Niche. Niche. Niche.
We can’t stress this enough. One of the quintessential keys to becoming successful with your podcast is identifying and targeting your approach to a specific niche audience – and no one knows this better than Scott Carson, CEO of We Close Notes.
Scott has been involved with the real estate market for over 15 years and has been an active investor since 2002. However, seemingly at the peak of his career, Scott found his life turned upside down. The cushy six-figure job that his business degree provided had been yanked out from under him and his investment property was facing foreclosure, “I went from making six figures to $2.13 an hour”. Scrambling to pick up the pieces of his life before it was too late, Scott began researching how he could capitalize an underutilized market in the industry: non-performing notes.
Fast forward several books, webinars, and trying months later, and Scott was digging himself back out. Within a short interval he had built himself a short-sale negotiation company, where he stayed for a time before managing a mortgage company for several years. In 2006, however, with the onset of the market crash, Scott noticed an opportunity for growth. Capitalizing on the number of foreclosed properties, he founded Inverse Investments and dedicated himself to buying and sell notes.
In 2010, getting a case of wanderlust, Scott packed up all his things, put his dog in the back of the truck, and said goodbye to his home in Austin, TX. For three years, he traveled the country speaking with investors and investment clubs, building his network, and learning more and more about the industry as a whole. After this period of nomadic living, Scott founded We Close Notes, and began his impressively successful podcast, The Note Closers Show. True to form, The Note Closers Show, is an in-depth educational training podcast that teaches listeners how to begin buying and selling distressed notes from banks.
What sets Scott’s podcast apart from the multitude of others in the Real Estate industry is his niche. By identifying exactly who his target audience would be and then researching the behavioral tendencies of this group’s demographic, Scott was able to pinpoint exactly when and how best to reach his listeners. In fact, he’s been so successful, Scott shared with us that the he has, “raised well over $1 million in private capital from the podcast alone.”
Talk about exceeding your goals.
Scott shared with us that while he may have hoped, he certainly didn’t expect these kinds of results. At least, not so quickly: “I didn’t plan on having success in my podcast for at least a year, but in the first six months we had over 50,000 downloads.”
Let’s backtrack for a minute, though. How did Scott get into podcasting in the first place?
“I had a buddy of mine that had been telling me for about a year that I should start a podcast, but I just kept saying I didn’t want to do all this uploading and extra editing, and frankly, I didn’t have the bandwidth for it either.”
However, after noticing that the few other competitors in his niche were dropping out of the podcast scene, Scott decided to take a leap of faith. “Tom from Podetize convinced me that all I had to do was take the content I was already doing on Zoom, send it over to them, and they would take care of the rest.”
And just like that, The Note Closers Show got its start.
Given his tremendous success in both real estate and his subsequent podcast ventures, we asked Scott, if he had to sum up three bits of advice for someone brand new to podcasting, what would he tell them?
Here is what he offered:
1.) Just Start Doing It – Now!
If you’re thinking about doing a podcast, chances are you’ve been mulling the idea over for some time now. Scott’s first piece of wisdom is not to “get bogged down in thinking I need to have this piece of equipment or that software, just start sharing your content, because you’re going to suck at first.” There is definitely some logic in what Scott is saying. Your podcasts are only going to get better the more time and effort you devote to your craft. The fact is that hesitating to start because of a fear of how you might be perceived in counterproductive to your overarching goal. So get out there and start – today!
2.) Go Where Your Listeners Go
“A lot of people think you can just throw a podcast out there, and you’ll start getting listeners – it just doesn’t work that way. You’ve got to be really active and go where your listeners are going to be.” We couldn’t agree more. Part of really understanding your niche, is understanding what your target audience is interested in and what platform they are most often using, be it LinkedIn, Twitter, Instagram, Facebook, etc. In order to maximize your exposure and potential reach, it’s integral that you get as much “face time” with your audience as possible and that means meeting them on their home turf.
3.) The 33% Rule
One of Scott’s main operating principles is centered around the rule of 33% which can essentially be summarized like this: 33% of people are going to immediately like your content no matter how good or bad it is. These individuals may be your friends, family, or anyone else in your daily circle. On flip side, there are an equal amount of people, 33%, that will dislike your content no matter how professional, tidy, and engaging you make it. Your job is not to concern yourself with these 33%. Instead, focus on swaying those that have yet to formulate their opinion. Chances are that if you can convince 66% of your target audience to actively engage with your content, then the other 33% will eventually follow suit as well.