Discover how J. Exum Group leverages cutting-edge marketing strategies from industry leaders to transform real estate sales through compelling storytelling, authentic human connection, and intentional brand positioning that elevates your property beyond a transaction.
Influential Woman · Marketing Real Estate
Stephanie Lynn Garner
Brand Curator | Marketing, Julep Brand Consulting
Louisville, KY 40222
2Articles published
1Award received
In Conversation
Stephanie Garner for Bold. Brilliant. Unstoppable.
Read the transcript
Stephanie Lynn Garner: Speaker: Stephanie Garner, Brand CuratorWhat does being an Influential Woman mean to you?Stephanie Garner: Influence isn't about status, it's about impact and what it means to me to be an influential woman is to live my life and live my career in a way that sets an example for all young women in the workforce, especially my daughter. I want to show them that they can be anything they wanna be. They can take their career as far as they wanna take it and just, you know, leading by example with a clear heart and just doing the right things always gonna get you where you wanna be.What's one piece of advice you would give to younger women chasing their dreams?Stephanie Garner: Don't let anybody dim your spark. Hard work and a kind heart will take you far.
Full transcript available
Her Story
About Stephanie
I spent the bulk of my career in the trenches of hospitality sales—serving as Director of Sales and Regional Sales Director across several major brands. While I’ve always loved the art of the sale, I eventually discovered that my true passion lies in the "why" and the "how" behind the scenes.
Today, I’ve traded the sales floor for the creative studio as the Brand Curator for J. Exum Group. Working with this dynamic team of women, I have creative reign to shape our identity and strategy. It’s incredibly rewarding to take years of high-level sales expertise and "flip the script"—using my knowledge of what it takes to close a deal to build the marketing tools that make those deals possible.
That entrepreneurial spirit is something I share with my husband, Roger. Together, we own Starry Stays, a portfolio of short-term rentals featuring our coastal escapes, The Salty Blonde and Tipsy Mermaid, and our mountain retreat, Spooky Owl. I personally designed each property and am constantly updating them to ensure they stay fresh and modern. Beyond the design, I manage all of the marketing and the majority of guest communication, ensuring every stay is as seamless as it is beautiful.
Beyond the office, I’m proud to serve as an Ambassador with Greater Louisville Inc. I’m a connector at heart, and there’s nothing I enjoy more than bridging gaps and helping others in our community thrive.
Top Ten Areas of Specialization:
- Brand Curation & Identity: Developing and maintaining a cohesive visual and narrative aesthetic across all platforms, including social media, websites, and print collateral.
- Hospitality Sales & Marketing: Leveraging over 15 years of experience as a Director of Sales and Regional Director to drive revenue and market share for major brands.
- Short-Term Rental (STR) Management: End-to-end ownership of vacation rentals, from interior design and property setup to guest communication and automated operations.
- Strategic Business Networking: Serving as a community "connector" and professional ambassador to bridge gaps between businesses and local resources.
- Digital Content Strategy: Expertly managing multi-channel social media presences (Instagram, Facebook, LinkedIn, Pinterest) and YouTube video marketing.
- Real Estate Marketing: Creating high-impact listing brochures, flyers, and "just closed" campaigns that resonate with specific demographics like empty nesters and investors.
- Guest Experience Design: Designing memorable, 5-star stays by blending high-end aesthetic choices with thoughtful, proactive communication.
- Creative Project Management: Overseeing diverse creative projects, such as company magazines, blogs, and specialized client closing gifts like southern-style recipe booklets.
- Marketing Technology (MarTech): Proficiently utilizing tools like Canva for design, Hospitable for STR automation, and CRMs to streamline business workflows.
- Relationship Management: Building and sustaining trust with high-level stakeholders, team owners, and community leaders through consistent, value-driven engagement.
Her Interview
Ten minutes with Stephanie
01What do you attribute your success to?
My success comes down to two things: a love for the "curated life" and a competitive backbone. I grew up inspired by the idea of a career that was sophisticated and "fancy"—Barbie was definitely my early career coach! However, the real secret to my drive is that I’m a coach’s daughter. My dad coached high school football, so I was raised to be driven and competitive. That "play to win" mentality is exactly how I approach branding and guest experience—I want our team and our rentals to be the best in the field, and I have the work ethic to make sure we stay there.
02What’s the best career advice you’ve ever received?
The Advice: "Curate Your Culture by Choosing Your Customer"
The best career advice I ever received came during a time when I was working at a hotel that just didn't feel like the right fit. I was struggling with the "vibe" of the property, and a mentor told me something that changed my entire approach to sales and marketing:
"If you don't love the environment you're in, create the one you want by bringing in the customers you love."
They used the example that if you don't want a hotel full of construction crews, stop marketing to them and go after travel nurses instead. It was a lightbulb moment for me. I realized that as a leader in sales and marketing, I had the power to "invite" the energy of the room.
How I Apply It Today
That advice is exactly why I’ve found so much joy in my current role as Brand Curator for J. Exum Group and as the owner of Starry Stays.
