How To Get Clients for a Cleaning Business (10 Tips That Actually Work)

Starting a cleaning business? You’ve probably thought about supplies, equipment, and hiring. 

But what’s the point if clients don’t find you? You simply can’t succeed without a solid customer base. 

Below, we show you how to get clients for a cleaning business with 10 easy tips that’ll set you up for success. 

1. Create a Google Business Profile and Hire a Local SEO Expert

People trust Google. When it’s time to book cleaning services, they’ll probably head to Google to look for credible cleaning companies, so that’s exactly where you need to show up. 

First, set up your Google Business Profile (GBP). This free tool helps put your business on the map—literally. Here’s how to do this. 

• Visit the Google Business website and create an account. 
• Add your business by entering its name, location, and category—for instance, cleaning services. 
• Verify your business by phone, email, or mail. 
• Complete your profile by adding a description and your business hours. Add customer testimonials—including positive reviews written by family and friends—and photos of your team and past jobs. 

Fully complete your profile to increase your company’s visibility and credibility—along with your chances of landing customers.

Use SEO

You also need a way to appear at the top of people’s Google searches because most people won’t scroll past the first few listings. Consider hiring a local search engine optimization (SEO) expert. These professionals specialize in adjusting your Google page, website, and other online pages so your business ranks high in local search results—for instance, when potential customers search for “house cleaning near me.”

They typically do this by helping you rank for certain key phrases, such as “carpet shampooing in Plano, Texas” or “commercial cleaning for schools.” Additionally, they ensure your business information is current and accurate across all platforms, boosting credibility with Google. Finally, they can add certain backlinks where your page is linked to other reputable businesses’ websites or content. 

Local SEO agencies typically charge between $300 to $2,000 depending on your business’s needs. Look for reliable agencies with good reviews or even money-back guarantees.

Companies in smaller towns should aim to be among the top 5 local listings on Google (this is more challenging in bigger cities). If you aren’t ranking well after enlisting an SEO agency’s help, look for another agency. 

Finally, if you don’t have the budget, consider using SEO websites like Semrush and running your own SEO strategies. 

2. Get Granular and Creative With Digital Marketing

Most companies today use some form of digital marketing. They run paid marketing campaigns on platforms like LinkedIn, Instagram, YouTube, and Facebook. 

While these strategies can be effective, take things up a notch to really stand out.

Use targeted ads

A targeted marketing strategy means creating and delivering ads for the specific demographics, interests, and behaviors of your ideal clients. First, identify your audience—hint, it shouldn’t be “everyone.” Dig deeper into who’ll best benefit from your business. Then, target your audience with ads that let them book your services straight from the post. 

For instance, if you pride yourself on your pet-safe cleaning products, don’t cast a wide net with general ads to everyone in a specific area. Get more granular and use platforms like Google, Facebook, and YouTube to post your ads only to people interested in pets. This way, you reach the right people, saving you time and money and boosting your client list. 

Post ads to related websites

Consider running ads on the websites of other reputable and related businesses. For example, an upholstery cleaning business might post ads on a local furniture company’s online shop. This way, when customers buy sofas, they’ll also see ads for where they can get them cleaned. 

Advertise on podcasts

Business.com recently suggested that almost 1/3 of the US population listens to podcasts. The article mentioned that host-led ads contributed to 55% of companies’ revenues. Further, it suggested that podcast ads are more memorable, with a recall rate of 71%. 

Consider what podcasts your target group listens to and advertise your services on these podcasts. For example, if you’re targeting working professionals in areas near Wall Street, consider paying for advertisements on podcasts related to finance. 

One way to do this is by contacting the podcast host and working out an arrangement. Prices can be as low as $12.50 to reach 1,000 listeners. 

Of course, you must consider the geographical spread of the audience. Podcasts often have listeners from across the country or even globally, so not all listeners will be potential customers. To maximize the impact of your ads, consider working directly with podcasts that have strong local followings in your area. 

