Build relationships, create standout content, and grow your local influence—no journalism degree required.
Nervous About Interviewing Local Business Owners? You’re Not Alone
So you want to feature local business owners on your podcast or video series—but the thought of conducting interviews makes you squirm a little?
Totally normal.
Many real estate agents want to use podcasting or video to grow their brand and connect with their community. But once they realize that interviewing people is part of the deal, the hesitation kicks in.
Here’s the good news: You don’t have to be a natural-born interviewer to host amazing conversations. You just need a plan.
After interviewing over 400 business owners, nonprofit founders, and professionals since launching my own local podcast in 2020, I’ve boiled the process down into four simple steps. Follow these, and you’ll conduct confident, conversational interviews that leave your guests—and your audience—feeling great.
Why Interviewing Local Businesses Works for Real Estate Agents
Before we dive into the how, let’s talk about why interviewing business owners is such a powerful move for your real estate business.
✅ It builds real relationships with local leaders and potential referral partners
✅ It gives local businesses exposure—so they’re excited to share the episode
✅ It positions you as the connector in your community
✅ It generates interesting, non-salesy content that people actually enjoy watching or listening to
🎧 Think of it as community-building, not content creation.
Now let’s break down how to make it feel natural—even if you’ve never done this before.
Step 1: Set the Tone Before You Hit Record
Most awkward interviews happen before the mic even turns on.
When both you and your guest know what to expect, the conversation flows much more smoothly. Here’s how to set the stage:
- Keep it casual: Say, “This is super relaxed. Just a conversation.”
- Reassure them: Let them know, “We’re here to spotlight you, not quiz you.”
- Set expectations: Share that the recording will be about 15–20 minutes, and you’ll guide the discussion.
💡 Pro tip: Send 3–5 sample questions ahead of time so they’re not caught off guard—but don’t stick to a rigid script. Let things evolve naturally.
This pre-interview clarity makes your guest feel more comfortable and you more confident.
Step 2: Ask Questions That Pull Out Great Stories
Your goal isn’t to impress people with how well you can speak—it’s to make your guest shine.
Here are a few open-ended questions that always work well:
- “What inspired you to start this business?”
- “What’s something most people don’t know about what you do?”
- “What do you love most about being part of the [Town] community?”
- “What advice would you give to someone starting a similar business?”
These types of questions lead to stories—and stories are what make interviews interesting.
🎙️ Avoid yes/no questions. Smile. Nod. Pause. Then let them talk.
Letting them speak freely and staying present in the moment will often uncover golden insights you didn’t expect.
Step 3: Keep It Conversational, Not Scripted
This isn’t a news segment. You’re not trying to be a professional broadcaster—you’re trying to be curious.
Here are some natural ways to keep things flowing:
- React to what they say: “That’s awesome!” or “I didn’t know that!”
- Ask follow-ups: “Can you tell me more about that?” or “What happened next?”
- Relate when appropriate: Share a quick personal story or connection to what they said
Think of your role less like a host and more like a neighbor introducing a local business to the rest of the community.
🗣️ Authenticity always beats polish.
Step 4: Make the Guest Look (and Feel) Good
Many guests will be nervous—especially if it’s their first podcast or video appearance. Your job is to put them at ease.
Here are a few simple ways to do that:
- Give a genuine compliment before you start recording (“Your shop is one of my favorite places downtown.”)
- Let them know you’ll edit out stumbles or awkward pauses
- Promise to help promote it—and actually follow through
Once the episode goes live:
- Tag them on social media with a thoughtful caption
- Send them the video or audio file so they can share it with their audience
📣 When guests feel great about the episode, they’ll share it proudly—expanding your reach for free.
It Doesn’t Have to Be Perfect—Just Genuine
If you’re ready to grow your influence, create engaging local content, and build real relationships—start interviewing the people who make your town unique.
You don’t need fancy production or perfect delivery. You just need to show up with curiosity, care, and a willingness to make others look good.
Here’s a quick recap of how to interview local business owners with confidence:
✅ Set expectations before the recording
✅ Ask open-ended questions that invite stories
✅ Keep it conversational, not scripted
✅ Make the guest feel valued and supported
🎤 When you create a platform that celebrates others, your reputation and referrals grow naturally.
Ready to Start Interviewing? Grab the Free Local Interview Starter Kit
To make your first interviews even easier, I’ve created a free Local Interview Starter Kit just for real estate agents. It includes:
And don’t forget to subscribe to the Epic Agents Podcast or follow our YouTube channel for weekly 5-minute tips to grow your influence and attract more local clients—one conversation at a time.
About the author:
Jeff Hamm is an award winning podcast producer, marketing professional, and Realtor. He lives in Charlotte, North Carolina.
Jeff’s also a freelance digital marketing expert who specializes in high quality lead generation for real estate agents.
When he’s not producing digital content or generating leads for his marketing clients, you can probably find him walking his dogs, Sam & Maisy.