The Remodeler's Guide to Local Agentic Search | How AI Agents Are Changing Contractor Visibility

This isn't another tactics webinar. It's a strategic briefing for serious remodeling contractors who want to understand what's actually changing in local search — and what to do about it before your competitors figure it out.

AI agents are quietly reshaping how homeowners find and choose contractors. Not someday. Right now. In this webinar replay, Carl Willis, founder and CEO of Remodeling Marketing Team, breaks down exactly what's happening, why your current playbook is losing effectiveness, and what the contractors who dominate their markets in the next 24 months are doing differently today.

Recorded live during Google's I/O 2026 conference — where Google publicly announced the rollout of Google Spark, their AI agent launching inside Chrome this summer — this briefing gives you a real-time look at the shift as it's actually happening.

What's covered in this webinar:

✅ How AI agents — not homeowners — are starting to make contractor discovery decisions
✅ What Google Spark is and what its Chrome browser rollout means for your local visibility
✅ Why the old five-step buyer's journey is collapsing to two steps — and what that means for contractors not on the AI short list
✅ The restaurant menu vs. personal chef metaphor — the simplest way to understand the new internet
✅ The four foundation problems Carl finds in almost every contractor audit (and how each one gets you quietly excluded)
✅ Why trust is the new ranking factor — and how AI actually scores your business
✅ The six strategic priorities every remodeling contractor needs to focus on right now
✅ Why your Google Business Profile is now your most valuable piece of online real estate
✅ How to build a review engine based on recency and frequency — not just star rating
✅ What schema markup and structured data actually do — and why your competitor having it puts you at a disadvantage
✅ The new metrics you need to track beyond clicks, sessions, and map pack position
✅ What AI recommendation rate is and why it matters more than traditional SEO rankings

The contractors starting this work now are the ones who will be untouchable 24 months from now. This webinar gives you the blueprint.

🎯 Want us to assess how AI currently sees your remodeling business?

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Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

Stop Driving. Start Closing
Stop wasting time on tire kickers. Qualify and estimate remotely with AI-powered video technology.

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Transcript

SPEAKER_00 0:00

Welcome to today's webinar. I want to thank you for taking time out of your busy schedule to join me today. And today's topic is the home remodeler's guide to local agentic search, how AI agents are quietly changing local search, contractor visibility, and lead generation. And before we get into this, I want to set the tone for today's topic. This is not another tactics webinar. It's not another AI gimmick session. And what it is, is a strategic briefing for serious remodeling contractors who want to understand what's actually changing in local search, what you need to be doing about it, and what you need to be doing about it before your competitors figure this out. And so over the next 45

Why Local Search Is Shifting

SPEAKER_00 1:00

minutes, I'm going to show you how AI agents and not homeowners are starting to drive contractor discovery and what that means for you, how to get found, how to be trusted and recommended in search. And interestingly enough, right now the Google I.O. conference is going on simultaneously, and they just rolled out Google Spark. Google Spark is their AI agent. They've been testing it internally. They are releasing it publicly starting now to their ultra subscribers. And this summer they are going to introduce Spark inside of the Chrome browser. And so Google Spark is their AI agent, and it will begin operating within the Google Chrome browser. So what we're talking about today isn't theory, it's actually the things that are being rolled out within Google's universe. And so what we're going to be teaching you today is going to give you a competitive advantage over your competition. And it is

Google Spark And The New Reality

SPEAKER_00 2:20

going to give you a first mover's advantage. You're going to have knowledge that most people don't even know is taking place, and it's going to catch them flat footed. So I'm glad you're here. And you're going to have just a marketplace advantage. So kudos to you. So let's get started. Let's talk about what's happening. Search is becoming an AI agent. And that's the point that I need to drive home to you above and beyond anything else. For years, contractors have competed for rankings, they have competed for clicks. They have competed for website traffic and map pack positions. But that model is absolutely changing. On the left is the old behavior. A homeowner types in a query, they scan the results, they click a few websites and pick who they're going to call. And what they do is they then call or they fill out a form. That's been the flow that we've seen for many years now. But on the right is what is actually starting to emerge. A homeowner

