Real estate podcasting is a very underutilized marketing channel. But do you need it? The short answer is: maybe. Let me explain. Podcasting, unlike things people can see, requires exceptional talent, charm, and a voice - an authentic voice with a catchy timbre.
And then, the script: what you say must resonate with your audience. You must entice and persuade your listeners with something they want to hear. And it's true when people want to buy a house they will look for you. But for a podcast to be successful, or "viral," as marketers call it, you must find a "hook."
Today, some of the most popular real estate podcasts have a "niche" or cover a specific area of interest. Take First American's REconomy, for example. Mark Fleming and Odeta Kushi cover housing and affordability with style and flair. Although the topics they cover are worrisome, they found a way to address problems without casting dark clouds.
I may be a bit biased in telling you that 99% Invisible is my favorite, but that's just because I love architecture and design. They also mastered the art of storytelling: every podcast sounds like a fantasy short story, with a narrator and characters coming to life as you close your eyes and listen. Roman Mars is a storytelling master.
Real Estate Today
Real Estate Today sounds like your typical evening newscast. It's impersonal and a tad cliche, but it admirably delivers the information you need. It is a weekly podcast by the National Association of Realtors. You can expect topics like smart home technology, advice for buying a first or second home, and others.
RentPrep for Landlords
The name of this podcast is self-explanatory. RentPrep for Landlords is obviously for landlords and property managers who want to know how to address tenant issues like repairs, vacating, pests, entering a proprety, and so much more.
Black Real Estate Dialogue
Here's another one with the clue in the name: Black Real Estate Dialogue. Podcaster Dolcine shares "real-life stories of black real estate investors who have found success nationwide." One of the latest episodes is about "not giving up in spite of the difficulties you'll experience as a real estate investor. Markets may change over time, so it's important to be willing to adjust your strategy if necessary."
Not really, but then again, people listen to podcasts while driving and on the go on their smartphones. And there is a real audience of podcast fans out there. According to Statista, some 38% of American adults listen to a podcast monthly. Of course, they prefer music and comedy, but if you manage to be as captivating as 99% Invisible, you stand a competitive chance.
However, right now, real estate podcasts are not that popular. So maybe you can turn things around and become a pioneer in a very underrated niche. As voice search rises, you can expect audible content to become more popular. So if you have time and resources, you should give podcasting a go. But do you need it right now? No. Not really.
However, remember that the most successful "influencers" were early adopters of technology. Maybe podcasting is where you shine and outsmart your competition. Give it a go.
For podcast hosting, turn to Buzzsprout: it will enable you to broadcast your podcast on Apple Podcasts, Spotify, Podcast Index, Google Podcasts, Amazon Music, Stitcher, iHeartRadio, Overcast, Castbox, and many more.
Shure SM7B Vocal Dynamic Microphone for Broadcast, Podcast & Recording
You will also need professional gear. A microphone like Shure SM7B Vocal Dynamic Microphone for Broadcast, Podcast & Recording is the way. Sure, there are many others, some affordable, some insanely expensive. Find the middle way, but remember: you do need good quality sound. So, no cheap mics.
Nothing beats Adobe Audition for podcasting software. In their own words:
"Audition is a comprehensive toolset that includes multitrack, waveform, and spectral display for creating, mixing, editing, and restoring audio content. This powerful audio workstation is designed to accelerate video production workflows and audio finishing — and deliver a polished mix with pristine sound."
To conclude, podcasting is not a mainstream marketing channel, but you will reach a different type of homebuyers with it. It cannot hurt to have a podcasting channel, even if you broadcast monthly.