From Evidence To Influence ft. Drew Gillett

Attention is easy to chase.

Trust is harder to earn.

In this episode of The MikedUp Show, Michael Kelleher and Michael Zau sit down with Drew Gillett, Vice President of Marketing at Guild Mortgage, for a conversation about what mortgage marketing actually needs to become.

Drew leads marketing at one of the largest retail mortgage lenders in the country, supporting field marketing, marketing training, retail social media, web and digital, content, design, lead management, sales engagement, and special marketing initiatives. His work touches thousands of employees and millions of consumers, but the heart of his approach is simple: help loan officers show up as trusted experts before the first conversation ever happens.

That is the core of this episode.

The modern loan officer cannot afford to be invisible.

In today’s market, borrowers and referral partners are already forming opinions before they ever pick up the phone. They are searching. Watching. Reading. Comparing. Looking for signs that someone knows what they are doing.

Drew explains why personal brand is no longer optional for mortgage professionals. It is not about becoming internet famous. It is about becoming recognizable, reliable, and trusted in the markets you serve.

This episode gets into the difference between promotion and proof.

Promotion tells people you are good.

Proof shows them.

That distinction matters. Drew makes the case that the best mortgage content is not built around clever hooks or empty posts. It is built around evidence. Real advice. Clear explanations. Market knowledge. Consistent presence. The kind of content that makes someone say, “This person understands the problem I am trying to solve.”

Drew also shares the thinking behind his book, From Post to Close, a practical guide for mortgage professionals who know they need to be visible but do not know what to say, how to start, or how to turn content into real business. His view is clear: your story is your edge, but only if it helps people trust you.

The conversation also touches on AI in marketing, but from a practical lens.

Drew is not interested in hype. He is interested in whether AI helps teams move faster, test better ideas, remove busy work, and give loan officers more time to do the human parts of the job well. Technology should not replace relationships. It should strengthen them.

That theme runs through the entire episode.

Marketing does not replace trust.

Content does not replace service.

AI does not replace judgment.

The best mortgage marketing supports the relationship before, during, and after the transaction.

Drew also talks about leadership, standards, ownership, and what it takes to run a marketing team that serves both the company and the field. His approach is calm, clear, and focused on execution. Know what good looks like. Own your part. Deliver without drama.

This episode is for loan officers, marketing leaders, branch managers, mortgage executives, and anyone trying to build a brand that earns business the right way.

Because in this market, being known is not enough.

You need to be trusted.

MikedUp Show is powered by

Truework
Truework helps mortgage teams verify income and employment faster. It reduces the back and forth that slows files down and gives lenders a cleaner way to move borrowers through the process.
https://www.truework.com/

FundingShield
FundingShield helps protect mortgage closings from wire fraud, payoff fraud, and transaction risk. It gives lenders real time checks before money moves.
https://www.fundingshield.com/

Addy AI
Addy AI helps mortgage teams handle repetitive work, respond faster, and keep borrower communication moving. It gives teams practical AI tools built around real lending tasks.
https://addy.com/

TRUE
TRUE helps mortgage companies use AI to clean up loan files, reduce manual work, and improve speed across operations. It is built for lenders that need better execution without adding more complexity.
https://true.ai/

Covered Insurance
Covered Insurance helps make insurance easier for borrowers, lenders, and real estate partners. It supports the home buying process by helping customers compare options and secure coverage with less friction.
https://itscovered.com/

Friday Harbor
Friday Harbor brings AI into mortgage origination and underwriting, helping lenders create cleaner, more complete loan files earlier in the process. It supports teams working to move faster with fewer surprises.
https://fridayharbor.ai/

AskBob AI
AskBob AI turns company knowledge, guidelines, overlays, and internal documents into fast answers for mortgage teams. It helps reduce repeat questions and gives teams trusted information inside their daily workflow.
https://www.askbobai.com/

FICO
FICO helps lenders make smarter credit decisions with scoring solutions used across mortgages, auto loans, credit cards, and other areas of consumer finance. For mortgage professionals, FICO supports clearer credit risk assessment and more confident lending decisions.
https://www.fico.com/

First American
First American provides title insurance, settlement services, data, valuation, risk mitigation, and mortgage solutions that support purchase, refinance, construction, and home equity transactions. For lenders and real estate partners, First American helps make closings more secure, organized, and reliable.
https://www.firstam.com/