Podcasting, Internet Radio, You-Nique Branding and YOU! by Butch Grimes Presentation made to the National Associaition of Real Estate Professionals in Montego Bay Jamaica on Branding YOU! The presentation covers all the elements to creating a you-nique podcast and internet radio show to empower and build educational ambassador status in the real estate community. The presenetation covers all elements to build a brand. From show topics to social networking. Be YOUNIQUE, "Be Informed, Not Surprised".

5. Oprah, Ashton Kutcher mark Twitter 'turning point'
• Oprah Winfrey, Ashton Kutcher taking Twitter's
popularity to new heights
• Winfrey sent her first tweet to 73,000 followers
Friday on her TV show
• Kutcher beat CNN early Friday, April 17, 2009 in
a race for 1 million followers on the site
• "It's a big milestone. This brings Twitter
mainstream," said Andrew Cherwenka, a
Huffington Post contributor and Web developer at
Trapeze.com, referring to Kutcher and Winfrey's
Twitter breakthroughs.

8. •A Podcast is an audio recording
that people can listen to online.
•People can subscribe like a magazine.
•The word “podcast” is derived
from “iPod” and “Broadcast”.
•You don't need an iPod™ to listen to a
podcast.

9. The Power of Podcasting
• Powerful line of communication to the masses
• Expand your client base
• Target a specific market
• Establish yourself as an expert in your niche
• Propel your business forward

10. • 23 million+ Americans listen to a podcast each month.
• If you want to get your message out to the public, you need to
put it in the format people are interested in.
• Podcasts are an effective way to share information.
• Podcasting can expand YOUR BRAND to a new audience while
reaching your current audience in a new medium.

12. “But Butch, I’m a
Real Estate Professional.
Why should I podcast?
Isn’t that for the
hip crowd
to play?”

13. Fastest Growing Demographic on
Facebook: Women Over 55
February 2nd, 2009

14. • More realtors are using technology like e-mail to keep
in touch with their clients
• 80% of realtors reported using e-mail for business
purposes on a regular basis
• Leads generated by realtors’ web sites are responsible for
approximately 13 inquiries each year
• Using podcasts will be as common as e-mail is now in the next few
years
If you want your business to grow, you will want to embrace the new
technology and start using it now

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25. From The New Yorker Magazine
OUT OF PRINT: The death and life of the American newspaper
by Eric Alterman
MARCH 31, 2008
Perhaps not, but trends in circulation and advertising––the rise of the
Internet, which has made the daily newspaper look slow and unresponsive;
the advent of Craigslist, which is wiping out classified advertising––have
created a palpable sense of doom.
In the Internet age, however, no one has figured out how to rescue the
newspaper in the United States or abroad.
Newspapers have created Web sites that benefit from the growth of online
advertising, but the sums are not nearly enough to replace the loss in
revenue from circulation and print ads.

26. From The Los Angeles Times
By Martha Groves
March 18, 2009
If you're suddenly having trouble finding a neighborhood mailbox,
you've got lots of company.
In recent weeks, one-quarter of the 3,700 collection boxes in the Los
Angeles area have been removed, said Joseph L. Harrison, a
spokesman for the U.S. Postal Service's Los Angeles district.
The purging of 930 boxes throughout the area, including in Beverly
Hills, Inglewood, Santa Monica and neighboring communities, is part
of a nationwide reduction prompted by government cutbacks and the
shift to online bill-paying and e-mailing.

