This article is based on information provided by Ginger Whitson live at the 2019 Maid Summit, hosted and organized by ZenMaid.
Take a look at replays of the full presentations given by Ginger and over 40 other cleaning industry experts can be found at MaidSummit.com
About the Presenter
Ginger Whitson is the owner of Love My Maids, which she lovingly notes is a freedom-based cleaning business.
Her success has encouraged her to inspire others trying to expand, to create a plan for marketing to better promote their cleaning business.
She believes that lifecycle marketing is a framework that you can use like a map to develop your marketing plan and that anyone, with enough drive, can follow that map to their dream life.
Ginger’s proficiency in Maid Service marketing and growth has provided her with the skills to educate other cleaning business owners on the advantages of using strategy.
What is lifecycle marketing?
Lifecycle marketing is a system that helps you build a Maid Service marketing plan to continuously drive traffic to your funnel, gain cleaning clients and keep them coming back.
There are three basic stages to this process that give you an advantage over your competition by attracting potential cleaning clients to your home cleaning company.
With lifecycle marketing, it becomes second nature to capture leads, nurture prospects, convert potential cleaning clients into customers, deliver quality cleaning services, upsell to happy cleaning clients, and get them to provide referrals to your Maid Service.
Stage 1: Make your Maid Service attractive to cleaning clients
There is more to marketing and promoting your cleaning business than paying for Google ads.
“Marketing is all about dollars and putting those dollars to the right place.” – Ginger Whitson
Think about your marketing plan for your Maid Service for a moment.
Are you capturing all of the lead information from those who express interest in your cleaning business?
Whoever you come into contact with should be immediately logged into your lead capture machine so that you can promote your cleaning business to them multiple times.
But a word of caution here. You don’t want to market your Maid Service to everyone, this can be a waste of time and money.
It is important to identify your target audience so that you can focus on specific marketing techniques will attract these cleaning clients to your cleaning business.
Break your client list down into sections and identify your most profitable cleaning clients so that you can promote your cleaning services specifically to them.
They might be busy professionals, young mothers, empty nesters, seniors, whatever demographics you prefer to work with.
Remember that people don’t usually buy a service from a business they have never heard of before, so it’s important to focus your targeting to reach your target audience, rather than blanketing an entire demographic that do not fit your ideal customer avatar.
Try every marketing method you can think of to promote your Maid Service and expand your lead capture net. Keep and refine the marketing strategies that work for your cleaning business and adjust those that do not at least once before tossing them to the side.
Try new techniques that you hear about, even the strategies that you might think are uncommon, in order to continue to evolve and improve your strategy over time.
Stage 2: Turn potential cleaning clients into customers
This is the sales stage.
Great sales techniques should be a part of your marketing plan because leads are worth nothing if there is no intention to close the deal.
When strategies for marketing your Maid Service are done well, you will bring in a steady flow of leads while continuing to market throughout the cleaning client journey.
If you aren’t familiar with what size a budget you should have for your Maid Service marketing, a good rule of thumb is to allocate 5% to 10% of your revenue to your marketing.
In order to better prepare to close a sale, have a sales script on hand that you use when speaking with potential clients.
Adjust your script if you find you are not closing majority of your leads. Remember, this is a learning process. Be prepared to iterate and adjust to find what works best for you and your team.
To promote your cleaning business effectively, try using questions like these to drive your potential cleaning clients to a decision.
Questions that encourage a potential lead to make a decision;
- When would you like to get started?
- Does Tuesday or Thursday work for you?
- Are mornings or afternoons better for your schedule?
Additionally, as a Maid Service owner with the desire to grow, you should continue to educate yourself by reading books on sales to improve your skills.
No matter what, don’t give up.
Check out this quote schedule you can use on your potential cleaning clients for the first 28 days after you capture them as a lead.
Day 1: Call leads to provide a quote and send an email with the same information
Day 2: Wait
Day 3: Send the 1st follow-up email
Day 4 – 5: Wait
Day 6: Send an email about your home cleaning company, who you are and what you represent
Day 7 – 8: Wait
Day 9: Send an email with testimonials from satisfied cleaning clients that you have already satisfied
Day 10 – 12: Wait
Day 13: Send the potential cleaning client offers, specials or coupons you may be offering
Day 14: Wait
Day 15: Call the cleaning client to follow-up and schedule the special offer
Day 16 – 20: Wait
Day 21: Send another special offer that differs in appearance, style or product
Days 22 – 27: Wait
Day 28: Contact via email or phone to let the potential client that the deal is expiring and that they should schedule soon
You may be asking yourself, “what are the ‘wait’ days for?”
Giving your potential new cleaning clients a day or so between contact ensures you are consistently staying on their radar, without becoming annoying!
After 28 days of frequent contact with no answer or appointment scheduled, file them in a cold-clients folder and focus on sending only monthly specials and seasonal promotionsto this list.
Stage 3: Wow your cleaning clients into promoters
Each interaction that you have with cleaning clients should be spent trying to make sure they are happy and satisfied with your services.
Happy cleaning clients give referrals, reviews and help you to promote your home cleaning business.
Ensure their satisfaction by checking in with cleaning clients periodically with surveys, making sure you are continuing to maintain high quality results at every cleaning.
You can upsell to your regular and valued cleaning clients by sending them messages throughout the year with a deep cleaning offer.
However, when you’re in the beginning of your professional relationship, be sure that your cleaning client knows just how valued they are with regular follow-ups.
Once they sign up, send an email confirmation and thank them for scheduling with you. Wait a day and send over some information about any special offers you have.
One day before their first cleaning, send your client an email with information on how to prepare for their professional cleaning.
You may want to see if they want to pick up clutter so that your cleaners can spend more time on baseboards or provide a list of things that will help your clients get the most from their cleaning service.
After their first cleaning, wait a day, send a thank you email, and call them to ask how the home cleaning went. Ask them if they would be willing to leave you a review. Include the link or how to leave the review so it’s easy for them to complete.
If you do get negative feedback, politely ask how your Maid Service can improve.
Over the next 90 days, check-in with your cleaning clients every 30 days to see how you can further help them with your cleaning services. This will help remind your busy cleaning clients that you are available and able to assist them with their cleaning needs, large or small and make it easy for them to book with you again.