3 Ways You Can Use AI in the Home Services Industry

The home services industry has always been about rolling up your sleeves, putting in the hard work, and delivering great results for customers.

Whether you’re repairing a roof, installing a new HVAC system, or beautifying a backyard, it’s easy to focus entirely on the job at hand and push "new technology" to the back burner. After all, when you’re busy running a business, how can you find time to adopt tools you’re not even sure will help?

This hesitation is common, but it can come at a cost. Customers are changing how they make decisions, gravitating toward businesses that offer faster responses, transparent pricing, and educational content online. As competitors adopt tools like artificial intelligence (AI), they’re gaining ground—and leaving behind businesses that stick to “the way things have always been.”

So, how can you stay competitive without overhauling your entire operation? AI doesn’t have to be complicated or intimidating. In this article, we’ll show you three practical, actionable ways to use AI to transform your home services business:

• Streamlining competitive analysis to outpace your competitors.
• Simplifying content marketing to attract and educate customers.
• Enhancing customer experiences through trust-building tools.

 

1. How AI Tools Simplify Competitive Analysis for Home Services Businesses

The home services industry is competitive, but knowing exactly where your business stands can feel overwhelming. Keeping track of competitors’ pricing, marketing strategies, and online presence requires hours of research. AI tools like ChatGPT can turn this time-consuming process into something manageable.

Practical Applications of AI in Competitive Research

Start by providing an AI tool with details about your business—your services, location, and website. Then, ask it to identify local competitors and analyze their digital presence. It can assess their website content, customer reviews, and social media strategies, flagging opportunities for improvement.

For instance, an AI-generated report might show that a competitor has more Google reviews, or that their blog posts rank higher for local keywords like “affordable landscaping in [city].” Armed with this data, you can adjust your strategy—perhaps by prioritizing review collection or publishing content that’s even more detailed and useful.

Step-by-Step Instructions for Conducting Competitive Analysis with AI

Understanding your competitors is a critical step in positioning your home services business for success. AI tools like ChatGPT and Claude make this process faster, easier, and more actionable. Here’s a step-by-step guide to conducting an effective competitive analysis using AI:

Step 1: Gather Information About Your Business

Before analyzing competitors, give the AI some context about your own business. Open a tool like ChatGPT and provide details such as:

• Your business name, services, and location.
• Your target audience and key selling points.
• Your website URL and any social media profiles.

Example Prompt:
"Here’s information about my business: [Business Name], located in [City, State]. We provide [list services] and focus on [key differentiators, like quality, affordability, etc.]. Analyze competitors in this area who are succeeding in the same industry."

Step 2: Identify Your Competitors

Ask the AI to generate a list of competitors in your industry and region. If you already know some competitors, share their names and websites to refine the results.

Example Prompt:
"Who are the top competitors for a roofing contractor in [City]? List their websites and a brief overview of their online presence."

The AI will scan public information to provide a starting point.

Step 3: Analyze Competitor Websites

Once you have a list of competitors, dig deeper into their websites. Use AI to evaluate:

• Content: What topics do they cover in blogs or FAQs?
• Design: Is their website visually appealing and easy to navigate?
• Calls-to-Action: Do they offer pricing calculators, free estimates, or guides?

Example Prompt:
"Here are the websites of three competitors: [URLs]. Analyze their blogs, homepage design, and calls-to-action. What are they doing well that I’m not?"

Step 4: Compare SEO Performance

Ask the AI to analyze the keywords competitors are ranking for and how they drive traffic. AI can identify which local search terms (e.g., “best HVAC company in [City]”) they’re dominating.

Example Prompt:
"Compare the SEO strategies of these competitors: [Competitor Websites]. Which keywords are driving the most traffic for them, and how can I optimize my website to rank for similar terms?"

Step 5: Review Customer Feedback

Customer reviews are goldmines for understanding competitor strengths and weaknesses. AI can summarize recurring themes from Google or Yelp reviews, helping you identify areas where you can outperform.

Example Prompt:
"Summarize common themes from Google reviews for [Competitor Name]. What are customers praising, and what complaints do they have?"

Pro Tip: Keep the Analysis Ongoing

Competitive landscapes change. Use AI tools regularly to update your analysis, ensuring you’re always one step ahead.

