and design was something that was always a passion of mine was always something that came. Not only was I interested in it but it was something that I was good at, you know, even as a little girl, I tell people this story, it’s so funny but even as a little girl you know I doll houses and I mean I love my dog, you

2:22
know, decorating your dollhouse

2:25
with my dogs and then I come and deer, my sister’s doll house you know so I was that girl. Switch to Roma, and you know so. Me too,

2:35
I was. Yeah, I

2:37
was that girl so how do you make a living. What kind of job is that, you know what I mean I know when I was younger I was like, What is this, is this a job that people actually do you know so took me a while, and again it was just kind of being, you know, I guess nudged or or looking at it as a, maybe a blessing in disguise, you know, what do I want to do when I grow up again and design was the thing so it also kind of coincided with the popularity of HGTV so it looked more like a job, you know any viable career you can make. So I started locally at first at a design center near my home that was real pretty well known. He had just opened a store in Manhattan. I started off in custom window treatments, which was really an excellent place to start. Things with certainly the attention to detail, you know, and I worked in New Jersey and I worked in Hatton for many many years, and I really enjoyed it. I enjoyed the pace of it. I enjoy working physics different types of homes you know so, and then I wanted to branch out a little bit more to full design, and I had applied to no local Design Center. The first one I applied to. I didn’t really get any bites and I was like okay, but that wasn’t really like the location I wanted to be at so again once again right things just happen when asked what’s happening, right, right, so I got the location and it went to be at night. I’ve been there three years and I really loved it. I enjoy what I do, I find that having that window treatment background again the attention to detail, you know it’s really something that it works well for me and I know people think that you know when you’re in a creative business people think it’s all fun on, but you really do need a good balance of left brain right brain,

4:27
for sure. I always say you could come up with all these great ideas but if you can’t get it executed, you know, wrap in the right timeframe, with the right budget, like, then, is it

4:40
good, is it good is it if you can manage the project, you know, so I think I’m fortunate in that respect I did you know in between this site, you go back to school, you know something my father was something my father was pushing me to do I did finish my college degree in Marketing, and again it just it appealed to me because again I’m that left brain right brain, no I have the creative, but I also am extremely analytical, you know, so it works really well for me especially with managing my projects, following up with clients, you know, that kind of stuff that, you know, you just can’t let that fall by the wayside. Yeah, with referrals you know when to repeat business, you know, so I enjoy so much what I do I feel so fortunate to make a living out of something you love, is really, really, what they say you never work a day in your life, you know, but that’s not 100%. You work in but at least it’s a passion, you know you want to work you know what I mean it’s like you’re working and especially these last nine months or so, it’s been a constant wind is the constant work but at least you love it, you know, Amy,

5:50
getting out of bed to do something, you, you actually want to do is what you’re getting into bed, to do something you don’t want to do just to

5:58
my fortune and I’m certainly within the last five months and I think, you know, looking towards the future people’s focus is on the home, you know, home backyard, you know, all of that, we’ve been a beneficiary I know, right now I’m in New Jersey but I see a lot of, we see a lot of Manhattan knights, coming to the suburbs, we see a lot of, you know, northern New Jersey like Jersey City they own you know, we’re maybe they were a little more in North Jersey because they needed a shorter commute to the city right you know a lot of places now, people are home.

6:34
Well, people will virtually and functional. So they’re like, why am I in the city, why do I need to be here right.

6:41
A lot of places it’s indefinite right now,

6:44
for sure. I think especially, especially New York City being, you know what it is in the sense of real estate prices for rent and what you’re getting and like I couldn’t imagine being in a small tiny apartment 24 seven for the last nine months you start losing your mind and all those amenities of why you want to be in the big city are not available to

7:03
you are not available, like kids and pets and you know all that. So again, just being that part. I guess a little bit of luck, you know, just being in the right industry at the right time is yeah I mean, really I can’t really say I had anything to do with that. I’m just real fortunate like I could be working at a clothing retailer,

7:26
you know exactly, you just kind of I’ve, I’ve thought of that myself to just, you know, my husband does renovations and you know when that first hit, we were all kind of going, Oh, okay, what is this mean and then to see how our industry, to your point exactly has just, I mean every designer every run like Everybody I talked to that’s somehow related to the home, residential everyone’s just running off their feet because it’s going crazy people are taking the budgets that they usually had for travel or vacation and they’re like, Well, I can’t go anywhere. Let’s put it into the house let’s make our house. And so, yeah, and I can see how window treatments when you’re talking about that with AI because that’s a that is a specialty in itself, how the details and all of the, you know that because it’s not just about the beauty, it’s about the function of it too and you know how you have to think about all the different elements and aspects of, of what that window treatment is how is it going to look, how’s it going to function, which I think is a great foundation for the rest of design as well so that you’re, you were, you were right to, to start out on that is probably was a great foundation for you to have that yeah,

8:24
I definitely would agree with that. Definitely.

8:26
So you were saying when you and I were talking before that you’re doing a lot more, ie design, so yeah. Can you elaborate a little bit on. I know, I know you work out of a showroom, if you want to save the day or not but

8:38
I mean, okay, I work at Ethan now and it’s a great place to work. We do full design here. I love it and I will say this, what we’ve been able to do. We didn’t just start doing this, I think one of the things that I, there’s a lot of reasons I like working here but I used to work in corporate I worked in the training department, and I’ve had to tell you the training here is phenomenal. It is absolutely phenomenal where I work, so they are all about the technology and we always had our little maneuvers that we could take with us, we could always work from home, you know, sometimes you need to work from home for plans and not you know, that’s not always a nine to five, kind of thing so always kept up with the latest technologies, we had a really awesome 3d plan or we have an augmented reality app I mean, we had all that we had, you know, the opportunity to connect with clients from all over the country. So, that was always something that we had, and then mid March, when this hit. It was like the company itself, like we didn’t have to scramble to get things done. So, that was great, so it was a good foundation for a design by having, you know, because I live in New Jersey and we were kind of like the first ones kind of, you know, so to speak, yes, pandemic, we were home, but we were still able to connect with people all over the country. So that’s where the he designed for me really really picked up because I’m talking to people, people in Chicago, I had a woman, you know that I connected with honestly she was in Canada but when I tell you she was in Canada, she was in like the middle of Canada, like I mean she was like five hours away from like Toronto.

10:30
And so how did you find her, I’ve just I just find that interesting, how did that connection happen.

10:34
So, again, we have the technology to connect with people so you know we have a live chat, you know, off of our website you’re registered, and people are, you know, they have questions I’m going to order something this What about this does this come in this finish. Can you help me with paint colors to help me to my rugby you know like you never know what someone’s you know, going to ask. Yeah, and in her case, she wanted to purchase some leather chairs, and she, because she’s so far away from. I don’t want to say civilization, but certainly

11:06
any of them are major

11:09
yeah basically she was in literally, I mean if you took a dart in Canada and hit the middle she was there, you know, like literally, so it’s like okay well let me, you know, take some pictures, let me FaceTime with you, you know, That kind of thing. Even with the design, it’s not that there’s other ways to connect with people, you know, they still talk to them, you know, whether it’s female you still need to share, floor plans, you’re probably going to need to like FaceTime with someone because you do need, you still need a face to face, I feel like connection,

11:43
I still use your room, you know, yeah, for sure,

11:46
I need to ask you questions, send me pictures you know that kind of thing. I tried to, you know, when I was working in that, you know, kind of mode I was always people love to send you pictures or their space, they want their questions. Yeah, you know, they, they’re always, I don’t want to say like looking for free advice but people want

12:04
to know. So especially if that, you know, all of a sudden you’ve got, oh I’ve got somebody answering my question. Well I’ve got them

12:11
right I have a professional on the other you know, end of this computer might not take advantage of me so I think that was kind of, you know, kind of like a jumpstart and it has evolved by, I’ll tell you about future clothes that I had about a week ago which is when we swell so busy. It was young couple purchased a home out here in the suburbs, they actually changed from I believe Connecticut. Okay, but both work from home. They purchased a new home. I mean like a million dollar home in a suburb, local to our design center, and she’s pregnant and she’s high risk.

12:48
Yeah, so like I’m not going anywhere.

12:51
He’s not coming in. Yeah, so no problem. Not a problem at all. So, we FaceTimed, I did actually go out to the home so that I could do my own field measurements,

13:03
so just ask him, How do you manage that because yeah, you know, obviously there’s some disclaimers there if you’re not doing

13:10
exactly right, So here’s the deal. So, if I can do field measurements, I certainly want to do a couple window treatments right out of trust and vice versa. But there are times where you’re not able to do that. So, people have floorplan. No, you can, and this is where FaceTime is helpful because they have a measuring tape you can kind of guide them, putting on the window, let me say, you know, with furniture. The thing is, you know, it doesn’t have to be to the eighth of an inch. You know, so if you have a little bit you know a little bit more wiggle room, but as long as you kind of get the gist of the room and I’ve had success with actually people taking

13:50
their own measurement. I always wonder how that with, with the design how that can be. I would worry about, you know, somebody going okay well here’s my measurements. Okay. Are they accurate and, you know what I said before, I guess you have to say there’s some sort of onus on them, that they have to understand. Yeah,

14:06
absolutely and I think that I know certainly during a pandemic and when I was, you know, working with people you would have to put a disclaimer and I would have them sign off and say you know these are your own measurements, but again like it depends on what it is you know like if we’re talking about like a sectional, you know that’s something that we’re going to really have to tighten up these measurements at the top most often to chairs, you’ve been doing this long enough to know, you know, exactly some pieces that your room right, I can see the door swings. This way we should be okay. I know a room is probably about, you know, now if you tell me your room is 20 feet wide. Now, that automatically is going to be like. You tell them is 12 feet seven inches I’m like okay, it probably has to be seven into, you know, so I think experience, you know, helps with that as well, like, as many pictures as people can, if they have more plants and sometimes they do have four right

15:01
from the realtor or something. Yeah,

15:03
right from the realtor, so that certainly helps. If it’s someone in this particular case, they were lucky enough that I could come out and do measurements because we were talking about three rooms, you know, actually four homes. And I’m like, I’d like to come out and measure. You can be in another room, you know, while I’m doing practicing social distancing and that work but then the rest of it as far as the floor plan, the actual floor plan itself. All that I did with great 3d rendering tool, you know, you can email things to people, we can FaceTime, you know, the big screens in the Design Center we can take a look at fabrics, I think it worked out really well, you know,

15:44
yeah it’s I’m interested to hear like how you because there’s a lot of nuances in what we do and just trying to figure out how, so you would hold up a piece of fabric, basically to the camera and have them sort of look at it and

15:57
miso and have like a design board put together a presentation for yep okay, here’s the, here’s the concept of what it is that we’re trying to do, okay to get fine on the concept. Yeah, I have the actual pieces like wood pieces and actual case pieces in the Design Center. Yeah, I got my camera, I got to FaceTime, I’m like okay, I’m doing close ups we also, you know, we also have a website. Yeah, so there was something else to look at,

16:26
oh no, yeah.

16:28
And also I want to say this as well. So this is a couple that I’m going to say, you know, young is always relative right so I’m gonna say there are young couple somewhere between, maybe I mean she’s pregnant so I’m going to say like maybe 32, maybe 37 All right, somewhere around there. I think that they were tech savvy enough that they got it. I, it just depends on your client, you know any mean like whether or not they’re going to be comfortable with a design because you’re not going to be able to do that with everybody.

17:00
Did you say, like, were you able to physically well okay that location, because you were in within distance you could bring samples if you wanted to but like your, your client that was in candidate like do often send

17:12
actual finished, like exactly so in that case, you can mail sample, you know, fabric samples, samples are not so hard to get. You can mail it to people when you have a 3d rendering. And again, you’re going to, you know that everything’s funny. It’s not just one tool

17:30
right so there’s more yeah you’re using different tools for different applications, whatever

17:36
your rendering tool is sending the fabric so they can touch and feel because this is still, you know, interviewing people want to like say for sure.

17:45
Yeah, especially textural stuff like poster yeah you want it, yeah.

17:49
Yeah.

17:50
Now what about sitting on stuff because that’s another question.

17:53
Okay, so here’s the thing crystal again. Let’s look at this generationally right. And let me say this for myself, I am a perfect size seven shoe. I don’t need to try to, yeah, okay, because I know I’m a perfect size. Right, you have a generation, again, I work for reputable quality.

18:10
Oh yeah.

18:12
You have people that are comfortable with not suiting ones. Okay, I think because I work for quality retailers, the name is unknown is synonymous with falling. Also, I don’t think that this is such a big deal, but I do have people that need to sit on something, and I think we kind of talked a little bit about this before, I would suggest going with the retailer and checking out their return policy. And you know, because as you know, if you get something custom, you cannot return it. If there is a place for them to go if there’s a brick and mortar store for them to spin on things. Yeah, that’d be great, but again it just depends on budget, you know, you have people that will spend $3,000 for a sofa and then you have people that don’t want to spend more than 1000, you know,

19:03
so I’m just thinking with what I mean I know Ethan Allen here in Canada is up there in price, I mean it’s a quality. So, I would be concerned about somebody buying, let’s say, a sofa that they’re picking the upholstery they’re picking whatever so now it’s custom Brady, that’s something that, but it’s more for, I think, like, how tall are they does it, you know, how do they sit on a sofa. Yeah, right. But But to your point, like I do a lot of shopping even prior to the pandemic, I do a lot of sourcing, online, a time and I’m comfortable with it too. And I think to your point that the newer generation. It’s just I think that’s the one part where I go, you know, if you’re if it’s for somebody’s house, you kind of want them to sit on it but

19:47
exactly right. Right and I think you got to be careful with. So, what are we looking at here are we looking at a sofa yeah probably once you sit down our sofa. Yeah, you know, in this particular case with this couple, he was able to come in and sit on some pieces, perfect, we were able to come in early in the morning, he had the entire design center to himself, you know, and he was able to sit on things, you know, and he had her, you know on FaceTime okay yeah this is comfortable. Yeah, and again it’s really, there’s no one size fits all, you know,

20:20
yeah, no, you’re right. Yeah, no I was Wonder how with with a design but I think to your point, a lot of times, from what I understand what the designers is a lot of them will just, you know help pull things together at specify stuff. But there comes a point where it’s not full service right we’re not talking, full service so you have to get your, there’s,

20:42
Yeah, and there’s some onus on urine so the other thing so like I have my family members that are in North Carolina. So this is a great, you know, this is a good example. The retailer or I should say the retailer, but the source that we’re using is an online source. So, there’s no city, you know, there’s no setting, but it’s also returnable right so when I’m doing is I’m finding pieces that are going to work. Scale wise style wise. Okay, I’m providing you the links. Okay, and you do what you need to do with that.

21:19
You could look at it,

21:20
or you could buy it or

21:23
if you buy it, you buy it. But it’s your credit card, it’s your, you know it’s you having to return it in a case like that, I would be like, No, that’s a flat, because I don’t even want to get involved,

21:35
No, and you’re, you’re right not to, because that’s, that you don’t need and I mean, listen, yeah, sure, sofa, may be returnable but my God it’s not something you just throw in the backseat of your car, take it back to the store, item right so yeah, it’s a hassle, you’re getting somebody to deliver it.

21:54
Exactly. And I think it’s an again it’s not a one size fits all thing because I, unlike you like, maybe, the larger piece. I’m going to go with and where I happen to work as a national retailer, you know, so where are you located in Virginia. I got a dozen, you know places you can go to sit on something. But, and to your point, it’s not that easy to return a sofa, you know, so maybe, maybe that’s not the piece that you’re going to do online, but for some people, maybe it is yeah no to me, I feel a little bit for myself I know like case pieces yeah you could you know immediate unit, we can you know that that’s not hard, no line is basically it’s like, is it going to fit a little chess, you know, coffee tables, but I think with the upholstery, so you know, brick and mortar is and completely dead let’s put it like that.

22:46
No, I think I don’t think it ever will be.

22:48
I don’t think it can be, but some people really are going to need to just sit on something, you know, it’s like buying a mattress like who buys a mattress online. Yeah, I mean I guess somebody by delaying it

22:59
got, you know, even that I find okay well how long do I need to lay it out for how long. Well I don’t shoes too sometimes right and you’re like, can I think they’re comfortable, I’ve only tried the store. Yeah, there’s, there’s some, I guess, flexibility and in the statements, it’s not. Yeah, it’s not black and white and point it’s not one size fits all. So do window treatments as well with like through Ethan Allen do.

23:27
I do the window teammates as well to Ethan Allen, that is so little to us are so specific, like, that is, I mean Lester like draping panels, you know, cuz that’s easy. Yeah, it’s like, how, you know, on top of the window down, right, an idea to know. You know, cream, you know, sell for cream linen or whatever. That’s not, that’s not really difficult but anything more to me I would I call like the functional layer like the as far as like control as far as privacy. That is not something I would probably recommend doing, I mean you could provide certainly suggestions but that’s measuring, you know, and that to me is going to be relying on the client, you know to do. And then there’s a lot, you know, just like with upholstery, there’s a, there’s a range there like can you go to Home Depot and get a woven wood. Yeah. Yeah, can you get a customized welding work from Hunter Douglas, yeah, you can. We’re talking about $50 to $500 Yeah.

24:31
And then at that point you would probably call in a local window. You’ve guided them on the style

24:38
and the look you know, that’s where you want to go then, you know, let me at least put you in contact with the local person that can take that can execute. From here, so we’re back to, like, you know, left brain right brain because if you’re doing it. If you’re going to take this job, then I feel like you need to have some resources. Okay, to guide people to write, even if they are selecting, you know items for themselves, have a list of resources of, you know, reputable places that you would recommend people to know, places that if you are going to purchase a sofa, you know, online, let me just make sure that, let’s just check and make sure they have one let’s check the reviews. Okay, let’s check the return policy. Okay and then let me cover myself as a designer, and I need to put a disclaimer in there. Yeah, right, because everybody’s everything’s all good until something goes wrong, right, if it goes wrong, right until something goes wrong and it’s like, Oh, you didn’t tell me this, You didn’t tell me that so I rather be a little bit more detailed with people to know, I just think it’s smart like let them know what what the expectation is, if you provide a pink color. You need to connect with the local painter, you know, I’m not going to give you the amount of paint you need. The paper is going to do that, yes okay yeah, I’m giving you the color. Yeah, if we’re looking at doing walking for me to your hangar, to give you the right amount of walking, because I’m not, I don’t want to take responsibility for that because number one we’re doing this virtually, so I don’t know exactly. Now this is a good point about sizes right I don’t know exactly what your, you know, what your size is. And again, I don’t want to be. I don’t want to be drawn into that, you know like I don’t think that that’s, for me, I don’t think that’s part of the service that I want to be drawn in,

26:45
and smart especially, you can’t physically be there, I think you need to be a consultant, and that, you know, and although you know you’re not doing as we said before, you’re not doing full service. So you’d be a consultant you guide them on the selection these. Here’s the wallpaper I think that’d be great, your wallpaper that solid well look at it, no the repeat No, you know how many cuts Windows doorways whatever you know, stuff that, and I feel the same way with a lot of even just tile too sometimes I’m like oh yeah I can go into my drawing and calculate the square footage, but that’s not exactly you know like I always want my Tyler to say, I’d be like okay this is what I calculated. Here’s my here’s my overage, but I want you to confirm, right, because there’s nothing worse than they’re on site and they’re like oh we’re short.

27:30
Yeah, there’s nothing worse right there’s nothing I agree with. There’s nothing worse than that and you don’t want to be the person holding the bag because, quite frankly, I’m not the expert at that.

