In this powerful episode, Katie Shive reveals how mortgage pros can leverage AI to build visibility, rank in search, and attract real leads online. Katie, a brand strategist and AI marketing coach, breaks down the concept of GEO — Go Everywhere Optimization — and how it’s changing the way consumers find mortgage professionals.

You’ll learn:

1. How to create a "core entity statement" that helps AI recommend you first
2. Why your bio consistency across platforms like LinkedIn and Google is critical
3. The difference between creating content for humans vs. robots
4. How to turn one podcast or blog post into an entire week’s worth of marketing
5. How ChatGPT and other LLMs are now directly referring mortgage professionals to leads and what triggers that

Whether you’re a seasoned LO or just starting to explore AI tools, this episode is a must-watch if you want to be found first and fast in search.

Show Notes:

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Are you stuck in the same production level year after year, wondering why the needle isn’t moving? It’s not because you’re not capable—it’s likely because you’ve stopped asking the right questions. Imagine if you had a framework to challenge your assumptions, elevate your standards, and scale your business with intention.

Today on the show, we’re diving into a powerful self-audit: What are the 13 questions every loan originator should ask themselves to grow, scale, and lead in 2026?

To help us explore that, I’m joined by Matt Weaver—ranked the #1 mortgage originator in the U.S. by units closed, with over 1,100 loans funded last year alone. Matt leads a team in Florida that runs like a high-performance machine.

In this episode, you’ll walk away with:

1. A blueprint to build standards so strong, your business becomes impossible to ignore,
2. The exact mindset shift that turns agents into loyal, long-term clients,
3. And a fresh perspective on what your brand actually is—beyond social media fluff—and how to build one rooted in performance, purpose, and clarity.

And there’s something deeper we’ll uncover: the hidden role of imposter syndrome—and how it might actually be your greatest asset.

So if you’re ready to raise your bar and redefine what’s possible for your business in 2026, then stick around for this episode.

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In this special crossover episode, you'll hear Geoff Zimpfer guest-host The LO Down Community Call with Connor Bartley to uncover how four top-producing LOs are generating real pipeline through strategic agent events. Forget the stale Lunch & Learns—this panel breaks down what’s actually working to get butts in seats and referrals on the books.

You’ll learn:

• Why classes are the most leveraged way to connect with agents at scale
• How to pick topics agents care about (hint: it’s not mortgage guidelines)
• The exact steps to promote your event—even if you’re starting from zero

From investor workshops to modern marketing panels, this episode gives you the blueprint to host agent classes that attract, convert, and scale.

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In this episode, we welcome James Duncan, a recognized leader in mortgage marketing who was honored as a “Marketing Leader” by HousingWire in 2022. James Duncan is the Founder and Chief Marketing Strategist at Caelum Advisers—an agency specializing in helping mortgage executives build resilient, growth‑focused marketing systems.

James shares how to modernize your marketing strategy, avoid common tech traps, and align your brand to drive real ROI—without losing the personal touch your clients expect. You'll also hear James share how to use AI in a way that supports your team, and why human connection remains a competitive advantage for maximum ROI.

If you’re a loan officer or marketing leader looking to stay ahead of the curve while staying authentic, this episode is for you.

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In today’s episode of Mortgage Marketing Radio, we’re tossing out the old networking playbook and redefining what real connection looks like in today’s noisy, tech-heavy world. I'm joined by Lindsey Meyer, Jen Peachman, and Philip Mancuso, three of the 25 authors behind the new book Rethink Everything You Know About Networking.

This isn’t about business cards, small talk, or shallow connections. It’s about authenticity, intentionality, and using education and human value as your lead strategy.

We’ll explore how to create a ripple effect through small, meaningful actions, and why vulnerability is one of the most underrated tools in your business toolkit.

1. Intentional networking beats passive presence – Showing up with purpose and a clear message builds trust faster than any cold pitch.
2. Lead with value, not expertise – You don’t need to be a subject matter expert; you just need to offer useful, relevant insights people care about.
3. Vulnerability is a connection multiplier – When you're willing to share your real story, you invite others into a deeper, more lasting relationship.

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In this episode, we dive deep into how to build, hire, and grow an effective mortgage team with guest expert Irene Duford, a veteran in the mortgage industry who has coached over 1,000 loan officers, team leads, and branch managers.

You’ll learn when to start hiring, what your first role should be, how to define the job before you put up the ad, and exactly how to leverage personality profiling tools like the DISC assessment to avoid the costliest hiring mistakes.

The conversation starts with the common pain point: loan officers trying to “do it all” alone, juggling lead generation, underwriting, processing, and closingwhich leads to burnout, inconsistent pipelines, and stalled growth. Irene explains that once you’re closing around five loans a month, it’s time to seriously think about adding support.

Key takeaways for this episode:

1. Know when to hire – Once your team is doing ~5 loans/month and you’re wearing too many hats, it's time to hire.
2. Define the role first – A clear job description, process, and expectations reduce hiring drag and frustration.
3. Use behavioral profiling – Tools like DISC, and values assessments help match candidates to roles and avoid costly hiring mistakes.

Whether you’re a solo loan officer looking to build your first team or a branch manager ready to optimize your hiring process and team structure, this episode is packed with actionable advice on hiring the right person, building systems, and creating a high‑performing mortgage team.

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Stuck at 3–4 loans a month? You’re not alone—and it’s not your fault.

In this episode, Geoff sits down with Todd Scrima, founder of Summit Funding and coach to over 5,000 LOs, to break down why most loan officers never scale, and exactly what to do about it.

You’ll learn:

• Why 96% of LOs are stuck below $20M/year
• The script Todd gives to top producers to re-engage past clients
• How to delegate outbound calls and book more high-quality appointments
• The mindset shift that moves you from survival to serious momentum

This one’s all about systems that actually move the needle, especially heading into 2026.

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Episode Summary:

Most mortgage professionals think their biggest challenge is inventory or affordability, but the real problem might be hiding in plain sight: your sales process. In this episode, I sit down with Jake Vermillion, CMO of Mortgage Champions, to unpack why most loan officers are still selling like it’s 2021… and how that’s quietly destroying trust, pull-through, and long-term loyalty.

Jake reveals how misalignment between marketing and sales is creating a broken borrower experience—and what to do instead. From replacing “Apply Now” with value-first engagement, to knowing where AI belongs (and doesn’t), this episode is a must-listen for any LO or leader who wants to stay relevant and competitive in 2025 and beyond.

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