The system in one sentence
Every lead from every source (calls, Deal Sheet, GBP, Facebook, Tidalwave, referrals) lands in one HubSpot pipeline within 5 minutes, gets a next-action date, and nobody falls through — because the fortune is in the follow-up (your own Go-Direct playbook, rule #1).
Part 1 — HubSpot Free CRM (set up this weekend, ~90 min)
- Create the free account at hubspot.com with jfieldsrealty323@gmail.com (business identity, keeps 9thshine personal). Solo user, skip every upsell — the free tier does everything this year needs.
- Install the HubSpot mobile app — it's your capture net. It includes caller ID and one-tap "add contact + note" right after a call ends.
- Connect Gmail (Settings → Email) so lead emails log to contacts automatically.
- Build ONE pipeline, two hats via a "Type" property (MLO / Notary / Investor-content):
New Lead → Contacted → Qualified/Scenario → App Out (Tidalwave) / Signing Booked → In Process → Funded/Completed → Nurture
- Create contact property "Source": GBP · Deal Sheet · FB Group · Referral · Base/Vet · Snapdocs · Other — in 90 days this tells you which marketing actually works.
- Set up 3 email templates (free tier includes them): New-lead reply · Post-call recap · Deal Sheet subscribe confirmation.
- Turn on Tasks — every contact gets a next-touch date at creation. The Day 0/3/7/14/30 cadence from the Go-Direct playbook, now enforced by software.
Weekly ritual that makes it work: 20 minutes every morning — clear today's tasks, log yesterday's contacts, set tomorrow's touches. The CRM is only as good as this block.
Part 2 — the phone at $0 (Google Voice, both hats)
Honest framing: at $0 there is no AI receptionist. What you build instead: a professional greeting that routes intent + instant voicemail transcription to email + a fast-callback discipline. That covers you until call volume justifies paying (trigger below).
Configure Google Voice (15 min)
- Settings → Calls → Call Screening ON (announces caller name before connecting)
- Voicemail → record the greeting below · transcription ON · "Get voicemail via email" ON → transcripts hit your inbox → log to HubSpot
- Do Not Disturb schedule: calls ring through 8a–7p; after hours straight to the greeting
- Missed call = text back within 5 minutes (templates below). Speed-to-lead beats any receptionist.
Greeting script (record once, ~25 seconds)
You've reached Jermaine Fields — mortgage loan officer with NEXA Mortgage, NMLS 2067609, licensed in California and Missouri. I'm likely with a client. Leave your name, number, and whether you're calling about a home loan, an investment property scenario, or another service — and I'll get back to you within a few hours today. If it's easier, text this number and I'll reply faster. Talk soon.
"Another service" quietly holds the notary lane until the commission arrives — no advertising of notary services yet.
Missed-call text templates (save as phone shortcuts)
1 · GENERAL: "Hi, this is Jermaine Fields — sorry I missed your call. I'm with a client. What can I help with — home loan, investment scenario, or something else? I'll respond right away. (NMLS 2067609)"
2 · MLO LEAD: "Hi [name], Jermaine Fields here — got your message about [scenario]. Quick question to point us the right way: is this a home you'll live in, or an investment? Either way I'll run your numbers today."
3 · AFTER-HOURS: "Hi, this is Jermaine — got your call. I'm out for the evening but you're first on my list at 8am tomorrow. If you want a head start: name, city, and what you're trying to do, and I'll come prepared."
Compliance lines for phone/text: no rate quotes by text · no pre-approval promises before an application · identify yourself + NMLS in first contact · texts are advertising when sent to prospects, so keep to the approved tone (factual, no superlatives).
Jermaine Fields · NMLS #2067609 · internal systems doc, not marketing material · pairs with: Go-Direct Marketing Playbook · GBP Setup Kit · STL Deal Sheet · 12-Month Stabilization Tracker