Adriane Brooks of Renewal by Andersen of Central Virginia has coached hundreds of salespeople, and one lesson keeps showing up: the objections you hear from homeowners may be telling you more about yourself than the customer. Sales can act like a mirror, exposing what you believe about money, success, your own value, and even the profession itself. Adriane didn’t get into in-home sales because she dreamed of selling windows. She wanted to make the most amount of money she could, and she didn’t particularly care what the job was if the earning potential was there. But when she doubled her income in just six months and was still broke, she discovered that earning more doesn’t necessarily fix your relationship with money.

That experience eventually helped shape Rich Girl Revolution, Adriane’s program focused on helping successful women better understand their relationship with money, including the beliefs, emotions, spending habits, scarcity, and social pressures that can come with earning more. She and Allan also tackle why there are still so few women in home improvement sales and what companies may be missing when trying to recruit them. Adriane shares how being called “Window Barbie” by the only other woman in the room became something she turned into a superpower, and why one of her messages for women succeeding in male-dominated sales environments is simple: be kind to the other women who enter the room.

Lessons for Dwellers

• Look at recurring objections as a clue to what may need to change in your own sales approach.
• Understand your relationship with money instead of assuming earning more will solve everything.
• Stop judging a homeowner’s ability to buy before you walk through the door.
• Recognize how being underestimated can become an advantage in sales.
• In a male-dominated industry, be kind to the other women in the room.

Chapters

00:00 Introduction to Adrian Brooks and her sales journey
01:57 Adrian's entry into the home improvement industry
03:58 The three pillars: skill set, mindset, and will set
07:58 Handling objections and self-awareness in sales
11:49 The story of doubling income but still facing financial challenges
15:59 Understanding scarcity versus abundance mindset
20:04 The influence of epigenetics and family history on money beliefs
24:10 Creating a healthy relationship with money and emotional drivers
27:59 The importance of culture and environment in attracting women to sales
33:07 The Rich Girl Revolution: empowering women in sales
36:01 Advice for women in male-dominated sales industries
40:00 The power of being underestimated and breaking stereotypes
42:57 How to connect with Adrian Brooks and her initiatives

Connect with Adriane Brooks on LinkedIn: @AdrianeBrooks

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Marcus Sheridan of Question First Group has a message for sales professionals: stop practicing sales on your customers!

If your weekly “sales training” is really just reviewing pipelines, celebrating top producers, and talking numbers, Marcus says you’re not actually training. He and Allan dig into why real role plays, recording sales calls, and getting comfortable failing in front of your team can dramatically change the way reps communicate and perform.

But better selling isn’t just about practice. Marcus challenges some long-standing beliefs in home improvement sales, from putting too much emphasis on the close to hiding pricing from homeowners. 

He shares the questions that can create “light bulb moments,” why homeowners need permission to be completely honest with you, and what contractors may be missing as buyers become less patient and expect answers faster. 

Plus, why could refusing to talk about price online become an even bigger problem as AI changes how homeowners choose contractors?

Lessons for Dwellers

• Stop practicing sales on homeowners and start using real role plays to sharpen your skills.
• Focus more on discovery and communication instead of obsessing over the close.
• Ask deeper questions that help homeowners uncover the real reason behind their purchase.
• Create enough trust for customers to tell you what they actually think.
• Give today’s less-patient homeowner the information they’re looking for instead of making them chase it.

