How to Market a Cleaning Business: 10 Strategies that Actually Work

Last Updated on November 6, 2024 by The ZenMaid Team

WHY TRUST US? The ZenMaid team has eight current and past cleaning business owners, including our CEO and founder Amar, who know the ins and outs of the maid service industry like the back of their hands. They share their expertise with us in product development, with the customer success team, and content, which includes the article you’re about to read. We also partner with some amazing leaders in the cleaning industry, like Debbie Sardone, Angela Brown, Courtney Wisely, Chris Schwab, and more, to provide you with the latest industry insights. The tips and advice you’ll find on our blog have helped our team grow their maid services, and we’re excited to share them with you to help you grow your business too.

Marketing your cleaning business? There’s a lot you could do, but you need proven strategies that actually bring in clients and don’t waste any time.

So, here’s a no-fluff, practical guide to cleaning business marketing that’ll get you in front of the right people, right now. Because you’ve got clients to win over!

Let’s go get you some new cleaning clients.

1. Know Your Market (and Stand Out in It)

Before diving into specific marketing channels, you’ll need to get clear on who your ideal clients are and what they need. Because let’s be honest – cleaning is a saturated market. Honing in on a specific market for your cleaning services will help you stand out from the crowd and help you attract ideal clients. 

Focus on this: what is the pain point your specific cleaning business solves for clients? Are you focusing on young professionals who want quick, affordable services so they can spend more time socializing?

Or maybe parents who are worried about toxins and care about having safe, eco-friendly cleaning products in their home? 

Perhaps your ideal client is a business owner who needs a trustworthy and efficient cleaning service to clean their offices after business hours.

Zero in on the #1 challenge your ideal client faces so you can create messages that resonate with them in the sea of competition. 

Action step:

Develop a simple client persona for your ideal client. This will help you target your marketing efforts and speak directly to the needs of each client, whether that’s in your ads, social media posts, or email campaigns.

2. Build a Strong Online Presence with SEO

SEO is the foundation of any effective digital marketing strategy, but a lot of small business owners get overwhelmed by it. So, focus on starting simple with optimizing your Google Business Profile and cleaning business website. Here are a few tips to help with that.

• Start with the right keywords: Make a small list of keywords you want your service to rank for. We’ve even made a list to help you start: use these keywords to grow your cleaning business. Choose keywords that match the cleaning services you offer, like “eco-friendly house cleaning in [Your City]” or “urgent cleaning services near me.” Use these to help your website appear in searches when potential clients need those specific services.
• Optimize Your Google Business Profile: Your Google Business Profile is like your business’s digital front door. Keep it updated with the latest info, respond to reviews quickly, and add new photos regularly. This doesn’t just show that you’re active; it also builds trust and engagement with potential clients.
• Create Locally Focused Content: Blog posts or service pages that highlight specific areas you serve can really speak to potential clients. For instance, a page titled “Deep Cleaning Services in [City Neighborhood]” connects directly with residents and boosts your visibility in local searches.
• Focus on SEO Basics: Make sure your page titles and meta descriptions are clear and compelling for your ideal client. For example, a homepage title like “Trusted Maid Services in [City] — Dependable Quality You Can Count On” tells potential clients exactly what they can expect from you.
• Consistent Local Listings: Ensure your cleaning business is listed consistently across platforms like Yelp, Angi, and Nextdoor. Keeping your business’s name, address, phone number, and website URL uniform helps improve your SEO and makes it easier for clients to find and trust your services.

3. Set Up Paid Ads

When done right, paid ads can attract immediate interest from new clients. Google Ads and Facebook Ads allow for super-targeted campaigns, reaching specific neighborhoods or audience interests so you get the best bang for your buck. 

• Use local keywords like house cleaning services near me or maid service in [City] to ensure your ads show up when someone searches for a cleaner in your area. Regularly test your ads to see which keywords are bringing the best results.
• Create targeted ads that highlight what makes your service unique. For example, if your focus is on eco-friendly cleaning, consider ads that show off the benefits of natural, family-safe products. 

Setting up ads can be confusing if you’ve never done it before. Consider hiring a specialized agency if you need help. Or, take a look at Sean Parry’s full setup guide here:

4. Use Social Media

Posting on social media is free, so it’s a no-brainer to make the most of it. Remember: people want to follow businesses that feel authentic and approachable. And engagement is where the magic happens!

• Facebook and Instagram are top choices for cleaning businesses because it’s where most cleaning clients hang out. Use these platforms to share content like before-and-after photos, client testimonials, and even behind-the-scenes peeks of your team in action. Show your personality, and let clients see the faces behind the brand — after all, it’s those faces they’ll be inviting into their homes and businesses. 
• Join local Facebook groups where your target clients are already active. Homeowners associations, local parents’ groups, and community forums are often goldmines for connecting with people interested in what you offer. Respect each group’s rules and offer useful advice when it’s relevant.

Action step:

Create content that addresses the needs of your ideal cleaning client persona. For example, guides like “My Top 10 Cleaning Tips for Busy Families” can attract organic traffic and build trust as a go-to source for cleaning advice.

