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.