We’re excited to introduce you to the always interesting and insightful Stacey Van Roosendaal. We hope you’ll enjoy our conversation with Stacey below.
Stacey, looking forward to hearing all of your stories today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard
Every business class I’ve ever taken says you can either have the best price or the best product. I said “Forget that! I’m doing both!
I have created systems and processes that take care of the loan, so I can focus on taking care of my client! I prefer to talk about their dogs and cats, not LTV and DTI.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Mortgages, Fun, and a Side of Sunshine: Why Sundance Lending is Different
Let’s be honest—no little girl ever says, “When I grow up, I want to be a mortgage loan officer!” And yet, here I am, living my best life in an industry I never planned on joining. Life’s funny that way.
I’m Stacey Van Roosendaal, the owner of Sundance Lending Company, a mortgage company serving Utah and Idaho. My journey into mortgages began in 2012 when I took a receptionist job at my dad’s mortgage company—not because I was passionate about interest rates, but because, well, I needed a job. I figured I’d do it for a year while I figured out what I actually wanted to do with my life. Fast forward a few years, and not only did I get my loan officer license, but I also fell in love with holding peoples hands as they navigate home homeownership. By 2019, I had launched my own company, and I’ve never looked back.
So, What Does Sundance Lending Actually Do?
At Sundance Lending Company, we handle residential mortgages—purchases, refinances, and even reverse mortgages. We work closely with:
✔️ First-time homebuyers who are simultaneously excited and terrified
✔️ Move-up buyers who realize that three kids in a two-bedroom just isn’t it
✔️ Real estate investors who are in their “I should buy property instead of brunch” era
✔️ Retirees looking for financial strategies that actually make sense for them
What Sets Us Apart?
Honestly? A lot. But let’s break it down:
1. Personalized Service – A “One-Size-Fits-One” Approach
Most lenders take a “copy-paste” approach to mortgages. We don’t. Every client is different, so we actually take the time to structure a loan strategy that fits your specific goals. When you fill out our Quick Start questionnaire, we don’t just throw numbers at you—we send back a customized loan analysis with a video explanation so you know exactly what’s happening. Because no one should have to Google their way through the biggest financial decision of their life.
2. Education – Because Knowledge is Power (and We Like Smart Clients)
We don’t just say, “Here’s your loan, good luck!” Instead, we break it all down, offer options, and strategize together. Our goal isn’t just to help you buy a house—it’s to help you build long-term wealth. You should walk away from the process knowing how this loan fits into your big-picture financial future, not just the next 30 days.
3. Transparency – No Secrets, No Surprises
Let’s be real—some lenders avoid explaining things because they’d rather you not ask too many questions. Not us. We tell you everything upfront—the costs, the process, what to expect—so you’re never left wondering if you missed some fine print.
4. A Smooth, Stress-Free Process – Mortgages, Minus the Chaos
We’ve built a system that makes getting a mortgage quick and painless—no unnecessary delays, no guessing games. We send automated updates via text and email at every step, so you’re never left wondering, “Wait, what’s happening next?” And if you ever have questions, we’re right here.
5. Authenticity – We’re Real People Helping Real People
We genuinely care about the people we work with. This isn’t just about closing loans—it’s about helping you make smart financial choices that set you up for success. Whether it’s buying your first home, refinancing to put your kids through college, or planning for retirement, we take it personally.
What Problems Do We Solve?
We take the stress, confusion, and general headache out of home loans. Buying a home should be exciting, not something that leaves you crying into your cereal at 2 AM. We provide:
✅ Peace of mind – You’ll know you’re making the right decision, and you’ll actually feel good about it.
✅ Clear communication – No ghosting. No surprises. Just real answers.
✅ Predictable processes – Because “winging it” isn’t a great financial strategy.
Whether you’re a first-time homebuyer trying to figure out what “escrow” even means or a retiree exploring a reverse mortgage, we make the process easy, understandable, and stress-free.
Helping Realtors & Local Business Owners Grow
In addition to lending, I coach realtors on growing their business—because great partnerships make a huge difference in real estate. I teach agents how to duplicate themselves through video marketing, automation, and systems that make their lives easier. Recently, I’ve expanded that coaching to other local business owners in Utah, helping them streamline and scale, just like I’ve done with Sundance Lending.
What Am I Most Proud Of?
🏡 Helping people achieve goals they thought they had no business having.
🤝 Creating a company and culture that values relationships over transactions. We will always do the right thing for our clients and realtor partners—even if it means losing a commission.
🔎 Building a brand that stands for honesty, confidence, and clarity. We do things the right way, every time.
