Jarrett Stanley — Where mortgage marketing meets artificial intelligence
Most companies talk about AI. Jarrett Stanley builds with it. He is Chief Marketing Officer at Nationwide Mortgage Bankers and CEO of TrueTone AI, a keynote speaker, and a strategic advisor helping mortgage companies ship AI-powered marketing that actually scales.
Jarrett Stanley is Chief Marketing Officer at Nationwide Mortgage Bankers and CEO of TrueTone AI. He has spent more than 15 years in mortgage marketing and now works at the intersection of lending and artificial intelligence — building AI systems that make marketing teams faster without giving up co
Jarrett Stanley delivers keynotes, workshops, and panels on AI-powered mortgage marketing, digital transformation, and marketing leadership. Sessions are built around what he has actually shipped as a sitting CMO, so audiences leave with frameworks they can run the next week.
Three ways to work with Jarrett Stanley: speaking engagements, strategic consulting, and ongoing advisory for mortgage industry leaders.
Hands-on consulting for mortgage lenders adopting AI in marketing: strategy, tooling, implementation, and the team change management that makes it stick.
Three pathways, depending on what you need.
Research, definitions, tool reviews, and campaign teardowns for mortgage marketing leaders adopting AI.
Long-form thinking on AI, data, and marketing operations in mortgage lending — the archive of The Signal newsletter.
Noise rarely shows up as a line item. It shows up as lost judgment, rework, slow decisions, and half-built initiatives. Here is where the cost actually hits and the system-level filters that reduce it without slowing growth.
A full calendar and a steady stream of deliverables can still leave you with the same outcomes at month's end. Here is how to shift from output to influence with a practical framework that builds leverage instead of burnout.
You Don't Have a Time Problem. You Have a Design Problem.
Most leaders don't run out of time. They run out of uninterrupted time. The problem isn't discipline or prioritization. It's that most weeks are designed to generate busywork, not outcomes.
When everything is treated as urgent, teams trade long-term wins for short-term relief. Urgency inflation isn't a personality problem. It's a system with no definition of "urgent" and no mechanism for tradeoffs.
Most dashboards aren't clarity tools -- they're negotiation tables. Here's how to rebuild trust by designing dashboards around decisions, not data, using a practical decision-first framework.
37% of CRM users report lost revenue from poor data quality -- but bad data isn't a software issue. It's the operating cost of ambiguity, and fixing it starts with leadership, not technology.
Toil doesn't announce itself. It shows up as 'just get it done.' Here's how to distinguish the manual work that creates value from the repetition that silently drains your team's attention and capacity.
The mortgage lead generation strategies that worked for a decade are producing diminishing returns. Aggregator leads cost more, convert less, and trigger-lead regulation is tightening. Here is what is actually working now.
Your Website Was Built for Humans. AI Doesn't Care.
AI search engines now drive 44% of discovery for financial services. Your beautifully designed website is invisible to them. A framework for Answer Engine Optimization and Generative Engine Optimization that puts mortgage brands where borrowers actually look.
First-time homebuyers are more skeptical of lenders than ever. They research via AI search and Reddit before ever contacting a loan officer. The solution is not more advertising. It is personal brand, transparent content, and earned authority.
Speed-to-Lead Is a Lie (Unless You Fix What Happens After)
Sub-60-second response times became a badge of honor in mortgage marketing. But speed without quality of interaction is just fast noise. The real conversion leverage is in the first 48 hours after contact.
The Compliance Clock Is Ticking on Your AI
Freddie Mac's AI requirements hit March 3. The Homebuyers Privacy Protection Act drops March 4. CFPB guidance keeps tightening. If your AI strategy was built on 'move fast and break things,' the bill is about to come due.
Rate-Proof Your Marketing (Because Rates Won't Save You)
Marketing engines built to perform only when rates drop broke in 2023 and never got rebuilt. Most lenders are still waiting for conditions to improve instead of building demand engines that work regardless of where rates sit.
The CMO's Job Changed. Most CMOs Didn't.
The mortgage CMO role shifted from brand steward to revenue architect and data strategist. Most CMOs are still running a decade-old playbook while their CEO asks for pipeline attribution they can't provide.
AI Won't Replace Your Marketers. Your Competitor's AI Will.
The real threat isn't AI itself — it's the competitor who deploys AI to move faster, personalize deeper, and convert higher while you're still debating whether to experiment.
