“It’s a public forum where people just make fun of you, and because you have no attachment to it, you can’t do anything about it,” explains Lack.

The most obvious answer is to go underground, which is precisely what he did, switching off social media.

“Logging off helped for a while, but I couldn’t let it control me or how I live my life; I’ve always been incredibly ambitious.”

Rather than continue to rally against the page, Lack decided to lean into it. If they were going to send him up, he was going to serve it up.

“They [Lords of Property] were sharing my content, and their audience was growing, so I needed to level up,” he says. “I decided I wanted to be better, improve my presentation skills, and deliver speeches with more motivation.”

In one of his more memorable posts, Lack goes full Tony Robbins, unleashing a series of Lack-isms in quick succession.

“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.”

Once Lack decided to be in on the joke, he found it easier to wrestle back control, even monetising his newfound profile.

“Lords of Property were producing merchandise with my face on it; they literally sell a ‘Be well’ cap on their Shopify, so I wanted in on the action,” he says.

Lack began selling personalised greeting cards featuring his most famous quotes, with the bestseller being the “Lack Pack” (three cards for $30). Stock is currently sold out, and there are plans for an expanded merchandise line.

“The fact people want to buy a greeting card from me is so humbling, and it speaks to how the positives outweigh the negatives from this journey,” says Lack.

In further proof that internet infamy isn’t all bad, Lack is joining the latest season of Australian Survivor: Heroes vs Villains. Channel Ten approached the 25-year-old via Instagram, having noticed the reaction to his online profile.

“I thought about it for ten seconds before saying yes; I grew up watching the show and always wanted to give it a go,” he says.

Unsurprisingly, Lack has been cast in the villain tribe, reflecting how real estate agents are typically viewed.

“You rarely meet someone, and they say, ‘Oh, I love my real estate agent,’ but I believe I can change that perception and go all the way,” explains Lack. “If there’s one thing I’m used to doing, it’s winning people over.”

Given his track record, you wouldn’t bet against him.

Australian Survivor: Heroes vs Villains premieres 7.30 Monday, January 30 on 10 and 10 Play.

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