How to Start a Thriving House Cleaning Business: A Step-by-Step Guide

Have you always dreamed of starting your own business? Do you love cleaning and helping others? If so, starting a house cleaning or maid service business could be perfect for you.

The demand for professional cleaning services is on the rise. Many homeowners and businesses don’t have the time or desire to thoroughly clean their spaces themselves. A cleaning or maid service allows them to outsource this task so they can focus on the things that really matter to them.

While the work can be demanding, starting a cleaning business has relatively low startup costs and risks. If you have a knack for organizing, cleaning and customer service, you’ve got the foundation to build a successful scrub business. In this blog post, we’ll walk you through the key steps to get your new cleaning company up and running.

The House Cleaning Market

The residential cleaning industry is a large market that serves both local and luxury clients. Your target audience will typically be middle to upper-income homeowners, renters and businesses in your local area. While some cleaning companies do focus on more high-end clientele, most maid and cleaning services work with a range of clients at varying price points.

The majority of cleaning businesses operate locally, serving customers within a specific city, county or region. This allows you to minimize travel time between jobs and build a loyal customer base through word-of-mouth and repeat business. However, some companies are expanding into neighboring areas or even franchising nationally.

The demand for professional cleaning services continues to grow as more dual-income households have less time to devote to household chores and more disposable income to outsource these tasks. A cleaning or maid service allows your customers to spend their time on the things that really matter to them rather than dusting, mopping, vacuuming and scrubbing.

Your Cleaning Services

The core of your business will be providing residential cleaning and maid services to clients in your local area. However, you'll want to determine what specific cleaning services you will offer. Will you provide basic cleaning like dusting, sweeping, mopping, vacuuming and bathroom cleaning? Or will you expand into additional services like laundry, meal prep, window washing or move-in/move-out cleaning?

To stand out from other cleaning companies, focus on high-quality and reliable service. Use eco-friendly cleaning products and provide the best tools and equipment for your cleaning staff. Offer customizable and flexible cleaning plans to meet each client's unique needs. Provide additional perks like key pickup/drop-off or online booking and payment. Build your reputation through word-of-mouth and social media marketing in your neighborhood.

Your cleaning services will primarily be delivered in-person at your clients' homes or places of business. However, you can allow for scheduling and payment to be handled online through your company website for maximum convenience. Developing your range of services over time based on customer feedback and demand in your local market is key. Start with a core set of offerings, then expand into more specialized services as needed. Be willing to pivot based on what your customers want and need to keep them happy and keep them coming back.

Economics and Finances

The costs to start a cleaning business are relatively low compared to other types of businesses. Your primary costs will be insurance, cleaning supplies, equipment, marketing, and labor. For cleaning supplies and equipment, you can expect to pay $500-$2,000 to get started. Liability insurance and bonding will likely cost between $500-$2,000 per year. Marketing costs for a website, business cards, flyers, and ads can range from $1,000-$5,000.

Your biggest cost will be labor. As the owner, you can do much of the cleaning yourself initially, but as your business grows you'll need to hire employees. Pay will vary but expect to pay $10-$20/hour. Charge clients $25-$50/hour for cleaning services to account for all your costs while still making a profit.

Develop tiered pricing plans for different sized homes and frequencies of service. Offer bundled packages and discounts for long-term or recurring clients. You might charge $30/hour for a basic clean of a small apartment once a month, $40/hour for a medium-sized home biweekly, and $50/hour for a large house weekly. Increase your rates over time as your reputation and demand grow in the local market.

To keep costs low, start small and don't take on too many new clients at once. Focus on building up a base of regular, long-term customers. Keep good records of your income and expenses, and make adjustments as needed to ensure you're operating at a profit. With time and experience, you'll get better at estimating job costs and setting competitive yet profitable pricing.

Marketing Your Cleaning Business

To build your client base, focus on the following marketing strategies:

Search Engine Optimization (SEO): Optimize your website content for search engines like Google. Include keywords like "house cleaning" and "maid service" in your page titles, content, image alt text, and meta descriptions. This will help your site rank higher in search results.

Social Media Marketing: Create profiles for your business on sites like Facebook, Instagram, and NextDoor. Post regularly about your services, share before and after photos, and engage with your followers. Run paid ads targeting homeowners in your area.

Direct Marketing: Drop off flyers in neighborhoods where you want to work. Place ads in local Facebook groups, NextDoor, and community Facebook Marketplace. Sponsor local events or sports teams to increase brand awareness.

Referral Programs: Offer existing clients a discount or free cleaning for referring new customers. This is an easy way to get new leads and business through word-of-mouth.

Online Listings: Claim your business profiles on sites like HomeAdvisor, Thumbtack, and MaidService.com. These sites connect homeowners with local service professionals. You can receive job leads, post photos, list your services and rates, and gain reviews from clients.