The Metric That Ate Your Marketing Budget
Cost-per-lead worship drives teams toward cheap volume and away from borrowers who actually close, fund, and refer. It's time to replace CPL with a metric that measures what matters.
Your Martech Stack Is a Frankenstein. Here's How to Kill It.
The average mortgage marketing team runs 12-18 tools with no integration strategy. Most of them overlap. Half of them nobody uses. Here's a ruthless simplification framework that actually works.
Two-thirds of lenders say they're 'testing AI.' Fewer than 10% have the digital foundation to scale it. Here's a diagnostic for where your organization actually sits — stripped of vendor marketing.
First-Party Data or Borrowed Attention: Pick One
Most mortgage marketing budgets rent attention from platforms that change the rules overnight. Cookie deprecation, algorithmic shifts, rising CPLs. The only defensible move is building a first-party data asset.
You Don't Need More Talent. You Need a Better Operating System.
The instinct to hire when results stall is almost always wrong. Most marketing teams don't have a talent problem — they have a system problem. Adding headcount to a broken system just makes it more expensive.
Stop Generating Content. Start Engineering Outcomes.
Generative AI made content cheap. When everyone can produce volume, volume stops being a differentiator. The real leverage is engineering content that drives applications, consultations, and referrals.
Marketing and Sales Alignment Is a Fantasy (Unless You Build the Bridge)
Marketing creates leads LOs don't trust. LOs create content marketing can't control. The alignment conversation has gone nowhere for a decade because both sides are solving different problems.
Prompt Engineering Is Not a Marketing Strategy
The obsession with better prompts is the shallowest form of AI adoption. Real leverage comes from data pipelines, system architecture, and feedback loops. The organizations winning with AI barely talk about prompts.
The linear awareness-consideration-decision funnel doesn't describe how borrowers actually choose a lender. The real journey is nonlinear, compressed, and increasingly influenced by AI search.
The 90-Day AI Marketing Sprint: A Playbook for Mortgage Leaders
A step-by-step framework for deploying AI in mortgage marketing: Weeks 1-4 audit and readiness, Weeks 5-8 focused pilot, Weeks 9-12 measure, iterate, and scale. Built from real deployment experience.
Consolidation Is Coming. Your Marketing Isn't Ready.
Industry M&A is accelerating. Duplicate CRMs, conflicting brands, incompatible stacks, cultural friction. A framework for marketing leaders who need to integrate — not just survive — during consolidation.
Modern work runs on three languages -- creative, finance, and code -- and the companies that win aren't the ones with the loudest specialists. They're the ones with people who can move meaning across those borders without it getting mangled.
Plain-language definitions of 26 terms an AI-era mortgage marketer runs into, each written in mortgage industry context.
AI lead scoring uses machine learning algorithms to automatically evaluate and rank mortgage leads based on their likelihood to convert, replacing manual qualification processes with data-driven predictions.
Machine learning in marketing applies algorithms that learn from data to automate decisions, personalize customer experiences, and optimize campaign performance without explicit programming for each scenario.
Natural language processing (NLP) enables computers to understand, interpret, and generate human language, powering mortgage marketing applications from chatbots and content generation to sentiment analysis and document processing.
Predictive analytics uses statistical models and machine learning to forecast future outcomes in mortgage marketing, from identifying which leads will close to predicting optimal campaign timing and budget allocation.
Mortgage chatbots are AI-powered conversational interfaces that engage website visitors 24/7, answer loan questions, pre-qualify leads, and schedule appointments with loan officers, dramatically improving response times and lead capture rates.
Computer vision document processing uses AI to automatically extract, classify, and validate information from mortgage documents like pay stubs, tax returns, and bank statements, dramatically accelerating loan processing times.
Digital mortgage marketing encompasses all online strategies lenders use to attract, engage, and convert borrowers, including SEO, paid advertising, social media, email marketing, content marketing, and website optimization.
Mortgage content marketing is the strategy of creating and distributing valuable, educational content to attract and nurture potential borrowers, establishing your brand as a trusted authority throughout the homebuying journey.
Mortgage SEO is the practice of optimizing a lender's website and content to rank higher in search engine results for mortgage-related queries, driving organic traffic from borrowers actively researching home loans.
Loan officer marketing encompasses the personal branding, lead generation, and relationship-building strategies individual loan officers use to attract borrowers and referral partners, increasingly powered by AI and automation.
Mortgage social media marketing uses platforms like Instagram, Facebook, LinkedIn, TikTok, and YouTube to build brand awareness, educate potential borrowers, and generate leads through organic content and paid advertising.
