This is a sample engagement. Lakeview Plumbing is not a real company, and every figure below is illustrative. It is published to show the structure of Terramand reporting — not to claim performance.
plumbing · Sample engagement
Illustrative engagement — demo data. Turning a dormant customer list into a recurring revenue stream.
Lakeview Plumbing had nearly a decade of customer history sitting in an old invoicing system that had never been connected to any marketing effort. New-customer acquisition cost had crept up year over year, while the business had never once emailed, texted, or mailed its own past customers. Water heater replacements — a predictable, age-based opportunity — were being won largely by whoever the homeowner happened to search for when the unit finally failed, rather than by Lakeview reaching out proactively first.
Headline movement
DEMO DATA- Revenue from reactivated past customers (annualized)
- $0 — no reactivation program existed$186,000
- Cost per reactivated customer vs. new lead
- N/A~38% lower than blended new-customer acquisition cost
- After-hours emergency lead capture rate
- ~30%~74%
What we ran
The build, in the order it happened.
Sequenced the same way every engagement is: diagnose, fix the leaks, then turn up demand.
- 01
Cleaned and migrated a decade of customer and service-history data into a CRM built around the plumbing sales cycle
- 02
Segmented the list by service type, water heater age (where known), and recency of last service
- 03
Built an automated water-heater-age reactivation campaign combining email and SMS with a financing offer
- 04
Set up 24/7 lead capture with AI-assisted after-hours answering for true emergencies
- 05
Layered Google Local Services Ads on top of an improved review profile to capture new, high-intent emergency demand
Why we do it this way
The steps are numbered because the order is the strategy. Turning up demand before the leaks are fixed just pays to lose leads faster — so every engagement runs in this sequence, and every report shows the work in the order it happened.
Before and after
Every number, with its baseline next to it.
A result with no baseline is a claim. This is the table format your monthly report uses.
| Metric | Baseline | After | How it was measured |
|---|---|---|---|
| Revenue from reactivated past customers (annualized) | $0 — no reactivation program existed | $186,000 | Illustrative demo figures. |
| Cost per reactivated customer vs. new lead | N/A | ~38% lower than blended new-customer acquisition cost | Illustrative demo figures. |
| After-hours emergency lead capture rate | ~30% | ~74% | Illustrative demo figures. |
| Water heater replacement jobs from age-based outreach | 0 (no proactive program) | 47 jobs in first 12 months | Illustrative demo figures. |
Demo data — illustrative figures for a fictional company, published to demonstrate report structure.
Why we do it this way
Every row carries its baseline and how it was measured because a number you can’t audit is advertising, not reporting. This exact table — bad months included — is the format a live Terramand engagement receives every month.
“We had ten years of customers sitting in an old system we never touched. Turns out that list was worth more than most of our new-lead spend.”
Your turn
Get the one number this whole page is built on: your baseline.
Every engagement starts by measuring where you stand today, so every result after it is a measurement, not a story.
A thirty-minute conversation with a person. No obligation.
