AI visibility · Mortgage · Raleigh

One Raleigh lender is named in 73% of AI answers about mortgages. First-time buyers get a different one.

In September 2026 I asked ChatGPT, Gemini and Perplexity where to get a mortgage in Raleigh: best broker, refinancing, VA, FHA, USDA and first-time buyer programs. Everything on this page is what came back. No sample data.

Find out where your team ranks — free Your own numbers, not these.
You keep the report either way.

Queries asked

5 per market, the ones asked before anyone calls

Engines

ChatGPT, Gemini, Perplexity — web-grounded

Answer slots

15 per market (5 × 3)

Lenders named

70 general · 64 first-time buyer

The shape of it

One leader, then everyone else

70 lenders were named at least once. Raleigh Mortgage Group appeared in 73.3% of answer slots. Nobody else passed 46.7%. The median lender appeared in 6.7%, once out of 15.

Share of voice — mortgage, Raleigh

Raleigh Mortgage Group73.3%

First Heritage Mortgage46.7%

CrossCountry Mortgage40.0%

Martini Mortgage Group40.0%

Guild Mortgage40.0%

Perennial Mortgage Group26.7%

Advantage Lending20.0%

Certified Home Loans20.0%

62 more, each named in 3 of 15 answers or fewer≤20%

Where the 70 land

Lenders by share of the 15 answer slots.

80–100%0

60–80%1

40–60%4

20–40%8

10–20%15

Under 10%42

42 of the 70 were named in exactly one answer, on one engine.

Share of voice — first-time buyer loans, Raleigh

First Heritage Mortgage73.3%

Raleigh Mortgage Group40.0%

CrossCountry Mortgage40.0%

Guild Mortgage33.3%

North State Bank Mortgage33.3%

CapCenter26.7%

58 more, each named in 3 of 15 answers or fewer≤20%

First-time buyers go somewhere else

On FHA, USDA, down payment assistance and first-time buyer questions, First Heritage Mortgage leads at 73.3%. Raleigh Mortgage Group drops to 40%.

First-time buyers are the ones with no lender to call yet. The AI picks for them.

Question by question

Each loan type is its own shortlist

Local brokers take the broker question. National lenders show up for down payment assistance. A credit union and a bank break through on specific programs. The lender who wins one question often misses the next.

What was askedNamed first, most engines first

“best mortgage broker”Martin Mortgage Group, Raleigh Mortgage Group, Amy Bonis Mortgage Team

“mortgage lender near me”Martini Mortgage Group, Raleigh Mortgage Group, CrossCountry Mortgage

“loan officer for first time home buyers”Atlantic Bay Mortgage Group, CrossCountry Mortgage, First Heritage Mortgage

“VA loan lender”Cornerstone Home Lending, First Heritage Mortgage, Guild Mortgage

“best place to refinance a mortgage”Dash Home Loans, MortgageMecca, Inc, Raleigh Mortgage Group

“FHA loan lender”First Heritage Mortgage, CrossCountry Mortgage, Guild Mortgage

“first time home buyer loan program lender”First Heritage Mortgage, Coastal Credit Union, CrossCountry Mortgage

“down payment assistance lender”ALCOVA Mortgage, Ameris Bank, Atlantic Bay Mortgage Group

“USDA loan lender”Advantage Lending, North State Bank Mortgage, Raleigh Mortgage Group

“lender for low credit score home loan”First Heritage Mortgage, Capital Home Mortgage, CapCenter

The expensive part

Paying for the click, missing the question.

I pulled 161 Triangle lenders and brokers from Google Maps and checked the ones AI never named against their own websites for advertising tags. These are businesses already paying to be found.

Triangle lenders never named in either market

of those carry a Google Ads conversion tag

379

Google reviews on the largest lender never named

Your team, not the market

What the audit returns for you

The market numbers above are public. Yours are specific: how often you're named, who takes the answers you lose, the sources the engines read instead of your site, and where in the Triangle you disappear.

Your share of voice

The same 15-answer measurement run on your team, against the names above.

Visibility by loan type

Conventional, FHA, VA, USDA, refinance, first-time buyer. Most lenders are visible for one.

Who the engines cite instead

The directories and review profiles handed to the borrower in your place.

Geography across the Triangle

Run per location: Raleigh, Cary, Apex, Wake Forest, Durham. “Near me” answers change block to block.

Brands behind the campaigns I have run

Carrier campaigns — Humana, Aetna, Elevance and Blue Cross Blue Shield Medicare plans — were run during five years at Tranzact, a Willis Towers Watson company. Direct client work: Sherpa Collaborative, Vital Plan, RawlsMD, O2 Fitness, VerticalIQ, 10ofThose, Red Bird, Wolk360, Bunn Gear and Gotham Trading. All marks belong to their owners; their appearance here indicates work performed, not endorsement.

Find out whether the AI names you.

20 minutes. I'll have run your numbers before we speak, and you keep the report whether we work together or not.

Book a call hello@jameschase.co

James Chase · JMC Holdings Group, LLC · Raleigh, NC Scan run September 2026 · 5 queries × 3 engines × 2 markets