In conversation with … Dominic Honey

Patrick Hicks speaks with Dominic Honey, Founder of Removals Plus, about his journey into the removals sector, the growth of his business, and the evolving industry landscape.

Patrick: How did you first become involved in the removals and storage industry?

Dominic: My route in was unexpected. At 19, while working as cabin crew for EasyJet, I planned to take over a local business, but the deal collapsed the day after I left my job. I moved into marketing, working with trades like roofing and gyms, but nothing stuck. Then in 2023, I found the removals industry through a single client – who’s still with me today – and that’s where it all began.

Patrick: What inspired you to start Removals Plus?

Dominic: I kept hearing the same story: movers being let down by marketing agencies – overcharged, misled, and unclear on results. I wanted to do things differently, focusing on transparency, communication, and measurable outcomes. I still work directly with every client.

Patrick: What services do you offer?

Dominic: We focus on four key areas. Google Ads deliver immediate visibility, but targeting is crucial to avoid wasted spend. SEO remains vital, though visibility now extends beyond Google to AI platforms like ChatGPT and Gemini. We also build modern websites that reflect a company’s quality – because poor sites undermine even the best campaigns. Finally, MoveIQ allows customers to provisionally book online using inventory tools and AI, with final approval from the mover. It’s a glimpse of where the industry is heading.

Patrick: How has the business evolved?

Dominic: We started with just three founders offering Google Ads. Today, we’re a team of 10 providing a full suite of growth services for removals companies.

Patrick: What challenges have you faced?

Dominic: Hiring the right people has been the toughest. In November 2025, we made the difficult decision to completely restructure the team. It was a turning point and has strengthened the business significantly.

Patrick: What trends are shaping the industry?

Dominic: Unpredictability is a major shift – seasonal patterns are no longer reliable. Many movers are expanding into storage, which is growing rapidly. The most successful companies are highly visible across multiple platforms – search, AI, social media, and review sites – creating a strong market presence.

Patrick: How have customer expectations changed?

Dominic: Expectations are higher, especially with online reviews influencing perception. Pricing has increased, reflecting higher costs and service standards. Communication is critical, which is why I remain the main point of contact for clients.

Patrick: What role does technology play?

Dominic: It’s central. The right technology improves efficiency and scalability. Tools like MoveIQ are already showing how digital solutions can transform the booking process.

Patrick: What advice would you give to removals businesses?

Dominic: Understand your numbers before scaling. Know your cost per lead and customer acquisition, and track where your marketing budget is going. Too many businesses invest blindly.

Patrick: What does the future look like?

Dominic: AI will become the primary way customers find movers. Digital booking tools will become standard, while in-person surveys will decline but remain relevant. Marketing competition will intensify, and regulation will likely increase, benefiting high-quality operators.

Patrick: What would you change about the industry?

Dominic: Recognition. Moving companies play a vital role in the UK economy but don’t always get the credit they deserve. Marketing is also shifting – from pure optimisation to a broader focus on reputation, reviews, and credibility.

Email: dom@removalsplus.co.uk | Tel: 07535 523602 | www.removalsplus.co.uk

Read the interview in the Magazine.