Today we’d like to introduce you to Kate Longley.
Hi Kate, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I first showcased my flair for interior design as a child, always desiring to have the coolest bedroom among all my friends. At the age of 15, I designed my first home: following my parents’ divorce, my father had no furniture, prompting me to handpick every single item that adorned his new house.
Instead of pursuing interior design education, I obtained a business degree and later an MBA. My initial post-college job did not involve design; rather, it was in sales. I purchased a condo that I could only afford due to its dilapidated state, featuring vinyl countertops and outdated harvest gold appliances from the ’70s era, I embarked on a project to rejuvenate the space. Over three years of residing there, I refurbished the entire condo, transforming it into a pristine rental property.
Having always harbored a fondness for hosting events, I gravitated towards throwing numerous parties in my next home. Encouragement from friends who recognized my talent led me to think about a career in interior design. On a flight to Las Vegas for a friend’s bachelorette party I sat next to an interior designer. I peppered her with questions throughout the flight and got her number at the end.
I called her 2 or 3 times before she called me back. I asked her if I could work for her. She said I had no backround or experience. I said ‘for free’.
After several months of working under her wing, I sought opportunities to continue refining my skills. Transitioning to assist a former HGTV designer that I found on Houzz, I continued to balance my main job in medical device sales with my ever growing passion for interior design. I considered going back to design school but my mentor said that design was something you are either born with, or you’re not. She said she thought I had what it takes.
Establishing an online presence through social media platforms and learning the nuances of marketing, I attracted clients organically. Over seven years, I relied solely on word-of-mouth referrals, Facebook, and Instagram to grow my clientele base. Eventually, recognizing my true calling in interior design, I resolved to pursue it full-time.
Juggling four distinct projects at that juncture—a nursery, a penthouse in Miami, a new build in Phoenix, and a kitchen/family room endeavor in North Scottsdale—I recognized the need to broaden my marketing efforts beyond social media. Collaborating with a specialized marketing agency, Good Harvest, I invested in enhancing my marketing skills, receiving guidance on writing press releases and crafting compelling website copy. Good Harvest only does marketing for interior designers.
Armed with a wealth of sales experience spanning two decades and a newfound proficiency in interior design, I embarked on a transformative journey. Collaborating with a skilled web developer, Justin Page Wood, I established a robust online presence, commencing targeted client acquisition strategies. Capitalizing on my combined expertise in sales and design, I laid the foundation for a successful endeavor in the competitive realm of interior design.
We all face challenges, but looking back would you describe it as a relatively smooth road?
When I transitioned from medical device sales to pursuing interior design full-time, the most challenging aspect was acquiring new clients. Initially, my client base consisted mainly of family, friends, and referrals from past clients. My initial marketing strategy involved sending handwritten notes to homes sold within the last 30 days. To my surprise, out of the 90 cards I sent out, I received 2 phone calls, a result I hadn’t expected. Subsequently, I decided to continue this practice on a monthly basis. Returning clients proved to be a significant source of business.I received referrals from people browing my website. I began attending various luxury home tours to connect with real estate agents. After a few weeks of networking, I received my first client referral from a real estate agent. I also participate in BNI groups, write press releases, and newsletters. Each day, I focus on tasks that generate income from existing clients while also strategizing for future business growth. Nonetheless, attracting clients requires dedicated effort and they do not simply appear out of nowhere.
As you know, we’re big fans of Kate Longley Designs. For our readers who might not be as familiar what can you tell them about the brand?
Kate Longley Designs is a full-service interior design firm based in Scottsdale, AZ, and operating across Arizona and Southern California. We specialize in transforming homes into bold, refined havens of elegance, sophistication, and style.
Our newest division, the Bachelor Division, is a niche we’ve decided to focus on that no one else in Arizona appears to be doing, that is, designing homes for single gentlemen.
This is where we create the opposite of the ordinary ‘bachelor pad’ and help create luxury homes that reflect the unique style and personality of our sophisticated gentleman clients. We have helped a number of single men over the years and have found this demographic has a special set of needs in order to create a space that reflects his success and personal aesthetics. In other words, I don’t want to see a golf simulator in your living room.
It’s not just that they may lack the know how to make their space the way they want it, these clients are typically leaders in their industries and need a design partner that works with great efficiency. When you hire us you can be as involved or not involved as you want to be, but we do the heavy lifting.
With an unwavering commitment to excellence and keen attention to detail, we ensure that every project is effortlessly executed with precision and impeccable taste. Whether we’re designing a primary residence or a show stopping commercial establishment, we’ll curate an exclusive and truly impressive design for enjoying in style.
Kate Longley Designs’ Services Include:
– Full Home Remodels
– New Builds
– Kitchen & Bath Design
– Furnishings
– Art & Décor Selections
– Window Coverings
Let’s talk about our city – what do you love? What do you not love?
After enjoying the beach lifestyle in Southern California in my twenties, I never imagined I would find another place that I could love as much. However, Scottsdale is home. Here, I can own a beautiful home and still afford beautiful furnishings; I don’t have to choose one over the other. With perfect weather for about six months of the year, I adore walking my dogs in the park. Moreover, the minimal traffic here is a stark contrast to California. We have access to almost as many designer stores as in LA, but the bonus is that finding a free parking spot is actually feasible while you shop.
Yes, the summers get hot, but the convenience of a one-hour flight back to Southern California allows me to still enjoy time there when meeting clients or just for leisure. Phoenix has almost everything I love, except for the intense summer heat. This is why I aspire for my design business to expand enough to establish offices in Southern California, giving me more reasons to visit regularly. Despite this aspiration, I believe Scottsdale will remain my home in the foreseeable future. Plus, I don’t want to pay California taxes.
Pricing:
- Project fees vary dependent on project scope
- We offer complementary 15 minute phone consultations
Contact Info:
- Website: www.katelongley.com
- Instagram: @katelongleydesigns @katelongleydesignsbachelors
- Facebook: https://www.facebook.com/profile.php?id=61557987802979
- Linkedin: https://www.linkedin.com/in/katelongley/
Image Credits
Nick Sorenson
