Alicia Roufs | Portfolio

The Differentiator

One Creator. Two Industries.
Ten Years Each.

While most content creators specialize in one lane, Alicia spent the last decade building two complete content ecosystems simultaneously. One for consumers making the biggest financial decision of their lives. One for patients making the most personal medical decisions of theirs.

Career One · 2016–Present

Consumer Content Strategy

The Sullivan Group / RE/MAX Advantage Plus · New Prague, MN

$325M+

In Sales Supported

Solo marketing department for a top-10 RE/MAX team in a town of 8,500
326,000+ Facebook views across 236 posts in a single year
SEO, AEO, GEO and AI-optimized blog content built to rank and get cited
7 consecutive annual Christmas video campaigns — concept through publish, solo
150+ five-star Google reviews managed and amplified

Career Two · 2014–Present

Healthcare & Pharma Communications

VITFriends / Incyte Pharmaceuticals / Real Chemistry

100K+

Cumulative YouTube Views

Created, filmed and produced 8-video Opzelura patient education series — entirely solo
Incyte contracted 2 additional videos after seeing the reach; coordinated by Real Chemistry
Built national advocacy infrastructure used by advocates in all 50 states
FDA Patient Representative · VP, Global Vitiligo Foundation
World Vitiligo Day USA 2022 host — 200 attendees, international reach, Capitol flag honor

Same creator. Same instincts. Completely different worlds. That's rare.

Consumer Content Strategy

10 Years. One Team.
Top 10 in Minnesota.

The Sullivan Group is a 5-agent team in a town of 8,500 — 45 minutes south of the Twin Cities — competing against and beating teams with every geographic advantage. They consistently land in the top 10 of RE/MAX Advantage Plus. That's not the market. That's the content.

1,200+

Homes Sold

$325M+

In Sales

100+

Transactions / Year

150+

5-Star Reviews

326K+

Total Facebook Views

Apr 2025 – Apr 2026

236

Posts Published

Consistent daily content across platforms

19.5K

Top Single Post Views

Offer Accepted Reel — 95.5% non-followers

197K+

Total Reach

Real people. Real market.

🔍

SEO + AI-Optimized Content

Built a full content system to rank in Google AND get cited by AI tools. Blog strategy, Google Business optimization, NAP consistency, AEO and GEO content that positions the team as the South Metro MN authority — competing against Twin Cities teams with far more market density.

AEO · SEO · GEO · AI-Friendly

📱

Multi-Platform Social Strategy

Manages every digital touchpoint solo: Facebook, Instagram, YouTube, LinkedIn, Google Business (team + each agent), Zillow, Realtor.com, and individual agent websites. Platform-native content for every audience, every format, every day.

7 Platforms · Daily Execution

✍️

Reactive Content Strategy

Uses news cycles to intercept buyer intent. Minneapolis tax story → New Prague value play → 1,100 website views + 8K Facebook views + 226 link clicks. Smart, timely content that works harder than any listing post.

8K Facebook · 226 Link Clicks

🌐

Destination + Relocation Pages

Custom website content pages to capture relocating buyers first. "Moving to New Prague," "Moving to Elko New Market," preferred lender pages, meet-the-team. Designed to rank and convert at the top of the funnel before buyers talk to anyone else.

Relocation · Destination SEO

Content in Action

Real Posts. Real Numbers.

326,000+ total views across 236 posts in a single year. Here's what the work actually looks like.

Facebook Reel · Dec 12, 2025

Offer Accepted — Commercial Listing $269,900

19.5K

Views

13.2K

Reach

95.5%

Non-Followers

153

Reactions

Facebook Reel · March 27, 2026

Just Listed — Le Center, MN

5.8K

Views

4.9K

Reach

91.5%

Non-Followers

Community Event · Nov 23, 2025

Drive-By Free Pie Event — 500 Pies, 2 Towns

9.5K

Views

141

Interactions

101

Likes

VITFriends Facebook · June 2016

Rare Photo of MJ — Vitiligo Education ↗

97

Reactions

97

Shares

13

Comments

🎄 Featured Campaign · 7 Consecutive Years

The Annual Christmas Video

Seven years of concept development, songwriting, filming, editing, and launch — all solo. This isn't just a holiday video. It's a brand-building machine that creates the kind of community recall no listing post can manufacture. Clients look forward to it, share it, and remember it. That's intentional brand equity built one year at a time.

