By Leslie C. Stone for Florida Realtor magazine Podcasting can be a super marketing and branding tool for reaching a wider real estate audience. Here’s how one Realtor is rocking the platform. In 2016, Michael LaFido wanted to further differentiate himself among the 25,000-plus licensed real estate professionals in Chicagoland (i.e., Chicago metropolitan area). He was already a sought-after speaker, trainer and consultant for his innovative approach to marketing luxury properties. In fact, he wrote the book on it. Make that three, actually: Marketing Luxury. Michael LaFido Podcasting was taking off, and LaFido felt it was worth adding to his marketing toolkit. “I always tell agents, ‘You’re not in the real estate business, you’re in the business of marketing your real estate business,’” says the broker with @properties in Elmhurst, Illinois.