- In Real Estate: I don't just "do marketing"; I curate an aesthetic and a message that attracts the clients and builds a brand that attracts buyers, sellers and new team members that are a great fit.
- In My Rentals: At properties like The Salty Blonde or Spooky Owl, I am intentional about every design detail and piece of communication. I’m not just looking for "heads in beds"; I’m looking for guests who appreciate a curated, 5-star experience.
- As a Connector: This is why I’m active with Greater Louisville Inc. I believe that by intentionally connecting the right people, we aren't just doing business—we are actively building the community we want to live and work in.
This advice taught me that hospitality isn't passive. Whether you are selling a room or building a brand, you have the permission to be the gatekeeper of your own environment.
03What advice would you give to young women entering your industry?
Follow your heart and lean into what you love; life is far too short to spend it at a desk feeling uninspired. My best advice is to recognize the season you are in: when a role no longer serves your growth—or you can no longer serve that role with passion—have the courage to move on. Remember that your connections are your currency. Never stop networking or expanding your sphere, because being a 'connector' is a superpower. Stay flexible, never stop learning, and always be willing to evolve. Your career should be as dynamic as you are.
04What are the biggest challenges or opportunities in your field right now?
The Challenge & Opportunity: Mastering the Tech-Human Balance
In both the real estate and short-term rental industries, the biggest challenge and the greatest opportunity are the same: Technology.
- The Challenge: Technology moves at a breakneck pace. Whether it’s using AI to streamline our marketing at J.Exum Group or managing automated guest systems for our rentals, the pace can be overwhelming. If you don't stay curious and keep up, you risk falling behind.
- The Opportunity: When you embrace these tools, they become your greatest strategic partners. I use technology to handle the logistics, which buys me the most valuable commodity of all: time.
My "Golden Rule" for Success:
To keep my creativity flowing and my communication skills sharp, I make it a priority to step away from the screen and head to the places that fuel me. As empty nesters, Roger and I find our greatest inspiration while unplugging to be 'Dolly' and 'Gpa'—whether we’re visiting our son’s family and our granddaughter in North Carolina or spending time with our daughter and her husband in Santa Rosa Beach. It’s that balance of high-tech efficiency and high-touch human connection that keeps my perspective fresh for our clients and our guests.
05What values are most important to you in your work and personal life?
My Driving Forces: Hospitality, Connection & Creativity
At my core, I am driven by three fundamental values that bridge my work as a Brand Curator and my life as an entrepreneur:
- Hospitality: My career in hospitality leadership wasn't just a job; it’s my philosophy. Whether I am managing guest communications for Starry Stays or supporting the JE team, I believe in creating environments and experiences where people feel seen, valued, and "at home."
- Connection: I am a connector at heart. I thrive on the opportunity to bridge gaps and help others succeed, which is why my work as an Ambassador for Greater Louisville Inc. is so vital to me. I believe we are at our best when we are making meaningful introductions and building a stronger community together.
- Creativity: Creativity is the lens through which I solve problems. From the interior design of our short-term rentals to the brand identity of our real estate team, I love the "behind-the-scenes" work of turning a vision into a reality—flipping the script on traditional sales to create something visually and strategically impactful.
Her Content Hub
Articles by Stephanie
Scouting the Future: A Curator’s Recap of KW Family Reunion 2026
I spent my time at Family Reunion scouting the future of real estate branding so J. Exum Group can remain the most intentional team in Kentuckiana. Keller Williams Family Reunion is a fun way of saying we went to a conference—but in reality, it was an int
What does this mean for our clients?
It means J. Exum Group is committed to staying on the cutting edge of marketing. Jackie made the strategic decision to bring me along so I could hear directly from the world’s leading brand architects. Here are the core shifts I’m bringing back to our local market:
1. “Day Trading Attention” (Insights from Gary Vaynerchuk)
In a world full of noise, we aren’t just selling a house; we are earning attention. At SocialMediaCon, Gary Vaynerchuk challenged us to master the art of storytelling on the platforms where our clients actually spend their time.
The J. Exum Group Edge: We don’t just post a “Just Listed” flyer. We craft a narrative around your home that stops the scroll and sparks conversation.
2. Human Connection in an AI World (Insights from Jay Shetty & Chelsea Peitz)
While we lean heavily on AI for efficiency, the sessions reminded us that authenticity is the new currency.
The J. Exum Group Edge: We use AI as “horsepower” to handle the logistical heavy lifting, freeing our team to deliver the high-touch, white-glove service that J. Exum Group is known for. Our technology makes us more human, not less.
3. The Power of Intentional World-Building
A major theme this year was that real estate is no longer just about transactions; it’s about the lifestyle we help our clients create.
The J. Exum Group Edge: As your Brand Curator, I am implementing new visual strategies and content frameworks that position our listings as more than properties—they are the backdrops for our clients’ future lives.
What does this mean for you?
We put our best foot forward when marketing your property. We aren’t just following “up-to-date trends”—we are implementing a sophisticated, repeatable marketing engine that builds trust and excitement even before we step through your front door.
