Brokers, brace yourselves

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The way clients find you online is about to be turned on its head. And as AI transforms the industry, brokers who stay curious and keep learning will be the ones who thrive

IN THE next six to 12 months, AI-powered search tools are set to reshape how prospective clients discover mortgage services. Gartner predicts that traditional search engine volume will drop 25 percent by 2026, as AI chatbots and virtual agents fundamentally change how people find information. Unlike traditional Google Ads or keyword-based SEO, AI-powered search uses intelligent assistants that summarize and recommend services to clients based on reputation, reviews, and online content – not just who pays for ads. This means your online presence must offer real value and authenticity, not just visibility. Gone are the days of simply investing in Google Ads to get your business in front of people. Now, AI will scour websites and make recommendations, fundamentally changing how brokers are found online.

Founded in 2008 by Joseph J. White, author of the textbook used by both the REMIC and Seneca College courses for agent licensing as well as numerous sales resources, the Real Estate and Mortgage Institute of Canada is the Institute dedicated to the mortgage brokerage industry and the life insurance industry. Mr. White founded the Institute to meet the needs of financial services professionals by focusing solely on the mortgage brokerage industry. In 2016 REMIC expanded its educational offerings to include the life insurance agent course, called the HLLQP. In doing so REMIC provides both life insurance agents and mortgage agents the ability to expand their sphere of influence and diversify their income by becoming dual licensed.

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“Business development and client acquisition have never been so rapidly changing as they are now. Put plainly, the standard way of doing things is no longer working”

Joe White, REMIC

“Business development and client acquisition have never been so rapidly changing as they are now,” says Joe White, CEO of REMIC. “Put plainly, the standard way of doing things is no longer working.” But it’s not just about technology, adds Cain Daniel, vice president of REMIC. Clients want instant answers yet still crave human connection. Simple gestures can set brokers apart – a personalized video message after consultation, a handwritten thank-you card after closing, or quarterly check-ins just to say hello. As big banks double down on automation, brokers retain a key edge: offering a hybrid of speed and service with authentic personal touches. “Our attention is more valuable than ever,” Daniel stresses. “Crafting personal relationships is where the real opportunity lies.” The winners in this new era? Those who embrace the shift – and move fast.

What does success look like for mortgage brokers?

Published July 28, 2025

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“It’s really about lifelong learning and investing in yourself. The most successful people do training programs. They’re coachable and curious about new strategies”

Cain Daniel, Remic

As veterans with over three decades of combined experience, White and Daniel have interviewed top mortgage professionals across the country. The common denominator is fearlessness in the face of change. “It’s really about lifelong learning and investing in yourself,” Daniel says. “The most successful people do training programs. They’re coachable and curious about new strategies.” The data supports this approach: income per employee of companies that offer comprehensive training programs is 218 percent higher than companies without formalized

training. These organizations also enjoy 24 percent higher profit margins. For individual professionals, 92 percent of employees report that well-planned training programs positively impact their job engagement. But success isn’t about working more or hitting a specific dollar amount. It’s about consistency, discipline, and having the right systems in place. For the self-employed, it’s also about integrating the business into their life in a way that aligns with their own definition of success. As a rule, when somebody feels happy, secure, and confident in their career, that’s a pretty good bar by which to measure – but White warns against assuming that the bar is static.

What do fax machines, cell phones, and AI have in common?

Every generation faces technological disruption requiring a choice: adapt or get left behind. In the 1980s, agents who embraced fax machines sent contracts instantly versus waiting days for mail. In the 1990s, brokers with cellphones responded to urgent calls immediately while others watched opportunities slip away. Today’s disruption is AI – moving faster than any previous shift. Every broker must choose whether to adapt. Currently, 78 percent of organizations use AI in at least one business function, with 71 percent regularly using generative AI tools. “You’re either going up the mountain or sliding down it,” White notes. “You’ll be passed by, and your business will suffer.”

“It’s a lifestyle. Brokers need to gain the interpersonal tools and the technology tools to be able to really catapult their careers into higher levels, and that goalpost is constantly moving.”

Those who embrace AI need to master prompt engineering techniques and understand how to leverage AI for client communication and marketing automation. Prompt engineering means crafting effective questions or instructions for AI tools to get high-quality results – for example, asking an AI assistant to “Draft a follow-up email for a first-time buyer who needs reassurance about today’s interest rates.” It demands specialized training, Daniel emphasizes, while underscoring the human element that remains brokers’ competitive advantage. “Our vision is brokers offering hyper-personalized experiences,” he explains. “AI is fuelling strategy, not replacing it.”

IMBoundless: a ‘firehose of ideas and strategies’

White and Daniel recently launched IMBoundless, a masterclass designed to cut through information overload. Unlike generic programs focusing on broad trends, IMBoundless delivers immediately implementable strategies for today’s AI-driven marketplace. “We use a firehose of ideas and strategies,” White says. “Brokers can implement any of them as soon as they walk out.” The program combines business fundamentals with cutting-edge AI applications. While others cover standard Facebook marketing, IMBoundless teaches AI-powered content creation at scale, predictive ad targeting, and automated follow-up sequences that maintain personal touch.

REMIC leverages AI’s potential

IMBoundless uses proprietary technology to help clarify what makes each broker unique. REMIC developed a first-of-its-kind interactive avatar that conducts dynamic interviews, helping brokers define unique selling propositions and craft elevator pitches. The AI bot role-plays as different client personas – from first-time buyers to sophisticated investors – providing

real-time feedback on communication, objection handling, and closing techniques. Imagine practising your pitch with an AI avatar that acts like a hesitant first-time homebuyer, asking tough questions and giving instant feedback to refine your approach. This type of AI-enhanced training represents the cutting edge of professional development. The Boundless XP platform extends learning with AI-enabled marketing diagnostics, automation, and content creation tools that integrate seamlessly with existing workflows. “You take what you learn, execute immediately, and create better experiences for clients,” Daniel says.

REMIC urges brokers to stay curious

Brokers must foster adaptability and commitment to continuous upskilling – non-negotiable traits in an industry being reshaped by technology and shifting client expectations. With 94 percent of employees saying they’d stay longer at companies that invest in their development, the message is clear: learning drives both personal and business success. “Look in the mirror and say, ‘I don’t know everything,’” White urges. “Always keep learning – maintain that curiosity. The brokers who do that consistently outperform their peers.” Daniel agrees: “If you’re not moving forward, you’re moving backward. Stagnation isn’t viable. The good news? There have never been more tools and opportunities for brokers to take that next step.”

The brokers who move quickly and invest in their own growth will be tomorrow’s industry leaders. Don’t wait – future-proof your business today. Visit imboundless.ca to secure your spot in the next IMBoundless Masterclass, or learn more about REMIC’s programs at remic.ca.

AUDIT YOUR DIGITAL PRESENCE: Make sure your online reputation truly reflects your expertise INVEST IN AI TRAINING: Learn to use tools that save you time and wow your clients CONNECT WITH INNOVATORS: Network with other brokers who are embracing change – don’t go it alone

3 things brokers should do right now:

higher income per employee than companies without formalized training

218%

higher profit margins

more engaged employees:

24%

report a positive impact

92%

Companies that offer comprehensive training programs have:

A comprehensive questionnaire reviews each broker’s current plan, highlighting deficiencies and providing personalized improvement steps – something no other industry program currently offers.