#231 How AI Will Change Home Service Marketing Forever

AI search is search. With technology adoption, you have a chance to pass the current winner.

Well, I think everybody's gonna have their own, like, personal AI agent. Sam's gonna have his own agent. It's my VA, if you will, that goes and it sets appointments for me. It schedules things.

I mean, it, it's a shock. It's a shock.

If you're small enough, start doing some research. Start working with SEO and reviews, right?

It was a really pleasant surprise when our SEO performed for AI. Welcome back to Owned and Operated. I am your host, John Wilson. I run Wilson Plumbing and Heating in Ohio. I'm here today with Sam Preston, the CEO of Service Scalers. Welcome to the show.

Thanks, John. I really appreciate it.

Yeah, I'm doing my best to do like better intros. So—

That was a great intro.

Yeah, I'm excited to see you. Like we have— I get to see you in a couple weeks, 5 weeks.

5 weeks.

6 weeks.

You're coming down to Charleston.

Yeah, we're doing a meetup in Charleston. We're doing this thing and we haven't announced this yet, so I think it's going to go out on Twitter and LinkedIn soon, but we're starting to do these mini meetups basically. So we're doing one in Charleston, we're doing one in New York, we're thinking about Chicago. And it's basically like, hey, let's just go there and who's a home service entrepreneur in there? And let's just get together. So yeah, I'm pumped to see you. September 4th.

There's some great, great companies out here in Charleston. Uh, actually several people that have been to the Breaking Five. And so like coming down here is already a big fans here of, uh, the podcast. So yeah, we can easily get a bunch of people together.

We just are finishing the best April we've ever had. 55% year over year organic growth. Really just a huge thanks to Service Scalers for being our marketing partner in that. A ton of that growth came from both paid and organic SEO efforts. We did a ton of work on our SEO with ServiceSkillers, really strategizing and working on that about a year and a half ago, and the results have been creeping up over the past about year. Really started to go crazy over the last few months as we're starting to see multiple 6 figures of revenue attributed to our website, and that's from their work on our SEO. On top of that, the management of paid has just been absolutely huge. Year to date, we're up 30-something percent. April alone was 55%, and we're just super grateful for ServiceScalers and that partnership. So if you want to learn more about how they helped us, make sure you check out servicescalers.com. Yeah, and I've— I'm friends with Preferred, and Brandon's their leader down there, and they're, I think, the biggest in market. And then Call Dad has 8 locations. One of them's Charleston. I'm friends with also— yeah, Matt. I'm friends with him, and I have some roofers that that are close by. So it'll be fun. I think it'll be like 20 or 30 people.

Let's do it. Let's go.

Yeah, it'll be good. All right, so you posted on the Facebook group some questions.

Yeah, so—

Or is that how you wanna lead in?

Yeah, yeah. So I don't know if you know, but John has a Facebook group and if you're not a part of that, you should definitely go be a part of that 'cause it's great. I asked a question of like, hey, what kind of marketing questions do y'all have for me and John to answer? We got a bunch of people asking questions. Uh, and so I think for this episode we're choosing one topic and a bunch of questions to just like try to dig in and answer anything we can about marketing.

Yeah, sweet. Where do you want to start? What topic do you want to hit?

Ooh, I kind of like the— I'm excited about the AI search inside of marketing and the kind of where that's going. Um, mostly because I was just like playing with it this morning. And trying to break it. And so like, that's the one I'm excited about to talk about.

I think let's do it. Yeah, AI search has been, AI search has been really interesting. Like we watch it like crazy, obviously, because the potential impact is real. Like it's existential, right? It's a big potential risk. So yeah, we're watching it like crazy and we're trying to make impact. As much as we can.

Yeah, it's, it's really, it's really interesting the way it's about to go. Uh, we have like this little channel, we call it Big and Small Wins, and anytime something good happens with a client, the team like posts in it. Um, and this morning one came in that we have one of our clients listed on the LLM, um, which basically means when you search for our client within like ChatGPT or something like that, It shows up.

Like HVAC near me. Yeah. Right.

It's showing up, which was huge, right? Because that is really, even for me, like when I go to search, I'm like using ChatGPT or like Google's AI search to go search for things. And so like, I think that's where the trend is going and you got to start trying to figure that out.

