This Halloween season, there’s something scarier than ghosts in the mortgage industry: impostor AI. You’ve seen it before — slick demos, shiny branding, and big promises about “revolutionizing your business.” But peel off the mask, and what you’ll usually find underneath is the same old ChatGPT script, dressed up to look like innovation.

By now, ChatGPT is old news. Even in an industry sometimes slow to embrace new tech, using generative AI to draft emails and social posts is table stakes. “If you’re not embracing AI, you’ll quickly fall behind the eight ball,” TLOP host Dustin Owen said in early 2025. Six months later, his words are truer than ever.

What you build now—systems, processes, relationships—determines whether you’re still standing when the market inevitably turns. You don’t need to hustle harder; you need to work smarter, protect your energy, and focus on what moves the needle. Here’s what top LOs are using to close deals in 2025.