Josh Horner’s journey from Broadway to real estate is anything but conventional. The former Dancing with the Stars judge and Australian Ballet dancer has transitioned from the spotlight to selling homes on the central coast of Australia. But fear not: Horner has not abandoned his entertainment roots.
“I look at all of us real estate agents going in for listings, and it’s like an audition for a show,” Horner confirms. “How do you stand out?”
Horner answered that question by building The Horner Agency, a real estate business with a creative edge. Drawing from his background in entertainment, he carefully crafted a brand that resonates with suburban families—all while breaking through the noise of traditional real estate marketing.
The Power of the Garden Gnome
One of Horner’s boldest branding moves is his use of a garden gnome as his agency’s logo. This quirky symbol is inspired by German folklore and represents protection and home security. For Horner, it also reflects his personal touch.
“I started looking online about garden gnomes and found out they’re mystical creatures that protect the home,” he admits. “I thought, what a really nice notion for owners to feel like we’re protected and looked after.”
The gnome is much more than a logo—it’s a tried and true conversation starter and a symbol of his agency’s warm, approachable vibe.
Standing Out on Social Media
Horner’s entertainment skills shine brightest in his social media strategy. His videos do more than showcase properties—they tell stories that connect with his target audience: suburban moms and dads navigating cost-of-living pressures.
Horner explains: “I want my content to feel authentic, not just another agent saying, ‘Look at this house.’ I create stories that resonate with people, and they engage because they see themselves in it.”
Unlike many agents who receive half-hearted obligatory “fire emojis” on their posts, Horner’s videos receive genuine interest. Prospective buyers tag family members, starting real conversations about the homes he lists.
And as for his signature “soul dance” he does after each successful sale? It adds an extra layer of personality that helps keep Horner’s content memorable.
The Business of Creativity
Making the transition from dancer to real estate agent wasn’t without its challenges. Horner openly admits that the operational side of running a business tested his resilience—and his patience.
“Supervision guidelines, financial management—it’s a steep learning curve,” he acknowledges. But Horner has embraced it because “it’s part of creating something that feels truly mine.”
Despite these hurdles, Horner’s passion for connecting with people keeps him motivated.
A Joyful Career Shift
Real estate has brought unexpected joy to Horner’s life. His ability to blend creativity with meaningful client interactions has radically transformed how he approaches his work: “I love helping families find their dream homes. It’s a privilege to be part of such an important moment in their lives.”
Horner believes authenticity is the key to success. “I’ve always been about being myself,” he confirms. “That’s what resonates with people. Whether it’s on stage or selling homes, it’s about connecting on a human level.”
Lessons for Others
Horner’s story offers valuable lessons for anyone considering a radical career change: be courageous and embrace whatever makes you unique.
“Don’t be afraid to bring your personality to your work,” Horner encourages. “People connect with authenticity. That’s what sets you apart.”
A Standout Brand
Josh Horner’s journey from Broadway to real estate isn’t just about career reinvention—it’s about building a brand that feels personal and meaningful. He has leveraged his entertainment background to create a business that stands out in an all-too-crowded market.
“Real estate isn’t just about selling houses,” he reminds aspiring agents. “It’s about telling stories, connecting with people, and making them feel seen. That’s where the magic happens.”
With his trusty garden gnome by his side, Horner continues to redefine what it means to succeed in real estate.
