Artificial Intelligence tools are fast transforming how people search for information, and how you market your business as a factoring consultant is quickly shifting under your feet. For commercial consultants, the implications are clear: the time to double down on local, relationship-driven marketing is now. You need to get ahead of the curve.
For years, IACFB brokers have been learning to embrace traditional content marketing, Google visibility, and online lead generation. These strategies still matter — but they’re no longer enough. The explosion of artificial intelligence and “zero-click” search tools is rapidly reducing the value of online ads and traditional SEO, especially for trust-based industries like factoring.
AI is Replacing Traditional Search
Just a few years ago, if a business owner wanted to understand factoring, they’d search “What is invoice factoring?” on Google. Today, they’re far more likely to ask ChatGPT, or get a summarized answer from Perplexity, Bing Chat, or even Google’s own Gemini AI.
These tools are fast, clear, and personalized. And they don’t display a dozen search results or sidebar ads. The entire search experience has become answer-based, not click-based. That’s bad news if you’re relying on Google Ads or SEO alone to attract leads.
Eye-to-Eye Marketing Is More Important Than Ever
For freelance factoring consultants, this shift is actually an opportunity. Why? Because no AI tool can replace a handshake. Services such as commercial factoring and commercial business finance are trust-based services. You’re not selling socks or T-shirts — you’re helping a business owner solve cash flow problems, finance growth, and often save their company. That requires more than a Google search. It requires trust. And trust is built in person-to-person and eye-to-eye conversations.
Shift Your Focus: Build Relationships Locally
Here’s where brokers must evolve:
Move from passive, algorithm-dependent marketing to proactive, relationship-based consulting.
Start by:
- Joining your local Chamber of Commerce
- Attending networking breakfasts, BNI meetings, or after-hours mixers
- Getting involved in Rotary Clubs, trade associations, and business expos
- Speaking at local entrepreneur events and small business panels
- Becoming the “go-to” finance expert in your community
These aren’t just social events. They’re where your next client is sitting across the table.
Consultative Marketing = Broker Success
The new reality is clear: consultative marketing wins.
Your value isn’t in your traditional marketing campaigns. It’s in your ability to:
- Ask the right questions
- Understand pain points
- Offer solutions — not just services
- Be present and available when the client is ready to act
And that’s exactly what AI can’t do. At least not with the personal insight and trust that you bring as a local expert.
Let Your Community Know You Exist
If people don’t know you exist, they can’t refer you. So, build visibility by:
- Posting consistently on your blog and LinkedIn with your personal insights
- Sending direct mail flyers to local professionals and businesses (see the IACFB’s ANNEX for templates)
- Following up with phone calls — the most powerful underused tool in any broker’s arsenal
Even as AI changes the online world, your local neighborhood remains untouched. Most small business owners still want to meet their financial advisor in person, shake their hand, and look them in the eye.
So give them that.
Get Onboard: Relationships Will Win the Next Decade
The rise of AI is not something to fear, but it is something to adapt to. The days of relying on Google for passive leads are waning. But the opportunity for brokers to become local consultants, connectors, and trusted advisors has never been greater.
Use your IACFB training. Use the tools in the ANNEX. Use your voice. But above all, get out there and build real relationships.
Because in a world of artificial intelligence, real human connection is your biggest competitive edge.
Need help with local marketing strategies? Check out the “Biz Dev Networking” section at the IACFB Academy for playbooks, flyers, and direct mail campaigns designed to get you in front of decision-makers fast.