Email Marketing: Start an email newsletter to stay in touch with clients and leads. Share cleaning tips, special offers, and company updates. Promote your services to potential new customers as well. Build your email list by offering a discount or free room cleaning in exchange for signing up.

Sales Strategies and Processes

To convert leads into paying customers, focus on the following sales strategies:

Free Estimates: Offer free estimates and in-home consultations for new clients. This allows you to see the scope of work, provide an accurate quote, and build rapport. Come prepared to discuss your services, rates, and availability.

Upselling: When meeting with a new client, upsell them on additional services like oven/fridge cleaning, laundry, or window washing. Existing clients are also opportunities for upselling by offering enhanced or more frequent service plans.

Special Offers: Run special limited-time offers like 20% off a customer's first cleaning or a free deep cleaning when they sign up for weekly or biweekly service. This incentivizes new clients to book with your company.

Online Booking: Make it easy for customers to book and pay for services on your website. Having an efficient online booking system streamlines your sales process and makes you appear more professional.

Follow Up: Follow up with each new lead and customer within 24-48 hours. Answer any additional questions they may have and confirm details about their cleaning appointment or estimate. Provide friendly reminders about their upcoming service 1-2 days before.

Reviews: Ask happy clients to leave reviews on sites like Yelp, HomeAdvisor, Google, and Facebook. Positive reviews help to build trust and credibility, which makes the sales process easier. Address any negative reviews promptly and professionally.

Renewals: For recurring service clients, schedule a renewal call or meeting every 6-12 months. This is an opportunity to upsell enhanced or more frequent cleaning plans, address any issues, and confirm their continued satisfaction and booking. Make the renewal process as easy as possible by allowing them to renew over the phone, by email or through your website.

Operations and Execution

To properly operate your cleaning business, focus on the following:

Employees: Recruit, hire, and train high-quality cleaning staff. Conduct background checks and verify references. Provide them with the necessary tools, equipment, and cleaning supplies. Offer competitive pay and benefits to minimize turnover.

Scheduling: Use scheduling software like Homebase or When I Work to efficiently schedule your cleaning staff. Aim for maximum productivity by grouping jobs together in the same neighborhood or building when possible. Leave buffer time in between for travel and setup.

Client Management: Keep detailed customer records with contact info, service history, keys, and any other important details. Track payments and send invoices promptly. Address any issues or concerns immediately. Send a quick survey after each cleaning to monitor client satisfaction.

Supplies Management: Order cleaning supplies and restock as needed to avoid running out. Buy in bulk when possible to save money. Provide your staff with high-quality tools and equipment like vacuums, mops, dusters, and cleaning carts to maximize productivity and results.

Quality Control: Conduct regular inspections of completed jobs to ensure high quality. Provide additional training or take corrective action as needed if standards are not being met. Ask clients for feedback on the quality and thoroughness of the cleaning services. Aim for 100% satisfaction.

Accounting: Keep records of income and expenses. Pay employees, bills, taxes, and other financial obligations on time. Meet with an accountant regularly to review the financial health of your business and look for ways to optimize profits. Make adjustments to pricing, costs, or services as needed to boost your bottom line.

Continuous Improvement: Survey both clients and staff regularly to see how you can improve operations and better meet their needs. Upgrade tools and software as needed. Consider expanding into new services or areas to grow your business. Make improvements to maximize productivity, reduce costs, and increase profits over time.

Legal Considerations

Before starting your cleaning business, research all licensing, permits, and regulations in your city and state. Requirements vary in different areas, so check with your local municipality for details. You will likely need a general business license or permit, and may need additional licenses for services like laundry pickup and delivery.

You should also purchase liability insurance to protect yourself in the event of an accident, injury, or damage. Workers' compensation insurance is required if you have employees. Bonding is also recommended to cover theft.

Check zoning regulations to ensure you are allowed to run a commercial business from your home or office location. There may be restrictions on signage, parking, and noise.

Familiarize yourself with employment laws regarding hiring, compensation, taxation, and termination. Even with just a few employees, it's important to follow all regulations to avoid potential legal issues.

Stay up to date with any changes to industry regulations and standards. Professional associations like ARCSI and ISSA can provide guidance.

Keep accurate records of income, expenses, employees, clients, and cleaning jobs in case of an audit. Consult an attorney and accountant if you have any questions about legal and financial requirements.

In Summary

Starting a cleaning business can be a rewarding endeavor for those willing to put in the work. With some time and effort, you can build a successful company that provides a valuable service to clients in your community. Focus on high-quality, reliable cleaning services, fair prices, and a commitment to customer satisfaction. Market your business, streamline operations, and meet all legal requirements. If you have a passion for cleaning and helping others, a scrub business could be the perfect small business for you to start today!