Growing a cleaning business in today’s competitive market demands more than delivering quality service. Many business owners struggle with inconsistent revenue, weak client retention, and pressure from lower-priced competitors. 

→ A proactive sales strategy is essential to staying ahead and building sustainable growth.

This step-by-step guide outlines eight proven, practical strategies for increasing sales, attracting new clients, and retaining loyal customers. Whether residential or commercial, these insights empower cleaning businesses to drive profitability and long-term success.

1. Define your ideal customer and niche

Understanding your ideal customer base and choosing the right niche sets the foundation for every effective marketing plan. A broad, unfocused approach often leads to wasted spend, low-quality leads, and poor conversion rates. By narrowing your target market, you can: 

• Increase relevance

• Improve messaging

• Connect with potential customers more effectively

For example, a commercial cleaning business targeting property managers and office complexes will have different needs than a residential cleaning company focusing on homeowners who want deep cleaning services. 

→ Each market responds to specific messaging, pricing structures, and service packages. 

Instead of offering everything to everyone, define your niche and build marketing efforts around it.

Profitable niches in the cleaning industry include:

• Post-construction cleaning for builders and developers

• Eco-friendly cleaning services targeting health-conscious families

• Move-in/move-out cleaning for real estate and rental properties

• Janitorial services for schools, medical facilities, and warehouses

• Carpet cleaning as a standalone or upsell to house cleaning services

To refine your niche, research what local businesses and homeowners need. Look at your competitors' business profiles on Yelp or Google My Business. Identify service gaps or underserved demographics. For instance, if most local companies target basic house cleaning, you might focus on premium home cleaning services or specialize in pet-friendly cleaning products.

✓ Differentiate with clear messaging, consistent branding, and standout offers. 

✓ Highlight unique services, guarantees, or customer testimonials. 

✓ Learn how to market your cleaning business using insights from your ideal client’s behavior and expectations.

Focusing on a well-defined niche helps your small business build trust faster and convert more leads.

2. Build a strong online presence

A strong online presence increases visibility, builds trust, and helps convert potential customers into long-term cleaning clients. In a digital-first world, your website and social media platforms often serve as the first impression for homeowners or property managers searching for cleaning services.

Start with a professional website. It should:

• Clearly outline your cleaning services

• Include positive reviews

• Highlight any special offers

• Provide clear booking options

A website that loads quickly, works on mobile, and includes your phone number and contact information increases conversion rates and supports your broader marketing strategy. A free quote can attract potential customers by giving them a personalized estimate for their cleaning needs. Learn more about how to market your cleaning business effectively through digital channels.

Next, implement search engine optimization (SEO) best practices as one of your marketing tools. Use relevant keywords to create individual service pages for each offering, such as residential cleaning, janitorial services, or carpet cleaning. 

Add your business to Google My Business and update it regularly with images, business hours, and client testimonials. Local SEO is especially important for cleaning companies. Optimize for your city or region to rank higher in local search results and attract nearby customers.

Use social media platforms like Facebook, Instagram, LinkedIn, and TikTok to increase brand awareness and stay top of mind for prospects. Share visuals like before-and-after photos, seasonal promotions, or team highlights. Post regularly to build credibility and maintain engagement with your target audience. Positive interactions on social media also boost your reputation and drive word-of-mouth referrals.

A clean, consistent online presence positions your cleaning business as trustworthy and professional, two traits potential clients prioritize when choosing a service provider.

3. Leverage online reviews and referrals

Online reviews and referrals help cleaning businesses build trust, increase conversions, and attract new customers without raising marketing costs. 

→ Prospective clients often read testimonials before deciding, especially for service-based businesses like residential or commercial cleaning.

High-quality, recent reviews on platforms like Google, Yelp, and Facebook signal outstanding service and credibility. They also improve search engine rankings, helping your cleaning business appear in local searches. 

A steady flow of positive feedback shows consistency, essential when clients compare cleaning services. Display these reviews on your website to reinforce social proof and build confidence.

Encourage satisfied customers to leave reviews right after a job is complete

Automate this process using your CRM or customer management tool. Send a polite follow-up email or text with a direct link to your preferred review platform. Incentivize responses with small discounts or future service upgrades. You can also display QR codes on invoices or business cards to simplify the review process.

Launch a referral program to activate a word-of-mouth marketing campaign

Offer discounts to existing clients, free add-on service, or a gift card for every successful referral—these types of partnerships are invaluable for any existing or new business. Make the offer mutually beneficial by rewarding both the referrer and the new customer. Track results using promo codes or CRM software. Learn how to get more clients for your cleaning business through consistent referral strategies.

