Guest: Ronnie Lollar of AVCO Roofing
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/podcast/ai-replacing-google-smart-roofing-companies-marcus-sheridan-260/
đź”— https://marcussheridan.com/
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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.”
FAQs: Roofing Business Takeaways from This Episode
Topic: Marketing
Q: What’s changing about how homeowners search for roofing companies?
A: More people are using AI tools like ChatGPT to get quick, summarized answers. This means traditional Google search results—especially organic links—are getting pushed lower on the page, and getting less traffic.
Topic: Marketing
Q: What content topics are most valuable to attract leads?
A: Focus on what Marcus calls “The Big 5”: pricing, problems, comparisons, reviews, and best-of lists. These are the questions people want answered before reaching out.
Topic: Marketing
Q: Why is video now essential for roofing contractors?
A: Video helps you show the quality of your work and the people behind your brand. It’s also easier to repurpose for social platforms and it sends strong trust signals to AI systems.
Topic: Sales
Q: What’s “speed to lead” and why does it matter?
A: The faster you respond to a new inquiry—especially within the first 5 minutes—the more likely you are to book the job. Voice AI tools can help respond instantly.
Topic: Sales
Q: How do pricing estimators improve lead generation?
A: They let customers get a rough cost estimate without having to call. Adding a “Get Instant Estimate” tool to your homepage can increase conversions by 3–5x.
Topic: Technology-Innovation
Q: How does AI help roofing companies stand out?
A: AI tools use signals like reviews, online content, and videos to decide which companies to recommend. If your brand isn’t visible or consistent across platforms, you’re less likely to be found.
Topic: Growth-Expansion
Q: What’s the first step to adapting to these changes?
A: Start using AI tools to explore how they work. Ask ChatGPT how you can improve your marketing or lead flow. Then start testing those suggestions.
Topic: Operations-Management
Q: How can I make my sales team more effective with AI?
A: Use AI voice agents for instant lead follow-up. Give your reps tools to send personalized video intros. Use self-scheduling software that lets customers pick who they want to talk to.
Topic: Marketing
Q: How do I build trust with customers before the first call?
A: Publish helpful content, share real project videos, and use tools that let customers interact with your brand before speaking to a person. Trust builds before the first conversation.
Topic: Customer-Service
Q: How do I make my website feel more personal?
A: Add team photos and intro videos. Let customers choose their sales rep. Use chat tools or video-based avatars that guide them through common questions or services.
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