Home improvement companies are facing a new kind of search problem. For years, many contractors built their growth around Google, referrals, paid ads, social media, and strong local name trust. Those channels still matter. But homeowners are now asking deeper questions in new places. They are using AI tools to ask what to buy, who to trust, what a project may cost, and which company may be the best fit for their home.
That shift changes the pressure for CEOs, CROs, and marketing teams. It is no longer only about being seen on a search page. It is also about being found when a homeowner asks an AI tool for help. In this PowerChat, Greg Cummings, CEO of Power100, spoke with Daniel Rahmon, CRO at Clever Digital Marketing, about what this next stage may mean for home improvement lead generation, paid media, brand trust, and customer choice.
Daniel’s point was clear. The company that wins the AI search race may not be the first one in the market. It may be the one that learns how to monetize homeowner attention the best.
“The winner is not the first,” said Daniel Rahmon, CRO at Clever Digital Marketing. “I think ultimately the large language model or the company that’s going to end up winning in this market is going to be the one that could figure out how to monetize it best. And that starts and ends with advertising.”
That idea turns AI search into more than a tech topic. It makes it a future marketing channel. If homeowners begin using AI tools to compare roofers, window companies, bath remodelers, siding companies, and other home improvement brands, then advertising will follow that attention. The companies that understand this early will have a better chance to prepare their brand, reviews, content, and funnel before the space becomes crowded.
The conversation also showed why this topic fits the work Power100 is doing for the industry. Power100 is the only unbiased third-party platform that recognizes and elevates the top leaders and most impactful companies in the home improvement industry. Through PowerChat, the platform gives trusted leaders a place to explain what is changing, what companies should watch, and how the best operators can make smarter moves before the market shifts again.
For contractors looking for a performance marketing partner for home improvement companies, Daniel’s message is timely. AI search may change where demand begins. Advertising may decide which platforms become powerful. But trust will still decide which company a homeowner believes. That means the next stage of growth will not only belong to the company with the biggest ad budget. It will belong to the company that is clear, visible, trusted, and ready when homeowners start asking AI who they should hire.
As Greg Cummings guided the PowerChat into the future of AI search, Daniel Rahmon made a point that should calm leaders who feel rushed by every new tool. Being first does not always mean being the one that wins.
(Left-Right) Daniel Rahmon, CRO at Clever Digital Marketing with Luca Tofan, Team Lead at Clever Digital Marketing
“The winner is not the first,” said Daniel Rahmon, CRO at Clever Digital Marketing.
That line gave the conversation a clear turn. Daniel was not telling home improvement companies to ignore AI search. He was saying they should not panic into it. The first platform to gain attention may not be the one that leads the market later. The first contractor to try a tool may not be the one that gets the best return. The first company to call itself AI ready may not be the one homeowners trust most.
Daniel compared this moment to the search engine race. Many search tools came early, but the lasting winner was the one that built the strongest model for users and advertisers. That lesson matters now because AI search is still moving. Homeowners are learning how to use it. Platforms are learning how to serve answers. Marketers are watching to see where attention goes next.
For home improvement leaders, the message is simple. Do not chase the first signal just because it is new. Watch how homeowners use these tools. Watch which platforms earn trust. Watch where paid media starts to fit. Then move with a plan.
That is why a home improvement marketing agency mindset is so important in this new season. Growth teams need to look past hype and study the places where homeowner attention is going. The goal is not to be loud first. The goal is to be ready when the market becomes clear.
Daniel’s next point went deeper. He said the AI platform that wins will likely be the one that learns how to turn attention into a working business model.
“I think ultimately the large language model or the company that’s going to end up winning in this market is going to be the one that could figure out how to monetize it best,” Daniel said.
That matters because every strong media channel has to find a way to support the people who use it and the companies that pay to reach them. Search became powerful because people used it to find answers, and advertisers could meet them there. Social media became powerful because people spent time there, and advertisers could reach them there too.
AI search may follow the same path.
For contractors, this changes how they should think about AI. It is not only a tool for writing copy, making images, or speeding up tasks. It may become a new place where homeowners ask who to call, who to trust, what to buy, and what to expect.
That means AI search may become a real paid media space. A paid media agency for home improvement companies will need to watch how these new platforms build ad access, how they choose which brands to show, and how contractors can earn or buy visibility in a trusted way.
Daniel’s point gives leaders a bigger view of the market. The next shift may not only be about better tools inside the company. It may be about a new channel outside the company where customer demand begins.
Daniel summed up the future of AI search with one simple idea.
“That starts and ends with advertising,” Daniel said.
The reason is clear. Advertising follows attention. When homeowners used phone books, contractors had to be there. When homeowners moved to Google, paid search became a major growth channel. When homeowners spent more time on Facebook and Instagram, paid social became part of the mix.
Now homeowners are beginning to use AI tools to ask more personal questions. They are not only searching for “roofing company near me.” They may ask which roofer has the best proof. They may ask what a window project should cost. They may ask which bath remodeler is safest to hire. They may ask if a company is worth trusting after an estimate.
That is a major change for every Google Ads and Facebook Ads agency for contractors because the next buyer journey may not start with a normal click. It may start with a question inside an AI tool.