27:40
No no no,

27:41
so I’m not yes but I respect what you do, and I’m going to delegate that to you so that you can take ownership of that particular part of that piece, because I think we also when you’re doing it virtually because like you said, you can’t be there on site. Yeah, so I can’t exactly manage this, you know, the way that I would want to manage it, and because I can’t be on site. I don’t want to do it like, No,

28:09
I think it’s smart because you’re just opening up a huge can of worms to a lot of problems,

28:15
like, a lot of problems. Exactly, so you’re there you’re consulting, and also, here’s the thing, too, if you’re doing things you know virtually there’s no guarantee that they’re going to purchase anything. That’s what I’m suggesting

28:29
yeah here’s what I paid for is to give you a the loader

28:34
to do whatever it is that you need to do in mind. My job here is done, you know, you’ll manage the shipping, you’ll manage the Amazon deliveries or whatever, wherever there

28:47
are the shipping when somebody something arrives damaged and

28:50
exactly a day go because that’s not, I don’t want to be involved with that, you know, 2000 miles away. I don’t know.

28:58
I don’t think that’s a smart choice and, and, yeah, from what I understand most II designers that I’ve spoken to or have sort of learned about pretty much do the same thing right it’s more of a consultation or it’s more of a consulting type project where you’re picking everything for them. Here it is, you know, you guys, you know now the execution has to come from,

29:18
from someplace. Right, exactly, because if you were going to hire me, let’s say, you know 19 desire, let’s say you know we were locally you’re hiring me as a designer, not even, you know, to my day job. I’d be charging for all that stuff, you know, so obviously, for whatever reason and there’s no judgments if that’s not what your budget requires tonight, get it, then this is the value that I placed on this particular job I think that I’ve given you more than enough value. And at this point, there’s a part of you that, you know, I feel like some people are di wires, yes, no and so there’s a certain aspect of, or maybe they’re people that, you know, because believe it or not Christian, there’s people out there that can’t make up their mind.

30:07
That’s shocking.

30:09
Believe it or not, there are people out there that have to get everybody’s in.

30:14
Oh yeah, That the drive thru

30:18
family yeah, you know, yeah. And listen, if that’s what you need to feel comfortable making a decision if you if you need your girlfriend to tell you what’s good in your house Hey, yeah. So yeah, I don’t care but then you just hold on to that design until you’re ready to execute it, my again my work here is done. No, I think that’s, that’s the best way to look at real opinions, and say, that’s on you, you know, so, I think, setting. And I think see so I, I feel like this is where experiences on your side a little bit, you know because you kind of know you know where the gray area is, you know, we’ve been doing this for a while, so you kind of know like where your where your boundary is, you know, I guess, you know, so to speak, totally, totally, and you’re like okay this is, this is where my job starts and how to make it clear and how to skate with confidence. You know, so this is how I work. And this is what you should expect and and be clear about and be confident and don’t apologize. You

31:23
know I mean I think too many people don’t, I think too many consumers or clients don’t fully, you know, if you’ve never worked with a designer before they don’t really know, to your point, they don’t know where the boundaries are right so if you know they’re either contacting you through the, you know, through the internet and it’s now in a design that you know you have to spell it out to them, I’m gonna pick the stuff I’m going to specify, but I’m not purchasing it I’m not delivering it I’m not whatever. And, you know, it just I think it’s, it’s smart to any type of business and it took me a while to figure that out too. But you, you really do need to know what lane you’re in and you stay in that lane and to your point of having the confidence to explain that to your clients or prospective clients that you know I do this but I don’t do this, this and this and I’ll do this but I don’t, you know,

32:09
I think it’s right in a way. So first is you have a product that needs to be assembled, because that’s where you need to be as far as budget, again no judgment, but you have to assemble it, you know, Or you’re going to pay someone else to assembly, it I don’t care who was there, but I’m just gonna come on assembled and that’s why this is $300 Okay, so just know that. The other thing I had mentioned something that kind of triggered something in me, it’ll probably come back to you but it was really about like just the experience, and knowing, you know what you are responsible for and what you’re not responsible for it took me a little while to, oh I know what I was gonna say revision, you know, the amount of revisions that you’re going to give somebody, because we could be doing this all day and we’re not going to be doing this. You know what I mean yeah so you don’t know

33:05
that when you start first meet with a client, you don’t know if they’re gonna make a decision quickly or right now I

33:09
don’t know, I can I kind of play that by ear, but three is going to be my max

33:16
sort of I think Dan did or I was saying that rule but again, you need to sort of spell that out to

33:22
write exactly like three is going to be my max, I’ll probably start off with a couple of different choices. And then, you know, we need to make another you know revision or something from there and it depends on the vibe that I’m getting you know from Sunlight. Sunlight, you know I’m not that hard with people but you do get people that think this is an unlimited, you know,

33:47
desire on call

33:50
lifetimes, you know. Yeah, because it’s a business you know like, this isn’t a hobby for me, you know this isn’t, this isn’t a game that you know you’re playing on Facebook, this is, this is my livelihood, you know, so I’m going to put my best foot forward, based on what you’re telling me, based on budget to know because that’s the only thing

34:17
everybody has a budget

34:19
by everybody has a budget so if you’re telling me you want to spend 11 $100 for a sofa and again no judgment, that’s what you want to spend. We’re probably not gonna get a leather sofa, you know, we’re not going to get a customized purple sofa, you’re going to get a neutral color, sofa, that’s going to be the greater page, that’s where you’re at. Yeah, you know, and that’s fine, but just met and managing those expectations to 100% Now, you have to add

34:53
it and I think the more and if there’s any words of wisdom for people that are new to the industry is, is exactly that managing expectations, and setting the boundaries, that’s probably the two biggest things that you can do and it’s hard when you’re starting it’s really hard because you’re, you’re, you’re anxious you’re hungry, you’re excited you want to do whatever for people and

35:15
you’re underselling yourself I’m just trying to make a name for yourself. Yeah, that type of thing again this is, this is what this is because I’ve been I’ve been doing this now for, you know, just my second to second chapter of my life, but I’ve been doing this now for 18 years and I’ve also. I also know that it just, it takes confidence and it takes experience to be able to tell a client. No, and this, this is just my own personal thing. When I get a client that is, and you don’t know this when you first started out, you undersell yourself, you just want to get out there, you just want to do it. You want to try to make a name for yourself, and the other but I’ve noticed that people that clients that maybe are a little too many or maybe not the ideal clients. I don’t know if I want you to find people. I mean like are they going to be like you.

36:04
Yeah, it’s very true, right, you never know.

36:08
Yeah. And also, just for a new person too. If you undersell yourself. And again it takes, takes a spiritual takes confidence. If you undersell yourself, and this person refers you. You better believe that that person is going to think that they’re going to get the same price that the person exact day, you know, referred, again, is that the person,

36:35
and they don’t get that kind of

36:38
person won’t, you know, because you know they’re going to talk about price well you didn’t charge her that and blah blah blah. So, just you have to think long game and I get it, you know, just trying to build up your portfolio and all that and getting out of friends and families don’t I, I get it, I do get it, but just think about it I know the people that have given me especially when I first were starting out, the people that probably gave me. I don’t want to say the hardest time but you know you always get those people aren’t going to refer you, but they never do. Yeah, they want you to lower your want to diminish your value, and then say all without be frightened, you know, it took me a while to be like, I don’t, first of all think I want you to refer me, and I know that you’re not going to do when people do that to try to you know,

37:23
or I’ve got a lawyer I know we’re looking at buying a you know a cabin that furnished in your

37:30
area out here like that is like look, okay, you know, and again I understand, listen in the beginning you’re just trying to now, you know, we live in an Instagram world we need, you know, we need photos we need all we need followers. I get it, but just be careful, you know, be careful. And that’s the good thing with the design is just setting the boundaries, sticking to it, and knowing that I think there’s a part of it too that you can, you know, there’s a way to, you know, to have the strength.

38:04
Well I think there’s almost a bit of hate to use this word but there’s a, there’s a safety and being, not having to be face to face with people. If you don’t like confrontation, not people don’t like confrontation because I don’t think they do but you know I mean it’s that kind of, there’s a, you can you can hide behind your computer so to speak, and I mean that with all respect but what I’m saying.

38:25
No, I do know what you’re saying, I think, you know, providing a service and being clear about it also allows you to step out of it. When you need to, because, you know, as you mentioned full project is a lot. You know it is. It’s a lot it’s a lot FaceTiming to being at someone’s home, it’s a lot hand holding. No, and with, you know, virtual design, you don’t have to do all that respects you put the presentation together, you give them an option A, option B Don’t, don’t give them too many options, I would say option A option B then if you need to tweak one of those. Yeah, that’s your third right yeah, that’s your third time at that and after that, you’re done. Okay. All right,

39:14
so I can’t if I can’t, you know, you know, I guess, Satisfy your design requirements based on that then, clearly we’re not the right match, right, like

39:23
the right match or maybe you don’t need to do this virtually maybe you need something exactly wanting something more custom, you know, which is completely different, a different service there, you know, so and again we’re back to like having a confidence because you get people that want to pick your brain to, you know, we’d have to like just have the confidence to say, I’ve given you my best I know that I’ve given you my best, you know, you know, if they need to move on to someone else they need to move on with someone else, but these might be people that are just, you never know.

39:53
Yeah, there’s there’s certain plants that I’ve come across over the years that you’re just like, nothing is going to be, I don’t want to think good enough for them but they’re, they’re never, they can’t be confident a decision, and even though they’ve hired a professional to make that decision.

Episode #0031 – TPD chats with Rebecca West of Creating Your Happy Place

Featured in this week’s episode of The Productive Designer host Crystal Collinson with fellow interior designer and podcast host of Creating Your Happy place, Rebecca West. 

Rebecca had a multitude of jobs and experiences before stumbling upon interior design. Following her divorce, she looked around her home and decided she needed to change her space into something seriously happy. She is a successful interior designer located in the Seattle area, and she recently featured Crystal on her podcast with episode title Designing a Model Home.

Rebecca has been successful in her design endeavors and believes part of her success is knowing who she wanted to design for right away. She wants people to create a happy place in their homes that make them feel safe and happy. With that in mind, her business quickly grew, and she was very intentional in her hiring selections. Now she has seven people in total that work for her. These positions include someone to focus on the administrative part of the business and affiliated designers that she can refer clients to when they are out of their geographical area. Rebecca has lots of advice, great tips on hiring, and encouragement for fellow designers. 

So, join Crystal and Rebecca as they chat about how Rebecca decided to change her life, how she hired, and who she designs for. And then, do something today that your future self will thank you for and create a space in your home that makes you seriously happy. 


How to Get in Touch with Rebecca:

Website : podcast/creating-your-happy-place and happystartsathome.com 

Instagram- @seriouslyhappyhomes  

Facebook- seriouslyhappyhomes

Rebecca West as TPD guest in the episode TPD chats with Rebecca West of Creating Your Happy Place podcast

Recommended podcasts:

 The Hidden Brain, TED Radio Hour, Creating Your Happy Place

- Click here for the RAW, unedited transcript -

0:28
You are going to love it this episode what we have for you today. We are going to be speaking with Rebecca West, and she is the founder of Seriously Happy Homes, she is a coach, a speaker and an author, and she really does know what it means to have a happy home and we’re gonna hear about Rebecca’s story about how she came to to find this this sort of niche I guess it is that she really does want to provide a home that is feels warm and makes you feel happy. You’re going to learn about her partner affiliates, which I think is a fantastic idea. And we’re also going to learn about how she grew her business to starting, you know, from a one man show up to a staff of seven, she has quite an interesting background, you know, she taught ballroom dancing she studied geology, she was part of the Peace Corps and now she’s an interior designer so sit back and I hope you guys enjoy the show. Welcome everyone to another episode of the productive designer I have a another special guest with me today. Today we have a special guest, Rebecca West of Seriously Happy Homes, which is based out of Seattle, Washington. Design psychology coach, speaker and author Rebecca knows that happiness starts in your home. So welcome, Rebecca,

1:39
I’m so excited to be here today. Thank you. Well,

1:42
this is great, this is sort of part two, we’ve done two interviews I’ve been on her podcast, which is seriously happy homes, and she’s now on earth so this is going to be great. So Rebecca, tell us a little bit about your story, how you became to doing the type of design that you’re doing now. Absolutely, so

1:59
it was about 13 years ago, and I had no knowledge or no idea that I was going to become an interior designer I have a degree in geology and an environmental planning. I was in the Peace Corps and I got married and I was teaching ballroom dance, so none of those things were really, there’s

2:19
no there’s no, there’s no connection between

2:22
then marriages, as they do, they don’t always work out so I had to stop teaching ballroom dance cuz I wanted to be home to try and work on my marriage and it didn’t work out. And so then one day I found myself, I call it career and marriage free living in a house that I’ve once shared with my ex husband. And, you know, so I was really blessed to keep the house, but it felt like a haunted house, like I was looking around at that old story that colors we chose the artwork we had gotten the bed we’d shared right all this stuff. And I hated I felt so trapped. And so one day I just got tired of living that way and I got some old paint out of the garage and I just started painting things and it was bad because I was just old painting so it’s no intention. So painted the ceiling the vaulted ceilings, black, there was already a lime green accent wall from our previous decorating and then because it looked so bad, I was like, Well, I’m going to do a full finish wall on this other wall in turquoise I mean, wow hot mess. Yeah. But what was so great was that because it was so bad. It kind of forced me to take intentional action. So I bought paint on purpose I chose colors on purpose and I redid the whole thing. And I sold all my old furniture on Craigslist cuz I’m like, I don’t want this in my life anymore I wasn’t gonna move but I had to move on. Yeah, no, I like to say about a twin bed that that for one, no one for other another human. And the process of creating my now happy place I went, oh okay this interior design thing doesn’t just have to be about throw pillows for rich people in their third homes, it can actually help people, and since I didn’t have anything to lose. Like I said, career and marriage free. Yeah, it was like, oh, to start a business. And I, like I had no thought of like I didn’t go in with a plan I didn’t go into the business plan, I didn’t even go in with interior design training I just had a talent for color and a history of redesign because I grew up in the military. So, you know, setting up a home was comfortable. And then I just, I don’t know I got on the on the the treadmill of being an entrepreneur and the hustle of it, you just take it day after day after day and your clients come to start trusting you and asking you to start doing bigger projects. And next, next thing you know I put in quotes. 13 years later I got a team of seven people in a proper business like wow,

4:44
yeah. That is crazy. I mean it’s, it’s, It’s a lot of times how people get into this and it’s people in their second careers I find that so often, yeah it’s this sort of stumbled upon it, they, and to just want to sort of preface this with just because you can do, you know, pick nice paint colors, you can decorate nicely, it doesn’t mean you know how to run a business, I mean Oh my goodness. Now,

5:08
I have the learning curve was very steep.

5:11
So yeah, so tell me a bit about that like what did you do was it, I mean I know for me it was a little trial and error, some of this some of that like how did you how did you get,

5:19
I would say the first thing is that I was very clear on what I did and didn’t want my company to be so I wasn’t I didn’t have a business plan. I knew the values I was starting with so when I now work with interior design, coaching clients I’m like, what is it you’re about, what are those values because for me that was so clear from day one like I don’t want to work with a luxury market. And I want to be helping people with the work that I do and so if those two things weren’t being met. I would have been very unhappy in this industry so that was really clear for me really early on,

5:52
which is great because that gives you a definite focus right does yeah

5:55
and it means that no matter how your company grows up over time, You’re not, you’re staying true to something very fundamental I always, I’m not a parent, but I liken it to parenting where you don’t necessarily know if your kids going to be in the football or wrestling or ballet or whatever, right, but the values you hold as a family, they remain steady. No matter which hobbies or personality quirks or whatever show up as your kid grows up and the same thing was true with my business. I had no idea that I was going to end up doing full remodel designs and all the things that we do, but those values were there from day one. And then after that it’s just a lot of growing like your clients start to trust you, they ask you to do more work you get more referrals more references and I think that you at least for me, I hit this intersection where you have more work than you know what to do with So are you going to raise your prices. Are you going to turn clients down. Are you going to have a pipeline are you going to hire help. And so in my journey I realized I really wanted to help as many people as I could get happy at home. That was my whole mission, right, and if it’s a follow up question, then I had to hire help because I can’t do that on my own I can’t execute that mission by myself.

7:08
No. So, what was your first hire because I always find that that’s always like it’s a scary step right that first or second right like so where did you start because I’ve heard different different stories from different people as to where they started. So for

7:20
me it was a decision between do I hire a design assistant or designer, or do I hire an admin help kind of person, right. and because I’d gotten that glimpse of, okay, I want to help a lot of people, that means that this isn’t my only hire, I’m going to take this leap. Then there’s probably going to be more than one designer, and if I hire a designer now and then maybe I hire another designer, then the admin side is can be a hot mess. So I decided I needed to start with that infrastructure side of somebody who was going to set up the system so that as we grew, it was sustainable. And then I also recognized that a big place where my time was going was to admin stuff like onboarding a client takes so much time to do it right. And so to free myself up to take on more capacity, as I was growing, I’m like, I need somebody else doing this stuff that doesn’t take design knowledge, no.

8:14
You know and I think, as I say, I mean, our business is 20% creativity and 80% project management admin, so it’s so

8:22
true. I’m so glad you said that it

8:24
truly is because and I think there’s a misconception a lot of times that, oh my gosh must be so fun. What you guys get to do I mean, yeah, the creative part is such a small part of it I mean it’s important, I’m not saying it’s not, but if you can’t execute your ideas, and in a proper fashion and and logical schedule and all those things and timely and on budget and all that stuff. Like, you’re not going to last very long.

8:48
Exactly. And I think that’s one of the things I didn’t know it when I was getting started but it’s one of the things that allowed me to become successful is actually like having a science degree. I like having facts and evidence at organization right teaching ballroom dance. A huge part of what we were doing was helping people take on something that they’re terrified of taking on, and doing it with a partner, and trying to communicate with two humans at the same time as a dance instructor and that hugely informed my ability to do that as an interior designer. So yeah, the creativity and the talent is, obviously, but the skill sets that go into running a design business, far, far go beyond. Yeah, color and scale and texture and stuff.

9:36
Yeah and I think to your point about hiring an admin, I think that is so crucial because you’re hiring another designer, you know, because I’ve gone through my fair share of, you know, sort of junior designers and and that type of thing and then finally set up for this Yeah, to your point, it’s almost like an operations manager or somebody that can wear lots of hats because as we know projects go through phases right so there’s, there’s the research part where you’re sourcing and other than getting pricing and then there’s the ordering and then they’re you know all that stuff so I think that’s probably really wise words and I think people initially when they’re growing say oh I need to design a system, and I don’t think I agree that’s not the right choice. Yeah, that’s the first hire,

10:15
and as you said it is terrifying, and so when I did my first hire, I was just like, Okay, what’s the, what’s an amount of money that I could literally flushed down the toilet, still pay my bills. So that was my budget I’m like okay well I can hire somebody for three to four or five hours a week at minimum wage, and I wouldn’t be worried and I’m like nobody’s gonna answer that ad, but I’m gonna put it out there. And I got a lot of people that reached out to me because they were looking for some part time gig work to fit into their life. And the person who I hired was an absolute unicorn, and I told her, your job is figuring out your job, I don’t actually know what your job is. So you’re gonna be figuring it out with me and documenting it. And it was marvelous. That’s great. And is she still with you today or

11:03
she No.

