Ep126: Layering Reports - Big Ticket Honeyholes

All right, welcome back here to the moving game. We're going to talk about another layering report today, and this is going to be how to learn more about big ticket opportunities. Basically, what we want to learn from your reports is we want to learn where is the honey hole. So I call this report in chat. I just call it my big ticket honey hole report. So I want to know where the sweet spots are. And if you're into fishing at all, if you fish enough places, you find honey holes. And I'd rather fish at the honey hole than fish in a bunch of random places that I don't really know a lot about. So if you know where the honey hole is in your market, you can be pretty lethal and pump up your profitability and volume. So what you're going to put in smart moving is you're going to drop three reports. You're going to do your booked opportunities by service state, new leads. And then number three is going to be your loss leads and opportunities details. OK, you got to make sure it's the detailed report, not the summary report. And you're going to ask for a heat map of-- basically, you'll ask it, hey, tell me about big ticket opportunities that are $5,000 or more in all the towns or cities that I service to. Give me leads for $5,000 plus, and you might want to quantify that by, like, the estimated amount. And then give me book jobs by the invoice amount. Give me booking rate and give me total revenue. And do it by town or city, OK? So you can give it just like a breakdown table report. And then you can also ask for a heat map. Then on top of that, ask for an overall booking rate on big ticket. And you're going to learn a lot of stuff with this. Again, the whole goal of this is we want to know how are we doing with big ticket opportunities. I define big ticket as $5,000 or more. You may decide that number is different for you. Our average move is right around $4,000. So I just pick $5,000. It seemed like a good number. And there's a lot of opportunities. So if you do it too high, like, let's say, 10 or 12 or 15,000, there's just not as much data. And so I think that there's less to learn. So if you do it, I think around $5,000, maybe $4,000 for some of you-- maybe for smaller moving companies, like maybe it's $3,000. If your average move is only 1,500, then maybe you need to run this report for tickets that are $3,000 or more. And so I want to know how my sales team is doing with big ticket. I would much rather book an $8,000 move than book 8 $1,000 moves. That is part of our motto. I much rather have big ticket. OK, I want higher end big ticket, full pack, full move, interstate, all day. All day, that's what I want. If I can have a crew busy for four days with the same customer, great. Now, can I get more 5 star reviews if I do tons of $500 to $1,500 moves, certainly. But I'm far more profitable in my operations as more streamlined when I have a higher ticket. And when I have a higher average ticket, I can spend more advertising in order to get that customer, right, whoever can spend the most to acquire said customer usually wins. So when you ask for your overall booking rate, I'll share with mine. Mine is about 36%. We book it 36% on big ticket, which is over $5,000. And that's our year to date number in 2026. And so I think you just want to look at that and see how your business does. And then really, what you want to do is not so much compared to other moving companies, but compared to your overall average booking rate. So my overall average booking rate is somewhere around 28%. So with some of you might be like, oh, I mean, that's kind of low. Well, we're really expensive, and we get a ton of leads. So that's just kind of what happens. When you're premium top of the market, some of you that are like beating your chest about booking 45%. I think you just should raise your pricing. But that's another topic. So we're like 28% on all business. And then when we do big ticket 5K plus, we're 36%. So we do better. Our sales process is more catered to someone who has a large move. And so everything that I'm doing going into the fall of 2026 and going into next year is just how do I get more $5,000 estimates? $5,000 plus estimates. How do I get more of those? Because I'm going to get 36% of them. And my goal is to push that booking rate up to 40%. Want to be at 40% on big ticket. So that's going to be interstate opportunities. How do I advertise and get more interstate opportunities? So you can take this report, and you could do a spinoff layered report, and look at service type, and give a breakdown of how many big ticket opportunities are interstate, intra, and local, and get a better understanding of how your team sells interstate jobs versus local big ticket jobs. Are you not really converting well on the interstate stuff, but then you do great on the local stuff? Do you want interstate? Is that part of your business plan? So many opportunities can just kind of unhinge here. So I like figuring out where the honey holes are. And this is just one more way to understand where should you go to business development? Where should you spend more advertising? Picking out the exact towns and cities to saturate. So if I know, for me here in Rono, if I know that the Smith Mountain Lake corridor, which has multiple towns through it, that's my best big ticket honey hole. I know that. Then I'm going to run a separate meta ad campaign. That's just big ticket focus. So I'm going to focus on interstate moves. I'm going to focus on full packing moves. I'm going to focus on multi-truck moves, like maybe, hey, do you own a house that's 4,000 square feet or bigger and you need to move? The hook on all the video ads is going to be moving out of state in your Smith Mountain Lake. We're going to go super specific for the areas that we know are the honey holes. And this is truly what I believe is the key on how you can really take it to the next level. So layering report on big ticket opportunities. And I think you'll just learn a lot of stuff and be able to go get more of them, grow your business. And what's great about big ticket is it gets you a ton of gross profit, and that gross profit helps you get it every bit of money that can get you over break even is so valuable. And again, I'd rather just manage one customer than five customers. So take it, run with it. We'll catch you on the next one.