Hosting a local talk show, All Things Real Estate, has created a synergy, goodwill factor and an opportunity to show our company culture of service to the public. This educational marketing strategy has fostered immediate benefits for our company and associates.

The talk show format is upbeat, conversational and real. The guests come from all tangential industries to ours such as attorneys, appraisers, lenders, other brokers, interior decorators, insurance representatives, inspectors and clients who all have a story to tell. The weekly topics are easy to fill and there is no shortage of guests willing to come on the show and share their valuable information.

We are not selling anything on the show other than straight information. People can say all the right things but if they have an ulterior motive in trying to sell a product, service or property, it comes across as disingenuous. We are transparent and if we are not genuinely sharing information for the public good, we would be found out rather quickly. The indirect benefits of appearing on the show are reward enough. The seeds are sown with the potential future customer listening to the show.

The radio format helps me to establish instant credibility not only with the public but with our guests who are in many ways, our partners. And it helps me foster even better relationships with our most important adversaries: our brokers.

The show also allows me to share my own philosophies, stories, experiences and conclusions with our guests. Our listeners can observe and make their own judgments and so far, the outcome has been exceptionally positive.

Our weekly presence on the show through all of the different themes has given us a benchmark credibility that is essential in a slower market. When the phoenix rises again, we want to be there with all the established experts. And we will be.

Our company’s persona has increased n value, as well. Our agents are proud that the show is brought to the public by us and not another company. The podcasts we produce for each show are the most valuable indirect marketing tool the show provides us. I typically send them to all new clients along with other pertinent information about our area. It lets people know we are knowledgeable of our market and that we care about our clients. Practicing real estate is not only an honor but a tremendous responsibility. If we get that message across to the customer, we’ve won half the battle already.

Posted by: Bill Sahadi, Broker Fore Properties Realty, Inc.