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Home Staging Case Study – Aspen Homes
Inspirational Design, Aspirational Living
Aspen Homes, founded in 2008 has grown into a highly respected name in bespoke family home development across the Home Counties. Founded 16 years ago, its history has been marked by innovation, resilience and an unwavering commitment to quality.
For Joe Jelley, owner and founder of Aspen Homes, property development isn’t just a business - it’s a lifelong passion. Having grown up in Guildford, Joe has always had strong ties to the area. His love for property started in childhood, and after gaining experience in estate agencies, land acquisition, and planning, he took the leap into development.
"I spent 4 years in Stirling, Scotland, completing my degree in Business Studies & Marketing. I loved its mix of cosmopolitan city and nature, but Guildford’s proximity to London and the South Coast drew me back. Guildford felt perfect for starting my post-university life and career, offering great opportunities in the property industry and a diverse market to grow my network and experience.” Joe Jelley, owner and founder of Aspen Homes
Staging Homes for Success
A crucial aspect of Aspen Homes’ strategy is the staging of properties before they go on the market.
The company has long recognised that a well-dressed home is not just more visually appealing, it sells faster and often at a higher price point. “Presentation is everything. Dressing a property makes it feel like a home, making it easier for buyers to see themselves living there. It’s also great for marketing material and especially social media. Furnished homes also tend to sell faster, typically 30% quicker than unfurnished ones.”
Since 2014, Aspen Homes has partnered with Roomservice by CORT, a furniture rental company based in Chessington with over 40 years’ experience in the property industry, to provide home staging services to ensure that every property is presented at its absolute best.
“We have been working with Roomservice by CORT for over 11 years and Marie Pocock (Roomservice by CORT’s in-house Interior Designer) and the team have worked on all our projects so there is real continuity, trust and understanding. Roomservice by CORT are an asset to our business and a part of our team, providing us with a longstanding business relationship that we are lucky to have.”
A Passion For Property and Homes
“For us, the past 16 years have been about building our brand and reputation in the local area. It’s not just about houses - it’s about creating a legacy of quality and craftsmanship in an area we both live and work in.”
Turning ideas into homes
The 2008 financial crisis became an unexpected opportunity for Joe. While the property market was in turmoil, he saw a chance to create something of his own. This started with a design-and-build consultancy before moving into full-scale development, laying the foundation for Aspen Homes.
“The financial crash of 2008 was a turning point. While many saw uncertainty, I saw an opportunity to create something new. That’s when Aspen Homes was born.”
The company’s first major project, a custom-built home in Witley, marked the beginning of the company’s brand values. By prioritising craftsmanship and thoughtful design, Aspen Homes began shaping its reputation for creating properties that are not just buildings, but luxury homes designed for modern living. Aspen Homes’ projects have grown from building two detached houses to creating multi-million-pound luxury housing developments. Each location is carefully researched, and the homes are thoughtfully designed to preserve the location’s character while creating highly aspirational homes for future residents.
