This playbook breaks down the lessons from Jaron Denn’s turnaround story at 10 Men Movers, including how leadership, premium service, better crews, stronger deposits, reviews, realtor relationships, and customer communication can help a moving company become more profitable.

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How to Build a More Profitable Moving Company Without Chasing Cheap Jobs

Jaron Denn, owner of 10 Men Movers, shares how to build a more profitable moving company by leading better people, attracting better customers, charging for value, and protecting cash flow.

Many moving company owners try to grow by booking more jobs. But more jobs do not always mean more profit.

In this podcast, Jaron Denn of 10 Men Movers shared how his moving business went from nearly going bankrupt to building a fast-growing company in Nebraska. The biggest lesson is simple: build a company that attracts better customers, better employees, and better margins.

What Should You Fix First If Your Moving Company Feels Stuck?

Start with leadership. Jaron said his early business struggled because he treated it too casually and was not the leader the company needed.

A moving company owner sets the standard. If the owner is not disciplined, the team will not be disciplined either.

Leadership Reset Checklist

• 1. Decide if this is a real business or a side hustle.
• 2. Create a clear vision for where the company is going.
• 3. Become the type of person strong employees want to follow.
• 4. Stop blaming every problem on employees.
• 5. Ask, “What example am I setting every day?”

How Do You Stop Competing as the Cheapest Mover?

Jaron said his company started by being cheap because they did not have much online presence or steady lead flow. Over time, they moved toward selling value instead of price.

Premium moving sales are easier when the customer can clearly see why you cost more.

Jaron also shared that branded gear matters. His team wears high-quality apparel, including gear made through Nike connections and Lululemon-style shorts. The point is not the brand name. The point is that your movers are walking billboards.

How Do You Recruit Better Movers?

Jaron looks for movers in places where disciplined people spend time, such as gyms. He wants strong, sharp, athletic people who can represent the company well.

His approach is simple: compliment the person, ask if they know anyone looking for work, and start a conversation.

Recruiting Script You Can Use

• 1. “Hey, I’ve seen you here a few times. You seem sharp and hardworking.”
• 2. “I own a moving company and we look for high-quality people.”
• 3. “Do you know anyone like you who may want to make extra money?”
• 4. “Let’s swap info in case someone comes to mind.”

This works because good people usually know other good people. Your best movers can also become your best recruiting source.

How Should You Pay and Grow Your Crew?

Jaron said his team pays above many local moving jobs in his market and gives employees a path to move up. He mentioned roles like advanced mover, equipment specialist, team lead, flow lead, and operations manager.

Titles matter because they give people something to chase.

Crew Growth Scorecard

• Do movers know how to earn more?
• Do team members have clear roles on each job?
• Do leaders know how to control job flow?
• Do employees understand company standards?
• Are you investing in your best people before they leave?

How Do You Use Bigger Crews to Win Better Jobs?

10 Men Movers often sends larger crews than many moving companies. Jaron described using teams where some movers handle boxes, some wrap large items, some load the truck, and others handle disassembly.

This creates speed, organization, and a better customer experience, especially for high-value moving estimates.

Large Crew Job Flow

• Boxes team: Move packed boxes quickly.
• Furniture team: Wrap and protect large items.
• Truck team: Load and stack efficiently.
• Equipment specialist: Disassemble beds and manage parts.
• Lead: Control the plan and customer communication.

How Do You Protect Cash Flow Before the Move?

Jaron shared that his company started taking 50% down on jobs. This helped with cash flow, payroll, claims, and weeding out customers who may not pay.

If a customer cannot pay the full deposit because they are buying a home, he recommends empathy and flexibility.

Deposit Conversation Framework

• 1. Explain that the deposit locks their spot.
• 2. Tell them your company is reserving crew, trucks, and time.
• 3. If needed, ask what amount they can put down today.
• 4. Confirm full payment is due at completion.
• 5. Position the deposit as helping them budget the move.

How Do You Turn Unprepared Customers Into Profitable Jobs?

Many customers say they will be packed, then moving day arrives and they are not ready. Jaron said this can become a major revenue opportunity if expectations are set early.

Packing Expectation Script

• “This is an estimate.”
• “The more organized you are, the more efficient we can be.”
• “If boxes, pictures, lamps, or TVs are not ready, the move will take longer.”
• “That extra time will be reflected on the final bill.”

This protects your team and makes upcharges easier because the customer was warned in advance.

What Marketing Creates Better Moving Leads?

Jaron emphasized relationships, reviews, and online presence. He said customers check Google first. He also talked about realtor relationships, Facebook Ads, and showing up in ChatGPT search results.

Simple Lead Sources to Strengthen

• Build Google reviews and reputation.
• Wear branded gear in public.
• Network with realtors and brokerages.
• Stay friendly with other moving companies.
• Use Facebook Ads if you can track results.

One realtor relationship can turn into many jobs if you deliver and ask to meet the rest of the office.

Quick Win: Do This in Under 30 Minutes Today

• Call one past realtor, customer, or referral partner.
• Thank them for trusting your moving company.
• Ask if you can help anyone they know this month.
• Ask if you can stop by their office or send information about your services.

What Mistakes Should Moving Company Owners Avoid?

• Competing only on low price.
• Hiring the cheapest labor available.
• Badmouthing other moving companies.
• Ignoring cash flow until slow season hits.
• Failing to set packing expectations before move day.
• Letting weak team members damage your brand.

How to Apply This This Week

• 1. Review your last 10 jobs and find which ones were actually profitable.
• 2. Add or improve your deposit policy for larger moves.
• 3. Create one crew advancement path with clear role titles.
• 4. Contact three realtors and ask for a short introduction meeting.
• 5. Write a packing expectation script for your sales team.

The big lesson: a profitable moving company is built by choosing better customers, leading better people, charging for value, and protecting cash flow.

To hear the full conversation, watch “From Near Bankruptcy to a Successful Business” with Jaron Denn and visit the 2 College Brothers Moving & Storage YouTube channel.

What is Grow Your Moving Company Podcast?

Follow the host, Wade Swikle from 2 College Brothers Moving & Storage, Moving Titan Retreats, and Titan Up Training as he showcases successful moving companies from around the world and offers valuable insights on increasing revenue and operating efficiency. They aim to help the independent mover dominate their local market.