From Fear to Heartfelt Work: Liz Novello’s first two years in the industry
November 20, 2019
Dealing with Negative Competition
December 4, 2019

When I started in real estate, I had no money. 


I had just gone bankrupt and lost three houses. 

So when people tell me they don’t have the budget to create content, I know it’s just an excuse. 

I was recently a guest on Tom Ferry’s Podcast Experience, where we jumped around numerous topics (watch the full show here), including how to create and distribute content at little to no cost. 

Keep reading to learn how you can produce a podcast without a budget. 

Start with What You Have

Since 2015, I’ve slowly built up to the point where my team works to film, edit, write copy, and distribute each podcast or show produced. 

But things looked much different when I first started.

During those first years, I set up a camera on a tripod, hit record, and then did a hack job of editing. It was not quality work. 

But here’s the important part: 

I was putting out a show on Facebook and YouTube every single week

Now, the iPhone is better than the camera I had in 2015. So if all you have is your phone, use that to record and upload to social media. 

If you have a small budget, you can buy a microphone or source out editing. Upwork is a site where you can find and hire freelancers for graphic design, video editing, writing, and more. Podcast hosting services such as SoundCloud, Lisbyn, and SimpleCast have pricing options for any budget. There are also podcast recording studios in many areas that you can rent by the hour. 

The point is, we all have some sort of technology to produce audio and video recordings. Use what you have, start learning the process, and grow from there. 

Get on Radio

Another hack is to find a sponsor for a weekly radio show. Radio studios already have top-quality audio equipment. Every week, when you record a live show, have the producer send you the audio file, which can then be uploaded to SoundCloud, iTunes, or another podcast distribution channel. 

The content doesn’t stop with the audio recording, either. While at the radio station, you can do Facebook or Instagram Live, show behind the scenes photos, and more. 

While millennials may not listen to talk radio, baby boomers still do. By featuring local guests and diving into community topics, you will build an audience. If you are in the real estate industry, it also provides an opportunity to share the weekend’s open houses or new listings – a unique proposition that sellers appreciate. 

Distribute to Platforms Bigger than Yours

It goes without saying that you should distribute to all of your social media accounts regularly: Facebook, Instagram, Twitter, LinkedIn, TikTok, YouTube. The more consistently you post, the more top of mind you will be. 

Rather than relying solely on your personal social media accounts (where, let’s be honest, your mom is your top fan), reach out to platforms that may have an interest in sharing your content. 

For example, with The Real Word, we distribute to Inman, which can bring in 300-500 views a week. Don’t be afraid to send your content over to industry news sources. The worst that will happen is you will get a reply of “No, thank you,” (or more often, no response at all). 

The Chamber of Commerce is another incredible resource. If you are producing local content, it’s essential to connect with your Chamber. Chambers have extensive email lists and are always looking for local content. By offering your material to the Chamber for free, they have fresh content to share, and you get more exposure to local businesses. 

Collect Emails

I’ll admit, for a long time, I was terrible at email.

Meaning, I didn’t do it.

Newsletters give you another opportunity to connect with people in your sphere. Even if your email doesn’t get opened, seeing your name in their inbox give your audience another reminder of you. 

To send emails or newsletters, you have to collect email addresses. When you are at an open house, when people call into a radio show, when people head to your website, you should be getting an email address. If you collect five new email addresses a week, it adds up quickly, increasing your sphere along the way. 


Work with people in your local community to cross-promote. People may not agree to a coffee meeting, but most will agree if you ask to interview them for a podcast. When you share the interview on your platforms, make sure to provide the person you speak with all the links so they can share on theirs as well. You will each be introduced to each other’s audience, giving you both more eyes, more names, and new emails added to your list.

Yes, producing content takes some time and extreme consistency. But it does not require a huge budget. 

What’s holding you back?

Watch the full podcast here: