This article is based on a live presentation given by Daisy Foster at the 2019 Maid Summit, hosted and organized by ZenMaid.
Check out full replays of Daisy’s talk as well as talks from the other expert speakers at maidsummit.com
Daisy Foster is the founder and CEO of Digitool, where she uses marketing strategies to boost your Maid Service’s profitability.
Daisy grew up around cleaning companies, her parents ran a carpet cleaning business and it taught her a lot about cleaning as well as about hard work.
She respected her parents’ business and wanted to learn more, so she went to college to learn about sales and marketing.
Using the combination of education and lived experience, Daisy found several ways that her family could improve their business and their lives.
She helped her family find systems to automate and transform their cleaning business allowing them to have more time with each other.
Additionally, her family was able to identify predictable patterns in how the business would function to provide new cleaning clients and recurring cleaning clients.
The whole process changed the business around so much that she now gives away information for free on their blog for the benefit of your home cleaning business!
All together there are 5 basic ways that Daisy recommends to generate new leads for your maid service.
#1 – Be in the space your cleaning clients are in
The first thing you want to do is to identify who your customers are.
Selecting a particular demographic to focus on is important so that you can find your niche and build your brand. It could be middle-income, young families, people with pets, or any other more specific type of person. But you do want to have an idea of who you are looking at.
Doing this can help you to find out where that person will be in the community.
If your ideal cleaning client has pets, you can put up your flyers in a pet store or on a dog park bulletin board.
Or maybe you are wanting to cater to young families who have their hands full, so you want to post on local mommy online forums.
When you know who your cleaning client is, then you know how to find them and put your home cleaning company in front of them.
Here are a few ways you can go about doing that:
- Use Google Ads for targeting people close to you, like within 15 miles of your house. You can specify a certain age or use other demographics to narrow your field down, paying only for clicks on your ad. There is no upfront fee, so you know you are getting what you pay for. Google Ads even allows you to show up for some searches and not others, for instance: “Maid Service near me” as opposed to “cheap Maid Service” or “discount cleaning”.
- Facebook ads can get super targeted because of how much they know about their users. They already have the information there, so use it to the benefit of your home cleaning business. Create an ad with Canva: for cat owners with fuzzy furniture, a new mom holding a baby, or for young professionals.
- You can also be physically your ideal cleaning clients’ natural habitat. If you want to work with dog owners, then put flyers up in dog grooming salons or dog walking parks. If you would prefer to work with young professionals who understand the worth of convenience, post your information in coffee shops and coworking spaces.
No matter the niche, lean into your target audience and compete on the value you provide to your cleaning clients rather than on price.
#2 – Get your Maid Service 5-star reviews
When you complete services for a cleaning client, ask them to leave a review on Google, Google My Business, Yelp, Facebook or wherever else they enjoy writing reviews.
All of these pages should be considered when it comes to your 5-star reviews because each is important in the overall appearance of your Maid Service online.
Each site will boost your cleaning company’s profile and help to promote your home cleaning business.
Additionally, you can register your Maid Service on Google My Business and get the map pack, which can help greatly by putting your cleaning company at the top of the list.
The wonderful thing about reviews is that they don’t cost you a thing, you just need to be sure to ask your cleaning clients to write them.
#3 – Nudge your cleaning clients memory
Remind the people who don’t book with your Maid Service that you exist.
Of course, this means keeping up with emails and other contact information for those who interact with your business.
It shouldn’t come as a surprise that people are very busy. After all, you’re a “people”, and you’re busy.
So don’t be dismissive of someone who doesn’t sign up for your services on their first interaction with your Maid Service. Maybe your potential cleaning client was interrupted by a phone call when they were scheduling online, or maybe they just forgot they wanted to try out a professional cleaning.
Give your cleaning clients a little kick in the memory by sending over an offer or a reminder of seasonal cleaning needs in their home. More often than not, they’ll appreciate you for it.
Use retargeting ads to stay connected with those who just fly by your page.
These can be created by using Google ads or Facebook ads.
With Facebook, you can input a code that allows you to follow people that have been on your website, around the internet.
That’s kind of creepy, but it works great for your business because it only shows people your ad who have already expressed interest in your site.
Additionally, you can also go with an old-school method that still works: calling potential cleaning clients on the phone.
#4 – Implement a referral program for your Maid Service’s clients
Provide your cleaning clients with deals to encourage them to refer their friends to your home cleaning company.
Discounts on services are one way to go with this, but you don’t have to cheapen your prices in order to grow your audience.
As an alternative, you could offer donations to charity. Having a single charity or a selection of charities that your client can choose from will give them the boost of doing good for others.
This will provide a return on investment, promote good karma and solidify the brand you are building. Your cleaning clients can get their house clean and their conscience clean too.
#5 – Send your cleaning clients courtesy reminders
If you happen to be struggling with repeat business, this is definitely the way you want to focus your efforts.
Sending courtesy reminders to your cleaning clients every so often is a good way to stay on their minds, and it’s also a nice way to help them out.
As we mentioned before, people get busy and they sometimes don’t realize whether it has been 2 months or 10 since they last had their home cleaned properly.
So sending your list of cleaning clients a reminder, is often appreciated by those who are just too busy to remember.
You could even discuss a reminder schedule with your new client if they would like recurring services, giving them the chance to choose weekly, monthly, quarterly or bi-yearly cleanings.
Include in the reminder special offers or let them know about all of the different services that you provide.
If you just did a general clean for a client before, let them know about your expertise in windows, kitchen areas or wherever else your Maid Service shines.
When you come out with new products or services, be sure to email your entire master list of clients so that they know the latest developments at your home cleaning business.
This article was created based on a talk that Daisy Foster gave at the 2019 Maid Summit, hosted and organized by ZenMaid.
This summit consisted of over 40 cleaning industry experts giving individual presentations based on their expertise in the field. Check out replays of Daisy’s and the other speakers’ full talks at maidsummit.com
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Read more great cleaning industry articles on ZenMaid Magazine:
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- How To Choose the Right Compensation Structure For Your Cleaning Business
- How to Use Social Proof as the Ultimate Maid Service Marketing Tool
- How to Minimize Churn in your Maid Service with a Customer Loyalty Program
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