How to Get Cleaning Clients and Grow Your Business

Landing a steady stream of cleaning clients isn't magic. It's a formula. You have to figure out who your ideal customer is, build a brand that looks professional, and then make them an offer they can't refuse.

It’s really about setting up your business so the right people don't just find you, but see you as the only real choice.

Building Your Foundation for Client Acquisition

Before you even think about marketing or outreach to get more cleaning jobs, you have to lay a rock-solid foundation. This is the stuff that separates the businesses constantly scrambling for work from the ones that seem to attract clients without even trying. It’s all about being intentional from the very beginning.

First thing's first: you have to move beyond just being a "cleaning service." Who, specifically, are you trying to serve? I can't stress this enough—defining your ideal client is the most important decision you'll make. Are you set up for:

• Busy families in the suburbs who just need a reliable weekly clean?

• High-end luxury apartments that demand obsessive attention to detail?

• Commercial office spaces that need someone trustworthy for after-hours service?

• Real estate agents who need fast, thorough cleanings for rental turnovers?

Whatever you choose will shape everything else—your pricing, your services, and the words you use in your ads. The global cleaning market is projected to hit a staggering $468.2 billion by 2025, with a huge chunk of that in commercial services. This just shows the massive opportunity out there, whether you go residential or commercial. Digging into some cleaning industry statistics can really help you see where your business might fit best.

So, Who's Your Ideal Client? Residential vs. Commercial

Deciding between cleaning homes and cleaning offices is a major fork in the road. They're completely different worlds with unique pros and cons. Let's break it down to see which path might be a better fit for you.

Comparing Potential Client Profiles

Ultimately, there's no "right" answer. Residential is great for getting started quickly with less overhead, building personal relationships, and getting immediate cash flow. Commercial, on the other hand, offers more stability and bigger growth potential if you can land those contracts.

Defining Your Unique Selling Proposition

Once you know who you're talking to, you have to give them a reason why they should pick you over the dozen other cleaners in town. This is your Unique Selling Proposition, or USP. It's the core promise you make to every client.

A strong USP is more than just "we do a good job." It has to be specific and compelling. For example, your edge could be:

• Eco-Friendly Focus: You use only non-toxic, plant-based products, perfect for families with kids and pets.

• A Rock-Solid Guarantee: You offer a 24-hour guarantee—if they find a missed spot, you'll come back and fix it, no questions asked.

• Niche Expertise: You specialize in something others don't, like post-construction cleanup or deep-cleaning for allergy sufferers.

Key Takeaway: Your USP is your secret weapon. It needs to be front and center on your website, your flyers, and your social media. Make it crystal clear why you're the best choice.

The infographic below shows a pretty healthy mix across different cleaning markets, which proves you can build a successful business in any of these areas if you have a clear focus.

Establishing Professional Branding

Finally, your branding is what ties it all together. It’s what builds trust before you even have a conversation with a potential client.

This means a professional business name, a clean and memorable logo, and even polished uniforms for you and your team. These details send a powerful signal: you're a serious, reliable, and trustworthy business. That alone makes it infinitely easier to turn a curious prospect into a paying customer.

Dominating Local Search to Attract Ready-to-Hire Clients

Let's be real. Your best clients aren't flipping through a phonebook anymore. They're pulling out their phones and searching online. If you want a steady stream of people who are ready to hire right now, you have to dominate the local search results. It's simply non-negotiable.

This isn't about some complicated marketing theory. It’s about using a couple of powerful, free tools to make sure you’re the first business people see when they search for "house cleaning near me" or "office cleaning services in [Your City]."

And the first, most critical place to start is your Google Business Profile.

Master Your Google Business Profile

Think of your Google Business Profile (GBP) as your new digital storefront. For most potential clients, it’s the very first impression they'll have of your business, showing up right there in Google Maps and the local search results. A well-managed profile is an absolute magnet for new business.

You need to make sure every single section is filled out completely and accurately. I'm talking about:

• Business name, address, and phone number (your NAP)

• The specific service areas you cover

• Your hours of operation

• A direct link to your website

The screenshot below shows the dashboard where you control all of this. It's your command center for how you appear on Google.

From here, you can manage your info, post updates, and most importantly, respond to reviews. It's an essential tool for getting seen locally.

Build Trust with Reviews and Photos

Social proof is everything in this business. BrightLocal research found that 88% of consumers are more likely to use a business if they see the owner responds to all reviews. So, get in the habit of actively encouraging your happy clients to leave you a review on your GBP.

