For mortgage brokers and loan officers
Borrowers ask AI to explain loans before they call a broker, and then ask it who to call.
A self employed borrower or a first time buyer often starts by asking an AI tool what kind of loan they might qualify for and who handles it. Found in AI asks those questions across five tools every month and shows which brokers appear in the answers.
5 AI toolsUp to 25 tracked questionsWorks on the site you already have
Which mortgage brokers near me work with self employed borrowers who use bank statements instead of tax returns?
Bank statement loans are offered by some lenders for self employed borrowers. Brokers that explain this program on their sites include Competitor A, which lists its NMLS number and the documents it asks for, and Competitor B, which describes how it compares several wholesale lenders.
How buyers decide
Your customers are asking AI first. Here is what they ask.
Mortgage questions start well before an application. People ask what they might qualify for, which loan types exist, whether their income will count and how much they need to save. A borrower who is self employed, recently divorced or buying a first home often feels their situation is unusual, so they research longer and ask more specific questions, increasingly in an AI tool.
Brokers are named when their sites explain the situations they handle in plain terms: bank statement programs, first time buyer assistance, investment property loans or borrowers with a short credit history. AI tools also lean on visible compliance details such as an NMLS number and the states a broker is licensed in, because those are facts a reader can verify for themselves.
Rates dominate the conversation, but they change daily and come with strict advertising rules, so they make poor content. What borrowers keep asking is how the process works and who has experience with someone like them. Explainers on documentation, timelines and loan types, reviewed for compliance and free of rate claims, are the pages worth having. Found in AI shows which borrower questions currently bring up your brokerage.
Questions we would track
Eight questions from your customers, and who gets named.
- Which mortgage brokers near me work with self employed borrowers using bank statements?: You are named
- Who helps first time buyers find down payment assistance programs?: You are named
- What is the difference between a mortgage broker and a bank lender?: Only competitors named
- Which brokers handle loans for rental property investors?: You are named
- Can I get a mortgage with a short credit history, and who works with that?: Only competitors named
- Which loan officers explain what documents I need before applying?: You are named
- Who handles mortgages for borrowers who recently changed jobs?: Only competitors named
- Which brokers work with buyers who are not yet permanent residents?: Only competitors named
Highlighted questions name you in the sample. The rest name only competitors, or nobody.
Every example on this site is a sample with fictional businesses. It shows what a report looks like, not a result anyone was promised.
Sample report
What your monthly report looks like.
Five tracked questions, asked of the five AI tools. Each cell records whether the answer named you, linked you, or named only competitors.
| Question | ChatGPT | Claude | Perplexity | Gemini | Google AI Overviews |
|---|---|---|---|---|---|
| Bank statement loan for self employed borrowers | Competitor named, you were not | Named and linked | Competitor named, you were not | Named | Named |
| First time buyer down payment assistance | Named | Named | Named and linked | Named and linked | Competitor named, you were not |
| Loans for rental property investors | Named and linked | Competitor named, you were not | Named | Named | No business named |
| Mortgage with a short credit history | No business named | Competitor named, you were not | No business named | Competitor named, you were not | Competitor named, you were not |
| Mortgage after a recent job change | Competitor named, you were not | No business named | Competitor named, you were not | No business named | Named |
AI Visibility ScoreSample data
MayJunJulAugSepOct
+6 since your last scan
What AI tools can use
Content that answers the questions in your trade.
We cannot decide what an AI tool says. What you can control is whether your website answers your customers' questions clearly. These are the kinds of pages that do.
Loan program pages in plain language
A page for each program you work with, explaining who it is generally for and what documentation it usually involves. Avoid rates and approval language, and say clearly that terms depend on the lender and the borrower.
Licensing details where people look
Show your company and individual NMLS numbers and the states you are licensed in on every relevant page, not only in the footer. Borrowers check these, and AI tools repeat facts that are easy to find.
Borrower situations you handle
Write about the situations you see often: self employed income, a recent job change, a first home purchase, investment properties. Describing the situation, not promising an outcome, is what helps a reader recognise themselves.
Process and timeline explainers
Step by step articles on what happens from pre-approval to closing, how long each stage usually takes and what can slow it down, reviewed for compliance before they are published.
Gaps
Where a competitor was named and you were not.
Every report lists these gaps, with an idea for what to publish to answer each question.
Questions about mortgage brokers
Does Found in AI publish anything about rates?
No. It does not publish anything at all on its own. If you turn on content for your gaps, drafts avoid rate claims and each one waits for approval, so your compliance review happens before anything goes live.
Can you guarantee borrowers will see our name in AI answers?
No one can guarantee what AI tools say, so no. Found in AI measures where your brokerage is named today, shows the borrower questions where other brokers appear, and tracks whether that changes after you publish.
Can we track individual loan officers?
Yes. You can track the brokerage name, a branch or a specific loan officer, with questions built around the programs and borrower situations that person works with.
Why are there no rate questions in the sample list?
Rate questions get answers that change daily and rarely name a broker. The questions that do lead to a name are about situations and programs, so those are what we track by default.
Other industries
See the questions and sample reports for nearby trades.
Monthly checks on whether AI tools name your firm for the practice areas you actually handle.
See which tax, bookkeeping and advisory questions AI tools connect to your practice, and which go elsewhere.
Track whether AI tools describe your advisory firm when prospects compare fees, credentials and planning approaches.