Sara Williams is a 20+ year veteran of the new home industry, with a career that bridges builder sales, marketing, and proptech innovation. From launching award-winning online sales programs to advising startups transforming housing, she’s built a reputation for driving strategic growth through smart systems, bold ideas, and strong relationships. Sara was one of the original online sales pioneers—earning the first national Online Sales Counselor (OSC) award from NAHB in 2013. She’s since trained and mentored hundreds across the builder and proptech space, launched the first digital sales and marketing Facebook community of its kind in 2015, and created industry-shaping content on lead conversion and compensation. In 2025, she launched Aras&Co, where she partners with builders, proptech companies, and industry leaders as a fractional CMO/CRO, growth advisor, and tech consultant. Whether she’s guiding a go-to-market strategy, coaching the industry on artificial intelligence, or helping a team modernize their sales systems, Sara is all about creating momentum that turns into measurable success.

Robert Carroll is the owner of Carroll Construction, LLC, a design-build construction company focused on rural luxury homes outside the Greater Baton Rouge, Louisiana market. A licensed residential and commercial contractor with more than 15 years of experience in construction management, custom homebuilding, and remodeling, Robert has led his company’s transition to a design-build model centered on transparency, financial accountability, and exceptional client experience.

Robert brings a strong national leadership and committee background through the National Association of Home Builders. He serves as incoming Chair of the NAHB Housing Finance Committee, is the Immediate Past Chair of the Single Family Finance Subcommittee, and is the 1st Vice Chair of the Business Management and Information Technology Committee. His industry involvement also includes code and resilience work, including contributions to the Louisiana State Uniform Construction Code Council Fortified Roofing Task Force and service on the NAHB Construction Codes and Standards Committee. Locally, he has served as President of the Greater Baton Rouge Home Builders Association and remains active in government affairs.

On this panel, Robert will share practical, field-tested ways contractors can apply AI in everyday operations—improving documentation, standardizing processes, strengthening customer communication, and reducing administrative drag—without losing the trust and professionalism that define a strong builder-client relationship. He is most proud to be a husband and the father of four daughters.

Grace Tsao Mase is a seasoned construction professional with over 25 years of hands-on experience in residential building, project management, and construction technology. She is the founder and CEO of HomeRES.ai, an AI platform built specifically to help residential contractors capture more revenue and build more resilient homes.

As a Yale-trained architect holding five contractor licenses across multiple jurisdictions, Grace understands the realities of running a contracting business. She founded HomeRES after seeing contractors leave billions in available incentives on the table, not because they didn't want the money, but because the process was too complicated and time-consuming.

Grace approaches the industry with deep respect for contractors as independent business owners who value practical solutions and proven results. Her focus is straightforward: helping contractors earn more, win more bids, and build businesses that thrive in any market.
Grace holds three U.S. patents and is the author of "AI for Residential Construction" (NAHB, 2026) and "Revivify Your Home" (Archway, 2025). She's committed to helping contractors leverage technology to create real value for their businesses, their clients, and their communities.