Yeah, I think so. Something that we talk about a lot, and this is just getting more and more reinforced, is AI search is search. And we can make this look, we can try to complicate it as much as we want, but the people that are doing well at AI search, they're showing up in LLMs, they're showing up as relevant. It seems like there's a couple core things, which I don't know if anybody asked this question, but The core things are, hey, was your SEO good to begin with? Yes, no?

Yeah.

You know, it's kind of like inarguable. Like let's pull a Semrush or an Ahrefs or something. Like, did you have good stuff? And if it was, like, did you have robust frequently asked questions? That seems to be like the next big thing that AI is looking for. But Ahrefs, I don't know if Semrush is doing this, but I don't know if it's Ahrefs or how to pronounce it, Ahrefs? I don't know. I don't know how to pronounce it. I've always done Ahrefs. But they have this thing, I'll even see if I can screen share really quick. So they have this thing now where they show, are you showing up well for AI? So they have your number of citations and number of pages. So for Google AI overview, we have 206 citations and we're growing, we're doing well. In Google, we're doing well in ChatGPT. Obviously, we need to do better with the citations, but I— and that to me seems like backlinks or like number of things we would show up for.

Sure.

Pages, like doing really well with ChatGPT, which this just resonates. Like we show up a lot. Like I get texts from friends being like, hey, you showed up in my search for this.

Yeah.

Perplexity, Gemini, Copilot. And what it seems like is we had good SEO before we started. We had a lot of backlinks, we ranked for a lot of keywords. I mean, less keywords than usual or used to be. Traffic seems to be down. I actually don't know if that actually resonates with reality. That is one of the downsides of Ahrefs or Semrush, like use your Google Console to check actual traffic.

Yes.

But we had good SEO to begin with and like a domain rank of 36 for for our industry is like good, right? Like it's not amazing, but it's good. So I think what we've seen is we've shown up in a lot of different things where I think someone that had less would show up less. Does that make sense?

Yeah, yeah, yeah. If your SEO is already good, you're a little bit ahead of the game.

Yeah.

And I will go one step further. It's not just your SEO. It's also your Google Business Profile, which is SEO. I get it. Don't come at me. But like, yeah, yeah, yeah. They are 2 different things.

Actually, I'll share my— It's like local. Yeah, yeah, do it. It's like local SEO and on-page SEO is how we think about it internally. So you have your local SEO, which that's going to be like listings, citations, GMB, and on-page is like on-page, like our website.

Look at this little AI mode right here.

Yeah.

So we can come in here and we can search for anything that you want. And I think this is kind of where the future of the AI search is kind of going there. So if I wanted to find, find me 3 HVAC companies in Charleston, South Carolina, and I wanna find a local company. Um, I want a local company, not a big chain, right? It's going to go through and start searching. Start looking at what it's searching for. Look, it's going after maps. It's looking at 49 different sites.

Yeah, that's interesting.

And it's now found 3 different options. Now, if you look over here to the right, this is SEO.

Yes.

you know, uh, gopreferred.com, Anchor, like this is all SEO. So they're still all, you know, they're pushing the SEO, but then the rest of this is maps. This is your GMB. Um, but you know, because I'm a cheapskate, right? Like I'm not gonna just go spend all the— just because you're local, I'm not gonna spend as much money as possible. Let's find something that's, you know, relatively competitive.

Uh, what I think is kind of interesting about this Which I feel like— so one of the existential threats with AI and search is what happens if you are the company with 20,000 Google reviews, right? How do you still have alpha in this search? Because at this point you own the map. If you have 20,000 Google reviews, you own the map. But your search, there's companies in your market with 5,000, 10,000 Google reviews, but the ones that showed up are the— there's 100, an 846, and a 990. Like, what's your take on that? Because that feels almost like a flaw. Like, validity of search, I guess, is what I'm trying to get to. So if, like, Google's job is to give you a service provider that is likely to make you happy so that you go back to Google and search again. Google's in the job of— they're in the business of making you happy. So typically when you search the best SEO, the highest rated, they're going to use some metric to show up. In this case, the ones that they sent were all very small businesses that didn't have a lot of reviews, which on one hand is good for those small businesses, but on the other, it seems almost like the opposite of what Google wants, where Google wants to send you who has the most Google reviews because they have the most satisfied customers. That's a safe bet. So, so that seems like a flaw, but I guess I'm curious what your take is.

