While your crew is wrestling sectionals up three flights of stairs, your profit's taking the elevator... down. 📉
Why? Because 41% of moving companies can't track their KPIs.
That's not running a business—that's playing pinball with your profit margin.
Here are the numbers that separate the 7- and 8-figure movers from the rest.
📈 Need to start measuring? Download our KPI Dashboard (.xls) and drop in your numbers.
Your #1 most important metric
This number determines if you run a business—or a charity.
Problem is: 23% of moving owners don't know their net profit margin.😨
1. Net profit margin
- Target: >20%
- Average: 7-10%
- Math: (revenue - expenses) ÷ revenue × 100
- Example: $500k @7% net profit =$35k, but $500k @20% net profit = $100k!
💰You don't to be big to make bank. See how movers of all sizes hit 20%+ net profit.
Operations KPIs
Elite movers run their ops like a Swiss watch.
The rest? They're eating their own margins for breakfast.💀 Let's fix that.
2. Job profit
- Target: >50%
- Math: (job revenue - direct costs) ÷ job revenue × 100
- Example: $1,500 move - $750 costs = 50% profit
❓What do companies my size make per job? Here's the data.
3. Claims ratio
- Target: <1% of revenue
- Average: 3%
- Math: (total claims cost ÷ total revenue) × 100
4. Crew turnover
- Target: <10%
- Math: (employees who left ÷ avg. number of employees) × 100
- Example: 5 departures ÷ 25 total crew = 20% turnover
Sales KPIs
Your sales team is filling the calendar. But are they making you money—or just staying busy?
Here's how you know.🤔
5. Revenue booked
- Track: By rep and location
- Best-in-class: $430,000+ per rep annually
- Smart move: "See what happens" isn't a strategy. Give each rep a sales goal and track it daily.
6. New leads
- Track: Daily
- Example: 200 leads/month = 50 leads/week = 7 leads/day
- Smart move: Don't throw money at every lead source. Track costs per channel and put your budget where the ROI is.
7. Speed to lead
- Target: <5 minutes response time
- Average: 10 minutes
- Smart move: Use an AI sales assistant so no lead ever goes to voicemail or dies in the sales queue.
8. Booking rate
- Target: 50% (lead to booked)
- Math: (bookings ÷ leads) x 100
- Average: 30-40%
- Also break it down by:
- Quote to booked
- Survey to booked
9. Average job value
- Target: >$1,500 per job
- Math: total revenue ÷ number of jobs
- Smart move: The quickest way to increase job value? Upsell! Supplies, packing, valuation...
Speaking of valuation, here's a bonus sales metric:
Bonus! Valuation sold
- Target: >20% of jobs
- Top performers: 35%+ (like Tim Krupp @ Movebees)
- Easy profit: 70-90% margins on valuation
Marketing KPIs
While your competitors are chasing Instagram hearts , smart movers are chasing Benjamin Franklins. 💵
Here's what actually moves the needle.
10. Cost per lead
- Track: By channel
- Math: marketing spend ÷ number of leads
- Example: $75-$200 cost per lead is typical on Google Ads (depending on budget)
11. Repeat/referral rate
- Target: 25%+ of revenue
- Best-in-class: 43% from repeat/referral
- Smart move: Create a referral engine that runs itself.
12. Marketing ROI
- Track: By channel and campaign
- Target: 4-5X return
- Math: revenue generated ÷ marketing spend
13. Review rate
- Target: >50% of jobs leave reviews
- Top performers: 60-70%
- Smart move: Set alerts so you respond fast to every new review (it matters to Google).
The money's in the metrics
Ready to stop guessing and start crushing? Here's your next move:
- Start tracking these KPIs weekly (minimum).
- Set clear targets for each metric.
- Hold your team accountable.
- Use software that makes it automatic.
The right tools make it easy. You'll feel like you've got a Harvard MBA (minus the student loans).👇
