AI-Powered Experiences
Owner: Marketing Lead (Strategy), Content Manager (Implementation), Tech Vendor (Development)
Goal: Help leads with their projects automatically — without requiring human time for every interaction.
The Opportunity
AI has commoditized what used to require custom software development. Tools that would have cost $50k+ to build are now accessible for hundreds per month.
For remodelers, this means:
- Self-service experiences that educate and qualify leads 24/7
- Personalized interactions using the client's OWN home images
- Assignment Selling on autopilot
- Never dropping a lead due to human bandwidth
The shift: From "fill out a form and wait" to "get help right now."
Reference: Anewgo's Web App Approach
Anewgo is an AI-powered platform for home builders that exemplifies this shift. Their core insight: websites should behave like software, not brochures.
What makes their approach work:
- Web App Websites — Interactive, personalized buyer journeys instead of static page views
- AI-driven personalization — Content adapts to each visitor's behavior and interests in real-time
- Interactive visualization — Buyers can explore floor plans, customize homes, see 3D virtual tours
- Behavioral data capture — Rich insights on what buyers actually care about (not just that they visited)
- AI-first content structure — Optimized for both humans AND AI shopping assistants (future-proofing for AI search)
Remodeler adaptation: While Anewgo focuses on new construction, the principles translate directly:
- Replace static project galleries with interactive experiences
- Let visitors visualize changes to THEIR space, not just view completed projects
- Capture engagement data (what styles, materials, price ranges they're exploring)
- Personalize follow-up based on actual behavior, not just form submissions
Tool 1: Self-Pricing Estimator
What it does: Interactive tool on website that gives ballpark pricing based on project inputs.
Why it matters:
- Addresses the #1 Big 5 question immediately
- Pre-qualifies leads (budget fit identified before first call)
- Builds trust through transparency
- Positions you as the "no BS" contractor
Implementation
Inputs the tool collects:
- Project type (kitchen, bathroom, whole-home)
- Square footage or room size
- Scope (cosmetic refresh, partial remodel, full gut)
- Material tier preference (good, better, best)
- Location (your service areas)
Output:
- Price range (e.g., "$45,000 - $65,000 for a mid-range kitchen remodel in [Your City]")
- Breakdown by category (cabinets, countertops, labor, design)
- Next step CTA: "Schedule a consultation for an exact quote"
Example logic:
Kitchen remodel example:
- Base: $25,000 (cosmetic) / $50,000 (partial) / $85,000+ (full gut)
- Material tier: +15% for "better," +30% for "best"
- Size adjustment: +/- $500 per cabinet over/under 20 linear feet
Tools to build with:
- Typeform/Jotform with conditional logic → HubSpot
- Custom calculator widget (low-cost dev)
- AI-powered pricing (future: upload photos, get estimate)
Content link: Create Big 5 pricing page that embeds calculator and explains the ranges
Tool 2: Design Visualizer
What it does: Lets leads upload photos of their current kitchen/bathroom and see AI-generated design concepts.
Why it matters:
- Engages leads who are early in their journey (dreaming stage)
- Creates emotional connection to the project
- Uses THEIR home, not stock photos
- Captures imagination before first call
Implementation Options
Option A: Third-party tools (low lift)
- Houzz Pro, RoomSketcher, or Planner 5D
- Embed on website or link to from content
- Limited customization, but fast to implement
Option B: AI image generation (medium lift)
- Use tools like Midjourney, DALL-E, or specialized interior design AI
- Lead uploads photo → AI generates design options
- Requires workflow: Content Manager processes images, returns designs via email
- Semi-automated: AI does heavy lifting, human does delivery
Option C: Custom integration (high lift, high impact)
- Upload photo → instant AI-generated designs
- Fully automated, branded experience
- Requires tech vendor to build integration
Near-Term Implementation
- Create "Design Inspiration" landing page
- Collect photos via form ("Upload your kitchen, we'll show you possibilities")
- Content Manager uses AI tools (Midjourney, Interior AI) to generate 3-5 design concepts
- Send personalized email with designs within 24-48 hours
- Include CTA: "Love these ideas? Let's talk about making it real."
Future state: Fully automated — upload → instant AI designs
Tool 3: Client Image Utilization
What it does: Uses photos the client provides to personalize the entire experience.