11:05
She’s lovely. She’s a musician, and she was in her own career place where she was like I don’t really know where I’m going, I’m like some income from something else. And about two years into working together she saw me really following my own passions as a business owner and it inspired her to go back to what she wanted to do for her own career and so that’s what she’s pursuing,

11:26
that’s great, though I mean like, it’s, it’s a win win she helps you, you know, definitely get get that position defined because that’s part of it too and as solopreneurs when you’re first starting out, you’re doing everything, and everything is in your head, and you just know what you do and how you do it, but to get it out, is really hard,

11:49
and setting up those systems and processes so that you know when she first left, I cried,

11:54
I can’t imagine like, where are you going,

11:57
yeah, what am I gonna do there’s never going to be anybody as amazing as her, and I did go through a couple of assistants after her who weren’t as amazing, they were great but they weren’t as amazing, and then I got another unicorn so you go through phases, because the systems were there, I could hire, and replace, and, and it was okay. And then when I hired my first design person it was the same thing I was like, You’re my first one. Your job is to follow me around and tell me what I do because I don’t know.

12:26
I just didn’t do it. Yeah, it’s true, it’s so true. It’s so hard to get that in that can be part of the scary part is, you know, we’re all you get busy and then you’re like oh my god I can’t even imagine trying to explain what I need done to somebody else, I’ll just get

12:41
right and then it really does take more time than just doing a shelf but if you want to grow. You have to find a way through that journey.

12:48
Yeah, it’s the only way to do it and yes I’ve, I’ve got lots of bumps and bruises from from that experiment myself because of exactly that right and it’s, it’s hard but it’s as to your point, like, there’s 24 hours in a day and you can only do so much and it’s just not possible. Not possible at all. So you have a staff of seven other designers or seven including yourself, Seven humans

13:10
who live with our designers. So I’ve got three designers plus myself on the team and then I’ve got my coordinator, our marketing assistant and our bookkeeper. Okay, so

13:22
your coordinator. So with that, I’m assuming is a very admin heavy job.

13:26
Oh yeah.

13:27
Okay, so what does she or he, what does this human do.

13:32
My name is Carrie and her job is Fielding, all of the intake stuff so if somebody emails us or calls us and we tend to be very email heavy. Her job is to write back enthusiastically per our brand and figure out what the right service fit is and help them get on her calendar, and the calendar is our Bible because she is juggling four different designers schedules plus or affiliate designers because we actually have three partner relationships as well. So her, the majority of her job is the schedule. And then on top of that she’s also responsible for keeping the office tidy, and for celebrating milestones like Team birthdays and anniversaries and things like that.

14:12
Well it sounds fun and you’re, you’re speaking about your brand, your enthusiastic brand and I have to say every piece of communication that I received through you or through your I know if that was your, no it was your marketing person I think. Yeah, very much on brand and I love it right I mean everything fits it’s, and you could just like I didn’t even meet you until today and I was like, I just know what she’s going to be like happy and enthusiastic I think is probably the best way to describe your brand for sure. So what is, what is your partner affiliates what what are those that you’ve.

14:44
Yeah, so. Oh, what was it about three or four years ago, we were getting a lot of requests for people who are outside of our geographic zone so we really focused on trying to work with people within 10 miles of our office. Yeah, and that’s for a couple different reasons, one of which is the traffic and Seattle’s stupid. And so, you know, I don’t want to spend my life, we

15:03
know that Toronto has stupid traffic as well.

15:07
And then also the kinds of houses we like to work on are tend to be in the urban corridor I like working on smaller homes. So we were getting these requests for people outside of our zone, and you know when people finally reach out to an interior designer they’ve done some research, you know, I didn’t want to send them those wild goose chase trying to find somebody, like us, so I decided to reach out to some of my colleagues who work outside of that 10 mile zone and say, Okay I need to vet your knowledge, I need to vet how you express your knowledge because we have a very friendly practical way of going about this with our clients. So I did that with three of my designer colleagues, and we made an agreement we have expectations about how things are going to work and they’re basically contract employees that we can schedule directly so that they can help people outside of our main territory, and it’s something that we, we work out we revisit because it’s like okay well what if the client wants a bigger project, how do we handle that, but it’s really been something marvelous both for our colleagues as a referral source and for us so that we can help our clients even when we can’t technically help our clients.

16:15
Yeah, no, and I can imagine that that’s you know when you say the vetting I can only imagine because you know you’ve established this brand you’ve built up this business, you have a, you have a brand that needs to be maintained and, you know, yeah I can’t imagine the vetting has to be extremely diligent and making sure that these people are going to fulfill the duties that that fall within under your, your brand and your, your, your mission of, so do they go, are they, they’re just basically under your business name.

16:46
Yeah, they’re under our umbrella brand when they go out but we try to, we try to be really transparent about everything our pricing is transparent, everything so we, you know, it’s a funny balance when you’re trying to educate your clients on anything about giving them enough information but not so much that it’s confusing. And so with all the things including our affiliate partner programs, that’s a fine line to walk.

17:11
Yeah, I bet it is, and it’s probably almost on a, I don’t want to say, per job basis but I think you, you’re probably still figuring out there. Yeah, yeah, you probably still figuring it out. No I so your, your brand as we keep referring to this seriously happy homes. Where do you think that you know you made a statement about that you seem to be a current craving for simplicity and happiness. Why do you think that is like, I mean I think probably more, more so now than ever. Yeah,

17:37
I mean, I think it’s a response to a couple of things, even before the pandemic. Life is moving so quickly technology is changing so quickly that people I think look for things that are a little bit of stability and anchors in their life to be a antidote to all of the speed that is the rest of an American lifestyle at least because I know especially here in the United States. It’s always just such a rat race, everything is good, go

18:07
go go go.

18:08
Yeah and so that I think is, has been there for probably decades, or at

18:12
least a decade. Yeah,

18:13
and then now with the pandemic, you know, And then the, the political atmosphere of everything. People are looking for things that just feel a little less complicated a little less fraught, a little bit easier and that’s not just in the results that they get from say designing their home but it’s also in the process of working with people they want it to be as easy as possible, because everything else is hard. Right, so that’s going to show up in the kinds of services they buy the kind of surfaces they’re drawn to the kinds of colors they choose the lines of their furniture, and they may not always be aware that what they’re asking for is a little bit of calm and it doesn’t mean it’s the mean minimalistic no maximalists to. Yeah, but there’s something about it that feels like it was easy, and it’s taking some of that challenge that is everyday living

19:05
away. So how do you guys make the design process when you’re working with your clients. Easy. What would be sort of a, well,

19:14
yeah, like you we have worked really hard on developing our systems. So for example we all of our signs are flat feet, so people don’t have to worry about what they’re going to ultimately pay this is the cost of your design. And this scope base it depends on the size of the project. Then, in our design agreement we spell out exactly how many meetings, they’re going to have, so usually it’s a separate from the initial consultation. There’s a measurement meeting, there is a presentation meeting, a revisions meeting, and a review meeting, and that’s it. Right, very quick, it’s very efficient we know exactly what we’re going to end up with and how we’re going to get there. And then we also have a service called a collab so it’s the same thing but it’s very collaborative designing the same thing we spell it out we’re gonna have a measurement meeting, obviously you always start there. Yeah, and then we’re gonna have a layout meeting where we’re laying out the rooms together we’re gonna have a materials meeting where we go to tile store together but still it is laid out it is mapped out at the start of your project, you know, how often we’re going to meet and when so you can plan it on your calendar and you know when it’s going to be done so you can hand it off to your contractor.

20:18
Nice, so I can see why your coordinator with the calendars, very important in what you did. You seem like you have everything very down which is amazing and when we were talking about when I was on your podcast of, you know, just being organized as a designer, it’s just, it’s, it’s so incredibly crucial to what we do, which, because what we do is very complicated.

20:41
And what we’re doing is bringing organization to a complex thing that’s what design is in

20:46
mind totally I totally in and I think so many designers, you know I’m not have been known to have a reputation of being the complete opposite of that, right,

20:56
they think it’s all about the vision and the exciting target and that is only step one.

21:00
Oh my gosh, yeah that’s just getting you going, and then you got to execute on all that stuff. Have you always done flat fee or was that something that, that sort of developed over time.

21:09
Yeah, definitely developed because when I was a new designer I had no clue how to price my projects. So, when I was brand new I priced myself hourly but the way I wrote up my agreements was an expected not to exceed number of hours so that was a sense for the client of what they imagined getting themselves involved in, and then really early on I started tracking all of my time so that I could then compare how long did I think this was going to take versus how long did it take which I will tell you

21:39
the same thing.

21:42
We do. We absolutely do right you’re just sitting I was I should take such and such sigh and I should take for two hours and be like oh my gosh, never done.

21:50
Yeah, so I did that for about the first three to four years, And then I felt like I had enough data about how long things were taking me that I can convert that into a flat fee system, which I love and the clients love.

22:02
I think so. I mean I always say like, if you know, when I hire somebody to do something on my house or some sort of service, how long or how much is this going to cost we need to have some parameters. Yeah, you know, it’s very, I would not feel comfortable. If I didn’t know kind of roughly what the bottom line is going to be. I can’t, I can’t. You can’t not expect clients to want to know what that’s going to be right.

22:24
So, going back to the values I was talking about earlier, one of the things that I’ve always tried to do is simply build a business that I wouldn’t mind being a client of like how do I want to be treated as a client is a big part of informing the choices we’ve made over the years.

22:40
Yeah. And and I think you know the more and more designers that I speak with and I think this as you pointed out, comes with experience you know because you don’t. At the beginning, how long things are going to take, but I think we have to value our fees on, on, what, what is the value that we’re bringing, not the time that it’s going to take us today, afraid, actually, because we have knowledge that has been built up over the last 10 1520 years, that you can’t put a price tag on to know where and who and exactly what to go to and make that decision quickly so then you’re being penalized actually if you think about it,

23:16
exactly because in theory as you get better at your job, you should be getting faster at your job because you have all those resources so if you’re doing it really really well, sometimes you’re gonna if you’re doing flat fee, sometimes you’re gonna get it totally wrong and I just call that business school like okay I know some of this time, I guess I hope I learned from it, yeah. Other times, hopefully you actually go faster than you estimated and you get the reward of actually making more per hour if you end up breaking it down like that. Yeah, because of the benefit of all the work you’ve put in over the previous years,

23:47
well that’s just it right you know a plumber comes to your house and he fixes something he’s here half an hour and he charges you $300 It’s, that’s great. No, he has 25 years experience to know what to fix, so that you know, your leak is resolved type of ASL. Now play. Yeah, so that’s good I mean I, the more I hear people on hourly I just go

24:09
to a place where a lot of people will start now. And that’s okay, but just set up your time tracking systems. As soon as you start your business so that you can make strategic choices as soon as you can about how you want to move forward with your business.

24:22
And I think it’s just easier, it really is easier for everyone and I’ve heard a lot of people talk about, that the flat fee just kind of gets the dollar discussion out of the way at the beginning and, you know, move on type of anchors, exactly,

24:35
nobody really must choose to you can also then add at least a range to your website so that people when they get ahold of you, they’re already halfway sold because there is no surprises about how much you’re going to cost or how you work or anything.

24:48
Yeah, exactly. So at the end of every episode I have my Interior Inquisition where I like to ask questions just can be life can be business can be however you want to answer these. But I just think it’s great because I love to hear people’s answers to these. So, what is one thing you think that every person should experience in their lives.

25:05
Well alright, my answer is gonna be very US centric, but I think it’s travel specifically to someplace foreign and foreign can meet a lot of different things but what came to my mind was my time in the Peace Corps. When I was in Nicaragua, and then coming back to the United States specifically to our grocery stores, and seeing the ridiculous abundance that we take for granted in the United States, and I have felt the same thing when we’ve traveled over to Europe because Europe obviously is just as developed, but it’s just not so kind of excessively over abundant there’s not 17,000 Manny’s is, and every

25:49
now, I agree, right and you buy for two or three days versus buying for.

25:55
I think travel to give you some perspective on how easy and abundant our lives. This is something that everybody needs to experience,

26:04
absolutely could not agree more with you i I’ve made we’ve made our children have the travel bug too and they’re of course right now during this pandemic. So I just want to go somewhere. But it does, it does give you a perspective and appreciate, you know, luxuries that we really do have,

26:21
oh my gosh, it’s crazy.

26:23
What is the wisest thing that you’ve ever heard someone say

26:26
this was so tough because there’s so many things that I’ve learned from other people over the years, but I think I’m gonna pick my mother who is one of the wisest people I know, back when I was in high school, I would get myself all in a frenzy about getting a paper turned in, and you know I never had enough time it was never perfect enough. And she told me one day she’s like just sit down, write what you know and turn it in. And I have employed, that ever since in all things business and design at some point you’ve got to stop looking for the perfect lamp, At some point you’ve got to stop revising your website, get it done. Walk away know that it’s maybe it’s not perfect but not good enough, because you got to move on to the next thing

27:09
I absolutely it’s that what I was just reading something about this that it’s like Done is better than perfect or something to that expression where it does play in my mind a lot because to your point, you could continuously look for yet another lamp that might be just a little bit better right and I said you’re like four hours later going, this is

27:30
ridiculous, real, and of course when you’re working hourly you never charge the clients for all those hours and none of us do,

27:36
no charge for this lamp. Yeah, because that was the oil issue, not theirs. Right, exactly. Yeah, absolutely. And what three podcasts are you listening to right now, if you’re listening.

27:49
I am a public radio junkie so for me it’s so many of the classics like Hidden Brain, absolutely love it. The How I Built This one is amazing, that’s I’ve heard that one a lot. And then, yeah, because what I love about that one is you, it just helps you feel not so insane as an entrepreneur like yes like they get really transparent you’re like okay. Either I’m not crazy, or we’re all crazy but at least I’m not alone.

28:14
We can see there’s a process you have to go through and to get to where they’re at, okay good. Yeah,

28:19
exactly. And then whenever I’m just wanting a relief, it would be Wait, wait, don’t tell me love that game so, so much

28:27
fun. It’s a game show podcast. Yeah.

28:30
And it’s it’s about like things that are in the news, but it’s a really funny, take on it. It’s a wonderful

28:36
I’d love it. Okay, ready, let’s see if this is secretly it’s just I want to hear good podcasts, because you know there’s a million and something out there so Oh, Italy, don’t tell me okay awesome, I love that I can have to check that one out. Well this has been fabulous if people want to learn more about your design work or your I guess your interior design business coaching or just about you, where can they find you.

28:57
Well my favorite place to connect with people is on Instagram. They can find me @beseriouslyhappy. And then if they want to find my coaching site that’s seriously happy, calm, and if they want to find my design site that is seriouslyhappyhomes.com

29:12
Seriously, that’s where you find it.

29:15
Exactly. Sorry, I

29:16
was just like, This is awesome. So this is great, thank you so much about me, it’s been so much fun chatting with you and hope we could do this again.

29:23
Oh, I would absolutely love it and I hope that the stuff we’ve talked about helps our colleagues, find their own path to success too.

29:29
I think it will. Thank you again. So I hope you guys enjoyed that discussion that I had with Rebecca, you can just hear her voice how enthusiastic she is about what she’s doing. And I love that she’s really knew from the very beginning, or was able to focus in on who and what she wanted to do what type of business she wanted to create, knowing that she wanted to, you know, really make a difference in many people’s lives as opposed to doing these big massive projects so it really goes to show you that there’s just so many aspects of design, and you just have to find, I guess the lane that suits you and feels comfortable and feels feeds your soul as opposed to feeling like you should be wanting to do all these big glamorous houses because there’s you know there’s a spot for everybody and I just think you need to figure out which lane you want to stay in. I love that you know some of the quotes that Rebecca has that life is short and we should always be surrounded by stuff that we love and we can’t control everything in our lives so at least we can control what we put into our homes and how we create our homes so I hope you guys all enjoyed this, this episode, and as always if you have any thoughts or comments, I’d love to hear from you and you can reach out to me on Instagram at the productive designer podcast or send me an email contact at the productive designer.com and till next time, go do something today that your future self will thank you for.

Episode #0030 – Business Pricing Strategies and Fee Systems with Cori Halpern

Featured in this week’s episode of The Productive Designer host Crystal Collinson with fellow interior designer Cori Halpern. Cori has over 25 years of experience and is also a fellow Canadian based in Toronto.  Cori & her team specialize in completely custom-designed full-service residential interior design and renovation. Cori has developed a flat fee system and a business pricing strategy for her projects that works for both her and her Clients.

In this episode, we learn how Cori’s fee system has changed and evolved since the pandemic started. She will also discuss where she got the idea for a two-part flat fee system. The first part is for the design services up to the presentation, this is where all the sourcing and selections are  made. The second part is to manage the project, procuring all the furnishings & consulting on the project during the construction phase  

This system provides flexibility in the project, allowing her to pay her initial expenses for the designing phase of the project. Like most Designers, Cori aims to track her hours accurately, in order to gain data on how long projects actually take. This information is crucial for accurately pricing any future projects. Based on this information, Cori has learned that most Designers are underpricing their projects. 

So, join Crystal and Cori Halpern as they talk about how they set up their flat fee system. And how Cori is constantly learning how to improve her payment plan and pricing strategy for her business. Do something today that your future self will thank you for, review, and adjust your pricing system to get your full worth. 

How to reach Cori:

Website – corihalperninteriors.com  I LinkedIn- cori-halpern

Instagram- @corihalpern I Facebook – Cori Halpern

lady smiling in dark gray blouse with art painting at her back business pricing strategies

Recommended podcasts:

Business of Design, A well Designed Business, Mobituaries, The Book Review

- Click here for the RAW, unedited transcript -

0:02

Welcome everyone to another episode of the Productive Designer and a special guest today. Corey Halpern, and she is an interior designer based in Toronto so close to me, and she specializes in completely custom designed a bespoke full service residential interior design and renovation. Welcome Cori,

0:19

Thank you. It’s great to be here.

0:21

I’m very excited to have you. I know I’ve told you this before but you have the same name as my sister so it’s always funny when I start typing your name I you know, it’s funny to see because I never knew any other quarries growing up.

0:31

So we are a very small club, very rare to hear. Yes, we’re very rare it’s always nice to find another fellow Korean for sure as you know

0:41

she or you just Cori or Korean or any of those

0:46

little known Phuntsok, I’m actually correct. Oh, you are correct. I am correct, but I, I’ve never been ever since Korea Yep.

0:55

My sister is Corina, but she’s Oh, Kareena. So, yeah, she’s

0:59

just going to so

1:01

fun fun. So I have asked Cori she’s graciously agreed to be here today to discuss the system. so I think this is going to be a popular show because this is a popular subject. whenever groups of us get together because you know our industry has no standard, there’s 8 million different ways of charging for your services. So, you and I and a bunch of fellow designers had a discussion about this couple month ago and I said Cori, you’ve got to come on because I really think that people need to hear, you’ve got your system so well, nailed down and so I think you’ve done it for a long time and I don’t know, was it something that sort of developed over time for you I’m

1:38

imagining you did. Yeah, I mean, I mean I tried everything. Yeah, like everybody I used to go by the hour. Yeah. and like everybody, I, you know, did the work first, and then build the client. And then even though I’d done the work I felt guilty about that number, that I was seeing for I would shave hours off. And it just, I was constantly in that constant loop of. If I’m not actually working that means I’m not making money. And like if I’m not billing for that hour that means I’m not making money so it means taking a vacation incredibly stressful because that would be like okay that’s oh my gosh that’s like two weeks in two weeks and I’m not working and it was, that was just so stressful for me right so this did develop over many years of trying, many different things.