When a new review comes in, jump on it. Respond promptly, whether it’s a glowing five-star rating or a complaint. Honestly, a thoughtful response to a negative review can win you more future customers than a string of perfect ones. It shows you’re a real person who cares about getting it right.

And please, upload high-quality photos! Show off your work. I want to see sparkling kitchens, spotless office lobbies, and those satisfying before-and-after shots that prove your value. People are visual, and good photos make your services feel tangible and much more desirable.

Create a Simple and Professional Website

While your GBP gets you found, a professional website is your home base. It doesn’t need to be fancy or expensive, but it has one critical job: to seal the deal and make it incredibly easy for visitors to hire you.

At a minimum, your site must have:

• A crystal-clear description of your services.

• Your unique selling proposition (Are you eco-friendly? Do you have a 24-hour satisfaction guarantee? Say it!).

• Customer testimonials displayed prominently.

• A dead-simple contact form and a phone number they can't miss.

If you want to make it even easier for people to say yes, add an online booking feature. For busy clients, that convenience alone can be the deciding factor. For more on this, check out our guide on how to get more house cleaning leads by fine-tuning your online presence.

Key Insight: Your website's only goal is conversion. Every single element should guide the visitor toward one action: contacting you for a quote or booking a service. Remove any and all friction.

Ultimately, getting clients today is a mix of smart tactics. It’s about running targeted online ads, staying active on social media, and building a referral network. By combining a strong digital presence with strategic local advertising, you make sure you’re visible wherever your ideal customers are looking. To dig deeper into what's working now, you can discover more insights about modern cleaning marketing on GetJobber.com.

Smart Outreach and Networking to Win High-Value Contracts

While having a solid online presence is great for pulling in leads, the real money—the lucrative, long-term contracts that build a serious business—often comes from proactive outreach. If you want to land high-value commercial clients, you have to be willing to get a little more hands-on. It means stepping away from the website and actively hunting for the right opportunities.

I like to think of it like this: your digital marketing is a big fishing net, catching clients who are already looking for you. Smart outreach, on the other hand, is like spear fishing. You spot the exact client you want and go right for them. This is how you win those recurring service contracts with property managers, real estate agents, and office managers who become the bedrock of your business.

Targeting Your Commercial Outreach

First things first, you need to know who you're trying to reach. Stop wasting your time sending messages to generic "info@" email addresses. It’s a dead end. Instead, put on your detective hat and use LinkedIn or the company's own website to find the actual person in charge of facilities or operations.

These are the contacts I’ve found to be pure gold:

• Property Managers: These folks manage dozens, sometimes hundreds, of units. They're in a constant cycle of move-ins and move-outs and are always desperate for reliable cleaning crews.

• Office Managers: For daily or weekly office cleaning contracts, they are almost always the direct decision-maker. Get in with them, and you've got a direct line to a steady gig.

• Real Estate Agents: Building a great relationship with a few busy agents can create a consistent pipeline of pre-sale and post-sale cleaning jobs. They need homes to look perfect, and you can be their go-to solution.

Once you have a name, your job is to craft a short, professional email that doesn't sound like it was copied and pasted. Make it personal. Mention their business by name and give them a clear reason why they should care.

Pro Tip: Your outreach email needs to be short and solve a problem. Don't just say, "We offer cleaning services." That's boring. Try something like, "I help property managers in [Their City] eliminate tenant turnover headaches with guaranteed 24-hour move-out cleaning." See the difference? It's specific and hits on a major pain point.

Leveraging Local Networking and Partnerships

Never, ever underestimate the power of a good old-fashioned handshake. Seriously. Joining a local networking group like a BNI (Business Network International) chapter or showing up at Chamber of Commerce events puts you in a room full of potential clients and referral partners.

But here's the key: when you go to these events, don't be the person frantically trying to hand out a business card to everyone. Your goal is to build real relationships. Listen more than you talk. Ask other business owners what they're struggling with. I guarantee you'll start hearing opportunities where your services fit perfectly.

Forming strategic partnerships is another absolute game-changer for getting new cleaning clients. Think about who else serves your ideal customer.

• For Residential: Team up with moving companies, plumbers, or professional home organizers. After they finish their work, they can pass your name along. Offering a small referral fee for every booked job they send your way sweetens the deal and keeps you top of mind.

