This is the way

There was a time before this era of chaos and change in the realm of real estate. A time when tenants seemed to fall into landlords’ laps, when the hardest part of renting out a flat was choosing the best from the best. For over a decade, interest rates stayed at 0 or near zero. Real estate prices soared. It didn’t even matter what you bought—only that you bought—because the market almost always rewarded you. Rents climbed, values skyrocketed. Those were the golden days of real estate investing.

But this is no longer that world.

Today, the game has changed. Interest rates have risen, competition has sharpened, and markets no longer forgive a lazy approach. A new breed of investor must rise—adaptable, personal, and intentional.

I started my path long before these stormy times. Back then, I was a DIY landlord, armed with more grit than experience or money, learning by doing. I patched walls, painted kitchens, and personally handled every detail of my properties—not because it was easy, but because I wanted to understand the craft of real estate from the ground up (and what might have been even more important: to save money). This blog was born out of those early days: a journal of lessons learned, mistakes made, and victories earned.

Over time, this place has become more than just a record of one landlord’s journey. It is a map through a shifting landscape, a place to share how I’ve navigated the market’s highs and lows, the changing rules of the game, and the human side of investing that numbers alone can’t capture.

I believe in direct contact with my tenants. No faceless layers, no endless applications funneled through cold systems. Just conversations, trust, and clarity. This is the way.

And I also believe in direct contact with the seller. It can be done via a realtor but it is always easier directly. So when buying an addition to my portfolio I like to add a rather more personal touch. I do not forget the numbers but they are just a part of the puzzle. This is the way.

I refuse the “open house” model where people rush through apartments in a frenzy. Instead, I create a space where both sides feel welcome to breathe and connect. This is the way.

I see real estate as more than an investment; it is a story of homes, people, and choices. My blog is where that story unfolds—part strategy, part personal reflection, part exploration of how to build not just wealth, but relationships and meaning through this work.

If you’ve ever wondered what it takes to survive and thrive in a market that feels like it’s always shifting beneath your feet, this blog can shine a little light on your path.

Because through all the changes, one thing remains:

This is the way.

Kettu kiittää, kuittaa ja kumartaa jälleen.

The real ROE: Return On Experience

ROE is totally misunderstood. It is the more standard return on equity but at the same time – and even sometimes more importantly – it can be translated into return on experience. Especially in the early years of real estate investing, experiences are priceless. 

All the equity is already poured into getting some old money pit to start working on. The numbers are tight, maybe even negative on paper. Yet what you get “for free” is the stack of experiences you accumulate by trying, failing, repairing, and DIY’ing. Those hours with a paintbrush, a leaking faucet, or a broken floorboard teach you more than a spreadsheet ever could.

And it’s not just about saving money. It’s about building a foundation of know-how, confidence, and perspective. Sometimes you learn what not to do – that plumbing is best left to professionals, or that sanding floors is not your calling. But other times, you stumble into something you enjoy, something you are surprisingly good at. And who knows, one day those skills might turn into new opportunities, or at least save you from costly mistakes.

Two sides of experience

Experiences come in many forms. There is the hands-on, practical kind: fixing, managing, negotiating, renovating. These add up to a toolbox you can carry with you for life. They make you sharper, more resilient, and less dependent on outsourcing every small problem. In real estate, this often means you can move faster, make better calls, and even spot value where others only see trouble.

Then there are the softer, more intangible experiences. A concert you attended that left you buzzing for weeks. A journey across the world that shifted your perspective. A summer evening spent laughing with friends or playing with your kids. These don’t directly pay dividends in euros or dollars, but they enrich you in ways that compound over time. They anchor you, remind you why you are investing and working so hard in the first place.

The undervalued return

If you only measure life by the traditional ROE – return on equity – you might miss out on the hidden wealth of return on experience. The early years of investing are rarely glamorous. They can be filled with doubts, mess, and uncomfortable lessons. But those years are also where you collect the stories, the scars, and the skills that shape you as an investor and as a person.

Money compounds when invested wisely, but so do experiences. They shape decision-making, improve judgment, and give context to future opportunities. And beyond all financial gains, they make life richer, more textured, more alive.

Maybe the real secret is this: equity can be lost, but experiences might live forever.