Joy Hawkins Just Measured The New AI Local Pack: It Cuts Two Out Of Three Businesses From The Old 3-Pack. The Call Button Is Gone. If Your Booking Software Cannot Return A Slot In Under One Second, You Lose The Lead.
Joy Hawkins ran the math on the new AI local pack and the answer is uncomfortable. Hawkins — the local SEO researcher whose data has set the standard for ten years — tracked which businesses Google’s new AI-powered local results surface versus the legacy 3-pack. The new AI local pack surfaces only 32 percent of […]
Cycle 11 In One Frame: AI Search Hit 1B MAUs, EPA Pivoted Twice, Hurricane Season Went Quiet, And 340,000 Electricians Left Residential. The Trade Economy Just Forked. Pick Your Side By June 30.
Eight days. Seven trades. One thesis. Cycle 11 of the Marketing Code rotation closes today. Look at the seven prior posts in one frame and the structural shift becomes unmissable. The trade economy just forked. One branch books the work. The other branch fights for scraps. The split runs along a single axis — AI […]
Stargate Just Sucked 340,000 Electricians Into Data Centers. Residential Service Wait Times Are 4 To 8 Weeks. The Shops Who Win AI Mode For Panel Upgrades And EV Chargers Print Money This Summer.
The math has flipped on residential electrical work. Just Construction’s May 28 analysis pegs the unfilled data center workforce gap at 340,000 positions by end of 2026 without major intervention. Permanent data center employment is projected to reach 650,000 by year-end — a 30 percent increase from 2023. MEP engineer vacancies are averaging 4.2 months […]
NOAA Just Called Another Quiet Hurricane Season. Verisk Says Roof Claims Are Down 87% From The Four-Year Average. Replacement Costs Are Up Anyway. The Roofers Who Win Q3 Stop Selling Storms And Start Selling Something Else.
If your sales pipeline runs on storms, read this twice. NOAA released the 2026 Atlantic hurricane season outlook on May 22. Below-normal activity. 55 percent chance of a quieter-than-average season, 10 percent chance of above-normal. Forecast range: 8 to 14 named storms, 3 to 6 hurricanes, 1 to 3 major hurricanes. Average season is 14 […]
EPA Killed The R-410A Install Deadline Last Week. Your Truck Bay Just Got Permission To Burn Through Old Inventory. HARDI Says That Decision Could Cost The Industry $8 Billion. Here Is How To Win Either Way This Summer.
The EPA killed the R-410A installation deadline last Thursday. May 21, 2026. Final rule, signed and published. Effective July 27. The 2023 Technology Transitions Rule that prohibited installing R-410A residential and light commercial systems after January 1, 2026 is gone. Existing R-410A inventory can be installed indefinitely. Distributor warehouses full of pre-2025 condensers, air handlers, […]
LSA Just Hit 70% Adoption And $53 Cost Per Lead. Google Ads Costs $104. That Math Held For Two Years. The Summer Of Agentic Booking Is About To Break It.
The biggest contractor marketing benchmark of the year dropped this month. SearchLight’s Home Services LSA Benchmark — released February 2026, fresh writeup last week — tracked $6.72 million in ad spend across 888 contractors and 126,650 leads. Read the numbers slow. They change how you budget for Q3. Average Local Services Ads cost per lead: […]
Apple Just Paid $250M For The Last Siri Lie, Then Handed The New Siri To Google Gemini. The Camera Is Becoming The Search Bar. Twelve Days Until WWDC Rewires Every iPhone In Your Service Area.
Twelve days from now your customers’ phones change. Apple confirmed WWDC 2026 last week. Keynote June 8, 10 a.m. Pacific. iOS 27 ships in September. The single biggest update to Siri since the iPhone 4S drops with it. Bloomberg’s Mark Gurman reports the new Siri gets a dedicated app, chat-bubble interface, lives in the Dynamic […]
78% Of Local Trades Are Invisible To AI Right Now. 88% Have No Plan. Google’s May 2026 Core Update Just Dropped. Here Is The Six-Move GEO Playbook For Your Shop.
Two numbers from last week — pin them above your desk. 78% of local-services brands are invisible to AI answer engines. That’s the 5W AI Visibility Index, May 2026 release, home services category. The top cited results in ChatGPT, Perplexity, Gemini, and Google AI Mode for “best plumber near me,” “HVAC contractor in [city],” “roofers […]
Google Just Announced That For Home Repair, Beauty, and Pet Care, AI Will Call Businesses On Your Behalf This Summer. The Phone Call Between You And The Customer Is About To Get An Agent Standing In The Middle.
Last Tuesday at Google I/O, Sundar Pichai announced Google is redesigning the search box for the first time in 25 years. The bigger announcement, the one that should pin every contractor reading this to their chair, was buried four paragraphs down. Quote, directly from the Google blog: “For select categories like home repair, beauty or […]
PJM Capacity Just Cleared at $329 Per Megawatt-Day. Up 833 Percent in Two Summers. Your Residential Customer Is Searching For an Answer. NEC 2026 Changed the Install Conversation. Here Is the Smart-Panel Play.
PJM’s 2026/2027 capacity auction cleared at $329.17 per megawatt-day. Up from $269 the year before. Up from $28.92 two years ago. That is an 833 percent jump in two summers. Translation for your residential customer: their power bill rises again this summer, on top of last year’s rise, on top of the year before. Data […]