Marketing your Cleaning Company
What Every Cleaning Company Needs: A Real (Simple) Marketing Plan
Let’s be honest: marketing isn’t exactly the first thing most cleaning company owners are thinking about when they wake up. You’re probably more concerned about a client who didn’t reschedule, a staff issue, or how to squeeze in three walkthroughs between appointments. I get it - you’ve got a business to run, not a TikTok to build.
But here’s the deal that you already know: the cleaning industry is set to keep booming. More people want help maintaining their homes, Airbnb hosts are multiplying like rabbits, and corporate clients are looking for polished professionals (not just whoever left a flyer under the breakroom coffee machine).
Which means this: if you do have strong marketing? You stand out. Big time.
Good Cleaning Deserves Great Marketing
Here’s a truth bomb: most people aren’t expecting five-star marketing from their local cleaning company. So when your business shows up looking sharp online (think: website dialed in, ads running, reviews glowing) people notice. It’s like walking into a sparkling kitchen. Instant trust. Instant curiosity. Instant “okay, take my money.”
Whether you’re scrubbing sinks, restocking corporate offices, or turning over Airbnbs, how you show up matters. And that starts before you even visit the client’s property.
Here’s what that might look like in action:
1. Your Website Should Actually Work (Like You Do)
You’d be surprised how many cleaning businesses either don’t have a website, or have one that looks like it got stuck in 2009. A good website doesn’t need to be fancy, but it does need to be trustworthy.
You’re stepping into people’s homes or their offices, they want to know who you are. That means clear messaging, easy contact forms, testimonials that build trust, and (please!) mobile optimization. If your site loads like molasses or leaves people confused about pricing or process, they’re already clicking out.
2. Paid Ads > Posting Selfies on Instagram
Let’s talk paid ads. If you’re spending hours trying to get traction on Instagram with before-and-after photos and the occasional “fun cleaning tip,” I admire the hustle… but also, you might be wasting precious time.
Unless you have a specific niche (eco-cleaning with handmade products? Cleaning in costume?), organic social media probably isn’t going to build your client base quickly. Paid ads, on the other hand? When done right, they bring leads in consistently and predictably, without you dancing to trending audio.
(Though if you are dancing with a vacuum... please send it to me.)
3. Your Marketing = Your Best Salesperson (Who Never Takes a Day Off)
Here’s the magic of good marketing: it works while you’re doing everything else.
When your brand is clear, your messaging is dialed, and your systems are humming, potential clients can learn about you, feel confident in your services, and book with you, all without you having to personally explain your rates for the 23rd time this week.
You’re not just selling a clean kitchen. You’re selling peace of mind. You're selling time back. You’re selling “no more dust bunnies under the couch” to tired families who don’t have enough time for each other between chores. And the right marketing helps people feel all of that before they even hit "submit" on your contact form.
4. Trust Is the Real Currency: Build It Everywhere
Trust isn’t just for one-on-one conversations. It's built through every touchpoint, especially online.
Ask yourself:
Does your website look like a company I’d trust to walk into my house?
Do your emails or quote forms actually work (and get replies)?
Are your Google reviews helping you close the sale before you even talk to someone?
If you're nodding along with a slightly panicked expression, that’s okay. It means we’ve got room to grow (and I love that for you).
5. Referrals Aren’t Just “Nice to Have:” They’re Gold
One of the best things you can do for your cleaning business? Turn your happy customers into your unofficial sales team.
But referrals don’t happen by accident. Ask yourself:
Do your clients know you’d love a referral?
Do they have a reason to share your name?
Have you made it stupid-easy for them to do so?
Whether it’s a discount, a thank-you gift, or just a really compelling email reminder, a great referral program boosts retention and brings in dreamy new clients who already trust you (because their best friend told them you were magic).
Ready to Market Like a Pro (Without Becoming One)?
If you’re reading this and thinking, “Okay yes, I want that... but also, how do I do that when I’m running a business and ordering more paper towels at 11 p.m.?” - hi, this is literally what I do.
At Aligned Marketing, I act as an outsourced Marketing Director for service-based businesses (like yours!) who need real results, not just shiny ideas.
I offer three ways to work together:
Marketing Sprint Projects
For cleaning business owners who want to overhaul something specific (like your website, ad funnel, or referral program) fast and effectively. One goal, one powerful push, one done-for-you plan.
Marketing Director Retainers
Ongoing support where I join your team, lead your marketing efforts, and keep everything on track — from strategy to execution. Perfect for businesses who’ve outgrown DIY and need a pro on board.
Consulting Calls
Just want a smart brain to bounce ideas off of? Let’s hop on a call. No long-term commitment, just real-time insights and actionable advice.
