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 build momentum and attract an audience. Preparing many guests before the official launch ensures a steady content pipeline. Lining up guests early and securing recording dates will help establish credibility, and having recorded episodes available to share enhances the podcast’s appeal for future guests and listeners.
Audio Equipment
A simple setup is good when starting with audio equipment for online content creation. A USB external microphone is the easiest way to get started. Once the microphone is connected, software like Zoom, StreamYard, or Riverside can easily detect it. For the best experience, a direct connection to wired earbuds is recommended, as Bluetooth earbuds can run out of battery during a session.
Regarding brand selection, reliable USB microphones are available within a $50–$70 budget. Notable manufacturers are Rode, Shure, and Audio-Technica. An XLR microphone setup offers enhanced sound quality for users seeking to upgrade. However, it requires an external sound interface for connection to a computer, allowing for greater control over sound quality, volume, and other audio settings. However, beginners can confidently start with a USB microphone without these additional components.
Evaluating current professional needs and budgets is vital, especially for marketing. Trying various strategies and keeping costs low until finding the most effective approach is a practical way to ensure sustainable growth in content creation or sales efforts.
How to Promote Your Podcast
To maximize a podcast’s reach and effectiveness, it’s crucial to focus on audience quality over quantity. A broad audience may yield high views or downloads, but many viewers might never convert into customers. On the other hand, a smaller, highly targeted audience often includes more engaged individuals, making it more likely they will take meaningful actions, such as making a purchase. Ideally, achieving both reach and engagement would be optimal, though it is rare.
One effective strategy to boost reach and credibility is through interviews, especially with well-known individuals in the field. Leveraging social media channels such as Facebook, Twitter, and LinkedIn to promote these interviews can extend the content’s reach, especially if the interviewee has strong local or niche recognition. Tools like StreamYard can facilitate live interviews where viewers can interact with guests by asking questions, further engaging the audience. For those choosing video, a quality webcam, such as an affordable 4K option, can enhance the production value without significant investment.
Additionally, involving guests in promotional efforts is highly effective. Guests are typically vested in sharing content featuring them, thereby exposing the podcast to their audience. When guests promote the podcast within their networks, and the host promotes it within their own, the collective reach grows over time. Consistent collaboration with guests in these promotional efforts builds a steady and expanding audience, enhancing visibility and influence organically.