What AI Search Says About Your Roofing Company (And Why It Could Be Costing You Leads)
- Amber Hartman
- May 29
- 4 min read
Updated: May 29
You might not be losing business because of your work…You might be losing it because of how AI tells your story online.
AI Search Is Changing the Game
For years, roofers have focused on ranking on Google Maps and stacking up five-star reviews. And those things still matter A LOT.
But now, there’s a new player at the table: AI-powered search. Tools like ChatGPT, Google’s AI Overviews, Bing AI, and voice assistants shape how homeowners find, compare, and choose contractors.
These tools don’t just pull ads or listings. They summarize what they think your business is about based on your reviews, website, Google profile, and online reputation.
If your reputation online is spotty, inconsistent, or outdated, AI is likely telling a story you didn’t write.
What Does This Story Look Like in Real Life?
To illustrate how AI interprets online reputations, we examined two local service-based businesses in California—one of which is a current client of ours in the wellness industry.
We asked ChatGPT:"What do people say about [Anonymous Business Name] in Oceanside, CA?"
For the non-client business, ChatGPT summarized:
“They have been around for a while and offer standard services. Some reviews mention inconsistent follow-through, and there hasn't been much recent online activity. The business information may be outdated.”
In contrast, for our client (anonymized here),in Oceanside, CA - ChatGPT responded:
“This business is known for personalized care, excellent client service, and professional treatments. Recent reviews mention trust, great results, and a welcoming environment. The business appears very active and engaged with clients.”
The difference?
Both businesses provide valuable services. However, only one has an online presence that accurately reflects the quality of service clients experience in person. When reviews, website content, and Google profiles all convey the same message, AI tools interpret that as trustworthy, active, and worth recommending. This alignment is crucial, whether you're in skincare or roofing.
📊 What the Data Says
The rise of AI-assisted decision-making is no longer just a trend it’s affecting real buying behavior:
27% of U.S. adults now use ChatGPT or another AI assistant at least weekly, according to Statista (2024).
51% of Gen Z and Millennial consumers say they prefer AI-generated answers when making local buying decisions (PwC Consumer Insights Survey, 2024).
A 2023 BrightLocal study found that 93% of consumers read online reviews before making a decision about a local business, and AI tools are increasingly the ones doing the reading for them.
Google’s AI Overviews (formerly Search Generative Experience) are expected to influence over 50% of click-through behavior in local searches by the end of 2025 (Search Engine Land).
If you’re not showing up or worse, showing up inaccurately, you could be losing high-value roofing leads without even knowing it.
What AI Is Looking At (Even If You’re Not)
It’s easy to think AI just scans for keywords like “roofer near me” or “shingle repair.” But that’s only part of the story.
Modern AI, especially tools like ChatGPT, Google’s AI Overviews, and voice assistants, aren’t just keyword counters. They’re pattern recognizers. They analyze how your business shows up across platforms, over time, and in tone.
Here’s what AI is actually paying attention to:
1. Consistency of Message
Do your Google Business Profile, website, and reviews all reflect the same type of service? If your site says "family-owned, responsive, and detail-oriented," but your reviews mention delays, no callbacks, or generic interactions, that’s a mismatch.
AI notices that. And it will highlight the contradiction in the claim.
2. Tone of Voice and Brand Energy
Brand voice isn’t just fluff; it’s energetic coherence.
If your responses to reviews are cold, rushed, or sound like a robot, AI assumes you’re not engaged or customer-focused. On the other hand, a warm, human tone—especially when responding to negative reviews—signals trust, professionalism, and care.
Your voice matters just as much as your offer.
It’s not just what you say, it’s how you feel when interacting online.
3. Relational Proof, Not Just Buzzwords
Anyone can sprinkle in “roof inspection,” “emergency tarping,” or “licensed roofing contractor.”
But AI is looking for correlations:
Do your reviews mention those terms or reinforce those values?
Do images, alt text, and blog posts back up the promises you make on your homepage?
Is there proof that your team shows up on time, communicates well, and follows through?
The deeper the alignment between your claims and your clients’ words, the stronger your AI reputation becomes.
Want More Leads? Fix Your AI Reputation
Here’s how we help roofing clients protect and grow their reputation in an AI-driven search world:
We send 10–15 personalized review requests each week (so you don’t have to chase them).
We optimize your Google Business Profile with keywords, service areas, and real proof of work.
We track, alert, and coach responses to every review, good or bad.
We run AI audits to see how ChatGPT, Bing, and Google's AI Overviews summarize your business.
You don’t need hundreds of reviews. You need trusted, recent, consistent ones written in your voice and aligned with what homeowners are already searching for.
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