Social Media Marketing for Cleaning Businesses — A How-To Guide

You don’t need fancy equipment or photo editing software to make great social media posts that promote your cleaning business. Most people are daunted by the idea, however, because it seems like the best marketing is costly and time-consuming – two things most small businesses don’t have much of! 

Good news: You don’t need an expensive advertising budget in order to get noticed these days, especially on social media! What it will require is consistency and a simple system that you can maintain while running your business.

This guide walks you through exactly how to market your cleaning business on social media, including what platforms to use to make your social media assets, what to post, how to attract local clients, and how to turn content into repeat bookings. Let’s dive in.

Why Social Media Marketing Works for Cleaning Businesses

Social media works especially well for cleaning companies because:

• Cleaning is visual — Before/after content converts and convinces people that you’re as good as you say you are
• Trust matters — You’re going into people’s homes, and often getting keys or passcodes to enter their most sacred space! Faces, stories, and reviews build credibility and let them know that you’re trustworthy
• Most clients are local homeowners already on social platforms
• Organic reach is still possible with consistent posting

The mindset you need to remember is that cleaning businesses win when they test simple content consistently instead of chasing perfection. Stephanie Pipkin, Owner of Serene Clean, and Ryan Williams, Head of Marketing at ZenMaid and Co-Owner at The Villages Maid Services, recently talked about that in a Filthy Rich Cleaners podcast episode, where they emphasized that social media is a way to get feedback and should not be treated like a final exam.

How to Create High-Impact Social Media for Your Cleaning Business

We’ll go into detail about the steps for creating successful social media for your cleaning business:

1. Choose the right social media platforms (do not be everywhere)
2. Set up your profile to convert, not just exist
3. Know what to post
4. Figure out the right cadence to post
5. Optimize social media to turn into cleaning bookings
6. Use social proof aggressively but tastefully
7. Focus on local reach without paid ads

Step 1: Choose the Right Social Media Platforms (Do Not Be Everywhere)

Trying to post on every single platform guarantees inconsistency. It’s not going to work, so you need to start by choosing one or two to focus on.

For most cleaning businesses, Facebook is the way to go.

For example, Stephanie Pipkin’s business, Serene Clean, operates in Wisconsin, and her target market is dual-income families (like most cleaning businesses). Because that demographic generally spends a lot of time on Facebook, that’s where her main focus is.

In general, if your ideal client isn’t there, you shouldn’t be either.

Step 2: Set Up Your Profile to Convert, Not Just Exist

Setting up your profile to optimize for who you’re targeting is essential for creating effective posts. Who is your dream customer?

Your social profile is a conversion tool, so get very clear on what their needs and wants are when they are looking for someone to clean their home. This will help you tailor your messaging campaign to get their attention and for your services to meet their expectations. 

Every cleaning business profile must include:

• Clear business name (no abbreviations)
• City or service area
• What type of cleaning you offer
• How to book or request a quote

Here’s a great example Instagram bio from The Mighty Maids, a cleaning company operating out of San Diego:

For Facebook, make sure you have these fields filled out properly:

• Business category: Cleaning Service
• About section filled out completely
• Services listed clearly
• Booking link connected (ZenMaid form if applicable)

Remember that clarity beats cleverness. If someone can’t tell who you serve and how to book in seconds, they will leave.

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Step 3: What to Post on Social Media (With Examples)

What you really need when figuring out what to post on social media is content buckets. Rotate between these four types.

3a. Before & after cleaning content (your highest converter)

This is the backbone of social media marketing for cleaning businesses.

What works best:

• Kitchens
• Bathrooms
• Move-out cleans
• Heavy buildup transformations

How to post it:

• Take photos from the same angle
• Use natural light
• Add a short caption explaining the job

Example caption:

Same bathroom. Very different result.

This is what happens when a cleaner slows down and actually finishes the job – not just the visible parts.

Most homeowners who switch to us say the same thing: “It finally feels clean.”

If you want a service that’s consistent, detail-oriented, and easy to work with, we’d love to help!

