POPMA Real Estate Agents
Podcast
Commissioned (via University)
Together with Popma Makelaars we made a five-part podcast series about buying, renting and selling in the Leeuwarden housing market. No sales pitches, but honest conversations that brought transparency in an uncertain time.
Challenge
From Real Estate Agent To Podcast Personality
Buying, renting or selling a house is complicated — especially in uncertain times like during the pandemic or when the housing market is spinning out of control. For many people, the process feels unclear, stressful, and filled with questions. “Do I need an agent? What do they even do? What can I expect? What will it cost me?”
The real issue? There’s a lack of trust in real estate agents. People don’t fully understand what agents actually do, how they help, or whether they truly have your best interests in mind. From our research, one thing stood out above all: transparency. The audience wants clear answers — no fluff, no jargon, just honest guidance.
That’s where Popma Makelaars came in with a direct challenge: How do we build trust and bring the real estate world closer to the people who need it most?
Strategy
No flashy ads. No empty promises. Instead: a bold but simple idea — let’s give people real answers through real conversations.
We created the Popma Podcast: a five-episode series that breaks down key stages of the buying, renting, and selling process. Each episode focused on one topic, like: should you use an agent? What mistakes do first-time buyers often make? What happens during a viewing?
To keep it personal and engaging, each episode featured a mix of guests — students, homebuyers, sellers, and of course, agents themselves. This made the podcast dynamic, honest, and human. No scripts, no sales pitches — just people talking about their real concerns and experiences.
The podcast was published across platforms like Spotify and Apple Podcasts, and supported with social content to meet the audience where they are — on their own terms.
Results
The Popma Podcast reshaped the image of Popma Makelaars — from traditional and distant, to open, helpful, and human.
The episodes directly tackled uncertainty. They made the process of moving or buying feel less scary and more approachable. People began to see Popma not just as a service provider, but as a trusted guide. One who tells it like it is.
By covering key topics like finances, student housing, and the decision to work with (or without) an agent, we delivered the one thing the audience craved: clarity.
What started as a communication experiment became something much more — a new voice in the housing market. Or as we like to say:
From real estate agent to podcast personality
Check out the first episode
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