For one of North Canterbury’s rising social media stars, Jodie Starling of Starling Homestead, the journey to the region began with a Trade Me listing and a spark of curiosity. While living in Wellington with her then-boyfriend Jae, she came across a unique farm property in North Canterbury during a visit to a friend. With a longstanding interest in architecture and a love of unique homes, she added it to her watchlist.
“I never imagined we’d actually buy it,” Jodie admits. But the property lingered on her list for months, tugging at her imagination. Eventually, she turned to her partner with a bold idea: “What if we just went for it? Bought a house together, relocated, and completely changed our lifestyle?” To her delight, he said yes.
Soon after settling in, Jodie and Jae chose to hold their own wedding on the property. A larger wedding had been planned, but they soon realised something smaller and more personal felt right. They eloped beneath the olive trees.
Jodie hosts incredible weddings at her homestead.
That experience planted the seed for what would become a lifestyle-driven business. With a desire to stay home with her children and live out her homesteading dreams, Jodie took inspiration from their own wedding and began to explore the idea of hosting others on the farm at The Starling Homestead.
Like many who move to the country, Jodie considered a range of business ideas, from flower farming to petting zoos. But it was through their wedding that she realised she could combine her passion for improving the land, earning a living, and celebrating love stories all in one place. They’ve now owned the property for four years. While she often refers to the business as a “wedding venue” for searchability online, Jodie prefers to describe it more simply: “I host weddings on my farm.” The distinction reflects the personal, hands-on nature of what she offers.
With close to 50k followers, social media has played a huge role in The Starling Homestead’s growth. Jodie takes a tailored approach across platforms, maintaining a more curated, business-like presence on one and a relaxed, personal tone on others. She’s found the informal, personality-driven content is the most effective. “People don’t really care about supporting a generic, ‘no face’ business. They want to support people, so the more personality you share the support you gain.”
Success, for Jodie, means financial security and freedom for her family, along with the ability to run a generous, values-driven business. It’s a journey that’s still unfolding, but one we can safely say she’s thriving in.
A range of Back to the Wild's products
When it comes to advice for others looking to build their business through social media, Jodie emphasises showing up with authenticity. “Get comfortable being in front of the camera, not behind it. Look at the kind of content that inspires you and take cues from that. Learn your SEO keywords and use them often, both in text and when speaking. Practise, practise, practise, but you don’t have to be perfectly polished.”
She encourages other small business owners to diversify their content. “You don’t always need to talk directly about your industry. Content that feels too much like advertising can fall flat. Instead, try behind-the-scenes glimpses, GRWM (get ready with me), DITL (day in the life), daily routines, recipes, or tips. These can still reflect your brand while being more engaging.”
For Jodie, The Starling Homestead is more than a business. It’s a family home, a creative outlet, and a place where stories begin. What started as a house on a watchlist has become a space where Jodie helps others celebrate the start of their own new chapters.
To learn more about The Starling Homestead click here.
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