Selling in the Dwelling

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

Tue, 02 Jun 2026 07:00:00 -0400

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 growth
The leadership traits shared by top-performing companies
How culture impacts customer experience and profitability
What contractors need to know about the changing buyer journey
The difference between growth and sustainable growth

Connect 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

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

Tue, 26 May 2026 07:00:00 -0400

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 pitches
How LinkedIn can create opportunities for in-home sales reps
Why authenticity outperforms overly polished marketing
How to become the trusted expert in your market
Ways AI can support—not replace—the human side of sales

Connect with Mandy McEwen on LinkedIn: @MandyMcEwen

Visit our sponsor for the Ask Allan segment of the show:
Destination Motivation
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03 - From Zero to Millions: The Rilla Story with Sebastian Jimenez

Tue, 19 May 2026 06:00:00 -0400

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 faster

Connect with Sebstian Jiminez on LinkedIn: @SebastainJiminez

Check out: Rilla.com

Visit our sponsor for the Ask Allan segment of the show:
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02 - The Future of Sales Presentations with Dean Curtis of Ingage

Tue, 12 May 2026 06:00:00 -0400

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 teams

Connect 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

Visit our sponsor for the Ask Allan segment of the show:
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01 - The 360-Degree Sales Professional, with Matt Esler of Renewal by Andersen and Esler Companies

Tue, 05 May 2026 06:00:00 -0400

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

Visit our sponsor for the Ask Allan segment of the show:
Destination Motivation
Increase your close rate and decrease your cancellations!