Freedom socials

Freedom Property · Prepared for Sav

Freedom socials

What this is

What Josh asked for on the 11 Sep call, what the accounts are doing today, what the market is doing, and what we recommend

Built from

The call transcript, a fresh pull of every Freedom and Josh account, a research pass on attraction agents and live recruitment ads

Date

13 September 2026

The call, 11 September

What Josh said.

Real estate is just a popularity contest. Who is the most popular in the area, and how do you get popular?On why agents win

We need to fully get the agents in and turn them into celebrities in their suburbs. They have to have sick social medias.The ambition

I signed this one up today. She said, Josh, I have been stalking you for years. I have never had to call this lady, ever.The proof, from his own week

We pick three or four of our agents, five, six, seven grand a month, we contribute X, twelve months. On the tenth month they just blow, and we build teams around those people.The agent program

The feeling for a first home buyer, a downsizer, the family buying the home, selling the family home, and this is how we make it feel at Freedom.The Freedom Feels films

Good looking people in ugly brands. We will go for them.Who recruitment is for

Who he wants to reach

The targets.

01

Established agents

Writing four to five hundred thousand in commission with an office taking sixty percent. Inside the old franchises. Not green agents, not career changers: Freedom cannot employ the aspiring ones until the established ones are in to run teams. The hook is the ninety percent and the party they can see from outside.

02

Sellers, by life stage

First home buyer, downsizer, the family buying its first family home, the family selling the one they raised the kids in. Four feelings, four films, on the website and in paid. Josh expects more agents than sellers from these, because agents see Freedom doing what their office does not.

03

The suburb

The people who will list with an agent because they follow her, she looks approachable, and she is everywhere locally. Personality content first, community second, listings as proof. This is the audience the agent program is built to win, one agent at a time.

Off the table

The AI reactivation calls. Josh killed it on the call: the bot cannot see the last conversation in their Salesforce build, so it would ring people who told an agent no last month. Nathan closed it out. Rentals and the wider agent roster come after recruitment has run for a few months.

Audit, 13 September

The accounts today.

Account	Followers	Since May	Last 60 days	Engagement
Instagram, freedomproperty.com.au	16,253	+17	29 posts, one every two days	0.10% a post
Instagram, mrsell.joshsherwood	4,621	-45	20 posts, one every three days	0.26% a post
Six sub-office Instagrams	6,134 combined	two new, one dormant	Mirrors of the main feed	0 to 25 likes
Facebook, main page	2,839	+39	29 posts, copied from Instagram	22 likes in total
YouTube	851	+20	45 uploads, all listing walkthroughs	95 views average, zero likes
LinkedIn, company and Josh	718 and 119	+24 and +3	No posts found	Josh has no photo, no about
Podcast	110 episodes, 5.0 rating	two episodes	Nothing for 54 days	Show notes send people to Agent Growth
TikTok	none	none	Zero videos on any handle	Empty channel next to a full production line

The one percent benchmark for a branded service account is ten times where the brand feed sits. Full audit with every source in the Freedom intel folder.

Audit, 13 September

What is working.

A real person doing a real thing
Every one of the brand's top five posts in ninety days is people in a room: David Holmes on the podcast (56 likes, 1,430 views), the Q2 awards (49), the HQ team (29). Every one of the eighteen manifesto posts sits below average.
Josh, speaking as Josh
His three best posts are the three where he writes "I" and names a local club or cafe. They run two to four times his feed average. Only 3 of his 34 captions use "I" at all.
Listing reels on Josh's account
His two listing reels in April were his best posts by five times (71 likes, 742 views). He has not posted a listing since 28 April.
Reels over carousels
On Josh's feed reels average 17 likes against 8.5 for carousels. The two to one split toward reels is right; the carousels are the drag.
The Darwin proof
The one piece of agent-personality content in the whole network, the Darwin team's "Episode 1, The Business Owner" reel on 1 September, did forty times its own feed average. Josh's thesis, already proven by his own people.
The community campaign
Small Businesses then Sporting Clubs is the only recurring thing on either feed that earns comments. It is the closest Freedom has to a suburb story.

Audit, 13 September

What is not working.