28. • Stay competitive because you’re in constant contact with potential
clients.
• Your listeners are interested in getting quality information in this
format.
• According to a survey conducted in January of 2008 by Arbitron-
Edison Media Research, 33 million Americans over the age of 12 had
listened to an online radio broadcast the previous week – 4 million
more than in 2007
• In 2007, 29 million Americans listened to online radio broadcasts

29. • Listeners are more likely to buy from someone they “know”
• The audience gets a sense of you from your Podcasts
• The audio branding can build a relationship with your audience and
potential clients
• Listeners grow to like and trust you before they meet you!
• An opportunity is created to remind the audience of your valuable service
with every Podcast
• Repeat Listeners are reminded of your business and increase the
likelihood of referrals

30. 1. Identify Your Audience
2. Determine Your Message
3. Write a Script
4. Plan Your Podcast
5. Purchase Your Equipment and Tools
6. Produce Your Podcast
7. Market Your Podcast

31. It is important to have a specific idea of your target audience to ensure
the most important and relevant information is communicated in your
podcast.
A sample of Basic Demographic Questions:
• Male or Female or both?
• Age range of your listeners?
• Highest level of education completed?
• Range of yearly income?
• Homeowners, potential homeowners, investors,
second homeowners?
• Marital status, age of children?
• Race, ethnicity, religious affiliation?

32. • What is the biggest concern of my target audience? (Cost, ease,
value…)
• What would that person say they are looking for in my service?
(A mentor, experience, bargain...)
• Draw a picture or write a description of your typical client. Use
specifics like age, sex, lifestyle…
(An example could be a young married woman in her twenties
buying a home for the first time.)
• What else do you know? (Family connections, car they drive, are
they locals, educated, bilingual…)

33. Your show title doesn’t change, so make it something that tells
people they’ve found exactly what they’re looking for.
For example:
“Foreclosure Facts with Butch Grimes
The Foreclosure Expert”
See how this incorporates the exact keywords the audience is looking
for?

34. This will change from show to show, but it
is always related to your overall show
template.

35. • Set up interviews with local public officials or community leaders to give
your listeners details about such topics as re-zonings or infrastructure
plans as it relates to the overall message of your podcast.
• Be sure to include local news and issues that your listeners are interested
in when it can be tied in to your overall topic.
• Consider doing a remote Podcast where you walk through a particular
Neighborhood and describe what you see in detail. Your listeners will
feel as if they are there, too!
• Get creative with your Podcasts and watch your business grow!

36. Daily podcasts are probably unrealistic for
you and your listeners. Weekly or bi-
weekly
episodes are a lot more reasonable.

37. Listeners will come to associate
your music
with you and your program.

38. A consistent message
• Tells first time listeners what to expect
• Reminds return listeners of why they came back

39. Provide light information to warm-up your
audience, like a teaser or factoids.
“In today’s show…Did you know…”

40. • Provide meaty information in the middle of the show:
interviews, editorial, news
• Write out your script, and rehearse it word for word, before
your first podcast

41. • You can choose to record your podcast using your computer's
microphone or a portable digital recorder.
• Recording a podcast remotely
• Flexible, convenient
• Using interviews for credibility and “borrowed” expertise
• Interview as much as possible, less pressure on host

42. Something of interest to keep them with you until the end.
(Valuable tips, quote of the day, trivia…)
“Here is the shocking quote of the day”, or
“Today’s expert tip comes from…”
Listeners will stay tuned for this tidbit if you provide it regularly and
it is valuable.

43. Again, keep this consistent because
your listeners will come to associate it
with your show and your brand.

44. Marantze Digital XtremeMac
Recorder PMD660 MicroMemo

45. You need to edit!

47. • Audacity (free)
• Podcast Station
• Sony Acid
• Pro Tools (more advanced)

48. • Once the recording is recorded and saved,
you can edit .
• Become familiar with audio editing software.
• Learn how to cut out pauses, unwanted material,
and noise.
• Enhance your podcast by adding extra features
like music
• Save the finished product as a clean MP3 file

49. Posting Examples

50. • The last step in the process is letting your
listeners know that the podcast is
available.
• Once you have done that, you can post
your podcast to iTunes.

51. "If a tree falls
in a forest
and no one
is around to
hear it, does it
make a
sound?"

54. • Twitter – people will know instantly
• Facebook – build your “friend” base
• E-blasts – Constant Contact and Your Mailing List
Provider are 2 top companies that offer this service
• Google Searches – Article Submission drives key words
• iTunes - Many people are familiar with using it to
download their favorite music, but it can also be used to
download podcasts.

