How AI-Powered Search Tools Must Change Your Digital Strategy

The internet landscape is changing fast. With AI-powered search tools like Perplexity.ai and evolving features in Google Search, users are receiving summarized answers directly in search results.

For mortgage bankers, this shift will significantly impact how prospective clients discover your services online.

What’s Changing?

Traditionally, users would type a query into Google, receive a list of websites, and click through to visit the most relevant ones. Mortgage bankers relied on this model to drive traffic to their websites through SEO strategies and paid advertising (AdWords).

However, with the introduction of AI-powered summaries, users may no longer need to click through to individual sites to find the answers they’re looking for. This means fewer opportunities for companies to attract web visitors organically.

Here's an example of a search output generated by Perplexity.ai (click the thumbnail to see it full size):

Note that we added the red box to highlight where your brand shows up IF your site was used by the AI engine to gather the answer.

How This Impacts Your Digital Strategy

1. Reduced Organic Traffic

With AI tools summarizing key information on search results pages, mortgage bankers will see a decline in organic website visits. Users may get the information they need directly from the search summary and never visit your site, reducing the effectiveness of your SEO efforts.

2. Diminishing Returns on Content Marketing

Many mortgage bankers invest heavily in producing educational blog posts, guides, and FAQs to rank higher in search engines. With AI providing these answers in a condensed format, the time and resources spent on creating long-form content may not yield the same returns.

3. The Role of AdWords Will Shift

Mortgage bankers who rely on Google AdWords to capture leads may face a similar challenge. If users no longer need to click on ads to find information, the cost-effectiveness of paid search campaigns could diminish. It will become essential to ensure your paid ads are action-driven and compelling enough to stand out beyond AI-generated summaries.

How Mortgage Bankers Can Adapt

1. Focus on Lead Magnets and Actionable Content

Instead of informational content that AI tools will summarize, mortgage bankers should shift focus to lead magnets (e.g., mortgage calculators, downloadable guides, or free consultations) that require user interaction. AI may provide basic answers, but users still need actionable steps when it comes to complex decisions like mortgages.

2. Invest in Local SEO

Local searches (e.g., “mortgage lenders near me”) and map listings will still likely drive traffic to your website. By optimizing your business to connect with geographically local borrowers, you can remain visible to people searching for mortgage services in their area.

3. Rethink Your Paid Search Strategy

While AI summaries might reduce overall organic traffic, paid search results could still maintain a presence at the top of these queries. To stay competitive, mortgage bankers should focus on optimizing their ad copy for conversions (e.g., emphasizing immediate action, such as “Get a Rate Quote Now”) rather than just awareness.

4. Create AI-Friendly Content

Ensure your website is structured to feed directly into these AI-driven search engines. Use concise, authoritative answers within your content that AI systems are more likely to pull into summaries. By doing so, even if users don’t visit your site, your brand still becomes the trusted source of information they see.

The Bottom Line

While these shifts might reduce direct traffic to mortgage banking websites, the changes also offer new opportunities. By adjusting your strategy to focus on lead generation, local optimization, and action-driven content, you can continue to attract and engage potential clients in this evolving digital landscape.