260: AI Is Replacing Google: What Smart Roofing Companies Are Doing Instead with Marcus Sheridan
In this episode of the Roofing Success Podcast, Jim Ahlin sits down with Marcus Sheridan, author of They Ask, You Answer and the new book Endless Customers, to talk about how search is changing—and what roofing contractors need to do about it. Marcus doesn’t hold back as he lays out why Google’s influence is slipping and how AI tools are starting to shape how homeowners find and choose contractors.
If your company is still leaning heavily on traditional SEO tactics or spending more on Google Ads while seeing fewer leads, it’s time to rethink your approach.
Why Google Isn’t What It Used to Be
According to Marcus, the way people search online is changing fast. With tools like ChatGPT and other large language models giving instant, summarized answers, people are skipping the traditional click-through process. Even when you rank first in search results today, that link may appear way below AI summaries, maps, FAQs, videos, and sponsored ads.
“If you’re building your house on Google Ads, you’re building it on sand.”
This shift means roofing contractors must find new ways to get found—and get chosen.
From SEO to Brand Signals
Being ranked first on Google used to be the goal. Today, the goal is to be trusted and recommended by AI platforms. That trust is earned through what Marcus calls “digital signals”: things like reviews, consistent content, visible branding, and a strong presence across platforms.
AI uses those signals to determine which companies to mention, recommend, or summarize. And unlike SEO, you can’t game the system with keyword tweaks or backlinks. You’ve got to be genuinely helpful and well-represented online.
The Four Pillars of a Trustworthy Roofing Brand
In Endless Customers, Marcus introduces a framework built on four core principles that set trusted brands apart in today’s market:
1. Say What Others Won’t
Most companies avoid tough topics like pricing or common product complaints. But those are exactly the things customers want answers to before they ever reach out.
Marcus highlights five categories that buyers always want content about:
- Cost and pricing
- Problems and drawbacks
- Comparisons
- Reviews (both good and bad)
- “Best of” rankings
This is what people are actually searching for—and if you’re not answering these questions, someone else is.
“If you’re not saying it, AI and your competitors will.”
2. Show What Others Won’t
The industry has become video-first, and roofing contractors need to catch up. Job site walk-throughs, before-and-after footage, and even how products are made or installed help build trust faster than any headline or stock photo.
Marcus stresses the importance of showing—not just telling. Don’t just say you care about workmanship or detail—document it.
“If you’re not using video on every job, you’re missing a big opportunity.”
3. Sell in a Way Others Won’t
Customers don’t want to wait. They expect immediate answers, quick scheduling, and some way to estimate cost—without having to talk to someone right away.
Marcus recommends three key tools:
- AI voice assistants that can instantly call leads and book appointments
- Self-scheduling tools where users can choose a rep
- Pricing estimators that offer real-time ballpark figures
Just adding a pricing estimator with a “Get Instant Estimate” button can increase website leads by 3–5x.
“The first company that talks to the lead usually wins the job.”
4. Be More Human
Technology doesn’t have to make your company feel robotic. Used right, it actually helps you be more personal and approachable. A quick intro video from a sales rep. A short video response to a new lead. These are small touches that make a big difference.
Digital avatars and AI chat tools are becoming more realistic and interactive—letting homeowners get the info they need while still feeling like they’re talking to a real person.
“Show people who they’re doing business with. Don’t wait until you’re walking up the driveway.”
What to Focus On Now
Marcus leaves contractors with a clear call to action: start preparing now, not later. The market is shifting. Companies that act first will set the new standard, and others will be left playing catch-up.
Here’s where to begin:
- Shift your mindset—this is a time of opportunity.
- Embrace video on every job and across platforms.
- Add self-service tools to your website, especially a pricing estimator.
- Use AI not to replace people, but to speed up and humanize the customer experience.
“The companies willing to do what others won’t are the ones that will thrive.”