By following these steps, you’ll turn raw data into a clear strategy for growth—and position your business as the leader in your market.

 

2. Building Trust and Visibility With AI-Driven Content Marketing

You’ve probably heard the phrase, “Content is king,” but in the home services industry, content marketing often feels like an afterthought. After all, writing blog posts or filming videos doesn’t seem as urgent as responding to a customer call.

But here’s the truth: customers today turn to the internet for answers. Before picking up the phone, they’re searching for information about costs, processes, and the best providers in their area. Businesses that provide those answers build trust and win more customers.

How AI Can Help With Content Marketing

AI tools like ChatGPT can make content creation faster and easier than ever. Start by asking the AI to generate ideas based on common customer questions such as:

• “What should I expect to pay for a roof replacement?”
• “How do I choose the best water heater for my home?”
• “What’s the difference between vinyl and wood windows?”

Once you have a list of topics, you can ask the AI tool to create detailed outlines or even write a first draft. From there, it’s up to you to personalize the content, adding your unique voice, expertise, and local context.

Creating a Seamless Content Workflow

AI doesn’t stop at ideation—it can help you organize your efforts, too. For example, you might ask ChatGPT to turn your list of topics into a six-month editorial calendar. You could schedule three blog posts and two videos per month, ensuring a steady flow of content without feeling overwhelmed.

Using AI to Come Up With Content Ideas Through ‘The Big 5’

Marcus Sheridan’s Big 5 is a cornerstone of effective content marketing, designed to answer the critical questions your customers are already asking. These five content categories are proven to drive the most traffic, leads, and sales because they align with the natural buying process. The Big 5 include:

1. Cost and Pricing: Customers want to know how much they’ll need to budget.
2. Problems: People research potential challenges before making a decision.
3. Comparisons: Buyers often compare products, services, or brands to make informed choices.
4. Reviews: Customers rely on reviews to gauge quality and credibility.
5. Best-of Lists: Many want to know what’s considered the best option for their needs.

By addressing these topics directly, you become a trusted resource in your industry, building trust and driving conversions.

Example Prompt for AI:

"I own a [type of business] company in [City, State] that provides [specific services, e.g., HVAC installation, roof repair, landscaping]. Please generate 10 blog or video content ideas for each of Marcus Sheridan’s Big 5 categories (Cost, Problems, Comparisons, Reviews, and Best-of Lists). Focus on topics that would attract homeowners searching for home service solutions."

Here’s an example of what you might get for a roofing company:

Cost and Pricing

1. “How Much Does a Roof Replacement Cost in [City]?”
2. “The True Cost of DIY Roof Repairs vs. Hiring a Professional”
3. “What Factors Affect the Cost of a New Roof?”

Problems

1. “5 Signs Your Roof Needs Immediate Attention”
2. “Common Problems With Asphalt Shingles and How to Fix Them”
3. “What to Do When You Spot a Leak: A Homeowner’s Guide”

Comparisons

1. “Metal Roof vs. Asphalt Shingles: Which Is Right for Your Home?”
2. “The Pros and Cons of Different Roofing Materials”
3. “Roof Repair vs. Replacement: How to Decide”

Reviews

1. “Our Customers Share Their Roofing Experience in [City]”
2. “Top Roofing Materials Ranked by Homeowners”
3. “A Review of the Most Popular Roof Warranty Options”

Best-of Lists

1. “The 5 Best Roofing Companies in [City]”
2. “Top 10 Roofing Materials for Durability and Style”
3. “The Best Seasonal Roof Maintenance Tips for [City’s Climate]”

Why This Prompt Works

This prompt encourages AI to consider your specific industry, services, and location, generating hyper-relevant ideas. By specifying the Big 5 categories, the output ensures a balanced mix of content that addresses your audience's top concerns and decision-making needs.

You can repeat this process for different services or niches within your business to build a robust content strategy.

 

3. Enhancing Customer Experiences with AI-Powered Tools

In home services, trust is everything. Customers need to feel confident that they’re making the right choice, and one of the biggest hurdles is pricing. Many customers hesitate to reach out because they’re unsure if a service is within their budget.

