The Anonymous Account That Made Him Famous - Fraser Lack #78

An anonymous account used Fraser Lack's face as its profile picture and posted about him every second or third day. It went from 500 followers to tens of thousands, with hundreds of comments a post. He says it was the first time in his life he questioned his own character, and also the reason very little rattles him now.

Fraser Lack is a sales executive at Biggin & Scott in Melbourne, working in the business his father built. He has been on Survivor, and had just finished filming a prime time real estate show when this was recorded.

What you will learn:

- What it is actually like to be the target of an anonymous account with tens of thousands of followers, and what he chose to do with it

- Why he says the worst thing an agent can do on social media is run an agent account at all

- The month between a direct message and a flight to Samoa

- Why, if he were the seller, he would pick the fit agent over the one in the better suit

- The spine condition that means the running he has done for ten years has an end date

Chapters

00:00 The parody page that made him the punchline

04:04 Turning public criticism into something useful

07:14 Where the drive came from, and being the smallest kid in the photo

11:04 Working in his father's business, and being David's son first

14:12 A message on a Wednesday, Samoa a month later

18:09 Why the agent profile on Instagram is the wrong move

21:17 Suits, tailoring, and the thing he says matters more than either

25:17 Eggs on toast, an 8:30 start, and an ultra from LA to Vegas

28:19 Almost no alcohol, and ten years of preparation

31:27 The condition that will eventually end his running

34:30 Why so many young agents come and go

37:45 What a ride

Fraser Lack built a brand that kept growing while he wasn't watching. Property should work the same way.

Most properties only make money if the market does. The ones that pay for themselves from the day you settle are bought differently, and it comes down to four points.

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General information only. Not financial, tax, legal or credit advice. Bothsides is not a mortgage broker or credit provider.