AI Lead Generation For Mortgage Loan Officers

In this episode, Carl invites Chris Johnstone on the show to discuss how Artificial Intelligence (A.I.) in just a couple of short months has started to transform marketing opportunities for Loan Officers! They share invaluable insights on how loan officers can leverage AI and SEO to generate quality local customers from Google and Ratings and reviews.

AI Lead Generation For Mortgage Loan Officers

In this episode, Carl invites Chris Johnstone on the show to discuss how Artificial Intelligence (A.I.) in just a couple of short months has started to transform marketing opportunities for Loan Officers! They share invaluable insights on how loan officers can leverage AI and SEO to generate quality local customers from Google and Ratings and reviews.

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About The Episode

In this crossover episode of The Loan Officer Wealth Podcast, we are joined once again by Carl White from Mortgage Marketing Animals. Initially recorded on Carl’s podcast, Loan Officer Freedom, this episode covers an incredible amount of valuable information about artificial intelligence in the mortgage industry.


In this episode of the Loan Officer Freedom podcast, host Carl White sat down with industry expert Chris Johnstone to discuss the growing impact of artificial intelligence (AI) on the loan industry. With their unique blend of old-school and cutting-edge approaches, Carl and Chris delved into the intriguing world of AI and its rapid rise in popularity.

The Perfect Blend: 

Carl and Chris began by acknowledging the perfect mixture of old school and cutting-edge techniques in their work. This balance allows them to stay ahead of the game and deliver effective strategies to loan officers. It was this curiosity that led Carl to inquire about AI and its recent explosive growth, prompting his discussion with Chris.

Understanding AI: 

Chris set the stage by highlighting the pervasive influence of AI in our daily lives. From radio programs utilizing AI filters to improve audio quality to the integration of AI in technology, it’s clear that AI is reshaping the way we interact with the world. Chris provided an example of Google’s AI-based language modeling tool called Bard, which has revolutionized search engine algorithms. By understanding the intent of searches and utilizing vast knowledge resources, AI can deliver more accurate and progressive search results.

The Power of ChatGPT: 

One notable tool discussed by Chris was ChatGPT, an AI-powered platform that streamlines content creation. With ChatGPT, loan officers can automate tasks such as writing social media posts, sales letters, and even video scripts. The time-saving benefits are immense, as the tool quickly generates tailored content based on user input. He shared his personal experience using ChatGPT to rank a YouTube video, highlighting the seamless integration between AI tools like ChatGPT and AI-driven video creation tools like Pictory.

AI and Search Engine Optimization:

The conversation then shifted to the impact of AI on search engine optimization (SEO) for loan officers. Chris and Carl emphasized the significance of ratings and reviews in the conversion process. A high volume of positive reviews can significantly influence a loan officer’s visibility on search engine result pages. Chris shared success stories of loan officers, such as Mike Durr, who reported conversion rates as high as 25% for calls generated through Google. The accessibility and credibility of reviews play a pivotal role in attracting potential clients.

The Shift from Algorithms to AI: 

An exciting development discussed by Chris was the recent shift from algorithm-based rankings to AI-driven rankings on search engines. Chris explained that AI now acts as the brain behind the algorithms, determining which businesses appear on the coveted front page and in the three-pack of local search results. This transition has caused fluctuations in rankings, presenting new opportunities for loan officers to improve their visibility and reach a wider audience.

Embracing AI in a Changing Landscape: 

Carl and Chris concluded their discussion by highlighting the importance of adapting to the evolving digital landscape. Loan officers must embrace AI technologies and strategies to stay competitive and effectively reach their target audience. By harnessing the power of AI, loan officers can optimize their online presence, enhance their marketing efforts, and ultimately drive better results.

The Potential:

As AI continues to permeate various industries, the loan industry is no exception. Carl and Chris shed light on the transformative potential of AI in loan-related tasks, ranging from content creation to search engine optimization. By leveraging AI tools and understanding the significance of ratings, reviews, and AI-driven rankings, loan officers can position themselves for success in a rapidly changing digital world. Embracing AI is not only a wise decision but a necessary step toward future-proofing one’s loan business.

AI: The Ultimate Assistant: 

Carl and Chris kicked off the conversation by acknowledging the role of AI as the perfect assistant for loan officers. With its ability to surpass human capabilities and deliver exceptional results, AI has become an invaluable tool in the industry. Whether it’s generating content, optimizing search engine rankings, or providing marketing support, AI serves as a reliable and efficient partner for loan officers.

Revolutionizing Search Engine Optimization: 

The duo then delved into the profound impact of AI on SEO for loan officers. Chris emphasized that AI has transformed the front page of search engine results and necessitated a new approach to achieve higher rankings. By leveraging AI-based SEO tools, loan officers can tap into the language and algorithms that search engines understand, gaining a competitive advantage in online visibility. Chris shared impressive success stories of loan officers climbing from page 11 to the top three search results within a matter of weeks, all achieved through strategic AI-driven optimization.

Content Creation and Collaboration: 

One exciting aspect discussed by Carl was the power of AI in content creation. With AI tools like ChatGPT, loan officers can effortlessly generate engaging articles, social media posts, and marketing materials. Carl presented an ingenious idea of co-authoring articles with real estate agents. Using AI, loan officers can write an article highlighting the benefits of buying a home, customize it for individual agents, and empower them to share it with their networks. This collaborative approach not only provides valuable content to agents but also amplifies loan officers’ visibility and enhances their rankings on search engines.

The Cost of Inactivity: 

During their conversation, Carl stressed the importance of understanding the cost of inactivity (COI) in loan officer marketing. He encouraged loan officers to shift their mindset and consider the potential losses incurred by not leveraging AI technologies. Carl shared compelling examples of loan officers closing multiple loans per month solely through their AI-powered marketing strategies. By quantifying the COI, loan officers can realize the immense value AI brings to their business, making it a critical investment rather than an optional expense.

The Future is Now: 

Chris and Carl concluded their discussion by emphasizing that AI is not a future prospect but a present reality. They likened it to past revolutionary inventions such as fire, the wheel, electricity, and the airplane. With AI’s exponential growth, loan officers who embrace AI early on can secure a competitive edge in the market. They highlighted the current availability of advanced computing power, like quantum computing, which enables the processing capacity necessary for AI applications. The convergence of AI and loan officer marketing presents a unique opportunity for exponential growth and success.

Join the AI Revolution: 

In their quest to explore the limitless potential of AI in loan officer marketing, Chris announced the launch of an exclusive beta testing program through This initiative aims to collaborate with ten forward-thinking loan officers and revolutionize their marketing strategies using AI technologies. By participating in this program, loan officers can gain early access to cutting-edge AI tools and be at the forefront of this transformative movement.


The discussion between Carl White and Chris Johnstone shed light on the extraordinary capabilities of AI in loan officer marketing. From improving search engine rankings to streamlining content creation, AI is poised to revolutionize the industry. Loan officers who embrace AI now will not only gain a competitive advantage but also unlock the untapped potential of their businesses. As the AI revolution unfolds, it is essential for loan officers to seize this opportunity and shape the future of lending with the power of AI.

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