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How Grammy-Nominated Artist JoiStaRR Scaled Her Brand With Luxury Real Estate – Forbes

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There’s been a lot of buzz around the real estate industry ever since the prices of houses started skyrocketing during the pandemic. However, that’s not the only thing to note about the industry. Between the pandemic and the projected recession occurring in the near future, the influx of real estate agents has also increased. With real estate offering flexible schedules and hefty royalties, the industry has attracted many individuals, from burned-out health care workers to parents looking to earn an extra income. Even artists started looking into the benefits of becoming an agent, especially with tours canceled and Hollywood pausing filming. According to the National Association of Realtors, more than 156,000 people joined their ranks in 2021 and 2020 combined—nearly 60% more than in the previous two years.

Joi Campbell, widely known through the music and entertainment industry as JoiStaRR for her songwriting, is an example of how up-and-coming artists can create different verticals to grow their brands. After a projected two-month tour opening for Kanye West turned into a multi-year hiatus, she realized she had to expand her reach and focused her attention on real estate. Although she is recognized for her work behind the scenes as a songwriter for the likes of everyone from Mary J. Blige and Chris Brown, over the past couple of years, especially during the pandemic, she’s made a name for herself at Nest Seekers as one of their top luxury real estate concierges. In addition, her resume includes acting, and her first single, Love Story, was released in February.

“I tiptoed into it [real estate] because I had only been talking about music,” Campbell expresses. “I thought no one would understand; no one cares. It was a fear of mine to really crossover or to reveal who I really am. Because I was in fear of that, I didn’t know how to talk about it on social media, which is very important. To have a business, you have to connect with people so they know what you want to do. And it was very hard for me to do that. So I would do it just behind the scenes and through word of mouth because of that fear. Just here recently, as I’ve grown and with this new company, Nest Seekers, it’s connected to what I do as an entertainer. It made me feel more comfortable to talk about it.”

Campbell’s singing career began in the church choir. As her talent developed, she started writing songs. Witnessing her brother, Warryn Campbell’s, success as an artist and record producer, she wanted to follow in his footsteps. However, she was studying to become a doctor. She realized during the orientation of her medical program that she wanted to pursue a career in music.

She had the opportunity to perform as a background singer for West. At one point, she asked him if she could be a permanent fixture as a background vocalist. West told Campbell that if he agreed, he would be holding her back because he acknowledged her talent. So, he did invite her to join him on the Fame Kills tour co-headlining with Lady Gaga. However, it was canceled after public controversy regarding West’s interruption of Taylor Swift’s Best Female Video speech at the 2009 MTV Video Music Awards. Campbell quickly found herself at a crossroads.

“Bouncing back when that didn’t happen was interesting because it was like, ‘Ok, what exactly is happening?’” she states. “For me, it was business. Typically, most artists look at being an artist as ‘I want to be a star. I want the world to love me.’ I wanted the business. I’m like, ‘Oh, my God, my business as JoiStaRR is at a screeching halt. What do I do?’ I had to find my passion. I didn’t want to do anything that made me feel like I was losing it all. I prayed for a situation or something that was a passion for me that I could jump into. I wanted to feel the same exact way I felt about music. And that was real estate.”

Campbell lived in fear at the beginning of her real estate journey. Questioning whether or not it was suitable for her, she knew that she couldn’t stay in that state for long, or else she’d become business paralyzed. But, taking it one step at a time, she realized how being in this space would help her as an entrepreneur.

Gradually, as she became more comfortable sharing that her brand expanded into real estate, she also had the motivation to release her first single and continue working on her album. Additionally, she added to her acting credits by starring in Strive, playing a role opposite Danny Glover.

As Campbell continues to pivot in her career, she focuses on the following essential steps:

  • Let your passion and vision drive your actions. Your career should be something that you wake up excited about every morning.
  • Limit outside discussions about your plans; don’t let others’ opinions persuade you in one direction or another.
  • Tune into your spiritual guidance to help you make difficult and risky decisions.

“I’ve learned to stand up for myself at the moment I need to, and to stand for what I believe in and to not go with the flow,” Campbell concludes. “In business, especially, I am in two huge worlds that are very much boys’ games. So as a woman, it’s taught me to hone in on that, and be that leader and not care if it looks like I’m being something other than the beautiful queen.”

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Here are some facts about British Columbia’s housing market

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Housing affordability is a key issue in the provincial election campaign in British Columbia, particularly in major centres.

Here are some statistics about housing in B.C. from the Canada Mortgage and Housing Corporation’s 2024 Rental Market Report, issued in January, and the B.C. Real Estate Association’s August 2024 report.

