Most loan officers operate like solopreneurs — responsible for finding leads, building relationships, and closing deals on their own. The right tools can make that job a lot easier. Here are the best free and low-cost sales tools to help you stay organized, show up professionally, and grow your mortgage business.
CRM and contact management
Why it matters:
As an LO, your relationships are your business — but it’s impossible to keep track of every lead, partner, and client in your head. A good CRM helps you manage your pipeline, follow up consistently, and ensure no opportunity slips through the cracks.
HubSpot CRM (free plan)
Track leads, log calls, and manage your pipeline in one place. HubSpot is a great entry point if you’re just getting started and need a simple system to stay organized.
Close CRM
Built for sales teams, Close makes it easy to track pipeline movement and automate follow-ups. Many LOs love it because it integrates directly with Morty — see our integrations — so your lead and deal data stays synced automatically.
Pipedrive
A highly visual CRM that helps you see where every deal stands. Great for LOs who want a simple, drag-and-drop pipeline view.
Email templates and automation
Why it matters:
Email is still one of the most effective channels for moving leads through your pipeline. Having proven templates and automated follow-ups can save you hours each week — and help you convert more leads into closed loans.
Gmail templates
Save your highest-performing emails and reuse them with just a click. Perfect for standardizing your outreach and saving time on follow-ups.
Mailchimp
A flexible tool for sending newsletters and nurture emails. Helps LOs stay in front of past clients and referral partners.
Morty’s Sales Email Templates
You can boost your conversions with Morty’s Sales Email Templates, which provide proven messaging for mortgage sales — from first contact through post-close follow-up.
Sales scripts and conversation starters
Why it matters:
What you say matters. Having a trusted set of scripts and talking points helps you sound confident, handle objections smoothly, and guide prospects toward the next step — whether on a call, in person, or over text.
Google Docs / Notepad
An easy place to jot down your own talking points — but it can get messy fast.
Morty’s Sales Scripts
Morty’s Sales Scripts give you ready-to-use phone scripts, objection handling, and follow-up language to help you sound polished and confident on every call.
Content and marketing tools
Why it matters:
In today’s market, your online presence is often a borrower’s first impression of you. Having the right marketing tools makes it easier to build your brand, stay visible on social media, and attract new business — without spending a fortune on an agency.
Canva
An intuitive design tool that makes it easy to create professional-looking social posts, flyers, and marketing materials — even if you’re not a designer.
Morty’s Social Media Content Calendar
You can stay visible and consistent online with Morty’s done-for-you Social Media Content Calendar and post library, built specifically for loan officers.
Morty’s Social Media Starter Kit
Morty’s Social Media Starter Kit gives you everything you need to launch your personal brand — from profile templates to visual assets to content ideas.
Lead generation and conversion optimization
Why it matters:
Generating leads is only half the battle — you also need to convert them efficiently. Tools that streamline scheduling, capture lead info, and help you engage prospects faster can make a big difference in your conversion rate (and your bottom line).
Calendly and Google Calendar
An easy tool for scheduling meetings — eliminates the back-and-forth of finding a time and helps you convert warm leads faster. Calendly is extremely easy to use, Google calendar is free with GSuite / Gmail.
Google Forms / Typeform
Quick ways to capture lead info via online forms — great for adding to your website or running lead gen campaigns.
Morty’s Lead Engagement Workbook
The Lead Engagement Workbook for Mortgage Professionals gives you actionable frameworks, worksheets, and prompts to help you engage leads more effectively — and turn more conversations into closed loans.
How to build your personal LO sales stack
You don’t need to use every tool on this list — in fact, trying to manage too many disconnected tools can slow you down. The key is to build a simple, effective sales stack that helps you attract leads, stay organized, and convert more deals.
For most independent LOs, that stack starts with just a few core components:
| Category | Recommended Tool |
| CRM | Close CRM (integrated with Morty) |
| Morty’s Sales Email Templates + Gmail | |
| Phone sales | Morty’s Sales Scripts |
| Social marketing | Morty’s Social Media Starter Kit + Canva |
| Lead conversion | Morty’s Lead Engagement Workbook + Calendly |
With a stack like this, you’ll be able to:
- Manage and follow up with leads automatically
- Stay visible and consistent in your market
- Run efficient, high-converting sales conversations
- Close more mortgage deals — without adding more manual work
The goal isn’t more tools — it’s the right tools that help you grow. Start simple, stay focused, and add more as your business scales.
The bottom line
Growing your mortgage business is about working smarter, not harder. The right tools can help you:
- Save time
- Convert more mortgage leads
- Build stronger client relationships
- Stand out in a crowded market
If you’re ready to start upgrading your toolkit, you can take a look at the most frequently downloaded sales tools on the Morty Platform and explore Uplevel Guides to take your business even further.
