189. How do you bring your goals to life? (f. Paula Oblen)
Do you have a dream that feels unreachable? 🔮 This inspiring episode will remind you that anything is possible with the right vision and work ethic. Hosts and brand strategists Phil and Lauren meet with client and interior designer Paula Oblen, who went from having an idea of designing a vacation rentals to working with Bobby Berk from Queer Eye. You’ll learn how to drill down on your vision, create opportunities for yourself, network effectively, and so much more.
Episode transcription
Phil
Do you have a dream that feels maybe unreachable?
Lauren
Lost about where you want to go?
Phil
Are you lacking confidence when pitching your idea?
Lauren
Know, you'd be successful if someone just gave you a chance?
Phil
Then you will love this episode with interior designer and former client, Paula Oblen who went from having an idea to designing a vacation rental with Bobby Burke from Queer Eye.
Lauren
Let's get started.
Phil
Listener, I am legitimately so excited for this episode. I have been wanting this moment to happen now for probably close to a year. And then we went on hiatus, we took a little break with our podcast and we, you know, just waited on this. But the moment is finally here. I said to Lauren, as we reflect on our years of work now going on almost 12 years of Phil Pallen Collective, we spend a lot of time giving people advice, and then they go off and do amazing things. But it's especially exciting for us what an idea is born with us and that individual that personal brand is living and breathing that concept. And there is no better example than our guest today. Paula Oblen who, and I'll quote from her website has a crazy passion for boutique hotels. Years of interior design experience on a mission to share how curated personalized properties can be a game changer in the ever expanding market of vacation rentals, a topic near and dear to my heart. Paula, we are so excited to have you on Brand Therapy.
Paula
I am so excited. Thank you so much for the invite. I couldn't be more happy to reflect with you because it's been a wild three years by the way.
Lauren
Has it been three years?
Phil
Yeah, three years?
Paula
Yes. Unbelievable.
Phil
In 2020, we wrote this brand sentence in your brand audit recap, ‘I am an interior designer and traveler who teaches property owners how to transform their vacation rental into an unforgettable experience’. You, my friend are living that brand sentence. Can you bring us up to speed on what you're doing now, which is that.
Paula
Yes. And just reflect for a second on those comments. What's so crazy about that is, is that you know, 2020 happened in March, right? Everything in the world kind of closed down. So my past history of doing things unconventionally, I'm like, hey, let's rebrand by calling Phil. And so, you know, a crazy thought, but we had time. And we had just sold our home, there were so many personal things happening that were in this transition things for us. And so it just felt like this is right. And I think even though my overall vision has always been the intersection of hotel and home, what truly happened with your expertise and guidance and handholding, and everything that you provided, gave me a lane, you named it vacation interiors. And so that really hits home with me today in a huge way. So anyway, I had to say that.
So what's happened, I had a little moment in my office six months after we rebranded and we were living in our rental home in San Clemente with a great view, and couldn't get out of the house much. But I remember thinking, okay, this is the lane, this is the vision coming to life. Now I have to take it to the next level, I have to immerse myself into this space, right. Because I can't just say that I can do this thinking that well, it's the intersection of hotel and home, I have to do it.
So when I say I made a commitment to myself, I made a major commitment to myself. I feel like in a lot of ways that kind of I manifested this almost first project that I ended up doing in Palm Desert. So I ended up committing, I had sent a message to a property management company, a gentleman that I had pitched an idea to five years prior, who did not hire me at the time and did his own deal. And since then had grown his portfolio of properties to 20 plus. So I just was I'm your girl and one of the big differences is for them they were doing a lot of the work themselves. They had their first baby. So now time, so timing is everything. And so that occurred and we jumped into an opportunity which ended up having legs in so many ways that I'll tell you about later.
But I started committing and I started driving to Palm Desert to work on this property. It's called the summit. And I literally slept on an air mattress before this property was even done in a huge house by myself, and knew that this was part of the whole immersive process that I like to talk about. So I'm like, hey, I can't talk about it. And if I don't do it, so that's what I did. And that has since then resulted in eight properties, literally in the last two years. And of course, the most huge opportunity, of course, just building and having it evolve and learning as I go, but I really feel like that particular project has completely launched so many amazing things for me.
One of the largest was that Bobby Burke actually stayed at that property in July of 21, which was only maybe, I don't know, five months after I completed it. And that left him a gift basket. And anyway, the rest is kind of history. But that's what's happened since you know, we finished our rebrand with you.
