The AI Mistake Killing Loan Officers in 2026

Mike Faraci (founder of Red Button Media) sat down with James Duncan (former mortgage marketing exec, now advising at Calum Advisors) to tackle the question every loan officer is quietly asking right now:

"With so many new AI tools dropping every week... what the heck am I actually supposed to be doing?"

Here's what you'll walk away with:

→ The one question to ask yourself before adopting ANY new tool, platform, or AI "solution" (miss this and you'll burn months chasing shiny objects)

→ Why "prompt engineering" is a skill — not a position — and the exact move James uses to get AI to prompt ITSELF on your behalf

→ The "story vs. point of view" distinction that separates forgettable loan officers from the ones clients actively seek out

→ Mike's 24-hour video challenge that got one broker TWO extra referrals in a single week (spoiler: it takes less time than typing the text)

→ The "Domino's Pizza Tracker" trick one mortgage company stole to boost loan process engagement

→ Why AI avatars are going to be the downfall of loan officers who lean too hard into them — and what to do instead

→ The truth about niching down that most LOs are getting wrong

Whether you're a producing LO, a marketing director, or a CEO trying to figure out how to stay human in an AI-saturated market — this one's for you.

Mentioned in this episode:

• Red Button Media → hittheredbutton.com

• Connect with Mike: LinkedIn: https://www.linkedin.com/in/mikefaraci/

• Connect with James: LinkedIn: https://www.linkedin.com/in/jamesduncan-caelum/