From Link Search To AI Agents

SPEAKER_00 3:45

asks an AI assistant, Chat GPT, Gemini, or Perplexity, the new Google AI model, which is now named Spark, and the AI does the research itself. It compares, it filters, and it returns a curated shortlist. And in some cases, the AI may even reach out to the contractor on behalf of the homeowner. And that's the shift. The homeowner may never browse for you again. Their AI may actually decide which contractors are even worth showing to the homeowner. And that's what's important is the AI is making the decision based on the criteria that has been given to that AI agent. So it's not the homeowner doing the research, it's not the homeowner making that curation decision. It is the AI agent itself making that decision. And then presenting that information to the homeowner. So Google CEO recently did an interview with Stripe. He did this at the end of March, and he described where Google is taking search, and his framing is important. I want you to really realize this quote: search is no longer about retrieving links, it's about agents that research, plan, and complete tasks for you. And before this webinar today, I was watching their I.O. conference. I watched about an hour and a half of it, and a large majority of it was dedicated to their work on AI agents and what the AI agents could do. They were showcasing the capabilities of their AI agent process and what they have these AI agents do. And so what he's saying here in this interview is he didn't say we're improving rankings. He didn't say we're making search operate faster. He described a future where search is no longer about retrieving links, it's about agents that research, plan, and complete tasks for you. And there's three phases to lock in. There's agentic search, multi-step reasoning, and AI planning. And that language is really important. It matters because it tells you the kind of system you'll be working inside of. It's not a search engine anymore, it's a decision engine. And you need to get your mind around that and really anchor that in. So search is no longer a destination, it's a conductor. And this is the important mental model shift in this entire discussion today. Google is no longer the destination where someone types a question and then clicks a link. Google is becoming the orchestration layer or the conductor, if you will, sitting at the center of search, in the center of reviews, in the center of scheduling, in the center of maps, in the center of calls, and then ultimately in the center of contractor selection. So Google is in the middle of all of this conducting the orchestra, if you will, conducting the orchestration layer.

Google As The Conductor Layer

SPEAKER_00 8:30

And so that has a very direct consequence if you only show up in one of those areas. So I want you to really understand this. If you're only showing up in search, but you're not showing up in reviews, or if you're only showing up in search, but you're not showing up in scheduling, or you're not showing up in maps, then you're at a very distinct disadvantage. So say your website ranks well, you're not enough because AI is pulling signals from all of these other resources and weighing them against each other. And it's forming an opinion about you across the entire ecosystem. And that's what we mean when we say marketing is becoming infrastructure and not just messaging. And so again, keep this in mind search is now becoming the conductor, not the destination. So you always hear me talk about your ecosystem. I've talked about this for years. The ecosystem is so critical, but it's never been more critical than it is now because AI is looking at your entire ecosystem and weighing that entire ecosystem in the decision-making process. And so let's bring this down to a practical illustration for you. Something a homeowner would actually do. And this is what it's going to look like in real life. A homeowner opens their AI assistant, but not a browser. They're going to open Google Spark, or they're going to open their OpenClaw, or they're going to open their Clawed Co-work, and they're going to say, find me a trusted kitchen remodeler in my zip code who can start in the next six weeks. So they're a busy professional, they're in your service area, they've decided to renovate their kitchen. But instead of opening a browser the way they traditionally have, they're going to open their AI assistant on their phone. And what Google was just demonstrating at their conference before I jumped on the webinar was the phone interface for Spark. And the illustration that the speaker was showing was he was planning a dinner

The AI Shortlist In Real Life

SPEAKER_00 11:08

party for a few weeks out. But in this case, we've got somebody planning a kitchen remodel. And so they open their assistant on their phone. In this case, it was Google Spark, and they say, Find me a trusted kitchen remodeler in my zip code who can start in six weeks. And so what comes back is not 10 blue links, it's a short list. And it's usually three contractors with synthesized ratings and an inferred sense of availability and even a judgment about style fit because it's been pulled from your photos, your social media, and your past projects. And so if you're in that short list, you're in the conversation. If you're not, the homeowner doesn't even know that you exist. They don't even know that you're an option. And so I want you to understand how this has come about. The short list is made up of three contractors that AI trusts. The ratings are based on a synthesized review summary. The availability has been inferred from your web signals, and the style match has been determined by your project types and the information you have put out based on your photos, your social media, your video, and your past projects and your showcases and your project content that you have displayed out on your online platforms. So it's it's developed that dossier, if you will, based on the available information that you have created. So you need to understand that for the last 15 years or so, most contractors have run a playbook where they built a nice website, ran some Google ads, and hoped the leads came in. Well, that playbook is dying. And here's the hard truth. Your brochure style website is also dying. Because what most contractors did is they built the website on the left, a static brochure website with generic copy, stat stock photos, or very static photos, a contact form that you were hoping people filled out, and no structured data that AI could really read. On the right is what has to happen now. It's an AI readable ecosystem, and it's what AI is actually evaluating. Your reviews, how recent are they, the volume of reviews, the themes in those reviews, the