Alternatively, advertise through podcast platforms using services offering geo-targeted ads. (These services will be more expensive than working directly with podcast hosts.) For instance, you can advertise on Apple Podcasts with AudioGo, which lets you target audiences by location. 

3. Use Facebook Marketplace and Social Media Keyword Tools

No doubt, social media pages are important. But, creating regular posts and engaging with followers isn’t the best solution for every cleaning business. 

For example, a local window cleaning business might not need to spend a lot of time building connections with a global Instagram following that’s unlikely to convert to paid clients.  

So, if you’re thinking about how to get clients for your cleaning business, consider these niche social media strategies for quick wins that are worth the effort.  

Scout Facebook Marketplace

Think about which groups would need cleaning services and engage with those users on Facebook marketplace for free. Here’s how a residential cleaning company might do this:

• Identify potential customers you’re looking for. For example, you might target people who are moving homes and need move-in/move-out cleaning.

• On Facebook Marketplace, enter keywords such as “moving sale,” “relocation,” and “garage sale,” or look for posts selling items like furniture that might indicate the poster is moving. 

• Comment on posts or send sellers direct messages such as “Good luck with your move! If you need a professional cleaning service to help with your move-out, feel free to message us.”

Use social media keyword tools

Social media keyword tools like Hootsuite, X Pro (formerly TweetDeck), and Mention let you track keywords, hashtags, and mentions across various social media platforms. 

For example, you might look for posts with keywords like “house party,” “event,” “birthday bash,” etc. If the post is public, leave a comment or direct message with something like “Hope your event goes great! If you need help with post-party cleanup, feel free to message us!” 

While you might have to pay upward of $100/month for social media keyword tools, they’re excellent for finding and pitching the right clients.

4. Make ASMR Videos 

Customers’ online behaviors keep changing, so you should think about what’s trending, what gets people hooked, and how to make your content viral. ASMR (or autonomous sensory meridian response) videos currently tick all these boxes and work particularly well for targeting Millennials. If you haven’t watched one before, check out some top examples of ASMR cleaning on TikTok. 

ASMR refers to the pleasurable feeling some people experience in response to certain sights and sounds, and ASMR videos use these elements to engage audiences. According to a recent article, several companies—including IKEA, Lush Cosmetics, and Applebee—have used ASMR videos to grab audience’s attention and evoke positive associations with their brand. 

For cleaning videos, the sound of scrubbing, the swoosh of a broom, or the spritzing of a cleaner can all work. 

Here’s how you can create ASMR videos and turn engaged audiences into paying customers. 

• Research YouTube or TikTok to see what kind of ASMR content is popular.

• Create content using a good-quality video and microphone to capture the movements and subtle sounds of cleaning, such as spraying bottles, scrubbing, or wiping. Not your forte? Hire a professional from a freelancing platform like Fiverr. 

• Regularly post new videos to build and maintain an audience. Consistency is key to engaging viewers and attracting new subscribers.

• Respond to comments and requests on your videos to keep people engaged. 

• Give audiences an easy way to book your services by leaving direct links or contact details in the caption. Include localized hashtags or mention specific service areas in your video descriptions to target potential local customers.

• Partner with social media influencers who can share your videos with a wider audience and share their promo code to encourage purchases. Consider collaborating with local influencers or community groups to increase visibility among potential local clients.

Incorporating ASMR into your marketing strategy can help your cleaning business stand out in a crowded market. Whether viewers will convert viewers into customers depends on if you can reach local customers (i.e., if locals in your area watch these videos).

Still, successful videos might create other opportunities. For instance, cleaning product companies might want to partner with you to feature their products in your videos. This could lead to sponsorship deals or affiliate marketing opportunities—heightening your cleaning company’s credibility and leading to more clients.

5. Engage With Potential Clients on Nextdoor and Other Related Platforms

Check out the below platforms that could help you find new clients. 