My take is this is going to kind of turn into— in a lot of ways, the way LSA works is the same way your SEO is going to work, or your GMB. It's not just about what you've done in the past, it's what you've done recently. Um, and so like, yeah, you have 2,000 reviews, but that's like from 20 years ago. Like, that's not happening. What have you done in the last 90 days? Um, so I could see that, like, and that's the same thing with LSA, right? Like, if you're not getting—

Yeah.

Verified reviews within the last 30 to 90 days, it— at some point you can start seeing that tick go down. And it's gonna be— yeah, so I think, I think obviously the reviews volume is going to be a big deal, always has been. But I think there's a secondary tier of when is the most, most recent reviews been coming through.

Okay.

But to keep going on this, like the next thing I wanted to search was like, hey, can you tell me what the best priced one is out of the 3 that you sent me and what are the most common issues that you're seeing? If you look at this, Max Mechanical Heating, Anchor Heating and Air, both are described as affordable work inside of their reviews. The second one here, or this third one, Holy City Air, Heating and Air has a review that's pulling, um, that basically says, hey, they charged me $600 to replace a 50-cent fuse. So like, uh, and then also says the quote was half, less than half of price of that competitor. But like, someone may or may not read that. So I'm more inclined to click one of these two.

Yeah.

And you can come again, see like the most common problems that people are having. I think reviews are, again, Like your GMB, your Google Business Profile is about to matter a whole lot more than it did, quite frankly, like 3 months ago.

Yeah, that's, well, which to me, and this is because we have a good, like we've invested sort of a dumb amount into our GMB profile, but to me that's a win. Like I think that's great. And I think that's what everyone was afraid of is that, hey, this wouldn't matter. Because I'm thinking back to like 10 years ago, and GMB was just starting to become a thing, and reviews were just starting to become a thing. And like, that was a moment where— and I think we have a similar moment here now.

Yeah.

Where, hey, with technology adoption, you have a chance to pass the current winner.

Yeah.

And that is like, if I summarize the last 10 years of our story, that's the last 10 years of our story is with technology adaptation, we passed the market winners. But I know other people that are like $40, $50 million providers that are not adapting to technology.

Yeah.

And they will lose market share because there's gonna be some freaking 30-year-old or 25-year-old or whatever that starts like hammering home AI search.

Yeah. I mean, and one of the things you noticed there, there was no paid there, you know?

And yeah, that's gonna change.

I think that's gonna change. You know, we, we're gonna get into a QA section here in a second, but like one of the questions is like, is PPC dead? Uh, the answer is no. Uh, but like I thought SEO was going to take a downturn. I actually, kind of like corrected, uh, when I started playing with this because of the whole—

Yes.

I think it's going to be the most relevant. It's going to be reviews-based. It's going to be the who's what, who's done what for me lately. Um, and how is this changing? Because, um, yeah, I think it's going to get really interesting. You're going to have to be much better at SEO than you were in the past, um, because you're not going to have, you know, 1,000 pages. People, first off, people used to never go past the first page. Now people aren't going to go past like 3 results. You're gonna be at the top 3 to actually even matter.

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Yeah.

But yeah, I agree. I mean, we, I agree. I think SEO becomes more important and more important. And like we made, like with you guys, like you obviously know this, but like for the audience, we started working with Sam and his team back in like '21 or '22. So we're on like year 3 or 4 of this, which is, Awesome. And I think '22. And early on in '23, we embarked on a really big SEO project and it was called Programmatic. And the idea is we wanted to show up more, we wanted to be more. And as AI started to become a thing and sort of mass content started to become a thing, we were a really early adopter with you guys. So And I think because of that, I showed our Ahrefs, but it's good. We won. We made a huge investment in SEO and it worked. We're showing up in LLM, our SEO is good. We had to do a lot of work on backlinks and all that stuff, but that was 2 or 3 years ago work and investment. And we are more relevant than ever today because of it.

Yeah.

And I guess my point is I totally agree. I think that SEO, Has always been the gift that keeps giving, and in an AI world, it is like even more the gift that keeps giving because it's just so important.

