Introduction
Moving is stressful for families and complex for operators. Customers often begin the process overwhelmed, uncertain, and under pressure. For moving company owners, that’s both a risk and an opportunity. Handle it poorly and lose business to cheaper competition. Handle it well and you create decades of referrals, repeat clients, and a reputation that withstands markets.
That’s the blueprint behind Highland Worldwide, a multigenerational Vancouver brand and trusted Atlas agent. In this Movified Podcast episode, host Mark Hirschi sat down with Alan Wanko (third-generation operator and operations leader) and Arlene Johnson (36+ years in sales and client care) to unpack their approach to scaling through empathy, execution, and brand strategy.
This post is for moving company owners, franchisees, and industry professionals who want proven systems to win customer trust, expand networks, and build businesses that last.
Key Takeaways
What You’ll Learn:
- Empathy is your sales superpower. Customers buy calmness before price.
- Ownership builds trust. Keep one point of contact throughout a move.
- Networks fuel growth. A trusted Atlas agent grows faster through agent referrals.
- Legacy brands matter. Preserve historic names that carry local equity.
- Culture sustains teams. Humor and structure keep peak season manageable.
Table of Contents
- The Highland Edge: What Makes a Trusted Atlas Agent Different
- The Empathy Engine: Sales Lessons from Arlene Johnson
- Cross-Border Confidence: Execution That Prevents Problems
- Acquisitions & Branding: When to Keep a Legacy Name
- Culture Under Pressure: Humor During Peak Season
- Generations of Trust: Referrals, Realtors, and Local Equity
- Why Choose Movified
- Conclusion
The Highland Edge: What Makes a Trusted Atlas Agent Different
Highland Worldwide was founded in 1969 by Alan Wanko’s father and has remained family-run through three generations. Over time, the company transitioned between van lines first North American, then Mayflower, and eventually, Atlas.
The switch to Atlas wasn’t just about brand—it was about container systems and connections. Atlas gave Highland operational flexibility and a peer network that continues to generate inbound jobs.
Being a trusted Atlas agent is more than affiliation. It’s a promise: when another Atlas agent sends you a job, you’ll deliver the same quality they would. That mutual confidence compounds referrals and stabilizes growth.
The Empathy Engine: Sales Lessons from Arlene Johnson
Arlene Johnson entered moving through a receptionist role but quickly proved herself as a natural salesperson—becoming a top rep within six months. Her philosophy remains clear: sell through empathy, not pressure.
Her formula includes:
- Stay accountable. If she quotes the job, she remains the client’s main contact.
- Be proactive. She reviews customs paperwork, provides prep guides, and checks in often.
- Hire for heart. Commission-only reps may close fast, but empathy-driven reps win long term.
- Respond quickly. Customers don’t wait days for reassurance—they need it now.
“If a client trusts me with everything they own, I better be doing my job to keep them calm.” — Arlene Johnson
Cross-Border Confidence: Execution That Prevents Problems
Cross-border moves fail on paperwork, not trucks. Highland ensures every customs document is reviewed before the first box is loaded. This prevents costly inspections and builds client confidence.
Execution Playbook:
- Lock documents first, load trucks second.
- Assign one rep as file owner with assistants for support.
- Deliver clear prep guides in writing.
- Maintain weekend responsiveness.
Highland’s overseas division has operated since the 1970s, adding expertise most movers lack. With Atlas connections, their overseas and cross-border capabilities scale with trust.
Acquisitions & Branding: When to Keep a Legacy Name
Highland has expanded through acquisitions, including Dowell’s in Victoria and Summit in the Fraser Valley. Yet not all acquisitions get rebranded.
- Dowell’s (est. 1929) has deep roots in Victoria. The name itself is a trust signal.
- Summit operates for government contracts but is marketed under the Highland Worldwide umbrella.
- Unified visuals (trucks, colors, logos) keep the group cohesive even when names differ.
Lesson for movers: Keep legacy names with strong recognition. Rebrand young or unknown companies. Always unify visuals and customer experience.
Culture Under Pressure: Humor During Peak Season
Summer can overwhelm even seasoned movers. Alan’s philosophy is simple: lighten the load with humor.
- Operations banter reduces stress.
- Structured checklists prevent last-minute chaos.
- Calm crews reassure clients and strengthen the brand.
A sense of humor keeps peak season from becoming a pressure cooker. Customers notice, and employees stay longer.
Generations of Trust: Referrals, Realtors, and Local Equity
Highland’s strongest growth engine isn’t ads it’s referrals. Realtors, neighbors, and repeat clients form the backbone of business.
Examples:
- A realtor dropped two leads in one day.
- A customer booked because their neighbor used Highland two years prior.
- Multi-generational friendships continue to funnel business.
This compounding trust is the reward of consistent empathy and reliability.
Owner action: Audit your last 50 jobs. Identify referrals, repeats, and realtor leads. Double down on those channels.
Why Choose Movified
Movified is the industry’s go-to hub for tested strategies from movers in the field. With over 110 years of combined moving DNA behind our platform, we deliver:
- Insider access: Conversations with leaders like Alan Wanko and Arlene Johnson.
- Time-saving resources: SOPs, templates, and checklists.
- Peer credibility: Stories and systems from operators facing the same challenges you do.
Conclusion
Highland Worldwide proves that scaling isn’t about trucks or tariffs—it’s about empathy, execution, and endurance. A trusted Atlas agent thrives by making stressful days simple, nurturing relationships across decades, and preserving brand equity where it matters.
Your next steps:
- Listen: Catch the full episode with Alan Wanko and Arlene Johnson.
- Apply: Use the checklists and sales scripts in Movified’s Resource Library.
- Share: Bring these lessons to your team they scale culture as much as revenue.
“Trust compounds when you make hard days feel simple.” — Movified
Meet The Host
Mark Hirschi is the founder and host of Movified. With over a decade in the moving and storage industry, Mark combines real-world leadership experience with a passion for mentorship and elevating industry standards.
