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I’m Shannon Miller, CEO and founding member of Klean Freaks University, where I teach cleaning business owners how to price, systemize, and scale. I’m a BIG believer in collaboration over competition because it’s how I grew my own company, and it’s how we push this industry where it needs to go.
Table of contents
Why collaborate with your “competition”?
This work can feel so lonely at times. Many of us operate remotely, out of our homes, or in different states. It’s easy to stay in our bubble and assume there’s not enough to go around. But, there is! And by the end of this post, you’ll see how.
Collaboration is a powerful (and proven) growth strategy — for your revenue, your reputation, and your sanity. A few realities from over 15 years in the industry:
- Roughly 90% of cleaning business owners are women — the first time a trade in the U.S. is dominated by women
- Most companies don’t make it long-term
- Fewer than half reach $500k/year
- Under 1% hit seven figures; a tiny fraction reach eight — and bigger is coming as equity moves in
All of that is exactly why relationships are the new currency. We NEED each other to succeed.
The most common collaboration mistakes I see in the cleaning industry
1) Thinking collaboration = weakness
I used to hold on tight to every lead I paid for. But giving a client to a trusted partner when I couldn’t serve them took care of the customer, built my reputation, and came back to me many times over.
2) No boundaries or expectations
Treat partnerships like client work. Start small, test follow-through, and be clear on what’s included. Just like a cleaning job where dishes and toys weren’t part of the deal, collaborations need boundaries too. Otherwise, people say yes with no plan to follow through.
3) Trying to collaborate with everyone
You don’t need dozens of partners. A few solid owners who share your values and whom you actually like working with are more than enough.
4) Staying in isolation
I once ignored a competitor for ten years, only to find out she’d been turning away clients in my exact zip code. That’s ten years of opportunities gone because we never talked! When we finally connected, everything changed. Now we meet every month, share referrals, and back each other up. Staying in isolation doesn’t protect your business — it holds you back.
Who to collaborate with
Once you shift your mindset and avoid the common mistakes, the next question is obvious: who should you actually collaborate with?
Here are the two types of partnerships that will benefit your cleaning business:
- Direct partners are other cleaning business owners, even the ones you might think of as competitors
- Indirect partners are people already connected to your industry: real estate agents who need reliable cleaners, short-term rental hosts or co-hosts looking for turnover help, and builders who constantly need post-construction cleaning
The top 6 collaborations to do with your new partners
Now let’s get into the good stuff! These are the collaboration strategies I use most often — the ones that actually move the needle.
1. Niche-swapping referrals
Stick to what you do best and trade out the rest.
- I focus on short-term rental turnovers while Susan handles deluxe top-to-bottoms. We send those leads back and forth
- I also partner with a company that only does post-construction. They send me STRs, and I send them new builds
- You could also take it up a notch and do a concierge-style handoff. Collect the client’s info and pass it directly to your partner so they can follow up. That’s real service!
2. Facebook Messenger groups
I swear by these. Set up separate chats for:
- Other cleaning business owners
- Real estate agents
- Short-term rental hosts
- Builders who need post-construction help
Here’s what those groups give you:
- Emergency backup: “Big job on Tuesday — who’s available?” (Always offer top dollar when asking for help.)
- Problem solving: “This client situation is a mess. What would you do?”
- Market intel: Who’s hiring, who’s slowing down, which builders are active
Be sure to keep each group focused, approve new members, and set basic rules up front.
3. Social cross-pollination (Lives + giveaways)
Team up online and borrow each other’s audiences.
- Co-host a Facebook or Instagram Live to answer FAQs or show industry unity
- Run simple giveaways like seasonal cleaning bundles or gift cards. Start small — split a $50 card. I’ve done 50+ of these, and they always get attention
- One reel collab netted me about 150 followers and actual DMs that led to discovery calls, all for $25 each
Other quick wins: spotlight another business on your socials, share trusted vendors or affiliates, or ask vendors for discounts you can both use.
4. Shared hiring pool
Keep a spreadsheet or Slack space of pre-screened candidates. If you meet a “golden unicorn” but don’t have hours for them, send them to a partner you trust. They’ll do the same for you. Just make sure you’re all using similar screening standards.
5. Accountability pods
Think of these as mini-masterminds. Two to five businesses, monthly check-ins, and everyone shares a goal, a struggle, and a win. Small groups work best — and yes, they can be virtual if meeting in person isn’t an option.
6. Chamber networking (the red bucket icebreaker)
Go to Walmart, grab a red bucket, zip-tie a feather duster to it (trust me, you don’t want to keep losing the $50 ones), slap your business name on it, and load it with your marketing materials. Then bring it to Chamber of Commerce events and work the room.
You can usually attend two meetings free before joining, and I’ve met dozens of agents this way. From there, I invite the right ones into my Messenger group. I look for agents who are generous, community-minded, and closing at least 4–6 transactions a year.
The ones I avoid? Anyone who says, “Do this brutal clean at a discount and I’ll send you more work later.” That’s too vague, and it never pays off.
Boundaries that keep collaborations clean and fair
Collaborations only work when you keep them clear and fair. A few ground rules I’ve learned the hard way:
- Start small and test reliability before you go all in
- Put agreements in writing so there’s no confusion about scope, timing, handoffs, or payment
- Work only with people you actually like, know, and trust
- Keep messenger groups moderated and on-topic so they don’t turn into a free-for-all
- Pay fairly — and quickly — when someone saves the day for you
A quick mindset check (so you’ll actually do this!)
If the idea of “giving away” a client makes you cringe, I get it. I felt the same way at first. The truth is, collaboration isn’t about losing business — it’s about serving the client well and building trust that comes back to you later.
To make the shift easier, I created a free five-step framework that walks you from scarcity thinking to a service-first mindset. It’s quick, practical, and you can grab it in the resource below.
Want the templates I use?
I put together a Collaboration Starter Kit that includes:
- A copy-and-paste collaboration agreement
- DM scripts to start conversations
- A mini checklist for launching your first accountability pod
- Access to my Manifest-Me mini course for the mindset piece
Wrapping up
Remember: we don’t have to do this alone. Collaboration serves the client first, keeps your brand focused, reduces burnout, and puts more money in everyone’s pocket. Relationships — and the way you show up in them — are the new currency in the cleaning world.
If you want to hear more from me, you can visit my website, kleanfreaksuniversity.com, or check out my podcast. I’m rooting for you!
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