A Mortgage Company That’s (Actually) Fun? Yep.
We serve loans with a side of sunshine, and apparently, that’s not just our opinion. Out of our 100+ reviews, about 20% of them mention the word “fun.” Which is… unusual for a mortgage company, but we love it.
How do we make mortgages fun? Clear communication. When people actually understand the process, they’re not overwhelmed and stressed out—they’re excited. And when they’re excited, we can celebrate together instead of just surviving the process.
Let’s Make Great Things Happen
At the end of the day, my mission is simple: Help people keep their promises.
✔️ Buying a home? Let’s make it happen.
✔️ Refinancing to provide for your family? I got you.
✔️ Building a business that actually works for you? I’m here for that too.
If you’re looking for a mortgage lender who actually cares about you and your goals—or a coach who can help you scale and streamline—I’m your girl. And if you just want a good laugh or some solid real estate advice, follow me. I don’t take myself too seriously, but I take my work VERY seriously.
Ready to get started? Let’s do this. 🚀
Can you share one of your favorite marketing or sales stories?
Sometimes “Bad News” is Actually the Best News
Being in the mortgage business means I have to deliver bad news more often than I’d like. And honestly? It kills me. I love people, and I want them to be happy. I’d much rather be handing out keys and high-fives than telling someone they aren’t quite ready to buy a home. But sometimes, honesty is the best gift I can give.
I’ll never forget one particular client. She reached out to me after working with another loan officer for six months—and getting nowhere. She was frustrated, confused, and completely in the dark about why things weren’t moving forward.
She filled out my Quick Start questionnaire, and I sent her back a One-Size-Fits-One loan analysis. The news? They weren’t ready to buy yet. Not exactly what she wanted to hear. But instead of just leaving it at that, I gave her three clear, actionable steps to follow so that within a year, she would be able to buy a home.
A few hours later, I followed up with a call. And she was crying. My heart sank. I felt like I had just shattered her dreams. But then she said something I’ll never forget:
“I’m not crying because I’m sad. I’m crying because I finally know what I need to do. No one has ever explained this to me before.”
That other loan officer had spent six months dragging her around without ever giving her a real plan. And all she needed was clarity—a clear roadmap to get her from Point A to Homeowner. A year later, she had done exactly what we planned, and guess what? She is now a homeowner.
I love guiding people to their next financial step.
Whether that step is:
✔️ Saving for a down payment so you can finally buy
✔️ Increasing your income so you qualify for the home you want
✔️ Selling your current home and buying something that fits your new life
✔️ Investing in real estate to start building wealth
✔️ Getting a reverse mortgage to give you the financial freedom you deserve
Whatever your next step is, I’m here to help you understand it, plan for it, and make it happen.
We are not just here to help for 30 days while you get prequalified – We are here for years and years to help you create financial security and build generational wealth for your family. Because homeownership isn’t just about buying a house—it’s about creating a better financial future.
So if you’re feeling stuck, confused, or just plain frustrated, we got you. Let figure out your next step and help you take it.
Have any books or other resources had a big impact on you?
Books Are Great… But You Need More Than That
I could absolutely give you a list of books that have shaped my entrepreneurial mindset—and don’t get me wrong, I love a good book. (I’ll even give you a list in a minute.) But here’s the thing:
No book will replace actual experience, mentorship, and a solid business community.
You need to surround yourself with people who will help you grow—not people who will drain your energy or keep you stuck. Think of your network as your island of success. If you surround yourself with people who have a growth mindset and an abundant perspective, you’ll thrive together. If you surround yourself with people who are always negative and complaining, well… good luck.
But the worst thing you can do? Become an island of one. Running a business can be lonely, but if you isolate yourself, you will burn out—fast. You’ll have zero energy, no support, and no idea what your clients actually need. Success doesn’t happen in a vacuum.
Coaching & Community: The Real Game Changers
If you’re serious about growing your business, don’t just read—get involved. Find a coach who will help you implement what you’re learning. Join a business group where you can connect with like-minded entrepreneurs who are actually in the trenches with you.
I personally guest teach at the Women’s Business Center of Utah, and I’m currently a participant in South Valley Chamber’s Business Accelerator—because even though I teach business strategies, I’m always learning.
Anyone can learn from anyone. You don’t have to have all the answers, but you do have to find the people who will push you to grow. The most effective business owners invest in coaching, because books give you information, but coaching and community give you accountability, strategy, and real-world application. And trust me, that’s where you really start moving the needle.
