AI is changing the rules of mortgage industry marketing

""Definitely within the last year, we've all from a marketing perspective have had to look at things a little bit differently and focus on being the best answer and not just the loudest bidder," said Sarah DeCiantis, chief marketing officer at United Wholesale Mortgage. "It's challenging all of us to think about things a little bit differently and from more of a consumer-first, consumer-why or consumer-intent perspective, than just focusing on the paid side of things.""

""AI optimization, as opposed to search engine optimization - it's a much broader context. Large language models work differently, and they look for different things. Not only do we have to change our own content, but we also have to ensure that we understand how we're viewed in the"

Artificial intelligence is reshaping digital marketing for mortgage lenders by changing how consumers search and seek answers. Consumers increasingly use generative AI tools rather than traditional search engines, prompting lenders to shift strategies. Marketing must move from bidding for visibility toward being the best, most relevant answer and aligning with consumer intent. Companies must adopt AI optimization—recognizing that large language models assess content and external perceptions differently than search engines. No single playbook exists, so mortgage firms need to rethink content, paid tactics, reputation signals and how the market associates their brand.

Read at National Mortgage News