The MLO Project
Dismantling the Status Quo, One Episode at a Time.
The MLO Project is THE podcast for loan officers and industry professionals who are ready to evolve. We’re here to disrupt the old guard, break free from outdated norms, and deliver insights that actually matter.
Hosted by mortgage industry veterans Jason Frazier & Michael McAllister, The MLO Project promises No fluff. No clichés. Just real talk, fresh ideas, and actionable takeaways to elevate your career and the industry.
The MLO Project is presented by Empower LO
The MLO Project
AI is Killing Traditional Search - What Every LO Needs to Know Right Now | Ep. 26
In this episode of The MLO Project, Frazier and Michael McAllister go coast-to-coast—from Idaho to Georgia—to break down what’s really happening with Google Ads in the mortgage game.
They tackle rising ad costs, how AI is changing search behavior, and why most LOs are wasting money on outdated strategies. If you’re not using long-tail keywords and thinking about conversions before clicks, you’re already behind.
They also dive into the future of AI-powered ad platforms—and how to win with a mix of paid and organic.
This is a must-listen for any mortgage pro trying to stay sharp in a shifting digital landscape.
00:00 Welcome to the MLO Project
01:55 Meet the Hosts: Frazier and Michael
02:42 Diving into Google Leads
04:26 The Evolution of Google Ads
15:30 The Impact of AI on Google Ads
19:26 Strategies for Effective Lead Conversion
24:49 Final Thoughts and Resources
