How to Choose the Right Podcast Booking Agency [7 Questions to Ask]
You're ready to hire a podcast booking agency. You're tired of spending 15 hours a week on guest outreach, tired of low response rates, and ready to focus on creating great content instead of chasing guests.
But here's the problem: not all booking agencies are the same.
Some will transform your guest pipeline and elevate your show. Others will send generic pitches to irrelevant guests, damage your reputation, and waste your money.
After working in podcast booking for years and seeing both exceptional agencies and terrible ones, I've identified the seven critical questions that separate the best from the rest.
Ask these before signing any contract.
Why Choosing the Right Agency Matters
The wrong booking agency doesn't just waste money—it actively hurts your show:
Potential damage:
Generic pitches that damage your brand reputation
Low-quality guests who waste recording time
Missed opportunities with ideal guests (burned bridges)
Inconsistent booking pipeline creates scheduling chaos
Poor communication leaves you in the dark
Money spent with zero results to show
What the right agency delivers:
Consistent pipeline of pre-vetted, relevant guests
Higher-quality conversations that grow your audience
Time freed up to focus on content and promotion
Professional representation that enhances your brand
Transparent communication and measurable results
ROI that justifies the investment
The difference comes down to asking the right questions upfront.
Question 1: What's Your Guest Research and Vetting Process?
Why This Matters:
Any agency can compile a list of names. The best agencies have systematic processes for finding guests who actually match your show's needs and ensuring they'll deliver quality conversations.
What to Ask:
"Walk me through exactly how you find and vet potential guests for shows like mine."
Red Flags to Watch For:
🚩 Vague answers like "We have our methods" or "We use various databases"
🚩 No mention of customization to your specific show
🚩 Focus on quantity over quality ("We'll send 100 pitches!")
🚩 No vetting process before recommending guests
🚩 Can't explain how they assess speaking ability or expertise
What Great Agencies Say:
✅ "We start by deeply understanding your show's niche, audience, and ideal guest profile"
✅ "We research potential guests across [specific sources], not just generic databases"
✅ "Before recommending anyone, we verify their expertise, review past speaking appearances, and check for red flags"
✅ "We assess fit based on [specific criteria relevant to your show]"
✅ "Here's an example of our vetting checklist..."
At Podcept, our process includes:
Initial consultation to understand your exact guest criteria
Multi-source research (LinkedIn, industry events, competitor analysis, publications)
Verification of expertise and credibility
Review of past podcast/speaking appearances when available
Reputation and controversy check
Assessment of promotional value (audience size, engagement, platform)
Preliminary outreach to gauge interest before formal recommendation
Follow-Up Questions:
"Can you show me an example guest brief you've created?"
"How do you handle it if a booked guest turns out to be a poor fit?"
"What percentage of guests you recommend actually get booked?"
Question 2: How Do You Customize Outreach for Each Guest?
Why This Matters:
Generic, template-based pitches get ignored. Successful booking requires personalized outreach that shows research and understanding of each potential guest.
What to Ask:
"Show me examples of actual pitch emails you've sent. How personalized are they?"
Red Flags to Watch For:
🚩 Refuses to show examples or says "they're proprietary"
🚩 Examples are clearly mail-merge templates with just names swapped
🚩 No reference to guest's specific work, content, or expertise
🚩 Same pitch could apply to 50 different people
🚩 Promises "volume-based outreach" (code for spray-and-pray)
What Great Agencies Say:
✅ "Every pitch references something specific to that guest—their recent article, a talk they gave, their current project"
✅ "We craft unique angles based on what would interest each individual guest"
✅ "Our pitches explain exactly why THIS guest is perfect for YOUR show"
✅ "Here are three recent examples showing different approaches..."
✅ "We typically spend 15-20 minutes crafting each personalized pitch"
What to Look For in Examples:
When reviewing sample pitches, check for:
Specific references to the guest's work
Customized value propositions
Show-specific context and positioning
Professional but personal tone
Clear, compelling ask
Evidence of research beyond surface-level
Our Approach at Podcept:
We never use generic templates. Each pitch includes:
Specific reference to guest's recent content, work, or expertise
Customized explanation of why they're ideal for your particular show and audience
Tailored value proposition based on what matters to them (exposure, positioning, topic exploration)
Your show's unique angle on their area of expertise
Professional representation that enhances your brand
Follow-Up Questions:
"What's your average response rate to initial pitches?"
"How many touchpoints do you typically use in your outreach sequence?"
"Do you A/B test different approaches?"
Question 3: What's Your Success Rate, and How Do You Measure It?
