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Grow my cleaning company: 7 ways to find new clients


Key takeaways

  • Growing your cleaning company requires a combination of digital and traditional marketing strategies
  • Building lasting relationships with current clients is equally important as finding new clients
  • Provide excellent service to retain business and encourage word of mouth referrals

Whether you’re just starting your own cleaning company or struggling to find new customers, many owners keep going back to the same question: What can I do to grow my cleaning company?

Luckily, there are some simple marketing strategies you can start using immediately to take your business to the next level. Some will require more effort and time, while others are simple tweaks you can make to your current marketing tactics.

This guide will help you find opportunities to earn new customers and build lasting relationships with your existing clients so you can grow your business now.

Grow my cleaning company in 7 steps

Finding new customers and retaining current customers is the only way your cleaning business will prosper. But customers aren’t going to magically show up on your doorstep. You need to employ some marketing strategies to reach them.

Below are seven ways to become a successful business in the cleaning industry.

1. Create a referral program

Referral programs can have a significant impact on your business. Research shows that 92% of people trust recommendations from friends and family over any other type of marketing. It’s the perfect way to earn new cleaning clients without having to put in much effort.

With a referral program, your existing clients “sell” your services for you. For instance, consider offering your clients a discount or free services for every referred client. You can create offers like “Receive 20% off your next cleaning for every referred client” or “Get a free carpet steaming for each referred client.”

In turn, your clients will keep you top of mind and mention your company to friends, family, and other businesses. 

2. Start networking

Networking with potential customers and other business owners will open doors to new cleaning jobs

Attend trade shows where you can meet potential clients and other small business owners. Set up a display table advertising your services. Be sure to have plenty of flyers and business cards, and offer exclusive discounts for people at the trade show.

While trade shows typically require a registration fee (plus travel costs), there are other affordable approaches to networking. For example, you could join local community events and other types of meet-ups in your service area. 

You can also volunteer at events to show you care about your community and are an active participant. You could even help with cleaning while wearing your company T-shirt—a win-win for participation and promotion.

3. Partner with other businesses

Building relationships with other non-competing businesses is an effective way to grow your cleaning company

Real estate agents, lawn care companies, and window cleaning services are all potential businesses you can collaborate with. These types of companies work with homes and local businesses but don’t compete with your business. Instead, these services complement your cleaning company.

For example, you could partner with an outdoor window cleaning service to recommend each other’s services to your respective clientele. Doing so also provides value to your customers since they will trust your recommendation and won’t have to search for another service.

You can find business partners through in-person or online networking, social media, or by visiting their business and discussing the possibility of a partnership. You may even want to incentivize other companies by offering a perk, like a small percentage of every sale they send your way.

4. Promote safety and security

Much of your work will be done in unattended homes and businesses, and security is likely the primary concern for your clients. 

Cleaning companies are liable for any home or business being cleaned. It’s your duty to hire safe and reliable staff that your clients can trust in their personal space. It starts by hiring good employees. The interview process should be thorough and include a mandatory background check.

Safety is a topic you can bring up with potential clients. Let them know you vetted every employee before hiring them. You can also guarantee in your cleaning contracts that you’ll be responsible if any property is damaged or items are misplaced.

5. Strengthen relationships with clients

Grow my cleaning company: Woman mopping floor

Your current customers are a gold mine for new and repeat business. Forge strong relationships with them and you can lock in additional revenue.

It starts with delivering exceptional cleaning services. Let your work do the talking and your customers will take note. Then begin building closer relationships with them. You can do so by having a casual conversation in person or reaching out to them periodically to see if they’re interested in additional services.

Try to be as personal and genuine as possible. Remember names, birthdays, and offer friendly gestures around the holidays. For instance, if the winter holidays are approaching, take that extra step to mail your clients thoughtful and personalized holiday cards. You could even include a gift card or discount code.

These small tokens of appreciation can build brand loyalty, increase the chances of repeat business, and encourage word of mouth to your customer’s family and friends.

6. Choose a niche

Being a jack of all trades is sometimes not the right route to take. Specializing in one area can secure a niche in the market and set you apart from competitors.

Choose which market is the best for your business. Is it commercial cleaning or residential cleaning? For instance, if your business is located near many commercial buildings and you have the proper industrial janitorial equipment, focus on commercial properties. However, if you’re in a more residential area or don’t have industrial-strength equipment, specialize in home cleaning.

You can be more effective and land more clients if you choose one market and put all of your time and energy into it. Stay focused, and only pick jobs that align with your business and your goals.

7. Build an online presence

A robust online presence will open doors to potential clients you may not have access to otherwise. A professional website, social media channels, and a Yelp Business Page all give you greater exposure to people in your area.

A polished website is crucial to looking professional online. You can choose to build your website on your own with a website builder like Squarespace or hire a web developer to do it for you. Doing it yourself is more affordable, although it may be time-consuming. You can expect a professional-looking website from a web developer, but it will cost more.

Social media channels are another way to interact with locals in your community and advertise your services. Create a Facebook business page and include your phone number, cleaning services, and hours of business. People can like your page, comment on your posts, and share your page with others. Incentivize people to share your page with others by giving them a discount on their next cleaning service. A first-time customer discount is another easy way to encourage people to follow and share your page.

You can also join Facebook groups where locals interact. Facebook groups like “Neighborhood Buy and Sell” or “Neighborhood Q and A” are two places you can advertise your services. Post about your services, and offer first-time customer discounts within these groups.

A Yelp Business Page is another helpful way to improve the visibility of your cleaning company online. It provides a place for you to post photos, write a business description, and interact with your customers. It also allows people to write reviews, which potential customers can read before choosing your service—72% of people won’t make a decision unless they read consumer reviews. You can also customize your page with free features, or consider purchasing Yelp Ads to extend your reach.


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Keep it simple

Finding new clients doesn’t need to be an overly complicated process. An appropriate first step is claiming your Yelp Business Page. It’s a simple, free process that only takes a few minutes and will give you immediate exposure to potential clients in your area.

Many businesses are wondering the same thing as you: “How can I grow my cleaning company?” By going through this list, you can determine which marketing strategies make sense for your company and will help you become a successful business in the cleaning industry.

The information above is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be suitable for your circumstances. Unless stated otherwise, references to third-party links, services, or products do not constitute endorsement by Yelp.