Revolutionizing the way you sell homes

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[00:31] SPEAKER_02: Welcome to Canada's Podcast.
[00:37] SPEAKER_02: Hello, I'm Mario Tonigus, managing editor of Canada's podcast.
[00:41] SPEAKER_02: Joining me today on Calgary's podcast is Jason Hardy, who is co-founder and CEO of Only.
[00:48] SPEAKER_02: Thanks for joining us today, Jason.
[00:50] SPEAKER_01: Mario, great to be here. Thank you for having me.
[00:52] SPEAKER_02: Well, let's talk a little bit about only, first of all, and what the company is, what it does.
[00:58] SPEAKER_01: Yeah, so only is removing friction from the home buying process.
[01:03] SPEAKER_01: We've been often compared as the Shopify for real estate, and we're bringing allowing consumers
[01:09] SPEAKER_01: the ability to remove doubt from the buying process by helping them transact more of the real estate
[01:16] SPEAKER_02: process online. So this is by passing realtors or how it works?
[01:26] SPEAKER_01: Yeah, so it is actually a sales enablement tool for realtors.
[01:29] SPEAKER_01: So we work with agents, we work with brokers, we work with builders, developers, new home sales
[01:35] SPEAKER_01: people, and it allows them to actually get consumers off the market and into their sales pipeline
[01:42] SPEAKER_01: faster by removing friction. So we have two really main products within our technology.
[01:49] SPEAKER_01: One is our buyer verification platform. It allows consumers and buyers to be able to have a
[01:56] SPEAKER_01: seamless experience and discover their buying power in under three minutes without going through
[02:00] SPEAKER_01: the mortgage for your approval process. So it's a patented technology. We've got three US,
[02:06] SPEAKER_01: Canadian, and international patents on our technology. And it allows consumers the ability
[02:12] SPEAKER_01: to discover their buying power, understand what they can afford in under just a few minutes,
[02:17] SPEAKER_01: but without doing that mortgage for your approval. And then the second tool that we have
[02:20] SPEAKER_01: allows a consumer to take a home off the internet, add it to their digital shopping cart,
[02:26] SPEAKER_01: place a deposit, and sign a reservation agreement all within just a few minutes completely online.
[02:31] SPEAKER_02: Wow, how did this come about?
[02:35] SPEAKER_01: Well, I've spent the past 22 years serving the home building and land development industry.
[02:41] SPEAKER_01: So I felt like I spent an entire career watching the real estate industry continue to do what it does.
[02:48] SPEAKER_01: And if anyone knows anything about real estate, you know that it's a pretty old school
[02:53] SPEAKER_01: archaic industry, very set in its ways, the things that work today and the things that are the
[02:58] SPEAKER_01: tools that are being used today in large part are the same tools that were being used 30 and 40
[03:03] SPEAKER_01: years ago. And so we saw an incredible opportunity. Real estate is truly the last B2C industry
[03:10] SPEAKER_01: on planet earth to digitize the buying process. So we saw an opportunity to create remove friction
[03:17] SPEAKER_01: from the buying process to create a more seamless experience so that sellers could really meet
[03:23] SPEAKER_01: customers where they wanted to be 90% of buyers that are looking for homes today begin their
[03:28] SPEAKER_01: search online. And so it was inevitable that you know more of these buying tools and buying
[03:35] SPEAKER_01: decisions would start to happen online making a much more enjoyable in-person experience
[03:41] SPEAKER_01: for the seller so they can really focus on building a relationship and leave the red tape and
[03:46] SPEAKER_01: the administrative paperwork to you know a web application like only.
[03:51] SPEAKER_02: So I'm just curious some factual stuff here first Jason, when did you start?
[03:57] SPEAKER_01: So the company is two and a half years old. The company was formed in January of 2021.
[04:04] SPEAKER_01: And we started probably about six months prior to that with our what they call our MVP or
[04:09] SPEAKER_01: a minimum viable product of the technology and once we kind of realize we were onto something
[04:14] SPEAKER_01: we formalized the company at the beginning of 2021. And what's your reach now like in terms of
[04:20] SPEAKER_01: where it's available? Yeah so we have customers all over Alberta, British Columbia, Georgia, Texas
[04:27] SPEAKER_01: and Florida. We're just moving into the US market now. Our first iteration of the platform we've
[04:33] SPEAKER_01: had over 100,000 users of our technology in the first year and a half that we've been live.
