Cody Sullen grew up in Louisiana and wants to help his community. He is pursuing a degree in digital marketing to work as a real estate agent. His goals are to learn marketing skills, lead successful campaigns for real estate and insurance, and eventually establish his own brokerage and agency. He analyzes his skills, competition in the field, and develops a brand position and marketing strategy focused on helping others achieve the American Dream of home ownership.

1. PERSONAL BRAND EXPLORATION
Cody Sullen
Project & Portfolio I: Week 3
May 21, 2019

2. The youngest of three siblings and now a
father of two, Cody Sullen grew up in New
Orleans, LA before moving to Shreveport,
LA where he spent the most recent years of
his life. He has always embraced the culture
he has been around growing up in Louisiana
and decided to find ways to help his
community. After noticing the help the state
economy could use, Cody has entitled
himself to be one of the revolutionaries of
his generation . He has since then, enrolled
in the Digital Marketing B.S. program at Full
Sail University where he has tunnel vision on
developing marketing skills to accumulate
business as a real estate agent and
encourage more businesses and home
ownership .
IDENTITY

3. PROFESSION
Potential Job Titles:
•Market research analyst for
Real estate industry
•Real estate broker
•Real estate salesperson
Guy Next Door Archetype -
producing brand stories that are
relatable and honest. My primary
content could reflect this
archetype by using scenarios
that happen often within the
industry and show how to take
advantage of opportunities.
• Digital Marketing Professional
• Licensed Real estate agent
• Digital marketing for Real Estate industry

4. • DEMOGRAPHICS: 60% male,
70% African-American ages
18-55, average household
income 70,000+, located in
southeastern states mainly
Louisiana and Texas.
• PSYCHOGRAPHICS: Intends
to buy/sell a property or make
an investment to be financially
free. The lifestyle of a someone
who wants to create wealth for
themselves and/or family.
• IDEAL AUDIENCE MEMBERS:
Owners of real estate, buyers
of real estate, and those who
wish to invest.
Recruiters & Hiring Managers in Real Estate
industry
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
•Learn the basics from senior marketing
professionals within agencies.
‣Learn to connect with customers, turn
conversations into sales, perform closing
cost procedures, and how to do business
properly within the law.
Mid Term: (2025)
•Lead a successful digital marketing campaign
aimed at real estate and insurance.
‣Expand business growth in sales and
resources by 30-50%.
‣Hold seminars to encourage home buying
and commercial ownership.
Long Term: (2040)
•Establish a real estate brokerage and insurance
agency.
‣Help others who are starting out in the
industry gain the appropriate information
and marketing to get them sales and help
other as well.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 87%
Closing Procedure 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
Laws, Regulations, Ethics 100%
Cold Calling 80%
Professional Writing email
60%
Public Speaking 60%
SOFTHARD

7. I promise to treat all customers and
clients fairly, honestly, and to give an
outright effort to perform all tasks that
are required within a timely manner.
PROMISE

8. CREDENTIALS
Work Experience:
• 3 years in sales industry
• 1 year as a licensed life insurance &
real estate agent
Education:
• Content Marketing, Active Real Estate
Salesperson, Active Insurance Agent
• Digital Marketing & Media, B.S., Full Sail University (Exp. 2020)
Awards:
• Course Director’s Award Market
Research September 2018

9. COMPETITION
Sara Boer
Industry Experience:
• Insurance sales property, casualty,
& life (LA)
• Real estate agent
Education:
• Currently enrolled in Digital Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Lead high school basketball team (captain)
• Insurance coordinator for NASB Nation
Skills and Proficiencies:
• Real estate knowledge
• Public speaking
• Wholesaling
• Knowledge of market and marketing strategies
Overall Online Presence:
• 20 connections, needs a better headshot, details
missing throughout profile, 0 articles published
yet, and active on most social sites.
• Grade: Average 50 out of 100
Industry Experience:
• Real Estate Agent
• Real Estate consultant
• Financial services lender
Education:
• University of Phoenix, B.S. Finance
Leadership Experience:
• N/A
Skills and Proficiencies:
• Real Estate marketing
• Business operations
• Offer creation
Overall Online Presence:
• 500+ connections, perfect headshot , detailed
summary of what he provides throughout profile,
1700+ articles, and very active on social media.
• Grade: Very Good 95 out of 100
Alex Golbasarians

