Boostly Spotlight on Fabienne Miler: Using Interior design to stand out

Okay, so welcome to the Boostly podcast. I'm Liam Carolan, who you may know as the co host from the behind the Host miniseries. Today we have something new and special for you. Today we start our Boostly Spotlight series. And what is that I hear you ask? Well, it's the focus on individuals and businesses who can help propel your hospitality business forward by them sharing their knowledge, their products and services. So listen in for the next 20 or 30 minutes and the result will be that you're going to pick up some tips and inspiration on how you can make your business stand out. Today I'm really pleased to say that we're joined by an award winning interior designer, Fabian Mailer. And Fabiane has been making huge waves in the short term rental space here in the uk. She's just received an international award for the best home staging transformation. And I'm so excited to dive into her sort of business today and to learn more about her. So thank you, thank you and welcome along Fabienne.

Thank you, thank you for having me.

So first question, Fabienne, let's dive straight in. Who is Fabienne and how did you get started in the interior design space?

Yes. So the path was not the most straightforward because my background is in chemistry so nothing to do with what I do. And my previous career was in project management for large companies. And then in a nutshell I had kids so I had to kind of reinvent myself a bit to kind of make it work. And I ended up basically looking into property. I started as a in property while as a deal source and then I landed on a job for service accommodation operator. And one day I was, I was asked as a property manager to kind of stage a property which I did and I resigned straight away because then I knew that it was that it's just colors has always been I think part of my life. I think when I think about it I was a tenant for many years and I was very frustrated because I never felt at home and I traveled a fair bit and this is, I think one of the frustration I had was really this feel of yeah, you know, the white walls, you can't hang anything, you know. So I was fantasizing about what I could do and I think that love kind of infiltration I think came from that and yes, I think so I started the business which at the beginning was called Stitch for more and that was three years ago just before COVID So I started few projects and, and then I think the COVID the difference in it for me was I Started putting myself out there a bit more on social media. I group together called Property Staging Group for Investor. There we go. So that was kind of my happy place. And it was a place to share ideas, colors, inspiration, things I found. And it was all in the purpose of kind of bringing, I think, a bit of happiness in these dark times. And before I knew it, I mean, this is now, it's going to be two years soon and it's almost 4,000 people, property investors. A great place to kind of. Sorry, I'm already covering the question, but yeah, great place basically to find, you know, IDs, ask questions and. Yeah, there we go.

No, it's amazing. And I mean, people will pick up that you're not sort of local from the accent. Whereabouts are you from?

I live in Loughborough.

What do you mean?

Yes, but I've been, I've been in. Yeah, I'm French and I've been in the UK for 20 years. But the accent is not going anywhere.

Oh, no, it's brilliant. And certainly you mentioned the journey that you've had since, you know, since COVID and we're talking just before we started the podcast and, you know, just saying the amount of creativeness that came out of that period of time where we're all stuck indoors is amazing to see some of the businesses which is, you know, propelled themselves and excelled forward. And me, as I've been a lurker seeing your journey, you know, sort of grow and been part of that group that you've mentioned, for anyone listening, definitely go and check out Fabian's Facebook group. It is a wonderful place, full of ideas, full of creativity. And for hosts, you know, such as myself and many of the people listening in, it's just a great place to go and get some, some ideas. I've certainly been inspired by it. So let's dive into what makes interior design important to a host. What benefits does it bring?

Right. So I think so the way staging kind of work and an interior works, I think across any kind of property strategy, this is something to heavily consider. I always say it's the. Well, it's the most powerful marketing tool that is there, basically. But when it comes to service accommodation, and this is why this is most, most of my clients, I would say 80% are set are service accommodation host. It's because I think with service accommodation comes a bit of an idea of experience. So I never see it as, you know, we talk about home for home, but I see it further than that. I see it as home for a home. You would not have so you want to kind of present offer something that really attracts, really inspire. And I think, you know, the use of color, particularly the style, the atmosphere which I always talk about, you know, what you feel when you see these photos is essential not only to kind of appeal, but also, you know, the use of color moving away from the white, the gray helps to basically stand out across, you know, a wide, you know, competition.