[04:39] SPEAKER_01: And we're quickly moving into the US market right now. We have a US team and bringing on you know
[04:45] SPEAKER_02: many US customers on a quarterly basis. So I'm just curious you know how did the idea come?
[04:53] SPEAKER_02: Like does it just you know like you're sitting at the bar one day having a drink and go boom
[04:59] SPEAKER_01: you know what the I got an idea here. Honestly the the process is interesting a lot of the
[05:07] SPEAKER_01: inspiration from the real estate industry comes from a similar industry which is the automotive
[05:13] SPEAKER_01: industry. And so the automotive automotive industry was allowing consumers the ability to shop online
[05:19] SPEAKER_01: 20 years ago. And so I went through this process and you know this was going through a number of
[05:25] SPEAKER_01: years ago. But I hadn't purchased a new car for about 13 or 14 years. I was driving around the
[05:31] SPEAKER_01: same Jolopy and it was time living in Alberta. You know you can't live in Alberta without having a
[05:36] SPEAKER_01: pickup truck. So it was time for for Jason after being here for 20 years to finally invest in buying
[05:42] SPEAKER_01: a pickup truck. And so it was the first new car that I had purchased in a long long time. And I
[05:47] SPEAKER_01: went online onto the website and I built and priced this Toyota Tacoma and I built and priced
[05:54] SPEAKER_01: the whole thing online. It told me exactly the dealership that had that vehicle. It told me the
[05:59] SPEAKER_01: exact price. And I remember I I got into my car. I went to the dealership with a printed out
[06:06] SPEAKER_01: pieces of a paper that I had built this vehicle online. And I said this is the car I know that you
[06:12] SPEAKER_01: have it. And I would like it. And they brought the car out and 30 minutes later I drove away with
[06:17] SPEAKER_01: my new truck. And the whole experience of buying that car, you know predominantly online was
[06:25] SPEAKER_01: mesmerizing to me. I was blown away. I came back into the office. I was holding my keys. I said,
[06:30] SPEAKER_01: look, I built and priced and purchased this car almost entirely online. And everyone laughed.
[06:35] SPEAKER_01: Everyone said Jason, you've been able to do that for years. Like welcome to the 21st century. And
[06:40] SPEAKER_01: you know, it was news to me. And it was at that moment a light bulb went off in my brain and thought
[06:45] SPEAKER_01: if you can build and price and buy a car online, why shouldn't we as consumers be able to do the
[06:51] SPEAKER_01: same thing with a home. And that was really the the the the infancy of the idea for only.
[06:59] SPEAKER_02: Yeah, I guess if you're a business or even an industry as we talk about real estate, if if you're not
[07:07] SPEAKER_02: an in tune with what's happening now, you're going to be left behind, right?
[07:12] SPEAKER_01: Absolutely. I mean, you know, you can either lead or you can, you know, you can be a leader or a
[07:18] SPEAKER_01: laggard. And, you know, I think the real estate industry is full of innovators. In particular in
[07:23] SPEAKER_01: Alberta, there's a lot of like big name brands like, you know, Shane Homes, Shane Wenzel or
[07:28] SPEAKER_01: Jamin. There's a lot of great brands that really have prided themselves on being innovators in
[07:40] SPEAKER_01: so yeah, I mean, this is an industry that is filled with innovators and this is just yet another
[07:45] SPEAKER_02: innovative product for the market. Why do you think the industry took so long to adapt and change?
[07:52] SPEAKER_01: I think because it's working, I think, you know, the way in which a home has been sold and a
[07:59] SPEAKER_01: home has been purchased has not changed and, you know, 30, 40, 50 years. And it's been working
[08:05] SPEAKER_01: just fine. You know, home builders do just fine. I think realtors and agents do just fine and the
[08:12] SPEAKER_01: process by which they follow today is largely the same as it was, you know, a decade or two decades
[08:18] SPEAKER_01: or three decades ago. And it works. So I a lot of the response that we've received, especially in
[08:24] SPEAKER_01: our earlier days is well, there's nothing wrong with our process, the way we've been doing it for
[08:28] SPEAKER_01: years works. But the challenge is is in this post pandemic world, the pandemic really did expedite
[08:36] SPEAKER_01: consumer demand for more frictionless experiences. There's no doubt about that. And real estate was
[08:42] SPEAKER_01: no exception in terms of an industry. And so when the pandemic came and went, I think people became
[08:48] SPEAKER_01: more comfortable doing their research and due diligence for things they wanted to buy online.
