The term "podcasting" is a Net-born neologism that refers to broadcasting audio information (i.e. music, spoken word, etc.) over the Internet specifically to be downloaded into and played from an MP3 player ("MP3" is a popular kind of compressed digital audio file that can maintain high sound reproduction quality with relatively small file sizes). Apple's iPod® is the most famous of these devices, hence the term "pod" casting. Because these devices tend to be highly portable, they provide a unique opportunity for anyone to listen to anything, including your audio message, anywhere at anytime.

Initially, the main use of iPod-like devices was to store and play hours of music. Now, however, it is becoming increasingly common for MP3 players to store and play almost any kind of audio information.

For example, some universities like Purdue and Duke offer hundreds of podcast courses as part of their curriculum. From a real estate marketing perspective, podcasting offers many possibilities to help differentiate you from your more silent competitors, such as:

• Audio information tips or reports on various aspects of buying and selling real estate

• Audio description of new listings

• Custom audio newsletters and/or articles within your newsletter

• Weekly podcast "radio" show that may include phone interviews with guests, etc. (much less expensive than going to a studio!)

• Real estate audio "blog" (i.e. somewhat regular extemporaneous thoughts on what is happening in your market place, etc.)

Your voice can be a powerful marketing tool when podcast to prospects and past clients alike. With the right approach (and some practice) it is far more expressive and compelling than mere words or images on a piece of paper or computer monitor. Also, the fact that people are listening to you creates a sense of perceived expertise in the minds of your listeners. This can be a very effective way to strongly differentiate your services from those of your more traditional competitors.

Successful podcasting takes planning and commitment. A critical part of the planning is the setup phase. Without taking the time to do this correctly, your first podcast could easily be your last.

There are five steps to preparing for your career as a real estate podcaster:

1. Determine your content: Are you going to just do audio reports that don't require frequent updating, or are you going to commit to a weekly audio blog?

2. Create a standard format: Think of this as a "sandwich." You have an opener that grabs the listener's attention and says who you are, the actual content is the "meat," and you close with your contact info and call-to- action (if appropriate).

3. Assemble necessary hardware: You will need a reasonably good condenser microphone. The one I use is the $29.95 "Professional Microphone" from Serious Magic. You will also need a sound card for your computer -- most computers have them already installed.

4. Install sound capturing / editing software: This can range from $35 to several hundred dollars depending upon how fancy you want to get.

5. Find a quiet location: Find someplace where you and your computer can be as free from ambient noise as possible. There is nothing that will kill the perception of your professionalism faster than having barking dogs or crying babies in the background of your podcast! When you wrap those five steps around your iron-will commitment to making your podcasting happen, you are ready to start recording!

NOTE: Mr. Internet®, RUSSER Communications, its staff and officers receive no compensation whatsoever from any third party vendors and makes no recommendations as to the suitability of the products or services mentioned in this article. Always thoroughly investigate any product or service before trying or purchasing.

Published: June 21, 2006

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Michael J. Russer (a.k.a. Mr. Internet®) is an internationally acclaimed speaker, trainer, author, and strategic consultant to the real estate industry and small business. He is also the exclusive Internet columnist for REALTOR® Magazine, the architect of the revolutionary e-ProductivityTM system and leading voice for the use of Virtual Assistants in small business. You can subscribe to his free monthly leading-edge newsletter ePOWER NEWS by going to ePowerNews.com.