This article is based on a presentation that Owen Lutz gave at the 2019 Maid Summit, an event hosted and organized by Zenmaid.
Be sure to check out Owen’s full talk along with over 40 other maid service industry experts at maidsummit.com
– About the presenter –
Owen Lutz initially worked more directly in the maid service business, he and his wife owned a cleaning company when he was only 21 years old.
This maid service went from $0 to $5000 monthly after only 4 months!
Following this success, he was able to quickly move into working in the cleaning industry under a new role, a Master of Lead Generation.
Owen is now the Co-Owner of Traffic and Flow, a digital marketing firm that offers a full service program to their customers.
This web focused company brings with it a blend of on hand experience in the cleaning industry as well as a more broad, business development approach.
This range of knowledge has made the company successful in the residential cleaning industry, so we thought we would share some of their insights.
There are three secrets to retargeting
The first is about reverse engineering your own numbers.
The second, is about a big mistake people make in the cleaning industry.
The third talks about how to get more traffic to your maid service’s website.
Let’s expand on these a bit.
How to reverse engineer numbers to instantly reveal what you need to do to rapidly grow your home cleaning business
Creating a sales funnel is a sure way to keep a continuous money stream coming your way.
As you can see from the photo, it all starts with your interactions on social media and other connections online entering at the top.
Like most funnels, its contents (your contacts) will move downward through it. However, with this design, not all interactions will make it through to the bottom.
As people start out at the top, they begin learning about your maid service’s existence.
This becomes your lead capture moment or the point when you narrow in onpotential clients, those who have already expressed interest in your service.
At this point, connections are being made and opportunities to share offers occur, which leads to the sales process.
As you are building rapport and making sales, your funnel continues to narrow down to those who are really engaging with you.
This is where you get the chance to upsell your cleaning client as they begin to request maid services.
After showing this client your superior home cleaning skills, you are finally to the point of ascending.
Those who make it through the funnel represent your lifetime cleaning clients. They are the ones to keep happy with a sparkling clean home.
This will keep the word-of-mouth spreading and money continually rolling in.
What is the lifetime value of a cleaning client?
Let’s say, your average customer spends $250 with you monthly and on average your customers stay with you for 3 years.
The math will look something like this:
Each customer = $250
x 36 months = $9000
This number at the end of the equation puts your lifetime value of a customer at $9000.
How much can you afford to spend on leads?
For this, we surmise that if we have 10 new leads, you talk with 6 of them.
Not all people you talk to will actually book. So let’s say you clean the houses of 4 of these leads.
Of those, 2 become lifetime cleaning clients.
This puts you at 2 out of 10, giving you a 20% conversion rate.
Multiply those 2 people by your lifetime customer value which is $9000.
Okay, so you should be making 30% profit from each cleaning, if this is not what is happening already, you need to change your prices immediately.
A successful business should be designed for profit in mind. You will not last long if you are not profiting and growing, charge appropriately.
So, if we have 30% profit for $18,000 on those 2 clients from 10 leads, the math appears like so:
$18,000 X 0.3 = $5400
Divide that profit by the original 10 leads and you get $540 per lead.
Each lead is worth $540 of hard earned profit.
If you were going to spend $180 on ads a month at $9 dollars per lead, you can get 20 leads.
That is $10,800 in profit if you can close 4 of those into lifetime cleaning clients.
This is why knowing your numbers is so important. It can keep you on track and understanding where it is all coming from.
To recap, you need to know:
- Your conversion rate
- How much you can spend to gain a profitable lead
The biggest mistake in the maid service industry and how to avoid it using the Facebook Pixel
Spending money on social media without tracking who views your website is essentially letting dollars slip between your fingers.
If you aren’t using the Facebook Pixel, you are missing out on so much.
Essentially, you would be spending money each time you want someone to visit your website, even if they have already engaged before.
Instead, you can pay once for an ad campaign and stay connected with additional ads without it costing you extra.
The Facebook Pixel (FP) assists you by calculating the overall efficacy of your advertising
So, let’s say you search for a website, and they aren’t using this feature.
That company pays money to put out an ad. That ad is the reason why you visit once.
Without FP, they will be paying for each individual attempt at gaining your attention because there is nothing set up to remind you that they exist.
Don’t throw money at the same leads over and over, just install the Facebook Pixel.
Here is a step by step process:
- Go to business.facebook.com
- Check up in the top right, click to create an account.
- Once you’ve created an account, set up your business account. This way you can connect to your Facebook page.
- Then you’ll create an advertising account (you’ll be walked through this process).
- Once you logged in there is a menu with a Facebook Pixel button.
- Then on the left name your pixel and choose the website you want it on. It will now track everybody that views your website, as long as the person viewing your site has a Facebook page.
This feature will allow you to send a notification or advertisement to their Facebook news feed.
That’s how retargeting works!
You should be able to connect any partner platform whether it’s WordPress, Squarespace or whatever else you might use.
There is also the option to connect it manually. You can do this pretty easily by locating the header code.
Go to the settings on your website manager then copy the Facebook Pixel code. Paste that into the header code of your website. Once this is done, each person who sees your website can be retargeted.
You are now only spending money on people who have already engaged with your home cleaning website.
How to get interested prospects to view your maid service’s website so that the Facebook Pixel actually works
Go to Google My Business.
Fill out the information to the best of your ability. Google will show you a targeted demographic of who is searching for a business like yours.
“If you don’t have that, it’s almost impossible that you’ll ever show up on Google search” – Owen Lutz
Once you’ve accomplished this:
- Go through your business listings online, such as: Yellow Pages or Home Advisor. They already likely have some of your information, so make sure it is all accurate.
- Make news appearances! Try getting on your local news to get attention for your maid service. Tell your own unique story, people want to know personal things that help you relate to them. Here are some other tips for giving a great interview.
- Use content marketing. Do 5 minute Facebook live videos! This is a big thing people miss out on by not doing it. In these “5 minute lives” be sure to show your cleaning company’s culture, introduce the team, show the place you work in, and show off your team working. Present your viewers with a good example of who you are and why it’s so great working with you. Use the last 25% as your pitch. This is retargetable stuff too, people!
- Take the time to adjust your car magnet, so that it can be easily seen by others. If you don’t have any,make your own here.
- Get on vendors lists for real estate agents by going to networking events and talking with people about your awesome maid service.
- Meet and chat with local bloggers interested in spreading the word about how amazing a clean home can be. Have them discuss your maid service and link your website.
Set up a retargeting campaign for these with your Facebook Pixel.
Use memes! Everyone loves them, it’s basically a fact.
Hopefully, you feel incredibly confident in your new ability to utilize retargeting by taking this knowledge and turning it into profit.
In case you missed it, you can check out part 1 of this article for more valuable marketing advice for you business.
This article was based on a talk by Owen Lutz at the 2019 Maid Summit, hosted and organized by Zenmaid.
Don’t forget to check out more clips and full video replays from Owen and over 40 other maid service industry experts at maidsummit.com
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