With our Office Hour series, we invite you into virtual conversations with design industry leaders—giving you direct access to Expert insights, advice, and behind-the-scenes knowledge. Join our Trade Perks program to receive exclusive invitations to these intimate digital panel discussions.

​

Heidi Caillier runs the vast majority of her design projects without setting foot on site.

​

While the pandemic sent many designers scrambling to adapt, the Pacific Northwest Expert had already been positioning herself for remote work—and used the moment to accelerate her vision. By establishing rock-solid systems, she transformed her practice into a nationwide firm that designs homes across the country, including current projects for A-list clients like Kendall Jenner.

​

During a recent Office Hour hosted by Gabrielle Savoie, Director of Brand Marketing and Editorial at The Expert, and featuring Olivia Black, our VP of Trade, Heidi shared her strategic approach to expanding beyond geographic limitations while maintaining the personalized, detail-oriented service that defines her work.

​

Through disciplined boundaries, strategic social media use, and an unwavering commitment to documentation, she has built a design practice that operates across time zones while never compromising on creativity.

​

Think Globally, Design Remotely

Heidi's transition from local designer to household name didn't happen overnight. After establishing her firm's reputation in the Pacific Northwest, she began positioning herself for projects beyond her home base, eager to explore different regions and architectural styles. "I started actively promoting on Instagram that we work everywhere,” she explains. “Then, when the pandemic hit, we secured our first true, long-distance project in New York."

​

Remote operations now dominate her business model, with approximately 85% of projects being non-local. This dramatic shift required developing robust systems that could function without constant physical presence. "I’ve had to create processes and parameters,” Heidi notes. “I’m not on-site as much as maybe other designers are, so it's crucial that I actively communicate with all of these jobs," she says.

​

Her approach centers on detailed documentation and proactive communication. “We have some projects in truly remote locations, so we know the issues we often encounter well. We’ve identified the main pain points—whether the electrical work or J-box sizes—we know in advance what needs double-checking.”

​

Make Social Media Work For You

Client acquisition has evolved significantly over the past decade. Ten years ago, a Houzz Pro account was Heidi’s primary lead generation tool. Now, Instagram serves as her main source for new business. “It really took off when I finished my first remodel,” she recalls.

Her current social media strategy focuses on authenticity over polish. "Consistency has always been so important, and my account has always been very organic. People resonate with what I’m sharing because it’s my voice. When I post stories or progress pictures, it’s all coming from me."

​

Operate With a Lean Team

Despite her growing reputation, Heidi maintains a streamlined operation with seven team members. “The only reason we stay this small is because everyone stays in their lane,” she explains. Her structure includes two project teams, each comprising a senior and junior staff member, supported by dedicated technical designers who handle all drafting tasks full-time.

​

Documentation is vital to the small firm's operations. "Everything has to be written down,” Heidi stresses. “Things go wrong, and when they do, everyone tries to point fingers. It’s important to be able to reference the signed paperwork."

​

Start with the Budget

Complete financial transparency defines Heidi’s client relationships from the initial consultation. Rather than hoping clients will stretch their budgets, she puts all costs on the table upfront. "We give all potential projects an estimate for design fees, furniture, fixtures, and equipment," she explains. This approach serves as both a qualification tool and a trust-building exercise.

"I’d rather the client know on the front end. If it’s a no-go, I know what we can do and what we can design a house for." Honest communication beats false hope every time.

​

Plan for Press Strategically

Heidi views every project through a PR lens, understanding that media coverage drives both reputation and future business: "The criterion for a home is that it's shootable for press,” she reveals. “It’s what feeds the firm and provides longevity."

​

While holding back photos for magazine coverage can be challenging in the Instagram age, she considers it essential for long-term success. "It’s painful, but worth it in my experience. Social media has created this demand for immediate images, but print remains a huge career milestone, so it’s beneficial to sit on a project until the timing is right.”

​

Protect Your Peace

Heidi’s golden rule? No texting from clients—a boundary that safeguards both her productivity and professional relationships. "I've always been a no-text person,” she states. “You cannot message me if you're my client unless it's an emergency, and there's no such thing as an emergency in interior design.”

​

Instead of allowing constant interruptions, she employs a system that consolidates questions into scheduled meetings. "A once-weekly or bi-weekly meeting makes people more organized and helps avoid all the single, one-off questions that can derail productivity.”

​

Handle Clients with Care

Heidi’s method for client relationships begins with establishing clear guardrails and managing expectations from the outset. "When we're talking to potential new business, we’re very clear about a job’s life cycle,” she emphasizes. “There are so many nuances in design, and you have to educate homeowners.” This allows her to run her long waitlist efficiently and keep everyone happy, even when some projects can’t begin for six-plus months.

​

Her presentation method involves a comprehensive reveal instead of a piecemeal approach. "We present the whole thing top to bottom in one big meeting—it’s central to our workflow. We also provide a fully detailed budget for everything in the house. If the client approves, we can start procurement, send out the finished schedules, and move forward.”

​

The Ultimate Test: Celebrity Clients

The proof of Heidi’s mastery? She’s currently designing a home for Kendall Jenner—entirely from a distance. Celebrity projects represent the ultimate test of her approach, requiring a refined method with extra layers of accountability. Often involving teams and representatives, these projects require significantly more paperwork than typical residential work. "When you're dealing with an owner's rep or a management team, the level of documentation needed is completely different," she explains."You have to have a backup for everything. Management teams want receipts, so everything has to be recorded.”

​

The same tools that enable remote work also create the foundation for handling the most exacting clients. In transforming geographic constraints into competitive advantages, Heidi has built something more valuable than a successful design firm. She's created a blueprint for the future of design—one where talent, not location, determines opportunity, and where meticulous systems foster both creative freedom and business growth at any scale.

​