What we’re testing in mortgage marketing — local search, AI visibility, video, and the systems behind them. The wins and the misses.
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How AI Assistants Decide Which Mortgage Brokers to Recommend
“Find me a good mortgage broker” is now a prompt, not just a search. When an assistant answers it, a selection happened — and unlike a rankings page,…
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Answer Engine Optimization (AEO) for Mortgage Professionals: A Field Guide
Eight months ago we told you AI answers were a land grab. Since then we’ve been testing AEO systematically across client sites, and the picture is getting clearer.…
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ChatGPT Is Answering Mortgage Questions. Is Your Name in the Answer?
Run this experiment: ask ChatGPT (with browsing on) or Perplexity something a borrower in your city would ask — “should I take a 3-year or 5-year fixed in…
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Email Nurture That Doesn’t Get Ignored (or Flagged)
Your database is full of people who will need a mortgage again — renewals alone guarantee it. The average broker’s email program treats them all identically: a monthly…
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Google Business Profile: The Most Underrated Channel in Mortgage Marketing
If we could only keep one marketing asset for a local mortgage broker, it wouldn’t be the website, the Instagram, or the email list. It would be a…
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Getting Started With Video as a Mortgage Broker (Without a Studio)
The question we get most about video isn’t strategy — it’s permission. “Do I really have to be on camera?” No. But you should want to be, because…
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Why Most Mortgage Broker Websites Never Generate a Lead
Here’s an uncomfortable audit result we see over and over: a broker spends $4,000 on a website, and eighteen months later it has produced two leads — one…