RECSC tested 25 loan-officer brands associated with Raleigh by public directory and ranking sources. Twelve resolved primarily to another market, and only three appeared in unbranded discovery evidence. Here is what that gap reveals about local visibility in ChatGPT, Google AI Mode, and traditional search.

Lead aggregators sell the same borrower to five of your competitors. Local SEO makes borrowers find you first, trust you before they call, and skip the bidding war entirely. Here's the full 2026 system.