Not long ago, a homeowner seeking a home improvement Merchant followed a familiar path: ask a neighbor, check a review site, or use the search engine of their choice. Today, that journey looks very different. Artificial intelligence (AI) is reshaping where and how homeowners search…and it’s happening faster than you may realize.
The good news is that many of the best methods to get attention on existing search engines can also increase your success with AI search. There are, however, some important differences:
Where they search - From AI Systems to Search Engine Summaries
Traditional search engines are no longer the only starting point for home improvement research. Homeowners are increasingly turning to dedicated AI systems, like ChatGPT, Copilot, and Gemini.
Even if they don’t utilize a dedicated AI system, traditional search engine results are often preceded by an AI-curated summary. These outlines deliver information in a shorter, more targeted manner; homeowners who find the answer here may decide to ignore the long list of search results that follows.
How they search - Smarter, More Conversational Searches
AI is also changing how homeowners search. Homeowners are discovering that an AI system enables them to ask detailed questions that are more conversational and specific than typical search inquiries. Rather than simply typing “bathroom remodeling Contractors in my area,” a homeowner might ask, “Who’s the best roofer near me?” or “How much should a kitchen remodel cost?”
How to Remain Relevant in the World of AI Search
The power and speed of today’s AI tools enable them to answer detailed questions in seconds by combining multiple data points, such as reviews, websites, local listings, and other online content. As a result, they may only mention a few (if any) Contractors. This means visibility matters more than ever. If your Business isn’t clearly, and intelligently, represented online, AI may simply ignore you.
On the other hand, Contractors who publish helpful, educational content, such as blogs, FAQs, and project descriptions, are more likely to surface in AI-driven results. Whether it’s on your website, social media, or a local review site, an AI query or search engine summary may include a link to content if it is relevant to the search request. In short, Businesses that answer real homeowner questions and provide useful, non-promotional content win more attention.
Reviews and Reputation Carry More Weight
AI doesn’t just look at what you say about your Business, it looks at what others say too. Online reviews, ratings, and consistency across platforms play a major role in how AI evaluates Contractors.
A strong, well-managed reputation helps AI systems “trust” your Business. Frequent, recent reviews and clear responses to feedback signal reliability. On the flip side, outdated listings or mixed information can reduce visibility.
Faster Decisions, Shorter Shortlists
Because AI tends to offer more concise results, it may reduce the number of specific options it provides. As a result, homeowners may contact fewer Contractors. That’s why it is vital to make a strong first impression. Clear service descriptions, transparent price ranges, photos of past work, and easy contact options all matter.
What This Means Going Forward
AI is making search processes faster and less overwhelming. For Merchants, it raises the bar, but also rewards those who are clear, credible, and Customer-focused. Those who adapt by improving their online presence, sharing useful content, and actively managing their reputation will benefit most.
The goal isn’t to “game” AI, it’s to make your Business easy to find and easy to trust. When it comes to delighting your Customers and growing your Business, creating an effective online presence can be just as important as doing great work.
Learn more Home Improvement insights in the GreenSky Knowledge Hub
Contact Us to learn how GreenSky® can grow your home improvement Business