Ninety-seven percent of podcasts won’t ever develop an audience big enough to make monetization worth it.
And for real estate agents, that number might even be closer to 99%.
So why do I still believe that starting a podcast is one of the best brand-building moves you can make? Because doing so can still give you a huge ROI. Those returns may just look different than what you’re thinking.
Let me break down the three biggest wins we’ve had from launching our Stay Paid podcast and what you should be focusing on if you’re considering starting a show of your own.
Win #1: Connections, Connections, Connections
Most people assume the biggest value of a podcast is the audience, but the real power is in the relationships you build with your guests.
Think about it: Where else do you get to spend at least thirty minutes with a key individual in your industry simply talking shop and sharing ideas? Not only will the information be immeasurably useful to your audience, but the time you spend with this person will also build a bridge you can then capitalize on in the future.
Case in point is our relationship with BAM. We had Eric Simon, The Broke Agent himself, on the show and connected over a shared vision for helping agents, and that snowballed into a powerful partnership.
I now speak at BAM events, contribute frequently to their blog (like with this post), and host webinars with their team. And it all stemmed from one interview.
As a real estate agent, your community is a gold mine for guest appearances. For instance, consider:
- Local business owners
- Community leaders (pastors, teachers, coaches, etc.)
- School board members and local politicians
- Other top-producing agents and brokers
It’s the perfect Trojan horse for relationship marketing. You’re not selling; you’re listening and spotlighting them. And guess what? That builds trust and reciprocity fast, which will pay dividends in the long run.
Win #2: Consistent Content
The hardest part of growing your business online may just be creating consistent, high-quality content. A weekly podcast solved that for us.
A single 45-minute interview can turn into:
- Multiple short clips for social media
- Blogs
- Weekly emails
- YouTube videos
- SEO-rich long-form posts
Even this blog post was inspired by a question from Jay Quigley, a Florida agent who called in to Stay Paid. If you’re serious about showing up online, podcasting all but guarantees consistency. And consistency creates momentum.
Win #3: Brand Credibility
People do business with those they know, like, and trust, and having a podcast accelerates all three.
- Know: You’re getting in front of listeners with reliable content, putting you on their radar.
- Like: They get to hear your tone, humor, and personality to feel like they’re connecting with you more personally.
- Trust: Besides your consistency in putting out episodes, they will think you know what you’re talking about simply because you have a show.
On top of all that is the credibility you earn from your guests. When you interview someone your community already respects, their reputation rubs off on you. I call that trust and influence by association, and it’s incredibly powerful.
Invite the right people on your podcast, and your brand can grow in a snap.
Where Most Podcasters Fail
Of course, starting a podcast doesn’t come without risks. One of the biggest is podfade, which is when a show fizzles out after a few episodes with no announcement.
In fact, about 90% don’t even make it past episode ten.
The reality is it’s a lot of work. Even though our episodes are only forty-five minutes or so, each one takes us four to six hours between guest outreach, recording, editing, and promotion. So if you’re not committed to that cadence, it won’t work. Period.
Other mistakes to avoid include:
- Not having a clear ROI strategy: Without a vision of what you’re hoping to achieve, you won’t stick with the podcast. Think client relationships, referrals, or partnerships rather than ad dollars.
- Lacking focus: We made this mistake early, starting way too broad as a sales and marketing show for all business owners. Eventually, we narrowed our niche to real estate, insurance, and financial pros, which helped us deliver value consistently.
Final take
Podcasting isn’t a get-rich-quick play; it’s a long game. But if you want deeper relationships, better content output, and serious credibility in your market, it is one of the most impactful tools you can use.
Just remember to begin with the end in mind:
- Who do you intend to build connections with?
- What’s the long-term ROI?
- And are you willing to put in the work?
If the answer is yes, start recording.