Marketing automation for mortgage uses software to automate repetitive marketing tasks like email campaigns, lead nurturing, social media posting, and CRM updates, enabling lenders to scale personalized communication without scaling headcount.
Email drip campaigns are automated sequences of pre-written emails sent to mortgage leads and borrowers on a scheduled cadence, nurturing them through the homebuying journey with targeted content based on their stage and behavior.
CRM integration in mortgage marketing connects your customer relationship management system with marketing tools, loan origination software, and communication platforms to create a unified view of every borrower interaction.
Workflow automation in mortgage uses technology to automate sequential business processes, from lead routing and document collection to compliance checks and closing coordination, reducing manual effort and human error.
Lead nurturing automation uses technology to deliver personalized, timely content to mortgage leads over time, building trust and maintaining engagement until they are ready to apply for a loan.
Conversion rate optimization (CRO) is the systematic process of increasing the percentage of mortgage website visitors who take desired actions, such as submitting lead forms, using calculators, or starting applications.
Customer lifetime value (CLV) in mortgage measures the total revenue a borrower generates over their entire relationship with a lender, including the original loan, refinances, additional products, and referrals they send.
Marketing attribution identifies which marketing channels, campaigns, and touchpoints contribute to mortgage lead generation and funded loans, enabling data-driven budget allocation and performance optimization.
A/B testing in mortgage marketing compares two versions of marketing elements, such as landing pages, emails, or ads, by randomly splitting traffic between them to determine which version produces better results.
Data-driven marketing in mortgage uses analytics, customer data, and performance metrics to guide every marketing decision, from budget allocation and audience targeting to content creation and campaign optimization.
A personalized mortgage experience uses data and AI to tailor every borrower interaction, from website content and communications to loan product recommendations and processing workflows, to each individual's unique needs and preferences.
Omnichannel marketing in mortgage creates a seamless, consistent borrower experience across all channels, including website, email, social media, phone, text, in-person meetings, and mobile apps, with unified data connecting every interaction.
Customer journey mapping in mortgage visualizes every step a borrower takes from initial awareness through closing and beyond, identifying touchpoints, pain points, and opportunities to improve the lending experience.
Borrower engagement measures how actively and meaningfully potential and current mortgage borrowers interact with your brand across marketing channels, from content consumption and email opens to application completion and referral activity.
AI compliance in mortgage uses artificial intelligence to automate regulatory compliance monitoring, marketing content review, fair lending analysis, and audit preparation, reducing risk while accelerating the speed of marketing execution.
Curated, opinionated roundups of the AI tools mortgage marketing teams actually use, organized by job to be done.
Best Email Marketing Tools for Mortgage Companies (2026)
Email marketing remains the highest-ROI channel for mortgage companies, but the landscape has shifted dramatically with AI. In my experience leading marketing at Nationwide Mortgage Bankers, the right email platform can mean the difference between a 2% and a 25% response rate on refinance campaigns.
Best AI Lead Generation Tools for Mortgage Lenders (2026)
Lead generation in mortgage has been fundamentally transformed by AI. Gone are the days when buying Zillow leads and cold-calling was the primary growth strategy. Today, AI-powered tools can identify borrowers who are likely to move, refinance, or purchase before they even start searching online.
Best AI Content Creation Tools for Mortgage Marketing (2026)
Content marketing in the mortgage industry presents a unique challenge: you need to produce high-quality, compliant content that demonstrates expertise while also being accessible to borrowers who may be navigating the most complex financial decision of their lives. AI content creation tools have ma
Best Marketing Analytics Tools for Mortgage Companies (2026)
In mortgage marketing, what you cannot measure you cannot improve. Analytics tools have evolved from simple traffic counters to AI-powered platforms that can attribute specific marketing activities to funded loans, predict campaign performance, and identify optimization opportunities automatically.
