The best way to connect with your podcast audience is to create content that resonates with them. But in a busy world with digital algorithms that demand a constant stream of content, how can we cover topics that bring in our audience and new clients without overworking ourselves? The answer: referrals and market research! Sage Weiss is here today to talk about how he uses market research and referrals to grow his podcast and real estate business. This week, episode 173 of Listeners to Leads is about leveraging referrals and market research to grow a podcast!
Key Takeaways:
- The gap in the market for young voices in personal finance and real estate.
- Using market research to ensure the relevance and longevity of a podcast.
- Maintaining a backlog of content to help you remain consistent.
- Creating content that addresses common questions and concerns of your audience.
Leveraging Referrals and Market Research to Grow a Podcast with Sage Weiss
As a podcast management agency owner, I’ve seen my fair share of podcasters make the mistake of rushing into content creation without a clear strategy. They get excited about the idea of having their own show and quickly start recording episodes, only to find themselves burnt out and struggling to maintain consistency.
But that’s not the case for my recent guest, Sage Weiss. At just 25 years old, Sage has taken a remarkably strategic approach to launching his podcast, “Life, Money and More,” and building a thriving real estate referral business.
In our conversation, Sage shared the insights and lessons he’s learned along the way – insights that any aspiring or seasoned podcaster can apply to create a sustainable, lead-generating show.
Market Research: The Key to Identifying Your Niche
One of the things that stood out most about Sage’s approach was his commitment to market research before even starting his podcast.
“I didn’t just jump into podcasting,” Sage explained. “It’s something that was birthed out of several months of trial and error and failure.”
Sage took the time to analyze the personal finance and real estate space, looking for gaps where he could carve out a unique position. He noticed that while there were plenty of older, established voices in these industries, there was a lack of younger, more relatable perspectives.
“I looked out in the world, and I didn’t see a lot of young voices,” Sage said. “I was like, ‘Huh, I could be a Gen Z personal finance, real estate person.'”
By taking the time to understand his target audience and identify their needs, Sage was able to position himself as a trusted, approachable resource for younger listeners navigating the complexities of personal finance and real estate.
Consistency and Sustainability: The Backbone of a Successful Podcast
Once Sage had his niche figured out, he turned his attention to the logistics of actually producing and publishing his podcast. And rather than rushing to get episodes out the door, he took a measured, sustainable approach.
“I wanted to strike a balance,” Sage said. “At first, I started out every three days, and then I realized, as a new podcaster and YouTuber, that wasn’t sustainable in a way because I hadn’t nailed down my process a lot.”
Instead of burning himself out, Sage settled on a cadence of one episode every five days. This allowed him to batch-record several episodes at a time and build up a backlog, ensuring he could maintain consistency even if life threw him a curveball.
“I batch record several episodes at a time, and then I schedule them,” Sage explained. “And I found that that’s what successful creators do. They go ahead and they make a lot of content at once, and they prepare it all, and then they schedule it, just in case life happens.”
Sage’s commitment to consistency and sustainability is a lesson that all podcasters should take to heart. It’s not enough to just have great content – you need to be able to reliably deliver that content to your audience, week after week, month after month.
Delegating and Outsourcing: The Key to Scalability
Another key aspect of Sage’s approach that stood out was his willingness to delegate and outsource certain tasks rather than trying to do everything himself.
“I think finding ways to delegate as much of that as possible has really helped,” Sage said. “Because to edit one of my YouTube videos, my editor, Sergio, it takes him seven hours for a 10 minute video. I mean, these are really high quality videos with lots of edits in them, and I would be exhausted if I had to try and do that myself.”
Sage has invested in professional help, including an editor, a podcast intro/outro creator, and a cover art designer. By taking these tasks off his plate, he’s able to focus on the core aspects of his business – recording high-quality content and serving his clients.
This mindset of delegating and outsourcing is crucial for any podcaster or content creator who wants to scale their business. It allows you to maintain a high level of quality while freeing up your time to work on the things that truly move the needle.
An Innovative Business Model: Referrals and Nationwide Reach
Perhaps the most unique aspect of Sage’s approach is his innovative business model for his real estate services. Rather than being a traditional realtor, Sage has created a referral-based service that connects buyers and sellers with agents across the country.
“I wanted to have a business that wasn’t tied to one area,” Sage explained. “And one of the problems with being a traditional real estate agent or a realtor is that your business is dependent on your market, where you live. Most people can only do business within an hour.”
Sage’s solution was to build a nationwide referral network. Clients come to him with their real estate needs, and he matches them with the right agent to handle the transaction. The agents then pay Sage a referral fee, allowing him to generate revenue without being geographically limited.
“Essentially, people come to me, buyers or sellers, first time home buyers, people that want to purchase luxury homes, commercial property, land, and people have a million questions,” Sage said. “And one of the issues with real estate is it can be really high pressure, be really stressful. And one of the issues is when you give your info out to an agent or a company you’ve just opened the floodgate, you’re never going to stop hearing from them ever again.”
By positioning himself as a trusted consultant and matchmaker, Sage is able to provide a valuable service to his clients while building a scalable, portable business model. It’s a brilliant approach that sets him apart from traditional real estate agents and opens up opportunities for growth beyond his local market.
Lessons for Aspiring Podcasters and Content Creators
As I reflect on my conversation with Sage, there are several key lessons that any aspiring or seasoned podcaster can take away:
Invest time in market research to identify your unique niche. Don’t just jump into content creation – take the time to understand your target audience and find a gap in the market that you can fill.
Focus on consistency and sustainability, not just quantity. It’s better to publish high-quality episodes on a reliable schedule than to burn yourself out trying to keep up with a breakneck pace.
Delegate and outsource where possible to maintain quality and free up your time. Investing in professional help can be a game-changer for your productivity and the overall polish of your content.
Consider innovative business models that leverage your podcast and content to generate leads and revenue. Sage’s referral-based real estate service is a prime example of how you can turn your show into a scalable, portable business.
If you’re ready to take your podcast to the next level, I encourage you to apply these lessons from Sage Weiss. By approaching your show with strategic intent and a focus on long-term sustainability, you can build a thriving, lead-generating platform that serves your audience and your business goals.
Reach out to Sage at SageConnect Realty to learn more about his approach, or tune in to the full episode of Listeners to Leads to hear all the insights. And let me know in the comments – what other podcast tips would you add to this list?
Be sure to tune in to all the episodes to receive tons of practical tips on turning your podcast listeners into leads and to hear even more about the points outlined above.
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