Lending

Mortgage Marketing Tools: Communicate Possibility and Present Solutions

5 mins read
June 19, 2017
By
Total Expert

Times, markets and technology all change, but consumer objections surrounding major purchases like homes seem to stay basically the same. Responses from industry professionals to a survey by Genworth Mortgage Insurance at the recent Mortgage Bankers Association Secondary Conference won’t likely come as a surprise to most MLOs and Realtors:  

  • Knowledge Gap: 39% said a lack of general knowledge of the home buying process is responsible for first-time home buyer hesitation, and 28% said borrowers believe a down payment of 20% is required.
  • Misconceptions: 41% said borrowers who know it’s possible to buy a home with less than 20% down believe it’s very difficult to do so.
  • Financial Issues/Insecurities: 27% said excessive student loan debt keeps people from exploring homeownership.
  • Supply: 28% said lack of inventory is holding potential buyers back.

There are two solutions for all four of the issues identified in the Genworth survey: education and engagement.    

Overcoming Homebuying Objections Through Education and Engagement

The well-intentioned concept of educating consumers in an effort to convert them to customers is noble on the surface. However, the idea has become trite due to incomplete or poor execution. Today’s potential homebuyers have so much information at their fingertips that dated, lackluster approaches to consumer education offered up by sales professionals hoping to do business with them are likely to create the exact opposite of the desired result.  

Do the mortgage marketing tools you’re using address the issues revealed in the Genworth survey?  Audit all the marketing tools you’re using from your automated campaigns to co-marketing collateral such as open house marketing flyers and lead follow-up methods and materials. Don’t forget to review newsletters and other outreach you deploy at regular intervals.  

Do your messages and materials address current marketing events and capture consumers’ attention by communicating possibility and illustrating solutions? A great example of this would be to make sure open house marketing flyers have down payment options prominently displayed, noting the home can be purchased with the smallest down payment programs available. Payment scenarios with different interest rates are also helpful to ignite urgency in buyers. Mortgage loan officers should research the listings of their current referral partners and new Realtors and teams they’d like to work with, and provide this information for open house marketing and other prospect outreach for use in all co-marketing efforts.  

Effective buyer education can eliminate knowledge gaps, clear up misconceptions and allay fears associated with finances and the ability to qualify for a mortgage.

The most successful MLOs are always educating – from the time they begin interacting with a prospect and for years after closing. Automated mortgage marketing tools may help you start the education process, but leads don’t become clients and referrals don’t happen without consistent, concerted engagement. Many MLOs and Realtors aren’t reaching their lead conversion potential because of the length of the sales cycle, so the first aspect of engagement is to have a plan and a manageable way to execute the organization, oversight and follow-up with your leads. Excellent marketing tools aren’t helpful if people are forgotten or relegated to the “dead lead pile” too soon. Learn tips on how to resurrect dead leads from Joe Welu, Total Expert Founder and CEO.  

It’s common for consumers to contact a lending or real estate professional long before they actually transact, so make sure you have a “long game” not only for leads, but your past clients and sphere of influence. Automation helps, but content is also critical. Use the following guidelines to choose and deploy touches that get results:  

  • Lead phase: You can’t have too many high-quality campaigns for leads from the web, partners and other sources. As long as they don’t opt out, keep cycling your leads through campaigns that familiarize them with the process, market and you.
  • Milestones: Keep the education going – and your clients calm – with updates, explanations of the different aspects of the process and reminders you’re there to help.
  • Immediate post close: Give your customers a useful toolkit to make the most of their new homeownership status. Information on homesteading, payment coupons and tax documentation are just a few things they may forget about in the excitement and moving mayhem.
  • Sphere of influence, past clients, other contacts: Provide relevant, current event-based information that clearly communicates what the news means to the consumer and what actions they should take to use and benefit from it.

While great business plans and mortgage marketing tools can’t overcome lack of inventory, they can lead consumers to get the professional help that will help them succeed no matter how tight the market is. MLOs and Realtors know that getting pre-approved and having access to up-to-date MLS data will help them find property faster and be more competitive, but that’s not widely understood in the general public.  

Just as many people mistakenly believe that it takes 20% down to buy a home, a vast majority don’t understand the real value of professional representation. Imparting this knowledge in an interesting, appealing way will build trust and your business.

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Joe also explains why the human element remains central to homeownership, and how AI is designed not to replace loan officers, but to free them up for more meaningful conversations that strengthen customer trust and drive long-term loyalty.

Catch the conversation to hear how AI is revolutionizing lending and why Joe believes those who embrace it will be tomorrow’s market leaders.

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Total Expert Founder & CEO Joe Welu recently joined Robbie Chrisman for an episode of the Daily Mortgage News podcast where they discussed the current (and future) state of the mortgage industry, challenges facing lenders and loan officers, and the solutions that AI-enabled tools can provide in difficult markets.

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By Pete Karns, Chief Product Officer, Total Expert

AI is no longer a future state—it’s already here, embedded in everything from ride-sharing apps and food service to factories and farms. In the world of financial services, though, this ubiquity comes with pressure to integrate AI fast, appear innovative, and keep up with competitors—all while being mindful of evolving federal and state compliance requirements. Moving fast without a plan or awareness of up and downstream implications often leads to AI-enabled solutions that either underdeliver or don’t deliver at all.

At Total Expert, we’ve taken a different path: thoughtful integration over flashy announcements. As more financial institutions wrestle with what “real AI adoption” should look like, here’s what we’ve learned and what lenders need to consider to get it right.

