What does it take to come back from losing every single truck overnight? We sit down with Brendan Hogan of Asheville Area Movers to unpack a hard-won playbook for rebuilding stronger: bold branding that makes phones ring, smart technology that shrinks overhead, and a people-first culture that turns stressful move days into positive stories customers tell their friends.

Brendan shares the moment he saw water over the trucks, the three-day low that followed, and the switch that flipped when he realized the crisis could be a reset. From commissioning local artists to turn each truck into a rolling landmark to moving the yard to higher ground, the strategy blended community roots with pragmatic risk control. We dig into Google Local Services Ads, why they’re expensive yet indispensable, and how consistent offline visibility—yard signs, print, uniforms—keeps the brand top of mind long after a search ad disappears.

On the operations side, we break down how a mover-specific CRM handles scheduling, bill of lading, payments, and customer history, enabling a two-person office to coordinate 35 movers without drowning in paper. Brendan is candid about hiring in a tough labor market: punctuality trumps everything, attitude beats experience, and paying above market plus clear upsell incentives creates buy-in. We talk stress management, the myth of entrepreneurial free time, and the power of an operations partner who can swap in when life happens.

Looking ahead, Brendan explains the decision to expand into Atlanta with a trusted team member at the helm and the plan to centralize support in Asheville to create better local jobs. If you’re a founder navigating setbacks, wondering whether to invest in brand, or debating the ROI of LSAs and industry-specific software, this story delivers practical steps you can apply this week. Enjoy the conversation, then subscribe, share with a builder who needs a boost, and drop a review with your top takeaway.

Thanks for Listening. You may contact me or our team at https://billgilliland.biz/

All the best!
Bill

Thanks for listening. Please hit the subscribe button, leave us a 5 star review, and share this podcast. You can reach me at williamgilliland@actioncoach.com or at https://billgilliland.biz/

All the best!

Bill