Why This Matters:
Success rates reveal actual performance. Agencies that can't (or won't) share metrics are hiding something.
What to Ask:
"What's your average booking success rate, and how do you define success?"
Red Flags to Watch For:
🚩 Can't provide any success metrics
🚩 Only talks about "activity" (emails sent) not results (guests booked)
🚩 Claims 90%+ success rates (unrealistic for cold outreach)
🚩 Won't share client testimonials or case studies
🚩 Defines success as "getting responses" not actual bookings
What Great Agencies Say:
✅ "Our booking confirmation rate is [realistic percentage, typically 40-70%]"
✅ "We track multiple metrics: response rates, booking confirmations, show-up rate, episode quality"
✅ "Here are three recent case studies with actual numbers..."
✅ "Our clients typically see [specific, measurable results]"
✅ "We provide monthly reports showing pipeline health and performance"
Realistic Benchmarks:
For professional agencies with quality prospects:
Initial response rate: 40-60%
Booking confirmation rate: 30-50% (of those who respond positively)
Show-up rate: 90-95% (confirmed guests who actually record)
Usable episode rate: 95%+ (quality conversations worth publishing)
At Podcept:
We maintain a 60%+ response rate through personalized, researched outreach
70-80% of positive responses convert to confirmed bookings
95%+ show-up rate (we send comprehensive prep materials and reminders)
We provide monthly performance reports showing pipeline metrics
Follow-Up Questions:
"Can I speak with 2-3 current clients about their experience?"
"What happens if booked guests cancel or no-show?"
"How do you handle episodes that don't meet quality standards?"
Question 4: How Do You Handle Communication and Reporting?
Why This Matters:
Being left in the dark is frustrating. You need to know what's happening with your guest pipeline, who's being contacted, and what the status is.
What to Ask:
"How often will we communicate, and what kind of reporting do you provide?"
Red Flags to Watch For:
🚩 "We'll reach out when we have guests booked" (reactive, not proactive)
🚩 No structured reporting or updates
🚩 Can't clearly explain their communication process
🚩 Long response times when you have questions
🚩 No dedicated point of contact
What Great Agencies Say:
✅ "We provide weekly/bi-weekly pipeline updates via [email/dashboard/calls]"
✅ "You'll have a dedicated account manager who responds within [timeframe]"
✅ "Our reporting includes: guests pitched, response rates, confirmed bookings, upcoming schedule"
✅ "You have access to a dashboard showing real-time pipeline status"
✅ "We schedule regular check-ins to ensure alignment"
What to Expect:
Minimum acceptable communication:
Initial strategy session to align on guest criteria
Weekly or bi-weekly pipeline updates
Immediate notification of confirmed bookings
Monthly performance reports
Responsive to questions (within 24-48 hours)
Excellent communication includes:
Shared dashboard or tracking system
Proactive updates on challenges or opportunities
Regular strategy calls to optimize approach
Quick turnaround on questions (same-day)
Transparency about what's working and what's not
At Podcept:
Dedicated account manager for each client
Weekly pipeline updates via email
Shared tracking dashboard with real-time status
Monthly performance reports with metrics and insights
Response within 24 hours to all questions
Regular strategy sessions to optimize guest targeting
Follow-Up Questions:
"Who will be my main point of contact?"
"What if I need to make last-minute changes to guest criteria?"
"How do you handle urgent booking needs?"
Question 5: What Exactly Is (and Isn't) Included in Your Service?
Why This Matters:
Service scope varies dramatically between agencies. Some handle everything end-to-end. Others just send emails and leave the rest to you.
What to Ask:
"Walk me through everything you handle versus what I'm responsible for."
Red Flags to Watch For:
🚩 Unclear service boundaries
🚩 "We handle booking" without defining what that means
🚩 Hidden extras or à la carte pricing for basic services
🚩 Important steps (like scheduling coordination) not included
🚩 No pre-interview preparation support
What Great Agencies Include:
Standard Full-Service Booking:
✅ Guest research and list building
✅ Personalized outreach and pitching
✅ Follow-up sequences (typically 2-3 touches)
✅ Guest vetting and qualification
✅ Scheduling coordination (calendars, time zones, reminders)
✅ Pre-interview brief creation
✅ Communication management until recording
✅ Pipeline management and reporting
Premium/Advanced Services (may cost extra):
✅ Post-interview promotion coordination
✅ Guest relationship management for repeat appearances
✅ Crisis management (last-minute cancellations)
✅ Interview preparation consulting
✅ Guest contract management
What You Should Still Handle:
Recording the actual episode
Content strategy and episode planning
Editing and production
Publishing and distribution
Primary promotion (though agency may assist)
At Podcept, We Handle:
Complete guest research based on your ideal criteria
Fully personalized outreach and multi-touch follow-up
Thorough vetting before any recommendation
All scheduling coordination (Calendly setup, reminders, timezone management)
Comprehensive pre-interview briefs (guest background, suggested questions, logistics)
Communication management from initial pitch through day-of-recording
Ongoing pipeline maintenance (we're always working 4-6 weeks ahead)
Monthly reporting and strategy optimization
What We Don't Do:
Episode recording, editing, or production
Publishing or hosting platform management
Primary marketing/promotion (though we prepare guests to promote)
Content strategy (we execute on YOUR vision)
Follow-Up Questions:
"If a guest cancels last-minute, what's the process?"
