Pest control · Summer door team, mostly rookiesMay to August 2026
The sale rate more than doubled after week two. Then it held for seven weeks.
Anchor Pest Services' door reps, mostly rookies, recorded every door with Roonly this summer, and leaned into the AI roleplay it built from their own doors. Roonly scored each conversation, found where each rep was losing the sale, and turned those moments into practice. The reps who worked the whole season sold at 2.2 times their starting rate from week three through week nine.
01 · Before and after
More than twice the sales from every 100 doors.
Four reps recorded from the first week of May into late July or August. In their first two weeks on Roonly, 1.9 of every 100 doors ended in a sale. From week three through week nine, 4.0 did.
| Rep | Sale rate | Sale or lead |
|---|---|---|
| Samuel | 0.6%→5.7% | 17%→31% |
| Ean | 2.9%→5.4%The team's top seller: 55 sales | 23%→30% |
| Cruiser | 0.8%→2.8% | 12%→25% |
| Isaac | 2.6%→2.7%Then 5.4% in weeks 8 to 12 | 16%→28% |
Each rep's first two weeks against weeks 3 to 9, counted from that rep's first recorded door. Every full-season rep turned more doors into a sale or a lead.
02 · Yeses per 100 doors
For every 100 doors, 11 more ended in a yes.
A yes is a sale or a lead. The full-season reps went from 17 yeses in every 100 doors to 28, and the lift held for seven weeks straight.
17.4% of 918 doors
28.1% of 2,802 doors
03 · The gap Roonly found
Every rep had the same weak spot. It became the team's biggest gain.
Building value, showing the homeowner why the service is worth it, was the lowest-scoring stage for all five reps who recorded more than 900 doors. Roonly flagged it in every rep's scores, and it became the team's biggest gain.
points on building value for the full-season reps, from 45.7 to 53.4 out of 100. Discovery rose 5.5 points.
- Cruiser, building value+11.8
- Isaac, building value+7.2
- Samuel, building value+6.1
- Ean, building value+5.4
Stage scores are Roonly's 0 to 100 scores for each door. The close and overall scores are left out because they rise with the outcome itself.
04 · Objections
Better at every objection homeowners raised.
Roonly tracked 17,716 objections this season and scored how each one was handled. After their first two weeks, the full-season reps handled every type better. Price moved the most: more than half are now handled well.
Timing
28% of objections“not now, too busy”
Need
25% of objections“we don't have bugs”
Competition
19% of objections“we already have someone”
Authority
10% of objections“talk to my spouse”
Price
8% of objections“too expensive”
Trust
7% of objections“is this legit”
Share of each type handled well (a Roonly handling score of 70 or more), each rep's first two weeks against weeks 3 to 9. Across all types, 34% were handled well at first and 42% after.
05 · What 6,625 doors taught us
Sales happen after the first no.
Three patterns from every door Anchor's team recorded. They are why Roonly coaches the objection and the first minutes at the door, not the pitch.
of sales came after the homeowner pushed back at least once.
230 of 243 sales. Nine in ten doors raised an objection, and the doors that never did sold at half the team's rate.
of sales happened at doors that went past three minutes.
Only about a third of doors got that far. Those doors sold 24 times as often as shorter ones.
the sales when the first objection was handled well.
6.9% of those doors ended in a sale, against 1.4% when the rep fumbled it.
06 · Coaching takes hold
Three rep stories worth telling.
The reps who practiced the most moved the most. Each story uses that rep's own weeks, counted from their first recorded door.
Samuel
Door rep · full season
One sale in the first two weeks. 27 in the next seven.
- Sale or lead17% → 31%
- Discovery59 → 65+5.6
- Building value47 → 53+6.1
- Practice sessions completed17
Isaac
Door rep · full season
Scores slipped in the first weeks. Then the steadiest climb on the team.
- Building value46 → 59+12.7
- Discovery56 → 66+9.2
- Objection handling57 → 62+5.6
- Practice sessions completed30, the most
Luke
Door rep · joined June 11
Joined mid-season. Outsold the team's first month.
- Against the May starters' first month1.5x
- Weekly sale rate, weeks 1 to 42.2 → 6.8%
- Doors a day22
- Practice from day one22 sessions
07 · Training that builds itself
Practice built from their own doors.
Anchor's reps leaned into AI roleplay. When a rep lost an objection at a real door, Roonly turned that moment into a practice round with an AI homeowner and assigned it to that rep.
08 · For your door team
What one pest company's summer means for yours.
Anchor's reps recorded with one tap at the start of each shift. Everything after that, the scoring, the gaps and the practice, ran by itself.
Reps sell more within weeks
The lift arrived in week three and held through week nine.
More yeses from every 100 doors
Every full-season rep turned more doors into a sale or a lead.
Price objections get handled
Price objections handled well rose from 35% to 52%.
See what Roonly finds in your team's doors.
Book a demoHow we measured
- Source: Roonly production data for Anchor Pest Services' door team, pulled October 6, 2026. Doors scored May 6 to September 8, 2026.
- Weeks are counted from each rep's first recorded door. "Full-season reps" are the four who recorded from the first week of May into late July or August.
- Sales and leads are outcomes as the reps logged them in Roonly. A yes is a sale or a lead.
- Stage and objection scores are Roonly's 0 to 100 scores. An objection counts as handled well at 70 or more.
- The patterns in section 05 use all 6,625 doors scored in the season.