How AI Is Changing Homeowner Search
Change Your Filter Podcast
Key Points
- AI is changing how homeowners discover and evaluate home service contractors.
- Contractors should focus less on rankings and more on booked jobs, revenue, and qualified leads.
- AI looks beyond your website at reviews, directories, sponsorships, and other signals across the web.
- Existing customers can be one of the most valuable and underused marketing opportunities.
- Reviews, your website, Google Business Profile, video, email, SMS, SEO, and AI are digital assets contractors can control.
- AI can support marketing, but contractors still need human expertise to review and improve what it produces.
Who Are Zach Klinger and Justin Fuller?
Welcome back to the Change Your Filter podcast! In Season 3, Episode 10, Lisa sits down with Zach Klinger and Justin Fuller, digital marketing coaches with Nexstar Network, to talk about how AI is changing homeowner search and what contractors need to do to stay relevant.
Between the two of them, Zach and Justin bring decades of digital marketing experience across agencies, large brands, franchise organizations, and the home service industry. Today, they work directly with contractors across North America, helping them improve their marketing strategies and better understand what is driving leads, booked jobs, and revenue.
What to Expect
In this episode, Zach and Justin explain how AI is fundamentally changing the way homeowners search for contractors.
Instead of relying primarily on a contractor’s website, AI can pull information from reviews, directories, local organizations, sponsorships, and other sources across the web to better understand a business. That means contractors need to think about their entire digital presence, not just traditional SEO rankings.
They also discuss why contractors should stop focusing so heavily on rankings and start paying closer attention to the numbers that actually affect the business, including qualified leads, booked jobs, revenue, and profitability.
Zach and Justin share why existing customers are one of the biggest opportunities contractors may be overlooking. Email, SMS, reviews, memberships, referrals, missed-call follow-up, and targeted campaigns can help contractors generate more business from customers they already have instead of relying entirely on paid advertising.
They also dig into the importance of transparency, trust, speed, and creating marketing around the homeowner instead of constantly talking about the company. One contractor was able to significantly improve email performance simply by shifting the message from “us” and “our” to “you” and “your.”
Keep the Conversation Going
Explore more Change Your Filter episodes on our podcast page.
Ready to turn more online leads into customers? Book a demo to see Contractor Commerce in action.
S3 Episode #3: From Medicine to AI & the Future of HVAC with Dr. Chris Lovejoy
In Season 3, Episode 3, Dr. Chris Lovejoy joins Tall Paul to discuss his move from medicine into AI, how artificial intelligence is changing the way customers search and buy, and what the rise of AI-powered commerce could mean for HVAC and home service contractors.
S3 Episode #2: What AI Changes About Software, Pricing & Customer Expectations with Chris Halligan
In Season 3, Episode 2, Chris Halligan joins Tall Paul to discuss the lessons behind helping build Payzer toward a $250 million exit, why many founders track the wrong metrics, and how AI is changing software, pricing, sales, and customer expectations.
How AI Is Changing Homeowner Search
Change Your Filter Podcast
Key Points
- AI is changing how homeowners discover and evaluate home service contractors.
- Contractors should focus less on rankings and more on booked jobs, revenue, and qualified leads.
- AI looks beyond your website at reviews, directories, sponsorships, and other signals across the web.
- Existing customers can be one of the most valuable and underused marketing opportunities.
- Reviews, your website, Google Business Profile, video, email, SMS, SEO, and AI are digital assets contractors can control.
- AI can support marketing, but contractors still need human expertise to review and improve what it produces.
Who Are Zach Klinger and Justin Fuller?
Welcome back to the Change Your Filter podcast! In Season 3, Episode 10, Lisa sits down with Zach Klinger and Justin Fuller, digital marketing coaches with Nexstar Network, to talk about how AI is changing homeowner search and what contractors need to do to stay relevant.
Between the two of them, Zach and Justin bring decades of digital marketing experience across agencies, large brands, franchise organizations, and the home service industry. Today, they work directly with contractors across North America, helping them improve their marketing strategies and better understand what is driving leads, booked jobs, and revenue.
What to Expect
In this episode, Zach and Justin explain how AI is fundamentally changing the way homeowners search for contractors.
Instead of relying primarily on a contractor’s website, AI can pull information from reviews, directories, local organizations, sponsorships, and other sources across the web to better understand a business. That means contractors need to think about their entire digital presence, not just traditional SEO rankings.
They also discuss why contractors should stop focusing so heavily on rankings and start paying closer attention to the numbers that actually affect the business, including qualified leads, booked jobs, revenue, and profitability.
Zach and Justin share why existing customers are one of the biggest opportunities contractors may be overlooking. Email, SMS, reviews, memberships, referrals, missed-call follow-up, and targeted campaigns can help contractors generate more business from customers they already have instead of relying entirely on paid advertising.
They also dig into the importance of transparency, trust, speed, and creating marketing around the homeowner instead of constantly talking about the company. One contractor was able to significantly improve email performance simply by shifting the message from “us” and “our” to “you” and “your.”
Keep the Conversation Going
Explore more Change Your Filter episodes on our podcast page.
Ready to turn more online leads into customers? Book a demo to see Contractor Commerce in action.
