They ask the assistant before they ask a lender.

They are, under a restricted-category rule set. OpenAI approves advertisers in finance, health care and legal services one at a time through manual review, so eligibility is decided on your documentation rather than your card details. We prepare that submission, and we do not promise a timeline the platform controls.

Average CPCs run $2-$5 across industries with daily budgets starting at $25. For comparison, loan officer benchmarks show $6.45 a click and $105.10 per lead and exclusive Google Ads mortgage leads cost $30-$70. The arithmetic currently favours early advertisers, which is the entire reason to test now rather than in a year.

The same way it works everywhere else, with one extra step. Your existing advertising rules on rate claims, APR disclosure, licensing statements and equal housing language all apply, and the platform adds its own review on top. We draft to your compliance standards first, route everything for sign-off before submission, and keep a record of what was approved and when.

More than most lenders assume. 89% of prospective buyers said they would share personal financial information with a lender's AI tool for mortgage advice, and 68% said they trust mortgage information provided by AI. That trust is exactly why being named inside those answers matters, and why accuracy in the surrounding content is worth investing in.

48% of Americans planning to buy within twelve months say they will use AI tools during the process, and 20% of prospective buyers and homeowners already have, rising to 32% of Gen Z. For a lender whose next five years of growth sits with younger borrowers, that is a distribution change rather than a gadget.

The ones where your expertise is genuinely differentiated and the conversation is complex: self-employed borrowers, investment property, construction, non-standard credit files. Those are the situations people describe at length to an assistant precisely because a rate table cannot answer them. Straight vanilla purchase money is better bought on search, at least while this channel is young.

Geography is set to the states and areas you are licensed to lend in, and it is treated as a hard boundary rather than a preference. Campaigns are split by licensing footprint so reporting stays clean and no budget is spent on enquiries you cannot legally serve. Where a branch or loan officer has a narrower territory, we structure the account to respect that too.

Yes, and it is the only measure we will argue from. Calls, forms and chats are tracked from launch, and where your CRM or loan origination system supports it we connect application and funding outcomes, so reporting shows cost per application and cost per funded loan. Our conversion tracking team builds and verifies that before any spend starts.

They keep running, and they stay the benchmark. Meta mortgage leads run $4-$25 and exclusive Google Ads leads $30-$70, while shared marketplace leads cost $30-$100 and premium ones $100-$250 or more. This channel has to earn its budget against those numbers, and if it does not we will say so plainly and move the money.

By being verifiable. Assistants lean on clear service content, consistent business information, real reviews and third-party references, so a lender with thorough content about the loan scenarios it handles gets cited more often than one with a brochure site. Our AI search visibility team runs that alongside the ads, and it is usually the work with the longer payback.

Build takes about four weeks; approval time is decided by the platform's review of financial advertisers, which is why we prepare that documentation in week one rather than after the creative is written. Anyone quoting you a guaranteed go-live date on a restricted category is guessing. We will tell you where the submission stands every week.

Campaign management across the surfaces you fund, new ad copy and creative variants, landing page changes where the data points, compliance review coordination, tracking maintenance, and a written monthly report tying spend to applications and funded loans. You get a named senior strategist, and nothing on the invoice should be a mystery to you.

It can be, and the two work well together. Buyers describing a purchase to an assistant are asking about the property, the area and the financing in one conversation, so a lender with real estate referral partners can build content and campaigns that serve both sides of that question. We keep the ad accounts separate for compliance, but the content strategy is worth sharing.

We expect it to, and the plan is built for that. Because your accounts, creative, landing pages and tracking stay in your name, and because the content and visibility groundwork keeps producing regardless of any single ad product, a rule change means reallocating budget rather than starting over. We monitor policy updates weekly and tell you before they affect a live campaign.

Three sets apply at once. The platform's own rule list decides which categories may advertise and under what review. Lending regulations decide what any rate, term or pre-approval claim must carry with it. Your own internal marketing requirements usually go further still. We write to the strictest of the three, which is the practical way to keep a campaign live rather than cycling through rejections.

As a research input, never as the copy. Reading how assistants answer the prompts your borrowers actually type — affordability, refinance timing, self-employed documentation — tells us which lenders get named, what context the model gives, and where your expertise is missing from the answer. That shapes targeting, the ad angles and the content plan. The best campaigns come from reading the conversation before buying into it.

It should. A client who first met you inside an AI conversation behaves like any other new enquiry afterwards: they need a fast response, a clear next step and follow-up that does not feel automated. We make sure the leads land in your CRM with their source attached, so your email nurture and loan officer follow-up can treat them properly and the reporting stays honest end to end.

A named senior paid media strategist, with a copywriter experienced in regulated finance and an analytics specialist alongside. You will know their names, you can email them directly, and the same person joins your monthly session. Your account is not handed to a rotating queue of juniors.