How mortgage broker Eli Ajzenman’s approach reveals the secret to creating compelling podcast content that attracts your ideal clients
In the world of business podcasting, there’s a temptation to cast the widest possible net. After all, more listeners means more potential clients, right? Wrong. As I learned from my recent conversation with mortgage broker extraordinaire Eli Ajzenman on Biz Bites for Thought Leaders, the most successful professionals—and the most engaging podcast ideas—come from doing exactly the opposite.
The Fatal Flaw in Most Podcast Ideas
In my very early days of media training, pre-dating even university and back to the days of work experience, I was told about the idea of “talking to one and not the many.” This principle has become more relevant than ever in today’s crowded podcast landscape.
Often over the years in working with people on their marketing, I have found myself saying, “In trying to talk to everyone, you invariably talk to no-one.” Businesses are so focused on wanting to generate income that the thought of leaving someone out means you cast your net so wide you lose your edge.
This is where most podcast ideas fail. They try to appeal to everyone and end up resonating with no one.
The Power of Choosing Your Lane
Eli Ajzenman has become a mentor in the mortgage broking industry precisely because he understands this principle. His approach is something that will resonate with lots of industries, because he knows all about working in a very competitive market.
“As a broker, I made for myself specifically, I made the conscious choice to stick with a certain kind of client similar to what I was already dealing with at the bank,” Eli explained during our conversation. “So honestly, I don’t deal with first home buyers. I’ll tell a first home buyer… I don’t specifically chase that kind of business.”
This might sound counterintuitive, but here’s the key insight: He’s known for his area, but equally, with certain queries, he is not afraid to say, “I am not the best person to help you in this space, instead go to this person.”
Why Niche Podcast Ideas Work Better
When you develop podcast ideas around a specific niche, several powerful things happen:
- You Become the Go-To Authority
“There are some brokers who specialise in first home buyers, others with distressed clients. I think if you do that, it gives you a better focus,” Eli shared. “In terms of banking or lending, you know, the players you have to go to to facilitate good outcomes for your clients.”
The same applies to podcasting. When your podcast ideas consistently address the specific challenges of your ideal client, you become their trusted resource.
- Your Content Becomes More Valuable
“If you’re niched, you can get rid of two-thirds of it because it doesn’t relate to you, right? So you’re only concentrating on the stuff that matters,” Eli noted about information overload in his industry.
This principle transforms your podcast ideas from generic business advice to laser-focused insights that your audience can immediately implement.
- You Build Authentic Authority
As Eli puts it: “It helps you with your marketing, helps you with your understanding of your clients if you try and keep within a specific lane of type of clients that you want to deal with, and then that reputation comes back to you. ‘Go and see Fred because he’s really good on asset finance. You don’t go to anybody else. So you build your own brand as well.”
The Art of Great Business Podcasting
The art of great business podcasting is making it so any listener thinks you are talking to them about your area of expertise. This comes from understanding a fundamental truth that Eli demonstrated beautifully in our conversation.
When I asked about his “aha moment” with clients, Eli revealed his secret: “Tell me the Anthony story. That’s my first question to all clients… And by 20 minutes later, we haven’t even talked about anything financial. I’ve learned about them, their history… by the time we get to the point where, okay, let’s talk about what we’re gonna be doing… It’s a trust moment.”
Developing Podcast Ideas That Connect
Here’s how to apply Eli’s approach to your podcast ideas:
Focus on Stories, Not Statistics
Instead of generic industry updates, tell stories about those you like to work with as clients and the insights you have along the way. That reveals who you are and allows people to get to know you and decide if you are a good fit for them.
Address Real Problems
Eli shared how he approaches client conversations: “My first response would be, why do you need X? What are you going to do? It’s a bit like a financial planner. You’ve gotta get beyond the initial to understand what the purpose is, what the future looks like for what you want to do.”
Your podcast ideas should dig deeper than surface-level topics. Address the “why” behind your audience’s challenges.
Demonstrate Your Authority Consistently
Putting up the words “I am the leading…” is meaningless because it is rarely supported by anything official. You have to show it. You have to talk to your area of expertise consistently.
The Networking Effect of Niche Podcast Ideas
One of the most powerful aspects of Eli’s approach is how he leverages his network: “I’m not worried about your loan. What I’m worried about is are you structured right? Have you got the right plans in place? Have you spoken to a financial planner?”
This creates podcast ideas that go beyond your direct expertise. You can interview complementary professionals, creating valuable content while building strategic relationships.
The Long-Term Value of Focused Content
Eli understands something many business owners miss about relationship building: “The giver gets more than the person who receives. Because the giver receives that sort of good feeling for what they’ve done.”
When your podcast ideas consistently serve your niche audience, you’re not just building a listener base – you’re creating a community of people who see you as their trusted advisor.
Why I’ve Gone Back to My Roots
The lesson here is to choose your laneway, value the individual who is your core audience, talk to them and demonstrate your authority in the space. It’s why I have gone right back to my media/radio roots with Podcasts Done For You.
Just as Eli has built his reputation by serving a specific type of client exceptionally well, the most successful podcasts are those that speak directly to a defined audience with laser-focused expertise.
Your Next Steps
If you’re ready to develop podcast ideas that build real authority in your space:
- **Define Your Lane**: Who is your ideal client? What specific problems do you solve better than anyone else?
- **Tell Their Stories**: What challenges do your best clients face? What insights have you gained from working with them?
- **Demonstrate Consistently**: How can you show your expertise through valuable, actionable content rather than just claiming it?
- **Build Your Network**: Who are the complementary professionals your audience needs to know about?
The most powerful podcast ideas don’t try to appeal to everyone. They speak directly to someone—your ideal client—with such clarity and authority that they can’t help but listen.
Ready to create a podcast that builds real authority in your niche? Let’s talk about how Podcasts Done For You can help you develop and execute podcast ideas that attract your ideal clients and position you as the go-to expert in your field.
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*Want to hear the full conversation with Eli Ajzenman? Listen to the complete episode of Biz Bites for Thought Leaders and discover more insights about building authority in competitive markets.*
