Selling in the Dwelling

Allan Langer

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.

  1. 5h ago

    15 - Aren't You Tired of Being the Best-Kept Secret? | Stefanie Couch

    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!

    15 - Aren't You Tired of Being the Best-Kept Secret? | Stefanie Couch

  2. Aug 4

    14 - We Banned The Word LEADS | Samantha McGuinness

    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!

    14 - We Banned The Word LEADS | Samantha McGuinness

  3. Jul 28

    13 - Why Leads Aren't Your Problem - Your Phone Is...with Brigham Dickinson

    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: 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!

    13 - Why Leads Aren't Your Problem - Your Phone Is...with Brigham Dickinson

  4. Jul 21

    12 - Why Your Top Sales Rep Might Be Killing Your Company with Al Levy

    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!

    12 - Why Your Top Sales Rep Might Be Killing Your Company with Al Levy

  5. Jul 14

    11 - The Hidden Mistakes Hurting Your Sales and Marketing with Lauren Kingsley

    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 bottlenecks, she shares how companies can stop chasing shiny objects and start making smarter, data-driven decisions that improve both customer experience and profitability. The conversation explores marketing strategy, lead quality, sales performance, operational efficiency, AI, and business growth. Lauren discusses why businesses should reverse-engineer their goals, how technology should simplify operations instead of creating more complexity, and why sales and marketing teams must work together instead of operating in silos.  She also shares practical insights on improving lead quality, optimizing the customer journey, measuring the right KPIs, and creating systems that help businesses scale with confidence rather than guesswork. If you want your business to scale and operate on a much smoother, smarter level, this is a must-listen! Lessons for Dwellers Why lead quality matters more than lead quantityHow aligning sales, marketing, and operations drives growthWhy every business needs systems that support long-term successHow AI and technology should simplify—not complicate—your businessWhy reverse-engineering your goals creates better business decisionsConnect with Lauren Kingsley on LinkedIn: @LaurenKingsley Chapters 00:00 Introduction to the episode and guest 07:09 Market-specific strategies and momentum 08:58 Common industry mistakes and missed opportunities 12:22 Operational leak points and quick wins 13:04 Reverse engineering business success 14:24 Capacity planning and ecosystem approach 15:21 Evaluating software and technology fit 17:10 Aligning KPIs with end goals 18:10 Effective technology rollout and training 19:19 Managing tech overload and software selection 20:23 Sales strategies for home services 22:37 Maximizing customer lifetime value and follow-ups 23:41 Expanding product sales and database marketing 24:36 The value of high EQ sales reps 25:28 The role of emotional intelligence in sales success 26:43 Relating to homeowners emotionally 27:15 Effective questioning and conversation control 28:05 Operational sovereignty explained 30:48 Q&A: Improving lead quality and marketing collaboration 40:25 How to connect with Lauren Kingsley 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!

    11 - The Hidden Mistakes Hurting Your Sales and Marketing with Lauren Kingsley

  6. Jul 7

    10 - The Sales Process That Builds Trust and Closes More Deals with Torlando Hakes

    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 homeowners through their options, creating clarity instead of confusion, and focusing on solving the customer's real problem rather than simply selling a product. The conversation explores remote sales, virtual estimates, "Agile" project management, customer psychology, and the evolution of the modern sales process.  Torlando discusses how his team sells projects across multiple states, why empowering employees with repeatable systems leads to better customer experiences, and how "sense-making" helps homeowners confidently choose the right solution. He also shares practical insights on scaling a business, embracing technology, and creating a sales process that earns trust while delivering consistent results. Lessons for Dwellers How collaboration creates a stronger sales processWhy helping customers make sense of their options builds trustHow systems improve both the customer and employee experienceWhy remote selling and virtual estimates are changing the industryHow solving the real problem leads to better sales conversationsConnect with Torlando Hakes on LinkedIn: @TorlandoHakes Chapters 00:00 Introduction to the Painting Industry and Its Challenges 02:26 Innovating the Painting Business: Agile and Scrum Frameworks 05:28 Craftsman Painter: A New Business Model 08:30 Remote Selling in the Home Improvement Industry 11:04 Building Trust and Customer Engagement in Sales 14:02 The Evolution of Sales Techniques 19:16 The Power of Sense Making in Sales 23:29 Building Trust Through Collaboration 27:32 Understanding Customer Needs: The Real Why 30:46 Vision for the Future: Crafting a Business Model 35:04 Navigating Challenges in Team Dynamics 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!

    10 - The Sales Process That Builds Trust and Closes More Deals with Torlando Hakes

  7. Jun 30

    09 - Delivering a Great Sales Experience with Tim Musch

    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 experienceSend 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!

    09 - Delivering a Great Sales Experience with Tim Musch

  8. Jun 23

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

    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 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!

    08 - Creating Raving Fans Through Transparency and Communication with Ryan Shutt
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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
    2026
  • Episodes
    15
  • Rating
    Explicit
  • Copyright
    © 2026 Selling in the Dwelling
  • Show Website
    Selling in the Dwelling

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