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

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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

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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

Ready to dominate your local market in 2026? This hands-on workshop walks you through creating a complete digital marketing strategy designed specifically for established home remodeling contractors.

Host Carl Willis, CEO of Remodeling Marketing Team and author of "Internet Marketing for Home Remodeling Companies," breaks down the exact strategies his clients use to generate 3-5x more qualified leads while maximizing ROI.

What You'll Discover:

🎯 Goal Setting & Budget Planning

• How to calculate the exact marketing budget needed to hit your revenue targets
• The realistic percentage of revenue you should invest in marketing (hint: 6-15% for growth)
• Breaking down your budget across online, offline, and repeat business channels

📈 Critical 2026 Marketing Trends

• Why AI search is reshaping lead generation (organic clicks down 61%!)
• How ChatGPT, Google Gemini, and Perplexity are changing the game
• The shift from voicemail to AI voice receptionists
• Why short-form video content is dominating algorithms

🔍 SEO Strategy for Contractors

• Does SEO still matter? (Spoiler: YES - it's still your best ROI)
• The new SEO formula: Keywords + Local Pages + AI Optimization
• How to rank in AI search engines (AEO/GEO strategies)
• Case study: Plumbing company generating 65% of leads from organic SEO at $19.32 per lead

💰 Paid Advertising That Actually Works

• Google Local Service Ads optimization tips
• Why most pay-per-click campaigns fail (and how to fix them)
• The landing page strategy that doubles conversion rates
• When to use retargeting and automation

🌐 Website Conversion Secrets

• How to increase website conversion from 5-10% to 20-30%
• The power of online booking and two-way SMS chat
• Why you need multiple conversion opportunities before users scroll
• Real examples of 25-32% conversion rates

⭐ Reputation Management

• Why reviews are now THE critical factor for AI recommendations
• How Google's AI pulls from consumer reviews to make recommendations
• Automated systems to consistently generate 5-star reviews

⚡ Marketing Automation

• Why speed-to-lead dropped from 15 minutes to 5 minutes
• The 12-15 touches it now takes to convert a lead
• AI followup systems that contact leads within 2 minutes
• How automation prevents leads from sitting for days

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

Are you losing thousands in revenue because you can't answer every call? You're not alone—and there's finally a solution.

In this episode of The Digital Remodeler, host Carl interviews Ryan Thomas from Serica Marketing about a critical problem most contractors don't even realize they have: the massive revenue loss from missed calls and voicemails that never get returned.

THE HARD TRUTH ABOUT MISSED CALLS:

• 75-80% of callers don't leave voicemails—they just call the next contractor
• If you wait 5 minutes to respond, conversion rates drop 10X
• Waiting 30 minutes? You're essentially talking to a cold lead (100X harder to convert)
• Responding within 1 minute increases conversions by 398%

REAL NUMBERS FROM A REAL CONTRACTOR: Ryan breaks down how one septic contractor was missing 10 calls per month, costing him $28,000-$30,000+ annually in lost revenue. That's money walking out the door simply because the phone wasn't answered.

THE SOLUTION: AI VOICE AGENTS Unlike basic voicemail or complicated website chatbots, AI voice agents specifically handle incoming phone calls when you're busy on a job site, with another client, or after hours. These aren't the robotic systems from 10 years ago—modern AI voices sound natural, understand context, and represent your business professionally.

WHAT YOU'LL LEARN:

✅ Why speed-to-lead is now measured in seconds, not minutes

✅ The psychology of why customers won't wait for callbacks anymore

✅ How AI voice agents qualify leads and move them through your sales process ✅ Real ROI calculations for contractors of different sizes

✅ Simple implementation (can be done in about a week)

✅ How to customize AI to match your business culture and voice

WHO THIS IS FOR: Established contractors generating $500K+ annually who are investing in marketing but frustrated by missed opportunities when calls go unanswered. If you're paying for leads through Google, Facebook, or other channels, this is critical.

TAKE ACTION:

🔹 Try the AI Voice Agent Calculator: aivoiceforcontractors.com

🔹 Schedule a Strategy Session: remodelingmarketingteam.com/get-started

🔹 Call for Consultation: 888-350-7859

Whether you're a remodeling contractor, septic service, HVAC company, or any home service business, this episode reveals why answe

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

Episode Description:

There's a massive shift happening in the remodeling industry—and if you're not tapping into it, you're leaving serious money on the table.

Today's homeowners aren't just looking for beautiful kitchens and updated bathrooms. A growing segment of high-value clients are seeking contractors who share their environmental values and can deliver sustainable, eco-friendly solutions without compromise.

In this episode, we're diving deep into how to position your remodeling company as a leader in green building and use your eco-friendly practices as a powerful marketing advantage.

