AI Doesn’t Know Who You Are | The Way with Dino Katsiametis

Think about the last time you needed someone to fix your roof. You did not call a friend. You asked Google, or you asked AI. The name that came back was the name you called.
Borrowers do the same thing now. They ask for a mortgage advisor who does exactly what they need. Someone gets named. Someone does not.
Steve Saxton, founder of Christian Roberts Mortgage in Utah, came on The Way this week. He does jumbo loans for self-employed borrowers. He says the question for every advisor now is simple. Does AI know who you are?

What does it mean to send the right signals?

Steve says Google and AI read everything. Your website. Your Google profile. Your reviews. Your blog. Your podcast. Then they decide who you are.
If it all says the same thing, you get found. If you are FHA on one page and jumbo on the next, you get skipped. His line: “All the signals have to match across all of the platforms.”
That includes the basics. Same name. Same business. Same work, everywhere.

Doesn’t niching down cost you loans?

Everyone asks this. Steve says no. “It means that you’re niching down so that the person looking for you can find you.”
He says the more you narrow in, the busier you get. The right borrowers outrun the ones you think you lost. His first step for anyone is to get painfully specific about who you serve.
I wrote about this after Brady Thomas came on the show. Read it here: A Niche Is a Sign, Not a Fence.

How do you turn one closing into a story AI can read?

Steve talks for five minutes about a loan he closed last month. He gives AI the real details. It helps him write the story. Then he edits it and posts it on his blog.
“It’s truthful, it’s honest, it’s a real experience, it’s real time.”
He has been testing this for 12 to 14 months. His warning: you will not know it works until you are about 80 percent done building it. So be patient.

How does a voice memo get you a Google review?

The day after a loan closes, Steve does not send a blanket email. He leaves a voice memo. He says he is building his profile and asks for a one to two paragraph review. He asks the client to name the kind of loan.
Reviews that say jumbo, self-employed and bank statements tell Google and AI exactly what he does. And Steve says he has never had a client say no.
If asking for a review feels hard, I think something went wrong earlier in the process. Fix that first.

What should you do this week?

Do these three things.
1. Search your own name. Does every profile show the same name, the same business and the same work?
2. Read the first line on your website. Does it say who you serve?
3. Pick one closing from this month. Talk about it for five minutes. Turn it into a post.