TikTok Sells Hawthorn Property in 5 Days Above Asking Price
In a remarkable demonstration of the growing impact of social media in real estate, The Agency's Luke Saville achieved a record sale for an unlisted, unrenovated two-bedroom apartment in Hawthorn East – exclusively marketed on TikTok.
The property, located at 2/1 Brookfield Court, attracted significant attention despite its lack of parking and sold by private treaty for $523,000 within five days of initial buyer viewings.
Saville noted the unit’s spacious interior – a rare 85 square meters – as a key draw for buyers, despite the absence of recent renovations.
The apartment was priced at $500,000, with no expectation to exceed the asking price. However, a mini-bidding process between two enthusiastic first-home buyer couples, who each revisited the property for a second look on the same day, drove the final sale price up by $23,000.
"This sale exemplifies the power of a two-stage selling approach on social media," said Saville.
"For sellers who aren’t in a rush, platforms like TikTok offer a direct, raw viewing experience that traditional listing portals can’t quite match. Without professional editing or heavy post-production, buyers get an authentic walkthrough of the property, almost as if they’re there in person."
Breaking Tradition with Social Media Success
Saville’s strategy was a bold departure from conventional advertising through realestate.com.au or Domain.
With no time pressure, the property owners opted to avoid the typical $7,000 to $8,000 advertising expenditure. Instead, Saville shared a simple walkthrough video on TikTok and Instagram, bypassing traditional listings entirely.
The response was swift. Within hours, Saville received seven direct messages expressing interest, mainly from TikTok, confirming social media's rising role in real estate transactions. "There was minimal uncertainty," said Saville. "I’d seen positive responses to previous videos on social media and wanted to see if a property could attract buyers without the usual online portals. The answer was clear – yes."
Social Media Engagement and a New Wave of Buyers
Interestingly, all buyers who showed interest were aged 25 to 35, reinforcing the appeal of social platforms for younger audiences seeking their first homes.
TikTok analytics revealed that 45% of viewers for this particular listing fell within the 25-35 age bracket, with an additional 25% aged 35-55, dispelling myths that TikTok is only for younger users. Saville even received inquiries from parents scouting properties for their children, indicating TikTok's broader demographic reach.
Implications for the Future of Property Listings
Saville’s innovative approach has sparked curiosity about the potential evolution of real estate marketing strategies.
"This isn’t a question of choosing between realestate.com.au, Domain, and social media – it’s about using all three in a way that best suits the vendor’s timeline and needs," he explained. "For some, the thought of putting up a ‘For Sale’ sign and hosting open homes is a barrier.
Social media offers an alternative that keeps the process low-key yet highly effective."
With plans to replicate this approach for additional properties, Saville anticipates seeing at least five or six sales by year’s end driven solely by social media exposure. "For sellers open to a flexible timeline, this could become a go-to strategy," he remarked.
The vendors were ecstatic with the results, now avid followers of Saville’s TikTok account, watching as he redefines property marketing in real-time.
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