This article explores how Gen X sales veterans are the "overlooked superforce" in modern branding. Drawing from 15 years in hospitality leadership, Stephanie Garner explains why marketing must be functional, not just "fancy," and how sales-driven curation bridges the gap between traditional handshakes and digital strategy to close deals.
Beyond the Handshake: Why the Best Marketers are Actually Sales Leaders in Disguise
How Sales Excellence Transforms Marketing Strategy and Unlocks Creative Leadership
Beyond the Handshake: Why the Best Marketers are Actually Sales Leaders in Disguise
By Stephanie Garner
I spent over 15 years in the trenches of hospitality sales, working my way from Sales Manager to Regional Director of Sales for major brands. I loved sales—I am a football coach’s daughter, after all, so a competitive "play to win" mentality is literally in my DNA. But toward the end of my time in the hotel industry, I found myself in a role that was, quite frankly, brutal. I was working in a historic hotel with a very "old school" leadership style, and I began to realize that I could drive more dollars through a well-curated Canva strategy than I could by picking up the phone for the fiftieth time that day. I knew I had the skill to move the needle digitally, but I was being smothered by a system that didn't value my creative eye as much as my call log.
My breaking point came during a meeting with a rather "grumpy" General Manager. I was eager to present a fresh, strategic approach to sales via social media—something I had been studying and implementing long before it became trendy. His dismissive response was, “Everyone thinks they know social media.” This classic "gatekeeper" moment stemmed from the misconception that digital expertise is solely the domain of the youngest person in the room. As a Gen Xer, I didn't merely join the social media era; I was instrumental in bringing it to the workplace. While younger “experts” were still in school, I was actively taking professional social media classes, yet my extensive background in sales psychology was overlooked simply because I didn’t fit the expected age profile for tech-savvy individuals.
I realized that life is too short to remain in a position that brings unhappiness. When a role no longer supports your growth—or when you can no longer commit fully to that role—it’s time to move on. Ultimately, I left the "old school" hotel and became the Brand Curator for J. Exum Group, a dynamic team of women who granted me the creative freedom I craved. Now, I turn that “trench work” experience into effective marketing strategies. I don’t just make things look stunning; I create tools that I know will close deals because I’ve been on the other side of the handshake.
The Practical Magic of the “Sales-First” Curator
Upon stepping into my role as Brand Curator for J. Exum Group, I brought more than just a sense of aesthetics; I brought fifteen years of hospitality resilience. In real estate, marketing often falters because it is created in a vacuum—it may look stunning on a screen but fails in practice. With my background as a Director of Sales, I don’t simply ask, “Does this look fancy?” I ask, “Does this help my agent secure the listing?”
As a salesperson at heart, I understand that brand awareness is the fuel for every transaction. My goal is to ensure the J. Exum Group name isn't just seen, but recognized as a mark of excellence within our community. I work tirelessly to get our team the recognition they deserve, from producing high-energy reels that capture our culture to strategically submitting press referrals—such as securing Jackie’s feature in Louisville Business First.
To maintain this elite presence, I direct bi-annual, magazine-style photo shoots. By treating our branding like a bold editorial spread, I build a robust bank of sophisticated imagery. This proactive curation ensures that whether we are launching a new listing or a recruiting campaign, we aren't just scrambling for content; we are deploying a polished, "sales-first" visual strategy that commands attention.
The Final Script: Own Your Value
The lesson I gleaned from my time in that historic hotel—where my digital expertise was deemed "just another opinion"—is that your value is defined not by your current position, but by the vision you contribute. Life is too precious to remain in a role that dims your spark. If you are a sales professional drawn toward creativity, or a leader who knows you have more to offer than just fulfilling call quotas, I urge you to flip the script. Embrace opportunities that allow you to merge your “trench” grit with your creative spirit.
To the young women entering this industry or seasoned leaders contemplating a shift, my advice is straightforward: Connections are your currency. Your network is a living asset that requires ongoing nurturing. Never cease learning, remain adaptable, and quite frankly, don’t underestimate the Gen X workforce. We are the overlooked super force in today’s work force, adept at bridging high-tech digital strategies with high-touch human connections.
When I curate the identity of a premier real estate team, I do so with the confidence of someone who understands that the best marketing stems from a profound understanding of people. To the business owners and leaders reading this: take a closer look at the Gen Xers on your team. We are not merely “holding on” until retirement; we serve as the bridge between the traditional handshake and the modern hashtag. We are the "Connector" generation, and when you empower us, we don’t just follow the brand—we curate the future.
About the Author
Stephanie Garner is the Brand Curator for J. Exum Group in Louisville, KY, and a dedicated community connector. With over 15 years of experience in hospitality sales leadership, she employs a 'sales-first' perspective to drive brand strategy and manage her multi-state short-term rental portfolio, Starry Stays. When she isn’t reshaping real estate marketing, she enjoys being 'Dolly' to her granddaughter and mentoring women who are ready to flip the script and reclaim their creative power in the workforce.
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