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The Contractors AI Recommends Are the Ones Who Stayed in Touch
AI didn't make relationships less important. It made them the one thing your competitors can't copy.
September 24, 2026 @ 11:00 AM EDT
Every contractor in your market has the same AI tools now. Speed and information are table stakes.
Cold leads keep getting harder to close, while past customers close at higher rates for a fraction of the cost.
Here's what most contractors miss: the relationship work that turns past customers into repeat and referral jobs is the same work that gets you recommended by AI.
When a homeowner asks ChatGPT who to hire, the answer is built on rating, review volume, recency, and whether the owner responds. A thank-you gift, a well-timed follow-up, a referral ask. Those keep fresh five-star reviews coming in.
Key Takeaways
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Why cold lead close rates are falling, and why your past customer list is now your highest-return, lowest-cost channel
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How ChatGPT and Google AI overviews decide which contractors to recommend, and which review signals actually move the needle
-
A system for turning past customers into a steady stream of fresh five-star reviews, not a one-time thank-you
-
How to build thank-you gifts, timed follow-ups, and referral asks into something repeatable
Meet Your Speakers
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Felipe Ros is President of gFour Marketing, the relationship marketing firm behind review, referral, and repeat-business programs for home improvement contractors. He came to the role through Ros Capital Partners, the investment firm he leads, which recapitalized gFour in 2023, and he brings a finance and private investment background that includes SBJ Capital and investment banking at Atlas Advisors. He holds a master's in international finance from HEC Paris and a finance degree from the University of Maryland.
Felipe Ros is President of gFour Marketing, the relationship marketing firm behind review, referral, and repeat-business programs for home improvement contractors. He came to the role through Ros Capital Partners, the investment firm he leads, which recapitalized gFour in 2023, and he brings a finance and private investment background that includes SBJ Capital and investment banking at Atlas Advisors. He holds a master's in international finance from HEC Paris and a finance degree from the University of Maryland.
Pete Dabbelt is VP of Sales at gFour Marketing, where he helps home improvement contractors turn completed jobs into repeat business and referrals. Before gFour, he led sales and later corporate development at improveit 360, the CRM platform built for the home improvement industry. Based in Charleston, South Carolina, he is a frequent voice on why word of mouth still outperforms paid leads.
Pete Dabbelt is VP of Sales at gFour Marketing, where he helps home improvement contractors turn completed jobs into repeat business and referrals. Before gFour, he led sales and later corporate development at improveit 360, the CRM platform built for the home improvement industry. Based in Charleston, South Carolina, he is a frequent voice on why word of mouth still outperforms paid leads.
Stephanie Baiocchi is Director of Marketing & Events at IMPACT, where she leads Endless Customers Live, the company's three-day conference for business owners and marketing leaders. She brings 15 years of digital sales and marketing experience across both the client and agency sides, and has produced more than 25 events, from national conferences to virtual summits and recurring community meetups. She is based in Chicago
Stephanie Baiocchi is Director of Marketing & Events at IMPACT, where she leads Endless Customers Live, the company's three-day conference for business owners and marketing leaders. She brings 15 years of digital sales and marketing experience across both the client and agency sides, and has produced more than 25 events, from national conferences to virtual summits and recurring community meetups. She is based in Chicago
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Every contractor in your market has the same AI tools now. Speed and information are table stakes.
Cold leads keep getting harder to close, while past customers close at higher rates for a fraction of the cost.
Here's what most contractors miss: the relationship work that turns past customers into repeat and referral jobs is the same work that gets you recommended by AI.
When a homeowner asks ChatGPT who to hire, the answer is built on rating, review volume, recency, and whether the owner responds. A thank-you gift, a well-timed follow-up, a referral ask. Those keep fresh five-star reviews coming in.
Key Takeaways
-
Why cold lead close rates are falling, and why your past customer list is now your highest-return, lowest-cost channel
-
How ChatGPT and Google AI overviews decide which contractors to recommend, and which review signals actually move the needle
-
A system for turning past customers into a steady stream of fresh five-star reviews, not a one-time thank-you
-
How to build thank-you gifts, timed follow-ups, and referral asks into something repeatable
Meet Your Speakers
Felipe Ros is President of gFour Marketing, the relationship marketing firm behind review, referral, and repeat-business programs for home improvement contractors. He came to the role through Ros Capital Partners, the investment firm he leads, which recapitalized gFour in 2023, and he brings a finance and private investment background that includes SBJ Capital and investment banking at Atlas Advisors. He holds a master's in international finance from HEC Paris and a finance degree from the University of Maryland.
Felipe Ros is President of gFour Marketing, the relationship marketing firm behind review, referral, and repeat-business programs for home improvement contractors. He came to the role through Ros Capital Partners, the investment firm he leads, which recapitalized gFour in 2023, and he brings a finance and private investment background that includes SBJ Capital and investment banking at Atlas Advisors. He holds a master's in international finance from HEC Paris and a finance degree from the University of Maryland.
Pete Dabbelt is VP of Sales at gFour Marketing, where he helps home improvement contractors turn completed jobs into repeat business and referrals. Before gFour, he led sales and later corporate development at improveit 360, the CRM platform built for the home improvement industry. Based in Charleston, South Carolina, he is a frequent voice on why word of mouth still outperforms paid leads.
Pete Dabbelt is VP of Sales at gFour Marketing, where he helps home improvement contractors turn completed jobs into repeat business and referrals. Before gFour, he led sales and later corporate development at improveit 360, the CRM platform built for the home improvement industry. Based in Charleston, South Carolina, he is a frequent voice on why word of mouth still outperforms paid leads.
Stephanie Baiocchi is Director of Marketing & Events at IMPACT, where she leads Endless Customers Live, the company's three-day conference for business owners and marketing leaders. She brings 15 years of digital sales and marketing experience across both the client and agency sides, and has produced more than 25 events, from national conferences to virtual summits and recurring community meetups. She is based in Chicago
Stephanie Baiocchi is Director of Marketing & Events at IMPACT, where she leads Endless Customers Live, the company's three-day conference for business owners and marketing leaders. She brings 15 years of digital sales and marketing experience across both the client and agency sides, and has produced more than 25 events, from national conferences to virtual summits and recurring community meetups. She is based in Chicago
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