Show Up Through AI: Successful Media Relations Techniques To Boost Your Presence

It’s no surprise that when prospective Generation Z and Millennial homebuyers do their research, they rely heavily on AI. According to the 2026 NexGen Homebuyer Reportby Kristin Messerli,ChatGPT is among their leading research platforms.

What may surprise you, though, is that when LLMs like ChatGPT respond to a query and cite their sources, chances are good that they include links to earned (versus sponsored) media articles. Those doing in-depth research are likely to consult this source material. That means mortgage lenders who are already reaching borrowers through their websites, social media, email marketing and other content need to strengthen their media relations strategies, too. If they want to be seen everywhere, that should include being visible in the media.

This isn’t just my opinion as a media enthusiast; it’s based on the insights of leaders such as global research firm Gartner, which predicts, “By 2027, mass adoption of public LLMs as a replacement for traditional search will drive a 2x increase in PR and earned media budgets.” Gartner also notes, “AI search engines favor citing earned, shared, and organic owned content over paid. According to a recent vendor study, more than 95% of links cited are nonpaid mentions and coverage, with 27% originating directly from earned media.”

Breaking Though

It’s challenging for mortgage lenders, servicers or partners to earn media coverage. Every day, journalists, broadcasters and bloggers receive more pitches than they can use. To persuade them to choose yours, it’s important to understand the kinds of resources and information they most appreciate.

Journalists want to be ahead or at least abreast of what’s new, whether it’s the impact of inflation and energy prices on housing, the latest regulatory changes, innovations in home equity or non-QM lending, novel homeownership affordability initiatives, or how AI is changing housing finance. They need sources who are leading the change, have interesting anecdotes to share, and can discuss why these issues matter.

Your opportunity is to meet those needs while setting your firm apart.

It’s tricky to strike the right balance, but it’s worth it. Being quoted by selective journalists automatically elevates firms’ authority because readers and visitors know how discerning they are. In addition, being part of the media conversation can dramatically improve a firm’s reach. For example, one lender recently discussed DSCR loans in a major business publication which has more than two million visitors per month. That’s the kind of publication that could be cited by ChatGPT, in addition to being picked up by more traditional search engines.

Becoming a Go-To Source

Are you ready and eager to work with authoritative journalists? Here are some best practices to help you not only engage them, but become their go-to sources.

• Lay the foundation with a PR plan that aligns with your marketing and sales efforts: What audiences do you most want to engage with, whether local, regional or national? Which media are best positioned to help you reach them? What makes you or your firm uniquely suited to comment on the news and trends that their audiences care about? What stories or case studies can you share, with permission, to back them up? What messages can you subtly reinforce with every discussion to build your “platform”?
• Leverage a variety of avenues to secure placements, such as:
  • Product or corporate news releases, sent to a carefully curated list of journalists and bloggers: Share developments that help differentiate your firm from the competition as a lender, referral partner or employer. Explain a market gap you’re filling or a problem you’re solving for the first time. Quote studies, surveys, Census figures and other data to demonstrate why the market is ready for what you’re announcing right now. This more in-depth approach will entice media not just to write a news brief, but to potentially discuss your announcement in the context of larger issue-oriented features or segments.
  • Guest articles and blogs: Many media welcome “how-to” and opinion pieces, which give mortgage firms a chance to demonstrate their expertise, or to elevate their thought leadership on important issues. Make your article memorable with a creative or compelling lead, data or examples that resonate, clear content with just the right level of depth, and a conclusion that knits everything together. This is a chance to establish “chemistry” with prospects through the way you address a problem or opportunity. You may not be meeting in person, but potential customers can get a better sense of your expertise, personality and outlook.
  • Offer quick commentary on fresh data, like the latest housing starts or prices. Contacting media before the competition does can help you secure coveted placements at journalists’ point of need. They prepare and post their stories quickly so being first, with valuable insights, makes a big difference. In competitive markets, being one of the only experts quoted on major news can automatically boost your standing as an industry leader.
  • Sit down with journalists in person at conferences and trade shows. Those interactions can build trust and lead to unexpected opportunities. For instance, a journalist introduced a real estate lawyer that he met at a conference to a networking group. She spoke at a meeting and obtained new business as a result.

Media relations has always been considered a gold standard of marketing. In the age of AI and LLMs, being able to mine that gold is invaluable. The secret lies in anticipating journalists’ needs, and providing the right news, information and insights to meet them.