In preparing for this report, we partnered with some of the industry’s top associations and organizations to collect insights from over 500 movers across the US and Canada.

The data was extensive, but the message was clear: although market challenges continued last year, movers are bullish about what lies ahead. They’re taking action to improve their businesses today, so that they can scale faster and better tomorrow.

As we enter a whole new year of ideas, innovations, and opportunities, we hope this report gives you the benchmarks and insights you need to rise above the industry standard and reach the next level in your business—no matter how high you’re aiming.

TLDR? Get a quick rundown of trends and strategies that bubbled up in our State of Moving data.

Download the full report to see dozens of industry infographics and benchmarks👇

With inflation cooling and the housing market starting to recover, things are looking up for the moving industry. But movers aren't hitching their hopes and dreams to an unpredictable economy. Armed with wisdom and resilience from surviving several tough years, they're powering forward—whether the economy is on their side or not.

Despite the challenges, most movers feel good about the year ahead. Companies that hit their revenue goals are doubling down, and those that didn't are tapping into a range of new strategies to come back strong in 2025.

Key Findings

• Market challenges continued in 2024 with less than half (44%) of moving companies meeting their revenue goals last year.
• Nevertheless, 87% of movers are optimistic about the year ahead, up from 79% at the end of 2023. Most movers (70%) say they expect the economy to improve.
• 66% plan to increase prices this year, up from 56% last year.
• Improving marketing remains a top priority for 40% of moving companies.
• 20% plan to expand services, which is down slightly from last year’s 24%.
• Profit margin is the #1 metric movers want to improve in 2025.

With the majority of movers expecting the market to improve this year, 2025 represents a prime opportunity to check in and level up. To boost margins in the future, moving companies are getting clear on their most profitable opportunities so they can scale with confidence.

Top 5 Emerging Trends

1. Managing Profit & KPIs
2. Building Stronger Sales & Marketing Processes
3. Improving Reviews & Reputation
4. Offering Consumer Financing
5. Using AI Across the Business

Top Challenges for Movers in 2024

While movers are optimistic about the year ahead, market challenges still loom large. Aftershocks of inflation have moving companies on shaky ground, combating high operational costs on one front and price-sensitive customers on the other. Not surprisingly, lead flow, costs, and insurance rates were reported as movers’ top challenges in 2024.

In our survey, movers mentioned a slew of issues caused by the “erratic economy,” the “election year and recession,” and inflation not being “properly reflected in competitors’ pricing.” They’re also coping with “rising prices of everything”—from advertising to truck repairs—while “being squeezed on prices when offering quotes.” And if that weren’t enough, insurance rates are on the rise. According to one respondent, “My insurance rates doubled without any accidents or claims.”

New Business Strategies for 2025

With their sights set on revenue growth, CapEx investments, and profitability, movers are in it to win it this year. But the research revealed that many movers are still making decisions based on instincts, not data. Nearly half (41%) of movers aren’t tracking important KPIs for their company, which could throw companies far off course.

In 2025, movers are determined to do better. They’re actively improving their marketing, expanding services, and strengthening their teams and partnerships.

Best-In-Class Companies

Looking at the most successful moving businesses compared to the industry as a whole, we found key differences in how best-in-class companies operate. We define best-in-class as companies that met or exceeded their revenue goals last year, booked over 1,000 moves, and have an annual gross revenue of $2M+.

In times of uncertainty, movers are getting clear on the business KPIs that matter. And in 2025, profit margin is the metric they care about most.

Armed with a positive outlook on the market, they’re trading gut decisions for clear processes and metrics to help them scale. But not everyone has their finger on the pulse when it comes to profitability.

Our data found that 41% of movers aren't able to track important KPIs, 54% don't track profit per job, and 24% don't know their net margin. Comparing best-in-class companies to average, it’s clear that flying blind isn't going to help movers hit their revenue and profitability targets in 2025.

Best-in-Class Breakdown

Best-in-class companies aren’t fuzzy on the numbers. Almost all (90%) track the most important KPIs for their company, 87% know their net profit margin, and 59% report above-average margins (10% net profit or higher). Companies that don’t track important KPIs, including profit per job, are more likely to have average or below average profit margins.

Best-in-class companies...

✔️ Track important KPIs

✔️ Track profit per job

✔️Have higher net profit margins

Successful movers aren’t sitting on their hands waiting for the market to rebound—they’re dialing in sales and marketing to make sure the business is ready to bounce back stronger than ever in 2025. And according to the data, there’s plenty of work to be done.

