Turning Data into Revenue with Neal Zamore

Trade leaders often obsess over cost per lead while ignoring the bigger picture. In this Around the CAMPfire episode, hosted by Katie Donovan (Camp Digital CEO), Neal Zamore, Head of Marketing at Storr Group, reveals a proven system for managing “cradle-to-grave” KPIs across marketing, operations, and leadership.

From dissecting cost per advertising to spotting red flags in cancellation rates, Neal equips HVAC, plumbing, and electrical owners with practical tools to scale profitably. His insights blend big-company discipline with the grassroots tactics every trade leader can deploy tomorrow.

Connect with Neal Zamore on LinkedIn -   / neal-zamore  
Learn more about Storr Group -   / storrgroup  

Connect with Katie Donovan on LinkedIn -   / katestapletondonovan  
Follow CAMP Digital on LinkedIn -   / campdigitalmn  
Learn more about CAMP Digital - https://campdigital.com/
Free Coaching for Home Service Pros: https://cantstopthegrowth.com/

Connect with Chad:
LinkedIn:   / chad-m-peterman  
Facebook:   / chadmpeterman  
Learn more about: Chad Peterman - https://chadmpeterman.com/
Peterman Brothers - https://www.petermancareers.com/
The People Forward Network - https://peopleforwardnetwork.com/

Key Takeaways:

• CPL is not cash: Pair cost per lead with cost of advertising to see real efficiency.
• Cradle-to-grave funnel: Track spend, calls, set rate, dispatch, turnover, and tickets weekly to catch red flags fast.
• Smoking gun metrics: When revenue dips, use funnel data to pinpoint cancel spikes, staffing gaps, or scheduling issues.
• Seasonality matters: HVAC CPLs vary heavily by season, while plumbing CPLs trend lower year-round.
• Grassroots still wins: Stickers, yard signs, and everyday branding deliver more leads than just spending more.
• Freedom with fences: Inspire creativity by setting conditions of satisfaction, not micromanaging.

YouTube Chapters:

0:38 Meet Neal Zamore, Head of Marketing at Storr Group
2:00 Breaking into home services & early PE challenges
4:42 CPL vs cost of advertising explained
6:00 Building a cradle-to-grave weekly scorecard
7:06 Diagnosing cancel-rate spikes & staffing gaps
10:00 Seasonality: HVAC vs plumbing CPL trends
12:29 Leadership style: freedom with fences
15:06 Scaling advice: know your numbers & margins
16:38 Lawn signs & grassroots KPIs that matter
18:02 Stickers, training, and muscle memory for techs