Victoria’s real estate agents of influence turn Instagram reels into million-dollar deals
From blasting motivational speeches to going topless for a sale, Victoria’s real estate influencers are using Instagram and TikTok to notch a sale.
Property
Don't miss out on the headlines from Property. Followed categories will be added to My News.
From putting your house on their stories to going topless for a sale, some of the Melbouene’s top property playmakers are using social media to get ahead in an increasingly challenging market.
Among them is Toorak high flyer Marcus Chiminello, who regularly invites his 8000 Instagram followers into the suburb’s most illustrious homes, where the prices stretch up to $70m.
Melbourne’s flashiest agent Zed Nasheet boasts 30,000 followers on the platform, where he promotes his glitzy listings, YouTube channel and upcoming TV show.
RELATED:
Victoria’s top 50 women in real estate revealed
Instagram account Lords of Real Estate roasts Melboure agents
Victoria’s top 50 real estate young guns
But others are coming into the limelight through exposure on anonymous Instagram page Lords of Property.
The handle only launched last year and has already amassed more than 68,000 followers for its cutthroat take on Melbourne’s real estate industry.
While it pokes fun at agents across the city, the page regularly features Biggin & Scott Port Melbourne’s Fraser Lack.
It’s helped him jump from just 1000 followers last year to 13,000 who now tune in for his motivational speeches, running content and “be well” tagline.
Although the 24-year-old requested removal of the ridiculing content when Lords first started, he now embraces the exposure.
“The page has done a lot to build my brand and following … it’s quite flattering,” Mr Lack said.
But the young gun said the hate he first received was “traumatic”.
“It was the first time I’ve been put on a big stage and people had access to make their comments and opinions known, whether or not they even knew me … people were really harsh,” he said.
“But I’m almost grateful for the page itself — it has built me up a lot in terms of my own emotional strength and being able to handle criticism.”
His social presence has now elevated his career and helped his listings on sites like realestate.com.au reach an even wider audience.
“That heightened exposure has led to better interest and a better sale price, and that snowballs to more listings in the market,” he said.
Arguably the pioneer of real estate influencing, White Fox founder and director Marty Fox boasts more than 18,000 Instagram followers, adding social media promotion for the agency’s properties to compliment more traditional methods of selling.
Fellow White Fox agent Lana Samuels has also taken to Instagram, where her carefully curated listing videos have reeled in nearly 100,000 total views.
Ms Samuels preaches the value of authenticity when promoting real estate via personal channels.
“I always tell my clients, my resume is my social media — I don’t have a separate personal account because I’m an open book,” Ms Samuels said.
“I’m a very fashion-oriented young female in the industry and I love to mix fashion with business.”
The Bayside agent added that after returning from living in the UK for 10 years, she had to turn to social media to build back her network and clientele.
“I missed 10 years of networking so I had to use social media to catapult my career,” she said. “But it’s company-wide, we’re a very digital brand.”
This rings true for White Fox co-founder and property expert Nicole Jacobs, who largely grew her following of more than 16,000 users through appearances on The Block.
Ms Jacobs shares updates about the Channel 9 show on her Instagram, in addition to market insight reels.
“It’s a good inspirational and aspirational medium for both myself and the people that follow me,” she said.
“I love that people feel comfortable to reach out to me through social media, who may feel uncomfortable to call me on the phone.”
Meanwhile, OBrien Real Estate Oakleigh auctioneer John Gorman is all about using his “fit rig” to leverage a sale.
With more than 60,000 followers behind him, Mr Gorman built up a fan base through his passion for bodybuilding as ‘Johnny Starr’ and combined this with his love for real estate.
“People like the fact that I work out and I still have a normal nine to five,” he said.
“A lot of agents will call 20 people in a day, but I can reach 20,000 people in one day through a post.”
Mr Gorman’s online persona even attracted a client who asked him to sell a resort in Santorini, Greece, and another who wanted to sell multiple properties in Dubai.
“It’s a good way to network and for people get to know you,” he said.
“People follow me because I’m in shape, so if I can get my rig out I will.”
And it’s not all about Instagram. With the continued growth of TikTok, more influencers are turning to the video platform to reach a wider demographic.
A Little Birdie Told Me Seymour agent Sammi Russo has proven the power of social media by reaching thousands of people from little-known Nagambie.
While the small town has a population of about 2000 people, Ms Russo has more than 14,000 TikTok followers, using her platform to shed light on industry topics — including her recent video on the new underquoting task force, which notched more than 13,000 views.
She also answers commonly asked questions, such as how much you’ll need to save for a house deposit, and provides tips on how to make an offer on your dream home.
Sign up to the Herald Sun Weekly Real Estate Update. Click here to get the latest Victorian property market news delivered direct to your inbox.
MORE: AFL champion Dane Swan lists property that Collingwood made him buy
$80m record-breaking house ‘nuked’ Toorak market as activity begins on ‘ghost mansion’
Narre Warren North: Resort-style house with ‘Slam Man’ court a budding basketball star’s dream
emily.holgate@news.com.au
Originally published as Victoria’s real estate agents of influence turn Instagram reels into million-dollar deals
First look: New Coast shopping centre for surprise site
A long-empty site in a surprise location will be transformed into a retail showroom complex under fresh plans lodged with the council. FIND OUT WHERE
Revealed: How much rent you need to pay in every Qld suburb
Rents have increased again in 252 Queensland suburbs, reversing the brief downward trend recorded just three months ago. See how your suburb compares!