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Episode 78: Should Builders & Remodelers Be Podcasting for Marketing?

How could podcasting benefit your remodeling or home builder business? In this episode, Spencer goes through his experience with podcasting and gives tips on how contractors can use the format to their advantage to take their business to the next level.

How Could Podcasting Benefit My Construction Business?

Contractors are usually a step behind when it comes to new media. Hopping on the podcasting bandwagon could be a quick way to separate yourself from the competition and will allow you to ride the wave of popularity that we are expecting podcasting to experience in the next few years.

Spencer tells us how he started Builder Funnel Radio, why remodelers and home builders should be podcasting, and even gives a rundown of the logistics of actually getting started with podcasting.

Learn all about it here on Builder Funnel Radio.

 

 

  • 0:40 Episode overview
  • 1:00 Builder Funnel's 10th Anniversary!
  • 2:54 The beginning of Builder Funnel Radio
  • 4:19 "Should I be podcasting?"
  • 6:03 Yes, and here's why...
  • 7:28 Podcasts as a networking tool
  • 12:06 Bringing in the community
  • 15:40 The logistical stuff of podcasting
  • 18:03 Podcasting as a way to generate branded content
  • 19:50 Which technology you could use to get started for less than $200
  • 21:33 Reach out to us at radio@builderfunnel.com

Podcast Gear

Resources

Lead Generation Case Study
 

 

Full Episode Transcription

Note: this podcast was transcribed automatically and may contain minor grammatical errors and missed words.

 

Spencer 0:08
Welcome to Builder Funnel Radio here you'll learn about how to grow your home building remodeling or contracting business. If you're not growing, you're moving backwards. So we want you to always be in growth mode. This podcast has really turned into a movement and community of people who want to grow personally and professionally. Here we bring you some of the best marketing sales and business minds in the industry so you can elevate your business.

Spencer 0:35
All right, let's dive into the show.

Spencer 0:39
Hey guys, welcome back to builder funnel radio. This is Episode 78 of the grow series and we're going to talk about a topic that I am super excited about which is podcasting. And should builders remodelers contractors, be podcasting? Check it out in this episode, let's dive right in.

