The KPIs Every Moving Company Should Track (and Most Don't)
The 8 metrics that actually run a moving sales operation — what they tell you, where to find them, and what good looks like for each.
Most moving company owners look at their bookings each week and call it a day. The deeper KPIs — the ones that tell you why bookings went up or down — are where the operational improvements live. Here are the 8 that matter.
The 8 KPIs
The 8 KPIs to track weekly
| KPI | What good looks like | Why it matters |
|---|
| Close rate by source | See benchmarks page | Tells you where the sales process leaks |
| Avg lead response time | Under 5 min for web, instant for calls | Single biggest lever on close rate |
| Missed call rate | Under 10% | Direct revenue leak |
| Average job value | Trending up over time | Pricing strategy + scope discipline |
| Avg follow-up touches per lead | 5+ | Most movers leave money on the table here |
| 'No' lead recovery rate | 10–20% within 30 days | Free incremental revenue |
| Blended cost per booked job | Trend down or flat | Marketing efficiency |
| Review velocity (weekly new reviews) | Trending up | Compounding social proof |
Why These Specifically
Each of these is either a direct lever on revenue or an early-warning indicator that something upstream is changing. Tracking just revenue is like checking your gas gauge but never the oil — by the time the warning light comes on, the damage is done. These 8 are your diagnostics.
How to Track Them
- Most modern moving CRMs surface 5–6 of these natively — pull them in a weekly report.
- Response time may need a separate tool (most CRMs measure poorly here).
- Missed call rate requires call-tracking on top of your phone system.
- Review velocity comes from your reputation tools (Google reviews API, Yelp, etc.).
- Set up a single weekly dashboard, not 8 separate reports.
Review Cadence
Review the dashboard weekly with whoever owns sales (you, sales manager, or your sales partner). Look at trends, not single weeks. Pick one KPI per month to actively work on — moving all 8 at once doesn't work, moving one decisively does.
Pick one KPI per month If your close rate is below benchmark, work on that for 30 days and ignore everything else. Then move to the next weakest. Trying to fix everything at once usually fixes nothing.