Guide to Expanding Your Cleaning Business

Growing a cleaning business takes more than hard work and finding new customers. Successful cleaning business owners implement strategies to streamline operations, improve customer service, and stand out.

The most effective cleaning business growth strategies will:

• Increase online and word-of-mouth referrals

• Expand your client base

• Grow revenue and profit

• Manage your finances as part of your cleaning business plan

Whether you’re a commercial cleaning startup or an established entrepreneur seeking ways to grow, this guide will tell you what to do next to expand operations and increase profitability.

1. Networking and Relationship Building

Networking is more than simply exchanging your phone number or a business card with other business owners in the cleaning industry. Professional networking gives visibility to your small business and functions as a resource for best practices or new industry technology.

Build a professional network both in-person and online. Consider local business or community groups and industry-specific associations.

Networking strategies to consider include:

• Join industry associations such as the International Sanitary Supply Association, International Janitorial Cleaning Services Association, or the National Cleaners Association.

• Attend conventions and conferences, including any specialty cleaning services your business offers.

• Maintain a social media profile on LinkedIn and join industry-specific Facebook groups.

• Join your local chamber of commerce or business groups and participate in community events.

As a new business, building professional partnerships with other business owners and customers creates a solid reputation for your company – and is just as important as managing your online reputation.

2. Online Reputation Management

Since 98% of people read online reviews for local businesses, managing your company’s online reputation should take top priority.

• Ask customers for a positive review on your preferred site to bolster your brand reputation. 

• The easier it is for your customers to provide feedback, the more likely they are to leave a review. 

• Consider sending customers a link so they just need one click to share their experience.

Regularly manage your online ratings and reviews by thanking reviewers who leave positive reviews and addressing negative reviews promptly and politely. 

People who read Google or Yelp reviews want assurance that your company can adequately resolve potential problems.

Regularly posting content on social media channels increases your company’s online presence and enhances your reputation.

3. Specializing in Niche Markets

A niche market is a set of potential customers with specific needs. Niching down can lead to higher profitability and growth because customers rely on your expertise, and your business name should become known for it.

Cleaning and janitorial businesses can serve a niche market by specializing in a specific type of facility, such as medical or industrial, or by offering specific cleaning services.

Top niche markets for cleaning service businesses include:

• Commercial or residential cleaning

• Eco-friendly cleaning 

• Carpet cleaning

• Coronavirus cleaning and disinfection

• House cleaning for real estate agents 

• Post-construction cleaning

Research your local area to identify the needs of your target market and competitor offerings. Then, focus your marketing so customers connect your company with the specialized services, and train your employees to deliver quality service in those areas.

4. Employee Training and Certification

The success of a cleaning business relies on hiring the right employees and training them properly. Your company’s work quality depends on your employees' know-how in delivering top-notch performance.

Provide ongoing educational opportunities for your employees to ensure they follow industry standards. 

Certifications show your business is dedicated to higher professional standards. It also makes your business more visible in an online certification search.

Certifications depend on the specific area or association, but a few include:

• Certified Custodial Technician (CCT) or Certified Custodial Supervisor (CCS)

• Certified Workloading Specialist (CWS)

• Certified Sales Executive (CSE)

• Custodial Certification

• Medical Cleaning Certification 

Consider in-house training to ensure your employees follow your business processes and deliver quality service to every customer.

5. Establish Operational Workflows and Systems

Setting up operational workflows and systems is the key to a successful cleaning business. These will give you consistency, efficiency, and high service quality and help you grow your business.

Developing Standard Operating Procedures (SOPs)

Standard Operating Procedures (SOPs) are key to consistency and service quality. Documenting step-by-step procedures for all tasks, including cleaning, will mean all employees follow the same process in the office or the field.

• Office SOPs: Client communication, scheduling, billing.

• Field SOPs: Cleaning processes, safety protocols, equipment handling.

SOPs must be updated and revised regularly to meet changing needs and industry standards. Keeping procedures current will keep your cleaning business running and industry-compliant.

Use our templates to get started.