Manifesto lines in the client's voice
43% of the brand feed and 74% of Josh's feed are third-person brand philosophy. Josh's account reads identically to the brand account. Zero personality posts on either, in ninety days.
Output doubled, audience flat
57 posts since May grew the brand account by 17 followers. Josh published 47 posts and lost 45.
The halves are in the wrong places
YouTube is 89 listing walkthroughs in ninety videos and nothing else. Instagram has zero listings. Neither audience gets the other half.
Facebook is a photocopy
Forty posts pasted from Instagram earned 29 likes between them. Josh's largest Facebook audience, 4,174 on the old Mr Sell page, is now pointed at property management.
The recruitment story is told somewhere else
Every podcast episode's notes send listeners to agent-growth.com.au and a Skool group, not Freedom. Josh's LinkedIn, the obvious recruitment channel, has 119 followers, no photo and no about text.
Eight accounts, no roles
Six sub-office Instagrams hold 6,134 followers and mirror the main feed or sit dormant. Rentcare has 1,774 followers and an empty grid. No hashtags on any of 76 posts. No TikTok.

The in-house cards

The graphics.

28 Aug. On system. Mark and headline on one axis, real margins, air under the baseline. The reference.

7 Aug, reused 3 Sep. SMALLL, 1 0F 5, $5000 where the prize is $1,000, headline clipped both edges, no wordmark.

26 Aug. SWICH for Ipswich, exported at 736px, type clipped both edges, default grotesque, no wordmark.

The photography and manifesto layouts are on system. The moment a campaign message goes on an image the system goes: margins to zero, a type stack invented per card, the wordmark gone, nobody proofing. Three typos on three cards, one reused a month later. The 12 Sep team carousel has no names, no roles and no mark on any slide.

For Melissa or Matt

The fifteen minutes.

Josh is lining up your chat with whoever does the overlays. This is the list, so it is one conversation and then a sheet they keep.

Export
1080 x 1350 for feed, 1080 x 1920 for stories and reels. Nothing smaller. Eight different frame sizes were found in eleven cards.
Margins
The 28 Aug card is the rule: mark and headline share one left axis at roughly 7.5% of frame width, the same air top and bottom. Nothing touches an edge.
Type
One headline size, one weight, per card. Light, tracked, as the brand sets it. No second line at a different size. No default grotesque.
The mark
Every card carries the F wordmark, one colour, one place. Campaign cards are not the exception.
Legibility
Dark type never sits on sky or white weatherboard without a scrim or a move. Fix legibility by moving the line, not by shrinking it.
Proofing
Somebody who did not make the card reads it before it goes up. Suburb names, prize amounts, letters and zeros.
People
A card with a person on it names the person and their role, in the system. The team carousel had neither.
Templates
We supply the campaign card, the careers card and the agent card as locked templates so the drift has nowhere to start. That is a small design job on our side.

Research, 13 September

The attraction agents.

Agent, patch	Instagram	TikTok	What performs
Michael Bacon, Place Kangaroo Point	84,260	5,051	Listing films with a hook, sold reveals, his renovation. Reels at 160k to 190k plays
Drew Davies, Place Ascot	34,224	26,300	Coming soon teasers, TV crosses. His person account beats Place's brand TikTok sixty to one
Matt Lancashire, Ray White New Farm	31,698	7	Forty percent listings, sixty percent personal. His best recent reel was market opinion
Jordan Strudwick, STRUD Ipswich	15,495	295	Almost no listings. Faith, family, team. One post did 444,000 plays
Emil Juresic, NGU	566,949	none	Business building, academy, charity. The biggest account in Josh's patch

The personal post beats the listing
Across every Queensland account pulled, the personal or opinion post outperforms the listing. The agents grinding listing carousels, at 16k and 22k followers, get twenty to fifty likes.
Freedom already has the audience
16,253 on the brand account is more than eXp, Harcourts, Coronis, Place and The Agency combined at brand level, on 122 posts. Place has 43% of that audience and moves twelve times the engagement.
Culture is what a brand account is for
Place's top eleven posts are all conference, awards, carnival and office games. Its listing carousels sit at the bottom, one at four likes. That is the recruitment apparatus Josh is describing.
The Australian version of celebrity
No watches, no cars, no income talk. The agents who have built the biggest followings here do family, faith, community, the market and their own work.

Meta Ad Library, 13 September

The recruitment ads.

