Ask a Millennial: Are Podcasts the New Radio?
by Leslie Fowle – Communications/Digital Engagement Coordinator | Jan 02, 2018
I subscribe to a plethora of podcasts that range in topic and tone: From a makeup and skincare podcast, to one based out of Maine about hunting and fishing—I’ll pretty much subscribe to anything and anyone who can tell a good story, teach me something I didn’t know, and keep me interested.
Maintaining interest, of course, is often the bane of marketers who are trying to reach—and keep—millennials. In this oversaturated media market, podcasts can be a solution to marketers who want to reach those millennials who are curating their own news and entertainment and avoiding traditional advertising channels.
Obviously, podcasts aren’t just reaching millennials. According to a new study from Edison Research, 40 percent of Americans over the age of 12 have listened to a podcast. Another 24 percent reported that they had listened to a podcast in the last month, which is a number that has risen from 21 percent a year ago. The researchers suggest that the increasing popularity of “smart speakers” like the Amazon Echo and Google Home could bring even more audio content like podcasts into the homes of Americans.
But is starting a podcast a worthwhile endeavor for the average Realtor®?
“To be honest, it’s a ton of work,” said David Hill, Realtor® at Keller Williams Realty in Westborough and host of the Path to Mastery podcast. “In the beginning, I did everything myself—the artwork, everything. I spent 50 hours a week learning to use
the software to record and edit. I’m glad I did it to an extent, but once I realized I could pay other people to do it I was thankful. Recording a weekly podcast is a huge commitment.”
If you are ready for the commitment, Hill recommends skipping the learning curve it took
him to do everything himself and hire professionals to edit your recordings and upload them to a podcast hosting service like Libsyn. The hosting service can then feed your podcast to iTunes, Soundcloud, and other platforms where you want it to appear.
Nobu Hata, Director of Member Engagement at the National Association of Realtors®, recommends even taking a step backward and testing whether your potential podcast could attract an audience before making the investment.
“If I wanted to capitalize on podcasts [as a Realtor®], I would first research my client list to see if any of them are podcast wonks,” said Hata. “Then, I would start sharing my favorite podcasts with clients to stay top of mind—home improvement podcasts for example. If there was sufficient momentum—high click throughs—starting my own
podcast might be worth it. Using something like Zencastr.com is a simple way to record compelling content with people. Emailing the recording to the aforementioned clients and posting them on a personal site would be a great way to deploy them. Platforms like iTunes can come later.”
After recording nearly 100 episodes for Path to Mastery, Hill emphasized the importance of listening skills once your podcast is underway and you host your first guest.
“I always sit there with two notebooks and a sharpie during an interview, taking down notes of what the guest says,” said Hill. “That way, I can bring back the conversation to a point they made earlier, while allowing myself to listen to their entire statement. Listening goes a long way. And you’ll get better at it the more you practice.”
Starting a podcast does require a little bit of technical investment up front to get the proper equipment. Still, an experimental first-timer can get by with a bare bones approach without spending more than a few hundred dollars. Hill recommends at least investing in a good microphone, a Skype subscription, and a good internet connection.
Sidebar – David Hill’s Equipment Reccommendations for Starting a Podcast
TR 2100 Cardioid Dynamic Microphone
Good internet connection – Ethernet
Guest needs a good microphone and internet connection
However, an eager podcaster could have all the fancy equipment in the world and still find there’s a missing ingredient.
“The average podcast ends after 10 episodes,” said Hill. “You need to have the passion. There are some weeks you won’t feel like it—you won’t feel like doing that interview. But if you have the passion, you will pull through.”
Podcast Recommendations for Realtors®
NAR’s Center for Realtor® Development
Growth on the Go – Presented by RACM
Wright Brothers Podcast
Unlisted with Brad Inman
Selling!! with Toby Salgado
Marketing Genius with Seth Price
Path to Mastery with David I. Hill
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