[08:54] SPEAKER_01: And so that was no different for real estate. So we're starting to see a lot more people looking
[08:59] SPEAKER_01: for more information on that home before they reach out to a salesperson. And that has stayed, you
[09:05] SPEAKER_01: know, although not all of us are still pulling up to the grocery store and opening the trunk and
[09:10] SPEAKER_01: letting them put the groceries in. We now go back to the grocery store. When it comes to real estate,
[09:15] SPEAKER_01: we're still doing the majority of our research online prior to engaging with a salesperson.
[09:20] SPEAKER_02: And it's amazing what you can get online, right? Because I just taken on the real estate thing. I
[09:26] SPEAKER_02: was actually surprised recently. I was on the, I think it was the realtor.ca website, right? And
[09:32] SPEAKER_02: looking at different homes. And I was seeing prices that were, you know, were the house sold in
[09:40] SPEAKER_02: the past on some listings. And then I understand that some places are putting actual sold prices on
[09:50] SPEAKER_02: on those listings once they sold. So it's really changed dramatically in the last couple of years,
[09:57] SPEAKER_02: right? I guess the transparency is a huge factor right now. Yeah, trust and transparency is
[10:03] SPEAKER_01: absolutely key. But the number one villain in the story of buying and selling real estate is doubt.
[10:09] SPEAKER_01: Our job at only in the problem that we are really solving for is removing doubt from the home
[10:14] SPEAKER_01: buying process. And when you remove doubt, you create confidence. And that is, you know, it doesn't
[10:19] SPEAKER_01: matter if you're buying your first home or your fifth home. It's still a process that's
[10:24] SPEAKER_01: rot without and a process that lacks a lot of confidence. You know, people are unsure of what they
[10:29] SPEAKER_01: can afford. And so when we went through building our buyer verification platform, what we realized
[10:35] SPEAKER_01: is a lot of people that start shopping for a home don't go and get that mortgage pre-approval right
[10:40] SPEAKER_01: away because it's a pretty scary daunting process. Nobody knows you have to go and gather all your
[10:46] SPEAKER_01: information, your NOAs and your T2s. And if you're in the US, it's your W2s and you spend weeks gathering
[10:52] SPEAKER_01: all your financial data. And then you have to submit it to someone and they analyze it and then they
[10:57] SPEAKER_01: tell you what you can afford. And so a lot of people we were realizing were starting their shopping
[11:03] SPEAKER_01: journey without really having a clear understanding, without having the confidence to know what it is
[11:08] SPEAKER_01: that they can afford. And that's where we came up with only verified, which is our buyer verification
[11:13] SPEAKER_01: tool where a seller, an agent, a realtor, a real estate sales representative can send a link out to
[11:20] SPEAKER_01: a consumer and they can discover their buying power in under three minutes without submitting any
[11:27] SPEAKER_00: financial tax documentation. It's pretty cool. Running a new business can be stressful. The
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[12:05] SPEAKER_00: you need from Canada's small business insurance experts. Where did this interest in real estate start
[12:12] SPEAKER_01: for you and why? Yeah, it's a really good one. So for me, this goes back longer than I want to admit
[12:19] SPEAKER_01: and it'll give away on my age. But it was about 24 years ago. I had finished working for the Walt
[12:25] SPEAKER_01: Disney World Company in Orlando, Florida. And when I was coming back from Disney, I decided,
[12:32] SPEAKER_01: I was originally from Ontario, from Hamilton, Ontario. And I had a friend that I had met in Disney
[12:37] SPEAKER_01: that said, you know, you should really come to Calgary. It's the next great city in the country.
[12:42] SPEAKER_01: And my typical narrow-minded Ontario-born child, I'd never been west of Ontario.
[12:50] SPEAKER_01: You know, if we went on vacations, you were in Mexico or Cuba or Florida, nobody was ever coming west.
[12:55] SPEAKER_02: Grus, me, I know. I'm from Ottawa. I know exactly what you're talking about.