That’s why AI-powered tools like pricing calculators can be transformative.

The Power of Pricing Transparency

A tool like PriceGuide.ai allows you to build a pricing calculator for your website in under 30 minutes. Customers simply input details like square footage or project type to receive an instant estimate.

Here’s what makes this so effective:

• It satisfies customers’ curiosity without requiring a phone call.
• It builds trust by being upfront about costs.
• It encourages leads to leave their contact information for follow-up.

This is particularly valuable in an industry where pricing is often opaque. With a calculator in place, you’ll generate more leads and set the stage for better customer conversations.

Expanding Beyond Calculators

Pricing calculators are just one way to use AI to enhance customer experiences. You can also deploy chatbots to answer common questions, send personalized follow-ups, or track customer satisfaction trends. For example, AI can analyze post-service feedback to identify areas where you can improve.

When used strategically, these tools make your business feel more approachable and professional—without losing the human touch.

 

How AI Complements Hard Work

The home services industry has always been built on hard work, and that’s not going to change. But AI offers you the ability to work smarter, not harder.

Whether you’re analyzing competitors, creating educational content, or providing transparent pricing tools, AI helps you deliver more value to your customers, and stand out in a crowded market.

Ready to take the next step? Explore tools like ChatGPT, Claude, and PriceGuide.ai to see how they can transform your business. 

For more ideas, check out this episode of our Endless Customers Podcast.

* This article was originally published here

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What are the steps of IMPACT’s sales process?

Every company that speaks with our team at IMPACT comes looking to solve a problem they have in their business. Whether it be lead generation, content marketing, attribution reporting, sales team effectiveness, developing a marketing strategy, among many others, there’s a. 

The reality is, the solutions to these problems can look different depending on the industry, company size, or goals of the organization. Frankly, this means the conversations our team has with a company interested in working with us needs to be focused on understanding those problems, determining what success looks like, then building out the right solution, assuming our team is the right fit to help.  

At IMPACT we have designed our sales process to be efficient, linear, and educational for our prospects, and we move forward only when they understand our unique approach to their success and believe in the philosophy of coaching and training. What does that mean?

We are a sales and marketing coaching company, we’re not an agency where we do things for you. We help you build the team and infrastructure so you never have to rely on an outsourced agency again. We train businesses how to take ownership of their marketing and optimize their sales process by implementing the principles of our business framework, Endless Customers. 

Why businesses choose to partner with us

Businesses are drawn to partner with IMPACT for a variety of reasons:

1. Proven Expertise and Outcomes: Many professionals first learn about IMPACT through our visible presence in the industry, whether by attending our events, engaging with our content online, or through our status as an Elite tier HubSpot partner. They see firsthand the insights and best practices we share across multiple platforms, including articles, videos, podcasts, and live presentations. This exposure not only showcases our expertise but also the tangible results we achieve, inspiring confidence in our ability to replicate similar successes for them.
2. Tailored Solutions: As a leader in business transformation, our strength lies in empowering companies not only to adopt new technologies and methodologies but to truly integrate them into their operations to maximize outcomes. Unlike typical service providers who may simply set up tools, we focus on equipping your team with the knowledge and skills needed to effectively use these technologies and methodologies themselves. This approach goes beyond adoption; it transforms business practices, making teams more effective and self-sufficient. Our strategic planning and hands-on training ensure that businesses are well-prepared to meet their goals, enhance productivity, and drive growth.

How We Help

At IMPACT, we focus on equipping your team with the skills and strategies needed for success.

We offer a comprehensive program that includes:

• Leadership Coaching: Our coaches bring extensive business leadership experience to every interaction, helping your team navigate complex challenges and achieve strategic goals.
• Strategic Planning Sessions: We guide you through detailed planning that aligns with your business objectives, ensuring that every marketing and sales activity is purpose-driven.
• Hands-On Training: Covering essential areas such as SEO, content strategy, and video production, our training empowers your team to execute with confidence and skill.
• HubSpot Mastery: Leveraging our HubSpot partnership, we teach you how to maximize these tools to enhance your sales and marketing effectiveness.
• Sales Process Integration: We show you how to strategically use content within your sales processes, educating prospects and closing deals more efficiently.

