Generating Sales Through Social Media


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Doug Devitre presents to the Home Builders Association of St. Louis & Eastern Missouri on 'Generating Sales Through Social Media'. Create profiles that build your authority in your niche, script dialogues on common conversations online and craft an online community of raving fans using common social networks such as LinkedIn, Facebook, Twitter, and YouTube. Explode your communication on to other blogs and websites using RSS, status updates, and widgets. Dominate the online discussion boards while spending no money and limited time.

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  • The professional networking community that allows you connect with members, affiliates, and vendors. LinkedIn can produce results in the real estate business but a proactive approach is necessary to fully reap the awards. It is no different than attending a networking event, sharing business cards, asking and answering questions in a live setting.

    LinkedIn has benefited my business and many other real estate professionals in many different ways.

    1. You can be found. Having a profile is better than not having one at all. My friend Sean Moore with RE/MAX Boone Realty in Columbia, MO said he had a prospect contact him and sold him two houses in 3 years and received 3 million in referral sales by just having the profile. Also, if you type in your name in google search the linkedin profile moves closer to the top because of the amount of referring and outbound links.
    Online resume. Sometimes our own personal website is too flashy and it may be hard to find the bullet points of who we really are, our past experience, and the type of client we represent. The LinkedIn profile is a non-threatening research tool for prospects to see what your experience is like.
    Message success rate. Since most people receive anywhere between 50-75% junk email, email messages are often overlooked. Not many people are using LinkedIn to send inmail messages so the inboxes are much lighter than traditional email inboxes. Any inmail message sent from LinkedIn is automatically sent by email too so the recipient gets hit twice thus increasing the email success rate.
  • A LinkedIn profile is very similar to an online resume where people can see your current position within the company, past employment, education level, and websites to find more information. There are some quick tricks that will allow you to maximize your LinkedIn profile quickly and position yourself as the expert. Use the information that you have created from the template in Appendix A of this document to save time retyping sentences. On the left column choose Edit My Profile and begin copying and pasting.

    Here are some suggestions
    Name, title, industry should stand out among the rest among others in your profession but also not confuse the consumer. Instead of typing real estate agent, perhaps try REALTOR®, CRS, ABR®, GRI Specializing in Foreclosures in St. Louis
    Current position should include the dates that you have been working at the company, brief description of the responsibilities and a bulleted list. Long paragraphs are harder to read than bulleted or spaced lines.
    Past employment should include responsibilities and results. State in terms of sales volume, production, and tasks completed.
    Education from past colleges or other schools can be added to your profile. In addition state some of the coursework involved, activities, honors, or achievements as a result from receiving your certification or degree.
    The summary is a combination of your current and past work experiences.
    LinkedIn provides you with a unique website or Public Profile that will individuals can use to locate the profile. In the box underneath the websites choose to edit the public profile Link. Now type in your first and last name with no space and save profile. For example my link is
    To ensure your profile can be found in the search box write your profile Key word heavy. Write down a list of 25 or more words that describe you, your business, and all of the different services provided. In the profile make sure that you have stated one of those words at least once. Avoid using the same word over and over again which can confuse readers.
  • LinkedIn gives you the opportunity to add up to 3 websites of your choice and defaults to six options. If you want to be more creative than the using the default choose other and start typing in the full URL of each website. Make sure to include the http:// in the address to make sure that the links work correctly.
  • There are several ways to find people you want to connect with. Here are some examples:

    Searching LinkedIn for contacts using Advanced Search for people that you know or want to do business with are a sure fire way to build your list of business connections. Find people of influence who are the major decision makers that choose real estate professionals in large corporate moves. Relocation coordinators, human resource managers, and other brokers in outside markets may be quick to refer someone if you are: #1 there, #1 a connection, and #3 if you have recommendations to back your level of service.
    On the right hand side of your profile there is a short list of people that appear who you may know based the connections of your connections. Select those who you know, find their email address and send them a brief note to join your network.
    Each profile has its own RSS feed which I recommend subscribing to in order to see all activities from people in your network. This is the quickest way to see other connections being made in your network. We will discuss how on a future page.
    Join trade, industry, or association groups on LinkedIn and start connecting with members that belong. This establishes a common bond immediately in which you can start trading referrals.
  • If you don’t know the person and want to become connected with them you must have their email address. If you don’t have their email address then search Google for their first name, last name, the word email, and maybe their company name or position. Browse each paragraph to see if which links may include the email address or have a higher chance of finding it quickly.

