[The following is a guest post by Trevor Oldham, founder of Podcasting You, which helps real estate syndicators and other entrepreneurs get booked on top-rated podcasts.]
If you’re a real estate investor trying to raise money for your syndication deals, there are a lot of options available to you. You can tap into your network, send direct mail, or even go to investor meetings. Perhaps you’ve tried different tactics, but nothing seems to stick.
What if there were a way to reach real estate investors all over the world who would be interested in investing with you? Or even better, if you could create evergreen content so those real estate investors could hear your story repeatedly, even while you sleep.
Welcome to the world of being an expert podcast guest.
How Podcast Guest Appearances Can Help You Raise More Capital
As a podcast guest, you’re able to share your story, expertise, and how you can help others become financially free to an audience that is already established by the podcast host and listened to by hundreds, if not thousands, of individuals.
With podcasts, you can be certain you’re talking to your target audience based on the show’s description and previous guests.
To top it off, the popularity of podcasts has grown dramatically over the last few years and will continue to increase going forward.
You may think that being a podcast guest sounds great, but you’ve never been on a podcast or don’t know where to start.
In this article, we’ll talk about how to get started by booking yourself on podcasts that allow you to speak to your ideal audience and raise money for your real estate syndication deals.
Podcasting Is A Long-Term Strategy
Before you do anything, you want to set your expectations as a podcast guest. If there’s a reason people don’t raise money from being a podcast guest it’s because they gave up too early.
Being a podcast guest is a long-term strategy. It’s not something where you have one interview and instantly raise millions overnight. Like anything else, what you put in is what you get.
Defining Your Target Audience
Podcasting, like any industry, will have a niche within a niche. You have your real estate investing podcasts, and within those podcasts, they are broken down into different categories such as multifamily, wholesaling, self-storage, turnkey investing, and syndication podcasts.
Before creating your pitch and pitching yourself to podcast hosts, you’ll want to define your target audience. Who are the individuals you think would resonate with your message?
If you’re raising money to invest in self-storage facilities, then you’d want to target those podcasts. You’ll find that by targeting your defined niche as a podcast guest, you’ll have more success than trying to be a guest on every real estate investing show out there.
There are millions of podcasts you can pitch yourself to, and because your time is valuable, you want to make sure you’re targeting the ones that fit your target audience.
Creating Your Podcast Pitch
After defining your target audience, move on to your pitch – a short, personalized email that you can send to the podcast host to introduce yourself and explain why you would be a good fit for their show and audience.
The purpose of your pitch is to share your expertise and how your story will benefit the podcast’s audience. Remember, even creating one podcast episode can take hours of work on the host’s end.
To create the pitch, you’ll want to personalize it in the first line or two mentioning the host’s podcast and why you think you’re fit for the show based on your expertise.
In the next part of the pitch, you’ll be sharing how your expertise will benefit the host’s audience. Refrain from using words like “I, me, my, we, etc” and instead use words like “you, your, etc.”
As an example: “I can teach your audience how to find the right storage facilities to invest in,” vs “Your audience will know how to find the right storage facilities to invest in.” You’re diverting the attention from yourself to the host’s audience, who will be the primary benefactor from hearing your story.
Tracking Your Podcast Pitches
Before you look for shows to pitch yourself to, you’ll want to create a tracking sheet. I recommend using a simple tracking sheet such as Google Sheets.
Make six columns: Podcast Name, Host Name, Description of Show, Website, Email / Contact Form, Booked (Y/N), Notes.
Having a spreadsheet will help you keep track of which shows you’ve pitched, when you last reached out, and what the response from the podcast host was. This will help you stay organized throughout the process, stay on top of the pitches in progress, and help you find any trends in the pitches you’re making.
Finding Podcasts To Pitch
To find shows to pitch yourself to, you’ll want to use a site called Listen Notes, which is a podcast search engine. It’s like Google, but for podcasts.
Start by typing in the title of the podcast you want to be on, or the general podcast topic. For example, here’s what you’d see if you were to type in “self-storage investing.”
Depending on the keyword you type in, you may have hundreds of results. You’ll want to narrow this down by selecting “podcasts” just below the keyword bar. This will filter by podcasts instead of episodes.
Once you have all your podcasts, you’ll see it says “relevance” right below the search button. Change relevance to “date.” This way you’ll see podcasts that most recently published an episode.
If you skip this step, you could end up wasting your time by pitching yourself to podcasts that haven’t produced an episode in a year or longer.
Adding Tracking Information
Now that you’ve found the podcasts to pitch, it’s time to add tracking information. You can get the podcast name and host name from Listen Notes.
