What Clients Fear, What Banks Need: Jeniece Sampson’s Strategy for Real Estate Success

A financing and real estate investment expert with experience in global real estate and business financing discusses 2025 trends, investor strategies in an unstable market, and balancing profit with social responsibility.

According to Forbes, the established real estate trends for 2025 are the standardization of virtual tours, rising prices, and increased costs for new and existing properties. For example, virtual reality tours are generally predicted to become the standard first step in real estate investment decisions this year, saving time and resources when viewing properties. This shift will make real estate markets more accessible and efficient, benefiting investors through faster and more informed decision-making.  We asked Jeniece Sampson, an award-winning realtor and experienced investor specializing in complex deals and international investments, how to invest in this volatile market. We discussed the outlook for investing in rental properties and working with real estate in oversaturated markets, flipping tactics, and finding non-traditional sources of financing, standard buyer fears, and specific recommendations for ideal deals.

“I’m closely watching Asian, European, and Caribbean markets.”

Jeniece, let’s start with a pressing issue: where to find profitable opportunities in real estate in 2025. You manage your business in Ontario, handling commercial and residential properties and financing. Many of your colleagues describe the market as ‘frozen’ due to high interest rates. What strategies do you recommend for buyers and investors?  

Yes, U.S. mortgage rates have reached ~6.8%, slowing activity. But opportunities exist, and experienced investors see them. For example, the Bank of Canada lowered its key rate to 3.25% to stimulate the market. Given the current situation, I can offer a few tips to potential buyers: Don’t hesitate to negotiate concessions—sellers are more open to discounts now. If you expect rates to drop, consider adjustable-rate mortgages (ARMs). And don’t overlook seller financing as an alternative to traditional bank lenders.

You specialize in oversaturated markets and inventory shortages. Which segments currently offer the best investment opportunities?  

In the U.S., suburban markets like Charlotte, Raleigh, and Tampa are growing due to affordability and infrastructure development, though prices haven’t spiked yet. In Canada, focus on Calgary and Edmonton—prices are 15–20% lower than in Toronto, with strong rental demand. Meanwhile, Toronto and Vancouver have seen slower growth, so caution is advised. As I consider international expansion for my own company, I’m particularly interested in Asian, European, and Caribbean markets with growing economies and real estate demand.

Is a rental property a good investment right now?  

Absolutely, especially in Canada: high housing prices and shortages sustain demand. Multi-family properties in well-developed areas are a stable choice. In the U.S., rentals are also in demand, but factor in rising taxes and insurance costs.

“Investors are increasingly turning to creative financing”

These new conditions likely require fresh approaches to closing deals. How have financing strategies changed over the last two years?  

Yes, I’ve observed some fascinating developments. Investors are adopting more creative solutions. For instance, private mortgages—quick loans secured by property—are gaining traction. “Subject-to” deals, where buyers take over existing loans without refinancing, are another option. Some are pooling capital through joint ventures.

What should investors look for when flipping properties in 2025?  

Target properties with cost-effective renovation potential—the BRRRR strategy (Buy, Rehab, Rent, Refinance, Repeat) works perfectly here. Also, focus on areas with growth potential by monitoring neighborhood development and prioritizing locations with strong rental demand as a safety net if sales take longer.

You work with unconventional financing sources. What advice do you have for beginners?  

Some less obvious options we use include private loans secured by property at 8–12% interest, joint ventures where we source deals and investors provide capital, splitting profits 50/50, and seller financing where the seller acts as the lender. Newcomers looking to invest with lower capital requirements, Home Equity Investments, HEIs, allow homeowners to access cash without monthly payments, while investors share in future appreciation. Real estate crowdfunding is another option, pooling resources and risks with experienced investors, ideal for smaller projects.

“Adaptability was the key lesson”

You entered real estate after several years in auto financing, where you were a lead financial manager who boosted sales through strategic marketing and lender relationships. Did that experience help, or did you have to reinvent your approach completely?  

