Lots of mortgage brokers have taken to AI like ducks to water.
There’s no doubt AI is fantastic for research.
It’s perfect for repeat activities such as scanning and dissembling data and working through basic queries and questions. AI can automate tasks such as data analysis, risk prediction, and long processing. AI can assess credit files, analyse bank statements, and automate the writing of important documents that discuss the suitability of financial products for clients. All this can make the mortgage process more efficient. And yes, AI can offer live chat and text communication.
But some mortgage brokers realise there are problems using AI and nothing else. True, the great benefit of AI is that it makes producing a first draft of almost any type of content so much quicker. But AI draws its information from data that’s already out there. And that’s where the problems begin. Anything generated by ChatGPT runs the risk of plagiarising someone else’s writing or research. What about copyright infringement? And should it ever be used as a substitute for services requiring human interaction, like customer service? The other problem is that AI can be used by scammers which poses a real danger for companies and users alike.
In the end, mortgage broking is a personalised service. Mortgage brokers should know their clients’ needs. AI can’t do that. Mortgage brokers need a copywriter for human interaction.
Here are 7 ways a copywriter will help the mortgage broker in ways that AI can’t:
1. Save Time: Mortgage brokers are flat out juggling client meetings, lender negotiations, and paperwork. A copywriter takes content creation off their plate, freeing up hours each week.
A professional copywriter, someone who knows how to write marketing copy for mortgage brokers, mortgage companies and lenders of all types, could be an affordable and practical way to grow your business.
2. Boost Online Visibility: A skilled copywriter knows how to write with SEO in mind—helping brokers rank higher on Google and attract more organic traffic to their websites. A copywriter knows their words help potential clients find you on Google. SEO (Search Engine Optimization) is a technical skill that requires expertise in keyword research, formatting, and strategic content structuring. The landscape of SEO is intricately shaped by Google’s E-E-A-T guidelines—an acronym for Expertise, Experience, Authoritativeness, and Trustworthiness. These guidelines are pivotal in determining how content is evaluated and ranked by search engines. For content creators and marketers, embedding these Human generated content is inherently aligned with E-E-A-T principles, as experienced writers bring a wealth of knowledge and insight to their work. This depth of expertise is essential for establishing authority, especially when dealing with intricate or specialized topics.
In areas such as mortgage broking and finance, often referred to as Your Money or Your Life (YMYL) topics—demonstrating E-E-A-T is vital due to its impact on reader safety and trust. The human element enhances the experiential aspect of E-E-A-T. A copywriter can integrate personal stories, case studies, and detailed examples that resonate with readers, adding a layer of authenticity and engagement. This personal touch not only captivates the audience but also reinforces the content’s credibility, fostering trust and encouraging ongoing interaction.
3. Build Trust and Authority: Consistent, high-quality content positions a mortgage broker as a knowledgeable expert, something AI can’t do.
This builds credibility with potential clients who are researching online before making contact. Research from Boon Brokers found that consumers distrust AI mortgage brokers.
4. Turn Complex Jargon into Clear Messaging: Mortgage terms can be intimidating. A copywriter translates industry speak into friendly, digestible language that resonates with everyday homebuyers.
Just like jargon, ChatGPT can be a hindrance to good communication. It can mislead users on key points that require nuance and more thoughtful examination based on real world context.
5. Generate More Leads: From persuasive website copy to lead magnets like ebooks and email campaigns, a copywriter crafts content that converts browsers into buyers,.
The best way to get people onto your list is to offer them a lead magnet – something of value which they can download in return for providing you with their email address.
6. Stand Out in a Crowded Market: With thousands of brokers competing for attention, compelling copy helps differentiate one business from the next—especially when big banks and online lenders dominate the space. AI used by competitors does not allow a mortgage broker to stand out and draw in potential clients and investors with compelling work from a copywriter.
If mortgage companies want to flourish online, copywriting is more than just producing content for a page. Content, whether it’s a sales page, or an email and SMS series, should address the problems the audience is having, motivate them to act, and boost their self-esteem.
7. Creating a website: Mortgage brokers need websites to attract clients. AI can’t give that human touch to website creation. Promoting a mortgage company begins with a quality website written by a professional copywriter who understands the mortgage industry.
That’s important. It can help prospective clients searching for loans find the perfect mortgage broker.
Mortgage Brokers: Don’t Settle for Generic AI Copy. Get Words That Work.
I’m Leon Gettler—a seasoned finance and property copywriter who knows your market, your audience, and what actually drives results. AI might churn out words, but I craft messages that build trust, drive leads, and set you apart in a crowded field.
You need clarity, authority, and conversion—delivered by someone who understands your industry.
📞 Call me directly on 0411 745 193
📧 Email: leon@leongettler.com