The Brochure Website Era Ends

SPEAKER_00 14:34

structured data on your website, the schema on your website, the Google Business Profile completeness, your social proof across the entire web. The website is not dead, but the website alone is no longer enough anymore because AI is reading the entire ecosystem. The entire ecosystem is a complete data layer, and that's the way you have to think about it. And you have to really think in terms of data layer, and that's a term you're going to hear me use more and more in the days ahead is how complete is your data layer? Are you answering all the questions that AI is trying to answer about you, that that homeowner is asking about you? So let's put this in a framework that might be a little easier to understand. And this is a metaphor that might make this useful. And this is a metaphor that I'm using with a lot of the contractors we work with just to help them internalize this shift that's happening in the marketplace. Because the old internet was like a menu at a restaurant. Everyone saw the same options. The homeowner read the menu, they compared, they decided, and then they ordered. Well, the new internet is more like a personal chef. The homeowner gives a brief, I want a kitchen remodel in my area, modern style, that's ready in two months. And an AI agent goes out, sources the ingredients, and assembles a custom recommendation for that specific person. And the ingredients are your reviews, your structured data, your Google Business profile, your project photos, your videos, and your reputation. If your ingredients aren't clean, if they're not accessible, you just don't make it onto the plate, and you're not served up. And so that's the easiest way to really kind of think about this in a very simplistic way. Most contractors, unfortunately, aren't ready for this shift. They're not ready for what's rapidly taking place. And here's the real reason for this their foundation is fragmented. And I'm listing you some of these fragments. When I audit contractors every week, I generally find the same four problems. The first one is an inconsistent nap. And what nap means is name, address, and phone number. Different phone numbers, different addresses across major directories. And and inconsistent nap can be something as simple as one directory says street spelled out, and the next directory says st period, and the next directory doesn't say street or st period. So there's

The Four Trust Killers To Fix

SPEAKER_00 18:30

inconsistency, and so it creates a lack of trust to the AI. You again you have to think like a machine, it's looking for consistency. The second one is broken or half-finished Google Business profiles, wrong categories, missing services, no photos. The third one is weak review signal. The 4.8 star rating looks fine on the surface, but then the last review was 14 months ago. Number four is a fragmented brand. The business is called one thing on Facebook, but then it's called something else on the Better Business Bureau, and then on house it has another name. And so when AI tries to assemble a picture of who you are, all of these inconsistencies create confidence loss, and that confidence loss gets you excluded. Maybe you have an old website, maybe that old website has an old location, maybe it has an old owner. We just brought on a client here recently where the company was bought from a previous owner in 2009, but the legacy website is still up. The legacy website refers to locations that don't exist anymore. It still names the previous owners. It tells a story that really doesn't tell the new story. So there's all sorts of inconsistencies that we're having to clean up. Well, those are things that the AI will exclude that business for if we don't get those things cleaned up and current. And so those are things we have to resolve. And so those are the things you want to be paying attention to. This is the slide more than any other that I'm gonna go over with you today that describes how we operate a remodeling marketing team. We talk about the ecosystem all the time. When people ask what we do, it's very simple. We are a strategy-driven, AI-centric growth partner that utilizes an ecosystem philosophy of market dominance to help our clients dominate their local market. And this is how it works because your brand is not your website, your brand is the ecosystem, and AI sees the ecosystem when it looks at you, and that ecosystem incorporates your Google Business profile, your YouTube, your reviews, your better business bureau, your directories, your LinkedIn, your website, and all of those things have to tell the same story with the same name, the same address, the same phone number. Same positioning, the same message. When they do, AI scores you as a coherent, trustworthy entity. When they don't, AI gets confused and quietly removes you from consideration, and you simply don't exist anymore. You just don't show up. And inconsistency is not just a small annoyance, it's a disqualifier. And the consumer, the homeowner, doesn't even know you're out there. They don't even know that you're an option. Even though you may be the very best at what you do, even though you may have more history than your competition, even though you may do better work, you may be more trustworthy in the mind of the AI that is making the recommendation, you just don't exist. And so to the homeowner, you no longer exist either. If you take only one thing away from today's entire briefing, take this one. Trust is the new ranking factor, it's the new algorithm. Because AI isn't scoring you on keyword density, it is scoring you on whether you look like a real, active, reputable, consistent business that a homeowner can safely be referred to. And what you're going to see on this slide is what the dashboard is effectively measuring. It's measuring review strength, review recency, authority, reputation, and brand consistency across the web and your activity. Your posting, your updating, and your responding.

