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In this episode of Get Paid For Your Pad, Kaye Putnam sits down with Jordan McDonough, co-founder of Summerled Designs, to uncover how interior design and brand identity have become the most powerful differentiators in the short-term rental industry.
Jordan shares how Summerled grew from helping a few friends design their vacation rentals into a full-scale STR design firm, and why hosts who invest in design consistently outperform their competition. From ROI insights to practical strategies, this conversation proves that design is far more than décor—it is the foundation for revenue growth and unforgettable guest experiences.
You’ll learn:
- 🎨 Why STR design is an investment with measurable ROI (30–50% returns)
- 🏡 How to design for your ideal guest, not your own taste
- 📸 The role of professional photography and lifestyle visuals in conversions
- 📈 How branding, storytelling, and design fuel direct bookings
- ⚡ Summerled’s process for delivering standout STR projects remotely
We also cover:
- The biggest mistakes hosts make when they DIY design
- How strategic amenities create experiences that drive reviews
- Why brand identity is now essential in competitive STR markets
- Real-world examples, including Nashville projects that boosted revenue
🎯 Favorite Takeaway:
“Design isn’t just décor. It’s strategy. It’s what allows you to charge more, book faster, and create experiences guests can’t wait to share.”
📍 Ready to unlock your property’s potential with intentional design?
Apply for your free Revenue Review here → https://www.freewyldfoundry.com/report
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Kaye Putnam | Freewyld:
Welcome back to Get Paid for Your Pad. Today I’m excited to interview Jordan McDonough, co-founder of Summerled Designs, a firm specializing in interior design for short-term rentals. Jordan, welcome.
Jordan McDonough:
Thank you so much for having me, Kaye. I’m excited to be here.
Kaye:
Let’s start with the origin story. How did Summerled begin, and why focus on STRs?
Jordan:
It’s a fun story. My co-founder Bri and I started as friends. She and her husband were investing in STRs, while I was working as a residential designer in Park City. She realized design was the differentiator for top-performing properties, so she asked me to collaborate on a few of their projects.
Word spread quickly through the STR community, and demand for our services grew. Within a short time, we transitioned to focusing exclusively on STR interior design. What makes us unique is the blend of Bri’s marketing background with my design expertise. That combination is still the “secret sauce” behind everything we do today.
Kaye:
At Freewyld, we invested heavily in design early on, and it’s been a key driver of our success. Many investors see design as a cost rather than an investment. How do you look at ROI in design?
Jordan:
Design absolutely delivers ROI. We typically see a 30 to 50 percent return on design investments. Strong design helps properties stand out, secure bookings further in advance, and command higher nightly rates. It is not just an expense. It directly impacts revenue.
Kaye:
It’s also overwhelming for hosts to manage on their own.
Jordan:
Exactly. Many clients try DIY for their first project and quickly realize how much work it is. We’ve done this hundreds of times and know how to handle every detail efficiently. Outsourcing design allows investors to focus on other priorities while ensuring their property is positioned to succeed.
Kaye:
At Freewyld, we’ve seen ADR and occupancy nearly double compared to local comps. Of course, pricing and branding play a role, but design is the foundation. What trends are you seeing in STR design right now?
Jordan:
Two big ones. First, brand identity. STRs that feel like cohesive brands, rather than just places to stay, perform better. Guests want stories, personalities, and Instagram-worthy experiences.
Second, intentional amenities. Many hosts simply check boxes on Airbnb filters. Instead, we design amenities that feel local, memorable, and thoughtful. That is what creates experiences guests rave about.
Kaye:
I love that. Before Freewyld, I worked as a brand strategist, so I know how powerful storytelling and brand consistency can be. How do you help clients who don’t already have a defined brand?
Jordan:
We often start with market research: studying local demand, guest demographics, and competitor performance. From there, we design cohesive aesthetics and experiences that align with the target guest. Even if clients don’t purchase our branding add-on, every project includes a defined identity and design theme. Cohesion is essential. It keeps spaces from feeling chaotic and ensures they resonate with the right audience.
Kaye:
That makes sense. And your process is impressive, especially given that you work remotely. Can you walk through it?
Jordan:
We start with a consultation focused on numbers, including cash flow goals and ROI projections, before design decisions. Then we deliver a complete design package in about two weeks. This includes floor plans, design boards, a client portal with sourcing links, and detailed guides for installation.
For clients who want full service, we also offer project management with boots-on-the-ground support. And we are starting to integrate AI rendering tools, which help clients visualize designs more clearly.
Kaye:
I’m a big fan of AI, but I agree that expertise is what makes it valuable. What design mistakes do you see most often?
Jordan:
The biggest is designing for yourself instead of your guests. Personal preference should not drive STR design. We design for the target audience and their experience. Another mistake is playing it too safe. STRs benefit from bold design choices that photograph well and create a strong first impression.
Kaye:
Yes! Photography is everything. If a property doesn’t photograph well, it won’t convert.
Jordan:
Exactly. Too many hosts rely on basic real estate photography. We encourage lifestyle photos with models, local details, and emotional storytelling. Guests should be able to imagine themselves in the space. High-quality photos are not an expense. They are a revenue driver.
Kaye:
Do you have a favorite project that stands out?
Jordan:
One that comes to mind is a Nashville property we designed with Lindsay Hubbard. It was tailored for sophisticated girl groups and balanced her personal brand with a broad appeal. Seeing her brand identity translated into a guest experience, and how that boosted awareness and bookings, was really rewarding.
Kaye:
That’s an amazing example. Any final advice for STR hosts?
Jordan:
Design is not optional if you want to compete. It is the factor that turns properties into experiences, and experiences into higher revenue. Whether you are a first-time investor or managing a portfolio, investing in design pays off.
You can learn more about our work at summerleddesigns.com or follow us on Instagram at @summerled.designs. We offer free consultation calls to help investors evaluate ROI and strategy.
Kaye:
Jordan, this was incredible. Thank you for sharing your expertise.
Jordan:
Thank you, Kaye. It was a pleasure.