Our approach is designed to not just deliver information but to transform your team’s capabilities, making your business more dynamic and competitive in today's digital landscape.

No matter the path a prospect takes to get in touch with our team, anyone who wants to learn more about IMPACT’s service offerings follows the same sales process, which can take as short as two weeks or quite a bit longer, depending on how much education our sales team has to do.

In this article, we’re going to map out IMPACT’s sales process, defining the key steps every company takes when speaking with our sales team, what they can expect at each stage, and the requirements for success as you move forward.

The IMPACT Sales Process: Education First

When any prospect enters our sales pipeline, our primary goal is to educate them. What does education first mean?

It means that we don’t pressure sell you. We believe that in order for you to make the right purchasing decision, you must have a clear understanding of the problem(s) you’re looking to solve, how we help businesses like yours, who is successful and not successful with IMPACT, and what it will take to be successful. This guarantees that future clients are well-versed in IMPACT’s philosophy and ensures that only those who are genuinely a good fit proceed, sparing potential clients from committing to a partnership that doesn't align with their needs. Each stage of the process is carefully designed with the goal of educating prospects and keeping their best interests at the forefront. One thing to keep in mind is these steps can either happen with one call or up to three calls.

High-level expectations for the call

Who should be involved in the sales process:

Decision-makers from your team are crucial to the sales process. These are individuals who have the authority to make purchasing decisions and who understand your business's strategic needs. While an IMPACT advisor will guide the process, ensuring the right decision-makers are present is key to aligning your business needs with how IMPACT can help.

How long does it typically take:

Each call with IMPACT typically lasts between 45 to 60 minutes. However, the exact duration can vary. The pace of our conversations depends largely on how detailed and open the discussions are. Our goal is always to reach outcomes that best serve your needs, whether that takes less time or requires a bit more.

How does it work:

Our sales process is outcome-driven rather than being tied to a specific type of call. This flexibility allows us to adapt to the unique pace of each conversation. By focusing on outcomes, we ensure that the process moves at a pace that feels right for you and is aligned with achieving your desired results. We measure success by how well we meet your needs, not by the clock.

Step 1: Identify if you have a problem that needs to be solved

Your most valuable asset is your time. Nobody likes to waste their time in a conversation that isn’t going anywhere, so before you even talk to one of our advisors for the first time, you can expect a bit of homework. 

We aim to ensure that we all have a shared foundation of expectations before we dive into a conversation. IMPACT is not a marketing agency. We’re teachers, coaches, and trainers. We’re not going to write your content and film your videos. We’re going to train your team how to create content at a world-class level and make sure those efforts fit into a larger business strategy. 

Before the first call you can expect to receive a video from one of our advisors (like the one below), as well as 1-2 pieces of content to review.

While it should only take you 5-10 minutes to complete, reading and digesting these pieces of content is imperative, and our advisors will not move forward to have an actual call until you confirm that you have done so. 

Marcus Sheridan, explains it this way: “We give you resources beforehand to address 90% of the top-level questions you have. That way, our conversations are going to be deeper, more personal, and more impactful on your business.”

Remember, our sales process is really an education process. We can’t want to move forward until we’re all aligned. 

During this first step of understanding if you have a problem we can help you solve, our advisors will ask a lot of questions about your business goals, your current challenges, and the priority or importance of each challenge. This helps us determine if there truly is a problem that needs solving and if we can effectively help. We want to guarantee that both your team and ours know as much about your business and your needs as possible. That way, we can begin planning the right course of training for your needs.

Step 2: Determine if IMPACT is the right fit to help solve that problem

Once we have a clear understanding of your challenges and have identified them as critical areas for your business, the next step is to determine if IMPACT is the right partner to help you solve these problems. This step involves a deep dive into your specific needs and expectations.

This discussion can take place during the initial call or might extend into further conversations, depending on the complexity of your challenges and the clarity of the information shared initially. We want to ensure that there is a strong alignment between your needs and our capabilities before moving forward.

Specifically, you’ll have a conversation that sounds like this:

IMPACT Advisor: “We have dug into a lot and I believe we have a clear picture of the problem. Here’s how I’d describe it: [Insert description]. Does that sound right to you?”

