AI in Marketing
Owner: Marketing Leadership (Strategy), Content Team (Execution)
Key Tools: ChatGPT, Claude, Gemini, AI-powered platforms
The AI Opportunity for Remodelers
"AI is not a replacement for human creativity, empathy, and brand authenticity. It's an accelerator that allows you to scale content production, personalization, and insights without losing the human touch that builds trust."
— Marcus Sheridan, Endless Customers
For remodeling companies, AI represents a massive opportunity:
- Content velocity — Create blog posts, social media captions, email sequences 10x faster
- Personalization at scale — Tailor messaging to different buyer personas and stages
- Competitive intelligence — Analyze market trends, competitor strategies, customer sentiment
- Answer Engine Optimization (AEO) — Optimize content for ChatGPT, Perplexity, Google AI search
- Process automation — Streamline repetitive tasks (lead scoring, email follow-ups, reporting)
But here's the critical distinction:
✅ AI as accelerator — Use AI to speed up research, drafting, ideation, and optimization
❌ AI as replacement — Don't publish AI-generated content without human review and customization
The Marcus Sheridan Warning
From Endless Customers:
"Businesses cannot simply copy and paste AI content and expect to win online. AI should accelerate content creation, but human authenticity and expertise must shine through."
The risk:
- AI-generated content sounds generic, corporate, and inauthentic
- Google and other platforms are getting better at detecting purely AI-written content
- Buyers can sense when content lacks real expertise or personality
- Over-reliance on AI erodes the trust you're trying to build
The solution: Use AI for the first 60-70% of content creation, then add:
- Real project examples from your business
- Personal stories and experiences
- Local market context (your market specifics)
- Company voice and personality
- Expert insights that only you know
AI Strategy Framework: The 3 Layers
Layer 1: AI for Speed (Research & Drafting)
Use AI to:
- Generate content outlines — "Create a blog post outline about kitchen remodeling costs in [Your City]"
- Draft initial content — "Write a 1500-word blog post on [topic] for homeowners researching remodelers"
- Brainstorm ideas — "Give me 10 social media post ideas about bathroom remodeling mistakes"
- Research competitor content — "Analyze top-ranking blog posts for 'kitchen remodel timeline'"
- Create variations — "Rewrite this paragraph 5 different ways for A/B testing"
Example workflow:
- Marketing or Content Lead: Use ChatGPT to create blog post outline on Big 5 topic
- ChatGPT: Generates structure with headers, key points, suggested word counts
- Content Manager: Reviews outline, adds company-specific angles, requests draft
- ChatGPT: Writes initial 1500-word draft
- Content Manager: Edits to add local context, real project examples, company voice
- Marketing Lead: Reviews for accuracy and brand alignment
- Content Manager: Publishes with proper SEO optimization
Time saved: 3-4 hours reduced to 1 hour for a comprehensive blog post.
Layer 2: AI for Enhancement (Optimization & Personalization)
Use AI to:
- SEO optimization — "Optimize this content for the keyword 'best kitchen remodeler [Your City]'"
- Readability improvement — "Make this paragraph clearer and more conversational"
- Tone adjustment — "Rewrite this in a more empathetic, customer-focused tone"
- Personalization — "Create 3 versions of this email for different buyer personas"
- Multi-platform adaptation — "Turn this blog post into 10 social media posts for Instagram, LinkedIn, and Facebook"
Example: Content Repurposing
Start with one video of a kitchen remodel completion:
- Content Manager: Uploads video transcript to ChatGPT
- ChatGPT: Creates:
- Blog post summarizing the project
- 5 Instagram captions highlighting different aspects
- 3 LinkedIn posts with business lessons
- 10 short-form video script ideas
- Email announcement to prospect list
- Content Manager: Customizes each piece, adds company voice, publishes across platforms
Result: One video becomes 20+ pieces of content.
