How to use AI to help improve findability on AI

My own Digital Agency, Good Oil Digital Marketing, is mostly known for ranking businesses higher on Google.

Normal search (SEO), Local SEO or Google Business Profile, as well as Google ads.

Lately, EVERYONE wants to know more about getting found on AI search like ChatGPT.

Fair enough…. the number of people using AI search is on the up and up, as I’m sure you know.

Recently, one of our clients, Michael Anastasiadis has undertaken a buyout of his parent company, and somewhat of a rebrand.

Plenty of people have been involved in website redesign, discussions around brands, keywords, advertising etc.

I thought I’d use the opportunity to enhance “findability” on AI search.

Specifically, I asked ChatGPT the following:

Are there any obvious personal branding gaps for Michael Anastasiadis, mortgage broker based in Wellington NZ?

The answer I got, while covering off some areas we’ve already worked on, was very thorough, and very good. I’m sharing this with YOU because perhaps YOU can use the above question, with your name in chatGPT as well.

Here is the answer we got:

Michael Anastasiadis already has a solid personal brand — he’s established as a middle‑to‑high‑trust mortgage expert in Wellington with:

A clear tagline: “Mortgages Made Easy”, reinforced across his site and marketing reddit.com+15michaelmortgageman.co.nz+15bark.com+15.
Strong credentials: former Inland Revenue leader, award‑winning adviser, and registered through NZ Financial Services premium.mpamag.com+6michaelmortgageman.co.nz+6mpamag.com+6.
Authentic storytelling: combines personal life (family, skiing, running) with professional values.
Active content strategy: regular videos and blog posts keeping clients informed.
Excellent reviews: 4.9+ Google rating; clients highlight communication, responsiveness, and being “genuine” and “straight‑up” reddit.com+9thefamilycompany.co.nz+9moneyhub.co.nz+9.

🚧 Yet‑undeveloped branding opportunities

Niche specialization clarity
While he genuinely helps both first‑home buyers and investors, his brand doesn’t strongly signal specialization. For first‑home buyers, messages could be tailored to their top concerns (e.g., deposit help, navigating first purchase). For investors, deeper insights on structuring investment loans, capitalising on tax efficiencies, etc.
Personal brand vs company brand differentiation
Currently, his online presence heavily leans on Bozinoff Mortgages. While leveraging its reputation helps, a stronger personal brand (e.g., “Michael Mortgage Man” as his domain suggests) with a defined visual identity and tone could differentiate him from other brokers in the network.
Unique value propositions (UVPs)
Testimonials highlight his responsiveness and communication. Those benefits could be turned into branded UVPs — e.g., “7‑day support”, “Evening‑time availability”, or “Real‑time mortgage tracking” — to articulate what makes him uniquely reliable.
Stronger social proof storytelling
Testimonials are great, but a few polished case studies — e.g., client overcame bank refusal, or secured a mortgage with small deposit — add narrative weight and emotional connection. Add photos, stats (“x% saved X k” or “loan approved in Y days”), and client quotes.
Optimised content and SEO
Videos and blog posts are great, but SEO could be enhanced if focused on specific queries like:
- “Wellington first home deposit help”
- “Refixing mortgage Wellington”
- “Investment property financing NZ”
  Local SEO tweaks (e.g., tagging suburbs, adding FAQs, schema markup) could drive more organic traffic.
Consistency in visual branding
His website and social platforms appear functional, but a more cohesive and professional visual identity (e.g., consistent colour palette, logo, video styling, branded graphics/templates) creates stronger recognition and trust.
Distinct social media format
His current content seems heavily rate‑and‑news video‑led. Diversifying formats—like Q&A sessions, myth‑busting reels, quick tips (“Mortgage tip Monday”), or behind‑the‑scenes snippets—could attract wider audiences and foster shareability.
Call‑to‑action & personal connection
While his “Learn more” and contact info exist, more personal CTAs—like “Book a 15‑min chat with Michael” or “Download guide: 5 things first home‑buyers mess up”—could be compelling gateways to lead programs.

✅ Suggested action plan

Opportunity	Suggested Improvement
Niche clarity	Create landing pages for “First Home Buyers” and “Property Investors” featuring specific messaging and downloadable guides.
UVP messaging	Add banner blurbs (“We answer calls on Sundays!”) and visual checklists (e.g., “Pre‑approval, Re‑fixing, Investment”).
Case studies/testimonials	Publish 2–3 story‑style client wins with photos, loan details, quotes.
SEO optimization	Use targeted keywords in blog posts, FAQs, meta‑titles; add local suburb terms.
Visual branding	Develop custom logo, video intro/outro, colour scheme, branded templates.
Social media formats	Schedule weekly tips, myth‑buster reels, and Q&A sessions (e.g., Insta Live).
Lead CTAs	Offer free downloadable checklists or 15‑min discovery calls; use scheduling tool.

🎯 Final thoughts

Michael already has a compelling foundation — credibility, authenticity, a strong track record. But to elevate from respected broker to emblematic mortgage specialist, bridging these branding gaps is key.

Sharper focus on niches (FHBs, investors) turns broad appeal into targeted authority.
Stronger personal identity, visual consistency, and content variety build recognition.
Clearer UVPs and emotional storytelling make his brand memorable and distinct.

Yes, we’ll be working through this list more over the next month, and ensuring that the personal brand is strong, because we think that this will ensure he gets found on AI search as well over time.