I was recently looking at the 2025 Profile of Home Buyers and Sellers from the…
I was on a demo call yesterday with a mortgage veteran.
No website.
He told me something that stuck with me. He had a borrower referred to him. Warm handoff. Already in conversation. He pulled her credit.
Then came time to collect billing info for the credit report.
If you haven’t looked lately, tri-merges are pushing into the $90 range {Higher even}. That alone is a shift if you’ve been around long enough to remember when they were $20.
When he asked for her card, she hesitated.
Why?
She Googled him. And found nothing.
No website. No professional presence. No validation layer.
Nothing doesn’t feel neutral anymore. It feels risky.
Let that sink in.
This wasn’t a cold internet lead.
This wasn’t someone shopping five lenders online.
This was a referred borrower who had already talked to him and already had her credit pulled.
And she still didn’t feel safe.
Good for me because this experience caused the phone call but not good for him.
This Is the Shift
Ten years ago, that scenario almost never happened.
A referral carried more weight.
A conversation carried more weight.
Today, validation doesn’t stop because the phone call started.
It runs in parallel.
Borrowers talk to you.
Borrowers Google you.
Borrowers compare you.
Borrowers validate you.
Sometimes before the call.
Sometimes after.
Sometimes right before they give you their credit card.
And if you’re invisible online, that moment becomes friction.
The 30-Second Confidence Check
What happened in that moment wasn’t complicated.
She ran a fast credibility test.
-
Is this person established?
-
Is there proof they’re real?
-
Does this feel like a legitimate operation?
-
If something goes wrong, can I find them?
She didn’t say any of that out loud.
She just felt uncertainty.
And uncertainty at the moment of payment is dangerous.
Not always catastrophic. But dangerous.
This is what digital invisibility looks like now.
Hesitation.
Experience Alone Is Not a Digital Signal
The loan officer I spoke with is solid.
But nothing on him existed online.
So when the borrower went looking for confirmation, she found a blank screen.
In 2026, blank screens create doubt.
Not because you’re unqualified.
Because there’s no signal.
And borrowers are trained to look for signal now. It’s automatic.
AI Is Just Accelerating This
AI didn’t create this behavior.
It’s compressing it.
Borrowers get summarized information faster.
They compare professionals faster.
They expect digital presence as baseline.
When AI tools surface professionals, they’re pulling from what’s publicly available.
If you don’t exist digitally, there’s nothing to reinforce your credibility.
Silence becomes its own message.
The Question Worth Asking
If someone Googles your name today, does what they find reinforce confidence?
Or does it create a small moment of doubt?
Because doubt rarely announces itself.
It shows up as hesitation.
Or second-guessing.
Or “let me think about it.”
And sometimes that’s enough to cost you.
Final Thought
The call I had yesterday wasn’t about SEO.
It wasn’t about ranking in ChatGPT.
It was about safety.
A referred borrower, mid-process, didn’t feel safe because there was nothing online to confirm what she’d been told.
That’s a meaningful shift.
I’m surprised she got this far because typically she would have looked him up and moved on before the call.
Shout out to her for being honest with him and explaining her hesitation. Many would just fade away.
And her comment will trigger action by him to ensure this kind of thing never happnes again. Whether he uses us or not; he at least knows their is an issue with his sales process.
If you’re not sure what shows up when someone searches your name, it’s worth looking at it through a borrower’s eyes.
If you want a second set of eyes on it, I’m happy to walk through it with you.
If you want to read more on this I wrote a previous article you can see here.
https://www.vonkdigital.com/what-do-borrowers-do-after-a-referral/
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