Nextdoor

Nextdoor is a platform that connects people and businesses within the same area, making it a great place to speak to potential customers. Here’s how you might use this platform:

• Set up a business page to showcase your services, share updates, and post special offers. 
• Actively respond to people’s questions or concerns to build trust and keep your company top of mind for customers looking for cleaning services. 
• Encourage customers to post positive reviews to make your business look more credible. 
• Use Nextdoor’s paid advertising options to increase your visibility in your local network. 
• Look for and respond to posts from people looking for recommended cleaning companies with a pitch for your services.

Facebook communities

In addition to Nextdoor, consider joining local community pages on Facebook. There, you can participate in group discussions and even share information and pictures about your services. Members of the same neighborhood often connect on these pages and ask for tips, including tips for recommended cleaners. 

LinkedIn

Nextdoor and Facebook may work for small or local residential cleaners but don’t make sense for all cleaning sectors. Commercial cleaning companies, janitorial services, or specialist cleaners might benefit from connecting with potential clients through LinkedIn, where you can connect with professionals and companies that may require regular, extensive cleaning services. 

Post articles and updates, participate in relevant group discussions, and use LinkedIn Sales Navigator to pitch services directly to relevant decision makers—for example, the Head of Facilities Management at ABC shop. 

Industry-specific forums

Finally, cleaning companies targeting specific industries—for example, construction—should join online forums like construction.com, BuilderOnline, and more. You can network with industry professionals and pitch your services directly to business owners. 

6. Sign Up With Online Marketplaces

Cleaning marketplace apps are online platforms where customers can find and book cleaning services based on needs, location, customer service reviews, and more. This makes it easy for clients to find you and is a smart way for any cleaning business to increase visibility and establish customer trust. Many apps invest in their own marketing and advertising, which means additional exposure for your company without extra effort. 

Here’s how to get clients for your cleaning business using apps and online marketplaces.

• Find a cleaning app that’s highly rated in your area and caters to your type of cleaning. Explore these, for instance: 

• Thumbtack, Angi, and TaskRabbit are great for residential, commercial, and specialized cleaning services, such as carpet or upholstery cleaning. 
• Coverall and Buildingstars help customers find large-scale commercial and health-based cleaning companies that offer rigorous sanitization and are suitable for clinics, hospitals, schools, restaurants, and so on.

• Ensure your chosen apps align with your budget. These platforms can charge a commission of 15% to 30%.  

• Sign up and create a compelling business profile with high-quality images of past jobs and a detailed description of your services. 

• Gather positive reviews by encouraging customers to rate your services and share comments. 

• Regularly update your profile and respond promptly to booking requests or questions. 

7. Give Customers Creative Discounts, Offers, and Excuses To Clean

Tapping into clients who are looking for cleaning is effective. But you can also nudge people who aren’t actively thinking about cleaning to consider booking a cleaning service. 

Here’s how to get clients for your cleaning business by offering creative offers and special promotions. 

• Give discounts to first-time customers—say 20-50% off. This encourages new clients to try your services and hopefully turns them into repeat customers. 

• Create package deals where customers can get discounts for committing to multiple cleaning sessions in one go. Alternatively, consider offers like “buy 5 cleaning services, get 1 free.” 

• Offer one type of service at a lower price when it’s bundled with another type of service. For example, offer window cleaning at 30% off when customers book it at the same time as general office cleaning. 

• Pinpoint times of year when people will likely need cleaning and use it in your marketing pitches. Saying “Contact us for spring cleaning” reminds customers it’s time to clean and that they can contact you for services. 

• Pitch your sales around certain events associated with cleaning. For instance, it’s a tradition for Indian families to clean before the festival of Diwali. Offering event-based discounts shows you take a personalized approach to clients’ needs. 

8. Form Partnerships With Related Businesses 

Team up with businesses that deal with the same clients but don’t compete with you so you can recommend each other to potential customers. 

Ideal partners for cleaning businesses might include real estate agencies, builders, property management companies, hardware stores, event companies, or interior design studios. For instance, the builder of a new shopping center could recommend a large-scale commercial cleaner to the shopping center. 

