How Homeowners Are Researching Problems Before Choosing Contractors
By the time a homeowner contacts your business, they may have already asked ChatGPT what could be wrong, how urgent the problem is, or what a repair might cost.
Whether it’s an air conditioner that stops cooling, a leaking pipe, an electrical issue, or roof damage, homeowners can describe what they’re experiencing, ask follow-up questions, and explore possible DIY solutions before realizing they need a professional. At that point, they will ask AI to recommend a local contractor.
During Scorpion’s Home Services Growth Summit , Chief Revenue Officer Jamie Adams shared findings from the company’s 2026 State of Home Services Marketing Report , including that 22% of surveyed homeowners use AI tools such as ChatGPT for recommendations.
Google Search and referrals from friends and neighbors still play an important role. But AI gives homeowners another way to research problems and understand their options before deciding who to call.
That early research can shape their expectations. Customers may contact a contractor with questions about specific repairs, replacement options, or pricing. Some of the information they’ve found may be helpful, while other details may not apply to their situation. Either way, they have likely already formed an opinion before a technician assesses the problem.
How Homeowners Find and Compare Contractors Today
Once homeowners decide they need professional help, they still have to figure out who to hire. A neighbor might recommend a roofing company, but the homeowner will still check Google Maps to confirm its service area and read reviews before requesting an estimate. Others may come across a contractor through videos on YouTube or TikTok before looking up the company.
During the Growth Summit, TikTok's Oliver Silzer discussed how people use the platform to search for services and explore their options, not just watch content for entertainment. Videos showing a crew at work or a technician explaining a common repair can give homeowners an introduction to a business they may not have heard of before.
AI offers another way for homeowners to find contractors. Some AI assistants can use information from connected services to help answer questions about local professionals.
Thumbtack's Jason Trammell discussed this during the Summit, explaining how the company's integrations with AI assistants can introduce homeowners to contractors through information in their Thumbtack profiles.
“You can get found inside a conversation that you were never even a part of.”
For example, a homeowner asking ChatGPT for help finding a plumber could learn about a company they hadn't previously considered. They may still visit its website, check Google reviews, or compare other contractors before deciding to call.
Other AI search tools may also bring together information from websites, business listings, and online sources into a single answer. A homeowner can learn about a company's services or reputation without visiting its website directly.
Google Search and Maps continue to play an important role, but they're no longer the only places homeowners find businesses. Someone might first discover a company through AI or social content, then use Google or reviews to learn more before making contact.
What Influences Which Contractor Homeowners Choose
Finding a contractor doesn't necessarily mean a homeowner is ready to hire them. They still want to know whether the business handles the work they need, has a good reputation, and can provide service when they need it.
Scorpion's 2026 homeowner research found that 90% of homeowners check multiple review sites. A high rating can get someone's attention, but reviews describing how a technician handled a difficult repair, communicated with the homeowner, or resolved an issue can help them decide whether to make the call.
Videos of completed jobs and technicians explaining their work can also help homeowners get a better sense of the company. Someone planning a roof replacement may want to see examples of similar projects, while a homeowner dealing with a plumbing emergency may be more concerned about finding someone who can respond quickly.
Earlier AI research can also affect the questions homeowners ask when they reach out. Someone who has already researched repair and replacement options might want to understand why a contractor recommends one over the other.
That information can help homeowners ask more informed questions, but it can also create expectations that don't match the work needed. A contractor who can clearly explain the problem, answer questions, and discuss the available options has an opportunity to earn that customer's confidence.
And when the need is urgent, the final decision may come down to which company answers the phone and can schedule the work.
By the time homeowners make contact, they've often already narrowed their options. AI is changing how that research begins, while Google, social platforms, reviews, and recommendations continue to influence which contractors they consider.
To learn more about how AI, search, and social platforms are influencing homeowner decisions, watch Scorpion's Home Services Growth Summit .
Wondering how your business can reach more homeowners as search habits change? Talk with our team about where your marketing stands and opportunities to improve your visibility.
