Jack Thursday – How to Host a Successful Podcast (LA 1691)
Jack Thursday – How to Host a Successful Podcast (LA 1691)
Transcript:
Steven Jack Butala:
Steve and Jill here.
Jill K DeWit:
Howdy.
Steven Jack Butala:
Welcome to The Land Academy Show, entertaining land investment talk. I’m Steven Jack Butala.
Jill K DeWit:
And I’m Jill DeWit, broadcasting from the valley of the sun.
Steven Jack Butala:
Today’s Jack Thursday, and I’m going to talk about how to host a successful podcast.
Jill K DeWit:
Is this one?
Steven Jack Butala:
This is one.
Jill K DeWit:
Oh, good.
Steven Jack Butala:
As I mentioned yesterday, we have 100,000 unique downloads a month now on this show, and Jill and I’ve been doing it since 2015. That’s what? 1700 or 1800 episodes.
Jill K DeWit:
Mm-hmm (affirmative).
Steven Jack Butala:
Pretty much daily. Used to be seven days a week, we went to five days a week a lot of years ago. And it turns out it worked. It turns out that people actually like it, so most people.
Jill K DeWit:
Most people. Well, at least 100,000 of you.
Steven Jack Butala:
For several months in a row, we’ve hit 100,000, so I can safely say it’s probably reasonably successful.
Jill K DeWit:
I would concur.
Steven Jack Butala:
Before we get into it, let’s take a question posted by one of our members on the landinvestors.com online community. It’s free. And don’t forget to subscribe on the Land Academy YouTube channel and comment on the shows you like.
Jill K DeWit:
Corley wrote, “If your data has several records where the site address matches the mailing address, but there are not actually any structures or houses showing up on the property in Neighbor Scoop, do you still mail to these owners if they live on an adjacent parcel, and think that they may be interested in selling?”
Steven Jack Butala:
Emphatically yes. Scrubbing the mailers, look, so we talked about this a little bit yesterday, and these are good questions. They’re good, reasonably unique questions from people who want to know if they’re making a mistake. And this is what Discord’s for. So but I’ll tell you, this whole business of scrubbing mailers down, here, let’s do the math real quick. You do a 2500 unit mailer, it’s going to cost you about $1000, maybe a little bit more with data and mail and using offers to owners and all of that. If you scrub out 200 because you’re doing things like this, scrubbing out let’s say 200 units out of the 2500 unit mailer, you’re going to save yourself about $100. But what if the property that you’re mailing in the 2500 unit mailer is the one that is that you’ve going to buy and sell?
Jill K DeWit:
Right.
Steven Jack Butala:
So this whole business of micro scrubbing all these types of things, like duplicate owners. There’s four or five of them that always come up, and my answer’s always no.
Jill K DeWit:
It’s interesting. People assume that this little thing is going to make a difference in their mailer yield. And instead, they might be hurting themselves.
Steven Jack Butala:
That’s what’s happening, you’re hurting yourself.
Jill K DeWit:
That’s the thing. Spread a wider net, and just see what comes back is always better. And I can’t even tell you how many times where I’ve bought properties that the people, they’re in a money pickle. And it’s this exact situation, where they live on the ranch next door, and they’re selling the back 40 because they need the money, and they’re not using it. It’s just sitting there. And they can still enjoy it and look at it anyway, you just don’t have to own it. And so you’re going to miss that opportunity.
Steven Jack Butala:
I’ve had many people have come up to me in person and send me notes, whether it’s in Career Path or wherever else, and say, “All I did was follow the program exactly what you said to do. What you and Jill said to do, I did it.” Every single step, it took all … I can save you a lot of stress and a lot of concern. Just mechanically like a robot, follow the Land Academy program. In the very beginning, do this until you’ve got about 10 deals under your belt, and you believe now that this is what you want to do, and you’re into it. You’re interested in it legitimately. Then you’re going to make as much money as you want and spend as much or as little time on this as you want.
Jill K DeWit:
Yep. Thank you.
Steven Jack Butala:
Doesn’t that take a lot of stress out of it, and worry about these little details?
Jill K DeWit:
Yep.
Steven Jack Butala:
Would for me.
Jill K DeWit:
But I understand the thought process, like I could do this a little bit better. Maybe Jack hasn’t thought of this. Trust me, he has.
Steven Jack Butala:
Isn’t that sad?
Jill K DeWit:
It really is because I mean, there’s a reason why you’re here. I mean, he’s been doing it. There’s a reason why I’m here. He’s been doing it since the ’90s. He’s done all these things, and knows what works, and knows what doesn’t work. And you know what, we’re still making changes.
Steven Jack Butala:
Yeah, all the time.
Jill K DeWit:
If you think that we have one system, it’s the same system since 2002-
Steven Jack Butala:
No.
Jill K DeWit:
And we’ve never changed it, nope, that’s not true.
