I wonder if when you are pinning it down - do you think maybe you might be pinning it too tightly? What are you pinning it down with?

If the tip points downwards the new growth tips die off some time.

You've got the right idea. Just wait until it's long enough to loop with the growing tip facing upward. If you don't keep changing the plant's habitat, the leaves will eventually reorient themselves in response to the light source. Some plants have leaves that follow the sun throughout the day, which is a bit much to expect of a Hoya, but it will come around. Of course, to my eyes, some Hoyas just always look disorderly and unrepentant.

Thanks you all.

golden - I'm using butterfly clips to pin the vines.

jan - yes, that's what I'm trying to avoid.

gghost - i didn't realize the leaves would turn themselves around. I'll try it here.