The PlayBook

Like many other things in life having the right mindset is key, especially when approaching the real estate game. Having a clear understanding of your position and role as a realtor will save you a tonne of stress and keep you focused on the end result.

First thing I want you to get clear is that the real estate sales industry is highly competitive and cutthroat. You must grow thick skin if you want to make it to the highest of levels. With that said you will create some long lasting meaningful business relationships along the way but it won’t come easy.

At HouseSigma you will be primarily dealing with online leads generated through our website and mobile app platform. We are leading the way to deliver the best end to end real estate experience to our clients.

As you learn more about our protocols you will come to understand that as a Realtor you should be laser focused on providing great service and that everything else will fall into place naturally.

What makes a great realtor? You should have extensive knowledge on the following items:

● The Process

● The Marketplace

● The Product

● The Strategy

● The Personality

These 5 key points coupled with fantastic interpersonal skills will allow you to gain the trust and eventual sale with the client. We will dive deep into the details of those points in the following chapters but before we get started there are a few more items I would like to touch on.

LET’S MAKE SOMETHING CLEAR, the HouseSigma leads provided to you don’t know you, they don’t trust you, and they don’t owe you anything. So I need you to completely separate yourself emotionally from them. Do NOT fall into the trap of wasting even a second thinking about why they have not called you, texted you, or emailed you back. There could be a million reasons why you were not able to connect with them initially but it does NOT mean you give up. In sales you must have a perfect balance of persistence and value add to get the clients attention. The 7 day rule, 14 day rule, 30 day rule, and the 120 day rule have been put in place to give you the OPPORTUNITY to showcase your skill set. This rule system we have created gives you the best chance possible to connect with the lead. We will dive into those details in later chapters.

Once you master the system we have in place, you will truly be able to separate yourself from the 55,000 other realtors in the GTA. You will be able to provide a real estate experience to the client like no other.  Now take a minute and clear your mind...take a deep breath and get ready to dive into the HouseSigma playbook!

Process is what will set you apart from the average realtor, knowing exactly what to do day to day and in any given situation will allow you to unlock a new level for your real estate game.

Let’s begin with time-blocking, it is incredibly important to set out your weekly schedule well in advance. Your day to day schedule is fundamental to your success. Knowing exactly what you will be doing with your hours throughout the day is what you need to establish first. As a full-time realtor, you need to map out your day dividing time between the following items:

- Nurturing your leads (follow-ups)

- Setting your available time-slots for appointments (showings/listings)

- Self improvement (gym, real estate training, mediation, diet)

- Family time

Nurturing your leads needs to be done at a set time daily, ideally I would suggest blocking out 2 to 3 hours per day to focus on reaching out to your database via text, email or by phone. I would put more weight on the phone call as it gives you an opportunity to really get to know your client and find out additional details about how you can service them better.

Focus on determining the exact criteria along with their motivation and timeline. The criteria you need to determine is as follows:

- # of bedrooms

- # of bathrooms

- Square footage

- Property type (Detached, semi-detached, townhouse, condo)

- Max budget

- General location

The motivation factor is important to determine as it will shed light on what strategies you need to consider. To clarify, the motivation means what is the buyer or seller's reasons for purchasing or selling a property. Is it for an investment? Are they looking for more space? Do they want to be near a specific school? Etc.

The timeline factor also gives you a great insight. How soon do they need to purchase or sell a property?  All these answers will give you the best opportunity to close the sale, it all starts with the FOLLOW-UP! Nurture your leads, it is one of the keys to your success.

Now let’s talk about setting the appropriate time-slots for your appointments.

As you build your database, more and more of your clients will want your time for appointments throughout the day. Do not fall into the trap of providing time for your clients that do not work well for you.  Begin with setting a certain time-slot daily that you would be on-call for appointments.

For example, as most people work 9am - 5pm Monday to Friday I would suggest being on-call from 5pm to 9pm for your appointments.  Saturday and Sunday from 10am to 7pm. Only under special circumstances should you book appointments outside of these time-slots.