To be honest, that, that thing you finished there of saying that people, you know, how do they feel when they look at your photos? I think that's so important because I find for. For my business that when people see places which is so different from their. Their own home, people do buy on emotion. People often don't buy on logic. They. They think about how that they'd feel to be there. And that's certainly been something which has helped. Helped my business.

And you're absolutely right. And this is, this is how you are made, you know, emotional. Especially, you know, if you look into the leisure market. It's all about. It's that, it's. It's feeling something that is fun, that is happy. So, of course, the emotion link that, you know, the, like any purchase, when you go to, you know, the supermarket or anywhere to buy something, it's often on impulse. And this is when you can tap into your market like that just by attracting them.

Yeah, definitely. And what would you say to. We manage for a lot of people and we meet a lot of hosts out there who just go, well, you know, I'll just whitewash the walls. I'll put in, you know, some basic furniture. What would your advice be to them? You know, regarding how. What would your advice be when they might be thinking, well, interior design, you know, is quite expensive. It's quite a big step. What would your advice be to them?

So, first of all. So I think it's important to acknowledge first the difference it can make. And I'm sure we talk a bit more about kind of the benefits. But I think it's thinking, you know, looking, starting looking a bit at the competition, looking what' around. Because the whole point, you know, in this business is to be profitable and to make money. So you want to be different. And as such, what are other people doing? And if indeed the competition is, you know, pale white, you know, uninspiring, you want to be different. So what say is that? Paint, you know, I always say to clients that, look, if you don't have that much money, at least see, spend it on paint for the walls. Because this is the biggest impact you Will have. So I would particularly your main photo. So again, if you think about. If you have to do one thing, think about your hero photo and make it shine. So in some ways, you know, find some colors which is, you know, not just a little struggle. Try to make it kind of with intention to be able to. To. To stand up, basically. So at least paint in one room, which is your hero photo. That's the. Oh, sorry, I didn't want to show that. Look, there we go. I'm redoing my room and look, it's not finished.

No worries. That's one of the benefits of being interior designer. For those listening on the podcast. The camera's moved and I can see that Fabian is doing some painting in the background, but, hey, that room's going to look wonderful. So that, you know, go back to your answer there about when you're looking at your competition. And this is something which all hosts and everybody listening can do. Before launching a unit or when considering updating a unit, just spend 20 minutes, half an hour looking at every choice that your prospective guest has got. And if everybody else has got the same color scheme, I mean, a few years ago, there used to be yellow and gray everywhere, you know, that used to be on every single photo, didn't it? And there's a saying that Mark always says, which is when everyone else zigs, you zag. You know, like, if you, if you've got a different color scheme, then that's going to be so important to do so. And I love the fact you're talking about that hero image because a lot of the time people don't realize, but the first picture on Airbnb or on the OTA or on your own website is what will get people to click on it.

Absolutely. Get them, get them in. Yeah, exactly. And in that room. Sorry to, to cut you also in that particularly so often, I like to kind of put, you know, more, more of the focus on the, the, the. The living area, which leisure. We want to attract more people. You want people to picture themselves. So it's. If you've got, you know, 100, 200 pounds that are there, this is the place where you might want to kind of have a couple of kind of pieces that are a bit different, you know, a bit different. So it's for you to kind of inspire. So a bit of this, you know, more kind of luxury feel. Have even just one artwork or one mirror where you spend a bit more, but just looks that, you know, it's a bit. Yeah, it makes you feel good. It makes you feel special because if you've got often I see on Airbnb I like to scroll down and see what's there. You would see that first photo with a tiny little lampshade. It doesn't make you feel special. And this is the whole point of the job I do. It's to make people feel that they wanted to be there because it makes them feel happy, makes them feel good. And these pieces are essential as much as for some people it's insignificant weekends actually even one piece can change completely the vibe of the War Room 100.

And that is where often when we are talking to clients and people who are looking to, to get into short term rental, you know, they're often looking at just the profit as the bottom line, how much they're spending. But actually by having one or two of these pieces in there because everything is about how you make that guest feel and the quality of hosting, you know, this can result in better reviews as well, having better interior design. I'm. What would be the sort of a top tip that you'd like to share with hosts? I know you mentioned painting, you just mentioned something about light shades there. What would your top tip be with. With lampshades?