Connect with Marcus Sheridan: @MarcusSheridan

Chapters

00:00 Welcome & Meet Marcus Sheridan
02:42 From Pool Company to Marketing & Sales Expert
05:06 Why Communication Changes Everything in Sales
07:29 Sales Meetings vs. Actual Sales Training
09:57 Why Real Role Plays Make Better Salespeople
12:23 Using AI & Call Recordings to Improve Performance
14:44 Stop Practicing Sales on Your Customers
17:00 Selling Without Manipulating the Homeowner
19:27 The Questions Most Sales Reps Aren’t Asking
21:49 Creating “Light Bulb” Moments in Discovery
26:33 Helping the Customer Experience Ownership
28:55 The Honest Agreement
33:42 Why Scripts Don’t Have to Sound Scripted
36:07 Closing Is an Extension of a Great Conversation
38:31 Why Hiding Your Prices Could Be Costing You Millions
40:51 Pricing Estimators, Leads & the Future of AI Search
47:04 Ask Allan: Are Attention Spans Really Getting Shorter?
49:17 Today’s Homeowner Wants Answers Faster
50:41 How to Connect With Marcus Sheridan

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THREE seconds of Negativity Could Cost You 21 Hours of Performance. 

Let that sink in for a second.

Three seconds. That's all it takes. One negative comment in a sales meeting, one toxic rep poisoning the well before appointments are run, one "this lead is garbage" attitude walking out the door, and according to studies, your entire team's performance can be compromised for the next 21 hours.

Now multiply that by 3 or 4 reps doing it every single day.

That's not a sales problem. That's a leadership problem. And it's exactly what this week's episode of Selling in the Dwelling is about.

My guest is Dustin Rhoades of the 90 Days Sales Accelerator  - 26 years in the in-home sales industry, former VP at Home Depot, took an RBA dealership from $13 million to $37 million in a single year, built a team of 33 reps that practically ran itself, and now runs his own consulting firm helping home improvement companies fix the thing most of them refuse to admit is broken.

Their sales leadership.

In this episode, Dustin drops some of the most raw, real, and immediately actionable content we've had on this show. Including:

The difference between a systemic problem and an execution problem, and why getting these two confused is costing companies millions. One means the business is failing the people. The other means the people are failing the business. Do you know which one you have?

Why your best rep might not be your most valuable rep, and the metric Dustin uses instead of volume to find out who's actually profitable and who's just burning leads.

"Confidence with humility is a strength. Arrogance is a weakness." Dustin breaks down why the most consistent closers are almost always the most humble people in the room, and what that means for how you hire.

The 3-pillar rule for culture, and why the best teams Dustin ever built didn't need a manager to police behavior. The culture did it for them.

And Michael from Nebraska sends in the Ask Allan question every sales leader is living right now: "I've got 3 or 4 reps who are selfish and bring the team down, but they sell a lot. How do I get them to see that sales is a team sport?"

Dustin and I both answer it. And I bring back the story from a few episodes ago about the owner who fired his top rep, and then had six record months in a row.

This one is loaded with the kind of unfiltered, real-world wisdom you don't hear very often. Don't miss it.

Lessons for Dwellers

• Being a great salesperson doesn’t automatically make someone a great leader.
• Learn to recognize whether you have a system problem or an execution problem.
• Consistency matters more than relying on natural sales ability.
• Develop the emotional intelligence to adjust to the homeowner in front of you.
• Never let production excuse behavior that damages your team culture.

Connect with Dustin Rhoades on LinkedIn: @DustinRhoades

Chapters

00:00 Welcome & Meet Dustin Rhoades
03:00 The Biggest Problem in Sales Leadership
07:04 Why Great Salespeople Don’t Always Make Great Leaders
10:24 Systemic Problems vs. Execution Problems
13:11 Is Your Top Sales Rep Actually Hurting the Business?
14:45 Measuring Profitability by Sales Rep
18:23 Confidence, Humility & Accountability
20:24 Why Consistency Beats Natural Sales Ability
23:12 Where Sales Reps Lose the Customer
26:06 Seeing the Sale Through the Customer’s Eyes
27:27 Emotional Intelligence & Dustin AI
30:09 Body Language, Better Questions & Reading the Customer
35:54 Preparation, Anxiety & Earning the Next 15 Minutes
38:49 How Negativity Impacts Sales Performance
42:05 Why Mindset Matters in Sales
44:36 The “Dumb Tax” of Bad Business Decisions
51:09 Ask Allan: When Top Performers Hurt Team Culture
54:46 Building a Culture That Holds Itself Accountable
57:33 When It’s Time to Let a Top Salesperson Go
1:00:26 Lead the Person, Not Just the KPIs

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Connect with your host Allan Langer on LinkedIn: @AllanLanger
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Dan Antonelli of KickCharge® Creative has a message contractors may not want to hear: you could be doing incredible work, but does your brand actually look like you deserve to charge what you’re charging? 

