Thinking about starting a podcast for your business but not sure where to begin?
You’re not alone. Darrin Grella, CEO of OfferIn, a real estate offer management startup, felt the same way. We had a lot of conversations with Darrin, Ben, and Kevin before we got rolling. They saw the value, it was really just getting to the point of executing on the podcast. It was just a few episodes into launching the podcast that Darrin realized it was one of the smartest marketing moves his company could make. For him, the best part was that he didn’t need to be a marketing expert to make it work.
In this blog, we’re breaking down Darrin’s podcasting journey and what small/medium business owners can learn from it. Whether you’re building in real estate, tech, or any other industry, these takeaways can help you leverage podcasting as a powerful tool for education, branding, and content creation.
Why Podcasting? A Marketing Problem, Not a Tech One
Darrin made it clear early on: “We’re not bad at tech. We’re just not great at marketing.”
OfferIn had built a unique offer management platform for real estate—but they struggled to explain its value in a way that stuck. Enter podcasting.
Podcasting offers a way to educate the market. This is especially helpful when you’re talking about a new product category as it allows you to work on building trust and credibility with the audience. Additionally, you’re working on creating consistent content for multi-channel marketing. The result is a content engine that speaks with people, not at them.
From Chaos to Clarity: Podcasting as a Strategic Move
Originally, OfferIn planned to use the podcast to explain their platform. But after a few episodes, they realized that the podcast’s real power was in community building.
“Only one in ten agents might use our product—but all ten can benefit from the value we provide.”
This giving-first mindset flipped the podcast from a self-promotional tool into a genuine educational platform for real estate professionals. That’s what sets them apart from so many other online tools that are offered to real estate professionals. They know that their platform, just like a podcast, is something that works on momentum. There’s a huge flywheel effect with both things. It may build momentum slowly, but there comes a point where that momentum builds on itself and things really start to take off.
The Key Lesson: Podcasting is a Skill—and That’s a Good Thing
Like most people starting out, Darrin assumed podcasting would be simple: grab a mic, talk about your business, call it a day.
He quickly found out it’s more like a performance.
You need structure.
You need the right questions.
And most importantly, you need to focus on the audience—not yourself.
This learning curve was part of what made the process valuable. Darrin started reviewing his episodes, identifying weak spots, and improving each time. That kind of self-awareness is exactly what separates good podcasts from great ones. Additionally, while still in the studio, Darrin asks for a grade on his podcast. “What grade would you give today?”. Podcasting is like anything else, it’s a skill that you can build on and constantly get better at if you’re intentional about it.
Podcasting Builds Real Connections (Even With Your Team)
One of the most unexpected bonuses of the podcast for Darrin was that it deepened relationships inside and outside of the Offerin team.
“You work with these people all the time, but asking pointed questions on-air showed me sides of them I hadn’t seen.”
The podcast became a bonding and brainstorming tool for the team. It wasn’t just content—it was culture.
As Darrin has started to interview clients and others in the industry, he’s found the same thing with them. Personally, it’s one of my favorite things about podcasting. We often have conversations with other people, but we don’t often put much thought into the questions that we are asking them. Podcasting (correctly), makes you sit down and think about what you really want to know about a person or their experience. It’s that thoughtfulness in questioning that really brings people together.
Credibility Counts—Even If You're Not Viral
Don’t have Joe Rogan’s numbers? No problem.
OfferIn's podcast gave them a legitimacy boost—especially with guests and potential clients.
The podcast served as a strong indicator of their dedication and seriousness in their field. They have made it a point to consistently produce valuable content and engage with their audience. That has shown their audience that Offerin has a professional commitment that resonated with both existing and potential partners.
It has also become a powerful tool for attracting new connections as it has allowed them to showcase their expertise and thought leadership. It this expertise that is helping in drawing in individuals and organizations who are aligned with their values and offerings. This has helped to expand their network organically.
Beyond promoting their own services, the podcast provided a unique stage to uplift and recognize others. In some upcoming episodes that they’ve already recorded, their focus has been on celebrating achievements and garnering insights from various guests. This has not only fostered goodwill with the guests and their audience, but it has also positioned OfferIn as a supportive and collaborative entity within their industry, building trust and strengthening relationships.
As a bonus: In Darrin’s words: “Podcasting is the most fun part of our content strategy.”
Using One Podcast to Power 20+ Content Pieces
Darrin nailed one of the biggest reasons business owners should consider podcasting:
“You talk for an hour—you get 20 to 30 pieces of content from that.”
From audio to video to quotes to blog posts (like this one!), a single recording becomes a marketing Swiss Army knife.
This is especially powerful when paired with AI tools and SEO strategies that make sure your content reaches the right audience across every platform.
The Future: Pro Real Estate, Not Just Pro Product
As OfferIn’s podcast grows, the focus is shifting to celebrating hardworking real estate agents. Not just pitching software.
That shift—from product marketing to audience service—means the show is poised for long-term growth. And that’s a model any business can borrow.As OfferIn’s podcast grows, the focus is shifting to celebrating hardworking real estate agents. Instead of merely pitching software, the show aims to highlight the dedication, expertise, and triumphs of professionals in the real estate industry. This new direction allows for a deeper connection with the audience, offering valuable insights and inspiration from those on the front lines.
That shift from product marketing to audience service means the show is poised for long-term growth. By prioritizing the needs and interests of its listeners, the podcast transforms from a promotional tool into a valuable resource. This model of serving the audience first, rather than pushing a product, fosters trust and builds a loyal community, a strategy any business can effectively borrow for sustainable success.
One Final Piece of Advice
So, should you start a podcast?
“If you’re thinking about starting a podcast, do a podcast about that.”
Yes, Darrin said that with a smile—but the point stands. If you want to explore an idea, podcasting is a great way to do it publicly, transparently, and collaboratively.
Ready to Get Started?
You don’t have to do it alone. At Pedal Stomper Productions, we help small and medium businesses create powerful content machines through podcasting.
Book your No-Pitch Podcast Consultation now.
Let’s find the right format, gear, and plan to make podcasting work for your business.
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