    Build your database by downloading the LinkedIn Toolbar to your Outlook or uploading the .csv file and invite people to join your network who already participate in LinkedIn. Add a personal message instead of using the “I would like you to join my network”. Say instead, “I am excited to see you are using LinkedIn as a tool to communicate with like minded business professionals. I was hoping we could share some ideas that will help one another in our business. Please add me to your network so we can begin our relationship online.”
  • Applications are a new feature of LinkedIn and many are being added as time goes on.

    Some of the applications I have used are: – Any time I write a new entry to my WordPress blog the entry title and first few lines appear in my LinkedIn profile. This way readers can click on the link and go directly to the blog to read the rest of the entry and start more dialogue there. – Add PDF files, Microsoft Word documents, Excel files, and pictures to your profile and they will automatically appear in your LinkedIn profile if you have added the application.
    www.SlideShare.Net – Professional Microsoft PowerPoint presentations can be added to your LinkedIn profile using SlideShare. Add the application and anytime you upload to Slideshare it will appear in LinkedIn automatically. – Share your favorite books with others by creating an account at, add the application to LinkedIn, and add books that you have read, want to read, or can recommend to others.
  • Share videos with the world.  Create your own television channel for FREE with a username, password, and email address.  Add video tours of neighborhoods, listings, and attractions.  Produce videos that generate interest that members will want to subscribe to on a regular basis.  These may include live conferences, testimonials from members, or classroom instruction.
  • Create a YouTube profile with a username and password.
  • You must be logged into your account to upload videos. Videos have a maximum time limit of 10 minutes and no more than 1GB of file space.

    Upload videos to your account in a few simple steps:

    Choose upload on the upper right side of the screen.
    Choose browser for video. This is similar to inserting a picture into the MLS. Note that it is best to create a folder in My Documents called My Videos if none exists. Select the video and press OK.
    Choose upload video
    While the video is loading add additional information about the video.
    Title must clearly identify the purpose of the video and include key words when people search for the video.
    Write a description that defines the purpose of the video and why others should watch it.
    Add tags or keywords to each video that define the purpose of the video

    Note the tags should include key words from the title and first few lines in the description. This will help the videos rankings in the search of videos similar to these key words.
  • Once the videos have been uploaded to YouTube then each video will contain two different windows to share your videos with the world.

    URL – Each video automatically creates its own link that can be included in email marketing blogs or websites. Once the link is clicked on then a new browser will open and will play the video while including other related videos to preview on the side. Click on as an example. This is the easiest way to share videos but has its own limitations.

    After the video is played other videos with similar titles and keywords will show afterwards distracting or confusing the viewer.
    On the right side of the screen others can see related videos with similar titles and keywords will show afterwards distracting or confusing the viewer.
  • A much better alternative to marketing videos is to embed them into a blog or website.

    Embed – Each video will give you the embed HTML source code to insert into your website or blog. If the website or blog does not allow you to access the HTML source code then you will have to email it to your website provider.

    Here are the steps to insert the video into your blog:

    Open up your blog software
    Create a new entry
    Choose HTML or Source Code Editor
    View the web page in YouTube for the individual video and copy the embed code from the YouTube video to the clipboard (CTRL-C)
    Go back to blog entry and choose the source editor button. The entry will turn the HTML source code and then paste the code from the clipboard into the HTML source code area.
    Press the HTML source code button and the video will appear in your blog.

