Lead Friendly

Lead Friendly vs Frazer

Frazer is a dealer management system for independent and buy-here-pay-here used-car dealers, sold on its own site at a published monthly price. Lead Friendly is not a DMS. It is the AI phone agent, CRM, photos, VIN-to-listing, desk and website that sit in front of one.

Everything about Frazer below was read from its own website on October 18, 2026. We list where Frazer is the better choice, not just where we are. Verify on their site before you buy; vendors change plans without telling anyone.

Bottom line

Frazer covers the back office Lead Friendly does not: accounting, buy-here-pay-here note servicing, forms and titling, lender and credit-report integrations, and a free mobile app, at a price on its page. Lead Friendly covers the front of the store, which the pages we read do not describe at Frazer: an AI that answers the phone and follows up leads, listing photos and a website. For many independents the honest answer is both, with deals staying in the DMS.

Feature comparison

“Not described” means the pages we opened do not mention it, not that the product cannot do it. Lead Friendly's side is checked against our own product and our integrations page.

CapabilityLead FriendlyFrazer
What the product fundamentally is
A dealership store OS: AI phone agent and CRM, plus inventory photos, VIN-to-listing, desking, F&I and an optional built website. Not a DMS.A dealer management system for independent used-car dealers: inventory, sales processing, forms, buy-here-pay-here and accounting, as a desktop program or a hosted version.
Accounting
NoNo accounting ledger
YesFull accounting suite: money in and out, income statements, balance sheets, QuickBooks transfer
Buy-here-pay-here
NoNo buy-here-pay-here note servicing or collections
YesPayments, collections and customer contact; GPS and starter-interrupt integrations; Collateral Protection Insurance sync; FrazerPay payments
Forms and titling
PartialFills the Washington state forms and tracks the statutory deadlines; no electronic DMV filing
YesForms printing including retail installment contracts and state forms; titling-service logos (DLRdmv, Solera Titling) appear on its home page, but how titling works is not described
Deal desking
YesFour-square, F&I menu, lender program checks, Reg Z disclosures and an e-signed deal jacket
YesDesking with financing, payment and product options inside sales processing
Lender submission and credit reports
PartialCredit app and lender packet by email; a Dealertrack credit-application rail built against the Dealertrack API, in certification with Cox, not yet carrying applications; no RouteOne, no bureau pull
YesSubmits prospects to finance companies from Frazer and pulls credit reports through 700 Credit; RouteOne, Dealertrack and CUDL logos appear on its home page
Inventory advertising to marketplaces
PartialCarGurus is pushed twice a day; Cars.com (through ICC) and Google vehicle listings go by feed; Facebook Marketplace is in progress and nothing is posted there; no Autotrader feed
YesAutomated internet advertising that integrates with “hundreds of automotive classifieds, dealer websites, and other digital marketing companies”; the sites are not itemized
Mobile app
NoNo native app; works in the phone’s browser, including VIN scan
YesFrazer Sidekick, free with the subscription: VIN scanner to add vehicles, photos auto-added to the DMS, notes and to-dos
Inventory photos
YesOne tap from a phone photo to a white background or a themed scene; the car itself is cut out and not altered. AI photo background work is billed from your wallet at $0.05 a photo
PartialPhotos taken in Sidekick sync to the DMS; background replacement is not described
Dealership website
YesCustom build, owned outright, quoted per project
PartialThrough partner Dealer Car Search, which connects directly to Frazer; not a Frazer-built site
AI answering inbound calls
YesAnswers 24/7 (sales, service and after-hours), qualifies, books test drives and transfers to your staff
Not described on the pages we opened
CRM and lead follow-up
YesA website-form lead is called automatically inside legal calling hours when the shopper gave call consent; marketplace (ADF) leads are called by an automation you switch on and set to run automatically
Prospect management sits inside sales processing, with texting through Solutions by Text and Textmaxx Pro and an Automated Email Marketing product; no AI follow-up is described
Pricing
Published: $349 a month ($279 a month on annual) plus a one-time $500 setup fee, with 1,800 AI voice minutes and 2,500 texts included. Month to month; sales tax is extra. AI photo background work is billed from your wallet at $0.05 a photo.Published: desktop $129 a month, or $387 a quarter or $1,299 a year on the same desktop plan as the page words it; hosted “Starting At $199/month”; plus sales tax. “No setup costs or hidden fees”; contract terms are not stated.
Getting started
YesSelf-serve trial
Request a demo; free on-site installation and training in most states

How marketplace leads reach Lead Friendly, and what does and does not run when one lands: CarGurus, Cars.com and ADF/XML lead intake.

Choose Lead Friendly if…

  • • You already have a DMS and want the phone and follow-up handled
  • • Calls go unanswered at nights and weekends, or web leads wait for a callback
  • • You want photos, a VIN-to-listing flow and a website that you own
  • • You want quiet hours, STOP and your do-not-call list enforced before every automated call and text
  • • You want month-to-month terms and a published price

Choose Frazer if…

  • • You need a DMS: accounting, forms, deals and inventory in one place
  • • You run buy-here-pay-here and need payments, collections and GPS integrations
  • • You want a published price and a free mobile app with VIN scan
  • • You submit to lenders and pull credit reports from the DMS
  • • You want free on-site installation and training (in most states)

Frequently asked questions

Is Lead Friendly a Frazer alternative?

No, not as a DMS, and we would rather say so than leave it ambiguous. Frazer runs the back office of an independent or buy-here-pay-here lot: inventory, deals, forms, accounting and note servicing. Lead Friendly does none of the accounting or note servicing. They meet at the front of the store: Lead Friendly answers your phone, follows up leads and lists the car, and a dealer who keeps a DMS can add that.

How much does Frazer cost?

As of October 2026 Frazer publishes its price: $129 a month for the desktop version (or $387 a quarter or $1,299 a year on that plan) and starting at $199 a month for hosted, plus sales tax, with no setup costs or hidden fees (frazer.com/frazer-pricing; verify on their site). Its page lists buy-here-pay-here, accounting and internet advertising as included in that figure. Lead Friendly’s dealer price is published too: $349 a month ($279 a month on annual) plus a one-time $500 setup fee, with 1,800 AI voice minutes and 2,500 texts included. They buy different things, so the two numbers add rather than compete.

Does Frazer have a CRM or an AI phone agent?

The pages we read describe prospect management inside sales processing, texting through integrations with Solutions by Text and Textmaxx Pro, and an email marketing product. They do not describe an AI answering calls or replying to leads (verify on their site). That gap is the part of the store Lead Friendly is built for.

Can I use Frazer and Lead Friendly together?

Yes. Lead Friendly does not write to a DMS, so deals stay in Frazer and the phone, follow-up and listing work happens in Lead Friendly. Inventory has to get into Lead Friendly separately: the only DMS feed it has is with DealerCenter, and nothing on its integrations page connects to Frazer, so expect to add cars on our side (a VIN scan does it from a phone) rather than expect a sync.

Which comes first for a small lot: Frazer or Lead Friendly?

If you do not yet have a DMS, or your note servicing, accounting and titling are on paper, Frazer is the first purchase and Lead Friendly the second. If your DMS is fine and the leak is unanswered calls and web leads nobody rings back, start with a Lead Friendly trial and let the agent take real calls for a week.

Measure first: how fast does your store answer a new lead?

Sources

Try it before anyone quotes you

7 days or 30 AI voice minutes, whichever comes first; no credit card. No demo call — paste your website and your phone rings in the first two minutes.

Start free trialSee the dealer plan

Compare Lead Friendly with other tools

See the full comparison overview.