Lampshade. I've got this saying, I don't know where it's coming from, but that's the word I follow. I don't specify. So the way I work, I only work remotely. So I specify all the local shopping list as well as the decorating plan. I spec everything. I never specify for lampshade that is below 40 centimeter. For me, the size, which I think is a dilemm shape makes you feel like, you know, you haven't paid ten pounds at Argos and that it makes you feel a bit better. So 40 centimeter is the, the golden size.

Well, that's a good tip to have. So from now on, whenever I'm you know, setting up a new place, it will be minimum 40 and we'll. I'll get the measuring tape out. But it does make a difference for the photos though, doesn't it? Because a bigger lampshade, you know, does, does just bring the whole absol.

And you know, and what I found it's so, so interesting because I think there's so much effort put into generally while property and kind of the due diligence, the money spent, the time spent, the effort. If you go refurb, right and then you arrive at the end tired, often, you know, you run a bit out of money. You just want the thing out and you want to start making money. And actually this is the bit, this is the marketing piece. This is when you want to actually make a bit of an effort because you, that is what's going to sell your product. No matter all the effort put before, almost irrelevant. This is the bit that's going to sell your product. So often it's the same with rent to service accommodation. It's often a lot on, okay, let's get it out there quickly. Let's not spend much money. It's all about return. But actually a bit of effort, a bit of intention, a bit of money spent and straight away the result shows. So it's not money that is wasted, it's its money invested. The same way you invest into property. That money spent into like a nice chair, a nice length shade which is 40 centimeter, that is gonna translate into a bigger return.

I love that as well. I'm definitely gonna have to use that sound bite with some of our clients because often they get to that stage where you know, the place is almost ready and then it's a bit of a rush. But those details like you say is, that's the moment when actually you need to have, you know, that extra attention to detail, the extra, the wow pieces in and actually just go that extra effort because that can make a difference to you.

This is the marketing. This is the marketing. It's, it's like, you know, developing a product in the factory and then you've got this amazing chocolate bar that you just wrap it, wrap it in foil and then it doesn't work.

Yeah, exactly. That is, that's the marketing of it, isn't it? And one of the things, you know, there's, there's a lot more properties becoming available. The market, you know, summer saying there's a lot more places, you know, people are worried about saturation, but interior design is one of the ways to stand out. And when it comes down to the services that you offer. What sort of services? If we talk about the services that you offer that the hosts can get in touch with, what sort of services do you offer yourself that people listening could utilize?

So there's few things, I mean, I've kept kind of developing the services because I found every case is a bit different. So I wanted to keep it also quite flexible. One thing I started doing last year was a kind of consultation based. But it's often people who are happy to do it themselves, they've got some ideas, but they kind of get stuck at the beginning. They don't know where to start. Right so they've got ideas, they doubt themselves, which is a killer when it comes to kind of being creative. Because if you start doubting yourself, it translates, it shows into what you do. So basically, this consultation, I often use it as a way to kind of get them started. So this we discuss who's your market? Let's have a look at the property. And briefly, loosely, we look at, okay, what are we trying to do in there? And just by kind of almost locking some of these key decision, like kind of the style, some of the colors, some of the paint, some of the layout. Then suddenly, you know, clients is. The clients are really happy to have a base, solid base that they believe in, a vision that then they can run with. So it's the first thing. And I'd say it's such an easy thing to, you know, to do. Spend a couple of hours to just pause and know what you're doing. And then suddenly the rest of the project is so much easier then the different projects. It depends Again, so some people approach me for refresh, which is, you know, I love refresh, because this, you know, it's usually you don't need to kind of change much to completely transform the personality of your room. So it can be that if you've got serious accommodation that's not performing as well as you wish, it's just, you know, spending a bit of time and money again to give it another life, another kind of a breeze of life. And then if you have a refurb. So I help with all the paint. So paint choices, you talk about, you know, some of these elements, design elements are bringing to the wall. So I kind of create what I call this decorating plan. And then I specify for all the. The furniture. So, yeah, loosely, it's kind of. I try to basically offer what is needed the best to improve basically the property or to start it from scratch and finish it.

That's cool. And do you offer any kind of training around if people want to just pick up some knowledge and learn it themselves? Do you offer any kind of training at all?

