The Duplex Experiment

My wife and I each took one side of a duplex to decorate for the STR market. My side: functional furniture that looked decent in photos, basic artwork, a "neutral enough" color scheme. Her side: carefully curated furniture that photographed beautifully, decor that told a cohesive story, a color palette that created a mood.

The $20,000 Surprise

One year later, her professionally designed side had outearned mine by almost $20,000 in a single year, just from design choices.

The Reluctant Investor's Revelation

A client (a successful broker/investor) sold his STR to another experienced investor who was reluctant to invest in redesign...the property already performed, he'd spent a lot buying it, and the design didn't look "bad." The new owner's wife is a professional designer partnering with my wife in their firm, Element 321 Design. She convinced him to let her redesign.

Before and After

Exterior: fresh paint, landscaping, strategic lighting. Living room: new furniture, artwork, decor. Kitchen: stylish accessories, pops of color. Bathrooms: updated linens, sleek dispensers. Bedrooms: upgraded bedding, curated decor. Outdoor: cleaned up and styled. Revenue for the same May 22...July 22 window: Before $5,157 at 70% occupancy; After $10,922 with improved occupancy...more than double, in a market where supply was up and demand hadn't kept pace.

Why Professional Design Matters

The psychology of perceived value (beautiful spaces are assumed worth more, allowing higher rates). The Instagram effect (guests want photo-worthy spaces). Creating an emotional connection (thoughtful design makes guests feel valued → better reviews, repeat bookings). Standing out in a crowded market.

Implementing Professional Design (5 steps)

1. Hire a professional designer 2. Invest in quality, photogenic furniture and decor 3. Create a cohesive theme/story 4. Don't forget details...linens, artwork, even coffee makers 5. Get professional photos once design is complete. You don't have to break the bank; small strategic upgrades make a big difference.

The Bottom Line

Design is an investment, not an expense. You're competing with hotels, resorts, and rising traveler expectations. Don't underestimate the power of good design in your STR business.