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.

Then they partnered with Rilla.

• +45% sales growth year-to-date with less leads and less reps
• 100% visibility into appointments
• AI-tagged notes sync to Lasso, driving faster, more personalized follow-ups

Before Rilla: Mystery Shopping & Guesswork

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.

“We did mystery shopping for a number of years, but there were always issues with it,” said Senior VP of Sales and Marketing Rachel Starratt. “It didn’t give us an accurate representation of what our customers were experiencing because [mystery shoppers] aren’t real customers.”

Their sales managers would try and eavesdrop on the conversation and write notes, but this was inconsistent and unreliable.

You can’t physically hear the full gist of a conversation, no matter what,” said Regional Sales Manager Brian Lines. “Once the conversation moves outside the lobby, you can’t hear a single thing.”

After Rilla: Better Coaching, More Wins

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.

"Every return appointment, phone call, and virtual appointment is now run through Rilla," — Brian Niles, Sales Manager

They've identified the winning habits of top closers and shared them with others, which has increased sales by 45%

"It didn't really feel like a tool for me in the beginning," Kaydee, top Dream Home Consultant said. "But the more I used it and put it into practice, the more I began to realize, 'wow, this really is for my benefit.'”

Rilla Seamlessly Shares Customer Details to Lasso

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 CRM integration has truly blown my mind — Rachel Starratt, VP of Sales and Marketing Rachel Starratt

AI Makes Coaching 100x 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.

Rick help you think outside of your own box — Kaydee Wood, Top Dream Home Consultant

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.

Being able to help and mold your salespeople to make them more effective is invaluable. I'd recommend it to anyone, I just don't want my competition to have it. — Brian Lines, Sales Manager