What You'll Discover:

🌱 The Marketing Opportunity in Sustainable Remodeling

• Why eco-conscious consumers represent a loyal, high-value market segment
• How environmental responsibility has become non-negotiable for today's homeowners
• The difference between surface-level claims and authentic green building practices

🏗️ Materials and Methods That Matter

• Reclaimed wood and recycled materials
• Low-VOC paints and Green Guard certified finishes
• FSC-certified timber and eco-friendly insulation
• High-efficiency HVAC systems and energy-saving construction techniques
• Deconstruction vs. demolition strategies
• Water-saving fixtures and waste management systems

💡 How to Connect With Eco-Conscious Homeowners

• Being transparent about material sourcing
• Explaining long-term value (utility savings, improved health outcomes)
• Offering incentives for sustainable options
• Educational content that positions you as the expert
• Why this audience is extremely loyal and values-driven

📖 The Power of Storytelling

• Why "stories sell, facts tell"
• How to share your company's "why" behind green practices
• Demonstrating real impact through customer testimonials
• Building trust through clarity and consistency

🏆 Certifications as Marketing Assets

• LEED (Leadership in Energy and Environmental Design)
• Energy Star certification
• Green Guard certification
• FSC (Forest Stewardship Council)
• How to promote these credentials across all marketing channels
• Educating homeowners on what certifications actually mean

🎯 Brand Alignment Strategies

• Using consistent eco-themed visuals and language
• Sharing behind-the-scenes sustainability efforts
• Hosting community events focused on green building awareness
• What to avoid: greenwashing and generic content

📸 Showcasing Your Green Projects

• Before and after transformations highlighting sustainable materials
• Video testimonials focused on health improvements and energy savings
• Case studies that walk through your eco-friendly process
• Content that proves expertise AND inspires new clients

Key Takeaways:

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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

What does it take to transform from a carpenter into a successful remodeling business owner? Chris Mousley, founder of Crossbeam Builders, shares his 15-year journey of building a thriving custom home and remodeling company in Park City, Utah — all while maintaining the craftsmanship and client relationships that matter most.

In this episode, Chris reveals the systems, strategies, and hard-earned lessons that took his business from a bootstrap startup to a company handling luxury remodels and multi-million dollar custom homes.

Guest Bio: Chris Mousley is the founder of Crossbeam Builders, a custom home and luxury remodeling company based in Park City, Utah. Since 2010, Chris has built a reputation for exceptional craftsmanship paired with transparent communication and client-focused service. His company serves the resort community with projects ranging from high-end bathroom remodels to multi-million dollar custom homes.

Show Notes with Timestamps:

[00:00] Introduction and welcome

[00:29] Chris's background and founding Crossbeam Builders in 2010

[00:58] The service vs. craftsmanship paradox in construction

[02:00] Why client relationships matter as much as the end product

[02:28] Building a business around connection and service

[04:29] What successful projects look like: high fives and five stars

[06:11] Early painful lessons: end-of-project negotiations

[07:01] The importance of setting boundaries with clients

[08:23] Biggest risks in the first five years

[08:49] Bootstrap startup challenges and cash flow management

[09:43] The $40K lesson: having financial lifelines

[11:18] Transitioning from technician to systems thinker

[12:13] Implementing QuickBooks and early business systems

[12:45] Learning about Gantt charts and project scheduling

[14:14] The biggest game-changer: transparent scheduling

[15:15] The power of daily logs and documentation

[17:03] Maintaining quality across diverse project types

[18:20] Managing remote projects through technology

[19:42] The importance of owning problems and finding solutions

[20:26] Key metrics: job costing and overhead understanding

[22:09] Adopting new technology and AI in the business

[23:20] Using AI for research and client communication

[24:50] Challenges with adopting

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

Are you ready to dominate your local remodeling market in 2026? Discover how to build a powerful lead generation ecosystem that drives predictable growth and eliminates the guesswork from your marketing.

In this comprehensive episode, Carl Willis, CEO of Remodeling Marketing Team and internationally recognized digital marketing expert, reveals the exact blueprint successful remodeling contractors are using to double their lead volume and close more high-value projects.

What You'll Learn:

✅ Why 70% of homeowners decide who to hire BEFORE they ever call

✅ How to leverage AI-driven search to appear in Google's recommendations

✅ The 6-channel marketing stack every remodeler needs in 2026

✅ Real case study: How one 30-year remodeling company doubled leads in 6 months

✅ SEO strategies that turn blog posts into your #1 salesperson

✅ Pay-per-click tactics that accelerate growth without wasting budget

✅ Review and referral systems that create omnipresence in your market

✅ Why single-channel marketing is killing your growth potential

Critical 2026 Market Shifts:

• 60%+ of searches now end without clicking a website (AI overviews are changing everything)
• Homeowners require 10-12 brand touchpoints before conversion
• Multi-channel ecosystems are no longer optional—they're foundational

Who This Is For: Established home remodeling contractors generating $500K+ annually who are serious about scaling their business with predictable, quality leads through proven digital marketing strategies.

Real Results: See how Capital Improvement, a 30-year exterior remodeling company, sold more sunrooms in one year than in their entire company history by implementing a complete marketing ecosystem.

Your Next Step: Ready to blueprint your 2026 lead generation strategy? Book a complimentary strategy session to get a personalized review of your current marketing ecosystem. We'll identify gaps and show you exactly what to do next—no pressure, just clarity.

Visit: remodelingmarketingteam.com/get-started

Note: We work exclusively with remodeling companies doing $500K+ in annual revenue and investing $1,500+ monthly in marketing. One contractor per market.

About the Speaker: Carl Willis has been marketing online since 1997, is the author of "Internet Marketing for Home Remodeling Companies," international keynote speaker, and recognized authority on

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