The article below is based on a talk given by Ryan Leavitt at the 2019 Maid Summit, hosted and organized by ZenMaid.
Check out the full replays of presentations from Ryan as well as over 40 other leading cleaning industry experts at MaidSummit.com
Ryan Leavitt is the owner of Service Yeti, a service that offers leads follow-up for cleaning company owners like you who just don’t have the time or expertise to set up automations to do the follow up for them.
There are a number of areas to keep up with when running a quality home cleaning business and Ryan figured out that by automating certain key areas he could focus more doing what he loves for his business, marketing.
In fact, Ryan enjoys marketing so much that he has figured out a way to help other cleaning business owners to promote and run ads on Facebook for Airbnb and property manager accounts without being spammy.
In this article you will learn:
- How to use Facebook groups to build a custom audience
- What to post in Airbnb and property management Facebook groups
- How to use non-spammy posts to build your pool of relevant leads
Why you should create a Facebook ad for your Maid Service
There are so many ways that you can market your home cleaning business, but one of the most profitable ways is by using Facebook ads.
Everyone we know is on Facebook, including some of those people in our lives that said they never would, so it is important for your Maid Service to be able to reach these people on this particular social media platform.
First, you need to target your niche.
Whether it is stay-at-home dads or young professionals, people who don’t have the time to do a proper cleaning and besides, that is your job anyway.
These targeted ads won’t go to a lot of people but they will be more directed to those who represent your potential cleaning clients.
How to create an ad for a cleaning business on Facebook
When marketing your Maid Service, use videos, pictures, and easy to read information to entice potential cleaning clients.
Some great examples of video content that you can use are:
- Scans of rooms before and after a cleaning
- Clips of cleaning techniques that your Maid Service uses
- Quick videos of you talking straight into the video about what you offer
For an exact step-by-step guide to uploading your content, video, and picture for your ad, check out this video with detailed instructions.
How do I find the right Facebook groups for my home cleaning business?
Keep your potential cleaning client in mind when you start to join Facebook groups.
(A great place to jump in, if you have not already joined, is the ZenMaid Facebook group, where you can talk with other owners and leaders in the cleaning industry.)
Join groups that are for specific areas of the field that you want to target for your home cleaning services, like Airbnb or Project Management groups.
Use specific city names and keywords like “Airbnb” or “Airbnb community” to find groups that are relevant to your niche.
Create a post for your target Facebook group
You can’t just outright post ads for cleaning services on the Facebook group walls because you’ll get kicked out. But there is a way around this …
These next few steps are best explained by watching the step-by-step video from Ryan. Read this section first to get an idea of the process and then when you are ready to create your own posts, follow along as Ryan explains it in the video.
Find a video on YouTube that you think would get people talking or spark emotion, like one where an Airbnb home gets trashed or there is a big stain left behind by renters.
Then for step-by-step instructions on how to post this to your business page, watch this video.
In the post, write a post saying something simple like “OMG what would you do if this happened to you?!”. Add the video link to the post and post it, follow the instructions to make sure it doesn’t post to your Facebook wall.
Then you will move over to your ads manager for your business page to create an audience. You will create a custom audience using Facebook sources of video. (for the detailed step-by-step for this, watch the video)
Then you share the same video post you created for your business page to the different Facebook groups you have joined.
Some of the Facebook groups you have joined will have a review process, so be sure that whatever you are posting in the group follows the guidelines and rules so you don’t get kicked out.
Whoever clicks, watches or comments on this will be added into your custom audience group, which you can then target later with ads.
Compelling copy for your Facebook ads
Constructing the perfect message to market your Maid Service doesn’t have to be something you rack your brain about, have fun with it.
You can use emojis for words like “home” to catch attention, but be sure to put the word in as well so that your potential cleaning clients don’t have to work hard to decipher your message.
Emojis are a great way to add some color to your ad copy, but don’t overdo it!
You can use a form to capture your leads contact details through Facebook (28:00 minute mark in the video for instructions).
The secret with this step is that because Facebook already has the email and name of the user, the form will auto-populate and makes it easy for the user to do two quick clicks and submit the form.
How much effort should I put into Facebook ads?
You definitely want more than one ad going out but you don’t have to spend a lot of time with the written content, just keep the text the same but change the videos for each one.
Create at least 6 duplicate ads per ad set by clicking on “duplicate” when setting them up in Business Manager, see how to do that in this video.
Monitor your Facebook ads and if you find that they are costing you more than about $8 per lead then switch them out for something else.
Remember, the more ads you have going in the more spread your total budget will be and the more leads you get per ad the better chance of having a positive return on investment (ROI).
As you continue to post into groups and add to your target audience, building up a list of leads over time.
Don’t get impatient! This will take some time and you must be consistent.
A pro tip: any leads you do get in, be sure you have a system in place for following up with them.
Oftentimes when people are on Facebook, even if they click on an ad, they aren’t looking to buy right now. But they might be ready to buy in 3 or 6 months time.
Have your follow-up process in place where you follow up with leads on the first day, the second day, fourth day, seventh day, and so on. After the 30 day mark, follow up every 30 days by messenger or email.
Following this system to use Facebook as a way to generate targeted leads for your Maid Service will help you to build a pool of relevant leads of Airbnb owners or managers.
Follow the system outlined by Ryan in the video to set up your videos, your ads and for the do’s and don’t’s for posting into groups (without being spammy!).
This article is based on a live talk from Ryan Leavitt from the 2019 Maid Summit, hosted and organized by ZenMaid.
You can watch the full presentation now:
Replays of these talks from Ryan and over 40 other cleaning industry experts can be seen at MaidSummit.com
Check out these articles on ZenMaid Magazine:
- 4 Training Strategies That Turn Inexperienced Cleaners into A-Players
- How To Get Comfortable Having Difficult Conversations With Your Team
- How to Use The Five Love Languages to Nurture and Inspire Your Cleaning Team
- 3 Things You Need To Go From Cleaning Professional to Cleaning Business Owner
- How and Why To Use Video Marketing For Your Maid Service