How to Use Podcasts to Generate Business with Tomás Fonseca, Ep. 729

Tomás Fonseca is the co-founder of Icons of Real Estate, the world’s largest real estate podcast network. With a background in SEO and digital marketing, Tomás pivoted to podcasting after realizing its unmatched power to build relationships and generate business. He now oversees production of 70+ podcasts tailored to real estate professionals—helping them attract clients, build authority, and raise capital through meaningful guest conversations.

 

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Key Takeaways

• Podcasting isn’t about chasing massive downloads—it’s a relationship-building tool that can drive real business growth.

• Guests are often more valuable than listeners; Tomás built his company by turning guest interviews into client conversations.

• SEO offers long-term value but comes with high cost and slow results—podcasting delivers faster ROI and stronger connections.

• Success starts with vision: aligning your podcast with business goals ensures long-term commitment and impact.

• You don’t need to be famous or perfect to start—just have something valuable to offer and start connecting.

 

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Topics

From SEO to Podcasting Powerhouse

• Tomás got his start handling SEO and websites for real estate clients.

• Discovered the power of podcasting when his agency used it to generate nearly all new business.

• Transitioned fully to podcast production and coaching when SEO proved too slow and costly for many clients.

How Podcasting Became the #1 Business Generator

• Podcasts allowed Tomás to capture full attention—unlike cold calls, emails, or social ads.

• Every agency client came through the podcast; guests became warm leads and referral partners.

• The show wasn’t just about content—it was about creating trust and value in the first conversation.

Why Download Counts Don’t Matter

• Most podcasters chase vanity metrics—but real value comes from intentional guest selection and follow-up.

• A show with 500 listens can earn $15M/year if the audience is right.

• Focus on guest outreach, not becoming “the next Joe Rogan.”

Icons of Real Estate Podcast Strategy

• Starts with defining the host’s business goals and ideal client.

• Tailors guest list to match referral partners, capital investors, or customer avatars.

• Teaches hosting, guest coaching, and soft-launch strategy to ensure consistency and clarity.

What If Your Ideal Guests Don’t Want the Spotlight?

• Try anonymous guest formats or live coaching episodes where guests remain private.

• Not all content needs to be public-facing—the connection is what matters most.

• The real return happens off-mic through relationships, referrals, and partnerships.

 

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Make sure to download our free guide, 7 Questions Every Passive Investor Should Ask, here.

Round of Insights

Failure that set Tomás up for success: Getting let go from a startup forced him to work in call centers and restaurants. That humbling season taught him communication, resilience, and the value of entrepreneurship—whi