2:32

Yeah and I and I found the same way too and I think it we’re all guilty of, you know, you know you spent 25 hours on that project for that week or two or whatever it is but you there’s this yeah there’s this guilt of kind of can’t really, you know, I can’t really put that I can invoice them for 25 hours like there’s a there’s a weird feeling about it, even though I have to you know constantly remind myself and others, you know, and be like, but this is a luxury service right this is not, this is not an essential service people are hiring you for your service. You know, you go to a lawyer, they I pretty sure don’t feel too guilty about charging you for each hour they work, but there’s just some stigma it I think it’s a mental mindset maybe what it is for us that they just feel. Yeah, or are you like that seems like a lot how could have taken me that long to do that, you know,

3:18

for me, game changer for me, and even this developed in and of itself so I’ve probably been doing flat fee on Dennis, say, for maybe about eight years now. That to me I was doing it right. I that has developed over time but the biggest sort of lightbulb moment that I had was, I didn’t want to. And I know that lots of like lawyers do it accounts do like lots of people do it, but because we’re not perceived at that kind of value. Like I don’t care how fabulous you are we’re still not perceived that that kind of value like you know lawyers can charge $425 an hour for photocopying something and none of us say, none of us question that, but I got sick of the questioning of, you know, oh did it take that long I got sick of chopping off hours, even though I knew I had done the work. And I got sick of Chase, I got sick of chasing the money. I got sick of doing the work first, and then having to chase clients for money and not that my clients were bad people. It wasn’t that I was you know had to call collections, it wasn’t like that but it’s still, I did all this work, and then I was feeling guilty about asking them for money and I didn’t like how that felt. So, once I realized the concept of Flexi where I could charge a fee. And then, then you get sort of, however you decide to break it up as a whole other than that we’ll talk about how to charge a flat fee you take that whole chasing the money off the table, you take that whole thing out of it, you take the whole thing about having to do the work first, you take the whole thing of, if I’m not working, this very hour that means I’m not making any money, all of that feeling goes away. Yeah, so, and I think.

5:08

Did you find I think even for I mean I I myself if I’m you know if you’re hiring somebody to do something at your house or you’re hiring somebody to do some sort of a service for you. There’s always that okay well, how much is it okay well I’m X amount per hour. Okay, well, how many hours, approximately is it going to take like we need to know, approximately what what the, the cost is going to be so and that I can imagine you know I know for myself too. I have not done. Our lean years I can remember last, but you’re trying to estimate well i think it should be, whatever, right, like, you know, so I think as a consumer or the client, they can’t they I mean I get it, they want to know how much it’s going to cost.

5:44

Absolutely. So, I always try to think of if the shoe was on the other foot like I am a consumer about a lot of things. Yeah. So, before, it’s, it’s perfectly acceptable for a client to want to know how much their project is because in most cases like in our case, they’re spending, 10s, if not hundreds of 1000s of dollars. And they’re giving it to you to you whatever they have a right to know, sort of, what the project is going to cost and rather than, you know the surprise. guesstimating because stuff happens and stuff goes wrong. So at first when I was charging flat fee, I would base, a course based on the scope of work, and then I would also take into consideration how long the project was supposed to last like by doing interior design for as long as I’ve been doing it like basically know how long the kitchen renovations going to take you know how long the bathroom I know from experience how long projects are going to take. However, then you know I was running into okay so I charged for a project that was supposed to last six months, and then you get that client who just can’t decide and how to do this and how to do that how to change their mind and I wasn’t intuitive enough to work on my contract got to be like a million miles long because I kept adding on every crazy situation that happened to me I would put it in my truck for the neck. I eventually sort of completely redid my contract a couple of years ago and it sort of does professionally all encompass all all sorts of crazy situations, but this six-month project ended up taking a year and a half. So, doing the math, you know that I stopped making money after month six. Well,

7:36

that’s a hard thing so how, so how, how would you guess maybe there’s a continuation of the story how has you there is a continuation so

7:43

what. So what I did what I used to do is I used to give a flat fee for the whole project. The whole project is going to cost. Yep. And that was where I was getting into trouble because if there was any kind of wiggle, there was no wiggle room. That was my problem is there was no wiggle room. And I did listen to a lot of Kimberley Seldon podcasts, I was a member of her business of design. I had met with her and got her books. And because I knew there had to be a better way to know what it was and she said something that all of a sudden like was like a light bulb. Yeah, she said, you need to break the flat fee into two parts. She said you do one flat fee. From the moment you find the project. Until a presentation, and you know that that period of time is going to be about six to eight weeks. So if you screw that up, you’ve only really screwed up six to eight weeks like you haven’t seen the whole thing

8:44

like that is the time that you can control as

8:48

one that I that I can control because I and I and I can base that number on the scope of work. So when I meet the client. During the consultation, which I built for separately like I built for my consultation. That’s a separate bill, and they pay that as a consultation, because I’m doing that work and stuff happens like maybe the project doesn’t end up going anywhere but I’m getting paid for. I’m getting paid for those two hours. Yeah, so, so I do the consultation, and I do get a very clear I spend that time developing what the scope of work is, and then I actually sort of go back to my student view and then I think about it and I think about, okay, how much work is involved for this project to develop the design concept and presented. That’s the only thing I really need to think about at that moment and I’m okay. It’s a whole House Renovation okay so this whole House Renovation is, you know, going to take me at least eight to 10 weeks to get everything together because that my presentation, back to the earlier point of wanting to know how much things cost. I priced out. absolutely every single item that I’m presenting so that the client knows, at the presentation, how much the project is going to cost, like, you know, we’re I do all the drawings I sourced everything. Something needs custom designing and we design it, the texture finishes so that at the presentation the client is getting a full view of what their project is whether it’s the whole house, whether it’s a kitchen, whether there’s no construction we’re decorating a living room like whatever it whatever that project is the client is getting a full picture of what it’s going to look like and so we base our fees on how much work it takes to get to that point. So that’s, that’s phase one phase one is the research design development, up to the presentation. We’re doing. I like to think it’s all the heavy lifting the designing of the project like that’s when the project gets designed right so that, to your point, that’s the part that I can control, I decide okay this is going to be 10 weeks, so I need to be able to pay myself. I need to pay my team for the work that I know how much they’re going to cost for that. I have rents, I have insurance I have all that stuff that I’m perfectly comfortable with.

11:12

So for. Absolutely, yeah.

11:14

So I factor that in, and I tell the client that design fees for phase one are going to be, I don’t know, let’s say let’s say it’s $15,000 Yep, I don’t know, whatever it is, whatever you’re depending on, let’s go. Yeah. And that’s how much they pay me until the presentation, and then that way if you know what stuff happens stuff has happened during COVID, and I’ve had clients where their project has had to be on hold because we’re. It’s a fabulous condo renovation that we’re doing and they’re kind of was not allowing anybody into the building. Yeah. So we’ve been paid. I’m not chasing them for money, they’re not saying Where’s your stuff like, yeah, and paid up until the presentation, they got everything priced out, and that serves two purposes it serves the client because they know exactly what their product is going to cost because they know how much the product is like how much the stuff that we’re putting into the space is going to cost. They also know how much their contractor is going to cost because I get the contractor to give me a number. And then, phase two of our fee structure is based on a percentage of the budget. So, the budget is the budget that budget is the product that we are procuring for them. That line items and the presentation so they know exactly what that number is. plus, the contractor because I’m coordinating the project with the contractor he’s executing my design so that it becomes a part of my budget. So those numbers, form the budget, the budget. So, yeah, so, uh, my, my percentages based on a sliding scale. So, the more you spend, the smaller the percentage

13:01

for phase one, because this is always a question and I know that there’s a lot of discussion on this. Maybe even controversy if you want to say that with regards to the budget so when you are meeting your initial consultation and you’re taking in the you know devising what the scope of work is going to be and understanding what the project is going to be. And you say to Mr. Mrs. Smith. So do you have, do you have a budget in mind. Do you have, how do you approach that subject because I find that that can be a challenging one and I’ve myself have done two different methods of this, you know, again, there’s all over and I’ve heard no Kimberley Seldon likes to say the budget is what the budget is and once you’ve you’ve done their wish list, they can then decide if they want to spend all that money but I find that that can be a bit of end up biting you in the butt in a way because I feel that if you can go too far and then they are like no no no no that’s way over budget or whatever. So, what is your,

13:50

what what are you. So I handle it a couple of different ways. Sometimes clients who maybe have not done the kind of renovation that they’re asking. First of all, I agree with always starting with the wish list, I always start with the wish list.

14:05

Absolutely, yeah,

14:06

I always start with a wish list, but we always discussed budget, it’s really important that the client understands that they might have all the money in the world. But it’s up to us to respect that. And it’s up to us to respect that. Even people who have all the money in the world, they still want to feel that they want to feel that their money isn’t being respected and that they’re not just you know going crazy and have no regard for it so I only thought about the budget, sometimes people just have no idea. They really have no idea what things cost Yeah, I had a client, two lovely, lovely, wonderful ladies. We had renovated her kitchen and her whole main floor. The following year she had us back, and we did her master bedroom, full like furniture window treatments, new carpet. We did the closet, like the whole shooting match master bedroom, we renovated her on suite and we renovated two other upstairs bathrooms and vanities like top tile like the works. Yeah. Anyways, so she, I said, So, got the wish list brother who down consultation and I said to what are you thinking budget. And she’s like, what about $50,000. Okay, you’re laughing. because. And so the thing is, $50,000 $50,000. It is a lot of money for sure a lot of money yeah she had no idea she just had no idea. And so I said okay here’s the thing, and I’m very upfront, but that’s the one thing I’ve learned is the more upfront and honest you can be and communicative with your clients, the better to say to everybody. Absolutely. So I said to my client I said okay we can approach this one of two ways we can do the wish list, and I’m happy to price that out for you. And I can tell you that it’s going to be significantly more than $50,000 like $50,000 would be maybe what the on suite will be. I said, but these are the things you have to consider and sometimes it’s simply education. I say you know you have the contractors to feed you want to do three bathrooms and the furniture for your bedroom and everything for the bedroom. Plus, I never include my fees in the budget so I always say, and then you have my fees on top of that. So I said, I’m going to price out the wish list for you, and then we can sort of see what you want to do, and you can prioritize and see where you want to go and I say, or we can let you know what your $50,000 will get for you. And we can, we can go that route and doing the work on your master on suite is the most important thing. Then let’s see where we can allocate that $50,000 and how we can best use it so I do give clients the options. Sometimes they just don’t know and they’re not educated if they have not done that kind of renovation for sure and Phil their budget is so unrealistic that you really just have to have a frank discussion with them and that’s where the experience comes in and you have to you have to say, you know, I know that, just the contractors labor on this is going to be more than $50,000. Like, I know that’s not that’s not putting a faucet in here. Just fill it so sometimes you end you know what the contractor and ended up being almost for like it ended up being between the contractor. And what she spent on product. It was probably about 180,000. And she went for absolutely everything. But we wondered what she wanted. She wanted what she wanted. And she just didn’t know how much something caught over line by line. And she’s like, No, I want it, that’s fine. We’ll go for all of it and so they they fund the money. Yep, that’s where we chop off the scope of work. Yeah, one

18:02

or the other. 60 is the limit and that’s kind of what they’re banking on that’s what they’ve got that to your point five. Great. All right, let’s, we’ll show you what we can do for that 50. We’ll make it happen but I think it’s a very, it’s a very valid point because it really people really don’t if they have not done a renovation, it just it’s just out of just pure lack of knowledge right they just don’t understand, and and sometimes it’s almost like where you start having to like break down ago you know the electrician, the plumber you’ve got you know the removal you’ve got the in there like oh yeah does that right so it is an education for sure and I think that’s a great way of handling it is, you have to have a discussion. You know, you have to say like, Listen, this is going to cost money but before any of us spin our wheels for no reason at all, let’s just be honest about like let’s have a realistic, you know, view of how that’s going to work,

18:51

and I always have that conversation at the consultation because there’s no point of saying going further because because they’ve paid for my consultation, so if they decide right then and there that this is not now hopefully I’ve been building my business in my brand for enough years, so that at the consultation on X, I’m actually getting qualified clients. Yes. Yeah, but COVID has changed in a lot of things a lot of people want to have stuff done and they don’t realize the cost of things. And so, sometimes people are calling and you know oh my god I have to renovate my kitchen and my whole main floor and it’s the same thing like they just don’t have the budget for the kinds of projects that I’m working on, and that’s fine so I you know I try and help them as best I can. But sometimes, it really is a lesson and, and to their credit like, yeah, renovations aren’t something people do regularly say no, no, no, not sorry i don’t know i mean i won’t have a client, like the last time she bought a self that was like $400. And so, you know, you have to explain to them but you know like things have changed in 30, like 30 years since she bought that sofa. So it was a very good one. Yeah. So yeah, so, you know, everything is about just communicating and educating them and that’s helpful why they do hire a professional so that you have somebody who’s willing to just be frank and honest and transparent with them and sort of lead them through the process

20:18

because it is a process for sure and guide them on the best way to spend whatever it is that their budget is like the best bang for their buck, and we we’ve had situations where my husband does renovations and he has a client right now, that is looking at

20:33

countertops for

20:34

his kitchen, and they’re going to be 60 grand. Just the countertops, and he’s going. This is crazy like your house. Yes, it’s a $2 million house which is, that’s not imagined by any means anymore. He’s like it just that doesn’t make sense, like if he wants to do that he can do it but, like, I’m going to advise him like, you know, like that’s not, then you’re spending you know if you were to look at that percentage of your kitchen. Then, then your appliances should be at 100,000 and you’re like you know you’re not talking like a 500,000

21:01

kitchen renovation like it’s crazy

21:03

right so you have to you have to educate and conversely, you’re not going to put $60,000 with a countertop on an Ikea kitchen,

21:10

you don’t exactly like exactly that’s right everything else needs to be that level to make it to justify it and, yes, you may plan on staying in the house for ever. But you know, 10 years 15 years I mean, our styles change and I think, you know, you, even if things aren’t really falling apart so to speak. I think people are, you know, your kind of get bored with stuff after 10 years or more you’re like,

21:32

Okay, you know, thanks for me I think the other thing. The other thing is, those $60,000 countertop clients might love them, might have some money, which is awesome. I just would hate to see that money come out of something else that might be really important like I don’t want them to not have furniture in their living room, because they decided to spend that money on the kitchen counters yes they’re, they’re like, I think you have to look at the project as a whole, to see where am I spending a lot of money and sometimes it is up to that you have to sort of take that lead from the client like they might be willing to spend money on something that might not be a priority for me, but it’s very important to them. And so listening is super important. And so, again, it all goes back to what is the budget and what’s the overall budget of the project and things change. So like for me because my face to feed on a sliding scale and I take portions of that from the duration of the project so

22:39

yeah let’s get into that when

22:40

it makes you do that

22:42

because that’s, that’s another question. A lot of people discuss okay so fine You’re going to give

22:46

her a second part of my video they paid me, they’ve paid me phase one they’ve paid me until the presentation presentation goes there. They’re gung ho with the second stage is basically to coordinate the whole project in order, everything is to manage the logistics, it’s to liaise with the contractor to coordinate everything we ask the contractor to facilitate the orders make sure stuff comes in

23:12

okay with all with all the admin it’s like the working part it’s the part difference of project to life. It’s the 80% of the, of the 2080 rule right it’s the 80%. That’s right. Yeah,

23:23

That’s right, yeah. So, it’s where it’s where stuff’s going to go wrong. Like it’s not Oh yeah,

23:30

it’s no no. Oh,

23:32

it’s going to go wrong in the second half. That’s right. So you need to make sure that you’re being paid adequately for it. And so, and because that’s where you have scope creep scope change. I don’t have really scope creep anymore because of this system. So what I do is, there’s a very defined scope of work, I review my contract, again, with the client, and they’re sign that contract to give me the go ahead for phase two. They give me so based on the budget as they approve it they literally go down the item they like yes yes yes, no, no, no. We have a number that has been agreed upon. So, then we take from whatever that number so we’ve got the contractors number. And we’ve got our numbers, we’ve got like our product number. If there’s no contract or, fine, we just have our product. That’s the number. We take the numbers, so far so far and we tell our clients that there’s a moving target. But right now, that number is $100,000. We take 45% of that right then in there on the spot. That’s basically, that’s basically the deposit, and I also take a retainer, and I take a retainer of 20 $500. If it’s a massive project. I’ll probably take more, but I take 20 $500. Number one, and I’ve learned this the hard way. Number one, is it covers any outstanding design fees. If there are any of that comes up, I’ll tell you about that later but anyway. If that covers design fees or at the end of the project if they’ve paid everything and it’s all good. We can just give them back their 20 $500. Yep, or we can, if they’ve paid all the design fees, and they don’t want to. They want us to credit it to their final disbursement invoice. Not a problem we’ll credit it to the front of dispersed and it’s just sort of, you know, it’s that safety net, and it’s not a very big no no no because I found that I don’t really need one because I get the money. Right. That’s the beauty of flat fee is you do get your fees, upfront so there is less risk on life, I have found that in my experience, Yep. Take this 45% and then by always do the 5% hold back for when we have completed the scope of work. I don’t say to the client. When you’re happy with the project because happy is an emotional word that cannot be measured. Concretely, so it’s not about happiness is about when we have fulfilled our contractual duty and consider the scope of work that we have agreed upon. That’s when you pay us the final 5%. So the remaining 50% gets chopped up into pieces to sustain us for the length of the project. And we we determined that sometimes it’s at work or sometimes it’s beginning of construction, we take it you know whatever before product is delivered if every project is a little bit unique so that can be finessed. If a project is three months, going to be three months long, it’s different than if a project is going to run for a year so we we sort of have to determine that. And what those numbers are. But the other thing we do is we have this last year with a project, the scope. It didn’t creep it’s a product change clients were completely renovating their house and they ended up having to do way more work because it was in 100-year-old house and they enterprise

27:04

choices that they didn’t think that they were going to do they ended up ripping off all the plaster and redraw wall and everything so their budget went from, you know, X number of dollars to y number of dollars, and that’s fine as these choices were made with their full consent and approval and and everything they didn’t have the views were things that they wanted to do because they want to stay in this house for another 25 years but they don’t want this is their forever house they’ve been in the house for 20 years they want to stay another 10 years. And so we were doing all of these things to update the house. And so in the end, all we do is we just calculate recalculate our numbers. So that if that 100,000 originals 100,000 changes 250,000, we just recalculate our numbers and that becomes, that becomes the budget in red and it’s reflected in the in the subsequent payments. So it all worked out in the end. And the clients understand that. And frankly, by fees, by the middle of phase two. They don’t mind paying us because they totally see how much work we’ve done, how we facilitate the project. How you know they couldn’t get to that stage without. Yeah, so it’s not it’s not it’s not an issue it’s not an issue and I think as long as you’re very clear and you let them know sort of like this is the process I think just be very clear up front, at least I do because like you said everyone’s different and it’s, It’s, you have to, they have to understand the concept because it’s not the same as being sold by the hour and this is the fee, and I like it because I don’t really have to have a money conversation, every single month, that I hold on to, which is also sort of nice it’s like, this is what we’ve discussed. This is how much it is, this is how much you’re going to owe me and they know that unless they increase the scope, that’s going to be what our cost is like, that’s what it’s going to be.