Steven Jack Butala:
It changes every week literally.
Jill K DeWit:
We will continue to change it, and be testing it to stay ahead of it, to save you and make it better for you.
Steven Jack Butala:
Well, I’ll tell you, but that’s just exactly right. And by one of the things that we have never done is we started to remove things out of a mailer. In fact, if anything, I’ve stopped that now. Land Academy 3.0, which is a fourth or fifth Land Academy program, is being released in February. We’re in February now, or we think it is.
Jill K DeWit:
It’s coming. Ixnay on the ateday.
Steven Jack Butala:
If the program, if we never had to change anything, we would still be working on the first cashflow from Land Programming.
Jill K DeWit:
Could you imagine? It’s like, you know what, these cars that were released in 1950, that’s fine. We don’t need to upgrade or change anything. They work just fine.
Steven Jack Butala:
These programs and how we do this stuff never changes ever. What changes every time, at the speed of the internet, is the tools. And so this question is a very basic question and I’m glad it’s in here, and I’m glad you asked it. But now, we don’t scrub data down.
Jill K DeWit:
Not that much.
Steven Jack Butala:
Right.
Jill K DeWit:
Not like that.
Steven Jack Butala:
Today’s topic, well, it’s Jack Thursday, and I’m going to talk about how to host a successful podcast. This is why you’re listening. I realize this is completely off topic for real estate. Or is it? Or is this a way to actually sell land? I get this question all the time. About once a year, I get this following question. Well, you guys are only successful at buying and selling land because you have a podcast.
Jill K DeWit:
That’s funny. Really, people say that?
Steven Jack Butala:
Mm-hmm (affirmative).
Jill K DeWit:
Really?
Steven Jack Butala:
I can’t do this. I’m not you. I don’t have a podcast. I don’t have an eight year podcast.
Jill K DeWit:
Well, time out. None of my buyers, last time I checked, none of my buyers are saying, “You I know what, Jill, I’m buying from you because I like the podcast.”
Steven Jack Butala:
Not a single person has ever said that.
Jill K DeWit:
No. They have no idea a have a podcast. That’s not who listens.
Steven Jack Butala:
So no, it has nothing to do with buying and selling real estate for us, and I mean nothing.
Jill K DeWit:
Traditionally. But yeah, you’re exactly right. It’s not about that. It’s educating you, so you know how to do what we do and go kill it.
Steven Jack Butala:
So you can go find deals, and then maybe need some financing, and you call us and we’re business partners. That’s what this is all about. You have to provide, here’s a few basic rules about a podcast, number one, you have to provide pretty good content.
Jill K DeWit:
Pretty good.
Steven Jack Butala:
Pretty good.
Jill K DeWit:
We use that term loosely.
Steven Jack Butala:
Well, I saw an interview with Tom Hanks one time, and he said, “Your job as an actor is to not suck.”
Jill K DeWit:
There we go.
Steven Jack Butala:
He doesn’t say, “Be an amazing actor.” He’s just, just be acceptable and be fun on the set. Really, he says this.
Jill K DeWit:
No, I’m sorry. I love the word acceptable. Some [inaudible 00:07:35] asked me, “Hey, what’s that guy you’re with?” Well, he’s acceptable.
Steven Jack Butala:
How’s that land acquisition you’re doing? It’s acceptable.
Jill K DeWit:
Yeah. How are your children? I don’t know, barely acceptable.
Steven Jack Butala:
Ask her.
Jill K DeWit:
That’s awesome. Acceptable.
Steven Jack Butala:
You got to have some content to provide, so I use this example a lot because I’m really kind of taping it all together and regurgitating from some other thing I heard, that obviously made an impression on me. If you want to have a show about installing water heaters, there’s going to be an audience for that. But you want to make sure that it’s also not so boring that you want to just rip your eyes out.
Jill K DeWit:
People do that. I’ve heard, I’ve listened to some, usually it’s financial planning. I’ve got a little bit into some of those where I start listening to it and I go, “Oh, I can’t do it. I can’t hang in there.” But for some people, they like it. That’s probably three, but I don’t know.
Steven Jack Butala:
There’s a guy in Southern California a lot of years ago, who owned a small little dealership, car dealership, a used car dealership. You know the kind where you drive down the road and there’s maybe 20 cars there, maybe. Then you drive down there the next day and there’s 15. And so he was trying to figure out why he wasn’t seller cars, so he started a show. And his show was, hey, I’ve got this new car in, and this is the price. And thanks for listening. And it wasn’t working. So he called a consultant, a podcasting consultant, and the consultant said this, “Look, instead of on your show just selling stuff, I see every real estate agent making this mistake, you need to stop selling whatever it is that you’re selling, whether it’s cars, or houses, or whatever.” Like in the old school traditional way of sales, hey, I’ve got this thing and it’s $1300 , and this is … No. That’s long gone.
