How Basements Plus Reduced Weekly Coaching Time by 90% with Siro

Learn how this Southeast Michigan home services company empowers reps to coach themselves using AI-driven conversation insights.

• 90% reduction in daily call review time
• 55% of reps actively engaging with the platform weekly
• 18 days from onboarding to first closed sale for newest rep

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About

Basements Plus is a family-owned home services company based in Southeast Michigan specializing in basement finishing, foundation repair, and crawlspace waterproofing. Serving homeowners for over 20 years, the company holds a 5.0-star rating across more than 600 customer reviews.

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Challenge

Scaling coaching across two sales teams with limited conversation data

Basements Plus operates across two distinct service lines, waterproofing and basement finishing, each with its own dedicated sales team. Every project begins with an in-home consultation, where reps assess a homeowner’s needs, walk them through solutions, and present pricing on the spot. The quality of those face-to-face conversations directly shapes close rates, deal sizes, and the overall customer experience.

Hailey McKay oversees reporting and accountability across both teams. Her role is to identify patterns in sales performance, surface training opportunities, and equip reps to meet their personal and company-wide revenue goals. When the finishing team recently expanded by 33%, she needed consistent, scalable coaching more than ever.

To support that effort, Basements Plus tried Rilla, a conversation intelligence platform. The expectation was straightforward: record in-home sales conversations, surface insights, and give Hailey the data she needed to guide targeted training.

In practice, Rilla’s AI model had limited analytical depth. Its tracking capabilities didn’t consistently capture the moments that mattered most: pricing conversations, process gaps, and other key turning points in the sales cycle.

For example, price shock is a persistent challenge in basement finishing. Homeowners often have little frame of reference for what a project will cost, and the moment a rep shares pricing is critical. Rilla didn’t flag those moments and made it harder for Hailey to coach reps on how to keep pricing discussions from derailing deals.

“Dedicating nearly half of my workday to sifting through calls just didn’t make sense,” Hailey says. With reports to run and two growing teams to support, she couldn’t spend hours a day reviewing conversations in Rilla.

The challenge extended beyond Hailey’s workflow. Sales reps had access to Rilla but rarely used it. Information was difficult to surface, and the system offered little in the way of self-serve learning. Coaching remained a one-directional process, dependent entirely on Hailey’s manual review, with no mechanism for reps to participate in their own development.

Basements Plus needed a platform that could do the analytical work at scale. One that would surface actionable coaching insights without hours of manual searching, and give reps a reason to engage with their own performance data.

Hailey first encountered Siro at an Engage partner conference, where a product demonstration immediately caught her attention. The team chose Siro because “it was built for the reps,” Hailey says. That accessibility, combined with the depth of Siro’s AI model, made the decision clear.

“We were using Rilla before, and I had to do all the digging by hand. Siro has been a lifesaver and a huge time saver for me.”

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Solution

AI-powered conversation insights give reps and leaders a shared path to better performance

Basements Plus went live with Siro in just one week. Hailey spent the first week familiarizing herself with the platform’s layout, and reps completed one dedicated training session before their first recorded appointments. From there, the team was recording appointments within days.

Within just two months of adoption, the shift in Hailey’s daily workflow was significant. Rather than spending the better part of each day listening to entire appointments, she now dedicates just an hour a day to Siro and effectively coaches reps across both sales teams.

She uses Ask Siro to pose direct questions, like what the team’s biggest weaknesses were in a given week, and receives actionable answers she can bring straight into training sessions. That recovered time goes directly into more confident, targeted coaching grounded in real conversations rather than guesswork or anecdotal feedback.

With Siro, Hailey can now pinpoint exactly where in a call price shock occurs, then work with reps on techniques for easing into cost discussions earlier in the appointment, so deals are more likely to stay on track.

Rep engagement has shifted just as meaningfully. With Rilla, the team had near-zero voluntary usage. On Siro, reps now regularly review their own conversations and use Ask Siro to surface details they may have missed during an appointment. Several team members have told Hailey that being able to quickly retrieve a customer’s specific comments has helped them reconnect with customers on follow-up visits and close deals.

Even longer-tenured reps who were initially cautious now spend more time in Siro than they ever did on Rilla, reviewing calls to sharpen specific parts of their pitch. That impact showed up quickly.

Early in the rollout, one rep was struggling with his numbers. Hailey brought Ask Siro into their one-on-one—asking directly where he needed improvement and where he was already performing well—and walked away with specific, actionable insights. After a targeted coaching session built around those findings, his numbers climbed back up.

The fastest ramp, though, belongs to Basements Plus’s newest waterproofing rep, who joined during the platform transition. She’s spent more time in Siro than any other team member, listening to her own calls, studying top performers’ recordings, and absorbing as much as she can.

In her first few weeks, her numbers climbed steadily, and she quickly began closing consistently. Hailey attributes part of that ramp speed to the rep’s ability to learn through real conversation examples rather than relying solely on traditional training methods.

With Siro handling the heavy lifting on recording analysis, Hailey and her reps can focus on what actually drives real improvement: sharper conversations in the home and a more confident, better-prepared sales team.

“The reps are a lot happier with Siro. They’re spending more time reviewing their own conversations and listening to other people’s to keep getting better—it’s incredible software.”