Our research revealed that 38% of moving companies don't offer sales commission. Movers wanting to scale revenue in 2025 should consider incentivizing their teams by offering the standard 7% commission.

Movers can ensure their sales teams are performing by putting systems in place to track how quickly they’re responding to leads, how often they’re following up with opportunities, how much revenue they’re booking, and more.

Of course, it’s not just about sales. Movers are putting their money where their mouths are when it comes to marketing. Half of companies report spending $2,000 or more on ads each month, and the majority (52%) plan to increase their marketing budgets this year.

Best-in-Class Breakdown

Best-in-class companies spend more on marketing, with most (67%) spending upwards of $5-10k per month. Most (60%) have affiliate programs, and 76% offer sales commission. These strategies appear to pay off. Not only do best-in-class companies reach their revenue goals—their salespeople book over $75k more per year compared to average players ($430,538 vs. $354,509).

Best-in-class companies...

✔️ Spend more on advertising

✔️ Have affiliate programs

✔️ Offer sales commission

✔️ Book more $ per salesperson

In the cut-throat world of moving, reputation is everything, and in 2025, movers are more reliant than ever on social media and other online sources to drive business. Yet our data revealed a lot of room for improvement when it comes to managing online reputations.

Most moving companies (95%) have an average 4-5 rating on Google, but 82% have less than 500 reviews. Considering review volume (how many reviews a company has) and review velocity (how often a company gets new reviews) are important ranking factors in Google’s algorithm, there’s a big opportunity for movers to separate themselves from the pack this year.

Our data also found that at almost half (45%) of moving companies, the owner or CEO is the one managing reviews, which creates a lot of busy work for leaders who are already stretched thin. Those who delegate and invest in processes to help manage reviews will have the best shot at getting ahead.

Best-in-Class Breakdown

Best-in-class companies are serious about driving reviews, and it shows. They have nearly 2X as many reviews on average, compared to non-best-in-class companies (725 reviews vs. 399 reviews). In a climate of lower lead volume and rising ad costs, companies with more reviews come out on top, driving more organic business and reassuring customers that their service is worth every penny.

Best-in-class companies...

✔️ Have more Google reviews

✔️ Drive more repeat / referral business

✔️ Assign someone who’s not the owner or CEO to manage reviews

After another year in a tight housing market, movers are coming up with new ways to meet customers’ needs. And consumer financing is a win-win.

By turning expensive moves into manageable monthly payments, moving companies are increasing the purchasing power of their customers, making it easier for them to afford moving services and additional services like packing, storage, and valuation, which might otherwise be out of budget.

Offering consumer financing is a great example of companies adapting to market conditions and winning business, without discounting their services.

Best-in-Class Breakdown

Data shows that best-in-class and non-best-in-class companies are equally likely to offer consumer financing as a payment option. This reveals an opportunity for all companies to increase revenue, especially those that didn’t meet their revenue goals last year.

Gaining the upper hand through financing will be easier for companies whose CRM supports multiple payment methods.

AI stayed a top trend for movers last year, and at a growing number of companies, it’s not out of the ordinary to lean on bots for help. But what exactly are movers using AI tools for? According to one respondent, "pretty much everything."

More than a third (37%) of movers have adopted AI, and they’re not just using it for simple tasks, like checking grammar and organizing notes. Movers are entrusting AI to help with key business processes, from sales and marketing to operations and training.

These are their top use cases: 

Admin / General

• Checking grammar
• Organizing notes
• Researching and brainstorming

Marketing

• Creating lead forms
• Creating marketing content (blogs, emails, graphics, social posts)
• Writing review responses

Operations

• Virtual surveys
• Creating standard operating procedures (SOPs)

Sales / Support

• Answering calls
• Transcribing and summarizing calls
• Sales training

Training

• Creating training content (scripts, SOPs, templates)

Best-in-Class Breakdown

When it comes to AI, there isn’t yet a gap between best-in-class and non-best-in-class companies. According to our data, moving companies of all shapes and sizes are willing to try AI, from big established players to young and hungry businesses.

This represents a rare opportunity to gain ground. For early adopters, the race is on to test out new use cases, train their bots, and untap the full potential of AI.

Get your hands on 70+ moving industry benchmarks and see where you companies stacks up! Download the State of Moving report here.