Trust Becomes The Ranking Factor

SPEAKER_00 24:12

Those are the levers. And if those numbers are high, you get recommended. And if they're low or they are uneven, AI will quietly defer to someone else who has better numbers. And so AI is no longer ranking you by keywords, it is ranking you by how trustworthy you look. And so if you look at this trust scale, it's looking at all of those factors. Your reviews, the recency of reviews, your authority on the topic, your consistency in creating content, activity, and signals, and just how active are you? So those are all critical trust factors. And this is important. You have to realize the practical consequence of all of these things. The buyer's journey just got dramatically shorter. So yesterday, the buyer's journey was five steps and days of deliberation. They would search, they would click, they would compare, they would make a short list, and then they would contact five steps. Sometimes it took days, sometimes it might even take weeks or months. And there were plenty of moments where that homeowner might bump into your brand. But with agentic AI search, today's journey can collapse to two steps. I ask my AI agent, and my AI agent comes back to me with a short list. That means fewer touch points, fewer chances for the almost made it contractors to win. And the bar for being considered just moved up, and most contractors haven't felt it yet because the volume of AI-mediated searches is still ramping. Right now, AI agent transactions only account for 5% of online transactions. But that is drastically changing. Google showed their numbers today at their presentation, and the growth chart is high and to the right and rapidly accelerating. So this is the window to prepare. And there are fewer chances for consideration as this accelerates and higher stakes in being selected. So you really have to be laying the groundwork today. So here's the honest read about what's happening, and there is good news and not so good news. So I want to be very balanced about how I approach this with you because the goal isn't to scare you, it's to prepare you. The good news in this shift is that if you adapt early, AI actually does some of your qualification work for you. And we are seeing this. The people that show up at your doorstep have higher intent inquiries. So the lead quality is much better. They are pre-qualified because of AI's filtering, and