It's funny you mentioned that. Look, I'm just about to launch the second wave of a training I started this year, which is called Profit by Design. And it's seven steps, seven. Seven modules, seven weeks. And it's all about basically teaching the way I work. So which is basically taking each steps from, you know, understanding, like I said in consultation, kind of understanding what you're trying to do with your market, what's your property. Yeah. So just sense. Sorry, sorry. So Just putting the base, the foundation of your, of your project. And this is when my background, I think, as a project manager has been very helpful because even when I started, I felt a bit overwhelmed because my issue was too many ideas. And actually having some structure behind has really helped me to just focus on the scope and what I'm trying to achieve, so that it removed the noise and just helped me to basically do my work. So the first module is about creating the scope of the project and then we look into the paint, we look into the color scheme, we look into the style you want to do, we look into how to purchase the items and then how to style. So everything is basically about bringing the space to life and tapping into all these different elements that constitute the design. So the way I've kind of structured it is that there's one day, which is the training in the evening, one hour. And the other week we cover, we have like a room surgery, which is the opportunity to basically implement some of the stuff we learn. And it's all recorded and so people can catch up if they need to. But I'm always in the background. I mean, my priority in this kind of stuff is make sure that people stay on track, are happy with what they learn, they understand what they're doing, and they leave the training confident, which is probably the key word when it comes to design. Confident. And also knowing where, well, knowing how to make this decision basically, rather than just, you know, winging it.

And that's one of the things that we find with, with Boostly, we, we train hosts on how to have the confidence, the tactics and the trainings. But it's that confidence bit, isn't it? Like you've said, it's actually just giving people the confidence as well as the structure that you're offering there and the knowledge at the end of the day, you know, somebody like yourself who's walked that path on redesigning and doing the interior design, it's so important to learn from somebody who's done it before. That's why I always say it's good to invest in yourself, in your knowled at the end of the day, upskilling yourself as a host. That's where all of the ideas for, you know, how you get profit from your business come from ultimately. So that sounds really good. And it sounds, you know, I'm sure there's going to be lots of people listening to this, this podcast and watching this live who will get in touch with me.

Yeah, this one. So the next one starts at the end of this month. So 28th of September, we're starting the seven weeks. Seven weeks training. Yeah.

Awesome. And I'm going to talk more about that after the, after we finish. I'm going to be one of your people on your. On your course. So. So what would you say has been the biggest learning curve since. If we was to compare back in, you know, sort of pre. Covered times to where you are now? What's been the biggest learning curve along the way?

Well, do you know what? I think Covid has helped me, I suppose in some ways. There's always a silver line, as we're saying earlier. Think what it's done to people. It's, you know, I think we've been in such a dark place. We spent so much time at home that actually there was always a bit of a fear, a bit of a reluctance of paint, even at home. I mean, my house, you can see behind. It's always. It's very colorful. How many people I have come in saying, oh, I love it, but I would never do it. And it's not because it's not like. It's because they don't dare. And I think Covid has actually broken down. People are actually a lot more connected with their environment. They're less fearful of what people are going to think, you know, And I think as people get more confident, there's more photos out there. I think it's kind of pushing this kind of willingness to use color as a tool. So I think, I think what I've learned is that not to try. When I started this job, I was trying to kind of tone it down a bit because I was, I was. I got caught into this thing of trying to myself kind of stay within the kind of norm. Right. And actually very quickly I'm like, no, that's not, that's not what I enjoy doing. Let's do I love and why love is color is bringing life to rooms. And actually what I've learned is that just do what feels right because actually it works.

It clearly works. I mean, the following you've got. And also, let's just mention the award again. I mean, you've just received the international award. Talk us through how you felt when you received that and how that came about.

Yeah. Do you know what it was just you like a bit. The whole story of, you know, the last three years. It's, it's, it's. Yeah. Not expected. So basically it was just. It's a, it's. It's an American staging kind of academy type thing and they've got Like a large podcast and they. Which in fact I'm going to be invited on there now. I used to follow them on online and I was in the middle of a project during the summer and this advert for like the competition come up. I just didn't have time at all. I contacted the client, I'm like, are you happy for me to put the photo there? It was just the day before he ended put it there. And yes, basically it was for best transformation. And when I saw that there was a project in particular that I thought was really suited for that and yes. So now this is. It's just. Do you know what, back to what I was saying earlier, I think just do what, you know, just do what feels right. Just have fun and color. I think, you know, being creative is such a good place to allow yourself to just be and have fun. And I think the rest seems to be following. So, yes.