28:53

So how do you account for I guess assuming more in phase one How do you account for, let’s say you, I don’t know how you do your presentation because that’s another discussion as to like do you show, do you show one or two options of let’s just say it’s a living room just to keep things simple like do you show a couple sofa option. And like what happens if you get to the presentation and by no means do i mean this reflection of you because, but let’s just say for whatever reason, you didn’t hit the mark for them and they’re like yeah that’s not really what we were thinking we were you know whatever like how do you handle. What are your boundaries on I guess revisions and

29:25

alterations. It’s sort of a multi part question, you know, the first part is my tend to really only show. One thing I show them one so far. But I always preface it by saying, I don’t want to give you something you hate. Yes, and it has happened, it has happened where somebody has said you know what, I don’t love that. Or I changed my part my personal favorites. I’ve changed my mind. So where they’ve given us a brief, and then they’re like oh I thinking about it or my friend, or whatever and I think I’ve changed my mind which they, you know, don’t tell us and then we get to the presentation and it’s like yeah you know what, I think I really would like something else, right. So, what we so it has happened. Usually, we get way more right than we get. Yeah, I would imagine, I don’t even say wrong I’d say like, maybe it’s just the communication, or maybe the client isn’t as on board or whatever the situation is. I had one, you can believe either client to stop like animal prints. Oh my gosh,

30:38

like, Well,

30:39

I’m glad to hear. Sorry, sorry I can’t work for you.

30:43

So what we do is, and what we encourage our clients to because we don’t want the process to be dragged on and I don’t want to take the client to go look at 10,000 Yes, sofas, whatever it is. So, what, what I say is, I tell them that let’s use a sofa, for an example, I say okay let’s use this as our price marker. Let’s use this 30 $500. Yep, I’m just using that as No, let’s say the sofa 30 $500 let’s use that as our price Microsoft will still keep that in our budget. And because soap is a great example actually because before I placed an order. I insisted my clients. Go and sit on it. I was

31:25

just going to say, that is one of the best,

31:28

because I can think it’s the most fabulous sofa in the world, quite sits on it was like, Yeah, no, then I don’t want them to get them now because they’re so fun. You know, so, and that has happened, where if I had picked a chair I thought it was stunning so it was beautiful, gorgeous chair client loved it went and sat on it, it was not, it was not comfortable for them. And I don’t want them to have, I can’t imagine a chair showing up my client spent like $6,000 on it. And she’s like, yeah, this doesn’t work for me like I can’t imagine

32:00

that’s not doing your job right either right i mean this is

32:03

not it’s not serving anybody. no. So, they’re fine to pick it from a picture and say yeah I like it but don’t something that’s so personal something you’re going to sit on or be in your family room or your dining room chair that I insist that they sit on it. So, for something similar, sometimes like

32:21

you can’t always find the exact model on the dock,

32:24

so similar. Yeah, so, so sometimes so we use that as a price marker and sometimes the fabric changes or whatever we make those adjustments, but we use that as a price marker and saying, okay, it’s going to be approximately, 30 $500, if it’s $3,000, our software accounting system we will make that adjustment, and credit that $500 to something back to you, it’ll go towards something else. And if it’s 40 $500, you’ll be owing us more when we go to take the rest of the payment from you. So it’ll make that adjustment so no do that if something is not suitable. We will we select and we’re happy to re select for the client. What I have in my contract it’s interesting that you brought this up because no because the project manager about this. I have in my contract that I don’t do more than three revisions three minor revisions. Yeah. Before I start billing the client. Our from all the time that it takes. So, even though I do flat fee. So yes they’re allowed to do three minor revisions and then in my contract is to describe what a minor revision is. And it’s something that basically doesn’t affect the entire project and Heinz redo the whole project,

33:44

the snowball effect of changing sort of all

33:48

the interesting thing is, I had always thought of revisions. As drawing and pertaining to rain and on a project we recently were working on, I had the client. The client was like, flip flopping and going back and forth and we were like going back and forth and it was taking like months and months and months and it was like lightning or something I can’t remember what it was, but it was something, and I thought, who’s paying for all this time that we’re sourcing we’re finding we’re meeting with the client we’re going back we’re trying to figure out what, because there was no price marker she was like she was just flat out, no I don’t like it. What about this. What about this. And we were going back and forth and back and forth and back and forth and it was a lot of time. And like I have to go into my contract, and tweak that revisions line. The other thing, it also pertains to is pricing and having to meet price, because that’s also the time so if they wait on something and now we COVID oh my

34:53

gosh it’s crazy.

34:55

And you can’t get anything like when we present something, I know I can get it all, like I checked and double checked and triple check so on the day of that presentation that quote is good, that pricing is good, the stock is good if they decide to start a hem and haw and wait for a month before they figure out if they’re going to proceed or not, which happens. Yeah. Like, they’re you know they need to think about it or where they’re going away, pre code, whatever. Whatever it is, yeah, ever the situation is so quick. Now, if they wait a month, I might not be able to get anything. I know, right. So, that means I have to spend the time or my team has to spend their time repricing that entire project, who’s paying for that, which is a huge right all right, so now I do have to retweet my contract to make sure that the client knows that revisions are not just for drawing for delays and accepting quotes, and we have to reprice it, they are going to get about I have this happening I have the company right now because I have a condo, this condo project that’s on hold. Like, we are going to have to reprice the whole project and that’s ours that I’m going to have to pay my team to do. And I’m going to build the client for it and call it a revision because she didn’t accept the quote at the time. So it’s sort of a double edged sword but it’s interesting that you said that because I think even with pricing and you have a system that’s working for you. There’s always ways to tweak it and improve it.

36:29

Oh, there always is because to your point, always COVID wasn’t just something that was in the books a few years ago one know when a pandemic hit you, this is what you just you don’t know and and no i everything I’m pricing right now. It’s crazy like, there’s just disclaimers constantly like that you know valid for like a week, like literally a week, you know, nobody can because it’s just there’s so many variables happening with exchanges and duties and it’s crazy. It really is crazy. Yeah, and it’s it’s something I always find that that’s a hard tangible to explain, like when you say revisions on a drawing and even then you’d be like well how much is, is, is, like, what, where does it start affecting things and it’s it’s very hard. It’s not a very finite definitive thing that you can say, you know, three revisions or iterations or whatever it is. So yeah, it is it’s a it’s a challenging thing to I have a client right now that I’ve been working on the showroom and it is, we started just as COVID hit 10 months ago, and we’re still not very far. And I’m going,

37:32

Oh my god,

37:33

I didn’t put anything in the contract about this and yeah, you know, because, how do you foresee that right you don’t you don’t foresee that happening so you don’t foresee it

37:43

and I think a lot of people are sort of learning from what what happened in the last half year and trying to adapt and, like if you can’t foresee stuff like I know in my contract. I had a force majeure clause. I still have a force majeure clause, but that doesn’t really address billing, like, it doesn’t really address these it’s just if it happens like basically the client, you know, can’t come after you and blame you for it. That’s basically all it means. You know, that’s all it means is that, like, just because I can’t get your tile will reflect something but you can’t come after Me, personally, because they can’t get your child because pandemic. But it doesn’t address how to change your fees for that and I think. So that’s why, in a sense, like for me flat fees, I still like I will myself not being a flat fee girl but there still, still occasions where you do have to invoke hourly billing and that’s when I think and definitely after that has to be very clear in your contract, this is going to happen when you go above and beyond. I have a fabulous client that we’re working with now we’ve got our scope of work we’re doing the project is fantastic. And she’s asking us to do a bunch of other things. So you can handle this one of two ways you can either create a whole new scope and address it as a separate project or what we might do, just because I think because it’s better for this particular instance is because it’s a bunch of random things for a bunch of random spaces. I think we will just filter by the hour because it’s almost like an add on purchase, it’s not related like one thing is not related It’s like she wants a piece of furniture for another property she owns and she wants to, you know, do this and do that and like stuff that’s not related to each other. So it’s hard to create a scope, when there’s not really a scope it’s sort of what I call the 15 pieces. She probably, you know,

39:46

today says she wants this and then in a week from now. And I also need this, so like there’s no end

39:51

to it. Right, right. Sorry. So when not when they’re when it’s not a defined space. And let’s be very clear, I do not need you projects like this this is for long term. Amazing.

Episode #0029 – Growing Your Design Business with Rebecca Hay

Featured in this week’s episode of The Productive Designer host Crystal Collinson with fellow interior designer and podcaster Rebecca Hay where she has found new ways to continuously grow her design business. She is an expert at marketing. A wiz at adapting to changes in life, including what to do when a pandemic takes over the world. 

Rebecca will talk about how she got the point in her life where she felt called to be an interior design professional. She now had over ten years of experience in the interior design world but she’s still learning to be encouraged by others, instead of comparing herself. Moreover, she discusses business and how she’s used time blocking to keep her focused. This idea of time blocking is one Crystal has talked about in a previous episode. 

Rebecca’s design business is also successful because she does not do it alone-you need to hire a team. She points out that the biggest lesson is learning to get help. And, have others do the work that takes too much time away from your important tasks. She still oversees the creation and content of her work. She continuously find ways to better her business has been her best decision. In her podcast, Resilient By Design, Rebecca finds immense success in teaching others online. She provide tools and motivation that Designers often need, to move the needle in their business.

So, join Crystal and Rebecca as they talk about starting a podcast and how they manage their time. Listen to this episode then head on over to Resilient by Design podcast to hear the other half of chat. And then, do something today that your future self will thank you for.

How to reach Rebecca:

Website : rebeccahay.com/podcast and rebeccahay.com 

Instagram : @rebeccahaydesigns and @msrebeccahay     

Private Facebook Group for Designers  – http://tiny.cc/designcommunity 

Twitter : @rhaydesigns 

lady design business owner in blue shirt smiling, sitting and holding a cup of coffee

Recommended Podcast:

Tobi Fairley, Amy Porterfield and Tim Ferris

- Click here for the RAW, unedited transcript -

1:27
When my first met my husband and I had just graduated from Metairie just i We when my first met, I we when we first met my husband and I had just arrived. Okay so you’re doing the design thing. And, and that’s you’re doing very well with that and that’s great but what I really want to talk to you today a little bit about more so is that you’ve got this really strong marketing. I guess I want to say just this extra strong marketing ability now maybe now to hearing more about your acting background and all that maybe that’s part and parcel to it but you’ve got so you’ve got all these extra like tools for the trade. So talk about that you’ve got a YouTube channel, you’ve got a super active social media campaign, How do you manage to do it all. And, I mean, obviously you’re not doing it all but I mean how do you manage to fit, because even, even if you have people helping you, you still need to be the creative eyes on it and approve it and have the direction and all that. So how do you manage to do that.

2:23
Yeah I mean I think you just said it right there, crystals that I don’t do it all myself. So I don’t think any successful entrepreneur out there can claim that they’ve done it all themselves, there’s always a team or a person or something backing up. I feel very fortunate I have a really dedicated and loyal team that’s been with me for several years. But, I mean first of all thank you for saying that it’s funny I never really thought I was thinking anything about marketing, but it turns out I’m really interested in it, and maybe the acting like I do enjoy communicating and pretty good there. And it is certainly one of the core strengths, I’ve come to recognize in myself, but to do what all requires passion requires organization specifically I’ll tell you time blocking, has been a big thing in my life as an affiliate, and making sure like right now when I’m doing Instagram stuff, because it gets to be a lot like I will tell her lately honest with you, like a year ago I was like, burning out. I was wanting to be everything to everyone, I was wanting to be like everything like given every publication, and like be like top, Instagram, and like keep my stories going every day and have a post every day, and we’re gonna design business which you know was not an easy feat.

3:43
Or maybe the family

3:45
was forget. I always forget that. I like I kind of compartmentalize, I to be honest with you, yeah. Yeah, and then there’s also like the little tiny children that I have, yes, I was burning out a little bit and that’s where I really leaned on my team and that’s when I started to get way better at delegating and just giving up a bit of control. And so having a zero has been working for me now for a couple of years, and her role has really grown and changed within my organization, but she helps me. I mean that’s kind of a long winded answer I have a lot of help. Yeah, I’m passionate about it. I, I, I tend to. I’m all about progress over perfection. So there’s no by me it’s like I’m a prophet, I’m a recovering perfectionist, but me it doesn’t have to be perfect, it has to start, I do end up wanting to find perfection which I’m working on, but it does just got to get it out there. And so that’s why I’ll just put my face on Instagram. And then people are like oh wow, like a year ago, two years ago I

4:48
remember somebody saying to me,

4:51
someone whose opinion I valued. Well, what are you doing without makeup on Instagram stories, and this was like two years ago so not many people were doing that. Yeah, now it’s like really trendy.

5:04
Behind the scenes kind of thing and that’s the real life whereas the the real like your your post is sorry not the real but your your feed is more your curated, you know, more finessed version. That’s what I heard that recently and I thought oh that’s a good that’s a good analogy of how to differentiate something.

5:20
Yeah. So yeah,

5:22
I I mean I to have somebody that does my social media, and, but, but even then, I still, you know there’s still stuff that you have to, you know, you have to give and give information and, you know, so it’s just an even then, I’m only posting three times a week right now or two times a week because I just was like, It’s too much. It’s too much like, and then you know throwing in a podcast too because why not add another

5:47
element yeah that’s a max,

5:51
which then. When did they started. Yeah, I started it in May, 2020, it was the pandemic kick in the pants, because I am thinking about it. Yeah, yeah, for a while and I was like okay I’ve got some time I have no excuse, I got to do it. And, and then I was my thought was to do it weekly, and then I was finding that was just too much and I just said I have to give myself Grace, I’m going to do it every two weeks and I just, like, just accept it. Again, right the progress over perfection, it’s out it’s not out every week, maybe I’ll go back to Week, weekly, I don’t know but anyways it’s no

6:26
I thought I think as long as you’re consistent, I think that’s what is key, whether it’s every day and we’re sure. Yeah,

6:33
yeah, exactly, because you got to show up exactly consistency is probably one of the big words I use too is just, you know, if you’re going to commit to it commit to it and be consistent and give yourself I’ve given myself a year, I said let’s see how it goes in a year, we’ll see. So, so okay so your team you’ve got sort of does your. I know her name is VR does she work, like, is she do just marketing for you like, that’s her single role or does she do some office, like I want to say ordering or any of that kind of stuff.

7:00
So, she does not do ordering she does do more than marketing though. So, she’s an interesting role in my company because it’s really grown as I’ve seen where her strength fly ship photographer by trade. Oh, which is interesting I met her she was writing a blog post about me for a vendor, and she came in to interview me and she was so professional, took her job so seriously she’d done her research she had questions and was thinking whoa, this girl is pretty cool. Yeah, helping me just like part time and it slowly grew, and now it’s full time, she helps me marketing so she’s kind of like my sounding board, when it comes to marketing ideas. And then she helps me implement all my crazy ideas so she doesn’t do anything entirely without my involvement. So she will help plan out my instagram visuals, and the feed and the graphics but and then sometimes help with captions. Sometimes I’m reading the captions depends. She is really great with editing so she used to edit my YouTube channel and videos for that. He has been instrumental in helping me launch my online courses which we can talk about today. Yeah, and then within my design, because she originally was hired to help me with my design. So she was helped me were hired to help me with Instagram maintain my website, and, and now, because she’s so good with people, and this is the thing I think as a business owner, you need to look at the people who are working for you and see what their strengths are, what their strengths are, and they may be hired to do one position, but perhaps they really have this hidden skill set and didn’t know. And so that position can morph. So now she actually she onboards, all of our design clients. So, I still do the discovery calls, But she is the one managing our CRM. So when someone inquires through the website, she is all automated, we’ve had all automated through a system program that we use, but she is the one who’s sending that follow up email, she’s the one who’s booking that initial call. She’s also the one sending out the contracts. She’s the one who is forwards over the invoice that is created by our accounting department, so she is really that first impression, right, that via email and via phone for our design clients, so it’s kind of a weird role because it’s not, it’s when you know when you run a small business, you can’t have these like tiny very specific oh gosh, no, no no no wear multiple hats. Yeah, I kinda have to be continuing continuing to evolve and change so that’s what her role is, we call her her Tippett her title is community manager and Marketing Manager,

9:37
which makes sense right yeah cuz she. That’s great. No, I mean I think that’s a it’s a, it’s an interesting, you know, because I was looking at the size of your team that does just marketing that seems like that’s like a big role

9:49
for

9:51
a small company right

9:52
like that seems like but to your point, I mean she’s obviously got lots of skill set and I heard recently that they say you know hire for personality and hire for sort of attitude as opposed, and then. And to your point, you kind of see like you think you’re bringing them in for this but then you’re like oh my god she’s selling it this so let’s like morpher into that and I always find that, you know, I always say doing drawings in AutoCAD like that’s, you know you can find somebody tomorrow to do that, right, like you can farm that out so easily. But that, those types of skill sets, you know, even skill sets, you don’t even know you need to hire for. I think those are sort of, they’re just kind of become like your unicorns if you find in the lab told us to do this and do this and you know you can all of a sudden you’re like, wow, I didn’t even know I needed this position or this, this role filled and yet, you know, I’ve got this person in front of me that can

10:43
do it so

10:45
sorry just hire for personality, that’s something that I’m working on still because I’ve done it. Obviously successfully in the past but yeah I have done the opposite where I’ve hired for skill set and overlooked personality. Yeah, every time I’ve done it, it didn’t work out. Yeah, because you,

11:03
you all of a sudden you’re like, you know like this is starting to drive me crazy whatever or they’re missing this, or whatever the nuances,

11:10
why aren’t they smiling when they’re with our clients, you know like, yes,

11:16
no, we had that we had that issue. Yeah we had clients say super organized really efficient, but she’s a little bit, your clients, didn’t she just didn’t like bedside manner, non existent.

11:29
It was like,

11:30
I need this.

11:32
Okay. Yeah, so you have to, you can’t teach that right, that’s something you can’t teach. So,

11:38
definitely have to have that. That’s like a whole podcast in itself. I hope

11:42
we could like just slot this into silos okay hiring and yesterday, you know, oh my gosh, tools, because that’s another one, I’d

11:48
love to talk about,

11:50
because you were mentioning about time blocking and like I did, I did an episode on time blocking because that’s like one of my big things and I’m still, I like to preach it, I’m still trying to practice it, because life gets in the way and you see things that shouldn’t be done and it’s like, oh, like to really stick to your guns, it’s, it’s, you know it’s discipline. So, my hat’s off to you that you can do.

12:13
Hey, I don’t do everything I say to do I say like, I’m in the process of learning, I know exactly what little wins. I don’t like not every day is perfect. Oh my god, far from it. Yeah, and I will time block and then fall off entirely like it happens, definitely happens but if I continually strive to do something well, then eventually becomes more ingrained as a habit, more ingrained as a habit, and that’s my,

12:38
that’s my progress right progress over perfection right so if you can, like, hit, you know, 60% of those time blocks in a day or something that’s huge compared, you know, whereas otherwise you’re just kind of going kid now. Now what what’s the next fire right and I find that sometimes I’m like, okay, I get a little bit, you know, as I like to preach it, I gotta practice it. So tell okay so you’ve got the, tell us a little bit about your other sort of side or arm of the business where you’re working with designers and your courses, and how did that come to be, obviously, now that I’ve learned about your teaching background that, you know, this makes sense. So how did that sort of come about, you know, I mean I’m sure a lot of people think about it, but what was it that sort of said, Okay, this this looks like something that I should be doing.