When appropriately managed, online reviews and referrals provide a scalable way to attract your ideal target audience and grow your cleaning company.

4. Invest in digital marketing

Digital marketing gives cleaning business owners the tools to reach new clients, nurture leads, and consistently increase sales. Unlike traditional marketing, it allows:

✓ Precise targeting

✓ Real-time performance tracking

✓ Scalable growth

The most successful cleaning companies combine paid ads with content and email strategies to build brand awareness and convert traffic into long-term customers.

Use Google Ads to appear at the top of local search results 

Pay-per-click (PPC) targeting shows potential customers results based on location, service type, and demographics when they search for house cleaning, janitorial, or carpet cleaning services. To increase conversions, be sure your ad copy includes:

• Your business name

• Your phone number

• A compelling call to action 

Professional cleaning services can be effectively marketed through digital channels to reach a broader audience.

Pair Google Ads with Facebook Ads or other social media platforms

These campaigns work well for both residential and commercial cleaning services and can help you reach a broader target audience. Share visuals like before-and-after photos or time-lapse videos to highlight your service quality. 

Promote special offers, testimonials, and seasonal campaigns to boost engagement.

Strengthen your SEO strategy with content marketing

Position your cleaning business as a trusted authority by publishing:

• Service pages

• How-to blogs

• FAQs

• Video tutorials that answer client questions

Diverse content improves search engine visibility and attracts organic traffic from homeowners, property managers, and other decision-makers.

Use email marketing to stay top-of-mind with your audience

Send newsletters with cleaning tips, company updates, and limited-time discounts. Segment your email list by client type or service history for targeted campaigns. For more actionable strategies, refer to our guide on how to market a cleaning business.

5. Optimize your sales process

An efficient sales process directly influences the number of leads that turn into paying cleaning clients. Whether you run a residential cleaning company or a commercial janitorial business, slow response times and disorganized follow-ups can lead to lost revenue. 

→ Buyers expect fast answers, clear communication, and service flexibility, especially in a competitive local market.

Ensure your team responds to all new customer inquiries within hours

Whether via phone number, website form, or social media message, speed builds trust and increases the chance of securing a booking—many cleaning companies respond to prospects within minutes. 

Consider using automated responses outside business hours to reassure potential clients that their message was received. Making a strong first impression during the first cleaning can significantly increase the likelihood of repeat business.

Implement a CRM to streamline lead tracking, communication, and conversion

With tools like Aspire’s cleaning business CRM, sales reps can manage their pipelines, track follow-ups, and log client interactions. This reduces errors, improves accountability, and helps sales teams work more efficiently.

Look for upselling and cross-selling opportunities for new leads

You might offer carpet cleaning to a homeowner booking standard house cleaning. Or bundle post-construction cleaning with a longer-term janitorial contract. These options raise your average transaction value and demonstrate the full scope of your cleaning services.

Document your sales workflows and review conversion data regularly

Look for drop-off points, sales objections, or follow-up delays. Small tweaks to scripts, pricing transparency, or contact timing can have a measurable impact. Learn more about how to price cleaning jobs to support higher conversion rates.

6. Offer competitive pricing and flexible packages

Competitive pricing strategies help cleaning business owners attract new clients without sacrificing margins. Whether you’re running a residential cleaning operation or a commercial cleaning business, aligning your packages with your target market’s expectations matters.

Structuring your service tiers based on frequency, scope, and service type. For example:

• Basic: Weekly house cleaning with standard tasks

• Standard: Everything in Basic, plus deep cleaning every month

• Premium: Includes extras like carpet cleaning, window washing, or organizing

A flexible cleaning schedule, such as weekly, bi-weekly, or monthly, can cater to different client needs and preferences.

This approach allows homeowners or property managers to choose a package based on their budget and cleaning needs, creating natural upsell opportunities.

Bundling services increases perceived value while raising the average transaction size

A business offering post-construction cleaning could combine it with ongoing janitorial support or offer seasonal deep cleans as part of a residential care plan.

Use limited-time promotions to draw in new customers or incentivize referrals

These strategies reward commitment while helping control customer acquisition costs. Learn more about how to price cleaning jobs effectively to stay competitive without undercutting your value. For example:

• Offer a discount on the third clean

• Launch a referral program that rewards both parties

• Provide loyalty pricing for recurring clients

When executed well, flexible pricing improves cash flow, builds trust, and supports long-term retention. Pair this with insights from cleaning business profit margins to protect profitability as you scale.