Dan and Allan dig into the psychology behind branding and how the way your company looks can shape what homeowners believe about your quality, professionalism, and even your price before a salesperson ever rings the doorbell. And Dan has the numbers to show just how much that perception can affect booking rates, close rates, average tickets, and revenue.

From a simple website test that can reveal whether your company is blending in with competitors to a rebrand that helped increase average tickets enough to generate roughly $1.5 million more in a year, Dan shares some eye-opening examples of what can happen when contractors stop looking like everyone else. 

He and Allan also get into branded vehicles, personal branding for sales reps, memorable company names, and why the right brand can make selling easier before you ever sit down with the homeowner.

Lessons for Dwellers

• Make sure your brand looks as good as the work you actually deliver.
• Stop blending into the “sea of sameness” in your market.
• Use branding to build trust before the sales appointment begins.
• Look at every customer touchpoint as an opportunity to become memorable.
• Build a brand that supports premium pricing instead of making you defend it.

Connect with Dan Antonelli on LinkedIn: @DanAntonelli

Chapters

00:00 Welcome & Meet Dan Antonelli
02:28 When Your Brand Doesn’t Match Your Work
05:43 How Branding Helps Make the Sale
07:50 Building a Brand People Know, Like & Trust
10:16 Does Your Website Look Like Everyone Else’s?
12:21 How One Rebrand Helped Drive Massive Growth
16:16 Why It’s Never Too Late to Rebrand
19:11 Does Your Brand Look Worth the Price?
23:55 The Numbers Behind Better Branding
27:37 Should Your Sales Reps Drive Branded Vehicles?
32:10 The Power of Personal Branding
37:01 Ask Allan: How Do Contractors Stand Out?
40:03 The Unexpected Impact of Rebranding
42:38 How Your Company Name Can Affect Revenue
44:13 A Memorable Rebranding Success Story
47:51 How to Connect with Dan Antonelli

Send us Fan Mail

Connect with your host Allan Langer on LinkedIn: @AllanLanger
Check out Allan Langer's website: The 7 Secrets Sales Academy

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The Best software for the in-home sales industry!

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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 argument that the lead may be the least important part of the equation, and explains why 10 leads can sometimes be far more valuable than 100.

They also dig into a side of marketing that often gets overlooked: what happens before and after the ad gets someone’s attention? 

From the surprising advantage a recognizable brand can give your sales reps to why Senja believes sales and marketing should meet every single week, this conversation will have you looking at your entire customer journey differently. 

And if you really want to know where your process is failing, Senja shares one incredibly simple test you can do yourself to experience exactly what happens when a potential customer reaches out to your company.

Lessons for Dwellers

• Find out whether you actually have a lead problem—or something else.
• Discover where potential customers may be falling out of your funnel.
• Understand why sales and marketing need to stop operating separately.
• See how branding can influence the sale before your rep ever enters the home.
• Put your own lead process to the test from the customer's perspective.

