If you’re anything like me, you’ve been putting off starting a podcast for a long time.
It’s something I thought about, jotted ideas for, and contemplated doing for years. But like many, I pushed it aside, saying, “I don’t have the time for that.”
Last year, I finally took the leap and transformed that idea into a reality—and the results have exceeded my expectations. In just a year, The Tom Storey Show is averaging 800 audio downloads and 2,500 YouTube views per episode. And surprisingly enough, I’m getting recognized on the street for it—something that’s never happened with my news segments.
Reflecting on this past year, I’ve been thinking about what makes successful real estate podcasts stand out. I’ve distilled these key factors into a list that I’m excited to share with you.
So if you’re serious about getting started, here are five tips for creating a podcast that not only grabs people’s attention but keeps them coming back for more.
Know Your Audience
Unless you are trying to build the #1 media company for real estate, you probably don’t want to make your podcast for other real estate agents.
That doesn’t mean you can’t create a podcast for the industry—it can be a good way to grow your referral business. But if you want it to grow to a broader audience, focus on the consumer, not the industry.
Even though our listener base is a 50/50 split between consumers and real estate agents, we’re making it for homeowners. This means we focus on the market and break down what matters most to consumers. When you start using too much industry jargon, the people you want to connect with will tune out.
Stream Audio and Video
Your podcast can’t just be audio, it also needs to be filmed on video.
It has to be both.
We’ve found that we have two completely different audiences on YouTube vs. audio. Our YouTube viewership is 90% consumers—and they love watching it weekly on video. Our audio downloads are 90% real estate agents, who listen in their cars or on the go.
An added bonus for video is that YouTube is rewarding long-form content. It wants someone to watch an hour-long video. And podcasts are one of the easiest ways to make that happen.
Partner Up With a Co-host
Having a co-host makes producing a podcast so much easier. Not only does it hold you accountable, but it also allows you to split up the work.
Start by partnering up with someone you know you can work with for the long haul. I started mine with a Realtor in a different market—he’s on the West Coast, and I’m on the East Coast of Canada. This allows us to dive into market happenings on both coasts. And since we’re in different markets, we’re not competing for clients.
From there, make sure you each have clearly defined roles. I book guests, do the intro, and ask most of the questions, while my co-host edits the podcast, uploads it, and creates the thumbnail.
Let Guests do the Heavy Lifting
When we bring guests on, we start with what consumers want to know: what’s happening in the local market.
We start market-heavy to grab the attention of consumers. Then, if the conversation moves to industry-related topics, they are more likely to continue listening.
Generally speaking, people want to feel like they are listening in on a conversation, rather than a prepared question-and-answer segment. So while I have a list of questions in front of me, I don’t share them with the guest beforehand. And if the conversation takes a different turn than I planned, I follow that.
Since the guest does the majority of the talking when answering your questions, they’re actually doing about 80% of the work on recording day. After filming, it’s up to you to grab the attention-grabbing topics or quotes and use that to create a title and description that will make people want to watch (or listen).
I recommend crafting your title for YouTube by using a relevant news headline or key search terms that you know will get picked up.
Like anything else, the only thing that separates people who build something big from people who eventually give up is the consistency factor.
Every Thursday at 11:30 am, for (in my mind) the rest of my life, I film a podcast.
Having a consistent day and time built into your schedule is a must. So put it in your calendar, and consider it an appointment that can never be missed.
Starting a podcast takes dedication, persistence, and a genuine passion for your chosen topic. Everything else you need—like figuring out the right equipment or outsourcing editing—are things that will evolve along the way.
By implementing these tips and staying committed to your podcasting journey, you can create a show that resonates with your audience and ultimately achieves your goals. The only thing you need to do is finally get started.