Yeah, yeah. I mean, I think in in it's because of how powerful the AI search is. Like you you just saw, I just searched. Hey, yeah, give me three local companies. Boom! I got three local companies. Okay, give me someone who's affordable. All right, it pulled directly from your website. who is actually affordable. Now I want to ask, well, who— how many reviews actually pertain to what I need? I need it. I need an install. I don't, I don't need someone who's just good at, you know, um, you know, HVAC in general. I want someone who can specifically give me a unit for my house that's 2 stories. It's a, you know, split, whatever that is. Like, someone can ask specific things that the AI can then go pull from their reviews going, hey, this person have the same situation. They could pull that data right here. It's gonna be able to pull from Facebook groups and Twitter and all these other search forums about how good you are at your job. I think it's gonna be, you know, huge.

It's gonna be wild. Yeah, I think it's gonna be wild. Yeah, I, I— the, the review thing I think is really interesting, like drawing from reviews. Yeah, that is interesting because I think, um, you know, that there was It's kind of at a funny time. So like, this is a tough year for a lot of companies, especially like HVAC-driven companies. Like, very odd summer. And, uh, it was either really cool or summer started late or it's still really cool. But there's a company— I'm in a group chat and there's a company in, um, I think Denver or something like that. And big company, like 40-ish, 30-ish, somewhere in there. And they just underwent a massive price decrease, which I thought was kind of interesting for a number of reasons. One, that's just not something you typically see.

Yeah.

Now, maybe they drove a ton of efficiency and they were like, hey, this is a way to claim market share, which that's something we're thinking about because we've been really effective at managing our overhead through growth. So we're like, hey, maybe we do, Maybe over the next year, maybe we do think about like leaning up on these items. But I also, I think about like in the industry forever, being too expensive has never been a bad thing. That's never been like, we don't even consider that a bad review. Like if somebody leaves us a 1-star review and they said, hey, the pricing was a lot, in our mind, that is a good review.

Yeah.

Because it self-selects customers away that we wouldn't wanna deal with anyways.

Right.

So for us, it's like, okay, a 1-star review, we're too expensive. Okay, I'm not gonna call them great. But if you read the other 6,000 Google reviews that say we do a good job, then like those 100 that say we're too expensive, you know, equal out. So our— but now like with AI, I think what is said inside the reviews, like you just demonstrated, is even more important. And suddenly that does become like, hey, are they affordable? Well, okay. Well, how many of my Google reviews say I'm affordable or the prices? I don't know because we haven't really cared much about whether or not our price was the best. That hasn't been our focus, and that that hasn't been anyone's focus in the industry. Yeah, no one focuses on that. So that's going to be that'll be really interesting. Another version of this that I find, um, I I saw like an article on on I think Home Pros or something. which is like an awesome newsletter.

Really?

Alex does a great job. And it was AI. I don't think they're doing this in home service yet, but they're doing this for like restaurants where AI will actually call the business and like ask about things like availability and pricing.

Yes.

And I'm like, oh man, like that's wild.

Yeah.

'Cause like for some businesses that makes total sense. Like, hey, how much is a haircut? Like whatever. For home service, that is gonna be a shift. And it does, it does start to become an advantage that's currently a disadvantage, but suddenly price transparency is an advantage where, hey, if you can be the one that gives pricing, will you book more jobs?

Yeah.

That's never been a thing.

Yeah.

And that might be about to be a thing.

Well, I think everybody's gonna have their own like personal AI agent. You know, Sam's gonna have his own agent. It's my VA, if you will, that goes and it sets appointments for me. It schedules things. It talks to people, you know, texts my wife, I love you. You know, helps me with my relationship. Nice.

We need you to text that every 12 minutes. Yeah.

Yeah. I'm just, I'm just gonna, good morning every morning. AI is saving Sam's marriage. But like the other part with that is it now it's going to talk to The Wilson Co.'s AI agent, and it's gonna say, hey, you know, and this will be great for members, people that have been with you for a while.

Yeah.

Because like, I'm already a member of the Wilson Company Plumbing, you know, all the different services y'all have. Hey, can y'all schedule somebody to come out and fix this thing? You know, I think membership would will take an uptick because of that. But also, for someone who's not a member, it'll just literally be able to go find you. 3 quotes off the bat. Um, so that's gonna be interesting.

That's gonna be interesting. I, I brought that up in a peer group and it was not— I mean, it, it's a shock. Yeah, it's a shock. And that's, that's a— it's one of those things where, hey, if you've been operating in this industry your whole life, and even if you're still young, like 30, 40, 50, and suddenly you have to be price transparent or you have to do something like, I mean, that's a sweeping change.

