By Sagar Shankaran, Founder of CallSphere
Facility managers and homeowners now let assistants make the first cut. The eight facts that decide whether your HVAC company survives it — and what hides them.
Key takeaways
Sixty-six percent. That is the share of US small businesses using AI in some form this year, up from 55 percent a year ago. Now think about who that number includes: the property management company that holds your best twelve-unit maintenance agreement, the dental group opening a third office, the restaurant franchisee, the church board looking at replacing two 1998 package units. They are not asking their nephew for contractor recommendations anymore. They are asking an assistant, and the assistant is doing the first pass of the shortlist before a human ever looks.
This is the quietest change of 2026 for a mechanical contractor and the hardest to see, because nothing shows up in your call log. You do not get a call that says "we considered you and moved on." You just get fewer of the good commercial inquiries and no explanation.
Here is the sequence, and it happens after dinner, because that is when a facility manager finally gets to the item that has been on the list for two weeks. She types something like: find me three licensed mechanical contractors within 20 miles of this address who service Carrier and Trane rooftop units, carry at least a million in general liability, offer 24-hour emergency response, and can walk the roof this month.
Whatever she is using — ChatGPT Work, Claude Cowork, the assistant inside her property software — goes and looks. It reads company sites. It checks state license lookups. It reads reviews and it reads the details in them, not just the star count. Then it comes back with three names, a short reason for each, and often a drafted email or a booking link it can act on. She glances at the three, agrees, and the request goes out.
The change is not that buyers use AI to search — it is that the first cut of the shortlist is now made by software reading your website, and software cannot infer what is not written down.
Every one of these lives in your head and in your proposal template. Almost none of them are on your website in a form anything can read.
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flowchart TD
A["Facility manager: three contractors for 12 rooftop units"] --> B["Assistant checks license and insurance"]
A --> C["Assistant checks service area and brands"]
A --> D["Assistant looks for a way to book"]
B --> E{"Did all three come back clear?"}
C --> E
D --> E
E -->|No| F["Dropped before a human sees the name"]
E -->|Yes| G["Walkthrough booked Thursday 7 a.m."]
The uncomfortable part of that chart is the left-to-right symmetry. All three checks have to come back clean. A contractor with thirty years of flawless work and a website that says "Family owned since 1994. Call us!" fails the first branch, not because anyone judged the work, but because there was nothing to read.
Walk your own site tonight the way an assistant would. The common failures in this trade are specific and fixable.
Hours and service area exist only inside a photograph — a nice graphic of a van with the towns listed on it. Software reads text; it does not read the side of your truck. The capabilities sheet with the license numbers and insurance limits is a PDF somebody emails on request, so it may as well not exist. The contact page is a form that goes to an inbox checked at 8:15 the next morning, which means the assistant has nothing to act on tonight and the manager moves to the contractor who had a booking link. Your Google Business Profile still says you close at 5 p.m. even though you have had a 24-hour on-call rotation since 2011, and that single stale line takes you out of every "emergency response" query in your county. And nowhere on the site does the word "rooftop" or "package unit" appear, because the site was written for homeowners in 2019, so the commercial buyer's query never matches you at all.
The fix is unglamorous. A page of plain text listing service towns, license numbers by state, insurance limits, brands, response commitment and after-hours coverage. Commercial language on the commercial page. Hours corrected everywhere. A way to book that works at 11 p.m. That is an afternoon of work and it is worth more than the last three months of advertising.
Residential buyers are doing a smaller version of this, and it got sharper this year for a specific reason: the federal 25C tax credit went away for equipment placed in service after December 31, 2025. Homeowners who were counting on $2,000 back on a heat pump lost it, so they are shopping harder, comparing more contractors, and asking assistants to find what rebates remain — which now means utility programs and state offers, and those vary by service territory.
A homeowner asking "who installs heat pumps near me and what rebates can I still get" is well served by a contractor whose site lists the utility programs it participates in and files paperwork for. That is a genuinely useful page and almost nobody in this trade has one. It also answers the question buyers actually have, which is not about SEER2 numbers but about what the check looks like after rebates.
Put a number on invisibility so it stops feeling abstract. Assume a twelve-unit rooftop maintenance agreement at $185 per unit per visit, two visits a year, and assume maintenance pulls through repair and replacement work at roughly 2.5 times the agreement value — conservative for commercial. Illustration with stated assumptions, not a promise.
| Line | Assumption | Value |
|---|---|---|
| Agreement revenue | 12 units × $185 × 2 visits | $4,440 a year |
| Pull-through repair and replacement | 2.5× agreement | $11,100 a year |
| Total annual value | $15,540 | |
| Typical hold period | 3 years | $46,620 |
| Cost to be findable | One afternoon of writing plus profile cleanup | Under $500 |
You do not need to win many of these. Missing two shortlists a year that you would have won on the merits is a six-figure hole over a hold period, and the cause is a page you never wrote.
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Be clear-eyed about the limit. Nothing described here wins the job. An assistant produces a list of three names; a human still walks the roof, still reads the room when the manager says the last contractor left a mess, still decides whether to sharpen the number. Commercial mechanical work is bought on trust, and trust is built by your service manager showing up when a unit goes down on the Friday before Labor Day.
Second limit: do not stuff your site with claims you cannot back. If you say four-hour emergency response, you will be held to it, by the manager and by the review she writes. Assistants read reviews closely now, including the specific complaints inside them, so a promise you miss twice does more damage than a promise you never made.
Third: none of this replaces the relationships you have with property management firms and general contractors. It changes who gets into the room the first time. Keep taking the manager to lunch.
It overlaps, but the goal is different. Search optimization is about ranking a page for a phrase. This is about whether a specific factual question — do they hold a license in Nevada, do they answer at 2 a.m. — can be answered from your site without a phone call. Plain, boring, accurate text beats clever copy here.
A real service area and credentials page: towns served, license numbers by state, insurance limits, brands, response time, after-hours coverage. Second is fixing your hours everywhere they appear online. Third is a way to book that works outside business hours.
Worry less about being ranked and more about being legible. Most contractors are dropped for missing information, not for losing a comparison. Once the facts are there, you are back to competing on the things you are actually good at.
It matters more, not less. Concentration like that is a risk, and the way new managers find contractors has changed. When one of those two firms sells or the manager you know retires, the replacement will run exactly the search described above.
The last link in that chain is the one most contractors leave broken: being reachable at the hour the research happens. When an assistant — or the manager herself at 11:40 p.m. — wants to put a walkthrough on the calendar, a voicemail box ends the conversation. CallSphere builds voice and chat agents that answer the phone and the website chat around the clock, ask the qualifying questions a commercial inquiry needs and book the walkthrough into your schedule, so the shortlist you finally made turns into a Thursday morning on the roof.
Written by
Sagar Shankaran· Founder, CallSphere
LinkedInSagar Shankaran is the founder of CallSphere, where he builds production AI voice and chat agents deployed across healthcare, hospitality, real estate, and home services. He writes about agentic AI, LLM engineering, and shipping voice agents that handle real calls in production.
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