Jul202025
MarketingTechnology

 

Why More People Are Turning to AI Tools Like ChatGPT to Find Local Construction Services (And What It Means for Your Business)

 

For years, Google has been the dominant force in online search. But there’s a new player rapidly gaining ground—AI chat tools like ChatGPT, Gemini, and Copilot. These conversational AI tools are changing the way people find information online, including how they search for local construction service providers. Whether it’s someone looking for a builder in Auckland, a plumber in Christchurch, or a renovation company in Queenstown, more users are skipping traditional search engines and asking an AI chatbot for fast, clear answers.

This shift presents both a challenge and an opportunity for businesses in the construction services industry. Companies that adapt to this change will position themselves ahead of the curve, while those who don’t may slowly fade from visibility—not just on Google, but in the new world of AI-driven search.

 

Why Are People Using AI Tools Instead of Google?

The trend is being driven by convenience and relevance. When someone asks an AI tool, “Who are the best builders near me for high-end renovations?”, the response isn’t a list of ads or hundreds of links to sort through. Instead, it’s a curated, direct answer, often based on a blend of online content, user reviews, and publicly available business profiles.

AI chat tools summarise, interpret, and contextualise information better than traditional search engines. This is appealing to busy homeowners and property managers who want instant clarity, not research assignments.

Additionally, AI tools provide answers in natural language. Someone might ask, “Who’s a good electrician to fix a safety issue quickly?”, and get a straight-to-the-point recommendation—especially if a business has a strong digital footprint that the AI can draw from.

 

How AI Tools Decide Which Businesses to Recommend

Unlike Google’s algorithm that ranks web pages based on links and SEO tactics, AI tools pull from multiple sources to build a trustworthy answer. These include:

  • Google Business Profiles (formerly Google My Business)
  • Online reviews (especially consistent, positive ones)
  • Your website content
  • Business directories (e.g., NoCowboys, Builderscrack, Houzz, Yellow)
  • Local news articles or blog mentions
  • Social media presence

Importantly, these AI tools don’t just pull the most optimised content—they pull the most helpful content. That’s a critical shift.

 

How to Make Sure Your Construction Business Gets Found in AI Search Results

Here are six actionable steps construction service providers can take to increase their chances of showing up in AI-generated recommendations:

1. Keep Your Google Business Profile Updated

AI tools commonly access Google’s business listings. Make sure your hours, services, contact details, photos, and service area are all up to date. Use the description section to clearly explain your point of difference.

2. Encourage Reviews (And Respond to Them)

AI tools pay close attention to sentiment and consistency in online reviews. Ask satisfied clients to leave reviews on Google, Facebook, and other platforms. Responding to reviews—especially negative ones—shows professionalism and can influence how AI perceives your customer service.

3. Write Helpful, Localised Website Content

Generic websites with a few pages won’t cut it anymore. AI tools love well-structured, helpful content. Write blog articles that answer common customer questions. For example: “How Much Does a Kitchen Renovation Cost in Auckland?” or “Top 5 Things to Ask Your Electrician Before You Hire Them.”

4. Optimise for Conversational Language

Think beyond keywords. Use natural, question-based phrases that mirror what people might ask an AI tool. For example, include headings like “Who do we work with?” or “What makes us different?”

5. List on High-Trust Directories

Ensure your business is listed on credible industry platforms like Master Builders (or relevant industry site), SiteSafe, and trusted review sites. AI tools tend to rely on consensus from multiple sources when recommending a provider.

6. Be Active on Social Media

While not a direct ranking factor, active social media signals (especially community-focused posts) can help reinforce your credibility and visibility. Local engagement and user interactions can be picked up by AI tools scraping open social content.

 

Final Thought: Think Like a Customer (And Like an AI)

If you want AI tools like ChatGPT to recommend your business, make it easy for them. Focus on clarity, trust signals, and answering the questions your potential customers are asking. AI chat tools are designed to find and share the most helpful answer, not just the most SEO-optimised one.

As the search landscape evolves, businesses that adapt early will be the ones that continue to win attention—and projects—from a new generation of tech-savvy clients. Make sure you’re not just seen, but selected.

Make contact HERE if you want to discuss your core marketing strategy. For a more in-depth analysis of your website’s “AI compatibility” I can recommend someone who has helped me in my digital space, Nick Stuart from Most Trusted. His email is: info@mosttrusted.co.nz