How Today’s Homeowners Choose an Outdoor Living Contractor: A Dealer’s Guide to Winning More Projects
Today’s homeowners choose an outdoor living contractor long before they make the first phone call. They compare reviews, browse project photos, visit company websites, check Google Business Profiles, and increasingly use AI tools like ChatGPT to research companies. Contractors who build trust online are far more likely to earn the consultation—and ultimately, the project.
The Buying Journey Has Changed
If you’re still relying primarily on referrals or hoping the phone rings after placing an ad, you’re missing how homeowners shop today.
Years ago, homeowners often asked a neighbor for a recommendation and scheduled estimates with a few local contractors. While referrals remain valuable, they’re now only one piece of a much larger decision-making process.
Today’s homeowner is more informed, more connected, and more selective.
Before reaching out, most homeowners have already researched your company online. They’ve looked at your recent projects, read customer reviews, compared competitors, explored your website, and often formed an opinion before you’ve had the opportunity to introduce yourself.
For outdoor living companies specializing in sunrooms, pergolas, patio covers, screen rooms, decks, or outdoor kitchens, this shift creates both a challenge and an opportunity. The companies that consistently invest in their digital presence are building trust before the first conversation ever takes place.
Your Customer Acquisition Pipeline Starts Online
Think about the last major purchase you made.
You probably didn’t call the first company you found.
Instead, you likely:
- Read online reviews
- Compared multiple companies
- Visited several websites
- Looked through project photos
- Checked social media
- Searched Google for additional information
- Looked for signs of professionalism and credibility
Homeowners do exactly the same thing when planning an outdoor living project.
In many cases, they’re making a significant investment that will become a permanent part of their home. They want confidence that they’re choosing the right contractor.
Every digital touchpoint either builds confidence—or creates doubt.
Where Homeowners Actually Begin Their Search
Many contractors assume homeowners begin on Google.
Some do.
But many are inspired long before they start searching.
A homeowner might see a beautiful covered patio on Facebook.
They may save a pergola design they discovered on Instagram.
A backyard transformation video on TikTok might inspire them to finally build the outdoor space they’ve been talking about for years.
Once inspiration strikes, the research begins.
The homeowner moves from dreaming about the project to evaluating who they can trust to build it.
This journey typically looks something like this:
Stage 1 – Inspiration
- TikTok
- YouTube
They aren’t looking for a contractor yet.
They’re collecting ideas.
Stage 2 – Research
Once they’ve decided they want to move forward, homeowners begin searching for local companies.
This is where they typically evaluate:
- Google Business Profiles
- Google Reviews
- Company websites
- Before-and-after galleries
- Project portfolios
- Testimonials
- Financing options
- Product manufacturers
- Years in business
Increasingly, homeowners are also using AI-powered search tools like ChatGPT and Claude to ask questions such as:
- Who are the best outdoor living contractors near me?
- What’s the difference between a pergola and a patio cover?
- What should I ask before hiring a contractor?
- Which companies have the best reviews?
If your business isn’t visible where homeowners are looking, you’re often eliminated before you even know the opportunity existed.
Trust Is Built Long Before the First Phone Call
One of the biggest misconceptions in home improvement sales is that trust begins during the consultation.
In reality, trust often begins weeks earlier.
Homeowners quietly evaluate dozens of signals before contacting a contractor.
They ask themselves questions like:
- Does this company look established?
- Are their reviews recent?
- Do they specialize in projects like mine?
- Can I picture this company working on my home?
- Would I feel comfortable inviting them into my property?
These questions aren’t answered during a sales presentation.
They’re answered online.
Every review, every project photo, every educational article, every social media post, and every response to customer questions contributes to the overall impression of your company.
Strong contractors understand they’re building trust every day—not just when they’re sitting at a homeowner’s kitchen table.
What Homeowners Look for Before Requesting an Estimate
While every homeowner is different, most are looking for the same indicators of credibility.
A Strong Online Reputation
Reviews continue to be one of the most influential decision factors.
Homeowners aren’t necessarily looking for a perfect five-star rating.
They’re looking for consistency.
Recent reviews.
Thoughtful responses.
Real customer experiences.
Project Photography
Outdoor living is visual.
Professional photography and videos help homeowners imagine what’s possible in their own backyard.
Before-and-after transformations are especially powerful because they tell a story.
They demonstrate craftsmanship while helping prospects envision the final result.
A Professional Website
Your website should answer the questions homeowners are already asking.
It should clearly explain:
- Services offered
- Products available
- Service areas
- Financing options
- Project galleries
- Frequently asked questions
- Ways to contact your team
A modern website isn’t simply an online brochure.
It’s often your first salesperson.
Educational Content
Today’s homeowners appreciate companies that educate rather than simply sell.
Helpful articles, buying guides, videos, and FAQs position your business as a trusted advisor instead of just another contractor competing on price.
When homeowners feel informed, they’re more confident moving forward.
Google Business Profile: Your New Digital Storefront
Once homeowners narrow their list of potential contractors, one platform consistently plays a major role in their decision: Google Business Profile (GBP).
For many homeowners, your Google Business Profile creates the first impression of your company. Before they visit your website or call your office, they’re evaluating what they see directly in Google Search and Google Maps.
A well-maintained profile immediately builds confidence by showcasing:
- Recent customer reviews
- Project photos
- Business hours
- Service areas
- Contact information
- Questions and answers
- Recent updates and posts
An outdated or incomplete profile, on the other hand, can cause homeowners to question whether your business is active, established, or responsive.
Simply put, your Google Business Profile has become one of your most valuable sales tools.
AI Is Changing How Homeowners Research Contractors
Search behavior continues to evolve.
While Google remains a primary research tool, more homeowners are turning to AI-powered platforms like ChatGPT, Claude, and Google’s AI Overviews to answer questions before contacting a contractor.
