From attention to intention: Adam O’Daniel on the future of mortgage marketing

On this episode of Power House, Zeb Lowe sits down with Adam O’Daniel of Guild Mortgage to discuss one of the defining challenges facing housing professionals today: building trust in an era where information is everywhere and credibility is harder to earn than ever. Drawing from recent consumer research, O’Daniel explains why younger buyers increasingly trust friends, family, online communities and digital content more than traditional financial institutions. For lenders and real estate professionals, that shift changes the game. Trust is no longer inherited through a logo or brand name—it must be built through education, transparency and consistent value. The conversation explores the transition from the attention economy to the intention economy, where AI-powered search and recommendation tools are reshaping how consumers find information. Rather than competing for clicks, O’Daniel argues that professionals should focus on becoming the most helpful answer when consumers actively seek guidance. That means creating educational content, answering real questions and building a digital presence that establishes expertise over time. Related to the episode: ⁠Zeb Lowe’s LinkedIn⁠ Adam O'Daniel's LinkedIn Guild Mortgage The Power House podcast brings the biggest names in housing to answer hard-hitting questions about industry trends, operational and growth strategy, and leadership. Join HousingWire’s Zeb Lowe every Thursday morning for candid conversations with industry leaders to learn how they’re differentiating themselves from the competition. Hosted and produced by the HousingWire Content Studio.