Prospect: “Agreed. If we could solve that, life and our business would be a lot better.”

IMPACT Advisor: “Fantastic! Now that I know you’re committed to solving this problem, let’s talk about how our team helps companies like yours solve that problem, and what it’ll take to do so.”

That brings us to step 3 of our process. 

Step 3: Learn how IMPACT will help solve your problem and who will be involved

​​Once it’s clear that we’re a good fit for each other, your advisor will schedule a call to introduce you to your coach, who will guide you throughout your journey with IMPACT. We have a team of coaches and trainers that have helped 1000s of businesses grow and achieve success. 

In this initial meeting with your coach, the focus is on building a strong foundation. While your advisor may also be present, the coach will lead the discussion. This is essential for your coach to fully understand your business, which is vital for effectively planning and implementing the strategies you need.

During this stage, you can expect the coach to cover both strategic and logistical aspects of the program. They will validate some of what the advisor has shared with them to help explain how the IMPACT program works and how it’s tailored to tackle the specific challenges you face. The goal is for you to leave the meeting with a clear understanding of what to expect from IMPACT and who you’ll be working with.

This stage is not just about reinforcing the connection but also about setting the stage for targeted interventions to help your business grow. The coach will outline the next steps and ensure you are well-prepared to succeed in our program.

Step 4: Learn the details of the program we've created and agree IMPACT’s solution will solve your problem

This step will be a presentation, separate from previous discussions, where we thoroughly walk you through the customized plan crafted to meet your specific needs. 

Once you reach this stage of the process, nothing should be a surprise or new information. This meeting occurs once we've all verbally agreed to move forward, you know your team is ready to engage fully to achieve desired results, and IMPACT is confident in our ability to guide you there.

During this call, your IMPACT coach (and/or advisor) will present a detailed overview of the tailored program, providing a clear walkthrough of each component and how it addresses your unique challenges. Alongside the presentation, we will review the agreement together.

By the end of this call, we aim for a complete alignment and agreement to proceed, marking the official start of our focused efforts to achieve your business goals through the IMPACT program. If that isn’t the case by the end of this call, it means we’ve missed something in our sales process and we need to backtrack to the earlier steps.

Step 5: Get started with IMPACT

Once the contract has been signed and your initial payment has been submitted, your Account Manager will contact you within 48 hours to schedule your kickoff with your coach along with instructions for our onboarding process. This ensures a smooth start to your engagement and helps button up other miscellaneous preparatory activities.

The process, start to finish

“A sales process is a lot like dating,” says Marcus. “No one is ready to get married on the first date.” Instead, there’s a good deal of getting to know you that happens first, where both parties have to figure out if the other is right for them.

IMPACT stands opposed to the typical relationship between inbound agency and client. We believe you should not be forever dependent on an agency to write your content, film your videos, organize your HubSpot portal, and schedule your emails. You can learn to do these things (and more!) at mastery-level, ensuring true marketing and sales freedom. As such, our sales process focuses heavily on education to make sure our clients are clear about what they’re getting into. 

IMPACT believes in teaching you to take ownership. In our sales process, we’ll start you down that path towards independence and excellence. Each step forward represents an investment in the future of your business, so we build these steps deliberately to get you ready. 

Ready to start the process? Schedule your first call!

 

Author: cdelaney@impactbnd.com (Connor DeLaney)

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Staffing Up After a Recession: Who to Hire When

When the economy shrinks and demand dries up, companies often feel obligated to trim their staff. While it’s painful, it’s a natural part of the economic cycle of any organization. 

According to TechCrunch: The tech layoff wave is still going strong in 2024. Following significant workforce reductions in 2022 and 2023, this year [2024] has more than 130,000 job cuts across 457 companies.

While layoffs are more commonplace (and more accepted) in some industries than others during these times, the process is never a pleasant one. But sometimes layoffs are a must to stay profitable — or even stay afloat.

The opposite is also true, however. When the economy is hot and demand is high, teams are going to staff up. 

For business leaders, staffing up after a recession comes with its own challenges. 

If you’re in this boat — planning to hire back after layoffs — you want to be sure you get this right. Below, I’ll explain how I recommend you proceed. 

