Red Door Increased Sales 45% with Rilla

Red Door Homes helps customers build their dream homes across the Carolinas. But until recently, their most important sales conversations—those happening in model homes and sales offices—went unrecorded.

Managers had little visibility making it difficult to coach. And reps lacked the tools to personalize follow-ups at scale.

Before, Red Door Homes relied on annual mystery shopping to assess reps’ performance—but it offered limited, delayed insight and didn’t reflect real customer experiences. Their sales managers would try and eavesdrop on the conversation and write notes, but this was inconsistent and unreliable.

Red Door Homes chose to partner with Rilla to get full visibility into every in-person appointment and increase their sales in a highly competitive market.

Their reps record each appointment, and Rilla uses AI to automatically transcribe and analyze the conversation for coachable moments. Their sales managers can use Rilla to give feedback on how reps are asking discovery questions, addressing customer pain points, and following the process. They've identified the winning habits of top closers and shared them with others, which has increased sales by 45%.

Rilla helped Red Door identify what their top reps were doing differently: they asked key discovery questions 40% more often and closed 65% more deals by uncovering each buyer’s true motivation.

Now, Rilla automatically captures those insights, tags pain points, and syncs them to Lasso—so reps can follow up with tailored solutions and close deals faster. Rilla’s AI assistant, Rick analyzes every conversation— allowing both coaches and reps to quickly summarize and analyze appointments. Ask Rick follow up questions, find coachable moments, and point out what top performers do well.

Brian told Rilla that he asked Rick for advice on how to coach one of his reps who struggled to talk about financing. Rick responded with a detailed assessment that helped Brian coach more efficiently.