Average residential home price in B.C.: $938,500

Average price in greater Vancouver (2024 year to date): $1,304,438

Average price in greater Victoria (2024 year to date): $979,103

Average price in the Okanagan (2024 year to date): $748,015

Average two-bedroom purpose-built rental in Vancouver: $2,181

Average two-bedroom purpose-built rental in Victoria: $1,839

Average two-bedroom purpose-built rental in Canada: $1,359

Rental vacancy rate in Vancouver: 0.9 per cent

How much more do new renters in Vancouver pay compared with renters who have occupied their home for at least a year: 27 per cent

This report by The Canadian Press was first published Oct. 17, 2024.

The Canadian Press. All rights reserved.

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B.C. voters face atmospheric river with heavy rain, high winds on election day

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VANCOUVER – Voters along the south coast of British Columbia who have not cast their ballots yet will have to contend with heavy rain and high winds from an incoming atmospheric river weather system on election day.

Environment Canada says the weather system will bring prolonged heavy rain to Metro Vancouver, the Sunshine Coast, Fraser Valley, Howe Sound, Whistler and Vancouver Island starting Friday.

The agency says strong winds with gusts up to 80 kilometres an hour will also develop on Saturday — the day thousands are expected to go to the polls across B.C. — in parts of Vancouver Island and Metro Vancouver.

Wednesday was the last day for advance voting, which started on Oct. 10.

More than 180,000 voters cast their votes Wednesday — the most ever on an advance voting day in B.C., beating the record set just days earlier on Oct. 10 of more than 170,000 votes.

Environment Canada says voters in the area of the atmospheric river can expect around 70 millimetres of precipitation generally and up to 100 millimetres along the coastal mountains, while parts of Vancouver Island could see as much as 200 millimetres of rainfall for the weekend.

An atmospheric river system in November 2021 created severe flooding and landslides that at one point severed most rail links between Vancouver’s port and the rest of Canada while inundating communities in the Fraser Valley and B.C. Interior.

This report by The Canadian Press was first published Oct. 17, 2024.

The Canadian Press. All rights reserved.

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No shortage when it comes to B.C. housing policies, as Eby, Rustad offer clear choice

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British Columbia voters face no shortage of policies when it comes to tackling the province’s housing woes in the run-up to Saturday’s election, with a clear choice for the next government’s approach.

David Eby’s New Democrats say the housing market on its own will not deliver the homes people need, while B.C. Conservative Leader John Rustad saysgovernment is part of the problem and B.C. needs to “unleash” the potential of the private sector.

But Andy Yan, director of the City Program at Simon Fraser University, said the “punchline” was that neither would have a hand in regulating interest rates, the “giant X-factor” in housing affordability.

“The one policy that controls it all just happens to be a policy that the province, whoever wins, has absolutely no control over,” said Yan, who made a name for himself scrutinizing B.C.’s chronic affordability problems.

Some metrics have shown those problems easing, with Eby pointing to what he said was a seven per cent drop in rent prices in Vancouver.

But Statistics Canada says 2021 census data shows that 25.5 per cent of B.C. households were paying at least 30 per cent of their income on shelter costs, the worst for any province or territory.

Yan said government had “access to a few levers” aimed at boosting housing affordability, and Eby has been pulling several.

Yet a host of other factors are at play, rates in particular, Yan said.

“This is what makes housing so frustrating, right? It takes time. It takes decades through which solutions and policies play out,” Yan said.

Rustad, meanwhile, is running on a “deregulation” platform.

He has pledged to scrap key NDP housing initiatives, including the speculation and vacancy tax, restrictions on short-term rentals,and legislation aimed at boosting small-scale density in single-family neighbourhoods.

Green Leader Sonia Furstenau, meanwhile, says “commodification” of housing by large investors is a major factor driving up costs, and her party would prioritize people most vulnerable in the housing market.

Yan said it was too soon to fully assess the impact of the NDP government’s housing measures, but there was a risk housing challenges could get worse if certain safeguards were removed, such as policies that preserve existing rental homes.

If interest rates were to drop, spurring a surge of redevelopment, Yan said the new homes with higher rents could wipe the older, cheaper units off the map.

“There is this element of change and redevelopment that needs to occur as a city grows, yet the loss of that stock is part of really, the ongoing challenges,” Yan said.

Given the external forces buffeting the housing market, Yan said the question before voters this month was more about “narrative” than numbers.

“Who do you believe will deliver a better tomorrow?”

Yan said the market has limits, and governments play an important role in providing safeguards for those most vulnerable.

The market “won’t by itself deal with their housing needs,” Yan said, especially given what he described as B.C.’s “30-year deficit of non-market housing.”

IS HOUSING THE ‘GOVERNMENT’S JOB’?