Layer 3: AI for Intelligence (Insights & Strategy)
Use AI to:
- Analyze customer feedback — "Review these 50 Google reviews and identify common themes"
- Identify content gaps — "What questions are homeowners asking about remodeling that we haven't answered?"
- Competitive analysis — "Compare our website content to top 3 competitors and find gaps"
- Buyer journey mapping — "What information do homeowners need at each stage of the remodel decision process?"
- Performance analysis — "Analyze this analytics data and recommend content optimizations"
Example: Big 5 Content Gap Analysis
- Marketing Lead: "ChatGPT, analyze our blog and identify which Big 5 topics we're missing"
- ChatGPT: Reviews site, identifies: "You have strong pricing content, weak on comparisons and problems"
- Marketing Lead: "Generate 10 blog post ideas on comparison topics for remodelers"
- ChatGPT: Provides list (e.g., "Design-Build vs. General Contractor: What's the Difference?")
- Marketing Lead → Content Manager: Prioritizes topics for content calendar
Answer Engine Optimization (AEO): The New SEO
Traditional SEO focused on ranking in Google search results. AEO focuses on being the answer that ChatGPT, Perplexity, Google AI, and other AI platforms cite when users ask questions.
Why AEO Matters for Remodelers
When someone asks ChatGPT or Google AI:
- "Who is the best remodeler in [Your City]?"
- "How much does a kitchen remodel cost in Western North Carolina?"
- "What should I ask a remodeling contractor before hiring?"
You want to be the source they cite.
How AI Search Works (Summary from Existing Strategy)
From the [Complete Marketing Strategy and AI Search Optimization Guide](../../Marketing Strategy From OneDrive/Complete Marketing Strategy and AI Search Optimization Guide):
ChatGPT relies on:
- Foursquare data (~70% for local business info)
- Bing web search for real-time updates
- NAP consistency (Name, Address, Phone across all platforms)
- Review recency and volume (50+ reviews in past 12 months ideal)
Bing Chat relies on:
- Bing search index (top organic results)
- Bing Places profile optimization
- Trusted third-party sites (Yelp, BBB, Houzz, Angi)
Google AI (SGE) relies on:
- Google Business Profile optimization
- Google Maps ranking (aim for top 3 in Local Pack)
- Structured data (schema markup on website)
- High-quality, authoritative content
AEO Strategy for Remodelers
Immediate Actions:
-
Claim and optimize all listings:
- Foursquare (critical for ChatGPT)
- Google Business Profile
- Bing Places
- Yelp, Houzz, Angi, HomeAdvisor
-
Ensure NAP consistency across all platforms (exactly the same format everywhere)
-
Build review velocity:
- Target 50+ Google reviews in 12 months
- Respond to every review within 24 hours
- Diversify across platforms (Google, Yelp, Facebook, Houzz)
-
Implement schema markup on website:
- LocalBusiness schema with complete info
- AggregateRating schema with review data
- FAQ schema for common questions
-
Create "answer-first" content:
- Structure blog posts to answer specific questions in first 100 words
- Use FAQ format when appropriate
- Include direct, quotable answers AI can extract
Content Structure Example:
Bad (traditional SEO):
"Welcome to our blog! Today we're talking about kitchen remodeling costs. There are many factors that go into pricing a kitchen remodel, and we're going to explore them in detail..."
Good (AEO-optimized):
"A kitchen remodel in [Your City] typically costs $30,000-$75,000, with most homeowners spending around $50,000. This includes cabinets, countertops, appliances, labor, and design services. Below, we break down where your investment goes."
Why it works: AI can extract and cite the direct answer immediately.
AI-Powered Self-Service: The New Competitive Advantage
Beyond content creation, AI creates a massive opportunity to help leads with their projects automatically — without requiring human time.
The Shift: Commoditized Micro-Services
AI has commoditized what used to require custom software development. Tools that cost $50k+ to build are now accessible for hundreds per month — or can be assembled with off-the-shelf AI tools.