Use cases:
- Design concepts: "Based on your photos, here's what we'd recommend"
- Problem identification: "We noticed your cabinets are water-damaged at the base"
- Scope assessment: "Your kitchen layout would work well for an L-shaped design"
- Before/after visualization: Show AI-generated "after" using their "before"
Implementation
Workflow:
- Lead uploads photos via form
- Photos stored in HubSpot (associated with contact)
- Content Manager or AI processes photos:
- Generates design concepts
- Identifies project scope
- Creates personalized follow-up
- Sales references in call: "I saw your kitchen photos — here's what I noticed..."
AI tools for image processing:
- Interior AI (design generation)
- GPT-4 Vision (photo analysis and description)
- Midjourney (creative concepts)
Value: Every interaction feels custom because it uses THEIR home.
Tool 4: AI Sales Concierge
What it does: Personalized automated follow-up based on lead behavior.
Examples:
- Content-based: "You read our pricing article — here's the budget calculator"
- Gallery-based: "You looked at 5 kitchen projects — want to see more like these?"
- Stalled lead: "It's been 2 weeks since we last talked — any questions I can answer?"
- Objection-based: "Many clients worry about timelines — here's how we prevent delays"
Implementation in HubSpot
Behavioral triggers:
- Viewed pricing page → send budget calculator
- Viewed 3+ portfolio projects → send case study
- Opened email but didn't respond → send follow-up with different angle
- Inactive 7 days → send re-engagement
Personalization tokens:
- Project type (kitchen, bathroom, whole-home)
- Market (your service areas)
- Estimated budget range
- Content consumption history
Workflow example:
Trigger: Contact viewed kitchen pricing page
Wait: 1 day
Action: Send email "Planning Your Kitchen Budget"
- Include: budget calculator link
- Include: "How Much Does a Kitchen Remodel Cost in [Your City]?" article
- CTA: "Ready to talk numbers? Schedule a consultation"
Tool 5: Personalized Content Recommendations
What it does: Surfaces the right Assignment Selling content based on lead profile.
The problem: Sales can't manually pick content for every lead at every stage.
The solution: AI recommends content automatically based on:
- Project type
- Stage in buyer journey
- Questions asked
- Content already consumed
- Objections surfaced
Implementation
In HubSpot:
- Smart content blocks on website
- "Recommended for you" email sections
- Automated Assignment Selling sequences by persona/stage
Example logic:
IF project_type = "kitchen" AND stage = "pre-consultation"
RECOMMEND:
1. "What to Expect: Kitchen Remodel Process" (video)
2. "Kitchen Remodel Costs in [Your City]" (blog)
3. "Meet Our Team" (bio video)
4. Reviews page (filtered to kitchen projects)
Integration with Assignment Selling:
- Content Manager sets up content library with tags (topic, stage, format)
- CRM recommends based on contact properties
- Sales gets notification: "This lead consumed 3/4 required content — ready for call"
Implementation Roadmap
| Phase | Tool | Owner | Effort |
|---|---|---|---|
| Phase 1 | AI Project Advisor (basic chatbot) | Content + Marketing | Low |
| Phase 1 | Personalized content recommendations | Content | Low |
| Phase 2 | Self-pricing estimator (simple) | Content + Dev | Medium |
| Phase 2 | AI Sales Concierge (CRM workflows) | Content | Medium |
| Phase 3 | Design visualizer (semi-automated) | Content + Video | Medium |
| Phase 4 | Client image integration | Tech Vendor | High |
Measuring Success
Engagement metrics:
- Pricing calculator usage (completions, drop-offs)
- Design visualizer submissions
Lead quality metrics:
- Pre-qualified leads (used tools) vs. cold inquiries
- Close rate for leads who used self-service tools
- Time to close for educated vs. uneducated leads
Efficiency metrics:
- Human hours saved per lead
- Content consumption before first human touchpoint
- Assignment Selling completion rate (automated vs. manual)
Key Insight
"The goal isn't to replace human relationships — it's to make every human interaction more valuable by handling the education and qualification automatically."
Most contractors: Lead fills out form → wait for call → explain basics → qualify
Remodelers with AI tools: Lead gets personalized experience → answers own questions → sees their own kitchen transformed → arrives at call already trusting, already educated, already excited
Next Steps
- Read: AI in Marketing — Full AI strategy
- Read: Self-Service Tools — Related buyer resources
- Read: Pricing Transparency Tools — Self-pricing approaches
- Tool: Assignment Selling — Content library setup