SalesAsk Wins Brilliance Award for Digital Selling Solutions at Builder Innovator Summit

SalesAsk has been named a 2025 Brilliance Award winner in the Digital Selling Solutions category at the Builder Innovator Summit.

The Brilliance Awards recognize the companies and products driving innovation across the home building industry. SalesAsk was selected for its AI-powered real-time sales coaching platform, which gives home builders complete visibility into every model home and sales center conversation and delivers AI coaching to sales consultants during the buyer interaction.

Why This Award Matters

The home building industry has operated with a visibility gap for decades. Builders spend $15,000 to $25,000 per closed sale on marketing and lead acquisition. They invest in CRM platforms, online sales counselors, and meticulously designed model homes. Then a buyer walks through the door and has a 30-minute conversation that determines everything. Leadership almost never knows what happens in that conversation.

Mystery shops provide 2 to 4 data points per consultant per year. Ride-alongs cover a fraction of total appointments. The rest of the buyer interactions happen unobserved and uncoached.

SalesAsk was built to close that gap. The platform records every buyer conversation, analyzes it with AI, and delivers coaching to the sales consultant in real time. Not the next day. Not in a quarterly review. In the moment the buyer says "we need to think about it."

What Builders Are Seeing

Taylor Morrison, a publicly traded national home builder (NYSE: TMHC), reported a 16% increase in appointment-to-contract rates after deploying SalesAsk. Average options and upgrades revenue increased by $1,950 per home. New consultant ramp time dropped from six weeks to three. Manager review time was reduced by approximately 50%.

Kitchen Tune-Up, a national franchise system with over 270 locations, deployed the platform across more than 30 franchise locations and eliminated ride-alongs entirely. Franchise owners managing 4 or more reps across multiple territories now have complete visibility into every consultation without leaving the office.

Across the platform, SalesAsk has analyzed more than 250,000 in-person sales conversations and serves over 1,000 organizations nationwide.

The Data Behind the Coaching

SalesAsk identified patterns in its dataset that explain why close rates vary so dramatically between reps on the same team. The gap between a top-performing consultant and an average one is frequently 25 to 35 percentage points, almost entirely explained by conversation behavior.

One finding: 63% of field sales representatives forget to mention financing options during in-home or in-model estimates. When financing is introduced clearly, close rates increase from 38% to 49%. That single conversation moment, a sentence most reps skip, represents an 11-point swing on every buyer interaction.

The platform coaches consultants on these specific moments as they happen: price objection handling, financing introduction timing, options and upgrades presentation, and next-step commitment before the buyer leaves.

From Post-Call Review to Real-Time Coaching

The Brilliance Award recognizes where the category is heading, not just where it has been. The first generation of conversation intelligence tools proved that recording field sales conversations improved outcomes. SalesAsk represents the next evolution: coaching that arrives during the conversation, not after the revenue has already been won or lost.

Jeff Shore, one of the most respected voices in new home sales, recently described the gap SalesAsk addresses as "the disconnect between the sales process that leadership designs and the actual conversations happening on the showroom floor every single day." He called it the Visibility Gap and identified it as "the single largest unaddressed risk in most builders' operations."

SalesAsk integrates with Lasso CRM and serves home builders alongside HVAC contractors, roofing companies, plumbing businesses, remodeling firms, and dental practices across the United States.

About SalesAsk

SalesAsk is an AI-powered real-time conversation intelligence and sales coaching platform for high-ticket, in-person sales environments. The company is headquartered in San Francisco and has analyzed more than 250,000 sales conversations across the home services and building industries. The platform includes Coach Dean, an AI coaching agent that delivers real-time guidance during live customer interactions, and RepLab, an AI role-play training tool that lets representatives practice realistic sales scenarios before meeting customers.

To learn more or request a demo, visit salesask.com.