Connect with Senja Spelman on LinkedIn: @SenjaSpelman

Chapters

00:00 Introduction and episode overview
03:49 The disconnect between sales and marketing teams
04:23 The importance of sales and marketing synergy
05:17 Using customer insights to improve messaging
06:12 Simplifying technical language for consumers
07:30 Aligning marketing messages with customer expectations
08:25 The pitfalls of working in silos in home improvement
09:37 The role of sales process and emotional intelligence
11:15 The impact of branding and reputation on lead quality
12:58 Regular collaboration between sales and marketing teams
14:18 Transparency and data sharing for better results
17:00 The decline of in-home sales closing percentages
18:45 Using TV and storytelling to build trust
23:40 The importance of consistent branding and messaging
26:22 Cost-effective strategies for TV advertising
29:04 Branding touchpoints and visual identity
33:09 The value of engaging sales presentations
34:48 Addressing outdated sales processes and lead nurturing
40:20 Initial steps to improve revenue and lead generation
42:02 The importance of transparency and consumer research

Send us Fan Mail

Connect with your host Allan Langer on LinkedIn: @AllanLanger
Check out Allan Langer's website: The 7 Secrets Sales Academy

Visit our Title Sponsor:
Paradigm Vendo
The Best software for the in-home sales industry!

Visit our sponsor for the Ask Allan segment of the show:
INGAGE
For the best in-home presentation software on the planet!

Visit The 7 Secrets Shop for the coolest SALES merchandise you'll find anywhere!
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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, Tony shares practical ways contractors can stop sounding like every other salesperson at the door and start creating experiences homeowners aren’t expecting.

Tony and Allan also dig into same-day appointments, canvassing and event marketing, creating demand instead of waiting for the phone to ring, and some of Tony’s more unconventional marketing ideas - including 24-hour showrooms and branded ice cream bikes! 

They also discuss why preparation improves conversions, the importance of strong leadership when building a lead-generation program, and why serving instead of selling can be one of the most effective ways to stand out.

Lessons for Dwellers

• Disarm homeowners before trying to sell to them.
• Use pattern interrupts to break through their expectations of a typical salesperson.
• Ask questions that pull people into the conversation instead of pushing a message at them.
• Create demand through person-to-person marketing instead of relying only on inbound leads.
• Look for unexpected ways to serve customers and make your company memorable.

Connect with Tony Hoty on LinkedIn: @TonyHoty and 
https://www.tonyhoty.com

Chapters

00:00 Introduction to Tony Hoty and his expertise in lead generation
03:53 Common mistakes contractors make with lead conversion
08:03 Changing sales reps' mindset towards canvassing and face-to-face marketing
09:59 Training canvassers to disarm and engage homeowners effectively
11:45 Using social proof and personalized approaches in door-to-door sales
13:49 Maximizing leads at festivals and community events
15:55 The value of face-to-face marketing over digital ads
17:58 The impact of a 24-hour showroom on sales and customer experience
21:08 Innovative ideas like ice cream trucks for branding and goodwill
24:02 Creative marketing tools such as survey-based gift baskets
25:52 The importance of a physical showroom and open house events
27:52 Cost-effective marketing with branded bikes and community outreach
30:04 Building social proof and community trust through unique initiatives
31:58 Upcoming Lead Gen Expo and networking opportunities
33:55 The critical role of the first call in lead conversion
36:07 Handling objections and seasonality in sales conversations
37:56 The power of being the 'anti-salesperson' to disarm customers
39:55 Key discovery questions to understand customer reservations
41:50 Final tips for contractors starting with face-to-face marketing
43:54 Contact information and closing remarks

Send us Fan Mail

Connect with your host Allan Langer on LinkedIn: @AllanLanger
Check out Allan Langer's website: The 7 Secrets Sales Academy

Visit our Title Sponsor:
Paradigm Vendo
The Best software for the in-home sales industry!

Visit our sponsor for the Ask Allan segment of the show:
INGAGE
For the best in-home presentation software on the planet!

Visit The 7 Secrets Shop for the coolest SALES merchandise you'll find anywhere!
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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 doesn't simply "speak for itself," and how photos, video, personal branding, and consistent content can make your business unmistakable in a crowded market. 

They also explore how AI is changing search, why your personal brand can become a long-term business asset, and why contractors need to listen closely to the language their customers are already using. 

Stefanie challenges the assumption that more sales always require more leads. Sometimes the real problem is slow follow-up, poor conversion, or a broken sales process. 