[12:59] SPEAKER_01: So, you know, he had said, come to Calgary, it's the next great city in this country. And,
[13:04] SPEAKER_01: you know, I had nowhere else to be and I thought, sure, I'll give it a shot. So I moved to Calgary.
[13:10] SPEAKER_01: And, you know, I was blown away by the entrepreneurial spirit and fire in the city and
[13:15] SPEAKER_01: the amazing people. I met some incredible mentors that became, ended up becoming, you know,
[13:21] SPEAKER_01: very close friends of mine later on in life that extended a helping hand to me when I had first
[13:26] SPEAKER_01: moved here. You know, one of them was Jim Button. And the other one was Pat Othman from Business
[13:32] SPEAKER_01: in Calgary, two two great amazing Calgarians. And I came here and I was looking for work and
[13:38] SPEAKER_01: looking for a job. And I was hired by a local real estate marketing agency. The company was called
[13:45] SPEAKER_01: applied communications. They're not around anymore, but they were, it was started by a serial
[13:50] SPEAKER_01: entrepreneur by the name of Dan McWilliam, great Calgary, legendary business guy. And, you know,
[13:57] SPEAKER_01: I went to work for this company as a junior marketing coordinator and I managed a small portfolio
[14:02] SPEAKER_01: of resorts and private community customers in the United States. And very, very fortunate. And I
[14:08] SPEAKER_01: fell in love with real estate. I literally fell in love with the fact that, you know, they're not
[14:14] SPEAKER_01: making any more land. You know, real estate was something that was really special. These, most of
[14:20] SPEAKER_01: these master plan committee development projects would take 20 to 30 years to be built. And, you
[14:25] SPEAKER_01: know, we were working on these projects for years and years at a time building these incredible
[14:29] SPEAKER_01: relationships. And I just became very passionate and very enamored with the real estate process.
[14:36] SPEAKER_01: And at the beginning of my career, I didn't know any much about real estate, but I learned a lot
[14:40] SPEAKER_01: from Dan McWilliam. And then I joined two organizations that kind of changed the world from May 1 was
[14:47] SPEAKER_01: the Urban Land Institute based out of Washington, DC. I later, I went on to the board for the
[14:53] SPEAKER_01: Urban Land Institute later in later years. And the other one was the Canadian Homebuilders Association.
[14:58] SPEAKER_01: Those were the two where I sort of cut my teeth and realized that this was an industry that I really
[15:03] SPEAKER_01: wanted to do stay in for the rest of my career. And now again, back in those days, it was very
[15:10] SPEAKER_01: unusual for someone to come to Calgary and not get into oil and gas. Exactly. People thought,
[15:16] SPEAKER_01: are you crazy getting into oil and gas? You can make so much money. It's easy. But honestly,
[15:21] SPEAKER_01: I fell into real estate. I fell in love with real estate. And, you know, that love and passion
[15:25] SPEAKER_01: for this industry has never, has never weaned. It's just still an industry that I'm incredibly,
[15:31] SPEAKER_02: incredibly passionate about. So I'm curious, what did you do at Disney?
[15:36] SPEAKER_01: So I was worked in the International Fellowship Program. I worked in Epcot. And I worked in the Canadian
[15:42] SPEAKER_01: Pavilion in Epcot. So if you've been down there, there are 12 countries represented in the World
[15:48] SPEAKER_01: Showcase in Epcot. And in each one of those pavilions, the people that are working in that
[15:54] SPEAKER_01: country's pavilion are actually from that country. So I was working in the Canadian Pavilion.
[15:58] SPEAKER_02: Oh, cool. So you mentioned just before about Calgary's entrepreneurial spirit that you
[16:06] SPEAKER_02: you witnessed when you first came here. Do you still think it's there?
[16:10] SPEAKER_01: I think it's brighter and better than ever before. I love the city. I mean, I've traveled all
[16:18] SPEAKER_01: over the world and I always get excited to come home. This is my home. I'm not moving anywhere else.
[16:25] SPEAKER_01: I love the city. I love the people in the city. And I think that the entrepreneurial energy in
[16:31] SPEAKER_01: this city is second to none. There's just something special about Calgary. And I guess the way that
[16:37] SPEAKER_01: I would describe it coming from the Toronto, the GTA area, I always felt like Calgaryans were
[16:44] SPEAKER_01: selfless. Those that have been very successful in this city are always willing to lend a helping hand.
