TL;DR: Norman So’s transformation from a Westpac mortgage broker to Belle Property’s #1 auction agent offers a masterclass in market specialisation and innovative marketing. With more than 200 annual auctions and a record-breaking $16.6 million sale that reset Strathfield’s market ceiling, Norman demonstrates how combining deep local knowledge, strategic team structures, and cutting-edge marketing approaches creates extraordinary results in competitive markets.
The Making of a Market Specialist
Norman So’s journey from corporate banking to becoming Belle Property’s top auction agent wasn’t accidental – it was methodical. After five years at Westpac, where his mortgage brokering experience gave him intimate knowledge of contracts and market mechanics, Norman made the leap to real estate with one crucial advantage: he already understood the financial fundamentals that underpin every property transaction.
But what sets Norman apart isn’t his banking background – it’s how he transformed from a generalist apartment seller into Strathfield’s undisputed market authority.
“The first four years or so, it was just purely apartments,” Norman explains. “I had my lucky break in Homebush and then slowly moved my way from Homebush to Strathfield. At one stage I was selling 60% of all the apartments in Strathfield.”
That level of market domination didn’t happen overnight. Norman’s breakthrough came through what he calls “camping out” – literally spending extensive time at a potential client’s home to demonstrate his commitment. When he finally secured his first house listing after five years of apartment sales, it opened the door to the luxury market that would define his career.
Today, Norman occupies a unique position in the market.
“I still get a lot of call-ins for the apartments, but lucky for me now, I get a lot of call-ins for the high-end luxury homes in Strathfield as well.”
The $16.6 Million Game-Changer
Last year’s $16.6 million sale in Strathfield wasn’t just a transaction – it was a market reset that demonstrates the power of deep specialisation.
“At that time, that was the new suburb record for Strathfield,” Norman notes. “I had a lot of people ask me, why would someone pay that amount in Strathfield? But it’s sold, it’s settled now.”
The sale’s true significance becomes clear in what happened next:
“After paying $16.6 million, the buyer spent another $2 million in renovations. So after stamp duty and his $2 million in renovations, he’s nearly at $20 million. I think that just sent the right message to the Strathfield market because since then there’s been other sales up there in the $16 million bracket.”
This sale perfectly illustrates how market specialists can create value beyond individual transactions. By understanding both buyer psychology and market positioning, Norman didn’t just achieve a record price – he elevated the entire suburb’s perception and market ceiling.
Why this matters: Specialists who truly understand their market can create value that transcends individual sales. Norman’s deep knowledge allowed him to identify and justify pricing that seemed impossible to others, demonstrating how expertise trumps volume in luxury markets.
The 200+ Auction Engine: Team Structure That Scales
Managing more than 200 auctions annually requires more than individual brilliance – it demands systematic excellence. Norman’s approach to team building reveals sophisticated thinking about leverage and specialisation that most agents miss.
“To make 200 sales a year, you need the right team behind you. That’s paramount,” Norman emphasises. “I’ve got the two Aarons right now that they’re doing the buyer call-backs as we speak. They’re helping me chase the listings. So they’re helping me juggle all the balls that I need to juggle.”
But Norman’s team structure goes beyond traditional models. Rather than building a single large team, he’s created a collaborative network with his business partner Michael Ma.
“You often see me co-list with other EBU’s within my business. Between me and the other EBU’s, Michael Ma has his own team, we work together to achieve the 200 sales per year.”
This collaborative approach allows for resource sharing without diluting brand identity.
“We’ve got a listing in Burwood right now. We both know this developer, we’ve known him for over a decade now. So when he was thinking of selling, he didn’t call any other agent. It was just me and Michael. Me and Michael are the lead agents for that particular property and all the servicing is run by my two Aarons.”
The efficiency gains are substantial:
“They make 200 phone calls a day each. They do a lot of the buy work. They do a lot of the communication of feedback back to my vendors.”
One of Norman’s team members recently “nearly fell off his chair” when he saw his commission cheque after sourcing buyers for two $10 million-plus sales.
Why this matters: Traditional team models often create overhead that limits profitability. Norman’s hybrid approach – combining dedicated support staff with strategic partnerships – creates scalability without sacrificing service quality or market positioning.
The Influence Revolution: Why 60% of Properties Need Social Media
Norman’s embrace of influencer marketing represents a fundamental shift in how properties reach buyers. This wasn’t a marketing gimmick – it was a strategic response to changing consumer behaviour that’s delivered measurable results.