The Six Priorities For Visibility

SPEAKER_00 27:58

there is better trust at first contact, and you have compounding authority over time. So people are coming to you pre-vetted. The homeowner has already been told that you can be trusted. AI is putting that before them. And so the first calls go much differently. The sales process goes smoother. You tend to close at a higher percentage. But here's the not so good news is that if you don't adapt, there's no obvious signal. Your rankings might look fine when you get your traditional SEO reports. Your website might look fine, but the volume of opportunities reaching to you starts to diminish, and you can't even really point to a specific failure. And some things that you'll start to notice is there's silent filtering going on. You're just not getting recommended. There's fewer discovery events taking place online. Your cost per lead on legacy channels is steadily increasing, and there becomes a slow, quiet erosion of your market positioning. And that's what we're here for. That's why I'm doing this briefing for you today to make sure that you're ahead of this, that you are positioned to thrive in this changing environment. So if you're going to screenshot a slide, this is the one I want you to screenshot. Here are your strategic priorities in the order of importance. And these are the things you want to be focused on right now. And these are the six strategic priorities that we are working through with all of our clients right now to position them in the best possible positioning for this move to agentic AI search. Number one, clean up your entity data. Make sure you have the same name, phone number, and address everywhere, zero exceptions. And when I talk about same name, same phone number, same address, I mean if it's ST period on your Google Business profile, make sure it's ST period on every other directory, on your website, on your business cards, any place that your business is listed, make sure it matches up. Number two, Google Business Profile becomes infrastructure, not a listing you set and forget. You need to treat it like a command center. Make sure that you've got good descriptions. Make sure every possible thing you can fill out on that profile is filled out and check it often and realize one of the things they announced here at their conference. They are adding more pieces to the Google Business profile. They're bringing in social media, they are bringing in more personalized components. You want to check it often and see what else they've been adding. Number three, build a review engine. Frequency and recency, not just rating. You want to be constantly looking for reviews, asking often, asking frequently, make that a part of your workflow. Systematize that. Build that into your process, whether that's part of your billing process, whether that's part of your CRM, but have a way to be asking for those reviews. Number four, add structured data and schema so that AI can actually read your business. That needs to be part of your SEO program. So whoever you're working with for your SEO and the new acronyms you need to add to that are AEO and GEO. That needs to be part of your website. Needs to be built into your content, to your pages. That needs to be part of your website infrastructure. Number five, you need to expand your digital footprint beyond the website. You need to be adding video, you need to be adding social media content, and you need to be adding community mentions locally so that you are being referenced locally as well. And then you want to be tracking AI recommendation, not just rankings. Are you being cited on the AI platforms? Is ChatGPT mentioning you? Is Perplexity mentioning you? Is Grok mentioning you? Are you being mentioned in Google Gemini? That's important. What is your large language model visibility? Are you being picked up by those large language models? So those are all important priorities you need to be focused in on. Now, you also need to remember that your entity data is a priority. Now, this is going to sound boring, but bear with me on this. This is a priority. It is the highest leverage thing that you as a contractor can do this quarter. Remember what I said. Google is rolling out in their Chrome browser the Spark AI agent this summer. So we want to be prepared for that. You have one business, your business, and you need to have one source of truth for your business. So AI cannot reconcile a business that is called Smith Remodeling on one platform, and it's called Smith Construction LLC on another platform, and Mike Smith Remodel on a third platform. It treats them as three different businesses if it sees that. So you need to pick a canonical version of your business name with one phone number, one address, and one website, and you need to push that everywhere to every platform and close all of the duplicates and make sure that your structured data on your website mirrors your Google Business profile exactly so that AI sees that same consistency and you score as a confident, real, and established business. Because when it doesn't, you don't appear credible. So don't be fragmented online. So make sure you have one source of truth: the same legal name on every property, one phone number, one address, that your categories are the same across all platforms, that any duplicate profiles are closed or merged, and that your schema mirrors your Google Business profile exactly. I know it's kind of technical, a little boring and dry, but very critical. Now, step two, stop thinking about your Google Business profile as a listing that you fill out once. It is your command center. So this is your second priority. Your reviews, you need to be actively requesting, and you need to be responding to them actively. Photos need to be fresh. They need to be real project photos uploaded on a steady cadence. Just constantly be updating photos regularly. Services, every one of them needs to have a description that is detailed, not just a title. Updates, you need to be posting at least weekly, signaling that your business is alive, well, and thriving. And then categories, you need to have one primary category, and then