Lauren
Oh, wow. Yeah. So I have about 1000 questions. But I want to focus on specifics here because, Paula, you're very rare in the sense that you had a vision for yourself, but you held yourself accountable to making that vision come to life.
Phil
Which is so hard to do, but so rewarding.
Lauren
And so it seems like you really took a risk and put yourself out there. And instead of being cowering back to someone who didn't hire you before you went right after them. Could you sort of walk us through what was going on, going through like in your brain and what you were like telling yourself at the time to find confidence when going back to this person?
Paula
Yes, I can remember this as if it were yesterday, sitting in my office in our San Clemente house a just few months into 2020, and literally saying out loud, hoping to manifest, please give me an opportunity for a big luxury vacation rental project. I just need to prove myself that although I haven't had a lot of vacation rental. And remember that was three years ago, Airbnb and the space was quite different as well, right? I mean, think about what's happened in three years, and the sharing economy of all of that, that I can literally set it out loud. I mean, I remember. And then it just became this where I have no choice. I have been, you know, living and breathing this concept since my husband, you know, Steve and I sat in in a hotel and Anguilla on our 10 year wedding anniversary, looking around going, you know, we can't be the only people who feel this way. We cannot be the only people who sit in a space and feel the emotions that are evoked by aesthetics, and that deeper, almost psychological kind of thing that happens when we're in a happy place and space. And so hotel and home was always the intersection, but I couldn't figure out how to convey that. And yes, it sounded like okay, that's the lane. It's between hotel and home. But I you said it and literally, I remember when we were on a one of our calls, and you said vacation interior. I mean, I get chills right now swear, guys. I, I need I just remember like, if that's all we do it home run, you know what I read? Like, are you kidding me? And also, I was like, I have to say I was like, okay, really? That is like the most simple, beautiful thing? Could I not have thought of that?
Lauren
It's so hard when you're in it.
Phil
It's so hard when you're in it. I love that you remember that moment? I also remember that moment. But you can't give us all the credit? Because I mean, it was it will take some of it can take all of it. No, it can't take all of it. Because you've actually brought this to life. Yes, really, I don't want to say you're in the minority, because that doesn't maybe give enough credit to other people who build something from scratch. But Paula, you've really turned this into something, right? And so that is a huge differentiator and something that is just so unbelievably exciting for us. You can just imagine, I mean, we have these kind of conversations with all these big ideas all the time. But it's so rewarding for us when someone actually goes and does and perseveres through those really tough moments that you've described, I would say.
Paula
Oh, and lots of tough ones, you know, for sure. I mean, and, and kind of having as an entrepreneur at heart and having those thoughts of, I know, this can be something I do feel like there's a certain part of what we and when I say we Steve and I together, you know, felt like we had this idea and had you know, but it just it didn't catch up with our vision. You know what I mean? It was kind of like we had the idea of so far early on about that intersection or convergence of hotel and home. And then it made sense to us one day when we were like, you know, Airbnb was really becoming a thing. And all of a sudden, it was like, wait a minute, this is the space. This is vacation interiors. I mean, later, we can say that after you, of course. But yeah, it's quite crazy. I feel like the path is so long and in front of me and I have so much more that I want to do.
But I have to reflect on wow, you know, having a an idea of hotel elements and trademarking that name, from vapor, and 2010 hotelements and trade, you know, it's like, what is this word? And so it's like having a word and then creating a lane. You know, 10 years later, I mean, almost, you know.
Lauren
I'm trying to break down what people can do that you actually did, if they want to bring their own big idea to life. And so like, stop me or interject or clarify if any of this doesn't sound right. So Phil describes branding as something you love paired with something that others need. And I think Paula, you knew that you wanted that intersection between hotel and home. So, that's step one. But then I think step two, which is interesting is that you actually hired us to help you carve out the specifics of your vision, it wasn't necessarily even finding the lane, you found the lane yourself. But it was crystallizing that vision. And then from there, I think it's cool because you created like a very specific laser focus goal of getting your first big project and you committed to yourself to do really whatever it took to make that happen. If you get your foot in the door, absolute. I know that sounds like it sounds simple saying it aloud. Because obviously, you put a ton of time and energy, but I feel like a lot of people just kind of stop at step one. And don't take it further.
Phil
Or they get discouraged.
