For decades, the home services industry operated on a familiar rhythm: a phone call to begin the relationship, in-person estimates and price was revealed only after a contractor had time to “build value” in the living room or at the kitchen table. Sales models were structured around human interaction, controlled information flow, and staged disclosure, with pricing positioned as the final step in the process, not the first.

But, that model no longer aligns with how homeowners behave.

Today’s consumers expect immediate access to information. They research late at night from their phones, compare options without speaking to a representative, and even outsource their decision-making to AI tools that summarize contractors to one another before a business ever receives a call. In this environment, the first question is no longer who to trust, it's, "what will this cost me?" 

Pricing has become the primary gateway to engagement.

As a result, contractors who can deliver fast, accurate and transparent pricing are doing much more than modernizing their operations; they're outperforming competitors still relying on legacy sales models. Instant pricing has become a competitive differentiator that determines visibility, lead quality and conversion efficiency.

This shift is driving a transformation across the trades, with platforms like Contractor Commerce turning contractor websites into fully functional digital storefronts. Rather than acting as static marketing tools, contractor websites are becoming transactional platforms where homeowners can browse services, view pricing, generate instant quotes, and purchase directly — on their own time and on their own terms.

I spoke with President of Contractor Commerce, Paul Redman, about contractors navigating the shift from traditional sales models to ecommerce-driven customer journeys.

Q: In your opinion, how have customer expectations changed in the home services industry over the past few years, and why is instant pricing becoming so important? 

If you look at how homeowners research today, it’s completely different than even five years ago. They still want to go deep on a contractor’s website — but they’re increasingly letting AI do that work for them. There’s now a “middleman” in the buying journey, whether it’s ChatGPT or another tool, and it’s answering their questions before the contractor ever gets a chance. 

And the very first question every homeowner has is, “What does this cost?” 

If you don’t answer that quickly and clearly, AI will pull that information from someone who does. Instant pricing isn’t about cheapening the work, it’s about building trust, reducing anxiety, and keeping yourself in the conversation. 

What are the biggest challenges contractors face when moving from traditional sales methods to online quoting and ecommerce? 

Honestly, the biggest hurdle is the story contractors are telling themselves. 

For decades the belief has been, “I have to spend 90 minutes in the living room or at the kitchen table building value before I can reveal the price.” But homeowners don’t operate that way anymore. They’re just like us; they want to know the price so they can decide whether the conversation is worth continuing. 

Operationally, the challenge is getting offerings structured in a way that works online. And emotionally, it’s getting comfortable with transparency. But technology isn’t the barrier, mindset is. 

Can you explain how Contractor Commerce and platforms like it can help contractors turn their websites into full online stores? 

Contractor Commerce is designed to be the simplest way for a contractor to add ecommerce to their website. It’s a lightweight plug-in, usually just a small snippet of code so there’s no big web project or development lift. And once it’s installed, everything is fully branded to the contractor, so it feels seamless to the homeowner. 

Behind the scenes, we handle all the complexity: product setup, pricing tools, good/better/best options, memberships, and even fulfillment for things like filters. The contractor gets a modern online store without becoming an ecommerce expert, and the homeowner gets a clean, self-serve shopping experience right on the contractor’s site. 

How does providing instant quotes and transparent pricing impact lead quality and close rates for contractors? 

When someone sees realistic pricing and still reaches out, that’s a higher-intent lead. It means they’ve self-qualified. You waste less time, and the conversations you have are more meaningful. 

And here’s the truth: transparent pricing doesn’t create price shoppers it filters out the ones who were never your customers to begin with. 

Clear pricing actually leads to better close rates, because the customer feels informed and respected. 

What trends are you seeing in consumer behavior that are driving contractors to adopt digital sales tools? 

I see a few things happening: 

• Consumers research through AI now. They’re not clicking around your site — they’re asking a chat agent to summarize it.  
• People want to engage on their own time. Nights, weekends, early mornings. 
• Decision-making is becoming more self-guided. Homeowners want to feel informed before they ever talk to a CSR or advisor. 

Add to that the emotional reality: people are anxious about big purchases. When you show pricing early, or even a monthly payment, you can disarm that anxiety instantly. 

How quickly can contractors see ROI after implementing an ecommerce solution like yours? 

Much faster than most expect! 

If a contractor already has steady website traffic, they often see wins in the first few weeks — filter sales, maintenance plan enrollments, estimate requests that previously never would’ve come in. 

The real ROI, though, shows up in efficiency: 

• Fewer unqualified calls 
• Better-prepared customers 
• Higher-intent appointments 
• A sales process that’s faster because the customer already knows the price range. 

Contractors spend thousands fighting for a click on Google. Ecommerce helps convert the traffic they already have. 

How do AI and automation play a role in improving the customer experience for home service businesses? 

AI improves the customer experience by giving homeowners what they want most: clear, accurate answers the moment they need them. Instead of waiting on hold or digging through Google, they can ask a question and get consistent, trustworthy guidance instantly. 

Automation then removes the friction in the process. It handles follow-ups, reminders, recommendations, and self-serve steps so the customer feels supported without having to chase information.  

So ... AI provides clarity. Automation provides momentum. Together, they create an experience that feels faster, more transparent, and far more customer-friendly than what most contractors offer today. 

Are certain trades — HVAC, plumbing, electrical — seeing more success with ecommerce than others? If so, why? 

HVAC is leading, mainly because system pricing is one of the most common questions homeowners ask AI today. Filters, IAQ products, memberships… these are natural ecommerce fits. 

But, plumbing and electrical aren’t far behind. Anywhere you hear, “What does this cost?” there’s an opportunity for ecommerce / instant quoting 

What advice would you give contractors who are hesitant to move away from phone calls and in-person estimates? 

I always say: don’t be the contractor from 2010 who refused to build a website. In 10 years, we’ll be looking at pricing transparency the same way. The shift is already happening. 

Nobody is saying replace the human connection — absolutely not. But, you earn that connection by giving customers the information they need early. 

If someone is going to get a ballpark price anyway, wouldn’t you rather they get it from you? 

Looking ahead, how do you see digital sales and ecommerce shaping the future of the home services industry over the next 5–10 years? 

I think we’re heading toward a world where the homeowner can research, configure, compare, and price out solutions without ever leaving an AI assistant. That doesn’t replace contractors, it elevates the ones who are visible, transparent, and trustworthy. 

In 5–10 years, every serious contractor will: 

• Publish real pricing 
• Offer a 24/7 online buying journey 
• Use AI to educate customers 
• Integrate ecommerce into memberships, repairs, and full system installs 

The contractors who adopt this early won’t just win more customers — they’ll define the new standard for the entire industry. 

 Homeowners have changed how they research and make decisions. Information is expected to be immediate and transparent, and pricing is now the first step in the process instead of the last. 

Contractors who recognize this shift know that their digital presence matters. The industry is moving towards a model where visibility is more important than ever! Contractors who publish accurate pricing, enable 24/7 digital buying journeys and keep in mind the modern homeowner will be the ones who stand out among all of the other names on Google.