Proven Marketing Ideas to help you

Become your area's dominant house cleaning service!

Marketing Ideas for Cleaning Business

In this part of the curriculum we share half a century of marketing experience, including 22 years in the residential cleaning industry.

If you want to build a $1 million cleaning business, you're going to need between 300 to 400 regular clients. This program will show you step by step how to accomplish building a substantial and profitable client base.

We all know that just because someone builds a better mouse trap, people won't buy it if they don't know about it. Effective and efficient marketing and advertising is key to your success in this -- and any other business for that matter.

People often ask me, what advertising media works, what doesn't? The fact is, it all works and that's not the question that should be asked. The question should be, what is the most effective and efficient media for me and my business right now? For example, the electronic media -- radio and television -- are powerful advertising media.

Over the years I have spent hundreds of thousands of dollars on radio and TV advertising and generated millions of dollars in sales. But even if you could afford this media, I can tell you that in most markets it would not be an efficient way to advertise your service. In fact, while we look at the various options open to you for advertising your cleaning business in session 5 of this part of the course, we don't even address radio or television as an option. In fact, one of the least costly advertising methods has proven to be the best for businesses in this industry. Don't waste buckets of money trying to figure it out on your own when we've already done that for you.

But advertising is only part of the marketing mix. There are four primary elements in marketing. Promotion (advertising) is one of them. Another one is Pricing, an area that is the Achilles Heel of most house cleaning services. We'll address all of the elements necessary for your overall marketing efforts to help you become your market's premier residential house cleaning service.

Click on any title to preview the content of that particular session:

Session 1: THE 4Ps OF MARKETING (Run Time: 13 Minutes)

Session 2: PRICING FOR PROFIT (Run Time: 27 Minutes)

Session 3: ESTABLISHING THE PRICE (Run Time: 30 Minutes)

Session 4: SCHEDULING (Run Time: 23 Minutes)

Session 5: YOUR ADVERTISING OPTIONS (Run Time: 54 Minutes)

Session 6: A WORD ABOUT PUBLIC RELATIONS (Run Time: 9 Minutes)

Session 7: TELEPHONE TECHNIQUE (Run Time: 16 Minutes)

Session 8: IN-HOME PRESENTATION (Run Time: 11 Minutes)

Session 9: NURTURING YOUR CLIENTS (Run Time: 26 Minutes)

Session 10: YOUR MARKETING PLAN (Run Time: 15 Minutes)

Part4

THE 4Ps OF MARKETING

To begin this discussion, we discuss the 4Ps of Marketing.

In this section you will learn:

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PRICING FOR PROFIT: THE POM=CP FORMULA

The cleaning price seems to be the Achilles Heel in the profitability of many, if not most, house cleaners. There seems to be no formula used at arriving at cleaning prices. If anything, house cleaners either shop the competition and then set prices to "underbid" their competitors, or establish arbitrary prices based on what the market will bear. Little thought goes into what it costs to provide the service they're selling.

You ARE in business for yourself and you may choose any method you wish to determine what you charge for your service. However, we're going to share what we feel is a very viable way of pricing for profit. We call it the POM=CP Formula

In this section you will learn:

PLUS an Internet hyperlink to the following Web site:

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ESTABLISHING THE PRICE

You now have a formula for pricing the job that allows for adequate compensation of your employees, factors in overhead expenses and provides for a predetermined level of profit for you and you business. What we're going to be discussing in this session are all the elements that need to be considered in order to determine how much work is involved and the amount of time it will take to perform the work.

In this section you will learn:

PLUS the following printable PDF document:

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SCHEDULING

Inefficient scheduling of client cleanings will have a major negative impact on your overall efficiency. It makes absolutely no sense to fine tune the cleaning skills of your employees and then turn around and lose it all through inefficient scheduling of your clients.

In this section you will learn:

PLUS the following Internet hyperlinks for:

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YOUR ADVERTISING OPTIONS

A solid investment in consistent, relatively intense advertising can get your business to a weekly sales volume and client base that would otherwise take many years to achieve through lesser efforts. Actually, attracting new housecleaning clients is the easier part of the equation (it is much more difficult to attract and keep good employees). It is basically a numbers game — the more advertising you do, the more clients you're going to attract — but it requires you to commit the necessary financial resources to make that happen. You are in a marketing-driven business.

In this section you will learn:

PLUS the following printable PDF documents:

PLUS the following Internet links to:

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A WORD ABOUT PUBLIC RELATIONS

Have you ever wondered how local businesses and business people manage to get articles written about them in the newspaper? Do they pay for this publicity? Do readers pay attention to what's written? You bet people pay attention, and it's better than free advertising. Depending on the slant of the story and the way it's written, it often comes across like a third party endorsement. So, how can you get in on some of this free publicity, too?

In this section you will learn:

PLUS the following Internet links to:

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TELEPHONE TECHNIQUE

Generally, the telephone is the first personal contact you will have with your prospective client. The impression made at this juncture can impact your overall marketing effort positively or negatively, depending on your customer's perception of the experience.

In this section you will learn:

PLUS the following printable PDF document:

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IN-HOME PRESENTATION

By the time you arrive at your prospective client's home, she has pretty much made up her mind that (a) she is going to hire a residential cleaning service and that (b) your service is in the running for consideration.

To this point, you are still a "voice on the other end of the phone", representing a company the client may or may not know very much about. Obviously, your customer's inclinations are positive or you wouldn't be invited to make a quotation or presentation in her home. All you have to do now is reinforce the fact that your company will be her best choice.

In this section you will learn:

PLUS the following printable PDF documents:

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NURTURING YOUR CLIENTS

It's amazing how some companies will focus all their time and resources on finding and selling new customers, and then spend little or no time and effort on keeping them.

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In any business - but in this business in particular, it's more important to focus on developing clients than on selling customers. What's the difference? A customer is somebody you sell ONE time; a client is somebody you sell time and time again.

For all the time and effort it takes to find a new client, it's critically important to nurture that client once you've got them. And it's a whole lot cheaper, not to mention easier, to keep an existing client than it is to go out and replace her with a new one.

In this section you will learn:

PLUS the following printable PDF documents:

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YOUR MARKETING PLAN

This session will give you guidelines for using all the information in this course to assist you in developing a workable, manageable and effective marketing and advertising strategy to get your business off and running and to keep it growing as you progress.

In this section you will learn:

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CD 1 - Starting Right CD 2 - Training Employees CD 3 - Key to Success CD 4 - Out Market Competitors CD  5 - Editable Documents CD 6 - 595 Page Manual