What this means for remodelers:
- Self-service experiences that used to be impossible are now table stakes
- Competitors without these tools will feel dated
- Every interaction can be personalized without human effort
High-Impact AI-Powered Tools for Remodelers
Design Visualizers
- Upload photos of your kitchen → see AI-generated designs
- Test cabinet colors, countertop materials, layouts
- "What would my kitchen look like with white shaker cabinets and quartz counters?"
- Value: Engages leads who are early in their journey, captures imagination before first call
Self-Pricing Estimators
- Interactive pricing tools on website
- "What does a kitchen remodel cost for MY situation?"
- Factors: square footage, scope (cosmetic vs. full gut), materials tier, market
- Value: Addresses Big 5 pricing question immediately, pre-qualifies leads, builds trust
Client Image Utilization
- Lead uploads photos of their current space
- AI generates: potential designs, problem identification, scope assessment
- "Based on your photos, here's what we'd recommend..."
- Value: Personalized engagement using THEIR home, not stock photos
AI Sales Concierge
- Personalized follow-up based on behavior
- "You looked at kitchen pricing and bathroom galleries — here's relevant content..."
- Nudges toward next step based on where they are in journey
- Value: Never drops a lead, always relevant, always on-brand
Personalized Content Recommendations
- "Based on your project, here are the 3 articles you should read before our call"
- Dynamic Assignment Selling based on lead profile
- Surfaces right content at right time without Sales needing to manually track
- Value: Scales Assignment Selling beyond what humans can track
Implementation Priority
| Tool | Complexity | Impact | Timeline |
|---|---|---|---|
| Personalized content recommendations | Low | High | Now (HubSpot) |
| Self-pricing estimator | Medium | Very High | Q2 2026 |
| Design visualizer | Medium | High | Q3 2026 |
| Client image integration | High | Very High | Q4 2026 |
| AI Sales Concierge | Medium | High | Ongoing refinement |
The Opportunity
Most remodelers: Static website, contact form, wait for phone call
Remodelers with AI tools:
- Lead arrives at site → gets personalized experience
- Answers their questions without waiting
- Shows designs using THEIR photos
- Gives price ranges before first conversation
- Recommends exactly what content they need
- Follows up intelligently based on behavior
Result: Leads arrive at consultation pre-educated, pre-qualified, and pre-trusting.
Reference: Anewgo's Web App Approach
Anewgo is an AI-powered platform for home builders that demonstrates this shift. Their key insight: websites should behave like software, not brochures.
What they do:
- Web App Websites — Interactive, personalized buyer journeys instead of static pages
- AI-driven personalization — Content adapts to each visitor's behavior and interests
- Real-time visualization — Interactive floor plans, virtual tours, 3D home customization
- Behavioral data capture — Tracks how buyers engage with homes, plans, and options
- AI-first content structure — Optimized for both humans and AI shopping assistants
While Anewgo focuses on new home builders, the principles apply directly to remodelers:
- Replace static galleries with interactive experiences
- Let visitors "play" with designs, not just view them
- Capture data on what they're interested in
- Personalize follow-up based on actual behavior
See: AI-Powered Experiences for detailed implementation guides
AI Tools for Your Team
Content Creation & Strategy
| Tool | Primary Use | Owner | Cost |
|---|---|---|---|
| ChatGPT Plus | Content drafting, ideation, optimization | Content, Marketing | ~$20/mo |
| Claude | Long-form content, detailed analysis | Content | Free tier |
| Gemini | Google integration, research | Content | Free tier |
Content Production (Video)
| Tool | Primary Use | Owner | Cost |
|---|---|---|---|
| Descript | Video transcription, editing, captions | Video Producer | ~$24/mo |
| CapCut | AI-assisted video editing, auto-captions | Video Producer | Free/Pro |
| Opus Clip | Extract short clips from long videos | Video Producer | ~$29/mo |
Visual & Design
| Tool | Primary Use | Owner | Cost |
|---|---|---|---|
| Canva Pro | Social graphics, templates | Content, Video | ~$150/yr |
| Midjourney (optional) | Design inspiration, mood boards | Video Producer | ~$30/mo |
Automation & Operations
| Tool | Primary Use | Owner | Cost |
|---|---|---|---|
| CRM AI features | Email subject lines, content suggestions | Content | Varies |
| Make/Zapier (if needed) | Workflow automation | Content | $0-20/mo |
AI Content Workflows
Workflow 1: Blog Post Creation
Goal: Publish 1-2 blog posts per week addressing Big 5 topics
Process:
- Content Manager identifies topic from content calendar (e.g., "Kitchen Remodel Timeline")
- Content Manager → ChatGPT: "Create an outline for a 2000-word blog post on kitchen remodel timelines for homeowners. Include typical timeline stages, common delays, and how to prepare."