You'Ve done so well and congratulations for that.

Thank you.

Seeing you've mentioned have fun and really putting your personality into a project and that's one of the things which we often say that when you're a host of a property and in holiday accommodation, other businesses might be similar. You know, they might have the same number of bedrooms or the same, you know, be on the same street. But ultimately it's yourself, it's your own personality that you put into the business which makes your business stand out. And that's. That sounds like that's what you've done for your own interior design and what you're helping other hosts to do as well. Which is.

Yeah, this is. And this is the thing. Well, I found through the training, so there's the first wave of trainees coming out and what's amazing to see, as much as, you know, I. Of teaching the way I work and to see how they take it. So I can still see what they've learned, but it's amazing to see them taking that and doing their own source with it. And as much as I try not to always get carried away with the color and the atmosphere, because ultimately that's the stuff that makes me happy. But it's always down to number, isn't it? And what I need to say before we finish is the difference it actually makes because this atmosphere kind of translates and the way it translates, it's first of all, like you said, people click on it, it stands out. People want to have a look at what's out there and then why serious with clients who keep coming back because the stuff is working. Standing out is Your is your best tool is, you know, I use an example that I love which was a refresh from a five bed service accommodation in Uniton. And that house was for contractor. They could never fit it at the weekend. So they were just, you know, they had contract during the week. No one at the weekend came in, transformed the, you know, it was a refresh and following that basically the revenue doubled. So from not having any, you know, they had like, I think it was 120 pounds a night during the week. They moved to 210, then all the weekend after. After basically I finished a job which was in July. I think they got straight away like two to three months booking at the weekend, which they never had. So this is the power of that stuff. And not only, you know, you can even expand your market because from being contractor only with a dream of attracting leisure, you can actually just do that. So. And again, one last point on that. Contractors often have clients who are like, yeah, that's fine, it's just for contractors actually there's always an opportunity if you put a bit more love into it to also attract and tap into the leisure market market. So the, the opportunity is amplified so much when you just spend a bit of time, money, effort into making a place that attracts.

You've dropped some gems there, Fabian. I mean that. So in terms of the interior design, we're talking about higher conversions as a start, but then also higher nightly rates and ultimately more repeat kind of guests and perhaps even longer stays. So you know that, that sounds like the, you know, it sounds like the dream to be honest. And this is why I think in a market where there are more properties available for guests, you know, interior design is, is the way to stand out. I can just see this, I can see you being very busy.

It's. To me it's such. And you know what? It's the best kept secret. It's the best kept secret because there's still people who are not aware of that which, and this is why I get so passionate about it because it's like, look, it works and it, you know, and there's a lot of people out there doing the job I do. There's a lot of ways to even, you know, I think there's trick there to be taken and people need to kind of just look a bit around, look at the competition and take the opportunity because it's there, there's.

There's two, two questions I really want to ask. One is, and we mentioned the future, so what does the, what does the future hold for You, Fabian, have you got any sort of plans or any sort of direction where the business is going? Yeah, do you know what?

I had plans. It never seems to kind of happen, my plans, I keep it, I keep it through it. But I really, really, really enjoy the training, which I didn't think I would and now I've done the first one and I realized the difference it makes. I think probably this is something I would want to spend more time on because I just want to spread that. I can just see the value and I want to be able not only to help investors to increase their profit, but also the difference it makes to them. Because being bold, being confident, having fun with scholars, it's a very co. And it goes beyond just paint on the wall, I think. So, yes, I'm really passionate about that and well, I think I'm probably going to move to kind of more iron project, I would imagine. So I'm tapping a bit more into project where actually I don't do remote. I go and see because I want to be there to make sure that I capture the atmosphere as best as I can. So, yeah, a bit of training and a bit of, yeah, bigger project and finishing this office, which would be awesome.

It sounds amazing. And the. The other thing that I wanted to touch on was, you know, we mentioned social media briefly earlier on, but how much, you know, that is. Is helped. I mean, in your own words, how has social media helped your business? And the reason I ask is because there'll be a lot of hosts out there who don't document or who don't put themselves out there on social media. How has it helped your business and what advice would you have for the people who are afraid to go.

