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“If I get one more bloody real estate agent…”
According to Josh Horner, this comment kept appearing in Facebook groups from disgruntled homeowners.
As a former Dancing with the Stars judge and Broadway performer, he knew he wanted to take a different approach to stand out.
Drawing from his years at Disneyland studying guest behavior, Josh built The Horner Agency around a distinctive garden gnome logo and an authentic social media presence that connects with suburban families struggling with cost of living pressures.
His videos don’t just show properties – they tell stories that resonate with his target market: “suburban moms and dads.”
The results? While other agents’ social media gets obligatory “fire emojis” from colleagues, Josh’s content generates organic engagement from actual prospects tagging family members about properties.
In this episode of Courageous Conversations, host Leanne Pilkington explores how Josh’s entertainment background shaped his unconventional but effective approach to:
- Standing out in a crowded market
- Creating social content that actually engages potential clients
- Building an authentic personal brand
- Understanding and connecting with your target audience
Whether you’re tired of blending in with other agents or looking for fresh marketing approaches, this conversation offers practical insights on differentiating yourself in today’s market.
“I look at all of us real estate agents going in for listings and it’s like an audition for a show. All the competitors are there… How do you choose?”
10 key takeaways:
- The transition from entertainment to real estate
Timestamp: 4:00 - Building a unique brand identity with the garden gnome
Timestamp: 14:00 - Navigating business ownership challenges
Timestamp: 2:00 - Creating authentic social media content
Timestamp: 25:00 - The importance of knowing your audience
Timestamp: 28:00 - Managing the business side of real estate
Timestamp: 22:00 - The story behind the “soul dance” celebrations
Timestamp: 26:00 - Balancing creativity with business operations
Timestamp: 3:00 - Goal setting and business growth strategies
Timestamp: 17:00 - Finding joy in real estate
Timestamp: 29:00
Links:
Detailed Episode Guide
From Stage to Property Stage
Josh Horner’s journey began as a professional dancer with the Australian Ballet, performing in London’s West End and on Broadway. His transition to real estate came after a successful career in entertainment, including judging on Dancing with the Stars and choreographing for Disneyland.
Building a Unique Brand
One of Josh’s most distinctive branding choices is his garden gnome logo. This creative decision stemmed from his desire to stand out in a crowded market. The gnome, symbolising protection and home security in German folklore, has become his signature mark in the industry.
The Business Learning Curve
As a business owner, Josh candidly shares his struggles with the operational aspects of running a real estate agency. From supervision guidelines to financial management, he acknowledges the challenges of transitioning from sales agent to business owner.
Social Media Strategy
Josh’s approach to social media reflects his entertainment background. He creates content that balances professionalism with personality, including his signature “soul dances” after successful sales. His strategy focuses on authentic engagement rather than purely promotional content.
Finding Joy in Real Estate
Despite the challenges, Josh has found unexpected joy in real estate. His ability to help families achieve their property dreams while maintaining his creative spirit has allowed him to build a unique position in the market.
Summary
Josh Horner’s story is a testament to the power of authenticity in business. His journey from professional dancer to real estate agent demonstrates how transferable skills and genuine passion can create success in unexpected places.
FAQ: Josh Horner’s Journey from Broadway to Real Estate
Q: Who is Josh Horner?
A: Josh Horner is a former professional dancer, Broadway performer, and choreographer who transitioned into the real estate industry. He now runs his own real estate business, The Horner Agency, on the Central Coast of Australia.
Q: Why did Josh Horner leave a successful showbiz career for real estate?
A: After a celebrated dance and choreography career, Josh found himself at a crossroads. Returning home to Australia, he sought a new path that combined his creativity with a fresh challenge. Real estate provided the perfect avenue for him to apply his showbiz flair and connect with people in a meaningful way.
Q: What is the story behind The Horner Agency’s garden gnome logo?
A: Inspired by his Disneyland days and the symbolism of garden gnomes as protectors of the home, Josh chose the gnome as his logo to represent warmth, joy, and a sense of security for his clients. It also helps him stand out in a competitive market.
Q: How does Josh’s background in the arts influence his approach to real estate
A: Josh brings theatricality, creativity, and a focus on storytelling to his real estate business. From engaging social media content to personalised listing videos, his marketing approach is designed to create a strong emotional connection with clients and stand out from traditional tactics.
Q: What challenges has Josh faced as a real estate business owner?
A: Josh candidly shares the ups and downs of running his own agency, from grappling with legislation and financial management to balancing his love for client interaction with operational demands. He continues to navigate these challenges with resilience and creativity.
Q: What advice does Josh have for others considering bold career changes?
A: Josh’s motto is to “be courageous” and embrace new opportunities, even if they seem daunting. He believes in focusing on joy, authenticity, and connecting with people, regardless of the industry you’re in.
