Most mortgage marketing departments aren’t growth engines. They’re flyer factories. Adding more staff won’t fix it—only scalable systems will.

AI has collapsed the borrower journey. Decisions are being made inside Google AI Overviews, Copilot, and Zillow before a loan officer ever sees the lead. If your brand isn’t showing up in those AI-powered answers, you’re invisible. Here’s the playbook for winning the first decision that now decides everything.