Implementing Quality Control Measures

Quality is crucial to customer satisfaction and loyalty. Regular inspections and audits will keep service quality high, and feedback mechanisms will allow you to get client feedback and sort out any issues immediately.

• Regular Inspections: Do regular audits to keep service quality high.

• Client Feedback: Get and act on client feedback.

• Employee Training: Train employees on quality standards and expectations.

Optimizing Time and Resource Management

Schedule cleaning appointments strategically to maximize productivity and invest in tools and equipment that will pay off. Proper inventory management is also crucial to avoid unnecessary expenses and stockouts. Stock up on cleaning supplies and manage their costs to keep everything running and be prepared for any job.

• Strategic Scheduling: Schedule appointments to maximize productivity.

• Efficiency Tools: Invest in tools and equipment that will improve efficiency.

• Inventory Management: Keep inventory levels in check to avoid unnecessary expenses and stockouts.

Aspire’s features, such as automated scheduling and real-time reporting, will help.

Investing in Employee Training and Development

Investing in employee training and development is key to a cleaning business’s success. Ongoing training will improve employees' skills, efficiency, and job satisfaction.

• Ongoing Training: Run regular training programs to improve skills and efficiency. Training should also cover specialized cleaning methods and equipment to deliver high-quality service.

• Cross-Training: Train employees to do various tasks and roles within the company.

• Performance Evaluations: Use evaluations and feedback sessions to identify training needs and growth opportunities.

A global study found that companies are 17% more productive and 21% more profitable when they offer training to engaged employees.

6. Develop Strategies to Acquire and Retain Customers

In the competitive cleaning industry, companies need to attract and retain customers. Good marketing and customer retention strategies help grow your client base and ensure long-term success.

Understanding the local market and offering professional cleaning services are pivotal, whether you are a sole proprietor or an established commercial cleaning company.

Online advertising and social media marketing are great ways to get new customers.

• Use platforms like Facebook, LinkedIn (for commercial cleaning), Instagram, and Google Ads to increase visibility and reach a wider audience.

• An active and engaging social media presence will help you build your brand and connect with potential customers.

• Referral programs are another way to attract new customers. Ask your satisfied customers to refer your services to their friends and family by offering incentives like discounts or free services. Word of mouth is a powerful marketing tool in the cleaning industry.

• Customer retention is just as crucial. Implement loyalty programs to reward your repeat customers and personalize your communication to make clients feel valued. Regular follow-ups, special offers, and personalized messages will boost customer loyalty.

A good cleaning service marketing plan is about knowing your market, setting goals, and using multiple channels. Review and adjust your marketing strategies regularly based on metrics to keep the momentum going.

7. Manage Client Relationships Effectively

Building customer relationships is the key to growth and survival in the cleaning industry. Good communication and meeting customer needs will get you long-term partnerships and word-of-mouth referrals.

Poor client relationships can be detrimental, as studies show that 68% of customers stop doing business with a company due to perceived indifference.

Good communication is critical to understanding customer needs and expectations. Check in with customers regularly to ask how they are satisfied with your service and what needs adjusting. This proactive approach shows you care about delivering excellent service.

• Regular Check-Ins: Schedule meetings or calls to discuss service satisfaction and adjustments. Emphasize the importance of thorough cleaning to customer satisfaction and loyalty.

Building rapport and trust with customers is more than just delivering good service. Personal touches like remembering client preferences and celebrating milestones can cement your relationship. Show your customers you value them as individuals, not just customers.

• Personal Touches: Remember client preferences and celebrate important milestones.

Responsiveness is crucial in addressing customer inquiries, concerns, and feedback. Customers love quick and easy answers to their questions or issues. Use Aspire’s CRM to manage customer communication and never miss a message.

• Timely Responses: Never miss a customer inquiry and always get notified to reply.

Managing customer expectations is about telling customers what services you offer, how you will deliver them, and the limitations. Be upfront about your capabilities, and don’t overpromise. If issues arise, handle complaints or disputes professionally and empathetically, always looking for a solution.

• Clear Communication: Set realistic expectations about services and delivery.