Craig Jones, associate director of the Housing Research Collaborative at the University of British Columbia, echoed Yan, saying people are in “housing distress” and in urgent need of help in the form of social or non-market housing.

“The amount of housing that it’s going to take through straight-up supply to arrive at affordability, it’s more than the system can actually produce,” he said.

Among the three leaders, Yan said it was Furstenau who had focused on the role of the “financialization” of housing, or large investors using housing for profit.

“It really squeezes renters,” he said of the trend. “It captures those units that would ordinarily become affordable and moves (them) into an investment product.”

The Greens’ platform includes a pledge to advocate for federal legislation banning the sale of residential units toreal estate investment trusts, known as REITs.

The party has also proposed a two per cent tax on homes valued at $3 million or higher, while committing $1.5 billion to build 26,000 non-market units each year.

Eby’s NDP government has enacted a suite of policies aimed at speeding up the development and availability of middle-income housing and affordable rentals.

They include the Rental Protection Fund, which Jones described as a “cutting-edge” policy. The $500-million fund enables non-profit organizations to purchase and manage existing rental buildings with the goal of preserving their affordability.

Another flagship NDP housing initiative, dubbed BC Builds, uses $2 billion in government financingto offer low-interest loans for the development of rental buildings on low-cost, underutilized land. Under the program, operators must offer at least 20 per cent of their units at 20 per cent below the market value.

Ravi Kahlon, the NDP candidate for Delta North who serves as Eby’s housing minister,said BC Builds was designed to navigate “huge headwinds” in housing development, including high interest rates, global inflation and the cost of land.

Boosting supply is one piece of the larger housing puzzle, Kahlon said in an interview before the start of the election campaign.

“We also need governments to invest and … come up with innovative programs to be able to get more affordability than the market can deliver,” he said.

The NDP is also pledging to help more middle-class, first-time buyers into the housing market with a plan to finance 40 per cent of the price on certain projects, with the money repayable as a loan and carrying an interest rate of 1.5 per cent. The government’s contribution would have to be repaid upon resale, plus 40 per cent of any increase in value.

The Canadian Press reached out several times requesting a housing-focused interview with Rustad or another Conservative representative, but received no followup.

At a press conference officially launching the Conservatives’ campaign, Rustad said Eby “seems to think that (housing) is government’s job.”

A key element of the Conservatives’ housing plans is a provincial tax exemption dubbed the “Rustad Rebate.” It would start in 2026 with residents able to deduct up to $1,500 per month for rent and mortgage costs, increasing to $3,000 in 2029.

Rustad also wants Ottawa to reintroduce a 1970s federal program that offered tax incentives to spur multi-unit residential building construction.

“It’s critical to bring that back and get the rental stock that we need built,” Rustad said of the so-called MURB program during the recent televised leaders’ debate.

Rustad also wants to axe B.C.’s speculation and vacancy tax, which Eby says has added 20,000 units to the long-term rental market, and repeal rules restricting short-term rentals on platforms such as Airbnb and Vrbo to an operator’s principal residence or one secondary suite.

“(First) of all it was foreigners, and then it was speculators, and then it was vacant properties, and then it was Airbnbs, instead of pointing at the real problem, which is government, and government is getting in the way,” Rustad said during the televised leaders’ debate.

Rustad has also promised to speed up approvals for rezoning and development applications, and to step in if a city fails to meet the six-month target.

Eby’s approach to clearing zoning and regulatory hurdles includes legislation passed last fall that requires municipalities with more than 5,000 residents to allow small-scale, multi-unit housing on lots previously zoned for single family homes.

The New Democrats have also recently announced a series of free, standardized building designs and a plan to fast-track prefabricated homes in the province.

A statement from B.C.’s Housing Ministry said more than 90 per cent of 188 local governments had adopted the New Democrats’ small-scale, multi-unit housing legislation as of last month, while 21 had received extensions allowing more time.

Rustad has pledged to repeal that law too, describing Eby’s approach as “authoritarian.”

The Greens are meanwhile pledging to spend $650 million in annual infrastructure funding for communities, increase subsidies for elderly renters, and bring in vacancy control measures to prevent landlords from drastically raising rents for new tenants.

Yan likened the Oct. 19 election to a “referendum about the course that David Eby has set” for housing, with Rustad “offering a completely different direction.”

Regardless of which party and leader emerges victorious, Yan said B.C.’s next government will be working against the clock, as well as cost pressures.

Yan said failing to deliver affordable homes for everyone, particularly people living on B.C. streets and young, working families, came at a cost to the whole province.

“It diminishes us as a society, but then also as an economy.”

This report by The Canadian Press was first published Oct. 17, 2024.

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