Selling in the Dwelling

Allan Langer
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From the Kitchen Table to the Boardroom: Conversations That Drive Remodeling Success Selling in the Dwelling is the go-to podcast for professionals across the in-home remodeling industry - from sales reps in the field to owners, executives, and industry leaders. Hosted by industry expert and award winning author and speaker, Allan Langer, this podcast goes beyond traditional sales training to explore what it really takes to succeed in today’s remodeling world. Each episode features real conversations with top-performing contractors, CEOs, sales leaders, and innovators who are shaping the future of the industry. From in-home sales strategies and customer experience to leadership, growth, and the evolving role of pricing and technology, Selling in the Dwelling delivers practical insights and real-world perspectives you can apply immediately. Whether you’re closing deals at the kitchen table or leading a team from the boardroom, this podcast is designed to help you grow, lead, and win.

Episodes

  1. 09 - Delivering a Great Sales Experience with Tim Musch

    1d ago

    09 - Delivering a Great Sales Experience with Tim Musch

    Send us Fan Mail 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 than ever, why clarity beats complexity, and how sales professionals must evolve as AI changes the way people research and make purchasing decisions. The conversation explores AI, sales technology, pricing transparency, and the future of in-home sales. Tim discusses why companies should focus on solving real business problems before investing in new technology, how confusion can derail a sales presentation, and why guiding homeowners through a clear buying process builds confidence and trust.  He also shares practical advice on AI search, online pricing, sales presentations, and how technology should simplify the customer experience, not complicate it.  Whether you're a sales professional, business owner, or leader in the remodeling industry, Tim offers actionable insights for preparing your business for what's next, and what to do RIGHT NOW. Lessons for Dwellers How AI is changing the homeowner buying journeyWhy clarity creates better sales presentationsHow to evaluate new technology before investingWhy pricing transparency builds customer trustHow guided selling improves the customer experienceConnect 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: Destination Motivation Increase your close rate and decrease your cancellations!

    48 min
  2. 08 - Creating Raving Fans Through Transparency and Communication with Ryan Shutt

    Jun 23

    08 - Creating Raving Fans Through Transparency and Communication with Ryan Shutt

    Send us Fan Mail 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 touchpoint shapes the customer experience.  Ryan also discusses why the companies that win in today's market are the ones willing to be honest, communicate clearly, and put the homeowner first. The conversation dives into leadership, company culture, transparent pricing, and the future of the remodeling industry. Ryan shares why scripts often fail, how creating psychological safety helps employees thrive, and why many companies struggle with culture despite claiming it's a priority.  He also offers insights on AI, online pricing tools, the changing homeowner buying journey, and the importance of leading with integrity.  Whether you're a contractor, sales leader, or business owner, Ryan provides practical strategies for building stronger teams, better customer experiences, and a company people trust. Lessons for Dwellers How exceptional customer experiences create raving fansWhy transparency builds trust with homeowners and employeesThe leadership habits that strengthen company cultureHow the homeowner buying journey is changingWhy communication matters before, during, and after the saleConnect with Ryan Shutt on LinkedIn: @RyanShutt Chapters 00:00 Introduction to Allied Exteriors and Ryan Shutt 02:30 Creating Exceptional Homeowner Experiences 07:46 Instilling a Customer-Centric Culture 17:27 Building a Strong Company Culture 19:05 Owning Mistakes and Building Culture 21:57 The Importance of Values in Leadership 24:59 Understanding the Entrepreneurial Operating System (EOS) 25:22 Challenges in Home Improvement Marketing 30:09 Preparing for a Sales Management Role 33:37 The Psychology of Leadership and Team Dynamics 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: Destination Motivation Increase your close rate and decrease your cancellations!

    37 min
  3. 07 - What Separates Average Sales Reps From Top Performers with Corey Cousins

    Jun 16

    07 - What Separates Average Sales Reps From Top Performers with Corey Cousins

    Send us Fan Mail 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 down what separates average sales reps from top performers. Rather than relying on product features and scripted presentations, Corey teaches how emotional selling helps homeowners feel confident in their decisions and ultimately leads to more closed deals. The conversation explores sales psychology, buyer's remorse, customer experience, and the importance of helping customers envision life after the project is complete.  Corey shares practical strategies for uncovering a homeowner's true motivation, creating emotional connections throughout the buying journey, and reducing cancellations by focusing on outcomes instead of features. He also explains how Destination Motivation helps contractors improve close rates and customer satisfaction by attaching meaningful experiences to the sales process, creating a win for both the company and the homeowner. A must listen! Lessons for Dwellers Why people buy with emotion and justify with logicHow to create a customer experience that builds trustThe importance of uncovering a homeowner's true motivationWhy outcomes matter more than product featuresHow emotional connection reduces buyer's remorse and cancellationsConnect with Corey Cousins on LinkedIn: https://www.linkedin.com/in/corey-cousins/ Check out www.Destination Motivation.com Chapters 00:00 Introduction to In-Home Selling and Guest Introduction 01:49 Understanding Destination Motivation's Unique Selling Proposition 06:13 The Emotional Aspect of Selling and Customer Experience 09:49 Sales Process and Training Methodologies 19:25 Current Trends in the Home Improvement Industry and Customer Expectations 24:23 Understanding Buyer Psychology 31:41 Crafting Emotional Connections in Sales 34:10 The Importance of Customer Experience 39:03 Effective Pricing Strategies in Sales 46:45 Leveraging Technology for Sales Success 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: Destination Motivation Increase your close rate and decrease your cancellations!