• Professionalism and Empathy: Address complaints or disputes and look for a solution.

Building good customer relationships takes ongoing effort and attention, but it’s worth it for loyalty and referrals.

8. Eco-Friendly Practices

Now more than ever, potential clients care about health and protecting the environment. Cleaning or janitorial service businesses can profit by promoting their commitment to environmentally friendly products and methods.

Eco-friendly cleaning companies provide cleaning services using non-toxic cleaning products certified under various programs, such as EPA Safer Choice or Green Seal. 

Green products contain ingredients considered safer for personal health and the environment.

In addition, cleaning companies can implement sustainable practices to reduce waste and save water, such as:

• Using reusable cleaning supplies

• Refilling spray bottles

• Investing in water-conserving cleaning equipment

• Stocking restrooms with sustainable paper products

Since eco-friendly practices appeal to customers, it provides a competitive advantage and could bring more cleaning contracts.

9. Customer Retention Programs

Many new small-business owners make the mistake of focusing on new clients and more cleaning jobs without strategizing how to retain current customers.

A loyal customer base is the foundation for company growth. 

To retain customers, provide excellent service, competitive pricing, and referral programs for additional incentives.

Strategies for customer retention include:

• Implement business software, such as Aspire commercial cleaning business software, to simplify customer relationship management.

• Create and market a referral program, incentivizing customers with a discount or credit.

• Engage customers through emails, social media, or other online platforms.

• Track your customer retention rate for improvement.

Business owners focusing on customer satisfaction and retention gain a reliable customer base and generate greater profit.

10. Investing in Equipment and Technology

The right equipment and technology enable cleaning companies to work more efficiently, improve the quality of work, and make it easier for cleaning crews to get the job done. 

Businesses use autonomous cleaning machines without operator assistance or employ remote-controlled smart cleaning equipment to collect data for optimal performance.

Other cleaning technologies, such as electrostatic and ultraviolet-C (UVC) technology, enable cleaning companies to disinfect the surfaces and the air in office buildings and other facilities faster.

Growing commercial cleaning companies should also invest in business management software, such as Aspire. Comprehensive software streamlines cleaning business operations and provides tools for companies to scale and grow more effectively and profitably.

11. Putting Together an Effective Sales Team

Your sales team drives growth in your company by securing new cleaning contracts to generate new revenue and profits.

To develop a successful sales team, hire for top traits, such as:

• Confidence

• Honesty

• Good communication

• Self-motivation

Provide the training and tools to empower your salespeople to succeed.

Implement an effective sales strategy by following these steps:

• Create buyer personas and value propositions.

• Analyze sales metrics with janitorial software.

• Set sales goals with specific breakdowns of calls, contracts, and revenue.

• Track performance and adjust accordingly.

Offer incentives to your salespeople to reward top performers and boost sales performance.

12. Keep a Close Eye on Your Finances

Financial management and monitoring are critical to a cleaning business’s profitability and longevity. Budgeting and forecasting will help manage expenses and allocate resources so the business stays financially healthy.

Using accounting or bookkeeping software or spreadsheets can help. Aspire’s business management software has tools to track expenses and provides real-time insights and detailed reports. This will help you make informed decisions and control your finances.

Track financial metrics like profit margins, cash flow, and return on investment to see how your business is doing. Review these regularly to find areas to improve and take action to increase profitability. Maybe it is time to increase your hourly rate or review your startup costs.

Also, keep accurate financial records and comply with tax laws. The IRS fines businesses with accuracy-related penalties of 20% of the underpaid tax.

Compliance will avoid fines and legal issues and protect your business’s reputation and financial stability.

Keeping an eye on your finances means continuous monitoring, accurate bookkeeping, and proactive management.

13. Look for Opportunities for Business Expansion

Growing is vital to expanding your cleaning business. Looking for new opportunities will increase your market presence and enhance your service offerings.

Consider the following opportunities for business growth:

• Offer additional services: Introduce services like carpet cleaning, window cleaning, or specialized disinfectant treatments. These services will attract a broader range of customers and increase revenue. Also, consider offering residential house cleaning to attract more customers.

