What 'Good' Looks Like for a Moving Company by Size
Benchmarks for the metrics that matter most, broken out by company size — so you can compare yourself to similar movers, not movers ten times your size.
A 5-truck mover and a 50-truck mover face very different problems. Comparing yourself to the wrong tier leads to chasing the wrong fixes. Here's what good actually looks like at each stage.
Small (1–10 Trucks)
Benchmarks for small movers
| KPI | Average | Top tier |
|---|
| Close rate (blended) | 20–28% | 35%+ |
| Avg response time (web) | 20–45 min | Under 5 min |
| Missed call rate | 20–35% | Under 10% |
| Avg follow-up touches | 1–2 | 5+ |
| Reviews / month | 3–8 | 15+ |
For small movers, the operational systems matter less than the basics: pick up the phone, respond fast, follow up consistently. Most growth at this stage comes from converting more of the existing leads, not from bigger marketing spend.
Mid-Size (10–30 Trucks)
Benchmarks for mid-size movers
| KPI | Average | Top tier |
|---|
| Close rate (blended) | 22–30% | 35%+ |
| Avg response time (web) | 10–20 min | Under 3 min |
| Missed call rate | 10–20% | Under 5% |
| Avg follow-up touches | 3 | 6+ |
| Sales rep productivity | 80–120 leads/mo | 150+ |
At mid-size, owner-as-salesperson stops working. You need a real sales team, structured KPI tracking, and dedicated coverage for after-hours and overflow. The biggest performance jump at this size is from going from informal sales to a measured, managed sales operation.
Large (30+ Trucks)
Benchmarks for large movers
| KPI | Average | Top tier |
|---|
| Close rate (blended) | 25–32% | 38%+ |
| Avg response time (web) | Under 5 min | Under 60 sec |
| Missed call rate | Under 5% | Under 2% |
| Avg follow-up touches | 5+ | 7+ |
| Sales team consistency variance | <5% rep-to-rep | <3% |
At large scale, consistency at the team level becomes the game. Two points of close rate across 1,000 estimates a month is hundreds of thousands of dollars. The best operations have tight playbooks, real-time monitoring, and zero tolerance for missed calls.
The Jumps Between Sizes
Going from small to mid usually requires hiring or outsourcing real sales coverage and adopting a CRM that surfaces KPIs. Going from mid to large requires sales management — someone whose only job is the sales team's performance. The owners who get stuck at one size are usually stuck on a sales operation that doesn't scale.