- ChatGPT generates outline with headers, key points, suggested sections
- Content Manager reviews outline, adds company-specific angles ("mention our pre-construction meeting process")
- Content Manager → ChatGPT: "Write the full blog post based on this outline"
- ChatGPT generates draft (~60-70% quality)
- Content Manager edits to add:
- Real project examples from your company
- Local context (permitting, seasonal weather considerations)
- Company voice and personality
- Internal links to other content
- Content Manager optimizes for SEO (keywords, meta description, headers)
- Marketing Lead reviews for accuracy and brand alignment
- Content Manager publishes with images/video from Video Producer
Time: ~1 hour total (vs. 3-4 hours without AI)
Workflow 2: Social Media Content (Gary Vee Volume Approach)
Goal: Post 11x daily across platforms (per 2026 strategy)
Process:
- Video Producer films project site visit, captures 5 minutes of footage
- Video Producer uploads transcript to Descript, extracts key moments
- Content Manager → ChatGPT: "Turn this video transcript into 10 social media posts: 3 for TikTok (15-30 sec hooks), 3 for Instagram (visual + caption), 2 for Facebook (longer storytelling), 2 for LinkedIn (business lessons)"
- ChatGPT generates post ideas with captions
- Content Manager customizes each, adds hashtags, schedules in Buffer/Later
- Video Producer creates video clips matching each post concept
- Content Manager publishes throughout the week
Result: 1 video → 10+ social posts across platforms
Workflow 3: Assignment Selling Content Library
Goal: Maintain organized, searchable content library for Sales to assign to prospects
Process:
- Sales Lead shares common buyer objection in Revenue Team meeting ("Prospects worried about timeline overruns")
- Marketing Lead prioritizes content creation
- Content Manager → ChatGPT: "Write an email for a remodeling contractor to send to prospects explaining how we prevent timeline overruns, including our scheduling process, contingency planning, and communication protocols"
- ChatGPT drafts email
- Content Manager customizes with company specifics (pre-construction meetings, weekly updates, dedicated coordinator)
- Content Manager adds to Assignment Selling content library in CRM with tags: "objection-handling, timeline, pre-call"
- Sales can now quickly find and send this content when prospects raise timeline concerns
AI Personalization Strategy
Use AI to create content variations for different buyer personas:
Persona-Specific Messaging
Base prompt:
"We have three primary buyer personas:
- High-income homeowner seeking luxury remodel ($100k+ budget)
- Mid-range homeowner balancing quality and cost ($40-75k budget)
- First-time remodeler, anxious about process, needs education
Write 3 versions of this email subject line and opening paragraph for each persona."
ChatGPT creates:
- Luxury buyer: Focus on design excellence, premium materials, white-glove service
- Mid-range buyer: Focus on value, smart investments, ROI
- First-timer: Focus on process transparency, education, hand-holding
Content Manager then uses appropriate version for each prospect based on CRM segmentation.
