Outfitter Learn · Leads and follow-up · Overview
What happens to a lead after it comes in?
Every lead reaches you the moment it comes in, with their name, phone and email. That goes for a call, your website, a Facebook ad or an estimate. Emma keeps the conversation going by text and call-back, and anything that needs a time is pre-scheduled for you to confirm. Every lead also lands in one dashboard, with where it came from.
Who it’s for: Owner-operators and small crews who lose jobs while they're on a roof, under a sink or asleep.
What happens when a lead comes in
- A homeowner reaches out: they call, fill in your website form, tap “Get quote” on your Facebook ad, or finish an estimate with Emma.
- You get it right away by text or email, with their name, phone and what they need.
- If you couldn’t pick up, Front Desk answered and said it’s an AI assistant. It took the details and marked whether it’s urgent.
- Emma keeps the conversation going by text and call-back, so the homeowner isn’t left waiting on you.
- Anything that needs a time is pre-scheduled for you to confirm. You say yes, and the work is yours.
Where your leads come from
Homeowners find a contractor three ways: they search, they scroll and they check the mail. Outfitter covers all three, and every lead ends up in the same place, your phone.
A call goes to you first. If you can’t answer, Front Desk picks up. A website request lands in your inbox. A Facebook or Instagram ad lead arrives with name, phone and email. A postcard carries a code, so you know which streets called. On the exclusive leads plan, the homeowner designs the project with Emma first, and the lead arrives with the estimate attached.
Leads that arrive with the estimate attached
Most bought leads are a name and a number. Often the homeowner doesn’t remember filling anything out. An estimate lead is different. The homeowner spent five minutes designing the project and asked to hear from you specifically.
So you get more than contact details: their project and the range they saw, built from your rates. Your first sentence is about their project, not twenty questions.
How this compares to the usual way
The usual way is a voicemail you hear at 6pm and a callback the next morning. By then the homeowner hired the first contractor who picked up. Or a web form that sat in an inbox nobody checks on Saturday.
With Outfitter, the homeowner hears back while they’re still thinking about the job. You still make the calls only you should make: the price, the start date, whether you want the work. Emma handles getting back to people, and you see every lead in one dashboard.
What it costs
No setup fee and no commission on your jobs. You pay for what brings leads in, from one token balance (1 token = 1 cent). Ads are your ad spend plus 30%. Front Desk is 35 cents a minute. Postcards are about 53 cents delivered. On the exclusive leads plan, a zone is $1,500 a month, all in.
What it won’t do
- Front Desk pre-schedules a time for you to confirm. It never states a time as confirmed on your behalf.
- Emma never quotes a price you didn’t give her. She never promises a start date or a same-day visit you didn’t approve.
- On estimate leads, only homeowners who asked to be contacted reach you, and texting STOP ends texts.
- Your leads are yours. They’re never shown to another business and never sold.
An example
A plumber is under a sink when a homeowner calls about a leaking water heater. Front Desk answers, takes the details and pre-schedules Thursday at 8am. He gets the address in a text, confirms, and finishes the job in front of him.
Common questions
See it for your business
Everything on this page is part of Outfitter. Free to join, no contracts, and you only pay for what runs.
Exclusive leads →Keep reading
Last updated October 11, 2026. Prices and features change; if something here is out of date, call or text (507) 628-0400 and we’ll fix it.