Whatever time-slot you end up choosing make sure to stick to it! Clients will want to pull you in every which way but do not allow this to happen. Send them YOUR availability and make them work around YOUR schedule.  Simple as that.

Self-improvement is what will keep you level-headed in this real estate game. It is easy to forget to block time for yourself but it is absolutely necessary. Incorporating a gym session, a walk, a jog, or any sort of physical activity will keep you feeling great. Combining this with learning new activities or sharpening your real estate skill set through one of the

HouseSigma training modules will all amount to a fantastic lifestyle and a successful real estate career.

Have a complete understanding of the marketplace you are trading in as this is an absolute necessity. Whether you are selling cottages in Muskoka or condos in downtown Toronto you need to study the market daily. As you begin connecting with these HouseSigma leads you will need to find ways to add value to the relationship. Remember, they are leaning on YOU as the

Realtor to guide them through the process. Having an informative and smooth conversation about the market will really take you far with the client.

Let’s begin with the standard question you will get frequently: “How is the market doing?”

This is where I need you to be absolutely confident with your answer, if you are in person, make sure to never lose eye contact and if you are on the phone make sure there are no breaks in your voice. This question is a TEST on how well you know your trade. Do not take this question lightly.

First the answer needs to be broad, here is an example: “How is the market doing? Well if you are talking about the Greater Toronto Area as a whole I can tell you the market is on FIRE right now. We are seeing multiple offer scenarios with most property types and locations.”

Once you get the broad response out of the way, let’s now dive into the details. (NOTE - Now we are referencing March - 2021 Market Environment) 

“Diving into the details, the market outside of Toronto specifically has seen the most demand. Places like Burlington, Milton, Ajax, Pickering, Aurora, etc. have people going crazy as they are looking for more space and they know their money will go further. As you know, more and more people are working from home now during this covid-19 pandemic andthey are realizing there is no need in the immediate future to spend hours in traffic getting to the office. So these areas are incredibly attractive to buyers.”

NOW you have the lead hooked in, look at it as if you are telling a great story. In this case it is a very true story. This is where you want to present an example of your experience with what you are telling them. Give the lead something they can think about.

Here is an example - “Just last week we offered on a property for a client in Milton, it was a 3 bedroom freehold townhouse. The seller ended up getting 10 offers on the property including ours and it sold for $100,000 over asking!”

This part of the conversation sends several messages, it establishes with your client that you are active in the market with other buyers/sellers and you are experiencing what is happening in the marketplace day in and day out. This is where the confidence and trust in you begins to build in their mind.

Now that you have established the current market situation, you then need to shift focus on HOW we ended up in this type of market? What events lead up to this? Try and get as detailed as possible.

Here is how the conversation would go: “Can’t believe it has already been one year since the pandemic started, time flies! I remember when the news of the lockdown hit the market completely froze for about a month in April but things picked up immediately once clients got comfortable coming out to appointments again. The real shift in the market took place in September when the second lockdown happened. People realized that they were going to be stuck working from home MUCH longer than originally planned so they flocked to the outskirts of the GTA to find a property with more space. This caused the condo market in downtown Toronto to take a hit as demand dropped dramatically.”

As you can see the marketplace conversation with the client is really taking shape and by the time it is done the client will be feeling like they really learned a lot and walked away with a much better understanding. Now if you study the numbers you can drop those tidbits as the conversation flows as well.

Speaking of numbers, the HouseSigma platform really has it all. Use the tools in place to sharpen your skills. 

Here are some of the tools easily accessible on the HouseSigma Market Trend:

MASTER the marketplace, I can not say this enough. 

Ask yourself what YOU can do to separate yourself from the competition  

- Ashkan Rahimi

If you spend enough time in this real estate game you come to find that there will be plenty of market shifts. Some up, some down, and at times balanced. Many factors play a role into which direction the market will go. Having a complete understanding of these factors is vital when it comes to lead conversion. 

You will find yourself having real estate conversations time after time with potential clients and they are looking to you for a complete understanding of this knowledge and information. Let’s take a look at some past policies and how they impacted the market. 

