Most of you reading this blog would not have the faintest idea who Alix Earle is. Good. You have better things to do than watch 25‑year‑olds lip‑sync on TikTok. You probably have a low‑level disdain for the influencer economy and the dopamine casino of social media. I get it. I too cringe my way through what I see online. But precisely because that world feels ridiculous compared with debt‑to‑income ratios, OCR and chattel valuation, it is a great place to steal ideas, shake up your assumptions, and stress‑test how you choose a property manager.
Alix Earle is a 25 year old young lady who charges high six figures in USD for a single post. She started raving about a prebiotic soda called Poppi at uni simply because she liked it. The founders noticed and, instead of paying her in cash, they gave her equity in the company. So when PepsiCo later bought Poppi for close to 2 billion US dollars, she walked away with tens of millions.
That’s right. 25-year old; talked about a fizzy drink.
These days, she doesn’t need anyone’s money, which means she can be ruthlessly selective with brands and it is precisely this level of selectivity that makes her so valuable.
What does all of this has to do with your Mt Roskill 3 beddy that is on the market for a property manager?
1. Equity‑like incentives: make your manager think like an owner
When Alix talked about Poppi, she wasn’t “doing an ad”; she was defending an investment that could change her life. Her incentives and the brand’s incentives were perfectly aligned. That is exactly the psychology you want from a property manager: not “Did I lodge the bond?”, “Have I done this quarter’s inspection?”, “Did I tick the boxes?” but “Have I grown...
