You can always tell when a loan officer started using AI for their content. Suddenly their social media goes from zero posts to daily essays that all sound like a textbook wrote them. "In the ever-evolving landscape of mortgage lending, it's crucial to understand..." — nobody talks like that. Nobody reads it either.
AI is an incredible tool for content creation. But the loan officers who use it well treat it as a starting point, not the finished product. Here's how to actually leverage AI for your mortgage marketing content without losing the thing that makes your content worth reading: you.
The 80/20 Framework for AI Content
Here's the mental model that works: let AI do 80% of the work (research, structure, first draft), then you spend 20% of the time making it yours (voice, examples, local knowledge, opinions).
Without AI, creating a 500-word blog post might take you 2 hours. With this framework, it takes 20 minutes — and the end result is better because AI gave you a solid structure to build on.
The 80% AI handles:
- Researching topics and organizing talking points
- Creating outlines and logical flow
- Writing first drafts with proper structure
- Generating multiple headline options
- Repurposing one piece of content into multiple formats
The 20% that must be you:
- Your opinions and hot takes on the market
- Local market data and neighborhood insights
- Real stories from your transactions (anonymized)
- Your personality, humor, and voice
- Specific advice based on your expertise
Content Types That Work Best With AI
Market Update Emails
AI can pull together rate trends, economic indicators, and housing data into a coherent update in seconds. Your job: add what it means for your local market. "Nationally, inventory is up 12%. Here in [your city], we're seeing something different — new listings in the $300-400K range are still getting multiple offers within 48 hours."
That local context is something no AI can provide. It's also exactly what makes your database open your emails instead of deleting them.
Social Media Posts
Ask AI to generate 10 social media post ideas about first-time homebuyer tips. You'll get a solid list. Now pick the three best ones, rewrite them in your voice, and add a personal angle: "Had a buyer last week who almost didn't apply because she thought she needed 20% down. Closed her FHA loan with 3.5% down and her payment is less than her rent was."
That's a post people engage with. The generic version — "Did you know you might not need 20% down?" — gets scrolled past.
Educational Blog Content
Explaining the difference between FHA and conventional loans? AI can write a technically accurate comparison in minutes. Your value-add: "For most of my clients in [your area], conventional with 5% down actually beats FHA once you factor in the mortgage insurance difference. Here's when FHA still wins..."
The AI Content Smell Test
Before you publish anything, read it out loud. If it doesn't sound like something you'd actually say to a client sitting across your desk, it needs more of your voice. AI content that passes this test converts. AI content that doesn't gets ignored.
The Red Flags of AI-Generated Content
Here's how your audience spots (and dismisses) lazy AI content:
- "In today's market..." or "In the ever-evolving landscape..." — AI loves these openers. Delete them immediately.
- No specific numbers or local data. AI writes in generalities. Real expertise deals in specifics.
- Perfect grammar with zero personality. Your content should have your cadence, your sentence patterns, your occasional informality.
- Lists that say nothing new. "1. Get pre-approved 2. Find a good realtor 3. Make an offer" — this is filler, not content.
- No opinions. AI is trained to be balanced and neutral. You should have takes. "I think most buyers in this market should be looking at adjustable rates. Here's why." That's content worth reading.
A Practical Weekly Workflow
Here's a content workflow that takes about 90 minutes per week and produces more content than most LOs create in a month:
Monday (30 min): Use AI to draft one blog post or long-form email. Spend 20 minutes adding your voice, local data, and a personal story. Schedule it.
Wednesday (15 min): Have AI repurpose that blog post into 3-4 social media posts. Edit for voice, add relevant images or graphics. Schedule them.
Friday (15 min): Use AI to draft a short market update email for your database. Add your local take and a personal note. Schedule for Monday send.
Ongoing (30 min scattered): When something interesting happens in a transaction (with client permission), jot a quick note. These become your best content seeds for next week.
The Content Compounding Effect
Here's what happens when you consistently produce good content for 6-12 months: your database starts thinking of you first. Past clients remember you when their friend mentions buying a house. Realtors see your market knowledge and want to partner. Prospects find your blog posts when they Google mortgage questions in your area.
AI doesn't create this effect on its own — generic content doesn't compound. But AI-assisted content with your expertise layered in? That compounds fast.
"I used to post on social media maybe once a month when I felt guilty about it. Now I'm putting out quality content 3-4 times a week and it takes less time than that one monthly post used to. Three past clients have reached out this quarter saying they saw my posts and want to refinance."
Content is one of the highest-leverage activities for a loan officer. AI makes it sustainable. The combination of automated distribution and AI-assisted creation means you can finally market like a team of 10 — while staying authentically you.
Want to see how Empower LO integrates AI content tools with your marketing workflows? Explore the platform or talk to our team.