Yeah.

And frankly, like, it's a sweeping change that the industry's not ready for. So I'm, as in like, they don't even have, they couldn't do it if they tried.

Right.

Like the industry just couldn't do it. So maybe for the 1% of companies that are able to do that, I'm like, I'm watching close. Because we do have the ability to do it. We're price transparent on a few things and it hasn't been a disadvantage. So for us, I think this could turn into alpha. And I think what it could do, which is really interesting, is it starts to make web e-commerce platforms even more valuable for your business because you can put the whole price book online.

Yeah. I mean, roofing's already doing this. I've seen a couple companies out there that Can look at your home on Google Maps and give you a basic price point. And they use a little bit of an AI to give it a price point, but always in that price point.

Yeah, we do this for HVAC replacements and water heaters and generators.

Nice. So, but within that, I'm assuming y'all have some language that says, this is subject to change.

Yeah, yeah.

Once we come out there and actually take a look, which then is when you get out there and you upsell. into, you know, it's the good, better, best, the thing you've always been talking about. Like, this is how you get in the door and then we can talk about, okay, well, here's your 3 options. Let's take that to the next level.

Yeah, no, I agree. But I think that one, I'm like, I'm kind of interested in just to see, yeah, what happens.

So, you know, I think the question we should be asking is, okay, so at what level Should, you know, business owners, home service business owners actually start, you know, partaking in this? Like, how, how should they start acting to get this started? And I would say, one, don't start with AI agents. Like, don't just jump in. If you're big enough and you can dedicate somebody to fully going into this, sure, go for it. But if you're small enough, start small.

Yeah.

One, start doing some research. You know, just, just go to YouTube, learn about this stuff. Figure out how you can just keep up to date. 2, start working with SEO in this. I think your SEO is going to matter even more than it does last year.

Yeah.

And reviews, right? Get into those 2 things. I think those are easy ones. GMB, like those 3 things really should be a focus point for you going forward.

Yep.

Yeah. And then maybe take a course. Like I know there's like on school.com, there's, there's some good like Courses you can get into and communities to learn about this stuff. I wouldn't let it take away from what you're doing this year, though. Like, this year is not going to be the make it or break it if you're small enough to where you just need leads and jobs done. But I would put a focus on reviews. So I think that's where I would start. What about you?

I mean, basically the same. Like it was It was a really pleasant surprise when our SEO performed for AI. Because no one knew. Because everyone's guessing, and still no one knows the answer, guys. No one knows the answer. But we're starting to get early evidence, and early evidence is we're showing up where we want to show up.

Yeah.

And that is awesome. Something else that I'm a big fan of is I like that Google came out with— I don't want I personally don't want Google to be disrupted. That doesn't help me. That doesn't help anybody in home service. And if you think you want it to be disrupted, Google's probably most of your leads. So why on earth? I've seen people like, yeah, disrupt Google on Twitter. And I'm like, dude, if Google actually gets disrupted, your business is fucked for one whole year. You will not know how to get leads. You don't want that.

No.

So let them be.

Yeah.

Just keep charging my card. But I do like that they came up with a product that looks and feels like AI or ChatGPT, because then people will use it, they'll go back to Google. It makes a lot of sense to still be in Google. So big fan of that. But yeah, SEO, really, I'm pumped up that Maps and Google Reviews has a place inside search, because that is like, Hey, this is like 10 years, you know, people work hard to get those reviews and like keep their GMBs accurate and like it's a lot of money and time and energy. So for like a year I've been like, dude, you gotta like make our GMB profiles like worth the energy for the last 5 years. So I was really excited to see that in there. I'm fascinated to see what happens with paid, but that's sort of like next step. So I basically agree with you, like SEO should be top of your mind.

Yeah.

And none of this one article a month bullshit. I'm talking some real SEO. And then a lot of reviews. And just sort of keep that emphasis. And I think if you do the core things right, we're showing it in our business currently, if you do the core things right, you will continue to be okay.

Yeah, 100%. I wouldn't change anything there.

