EXCLUSIVE INTERVIEW WITH FRANK GREEFF
“The longer you’re prepared to do stuff that doesn't make sense, the bigger the outcome you can achieve”
This week, I sat down with Frank Greeff—the former chef-turned-tech founder who built and sold real estate marketing platform, Realbase, for $180M—and discussed his building, selling, and rebuilding journey and how AI and relationships are reshaping the future of entrepreneurship.
The Key Parts:
• 1. 🏗️ Building, Selling, and Rebuilding
• 2. 🧑🍳 Personal Branding and Powerful Reps
• 3. 🔮 The Role of AI and the Future of Work
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Liam: “To get to a space where you can afford a Lamborghini, you obviously have to do pretty well in life. How did you get there?”
Frank: “Realbase started as a signboard company... out of our lounge room. We printed signboards and installed them ourselves. Then it became Australia’s #1 real estate marketing platform, which we sold for $180M.”
Liam: “Did you ever struggle with your identity and who you were after that sale?”
Frank: “For me, there was a transaction... money is exchanged, that’s now your thing.”
Liam: “With Founders Table, you're on a mission to meet every founder doing 10 million plus.”
Frank: “Literally, it was like a half-hour conversation… I said: ‘I’ll cook for eight founders’ and within four minutes, it was oversubscribed. That’s the power of personal branding.”
Liam: “With the quality of your posts on LinkedIn and Instagram, and the podcast, was there a vision you had in mind?”
Frank: “In the beginning, you need to get tonnes of reps on the board… we’d often film 20 videos back-to-back, in one take.”
Liam: “In this new environment where we're creating businesses in new ways, what's your ideal version of work?”
Frank: “My ideal is being in a place of flow where I have the maximum amount of leverage… and that’s usually with people.”
Liam: “How are you practically using AI right now?”
Frank: “We're building an AI org chart… with router agents, manager agents, travel agents — all designed to minimize hires.”
✔️ Execution beats ideas – Frank’s journey shows that building something of value often begins with mundane work, executed with extreme commitment over years.
✔️ Reps before perfection – Whether it’s creating content or building relationships, progress comes from consistent iteration, not waiting for perfection.
✔️ AI isn't the future, it's now – Only 3–4% of founders are meaningfully embedding AI, presenting a massive competitive edge for early adopters.
✔️ Relationships are the real moat – As tech becomes commoditized, human connection and trust become the most irreplaceable assets in business.