After posting about why real estate podcasts can be a good idea on real estate agent websites, I want to follow up with this post on how you can turn your real estate podcasts into a broader marketing tool.

Real estate marketing should be simple. The best way to keep things simple is to squeeze as much juice as possible out of whatever simple techniques you use.

Before I get to the details of how to do that with podcasting, let me say that it will take some work. It is not complex, but nor is it a once-off quick fix. Instead, it’s a strategic solution for the real estate agent or principal who is looking to make solid improvements to their market position in the medium term.

The strategy is to use the podcast as an outreach tool for creating or deepening your relationships with other businesses in your area, turning them into your referral network for new business.

The first step, and you may need a graphic designer for this, is to prepare a counter-top display about your business that includes your logo and contact information, as well as a space for some business cards.

Better yet, instead of business cards, include some cards with a special offer to get the attention of passers-by. For example, offer a free market report to those who mention having seen the card.You could also just use a pile of the cards without the display, or just create a poster to mount in storefront windows.

Third, begin to approach local businesses with the opportunity. It’s best to do this in person. Here’s your pitch:

“I post real estate podcasts about our community on our website. We reach XXX unique visitors each month, almost all of whom are actively considering moving to this area or already live here. I’d like to mention the excellent service your business provides, and encourage these people to spend money with you. Would you like that? In exchange, I don’t want money. I only ask that you let me place this display (or these marketing cards, or poster) in your store and to replenish them as they disappear.”

If you have a reasonable reputation and handle things appropriately, this should work with a number of local businesses. Once it does start to work, anyone who visits your suburb will immediately know that you are the best real estate agent or agency in the area, because so many local businesses “recommend” you by displaying your materials.

Of course, you could try to do all of this without the podcasts. But in my experience, other businesspeople are more willing to help if they know you offer them something in return. You want to build relationships, and relationships are a process of exchange, not a one-way street.

Who knows what unexpected benefits will sprout from the relationships you seed in this way?

NOTE: See the link if you want to treat your real estate podcast as media and generate revenue. (Via Mequoda Daily)

Even though podcasts sometimes seem like yesterday’s news, new podcast user data shows that real estate agents should seriously consider offering these portable audio and video shows on their real estate websites.

In Australia, 40% of internet users download podcasts, up from 22% a year ago.

When I was looking for my last home, it seemed natural to me to subscribe to and download some relevant podcasts. On my commutes I would listen to them and learn.

Podcasts are ideal for tightly defined niches. Residential real estate is such a niche. Single family houses in Mosman is a more tightly focused niche.

I don’t think agents should use raw download numbers, taken out of context, to judge whether their podcasts are successful. Instead, they should consider what percentage of visitors to their sites download the podcasts.

Agents doing branding advertising on a real estate portal like realestate.com.au can even advertise their tightly defined podcasts rather than just using descriptive language about their brand. As a consumer, I believe the guy who offers a podcast for unit buyers in Richmond and another for home buyers in Richmond is more of a local expert than the guy who just comes out and says he is a Richmond expert.

If you still not certain of whether podcasts are worth a long-term investment, try making the results even easier to measure. Embed in your podcasts a special offer that you think many potential customers would like to take you up on. Offer, say, a free market report or a free copy of a real estate-related book to listeners–as long as they tell you they heard about the offer on your podcast.

You might be surprised by how many copies of that book you end having to give away.

Chart courtesy of emarketer.com.