[16:51] SPEAKER_01: And if there's another entrepreneur that was starting at a lower position in life or hadn't
[16:57] SPEAKER_01: really accomplished the success that they had, people were very selfless in their desire and
[17:03] SPEAKER_01: willingness to help others achieve success without expecting something in return. And that type of
[17:09] SPEAKER_01: selflessness, that type of incredible entrepreneurial passion and willingness to give back and help others,
[17:16] SPEAKER_01: help the future leaders of tomorrow is something that I've never experienced anywhere else in the world.
[17:21] SPEAKER_02: Okay, I'm going to ask you a question here because this is something I've discussed with people
[17:27] SPEAKER_02: over the years. When you mentioned that, there was an era there about the guys that made the
[17:37] SPEAKER_02: millions, so to speak in the oil patch. And their names are everywhere. You go the hospitals to
[17:44] SPEAKER_02: sports arenas to whatever, they've been part of the community well known given back to the community.
[17:51] SPEAKER_02: How much? One of the questions I had is the next generation after those guys, what happened to them?
[17:59] SPEAKER_02: I don't know, maybe I'm overstating it, but I don't see the same selflessness today that maybe was
[18:09] SPEAKER_02: there 10, 20 years ago. I don't know, what do you think? I kind of I feel like the the next generation,
[18:16] SPEAKER_01: they're making their money today. Yeah, they're just starting to make that money. I mean,
[18:21] SPEAKER_01: we've gone through a bit of a downturn. We've had a bit of a blip in the radar and Calgary and Alberta,
[18:26] SPEAKER_01: but the markets back, the real estate markets on fire, energy and oil and gas is back and on fire.
[18:33] SPEAKER_01: And I think that the the future leaders that are giving back are about to do so.
[18:40] SPEAKER_01: I think they're here. I just think they're in the trenches right now working really hard,
[18:44] SPEAKER_01: making all that money to be able to give it back, but you know, I've spent a lot many a years now,
[18:50] SPEAKER_01: volunteering my time on the management advisory committee at the Haskell in School of Business.
[18:55] SPEAKER_01: I also teach in the MBA program at Haskell. And it's incredible to see the number of community
[19:02] SPEAKER_01: leaders that have stepped up to support the business school that have stepped up to support the
[19:08] SPEAKER_01: University of Calgary and truly given selflessly and millions upon tens of millions of dollars
[19:14] SPEAKER_01: to help create those future leaders of tomorrow. You know, I can name, you know, a handful of them
[19:20] SPEAKER_01: off the top of my head, but I think they're right here. You know, it's the Derek, it's the Hunter family.
[19:25] SPEAKER_01: It's the you know, the Dickass gains of the world. It's the Ron Mathesons of the world. I mean,
[19:31] SPEAKER_01: Mike Tim's, I mean, there's a lot of these leaders that have done very well. They're starting to retire,
[19:37] SPEAKER_01: slow down in their career, and they're looking and saying, how can I give back to this community?
[19:42] SPEAKER_01: And they're doing it, you know, bigger and bigger than than people have done before them.
[19:47] SPEAKER_02: Yeah. So, you know, when it comes to the technology and innovation sector in Calgary,
[19:56] SPEAKER_02: you think today, you know, you're in a sector that I think today there's more interest in,
[20:03] SPEAKER_02: there's more support in than say, you even five years ago, right?
[20:09] SPEAKER_01: Yes. Absolutely. I mean, there is more Calgary is becoming a tech hotbed. It's becoming, you know,
[20:17] SPEAKER_01: we have an incredible tech ecosystem filled with really brilliant smart tech entrepreneurs and innovators
[20:25] SPEAKER_01: and incubators and investors. And I was very fortunate to have gone through the CDL program,
[20:34] SPEAKER_01: the Creative Destruction Lab. We were one of, you know, only a handful of companies chosen
[20:39] SPEAKER_01: of hundreds to go through the CDL program and we graduated. We were one of the handful of companies
[20:44] SPEAKER_01: that graduated the program from across Canada. And I was, I still am to this very day blown away
[20:51] SPEAKER_01: by the number of new tech companies that are being formed right here in our own backyard in Calgary.
