Today’s episode is one of my favorites because it cuts through a lot of the noise happening right now around AI, marketing, and growth in the home services industry.

My guest is Dmitry Lipinskiy founder of Roofing Insights.

Dmitry is a former roofing contractor, a long-time content creator, and one of the most consistent voices in our industry when it comes to calling out what actually works — and what’s just hype.

We first met years ago when he was still running his roofing company and just starting his YouTube channel, and watching how far he’s taken that platform since then has been incredible.

In this conversation, we don’t treat AI like a magic solution. Dmitry has a very clear stance: AI doesn’t make you smarter — it makes you dumber if you don’t know how to think.

We talk about why so many contractors chase tools instead of fundamentals, why discipline beats technology every time, and how most people already know what they need to do… they just don’t do it.

We get into how Dmitry actually uses AI in real life — not to replace thinking, but to proofread, structure ideas, improve content, and save time when he hits a wall. We talk about why content marketing works better than ads long-term, how trust compounds, and why consistency matters more than talent.

We also dive into branding, referrals, and the emotional side of the customer journey — why two contractors can do the same quality work, but one gets all the referrals. Dmitry explains why memorability, communication, and experience matter more than craftsmanship alone.

This episode is for contractors who are tired of chasing shortcuts and want to build something real — whether that’s a brand, an audience, or a business that lasts. It’s about thinking clearly, simplifying instead of overcomplicating, and doing the unsexy work consistently.

If you’re trying to figure out how AI, content, branding, and discipline actually fit together — and what not to waste your time on — this conversation will give you a lot to think about.

Let’s get into it.

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Links & resources:

Linkedin: https://www.linkedin.com/in/dmitry-lipinskiy-aa5b948a/

Facebook: https://www.facebook.com/dmitrylipinskiy

Website: https://www.roofinginsights.com/