Once you identify a business you want to partner with, propose a deal that benefits both parties. This could be formal—for instance, offering exclusive discounts to the partner’s clients or giving them a commission. Or, it could be a casual commitment to recommend each other to customers. Build and maintain these partnerships through regular communication and fair working practices. 

Partnering with established businesses increases exposure for your brand and gives you credibility by association with another brand—assuming they’re well-reputed. Plus, it’s cost-effective and a win-win for both parties. 

9. Harness the Power of Customer Referrals

In the competitive cleaning industry, word-of-mouth marketing can be one of the most powerful and cost-effective ways to attract clients. Customer referrals occur when existing clients recommend your services to family, friends, or other businesses. 

While customer referrals are valuable in every type of cleaning business, they’re especially great for residential cleaning, where people let you into their private homes and are more likely to use cleaning companies recommended by a trusted source than paid advertising. 

This is also why customer referrals hold strong weight in schools, hospitals, and hotels—where decision-makers look for businesses that can be trusted around vulnerable people, valuable belongings, and so on.  

Here’s how you can make the most of customer referrals: 

• Set up a formal referral program where existing customers can recommend you to other clients.

• Give your referrer discounts, complementary add-on services, gift cards, or even free products if their referral brings you a new client. 
• Ensure you make it easy for customers to refer others—for instance, with a referral card, a special link to a sign-up page on your website, or a promo code of their own. 

• When you receive top-notch feedback for a service, remind customers to make referrals, as this is likely the time when they’re most impressed with your company’s work.

• Always thank your customers for making a referral—regardless of the outcome. A simple thank you note or phone call goes a long way in making them feel appreciated. 

• Finally, closely track referrals using a spreadsheet, app, or analytics tool so you can see who your biggest advocates are and go above and beyond in your interactions with them. 

10. Go Old School With Flyers and Direct Mail

Some traditional marketing methods remain powerful ways to get cleaning clients. Here are some examples.

Flyers are single-page leaflets that provide customers with information about your services, contact details, discounts, coupons, or special offers. Ensure your flyers are easy and fun to read and contain all the information customers need. Adding photos of past jobs or your team also lends credibility to your company by showing the people behind the company. 

Where possible, consider customizing flyers based on your target customer profile. For instance, if you’re targeting working families that prefer to outsource cleaning, consider using phrases like “We cover all your cleaning needs so you can focus on what you do best.” If you’re going for green commercial cleaning, ensure your flyer reflects the use of eco-friendly products and your ability to handle large-scale projects. 

Create flyers using handy tools like Canva or hire a freelance graphic designer. 

With permission, put flyers up anywhere your target customers see them—like neighborhoods, libraries, coffee shops, and so on. Additionally, you can get flyers and other physical marketing materials like coupons directly into the hands of potential clients through direct mail.

Customers are more likely to look at physical mail than emails that are easy to ignore or end up in their spam folder. Plus, giving customers something they can touch and feel makes your business look more legitimate because it shows you’ve gone through the effort of creating, printing, and posting materials straight to their doorstep. 

Conclusion 

Most cleaning businesses face tough competition, regardless of the type of cleaning services offered. To grab clients and beat the competition, go beyond generic sales and marketing techniques. 

In addition to creating a solid GBP, consider creating profiles on Nextdoor, LinkedIn, and online marketplaces that connect you to clients. Further, use targeted ads, tap into podcast advertising, and create ASMR videos. Also, old-school marketing methods like direct mail still go a long way in the cleaning industry.

Finally, use good cleaning company software like Connecteam to ensure you provide exceptional services and get genuine word-of-mouth marketing and referrals from your clients.

FAQs

How do I get customers to start a cleaning business?

Focus on discounts, special offers, and free trials to get new clients to try your cleaning services. Additionally, build a strong online presence through social media to foster a community of followers willing to book your services.   

How do you schedule cleaning clients? 

Once customers book their slots online or via phone or messaging, use a job scheduling software like Connecteam to create weekly schedules and assign available, qualified staff members. The best tools give you complete visibility in a calendar format, and some tools even prevent double bookings, staffing issues, and other scheduling errors.