Social media is all about trial and error, so feel free to experiment and notice what your audience responds to most. Use those insights to shape future posts.

5. Build (and Nurture) an Email List

Email marketing is the highest-converting marketing channel. Whether clients join your email list through your website or after booking a service, you have a direct line to their inbox. By regularly sending valuable content and offers, you can nurture these contacts and increase conversions.

• Write a short welcome sequence to invite new customers and subscribers into your business. 
• Send helpful cleaning tips to keep clients engaged and remind them of your expertise.
• Offer special seasonal discounts or bonuses around peak cleaning times, like after the holidays or during spring cleaning.
• Showcase testimonials and before-and-after photos of your work to build trust and credibility.

Action step

Get set up with an email service provider to ensure compliance with email marketing laws. At ZenMaid, many of our customers use Mailchimp. 

6. Partner with Local Businesses

Collaborating with other businesses in your area is a powerful way to get exposure and expand your client base. Think about businesses that serve a similar audience, such as real estate agencies, moving companies, or even gyms. A simple partnership — like leaving your cards at their front desk or co-hosting an event — can go a long way.

Ideas for local partnerships

• Offer Move-In Specials through Real Estate Agencies: Real estate agents often work with clients who could use a fresh start in a new home. Offer them a special discount for move-in cleanings.
• Partner with Moving Companies: Moving companies can refer clients who may want a professional cleaning for their old or new home.
• Sponsor Local Events: Look for neighborhood events or charity runs where you can sponsor in exchange for brand exposure.

Action step

Identify three local businesses you could partner with and reach out to them with a clear proposal on how a partnership would benefit both sides.

7. Collect and Share Reviews

If there’s one thing that builds trust fast, it’s positive reviews. Reviews are gold in the cleaning industry — especially for clients deciding between multiple services. Keeping a high rating on Google and Yelp with plenty of five-star reviews can be a game-changer for your business, making it easy for new clients to feel confident choosing you.

A few review tips:

• Always ask for feedback. After each job, send a quick follow-up message requesting feedback. If the client had a great experience, encourage them to leave a review.
• Respond to every review — especially negative ones. Showing you care about your client’s experience can go a long way. Thank positive reviewers, and for negative ones, apologize and offer to make it right.
• Share them on your website. With permission, highlight reviews on your homepage or a dedicated testimonials page to build trust with new clients.

Action step:

After each cleaning, follow up with a quick message or email asking for feedback. Most happy clients are willing to leave a review when they’re asked. In ZenMaid, you can use the rating feature to collect feedback and find happy clients on autopilot. 

8. Use Videos

Video has become one of the best ways to connect with potential clients. Studies show that people are more likely to remember video content than text, and it’s the perfect way to show the human side of your business. You don’t need a high-budget production — even a short, friendly video can go a long way in building trust and familiarity with your audience.

A few video ideas:

• Share simple cleaning tips or hacks for common household messes. (Clients love quick, actionable advice!)
• Ask your top clients to share a video clip testimonial. Nothing speaks louder than happy clients sharing their experiences.
• Give a glimpse of your team working behind the scenes. Instagram and Facebook stories are a great place for this. 
• Create short videos explaining your core services, like deep cleaning, move-out cleaning, or post-construction cleaning — a clear breakdown helps clients understand exactly what they’re getting. 

Action step

This week, record a quick, smartphone-friendly intro video where you introduce yourself and share a bit about why you started your cleaning service. Post it on your website, social media, and YouTube to reach a wider audience and give potential clients a sense of who you are (and the human behind your brand).

9. Set Up a Referral and Rewards Programs

One of your most valuable assets is a client who refers you to friends or family members. Consider creating a referral program that rewards existing clients who refer new customers. This will not only encourage loyalty but also lead to a steady stream of new clients.

• Offer incentives. For every referral that books a cleaning, consider offering the referring client a discount or a free add-on service like an oven or window cleaning.
• Let clients know about it often. Include details about your referral program in your follow-up emails after cleans, on social media, and even in conversations with clients after a successful cleaning.
• Make it ridiculously easy to participate. A simple “refer a friend” form on your website or a unique code clients can share will make it easy for clients to participate.

Action step

Draft a quick email to send to your current clients, letting them know about your referral program. Include a simple form or link for them to share with their friends.

10. Capture Your Leads with a Booking Form

If you’re spending all this time attracting new cleaning clients, the next (and most important) step is to make it easy for them to choose you. How do you do this? Automated booking forms on your website. 

One of the biggest mistakes we see when is business owners make it hard for potential clients to take the next step. If someone has to jump through hoops just to get a quote or book a service, there’s a good chance they’ll lose interest and go to a service that does make it easy. Modern clients expect things to be fast, simple, and transparent.

Action step

Add a booking form on your website. Cleaning business software like ZenMaid makes it extremely easy to add a custom booking form that both ‘wows’ new clients and streamlines your lead generation all into one tool.  

That’s a Wrap (but wait, there’s more!)

Remember that the key to winning new cleaning clients is not just about trying every strategy out there, but focusing on the ones that really work for marketing a cleaning business.