Broadly is one of the better-known reputation management platforms for local service businesses. It helps contractors collect Google reviews, manage customer messaging, and build a stronger online presence. Those are real problems worth solving.
But there's a phase of the customer lifecycle that Broadly doesn't touch: the moment between when a new lead inquires and when they decide who to book with. That's where FollowFire operates. And for most local service businesses, that conversion gap costs more revenue than any reputation problem.
This comparison breaks down what each tool does, where they differ, and how to decide which one belongs in your stack first.
What Broadly Does
Broadly is built around the post-service customer relationship:
- Automated review requests sent after job completion (Google, Facebook)
- Web chat widget for your website (live and automated)
- Two-way texting and inbox for existing customer communication
- Business listings management (Yelp, Google, Facebook)
- Customer feedback surveys and NPS tracking
- Simple CRM for customer history and notes
- Team inbox so multiple staff can see and respond to messages
Broadly's core strength is reputation. If you want more Google reviews, more consistent post-job communication, and a cleaner online presence, it delivers those outcomes reliably.
Pricing: typically $200–$400/month depending on plan and add-ons.
What FollowFire Does
FollowFire is built around lead conversion — specifically, the 0–5 minute window after a new inquiry arrives:
- Instant text-back when a call is missed (within 60 seconds)
- Automated response when a web form is submitted
- 3-touch follow-up sequence (text → call → email) for non-responders
- Day 3, Day 7 (SMS), and Day 14 nurture sequences for cold leads
- Customizable messages per vertical (HVAC, roofing, plumbing, etc.)
- Lead tracking dashboard so no inquiry falls through the cracks
FollowFire's core strength is conversion. It makes sure every new lead gets a response before they call your competitor — without requiring you or your staff to watch the phone constantly.
Pricing: $49/month flat.
The Core Difference: Before vs After the Booking
The clearest way to understand these tools is by where they sit in the customer lifecycle:
- FollowFire: Before the booking. Converts inquiries into appointments.
- Broadly: After the job. Converts satisfied customers into reviews and repeat business.
Neither tool competes with the other directly. They address different problems at different stages. The question is: which stage is the bigger revenue leak for your business right now?
The Reputation Trap: Why Reviews Matter Less When You Can't Convert Leads
Here's a counterintuitive insight most marketing consultants won't tell you: your online reputation only matters after you've earned the right to be considered.
A homeowner searches "roof repair near me" and sees your company with 47 Google reviews. They're impressed. They click your website and fill out a contact form — or call and leave a voicemail. Then they wait.
If you don't respond within 5 minutes, there's a 90%+ chance they've already moved to the next result. Your 47 reviews didn't matter because you lost them before the conversation started.
Getting more reviews is valuable — but only if your lead follow-up is fast enough to convert the traffic those reviews generate. For many contractors, the bigger ROI comes from fixing the conversion gap first.
Feature Comparison
| Feature | FollowFire | Broadly |
|---|---|---|
| Missed call text-back (60s) | ✅ | ❌ (web chat only) |
| Automated review requests | ❌ | ✅ |
| Multi-touch lead nurture | ✅ (Day 0/3/7/14) | ❌ |
| Website web chat widget | ❌ | ✅ |
| New inquiry automation | ✅ | Limited |
| Google/Facebook review management | ❌ | ✅ |
| Lead tracking dashboard | ✅ | Limited |
| Business listings management | ❌ | ✅ |
| Team inbox (multi-staff) | ❌ | ✅ |
| Pricing | $49/mo flat | $200–$400/mo |
Who Should Start With FollowFire
FollowFire is the right first tool if:
- You're missing calls while on jobs and not getting back to leads the same day
- You've noticed leads go quiet even when you do follow up (too slow)
- You're spending money on Google Ads or SEO but not converting the traffic
- You're a solo operator or small team without dedicated office staff
- You're under $500K/year in revenue and need more jobs, not more reviews
- You want maximum ROI for minimum spend ($49/mo vs $200-400/mo)
Who Should Start With Broadly
Broadly is the right first tool if:
- You have a solid lead response system but poor online reputation (under 20 reviews)
- You're doing $750K+ in revenue and have staff who handle inbound calls
- You've been hurt by negative reviews and need to build a review moat
- You rely heavily on referral/repeat business rather than new lead acquisition
- You have multiple locations or crews where team inbox makes sense
The Case for Using Both
The ideal stack for a growing contractor business: FollowFire to convert leads, Broadly to convert satisfied customers into reviews and repeat business.
At $49 + $200–$400 = $249–$449/month combined, you'd be covering the full customer lifecycle — from first inquiry to 5-star review. For a business generating $500K+/year, that's well under 0.1% of revenue for systems that compound growth at both ends.
The sequencing advice: fix lead conversion first. Get FollowFire running, see your booking rate improve, then invest in reputation management to amplify the traffic you're now actually converting.
The Bottom Line
Broadly and FollowFire solve different problems at different stages of the customer journey. Broadly is excellent at what it does — reputation management, review generation, and post-job communication. FollowFire is built for a different job: making sure every new lead gets a response before they call your competitor.
For most local service businesses under $750K/year, the bigger revenue leak is lead conversion, not reputation. Fix that first. At $49/month, FollowFire pays for itself the first week.