Three brands in the whole country
Of 759 active real estate ads pulled, only Freedom, eXp Australia and Abel Property in Perth are advertising to established agents. Ray White, Harcourts, McGrath, Place, Coronis and NGU have none running. Freedom has the most variants of the three.
Our first two days
11 to 13 September at a hundred a day: $200 spent, 4,713 impressions, 3.2% click rate, 62 landing page views, 2 leads. Early, and inside the range the funnel was planned on.
The format is ours already
Twenty five of the thirty best recruitment and agent-marketing ads are one person to camera, vertical, one or two huge words on screen. Josh on the terracotta wall sits inside that set.
The format nobody has
A recruited agent telling their own story with a number in the first line. Abel does the founder's numbers; nobody in Australia runs the switcher's. Freedom has five named testimonials on the careers page to start from.
Ninety percent is rarer than it looks
A recruiter's 2026 salary guide says principals are refusing anyone asking above seventy. Freedom offers eighty and ninety. eXp does the sum on its page ($110,400 now against $171,700 with them). Freedom's careers page does not do the sum. It should.
Agents move for people, then money
Of 1,200 agents spoken to in NSW and QLD, 83% were more likely to join where the directors were visibly involved. The party, the training and Josh on camera are the offer, the split is the hook.

Recommendation one

Josh’s account.

Josh is the celebrity in the suburb already. Redland City knows him, a seller he never called signed with him this week, and his own audit says the posts where he speaks as himself beat everything else on both feeds. His account becomes the flagship and the template for every agent that follows. Nothing on it reads like the brand account.

Voice
First person, every caption. "I" not "we". The manifesto lines move to the brand account or stop.
Four pillars, weekly
One listing or sold reel with Josh in it. One personality piece: the office, the family, the gym, the drive between appointments. One community post, the campaign he already runs. One agent-to-agent piece, the recruitment story told as a founder, not a careers card.
Format
Reels first, talking to camera, captions burnt on, opening on his face inside the first second. Carousels only for sold results and the community winners. Stories daily, unpolished.
The bio
Today it sells Agent Growth ("I help agents double their income"). It should say who he is, where he sells, and give a seller and an agent one tap each.
Off Instagram
Every reel goes to TikTok and YouTube Shorts as it is. LinkedIn gets a photo, an about, and the agent-to-agent piece each week, because that is where established agents will check him.
Capture
Freedom Media already shoots 69 listing videos a quarter. Josh on camera for ninety seconds at each one, cut by us, is the cheapest content on this page.

Recommendation two

Freedom Feels.

Four films, one feeling each, thirty to forty five seconds, a real Freedom agent and a real client in each. We concept, direct and film; Josh said his crew cannot and he wants it as hard hitting as the recruitment cuts.

01

The first key

A first home buyer, the moment the key is handed over. The agent made it calm.

02

The right size

A downsizer leaving the big house for the one that fits. Relief, not loss.

03

The family home

A young family buying the house the kids will grow up in. The agent knows their names.

04

Selling it

The house the kids grew up in, sold well and sold kindly, the way family would.

Where they run
The website first. Then paid, as seller ads in the Freedom suburbs and as a fifth cut in the recruitment sets, so an agent sees the brand doing what their office does not.
Exports
Each film in 9:16, 4:5 and 16:9, captioned, plus a fifteen second hook cut. Same visual, different opening lines, so paid gets variations without a reshoot.
Shoot
One day, Ken or Jack depending on budget, four Bayside locations, two real clients found through the agents. Scripted by us, spoken by them.
The category
No Australian agency brand owns the emotional film. Ray White moved to data, Domain to comedy. The seller’s point of view has been done once, in New Zealand. No whole-life time lapse, three brands have worn it out.
Price
Not in this document. Josh asked for it, so it goes to him as its own line once you have set the number.

Recommendation three

The agent program.

Josh described, on the call, the program we built in August: pick three or four agents, five to seven thousand a month, Freedom contributes part, twelve months, build teams around them. The August deck at lovr-reports.pages.dev/freedom-agent-marketing already has the packages, the monthly cycle and the funding structure. It was held, never sent. The move is to bring it back as the thing he just asked for.