The auto industry taught me to assess creditworthiness, handle objections, and develop marketing strategies. Auto financing involves many “difficult” deals—an excellent training ground for negotiation. This proved invaluable when entering the real estate business. We immediately prioritized customized financing solutions and partnerships with lenders ranging from prime banks to private lenders.

In 2022, you received Awards in Commission Sales for record-breaking performance. Despite COVID and the economic turbulence of 2021–24, you maintained your company’s resilience. How did you achieve this during the crisis?  

I believe three factors were crucial. We intentionally worked with investors, assembling a reliable pool of partners willing to invest even amid high inflation. We emphasized renovations, purchasing real estate at low prices, refurbishing them, and selling at a 20–30% margin. We also tapped niche markets and offered flexible terms for first-time buyers. Digital tools were lifesavers—virtual tours and online document signing enabled us to close deals remotely. The overarching lesson? Adaptability. We shifted 90% of operations online quickly and mastered no-contact transactions.

What recurring challenges do you face in your field, regardless of current trends?  

Persistent issues include oversaturated markets, inflation, and inventory shortages. But you can mitigate these by relying on a stable team of investors, residual income from rentals, adapting to market conditions, understanding market fluctuations, deeply knowing client needs, and developing an almost intuitive sense of when to buy low and sell high.

“Understanding motivation is the key to deals”

Your psychology background—Hons BA Psych, MSc in Forensic Psychology—how does it aid negotiations?  

Immensely. Understanding motivation is the key to deals, and I always strive to grasp both parties’ drivers. For example, if a seller is rushed or anxious about delays, I propose a fast closing with a slight discount on flexible terms. If a buyer fears overpaying, I show comparative price analytics of, say, five years.

Continuing on psychology, what fears do first-time homebuyers commonly have, and how do you help them cope?  

— Several frequent concerns have emerged over the years, for which I’ve developed effective solutions. The goal is always to guide buyers toward informed decisions, prepare them for current market conditions, and simplify purchasing. For instance, I assist with pre-approval if they worry about mortgage approval. If they fear buying at a peak, I provide data showing that suburban prices are still rising. If they’re overwhelmed by the process, I break down each step.

How do you recommend building relationships with banks and private lenders?  

Transparency and professionalism are foundational: banks value clear documentation and reliable partners. So, I always provide full deal details, maintain regular communication, and seek win-win terms, like introducing clients with strong credit histories and great professionalism.

“It’s not just about prices”

Successful businesses today must balance profit with social responsibility. You support local charities. What advice do you have for current and future colleagues in this regard?  

Always remember it’s an investment in the future. When businesses help address social issues, like accessible healthcare, it builds client trust and motivates teams. Options abound: personal donations, volunteering (e.g., donating 5% of each deal to the hospital fund), investing in eco-friendly housing, or backing affordable mortgage programs for teachers and medical workers, as we do. It’s not just about image or fostering long-term client relationships—it’s about viewing your work as something far greater than mere business.

Let’s model a case study to demonstrate practical solutions. Say, selling a challenging property at 20% above market value.  

Certainly. Take a mall in an “unpopular” Ontario neighborhood. To sell it, we rebranded, highlighting proximity to a new college campus. We secured an anchor tenant (a fitness chain), reducing buyer risk. Using seller financing, received 30% upfront, with the rest in installments at 5% interest. Result: a property appraised at 4 M sold for 4.8 M. Or consider a house in a “less prestigious” area with potential. We created a virtual tour emphasizing the park view, targeted quiet-seeking buyers via ads, and arranged private financing. Result: a 1.2M sale in a 1 M-average area.

What universal takeaways emerge from these examples?  

Innovative solutions for tough sales today combine digital tools with targeted marketing. And implementing flexible financing or restructuring deals to accommodate investors’ changing circumstances yields success even in crises. Real estate success isn’t just about prices—it’s about understanding people. Knowing what clients and banks fear and want allows us to offer solutions that benefit everyone.

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