The secret to creating a successful real estate podcast isn’t much of a secret at all: Produce engaging content that will make people want to tune in to. Whether you already have a podcast or plan to start one, use these tips from REALTOR® Magazine contributing editor Melissa Dittmann Tracey and Barb Betts, CRS, broker-owner of The RECollective in Long Beach, Calif., to showcase your real estate expertise and keep listeners coming back for more.
At a session called “Creating a Must-Listen Podcast” during NAR NXT, The REALTOR® Experience in Orlando, Fla., Tracey, parodying the “Hot or Not?” segment she co-hosts weekly on Real Estate Today’s syndicated radio show, offered takes on what does and doesn’t work in podcasting.
HOT: Make it conversational. Say “you” to address your listeners directly rather than “for those listening,” Tracey said. Betts uses an authentic voice and shares real-life stories in her podcast, Real Estate by Relationship. It’s also important to understand that podcasting offers a more intimate connection with your audience than radio or other communication mediums. People usually listen individually, using headphones or in their cars—so, you can have a one-on-one conversation.
NOT: Only doing solo shows. Some podcast topics can be tackled on your own, but invite guests on the show every now and then to offer more than one perspective. It’ll give listeners a more well-rounded experience and help grow your listenership.
HOT: Create an outline or script. Avoid “brain dumps” while recording. Podcasters should have a bullet point list that includes the purpose of the show, an outline of its structure, and key points. Those who prefer to script it completely should write for the ear and avoid sounding like they’re reading, Tracey said.
NOT: Going off on tangents. Have a plan of direction before you turn on the mic. This includes prepping with your guests beforehand. While you want to capture your authenticity, try to avoid getting too far off topic or focusing too much on one point.
Looking for more inspiration? Here are seven content ideas from Tracey for your podcast:
- Use current trends. For example, “Barbiecore” is having a moment in home design. Tracey covered this playful, colorful trend for REALTOR® Magazine's Styled, Staged & Sold blog, which was picked up by Fox News. She also discussed the trend on Real Estate Today and her own podcast, The Housing Muse, where she related it to her own audience, making it go viral again.
- Answer customers’ questions. Turn your clients’ questions into podcast topics. Try themes like how to hire a contractor or prepare a house for sale, as well as what is involved in an inspection and how earnest money works.
- Get inspired by books, articles, videos and events. Never copy anyone else’s content. Instead, bring your unique voice to the topic. Do a book review and list three takeaways. Attend a conference or event and highlight what you learned or found relevant for your audience.
- Bring on a guest. This person should offer an interesting and relevant perspective for your listeners on a specific topic you’re covering. Think subject matter experts. Be sure to prepare guests by telling them who your audience is.
- Create a list. Studies show headlines with numbers generate more social shares and engagement—and people tend to like odd numbers more than even, such as “’5 ways to do this’ or ‘7 ways to do that,’” Tracey said. It helps build curiosity.
- Use holiday themes. Do shows about the most horrifying home trends (Halloween), market dynamics you’re grateful for (Thanksgiving), showing your home love (Valentine’s Day) or a year-in-review episode (New Year’s).
- Tell a real-life story. Stories are more memorable than facts, Tracey said. She did an episode of her podcast called “How I Staged My Dog in Real Estate,” in which she recalls using her dog to showcase pet-friendly aspects of her home to prospective buyers. “Ultimately, a podcast is about your listeners, not you. So, use stories to be relatable and build connection,” Tracey said.
BONUS tip: Tell a “secret.” This angle is commonly used in women’s magazines. Brainstorm what secrets you can tell about real estate, such as how to save money or quick homeownership hacks.