Steven Jack Butala:
What you need to do is provide information about what’s happening in the industry, whether or not, let’s say … So this guy changed the show, and he started talking about how much cars are selling for in his area, what the fastest cars are that are selling, the ones that he can’t keep on his lot. And he did in a fun, interesting way, and to the point where people who listened to the show in that area thought of him when it was time for them to go buy a car. And it completely turned his company around. So you have to … In our case, half of … This podcast works because yeah, you’re probably here because you’re listening or you’re interested in buying and selling land. But we’re not sitting here directly selling you anything. We’re just telling you how we do it. And half of it’s sharing with you how Jill and I fail and succeed at being business partners together, or fail and succeed at stuff in regular life, like emptying the dishwasher.
Jill K DeWit:
I hope that we do that. I think that we provide a lot of content for people that aren’t in our world at all. They are not land people. They may not even be real estate people, but they’re business people, or they’re entrepreneurs, or there’s something, there’s some nugget that they get from that. I’m sure that’s going on.
Steven Jack Butala:
So you have to identify with your audience too. And there’s a lot that’s been written about this, this so-called avatars. Who’s your target market? I’m not a huge fan of this.
Jill K DeWit:
I know you’re not.
Steven Jack Butala:
I think people will find you. It’s not going to happen quickly.
Jill K DeWit:
That’s true. It might take seven years.
Steven Jack Butala:
I’m not going to sit around and say … I don’t sit around and say, “Well, our avatar is men.”
Jill K DeWit:
A pilot.
Steven Jack Butala:
Yeah, or men from the ages of 35 to 60, who-
Jill K DeWit:
Yeah, with three kids.
Steven Jack Butala:
Have a graduate degree. You know why, I did that in the beginning because that’s what we were supposed to do, and then I stopped it because I found out who was joining Land Academy.
Jill K DeWit:
You never know.
Steven Jack Butala:
Now Jill’s got the Land Academy ladies and the whole … It’s silly to … You know what it is? It’s a personality type. I can tell you down to the letter, the personality type. Who cares about age? Who cares about gender? I don’t care about any of that stuff. But the personality type, the people that succeed anyway, are almost all the same.
Jill K DeWit:
Do you want to save that for another show?
Steven Jack Butala:
Well, it’s a very technical engineering type personality.
Jill K DeWit:
Or driven.
Steven Jack Butala:
Or, which is me, or it’s Jill, career salespeople, they just-
Jill K DeWit:
You can’t keep them down.
Steven Jack Butala:
We have people that are … Seems to be … Yeah. We have some professional sales people in here like Jill, in our group, and they say this to me on the side as a side bar in whatever environment, “I’ve always been looking, trying to find something to sell that’s worth selling, that’s a little bit out of the ordinary, there’s a pretty good profit margin in it, everybody’s excited when they buy it.” If you talk to career salespeople, very often they’ll complain about what they’re selling like, “I could sell the hell out of this thing if the product was better, or if it was cheaper.” So land is all that.
Jill K DeWit:
Thank you. Happy you could join us today.
Steven Jack Butala:
You just end it, huh?
Jill K DeWit:
Yeah.
Steven Jack Butala:
That’s it?
Jill K DeWit:
Did you have more you wanted to share? I thought we covered it.
Steven Jack Butala:
Yeah. I could do 10 hours on how to have a successful podcast.
Jill K DeWit:
Well, we’ll do that next week. I think that’d be great, sweetheart.
Steven Jack Butala:
Make sure you choose the right partner.
Jill K DeWit:
There we go.
Steven Jack Butala:
I’m questioning that right now.
Jill K DeWit:
Yeah, again, happy you could join us today. Five days a week, you can find us here on The Land Academy Show.
Steven Jack Butala:
Tomorrow’s Jill Friday. She’s going to talk about land love language. You’re not alone in your real estate ambition.
Jill K DeWit:
Okay. What are the points, the last points you wanted to make?
Steven Jack Butala:
No, that’s all right. It’s fine.
Jill K DeWit:
You got it.
Steven Jack Butala:
I was totally joking around.
Jill K DeWit:
All right. That’s cool.
Steven Jack Butala:
I should put a whole thing together on podcasts because I think people really miss the mark. I listen to some new shows once in a while and it’s just like, “No, you guys are … Should’ve done a week’s more research.” Hey, what’s land love language about?
Jill K DeWit:
We’ll tell you about it tomorrow. By the way, do you need to send out a few thousand offers like us? Check out offerstoowners.com. It rocks. I was waiting for this stuff, and it’s slow catching up with me. Ready? We’re Steve and Jill.
Steven Jack Butala:
We’re Steve and Jill. Information.
Jill K DeWit:
Inspiration.
Steven Jack Butala:
To buy undervalued property.
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