• For Commercial: Make friends with commercial real estate brokers and construction companies. Post-construction cleanup is a beast of a job, but it's a highly profitable niche that many cleaners won't touch.

And for residential services, don't be afraid to go old-school. A professionally designed flyer, strategically dropped in the right high-value neighborhoods, can still work wonders. Just make sure it screams "professional" and clearly highlights what makes you different—maybe it's your eco-friendly products or a killer satisfaction guarantee. When you combine these hands-on tactics with your digital marketing, you create a powerful, multi-channel system for bringing in new clients week after week.

Creating a Referral System That Works on Autopilot

Let’s be honest: your happiest customers are your single most effective—and cheapest—marketing team. The problem is, most cleaning businesses treat word-of-mouth like a happy accident. They just hope it happens.

To actually get new cleaning clients on a consistent basis, you have to stop hoping and start building. A real referral program isn’t about luck; it’s an intentional system that runs itself, creating a predictable stream of high-quality leads who already trust you before they even pick up the phone.

The real secret is knowing exactly when to ask. The absolute best time is right after a client gives you spontaneous praise. That glowing text message or happy comment as you're packing up? That's your golden ticket.

Structuring Your Referral Offer

A simple "thank you" is nice, but a real reward is what gets people to act. The best offers I've seen benefit everyone involved, making both your loyal client and the new customer feel like they've won.

This is where the “give-get” model really shines. For example, when a current client refers a new customer who books a cleaning, the original client gets $50 off their next service, and the new customer also gets $50 off their first one. It’s a powerful incentive that encourages both sharing and booking.

Keep your offer simple and easy to explain. Here are a few ideas that work well:

• A straight percentage discount (e.g., 20% off the next cleaning).

• A flat-rate credit (e.g., $25 off).

• A free add-on service (like a complimentary oven or refrigerator cleaning).

The goal is to make the reward valuable enough to motivate people without hurting your bottom line. Don't be afraid to experiment to see what your clients respond to best.

Key Takeaway: The easier you make it for clients to refer you, the more likely they are to do it. Get some simple referral cards printed with your details and the offer, or have an email template ready that they can just forward to a friend.

Asking for Referrals and Reviews

Once your offer is set, you need a simple process for asking. This is something you can easily automate with email templates that go out after a service is completed. A short, personal message is always the way to go.

For instance: "Hi [Client Name], we were so happy to hear you loved your recent cleaning! We're growing our business and would be grateful if you know anyone else who could use our services. As a thank you, we'd love to give you [Your Offer] for every new client you send our way."

This approach feels natural and shows your appreciation. It also opens the door to ask for public feedback at the same time. Tying your referral request to a gentle nudge for a review is incredibly effective.

If you need a hand with this part, there are some great guides on how to generate more Google reviews for your cleaning company. Building that social proof on Google makes your referral program even more powerful because new leads can see you're the real deal. The final piece is just tracking where your referrals come from so you can thank your biggest supporters and keep the cycle going.

Let's be honest, as your client list grows, you quickly realize that cleaning is only half the job. The other half? A soul-crushing mountain of manual scheduling, invoicing, and follow-ups.

This administrative grind can become a massive time-sink, pulling you away from the activities that actually help you get more cleaning clients. This is where technology stops being a "nice to have" and becomes your secret weapon. It helps you work smarter, not just harder.

Embracing the right tools isn't just about making your own life easier; it's about completely elevating the client experience. Think about it. When a potential customer can book an appointment on your website at 10 PM, pay their invoice with a single click, and get an automatic reminder about their upcoming service, you instantly look like a modern, professional, and easy-to-work-with business. That's how you win.

Automate the Grunt Work

The first move is to get all those repetitive, mind-numbing tasks off your plate. User-friendly software can completely change your daily workflow, freeing you up to focus on what really matters.

Imagine a system where:

• Booking is on Autopilot: Clients see your availability and book services directly through your website. No more back-and-forth emails.

• Reminders Go Out for You: The system automatically sends appointment confirmations and reminders via email or text, which crushes your no-show rate.

• Invoicing is Effortless: Professional invoices are generated and sent automatically after each job. Even better, they have built-in payment options.

This level of automation might sound complicated or expensive, but a lot of platforms are built specifically for service businesses like ours. If you're curious, you can check out our breakdown of the best business process automation tools to see what might fit your needs and budget.

By automating the admin work, you're not just saving a ton of hours. You're presenting a seamless, reliable experience that clients absolutely love. That kind of professionalism is a powerful engine for both keeping clients and getting referrals.

