One Instagram post just sold a $7.1 million home in two weeks.
That was the powerful opening Lana Samuels delivered to delegates on Day 1 of AREC 2025, as the Whitefox Real Estate sales director shared how she transformed a casual Instagram habit into an $800 million career powered by digital storytelling and strategic content creation.
Eight years ago, Samuels says she was the ultimate underdog—she had no network, database, or real estate experience.
Today, she runs Whitefox’s Bayside office with a team of eight and has sold properties in 58 Melbourne suburbs, showing how an authentic online presence can trump traditional prospecting every time.
Speaking to the packed auditorium of real estate professionals, Samuels revealed how her transformation began in 2017 when she worked in London’s exclusive Mayfair district and bought her first home from charismatic agent Marty Fox during a holiday in Australia.
Fox was launching Whitefox Real Estate and convinced Samuels to download Instagram to watch the brand’s journey unfold.
“I was mesmerised,” Samuels said.
“The brand was embracing social media more than anyone else was at the time, and I wanted to be part of it.”
That decision changed everything.
Samuels packed her bags, moved to Australia, and joined Whitefox’s tiny four-person team with nothing but belief in the brand’s potential.
She says the early years were brutal—backs against the wall, challenging industry giants with unconventional methods.
But Samuels recognised something her competitors missed: social media wasn’t just for sharing holiday snaps anymore.
“I realised social media wasn’t just for scrolling,” Samuels said.
“It could be my secret weapon.”
Her Instagram strategy centres on three pillars: being memorable, investing consistently in content creation, and maintaining relentless consistency across all platforms.
Rather than chasing follower counts, Samuels built what she calls “laser-focused” engagement with qualified, real estate-ready audiences who understand her expertise and approach.
The results speak volumes.
Samuels recently sold a $7.1 million property off-market within two weeks using a single Instagram post.
The buyers weren’t even looking in that suburb—a friend shared the link, and within 24 hours, they’d purchased the home.
That post generated over $130,000 in commission fees and proved Samuels’ core philosophy: people don’t just buy homes, they buy into people.
“And social media is the stage where those stories come alive,” Samuels declared.
Samuel’s went into some detail on her content strategy, which goes beyond showcasing properties to include market insights, behind-the-scenes glimpses, and even coordinating outfits with property interiors—a quirky touch that has become her signature and sparked client requests for colour-matched styling.
The numbers validate her approach: 898 posts over seven-and-a-half years, generating over 600,000 profile views in the past month alone—equivalent to six MCG stadiums worth of eyeballs on her content.
One video for a challenging property with construction issues and three failed previous campaigns exploded to nearly 50,000 views, earning free coverage in the Herald Sun and ultimately securing a sale.
But Samuels emphasises that social media success demands genuine commitment.
“Social media doesn’t replace hard work,” Samuels said.
“It amplifies it.”
Samuel’s daily discipline includes constant content creation, strategic storytelling, and authentic engagement with her network, all backed by traditional real estate fundamentals.
For agents still relying solely on traditional marketing methods, Samuels’ AREC keynote offered a compelling blueprint.
As Samuels puts it, today’s clients want agents who are visible, aligned, and already integrated into their digital world.
The message for real estate professionals is clear: authentic, consistent online presence isn’t just nice to have anymore—it’s essential for serious success in today’s property market.
