This is a sample engagement. North Shore Heating & Air 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.
hvac · Sample engagement
Illustrative engagement — demo data. Filling the shoulder season without adding a truck.
North Shore Heating & Air ran a solid summer and winter but watched revenue drop by nearly half every April and October — the classic HVAC shoulder-season valley. Their maintenance-plan renewal process was entirely manual, lead response after 5pm went straight to voicemail, and nobody could say with confidence what a booked job actually cost to acquire by channel. Marketing spend was flat across the whole year, ignoring the seasonal curve entirely.
Headline movement
DEMO DATA- Shoulder-season booked jobs (Apr/Oct combined)
- ~40% of peak-month volume~68% of peak-month volume
- Maintenance-plan renewal rate
- 58%79%
- After-hours lead capture rate
- ~22%~71%
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
Ran the Growth Diagnostic and mapped 18 months of lead data, confirming the shoulder-season valley and quantifying the after-hours lead-response gap
- 02
Rebuilt the Google Business Profile and service-area pages around 'AC tune-up' and 'furnace tune-up' search intent, timed to launch just ahead of each shoulder season
- 03
Automated maintenance-plan renewal reminders and a lapsed-member reactivation sequence via email and SMS
- 04
Set up after-hours lead alerting with AI-assisted answering for overflow, with a clear handoff to the on-call tech for anything urgent
- 05
Built a unified dashboard tying ad spend, call tracking, and CRM booked-job data together by channel
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 |
|---|---|---|---|
| Shoulder-season booked jobs (Apr/Oct combined) | ~40% of peak-month volume | ~68% of peak-month volume | Modeled from 18-month lead and CRM data during the diagnostic; illustrative demo figures. |
| Maintenance-plan renewal rate | 58% | 79% | Illustrative demo figures. |
| After-hours lead capture rate | ~22% | ~71% | Illustrative demo figures. |
| Reported cost per booked job (blended) | Not calculable — no cross-channel attribution | Tracked monthly by channel | 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 always knew spring and fall were slow. We didn't realize how much of that was just us not asking for the renewal, not answering the phone at night, and not having any idea which ads were actually working.”
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.
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