In the first installment of Cohost Collective, we had the pleasure of sitting down with Geoff Wilford, founder and CEO of Wilford’s Real Estate Agency and host of the Attended Exchange podcast.
Geoff has successfully merged his passion for real estate with the power of podcasting, creating a platform that offers an inside look into the property and design space in Central and Southwest London.
Geoff shared insights about starting his podcast, the lessons he’s learned, and his advice for fellow creators.
Introducing Attended Exchange
Attended Exchange takes listeners into the world of property and design. Each episode features a guest from the industry as Geoff dives deep into what makes them tick — their inspirations, challenges, and experiences shaping the future of the real estate landscape.
Whether you're on the market, a design lover, or an industry professional looking to stay ahead of the curve, Attended Exchange delivers engaging and informative conversations packed with value.
The building blocks of a successful podcast
With the podcast just surpassing the 6-month mark, Geoff reflects on a couple of things he’s found the world of difference in the early stages.
Identifying a gap in the market and carving out a niche
As an avid podcast listener, Geoff had a steady diet of business and golf shows. But he noticed something missing: There wasn’t a podcast that spoke directly to London residential real estate.
“I consume a lot of podcasts, especially on long drives, but when it came to my industry — residential property in Central and Southwest London — there just wasn’t much out there. So I thought, why not give it a go myself?”
And so, Attended Exchange was born. By leveraging his professional network, Geoff curated episodes featuring friends and colleagues from the real estate world. These candid conversations dive deep into topics like property design, the nuances of London’s housing market, and the personal stories of people shaping the industry.
Creating comfortable and candid conversations
One of the standout features of Geoff’s podcast is the relaxed, natural tone of his conversations. Geoff observed that many of his guests initially “Freeze up when the mic is on. But once they relax and forget it’s there, the conversations become incredibly open and honest.”
What he loves most about the medium is that it lends itself to a much more rounded conversation. He appreciates people’s candidness and honesty when they come on the show. For him, he sees the podcast as “A nice 45 minutes of getting to know somebody on a deeper level.”
This level of comfort and candidness allows Geoff to build meaningful connections with his guests while offering listeners a unique glimpse into the personalities behind the property market “In a way that you wouldn’t see in other settings, like a pub or a business meeting.”
Lessons for other podcasters
Since starting Attended Exchange, Geoff has learned a lot about podcasting and how it’s different than other content channels.
Here’s what he had to say to podcasters in the early stages:
Results take time
We always like to say that podcasting is a marathon, not a sprint, and Geoff echoes that sentiment: “When you start, the numbers are going to be low—it’s inevitable. But I’ve seen how consistency pays off. Each week brings a few more listeners, and that slow build-up is incredibly satisfying. You have to think long-term and not let the early stats discourage you.”
Geoff adds that he’s “In it for the long term. rather than just looking at the short-term stats.” If you’re hesitating starting a podcast, he suggests to “Just get out there, and even if it's just your mum and dad that are listening, then it's a start, right?”
Preparation is key
When asked what advice he’d offer to new podcasters, Geoff didn’t hesitate: preparation is everything.
“Unless you’re naturally gifted at speaking off the cuff, preparation is essential. I send my guests a crib sheet 48 hours before recording so they can come prepared. It’s amazing how much more productive and engaging the conversations become when both parties have a clear idea of the topics they’ll discuss.”
Some guests come with pages of notes, while others prefer to keep things more spontaneous. Either way, being intentional about the structure of the conversation makes a big difference.
Don’t discount podcast analytics
Being new to the podcast world, Geoff didn’t know where to start when tracking the performance of his show.
Thankfully he managed to stumble upon CoHost to help fill the gap, but for many new creators finding out if you’re reaching and resonating with your target audience isn’t the most straightforward endeavor.
If you’re looking to harness your podcast data but are unsure what to track and where to find it, we suggest taking a look at our full breakdown of the most important podcast metrics.
The podcast’s impact on his business
For Geoff, one of the most rewarding aspects of hosting a podcast has been the unexpected ways it has benefited his real estate business.
“I remember one episode where we mentioned an area called Abbeville Village. A guest didn’t realize we covered that area, and after the episode, he introduced me to a client who ended up listing a property with us. That alone covered the cost of setting up the podcast!”
He was also recently invited to be a guest on a well-known property podcast, an opportunity that will further expand his reach and influence.
Looking ahead to season two
With season one of Attended Exchange under his belt, Geoff is already planning for season two. He hopes to refine the format and bring even more value to his listeners by focusing on entrepreneurial insights and showcasing successes in residential property design.
“There are already quite a few tweaks that I want to make when we start doing Season 2 of the Attended Exchange podcast, including making it a bit more business and work-focused. I try and cram somebody's life journey into 45 minutes, which I know is quite a normal format, but I'm going to try and focus a bit more on the entrepreneurial questions.”
Keeping up with Attended Exchange
Geoff Wilford's journey with Attended Exchange shows how passion and authenticity can create meaningful content that resonates with listeners. What began as a curiosity-driven project to fill a gap in the podcast market has evolved into a platform for candid conversations about property, design, and entrepreneurship.
Geoff's experiences underscore that podcasting isn't just a marketing tool — it's a medium for connection and storytelling.
If you’re interested in tuning in, you can check out the full podcast here.
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