Non-Resident Speculation Tax

During the 2017 sellers market things got so out of control at the beginning of the year that the Ontario government had to step in. The province introduced the non-resident speculation tax. Also known as the foreign buyer tax. This tax came to a 15% add on to the purchase price of any foreign buyer that was not a citizen or permanent resident purchasing property in the Greater Golden Horseshoe Region. 

Over $173M was collected in the first year it was implemented. Note, here are some key points to remember: 

● 15% tax applied to the property purchased 

● Must contain at least 1 but not more than 6 single family residences. 17

● Detached, semi-detached, townhouse, condo, and multiplex with less than 6 units would be taxed. 

● The tax is NOT applied to multi residential buildings over 6 units, agricultural land, commercial land, or industrial land. 

● Even if one of the parties on the buyer side of the transaction is a citizen or PR and there is still a foreign buyer on the transaction. It would still count as a 15% tax. 

Note there are some exceptions and rebates that go along with this new real estate tax that you should be clearly aware of. As your database grows and your deal with more foreign buyers, they will be coming to you for these answers. 

Exceptions: 

● Buyer is part of the Immigrant nominee program and is using it as their principal residence 

● Buyer is part of the immigration and refugee program and is purchasing as their principal residence. 

● Buyer is purchasing with there spouse who is a Canadian citizen or PR 18

Rebates: 

● Buyer becomes a Canadian citizen or Permanent Resident within 4 years. 

● Buyer is a student that has been enrolled full time for the last two years. 

● Has legally worked full time in Ontario for 1 year since the date of the purchase. 

If you have reason to believe your client's purchase will be subject to a non-resident tax it is important that you refer them to a real estate lawyer so that they can have complete counsel.  Do not interpret the tax law yourself.

Stress Test

Another policy to shed some light on would be the stress test that was originally implemented back in 2017. When the stress test was introduced in 2017, it did actually change the market, eventually. 2018 and 2019 were known as more neutral markets. Although it did slow down the market, at first there was a flurry of activity for buyers and sellers to get their deals done as soon as possible, and get their purchases done before the changes. Then when it was in effect, the market slowed down and It took until the end of 2019, basically 2 years later for the market to finally get back to a seller’s market, where we currently still stand. 

The new update on the stress test was announced that the mortgage stress test will increase from 4.79% to 5.25% effective June 1st 2021. Essentially this means every buyer will have 5% less borrowing power from June 1st and on. There may be some exceptions if you already have a firm approval that is dated past June 1st, then maybe you will have a little extra time to lock in the higher purchase power. 

This announcement is an attempt to slow down the very hot real estate market in Ontario, however, it may most likely affect first time home buyers the most, even though the stress test is normal for all mortgages today. 

What does this mean: For Buyers:

Essentially you have until June 1st to use your additional 5% of mortgage allowance from lenders. After that you will have 5% less, you may have to settle on a lesser home or lesser market if you got priced out. Think of being approved for $25,000-$50,000 less. Alternatively, if you wait until after June 1st, let’s say the middle of the summer, there is historical evidence that the market may slow down because of this, and the market will be less competitive, which includes more homes to choose from. We shall see if that happens again. 

What does this mean For Sellers: 

You will have more buyers with deeper pockets until June 1st, meaning sell now. If you do not care then you can also benefit from that potentially softened market when buying in the summer and coming months. One very important point for SELLERS. There is a hypothetical chance that you have until June 1st to sell for maximum market value when buyers have deeper pockets, and then post June 1st, buy something in a softened, less competitive market. 

As you can see there are some key guidelines to follow and educate your clients about. You will come out of that conversation sounding like a seasoned veteran and professional. All of this knowledge adds to your tool belt and allows you to carry on meaningful conversations with the clients. 

As you continue to build your database you will quickly realize that your leads are beginning to form into certain categories: 

- The browser 

- The end-user 

- The investor 

This chapter focuses on the investors in your database, there are some key points to follow to truly create wealth through real estate. To begin you need to determine whether you want to play an active role or passive role with real estate investment. If you are driven more towards the management side, want to be involved through creating a business plan that takes the rent growth and market appreciation to the next level, then the active role would be the right fit. The key here is to make sure you have the dedicated time and passion to move forward as a property manager for rental properties. 