    Example embed code is:
    <object width="425" height="344"><param name="movie" value=""></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="344"></embed></object>

    Note that you don’t have to know anything about embed code. If you can copy and paste you can blog with video.
  • Playlists are a series of videos to play in the order that you choose on your profile page. Think of playlists like creating a CD of your favorite music to play songs in the order you want. Once you have established some playlists then you can add the chosen videos to play in your blog or website in what’s called a Custom YouTube Player instead of adding videos individually.
  • Adding videos one by one onto a page result in a long string of videos which the person has to click on individually. Instead add multiple videos into your website or blog by using a Custom Video Player in YouTube.

    There are 3 options to select which videos will appear in your Custom Video Player
    Chosen Favorites
    Created a Playlist
    All of My Videos

    Here is how to add the custom video player into your website:

    At the top of the screen underneath your profile name click the dropdown arrow to the right, scroll down, and choose more…
    Next, the My Account, Overview page will display. On the 3rd column of links under More choose Custom Video Players
    At the top left of the window choose Create Custom Player
    Add the Player Name
    Add a description for the Custom YouTube Player
    Select a theme color for the player
    Choose between a single video or multiple video layout
    Choose which category of videos you want to include in your Custom YouTube Player: My Videos, My Favorites, or Playlists
    Click Select
    Generate Code
    Repeat steps in Embed HTML Source Code into Blog to insert the Custom Video Player into your blog or website
  • Twitter is a form of microblogging meaning that entries are limited to 140 characters or less. So how do you share content with people if you only state a sentence or two? There are some tricks to share what you are doing and be able to follow others and see what they are doing and communicate both online and offline.

    Twitter allows you to update what you are doing by text messaging or updating from the website.

    Setting up your profile on Twitter takes little effort since you can only add your name, username, email address. website, one line bio, location, and a personal picture. Also you can choose the color theme of your background or create your own by uploading an image. If you upload an image you can choose whether you want it to tile across the page.

    Set up your mobi
  • Setting up your profile on Twitter takes little effort since you can only add a limited amount of information.

    Here are the following ways you can set up your profile and communication preferences:

    Account. Choose your real name, username, email, time zone, website, one line bio, location and language preference.
    Set up your password with twit1234 as an example but choose your own more carefully.
    If you wish to receive updates via your mobile phone you can add the 10 digit number, turn updates on, and in the future update your profile by sending a text message to 40404 and then in the message type the message 140 characters or less.
    Notices will send you emails when some is following you or you receive a new direct message.
    Insert a professional picture
    Choose a background, color theme or create your own by uploading an image. If you upload an image you can choose whether you want it to tile across the page.
  • Following others is a good way to see what others are thinking, what they are experiencing, and how they are using Twitter as a social an business tool.

    Once people start following you, look to see who they are following and next to their name click follow. Do this over and over until you have found as many friends as you can.

    When you follow people here are some ideas that you can use to make the experience beneficial:

    Learn who the most active tweeters are among the people you follow. Chances are they follow several people so it may be easier and faster to build a network of people.
    Look for hyperlinks in the tweets. Twitter pros will insert mini hyperlinks into their status update to share long hyperlinks
  • Newspapers can sell advertising based on how many people are subscribers, purchase the paper, and how many potential people that could read the paper. Think of Twitter as mini online newspaper publication that you must squeeze 140 characters or less into your space. Everything that you write in this space goes out to everyone that is following you. The more people that are following you the more exposure you will have thus making Twitter a more profitable communication tool.

    Here are some ideas on how to get more followers on your profile:

    Ask people to follow you in as many mediums possible.

