In this monthly advice column, Marketing Mastermind Christy Murdock Edgar answers three burning questions from the real estate industry at large. If you’re strategizing how to grow and develop your content marketing strategy for next year and you’re thinking about podcasts, here’s how to make that format work for you.
For many agents and brokers, any list of New Year’s resolutions includes the growth and development of a content marketing strategy. If you are a fan of podcasts, you might be wondering how to make the format work for you as you create content to promote your real estate business.
As a frequent podcast guest, I thought I would offer you some insight from my perspective as well as invite some of my favorite podcast hosts to share their expertise. Our aim is to help you better understand the format and figure out how to use it effectively.
How can I find opportunities to be a guest on a podcast? What do I do if I am asked to be a guest?
Just like other media opportunities, podcast hosts use a variety of platforms to find interesting guests. HARO (Help A Reporter Out) is a great place to start, offering you the chance to share your expertise with a variety of journalists and hosts, including podcasters.
In addition, social media offers you a way to connect directly to your favorite podcasters and their production teams. The more you engage with their content and get to know them online, the more likely they are to reach out to you when they’re looking for a guest.
If you’re already creating content through a blog or YouTube channel, send it along to your favorite podcast and offer the opportunity for a deep-dive interview with you. Many hosts want to tie their podcast to other popular online content to provide a context for the topics they discuss.
Once you are asked to guest on a podcast, check out the format for yourself — and be sure to ask questions. You might want to put together some talking points in case the host asks you to elaborate on a topic without asking specific questions.
In addition, you’ll generally be asked if you have something to promote toward the end of the podcast episode. Use this opportunity to drive traffic to your website, blog or video platforms and grow your audience.
How can I use podcasting to create audio funnels for lead generation?
Abhi Golhar is a nationally syndicated radio show host on the Wall Street Business Network, where he addresses topics related to business and real estate investing. He is also COO of NPHub, a healthcare education services company located in Atlanta, Georgia.
If we think about audio funnels the same way we think about marketing funnels; there are a variety of ways to structure your podcast. People listen based on trust, personality and the information you’re giving. A new person listening to your podcast needs time to build trust.
The more valuable the content, coupled with its entertainment value and your personality, the better the podcast is going to be. Podcasting is like dating — there are podcasts that are short and sweet, just to make a connection, then longer podcasts that require more of a time commitment.
I think it’s a mistake to begin with really long podcasts unless they’re produced well and hyper-entertaining. If you’re just starting out with podcasting, you might want to start with a shorter format until you gain more experience and develop a following and format that lends itself to longer episodes.
A three- to five-minute thought for the week can get you into podcasting, help you learn the ropes and help you develop your voice. Over time, you can transition to a longer 20-30 minute format to add more value and provide more flexibility.
The 50-60 minute podcasts usually involve a co-host, guests and a fair amount of research, prep and post-production. If you decide you want to go in this direction, you will want to ensure that you have a really professional setup and that the payoff is worth the time commitment — both for you and for your listeners.
What’s your best advice for targeting your podcast to a local audience?
Luke Acree is the president of ReminderMedia and a co-host of Stay Paid, a sales and marketing podcast that features interviews with top-producing agents and brokers.
Your clients don’t want to work with just any agent — they want to work with the local expert. Podcasts are an amazing way for real estate agents to brand themselves as experts and build trust with potential clients in the process. The key is to remember the three Es: educate, entertain and endear.
When you educate your clients about issues relevant to them, you’re more likely to win them over. One thing you can do is use your podcast to update people on the state of the local real estate market.
You could also interview other local professionals who can provide listeners with valuable insight. For example, you might talk to a mortgage broker about the borrowing process or a contractor about common home improvements (and the value those projects add to a home).
Of course, it’s also important to keep your listeners engaged and entertained. People in your community are always looking for things to do. Keep them posted about local events that are fun and family-friendly, like farmer’s markets, parades or sporting events.
Bring on people associated with those events as guests. They’ll promote the podcast with their list of contacts, which will put you in front of an even bigger audience.
Finally, you’ll want to endear yourself to your audience. Consider your podcast a way to give back to the community. Show that you’re committed not only to helping clients buy or sell a home, but also to making people’s lives better.
Spotlight local non-profit organizations. Invite people from those organizations on your podcast to talk about what they do. Talk about local issues that really resonate with your listeners. When you use your platform for the greater good, your audience will appreciate you that much more.
Ultimately, podcasting is a way for you to strengthen connections with your community. With each episode, you’re adding value to the lives of your listeners and building trust in the process.
By educating, entertaining and endearing, you’re positioning yourself as the go-to agent in your market. You might not notice a huge change overnight, but, over time, you’ll see much greater awareness of your business.
Do you have questions for the Marketing Mastermind? Send them here.
Christy Murdock Edgar is a Realtor, freelance writer, coach and consultant with Writing Real Estate. She is also a Florida Realtors faculty member. Follow Writing Real Estate on Facebook, Twitter, Instagr