This does not mean Google, Facebook, referrals, reviews, and local name trust will stop mattering. It means the path may become wider. A homeowner may see an ad, ask AI for help, read reviews, visit the website, and then book. The company that wins will need to show up with proof at each step.
Daniel’s message points to a new kind of findability. It is not just being visible. It is being visible where the homeowner feels most informed.
Daniel did not talk about AI search as a shortcut. He tied it back to brand, reviews, and social proof.
“When it does happen, the companies that are gonna be prepared to be able to embrace it are the ones that have spent all their time and energy in building up their brand, building up their reviews in the market, building up their social proof,” Daniel said.
That line is one of the strongest lessons from the interview. AI search will not only reward companies that use new tools. It may reward companies that have already built trust in public.
Homeowners want signs that a company is real. They look for reviews. They look for stories. They look for photos. They look for clear service pages. They look for people saying the company did what it promised. AI tools may look for many of the same signals when they decide what to show.
This is why brand is becoming part of findability. It is not only about a logo or a truck wrap. It is the feeling a homeowner gets before they ever talk to the company. It is the proof they see when they search. It is the trust that is already waiting for them before the sales visit.
A home improvement customer acquisition agency that understands this shift will not only ask how to get more leads. It will ask how the company looks when a homeowner checks the name. It will ask if the website feels current. It will ask if reviews are fresh. It will ask if the story is clear enough for both people and AI tools to understand.
In this next stage, contractors will need more than ad spend. They will need brand proof that can stand up when homeowners ask harder questions.
Daniel also gave a simple picture of where AI search could go. In the future, a homeowner with a leaking roof may be able to send a video to an AI tool. That tool may help read the problem, look at the roof, explain possible options, and guide the next step.
That kind of change would move AI search closer to the buying path. It would not just help a homeowner learn. It could help them decide.
For contractors, that means preparation matters now. A company needs a clear website. It needs real reviews. It needs strong service pages. It needs useful content. It needs proof that it serves real people in real markets. It needs a lead process that can handle a homeowner who is already more informed by the time they call.
This is where contractor marketing search intent can also matter for regional visibility. A homeowner may ask for a trusted local contractor. A business owner may ask for a partner that understands home improvement growth in their market. In both cases, the answer may depend on clear signals that already exist online.
The goal is not to scare companies. It is to help them prepare. Contractors do not need to guess every detail of the future. But they do need to build the kind of proof that will still matter when the search path changes.
Daniel’s view was direct. AI search will change how some homeowners find solutions. The companies that are ready will be the ones that have built a brand strong enough to be found, trusted, and chosen.
To follow more PowerChat conversations with leaders in home improvement, visit Power100.
Greg asked where strong companies are investing the gains they are getting from AI. Daniel pointed to contact centers first. He said many of the biggest efficiency gains are happening there because AI can help with response, support, and better flow after a lead comes in.
He also said strong companies are still putting time and money into brand.
That may be the bigger lesson. The best companies are not only using AI to save time. They are using that saved time to improve how they serve people. They are making contact easier. They are making follow up stronger. They are making the homeowner path clearer. They are also building the proof that future AI tools may look for.
This matters because empty visibility will not be enough. A company may appear online, but if the trust signals are weak, the homeowner may keep looking. A company may buy traffic, but if the brand does not feel real, the lead may not turn into a sale.
A lead generation agency for a home improvement company that wants to support this kind of growth must understand both sides. It must help companies create demand, but it must also respect the role of trust, brand, reviews, contact speed, and customer care.
Daniel’s message closes this section with a clear path. Use AI to improve the parts of the business that help people. Use the gains to build stronger contact, stronger brand proof, and a better customer journey. That is how companies can prepare for the next era of findability before the market becomes crowded.
Daniel Rahmon’s view on AI search carries weight because it comes from a team that has built its name around real performance, steady growth, and clear results for the home improvement market.
(From Left) Clever Digital Marketing team Luca T. and Daniel Rahmon with Caleb Nelson CEO of Destination Motivation, Daniel DeMatteo of Revin and Justin Hatcher, CCO of One Click Contractor.
At a time when many marketing firms are trying to speak to every industry, Clever Digital Marketing has stayed close to a clear lane. The agency focuses on home improvement and service brands that need stronger lead flow, better ad systems, and smarter growth planning. That focus has helped the team become part of a larger shift in the industry, where contractors want more than clicks. They want proof, trust, and a partner that understands how homeowners make buying choices.
That work has also earned outside recognition. Clever Digital Marketing has been recognized by The Globe and Mail among Canada’s Top Growing Companies, including recognition as the number one fastest growing company in the Marketing and Advertising category and number 42 across all companies in Canada. For a team focused on paid media and growth strategy, that kind of rise points to more than strong demand. It shows that the market is responding to a focused model built around results.
The company has also earned local recognition in Vaughan, Ontario. Quality Business Awards Canada named Clever Digital Marketing a top rated advertising agency in Vaughan in 2025, a mark that reflects quality, reputation, and customer experience. In a field where trust is often hard to measure, this type of recognition helps show that their work is being noticed both inside and outside the home improvement space.