    51 min
  4. 06 - Fix Your Lead Problem Without Spending More with Megan Beattie

    Jun 9

    06 - Fix Your Lead Problem Without Spending More with Megan Beattie

    Send us Fan Mail 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 expensive digital marketing. She explains why successful companies focus on people and process first, and why the person answering the phone may be one of the most important employees in the entire business.  One of the most valuable parts of the conversation centers around communication. Megan breaks down why great salespeople and call center professionals ask better questions, stay curious, and avoid sounding scripted or demanding. From handling one-party appointments to creating better customer experiences at home shows and events, she shares practical strategies that help lower resistance, build trust, and increase appointment quality. Her philosophy is simple: questions lead to confessions, and the companies that learn how to listen will always have an advantage.  Lessons for Dwellers  Why questions lead to better sales conversations  How to reduce resistance when setting appointments  The role call centers play in creating quality leads  What separates successful home show programs from unsuccessful ones  Why people and process matter more than marketing tactics aloneConnect with Megan Beattie on LinkedIn: @MeganBeattie Chapters 00:00 Introduction to the Podcast and Guest 01:00 The Lead Generation Crisis 04:39 Foundational Steps for New Businesses 07:10 The Importance of Call Center Staff 08:39 Handling One Party Appointments 11:52 Educating Call Center Staff 14:43 Effective Communication Techniques 18:21 The Role of Tone in Sales Conversations 20:25 Creating a Positive Customer Experience 23:06 Navigating Pressure in Sales Conversations 25:35 The Importance of Home Shows 29:28 Maximizing Lead Generation at Events 34:10 Ask Allen: Home Show Strategies 45:01 Consulting and Resources for Sales Success 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: Destination Motivation Increase your close rate and decrease your cancellations!

    48 min
  5. 05 - How Contractors Can Win in an AI-Driven Marketplace with Greg Cummings

    Jun 2

    05 - How Contractors Can Win in an AI-Driven Marketplace with Greg Cummings

    Send us Fan Mail 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 the test of time. He shares why some contractors get stuck in the dangerous middle stage of growth while others break through to become industry leaders. A major focus of the conversation is the rise of AI and what Greg calls "AI Findability." As homeowners increasingly use AI-powered tools to research contractors, trust, transparency, and third-party validation are becoming more important than ever. Greg explains why customer experience now outweighs product alone, how AI is changing the way consumers make buying decisions, and why companies that focus on doing the right things consistently will be the ones that win in the years ahead. Lessons for Dwellers Why AI Findability matters for future growthThe leadership traits shared by top-performing companiesHow culture impacts customer experience and profitabilityWhat contractors need to know about the changing buyer journeyThe difference between growth and sustainable growthConnect with Greg Cummings on LinkedIn: @GregCummings Chapters 00:00 Introduction to Selling in the Dwelling 02:49 Understanding Power 100 and Its Impact 05:39 The Shift in Consumer Behavior 08:27 AI and Its Role in Home Improvement 11:19 The Importance of Company Culture 14:35 Navigating the Danger Zone in Business 17:19 Attributes of a Great Sales Rep 20:36 Defining Great Leadership 23:18 Advice for Young Entrepreneurs 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: Destination Motivation Increase your close rate and decrease your cancellations!

    43 min
  6. 04 - Want More Leads? Then Stop Ignoring LinkedIn! | Mandy McEwen

    May 26

    04 - Want More Leads? Then Stop Ignoring LinkedIn! | Mandy McEwen

    Send us Fan Mail 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 windows eventually evolved into building successful agencies that help professionals grow their visibility, authority, and business through LinkedIn and authentic content creation. One of the biggest takeaways is how overlooked LinkedIn still is within the home improvement industry. While many sales reps rely entirely on company-provided leads, Mandy explains how building a personal brand can create long-term opportunity, referral relationships, and trust within your local market.  From sharing before-and-after projects to posting authentic content and simply showing more personality online, the goal isn’t just more visibility, it’s building real human connection in a world increasingly filled with automation.  Lessons for Dwellers Why people buy from humans, not polished sales pitchesHow LinkedIn can create opportunities for in-home sales repsWhy authenticity outperforms overly polished marketingHow to become the trusted expert in your marketWays AI can support—not replace—the human side of salesConnect with Mandy McEwen on LinkedIn: @MandyMcEwen 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: Destination Motivation Increase your close rate and decrease your cancellations!