Active roles in real estate investment can go beyond rental properties and go with what we call in the industry as “flip real estate investments”. The idea here is to purchase a distressed property that is as close to non-livable as possible in order to get the best deal on the purchase. From there you plan, design, renovate/build the property to something that is in high demand for the current market and particular neighbourhood that the property is located in. Then you would sell for a healthy profit, now there are many ways to do this particular type of investment as we will dive in shortly. 

If you are more interested in a passive real estate investment role then there are still options and opportunities to take advantage of. If you decide you  want to go down the rental property investment road then you are able to hire a property manager that manages the units and tenants. They are able to handle the tenant selection process including the prospecting. They provide real estate consultation for great insight into specific neighbourhoods and property types. 24/7 support since managing an investment property is a 7 day a week job. Reporting, marketing, and much more. 

The more knowledgeable you are about real estate investments and the process the easier it will be to convert the investor leads in your pipeline. You will be able to speak with confidence about where to invest and what to invest in once you have broken down the lead's financial situation and investment return expectations. Here are a couple items to definitely know about when having those conversations. 

The capitalization rate is an important factor to understand, think of it as a snapshot in time of how the real estate investment is doing. The “cap rate” is determined by taking the properties net operating income and dividing it by the value of the property. Keep in mind the value can be the actual fair market value of the property or the listed price. Both will let you know if the investment makes sense or not. Note the cap rate does not take into consideration a mortgage. The cap rate is the fastest and easiest way to calculate the true value of an income generating property. 

Let’s take a look at a example: 

“a buyer is looking at an apartment building that has 10 units each earning $2000 a month in rent; this means the property is grossing $20,000 a month or $240,000 in income a year. The buyer then subtracts the property’s expenses, which are $96,000, and the result is a net operating income (NOI) of $144,000. If the buyer knows the market is a “7 cap market” (i.e., a 7% capitalization rate), the buyer can divide the $144,000 by 7% and determine that a reasonable purchase price to offer the seller is $2,057,143. Flip this around, and if the seller is marketing the property for a $2,060,000 sale price, and the buyer requests and receives a 12 month trailing profit and loss statement that shows $144,000 in net operating income, the buyer can determine that the asset is being sold at a 7 cap rate ($144,000 / $2,060,000) and compare it to other similar properties to determine if the sale price is reasonable.” 

Now depending on the region you are servicing the cap rate expectations will change, for instance in the GTA a cap rate of 4%+ is what investors are looking for. 

Another term to take a look at is “Cash-on-Cash Return”. This is a quick way to analyze an investment's cash flow. It calculates a percentage that measures the received pre-tax cash flow relative to the amount of cash capital invested. 

Here is the formula for calculating the “Cash-On-Cash Return” 

Annual PreTax Cash Flow divided by the Actual Cash invested X 100% 

First you need to understand the pre-tax cash flow and how that is determined. Take the property's gross rent then multiply by 12. This will give you the max income you expect to generate per year. Also add in any other expected income beyond the monthly rent. (Laundry machines, parking, etc.) 

Then subtract: 

• The actual vacancy, the actual vacancy is measured by the number of days your property was vacant multiplied by the daily rental rate. 

• Operating expenses, this can range from taxes, maintenance, insurance, banking fees, property management fees, and repairs. 

• The annual debt service, this your monthly payment that covers principal and interest for your loan. 

Now calculate the actual cash invested 

• Closing costs = this is your land transfer tax, lawyer fees, lender fees. 

• Down payment = 20%+ cash capital to purchase the property 

• Improvements = Any cash capital you pay to get a property ready to rent. 

The key reasons you will use this formula for your investors is to determine how much financing to use and especially when comparing multiple investments to each other. Review these items until they become second nature and you are able to flow in the conversations with your investor clients. 

The Product
Understanding real estate is understanding inventory. If you don’t know the product, you won’t be able to sell it. You need to study property types, architectural trends, construction quality, layouts, and even the red flags that could show up in a home inspection. Every buyer and seller interaction is an opportunity to show your expertise — and your ability to help them make the right decision.

