How To Get Found When People Ask AI About Mortgages

9 practical tips for mortgage brokers

Search is changing.

People aren't just typing keywords into Google anymore. They're asking full questions in ChatGPT, Google's AI experiences and other AI tools.

For example:

"Can you recommend a mortgage broker in Nottingham?"

The answer isn't a list of adverts. It's a recommendation.

So the opportunity for brokers is simple:

Make it easy for AI - and your potential clients - to understand who you are, who you help, where you operate and why they should trust you.

You don't need to become an AI expert.

You need to make your online presence clear, useful and human.

Here's how...

The Golden Rule: Think like an answer, not an advert.

Start with the questions your clients actually ask. What do they ask you on the phone? What do they worry about before applying?

What do you find yourself explaining again and again?

These are the questions your website should answer.

Don't write for algorithms.

Write the way you would explain something to a client face to face.

Tip #1: Make It Clear Where You Work

If you serve a particular part of the country, or are nation wide, make it obvious.

Do this:

• State your location clearly on your homepage.

• Include your location in relevant page titles.

• Mention it on your About page.

• Include your location in your website footer.

• Keep your Google Business Profile accurate.

For example:

Mortgage Broker in Nottingham

is much clearer than simply:

Independent Mortgage Advice

Clear geographic information helps both potential clients and AI understand where you operate.

Your action: Check your homepage, About page, page titles and footer. Can someone immediately tell where you operate?

Tip#2: Make Your Reviews Work Harder

Reviews aren't just about showing that people like you.

They can help explain what you actually do and who you help.

A review saying: "Great service. Highly recommended."

is nice.

But a review explaining:

"<Insert your name> helped us get a mortgage after we became self-employed and found a solution when others couldn't."

This tells a much richer story.

Do this:

Ask clients to be specific about:

• What you helped them with

• Their situation

• Where they're based

• What made your service valuable

Keep your review profiles up to date and showcase your best reviews on your website.

Your action: Look at your last 10 reviews. Do they tell a potential client what you are particularly good at?

Tip#3: Explain Mortgage Jargon

You understand mortgage terminology. But your clients don't.

And AI needs to understand what you mean too.

Take "whole of market."

Don't simply use the phrase. Explain it. For example:

"Being whole of market means we can access deals from across the mortgage market, rather than being restricted to a limited panel. This allows us to recommend the most suitable option for your circumstances."

That's clearer for your clients — and more useful as online content.

Your action: Think about the five mortgage terms you explain most often. Explain each one in plain English on your website.

Tip#4: Answer Real Questions

This is probably the biggest opportunity.

Your website should answer the questions your potential clients are already asking.

For example:

• How much can I borrow on a £30,000 salary?

• Can I get a mortgage if I'm self-employed?

• How long do I need to be self-employed?

• Can I get a mortgage with poor credit?

• What deposit do I need?

• What documents will I need?

Don't try to answer everything. Start with the questions you hear most often.

And don't reinvent the wheel. Look at the content you already have and make it more useful, clearer and more human.

Your action: Write down the 10 questions you answer most often. Now answer them. Those are your starting point.

Tip #5. Be Specific About Who You Help

"Mortgage advice for everyone" doesn't tell anyone much.

Specificity builds understanding.

For example:

We regularly help:

• Self-employed clients

• Newly self-employed applicants

• Portfolio landlords

• First-time buyers

• Clients with adverse credit

• People with complex income

The more clearly you explain who you help, the easier it is for potential clients to decide whether you're relevant to them.

Your action: Complete this sentence: We regularly help people who...Then list your most important client types and situations.

Tip#6: Make Yourself Easy To Contact

If someone finds you, don't make them hunt for a way to speak to you.

Make the human connection obvious.

Make sure your website includes:

• A visible phone number

• A real email address

• Opening hours

• Clear contact information

Don't rely entirely on a contact form.

People want to know there is a real person behind the website.

Your action: Visit your website as if you've never seen it before. How quickly can you find a phone number or email address?

Tip #7. Don't Ignore Your Google Business Profile

Your Google Business Profile is an important part of your online presence, particularly if you operate locally.

Check that:

• Your information is accurate.

• Your services are clearly described.

• Your profile is kept up to date.

• You post updates where appropriate.

• Your business information is consistent with your website.

Your profile can also help with local and map-based discovery.

Your action: Search for your own business on Google. Does your profile accurately represent the business you want potential clients to find?

Tip #8. Build A Better Questions & Answers Page

FAQs are one of the simplest ways to make your expertise useful. But don't create FAQs simply because someone told you that "AI likes FAQs."

Create them because your clients have questions.

Start with your 10 most common questions.

Give each one a proper, human answer.

For example: What documents will I need if I'm self-employed?

Explain what might be required and, importantly, what you will do to help the client through the process.

Don't give a one-line answer.

Show how you think. Show how you communicate. Show that you understand the client's situation.

One FAQ page is a good starting point.

But you should also consider adding the most relevant questions to specific pages.

For example:

Buy-to-Let page→ Buy-to-Let questions

Self-Employed page→ Self-employed mortgage questions

First-Time Buyer page→ First-Time Buyer questions

This makes your website more useful without creating unnecessary content.

Tip #9. Test What AI Says About You

Don't guess.

Ask.

Try questions that a potential client might ask.

For example:

"Can you recommend a mortgage broker in [your town]?"

"Who are the best mortgage brokers for self-employed people in [your area]?"

"What should I look for when choosing a mortgage broker?"

"Can you recommend a mortgage broker for a first-time buyer in [your area]?"

See what comes back.

You may not appear.

That's useful information.

Look at the businesses that do appear. What information do they provide? How clearly do they explain who they help? What evidence of expertise and trust do they have?

Don't treat the results as a definitive ranking. Treat them as a reality check.

Your AI Search Checklist

Use this checklist to see how well your website answers the questions AI - and your potential clients - might have.

•  My location is clearly stated on my website.

•  My relevant page titles include my location.

•  My Google Business Profile is accurate and up to date.

•  My reviews explain what I actually help clients with.

•  I explain mortgage terminology in plain English.

•  I have useful content answering real client questions.

•  I clearly explain who I help.

•  My phone number and email address are easy to find.

•  I have a Questions & Answers/FAQ page.

•  My FAQs contain genuine questions and useful answers.

•  I've added relevant FAQs to key service pages.

•  I've tested questions about my business in AI search tools.

The Big Takeaway

You don't need to become an AI expert.

You need to become more useful online.

Make it easy for people — and the technology they increasingly use to find information — to understand:

Who you are.

Who you help.

What you know.

Where you operate.

Why they should trust you.

And most importantly:

Answer the questions your clients actually ask.

Because the future of search isn't just about being found.

It's about being the answer.