Before spending money on another marketing tool, she explains why you need to identify what's actually broken and build from there.

Lessons for Dwellers

•  Find a true differentiator instead of saying the same things as your competitors. 
•  Build your personal brand as an asset that compounds over time. 
•  Create content around the questions your customers are already asking. 
•  Use AI to amplify your real expertise—not replace what makes you different. 
•  Diagnose your sales and follow-up process before assuming you need more leads.

Connect with Stefanie Couch on LinkedIn: @StefanieCouch

Chapters

00:00 Introduction to branding in the home improvement industry
03:03 The importance of storytelling and visual branding
06:04 The role of website content and imagery in SEO and branding
09:12 The power of video and social media in branding
12:05 The impact of vehicle branding and visual cues
15:10 Practical tips for creating engaging content
21:00 How to handle negative comments and feedback
24:10 Using recordings to improve sales conversations
26:52 Additional branding strategies beyond social media
30:03 The customer journey from awareness to trust
33:09 Personal branding for business owners
38:56 The value of consistent branding efforts
42:07 Using AI tools for content creation and analysis
44:57 Practical steps for starting your branding journey
48:08 Answering common customer questions with content
51:12 Assessing your true lead and sales challenges
53:53 Hiring help for content creation if needed

Send us Fan Mail

Connect with your host Allan Langer on LinkedIn: @AllanLanger
Check out Allan Langer's website: The 7 Secrets Sales Academy

Visit our Title Sponsor:
Paradigm Vendo
The Best software for the in-home sales industry!

Visit our sponsor for the Ask Allan segment of the show:
INGAGE
For the best in-home presentation software on the planet!

Visit The 7 Secrets Shop for the coolest SALES merchandise you'll find anywhere!
https://the7secretsshop.net/

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 conversations, rather than gimmicks or giveaways, leads to higher-quality appointments and stronger sales results.

Samantha and Allan discuss the biggest mistakes contractors make with face-to-face marketing, why your event staff should focus on conversations instead of product demonstrations, and how proper systems, KPIs, and team training can dramatically improve ROI. 

They also cover booth placement, retail partnerships, appointment quality, sales mindset, and why creating genuine connections with homeowners is still one of the most effective ways to grow a home improvement business.

Lessons for Dwellers

• Focus on qualifying homeowners instead of collecting names.
• Build authentic conversations rather than relying on giveaways or gimmicks.
• Measure appointment quality and ROI—not just the number of leads generated.
• Train your team with repeatable systems that create consistent results.
• Treat every event as an opportunity to build trust long before the in-home appointment begins.

Connect with Samantha McGuinness on LinkedIn: @SamanthaMcGuinness

Chapters

00:00 Introduction to Face-to-Face Marketing in Home Improvement
02:02 Samantha's Journey into Face-to-Face Marketing
03:56 Why Face-to-Face Outperforms Digital Advertising
06:57 Qualifying Homeowners Authentically at Events
12:12 Common Mistakes in Event Marketing and How to Fix Them
22:04 Optimizing Booth Location and Display Strategies
35:11 The Power of Showrooms and In-Home Experience
39:55 Q&A: Home Shows vs. Canvassing and More
44:56 Final Tips for Successful Face-to-Face Marketing

Send us Fan Mail

Connect with your host Allan Langer on LinkedIn: @AllanLanger
Check out Allan Langer's website: The 7 Secrets Sales Academy

Visit our Title Sponsor:
Paradigm Vendo
The Best software for the in-home sales industry!

Visit our sponsor for the Ask Allan segment of the show:
INGAGE
For the best in-home presentation software on the planet!

Visit The 7 Secrets Shop for the coolest SALES merchandise you'll find anywhere!
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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 ordinary interactions into lasting customer relationships by focusing on empathy, communication, and delivering a high-touch experience.

Brigham and Allan also explore why homeowners buy from people they trust, how service technicians can uncover additional opportunities without being pushy, and where AI fits into the customer journey without replacing the human connection. 

