PHOTO: Fraser Lack is a Melbourne real estate agent
An Aussie real estate agent who was being mercilessly mocked online has revealed how he capitalised on the “hurtful” jokes to become more successful than ever.
Fraser Lack is a Melbourne real estate agent who has become the unofficial front man for an Instagram page aimed at mocking the “deal pigs of real estate”.
The page, Lords of Property, shares images and posts from Australian real estate agents and pokes fun at the “cringey” content, along with sharing bizarre property listings from around the country.
The page has become increasingly popular and now boasts more than 71,000 followers.
A quick scroll through the account will see Mr Lack featured multiple times, often offering up some inspirational words to his followers.
While Mr Lack now embraces his regular spot on the Lords of Property account, his first feature on the page left him feeling upset and dejected.
The post was made back when the page was just starting out in May 2021 and featured a screenshot from Mr Lack’s personal Instagram account, showing him sitting by a pool in a button up shirt, suit pants and shoes without socks – an outfit that has become synonymous with Aussie real estate agents.
Fraser Lack said it was ‘upsetting’ and ‘painful’ to find his posts were being used to mock him online. Picture: Fraser Lack
Alongside the picture, Mr Lack had included an inspirational caption: “Everything is OK in the end. If it’s not OK, it’s not the end. Keep going”.
Lords of Property shared this image with the caption: “Thursday Inspo from Biggin & Scott deal pig, Fraser Lack”.
And this was not the only post of Mr Lack’s that the page had repurposed, with the 25-year-old telling news.com.au that by the time a friend alerted him to what was happening, there were so many posts taken from his private Instagram that even his own friends thought he must be behind the account.
“Initially it was upsetting. To be absolutely truthful and honest with you, it was hurtful. It was simply quite painful,” Mr Fraser said.
“It was using images and video of me and mocking me and sort of ridiculing me in a way that was poking fun at real estate agents in the industry and something that I was trying to be incredibly positive about.
“That felt very attacking personally. Something that I’m so passionate about someone is trying to essentially flip the script and essentially say it is almost worthless.”
The 25-year-old real estate agent decided use the situation to his advantage. Picture: Fraser Lack/Instagram
Having not long entered the real estate industry, the realisation that he was being mocked online knocked Mr Fraser’s confidence.
But, eventually he figured if this page was going to be sharing his content, he might as well make it worth while.
So, instead of shying away from the limelight, the real estate agent decided to amp things up – a decision that would soon see him become a kind of social media icon.
The Lords of Property is still posting Mr Fraser’s content, but it is now being perceived in a completely different way.
“I’m very lucky because I am presented in a different way than a lot of the other real estate agents that they are really taking the p*ss out of, however, I am almost celebrated,” he said.
The Instagram page and its followers love his content so much, that he has become the unwitting “hero” of the account, with many even referring to him as “The King”.
In one of his more famous videos, Mr Lack strung together a series of motivational quotes, barely seeming to take a breath throughout the entire one minute video.
“It is almost the fourth quarter. Forget where you have been and focus on where you’re headed. I am back to check in, to keep you accountable and make sure you are on track. Define what is important and go all in,” he says into the camera.
“When the goal is clear, there are zero distractions, I’ve said it before, and I’ll say it again you need to move different if you want different; old keys won’t open new doors and understand that whatever you’re not changing, you’re choosing.”
The video was, of course, re-shared to the Lords of Property page in September last year, resulting in thousands of likes and hundreds of comments from Mr Lack’s fans.
“I wish it was on Spotify, I’d have it on repeat,” one person said.
Another wrote: “Needed this today. Thanks King.”
One person even claimed that the page “doesn’t exist” without the Melbourne realtor.
Mr Fraser said it is “ironic” because his popularity on the page has now resulted in him gaining his own online following, with more than 13,8000 Instagram followers.
His page is full of motivational captions and videos, along with pictures of properties from around Melbourne.
His popularity has grown so rapidly that the real estate agent was even approached to be a contestant on the new season of Australian Survivor as part of the “villains” tribe, which premiered on Monday night.
Mr Lack is now appearing on the new season of Australian Survivor.
Mr Lack said there was “no denying” that real estate as an industry can be perceived “quite poorly”, hence him appearing as part of the “villains”.
However, the 25-year-old is hopeful that he may be able to shift this perception as people follow his journey through the show and “improve the reputation of my industry as a whole”.
“That would be incredibly amazing for me in terms of contribution. I would love to change that. I think it’s so important,” he said.
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