Who
Josh's words: the best looking, highest energy agents. Three or four, hand picked by him, with Josh himself as agent zero so the program has a working example before the first agent signs.
What they get
The August shape: the profile suite and landing page once, then a monthly of shot content, twelve to sixteen posts, a managed local campaign, and a dashboard. Freedom Media shoots to our shot lists, we design, write, publish and run the ads.
The number
The August deck priced the monthly well under what Josh named. Reprice to his range, with the split between Freedom's contribution and the agent's On Account recovery set by Gary. Your call before it goes anywhere.
Twelve months
Josh said month ten is when they blow. The commitment is the program, so the agreement is twelve months with a quarterly review, not month to month.
The proof loop
Each agent's results go on the internal agent sheet: followers, enquiries, appraisals, listings attributed to socials. Agents sign up off one of their own, not off a brochure.
Sequence
After recruitment has run its first month and Josh's own account has four weeks of the new format on it. Then the pitch to the three is a demonstration, not a promise.

Recommendation four

The brand account and the rest.

Chloe wants the spend on recruitment and sellers, not organic, and Josh agrees. So the brand estate gets a role each and a light touch, not more output.

The brand account
Three posts a week, not one every two days. People in rooms, the community campaign, sold results with the agent named, careers nights on the locked template. Manifesto lines retired.
YouTube
Keep the listing walkthroughs, they are the archive. Add the podcast and the Freedom Feels films as the featured row so the channel has a front door. Retitle listings with suburb first.
Facebook
Stop the photocopy. Post the community campaign and careers nights only, natively, with the vote link. The 4,174 on the old Mr Sell page are Josh's; ask Josh whether that page reverts to him.
The podcast
Fifty four days silent and the notes send people to Agent Growth. Either it points at Freedom's careers page and comes back monthly with Josh's recruitment story in it, or it is parked on purpose.
The sub accounts
Six offices, 6,134 followers, mirrored feeds. Central and Swich post their own agents or repost nothing. Rentcare posts or is redirected. Palmerston is closed.
TikTok and LinkedIn
TikTok is a reposting job, not a content job: every reel from Josh and the agents, as is. LinkedIn is the recruitment channel: Josh's profile fixed, the company page posting the agent-to-agent piece weekly.

Sequence

The first thirty days.

This week
Recruitment ads keep running at the hundred a day. Friday note to Josh with the numbers. Your fifteen minutes with Melissa or Matt, with the sheet from this deck.
Week one
Josh's bio and LinkedIn fixed. First four reels shot at listings he is already attending, cut by us. Three locked card templates delivered to the in-house team.
Week two
Freedom Feels concepts and scripts to Josh with the price line. Ken or Jack held for a shoot day. Two real clients found through the agents.
Week three
Brand account moves to three a week on the new mix. Facebook photocopy stops. TikTok and Shorts reposting switched on for Josh.
Week four
Freedom Feels shot. Recruitment ads reviewed at the two week mark: spend moved to the winning sets, the "Brisbane agents" cut pulled from the wider geos.
Day thirty
The agent program repriced and back in front of Josh, with four weeks of his own account as the demonstration and the three agents named by him.

Asks

What we need from Freedom.

Josh, ninety seconds at each listing
He is already there with Freedom Media. To camera, one take, we cut it. Without him on camera weekly the whole thing is a brand account again.
The name of the overlay person and thirty minutes
Melissa or Matt. Fifteen with you, fifteen with us handing over the templates.
Two real clients for the films
A first home buyer and a downsizer from the last quarter who will be on camera. The agents know who.
Access to the accounts we will post to
Metricool connection for Josh's Instagram, TikTok, YouTube and LinkedIn, on the publish-by-notification setting so he picks the audio.
Three names
The three or four agents Josh would put on the program, so the repriced offer is written for them and not for a roster.

Sources

Where everything lives.

The call
LOVR x FREEDOM catch up, 11 Sep 2026, 4pm AEST, 47 minutes. Transcript in the Freedom client folder under client-input.
The audit
Every account pulled 13 Sep 2026 with the raw data and the cards themselves. Freedom intel folder, 2026-09-13-socials-audit.
The research
Attraction agents, agency programs, brand films and the live recruitment ads, all with links. Freedom intel folder, 2026-09-13-socials-research.
The ads
Ten cuts at freedom-recruitment-ads.pages.dev, password lovr. Live in Meta since 11 Sep at a hundred a day.
The August program
lovr-reports.pages.dev/freedom-agent-marketing, password lovr. Packages, cycle and funding structure, held since 8 Aug.
The baseline
The May audits the numbers are compared against, in the Freedom intel folder.

The read

Josh already knows what works. His own three best posts are him, as himself, naming a place. The job is to build everything around that and stop publishing the rest.

Prepared by Nath for Sav
LOVR · 13 September 2026