We deal with a wide spectrum of properties — from downtown condos to sprawling detached homes in the suburbs, and everything in between. Each one comes with its own market dynamics, target buyers, and sales strategies. Your job is to know the product inside out and speak to its strengths and weaknesses with authority.

Let’s break down the major categories:

1. Detached Homes

These are the most desirable for families looking for space and privacy.

What you need to know:

• Lot size and frontage matter.

• Age of the home and condition of the roof, furnace, windows, plumbing, and electrical.

• Whether there is a separate entrance for potential rental income.

• The zoning — is there laneway housing or garden suite potential?

• Neighbourhood appeal: school zones, transit access, future development.

2. Semi-Detached & Townhomes

Attractive for move-up buyers or those priced out of detached homes.

What you need to know:

• Shared walls mean potential noise or maintenance concerns.

• POTL fees (if any) on freehold townhomes.

• Square footage and layout efficiency.

• Rental potential (for basement or upper floors).

• Age of build — newer builds might have builder warranties, but older builds may offer better value.
  
  

3. Condominiums

Perfect for first-time buyers, investors, and downsizers.

What you need to know:

• Maintenance fees — what’s included and what’s not.

• Reserve fund health — check the status certificate.

• Building reputation and amenities.

• Parking and locker availability.

• Layout efficiency — square footage isn't everything if the layout is awkward.

• Location in the building — avoid units near elevators or garbage chutes.
  
  

You should also be aware of pre-construction opportunities, assignment sales, and resale condos. Each one needs a tailored approach for both buyers and sellers.

4. Investment Properties / Multiplexes

These are primarily about cash flow, appreciation, and long-term ROI.

What you need to know:

• Cap rates and net operating income.

• Current rents vs. market rents.

• Tenant profile and lease terms.

• Zoning and conversion potential (duplex, triplex, legal basement).

• Legal and insurance implications.

• Property management options if your client is passive.

5. Luxury Real Estate

This segment requires a completely different level of presentation, marketing, and client service.

What you need to know:

• Custom finishes and high-end materials (brands, craftsmanship).

• Staging and visual storytelling — every showing must feel like an event.

• Local luxury benchmarks (price per square foot, exclusive enclaves like The Bridle Path or Rosedale).

• Discretion and white-glove service.

• Deeper pockets mean longer sales cycles — be patient, persistent, and precise.

The Deep Dive

It’s not enough to know the product. You have to know how to communicate its value. This means sharpening your language.

Bad Example: “This is a nice house, with a lot of space.”
Good Example: “This 4-bedroom detached offers over 2,500 sqft of finished living space, sitting on a rare 50-foot lot with a private backyard oasis — perfect for families who value indoor and outdoor living.”

Study MLS listings. Track how experienced agents describe properties. Listen to how your clients describe what they’re looking for — then mirror their language with added clarity and market insight.

Inspection Savvy

Your clients will lean on you for advice when it comes to the structural and mechanical condition of the home. While you're not a home inspector, you should still know the basics:

• Cracks in the foundation — settlement or structural issue?

• Water stains on the ceiling — previous or active leak?

• Aluminum wiring, knob and tube — does insurance cover it?

• Age of furnace, A/C, roof, windows — are we budgeting for replacement?

• Grading around the house — potential drainage issues?
  
  

Bring up these details before your client does and you’ll build instant trust.

Knowing your product isn’t optional — it’s a non-negotiable if you want to play at a high level. In today’s digital world, your clients have access to tons of information. If all you’re doing is opening doors, you’ll be replaced by an app.

What separates the elite Realtors from the rest is their ability to walk into a property, analyze it within minutes, and communicate its strengths and flaws honestly and intelligently.

Product knowledge builds confidence. Confidence closes deals.

Stay sharp, stay informed, and keep walking properties. Even on your off days, go tour open houses, visit new developments, and track the data on HouseSigma. That’s how you build the knowledge bank that will eventually make you unstoppable in the field.

Check back for new chapters