Thought Leaders – Real Estate Re-imagined (formerly The Elevate Podcast) From Mortgage Broker to Belle Property’s #1 Auction Agent | Norman So’s Journey
How does a former Westpac mortgage broker become the #1 auction agent in the Belle Property network?
Norman So, Principal and Agent at Belle Property Strathfield, has recently been named Belle Property’s #1 auction agent and ranks #7 among all NSW agents.
His journey from bank employee to one of Belle Property’s top performers — now targeting $4M+ in annual GCI — demonstrates the power of market specialisation, innovative marketing, and systematic team building.
Norman didn’t just change careers; he transformed real estate marketing in Sydney’s competitive western corridor. Starting with apartments in Homebush and quickly dominating Strathfield, his record-breaking $16.6 million sale redefined the suburb’s price ceiling. Now running over 200 auctions annually, Norman credits his success to three game-changing strategies: leveraging influencer marketing, creating collaborative team structures, and maintaining relentless client communication.
Meet Your Host: Claudio Encina
Stepping in as host this week on behalf of Samantha McLean, Claudio is a former seven-figure real estate agent who built a thriving team, only to realise that success without fulfilment comes at a high cost. After feeling stressed, disconnected, and overwhelmed, he transformed his approach with expert coaching to create a model that delivers freedom, scale, and financial success.
Today, Claudio has helped over 1,000 agents implement this model, enabling them to dominate their markets while living a life full of meaningful experiences. He believes that if your business doesn’t work for you, then it’s not working.
What you’ll learn in this episode
Why Norman conducts 200+ auctions annually and how his team structure makes it possible
The influencer marketing strategy that generated two $4.9M duplex sales from a single 140K-view post
How one influencer property walkthrough can attract buyers who weren't even looking to purchase
Why Norman still calls his coach weekly despite 13+ years of experience
The daily structure and goal-setting system behind Norman's $4M+ annual GCI target
Chapters
Chapters
- 00:02:14 From Westpac mortgage broker to real estate: Why Norman made the switch
- 00:04:35 The apartment-to-luxury transition: How Norman secured his first house listing
- 00:08:27 Team structure revealed: How two EBUs collaborate for 200+ annual sales
- 00:11:30 Influencer marketing breakthrough: 60% of properties now use this strategy
- 00:13:50 Three essential success principles for new agents (including working for free)
Connect with Norman So
Email: norman.so@belleproperty.com
Instagram: @bellebynso
Connect with Claudio Encina
Website: https://www.claudioencina.com/
Email: claudio@claudioencina.com
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