56. • Your Podcast can be an important part of your overall
marketing efforts. You can use this strategy without having to
resort to a hard-sell approach.
• When you provide content that is relevant to your audience,
you develop a sense of community with your listeners.
• Utilize Podcast Portals aka the “Yellow Pages” for Podcast
listings.

58. “Butch,
this is a
great tool,
but how can I
make money ?”

59. You can use your Podcast as a stepping stone to increased
profitability!
Internet Marketers know about the value of "monetizing" their
content.
Ideally, you want to establish multiple streams of income
There are 3 methods to accomplish this goal.

60. There are 3 methods to accomplish this goal.
1. Affiliate Marketing
2. Paid Advertising
3. Ecommerce

61. Affiliate marketing is an easy way to start making money.
Web marketers sell products and services using an affiliate program. When
someone you refer buys a product, you get a commission. Rates vary
depending on the program, but can be very generous.
Some programs pay as much as a 50-60% commission on every sale!
Set up your own web site and post a review of the product you are
promoting. Mention your affiliate products every so often when you prepare
a Podcast.

62. • A Podcast is an advertising medium.
• Instead of your placing ads, you can take money from advertisers who
have products or services your listeners may be interested in.
• Once you have a good track record and a reasonably large following, you
can start to court advertisers.
• The potential advertiser will want to know that their money is being well
spent and that you have the ear of the public before they agree to buy an
ad.
• Keep track of your stats on how many subscribers your Podcast has to add
to your credibility if you decide to take this step

65. • Get yourself out there.
• Create additional income.
• Consider the option of selling products directly from your web
site.
• Think about developing your own information products.
• Start with a short (5-10 pages) report and move into eBooks.
• You can also package recorded information as CDs.

66. • Hire a ghostwriter if you don't have time to write the material
yourself.
• Pay a flat fee or negotiate a fee + royalties arrangement.
• Set up an 800 number to take orders and to answer customer
inquiries.
• Look into having a fulfillment house drop ship your products
for you.

67. • Offer your services as a speaker.
• Teleseminars, Webinars, Vodcasts
• Set up a membership site where people pay a fee to access new
information on a monthly basis.
• Offer your podcast through a paid RSS feed.
• You may be fortunate enough to be picked up by a satellite radio
service, a la Adam Curry, the first podcaster!

68. • Audience Feedback
• Effectiveness
• Contribution to the bottom line
• Increase in Sales calls
• Online sites designed to track website traffic to your podcast or
website
• Success stories resulting in listings and ultimately sales

69. Internet Radio Trends
Up, up and away

70. US Advertising Spending: Streaming is Significant

71. 300
Listener Penetration (millions)
Over the Air Radio
(cumulative)
250
Wireless Internet
200 Penetration
150 148M Internet Radio
100 91M Mobile phone audio
streaming
50
Satellite radio
subscribers
0
2006 2007 2008 2009 2010
Source: Bridge Ratings, Arbitron and Edison Media Research
Internet Radio Growth

72. BMW-WIFI
• BMW

73. Internet Radio Opportunity
Continued growth in Internet Radio Listeners presents
opportunities for both Broadcasters and Advertisers
Broadcasters Advertisers
• Opportunity to expand with • Opportunity to reach audience
new channels closer to the point of action
• Opportunity to engage more • Opportunity to develop more
deeply with audience targeted advertising
• Opportunity to user richer campaigns.
media beyond just audio • Opportunity for more
measurable results on ad
campaigns
New opportunities necessitates several changes to traditional radio
broadcast approaches
• Audience Measurement
• Advertising Management
• Stream Management
• Content Management

74. Good Luck!!
MAKE SOME NOISE!!
BUTCH GRIMES
310-693-4681
BUTCH@BUTCHGRIMES.COM
WWW.WETALKREALESTATE.COM
Host your own radio show!!
www.wetalkradio247.com