10. COMPETITION
Gabriella Conte
Industry Experience:
• ~Realtor at Berkshire Hathaway
Education:
• N/A
Noteworthy Experience:
• N/A
Skills and Proficiencies:
• First time home buyers
• Shorts sales
• Foreclosures
Darryl Waters
Overall Online Presence:
• 500+ connections, nice professional picture, not
much detail about experience on profile, no
articles, has one testimonial.
• Grade: Okay,40 out of 100
Industry Experience:
• Relevant school sports marketing
projects
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Director at RedHorse Pictures
Skills and Proficiencies:
• N/A
Overall Online Presence:
• 500+ connections, nice polished headshot, not
many details on profile, but yet active on social
media.
• Grade: Average, 60 out of 100
•

11. BRAND POSITION
Fulfilling the “American Dream” is
something many people don’t get a
chance to experience, CHANGE THAT
PERSPECTIVE!
Cody was always told as a
child that the “American
Dream” was to own a home.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Real Estate conference southeastern region
• American Marketing Association (AMA)
Digital Marketing
• Primary Content: Social Media advertising , weekly
emails, open houses, and cold calling.
• Primary Tools: FB and Twitter - promote inspirational
and informative content; LinkedIn - network with
industry pros and publish monthly/annual
accomplishments that will gain credibility
• Website: Full Sail digital portfolio site to showcase
school work; use blog to showcase marketing skills
through real estate and insurance.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least
20 years in related-industry
• Professionals in Law that will can assist with
legal advises
Formal Education
• Complete Internet Marketing & Media, B.S. by
expected graduation date in 2020
• Obtain Real estate brokers license
Technical Skills
• Set up marketing website for real estate business
• SEO Foundations - Lynda.com, December 2018
• WordPress 5 Essential Training - Lynda.com,
April 2019
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct.
2019

14. Cody Sullen
Customers often referenced my video as
the reason they decided to shop at the
retail store. You ever doubt yourself that
you could own a home or invest in commercial
real estate? Well, what I do is promote sales of
properties through digital marketing advertisements, open houses,
and participation in listing services. In fact, shortly after obtaining
my real estate license I realized how much of an impact I could
create by increasing my connections greatly in such sort time.
Customers are now turning into clients, as they feel I am a
dependable reference for services within this industry.
“

15. REFERENCES
DeMers, J. (2016, July 14). The 6 Online Marketing Strategies Every
Entrepreneur Needs. Retrieved from https://www.entrepreneur.com/
article/278923
DiMaggio, D. (2015, May 20). 5 marketing strategies that generate real
estate sales. Retrieved from https://www.inman.com/2015/05/20/5-
marketing-strategies-that-generate-real-estate-sales/
Market Research Analysts : Occupational Outlook Handbook:. (n.d.).
Retrieved from https://www.bls.gov/ooh/business-and-financial/
market-research-analysts.htm
Smith, S., Landau, C., Landau, C., Hovet, S., Nick Rojas, & Nick Rojas.
(2018, September 25). 9 Real Estate Marketing Strategies to Expand Your
Business. Retrieved from https://articles.bplans.com/9-real-estate-
marketing-strategies-to-expand-your-business/
Treece, K., Richard, C., Treece, K., Ivy, L., Handrick, L., & Mane, S. (2019,
March 25). 45 Creative Real Estate Marketing Ideas & Strategies.
Retrieved from https://fitsmallbusiness.com/real-estate-marketing-
ideas/
https://www.linkedin.com/in/alexgolbasarians/
https://www.linkedin.com/in/gabriella-conte-38890591/
https://www.linkedin.com/in/dedwinwaters/