New data shows how mortgage pros are balancing AI and relationships
For brokers, the adoption of new technology, whether knowingly or not, will help them build stronger bonds with customers, Parkison said.
“I think brokers can arm themselves with the knowledge of the AI and then be the communicator to their client with what it’s doing,” she said. “Their job becomes easier in the fact that they can explain that process better, which will help build stronger relationships for them and give them more time to go out and grow their business.”
AD Mortgage surveyed more than 300 mortgage professionals in July, including loan officers, brokers, processors and business owners. When asked which skill would matter most for success in 2027, 82% of respondents picked relationship building and communication, ahead of technology and AI tools at 58.4%.
The survey also asked where human expertise remains essential even as AI adoption grows. Building trust topped that list at 74.5%, followed by relationship management at 69% and negotiation at 48.2%.
Respondents were far more willing to hand off repetitive back-office work. CRM follow-ups, data entry and document collection ranked as the tasks professionals most expect AI to take over.
