Paul Redman, vice president of sales and success at Contractor Commerce, said the trend is reshaping how contractors connect with potential customers and where those conversations begin. 

“The big shift is that the buying process is starting before the contractor even knows the homeowner exists,” Redman said. 

The broader concept is often referred to as agentic commerce, in which AI tools help consumers research products, compare options, evaluate scenarios, and in some cases assist with completing transactions. 

While AI can help consumers gather information, Redman said contractors remain essential to evaluating site conditions, defining project scope, and translating online research into real-world project decisions. 

“If AI is helping homeowners research, compare, decide, and eventually transact, contractors need to make sure they are part of that journey and not just waiting for a lead to show up.” 

Redman said the biggest opportunity for contractors is to close the gap between information and installation.  

“AI can help homeowners become more informed before they reach out, but the contractor has to validate the situation, build trust, and guide the customer toward the right decision.”  

ACHR NEWS: Homeowners are increasingly starting the buying process through AI-driven conversations before contacting a contractor. What does that shift look like today in the HVAC industry? 

Paul Redman (PR): Homeowners are no longer starting from zero when they contact a contractor. 

In the past, the buying journey usually started with a phone call, a form fill, or an appointment. Now, homeowners are doing a lot more research before they ever reach out. They are asking AI tools things like, “How much should a new HVAC system cost?”, “Do I need a heat pump or a furnace?”, “Should I repair or replace?”, and “What brands should I consider?” 

By the time they contact a contractor, they often already have a rough understanding of the options, the price range, and the questions they want answered. They are looking for confidence, clarity, and a next step. 

ACHR NEWS: How are AI tools changing the kinds of questions homeowners ask before they ever pick up the phone or submit a lead form? 

PR: AI is helping homeowners ask better questions. Instead of just asking, “How much is a new a/c unit?”, they are asking things such as, “What system makes sense for my home? What are the pros and cons of repairing versus replacing? What should be included in an estimate? Why are HVAC quotes so different? What should I expect before I schedule an appointment?” 

They are trying to understand the decision, not just the product. The challenge is that AI will answer those questions whether the contractor is part of the conversation or not. The opportunity is for contractors to make sure their own website and buying experience can answer those questions in a way that is accurate, helpful, and connected to their business. 

That is a big part of how we think about agentic commerce for contractors. The goal is not just to have AI answer random questions. The goal is to help the homeowner move from question to decision in a way that still keeps the contractor in control of the customer relationship. 

ACHR NEWS: What impact does this have on the traditional first interaction between a contractor and a customer? 

PR: The first interaction is changing. Historically, that first conversation was where the contractor started educating the homeowner. That still matters, but now the homeowner may already understand the basics. They may already have a price range in mind. They may have already compared options. 

So the contractor’s job becomes less about starting from scratch and more about building trust, validating what the homeowner has learned, and helping them make the right decision. That does not make the contractor less important. It makes them more important. But it does mean contractors need to be ready for homeowners who are more informed, more price-aware, and further along in the buying process. 

The larger concern is that big technology platforms are all trying to become part of the transaction layer for local services. Search engines, AI assistants, marketplaces, and other platforms all want to help consumers move from research to purchase. For contractors, the question is whether that transaction happens on someone else’s platform or inside an experience the contractor owns. 

ACHR NEWS: Are contractors starting to see differences in lead quality or customer expectations as more homeowners use AI tools to research products, pricing, and services ahead of time? 

PR: Yes. Homeowners expect more transparency and speed. They are used to getting answers instantly in almost every other part of their lives. Then they come to HVAC and are often asked to fill out a form, wait for a call, schedule an appointment, and only then start to understand their options. 

That gap is becoming more obvious. When contractors give homeowners a better digital buying experience, the conversations are often more productive. A homeowner who has already seen options, pricing ranges, financing, and next steps is usually better prepared for a real sales conversation. 

At that point, the lead is not just someone who filled out a form. It is a more qualified buying opportunity. 

This is where we see the next evolution of e-commerce for contractors. Now, the opportunity is bigger. It is about helping contractors participate in agentic commerce. 

ACHR NEWS: What opportunities does this create for HVAC contractors who are willing to adapt early to conversational buying experiences? 

PR: Contractors who adapt early can meet homeowners where they already are. Contractors who provide helpful, transparent, guided experiences on their own website can become part of that decision earlier. 

That creates a few big opportunities. They can build trust before the first call. They can help shape the buying criteria. And they can convert more website visitors into real opportunities by giving people a clear path forward. 

This is not about replacing the sales team. It is about making the sales conversation better. By the time the contractor connects with the customer, the customer is more informed, more engaged, and often more ready to move forward. 

Contractors have spent years building their brands, their reputations, and their customer relationships. Agentic commerce should make those relationships stronger, not move them further away from the contractor. 

AHCR NEWS: Looking ahead, how do you see AI shaping the customer journey and sales process for contractors over the next few years? 

PR: I think AI will move HVAC buying from static forms and generic lead capture to more guided, conversational experiences. 

The future is not just a chatbot answering basic questions. It is a buying experience that can understand what the homeowner is trying to solve, ask the right follow-up questions, use available property information, explain options, show pricing ranges, present financing, and help the homeowner take the next step. 

For contractors, the sales process will become more connected. Marketing, website conversion, sales, financing, scheduling, and follow-up will feel less like separate steps and more like one customer journey. 

That is why agentic commerce is such an important idea for this industry. The big platforms are going to keep trying to get closer to the transaction. They want to influence what homeowners see, who they choose, and how they buy. Our point of view is that contractors should not lose control of that layer. They should have the tools to deliver a modern, AI-guided buying experience under their own brand. 

ACHR NEWS: Where do you see the biggest gaps between AI-generated advice and what contractors encounter in the field? 

PR: The biggest gap is that AI can give homeowners a helpful starting point, but it does not always understand the real-world context contractors deal with in the field. 

AI might tell a homeowner what a system “should” cost, whether they should repair or replace, or what type of equipment may make sense. But once a technician is actually in the home, the answer depends on a lot more: the age and condition of the existing system, ductwork, electrical, code requirements, install complexity, access, brand availability, rebates, financing, and the homeowner’s comfort goals. 

The opportunity for contractors is to close that gap before it becomes a problem. Instead of letting generic AI tools shape the entire buying journey, contractors can bring that guidance into their own website with an experience that is transparent, accurate, and connected to their business. That means showing good-better-best options, pricing ranges, quote comparisons, memberships, deposits, checkout, and next steps in a way that still keeps the contractor in control. 

So the biggest gap is not that AI is “wrong.” It is that AI is incomplete without the contractor’s field expertise. The winners will be the contractors who use AI to educate and guide homeowners earlier, then pair that digital experience with the real-world knowledge needed to get the job done right.