13:22
So, I mean the pandemic has really been a catalyst for a lot of things for me, but prior to the pandemic, I had started hosting designer meetups here in Toronto. So the first one I did at a pub, and it’s interesting story actually I just this just made me think of it when I lived in Vancouver as an actor, I had this idea that I was going to start a Facebook group for actors, other actors who were like me who are just starting out in the industry and wanting to get work and we would meet up, and it was meetup. And we would meet up at like a pub or whatever and like for me, it’s usually like social let’s have a beer. Yeah, and so I set it up I invited a few like friends, and then a few other actors that I knew within the industry. It was in Kitsilano, and we went, the plan was to go to a to this bar and so I set the date, and nobody came. One friend came, and he wasn’t even an actor. And I was like, devastated. I gave up after that one track. So, anyhow. Fast forward to, like, you two years ago now, I’m like, I’m gonna do it with designers, I feel like I can do it with designers, they’re a little bit more dependable. Yeah, and I knew more designers, right, like I already have my own little posse of designer friends and so I did the first meetup was at a pub by my house. I think like 70 people showed up, which oh my god, mind I was like more than 50 and I was like, Oh, this thing has legs like people really are desperate for intercommunication within the industry because we work in these silos, Actually, and like most people don’t have a team. People work alone, from their house and it was really successful so that I thought I better do this every month and I started doing them and we would have different vendors would hostess and I would have speakers come in and it was all free. I remember my business coach at the time was like you have to stop doing these things for free, because these people like to come and listen to me preach about something like who am I, yeah. And then the pandemic hit, and we couldn’t do them anymore, so then I started doing virtual designer meetups, which was on Zoom, and every month and I would have a great turnout was usually like 20 to 30 people would show up on Zoom and we just chit chat and what I started to see was that people wanted to come. But we’re a little bit shy to like actually share there’s always like those few really okay well that would talk and the onus was kind of on me to carry the conversation so I started carrying the conversation topic and I would say, well this is what I’m doing and people were like, Oh wow, that’s really good. That’s really good. And then it just kind of naturally grew out of that. And I always have had this passion for teaching right I didn’t just college, and following, you know Rachel Hollis, Amy Porterfield course creators down in the US and seeing what they were doing and I was really inspired by them and so the pandemic hit. And I’d always want just like you, I always wanted to do a podcast and I was dragging my feet. And remember, Michelle Burnett started her podcast I was like, Yeah and I will wait for me, which is an offer. And I was like, oh, and then finally you’re just like you I’m like well now I have the time. And I’m gonna do it, and I’m gonna do the podcast, and I’m going to I’m going to develop a course, and I’m going to do a course on what and I started to pull my audience I’m like What do you guys want to learn from me and a lot of it came down to marketing which apparently people think I’m good at marketing, which, which to me was so funny I don’t see myself as good at marketing, but I’m interested in it so I’m constantly learning. And so I developed the momentum course which launched last summer, and I had we had like 18 or 19 students which was like amazing. And I did a live course where every week I went on Zoom live and I would talk about a topic and it was a huge success and after that I thought okay then from that people started saying what do you want, or sorry, people said, Oh, we want to know more about process process process. Yeah. And so I said to veer on like I think we’re gonna do a course on process, because like this has been a big game changer for me and my business and so we developed power of process and we launched it in the fall and it just completed, and we’re gonna launch it again it was so successful we had 50 students. And, yeah, it’s been, it’s been incredible. The community has been amazing. The students are just so collaborative and I think what’s nice about these online courses is it’s just a different way to learn. And there’s so many people you can learn from there’s so many memberships and courses that you can take and what I, what I’ve learned from the courses I’ve taken is a lot of people have similar information to share, but you need to sort of, you go and learn from the person who resonates with you, totally 100% Well it’s really cool to see people that like, I’m like, I want to be your friend, like yeah, let’s head out. Yeah, yeah, that’s kind of a long story but that’s how I ended up ended up becoming like this online course creator,

18:25
which is amazing because it to your point, I’ve seen a lot of you and I don’t know, a lot of the same, you know course creators out there in the interior design community and a lot of them are from the US, which I find there’s a lot of similarities but then there’s a lot of the stuff that I go, Yeah, candidates bit different, yeah and candidates but, I mean, generally speaking world with the very similar, but I think to your point, I think it’s who you resonate with who you just feel like exactly I could be friends with that person, you know, that kind of thing that you’ve just got it you got to connect right and if people will say that, you know, there’s, look at us there’s how many designers that are that are out there, and but we all bring something unique to our clients and that’s why our clients hire us right like it’s this, this, it’s you may have the same information but you’re gonna do something different.

19:12
So, and that’s what the power of process is all about. And it’s launching I mean I’m not sure when the podcast, or podcast to go live it might happen but it’s, it’s about creating a process that is unique to your business. Yes, idea that there is no cookie cutter one size fits all, because what I’ve started to see in the interesting industry story. Not everybody wants full service design, not everybody are to do it as a designer, I know people don’t want to do staging I just interviewed someone for my podcast who’s a student of the Course, and in during the course he had this like aha moment where he’s like, I’m gonna move into staging entirely and I’m going to leave the design behind. So I think it’s kind of neat that there is an opportunity yes to be unique and learn from someone else who feel that the same way as you.

19:59
Yeah, I think, I think our business in itself is just like there’s no cookie cutter there’s no cookie cutter with pricing, there’s no cookie cutter with a process because your your services are like it’s just a such

20:13
thing, sometimes it’s frustrating sometimes for sure it is, we just all do it the same way. Right,

20:20
I know it’s like you know lawyers, they’ve got this figured out right they just try the hour and charge a lot by the hour and everybody just accepts it and that’s just the way it goes. But yeah, I find it just that’s what they’re the conversations about,

20:32
you know, and

20:35
probably the two most talked about whenever I’ve been with groups of designers we just everybody does something different and apps, you know like software, like what are you using for you know like all that conversation. Yeah, that’s a whole other could be a podcast in itself. Right,

20:51
totally, because you

20:52
have to make it work for what you do. Right, so, you know, I mean, you’ve done some model homes as as I do and you know it’s a different, it’s

21:01
a totally different

21:02
beast than doing a residential, you know, clients for somebody whose home that they’re living in. It’s so I found a lot of the apps just didn’t work for me because I was like, it doesn’t work either because it’s too time to do, or whatever the issue was, but yeah, so anyways, that’s, that’s my little rant on our

21:18
business. Yeah,

21:20
and consistent and non systematic it is. So just getting back to the marketing a little bit. So, how do you, do you have an ability to measure your return on your investment because I invested in, you know, an employee who’s doing predominantly that but obviously other stuff has been discussed, but how do you find that because I find that social media is one of those beasts that. I mean, besides getting somebody that said hey I saw you on Instagram and I want to hire you. Okay, like that’s that’s a no brainer, but how do you how do you measure that, like, do you have some sort of metrics or are you just playing the game because you have to

21:55
know I really wish I had a good answer for this question. It’s really difficult to measure. I mean, like I used to work with a publicist, and you know she would say all the time that you know it’s not like you get published in one magazine, and then you get five clients. It’s a long term game. You know I worked with over three years and then it was only by year three, that it was like okay there’s some serious momentum happening we’re getting tons of publicity and clients are starting to come through the door, so it’s really hard. It’s not like product sales like I know my marketing so he does like Facebook ads right so he runs Facebook ads when we’re trying to grow our audience and grow our email list, if we’re trying to advertise like a masterclass free masterclass and so he can say this many people clicked and converted right. Yeah, he does that for pizza companies he’s done it for builders, it’s a lot more straightforward for a pizza company, this many people order pepperoni pizza from the ad, like you ran your conversion, it’s very different in a luxury service offering like design, because oftentimes people need to see. They need multiple touchpoints with you before they hire you. They may see you in a magazine, like, like what she did. I’ll follow her on Instagram, so then they start following me on Instagram, then they run into Suzy at the grocery store and Susie said she just worked with a designer and Rebecca should be like, oh that’s so fun. I just started following her. Oh and then all of a sudden it’s time to do the home run out, and they’re like nah girl that who was that girl right Rebecca, so it’s like it’s so many touch points. Yeah, that, I mean I hate to say like I don’t really have a way of tracking. i We are trying to get better at looking at, okay, this week on Instagram, this which posted Well, yeah, what type of content should we put forward holding our audience in our like we have a designer meetup Facebook group. And, you know polling that group like hey like what type what type of content do you want to see what are the issues that are facing, it gets. I don’t know, I’m sure somebody else has the answer I’ve never been very good at tracking how I do anything like ours, which is why I don’t charge hourly anymore. I’m terrible at that stuff.

24:08
Well it’s just interesting because that’s that’s sort of the same frustration but that’s how I felt about about social media in the sense to that it’s like, it’s I call it kind of the necessary evil, because you don’t know to your exact point you don’t know how that person came to you and they may be, but if they’re like they may be following you and love what you do but if they don’t actually have a project, then they’re not hiring you, because they don’t have any. It’s like, like you said, it’s not like they’re just going to buy a pizza. This is a big investment so I just always find it interesting, I just, I look at it as like staying top of mind staying in, you know like it top of wine in their face being just sort of oh yeah oh yeah oh yeah, and then, you know,

24:48
when they are ready. Hopefully, they think of you, so I mean one thing I tip I can, I don’t know if your audience is your audience mostly designers, yeah, yeah, okay. So a tip that I can offer to designers that we do more diligently now than before, is in every initial client intake form or discovery call we’d ask how they heard about us. Yeah, and they don’t always put it in the email intake because sometimes we’ll just email us direct, so I always ensure even if they’ve told me if they say social, I just had a call the other day and it said, How did you hear about us and someone puts social media. So then I dig a little deeper. I was like, oh it looks like you found us on social media, you know, what platform was like was it on Instagram and then sometimes people don’t want to say and they feel awkward or something but more often than not I can capture that information and we use a program that we able to capture all that information and so then what I do the second part of that is at the end of every year or in January. In this case, this year, I sit down and I look at all my projects from the past year, and I look at all my referral sources. So, I can see, and then I can track year to year and I can look back and be like, Okay, last year I had a ton of projects referred by my friend Jackie. But this past year, it’s not interesting, I have three projects that they say they found me in a magazine. And so you can start to see where potentially those marketing efforts are paying off now right, often they haven’t like I said, they haven’t just seen you in the magazine they probably also follow you on Instagram, maybe their best friend went to high school with you or who knows what. But at least it helps to give you some indication and also what I like about that exercise, and I learned this from Jenna Kutcher from listening to her podcast is, she said when she was a photographer. She did fantasize and she realized, like, all her photography jobs were coming from one wedding planner, she’s like, Oh man, I gotta like entertain this wedding planner. And so that’s when I started to realize, oh, shoot there was this one friend from high school referring me all these great jobs. I’m gonna send her a bottle of wine, I’m gonna hit, I want to try and make more of an effort, and it’s maybe sounds calculated but it’s marketing right, even though

26:49
it’s you people want to be recognized and it’s just nice to be, you know, to be referred to and thought of, right, like,

26:56
you know how grateful you are. Yeah, makes a difference,

27:00
because I think in our industry. We are so if there’s so much referral, right, like, I would say I don’t know if you’re, if you find the same but I think generally speaking, you know when you’re working in a certain area of a geographical area, you know, you’re going to be friends of friends and stuff. And who did you run out when you did this, you know, and it’s just, it’s a lot of word of mouth referral so that’s why I always think with those social media is necessary boys anything ever gonna come out of it but you got to be, you got to play the game. Either way you look at it right, you’ve got to be out there.

27:31
Yeah and I think if you look at it though as it being a necessary evil, Crystal, I will say it will feel like an it’ll feel like a laborious task yes so you need to find a way to make it enjoyable and fun and if you really don’t like it then that’s when you find someone to do it for you.

27:48
Yeah, and that’s and that’s what I have somebody doing it and we’re sort of streamlining because I was doing it for the podcast I’m doing it for my you know my interior design business, and then my husband does renovations and so I was doing for that I sort of get this insane, I’m like done we have like six different channels that we’re streamlining it’s we’re literally going through the process of redoing our website and we’re getting everything and I’m like, one because, exactly. That’s what I said is becoming too, just too much right like it’s too laborious, it’s not I’m not being consistent with the other ones because I’m just I got other things to do and it is a lot of work right so I’m you know I’m like okay I know it’s important, so I just need to streamline it a little bit more and and hopefully I won’t. It’s not a negative, it’s just like, oh my gosh it’s somewhere thing else on my to do list.

28:33
Yeah, yeah, but I would say like necessary evil makes you sound pretty negative.

28:37
Yeah, I know that’s true, that’s true, okay I can flip the switch and make it,

28:41
I’m calling you out on you.

28:42
So thank you. So I do need to do that, I need to I need to notice that. So, See that’s why you’re so much better at it than I am.

28:52
I just enjoy it, to be honest, I just wanted out. For me it’s fun, it’s like a platform, it’s like I get to be on stage. Yes, I like to be creative. I love strategy, it turns out like a strategy. So, I mean I didn’t know that about myself, like, shoot, I just turned 40 And I’m only now realizing what I’m good at, what is wrong with this world. Oh my gosh,

29:14
I know that’s what I say I don’t know how kids nowadays go okay I’m gonna be a whatever because maybe there’s jobs that we don’t even know like there’s there’s locations of things you can do and make money that you can’t even think of. So, yeah,

29:26
I couldn’t even imagine. If I taught my six year old son is convinced he wants to be a YouTuber. Like if I have to dress up as we’re reading these books in total sidebar. We’re reading these Junie B. Jones books, they’re like yeah, the books for like you know gardeners or whatever. Yeah, one of the books she has to get dressed up for like job day to dress up was what you want to be and she doesn’t know what she wants to be and my son’s like, well I would dress up as a YouTuber, but I don’t know what they would wear I think they would wear all black and headphones. I’m like okay buddy like I want to support his dreams but at the same time I’m thinking that didn’t exist when I was a kid. Exactly. How is that even a job.

30:05
Yeah, I mean, that’s just don’t even get me stuck, talking about gamers people that like make a living at gaming, what he’s

30:11
referring to because he loves Minecraft so he got those like YouTuber wasn’t as name. Anyways, yeah, yeah,

30:18
yeah, but that that just, that makes my head just go are influencers, you know, tick talkers,

30:24
like, don’t get me started. Honestly, that’s a full time job I’ve always said like my goals never been to be an influencer, people have said to me oh your Instagram account it’s like once you hit 10,000 followers and you can get back to them like that is very time consuming to be paid to then talk about a product like for me like again tracking number of Instagram posts I need to do. Did I do the Instagram stories to me I see Instagram, and social as a platform to grow my brand and my business, Right. But influencing just to be an influencer to me sounds like a really a lot of work which is so ironic because obviously we both do a lot of work and what we do but yeah

31:03
but your it just doesn’t sound like fun work right. Or, yeah. Or it’s like oh I got this product, I’m not really, you know, jazzed about it and now I got to promote it or talk about how great it is. And, yeah, yeah, I would never be good at that because I just, I wear my heart on my sleeve and I’d be like,

31:21
I buy this

31:22
coffee. It’s really good. I’m like well I

31:26
don’t drink coffee but if I did, I don’t drink coffee. No, I do, I’m just joking. Okay, but I mean like, I don’t drink wine, Kim Crawford came out with this great arrival slider last year was like, Okay, I’m gonna get in trouble, but everybody better last year was like hugging cream Kim Crawford wines, I’m like, How come I didn’t get the invite, I actually drink Kim Crawford, why

31:48
are you selling your blog, that’s my why he did that or or survey.

31:52
Oh my god, I’m doing dry February though, so Okay, hopefully right now. Are you okay

31:58
yeah it is.

32:01
So, okay so the last little thing I want to talk about is and I think we sort of talked to everyone kind of talked about this but I mean I love, I think when I started my business I’ve been in this 20 years now. And I think, times have changed so much that you know were when I started, people did not want to talk about their sources didn’t want to talk about their process, didn’t want to talk about how they do things they didn’t want to talk about, Like everybody was so guarded and hush hush. And now I just think it’s such a you know a breath of fresh air that everybody is now so much more open and like you know, so many Facebook groups, you know what you’re doing, it’s just, I think it’s amazing. And yet, we still, we probably, you know we still fall into this comparison trap with you even though we’re collaborating so much but it’s still, how do you start, how do you find you deal with that in the sense of, you know, being on social media a lot because it’s sort of sideways to that, you know, and you’re seeing what you’re doing I think is fantastic but then you’re scrolling you go oh, look at that. Look at that. How do you like do you just sort of go okay I got to do what I got to do on social media and get off or do you find that you’re following others, like, like how do you how do you look at it from your perspective, not being an active poster but being a receiver of social media.

33:16
So I mean I go through ups and downs with that. To be completely honest with you. I am not immune to the social media trap, if any extra affected sometimes because I care so much, and I put so much of myself out there. When I first started really like doing makeup lists, Instagram Stories, a close, very close person to me. Basically over a glass of wine said, I don’t think you should be doing this. Nobody wants to hear a new mom complain about being tired. We’re all tired just shut the EFF up and suck it up and oh like this was me being this authentic version of myself that I hadn’t been in so long. And it was resonating I had all these moms. Oh my god, me too. Oh, that reminds me of when I had first had my kid they’re grown up and like all these comments like hold back. And I was like no you know what I think I should be this polished version. She’s right, I should be this polished version that I see everyone else doing right, and, and then like the engagement slowed down, and then I was like not feeling. I felt like I was constantly having dispenser of who I was on stories when I like I’ve just always been someone who’s an open book and shares to high school. And so now that I am so active on it. I find that in order to avoid the comparison trap where I judge myself, based on what I see others doing because let’s be honest, that’s really what it’s about. It’s like yeah, you’ve got it together. And then you start scrolling, and you’re like, oh, wow, that that projects, really awesome. I wish I had a project like that. And then you scroll a little further, you’re like oh my god I would never thought of doing real like that oh my god I was like so much work I’ll never have time for that. And then you scroll and then you go deeper and deeper into this pit of despair and I know everyone who’s listening knows exactly what I’m talking about. Yeah, like you have. I mean, I have all speak up to myself but I have like a physical reaction like I have a physical like, yes. Yeah, but I feel less than. I feel not good enough, and I’ve done it to myself, and that breaks my own heart, and I know that others and I feel so sorry for our younger generation, like I didn’t even grow up with social media, and it’s affecting me. And so there are times where I just like you said, we’re still, I literally have what I need, what I want to put on Instagram. And then I don’t look. I will tell you I do not. I do not consume Instagram as much as I used to. It’s just it I can’t. Yeah, I’m too susceptible to self judgment. I’m too susceptible and too insecure in some ways, I can’t, like I would rather put myself out there, check all my posts, engage with my community, the people that I know have my back and I will maybe do one or two scrolls, and, and, and I won’t even tap like you know the little stories that go. Yeah, I stopped tapping on people that I know that I might feel envy, if I see their story. I might feel like let’s say you like maybe this hasn’t happened to you but like maybe I see you and you’re like working with a big builder or doing this incredible project and I’m like, I’m so jealous. I want to do that. And I start thinking well why am I not getting projects like that, how do I get in front of these builders, how do I do this thing, right, as opposed to being so happy that like this base I just did was featured on the cover of our freakin magazine. Yeah, each, and probably other people are looking at me and feeling bad about themselves I click critical party, my friends, you could add in this third goal of like self hatred and judgment and envy and jealousy and we just want to collaborate, but it’s like, hard to do it is,

37:10
I find it this is just like struggle right like it’s this constant sort of internal struggle, struggle up. I look at somebody post and go, Oh, she’s done that’s great, or oh wow she’s got a staff of tech and then they go, hold on, I actually don’t I really don’t want that, like, I don’t. I love working from home, I have an office. I love I have virtual like might all my team members for virtual, we have one that comes in but you know that she can work from

37:36
home. Like, it’s just like, Hey,

37:38
why do I, why am I envious of that when I actually in deep doubt don’t even want that, but it’s like, that’s what I that’s what I think I’m supposed to want,

37:46
I think is maybe what it is. And it’s like, you have to check yourself. Yeah, all the time, Lisa canning says this and she said, it’s always resonated with me. I’ve had this on the podcast before, but she talks about when she was a designer in China, and she. All she did was like kept trying to like get the purse and have the car to be like that level maybe she needs a team like that, like the people that work within her peer group in that sort of you know we all have our little peer group in our own cities in our industry. And then she realizes like this isn’t even what I want. This isn’t even my dream, but this what the industry is, I guess, the word is, it’s the it’s the level of success that success benchmark that we’re going to meet it’s like I look at designers and all the time like, oh man, they’re working, they did that condo complex or like they did, like, I’m trying to think of something that’s like recently happened where I’m like, yeah, and then I just feel shitty doing is wonderful and what I’m doing is great, and my aspirations and dreams are different and with the coaching I’ll tell you, Crystal it’s been, it’s definitely been a struggle for me, because I’m trying to balance this like desire and passion for teaching and online courses and the podcast, but then also this traditional design business, and I don’t want to like rock the boat, or like I don’t want to screw it up, but I really want to follow this one passion without sacrificing another one and what are people gonna think like I had a lot of imposter syndrome going into creating a course, but I think I honestly believe the only reason I was able to do it so quickly, without so much self judgment was because we were in a pandemic. And I had less exposure to those people. Yeah,

39:37
that’s your kind of isolated and said I’m just gonna do what I want to do and get it out there and just Yeah, put the blinders on and, you know, and obviously it’s been very well received. So, yeah, doing something right, you know. Yeah, I think that it’s funny that you say it’s this internal struggle of, I think what success of your business success is supposed to look like when we all have a different perspective of what that’s supposed to be. And, but, but we do look at, you know the industry in itself I mean, I’m graduating for schools like, Oh, you got to work the big design firms and oh yeah I’m working at whatever, you know, and it’s like, you know you get there and it’s like a sweatshop and it’s horrible and, you know like, you’re working ridiculous hours and you’re thinking, well yeah this is, this is great, this is a lot of fun you know this is what I want to do.