Locally owned • Reliable teams • Recurring service

Call us to check availability! (352) 247-2028

3b. Educational cleaning content (position yourself as the expert)

Teaching builds trust.

Post ideas:

• “One thing people forget to clean in their bathroom”
• “Why this product damages hardwood floors”
• “How often you should deep clean your kitchen”

Example reel for Facebook or Instagram:

Pro tip: Mixing vinegar and bleach creates toxic fumes.
We see this mistake all the time.
Save this post before your next clean!

This type of content was repeatedly referenced in podcast discussions around authority-building. Education makes clients feel safer choosing you because you know what you’re talking about.

3c. Trust-building content

Remember, these people are trusting you in their homes. Clients don’t just hire a random service, they hire you and your team.

Trust-building posts include:

• Team introductions
• Team recognition
• Your story as the owner
• Behind-the-scenes clips
• “Day in the life” posts

Here’s a great example from Serene Clean when recognizing the five-year anniversary of an employee:

3d. Social proof content

Social proof shortens decision time.

What to post:

• Screenshots of Google reviews
• Client testimonials
• “Client said this today” messages

Example caption:

This message made our day 🧡
Consistent clients like this are why we do what we do.

Here’s another great example from Serene Clean, highlighting a positive customer review for a specific cleaner:

As we’ve learned in ZenMaid interviews with high-growth operators, businesses that systematically collect and reuse reviews see faster growth with less effort.

Step 4: Figure Out the Right Cadence to Post

Trying to post daily is too aggressive.

We recommend a schedule like this:

• 3 posts per week
• Stories when you remember
• Same content reused across platforms

Batch content once a week, film during real jobs, and post later.

Step 5: Optimize Social Media to Turn Into Cleaning Bookings

Posting without a conversion path is wasted effort.

Every profile should point to an action, like

• “DM us for a quote”
• “Book here”
• “Request an estimate”

We also recommend that you pin a post to your profile that explains things like who you serve, what areas you cover, and what you offer. That way, potential clients don’t have to scroll for 10 minutes to find these answers.

Example pinned post structure caption:

We provide residential house cleaning in Raleigh
Weekly, biweekly & deep cleans
Fully insured & local
Comment “QUOTE” or click the link to get started

Step 6: Use Social Proof Aggressively but Tastefully

Organic local growth works! Stay involved and get your logo in people’s heads by:

• Commenting on local business posts
• Engaging with community pages
• Answering questions in Facebook groups (without links)
• Using city-based hashtags

Stephanie Pipkin reinforces this repeatedly on the Filthy Rich Cleaners podcast — value-first participation builds recognition faster than straight promotion.

• Comment on local business posts
• Engage with community pages
• Answer questions in Facebook groups (without links)
• Use city-based hashtags

Post Ideas for Social Media Content

If you’re struggling to start from scratch, that’s okay! We have a number of post ideas you can steal and implement below, with full descriptions in the article here:

1. Company Blog Posts
2. Company Culture
3. Industry News
4. Curated Content
5. Promote Your Partners
6. Answer FAQs
7. How-To Videos
8. Customer Reviews & Testimonials
9. Memes or GIFS
10. Contests & Giveaways
11. Highlight the Holidays
12. Share Events
13. Ask for Customer Feedback
14. Company News Announcements
15. Customer Case Studies
16. Job Listings
17. Image Scrambles
18. Inspirational Quotes
19. Company History
20. Promote New Products
21. Reshare Top Performing Posts

Final Thoughts: Social Media Is a System, Not a Trend

Social media marketing for cleaning businesses works when you pick one or two platforms, post consistently, show real work, and make the call-to-action obvious.

You don’t need to go viral to be successful; you just need to be visible, trustworthy, and local to the areas you’re serving.

Then, once social media starts generating leads, tools like ZenMaid keep follow-ups, quotes, and scheduling organized!

Good luck out there! ✨

Now that you’ve got all the tips and strategies you need to market your cleaning business for free, see how you can manage your cleaning business for free, too.