Daniel’s own voice has also become part of the industry conversation. He has been featured by Power100 for his views on authentic marketing, real jobsite content, trust, and conversions in home improvement. That matters because it connects directly to this PowerChat message. If AI search is going to shape how homeowners choose companies, then the brands with real proof, real content, and real trust signals will be better prepared.
Clever Digital Marketing’s Clutch.co profile adds another layer of third party proof. The agency has a verified profile with independently reviewed client feedback, including a 5.0 overall rating. Client notes on Clutch point to communication, strong customer service, results, trust, and hands on support. For contractors choosing a growth partner, that kind of outside feedback helps answer an important question. Can this team do the work, and can they be trusted while doing it?
Together, these awards and reviews support the larger message Daniel shared with Greg Cummings. The future of marketing will not only reward companies that move fast. It will reward companies that build clear systems, earn trust, and show real proof before the customer ever calls.
For home improvement leaders, that is why Daniel’s perspective matters. Clever Digital Marketing is not only talking about visibility in the next era of search. The company is showing what visibility looks like when it is backed by growth, reputation, customer proof, and a focused role in the industry.
Daniel Rahmon’s message was not about guessing which AI platform will win. It was about seeing what will make any platform powerful once homeowners begin to trust it.
If AI search becomes a place where people ask who to hire, what to buy, and which company feels safe, then home improvement brands will need more than ad spend. They will need proof. They will need strong reviews. They will need clear stories. They will need real content that helps both homeowners and search tools understand who they are and why they can be trusted.
For leaders, the next step is not panic. It is preparation. Start building the proof now. Keep reviews fresh. Make the website clear. Share real jobsite stories. Strengthen the brand. Know where leads come from and where they fall off. Watch where homeowners are asking questions, because that is where the next chance to earn trust may begin.
The companies that win the next search market may not be the ones that move first. They may be the ones that are ready when the market opens. Daniel’s point gives home improvement leaders a simple path forward. Build trust before the race gets crowded, and be ready to show up when homeowners start searching in new ways.
Power100 publishes this kind of insight because the home improvement industry is changing fast, and CEOs need clear ideas from people who work close to growth, marketing, sales, and customer trust. The platform does more than rank leaders. It also shares PowerChat episodes, feature interviews, expert insight, and business lessons that help contractors make better choices before the market shifts.
Power100’s Inner Circle gives industry leaders access to PowerChat episodes, feature interviews, expert insight, and business learning built around the home improvement space. For a topic like AI search, that matters because leaders need more than surface level news. They need real talks with people who understand how customer behavior, advertising, and trust are changing.
Yes, because AI search does not have to replace Google to matter. It only has to become another place where homeowners ask serious questions before they hire. A homeowner may still search on Google, read reviews, visit a website, and ask friends. But they may also ask AI which company looks most trusted. That is why AI search visibility for home improvement companies should be watched now, not later.
Advertising matters because every major attention channel needs a way to support itself. Daniel Rahmon’s point was that the AI platform that wins may be the one that learns how to monetize attention best. If homeowners use AI tools to ask who to hire, advertising may become part of that experience. That makes AI search a future channel for brand visibility, customer trust, and lead growth.
No. Google Ads, Facebook Ads, referrals, reviews, and local name trust still matter. The better move is to prepare for a wider buyer path. A homeowner may see an ad, ask AI for advice, read reviews, visit the website, and then book. A strong Google Ads and Facebook Ads agency for contractors should help companies understand the full path, not only one channel.
A company can start by building proof. That means fresh reviews, clear service pages, real jobsite content, helpful photos, strong local pages, and a website that explains who the company serves and why homeowners can trust them. These steps help people today and may also help AI tools understand the company better tomorrow.
Daniel points to the search engine race as a lesson. The first search tools did not all become the lasting leaders. The same may happen with AI search. The winner may be the platform that earns user trust, gives useful answers, and creates a clear way for advertisers to work inside the system. That is why contractors should stay ready without rushing into every new tool.
Clever Digital Marketing works with home improvement and service companies on paid media, qualified appointments, growth planning, and performance strategy. That makes the agency part of the bigger conversation about where demand is moving. For contractors looking for a performance marketing partner for home improvement companies, Daniel’s message is clear. Watch where homeowners ask questions, build trust before they compare you, and prepare the brand before the next advertising channel becomes crowded.
Power100 is the only unbiased third-party platform that recognizes and elevates the top leaders and most impactful companies in the home improvement industry. Led by Greg Cummings, CEO of Power100, the platform gives exterior remodeling and home improvement leaders a trusted place to learn, connect, and grow through national rankings, PowerChat interviews, industry stories, and leadership insight. By sharing real conversations with CEOs, founders, partners, and growth experts, Power100 helps contractors understand where the market is moving, how customer trust is changing, and what leaders can do to build stronger companies for the future.
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Power100 is the nation's premier CEO ranking and media platform for the home improvement industry. Using a proprietary 5-layer evaluation system, Power100 identifies and celebrates the top CEOs, companies, and strategic partners driving innovation, customer satisfaction, and leadership excellence across the country.