From improving call conversions to slowing down appointments, earning the homeowner's trust, and coaching teams for long-term success, this conversation is packed with practical strategies that help home service companies stand out in a competitive market.

Lessons for Dwellers

• Focus on converting more of the leads you already have before spending more on marketing.
• Build trust through empathy and meaningful conversations—not scripted sales pitches.
• Help homeowners improve their quality of life instead of simply fixing the immediate problem.
• Use AI to support your team, but never replace the personal connection customers value.
• Ongoing coaching and accountability help salespeople and technicians consistently perform at a higher level.

Connect with Brigham Dickinson on LinkedIn: @BrighamDickinson

Chapters

00:00 Introduction to Brigham Dickinson and episode overview
02:15 The importance of conversions over leads
04:55 Training CSRs to book more calls
07:49 The power of word-of-mouth referrals
10:46 Using pattern interrupts to increase trust
14:05 Handling high-pressure, rush prospects
16:55 The value of likability and emotional connection
23:07 The role of high-touch service in profitability
33:11 Training and coaching for high performance
40:09 Responding to customer rush and control
45:00 The importance of likability in sales
48:53 How to get in touch with Brigham and closing remarks

Send us Fan Mail

Connect with your host Allan Langer on LinkedIn: @AllanLanger
Check out Allan Langer's website: The 7 Secrets Sales Academy

Visit our Title Sponsor:
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The Best software for the in-home sales industry!

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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, heating, and cooling business on Long Island and spent decades learning every lesson the hard way so you don't have to.

He retired at 48, wrote the 7 Power Contractor book, and has spent the last 20+ years helping contracting companies build the systems, sales processes, and teams that actually scale.

In this episode, we get into things that most contractors never talk about openly:

Why the #1 cause of customer callbacks has nothing to do with technical mistakes - and everything to do with how you sell.

Why your service techs ARE salespeople whether you train them that way or not - and what happens when you don't.

Why writing down your goals without a deadline is just a fairy tale you tell yourself to get to sleep.

And the reverse engineering formula that takes you from "I want to hit $10 million someday" to an actual roadmap with mile markers.

Oh...and I share my own story about calling 9 plumbers at 11:30 at night with water flooding my basement. Eight of them said they were 24/7. None of them picked up.

This one is packed. Don't miss it.

Lessons for Dwellers

• Build repeatable systems before trying to scale your business.
• Reverse engineer your goals to create a realistic growth plan.
• Ethical communication leads to stronger sales and lifelong customers.
• Train and coach your team instead of relying on hiring "superstars."
• Great businesses are built on trust, consistency, and leadership—not luck.

Connect with Al Levy on LinkedIn: @AlLevy

00:00 Introduction to Al Levy and the 7 Power Contractor concept
02:01 Al's background in family business and early success
03:53 Stress, health, and the need for systems in business
07:00 The importance of ethical selling and communication
10:03 Reducing callbacks through better diagnosis and customer expectations
14:58 Incentivizing service techs and sales performance
19:58 Creating operational manuals and staffing pipelines
22:47 The seven pillars of business: planning, leadership, operations, financial, staffing, selling, marketing, coaching
25:50 Current challenges in the contracting industry in 2026
29:57 Branding, marketing, and reputation management
34:02 The importance of consistency and trust in customer service
37:12 Advice for scaling from 4 million to 10-20 million in sales
43:08 How to contact Al Levy and resources available
44:55 Closing remarks and industry outlook

Send us Fan Mail

Connect with your host Allan Langer on LinkedIn: @AllanLanger
Check out Allan Langer's website: The 7 Secrets Sales Academy

Visit our Title Sponsor:
Paradigm Vendo
The Best software for the in-home sales industry!

Visit our sponsor for the Ask Allan segment of the show:
INGAGE
For the best in-home presentation software on the planet!

Visit The 7 Secrets Shop for the coolest SALES merchandise you'll find anywhere!
https://the7secretsshop.net/