Today we’d like to introduce you to Sam Coleman Dancer And Brandon Johns.
Hi Sam Coleman Dancer and Brandon Johns, thanks for joining us today. We’d love for you to start by introducing yourself.
First off, thank you so much for taking the time to chat with us. We really appreciate the opportunity and are grateful to be part of what’s transforming here in Middle Tennessee.
My name is Sam [Coleman-Dancer], co-founder of The Coleman Johns Group. We’re a luxury real estate team based in Nashville, and our focus in on the Nashville, Franklin, Brentwood, and College Grove luxury markets.
We first teamed up back at Mississippi State University in 2018. Brandon was building software and e-commerce companies, running paid ads, and scaling digital brands. I [Coleman-Dancer] was the creative, teaching myself Adobe Premiere and Photoshop to give us an edge in building brands through social media. By our junior and senior year, we launched a small marketing agency, starting with local businesses and eventually finding our niche managing social media for boutique real estate brokerages.
After graduation, we moved to Nashville. For the first six months we continued helping agents with branding, but because the market was so strong, few were investing in long-term brand building. I [Coleman-Dancer] decided to get my real estate license in the summer of 2021, and a few months later we went all in on video. We launched our YouTube channel in April 2022 and over the last three years, we have grown it to 55,000 subscribers. Since then, we’ve closed more than $50M in sales, with about $30M directly from YouTube.
That platform opened the door to luxury. In 2023, we filmed our first Parade of Homes feature with Legend Homes, which reached over 1.8 million views. Since then, our content has generated more than 200 million impressions and 13 million organic views. Builders and developers across Middle Tennessee now trust our reach and storytelling, tapping us to showcase their projects. That trust has accelerated our path into luxury real estate and allowed us to serve clients at a high level from day one.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It’s been anything but smooth. The biggest early hurdle in real estate was our age. When you’re 23–24 with a license for six months to a year or two, convincing someone to trust you with one of the biggest purchases of their life is tough. Earning credibility with clients, and even with peers and other agents, took time. It was a grind to win that first “yes,” then the next, and the next. The hardest part was getting people to trust you when you haven’t even bought a home yourself.
There’s also a mental piece: you have to believe you’re capable of being someone’s advisor. That first deal gives you proof, but the real confidence comes from experience, your first negotiation, the unexpected issues that pop up, the lessons you can’t get from workshops alone. We also didn’t know the area well at first. We were filming property tours and info videos about the suburbs and cities for people relocating here while we were still learning the neighborhoods ourselves. Over time, as we learned more, face-to-face conversations became easier and our guidance became sharper.
Another challenge was figuring out how to actually run the business. Everyone tells you a different way to get your first deal, traditional and non-traditional, and you have to sift through it and choose what fits. For us, it started with self-awareness. You have to figure out your strengths and weaknesses. Are you comfortable on camera? Are you better as a writer? Is cold calling your thing, or is it emailing to set up coffees and lunches? Getting honest about strengths, individually and between the two of us, pointed us toward the right path. It took time to feel natural on camera, but once we leaned into what we’re good at, the trust and respect followed.
Another lesson: with so many voices telling you different ways to grow a real estate business, you have to pick a path and commit. We chose social media, the long route, and resisted the urge to jump to the next lead source every time it got hard. I can remember early on we posted about sixty videos over the course of two months and saw roughly two hundred total views in that entire stretch. It would’ve been easy to quit (we even talked about pulling the plug), but staying the course is what ultimately made the difference.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
The Coleman Johns Group isn’t a traditional real estate team. We are a media and tech powered sales machine representing high-net-worth buyers, sellers, and developers across Middle Tennessee.
Our media-driven sales engine has generated over 200 million impressions and nearly 13 million organic views across YouTube, Instagram, and other social channels, giving our clients unmatched visibility in the market.
We don’t just list homes; we focus on engineering demand. Through cinematic storytelling, high-end branding, and precision-targeted campaigns, we position properties and projects where today’s buyers are searching, creating faster absorption, stronger brand awareness, and better returns.
Beyond transactions, we serve as strategic advisors, guiding clients through complex relocations, sequencing multi-property sell strategies, and sourcing off market land and lots for some of the biggest developers in Middle Tennessee. Builders build. Clients move. We make it seamless. The Coleman Johns Group is Nashville’s most followed and most media-driven luxury real estate team, built for a new era of how people discover, buy, and sell homes.
How can people work with you, collaborate with you or support you?
If you’re looking to buy or sell in Middle Tennessee and want something beyond the traditional approach, we’d love to work with you. Our focus is simple: push the limits and get more eyes on your listing than anyone else in the market. That’s our bread and butter.
With an in-house creative team, we move fast and produce high-quality marketing that connects with today’s buyers. And as agents with Compass, the largest brokerage in the U.S., we have access to extensive off-market opportunities, a powerful agent network across multiple markets, and technology and resources that few local brokers can match.
That combination gives our clients a real advantage — whether it’s launching a new listing, relocating to Nashville, or developing an entire community, we help you move strategically and confidently in one of the fastest growing markets in the country.
Contact Info:
- Website: https://colemanjohns.com
- Instagram: https://www.instagram.com/colemanjohns
- Facebook: https://www.facebook.com/colemanjohns
- LinkedIn: https://www.linkedin.com/company/colemanjohns
- Youtube: https://www.youtube.com/@COLEMANJOHNS
- Yelp: https://share.google/AqwC5iMXRHemgSepX
- Soundcloud: https://open.spotify.com/playlist/3ebaYMUjJNJ7C9CfnDXEMd
- Other: https://www.youtube.com/@RelocateNashville