Best CRM Platforms for Mortgage Professionals (2026)
A mortgage CRM is not just a contact database. It is the operational backbone that connects your marketing efforts to your loan pipeline, ensuring no borrower falls through the cracks during a process that can span weeks or months. The right CRM can mean the difference between a 15% and 40% lead-to-
Best Social Media Management Tools for Mortgage Marketing (2026)
Social media is where mortgage professionals build trust before borrowers ever fill out an application. In an industry where the purchase decision involves six figures and decades of commitment, social proof and authentic connection matter enormously. The right social media tools help mortgage marke
Best Marketing Automation Platforms for Mortgage Lenders (2026)
Marketing automation is the force multiplier that transforms mortgage marketing from a reactive, manual process into a systematic machine. When a borrower downloads a rate quote, the right automation platform can instantly trigger a personalized welcome sequence, score the lead based on behavior, ro
Best Compliance Tools for Mortgage Marketing (2026)
Compliance is not optional in mortgage marketing - it is existential. A single RESPA violation, misleading rate advertisement, or fair lending complaint can cost a mortgage company millions in fines and irreparable reputation damage. Yet compliance has traditionally been the bottleneck that slows do
Best AI Copywriting Tools for Mortgage Marketing (2026)
Copywriting in mortgage marketing requires a rare combination: the ability to explain complex financial products in plain language, maintain regulatory compliance, create urgency without being misleading, and build trust with borrowers making the biggest financial decision of their lives. AI copywri
Best Video Marketing Tools for Mortgage Companies (2026)
Video has become the most engaging content format for mortgage marketing, and AI has made it accessible to every mortgage professional regardless of budget or production experience. Borrowers increasingly prefer watching a 2-minute video explanation of the mortgage process over reading a 1,000-word
Best SEO Tools for Mortgage Websites (2026)
Search engine optimization is the foundation of sustainable mortgage lead generation. When borrowers search for mortgage rates, homebuying guides, or loan officers in their area, your website needs to appear on the first page. In a competitive industry where cost-per-click for mortgage keywords can
Best AI Chatbot Platforms for Mortgage Websites (2026)
AI chatbots have evolved from frustrating rule-based bots to sophisticated conversational agents that can qualify mortgage leads, answer complex borrower questions, and schedule consultations 24/7. For mortgage websites, a well-implemented chatbot captures leads that would otherwise bounce, engages
Teardowns of real and representative AI-powered mortgage marketing campaigns: what ran, why it worked, and how to replicate it.
AI Email Campaign Examples for Mortgage Companies
Email marketing remains the highest-ROI channel for mortgage companies, and AI is supercharging what's possible. From hyper-personalized rate alerts to behaviorally triggered nurture sequences, AI-powered email campaigns are delivering open rates 2-3x above industry averages while dramatically reduc
AI Social Media Marketing Examples for Mortgage Lenders
Social media has become a critical channel for mortgage lenders looking to build trust, generate leads, and establish thought leadership. AI is revolutionizing how mortgage companies approach social media — from generating engaging content at scale to identifying and targeting high-intent audiences
AI Content Marketing Examples for Mortgage Companies
Content marketing is the backbone of long-term lead generation for mortgage companies, and AI is transforming both the speed and sophistication of content production. From AI-generated blog posts optimized for local search to dynamically personalized resource centers, mortgage companies using AI for
AI Lead Nurturing Examples for Mortgage Lenders
Lead nurturing is where mortgage companies either build their pipeline or lose it. The average mortgage lead takes 60-90 days to convert, and during that window, most lenders lose touch with 70%+ of their prospects. AI-powered lead nurturing changes this dynamic by maintaining personalized, timely e
AI Retargeting Campaign Examples for Mortgage Companies
Retargeting is one of the highest-ROI channels available to mortgage marketers, and AI is making it dramatically more effective. Only 2-3% of mortgage website visitors convert on their first visit, which means 97%+ of your traffic leaves without taking action. AI-powered retargeting recaptures these
AI Personalization Examples for Mortgage Marketing
Personalization is no longer optional in mortgage marketing — it's the expectation. Borrowers who experience personalized interactions from Amazon, Netflix, and Spotify expect the same from their mortgage lender. AI makes true personalization possible at scale, going far beyond inserting a first nam
AI Video Marketing Examples for Mortgage Companies
Video has become the dominant content format across social media and search, and mortgage companies that embrace AI-powered video marketing are capturing attention and building trust in ways that text-based content simply cannot match. AI is removing the traditional barriers to video production — co
AI SEO Content Examples for Mortgage Companies
Search engine optimization remains the most cost-effective long-term lead generation channel for mortgage companies, and AI is dramatically accelerating what's possible in mortgage SEO. From automated keyword research and content generation to real-time optimization and programmatic page creation, A
AI Rate Alert Campaign Examples for Mortgage Lenders
Rate alerts are the lifeblood of mortgage marketing, but most lenders still rely on manual, one-size-fits-all notifications that flood inboxes when any rate changes. AI transforms rate alert campaigns from batch broadcasts into precision instruments that deliver the right alert to the right borrower
AI Marketing Examples for First-Time Homebuyer Campaigns
First-time homebuyers represent the largest and most anxious segment of the mortgage market, making them both the highest-opportunity and most challenging audience for mortgage marketers. These borrowers have never navigated the mortgage process before, are often overwhelmed by complexity, and rely
AI Refinance Campaign Examples for Mortgage Companies
Refinance marketing is a timing game, and AI gives mortgage companies a decisive advantage in playing it. The refinance opportunity window is narrow — rates must be favorable, the borrower must be aware of the opportunity, and the financial benefit must be clear enough to overcome inertia. AI-powere
AI Referral Marketing Examples for Mortgage Companies
Referral marketing is consistently the highest-quality lead source in the mortgage industry, with referral leads converting at 3-5x the rate of other channels. Yet most mortgage companies treat referrals as passive — waiting for satisfied clients and real estate agent partners to remember to refer b
AI marketing strategies mapped to the role you actually hold — what to fix first, which tools matter, and what the outcome looks like.