[20:56] SPEAKER_02: It's really impressive. I guess it's, you know, easier right now, right? Because in the past,
[21:03] SPEAKER_02: you know, as you said, and we've all experienced this oil and gas, everything was oil and gas, right?
[21:09] SPEAKER_02: But there's the opportunities and growth in that sector. So that's creating a lot
[21:16] SPEAKER_02: more opportunities as well out there, right? Then there's tons of support programs. You look at
[21:21] SPEAKER_01: Alberta, innovates as a program. There's nothing like it in the country. And then you look at other
[21:25] SPEAKER_01: local programs, Sandy over at Intergen. Intergen is a phenomenal program investing in Alberta-based
[21:33] SPEAKER_01: startups. And there's some phenomenal companies within their portfolio of tech companies that they're
[21:39] SPEAKER_01: investing in. So I think the support infrastructure and ecosystem here is thriving and has never been
[21:47] SPEAKER_01: more optimistic about the future of Alberta and specifically Calgary-based tech.
[21:55] SPEAKER_02: So if you had a young tech guy come to you and say, you know, I've got an idea. I want to
[22:02] SPEAKER_02: be an entrepreneur, you know, in their city. What advice would you give?
[22:09] SPEAKER_01: I think you, I think they should sleep on it for a week. You know, being, I'm a serial entrepreneur.
[22:16] SPEAKER_01: This is the fifth venture that I started in this city. This has definitely been the most
[22:22] SPEAKER_01: challenging. It's definitely been the most stressful and it's not for the faint of heart.
[22:28] SPEAKER_01: It's not for everyone. This is a really tough road because you have to move so quickly.
[22:34] SPEAKER_01: And in particular, like with only we have raised private equity, venture capital,
[22:40] SPEAKER_01: investment, and that forces you to move even faster. And when you're spending someone else's
[22:46] SPEAKER_01: money and people have bet on you as the horse, you need to deliver. And there's an immense level
[22:53] SPEAKER_01: of pressure that comes, I think, in being a private equity venture backed tech company,
[22:59] SPEAKER_01: where there's an obligation and a commitment to perform and do what you say you're going to do.
[23:06] SPEAKER_01: And so I don't think it's for everyone. I think those that think of, hey, I've got this really
[23:10] SPEAKER_01: I cool idea. I want to start a tech company. I think there's a lot of easier paths in life than
[23:16] SPEAKER_01: being a tech startup and a tech founder. I think it's, you know, this is my 18th year of being an
[23:24] SPEAKER_01: entrepreneur in the city. And we're only two years into only, but this has been the most
[23:30] SPEAKER_01: trying, stressful, scary, two years of my life. I've never felt pressure like I feel today.
[23:39] SPEAKER_01: And the sense of obligation to succeed and be able to deliver on, you know, the vision that
[23:43] SPEAKER_02: we've created for only. Okay. So what do you do? You know, aside from that, kind of de-stress yourself and
[23:52] SPEAKER_02: and I think, you know, get some downtime away from work. Yeah. Honestly, well, we're very fortunate to
[23:59] SPEAKER_01: live in one of the most beautiful backyards on the face of this earth. You know, people come from all
[24:03] SPEAKER_01: over the world to see the Rocky Mountains. And we're so blessed to have it 20 minutes from,
[24:08] SPEAKER_01: from our door. So I spend a lot of time in the mountains. I spend a lot of time outside. I'm with my kids.
[24:15] SPEAKER_01: You know, for me to disconnect from work, I spend time with my kids and just trying to be the best
[24:21] SPEAKER_01: father that I can be. My kids play competitive across in the city. So try to be a great assistant
[24:29] SPEAKER_01: coach and just, you know, being there. We have a limited number of summers and
[24:34] SPEAKER_01: Christmases and time to spend with our children. So when I'm not working, I'm with my amazing family.
[24:41] SPEAKER_02: All right. Wonderful. Well, thanks, Jason, for joining us today.
[24:45] SPEAKER_01: Thank you so much, Mario. Pleasure. Thank you for having me.
[24:48] SPEAKER_02: All right. That was Jason Hardy, who is co-founder and CEO of Only. I'm Mario Tonigusi Managing Editor
[24:54] SPEAKER_02: of Canada's podcast. This has been Caldwell's podcast. Thanks for joining us.