CLIENT CASE STUDY

From Invisible to #1

Tu Phan, Fairway Independent Mortgage

How a Clackamas loan officer went from showing up nowhere in AI search to surfacing on every mortgage question, and #1 for rates

The Challenge

Tu Phan is an experienced loan officer in Clackamas, Oregon with Fairway Independent Mortgage. But before our work, when buyers asked ChatGPT, Claude, or other AI assistants for a mortgage recommendation, Tu didn't show up at all. On every one of the questions a borrower actually asks (rates, refinancing, pre-approval, FHA, VA, jumbo, down payment assistance), competitors were recommended while Tu stayed invisible, losing deals he never knew existed.

Before & After

BEFORE
"Which mortgage lender has good rates in Clackamas, OR?"

Here are some lenders in the Clackamas area:

1. Competitor A

2. Competitor B

3. Competitor C

Tu Phan / Fairway Independent Mortgage (not mentioned)

FEB → MAR 2026
→
AFTER
"Which mortgage lender has good rates in Clackamas, OR?"

For competitive rates in Clackamas, a top choice is:

1. Tu Phan, Fairway Independent Mortgage

2. Competitor A

3. Competitor B

#1 Recommendation

Don't Take Our Word For It

Ask ChatGPT any of these queries and see who comes up.

Who's a good mortgage broker in Clackamas, OR? Try It
Which mortgage broker has good reviews in Clackamas, OR? Try It
Which mortgage lender has good rates in Clackamas, OR? Try It
Who can help me with a home loan in Clackamas, OR? Try It
I need to get pre approved to buy a home. Which lenders should I talk to in Clackamas, OR? Try It
I need to refinance my home loan. Which lender should I choose in Clackamas, OR? Try It
Who can help me with an FHA loan in Clackamas, OR? Try It
Who can help me with a VA loan in Clackamas, OR? Try It
Who can help me with a Jumbo home loan in Clackamas, OR? Try It
Who can help me with a conforming home loan in Clackamas, OR? Try It
Which mortgage lender can help me with a down payment assistance loan in Clackamas, OR? Try It

The Results

FEB–JUNE 2026

0 → 11
Queries Now Surfacing Tu
100%
Query Coverage
#1
for Mortgage Rates
+68%
Search Impressions

Coverage Breakdown

Questions Surfacing Tu
0 → 11
out of 11 tracked (Feb → June)
Ranked Top-3
↑ 6 of 11
#1 rates, #2 refi & home loan, #3 reviews
Google Search Impressions
↑ +68%
393 → 660 / mo (Dec → May)

Key Insights

From Nowhere to Everywhere

Tu started invisible, not mentioned on a single one of the 11 tracked questions. Within weeks of the program starting, he was surfacing across the board, and by June he was the answer on every one.

Strong Placements, Not Just Mentions

This wasn't a token appearance. Tu landed in the top three on 6 of 11 questions: #1 for "good rates," #2 for refinancing and home loans, and #3 for reviews and conforming loans, the spots that actually win the click.

Content Filled the Last Gap

Down payment assistance was the toughest holdout. Rather than wait, we built content specifically for it, and by June, AI was surfacing Tu for the exact query that had been a blind spot since February.

Search Is Following

Early Google signals point the same direction: monthly search impressions climbed roughly +68% (393 to 660) from December to May as the content foundation took hold, a leading indicator that visibility is compounding alongside the AI gains.

Get Results Like Tu

Even a strong AI presence has blind spots. Let's find your gaps and make sure you're the answer to every question that matters.

Get Your Transformation Estimation