Paula
Absolutely. And let's face it, you know, impostor syndrome, and all of those things kind of creep their ugly heads in and believe me, I'm human like everybody else. And I've been struggling with that still, you know, daily and weird things. And I just realize that there's just no time, life is too short. This is it. This is the time now for me to realize that all of those things and all of those ideas, pre Airbnb, free, all of those thoughts are finally coming to life. And I think it's just perseverance. You know, again, it sounds so simple, but those are the things daily, and I don't think I even realized how all of those steps for all of those years. You know, it's like the musician who's you know, living out of his car, and finally, has the one hit wonder and comes out at you. It's like, Where have you been? Oh, my gosh, you're just so successful. And like, oh, no, I've been living out of my car eating ramen for, you know, 17 years. So, I mean, you know, it was just a struggle for so many years, and then working in the residential place and space, but not really diving into where my passion was, but just stay in the track, knowing that something would turn and not giving up because I have to tell you, I there were so many times, I'm like I am out.
Lauren
Here's a question for you. Now, you wanted that big opportunity. And you went back and you followed up with that property manager five years later. When it came to pricing your services, did you price under what you normally would so that you could get the experience from this opportunity? Or did you like stand by your guns and price how you normally would?
Paula
I definitely underpriced no doubt about it? Was it a huge difference looking back now from the experience I'd gained it would be priced significantly different and higher. I mean, that's just you know, the way it is.
Phil
And and there's so much advice out there that's like stick by your guns, know your value, don't undercharge. But at the same time when you're early into a niche, let's say not an industry because you've been in the industry, but you really changed courses quickly. And it was an area where you had less experience or less proof of concept. So I like the positioning of this, you know, taking a temporary cut in pay really actually wasn't investment. It was a displacement of money, if you will, to secure that first opportunity that helps you build proof of concept, that enables you to grow your career faster. It's an investment. It's like investing in stocks or investing in a property. You are displacing money putting it into something that you know will increase in value. And I think that's a really healthy, amazing outlook.
Paula
Absolutely. And I needed him and his team to know that I was really serious, you know what I mean? And I needed to also have a good balance of yes, I have expertise in design, yes, it's maybe not rocket science when you look at the residential versus luxury vacation rental space. But I also knew that there was actually a very big differentiator in those two segments of business, because residential design is completely different now.
And because I've had this immersive experience of learning in the last three years, like I never would have imagined, I now can talk about why it is so different because now it's the convergence of residential design and vacation rental. It's where you have to blend and meet that operational efficiency piece that has to be forefront of everything.
So yes, while the design is super important, you have to be able to meet in the middle of that, you know, one of the most important things that I do actually now.
Lauren
I love how you like as you said, you have to be comfortable with learning as you go to get that expertise that you want. Now, you're obviously a networking superstar, because I would love to know how Bobby went from gift basket to basically business partner client?
Phil
I like how like she glazed over that story. And you knew coming back to it, can I actually, well, you can imagine the delight that I had on social media when I see this beautiful photo of you and Bobby on his blog, and I'm going to read the first paragraph of the post that is literally all about you on his website. “Casa Tierra was Bobby's most ambitious design project ever. He wouldn't have been able to pull it off without lots of help. When it came to overseeing the day to day operations designer and vacation home expert, ooh, that's so good, Paula Oblen was really the person to make it all happen”. And they say, so we sat down with Paula to get her take on Casa Tierra and discover what it really takes to design a dream getaway. I mean, could you ask for bet I mean, that's like, I mean, you could hire a publicist and not get that kind of focus. And I mean, it's just so when I saw that I was like, you know, Lauren, and I were excited, ecstatic.
Lauren
So happy for you.
Paula
Thank you guys so much.
Phil
Tell us how all of this came about going from cut on pay, to land that first gig to then being shot like a cannon into, you know, center stage, really.
Paula
So I obviously was going back and forth from San Clemente to Palm Desert a lot. And then I you know, I'd stay for a few days and I'd sleep in the property run everything at the beginning. And I was now on to the next and a property with actually another investor, but same property management company. They said to me ever, but the phone call came in Hey, you know, are you in the desert today? I said, Well, I'm actually headed out there for just I think I was heading back even that night maybe. And they said we’ve got a guest coming to the summit. You may know Bobby Burke. And I did know of course of Bobby Burke. I knew Bobby Burke never talked to him. I'm completely familiar with Queer Eye, you know, all of that. So how cool is that? Are you staying at Summit? Oh my gosh. So I said to the gal at the property management company. I said, all right, to leave him a note or something. I'm like, just let me handle it. I'll take care of it. So I put together and he'll still tell you it's just so funny. It's like the best gift basket ever. You know, it's just hilarious because I wrote him a personal note, you know, wine and chocolates and aromatherapy and all this, but very fun kind of even cheeky sayings. And while he was there, it was July 4 2021. And while he was there a partying and having fun in the pool. That's when he literally kind of pings me here and they're talking about some tile that he saw which I had to laugh because I literally had to make a secondary selection on a tile and ended up the one that he liked was like a floor and decor option, it’s Floor Decor.