Episode #0028 – TPD chats with Financial Education Specialist Ashley Fox

Featured in this week’s episode of The Productive Designer host Crystal Collinson interviews financial education specialist Ashley Fox. Ashley is the owner of Empify which is a social enterprise created to change the perspective of the role of money on people’s lives. 

Ashley graduated from Howard University and worked as a Wall Street analyst. While working on Wall Street, she was inspired to teach others how they could be doing more with their money and make money while they are sleeping. She explains that it’s not always about working hard to make more, but instead, it’s about working smarter. 

Whether you’re a small business or just a middle schooler wanting to learn, Ashley has some good tips and tricks to get started right away on investing.  She has several programs to help all ages learn how their money could be doing more for them. In this episode, she will give a few tips specifically for small business owners. 

So, join Crystal and Ashley as they discuss financial tips, her programs, and different mindsets to better your life. And then, do something today that your future self will thank you for and find out more about how you could take your business to the next level.   

How to Get in Touch with Ashley:

Website : empify.com Facebook: empify 

Twitter: @Empify Instagram: empify  

financial education specialist Ashley Fox

Recommended podcasts:

How I built this podcast, Abraham Hicks podcast

[- - Here is the RAW, unedited transcript - -

0:35

Welcome everyone to another episode of the productive designer, and I have another guest with me today. I love having these conversations because I think we get to get some insight and learn some knowledge from others. I have Ashley Fox with us today, and I’m going to let Ashley tell us a little bit about herself and her business welcome Ashley.

0:54

Hi, how are you thank you for having me.

0:55

Oh it’s it’s great to have you.

0:57

All right, so I’m actually fast I’m from Philadelphia I went to Howard University graduated high school with the intent to work on Wall Street that was ultimately my goal. When I graduated I worked for a large Wall Street investment bank where my job was essentially individuals that had $25 million or more. My dad was to keep them away. So we managed money for millionaires and billionaires. So I thought that would be the ins and outs of what they do with their money on the investment how they travel, everything. They after about eight months of me being on Wall Street, I felt like I didn’t have to be like the client.

2:11

No matter how hard I work. I was never going to be in a position where I could have $25 million in revenue ever make it to figure that a young age people, you know I was making good amount of money but people that I had a lot of money and that’s when I realized that there was a disconnect between how wealthy people manage and invest and think about their money and how the everyday person just decided to leave them on Wall Street career with the intent to build a company that educated the world that wall street did not talk to them so I became a financial adviser targeting low to moderate income people, and I created a company called emphasize, and empathize the word empower and modify merged together where we create financial education tools and resources for both adults and children so in the midst of me coming up with this idea of wanting to change the world. As an entrepreneur, we don’t make money every two weeks like a job so actually ends up losing everything I’m fixing from apartment in Harlem and I had to start building my people from my parent’s couch, when they want to educate adults, then we started to put programs in the school system. So ultimately we have programs for both middle school and high school students all the colleges. We’ve been in the prison system and now we have an app where we are pretty much an ed tech startup focusing on providing financial education in the palm of your hand. So just imagine the Netflix of finance in your hand, where we get the tools and resources that you don’t learn in a school system that you may not have learned growing up, and ultimately getting people to a point where they’re learning how to build wealth, starting with what they have, understanding and growing into the person that they want to become.

3:36

That is a lot to I mean you’ve done a lot in your young life and I think it’s amazing what you’ve done I mean to, to see the as you say like the ultimate wealthy, you know segment of society which is not a lot, and to see how they’re managing their money and then to see how everyday people like us are managing our money and just to see the, I guess the, the major differences and what would you say those in a nutshell and how could you if just to simplify what would you say the major, I guess, what is it that makes people that have a lot of money, invest differently than people that don’t besides the amount of money.

4:12

The amount of money keeping matters right the thought process behind the person getting the money. So they focus on investing, they focus on generational wealth they focus on having a legacy. And I think it’s also a belief factor I think for me personally I didn’t, I’ve never seen myself at that time, having millions of dollars but when you’re around millions of dollars every day. The belief in you and the possibility around having laid it out so I really think it’s the mindset I think the everyday person when it’s I think they’re not taught you know you’re taught to go to school, get a job and then you get a job to pay for school you’re taught to always work hard for your money. Yeah, when in all actuality, we know a lot of people that work hard, but they aren’t wealthy and so I think it’s more than just working hard, it’s understanding that in order to build wealth in this country I honestly believe you either have to invest in someone else’s idea, or you have to invest in your own idea we can now work our way to wealth, we can spend our way to wealth, we cannot save our way to wealth and in order for us to create something that lives longer than what we can we can pass it down so that we’re not passing down generational poverty or generational debt. It’s about shifting the mindset from ownership to consumption and I think we all love to shop. But who is teaching us how to own how to invest and how to build wealth and make money well and speaker. And I think that was a mental shift that I think wealthy people have these things different they see different they look at value they look at ownership, a little bit more than what the everyday person actually thinks about their lives.

5:32

I could not agree with you more I totally agree on that I think it’s completely a mindset. Like I loved how you said you can’t save yourself to wealth, you can’t work yourself to Well, I mean, we only have so many hours in the day we you know we as one person can only do so much, there’s just no possible way that you can make that type of wealth, without, to your point investing in something, I think to exponentially grow your money. Definitely. So who would you say like I know you said that you’ve been you’ve got programs for the school system which I think is such a needed resource I’m in Canada, and we don’t even, you know, I’ve heard of different programs but the I guess we would need a Canadian version because we have some different tax laws and that type of thing but I think it’s so important that I think to your point, it’s getting the mindset in younger generation and getting out of that cycle of the, you know, work hard, make enough just to pay your bills and it’s just, you know, that’s what you’re living, and that’s what you’re learning and that’s what your mindsets programming I guess is really what it is. So who are you working with I mean it sounds like you’re working with a lot but if you can sort of dissect that a little bit.

6:38

Divide and define the entity, the first the first half will be we’re focused on children so we start at eight probably eight to eight but within the school system that we start around the sixth grade where we go from middle school on up. The other half of number five we focus on adults. And so I I’ve had clients when I was a previously a financial advisor I have clients who make millions of dollars, but still didn’t know what to do with their money also have clients who are making $30,000 a year. So I would say my focus is targeting the people who aspire to build wealth and just don’t know how or where to do it. So that can be individually because there’s a lot of athletes and celebrities that make millions of dollars, and they don’t know what to do with their money so it’s about financially, educating people who want to be financially educated, who’ve gotten to a point where they’ve tried they’ve made mistakes. They’ve taken classes and exhausted all options and they don’t know where to turn. And so we focus on the people who want to help work focusing on those working professionals, entrepreneurs, know that they deserve more they want to have more they’re just not 100% sure of how to get there.

7:35

Yeah I yeah I feel, I feel that myself sometimes because I think you talk about the athletes that are making tons of money and if they’re if they’re misguided and don’t manage their money well, they can lose that quickly, or we’ll go for them whatever but it’s just a different amount right it’s still the same process of taking what it is that you have to invest, and then doing something, you know, investing it properly. So, as our listeners are pretty much solopreneurs and small business owners, what’s your advice on someone that is, you know, new to investing, or maybe doesn’t have obviously doesn’t have millions of dollars to invest but what are some of the initial baby steps that that we can do.

8:15

I would definitely the easiest way to start when it comes to investing is to invest in what you know us and believe it, because when you think about in particular for thought my own stock right if you’re starting a company you own a piece of the business and don’t actually well you don’t have to build a business but you’re owning a piece of business. And a lot of these multimillion dollar billion dollar businesses that we know us and our loyal customers to on a daily basis, have made their billions, because of our consumption. And so the easiest way to start and I always recommend people do this is literally make a list of where you spend your time and your money so literally when you wake up so for example, when I woke up, I went to my cell phone I have an apple iPhone, I have arrived at my provider. I checked my email which is Google I went on social media which was Instagram and Facebook and that’s owned by Facebook. I woke up and took a shower I used. So, that Unilever right. I came in I use my computer, I got my computer for Best Buy like. So, when you really start to think about where your money’s going where your time is going what TV shows are you watching what foods are you eating. What do you do for fun, who’s getting your time right and all of these companies, they’re making money off of you so when you make a list, start to ask yourself if I could just choose the top five companies that I know using believe in. Who would I actually want to go into business with right, we all love to get packages from Amazon not realizing that Amazon is literally changing the world right Apple is a $2 trillion business right so really understanding that some of these large reputable companies, they’re less than $200 for you to invest. Right. So understanding that if you just start with companies you know because it’s a lot easier to research a company, and you actually know what they do, right, it is easier to invest in a company when you know that you’re loyal to the brand when you’re giving them your money. It’s one thing to give your money and spend money with these companies by doing that you’re decreasing your network, when you actually take time and invest in a company now put yourself in a position to increase your net worth, versus decreasing it by spending and so I definitely would say start to make a list of who you’re giving your money to and your time and your energy too, because chances are there’s a high probability that their multimillion dollar billion dollar business, and they’ve been that way for years. Therefore, without shoes, they wouldn’t be able to exist so why not go into business with them and own stock in this company,

10:22

right. So would you suggest, if somebody only has, let’s say, I only want to pull out a number of mail but is it better to invest more in one or two, say, when we’re talking about companies that guess we’re talking about buying stocks to them. Would it be better to invest one or two or do you say, you know, take whatever your amount is and divided by investing in five?

10:44

It really depends. Right, so I definitely understand that the first thing you have to do is before you make any money you pay yourself. I think we have this thought process around when I make money I have to pay bills well in all actuality, you are the one that worked 40 plus hours a week to make this money when we give our money away to everyone else we have nothing at the end of the month, and we feel empty inside. So first we have to make ourselves a higher priority so whatever that amount is I don’t care if it’s $50 if it’s $10, you have to develop the habit of a wealth building, because building wealth isn’t just about the dollar No, actually it has nothing to do with the data, it has to do with the habit behind the person who’s building wealth because if you add to $10 your way every week to a million dollars. You can ultimately get there but I can guarantee you won’t. Don’t do that right so understanding that starting small matters, one of these also finds too is the more options you have the harder it is to make a decision. So I always say to pick the top five. Now it is possible you can say, I want to invest in these five businesses, and I’m going to divide it into pieces. And that’s how you do it right, me personally when it comes to buying stock, I have to share goals. So for me, one of my biggest goals is to own 20 shares of every company that I own right. So if I only have $100 right now one of my favorite companies that I like to invest in is AT&T. AT&T is like $30 a share. So if I have $100 if I know my goal is to make sure I get to 20 shares before the end of the year. I’m going to focus and put that 100, until I hit that goal of for AT&T to hit the 20 here. So I personally do that, but you can also say I’m going to focus just on Apple stock today I’m just going to focus on chip only stocks today, or this month. And so, focusing on what companies you think no use and believe in, because the more you put into the company, and the more the company grows the higher your return can get so you can divide it, or you can say, I’m going to focus on this company, because I truly believe in this company the direction that this company is going, you can go that direction as well.

12:35

Okay, that’s I mean that’s good because I think that can be overwhelming to is to figure out, you know, with the limited amount I have is you say $100 where what’s the best way to use it, how would somebody I guess research, other than, you know, to your point of no use and believe in what would be another way to confirm a company’s financial stability speaking from a person who’s pretty, pretty much a layman as far as reading you know financial reports, what would be a best way is there is there a website’s is there like what’s a very simple simplified version, I’d say a couple

13:06

things you can do the first thing you need to do is go to Wikipedia. Okay. Wikipedia you research the company; you’ll then know what the company is because a lot of the companies we use are not the main parent company right for example we can use Instagram but Instagram is actually the child. Facebook is the parent company right we can eat Doritos. But Pepsi is the parent company so you’ll be investing in Pepsi, so I go on Wikipedia, you can see the structure of their business. You can see who owns the business and on the right side of the screen you can see how much revenue, the company generates. Well, right. Okay. Another thing you can do is then look at the stock chart, you can simply go to Google type in the company’s name and then if it is a publicly traded company, there’s a nine out of 10 chance that it’ll pop up right on Google and click the five year mark and look at the trend of the stuff, right, as a company, you will this think about this being entrepreneur, you’re not, you don’t just shoot up real fast and then shoot like you want to slowly walk the company steadily grow like if you invested in Amazon, years ago, Amazon has just started taking off right yeah that’s usually the trajectory of a company so you want to see steady growth, you don’t want to see it go up and go down and go up and go down because that’s about to stop, especially just starting out you want stress in the company you want stability. You want companies to be profitable consistently, so you can look at the stock chart and just look at what the line at the five year does because it’ll give you a clear depiction of how the company has been performing over the past five years. That’s another good indicator. I definitely would recommend going to the company’s Investor Relations page so you can go to the company’s main website but that’s typically where the consumer of their products or services will go but if you go to the investor relations so you would just type in a company name Investor Relations. That is the website where you’ll see everything about the company that is for investors. So you’ll see the numbers of the company you want to make sure that company is profitable. You want to make sure that company is growing, you want to see if the company pays a dividend. If a company pays a dividend dividends are essentially the company’s take their profit, and they give a certain amount of money to all their shareholders. So for example ATC for every share of AT&T you only get $2.08. You can put the ATC $30 you put $30 in your bank account in your savings account, you’re getting 30,000 AT&T goes into 2008 cents every year for every share you vote. So if you want to share, they’re going to give you $4.16, and it continues on so you can start to create cash flow by investing in dividend paying companies, but a company that pays a dividend is actually a good sign because remember that dividends is money that’s given to shareholders. After the company is profitable company like AT&T have the same dividends for years, which means that they’re consistently profitable. So you want to make sure the company’s making money. You want to know the products and services that they’re that they’re using, and most importantly understand the vision of the company. You want to make sure you believe that that company is going, and that their goals and their numbers are aligned with that. Again, this look at like owning a company, what would you want to know about a company if your friend to ask you to invest the company. You want to make sure you trust the team. Make sure you believe in where they’re going and that they’re profitable knowledge these things you can definitely find on the investor relations page.

16:10

Oh that’s great that’s great information I would never thought of Wikipedia. And I think I, you know, again the dividends is amazing to just, it’s such a great way to if you’re if you’re thinking of, like, say you make your top five but you’re like okay I’m going to just do three, you know, to look at those so those are great points I think that’s, I mean, I’m learning stuff right now this is amazing. So do you offer is it programs are you working one on one with people how what’s sort of the setup of Empify.

17:05

So when it comes to adults in particular. So, my biggest. My biggest biggest biggest recommendation is my Wealth Builders community, so you can literally go to Wealth Builders community, calm and there’s tons of tools or resources because we have individuals who are able to attend our weekly classes live there’s some people who can’t so they’re able to watch the replay so within our app, we have tons of dynamic discussion, we have tons of classes, we have tons of tools, resources and guides that are literally housed in our app for all of our members. But what’s most important about our community is you’re not just learning financial education, you’re on a journey through financial education with individuals just like you literally over 800 people in our community, that you just talk to every single bit of imagine like a social media platform that you’d use like in the palm of your hand, still learn but also interact with people who are investing in dividend stocks individuals who are learning what accounts to open individuals who are saving and investing for their kids, because sometimes it’s really hard to have those photos and conversations with your friends and family if they’re not on the same wavelength.

18:03

Oh, for sure. Yeah,

18:04

so having that resource at all the individual have like an annual membership we have a private beginner method room where we do weekly group coaching we have discussions, and it’s more it’s more intimate because it’s over 800 people and we’re growing really fast, our app is only been out for the past two months, we started to create separate routes, so that when you’re just joining you’re trying to find out what brokerage accounts to open you’re trying to find out Hey, what is the stock and that’s what that room is for our big our big namespace where you have all the conversations. The news about everything. We also offer different guides so we just released the guide, literally last week of the top stuff to consider during the election, during a time where everyone is focused on the election, right are people that are going to monetize and make money as to who potentially gets elected to make money, no matter who gets elected is really starting to think, Wow, the world is so emotional. We’re going through a pandemic, like, still think about how we can build wealth, how can we still be solution oriented, no matter who’s in office right so we have different guides and resources. I personally do do coaching, I only take a couple of clients per month and because I’m really focused on building education I want to literally build a financial education institute that both brick and mortar and online that we can reach maximum massive amount when I see a lot of individuals from Canada from Canada to Caribbean Africa, Europe and people from all over the world, but everyone I think the commonality is just ready to get financially educated, they want to change, and we help them start with what they have, right where they are,

19:27

which is amazing because it really is a daunting for somebody who isn’t in that and as small business owners we’ve you know we kind of know the basics of what we need to know to run our business but investment is not in part of our wheelhouse. So, you know, to be able to go into, you know, a safe space so to speak and ask, what would be considered, you know, quote unquote, a dumb question which I know they’re not dumb questions but you know as a, as a new investor you’d be like okay so what does that mean and what do I do with that and, whereas I think so many, even when you meet with your financial advisor it’s like a lot of times the talk is completely going over your head because you’re like I don’t even really I don’t even understand the fundamentals of investing so to be able to start and learn. Like any new skill right at the beginning, understand the language. Understand, just the nuances because a lot of it is about language, a lot of it is about just we’re sometimes afraid to ask those questions because you don’t want to appear, dumb, because you don’t know the answer to that stuff. So you’re working with people from obviously you just said that different countries so that’s great because I always worried about you know we have different tax laws and, but I think to what you’re speaking to is the fundamentals and understanding about investing and. So you mentioned the panda back how, what have you seen that has really shifted besides the obvious Amazons and Netflix stocks going crazy. What have you seen from your perspective, from that that the financial perspective has changed immensely because of the pandemic.

