Moving lead generation glossary
Plain-English definitions for the terms you meet when you buy or generate moving leads. Read the guides for the full picture.
- Booking rate
- The share of leads, replies or estimates that end in a booked move. Always say which one you mean when you compare numbers.
- Cost per booking
- Everything you spend on marketing and sales in a month, divided by the moves you booked from it. Also called booking CAC.
- Customer acquisition cost (CAC)
- The total marketing and sales cost of winning one customer. For a mover, count ad spend, software, agency fees and estimator time.
- Estimate held
- An estimate you actually delivered, on site, by video or by phone. A request is not an estimate held until the survey happens.
- Estimate request
- A homeowner asking you for a quote. It comes before the estimate and before the booking.
- Exclusive lead
- A lead sold or generated for one company only. Check the contract: some exclusive leads are resold after a delay.
- Exclusive territory
- A county or area where one moving company has the outreach to itself while subscribed.
- Follow-up sequence
- A planned set of messages sent after a first contact or an estimate, with set timing and a clear stopping point.
- Home-seller outreach
- Contacting homeowners who recently listed a home, early in their moving plans, before they request quotes.
- Inbox placement
- Whether an email lands in the inbox, the promotions tab or spam. It depends on sender reputation and the quality of the list.
- Pre-move lead
- A homeowner who has signalled a move, such as a new listing, but has not yet asked movers for quotes.
- Spam complaint rate
- The share of recipients who press the report-spam button. Mailbox providers watch it closely, so keep it very low.
- Warm-up
- A gradual increase in sending volume on a new domain and mailbox so providers learn to trust it. MoreMovesNow uses a 14-day warm-up.