/Express Flooring

EXPRESS FLOORING

+26% NSLI and six-figure monthly revenue recovery

One of the largest residential flooring companies in the country — 150+ sales reps across 10+ locations — deployed Craft for in-home sales coaching and AI-powered revenue recovery.

+26%NSLI improvement

+69%higher win rate on AI follow-ups

<4 motime to full ROI

At a glance

+26%

NSLI improvement

+24%

Larger tickets on recovered deals

+69%

Higher win rate on AI follow-ups

<4 mo

Time to full ROI

The Problem

Express Flooring was already running a high-performing sales org — but growth was creating two gaps they couldn't close manually.

No visibility in the field — new markets, new reps, and no way for leadership to ride along on every appointment

Inconsistent execution — reps who followed the process produced, the rest were unpredictable until end of month

Blind follow-ups — thousands of unsold estimates with 20-30% of appointment notes blank, every callback a cold call in disguise

Previous tools felt like surveillance — the team's feedback was unanimous: it felt like oversight, not coaching

In-Home Sales: A Controlled Test

Express ran a 30-day A/B test in one market — half the team on Craft, half without. Same market. Same leads. Same month. One variable.

Craft Group

NSLI up 26%

Close rate and average ticket both improved meaningfully

Control Group

All metrics declined

Same period — NSLI, close rate, and average ticket all went down

Self-correcting reps — catching missed steps in the moment instead of hearing about them days later

Data-driven coaching — leadership could finally prove that following the process directly correlates to higher close rates

Ownership, not oversight — the tool made improvement feel like something reps owned

Revenue Recovery: AI vs. Static Campaigns

Express deployed Craft's Revenue Recovery engine to follow up on unsold estimates. Every appointment now generates a detailed AI summary — what happened in the home, what objections came up, where the deal stalled. Instead of generic follow-up templates, Craft generates dynamic campaigns personalized to each conversation.

	AI-Generated Campaigns	Static Campaigns
Win rate	69% higher	Baseline
Avg ticket on closed deals	24% larger	Baseline

Not just more deals — bigger deals — AI follow-ups recover at a higher rate with larger tickets

Full context on every callback — the follow-up team knows exactly what the homeowner cared about and what objections came up

50+ prioritized daily follow-ups — from chasing leads blind to picking up where the conversation left off

From Pilot to Full Platform

Express went from a single-market test to deploying Craft across every location in 12 months. Not because of a sales pitch — because of what the data showed.