Adopting Modern Tools Gives You an Edge

Let's get real. Offering conveniences like online booking and digital payments isn't a luxury anymore—it's what customers expect. In a crowded market, the cleaning company that makes life easiest for the client is the one that gets the job. Simple as that.

Your ability to offer these tech-driven conveniences gives you a serious competitive advantage.

And this trend goes way beyond just scheduling software. The market for smart cleaning tech, including autonomous robotic cleaners, is projected to hit $24 billion by 2028. This points to a massive shift toward automated, tech-forward services that appeal to both commercial and residential clients. You can find out more about this market shift and its impact on the cleaning services market here.

Now, you probably aren't running out to buy a fleet of robots just yet. But it shows that clients are getting hungry for efficiency and modern solutions. Adopting even basic tech positions you on the right side of this trend, proving to clients that you’re a forward-thinking business they can trust.

Got Questions About Growing Your Cleaning Business? We've Got Answers.

As you start getting more traction and booking more cleaning jobs, a whole new set of questions pops up. It’s natural. Here, I'll tackle some of the most common things I hear from other cleaning business owners who are hitting their stride.

How Should I Price My Cleaning Services?

Ah, pricing. This is where so many new owners get stuck, and honestly, it’s one of the trickiest things to get right. Let me be clear: there’s no single magic number. The biggest mistake I see is trying to be the cheapest guy in town. That’s a race to the bottom.

Your pricing needs to be a reflection of the value you bring, the type of clients you want to attract, and what the local market can bear.

First, do some snooping. See what other professional, insured, and reputable cleaners in your area are charging. This gives you a baseline. From there, you can choose a model that fits your style.

• Hourly Rate: This is the simplest and most direct way to price, especially for jobs where you’re not sure what you’re walking into. A professional rate is typically in the $30-$60 per hour, per cleaner range.

• Flat-Rate Pricing: Clients absolutely love this because it’s predictable. No surprise bills. You'll calculate this based on your estimate of the time and effort needed for a standard-sized home or office. You get faster and more profitable as your team gets more efficient.

• Per-Square-Foot: If you're going after commercial contracts, this is essential. Rates can be all over the place, from $0.05 to $0.20 per square foot, depending on the building type (office vs. medical clinic) and how often you're cleaning.

Look, don't be the cheapest. Be the one that offers the most value. Your price should cover your insurance, high-quality supplies, travel time, and the professional shine you deliver. Pricing with confidence signals to clients that you're a serious, professional operation.

What Insurance Do I Really Need for My Cleaning Business?

Operating without insurance is like walking a tightrope without a net. It's a huge risk that can wipe out your business before you've even had a chance to grow. It’s not just about protecting yourself; it’s about looking like a pro. Most commercial clients won’t even talk to you without seeing your certificate of insurance.

Here’s what you absolutely must have:

• General Liability Insurance: This is non-negotiable. It’s what protects you if you or an employee accidentally breaks a priceless vase or if someone slips on a freshly mopped floor.

• Workers' Compensation: If you have employees, this is a legal requirement in most states. It covers medical bills and lost wages if one of your team members gets injured on the job.

Having the right coverage tells clients you're a legitimate, trustworthy business they can feel safe letting into their home or office. It's a key part of your professional brand.

How Do I Handle a Client Complaint?

No matter how meticulous you are, complaints will happen. It’s just part of being in the service business. The real test isn't avoiding complaints—it's how you handle them when they come up. A great response can actually turn an unhappy customer into one of your biggest fans.

When a client calls with an issue, just follow this simple framework:

1. Listen. Really Listen: Let them get it all out without cutting them off. Nod along, show some empathy, and make it clear you understand their frustration.

2. Apologize Sincerely: It doesn't matter if you think it's their fault or a misunderstanding. A simple, "I'm so sorry to hear you're not happy with our service," works wonders.

3. Offer a Real Solution: Don't just apologize—fix it. Ask, "How can we make this right for you?" This usually means offering to send a team back to re-clean the missed spots for free or giving them a credit toward their next service.

Responding quickly and professionally can build more loyalty than if everything had gone perfectly from the start. It shows you stand behind your work.

Ready to stop juggling a dozen different tools and start growing your cleaning business with a single, powerful platform? Nurturely+ gives you everything you need to find leads, automate follow-ups, manage bookings, and get paid faster. See how it works at https://nurturely.io.