In the 447th episode of Mail-Right Show, Robert Newman and Jonathan Denwood dive into innovative ways to generate more leads in real estate. Robert Newman founded Inbound-REM, an inbound marketing agency focusing on residential real estate on four quadrants of Google: local video, images, and traditional search. On the other hand, Jonathan Denwood is the co-founder of Mailright, which produces great-looking websites on WordPress and offers a great CRM and online marketing platform focusing on Facebook. This episode discusses practical ways to supercharge your lead-generation efforts and use resources effectively in your marketing strategy.
Understanding Your Target Audience
Identifying a target audience is essential in real estate marketing. The primary audience includes individuals buying or selling homes, but within this broad market, there are often more specific niches, such as high-value properties. The target audience becomes a distinct group with unique needs and preferences for agents targeting homes in the upper 10-30% of the market. To reach this audience, leverage online platforms like Facebook and Google. These platforms enable targeting based on age, income, and location, allowing marketers to connect with audiences precisely aligned with their market goals.
Understanding the difference between business-to-customer (B2C) and business-to-business (B2B) marketing can also help. B2C focuses directly on individuals, such as potential homebuyers, while B2B emphasizes networking within the business community. Targeting specific neighborhoods or property types in major cities can work well for B2C. However, B2B may be more effective for expanding influence by connecting with local business owners, community leaders, and other influential figures.
One practical B2B approach is hosting a podcast to build relationships with key community figures. Agents can expand their networks and gain credibility by inviting local influencers, business owners, and leaders to discuss their insights. This approach, sometimes called becoming the “digital mayor” of an area, not only fosters professional connections but also attracts larger audiences over time.
In addition to digital engagement, personal networking remains crucial, as real estate is a relationship-driven field. Podcasting and similar methods offer valuable hybrid approaches that combine digital reach with personal relationship-building.
Finally, the trend in digital marketing leans toward authenticity and value as potential clients seek more meaningful connections. Instead of flashy advertising, content that showcases an agent’s knowledge, community involvement, and dedication can build trust and make clients more likely to choose them as their agents.
Planning Your Podcast Strategy
A solid strategy ensures consistency and sustainability when launching a podcast. You should outline how podcasting will fit into your schedule and provide the commitment to produce weekly or bi-weekly episodes. While monthly episodes may seem manageable, they are less likely to build a lasting audience. Consistent content delivery is crucial, as most podcasts fade after three episodes, with another large percentage ending around the 25-episode mark. Only a tiny fraction of podcasts surpass these milestones, with sustained content making them part of the top-performing 10% of podcasts.
When starting, it is recommended to conduct episodes remotely rather than going to other people’s offices, as it simplifies the technical aspects. Platforms like Zoom, StreamYard, and Riverside offer reliable remote recording options.
Scheduling episodes in advance is essential. For convenience, aim to book recordings in the morning or early evening. After recording, episodes will require editing, which you can outsource if self-editing is challenging.
In the digital era, managing and confirming appointments can be one of the most time-consuming aspects of client relations, particularly in sales. Automating the scheduling process helps filter committed individuals, as those who book and confirm via automated tools are more likely to attend.
Lastly, launching a podcast requires planning to