    44 min
  7. 03 - From Zero to Millions: The Rilla Story with Sebastian Jimenez

    May 19

    03 - From Zero to Millions: The Rilla Story with Sebastian Jimenez

    Send us Fan Mail 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 fastest-growing sales technology companies in the industry. At the core is a completely different approach to growth. Instead of avoiding mistakes, the focus is on learning from them, fast. By reviewing conversations the same way athletes study game film, sales reps can see exactly what worked, what didn’t, and where they lost the deal. That level of visibility, paired with AI-driven feedback, creates what Sebastian calls “human reinforcement learning,” a system where reps improve through constant iteration, not guesswork. The result isn’t just better performance, it’s faster development, stronger teams, and a clear competitive edge. Lessons for Dwellers  Why most sales reps plateau, and how to break that cycle  How reviewing your sales calls like game film accelerates growth  The concept of “human reinforcement learning” in real-world sales  Why fast failure leads to faster success  How AI is transforming sales coaching and development  What elite teams do differently to improve fasterConnect with Sebstian Jiminez on LinkedIn: @SebastainJiminez Check out: Rilla.com 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: Destination Motivation Increase your close rate and decrease your cancellations!

    51 min
  8. 02 - The Future of Sales Presentations | Dean Curtis of Ingage

    May 12

    02 - The Future of Sales Presentations | Dean Curtis of Ingage

    Send us Fan Mail 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 be able to think, move, and respond in real time. From his background in tech with Apple and Oracle to leading a platform used across the home improvement industry, he explains why the future of selling isn’t about better scripts - it’s about better experiences.  One of the biggest shifts? Sales reps can now review exactly how they presented - what they showed, when they showed it, and how long they stayed there - just like a football team reviews game film. That level of visibility turns every appointment into a coaching opportunity, helping reps refine their approach and improve faster than ever. You're not going to want to miss this very "Ingaging" episode! Lessons for Dwellers  Why a rigid sales process is costing you deals  The power of a non-linear, customer-led presentation  How reviewing your “sales film” makes you better, faster  Why better experiences are beating better products  How technology can elevate (not replace) great salespeople  The role of curiosity and coaching in building stronger teamsConnect with Curtis Dean on LinkedIn: https://www.linkedin.com/in/deanc23/ Check out Ingage.io Chapters 00:00 Introduction to Selling in the Dwelling 01:55 The Origin Story of Ingage 05:40 Dean Curtis' Career Journey 09:38 The Evolution of Ingage's Focus 13:26 The Nonlinear Sales Process 17:08 The Importance of Customer Experience 20:56 Ingage's Role in Sales Training 24:53 Leadership Style and Company Culture 28:37 Future Trends in In-Home Selling 32:26 Hiring for Curiosity and Ownership 36:13 Advice for Young Entrepreneurs 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: Destination Motivation Increase your close rate and decrease your cancellations!

    41 min
  9. 01 - The 360-Degree Sales Professional, with Matt Esler of Renewal by Andersen and Esler Companies

    May 5

    01 - The 360-Degree Sales Professional, with Matt Esler of Renewal by Andersen and Esler Companies

    Send us Fan Mail 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 shifting from transactional selling to a customer-first experience completely changed the trajectory of his business, and why the best sales professionals today aren’t just closers, they’re problem solvers. From building a culture that values teammates as much as customers, to redefining what it means to be a “top producer,” this episode is a masterclass in doing business the right way (and still winning big). Lessons for Dwellers  Why customer experience matters even when they don’t buy The difference between high volume and high-quality sales  How to build a sales culture people actually want to be part of  Why referrals and repeat business should be your focus  The mindset shift that separates average reps from top performers  What it really takes to grow, and sustain, a massive business If you’re in sales, leadership, or building something of your own, this episode will challenge how you think about success, and how you show up to earn it. Connect with Matt Esler on LinkedIn: @MattEsler Chapters 00:00 Introduction to Selling in the Dwelling Podcast 00:57 The Journey of Matt Esler 04:35 Growth and Success of Esler Companies 09:08 Customer Experience Focus in Home Improvement 14:48 Building a Positive Company Culture 22:20 Entrepreneurial Beginnings and Lessons Learned 31:31 Advice for Young Entrepreneurs 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: Destination Motivation Increase your close rate and decrease your cancellations!

    38 min
  • 9 Episodes

About

From the Kitchen Table to the Boardroom: Conversations That Drive Remodeling Success Selling in the Dwelling is the go-to podcast for professionals across the in-home remodeling industry - from sales reps in the field to owners, executives, and industry leaders. Hosted by industry expert and award winning author and speaker, Allan Langer, this podcast goes beyond traditional sales training to explore what it really takes to succeed in today’s remodeling world. Each episode features real conversations with top-performing contractors, CEOs, sales leaders, and innovators who are shaping the future of the industry. From in-home sales strategies and customer experience to leadership, growth, and the evolving role of pricing and technology, Selling in the Dwelling delivers practical insights and real-world perspectives you can apply immediately. Whether you’re closing deals at the kitchen table or leading a team from the boardroom, this podcast is designed to help you grow, lead, and win.

Information

  • Creator
    Allan Langer
  • Years Active
    2K
  • Episodes
    9
  • Rating
    Explicit
  • Copyright
    © 2026 Selling in the Dwelling
  • Show Website
    Selling in the Dwelling

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