In this episode of the Profit First for REI Podcast, I’m joined by Etinosa Agbonlahor—a real estate investor, behavioral economist, and the host of the Her First House podcast. Etinosa brings a unique blend of corporate financial insight and personal real estate experience to the table. From working in publishing and banking across continents to designing large-scale financial behavior interventions, her journey is anything but ordinary.

We dive into the psychology of money, why most people don’t follow good financial advice, and how to design systems that actually help people take action. Etinosa also shares her path into real estate, how she built her portfolio from abroad during the pandemic, and why she intentionally slowed down her investing for the sake of peace and sustainability. Whether you’re just starting out or looking to scale with clarity, this episode will give you a powerful perspective on financial decisions—from mindset to execution.

Timeline Summary

[0:00] - Introduction

[1:35] - Etinosa’s background: from corporate finance to real estate investing

[5:33] - The pivotal book that changed her life (and her career direction)

[9:25] - The mentor who helped spark her interest in behavioral economics

[13:13] - What behavioral economists actually do—and how they help companies change financial behavior

[18:10] - The “Benefits Finder” case study that impacted an entire nation

[20:01] - Why simplifying financial decisions is the real game changer

[21:00] - How a rough year in real estate led her to launch Her First House podcast

[23:20] - The wisdom of slowing down: why she didn’t buy a rental in 2024

[25:38] - Reflections on building a sustainable, peace-driven business and life

5 Key Takeaways

1. Behavioral economics helps bridge the gap between intention and action—especially when people feel overwhelmed by financial decisions.
2. Etinosa’s passion for personal finance was sparked by her first paycheck—and honed through global experience.
3. Mentorship doesn’t have to be long-term to be transformative. A single book or conversation can redirect your life.
4. In real estate, success isn’t always about scale—it’s about sustainability and alignment with your personal definition of peace.
5. Financial education should be designed with psychology in mind. Simplifying the user experience increases the chances people actually take action.

Links & Resources

• Website: HerFirstHouse.org
• Instagram: @RealEstateWithEtsi
• Book Mentioned: Predictably Irrational by Dan Ariely
• Podcast Mentioned: Her First House podcast

If you enjoyed this episode, don’t forget to rate, follow, and review the show. Share it with someone who’s ready to take control of their finances—and take action toward their first or next real estate deal!