The cleaning industry is a lucrative one, having generated $51 billion in revenue in 2015 alone. That being said, there is definitely an allure to starting a residential cleaning business. While you may have the entrepreneurial and managerial experience to launch a successful cleaning company, marketing your business can present an entirely new challenge. Here we will analyze some of the marketing basics for residential cleaning services.
Pinpoint Your Ideal Customer & Your Marketing Goals
Narrowing down your cleaning industry focus to residential is helpful, but not specific enough. There exists a wide variety of customer types amidst the residential house cleaning sector. For example, you may only want to service customers who live within a clearly-defined geographical area. You might decide that you only want to target clients with a designated annual household income to ensure repeat business. Regardless of how you choose to define your ideal customer, your marketing efforts should always be developed with them in mind.
Once you know who you will be targeting, it’s worthwhile to outline definitive goals that your business hopes to achieve through its marketing strategy. As a best practice, any marketing-oriented objectives you design should follow the SMART principle. That is, goals should be specific, measurable, attainable, realistic and timely. An example of a SMART goal for a residential cleaning company is as follows: To secure a minimum of 25 house cleaning services contracts within the first 12 months of operations.
Highlight Your Differentiators
The competition amongst the residential cleaning industry is fierce. Sure, your company provides excellent customer service and employs qualified, friendly, trained staff...but so does every other company in the business. That being said, it’s critical that you heavily promote those aspects of your business that separate it from the pack.
For instance, there is a growing demand for house cleaning companies who exclusively use “green”, eco-friendly products as opposed to harsh chemicals. This is certainly worth showcasing if your business operates with this model. Perhaps your business utilizes a house cleaning checklist app to help maids stay organized when on-site. If this is the case, let your clients know that your business employs the most modern and effective technology available to get the job done right.
Build Your Online Presence
We live in the digital age; The internet is often the first place people turn to get information about a company. If your business does not have a strong online presence, it runs the risk of getting swallowed whole by your competitors. Aside from having a well-designed website, there are numerous other ways to get your business noticed on the web, many of which are inexpensive or free.
Review sites like Yelp! and Angie’s List are highly sought after because they are platforms for customers to share their real-life experiences. Consider providing your clients some sort of incentive (such as 10% off their next service) in exchange for posting a positive review to these sites. Social media is another way to interact with current and potential customers that is low-cost and requires minimal upkeep. Dedicate approximately twenty minutes per day to posting content to your social channels, following or liking relevant accounts, and responding to comments. If you haven’t done so already, register your business with Google Places. If people have a hard time obtaining basic information about your company, such as its phone number and website, they are likely to bypass it altogether. Having a business listing with Google Places will prevent this scenario from occurring.
Even if you have what it takes to start a house cleaning business, marketing it can be a whole different ball game. Knowing who exactly you will be marketing to and what you plan to achieve through marketing is the first logical step to attracting a customer base. Understanding what components of your business set it apart from the rest and flaunting those will help you stand out amidst the all the noise. Finally, establishing and maintaining a presence online is essential staying alive in the contemporary marketplace.
Victoria is a Marketing Associate at Repsly, where she leads the company's P.R. and social media efforts. You can also catch her prepping for slew of exciting industry events. A New England native, Victoria has spent time living in Italy and traveling throughout Europe before settling back in Boston. When she's not planning her next trip, V is probably tasting wine or brushing up on her Italian.