Selling in the Dwelling

Senja Spelman of Sisu Synergy has a question for contractors who say they need more leads: 

Do you really? 

What if the bigger problem is what happens after the lead comes in? Senja and Allan get into the disconnect between marketing and sales, why throwing more money at lead generation may be masking a much bigger issue, and what companies should examine before spending another dollar. 

Senja even makes the bold argume...

Tony Hoty of Tony Hoty Training and Consulting has spent more than three decades mastering person-to-person marketing, lead generation, canvassing, and sales. Tony joins Allan to break down how pattern interrupts can lower a homeowner’s guard and create an opening for a real conversation. 

From his philosophy of “before you can charm them, you must first disarm them” to using questions instead of statements, T...

Stefanie Couch of Grit Blueprint knows that being great at what you do isn't enough if nobody knows WHY you're different. 

With roots in the building industry and a lifelong love of sales, Stefanie helps contractors uncover what truly sets them apart and communicate it in a way customers actually care about. 

She and Allan dig into why so many contractor websites and marketing messages look exactly the same, why your work d...

Samantha McGuinness of Enabled Remodeler believes the best marketing doesn't happen behind a screen, it happens face to face. 

Drawing from years of building successful field marketing programs, Samantha shares why home shows, community events, and retail partnerships continue to outperform many digital marketing channels when done with the right strategy. 

She explains how qualifying homeowners through authentic conversati...

Brigham Dickinson, founder of Power Selling Pros, believes most home service companies don't have a lead problem, they have a conversion problem. 

After experiencing the failure of his own business, Brigham discovered that success isn't about generating more phone calls; it's about creating trust from the very first conversation. He shares how customer service representatives, technicians, and sales professionals can transform ...

What would you do if your top-selling rep was blowing everyone else out of the water, but something felt off?

Most owners look the other way. The numbers are good. Why rock the boat?

My guest on this week's Selling in the Dwelling did the hard thing. He dug deeper, found out his star performer was running unethical sales, and fired him.

What happened next?

Six record-breaking months in a row.

Al Levi grew up in a family plumbing, heatin...

Lauren Kingsley of Lauren Kingsley Strategy believes sustainable business growth doesn't start with more leads, it starts with better systems. 

Drawing on her years of experience in marketing strategy, operations, and digital transformation, Lauren explains why every part of a home improvement business must work together to create predictable growth. From aligning marketing with business goals to eliminating operational bottlen...

Torlando Hakes of Craftsman Painter believes the best sales process isn't about applying more pressure, it's about helping customers make better decisions. 

Drawing from his background as a painting contractor with his own company, entrepreneur, and technology innovator, Torlando shares how collaboration, virtual selling, and proven systems are reshaping the home improvement industry. He explains why trust is built by guiding h...

Tim Musch of Paradigm Vendo has spent more than four decades helping home improvement companies adapt to changing technology, and he believes the next major shift is already here. 

From the early days of CRM software to today's AI-powered buying journey, Tim shares how contractors can stay ahead by embracing innovation without losing sight of the customer experience. 

He explains why today's homeowners arrive more informed ...

Ryan Shutt of Allied Siding & Windows shares why customer experience should begin long before a salesperson arrives at the door. 

After nearly two decades in the home improvement industry, Ryan has built his leadership philosophy around transparency, trust, and creating raving fans. From personalized video communication and proactive project updates to call center training and homeowner expectations, he explains how every t...

Corey Cousins of Destination Motivation shares why the most successful professionals in home improvement sales focus on people over products. Drawing from years of experience in sales training and contractor sales, Corey explains why customers buy with emotion and justify their decisions with logic. 

From building trust and creating a better customer experience to asking the right questions during the sales process, he breaks d...

Megan Beattie of Tony Hoty & Associates has built her reputation helping home improvement companies solve one of the biggest challenges in the industry: generating quality leads. From call centers and home shows to retail marketing and lead management, Megan shares why many contractors are struggling today after the post-pandemic boom years and what it takes to create a consistent flow of opportunities without relying solely on...

Greg Cummings of Power 100 has spent years studying what separates great home improvement companies from average ones. Through interviews with industry leaders and Power 100's contractor ranking platform, Greg has seen firsthand that long-term success isn't built on flashy marketing or rapid growth alone. The companies that rise to the top consistently invest in leadership, culture, customer experience, and a reputation that stands...

Mandy McEwen of ModGirl Marketing and Luminetics believes the future of sales belongs to the people willing to build real relationships online. 

After starting her career in home improvement sales with companies like Sherwin-Williams and Renewal by Andersen, Mandy discovered the power of relationship-driven marketing long before personal branding became a trend. What began as teaching herself online marketing while selling wind...

Most sales reps don’t fail because they lack talent—they fail because they have no idea what they’re doing wrong.

That’s the gap Sebastian Jimenez set out to solve with Rilla, a platform built around one simple but powerful idea: capture real sales conversations and turn them into coaching opportunities. What started as a rough concept evolved, through years of trial, error, and market pivots, into one of the...

In this episode of Selling in the Dwelling, Allan Langer sits down with Dean Curtis, CEO of Ingage, the incredible software presentation platform that is transforming the industry. They both break down how modern in-home sales is shifting—and why the traditional “flip book” or linear presentation is quietly killing your close rate. 

Dean shares how Ingage was built to solve a real problem: sales reps need to b...

What does it really take to build a billion-dollar business in the home improvement space and still sleep at night? In this kickoff episode of Selling in the Dwelling, Allan Langer sits down with Matt Esler, owner of one of THE largest Renewal by Andersen affiliates in the United States, to unpack what separates high-volume sales from true, sustainable success.

This conversation goes beyond scripts and closes. Matt shares how shifti...