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All 42 slides, with the notes from what was covered on each one.
The 3 page types that feed AI: project walkthroughs, service and location pages, and process and experience pages.
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There is a lot of AI talk online right now. Somebody posts that they replaced an entire operations department with AI agents, the comments fill up with people asking how, and then you dig a little and find out that person is the only person who works there.
This is a different thing. Logan runs a digital marketing company built for the remodeling industry, and has spoken about this work at IBS, The Contractor Fight, Remodelers Advantage, JobTread, and Remodelers On The Rise. The examples in this session are real clients in real markets.
On these stages
This session is not a pitch that Google is dead.
Google is not being replaced. Its commercial searches, the ones that matter to you like remodeler near me or kitchen remodeling in your city, are still growing. The AI answer box shows up on a minority of local searches, and the ordinary result underneath it is still what most homeowners see and click.
Several companies that built dedicated AI search optimization software have already shut it down, because it turned out most of this is very good SEO that AI is now picking up and enjoying. There are real differences, and the session covers them. But if anyone tells you this is a brand new discipline that makes everything you have done worthless, they are selling something.
We had a homeowner tell us the other day that he found us through ChatGPT. You guys are doing a great job making sure people find us!
Tap any screenshot to open it full size, then pinch to zoom.
Disclaimer: These results move around. AI search changes by location and phrasing, but the pattern stays the same. Remodelers who rank on Google and keep their information consistent get picked up more often.
Homeowners are beginning to ask AI tools the early research questions, like what a kitchen remodel costs or which design trends are current. A smaller but growing number are asking the hire-ready one: who are the best remodelers near me.
These tools collect and summarize before a homeowner starts clicking, so by the time they reach your website they already have a shortlist in mind.
| The Google Way (What Happens Today) |
The AI Way (What Is Starting to Happen) |
|---|---|
| Homeowners search “kitchen remodeler near me,” scroll through results, and click a few websites to compare. | Homeowners ask AI tools like ChatGPT or Gemini, “Who are the best remodelers near me?” and see one or two names presented instantly. |
| Google lists a dozen options. The homeowner does the research. | AI does the research for them and delivers what it believes are the best matches. |
| Visibility comes from SEO, ads, and reviews that help your business show up on Google’s first page. | Visibility comes from the information AI can read, summarize, and explain about your company. |
| Homeowners make decisions after comparing multiple sites, reviews, and portfolios. | Homeowners arrive already leaning toward the companies AI named. |
| You compete for clicks, ad space, and ranking position. | You compete to be one of the few answers AI gives directly to the homeowner. |
| Trust is built when homeowners see strong reviews and consistent rankings. | Trust is built when AI repeatedly shows your company across searches, answers, and recommendations. |
| Winning on Google means being at the top of the search results. | Winning in AI means being one of the businesses AI recognizes and suggests first. |
Google is still where the final decision happens. What is changing is who gets onto the list of companies a homeowner feels they should check out at all.
The 3 phases
A homeowner arrives with a whole backstory, then types something blunt like best remodeling company in your city. The AI works out what they actually meant.
Instead of that one search it runs many at once, guessing at luxury design-build, high client satisfaction, award winners, your side of town. That is the query fan-out.
It goes out to the web, mostly Google with a little Bing, plus the directories, and compiles every answer back into one tidy recommendation.
The 5 layers, bottom to top
Get your house in order. A site that loads fast and is easy to scan. Scanning the web costs these companies real money, so anything hard to read gets skipped.
Be easy to find. You rank on page 1 of Google or you are invisible, because going deeper costs them more per page.
Be recognized as a real business. Does it believe you are a legitimate company at all?
Answer questions plainly. Write it for a third grader. The more cryptic you are, the more work it has to do to figure out what you sell.
Be seen as the expert. Day 1 in business or year 30, the way you would weigh a doctor's experience.
The full replay, and all 42 slides with the notes from what was covered on each one
How AI search works end to end: understanding, scanning, synthesizing, and the query fan-out
The 5 layers, from technical foundation up to authority and trust, and where most remodelers stop
Project walkthrough pages: what you did, where, how long it took, and roughly what it cost
Service and location pages: one per service per area you actually want to be found in
Process and experience pages: how your design process runs, so homeowners understand what your design agreement covers before they call
Why the answer is to be more authentic, transparent and human, which sounds backwards for a machine
I started Contractor Growth Network after helping my dad’s koi pond company attract better clients by showing the real value of what he did for clients. Once we told his story the right way, he stopped competing on price and started winning work based on trust and quality.
Since then, my team and I have helped hundreds of high-end remodelers do the same through clear messaging, strong websites, and marketing that truly reflects their work.
I believe the next major shift for remodelers is already here: AI-driven search visibility. My focus is helping remodelers understand how these new tools decide who shows up first and how to make sure it’s you.
I’ve spoken on stages for Remodelers Advantage, JobTread, The Contractor Fight, Remodelers on the Rise, and the International Builders’ Show.
You don’t need to be a tech expert to stay visible. You just need to understand how AI decides who homeowners find and trust.
Just over an hour. You get the full recording plus all 42 slides with the notes from what was covered on each one, all on one page you can come back to.
The opposite. Google is still the foundation of how homeowners find remodelers, and AI leans on it heavily to decide who is real. Good SEO gets you most of the way to good AI visibility. The session covers the parts that differ.
No. It is pitched in the middle on purpose, deeper than a how-do-I-log-in walkthrough and lighter than the deep-nerd version. Everything is in plain language.
Remodeling company owners and design-build firms who rely on word-of-mouth, referrals and Google to generate leads, and want to understand how AI is starting to shape which companies get recommended.
It is a training session built from real testing with real clients. If you want help afterward, we explain what that looks like. The session itself is about teaching you this.
Nothing. The goal is to give remodelers a clear picture of what is changing so they can make informed decisions.
