Outfitter Learn · Estimates and design · Question
Where does Emma’s price range come from?
Emma’s price range comes from your numbers, not an industry average. Before your ads run, Outfitter captures how you actually price work. Every homeowner in your zone then sees a range built from your rates. The budget is settled before you drive anywhere.
Who it’s for: Any contractor on Outfitter's exclusive leads plan, whether you price from a detailed rate card or by feel.
What happens to your pricing
- When we set up your account, before any ad runs, we capture how you price work. No rate card yet? We start from the trade default and confirm it with you.
- Emma walks each homeowner through their project and shows a range built from your numbers.
- The homeowners who like your number ask to hear from you. The rest close the laptop at home.
- The range that reaches your phone is the exact one the homeowner saw, so you arrive aligned instead of re-anchoring them.
Why your numbers, not an average
A national cost guide is wrong for everyone a little. It’s too high for one shop and too low for the next. When a homeowner anchors on that number, you spend the first visit talking them off it.
A range built from your rates does the opposite. The homeowners who reach you already liked your number. The ones who didn’t closed the laptop at home, and you never drove out to find out.
What it won’t do
- It’s a range, not a bid. It’s presented as a ballpark from someone who hasn’t seen the property.
- It names what could move the number, like access, the age of the house or what’s behind the wall.
- You give the real price after you’ve looked. Nothing Emma shows commits you to a fixed number.
- Emma never invents a price. If a number didn’t come from your pricing, she doesn’t say it.
An example
A roofer prices tear-offs his own way and won’t touch flat roofs. Homeowners in his zone see his range, not a cost-guide average. The flat-roof job never shows up at his door with a budget he can’t meet.
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.
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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 Prices and features change; if something here is out of date, call or text (507) 628-0400 and we’ll fix it.