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The AI Advantage in Mortgage Marketing
I’m a lifelong learner—and not just the kind who reads the fine print. One year, I’m studying for my real estate license; the next, I’m speed-running the Mortgage Loan Originator exam in a single week. Like trying to close escrow with no contingencies—I wouldn’t recommend it.
Lately? I’ve been deep in the world of AI—and let me tell you, this isn’t some passing fad like Beanie Babies or Crystal Pepsi. AI is here, and it’s changing the game for marketers everywhere.
Especially if you’re in mortgage technology, lending, or financial services: ignoring AI tools like ChatGPT, Claude, or Gemini is like still faxing rate sheets in 2025. Not a good look.
But here’s the thing—it’s less about picking the perfect platform and more about picking one you’re comfortable with. Start with what feels intuitive, get your reps in, and build from there. The tools will keep evolving—but your ability to work with them is what really matters.
The Big Picture: Why It Matters
AI isn’t about replacing marketers—it’s about upgrading us. It’s the Swiss Army knife in your tech stack: idea generator, editor, writing and grammar coach, and brainstorming partner. The folks who figure it out will write faster, think clearer, and work smarter. The ones who don’t? They’ll be the Blockbuster in a Netflix world.
How We Use AI at Blue Sage Solutions
We’re all-in on AI at Blue Sage Solutions—and it’s allowed our marketing team to punch above our weight and be way more productive. Here’s just a few ways we’re using it:
- Blog Brainstorms: Need 10 new ways to talk about servicing technology or react to new policies and guidelines? Just ask.
- Email Campaigns: Created cold outreach, drip emails, and follow-up variants tailored to our specific audiences based on their unique needs.
- Press Release Polishing: From boilerplate to bold quotes, AI’s got your back.
- Podcast Workflow: Helped write intros, outros, and guest Q+As for our new podcast, Mortgage Tech Intelligence—keeping it sharp, on-brand, and easy to listen to.
- Social Media Summaries: One blog post becomes five killer LinkedIn updates in a matter of minutes.
Bottom line: AI is like having your own Don Draper from Mad Men—minus the drama and whiskey hangover.
But It’s Not Magic
Let’s be real: Like any new technology, AI has its quirks. Here are a few more things to keep in mind:
- It doesn’t know your brand voice—until you teach it. AI won’t magically sound like you unless you give it examples and feedback.
- Its information is updated, but it might not always be real-time.
- It won’t catch what your compliance or legal team will. Especially in financial services, always double-check the language for accuracy and regulatory issues.
- It can hallucinate. That’s the polite way of saying: sometimes it just makes stuff up. So verify any claims, data, or names it generates.
- It’s only as smart as your prompt. A vague request gets a vague result. Be specific, give examples, and refine.
- It won’t solve creative blocks—but it will speed up the warm-up. Think of it like stretching before a workout. It gets you loose, not across the finish line.
- And yes, if you’re not careful, your copy can sound like it was written by a robot…because it was.
The fix? Treat it like an intern with promise. Coach it. Feed it details. Edit the heck out of its first draft. Then sprinkle in your own voice (and maybe a Taylor Swift lyric or two).
Worth the Spend? Absolutely.
Pro versions of most AI tools run around $20/month. That’s cheaper than your Hulu subscription—and infinitely more useful. You’ll also find a goldmine of free tools, tutorials, prompt libraries, and newsletters to get started.
Need a crash course? Grab Marketing With AI For Dummies by my friend and former colleague Shiv Singh—it breaks things down without breaking your brain.
Have more time or additional budget? I highly recommend:
- Conor Grennan’s Generative AI for Professionals
- Allie K. Miller’s AI for Business Leaders
One Last Thing: Don’t Sit This Out
AI is already reshaping marketing and communications. The train’s left the station—if you’re not on it, you’re just waving from the platform.
You don’t need to become a prompt engineer overnight. But you do need to start.
Because AI isn’t here to take your job. But the marketer who learns how to use AI just might.
Download this free checklist to get started today!
