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.
3 Comments
Brett Clements
Hi Dave. When we started out doing Propvid podcasts as an experiment with Apple Australia about three years ago, working with Ray White Double Bay as the pilot, there was no absolutely market for i. However, I do believe as the iphone starts to penetrate Australia, those who have blazed this trail in production will see the need for fast, wireless content explode, and will be better positioned to deliver content designed for it. I am already re-visiting all our formats to meet what I believe we will be an era of interactive-video, delivered by mobile devices. The humble ‘pod’ blazed the way. But look out the next generation of online video.
Greg Vincent
Hi Dave & Brett, with some agent podcasts that I’ve seen there seems to be a very fine line between providing relevant content for the consumer & trying to maintain a subtle marketing message for the agents.
I like the idea that you mentioned “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.”
People seem to be hooked on reality TV. Do you think it is better to be real or fully rehearsed ? Would you have any particular tips you could recommend? Perhaps a couple of good examples & maybe even some poor examples?