AI Marketing Strategies for CMOs & VPs of Marketing
As a CMO or VP of Marketing at a mortgage company, you're under constant pressure to drive loan volume while reducing cost per acquisition. You need a marketing strategy that scales intelligently, and AI is the lever that separates market leaders from everyone else.
AI Marketing Strategies for Loan Officers
As a loan officer, your personal brand is your business. In a market where every LO promises great rates and great service, AI gives you the tools to stand out, stay top-of-mind with your sphere, and generate a consistent stream of qualified borrowers without spending all day on marketing.
AI Marketing Strategies for Branch Managers
As a branch manager, you're responsible for growing loan volume across your team while competing against both local shops and national online lenders. AI marketing gives you the tools to scale local marketing, recruit top talent, and empower every LO on your team to produce more.
AI Marketing Strategies for Mortgage Broker Owners
As an independent mortgage broker or brokerage owner, you compete against both retail lenders with massive marketing budgets and fintech companies with superior technology. AI levels the playing field, giving your brokerage enterprise-grade marketing capabilities without enterprise-level costs.
AI Marketing Strategies for Marketing Directors
As a marketing director at a mid-size mortgage lender, you're the bridge between executive vision and marketing execution. You need AI to stretch your team's capabilities, prove campaign effectiveness, and deliver the sophisticated marketing programs that drive real business growth.
AI Marketing Strategies for CEOs & Mortgage Executives
As a CEO or executive at a mortgage company, AI isn't just a marketing tactic, it's a strategic imperative that impacts your competitive position, operational efficiency, and long-term enterprise value. The question isn't whether to adopt AI, it's how quickly you can capture its advantages before yo
AI Marketing Strategies for Operations Directors
As an operations director, you sit at the intersection of marketing, sales, and fulfillment. AI marketing isn't just about generating more leads, it's about generating the right leads that flow smoothly through your pipeline. When marketing and operations align through AI, the entire origination mac
AI Marketing Strategies for Compliance Officers
As a compliance officer, AI in marketing likely triggers more concern than excitement. But the reality is that well-implemented AI actually strengthens compliance, automating review processes, eliminating human error in marketing materials, and creating audit trails that satisfy even the most rigoro
AI Marketing Strategies for Digital Marketing Specialists
As a digital marketing specialist at a mortgage company, you're the hands-on executor who makes campaigns live. AI transforms your daily workflow, automating the tedious optimization tasks so you can focus on strategy and creative, while delivering performance improvements that make you look like a
AI Marketing Strategies for Sales Managers
As a sales manager, your team's production depends on a steady stream of qualified leads and the tools to convert them efficiently. AI marketing bridges the gap between lead generation and loan closing, giving your producers better leads, faster follow-up, and the insights they need to hit their num
AI Marketing Speakers for Mortgage Conferences & Events
You're tasked with delivering conference content that keeps attendees engaged, drives registrations, and positions your event as the must-attend industry gathering. AI in mortgage marketing is the topic your audience is hungry for, and finding a speaker who's actually doing it, not just talking abou
AI Marketing Strategies for Real Estate Partners
As a real estate professional, your mortgage partnerships directly impact your client experience and deal closure rates. AI-powered marketing creates new opportunities for co-marketing, shared lead generation, and seamless referral experiences that make your real estate-mortgage partnership a compet
Downloadable guides, frameworks, and reference material on AI in mortgage marketing, plus The Signal newsletter archive.
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