    Once you create a profile you will need to start marketing it on your website, email signature, or send out an email to people that you know and ask them to start following you on twitter. Use the hyperlink for your website such as or in my case

    The people that are following you are looking for creative thoughts, ideas, and tools that they can use. Self promoting all of the twitter will result in people removing you from your list.
  • Please read Appendix G Photos for Social Media before beginning this module

    Flickr is one of the most popular social networking site for sharing photos online. It works with many of the other social media sites like WordPress, Facebook, Feedburner, and has the RSS feature to make photos appear on any website of your choice.

    There are many different ways to use Flickr included below but not limited to the following:
    Create profile that people can get to know you and your style of photos that you upload online.
    Upload photos into one convenient online location.
    Add titles, tags and descriptions so that photos can be found quicker online.
    Batch and organize photos into groups quickly.
    Create photo sets or albums to share with others.
    Share photos with other social media sites using RSS feed for photos sets.
  • Create your online profile in minutes by visiting and entering your username and password. Follow the steps as indicated in Creating Online Social Profiles located in Appendix A.

    Once you have created a profile you will want to see the user ID that Flickr has assigned to you.

    For example if your profile link is then your Flickr ID is 28116669. You will need this number to add Flickr to some of your other online social networking profiles.
  • To upload photos to your Flickr profile you follow these steps:

    Start from the home page
    Click upload photos on the right side of the page
    A list of steps will now be displayed
    Click under step 1 Choose Photos
    A window will pop open under My Documents to browse for pictures to upload to Flickr. You may select as many as you like but the maximum size of photos one can upload is 100MB per month unless you want to pay a monthly fee for more storage.
    Once the photos have been selected choose the privacy settings and select Upload Photos
    At the bottom of the screen a check mark will appear and to the right click on the link Add a Description
  • Each photo can have up to 3 different ways to search for photos online. The more detail and time added to these photos the faster that they will appear in the Flickr search.

    Titles are retrieved automatically from the name of the photo file. The consist of key words that identify where the picture was taken, who is in the photo, and what is happening in the photo.

    Descriptions are a few sentences that describe the picture in detail.

    Tags are the key words that help the picture become found quicker in internet searches.

    If you want to maximize the search engine optimization of the photos on Flickr, make sure that the title in in the tags and in the first few lines of the description. This is true for other sites like YouTube and Slideshare.
  • The Photostream shows all of your recent photos in the middle and the photo sets on the right hand side. This is the site that you want to direct people to instead of your profile page. Copy the URL at the top of the screen from the Photostream page and use this in your email marketing. At the bottom of the Photostream there is a link for others to subscribe to receive your photos as you upload them to your website. Use this feed also to promote your photos among other online social profiles.
  • Share documents online without having to contact your website provider using a service called Visit and create a profile with a username and password. This is a free application unless you start uploading several documents and want additional options to share and collaborate on documents.

    You can start uploading documents immediately. These can include and not limited to the following:
    .pdf (portable file document)
    .doc or .docx (Microsoft Word)
    .xls or .xlsx (Microsoft Excel)
    .ppt. or pptx (Microsoft PowerPoint)
    .jpg, .jpeg, .gif or any other type of picture files

    Once the files are uploaded they can be managed into folders. Each folder can be share documents online through email, blogs, or websites.
  • Once each file is uploaded it can be organized into folders which help you find files quicker and share them with others. Create and add new folders like you would with paper files at your desk. can serve as an additional backup to the documents you need away from your computer and be able to download them from anywhere with an internet connection. To the right of each file there are three options: actions, shared, and comments.

    In the actions menu you can:
    Download the file
    Upload a new version of the file
    Rename the file

    On the shared menu you can:
    Share file by email
    Share file by creating a hyperlink. For an example open this document

    Other services like password protecting files, sharing large folders, and mobile settings are available for an additional fee.
  • In order to make your files accessible on your website or blog you will want to create a widget from that your can embed using the HTML source code. This requires you to follow the same directions as Embed HTML Source Code into Blog but I recommend inserting this widget into one of the columns that appear on your blog. Check with your blog software to see how to embed widgets in the blog so that every page displays the information.

