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Generating leads is only half the equation. What happens when an agent picks up the phone is where deals are won or lost, and for most teams, that part of the process is still a black box.
That's exactly what CINC CEO Alvaro Erize, Shilo CEO Justin Benson, and CINC client Shane Kilby sat down to unpack in our recent webinar. Here's a summary of what they covered.
What Is Shilo?
Shilo is an AI sales coaching platform built specifically for real estate teams. Justin Benson, who sold over 400 homes before founding Shilo, built it to solve a problem he experienced firsthand: agents were making the calls, but team leaders had no real visibility into what was happening on those calls, and no scalable way to coach the quality of those conversations.
Shilo connects to CINC in minutes via API. Once connected, it analyzes every call made through the CINC dialer, scores each conversation on a 1 to 5 scale, and automatically generates coaching feedback, role-play scenarios, and one-on-one coaching sessions for each agent, all without requiring a team leader to sit in on every call.
The platform evaluates calls across three core areas: the agent's ability to build trust and confidence with the lead, how well they handle objections, and whether they establish a clear and specific next step before ending the conversation. That last one matters more than most people realize. Shilo's data shows that setting a defined next step in one of the first two interactions with a new lead increases closing rates by a low-end average of 20%. At a 3% base closing rate, that's a roughly 60% lift in revenue from one behavioral change.
How the CINC + Shilo Integration Works
CINC brings high-intent buyers into your pipeline through hyperlocal lead generation, then keeps them engaged through AI-powered follow-up and smart CRM workflows. Shilo picks up once an agent gets on the phone, analyzing what happens in those conversations and coaching agents to improve their conversion rate over time.
The integration is direct: call data from the CINC dialer flows into Shilo automatically. There's no manual export, no separate setup per agent. Lead stages, sources, and tags sync from CINC into Shilo in real time, so the coaching context always reflects what's actually happening in the pipeline.
Together, the two platforms cover the full arc from lead capture to closed deal.
What Shane Kilby's Team Saw in Practice
Shane and his wife Dana run a team of over 50 agents in Alabama, with more than 100 million in production last year. They've been CINC clients since 2014, and were early adopters of Shilo.
Before Shilo, their coaching model relied on three days a week of group role play and what they could observe directly. The problem was that once agents left those sessions and started making live calls, there was no feedback loop. An agent could struggle on calls for weeks before a team leader even noticed, and by then it was often too late to course correct before that agent burned out or churned.
With Shilo, agents can review their own calls immediately after hanging up, see where they scored, and replay that same conversation scenario to try again. Dana described agents going from a 1.7 on a call back up to a 3.8 or 4.2 after reviewing the feedback and taking another shot at the same scenario. That kind of rapid, self-directed improvement wasn't possible before.
For team leaders, Shilo surfaces the same data at an organizational level. Shane's team uses Shilo's Insights tab to identify patterns across hundreds of calls at once, spot which agents need support, and pull high-scoring calls to use as examples during group training. The platform also runs automated one-on-one coaching sessions with each agent on a weekly, biweekly, or monthly cadence, generating a personalized agenda based on that agent's call history and personality profile.
Key Takeaways
1. The defined next step is your most important metric. Shilo's data across tens of thousands of hours of analyzed calls points to one leading indicator above all others: whether an agent ends a conversation with a specific, scheduled next step. Vague follow-ups like "I'll call you next week" don't count. If you're not tracking this metric today, start there.
2. Start coaching new agents within the first 14 days, not 30. Shane's team learned the hard way that agents who don't build prospecting habits early rarely develop them later. Shilo gives new agents a safe, private environment to practice and self-correct before they've burned through their first wave of leads.
3. Use call recording to demystify your top performers. High producers often can't explain exactly what they're doing differently, and that makes their success feel unachievable to newer agents. Pulling a 4 or 5-star call and sharing it in a group session makes the skills concrete and replicable. When agents hear the specific moment a top performer asked for the appointment, it stops feeling like magic.
4. Personality-specific coaching changes outcomes. After 10 calls, Shilo builds a DISC-style personality profile for each agent and adjusts its coaching recommendations accordingly. The scripting and guidance an introverted agent receives looks different from what a high-D agent gets, because what works in a conversation depends heavily on how that person naturally communicates.
5. The CINC dialer is a prerequisite. To use the integration, agents need to be making calls through the CINC dialer. Call recording isn't possible through a standard mobile phone, so if your team isn't already using the CINC dialer, that's the place to start. Reach out to your account manager to get that set up.
What's Coming Next
Justin shared a preview of a feature currently in active beta: a Shilo iOS app that integrates directly with the CINC calendar and allows agents to record and analyze in-person listing appointments and buyer meetings. Those face-to-face conversations are the hardest to coach and, as Justin pointed out, the most expensive to fail at.
If you missed the webinar or want to see the integration in action, watch the recording or reach out to your CINC account manager to learn how to get started with Shilo.