Anyway, he reached out one thing led to another. He said we share this aesthetic and the fact that your dining room you you painted it black, I always have a black room, you know, anyway, we had so many things that were so similar that he seemed to have an emotional connection to which is what I'm all about is that emotional connection. So one thing led to another and he said I am so inspired, I want to have my own property. He contacted the property management gentleman and next thing you know, he bought a property that you could see from the pool at Summit. And we negotiated we everything went great. And I broke ground on that property on November 1 that year. So four months and then finished it by May of 2022. And it was featured in Modernism.
Lauren
Amazing Paula. Gosh, there's so much to learn from you with that scenario. I mean, I wouldn't say I'm a good salesperson, by any means, there are people out there who are far better than me. But I think part of why our close rates on projects are really high in a way that I'm really proud of, is because we try to connect with people on an individual level. And if you're, you know, a prominent public figure, I'm still going to talk to you as if you're a human being because we all are at the end of the day. And I imagine for Bobby it was probably pretty refreshing to have someone who just was talking to him about things that you're mutually passionate about, instead of fangirling over him. And that's probably why he wanted to work with you. Because it was like an even playing field in a way. I don't know, does that seem accurate?
Paula
Totally accurate. I'll never forget the first time I drove out to meet him at Casa Tierra wood, it was just like, it's shambles and falling and mold. And all that was like the craziest project. I remember meeting him. And right away, we were both just laughing. I mean, we just had a connection. And I think also though, what and Bobby's so good at what he does he you know, he has these teams and everything else. But what he did with me personally, and how he empowered me in this project was honestly something I never would have dreamed of. I was so happy to be involved in it and work with his team. But it really was so much of my decisions, my leading the pack, my leading the team of so many collaborative, but yet feeling like I could really express my own creativity.
And him trusting me with that. And he was so gracious and still remains to be so gracious and giving me the credit for all of the work. And he knows you know, the sleepless nights and the crazy things that came along with that.
Lauren
Oh, how amazing. I mean, I have the Airbnb listing up reminding me because it's been a while since I've seen photos of Casa Tierra. Like, Paula, it's beautiful. It's so stunning.
Phil
There's just so many things at work here. Talent, obviously, that's part of it. Passion. That's part of it. I mean, I think perseverance, right, Paula wouldn't have been possible if it wasn't something you are so passionate about. And that's why it's so important to position your brand in the early stages around something you absolutely love to do. No questions about it. Being someone that other people want to be around, I think is really important. We don't often to talk about that. But being someone that people want to call, people want to make a decision with. People want to fail with, and find solutions with and enjoy the journey and the process, instead of just the output. You know, being likable. I'm saying this to students all the time when I get the opportunity. I'm like, they're like, what's the most important thing that you can do? Be someone that people want to be around is the most important thing you can do. And then obviously, I mean, just a knack for relationship building Paula and the tenacity, perseverance around that. I mean, messaging someone that rejected you is a lesson for all of us, regardless of industry, regardless of level of fanciness in our own careers. Rejection doesn't mean stop or avoid, it means no right now, but that can easily evolve into a yes. And it's so important to stay on people's radar even after a rejection.
Paula
So true. And I think just sitting our egos aside and saying, okay, yeah, that's a bummer. That would have been great. That would have been the one but it's timing is everything. Eight, nine years ago, I wouldn't have not been able to have given it everything that I that I've done in the last you know, two and a half years. It's just the timing was where it was supposed to be. And back to kind of the conversation and the connection with Casa Tierra and Bobby, what I really realized about myself and why this passion so deep in this particular space, is that I enjoy the business of design. I enjoy the negotiating. I enjoy the inner workings of business around it. That's an emotional thing as well. But in residential design, it's 90% emotional, sometimes 10% business. In this world. I really can utilize I think a lot of those skills that sometimes in the design community, you have to be a salesperson you have to be a good business person and a creative and a bookkeeper, right, all of these things that we do as entrepreneurs, but the business of design in this space is just something that I don't even think I realized how much I can thrive that. And now I feel that and it's showing, and by not feeling that impostor syndrome, you know, it's amazing when you believe in yourself, right, what can happen. And with the help of, you know, all the guidance that that you all provided and everything, I mean, I look back at that brand audit, always still, because the course that you outlined is going to be the next thing. The products are finally going to be the next thing. And I could beat myself up and say, but why hasn't it happened yet? But you know, what, I've been immersing myself into becoming an expert in this space. And that's what I knew had to happen first, it had to.