    Notice that the HTML source code contains the characters width="460" height="345“. This shows how tall or wide the widget will be. Adjust the numbers carefully in order to make the widget fit the right size exactly in your blog.

    If you can copy and paste then you can embed this widget into your blog or website.
  • SlideShare is an online community of sharing Microsoft PowerPoint presentations and other documents with the world. Individuals will upload their presentations, view other, make comments, send messages and form groups to help one another gain knowledge on subject matter.

    SlideShare allows you to create a profile, upload presentations, and then give you additional options to embed into your website or blog. Sharing information will position yourself as the expert in your marketplace as others will be able to see your content in many locations online.
  • A profile in Slide is very similar to other profiles that you have created previously. Use the Template in Appendix A to copy and paste information to save more time.
  • Once you have created a profile on SlideShare you can now begin uploading Microsoft PowerPoint and other documents to your profile.

    Here are the steps:

    At the top middle of the screen click the Upload link
    Browse your computer for
  • Each slideshow or document that you upload to Slideshare can be reviewed under My Slideshows. Here you can quickly see the following:

    Name of presentation
    When presentation was uploaded
    How many have viewed
    Number of comments

    My Slideshows is a good place to track online activity and see which presentations were the most favorite.
  • Once you view one of your presentations that you have already uploaded click on the title of the presentation on the My Slideshows screen and it will open up to the screen shown above.

    Now you have the ability to share your presentation with the preferred method of communication of your audience. Here are some options:

    Share by email.
    Mark as favorite so others can see which is the best. In addition add more tags to the favorite show to make it come up in the search quicker.
    Request download from the author. This option is available only if the author did not make download available to the public.
    Share on other social media
    Share on Facebook
    Post to Twitter
    Post to Blogger
    Share on MySpace
    Bookmark on
    Embed in website
    Embed in WordPress
  • Generating Sales Through Social Media

