Adrea Reed has played a pivotal role in the evolution of Citywide Home Mortgage, helping guide the company through a transformative period of growth and repositioning. Over the past year, she led a complete rebrand of the national lender, delivering a revitalized identity that has supported Citywide’s expansion into all 50 states and contributed to a more than 400% increase in year-over-year volume. Working with a lean but highly capable team, she drove the effort from concept to execution in less than 12 months — an achievement reflecting both strategic clarity and a hands-on, collaborative leadership style.
Her influence is evident in Citywide’s refreshed presence across digital channels. From a newly energized social media footprint to a more compelling brand voice, her work has helped the company stand out in a crowded market. This transformation has led to stronger engagement, including a 60% boost in followers on LinkedIn and a notable increase in inbound interest. A standout example includes the company’s first YouTube ad campaign, which saw an exceptional 75% video completion rate.
Reed’s approach to messaging is rooted in authenticity and a desire to challenge industry norms. Rather than leaning on predictable, impersonal marketing, she prioritizes connection — positioning Citywide’s team as transparent and client-focused. Outside her role, she remains committed to supporting industry progress through her involvement with the Mortgage Women Leadership Council, contributing to efforts that promote diversity and inclusion across the field. Her work continues to shape how Citywide shows up, both to its customers and within the broader mortgage community.
Name:
Adrea Reed
Title:
Vice President, Marketing
Company Name:
Citywide Home Mortgage