Spencer 1:00
Hey guys, welcome back to another edition of the growth series. Today we are going to get into the world of podcasting. Before we get started, though, just kind of some fun facts. Just recently, we've been chatting internally about what we're going to do kind of coming up on 10 years as a company so hard to believe. I've kind of been watching this day approaching the last few months just thinking back to when we first got started. Yeah, I was I was 23. And I didn't know anything. And now when we hit our 10 year mark, I'll be 33. And I know a little bit more. So I'm kind of excited to just hit that milestone. had a lot of kind of fun times, lots of challenges, a lot of struggles. But it's really cool to see kind of what we've got going here and I'm sure all of you listening to your at different stages of your business journey. And it's always fun to just take a little bit of time to reflect back and think about some of the highlights, you know, we've been kind of compiling some of those from the team and thinking about some of those. Because I know my tendency is always to kind of, you know, you get to something that you've been working for you close a sale, you hit a milestone, and you kind of are like, awesome. And then boom, you're like, immediately on to the next thing. And so, I like to use these kind of mile markers or milestones to just pause and reflect and, you know, hey, give yourself a pat on the back. If you done something cool and celebrate a little bit and then get back to work, you know, and you don't have to do anything crazy or extravagant. And we have a couple of fun things planned. You'll probably see some video content, some stuff on social as we get we get closer to that mark. But yeah, just wanted to share that with you guys. Especially since Yeah, I know everyone's on their their own journey and you hit these different milestones. So just kind of a reminder to pause and reflect. But one of the questions that's been coming up as we've been starting this the podcast and we started build a funnel radio probably about two and a half years ago now or a little over two years ago. And it's really turned into so much more than I ever thought it would be. And originally, we said, Hey, we're going to start this podcasting channel, you know, as digital marketers. We're always looking at content, like how can we add more value to our readers to our audience to our social following? And so we had been blogging very consistently for a lot of years when we said, Hey, we should try to convert some of these topics into different mediums like maybe people want to listen to stuff, maybe they want to watch videos, maybe they want to consume it in just different ways. How can we continue to educate, how can we continue to share and we liked the idea of also being able to bring in other experts and other guests onto the show, so we could kind of compile that expertise to bring it all under one roof and we're starting to really See this podcast builder funnel radio as a destination for information on how you can grow your construction business. And so we cover kind of the whole gamut. And we're able to do that because we bring in these guests, but the reason I'm talking about podcasting is a question that keeps coming up. As more and more people have been listening to the podcast, watching the video versions of the podcast, they're starting to ask, Hey, as a remodeler, as a builder, as a contractor, should I be podcasting? And I've been putting a lot of thought into this over the last several months, to be honest, probably about six or seven months and thinking through the strategy and what the play there is. And I think I've got a pretty clear answer in my mind. And the short answer really is yes, I think there's a big opportunity in podcasting. If you look at some of the data and some of the statistics, like we're still kind of earlier on in terms of Complete adoption of regular podcast listeners for just the average person. I think the latest stats I saw was maybe around, you know, a third of Americans are listening to podcasts like once a month or a couple times a month. And then there's there's a smaller percentage of people that listen regularly meaning weekly or sometimes daily. So they have several podcasts that they follow. They consume lots information. Obviously, you guys listen to podcast because you're listening to this right now. But I'm sure you listen to a number of podcasts because you have different interests, and you're trying to learn different things in different categories. And so it's really become a great channel for learning and education. But while you're doing other things, so you can be at the gym, you can be driving around, maybe you just don't like reading. And so this is a great way to learn. But it also is a little more dynamic. Two different shows have multiple people, they have guests, and so it can be a little more maybe dynamic and interesting. Then maybe Just a book or an article or a blog post. And so what I want to get into today is really thinking about, like, Where is the opportunity for you with podcasts and, and then we'll kind of get into some specifics around, like how much time it takes and process all share the technology that you need to get started and in the show notes will have links to everything too. So if you guys want to pick up some of the equipment that we're using, I'll have just easy links to Amazon, and recommendations and kind of what I've learned along the way. But you don't need a whole lot. It's a little bit easier than maybe you think in terms of like an equipment standpoint. But let's talk strategy first. So here's what I've been thinking about. So let's say you're a remodeler. You know, you're saying, okay, I can start a podcast why why would I do this? Well, a number of reasons. So the first one is, anytime you have a platform like this, you have a regular radio show, basically your own podcast. If you record on video, now you Got a regular kind of program there? It elevates your credibility. So you mean that alone just saying to a prospect or somebody that's learning about your company? Oh, yeah, we host a podcast, a weekly podcast, and it's called, you know, the XYZ show that immediately just gives you credibility, you can put it into your email signature, you can put it on your LinkedIn profile. And so people are seeing that. But let's get into where I think the pretty cool opportunity is. If you're a remodeler, I know a lot of you work with architects or you get work from architects, but you'd like to get more work from architects. Well, you could as a strategy, start a podcast, and you could start inviting architects in your town, your area to be on the show, and you could reach out to them and say, Hey, john, I know you've got this this great company going you're doing some amazing, you know, design work. I really like what you're up to. I love to bring you on my podcast. and have a conversation about what you're up to you kind of talk about your business, your design, philosophy, some of these things, and then we're going