Instead of searching only for:
“Sunroom contractor near me.”
They’re asking questions like:
- Who are the best-rated outdoor living contractors in my area?
- What should I know before building a patio cover?
- How much maintenance does a pergola require?
- What questions should I ask before signing a contract?
- Which outdoor living companies have the best customer reviews?
These platforms look beyond keywords. They evaluate the overall authority and trustworthiness of a business across multiple online sources.
That means your digital presence—including your website, Google Business Profile, customer reviews, educational content, and social media—works together to influence how AI recommends businesses.
Contractors who consistently provide helpful, accurate, and trustworthy information are better positioned to earn visibility as AI-powered search continues to grow.
Five Mistakes That Cause Homeowners to Choose Someone Else
Many contractors don’t lose projects because they lack experience—they lose them because they create uncertainty during the research process.
Here are five common mistakes that send homeowners to a competitor:
1. Inconsistent Online Information
Different phone numbers, outdated addresses, or conflicting business hours create doubt. Homeowners expect accurate, consistent information wherever they find your business.
2. Few or Outdated Reviews
A company with only a handful of old reviews may appear inactive. Consistently earning new reviews demonstrates reliability and ongoing customer satisfaction.
3. Poor Project Photography
Outdoor living is highly visual. Dark, blurry, or outdated photos fail to showcase your craftsmanship. Professional images of completed projects help homeowners picture what’s possible for their own property.
4. A Website That Doesn’t Answer Questions
If visitors can’t quickly understand your services, service areas, financing options, or process, they’ll often move on to another contractor with a clearer online presence.
5. Slow Follow-Up
Even after a homeowner reaches out, speed matters. A delayed response can undo all the trust you’ve built online. Companies that respond quickly are far more likely to schedule consultations and win projects.
What Homeowners Are Evaluating Before They Contact Your Business
Many outdoor living dealers assume the sales process begins when the phone rings. In reality, homeowners have often completed much of their evaluation before requesting an estimate.
They’re quietly asking themselves questions like:
- Does this company specialize in projects like mine?
- Can I trust the quality of their work?
- Do they have recent, authentic customer reviews?
- Can I see examples of completed projects?
- Do they appear professional and established?
- Will they communicate throughout the project?
- Do they install quality products backed by strong warranties?
- Does their experience give me confidence they’ll do the job right?
If your website, Google Business Profile, social media, and online reviews don’t answer these questions, homeowners will often continue researching other contractors who provide greater confidence.
The goal isn’t simply to generate more website visitors—it’s to remove uncertainty before the first conversation ever takes place. Every project photo, customer testimonial, educational article, and positive review helps reassure homeowners that they’re making the right choice.
The contractors who consistently win more projects understand that today’s homeowners are evaluating trust just as much as price.
Why Local Experience Matters
Every community has unique architectural styles, permitting requirements, weather conditions, and homeowner expectations.
Working with a contractor who understands your local market offers several advantages:
- Familiarity with regional building codes
- Knowledge of climate-specific products and materials
- Experience working with local municipalities and HOAs
- An established reputation within the community
- A portfolio of nearby projects you may be able to visit
Local expertise doesn’t just simplify the construction process—it gives homeowners greater confidence from the very beginning.
The Bottom Line
Today’s homeowners don’t hire the first contractor they find.
They hire the contractor they trust.
That trust is built through every interaction—long before the first consultation.
Professional project photography.
Consistent five-star reviews.
An informative website.
A complete Google Business Profile.
Helpful educational content.
Responsive communication.
Together, these elements create a strong first impression and demonstrate the professionalism homeowners expect when investing in their outdoor living space.
Companies that embrace this modern buying journey don’t just generate more leads—they attract more qualified homeowners who are already confident in their decision to reach out.
Frequently Asked Questions
How do most homeowners find an outdoor living contractor today?
Most homeowners begin with online research. They often discover ideas on social media before comparing contractors through Google searches, Google Business Profiles, customer reviews, project galleries, and company websites.
What is the most important factor when choosing an outdoor living contractor?
Trust is typically the deciding factor. Homeowners look for a combination of positive reviews, quality project photos, experience, clear communication, and a strong online presence before requesting an estimate.
Do customer reviews really influence hiring decisions?
Absolutely. Reviews provide real-world proof of a contractor’s workmanship, professionalism, and customer service. Consistently earning recent reviews helps build credibility and confidence.
Why is Google Business Profile so important?
Your Google Business Profile is often the first place homeowners interact with your business. A complete profile with current photos, reviews, accurate information, and regular updates can significantly improve visibility and trust.
Is social media important for outdoor living contractors?
Yes. Platforms like Facebook and Instagram inspire homeowners with project ideas and showcase your craftsmanship. Social media often creates the initial interest that eventually leads homeowners to research your company.
Help Your Business Become the Contractor Homeowners Choose
Today’s homeowners are doing more research than ever before—and they’re often deciding who they’ll contact before they ever pick up the phone.
The outdoor living companies winning more projects understand that every online touchpoint matters. From social media and Google Business Profile to customer reviews, project photography, and educational content, each interaction builds trust and moves homeowners one step closer to requesting a consultation.
If your marketing strategy isn’t aligned with how homeowners buy today, you’re likely losing qualified opportunities to competitors who have invested in their online presence.
At Bennington Brookstone, we help outdoor living companies generate more qualified leads by building the digital trust homeowners expect. Through strategic social media, Google Business Profile management, local SEO, paid advertising, marketing automation, and CRM integration, we help dealers turn online visibility into predictable revenue.
Ready to attract more qualified homeowners? Schedule a complimentary Lead Growth Strategy Session and discover how our Outdoor Living Growth Program can help your business generate more leads, book more appointments, and close more projects.