CanvaWondershare Filmora Facebook PrimaryYouTube Creative DirectionSongwritingSolo Production

2022 · 5th Annual

2023 · 6th Annual

2024 · 7th Annual

2025 · 8th Annual

📰 Reactive Blog Content Example

"Fox 9 Reports Minneapolis Is Exploring New Taxes. Here's What $929,900 Buys in New Prague, MN Instead." ↗

Spotted a Minneapolis tax story breaking in the news cycle and turned it into a buyer-intent capture play — redirecting metro readers directly toward the New Prague value proposition. This is reactive content strategy at work.

8K

Facebook Views

1.1K

Website Views

226

Link Clicks

50

Interactions

Sullivan Group Web Pages

Main Website Moving to New Prague Moving to Elko New Market Meet the Team Preferred Lenders Page Blog ▶ Christmas Video Playlist Facebook Reel Example

Tool Stack

Canva Certified ProMeta Business Suite ChatGPTGeminiClaude AI HubSpot SEOWondershare Filmora Google BusinessZillowRealtor.com Email MarketingCRM Management

Healthcare & Pharma Communications

A Full Patient Ecosystem
Built From Scratch

VITFriends started as a support group of 20 people at the University of Minnesota. It became a national healthcare communications hub. Alicia built the community, produced the content, secured the pharma partnerships, and created the infrastructure that lets advocates across all 50 states replicate what she started.

🤝

Community Building

Founded the Minnesota VITFriends chapter in 2014 with 20 members. Grew to nearly 400 members statewide. Executive Board Member (Marketing & PR) for national VITFriends 2016–2025. National membership now in the thousands. VITFriends Facebook: 8.7K followers. Instagram: 1,383 followers.

VITFriends National FB · 8.7K VITFriends National IG · 1.4K MN VITFriends FB · 1.2K MN VITFriends IG · 1,071

📚

Patient Education Content

Long-form video translating pharmaceutical treatment journeys, insurance denials, Incyte Cares program navigation, and clinical outcomes into language patients rely on. Produced entirely solo — concept, filming, editing, publishing. No brand budget. No agency. Just authentic expertise that earned 100,000+ views.

💉

Pharmaceutical Partnerships

Patient Representative for Incyte Pharmaceuticals. Built credibility so strong that Incyte came to her — contracting 2 videos for their own channel after seeing the organic reach. Those videos were coordinated by Real Chemistry. Understands regulatory guardrails, brand standards, and FDA-compliant pharma communication firsthand.

🎤

Speaking & Media

Presented at Mayo Clinic, University of Kentucky medical students, national vitiligo conferences, and the 2026 Patient-Led Advocacy Training Summit in Hartford, CT. Multiple Fox 9 and Twin Cities Live appearances. Presented to lawmakers, physicians, and patient advocates nationally.

📊 Social Campaign · June 2019 & June 2020

Vitiligo Facts Daily Campaign

Every day for the entire month of June — a new patient education post. This is serial educational content at scale, exactly what pharma brands need.

70+

Likes per day avg

50+

Shares per day avg

30 days

Consecutive posts, zero missed

VITFriends National FB VITFriends National IG MN VITFriends FB MN VITFriends IG

🎬 Featured Work · Pharmaceutical Patient Education Series

The Opzelura Series

Created independently · Incyte Pharmaceuticals + Real Chemistry partnership followed · 2021–2024

How This Partnership Actually Happened

Alicia created this entire 8-video series on her own — no brand deal, no budget, no agency. Just a patient with a camera and something real to say. The series reached 100,000+ views organically. Incyte saw the reach and came to her. They contracted 2 additional videos for their own YouTube channel and website to help patients navigate the Opzelura on TRAC co-pay program. Those videos were coordinated by Real Chemistry and shot for Incyte. That's not a creator pitching a pharma brand. That's a pharma brand coming to her.

100K+

Cumulative Views

8

Videos Produced Solo

29K