Florida Realtor May 2017 : Page 18
COVER STORY / DIGITAL MARKETING POD Casting 18 FLORIDA REALTOR / May 2017
PODCasting a Wide Net
PODCASTING AT A GLANCE
The podcast is the next big thing in real estate marketing.
Create a podcast using the audio from your videos.
Good equipment is everything.
Your How-to guide to starting a brand-building podcast
When Jim Di Paola, leader for the Antares International Team at Keller Williams in West Palm Beach, started in real estate in 2010, he knew he needed a way to get people to call him. “I hate making the cold call. I want to be the No. 1 provider of real estate information so buyers and sellers call me,” says Di Paola. With that in mind, in 2012 he developed a real estate radio talk show called “Florida Talk Real Estate.” Then, to expand his reach, he started turning those weekly radio shows into podcasts and blasting them out to his social media channels. Today, he says, “I get 25 to 50 leads a month.” Of the 115 deals his team completed last year, he estimates about 85 were direct leads from the radio show and podcasts.
For real estate professionals, podcasts offer a great way to reach buyers and sellers around the world. You can satisfy their desire for the types of information you know best—home-buying and -selling advice, hyperlocal details about your community and a snapshot of the market in your area.
The best part is that listeners can access this free knowledge from a smartphone, iPod or iPad from anywhere—while commuting, cooking dinner or even during an open house.
Whether you just want to dip your feet into the audio pool or you’re ready to dump big bucks into podcasting, there’s much to learn about this popular technology.
Podcasting, which emerged more than 10 years ago, is now seeing a renewed popularity. A recent Edison Research study revealed that 17 percent of Americans ages 12 and older listen to at least one podcast per month and roughly 27 million listeners tune in once per week. Monthly audio podcast consumption grew from 39 million users in 2014 to 46 million in 2015.
Depending on your skills and inclination, tapping into that audience can be simple or time consuming. Di Paola takes a minimalist approach and creates his podcast from his existing hourlong radio show, which takes him about three hours per week to record, produce and market. It takes him less than an hour to turn the radio show into a podcast.
Similarly, Michael Vernamonti, team leader of Wendy Reinhardt Realty Inc. in Rotonda West and Longboat Key, puts minimal time into his podcasts. He started doing real estate videos in January 2016. “It was a low-tech way to get myself into market-ing,” he says. In December 2016, he started using a marketing service called Vyral Marketing that offered to turn those videos into podcasts so he could get more bang for his buck. “My videos and podcasts (makethemovetoﬂorida.com) offer advice to buyers and sellers based on the most frequently asked questions I get, such as ‘What is private mort-gage insurance?’ and ‘What is the best time of year to sell a home?’”
Recently, Vernamonti’s podcasts brought him the business of a high-value buyer he had lost touch with four years ago. “The lead had drifted off in 2013.
I would leave messages and get no response. Then, in March 2017, he sent me an email. He was getting my videos and podcasts and loved the information. Now, he’s ready to buy.”
PLANNING YOUR PODCAST
If you’re interested in starting a podcast from scratch, your investment will be greater than Di Paola’s and Vernamonti’s. But given the potential payoff, it may well be worth it. Here are seven issues to consider:
Budget carefully. Because professional audio can help you succeed, plan to invest in quality microphones for your hosts and guests. Vernamonti uses a $75 Yeti microphone, but prices for micro-phones can range as high as $1,500.
You’ll also want to consider production. Steven Silverman and Eric Odum, co-hosts of the In-vest Florida podcast, which has 65,000 monthly listeners, pay an editor $200 to $500 per month to produce their show.
Vernamonti also chose a service to edit and produce his videos. “I spend $500 a month on Vyral Marketing,” he says. They turn the video into a podcast and then handle the marketing for him, blasting it out on his social media channels and website.
There are less expensive alternatives, however. Free apps such as Audacity or QuickTime allow you to record the podcast using a smartphone and turn it into an XML sound ﬁle. Di Paola does all his own audio production. “For me, it’s about just getting the information out there. You don’t need to have top-quality production for it to work.”
Make it interesting. Strive to produce a 30-minute to 45-minute show that you’d want to listen to, advises Silverman.
Great content is king. Don’t underestimate the amount of time it will take to ﬁnd talented guests who want to share their success secrets.
“We’ve deﬁnitely had good guests on the show. But that takes time to procure and schedule,” says Bradley W. Officer, with the Officer Real Estate Group of ReMAX Specialists in Jacksonville,
(OfficerGroup.com) and host of Real Estate 911 on WBOB Radio 101.1 FM and 600 AM Radio each Wednesday at 2 p.m.
The subject matter must be there to keep people tuned in and coming back. “Hot guests for us have been an outdoor kitchen builder, interior designers, a lady who helps pick paint colors and home inspectors with good stories about things they’ve seen. Others would obviously be your preferred lenders and attorneys.”
