The way homeowners find remodeling contractors has changed forever. Are you ready for AI search?

In this episode of the Digital Remodeler podcast, host Carl Willis interviews Phil Risher from Phlash Consulting about the massive shift happening in search—from traditional Google SEO to Answer Engine Optimization (AEO). If you're a remodeling contractor, this conversation will transform how you think about digital marketing in 2026.

⚡ What You'll Learn:

✅ Why 70% of homeowners decide on a contractor BEFORE visiting your website
✅ How AI search queries use 347 words vs. Google's 4-word average
✅ The content strategy that feeds AI platforms like ChatGPT and Google's AI Overviews
✅ How to repurpose call recordings into ranking content (genius strategy!)
✅ Why Gen Z uses Google 50% less than Boomers for finding local contractors
✅ The "agentic booking" revolution coming to home services
✅ How to create pricing guides that pre-qualify leads and reduce objections
✅ Speed-to-lead strategies that convert more estimates
✅ Building an AI avatar for your remodeling business

🎯 Key Takeaways for Remodeling Contractors:

📌 Content isn't just for "likes and shares" anymore—it's training AI to recommend YOUR business
📌 Short-form video is now indexed by Google and feeds large language models
📌 The "no-click SEO" era means your Google Business Profile and reviews matter more than ever
📌 Creating omnichannel content (video + blog + social) creates massive ranking signals
📌 Most contractors have a lead MANAGEMENT problem, not a lead generation problem


🔥 Topics Covered:

→ Answer Engine Optimization (AEO) vs. traditional SEO
→ How to rank in Google's AI Overviews (GEO)
→ Creating "This vs. That" and pricing content
→ Marcus Sheridan's "They Ask, You Answer" framework
→ Lead nurture sequences that increase close rates by 5%+
→ Video marketing for contractors
→ Local SEO in the AI era
→ CRM and lead management systems
→ Email marketing that converts

🎁 FREE RESOURCE:
Get Phil's 52 Content Topics to Rank in AI Search at phlashconsulting.com

👤 About Phil Risher:
Phil Risher is the founder of Phlash Consulting, a digital marketing firm focused on
helping home service businesses like HVAC, plumbing, and electrical companies grow their sales and maintain full schedules. After paying off $30,000 in student loans and saving

Send us a text

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

What if you could remotely qualify leads, create accurate estimates, and manage multiple projects—all without ever leaving your office?

That's exactly what LiveSwitch does for remodeling contractors.

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

Visit us online - remodelingmarketingteam.com

Connect with us on Facebook - https://www.facebook.com/remodelmarketing

Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

When a homeowner dreams about a remodeling project, they're not just thinking about finishes and square footage—they're picturing a better version of their life. But alongside that dream is a deep fear: What if I pick the wrong contractor? What if this becomes a disaster?

In this episode, we dive deep into the psychology of home remodeling and reveal how understanding the emotional drivers behind buying decisions is where smart remodelers win. By addressing both the dreams and the doubts, you can transform your marketing from forgettable to irresistible.

In This Episode:

[00:01] - The emotional reality behind every remodeling decision

[00:27] - The tension between hope and hesitation (and where most contractors lose the sale)

[01:05] - Why remodeling is emotional, not just practical

[01:41] - How homeowners make decisions emotionally first, then justify with logic

[02:09] - Understanding the dream behind the decision

[02:38] - What homeowners really want (hint: it's not just a construction crew) [03:07] - The language that reflects why they're actually calling you

[03:39] - The fears that kill deals before they even start

[04:07] - Building trust as your most valuable business currency

[04:40] - Moving from contractor to trusted advisor

[05:10] - Why telling real stories beats statistics every time

[05:49] - The power of visuals: why you can't explain your way into trust

[06:23] - Professional documentation as a credibility builder

[06:51] - Understanding today's skeptical, informed homeowner

[07:12] - Building your digital marketing ecosystem

[07:42] - The 70% rule: most decisions happen before they contact you

[08:15] - Making it easy (and safe) to say yes

[09:01] - Final thoughts: Stop marketing like a contractor

[09:28] - The challenge: become the strategic partner they didn't know they needed

Key Takeaway: Homeowners aren't looking for the cheapest remodel—they're looking for certainty. If your marketing only speaks to their wants and not their worries, you'll lose them to someone who does both.

Ready to dominate your local market with a comprehensive marketing strategy? Visit https://remodelingmarketingteam.com/get-started to schedule your strategy session.

Subscribe to Digital Remodeler for weekly insights on contractor marketing, business growth, and the strategies that help established remodeling companies scale past $500K and beyond.

Send us a text

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

Visit us online - remodelingmarketingteam.com

Connect with us on Facebook - https://www.facebook.com/remodelmarketing

Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA

If you're a remodeling company owner trying to decide between Google Ads and Facebook Ads, you're probably not short on opinions—you're short on clarity.

In this episode, we cut through the noise and reveal why most remodelers are asking the wrong question entirely. This isn't about choosing a platform. It's about understanding how homeowners actually make their buying decisions and how you use both platforms to create predictable, controllable lead flow instead of reacting month after month.

You'll discover why the wrong paid ad strategy doesn't just waste money—it keeps your business small. We break down the complete homeowner decision journey, when each platform performs best, and how to build a marketing ecosystem that creates market dominance.

Key Takeaways

• Why paid advertising exposes weaknesses in your business rather than fixing them
• The 5-stage homeowner decision journey and where each ad platform fits
• When Google Ads work best (and when they fail miserably)
• How Facebook Ads create demand that Google Ads capture
• Why "bad leads" are almost always a system problem, not a platform problem
• The ecosystem approach that turns ads from expense into leverage
• How to achieve market dominance and become the AI-recommended choice in your area

Episode Timestamps

[00:00] Introduction: The Real Problem With Choosing Between Ad Platforms

• Why remodelers struggle with advertising decisions
• How inconsistent leads create inconsistent cash flow and cap growth

[00:56] The Hard Truth About Paid Ad Strategy

• Why the wrong strategy keeps your business small
• Understanding homeowner decision-making processes
• The role each platform plays in lead generation

[01:33] Why Remodelers Get Stuck: Asking the Wrong Question

• The vacuum assumption about ad platforms
• Paid advertising as part of a complete system
• Your marketing ecosystem: messaging, position, follow-up, and leadership
• The real goal: better decisions at scale

[02:46] How Homeowners Actually Choose a Remodeler

• Stage 1: Awareness - Something isn't working
• Stage 2: Inspiration - Imagining what's possible
• Stage 3: Research - Costs, options, timelines, and risk
• Stage 4: Intent - Actively looking for a contractor
• Stage 5: Decision - Choosing who they trust most
• Why marketing must align with where homeowners are mentally

[04:36] Google Ads: Capturing Active Demand

• Why Google Ads excel at catching high-intent searchers
• Common search queries that indicate buying intent
• When Google Ads work best: consistent sales process, fast follow-up, clear differentiation
• The critical importance of speed-to-lead (5-15 minutes maximum)
• Composite example: Strong intake and sales discipline

[06:18] When Google Ads Fail

• Generi

Send us a text

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

Visit us online - remodelingmarketingteam.com

Connect with us on Facebook - https://www.facebook.com/remodelmarketing

Subscribe to our YouTube Channel - https://www.youtube.com/channel/UCnqpHHqgpvEs1wkfDMt95uA