“Probably around 60% of all my properties get some type of influence at walkthroughs now,” Norman reveals.
The strategy emerged about two to three years ago when he began experimenting with social media personalities to showcase properties.
The results speak for themselves. In one standout example, a single influencer post generated 140,000 views and produced two buyers for a duplex development.
“One thing led to another, and they purchased a $4.9 million duplex. Then, from that same feed, the same influencer, a buyer’s agent — who was originally guiding their client to buy in Leichhardt — accidentally saw our feed. That buyer’s agent recommended their client come through and have a look, and we ended up selling the second duplex.”
This wasn’t luck – it was strategic exposure.
“People, whether they were thinking of buying or not — would show up to our open homes just to check out a property they saw on Facebook or Instagram. About five or six times a year, those buyers who weren’t even thinking of buying would actually end up being the buyer of that property.”
Norman’s multi-platform approach extends beyond Instagram to WeChat, recognising the diverse media consumption habits of his market.
“I spread it between about three or four influencers that I work with. Even some of the mortgage brokers that I use as well, and I push it through the mortgage broking network.”
Why this matters: Traditional marketing channels are losing effectiveness as consumer attention fragments across platforms. Norman’s influencer strategy isn’t about following trends – it’s about meeting buyers where they actually spend their time, creating opportunities for serendipitous discovery that traditional marketing can’t replicate.
The Relentless Innovation Mindset
What distinguishes Norman from other successful agents is his systematic approach to innovation. Rather than relying on past success, he continually experiments with new methods, always seeking to improve his clients’ exposure.
“I think I owe it to my clients to always be at the forefront of getting the most traction possible from any marketing campaign,” Norman explains. “Even with my video team, we’re constantly testing new approaches. We look at what’s happening in the US and other overseas markets, because they do things very differently to how we do them in Sydney, and we’re always trying to learn and improve.”
This experimental approach isn’t random – it’s disciplined. Norman tests new methods systematically, measures results, and scales what works.
“I always want to change it up a little bit to make my properties stand out more than the competitors.”
His core philosophy remains constant:
“If I can’t get eyeballs on the property, then I haven’t done my job.”
This simple principle drives continuous innovation in how he reaches potential buyers.
Why this matters: In rapidly changing markets, agents who rely on past methods will be displaced by those who systematically adapt. Norman’s approach shows how to maintain consistent service standards while continuously improving delivery methods.
Three Non-Negotiables for New Agents
When asked for advice for newer agents, Norman’s recommendations reveal the foundational elements that enabled his success:
1. Find Experienced Mentorship:
“You need someone there that has the 10 years plus experience to lean on at all times. And if you don’t have that person, call the person that you want to work for, call them every day, nag them every day. Even if it’s free of charge for the six months.”
2. Set Concrete Goals:
“Right in front of my desk is the amount of GCI and sales I need to make in a particular timeframe. This year I want to surpass 4 million GCI. So I’ve broken that down to the weekly, showing how much I need to achieve per week.”
3. Establish Daily Structure:
“Having at least some type of set structure. It’s actually all in our diary. We try our best to follow the structure that we’ve set. With the amount of business that we transact, we get pulled left, right, and centre, but having that structure for our day has really helped us go through the amount of sales with much better efficiency.”
These aren’t revolutionary concepts, but Norman’s emphasis on their fundamental importance reflects deep understanding: excellence in real estate requires mastering basics before attempting innovation.
Norman So’s transformation from mortgage broker to a market-leading agent demonstrates that success in real estate isn’t about natural talent – it’s about strategic specialisation, systematic innovation, and relentless focus on client outcomes. His record-breaking sales and industry recognition prove that combining deep market knowledge with cutting-edge marketing creates opportunities that generalist approaches cannot match.
As markets become increasingly competitive and buyer behaviour continues evolving, Norman’s approach offers a blueprint: dominate your niche, build systems that scale, embrace new technologies, but never lose sight of the fundamental promise – getting maximum exposure for every property you represent.
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Connect with Norman So
- LinkedIn: https://www.linkedin.com/in/norman-so-050391a5/
- Email: norman.so@belleproperty.com
- Instagram: @bellebynso
Connect with Claudio Encina
- Website
- Email: claudio@claudioencina.com
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