Ethical AI Use & Authenticity Guidelines
The Red Lines (Never Do This)
❌ Publish AI content without human review — Always edit for accuracy, voice, local context
❌ Use AI to fabricate testimonials or reviews — Unethical and illegal
❌ Copy/paste competitor content into AI and republish — Plagiarism, even if rewritten
❌ Replace human expertise with AI guesses — AI doesn't know your business; you do
❌ Use AI for client-facing technical estimates — Pricing and scoping require human judgment
The Green Lights (Smart AI Use)
✅ Draft first versions of blog posts, emails, social posts — then customize
✅ Generate ideas and outlines to overcome writer's block
✅ Repurpose existing content into new formats faster
✅ Analyze data and identify patterns in reviews, analytics, buyer behavior
✅ Optimize existing content for SEO, readability, engagement
✅ Personalize at scale with variations for different audiences
The Authenticity Test
Before publishing AI-assisted content, ask:
- Does this sound like us? (Your company voice and personality)
- Is this accurate? (Real examples, correct pricing, honest advice)
- Does this build trust? (Transparent, helpful, not salesy)
- Would a prospect know we used AI? If yes, add more human touch
- Does this help the buyer? Focus on value, not just SEO
AI + Human Collaboration Model
The most effective approach combines AI efficiency with human expertise:
| Task | AI Role | Human Role |
|---|---|---|
| Content ideation | Generate 10 topic ideas | Select best 2-3, add unique angles |
| Blog post drafting | Write first draft (60-70% quality) | Edit for voice, add examples, optimize |
| Social media | Generate captions and post ideas | Customize, add personality, schedule |
| Email sequences | Draft email flow and copy | Personalize for segments, add CTAs |
| SEO optimization | Suggest keywords, meta descriptions | Refine for brand voice, local intent |
| Competitor analysis | Identify gaps and opportunities | Develop strategic response |
| Video scripts | Create outline and talking points | Add personality, real stories, visuals |
| Assignment Selling | Organize content library structure | Map content to sales stages, test effectiveness |
Measuring AI Impact
Track these metrics to assess AI's contribution to marketing efficiency:
- Content volume increase — Blog posts, social posts, emails produced per month (target: 2-3x)
- Time saved — Hours spent on content creation before vs. after AI adoption
- Content performance — Engagement rates on AI-assisted vs. non-AI content
- Lead quality — Do Assignment Selling content (AI-enhanced) improve close rates?
- SEO improvement — Rankings for target keywords, organic traffic growth
- AEO visibility — Are you cited by ChatGPT/Perplexity/Google AI for key queries?
Baseline (pre-AI): Content Manager spends 20 hours/week on content, produces 4 blog posts/month
Goal (with AI): Content Manager spends 20 hours/week, produces 8-10 blog posts/month at same quality
Common AI Mistakes to Avoid
-
AI word vomit — Publishing 2000-word AI posts that say nothing useful
Fix: Start with clear prompts, edit ruthlessly, focus on value -
Generic, soulless content — Losing your brand voice to AI's corporate tone
Fix: Always add personality, real examples, local context -
Over-optimization — Keyword-stuffing because AI suggested it
Fix: Prioritize readability and helpfulness over SEO tricks -
Prompt laziness — "Write a blog post about kitchens" yields garbage
Fix: Use detailed prompts with context, audience, goals, examples -
No quality control — Assuming AI knows your business
Fix: Marketing and Sales review content that references company processes, pricing, guarantees
Next Steps
- Read: Content Philosophy — How AI fits into overall content strategy
- Read: [Complete Marketing Strategy and AI Search Optimization Guide](../../Marketing Strategy From OneDrive/Complete Marketing Strategy and AI Search Optimization Guide) — Full AEO playbook
- Tool: AI Content Creation Prompts — Ready-to-use ChatGPT prompts
- Resource: Gary Vee's Day Trading Attention — AI + creative volume strategy
AI is a tool, not a strategy. Use it to move faster, create more, and personalize better — but never let it replace the human expertise, authenticity, and relationships that make remodelers successful.