20:58

Well I think there’s, there’s two sides to the pandemic you have the people who have suffered drastically. Yeah, there’s millions of people who have lost their jobs, however, that the wealth gap has gotten wider yeah people are making millions of dollars like my portfolio is up over 100%, but the reason it is because when I saw everyone panic when I saw these companies in the world did not notice I’m talking like around March 23 early April, no one knew what was happening with the market. Yeah, suddenly, people were afraid and so in my mind while all these companies are drafting and all actuality you know everyone’s miserable in my mind, no matter what happened to defend them it’s still going to be around, who’s still going to make money right so it’s kind of like, are we going to cut off our cell phones because we’re on the house, we actually probably use it more. Are we going to stop buying online well actually I thought we ended up watching TV so under active pandemic was involved and then more news coming out is actually looking at it from an office perspective my deepest oh my god the world is falling apart I’m scared. Honestly first turning off the news because that is literally conditioning within itself right oh yeah for sure.

22:05

I think focusing on who’s winning right now, just like think about airlines. Airlines was a huge hit. Because of the pandemic cars, we never about the fly anymore at one day This will soon be over airlines are going to bounce back so in my mind, I want to invest in the number one airline I want to invest in a company that’s number one in their safety, even if they took a hit, either hit, even if they’re even if they’re winning, but you’ve got to look like look at it when everyone is panicking, that’s when you look for opportunities, right away the stock market is the only time, everything goes on sale and everyone gets scared when you walk into a store you see a sale, you’re ready to buy you walk into a store you see bread, you want to go Bible reading the stock market. We just think the whole world is falling apart when in all actuality, that’s when you should go look for opportunity. And if you really sit and think, oh you know grocery stores selling toilet paper companies, food and beverages. There are a lot of companies that are winning right now yeah but the news is the news is telling you the cases are on the news is telling you. Oh, it’s all bad news. Right, yeah. There’s always another side but that news is what drives revenue for the media, and the more the more you’re consuming the more these, these companies are making money you’ll never always see good stuff on the news, because nobody cares about it, you can

23:15

no it’s not exciting. Right. People don’t turn into hear about Oh little Suzy celebrated her eighth birthday, you know they want to know. Absolutely.

23:27

You have to think that but you have to think okay everyone’s panicking, but the whole world is about to fall apart all the companies that have to go out of business. I still want to build wealth I still want to put my children through college, I still don’t want to have to work every day in my life I still don’t want to have to run my business all day every day like I do like, at some point, we want to live the life that we dream of and we definitely deserve to do that, but in order to live that life, and focus on your life being greater later you have to start today.

23:52

Yeah, and I think and your point is you know, I know this is a cliché term but it’s making your money work for you so whatever it is that you’re making, put that to work, so that you know you can increase your wealth through investing as opposed to just, well I’ll just work harder and I’ll work longer now like that’s that’s a way to the, you know, to burnout for sure so. So, I guess two to three pieces of financial advice for small business owners, if you could just sum up two to three pieces.

24:20

First one, I would say, if you met. Right. As a business owner, especially if you have a team, you’re focusing on making sure bills are paid and making sure your team is taking care of you, making sure you’re generating revenue and satisfy your customer, and sometimes you lose sight of yours. So you have to be your shoulders, you have to be your best so you have to take care of yourself I always say pay yourself first. The moment you make money, make sure you’re setting money aside and in all honesty to be a very very very very very very low to pay myself. Even when I have money in the back into my business. But again, psychologically you’re telling the world I don’t matter. Right, yeah versus you taking care of yourself now you’re telling the world I matter. I love myself and I’m going to take care of myself so in paying yourself can mean setting money aside for that vacation. That means setting money aside for investments setting money aside for the house you would have I say money aside for the new clothes you want to go either way. Treat yourself and make yourself just as much of a priority as you do your business. The other thing that I would say when it when it comes to being a business owner, and your money. I would say you have a big vision for your business. You wouldn’t be an entrepreneur if you don’t, you’d have to have a big vision for yourself. So what does life look like for you five years from now. And when you do that, you got to dream of that, you have to meditate on that you have to constantly surround yourself around that because you don’t attract what you want you attract who you are, your money grows when you grow. So as you grow as a person and your level of belief gets stronger, you’ll start to see the things you’ve been dreaming that the problem is gone What things we don’t believe you deserve right now so you can leave that you deserve to make a million dollars that you actually start to make a million dollars because we can say you want something, but the identity behind what we want doesn’t exist. We’re never going to obtain it. So start to think big, start to write yourself that complete on your mirror start to put on wealthy around the house, start to read those books that mentally obsessing you because it’s not that we don’t have the ability to make money. It’s we have an identity, issue around money. We don’t feel like we deserve to have money we’re not accustomed to having money so you have to set yourself aside, it takes time for you to just strengthen your mindset around money because when you really start to believe and you start to put yourself in those big rooms, and you start to put yourself in spaces and in reading the things that frighten you. That’s how you know there’s work to be done but the more you immerse yourself in the lifestyle of money. Immerse yourself in the language of money, you’ll start to become fluent in having money and I think that’s the most important,

26:45

it’s like, tapping into your, you know in bed, training, and tapping into reprogramming your subconscious so that you actually firmly honestly believe it right because if, to your point, if you can say all the positive things but if you if you deep down don’t feel that your worth it right, it’s not going to happen. That’s amazing, I think, so how If so, you if somebody wants to look into your programs, what is the best way to find your programs. So I know you mentioned wealth builders.com,

27:12

you can go to amplify.com and through that you’ll see all our shirt with a little bit of community development community is a strictly for the app you’ll see everything about the community, you can still browse the website from that site, yet literally from start to finish, tells you who we are, what we do and why this app exists, but definitely and then also welcome to community on Instagram, and I am underscore active it’s not for Instagram.

27:38

Okay, we’ll put this all in the show notes as well. So at the end of every episode I’d like to ask my guests three questions and it’s I call it my interior Inquisition and this can be about investing it can be just about life. So, what is the one thing you think every person should experience in their lives.

27:54

Well I would say freedom. And I think it’s not freedom financially it’s freedom from this book. I think we get to a point where we can’t turn our brains off. We can’t turn that other voice off and I think when you have the level of peace to hear the voice, but not listen to the voice. I think it’s a special space to be in and sometimes you have to be really quiet to get there sometimes it’s really challenging to be there like literally for the entire day. Yeah, you can turn that voice off and you can have that inner peace. I think that’s the most amazing feeling in the world because now you’re not judging the guy you’re not afraid of you now you are you in that moment, and you’re free of the thoughts that you have I think it’s even if you can get that for two seconds and can recognize it. It’s a blessing because if you can do it for two seconds you can do it for the rest of us.

28:37

That’s great. I love that that’s I’ve never had anyone say that and I think that’s very it’s very true, like it’s Yeah, to calm the mind is a challenging thing, what’s the wisest thing you’ve ever heard someone say

28:49

that I remember a time where when I’m building my business, I didn’t have a lot of money but I had this big vision because of what I saw when I got it. And I remember I was featured on Jim Cramer the street, literally that right after I quit my job I was going through my eviction process like how can I teach the world about money. When I don’t even have it right, but I’m starting to get publicity and that wasn’t really what I signed up for. And I remember talking to my mentor and he said it’s not fair for you to hide who you are from the world. And that has always stuck with me because if this is who you are and the value that you bring. It’s not fair for you to hide behind a curtain when your worth being seen. your worth being heard and it’s like, so for me, who wants to change well who wants to make an impact. Who wants to be a service that people look good if I don’t even feel good enough to be seen. And I think for all of us. We all have a story. We all have a narrative we all have goals dreams that can inspire and grow someone else, and it’s not fair to the world for you to hide who you are because you don’t think you’re good enough. And I think we also get to a point where it’s just like hey world, lot of money, because I want to make a movie right hey God use me for what I am and allow me to walk in my true path, because I am grateful for who I am and I’m becoming stronger and everything that’s coming our way.

30:36

That’s amazing. That’s great, but I guess it’s just being authentic right and it really boils down to just be who you are and, and that can in especially in the interior design world, I’ve had many conversations with, you know, sort of designers that have started and we all kind of come in thinking okay I have to dress this way I have to speak this way. I have to like, come in like and then, you know, your kind of go. Wait a minute. That’s not me, I got to be who I am, and my people will connect with me, because of you know who I really am as opposed to I’m pretending to be so what are three podcasts that you are currently listening to and I’m sure you have more than three but if you can narrow it down.

31:12

I’m very I’m very conscious of what I put into my brain so I love that How I Built This podcast. Yeah, this is an entrepreneur. I love and my podcast. I think he’s a phenomenal, phenomenal business owner, but he has some nominal people on his podcast. And I’m also like an Abraham Hicks junkie listening for videos which are clips of all the talks away It’s like an obsession with her on YouTube. Yeah, we’re able to listen to a podcast. I definitely been like an Abrahamic junkie every single morning.

31:42

Oh yeah. Well that’s part of changing the mindset right trying to sort of get into that, you know, believing in it and getting deep down into, you know, changing your mindset so that’s great. Well thank you so much Ashley this has been a really, I mean educational for me and I think what you are doing and offering is is so so so so needed, and in both I look at it with having you know kids that are in their early teens, I think, oh my god I’ve got to educate them now so to be able to speak to, you know, having it in the school system is amazing. And then, you know, it’s never too late for us adults to pick up and learn some financial literacy so I think what you’re doing is amazing. You should be really proud of what you’ve accomplished and what you’re, you’re going to build. Yeah, this has been great. So thank you again and we have all your contact stuff we’ll put that in the show notes, and that would be it for now. So thanks so much.

Well that was a great chat with Ashley I really appreciate her taking the time today and I think there was some great takeaways her program sounds amazing especially when you can. It’s something that we can get our kids to learn about early on, and just get them educated from a younger age as to what it means to you know be profitable and have profit and pay ourselves first and all those types of, you know, even just setting the small goals and starting small is a habit that I think is going to be, you know, going to benefit them for years and years to come for sure.

I loved Ashley’s tip on how to find out about a company and find the parent company by going to Wikipedia and never would have thought that what a great, great tip I’d say, you know, something I’m definitely going to take away from today’s talk and looking just at the trend, I guess, and looking for a company that pays dividends, again, you know not super knowledgeable myself in the in the stocks and finances, but I think if we just, you know, use her, her advice is something that we know we use and believe in, then you know that’s a great, great place to start as opposed to trying to, you know, research, or get tips and ideas from other friends that say that you know this is going to be a great stock so hopefully that this is some ideas or at least gets your minds, you know your wheels turning on ways of maybe looking to make your money, do more for you than it is doing right now.

So, I hope everyone enjoyed this episode and again, I appreciate you listening, and if there’s somebody you think that would benefit from this episode or any of the other episodes please share it, as it helps to get the word out and share the content and hopefully continue to do more episodes and if there’s anything that you guys are looking to hear more about or topics that I haven’t covered that you’d like covered, please reach out, you can send me a message at contact@theproductivedesigner.com, or you can DMs, @theproductivedesignerpodcast on Instagram or on Facebook. Thanks again, and remember to, “Do something today that your future self will thank you for”, have a great day.

We hope you enjoyed this episode of the Productive Designer, please like and subscribe so you never miss an episode. For more information, please visit theproductivedesigner.com  , or find us on Facebook  and Instagram  at The Productive Designer and Pinterest Crystal Collinson Interiors. Join crystal again next time for more motivation, tangible tips, and support for your interior design business. Thanks for listening.

Episode #0027 – My interview with “Business Talk-Sister Gawk” podcast hosts

Featured in this week’s episode of The Productive Designer host Crystal Collinson with fellow podcasters Ruthie and Bekkah. They are the hosts of Business Talk Sister Gawk where they focus on learning about entrepreneurship and putting things to the test. They love business and specialize in helping entrepreneurs reach their full potential. 

Bekkah is the owner of Wise Elephant Consulting, and she aspires to assist others to succeed in their entrepreneurial dreams. She first focuses on marketing and then dives into other important aspects of the business. Bekkah is always learning and growing. She is constantly finding new methods, objects, technology, and more to help her in the workplace. Hence, she discovers all the important aspects and will learn the ins and outs. In addition, she is a pro at researching and guiding others to the right tools to help them. Check out their free resources here Entrepreneur Tools & Tips 

Ruthie is a certified Dave Ramsey financial coach, and she focuses on how to help others financially. Whether it be to pay off student loans or save more for retirement. She helps people plan their financial future in a way that will help them reach all their hopes and dreams.  She’s helped others pay off over $140,000 of student loans, and she continues to help people become debt-free. 

So, join Crystal, Ruthie, and Bekkah as they talk about their business podcast, and how these two sisters are constantly helping others. Do something today that your future self will thank you for and listen to Business Talk Sister Gawk to see how you could push your business to its fullest potential.  

How to reach Ruthie and Bekkah:

Website – businesstalksistergawk.com 

Apple podcast – business-talk-sister-gawk/id1499391038 

Facebook- businesstalksistergawk

Instagram- @business_talk_sister_gawk 

two ladies sitting on table with mic, laptop, headphone and tumbler

Recommended podcasts:

Ruthie – How I Built This, Vacation Rental Machine, The Leadership Vision
Bekkah – Planet Money, Screw the Commute

Episode #0026 – Educating your client on the Economic Value of Furniture-there is more to it than you may think. A discussion with Renate Ruby

Featured in this week’s episode of The Productive Designer host Crystal Collinson interviews fellow interior designer and furnishings Curator Renate Ruby. Renate lives in Seattle, assisting interior designers and design enthusiasts striving to live a beautifully real life.

Renate endeavors to bring wisdom and logic to others by educating people on the value Designers have. She believes that Designers often devalue the price of the furniture that is selected instead of taking into account their value in the design. Renate also explains that her business is meant for clients that are looking for high-end quality. She does not believe in the idea of buying a sofa and replacing it two years later. She wants others to buy something of good quality that will last for years to come. 

 Renate believes the Designer’s value is not only in selecting beautiful pieces of furniture. But educating the Client on the economic value of a piece of furniture, and the issue with poor quality pieces. As you listen in, you will hear Renate’s point of view that you might find yourself agreeing with completely or shaking your head. Whether you agree or not, Renate will enlighten you with facts and a position on furniture manufacturing that you may have not previously considered. She also has analogies that will get you thinking from a new perspective about your work. 

So, join Crystal and Renate as they talk about the economic value of furniture and help you see the value in your design services. And then, do something today that your future self will thank you for. Then think about how you can be helping the environment and economy.  

How to reach Renate:

Websites : brume.house   I    adorn.house    I    valuing.design 

Instagram : brume_house 

Podcast guest Renate Ruby in the episode Educating your client on the economic value of furniture

Recommended podcasts:

Hidden Brain    I    Shankar Vedantam    I    Fresh Air

Episode #0025 – Are you a “Worker Bee” or a “Queen Bee” (aka CEO) with Elyse Tager

Featured in this week’s episode of The Productive Designer host Crystal Collinson interviews business coach and entrepreneur Elyse Tager. Elyse specializes in helping ambitious women reach their career goals and dreams by changing their worker bee mindset, coaching them in their career, seeing their full potential in the workplace. 

Elyse wants all career-driven women to realize their value and see their full potential. She wants to teach others how to move from a “worker bee” mindset and lifestyle to a “CEO” powered individual. Elyse brings wisdom and perspective about the female mind, explaining how to break habits to live the life you want. She also informs us on the natural female tendencies and the nurture aspect of our brains. These hardwired tendencies can bring many benefits to the workplace that many do not even realize-we just need to change our perspective. Elyse suggests that if you want to be a CEO, you have to start acting like one. 

In short, Elyse is here to take you and your career as far as you want to go. The brilliant part is, you get to decide how far that is and what success means to you. Every person’s goals and successes are different, and she is here to guide you in finding the perfect work-life balance for your life.  

So, join Crystal and Elyse as they talk about women in business and help you gain some ideas to take your business to the next level if that is what you want. Now, do something today that your future self will thank you for and start acting like a CEO. 

How to reach Elyse:

Website – elysetager.com 

Facebook – tagerstrategy

Instagram- @elysetager

LinkedIn- elysetager

Elyse Tager as guest onn TPD episode Are you a "Worker Bee" or a "Queen Bee" (aka CEO)

Recommended podcasts:
Fresh Air, How I Built This and Ted Radio Hour

Episode #0024 – TPD chats with Serialpreneur Kipola Wakilongo

Featured in this week’s episode of The Productive Designer host Crystal Collinson interviews real estate broker, radio host, and serialpreneur, Kipola Wakilongo. Kipola started off in the real estate game younger than most. But she seems to have found success thanks to teaming up with REMAX Équipe Dynamique. 

Kipola started off by saving all her money and then used her savings to invest in a property. Which quickly turned into two properties. She’s only been a real estate agent for four years. But she has helped over 100 families, mostly first time buyers find homes. Since the days of the pandemic started, she has used this time to increase her social media and digital usage for her company. This allows her to work despite the conditions of the pandemic. And she has learned to adapt and evolve to the situation around her. According to Kipola, if you are not trying to go online you are most likely getting behind. Because everyone needs a social media presence these days. 

 Kipola is a driven serialpreneur that wears many hats. When she’s not investing or working in real estate, she offers advice to other entrepreneurs. This includes advice on how to build more of an online presence, and according to her website, everyone should have a professional photo shoot, this is required for you to portray a professional image 

So, join Crystal as they dive into Kipola’s diverse life and offers suggested ideas of what your next step in your life or career could be. And then, do something today that your future self will thank you for, listen to this episode so that you can begin taking the next steps in bettering your career. 

How to reach Kipola:

Website – kipolawakilongo.com

Twitter- @wakilongokipola 

Instagram- @wakilongokipola 

Facebook – shepublicrelations 

Guest Kipola Wakilongo on TPD episode TPD chats with Serialpreneur Kipola Wakilongo

Recommended podcasts:

Joe Budden’s podcast and Gary Vee

Episode #0023 – Designer – Sam Smith has a Vishion for colour.

Featured in this week’s episode of The Productive Designer host Crystal Collinson interviews app designer Sam Smith. Vishion is a small business in Charlotte, North Carolina. It is a colour search app to help designers find pieces of furniture, wallpaper, paint, and more based on colour.  

Sam is not an interior designer. She got the idea for Vishion after she was trying to find a piece of furniture based on a particular colour she had in mind. During that struggle, she realized it was difficult to find pieces for the home based on their colour instead of their function. This inspired her to create Vishion, a search engine for designers to find their interior needs based on colour.

 Vishion is currently partnered with Sherwin Williams to help you find the perfect paint colour to match your needs. It’s as simple as typing in the colour you want. Suddenly choices of chairs, wallpaper, rugs, and more are brought to your screen. After you’ve made a selection, it brings you to the website where it is found. Then, you can purchase your item directly from the seller. 

Originally, Vishion started as just an app for your phone. But during quarantine they expanded to starting their own website. As this difficult time during the pandemic progresses, Sam has more ideas for expanding her business. 

So, join Crystal and Sam as they dive into Vishion and what is has done for interior designers. And then, do something today that your future self will thank you for and join Vishion to get connected to other like-minded individuals. 

You can reach Sam through vishion.co, on Instagram @vishionco or on Facebook VishionCo.

Sam Smith as guest on TPD episode Vishion for colour.

Recommended podcasts:

How I Built This
Pod Save America
Angel podcast