Lauren
Yes, absolutely. You're too busy creating properties that are featured in Architectural Digest and travel and leisure you know.
Phil
Well, that final ingredient that I didn't name, but but I wanted to, and you just proved it as humility. So you admitting that you don't know everything. You saying, listen, I'm starting out. Not in the industry, but in the industry. But I'm starting out in this particular area of it brand new. So we need to make some compromises. And just I mean, Paula, you're so humble to begin with, and I think it does make you someone that people want to be around and someone that people want to confide in, particularly people with platform. The more you more fans you have, the more platform you have, the harder it is to find people you can truly trust.
Paula
That's nice, thank you. That means a lot. It really does.
Phil
It's true, though. I mean, we've played that role with some of our clients that have gone on to be on you know, Primetime famous, you know, television shows, etc. And it's amazing how incredible it is when you become someone that people at that level trust. It's really powerful and very special. I'm so happy you've had this moment. What's next for you gave us a little highlight courses, products, tell us what we can expect in the next. I don't know, year or two, let's just let's go there.
Paula
Oh, my gosh, what can you expect? I would say that you can expect the course in a lot of different shapes and sizes to come about finally, I have lived in my office. And if and so that is huge. And that's been something that's been hard to just get, I think it's just more focused, I just need to focus on it. I mean, Lauren, and I still go back and read a lot of the work that you did laying out those templates for the course. And that's always been there. It's been this anchor for me knowing that that's what's next. And I think that that kudos to you all for that at they'll sell, you know, talk about that all day long, because it wouldn't be this next step if it wasn't for that. So, of course the new mini courses shorts, I'm going to call them design shorts, I think because everyone wants that snackable content, quickly. Products coming out signature collection of products. And then, you know, collaborations and brand collaborations, the one of which I'm hoping I have some big ideas that I'm pitching to a couple of brands to collaborate. And so that's on my radar and something that I want to dive a little deeper into next.
Phil
Love it.
Lauren
Good. I'm so excited for you. And as you said timing is everything. So I have no doubt that when you make your course it's gonna be a huge success like the other parts of your career have been.
Paula
Well, I think I might need some coaching. So I think you yes is going to be talking about that because that is something that can still feel daunting, although I'm light years ahead of where I was so I will be lightly reaching out to you on that.
Lauren
Amazing.
Phil
The tech stuff can be easy to get caught up on you know. I take it for granted because I nerd out about that stuff. But it can be really intimidating, but you don't even worry. That's why you have us and we love when you call us because now we've got proof that you'll actually go and do what we tell you to do. It's just so special to have this conversation. Thank you for giving our listeners so many ideas and just points of inspiration. Because I think it's easy to feel defeated. It's easy to lose steam, when you're building something from scratch. There are high moments, but there are really low moments. And I'm not sure that that ever fully goes away. I think people even that have arrived or are successful still have moments of doubt. So to hear stories of people that have pushed through and really built something fantastic. By just really rooting and staying anchored to that plan of you know, what you're passionate about. It's just so so awesome.
Paula
Oh my gosh, and you're welcome and thank you because it's crazy to think that was three years ago. Almost a day. I'd love to go back and look at that the dates just for fun, but I really I just such a fan of both of you and what you've built Phil and, and everything and the ways that you allow me the freedom to talk and express what I felt like I wanted back then. And then it just, you took the time to really understand what my passion really was. And that's, I think the biggest difference, I really do.
Phil
Well, you're on fire. Keep it going, keep us posted. And we appreciate you so much. And for hanging out with us on Brand Therapy. You're the best.
Paula
You're so welcome. Thank you guys so much.
Paula, we are so darn proud of you. Thank you for hanging out with us and for giving our listeners some inspiration. Listener, if you're feeling down, I hope you're feeling up or you're having that little bit of glimmer of hope that even as these tough moments in entrepreneurship, you just have to push through and sometimes leaning on those who have been there. We've definitely been there leaning on those people can definitely help. Also shout out to Paula for just speaking delivering a keynote at the vacation rental design summit a few days before the very famous High Point market. I mean, this is like major stuff standing on a stage like that. Paula, we are so proud of you. Thank you. Thank you again listener. If you've enjoyed this episode, you know how you can support us. Leave us a review five star five star that helps other people discover this podcast so we work hard to create for you you know how it works. We'll be back again with a brand new episode next week. Thank you for hanging out with us on Brand therapy. See you then.