Resources in Utah for Business Owners
Luckily, Utah is packed with incredible resources for entrepreneurs. If you’re looking to connect, learn, and level up, check out:
🔹 Women’s Business Center of Utah – Offers Next Step (for established businesses) and Ms. Biz (for new entrepreneurs). They also have mentorship and networking opportunities.
🔹 Utah Small Business Development Center (SBDC) – Provides free business consulting and training programs across the state. From idea, to start up, to growth, to succession, they’ll help you.
🔹 South Valley Chamber’s Business Accelerator – A fantastic program that helps business owners scale and refine their operations.
🔹 Utah Governor’s Office of Economic Opportunity – Offers grants and funding opportunities for small businesses.
🔹 Local Chambers of Commerce – Many chambers offer business workshops, networking events, and mentorship programs.
🔹 Banks & Credit Unions – Believe it or not, some local banks offer free business courses, financial literacy training, and networking opportunities.
Oh, and here’s a tip: Find business owners you admire and ask them to lunch. Seriously, most successful people are more than happy to share their journey—you just have to ask.
Investing in a Coach is the Best Investment You’ll Ever Make
When you invest in a business coach, you’re not just investing in your business—you’re investing in yourself. As you grow as a person, your business culture, your client relationships, and your long-term success will reflect that.
Your values will become clearer.
Your leadership will become stronger.
And you won’t have to chase clients—they’ll come to you because they see the way you operate.
And by the way, you don’t have to stick with one coach forever. I’ve had multiple coaches over the years, including:
✔️ A mortgage-specific coach
✔️ A video marketing coach
✔️ A sales coach
✔️ A systems and processes coach
Some I worked with for six months, some for years. And while niche coaching is great, group coaching is also incredibly valuable—because you get to learn from other business owners and see what’s working in different industries.
Okay, You Still Want Book Recommendations? Here You Go.
(And yes, I actually read these books—not just skimmed the highlights on YouTube.)
📖 The Go-Giver – Bob Burg & John David Mann
This book teaches that giving value is the key to business success. If you focus on helping people, your business will thrive.
📖 The E-Myth Revisited – Michael Gerber
Most business owners are great at their craft but terrible at running a business. This book teaches you how to work on your business, not just in it—which is essential if you ever want to grow.
📖 The Power of Full Engagement – Jim Loehr & Tony Schwartz
Forget “time management.” This book teaches you that your most finite resource is your energy. If you manage your energy effectively, you’ll get more done without burning out.
📖 Atomic Habits – James Clear
Small habits create big results. This book gives practical strategies for building good habits, breaking bad ones, and staying consistent.
📖 The Life-Changing Magic of Tidying Up – Marie Kondo
Yes, it’s technically about organizing your house. But if you apply it to your business, you’ll realize you’re wasting time on things you shouldn’t even be doing.
📖 Seven Primal Questions – Mike Foster
We all have an internal “primal question” that drives us—and so do our clients. If you understand your customers’ deepest needs, you can serve them better and build stronger relationships.
📖 Self-Compassion – Kristin Neff
Entrepreneurship is tough. This book teaches you how to give yourself grace without making excuses.
📖 Do It Scared – Ruth Soukup
You’re never going to feel fully ready—so do it anyway.
📖 The Big Leap – Gay Hendricks
This one is about overcoming self-sabotage and breaking through your own limitations.
📖Oh, and if we’re talking books? Harry Potter. Best book series of all time. But you probably knew that already. And if you know me, I will talk Harry Potter with you ANY DAY!
Final Thoughts: Surround Yourself With the Right People
At the end of the day, success is about more than just working hard. It’s about working smart—and that means surrounding yourself with the right people.
✔️ Find a coach who will challenge you.
✔️ Join a business community that will push you.
✔️ Read, learn, and apply what actually works.
And most importantly—get accountable. The best strategies in the world mean nothing if you aren’t actually following through. A great coach or business group will make sure you’re not just setting goals, but actually achieving them.
So yes, go read the books. But more importantly, go find the people who will help you put that knowledge into action.
Contact Info:
- Website: https://sundancelending.com
- Instagram: https://instagram.com/staceytheloanlady
- Facebook: https://facebook.com/staceytheloanlady
- Linkedin: https://www.linkedin.com/in/stacey-the-loan-lady-van-roosendaal-bbb38888/
- Twitter: https://x.com/staceyloanlady
- Youtube: https://youtube.com/staceytheloanlady
- Yelp: https://www.yelp.com/biz/stacey-the-loan-lady-sundance-lending-company-salt-lake-city-2
Image Credits
Headshots PC: Michael Scott Sandberg
Family Photo: Lori Baird Photography