No one likes a dirty house or office, but few people enjoy tidying up after themselves either. This leaves a huge potential market for custodial and cleanup services.
If you know how to grow a cleaning business by understanding the industry, using savvy marketing techniques, and implementing service diversification, you can hit paydirt in the sanitation sector.
Mop up these industry tips from Nextdoor to score customers and sweep in more profits.
Understanding the cleaning industry landscape
To truly know how to grow your cleaning business, you first have to learn the basics of the industry. Let’s explore the key information any cleaning business owner should know.
Market trends in the cleaning industry
The market for cleaning services is stronger than ever with:
- A total global value of over $415 billion in 2024
- A projected 6.9% annual growth rate in the coming years.
- A trend toward eco-friendly options
Instant cleaning through apps represents a healthy chunk of this market, and the demand for such services is expected to rise by over 50% by 2031.
Identifying your niche: residential vs. commercial cleaning
There are two primary types of cleaning services:
- Residential – Those focused on households, often with recurring cleaning needs.
- Commercial – Cleaning for offices, retail stores, and similar spaces—often with larger demands and payouts.
Consider your area, your capabilities, and your own goals to decide whether to take the residential or commercial route for your local business.
Why local connections matter
People place a high degree of confidence in you as a cleaner. After all, you’re in their space with their personal information and valuable belongings—so customers need to know that your small, local business is trustworthy before they hire you.
That’s why participating in your local community and gaining word-of-mouth recommendations is so essential. In fact, word-of-mouth is the top way Americans discover brands.
Joe Hall Roofing, a roofing company based in Texas, combined word-of-mouth with modern technology by claiming their business page on Nextdoor. The move increased their leads by 300% and opened real connections with local community members they’d never have reached otherwise.
Effective marketing strategies to attract clients
Beyond word-of-mouth, there’s a variety of other useful cleaning business advertising techniques you can use to captivate more clients and book more jobs.
Leveraging neighborhood networks
Cleaning is a physical service. This means your primary market consists of neighbors in your immediate area. To better connect with them:
- Participate in community discussions on Nextdoor
- Offer helpful cleaning tips to anyone who asks
- Run exclusive promotions for connected neighbors to build your trust and visibility
Offering promotions and discounts to gain initial clients
Speaking of, promotions are an essential way to get your foot in the door of the cleaning industry. Give first-time clients reduced rates to begin building your brand. Then, offer them incentivized discounts when they recommend their friends, snowballing initial interest into repeat service.
Sourcing reviews and testimonials
Testimonials tell community members that you’re reliable, trustworthy, and skilled at your job. Ask every client to leave a review on Nextdoor, as well as your personal website, to build your credibility and make your local business even more attractive to new customers.
Leveraging social media for brand awareness
Social media is an effective tool for building brand awareness and attracting clients. While Nextdoor is great for local connections, other platforms can also help you expand your reach.
Social media tips for cleaning businesses:
- Post before-and-after photos of your cleaning jobs to showcase your work.
- Engage with your followers by responding to comments, asking questions, and running polls.
- Post behind-the-scenes glimpses of your team in action.
By creating engaging content and interacting with your audience, you build your brand's presence online and generate more cleaning business leads.
Increasing profits through diversification
Cleaning is a broad term that covers a variety of different custodial and sanitation services. By considering the following tactics, you can expand your company’s reach, improve your customer acquisition strategy, and bolster your profits through diversification.
Adding specialty cleaning services
Standard cleanings usually tackle floors, counters, and other noticeably dirty surfaces, but dust and grime hide everywhere—even in plain sight. Give your customers full cleaning packages by offering services like:
- Deep cleanings
- Carpet shampooings
- Upholstery cleaning
- Seasonal necessities, like gutter sweeping and post-construction cleanups
Offering subscription-based cleaning plans
Even the best cleaners can’t prevent future messes—but they can return to tidy them once again. Offer cleaning packages every week, every month, or every other month to ensure recurring profits and long-term clientele.
You can also provide discounts to customers who repeatedly use your services to further build loyalty and enhance your local reputation.
Partnering with local businesses
Teaming up with other local businesses can net you a steady stream of high-value clients. To craft mutually beneficial partnerships with companies in your area, consider reaching out to:
- Real estate agents for move-in and move-out cleanings
- Event planners to tidy up after weddings, conferences, and more
- Other, similar local businesses with consistent cleaning needs
Florida-based steakhouse La Florentina took a similar approach when seasonal business dropped off in the summer. They partnered with a local escape room to offer discounts on play and dine packages. The move worked, encouraging more customers to come in and inspiring future, similar promotions.
Clean up more profits by advertising with Nextdoor
Knowing starting a cleaning business and growing it means understanding the industry and your place in the market. It requires reaching out to local community members, offering discounts and rewards, and accruing as many reviews and recommendations as possible. Strategic partnerships with other local businesses can also net you more clients—especially when you team up with Nextdoor.
Nextdoor users are real neighbors in your area—the exact kind of customers you want for your local cleaning business. Offering everything from community conversations to advertising opportunities and so much more, Nextdoor is the premier platform for forming local connections and expanding your brand.
Get started with a Nextdoor Business Page today to start meeting your future clients.
Sources:
- Grand View Research. Cleaning Services Market Size and Trends. https://www.grandviewresearch.com/industry-analysis/cleaning-services-market-report.
- Proficient Market Insights. House Cleaning App Market size 2024-2031. https://www.proficientmarketinsights.com/market-reports/house-cleaning-app-market-1603.
- Statista. Word-of-mouth (WOM) marketing and advertising – statistics & facts. https://www.statista.com/topics/12485/word-of-mouth-wom-marketing-and-advertising/.
