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How Luke Saville Sold 26 Properties Using Only Social Media

From ‘crazy’ to a clear niche - why Luke turned down $3M listings to focus on apartments

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Elite Agent Editor
October 18, 2025

THOUGHT LEADERS
REAL ESTATE REIMAGINED

This week: Claudio Encina steps in as host to sit down with The Agency’s Luke Saville – who transformed his real estate business by saying 'no' to million-dollar houses and doubling down on apartments, generating 26 sales from social media in just 12 months. Watch on YouTube, or listen on Spotify or Apple Podcasts.

Luke's story began with a crazy decision that left every agent wondering if he'd lost his mind.

Picture this: a client calls with a potential $3 million house to list, and Luke politely declines to focus on $450,000 apartments instead.

"For the first 12 months, it was really hard because it's a lot of money you're saying no to," Luke admits.

But here's where it gets interesting. Luke didn't just specialise – he invented his own method of marketing. Instead of the usual listing copy, he started writing stories. We're talking narrative-driven copy that has buyers saying things like "I fell in love with it" after reading word-for-word about their future lifestyle.

The breakthrough moment? A buyer from New Zealand purchased a property sight unseen after watching Luke's Instagram walkthrough video.

"She said the copy made her picture herself living there”

That's when Luke knew he'd cracked something special.

In just 12 months, he sold 26 homes directly through social media, with one TikTok reaching nearly 1 million views and 90% of buyers saying, "we saw your video" during property inspections.

The results speak for themselves: Luke's bold choices, creative marketing, and focus on what truly matters turned a niche into an unstoppable success.

You can check out the full conversation here 😀 

Why hit play (18< min):

  • Strategic Niching: Discover why saying 'no' to the wrong types of listings could potentially multiply your income and position you as the go-to expert

  • Story-Driven Marketing: Learn Luke's narrative framework for listing descriptions that make buyers fall in love before they even walk through the door

  • Social Media Sales Machine: Learn the approach that generated 26 direct property sales without spending a cent on advertising

Plus much more!

– Samantha McLean

Thought Leaders Podcast

PS: Want the AI-for-Agents playbook that amplifies human connection? Join the waitlist for my next course and save hours with my content creation tool free.

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