The Intermediary – May 2025 - Flipbook - Page 70
B RO K E R B U S I N E S S
Opinion
he mortgage industry
has seen some big
changes over the past
few years, thanks to
the rise of artificial
intelligence (AI).
This innovative technology has
made its way into many different
areas of the mortgage journey, from
the application process to supporting
compliance for brokers and lenders.
By adopting AI, mortgage
professionals can do more for their
customers, which in turn helps elevate
their brand in the industry. However,
being able to harness this technology
doesn’t always come naturally,
especially for an industry that has
relied on manual processes for so long.
T
Day-to-day tasks
Integrating AI into your daily
workflow can dramatically increase
efficiency, freeing you to focus
more on client interactions and
strategic tasks. One of the most
popular and versatile AI tools today is
ChatGPT. More specifically, custom
GPT models that can be tailored
explicitly to mortgage brokering.
These custom tools can significantly
improve your effectiveness when
integrated correctly.
Custom GPT models, such as those
built specifically around mortgage
lending language and scenarios, offer
substantial benefits over generalpurpose AI tools. They understand
industry-specific terminology,
market nuances, and client needs
more accurately.
This means faster responses,
beer-craed emails, and improved
internal communications.
Alternatives to ChatGPT
ChatGPT isn’t your only option
when it comes to making the most
out of AI. There are alternatives like
Claude and Gemini that are equally
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The Intermediary | May 2025
robust, and in some cases, more
suitable than ChatGPT. Claude excels
in providing detailed, thoughtful
content, while Google’s Gemini offers
easy integration with existing Google
Workspace tools, making it highly
accessible for day-to-day tasks such
as draing emails, client updates, or
concise internal memos.
Google’s AI tools, available
directly within Google Docs and
Gmail, provide excellent, simple
starting points for AI novices. They
are intuitive and easily accessible,
requiring virtually no training, which
means you can immediately begin
experiencing efficiency improvements
in your daily operations.
These tools are quite limited,
though, so once you’ve got a good
handle on these tools it’s advisable
to move towards something
more advanced.
Website optimisation
With the rise of online interactions,
it’s no surprise that your website is
an important point of contact for
potential clients. AI is useful in this
realm, too, as it can help optimise your
web pages to improve several areas.
These AI tools can significantly
improve your website’s content,
user experience, and search engine
visibility, ensuring you consistently
aract and retain clients.
AI-powered content tools like Jasper
or Writesonic can rapidly create
engaging, SEO-optimised blog posts
and articles, keeping your website
fresh and relevant.
They can generate tailored content
that specifically targets key client
segments, enhancing your search
rankings and positioning you as an
industry thought leader.
Client interactions
Beyond content creation, AI-driven
chatbots offer immediate benefits
IFTHIKAR MOHAMED
is director at WIS Mortgages
and Insurance Services
for client interactions. These
sophisticated tools can answer client
questions in real-time, guide users
through the mortgage application
process, and capture valuable lead
information effortlessly.
Providers like Dri or Intercom
specialise in AI chatbot solutions,
designed specifically to nurture client
journeys seamlessly from initial
inquiry through final application.
Beyond this, AI analytics tools, such
as Google Analytics integrated with AI
platforms, provide powerful insights
into visitor behaviour. This can be
incredibly useful, as it will help you
refine your website continuously.
These insights enable you to adjust
marketing strategies dynamically,
improving user experience,
Integrating AI into
your daily workflow can
dramatically increase
efficiency, freeing you
to focus more on client
interactions”
