BMO bets on podcast package with HGTV talent

BMO is going after new homebuyers via podcasting and they've got a popular HGTV personality hosting the package.

Sandra Rinomato, host of HGTV’s new show Great Home Giveaway and Property Virgins, is now also leading first-time home buyers through the intricacies of real estate on behalf of BMO’s debut podcast. The free, weekly podcast is posted at websites and iTunes.

Appropriately titled the First Time Home Buying from A to Z Podcast, the show’s content is branded by BMO, but makes no mention of HGTV. It uses BMO experts to shed light on the big picture and smaller details of the realty market, along with some outside experts such as the Canada Mortgage and Housing Corporation and Coldwell Banker Terrequity Realty.

Apex PR negotiated the partnership. The series will be promoted via social media websites and through BMO sales and advisory staff at almost 1,000 branches across Canada.