• Target new markets: Focus on different segments like commercial, residential, or industrial cleaning. This will stabilize income and reduce dependence on one market.

• Expand geographically: Expand your service area to reach more customers. Geographical expansion can mean setting up new branches or mobile cleaning units.

Evaluate risks and rewards:

• Investment in training and equipment: Adding new services will mean initial investment in training staff and buying new cleaning equipment. Make sure the return on investment justifies these costs.

• Adjusting marketing strategies: Targeting new markets will mean changing your marketing. Research your target market’s needs and preferences to create effective marketing campaigns, from traditional to digital marketing strategies.

• Handling logistical challenges: Expanding geographically will introduce logistical challenges like managing remote teams and ensuring service quality across locations.

A scalable cleaning company can grow its business and customer base without compromising service quality. It should show:

• Operational workflows: Efficient processes that reduce downtime and increase productivity are critical. This includes scheduling, job tracking, and inventory management.

• Client management systems: CRM systems that track client interactions, preferences, and feedback will help build strong client relationships and service delivery.

• Ability to handle more without compromising service quality: Scalability means taking on more clients or bigger projects without lowering service standards. This can be achieved through training, resource allocation, and technology.

Aspire’s business management software can support scalability by providing the tools necessary for efficient operation and strategic growth planning. With features like comprehensive reporting, automated scheduling, and robust CRM capabilities, Aspire can help your cleaning business thrive.

Propel Your Cleaning Business to the Top with the Right Technology

Operational workflows, client management, and financial control are key to a successful cleaning business. Use technology to streamline processes, build customer relationships, and monitor finances.

Aspire has the tools to manage and grow your commercial or house cleaning business through greater efficiency to drive new profitability. Use these resources to improve your cleaning services, retain clients, and look for new growth opportunities.

Ready to transform your cleaning business? Book a free demo with Aspire today.

Frequently Asked Questions (FAQs)

Want to know more about how to grow your commercial cleaning business? Below, find answers to common questions from those seeking to start a cleaning business or expand into new verticals.

How can I make my cleaning business grow faster?

To make your cleaning business grow faster, implement effective business processes, offer excellent customer service, and track performance to pinpoint where your business needs improvement.

Aspire commercial cleaning business software empowers owners to simplify day-to-day operations to increase efficiency and productivity. Business owners gain real-time insight to make better business growth decisions by viewing customizable reports.

How do I get new commercial clients?

To obtain new commercial cleaning clients, develop an effective marketing strategy, quickly follow up on leads, and implement referral and other incentive programs.

Customer relationship management software works to grow your client base by helping you efficiently manage leads and automate follow-ups. It also helps manage customer data, track cleaning contracts and renewals, and improve customer satisfaction to retain existing clients.

Is the commercial cleaning industry growing?

Yes! Experts predict the global market for commercial cleaning will experience a compound annual growth rate (CAGR) of 6.3% from 2023 to 2030. 

More than ever, people need commercial cleaning companies to keep workplaces and public spaces. Commercial cleaning companies can profit from the increased demand for cleaning services by examining their local market for specialty services, streamlining operations, delivering quality service, and offering competitive prices. 

What are the best ways to market my cleaning company?

Your marketing strategy depends on your business goals. First, define your target audience and marketing channels.

Effective digital marketing strategies include:

• Email marketing: Send targeted emails and enhance customer communication.

• Search engine optimization (SEO): Use keywords throughout your website and blog to rank higher in online searches.

• Online advertising: Get noticed by more customers with Google Ads or social media advertising.

Track performance to determine which channels generate the best results, and adjust your marketing strategies to meet your objectives.

What are the most important things to consider when starting a commercial cleaning business?

Your operational business plan is the most important thing to consider when starting a commercial cleaning business. Your business processes and workflows are essential to team productivity, customer satisfaction, and overall business performance.

Commercial cleaning business software enables business owners to implement effective workflows immediately. It centralizes data and automates tasks to streamline estimating, scheduling, job management, cleaning contract management, and customer invoicing. Monitoring real-time performance leads to improved results and growth.