7. Improve customer experience and retention

Improving the customer experience directly increases retention and lifetime value. In the cleaning industry, where competition is high and services can feel interchangeable, a standout client experience often differentiates between one-off jobs and long-term relationships.

Focus on delivering consistently high-quality cleaning services 

This includes arriving on time, using professional-grade cleaning supplies, and emphasizing the importance of professional cleaning techniques. 

→ Cleaners who perform reliably and communicate clearly help build trust with both residential and commercial clients.

Automate appointment confirmations and follow-ups

Using software to send reminders before service and thank-you messages afterward ensures clients feel cared for. Automation also reduces no-shows and creates more touchpoints without adding manual tasks.

Go beyond transactional communication

Personalize your messages by noting client preferences, birthdays, or specific feedback. A CRM makes storing and applying these insights easier in future interactions. Customers are more likely to book again when they feel seen and valued.

Implement feedback loops

Send short surveys after each service to capture insights, resolve issues early, and show you care about their satisfaction. Showcase positive reviews in your marketing to reinforce your cleaning company’s reputation.

→ Regular clients contribute more to revenue over time, making retention a powerful growth lever. 

Learn how Aspire’s cleaning business software helps track client preferences, automate communications, and streamline service delivery to strengthen customer relationships at scale.

When you focus on experience, referrals and retention follow naturally, reducing marketing costs and increasing profitability.

8. Use technology to streamline operations

Technology empowers cleaning business owners to streamline operations and increase revenue without expanding their workforce. Automating routine tasks reduces manual errors, saves time, and allows teams to focus on delivering high-quality cleaning services.

Start with scheduling software

Automated job dispatching ensures that cleaners arrive on time and eliminates the back-and-forth of manual coordination. Real-time updates help business owners track field staff, manage delays, and improve accountability. Automating routine cleaning tasks can ensure consistent service quality and efficiency.

Use invoicing tools to accelerate payments and reduce admin time

Digital invoicing allows businesses to send branded invoices, set payment reminders, and accept multiple payment methods. This improves cash flow and enhances the customer experience.

Adopt a CRM 

Use a cloud-based platform to centralize management of cleaning clients, store service history, and personalize communication. Whether you’re targeting new clients or managing existing accounts, CRM software makes it easier to nurture relationships and upsell additional cleaning services.

Track performance with reporting dashboards

Monitor recurring revenue, client retention, service efficiency, and lead sources. These insights help identify growth opportunities, spot operational gaps, and refine your marketing strategy.

Aspire’s cleaning business software integrates these features into one platform, helping commercial cleaning businesses and residential service providers operate more efficiently. From automated job scheduling to performance tracking, Aspire simplifies back-office operations and supports scalable growth.

Eliminating inefficiencies frees up resources to invest in marketing, client experience, and sales expansion.

How Aspire can help your cleaning business increase sales

Aspire equips cleaning business owners with tools that drive efficiency and sales growth. Its platform enables companies to close more deals, retain clients, and scale confidently from streamlined operations to enhanced customer engagement.

Automated Scheduling & Dispatching Reduce missed appointments and maximize efficiency with real-time job scheduling. Aspire’s automated scheduling software eliminates manual coordination, assigns jobs based on availability, and ensures on-time arrivals. This improves client satisfaction and increases capacity for new bookings.

CRM & Lead Management Track leads, follow up with prospects, and convert more inquiries into paying clients. Aspire’s CRM functionality stores customer data, manages pipeline, and helps your team stay organized. No more lost leads or delayed responses.

Instant Estimates & Invoicing Speed up the sales cycle by sending professional estimates and invoices in minutes. With Aspire’s invoicing tools, you maintain consistency, get paid faster, and reduce administrative work.

Customer Communication Tools Improve client retention with automated reminders, service updates, and follow-ups. Aspire’s communication features keep clients in the loop and build long-term relationships through timely, professional touchpoints.

Data-Driven Insights & Reporting Analyze sales performance, spot trends, and make informed decisions to scale your business. Aspire’s reporting dashboards show what’s working and what needs adjustment, empowering you to grow strategically.

These tools ensure you spend less time on admin and more time building a profitable cleaning business.

Over to you

Increasing sales in your cleaning business demands more than word-of-mouth or basic advertising. Each strategy supports long-term growth, from defining your niche to leveraging CRM tools, referrals, and digital marketing.

Streamlining operations, improving customer retention, and using automation can transform how you attract and serve clients.

Ready to grow your cleaning business with smart tools and proven methods? Book a free demo with Aspire and see how it can accelerate your sales.