Reviews Schema And A Bigger Footprint

SPEAKER_00 36:49

several well-chosen supporting categories. So treat your Google Business profile the way an e-commerce business would treat its store. Because in AI search, your Google Business profile often is your store. Remember, Google would rather keep users in the Google environment than send them away to your website. So your Google Business profile is the most valuable piece of online real estate you actually have. Reviews are your trust layer. It is priority number three. Reviews used to be a rating. Today they are the trust layer in your data layer. So notice what AI is actually weighing. Are reviews coming in steadily or did they dry up? How recent is the most recent review? Are you responding to your reviews? And do the review themes match what your business actually claims to do? So, for example, a 4.7 rating with 200 reviews in the last 12 months is dramatically more valuable than a 4.9 where the last review was 18 months ago. So build a review engine, make it routine, and the score will take care of itself. So have a system in place to keep those reviews coming in and keep them fresh. And then priority number four is where a lot of contractors panic and they really shouldn't. But you do need to translate your business for machines. A human readable website says we're a family-owned kitchen and bathroom modeler serving Wichita since 2008. It reads great, and AI infers what it can. But your website's job also has to be readable for machines just as much as it is for humans. And the human element hasn't changed. It still needs to read well for humans, but what is new is that AI doesn't read like a human. And that is small bits of code that label what your business is, where it serves, what it offers. And that's what gives AI a competent answer when it tries to evaluate you. So you don't need to become a developer, but you do need a marketing partner who knows where to add schema, what types to use, and how to keep it in sync with your Google Business profile. This is one line item that often moves you from uncertain to trusted in the eyes of an AI agent. And so if your website is missing this and your competitor's website has it, your competitor is going to get the advantage. While it's still important, you have to realize now it is just one node in a larger system, and you do need to expand beyond your website because AI is looking at your entire footprint. So again, think in terms of ecosystem, not just website. So think about your social media. Are you active? And are real customers tagging you? How about video? Are you doing project walkthroughs? And how about crew interviews? Are you doing interviews with satisfied homeowners? Are you doing other video content? Search beyond your homepage. Are you the topical authority for kitchen remodeling topics in your city? How about mentions? Are you being mentioned by reputable third parties who are pointing back to you? In your community, are you visible in local events and neighborhood channels? The bigger and more coherent your footprint, the more confidence AI is going to have in recommending you. Your next priority is measurement. This also gets overlooked far too often. Your dashboard is going to have to evolve. And it's not that your old metrics are wrong, they're just incomplete. So the old metrics were clicks, sessions, map pack position, form fills, but we have to move beyond that. We have to look at things now like AI recommendation rate, entity recognition score, citation frequency, and AI answers, and direct branded discovery. So let's talk about those. Clicks and sessions and map pack positions are still useful, but they now only tell part of the story because they miss everything that happens inside the AI's reasoning before a person ever clicks anything. And

New Metrics Plus Final Next Steps

SPEAKER_00 43:10

in the terms of generative AI responses, oftentimes the map pack doesn't even show up. Or the search rankings that we're all familiar with never fire. So the new metric that we have to start watching is what I call AI recommendation rate. How often does an AI agent actually name you when asked about contractors in your market? Alongside that, are you being cited in AI answers? Is your entity recognized? Is direct branded discovery growing? And if you keep measuring only by the old metrics, you'll optimize yourself into irrelevance and never know why. And nobody will ever see you. And you'll Wonder what happened. So I'm gonna leave you with this thought. The future belongs to businesses that AI systems trust and recommend. And that begins with number one, the AI has to understand your business so it can trust your business before it recommends your business. And so the next generation of local search winners will not be the contractors with the biggest ad budgets or the prettiest websites or the loudest social channels. They're actually going to be the businesses that the AI systems do understand, trust, and recommend. And they will understand because your data is clear and complete. They will trust because your ecosystem is consistent and active. And they will recommend because you've earned a place in the short list by being the most credible answer available. And that's the work. And the contractors who are starting now are the ones that are going to be untouchable 24 months from now. And that was the purpose of this briefing today was to give you a head start and really give you the competitive edge because the market landscape is changing rapidly. As I said right now, Google's in the middle of their I.O. conference and they are rolling out this stuff just rapid fire. Phenomenal, fascinating to watch. So with that, I'm going to open it up for you. If you've got any questions, I want to hear what you're seeing in your markets, where you feel invisible, what platforms maybe you've been neglecting, what the first move looks like for your business. There are no dumb questions here. So if you've got any questions, feel free to put those in the chat. I'll be happy to answer any questions you've got. We'll take a few minutes to do that. And if there are no questions, then we'll wrap it up. One last thing before we wrap up. Everything in this briefing is something you can act on. But if you want help building it into your business specifically for your market with your existing footprint, we do offer a AI discoverability assessment. It is a strategy session, and we will take a look at how AI sees you. We'll take a look at your strategy right now and whether you're positioned to thrive or if you're going to be struggling to survive in the shift that's taking place in the market right now. You can schedule that by going to Remodeling Marketing Team.com forward slash get hyphen started, or you can call our office at 888-350-7859. And we look forward to talking with you soon. Also, look forward to seeing you on our next webinar, be the same time next month, and we'll be keeping you apprised of new things happening in the market. I'm going to be jumping back on the Google I.O. webinar, seeing what else they're rolling out and keeping you informed of trends happening in the marketplace. Thanks for tuning in. Talk to you again soon.