Trust Is the New Algorithm: How Contractors Get Recommended by AI with Marcus Sheridan

Search is changing faster than most contractors realize.

In this episode, Mauricio sits down with Marcus Sheridan, author of They Ask, You Answer and Endless Customers, for a candid, wide-ranging conversation about what happens when Google’s blue links disappear, AI starts answering homeowner questions directly, and businesses are either recommended… or rejected.

Marcus explains why the old playbook—SEO tricks, hiding pricing, relying on ads alone—no longer works in an AI-first world. Instead, contractors must build trust signals so strong that both humans and AI confidently choose them.

This conversation goes deep into what that actually means for roofing, HVAC, plumbing, and home service companies.

You’ll learn:

• Why trust is now the algorithm, and how AI decides who gets recommended
• Why contractors who avoid talking about pricing are making themselves invisible
• How pricing estimators are becoming table stakes—and why Google is already prioritizing companies that have them
• The real reason pricing transparency increases leads instead of scaring customers away
• How AI-driven leads are converting 10–15x higher than traditional Google leads
• Why speed-to-lead is more important than ever—and how a 5-minute response window can decide 78% of deals
• What content AI actually rewards (and what content it ignores)
• Why “unscalable” actions like personal video follow-ups can beat massive competitors
• How contractors should think about AI in the back office, sales, content, and data analysis
• Why the future belongs to companies that teach instead of sell

Marcus also shares hard truths contractors don’t often hear:

Most companies already know what they should do—they just don’t act. And in an AI-driven market, inaction is the fastest way to disappear.

If you’re wondering why lead costs are rising, why ads don’t perform like they used to, or how to position your company to win over the next 2–5 years, this episode will give you clarity—and a clear direction forward.

This isn’t a hype conversation.

It’s a wake-up call.

Links & resources:

https://www.aitrustsignals.com/about

https://priceguide.ai/

https://questionfirstgroup.com/