When it’s time to hire for your future

For many businesses coming out of a recession or downturn, they fall into one of two camps:

The first wants to scale back up to their previous strength, so they jump at the chance of filling the positions they lost.

The others take the opposite approach — sort of a once-bitten, twice-shy mindset. 

After the experience of having to cut staff once, they’re hesitant to hire, fearing that they might have to go through the whole thing again if they add headcount too quickly.

For me, hiring decisions are always a balance of data and intuition. So my advice to you is this: Hire smart. Your goal is not to add headcount, it’s to find great candidates.

Bill Gates famously said that a great writer of software code is worth 10,000 times the price of an average software writer.

For whatever role you’re hiring for, the great candidate will deliver way more value than the average candidate. 

If you’re looking to hire and can’t find someone great, don’t fill the role until you find the right person. Or, if you’ve got a pipeline full of exceptional applicants, maybe hire more than one if your budget and forecast allow it. 

With any new hire, you’ve got a chance to raise the overall ability of your team, but if you bring on the wrong person because you jumped the gun, you could be kicking yourself for years. 

Post-recession hiring is your chance to find that all-star.

Don’t hire for what you lost; hire for the future 

According to research from Accenture, 88% of executives believe that their customers are changing faster than their businesses can adapt. 

This reflects the crisis that companies of all kinds are facing: Not effectively adapting to a changing marketplace. 

Judging by the statistic above, your company might be in need of change. Although layoffs are never easy, there can be a silver lining. Maybe the staff you employed a few years ago doesn’t really fit your needs today — let alone your needs a few years from now. 

For example, it’s easy to just want to hire back to fill the roles you lost: You had to cut three sales rep jobs? Now it’s time to hire three new sales reps. 

However, I urge you to avoid that kind of knee-jerk reaction.

This is an opportunity to hire for your company’s future, not its past.

First, figure out how you’re bringing in revenue 

Recently I compiled a big spreadsheet of every deal IMPACT had closed in the last six months. I listed each customer, what they bought, how they heard of us, how long they took to close, and about a half-dozen other pieces of information.

Ahead of our quarterly planning session, I asked all our company leaders and managers to study the spreadsheet. Then, at the planning session, I split them into groups and asked them what we needed to do to close more business. Imagine a Stop/Start/Keep brainstorming session.

By focusing only on the past six months, we eliminated historical bias and outdated approaches. We came up with a list of marketing and sales priorities based on the way our most recent customers were buying from us.

You should do the same.

Before you jump back in and hire the exact roles you lost, look closely at your numbers. If you’re ready to add headcount, do it in the places that make the most sense for you based on data, not nostalgia.

Hire for your future, not for your past.

While you’re at it, audit your hiring process

One more thing: before you go on a hiring spree, take some time to look at your hiring process with a critical eye. 

In a famous study done a few years back, Jobvite found that one-third of all new employees quit within 90 days of starting their new job. And that was before the pandemic, the great resignation, and quiet quitting.

Part of the fault for this lies with workers, sure, but I believe a bigger share of the blame rests with employers.

Is your hiring process designed around the candidate’s needs? Are you using techniques like the 80% video to cover as many of the applicant’s questions ahead of time so you can weed out those who might be a bad fit? Are you committed to transparency and honesty?

If not, fix your process before you start putting more people through it. 

This is the opportunity you’ve been waiting for

In the past few years we’ve seen drastic economic swings. 

First, there was the shock of the pandemic. The bottom fell out of the stock market and unemployment spiked. Then, the government flooded the economy with stimulus money and businesses were flush with cash. Since then, there have been supply chain issues, high energy costs, and political instability. 

It’s been a wild ride. 

And while these last few years have been especially volatile, the economy is always going to go up and down. As a business owner, you know there will be fat years and lean years, good times and bad times. 

This is the natural cycle of business.

The key is to see every up and down as an opportunity. If you’re ready to hire after a recession, use it as the opportunity to build a staff for the business you’re becoming, not the business you were. 

Author: rruffolo@impactbnd.com (Bob Ruffolo)

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Meta Launches ‘Threads for Creators’ Hub

A new home for Threads tips and insights.

* This article was originally published here

How to make $1000/day with affiliate marketing 24/7 - start here!