How Loan Officers Can Use AI & Backlinks to Rank #1 on Google and ChatGPT And Close More Deals

In this Loan Officer Marketing Podcast episode, Chris Johnstone sits down with Kyle Guldenpfennig to unpack the strategies behind Kyle’s incredible growth as a mortgage loan officer.

In today’s digital mortgage landscape, ranking at the top of Google and ChatGPT can be the difference between a quiet month and a pipeline packed with closings.But how does a loan officer actually show up in these AI-powered search results?

Let’s break it down step-by-step.

Why AI Matters More Than Ever

AI tools like ChatGPT are now being used by buyers and homeowners to ask questions like: “Who is the best mortgage lender in Dallas?”

When ChatGPT answers, it pulls data from sources like Google Business Profiles, high-authority backlinks, and local content. If you’re not listed in the right places or publishing relevant content, you’re invisible.

Step 1: Reverse Engineer Your Competitors

Start by asking ChatGPT who it recommends in your market. Then click the “Sources” button to see which websites influenced the result.

This tells you:

• Which directories (like WalletHub or Scotsman Guide) your competitors are listed on

• Which backlinks they have

• What kind of content they’re publishing

• How much authority they’ve built with media mentions and SEO

Then, it’s your turn to get listed and publish even better content.

Step 2: Build High-Authority Backlinks That AI Recognizes

Backlinks are one of the most powerful factors in SEO and AI search. Here’s how to get them:

• Scotsman Guide or WalletHub: Make sure your listing includes a direct link to your website and Google Business Profile.

• Local directories: Sites like Bankrate and niche mortgage directories help build E-E-A-T (Experience, Expertise, Authority, Trust).

• Reddit forums: By adding your NAP (Name, Address, Phone) info to your Reddit profile and answering local questions, you can earn one of the hardest-to-get backlinks.

• Press Releases: Submit to newswires to get published on sites like NBC, Fox, and CBS. Just one release can get picked up by hundreds of outlets—providing powerful backlinks and “as seen on” credibility.

Step 3: Leverage AI and SEO to Attract Referrals and Close More Deals

When your business is listed in trusted directories, featured in media outlets, and publishing optimized local content, AI engines trust you more—and recommend you more often.

That means:

• More visibility on Google and ChatGPT

• More referrals from real estate partners

• More calls, leads, and closed loans

Plus, you can repurpose your press releases or blog posts into shareable content to help your referral partners rank too—building value and earning loyalty.

Bonus Tip: Offer PR Backlinks to Real Estate Agents

Here’s a game-changing idea: co-author a press release with a local agent. Publish it under their brand, include a backlink to your site, and let them enjoy the credibility boost of being “featured on Fox/NBC.”

You get:

✅ A backlink
✅ Referral partner loyalty
✅ Real business growth

Final Thoughts

If you want to win in today’s mortgage market, you need more than just a good rate—you need visibility and authority.

AI is now the gatekeeper of mortgage referrals. The good news? You can control how you show up.

Want Us to Do It for You?

If you’d like our team to reverse engineer your competitors, set up your SEO, and build the backlinks that rank and convert…

👉 Book your free strategy call at LOReferrals.com

Let us show you how to rank higher, get more referrals, and close more deals using AI.