To ﬁnd interesting topics to cover, Officer says, “We pull interesting real estate-related articles from many sources throughout the week leading up to the show and go through a pruning the day of. Anything that seems like it would be boring, we toss.”
“Think of the questions you get asked the most and build podcasts around the answers,” Di Paola suggests. “Take monthly stats from the MLS and talk about what’s happening in the market. I like to talk about what I see as trends in the last three to six months.”
Post it and share it.Regardless of how you author your podcast’s XML ﬁle, be sure to follow Apple’s podcast speciﬁcations. Once your XML ﬁle is online, use an RSS validator such as feed-validator.org to ensure the podcast launches correctly before submitting your feed to the iTunes store. Don’t forget to submit your show to other podcast platforms, including Google Play Music, Stitcher and SoundCloud.
In addition, share your podcasts on Facebook, Twitter and other social media channels.
Gather feedback from listeners. To help increase the popularity of your podcast, ask which top-ics your listeners prefer. “We tried a couple shows without doing market stats and we got plenty of feedback that let us know that our listeners really like that segment (the one on market stats) of the show,” says Officer.
Start slowly. “Ease into it gradually. If you try to do everything all at once, it’s too much,” says Silverman. “You also have to produce a consistent show, typically once a week, otherwise you won’t attract a following.”
Wait for it. Make sure your podcast is a labor of love because it may take a year or more of weekly shows to develop a following. “It takes commitment, planning and will deﬁnitely take a lot of time to develop a good show and a good format. My radio station manager told me it would take at least a year to build an audience, though I’d say you can do it a little faster.”
If you’re already producing videos, consider podcasting. It’s an easy way to repurpose content so that you can double your marketing and raise your image as the real estate expert in your area. #
Charles Bevier is a Lake-wood, Colo.–based freelance writer.
NOW YOU KNOW
Want to get more exposure from your audio podcasts? Try this open source app from the New York Public Radio (WNYC) called Audiogram Generator. The tool turns MP3 and WAV ﬁles into movie ﬁles you can share across social platforms, including Facebook, Twitter and Instagram. You can even add captions and custom background images. To learn more, go to http://bit.ly/2nAﬂYe.
Podcasts for Real Estate Professionals
Along with consumer-facing podcasts, you can find productions directed at real estate professionals who are hungry for information, including the tactics of million-dollar Realtors®.
For example, broker David Fauquier of RE/MAX Preferred Professionals in Bridgewater, New Jersey co-hosts a podcast with Michael Thorne of RE/MAX Little Oak Realty in Fort Langley, British Columbia. Their show, MobileAgentTV. com, offers insights about the industry for real estate professionals coast to coast. In three and a half years, the show has produced 114 video casts and 108 podcasts.
Here are other podcasts aimed at educating and training real estate professionals:
Agent Caffeine: agentcaffeine.com
Elite Agent Podcast by Debbie De Grote: eliteagentpodcast.libsyn.com
Invest Florida Show: investfloridashow.com
Marketing Genius: placester.com/podcast
Real Estate Sales Trainer and Coach by James Festini: realestatesalestrainerandcoach.com
Strategic Real Estate Coach Radio by Josh Cantwell: strategicrealestatecoach.com
Super Agents Live by Toby Salgado: superagentslive.com
The Brian Buffini Show: brianbuffini.com
The Real Estate Agent Next Door: realestateagent nextdoor.com
Tim and Julie Harris Coaching: timandjulieharris.com
YES Talk | Success Training for Real Estate Agents: kevinward.libsyn.com
All the equipment you need to develop your podcasts!
Blue Yeti Podcast Microphone: bluemic.com/products/yeti
Samson Meteor Mic USB Condenser Microphone: http://bit.ly/2mIGcDL
Shure MV5 Digital Condenser Microphone: http://bit.ly/2noVDzD
PODCAST HOSTING SERVICE Liberated Syndication: libsyn.com Podomatic: podomatic.com SoundCloud: soundcloud.com
VIDEO/PHONE CHAT SOFTWARE FaceTime: apple.com Skype: skype.com Zencastr: zencastr.com
VIDEO/PHONE CALL RECORDER (Check for compatibility with video/phone chat software described above. Also, some services (like Zencastr) include recording as part of their paid service.)
Ecamm Call Recorder: ecamm.com
Real Call Recorder: Available through Google Play at play.google.com
Adobe Audition: adobe.com/audition
Reaper Digital Audio Workstation: reaper.fm
PODCAST SITE SYNDICATION Google Play Radio: play.google.com iTunes: iTunes.com
NOW YOU KNOW
Have questions about how to create and publish a podcast? Check out the Podcast Answerman for video tutorials and articles that answer all your questions. podcastanswerman.com
Read the full article at http://browndigital.bpc.com/article/PODCasting+a+Wide+Net/2767152/402017/article.html.