    1. 1. Social Media Marketing for St. Louis Home Builders by Doug Devitre 1
    2. 2. 3
    3. 3. Share Not Sell • Share your experiences • Share your photos • Share your videos • Share your business • Share your personal life 4
    4. 4. Social Media Strategy • What is the content? • What is the right tool? • Where does it go? 5
    5. 5. What is the content? • Articles • Pictures • Videos • Favorite websites • Audio • PowerPoint presentations • Online documents • Status update 6
    6. 6. What is the right tool? • Blog • Flickr • YouTube • Delicious • Hipcast • SlideShare • • 7
    7. 7. Where does it go? • Facebook • Linkedin • Blog • Website • Email • RSS reader • Friendfeed • Widgetbox 8
    8. 8. RSS
    9. 9. Example RSS Feeds • Blog • Blog comments • YouTube • Twitter • Slideshare • Flickr • FriendFeed • • Google Calendar
    10. 10. Why Blog? FREE Become the industry leader Member relationships Internal collaboration Knowledge management Recruitment Test ideas or products Rank high in search engines.
    11. 11. Do you have time to blog?
    12. 12. Steps to Creating Blog Select blog Design Create blog Choose authors name Template settings Handling Set schedule for Categories Creating entries comments entries Marketing the Favorite Links Adding Widgets Managing risk blog
    13. 13. Why • Create self hosted blog • 100% customizable • Embeddable widgets and IDX feed • Built in RSS feed • Pages, posts, and multimedia • Authorized users upload content • Easy to use
    14. 14. Feedburner
    15. 15. Advantages of FeedBurner • Readers subscribe to feed by email • Readers subscribe in RSS reader • Track subscriber count • Track multiple feeds within profile • Optimize feed using other social media sites
    16. 16. Create Social Media Accounts
    17. 17. Create these accounts • Google Accounts • • • • • • • • • • • • •
    18. 18. Create Social Media Template You Summary Work Experience Education Contact settings About Me Personal Associations Positions Activities & Websites Summary Movies Societies Honors Summaries Additional notes Phone #s Interests Music Specialties Email Activities Books Influences
    19. 19. • Create profile • Finding contacts • Add connections • Choose websites • Recommendations • Group discussions • Q&A • Add applications • RSS
    20. 20. Create LinkedIn Profile • Name, title, industry • Current position • Past employment • Education • Summary • Specialties • Public profile • Key word heavy
    21. 21. Choose Websites
    22. 22. Finding Contacts on LinkedIn
    23. 23. Add Connections
    24. 24. Add Applications • • • www.SlideShare.Net •
    25. 25. • Create profile • Design the Channel • Upload video • Marketing videos • Playlists • Favorites • Subscriptions • Custom video players
    26. 26. Create a YouTube profile • Select username • Enter password
    27. 27. Upload Video
    28. 28. Marketing videos
    29. 29. Embed HTML Source Code Source Code selected Paste CTRL-V
    30. 30. Playlists
    31. 31. Custom Video Players
    32. 32. Facebook Pages
    33. 33. Create a Facebook Page 1.Choose applications at bottom left 2.Select Ads and Pages 3.Create Page
    34. 34. Edit Page • Profile picture • Basic info • Detailed info • Discussion Boards • Events Set up preferences • Notes for each • Photos • Videos • Wall • More applications • Settings
    35. 35. Facebook Page Tools Notes Reviews Photos Videos Information Discussions Event Wall Calendar
    36. 36. Import a Blog Using RSS • Blog feed • Google Calendar feed • Twitter feed • Each entry appears on status updates • Links back to content site Insert – (blog, calendar, etc.) blog
    37. 37. • Create a Profile • Follow People • Followers • Twitter Feed • Publishing your Twitter feed
    38. 38. Create a Profile • Name • Username • Picture • Website • Online bio • Location • Background
    39. 39. Follow People • Find people on Twitter • Click on Follow
    40. 40. Followers
    41. 41. Twitter Tools • • • • • • • • 42
    42. 42. • Create a profile • Upload photos • Titles, descriptions, and tags • Photostream • Create photo sets • Batch and organize photos
    43. 43. Create a Profile
    44. 44. Upload Photos
    45. 45. Titles, Descriptions, and Tags • Titles • Descriptions • Tags
    46. 46. Photostream
    47. 47. www.Box.Net • Create a profile • Create folders • Upload files • Sharing documents by email and hyperlinks • Embed widget to blog or website
    48. 48. Documents by Folder Buyers Sellers Marketing Company Broker disclosure Broker disclosure Flyer templates Broker policy Buyer presentation Listing contract Postcard templates manual Buyer agency Listing PowerPoint Referral agreement presentation templates agreements Loan application Homeowner Business card Training exercises Sample sales contract warranty template Company roster Homeowner warranty Condo Social media Company logos Sellers forwarding supplement template Press releases address MLS listing sheet List of suppliers Title and survey Lock box Signs and riders authorization authorization Custom design Inspection notice Flood letter Moving checklist Moving checklist Utility transfer Utility transfer Vendor list Vendor list Relocation package Relocation package
    49. 49. Folders • Share documents by • Embed folder into blog hyperlink • Folders contain more • Share folders by hyperlink documents
    50. 50. Sharing Documents
    51. 51. Embed Widget to a Blog or <embed src="http:// flash/box_explorer.swf? widgetHash=2t04hfpk4 0&cl=0" width="460" height="345" wmode="transparent" type="application/x- shockwave-flash"></ embed>
    52. 52. • Create a profile • Upload presentations • My Slideshows • Share presentations • Create a slideshow Presentation Pack
    53. 53. Create a Profile
    54. 54. Upload Presentations
    55. 55. My Slideshows
    56. 56. Share Presentations
    57. 57.
    58. 58. , , shukrān, tak, Merci, danke, ευχαριστώ, mahalo, grazie, Dzięki, спасибо, gracias,