to promote it and help promote your business. And so the offer to them is kind of a no brainer, they can come to your office or just do it over video conference. And and they don't even have to leave their desk. And you're basically going to ask them questions about their business, they get to talk about what they love and what they know. And you're going to promote them for free. But now what you've done is you've formed that relationship with them because you probably had a short conversation kind of explaining what the processes how the show works, what is required of them, and you get to know them a little bit. Then you hop on the recording, you chat with them, and then you say, okay, we're going to kick off the show. You have a 30 to 45 minute conversation, and then you talk a little bit after about how it went and how you can help them and then boom, now you've got probably an hour to two hours of time that you spent with this person. You've made that connection and just Imagine that alone. If you did that a couple of times a month and just had a biweekly show, you know, you'd have 24 different relationships formed with 24 different architects, and now they can potentially send you work and and you've connected with them, and maybe not all of them do. But, you know, let's say a third of them did, or half of them sent you one extra job every year because you took the time to do that. Well, that could be a really powerful strategy in and of itself. But you can also bring on other people on the show too. So like realtors realtors are often referring work to builders or remodelers, when they get you know people into their pipeline and they're trying to help them out. And it's not maybe that's not a good fit, or they're going to sell them a home but they know it needs remodeling work, like they like to have those people in their back pockets, people they trust. And so again, just as a relationship building tool for you know, lenders, subcontractors, architects, real estate agents, all these people that you want to have in your network and they want you want them to know about you. And you want to be at the top of their list when they bump into somebody that needs what you have. And so I think that alone in and of itself is a huge strategy. And if you did a weekly show, you've got 52 new relationships that you can form every single year. And probably after a year or two, you will be very well networked, very well connected with everybody in your area in your town. And suddenly you've got work flowing into you. And again, the proposition is kind of a no brainer for them. Hey, I'd love to have you on my show. build up your credibility, basically talk about what you're up to and your expertise and help promote you on my podcast. You know, not that many people say no to that. And so you do have to do some, you know, figuring out of, okay, who do I want to have on the show, making that list of people you come up with a little you know, email outreach, and then you start sending these emails out and booking some time to connect And that's exactly what we did when we first started our show. Ultimately, it got to the point where people start asking to be on the show because you build a big audience and so they're reaching out to you, they want to connect with you. And so suddenly you've flipped the script and now you're kind of in the the power seat, so to speak. And they're saying, Hey, I love what you're doing the podcast, I'd love to be a guest and they're kind of pitching you on why they would be a good candidate for your show. And then I think the important thing to keep in mind is like who is your audience and how are you trying to add value to them and just making sure that if you keep that in the back of your mind that as you bring on guests, you're really wanting to find good quality people people that know their stuff, and you know, really add value to your audience. I think for for builders, I think it applies to remodelers, but maybe as a little this ideas a little shady towards builders. In thinking about the topic of the podcast, you could make it very community based, you know, you're building communities, your You know, oftentimes, actually literally building them and developing them. And so I think an interesting play there is to kind of bring in different players from within, you know, the city and the town and just talk about, you know, maybe somebody that's in charge of, like, we're here in Colorado, so maybe somebody that works with a lot of like the outdoor activities and trails. Or you could do certain things to talk about different, you know, attractions or tourist things. And depending on your city, you could kind of elevate these different parts of the community that are really nice, but you could pull in people that actually work in those fields. And so now what you're doing is you're building up an audience of the actual city and the town, the people that live there, and you're giving them value, and it doesn't have to be connected to building a home. It could just be about like, this is why this is an awesome place to live. And suddenly because you're the host of the show, people know your company, they know your name. And so when they're in the market for buying a new home or remodeling, I think this concept applies to both, then you're top of mind because you've put yourself at the forefront of promoting the city and kind of highlighting all the fun things that you could even have segment on top restaurants or, you know, different activities or shows that are coming in different, you know, events and attractions and that sort of thing. But then you can talk about different neighborhoods or new developments or what the city's working on. And so you kind of become the community news in a way, but you can create it in such a way that it's actually super valuable to the people listening and now, like, once you started that show, it's going to be tough to compete with you. And it's gonna be tough for another builder or another modeler to create, you know, the Colorado Springs, you know, local show, where you're talking about community related stuff. I mean, there is room for more than one But typically, that front runner, the person that is leading there is going to kind of take the lion's share of the listeners and so the really cool thing is by doing that, you again build your network, but you also build this audience of people that live in town and are going to be potential customers. And so a lot of those listeners may not buy from you today. They may not ever buy from you, but a huge chunk of them will buy and they're going to listen to you. And so when they actually get to the point of buying, they already feel like they know you, they trust you. You're an authority you've got you know, this your own show. And so I'm really excited about the opportunity for the construction space with podcasts because I think it works for you on both fronts. It gives you you know, the the networking ability, but also gives you it helps you build the audience of your target customers and prospects.

