How to Grow a Cleaning Business (Strategies for Success)

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 from the competition.

The most effective cleaning business growth strategies work to:

• Increase online and word-of-mouth referrals

• Expand your client base

• Grow revenue and profit

Whether you’re a commercial cleaning startup or an established cleaning business seeking ways to grow, this guide gives you the framework 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.

• To bolster your brand reputation, ask customers for a positive review on your preferred site. 

• The easier you make it for your customers to provide feedback, the more likely they’ll leave a review. 

• Consider sending customers a link so they just need to make 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. 

→ Those who read Google or Yelp reviews want assurance that your company knows how to resolve potential problems adequately.

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 particular expertise.

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 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. 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 an increasing number of customers, it provides a competitive advantage and could bring in more cleaning contracts.

6. 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.

7. 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 to clean 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.

8. 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.

Grow your business with Aspire

For optimal growth, cleaning-business owners need full visibility into every aspect of operations and performance.

Aspire commercial cleaning business software sets businesses up for success by improving productivity and providing real-time data to track estimating, job costing, sales, and more. Aspire’s business management platform enables owners to make timely and informed decisions to significantly improve individual jobs and overall company performance.

Ready to take your cleaning business to the next level? Request a demo 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 clean and sanitized. 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?

The most important thing to consider when starting a commercial cleaning business is your operational business plan. Your business processes and workflows are key 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.