Yeah. I think I even said, we did a We're almost on every 90 days of like an AI, an AI in search. I mean, it is a high change environment, but you know, last time I think we were talking about, hey, our Google leads are still going up. Like everyone's like, oh my God, ChatGPT, like whatever. Our Google leads are still rising.

Yeah.

And something we didn't talk about is, hey, what is, there's like search and there's discovery. Maybe you'll do a better job at this than me. I'm probably using the wrong words, but the idea is people are going to ChatGPT and they're typing in a question like, hey, HVAC companies near me. Oh, it's discovery, then verify. So they're going into ChatGPT and they're like searching for service providers, plumbers, whatever, and they're discovering the different options that they have and they're using AI to like formulate, you know, a little bit more of a conversational search. But then they're using Google to verify that search. So there's like people are ChatGPT, then to Google. Now the only reason that's happening is because people like ChatGPT doesn't really offer a great solution to give you the best service providers yet. Like maybe they will soon, but like currently that is the best way to do it is, hey, I'm gonna use ChatGPT to discover all my options. I'm gonna jump onto Google. I'm gonna verify that they do in fact have good reviews and then I'm gonna call them. But both of them, both of those involve great SEO and great GMB. It's no secret that my office here in Nashville is almost completely empty. So how do I support my team as well as have great growth metrics? Well, the answer is international contractors with QuickStaffers. So QuickStaffers is a premier staffing agency which will place top-tier talent in your business, built by the trades for the trades. So if you need a CSR, they'll be placing a CSR that is highly trained in your business that knows ServiceTitan and can book calls effectively day one, call one. Affordable, reliable, and trained in all of the industry best practices, Quick Staffers can help you cut that overhead, boost conversions, and scale your business fast.

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Well, one of the big reasons why it's still lagging behind a little bit is because ChatGPT is using Bing as their search.

Yes.

And not a lot of people are using Bing to make sure that everything's optimized there for the LLM, which is why we're such a big fan of like, hey, we're showing up on chat. And it's because we are optimizing for Bing and for Google.

Yeah, yeah.

To make sure that we do show up and it will catch up. It just will.

Yeah, our Google traffic is still going up on a per lead basis, and I think that, and that's been like consistent, like that hasn't changed at all. So we're still continuing to see that. So we feel, I feel comfortable with just what we've done, which is SEO and GMB focus.

Yeah, keep doing it, man.

Well, this was a, this was a, a like good discussion on AI. I really feel like it's sort of nothing happened with AI and home service and search, For like 90 days or 4 months. And then in the past couple weeks, it's like they're gonna start calling you for pricing and now here's this new AI mode and like, it seems like a lot happened quick.

Yeah, and I feel like that'll continue to happen. Like we're just gonna keep getting announcements of things coming out, but then that won't actually hit the market for the next like 12 months. There'll be early adopters, but then I think it'll take a little bit. And I think we'll look back in 2 years going like, hey, the way people searched and how they found your business, It's very different than what it is now, even though it's still all through search.

Yeah.

So I think it's gonna be fun, right? Things change. You know, we went from MySpace to Facebook and Facebook to TikTok and whatever we have now. So like things change, the marketplace changes. You have to be adaptable to going and finding your audience. You know, I remember having a conversation with some of my business partners and kind of being nervous about like, hey, AI is going to change the game. And they're like, Sam, yeah, like this has always happened. Like the market— we're marketers. This is like the game's always changing.

It's the nature of it.

You're just running ads on Facebook, or now you're doing on TikTok, or it was on Google Ads, now it's on Google AI search and, um, uh, on ChatGPT. Like it's the same thing. Get in front of your audience, drive, uh, intent-based traffic to your website, get more leads.

Yeah.

And focus on things that are gonna get you more and more of those things.

Yeah, no, totally agree. Great conversation on how AI is changing search.

That was fun.

Thanks for coming in. If people wanna get ahold of you, where can they contact you?

HeySamPreston on TikTok, or not TikTok. Well, I guess, yeah, TikTok too. That is true, but I'm never on there, so.

All those dancing videos, nice.

Yeah. And— Yeah, you gotta grow somehow and I'll do whatever it takes really.

Yeah, yeah.

So X, I guess I meant to say Twitter, but I guess it's X and then LinkedIn. And I guess the question you gotta ask yourself was, was this really real or was this all just AI Sam and John?

Yeah, I think I hit my nose a few times so we know it's real.

Yeah.

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