"Do you help with pre-interview question development?"
"Is there a limit to how many prospects you'll contact per booking?"
Question 6: How Flexible Are You with Guest Criteria and Feedback?
Why This Matters:
Your ideal guest profile may evolve. You might realize certain types work better than others. The agency should adapt, not stubbornly stick to the original plan.
What to Ask:
"How do you handle feedback about guest quality or requests to adjust criteria?"
Red Flags to Watch For:
🚩 "We're the experts; trust our process" (dismissive of feedback)
🚩 Rigid adherence to initial criteria even when not working
🚩 Defensive when receiving feedback
🚩 No process for iterative improvement
🚩 Takes weeks to implement requested changes
What Great Agencies Say:
✅ "We view this as a partnership—your feedback directly shapes our approach"
✅ "We typically refine guest criteria in the first 2-4 weeks based on what's working"
✅ "If you don't like our recommendations, we go back to research immediately"
✅ "We track which guest types perform best and proactively suggest optimizations"
✅ "Changes to criteria are implemented within [short timeframe]"
Flexibility Indicators:
Good agencies:
Actively solicit feedback after first few bookings
Adjust targeting based on what works
Don't charge extra for criteria refinement
Move quickly to implement changes
Proactively suggest optimizations based on results
Warning signs:
Rigid process that doesn't adapt
Charges for any changes to original agreement
Slow to implement feedback
Continues pitching same types despite poor results
Gets defensive about performance
At Podcept:
First 4 weeks are a calibration period where we fine-tune based on your feedback
We actively track which guest types generate best episodes
Criteria adjustments are included—no additional fees
Changes implemented within 48 hours
Monthly strategy sessions to optimize ongoing approach
We proactively suggest refinements based on booking data
Follow-Up Questions:
"What if the first few booked guests aren't quite right?"
"Is there a limit to how many times I can adjust criteria?"
"How do you track and learn what works best for each show?"
Question 7: What Are Your Pricing and Contract Terms?
Why This Matters:
Pricing models vary widely, and contract terms can lock you in or provide flexibility. Understanding exactly what you're paying for prevents surprises.
What to Ask:
"Explain your pricing structure and contract terms. Are there any additional fees I should know about?"
Red Flags to Watch For:
🚩 Won't discuss pricing without lengthy sales process
🚩 Long-term contracts (6-12 months) with no trial period
🚩 Hidden fees for basic services
🚩 Pay-per-pitch model (incentivizes quantity over quality)
🚩 No clear cancellation or pause policy
🚩 Charges extra for "premium" guests
Common Pricing Models:
1. Monthly Retainer (Most Common)
Fixed monthly fee for agreed-upon number of bookings
Pros: Predictable costs, ongoing pipeline
Cons: Pay regardless of booking success
Typical range: $500-$2,500/month depending on volume and service level
2. Per-Booking Fee
Pay only for confirmed bookings
Pros: Pay for results only
Cons: Often more expensive per guest; may incentivize easy over ideal guests
Typical range: $200-$800 per booked guest
3. Hybrid Model
Lower base retainer + per-booking fees
Pros: Balances risk and reward
Cons: Can get expensive if booking many guests
Example: $300/month base + $150 per booking
What Great Agencies Offer:
✅ Clear, transparent pricing with no hidden fees
✅ Trial period or first-month discount to prove value
✅ Month-to-month or quarterly contracts (not year-long commitments)
✅ Fair cancellation policy (30-60 days notice)
✅ Ability to pause service if needed
✅ All standard services included in quoted price
Questions About Contract Terms:
Ask about:
Minimum commitment length
Cancellation notice required
What happens to pipeline if you cancel
Refund policy for non-performance
Price lock or potential increases
Pause options (vacation, show hiatus)
At Podcept:
Transparent monthly retainer based on booking volume needed
All standard services included (research, outreach, vetting, coordination)
No hidden fees or surprise charges
Month-to-month plans available (no long-term lock-in)
30-day cancellation notice
First month satisfaction guarantee
Flexible pause options for show breaks
Follow-Up Questions:
"What if I need fewer bookings some months?"
