Recently, I was fortunate to chat with Douglas Driscoll, CEO of Starr Partners, and had a great conversation about branding from a real estate network perspective.
Doug’s one of those rare CEOs who doesn’t just talk about brand values, he gets his hands dirty too. He sees himself as a brand custodian, not a brand dictator, and what really stuck with me was how he likened real estate marketing to a political campaign.
Starr Partners’ brand custodian
Doug has been part of the Starr Partners story for 15 years, and around seven years ago, he foresaw a shift in the way branding and marketing would need to operate. He sees his role as a temporary custodian of the brand. He’s aware that he’s just one of many who’ll hold the reins over time. That humility speaks volumes. He’s not just here to put his own stamp on things. He’s also here to protect and guide the brand for the next generation.
The real estate branding horse has bolted
We both agreed that the days of policing every pixel are well and truly gone. Doug had a chuckle about what I call the “Brand Bandits”, those well-meaning agents who take branding into their own hands. He calls them the “Canva Crusaders.” With Canva and a hundred thousand marketing platforms at your fingertips, every agent can easily whip up something that ‘looks’ like the brand. The problem is, without oversight, the result is rarely consistent. Doug realised that Starr Partners could no longer control everything at a local level, so instead, he created a system that provides support without stifling initiative.
Easier and faster marketing with new digital tools
Rather than clamp down, Doug actively encourages agents to create their own marketing, as long as it’s either approved by Head Office or clearly separate from the corporate brand. If agents want to work within the Starr Partners aesthetic, they can come to the central team for guidance and approval. If they want to go their own way, he’d rather they steer well clear of mimicking the core brand. That way, the line between official and personal branding remains clear.
When the CEO is your marketing partner
Doug’s not just approving assets, he’s creating them. He develops video scripts, brainstorms content ideas, and even collaborates directly with Starr Partners agents like Mark Vella, who we’ve featured on our Hoole site. This kind of hands-on involvement from a CEO is rare and refreshing. He leads by example, reminding everyone that smart marketing starts at the top.
Being a support and running campaigns, not a dictatorship
Doug compared the network’s role to that of a political campaign team. Agents are the politicians running for local office, and Head Office is their behind-the-scenes crew, developing policy (aka brand strategy), crafting messaging, and delivering support. It’s a clever analogy and one that more networks could learn from. The message? You’re the face, but we’re your ‘backing band’.
Does the CEO need a personal brand?
Doug made an interesting call here. He’s intentionally stepped back slightly from promoting his personal brand as CEO and instead focuses more on what he described to me as ‘servant leadership’. In his view, constantly pushing a personal brand wasn’t essential to effectively lead a real estate network. Today, he prefers to focus on supporting his team and helping promote their individual brands.
While I respect that, I do see things a little differently. To me, the CEO of a real estate network is like the party leader, they need a personal brand that attracts high-performing agents and new business owners to the network. If you’re recruiting, you need to be visible and magnetic.
Running your marketing like a political campaign
Doug embraces the campaign metaphor wholeheartedly. His team doesn’t just build marketing templates; they offer strategy, oversight, and the tools agents need to shine. That said, he acknowledged that Head Office can’t do everything. Resources are limited, and franchise or network fees only go so far. That’s why he supports third-party help when it’s done well.
He even said he was happy to see agents investing in marketing with reputable agencies like Hoole because he knows we deliver quality and professionalism that reflects well on the Starr Partners brand.
Branding option 1: Rubber-stamped by Head Office
If an agent or supplier wants to use the Starr Partners branding, Doug prefers a collaborative process. No brand guides are handed out; instead, suppliers work directly with his central team for approvals. Once approved, the asset becomes locked, and there are no further changes to the design, just content. That ensures brand compliance and quality control. It’s clear that while he’s open to agent-led marketing, it must align with core standards. He wants agents to invest in themselves, but do it properly.
Branding option 2: The ‘Intel inside’ approach
For agents who want a completely different look, Doug recommends avoiding the Starr Partners brand altogether. That way, there’s no confusion. It’s like buying a Dell laptop with Intel inside – you know it’s part of a bigger system, but the identity is distinct.
He suggested a balance between corporate and personal branding. The result? A professional, differentiated brand that acknowledges the network connection without being beholden to it.
How to marry the network brand with your personal brand
Doug suggests using the corporate colour palette sparingly, a hint of light blue, but not the dominant hue. Think of it as a signature, not a stamp. The focus should be on the agent’s brand, with Starr Partners simply in the background, quietly offering credibility and structure.
Perception versus reality
Doug also raised a valid point about influencer-style agents. The public sees the highlight reel, not the production crew. Whether it’s a slick blog or a polished video, a whole team is involved in researching, scripting, editing, and publishing. Agents need to realise that the output isn’t off-the-cuff, it’s orchestrated.
And that’s okay. Like any good political candidate, agents need a skilled campaign team behind them. Confidence is not the same as competence, but with a strong team, you can project both.
Influencer marketing is like selling off the plan
In my mind, influencer marketing can be likened to off-the-plan real estate. You’re selling something that doesn’t fully exist yet, but through branding, you make it real. It’s about painting the dream – whether that’s a lifestyle, a future home, or a professional reputation. Good agents don’t sell features, they sell feelings.
Doug’s big mantra? “Back yourself”.
1. Agents should reinvest 10% into marketing
Doug believes every agent should reinvest at least 10% of their commission into personal branding and marketing. This self-investment drives results, which in turn benefit the network. As he put it, “When agents back themselves, we all win.”
2. Should agents put their faces on signboards?
This is where our chat took a forward-looking turn, exploring what could – and should – change in real estate marketing. Doug’s not a fan of agent faces on pointer boards. He finds them gimmicky and says they cheapen the brand and annoy the general public. His view? With GPS in every phone, we don’t need weekend signage to point people to an open home.
3. It’s not one and done, it’s always on!
One of Doug’s most memorable quotes was this: “The start of the journey is not the destination.” Too many agents launch one brand campaign, expect instant results, and then declare it a failure. But real estate marketing is about consistency, cadence, and commitment. You don’t visit the gym once and expect to see a six-pack by the end of the session.
4. Agents must invest in their own business
Doug was clear: too many agents expect instant ROI and give up too soon. Marketing isn’t a single event. It’s a journey. It’s measured in steps, not leaps.
5. Head Office can’t do it all, but they can help
Doug understands the limitations of a centralised brand team. He’s built an advisory function, not a production house. Agents are expected to seek their own suppliers and invest in their own campaigns, but help is there for those who want it.
Brand execution can be done at different price points
Execution is where agencies like Hoole come in. With deep experience in real estate and strong relationships across networks, we can liaise with the head office, deliver high-quality assets, and get the job done right.
What professional help looks like
If you’re part of a franchise or network and want to stand out while staying on brand, we’re here to help. At Hoole, we don’t just understand marketing, we live and breathe real estate. Whether you’re a principal, agent, or BDM, we can be your campaign team, your creative crew, and your branding allies.
Because when you back yourself, we’ve got your back too!
Book a free 1-hour consultation with me, Melanie Hoole. I’ll give you on-the-spot recommendations specific to your business and its brand and discuss how my brand experts and I can help set your business up for long term success.
