Selling in the Dwelling

Allan Langer
  • 5.0 (3)
  • Business

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. 2d ago

    18 - Do You Look Like You're Worth the Price You're Charging? | Dan Antonelli

    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 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!

    18 - Do You Look Like You're Worth the Price You're Charging? | Dan Antonelli

  2. Aug 25

    17 - Before You Spend Another Dollar on Leads, Do This | Senja Spelman

    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!

    17 - Before You Spend Another Dollar on Leads, Do This | Senja Spelman

  3. Aug 18

    16 - The Pattern Interrupt That Gets Homeowners to Listen | Tony Hoty

    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!

    16 - The Pattern Interrupt That Gets Homeowners to Listen | Tony Hoty

  4. Aug 11

    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

  5. 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

  6. 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

  7. 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

  8. 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
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Ratings & Reviews

5
out of 5
3 Ratings

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
    18
  • Rating
    Explicit
  • Copyright
    © 2026 Selling in the Dwelling
  • Show Website
    Selling in the Dwelling

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