Spencer 14:51
Calling all builders and remodelers it's that time of year we're gathering data for our state of home builder and state of remodeler marketing reports. This will be the fourth annual State of builder marketing report and the second annual State of remodeler marketing report. Now, in exchange for five minutes of your time, we're giving away a $200 gift card for the winner. But everyone is getting some sweet bonuses after the completion of the survey. And we're also making it super easy to participate this year. So just text survey 233777 and we'll send you the survey link right away. Again, we're doing a $200 prize for the winner. And everyone that completes the survey gets some bonuses. So just text survey 233777 and we'll send you the link.

Spencer 15:41
That's my my general pitch for podcasting with a couple of like very tactical ideas that you guys could take. And I think, again, the very simple one is just finding guests and types of people that you want to have relationships in that can refer you business and that alone think would make it worthwhile. But let's talk about logistics a little bit. And then let's also talk about distribution. So, in terms of time investment, it is a little bit time intensive to commit to this. But you can start the way we did, which was just starting with a biweekly show, so every couple of weeks, so and then you can also batch your recordings. So you could line up your first you know, four or five, six guests. And you could pick a day and just block off and record them all back to back or you could do them in batches, do two at a time, four at a time. And just get ahead so that you've got some in the can, ready to go and then you can pick your launch date and you've already got them ready. So you do have some time in terms of outreach. So you got to think about the people that you want to reach out to send them a note, connect with them, and then schedule that time to book and do the recording. Usually you want to do an outline for the show. You want to maybe send them a handful of questions. that you want to cover. And then you get into the actual recording. Again, that might be figure an hour, maybe record for 3045 minutes and you've got some conversation going before and after the show. And then once you've done, you're done recording, then you've got the production of it. And so you've got podcast editing, and if you do record it on video, which I highly recommend, we'll get to that in a second. Then you've also got the video editing piece. So from there, you can work your way into leveraging a platform like SoundCloud or Lipson. There's several podcast hosts very similar to a website host where you basically upload the audio file and then it will distribute it for you to iTunes, Spotify, SoundCloud, you know, Stitcher, all those main podcast platforms and feeds, and then people can start finding it. And here's where the really powerful piece comes in, is that this is a monster opportunity. terms of content and content distribution. And so now you've got, let's say, a 45 minutes show where you interviewed an architect. Well, now you can take that 45 minutes, and you can clip it up into different segments. So you might have five or six little video segments from that show that you can now put on Instagram on LinkedIn on Facebook, you can add it to your YouTube channel. You can take audio clips and do the same thing, you can just put a static image and overlay the audio, and then send that out on social and you can pull like quotes from the show and put those quotes on Facebook or Instagram. And so literally out of 145 minutes show, you can turn that into probably 20 or 30 social media posts, so you can really start to amplify your brand on social media, and you use those as little trailers and teasers and they all link back to the main episode, which you host on your website. So it gets more traffic back to your website. So it's It really becomes a powerful content channel for you. And the great thing is a lot of times a lot of you are asking, like, what do I write about? How do I create content? I just have a 45 minute, you know, q&a style show where you ask the questions, so you're not in the hot seat. But suddenly, you're the host. And now you're, you're the guy running the show. And so you're put at the forefront. And now you've got all this content. And so you can have, you know, show notes on in the form of a blog. Now, you've got a blog post, where you kind of recap the show, the audio, the video embedded, and then you clip it up and distributed on social and so all of that from just one episode of a podcast. And so as you multiply that across, you know, every week or every couple of weeks, then you've got more and more content to share, and you get more brand exposure on social media. So I think it's it's a fantastic opportunity for you all, but let's talk tech before we wrap up, so at the very minimum You can get started with basically a podcast microphone. You don't actually need that but I'd recommend it. I'll put a couple of links in the show notes we use a Yeti microphone they have a few versions but a really great version you can get for like 110 hundred 20 bucks depending on Amazon's pricing at the time. You get some upgraded ones for about 200 or a little less before you start jumping up into the really really kind of big hitter microphones but that and then we use zoom for like video conferencing and so if you invite a guest to join you over zoom you can record it on your computer, use a you know a webcam, maybe spend, you know 70 to 100 bucks on a webcam and then a zoom subscription is maybe 15 or 20 bucks a month and so all in you know equipment wise you can be in for about 300 bucks or maybe 200 on the low end and then a low monthly subscription and now you've got audio and video recording. There is a free audio editing tool called Audacity. And then there's some other paid tools that you can get. We used audacity for many years. I did a podcast probably about five or six years ago. And we use that tool. We used it in the early days of builder funnel radio as well, before we decided that we might need some other editing software, and so you can really get started for for very, very low dollars in but I think the return on it is is pretty powerful. So anyway, that's kind of my pitch for podcasting. I'd love to hear from you guys. If any of you have started a podcast, or are thinking about starting a podcast, and if you have questions about it, be happy to answer them. But also go ahead and leave a comment in the show notes. I'd love to hear from you just if you agree or disagree with this. I'm very bullish on podcasting, and definitely for the construction space. Usually the construction Space is slower to adopt new strategies, new technology. And so I think the people that kind of jump out in front of it are going to be the big winners and they'll take advantage of kind of this wave that we're seeing in podcast listener growth, just more and more people are listening to podcasts. And so more of your audience is listening to podcast and definitely as the demographic shifts and ages you know, the younger demographic is much heavier into podcasts listening so it's a good place to be playing now and get your foundation built so that when you fast forward two years, three years, you're in a really fantastic spot so like I said, Guys, if you have questions or comments would love to hear from you. You can always send me a note at Radio at builder funnel com, but definitely leave some comments in the show notes as well. Thanks again for listening and we will see you next time on builder funnel radio.

Spencer 23:05
Thanks again for listening everybody. And as a quick reminder, text Radio 233777 for some free goodies as a thank you for listening to the show. And if you got some value from today's episode I just asked that you leave us a quick review on iTunes. It really helps us spread the word and grow this awesome community of people who are working to improve their lives and their businesses. Thanks again and we'll see you next time on builder funnel radio.

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