"Are there any services that cost extra beyond the base price?"
"What's your refund policy if I'm not satisfied?"
Additional Evaluation Criteria
Beyond these seven questions, consider:
Experience and Track Record
How long have they been in business?
Do they specialize in your podcast niche or size?
Can they provide references from similar shows?
Industry Connections
Do they have established relationships with potential guests?
Are they connected in your industry?
Do they attend relevant events/conferences?
Technology and Tools
What systems do they use for tracking and communication?
Do they provide client dashboard access?
How do they handle scheduling logistics?
Team and Capacity
Who will actually be working on your account?
What's their experience level?
How many shows does each booker manage?
Cultural Fit
Do they understand your show's voice and values?
Are they responsive and professional?
Do you feel confident in their representation of your brand?
Red Flags That Should End the Conversation
Walk away immediately if an agency:
🚫 Guarantees specific high-profile guests ("We'll definitely get you [Celebrity Name]")
🚫 Makes unrealistic promises ("100% booking success rate")
🚫 Pressures you to sign immediately with aggressive sales tactics
🚫 Speaks poorly of competitors or past clients
🚫 Won't provide any client references
🚫 Has no verifiable track record or online presence
🚫 Requires payment upfront for multiple months with no trial
🚫 Won't clearly explain their process
🚫 Dismisses your concerns or questions
The Decision Framework
After interviewing agencies and asking these questions, use this framework:
Score each agency on these factors (1-5):
Guest research/vetting process
Outreach personalization
Success rate/metrics
Communication/reporting
Service scope
Flexibility/adaptability
Pricing/contract terms
But also trust your gut:
Who was most professional and responsive?
Who seemed to genuinely understand your show?
Who would you feel confident representing your brand?
Making Your Final Decision
Before signing any contract:
Review everything in writing ✅
Clarify expectations on both sides ✅
Understand exactly what success looks like ✅
Confirm all pricing and terms ✅
Ask about their onboarding process ✅
Set clear communication cadence ✅
Establish 30/60/90-day check-in points ✅
Start with a trial if possible:
Many agencies offer first-month discounts
Use this to evaluate quality before longer commitment
Track results carefully during trial period
Provide feedback early and often
What to Expect in Month One
Regardless of which agency you choose, the first month should include:
Week 1:
Onboarding call to define ideal guest criteria
Discussion of show positioning and value proposition
Agreement on communication cadence
Setup of tracking/reporting systems
Week 2:
Initial guest prospect list for your review
Feedback and refinement of targeting
First round of outreach begins
Week 3:
Pipeline update with response data
First confirmed bookings (if outreach went well)
Refinement of approach based on early results
Week 4:
Monthly performance report
Strategy session to optimize going forward
Adjustment of criteria if needed
If you're not seeing activity, communication, or results by end of month one, that's a problem.
Questions to Ask Yourself
Before hiring any agency, honestly assess:
Do I actually need an agency, or can I systematize DIY booking?
If you're spending less than 5 hours/week on booking, might not be worth it yet
If you're spending 10+ hours/week, strong candidate for agency
Is my show ready for professional booking?
Do you have 10+ published episodes?
Is your production quality solid?
Do you have a clear niche and audience?
Can I afford this investment?
Calculate time saved × your hourly value
Consider opportunity cost of doing it yourself
Evaluate against show growth goals
Am I willing to be a good client?
Provide clear feedback
Be responsive to their communications
Give them time to prove value (at least 60-90 days)
The Right Agency Makes All the Difference
Choosing a podcast booking agency is a significant decision. The right partner will transform your guest pipeline, free up your time, and elevate your show's quality.
The wrong choice wastes money, damages relationships, and creates more work than doing it yourself.
By asking these seven questions and carefully evaluating responses, you'll find an agency that:
Understands your show and audience
Delivers consistent, quality results
Communicates transparently
Adapts based on feedback
Represents your brand professionally
Justifies their cost with measurable value
Take your time. Ask tough questions. Trust your instincts.
Ready to explore working with Podcept?
We're happy to answer all seven of these questions (and any others you have) in a no-pressure consultation. Our approach is transparent, our track record is proven, and our clients stick with us because we deliver results.
Schedule a free consultation to discuss your show's needs, or explore our services to see if we're the right fit.