Where enterprise AI goes wrong

Too many financial services leaders have experienced what I call “AI failure to launch (and scale).” They’ve rushed to try unintegrated AI-enable offerings and bolt on AI tools—often generalist chatbots, white-labeled versions of generative tools, and/or hooking up to MCP servers—without a clear sense of how these tools will solve their business problems or add potential risk. The result? The occasional value-add result. However, what we see more is poor user adoption, wasted spend, and limited impact.

This is the same trap we saw with “digital transformation” a decade ago, or the original horizontal SaaS applications that evolved or were replaced by vertical-specific solutions. AI-enabled solutions offer tremendous, generational promise but they risk becoming vanity-first, value-later tools. We are focused on the former.

AI that thinks and adapts: Welcome to agentic AI

Let’s make one thing clear: not all AI is created equal.  

Chatbots have been commonplace in financial services for a decade now, but remain rigid, rule-based tools that handle repetitive tasks.  I’ve worked with “AI” services for more than 15 years and each had their own place and potential when used properly. Herein lies the opportunity. Modern lenders that are focused on retaining and growing their customers in an ultra-competitive market need something more dynamic. Enter AI agents that can understand context, adapt on the fly, and speak in a human-like way. These agents are coachable, brand-aware, and learn from every interaction. They don’t follow scripts—they think in real time. And when built correctly, they become a seamless part of your customer experience.

This is the evolution from AI as a support function to AI as a trusted team member.

Total Expert recently launched an AI Sales Assistant that puts this principle into action. It functions as a scalable, intelligent teammate—able to engage leads, deliver personalized conversations, and identify high-potential opportunities—all while staying aligned with your brand voice and compliance requirements. It’s not a chatbot bolted onto a CRM—it’s a fully integrated AI-enabled solution, utilizing data, embedding within workflow orchestration, and playing nice with application logic because it has the necessary context to work within your lending ecosystem.

The real “why” behind AI adoption

Before choosing any AI solution, or any technology solution, financial services firms must ask themselves: What business problem are we solving?

For example, when mortgage rates dropped for a few weeks in September 2024, our customer intelligence capabilities identified nearly $2 billion in immediate refinance opportunities. But no team of loan officers could scale quickly enough to reach every qualified lead. That’s where AI tools prove invaluable—automating first-touch outreach at scale, surfacing the best opportunities, and empowering human teams to scale up execution to drive retention and growth.

Why embedded beats bolted-on

The types of AI-enabled solutions we are talking about can’t function effectively in isolation. Without access to timely and accurate customer data, and invoked within a specific workflow process, it can’t personalize interactions, anticipate needs, or drive conversions at the right time.

Picture an AI assistant offering a refinance to a customer, only to stall when asked for more details. If it doesn’t know the customer’s current rate or financial profile, the experience feels hollow. That’s not just ineffective—it damages trust.

By contrast, when AI-enabled solutions are embedded within a unified customer experience platform like Total Expert, it draws on a 360-degree view of the customer. It knows the data, understands the history, and delivers contextually rich conversations that convert.

This is why we’re designing our AI capabilities with a focus on the unique needs of financial services organizations. The same purpose-built approach has earned the Total Expert platform its unmatched reputation for usability and time to value.

Generalist AI offerings can be a gamble that increase costs—and time to value

Implementing AI that’s not purpose-built for financial services introduces two major risks:

1. Usability failure: Your team must spend months customizing and configuring a generalist AI tool to make it work for your specific needs—if it will ever work at all. For example, imagine you’re a loan officer and one of your referral partners introduces you to a borrower. Now, you have to choose the best way to approach the first conversation with this borrower. There are countless permutations of questions and answers which all require deep personalization, compliance awareness, and consistent representation of the sales processes and brand tone of the lender. Generalist AIs will quickly reach their limitations in these complex use cases.

An industry-focused AI offering will be trained on this specific use case and provided with the context needed to hold a dynamic conversation with the borrower. This type of AI learns and adapts with each interaction, performing the most time-consuming tasks so you don’t have to.    

2. Compliance risk: Without built-in industry guardrails, you’re gambling with regulatory violations and brand safety.  As we know, the compliance landscape for financial services is broad and evolving at the federal and state level.  Look for AI offerings that are regulatory aware and enable you to configure them based on your organization’s risk tolerance and interpretations.

Lenders don’t need more tools—they need the right tools—ones that work out of the box, understand industry nuances, and deliver immediate, compliant value.

Ask these questions before you commit to an AI offering  

To maximize the probability of success, here’s a quick checklist for vetting solutions:

  • Can it solve a real, high-value business problem, and how? Review specific examples and ask to speak with other organizations that have implemented the tool.
  • Does it function as a true AI agent, not a static bot?
  • Can it be deeply integrated into your core system(s), workflow orchestration, and data?
  • Does it include financial industry compliance and brand guardrails?
  • Can it scale without sacrificing quality or regulatory integrity?

Building the future with purpose-built AI

Total Expert has always designed technology with financial services in mind, and our approach to utilizing AI is no different. We’re not chasing hype. We’re solving problems.

Our focus on AI isn’t simply building standalone features—it’s about embedded, intelligent, and deeply integrated AI solutions. It’s helping lenders scale smarter, engage more meaningfully, and turn data into action. Our AI Sales Assistant is just the beginning—an example of how purpose-built, AI-enabled solutions can solve real problems and deliver tangible value. We are already testing and exploring other AI-enabled solutions and I could not be more excited about the current and potential value our clients and our market will achieve.

Because when AI works, it’s not just impressive—it’s indispensable.

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