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Norman So: From Westpac Broker to $16.6M Strathfield Record

60% of properties now get influencer walkthroughs – here's why it works

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Elite Agent Editor
November 01, 2025

THOUGHT LEADERS
REAL ESTATE REIMAGINED

This week: Claudio Encina steps in as host to sit down with Belle Property Principal and Agent Norman So, who went from selling mortgages at Westpac to becoming the network's #1 auction agent and setting a $16.6 million suburb record in Strathfield.

Here's what caught our attention about Norman's story: he didn't start with houses at all.

For his first four years, he was purely an apartment specialist, at one point selling 60% of all apartments in Strathfield. But instead of staying in his lane, he saw an opportunity to bridge both markets.

The breakthrough came when he camped out at a house vendor's home for his first residential listing.

"He knew I was just selling apartments, but he gave me a chance," Norman explains.

That calculated risk five years ago led to last year's record-breaking $16.6 million sale — a finished home that reset Strathfield's market ceiling entirely.

And here's where it gets really interesting: Norman's cracked the code on modern property exposure. About 60% of his properties now feature influencer walkthroughs, and the results are extraordinary. One Instagram post with 140,000 views generated two buyers for a duplex project — neither of whom were even looking to purchase when they first saw the content.

"If I can't get eyeballs on the property, then I haven't done my job"

And clearly, he's doing his job exceptionally well, managing more than 200 auctions per year with his tight-knit team.

You can check out the full conversation here 😀 

Why hit play (18< min):

  • Team Structure That Scales: Norman's “two Aarons” make 200 calls each per day, plus he co-lists with business partner Michael Ma's team for major deals—discover how this collaboration model actually works.

  • The Influencer Advantage: Get the inside story on how 60% of his properties now feature influencer content that delivers actual buyers.

  • From 60% Market Share to Record Sales: Learn how dominating apartments first gave him credibility to break into luxury houses — and why this progression strategy beats trying to do everything at once.

  • Goal-Setting That Actually Works: Norman shares his weekly GCI breakdown system and the daily structure that keeps him on track for $4 million this year

Plus much more!

– Samantha McLean

Listen/Watch now:

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