Podcasting for better business

Business, Sales,  Principals

A few years ago, you probably were not familiar with the word ‘podcast’.

Flash forward to 2019, and it’s likely you have a few favourite podcasts on rotation, like The Joe Rogan Experience, The Economist or The Lady Vanishes.

Aside from providing entertainment on public transport or road trips, many podcast listeners use this new age medium as a learning tool – making it the perfect platform for real estate agencies to educate their listeners and potential clients.

Many real estate agencies have already jumped aboard the podcast train – like Kindred Property, who produce ‘Qlick’ – a podcast about people, property and places.

Could a podcast benefit your business?

Here are some of the answers to the most commonly asked questions by budding podcasters.


 I already have social media, and run print advertising. Why should I spend more money on creating a podcast?

While digital and print advertising offer a multitude of benefits, podcasting offers a level of unique intimacy between you and your audience. Podcasting allows potential buyers and sellers to meet the ‘real’ people behind the glossy billboard and since it’s presented in a longer format, it allows hosts to delve deep into issues and conversations that aren’t normally appropriate for social media or print advertising. It’s an easy way to build authority with your target audience, and allows you to demonstrate your in-depth knowledge of all things property. Remember, in a digitally connected world, not many people have the time to read a 3000-word blog – but they will have the time to listen to a half an hour podcast during their commute to work.

 Okay, I’m interested in starting a podcast. How do I get started?

Before purchasing thousands of dollars on equipment, you need to determine your audience. Who do you want to reach with your podcast? It’s important to consider a variety of factors such as age, location, gender, interests and needs. Once you’ve determined your target audience, it will be easier to decide upon your niche and topics.

From there, you need to decide on a few key things, like length, publishing frequency and the style of podcast. Will it be a solo-led podcast, or a team of two to three hosts that interview new guests weekly?

Once all the crucial decisions about the podcast have been made, it’s time to go out and purchase some equipment. You don’t need to go out and spend thousands – a computer, microphone(s), and podcasting software will be enough to get you started.

 What mistakes can I avoid when creating my podcast?

When done correctly, a podcast can allow you to build authority and brand recognition within the real estate sector. However, it’s easy to derail what could be a good podcast if you do the following:

  • create boring or irrelevant content. If you haven’t done your initial market research, it’s likely that you are developing a podcast that your audience might not be interested in.
  • use the CEO as the host. In some instances, the CEO may be the best person for the project. However, it’s likely your CEO may be too busy to commit to a podcast series, or might not be the most engaging or committed host.
  • post irregularly. If you don’t commit to a specific time and date to post each week, your audience will lose interest quickly. They’re not going to keep checking their Spotify or Acast account to see when you’ve posted – they’ll soon switch to a competitor that reliably uploads their content.