The AI Mistake Killing Loan Officers in 2026
Mike Faraci guest-hosts while Geoff Zimpfer recovers from cancer treatment, joined by James Duncan to cut through AI and content noise for mortgage professionals. The episode covers smarter AI prompting, one-to-one video communication as a relationship tool, and why having a point of view beats having a story. Best for LOs drowning in tool recommendations who want a practical filter for what actually moves the needle.
Before adopting any new AI tool or platform, ask one question: does this make me a more efficient human for the humans I serve — or does it remove the humanity from my business?
Takeaways you can run this week
- Replace one text message tomorrow with a recorded video: open your camera app, say exactly what you were going to type, and send it. Track the response quality for one week before scaling.
- For every loan file update, shoot a 30-60 second video and text it separately to the buyer, the buyer's agent, and the listing agent — each gets a version tailored to their role. James did this at Thrive and it took less time than typing.
- When your AI output feels 80% there, stop and type: 'I'm missing the last 20%. How would you have prompted yourself to complete this task? Write me a master prompt I can paste into a new chat.' Copy and paste the result.
- Before prompting AI for anything, assign it a persona: 'Act as [the top realtor in my market / Shant Bostanian / my ideal first-time buyer]. I want to ask you questions so I can figure out how to reach you effectively.' Then run your Q&A. Context changes outputs dramatically.
- After getting a solid AI response, ask it: 'Explain your thought process — how did you get from my question to this answer?' Use that reasoning to reverse-engineer better prompts for next time.
- Build 3-5 specific target viewer personas for your content (e.g., high-powered agent, first-time buyer, homeowner with equity, recruit) and create a separate version of each piece of content for each persona — one story becomes five targeted posts.
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GET FREE ACCESSThe playbook
- 1. Identify the one person you wish you could ask your question (top agent, ideal borrower, target recruit).
- 2. Open your AI platform and say: 'Act as [that person]. Here's a little about them: [brief context]. I want to do a Q&A so I can figure out how to reach them effectively.'
- 3. Run your Q&A — let AI respond as that persona and refine your understanding of their objections, language, and priorities.
- 4. Draft your prompt, content, or outreach approach based on those insights.
- 5. When output feels 80% complete, ask AI: 'What master prompt would have gotten this done more efficiently and with higher quality from the start?' Use that prompt in a fresh chat.
- 6. Before publishing or sending anything AI-produced, ask: does this sound like me? Do I actually believe this? If no, rewrite it in your own voice or don't send it.
Worth quoting
“If it's removing the humanity from what you do, it's a net loss. If it's freeing you up to be human with other humans more often, that's a positive.”
“Don't allow AI to replace your thinking. Don't allow it to replace your voice.”
Best for
LOs who are overwhelmed by AI tool recommendations and need a practical filter — plus anyone who knows they should be doing video but hasn't started with one-to-one messaging yet.