Yeah, I think you know the answer to that. But yeah, well, look, yes, it started from nothing. I had. The first project I had was, you know, something that I knew was good and just putting it out there. I wanted to share what I was able to do. And for me it was almost this. For me it was the opportunity to show there. Yeah. What. What staging can be, what I can offer. And just from that set of photos it took off. But this is constant kind of reminder and sharing. And the thing as well, I think and Covid, as I mentioned, was instrumental to that is I've been sharing and giving a lot. I love, you know, for me it's something that comes from the heart. First of all, there was never when I started any kind of true business intention beyond, you know, it was me having fun and hopefully making some money in the Process, but it was more about, you know, creating places that make people happy, which is something I'm very passionate about. So, you know, the advice I gave is, you know, as much as it's important to share what you do and to share it with, you know. Yeah. With love being consistent and kind of. Also what I found is this thing about collaboration and wanted to share without necessary fearing of the competition. What are people going to take my ideas? Because I never thought like that. And actually, if I would have, I don't think I would have managed as well as I have keeping my ID for myself. And I thought, no, there's no point. I want people to enjoy that and to do it themselves. So don't be scared. Share, share the love. And, yeah, I think social media is. Yeah. Essential, unfortunately.

I love that. I love that. It's been. It's been a pleasure to watch the journey, as I say. So as we come to the end of these podcasts, we love to ask a couple of quick fire questions. These answers can be as short or as long as you like. They're just a bit of fun, really, so.

Oh, cool. Okay. Okay.

Where's your favorite place in the world to visit?

Italy. Italy. I used to live there and I. Yeah, this is home to me, even if I'm French. Italy.

Awesome. What's your favorite hobby or pastime?

This is gonna sound so sad, but the job I do.

You know, that's the thing is we wouldn't do what we do if we didn't love it, so.

Yeah. So, you know, just. Just. Yeah. Looking at lamps. I mean, my partner, I drive him nuts with that. Thinks I work all the time, but I don't. I have fun all the time.

Hey, it's not work if you enjoy it. Isn't it? I slipped this one in. What are colors that should never be seen together or are there such a thing?

Oh, God. Do you know what? I'm a firm believer you can do anything, but don't use gray.

Yeah, absolutely. There's a lot of gray walls out there.

Yeah. Colors, colors. You can do anything. You can do anything. There's always, always a way to make them work together. There we go.

And finally, who is your hero or who inspires you?

Who inspire me in generally or in.

The work I do in general?

Well, there's someone actually. Yes. Someone called Eckhart Tolle. There we go. Is. Do you know?

I don't know.

No, he's a writer. He's a bit of a. Well, he wrote. He wrote a few books. It's quite spiritual. And it's about living in the moment. Which. This job, this thing. Yeah, this job has really helped me to. To do being in the moment.

I love that. What a perfect way to. To bring it to a close. Fabian, this has been fantastic and I'm sure there's a lot of people who are listening in, thinking, well, how do I get in touch with Fabian? And I know we've got your website here. Did you want to give the listeners the website?

Yes. So it's Fabienne, but this is the female version. So it's I E N N E Interiors. So Fabian Interiors, that's the website. And yeah, if you're interested in IDs, the stuff we were talking about, join the platinum Facebook Group, property staging group for investors. And I've got a page, also a Facebook PA page, a business page. I'm on Instagram, but not really.

Fair enough. So, yeah, I'm sure you're going to get a lot of people heading over to the Facebook group, which property staging group and Fabianinteriors.co.uk. hey, it's been an absolute pleasure to have you on the podcast today, the first person on the Spotlight series. Did you have any closing remarks at all or anything else you want to share with the list?

Yeah, have fun with colors. It's. It's just paint. You can just put some white back on it if you love it.

Absolutely. Well, thank you so much. I'm sure there's going to be a lot of people who've got a lot of value and a lot of gems from this. So thanks again and I look forward to speaking to you again. And as I say, I'm going to be on your. On your course September, and I'm sure some of the people listening will be as well. So thank you very much and bye for now.

Cheers. Bye.

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