The
HousingWire
award
spotlight
series
highlights
the
individuals
and
organizations
that
have
been
recognized
through
our
Editors’
Choice
Awards.
Nominations
for
HousingWire’s

2024
Marketing
Leaders
are
open
until
April
30,
2024.
Click
here
to
nominate
someone
from
your
organization
today.

If
there’s
one
word
to
describe
today’s
successful
marketers
in
mortgage
and
real
estate
it’s
“adaptable.”
The
best
marketers
are
driving
origination
volume,
purchase
demand,
buyer
and
seller
leads
and
listing
awareness
by
staying
attuned
to
market
trends
and
swiftly
adjusting
strategies
and
messaging
to
effectively
communicate.

HousingWire’s
Marketing
Leaders
award
recognizes
the
industry’s
top
marketers
who
have
perfected
the
art
of
adaptability.
Marketers
like
2023
Marketing
Leader
and

USA
Mortgage’s
Senior
Vice
President
of
Marketing,

Chelsea
Vonder
Haar,
who
has
been
a
driving
force
behind
USA
Mortgage’s
marketing
success.
Vonder
Haar
was
selected
as
a
winner
based
on
her
crucial
role
in
expanding
the
company’s
offerings
and
developing
its
digital
marketing
to
meet
the
needs
of
its
loan
originators
and
their
real
estate
partners. 

Vonder
Haar
spoke
to
HousingWire
about
the
strategies
that
set
her
apart
in
the
competitive
residential
lending
market.
With
a
keen
focus
on
tailoring
marketing
approaches
to
individual
loan
officers
and
fostering
strong
partnerships
across
the
industry,
Vonder
Haar
emphasizes
a
customer-centric
approach
that
prioritizes
problem-solving
and
ease
in
mortgage
transactions.

HousingWire:

What
are
the
key
strategies
you
employ
to
differentiate
USA
Mortgage’s
brand
and
offerings
in
the
highly
competitive
residential
lending
market?

Chelsea
Vonder
Haar:
We
tailor
our
marketing
strategy
based
on
the
individual
loan
officer
and
the
details
of
the
market
they
are
in.
This
helps
them
get
a
more
targeted
strategy
that
will
work
for
them,
instead
of
trying
to
fit
them
inside
a
box.

We
put
our
loan
officers’
marketing
needs
first
and
help
them
solidify
relationships
with
partners
across
the
industry
to
provide
a
consistent
referral
network.
They
are
the
ones
that
keep
the
company
going,
so
we
do
everything
possible
to
offer
customized
marketing
solutions
for
every
single
loan
officer.

Our
marketing
typically
has
a
theme
of
problem-solving
and
making
mortgages
easy
for
our
customers.

HousingWire:
With
the
rapid
evolution
of
digital
marketing
and
technology,
how
does
your
marketing
team
stay
ahead
of
trends
and
innovate
to
effectively
reach
and
engage
with
customers
in
today’s
digital
landscape?

Chelsea
Vonder
Haar:
We
have
a
digital,
social
media
and
video
team
internally
to
make
sure
we
have
a
well-rounded
digital
marketing
strategy.
I
am
also
a
Certified
Digital
Marketing
Professional,
so
I
am
always
using
the
tools
that
I
learned
in
my
certification
to
implement
new
digital
strategies.

Our
marketing
team
gets
feedback
from
our
sales
team
to
see
what
problems
they
and
their
partners
are
having
and
how
our
marketing
can
provide
a
solution.
We
do
what
it
takes
to
make
it
happen
for
them,
and
we
experiment
with
different
marketing
tactics
and
use
the
results
to
continue
evolving
what
we
do.

Lastly,
we
study
other
industries
and
what
they
are
doing
with
their
marketing
and
adapt
it
to
fit
into
our
industry.
We
connect
with
marketing
professionals
across
the
country
to
share
ideas
and
learn
from
them.

HousingWire:
As
you
think
about
your
career,
what’s
the
best
piece
of
advice
you’ve
ever
received? Chelsea
Vonder
Haar:
When
I
was
growing
up,
my
dad
used
to
preach
to
me
that
the
key
to
career
advancement
was
all
about
how
hard
you
work,
how
much
you
care
about
your
work,
and
how
you
treat
the
people
you
work
with.
He
would
say
that
there
will
always
be
someone
smarter,
with
more
experience
and
a
fancier
education,
but
you
won’t
easily
find
someone
that
cares
enough
to
give
100%,
and
do
the
real,
hard
work
it
takes
to
make
change
happen.
I’ve
used
that
mindset
throughout
my
career
to
determine
the
kind
of
leader
I
want
to
be
and
implement
that
same
philosophy
into
my
team.

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