To get the description, click the Apple icon to the right of the host’s name. Copy and paste the description from iTunes into your spreadsheet. For the website, you’ll be able to click the ‘link’ icon next to the Apple icon.
It works about 50% of the time and will save you a lot of time. With the free version, you’re able to search 60 websites a month for their contact info.
If the contact information isn’t on Hunter, you can try to find the contact form on the website.
As a last resort, you can visit the host’s Facebook page or YouTube channel and click ‘about’ to see if their email is listed there. On Listen Notes, you’ll see an email icon, though that email is often out of date.
For the last two pieces of tracking data, you’ll want to add “Booked (Y/N),” which will help you keep track of whether you booked the show, and “Notes,” to make note of any information about the show.
You’ll find that sometimes hosts are booked out and ask you to follow up in a few months. When a host does this, set up a Google reminder for yourself, or else you’ll forget it.
As a last piece of advice, color-code your spreadsheet. You can use different colors for your first reach out, second reach out, would like to have me on, booked, and will pass on me.
Sending Your Podcast Pitches
You may be wondering how many podcast pitches to send. The answer to that partly depends on your bandwidth and how many podcasts you want to be on.
You can expect an average conversion rate of around 25%. This means that if you pitch 20 podcasts, you’ll be invited to be a guest on roughly 5 of them. Depending on what your availability is, you can always pitch yourself on more or fewer shows per month.
When To Send Your Podcast Pitches
When sending your pitches, send them first thing in the morning. If you’re using Gmail, send your pitches at 8am in the morning. This will give you the best chance of a host responding to you.
If you send your pitches on a Monday, you’ll want to follow up no later than Friday. You’ll be surprised how many podcasts you get booked on simply from following up.
Every time you send a pitch, as well as every time you hear back, make sure to keep track using your spreadsheet. This will help you stay organized and will make your life a lot easier down the road.
The Podcasting Equipment You Need To Turn Yourself Into A Professional Podcast Guest
Hooray! Your pitch has been accepted, and you’ve been invited to be a guest on a podcast. The last thing you’ll need to prepare yourself to be a great podcast guest is a quality microphone.
Common podcast mics include:
A quality sounding mic is definitely worth the investment, and you’ll sound more professional (and pleasant on the listeners’ ears).
If you want to sound even more professional, you can purchase a pop filter, which can make your audio even smoother.
The better you sound, the more likely listeners are to keep listening and to focus on what you’re saying, rather than to be distracted by poor audio quality.
Making The Best Use Of Your Podcast Interview
When you’re a guest on a podcast, the host will most likely give you an opportunity to share where their audience can find you.
You’ll want to have a website, lead magnet, or free tool to send the audience to. This is how the audience will learn more about you.
If you’re creating a lead magnet, you can use a guide or report, e-book, free training course, toolkit, templates, and resource list. There is no limit to the number of lead magnets you can create.
An example might be the Goodegg Investments Passive Real Estate Investing 101 course that we send our listeners to.
Turning Your Podcast Interviews Into A Content Machine
Once you’ve completed a podcast interview, now what? You’ve now spent anywhere from 20 minutes to an hour doing an interview. Why not use that content even further to promote to your audience?
Most hosts record your interview via video. You can ask them to send over the video, and you can pull segments from your interview and create social media posts.
If you find the timestamp on the video for the section you’d like to create a snippet from, you can hire someone from UpWork or Fiverr for around $10 to create your social media post with captions included.
To see an example of someone who is excellent at adding captions to their videos, check out Brendon Burchard on Instagram. Brendon’s captions are simple, yet very effective.
Besides using your interview for social media, you can also create a blog post using a tool like Descript. This tool will transcribe your interview.
From there, you can edit the transcript to clean it up, add in additional information and relevant links, and boom. You’ve got an instant blog post.
What To Do From Here
Once you’ve successfully pitched yourself and appeared on a few podcasts, rinse and repeat! Use your podcast track record to pitch more and more higher tier podcasts with bigger audiences.
As you get on more podcasts, keep track of the investor leads you’re getting from each podcast appearance. Ask new investor leads where they found you. You’ll be surprised how many of them will tell you they found you through a podcast episode.
As you can see, being a podcast guest can grow your business exponentially, help you find more investor leads, and help you raise more capital for your real estate syndication deals.
If you want a team of people behind you who will create your pitch, build a database on your behalf, and leverage existing relationships with podcast hosts so that you can get on more podcasts without having to worry about all the behind-the-scenes pitching and tracking, we’d love to help you. Learn more about us at Podcasting You.