Outfitter Learn · Emma, your AI agent · Overview
What is Emma, Outfitter’s AI agent?
Emma is Outfitter’s AI agent for home-service contractors. You get one phone number to call or text, like a good office manager. She runs your website, your marketing, your phones and your hiring. She is an AI and says so, and anything that spends your money waits for your OK.
Who it’s for: Owner-operators and small crews in the residential trades, from HVAC and plumbing to roofing, painting and lawn care.
What happens when you hand Emma the office
- Tell her about your business on one call, and your website is live in about five minutes at getoutfitter.ai/site/your-name.
- Text her a change, like a new price, a photo or a whole service page, and it goes live.
- When you’re on a job or asleep, she answers, screens the job and pre-schedules a time for you to confirm. Then she texts you the details.
- Tell her the job and the pay. A hiring ad runs around your area, and every applicant’s name and number lands in your texts.
- Ads near your jobs, Google review requests and postcards run from one place. She tells you what each one brought in.
Emma in plain terms
Emma is not a chatbot that sits on a website and answers FAQs. She is one agent who does the work across your whole office. You don’t log into four tools or learn an ad account. You call one number between jobs, say what you need, and it’s handled before you start the truck.
She works for you. You set the rules and approve the big calls, like what to spend and which jobs to take. Emma does the legwork. Because it’s all one agent, a single evening call gets answered, texted to you and followed up without you coordinating anything.
Who Emma fits
Emma is built for the owner who is also the crew. Think of the plumber under a sink, the roofer up a ladder, the painter with wet hands. She ships trained for more than 20 residential trades. She knows a burst pipe from a quote request before her first call.
If you already run your jobs in other software, keep it. Emma works alongside whatever you use by texting and emailing you everything.
Emma compared with the usual way
Most small contractors run the office from the truck. Calls go to voicemail during the day and get returned at night. The website was built once and never changed. Ads mean an agency, a contract and a monthly meeting. Each piece is a separate bill and a separate login.
With Emma it’s one number and one balance. There are no contracts, no agency and no meetings. You pay for what runs, and your workspace shows where every token went. If it stops bringing in work you can see, you turn it off.
What it costs
There is no monthly fee for Emma herself. The website is free forever; Website Professional is $79 a month with 30 days free. Marketing, Front Desk and Recruiting are free to join. They run on one prepaid token balance, where 1 token = 1 cent. Ads cost your ad spend plus 30%. Front Desk calls are 35 cents a minute, and postcards about 53 cents delivered. Tasks your agent completes on calls are 25 cents a minute, and text is free.
What it won’t do
- Emma is an AI, and she tells callers and homeowners so.
- Spending money, like ads and postcards, waits for your OK.
- She pre-schedules jobs for you to confirm. She never states a time as confirmed on your behalf.
- She never quotes a price you didn’t give her.
- Your customers, leads and applicants are never shown to another business, and never sold.
An example
It’s 7:42pm and you’re at your kid’s game. A new lead calls about a furnace going out. Emma picks up, asks the right questions, pre-schedules an 8am visit for you to confirm and texts you the address. You get one text; the rest is waiting in your morning recap.
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.
Meet Emma →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.