The Savage Playbook
Sam Panetta sits down with Peter Savage from Savage Money — a broker who built a top-50 brokerage in under four years using social media, relentless energy, and a refusal to do things the “normal” way.
In less than four years Peter Savage built one of the fastest-growing brokerages in Australia — driven almost entirely by social media, content, and relentless lead generation. This episode dives deep into the systems, mindset, and chaos behind the growth.
1) Social media is the lead engine
Savage built his entire brokerage around one simple idea: if you control lead generation, you control your growth. Instead of relying on referral partners, he focused on social media as the primary acquisition channel.
- Content compounds. It took 14 months before the first “unknown” client appeared.
- Consistency beats perfection. Posting daily created momentum.
- Leads unlock everything. Without lead flow, great service means nothing.
2) Most brokers overthink content
One of Peter’s biggest observations is that brokers worry too much about what other brokers think. But the audience isn’t brokers — it’s clients.
- Ignore industry judgment. Most critics aren’t posting anything themselves.
- Speak to your client, not your peers.
- Authenticity beats polish. Clients respond to personality.
3) Stories matter more than posts
Peter credits much of his traction not to polished reels or posts — but to constant Instagram stories. Stories keep him front-of-mind with followers every day.
- Stories keep attention. They appear at the front of the feed constantly.
- High volume works. Sometimes posting 10–15 stories per day.
- Reels attract followers — stories convert them.
4) Scaling means eliminating tasks you hate
Peter describes himself as chaotic and highly focused on sales and energy. Instead of forcing himself to do tasks he disliked, he hired people to handle them.
- Sales and strategy stay with him.
- Processing and admin are delegated early.
- The goal is simple: spend time where you add the most value.
5) Build systems through pressure
Savage’s business didn’t start with perfect systems. Instead, they pushed volume through the business and improved processes whenever something broke.
- Volume exposes problems.
- Fix issues immediately.
- Small improvements compound over time.
6) The onboarding fee strategy
One of the most controversial moves in his business was charging an onboarding fee. The goal wasn’t revenue — it was commitment.
- Free leads waste time.
- Clients who commit move faster.
- Conversion improves dramatically.
7) Niches create speed
Around 30–40% of Savage Money’s clients are tradies and self-employed business owners. By focusing on a specific type of borrower, the team becomes extremely efficient.
- Repeat scenarios speed up lending decisions.
- Niche clients trust specialists.
- Efficiency grows with repetition.
8) Hire earlier than you think
Looking back, Peter says he waited too long before hiring. Every time he hired someone, he realised he should have done it six months earlier.
- Hiring unlocks growth capacity.
- Delay creates bottlenecks.
- Growth requires risk.
9) Personal brand is a business asset
Everything Peter posts — family, lifestyle, motivation, cars — feeds into a personal brand that clients feel connected to.
- People trust people.
- Relatability builds loyalty.
- Content keeps you top-of-mind.
10) Growth creates chaos
Behind the success is a constantly evolving business. Systems break, roles change, and the team adapts quickly.
- Scaling isn’t neat.
- Every growth stage introduces new problems.
- The key is adapting faster than the problems grow.
The Savage formula
Generate your own leads. Build a personal brand. Hire earlier than feels comfortable. Fix problems as they appear. Then double down on the content engine that fuels the entire machine.
Ready to Level Up?
Mortgage broker coaching with Sam Panetta is your next move.
