Between stay-at-home mandates and virus-related restrictions, people’s homes have transformed into offices, classrooms, and exercise studios. With all the extra commotion, more people are looking for extra help to keep their homes clean. In fact, recommendations for cleaning services on Nextdoor increased by 30% late last year.
Unfortunately, the flip side of COVID means that many people are wary of inviting others into their homes. While they may need an extra set of hands to keep their homes clean, they want to be reassured it will be done safely. As such, when advertising your services, you’ll need to preempt your customers’ worries, and then meet them where they are.
This guide will provide a handy tool kit of advertising ideas to help you get the word out about your cleaning business to potential cleaning clients.
Setting Up Safety Protocols First
Cleanliness has taken on a new meaning during this pandemic. No longer is a clean home just freshly vacuumed carpets and sparkling granite countertops. Now, a clean home means safety for themselves and their loved ones.
Uphold this in your advertising messages and you’ll resonate with those who are looking for a little extra help. If you are offering a residential cleaning service, it's highly suggested to step up your marketing effort so you can reach your target audience. This could mean:
- Requiring Masks for All Employees – Mask requirements vary by state, but for the most part, there aren’t legal protocols for wearing masks inside individuals’ homes. Instead, people rely on social contracts to keep one another safe. To ease your customers’ minds, enforce a strict mask policy for you and all your employees. Not only will most customers feel safer when someone enters their home with a mask, but it will also protect your hard-working employees. As a business owner, it is your job to also protect your employees.
- Using High-Quality Products – People are concerned about the efficacy of their cleaning products. In fact, data shows that sales of ‘big brand’ cleaning products increased in 2020, while sales of generic brands decreased. Use this statistic to your business’ advantage by showcasing your use of high-quality disinfecting products to your cleaning clients.
- Utilizing Cross Breeze and Open Air Policies – Consider ways to make the entire experience that much safer for both parties. For example, when cleaning someone’s home, you can keep doors and windows open, allowing plenty of fresh air in and using top quality cleaning supplies.
Whether you advertise using an old-fashioned flyer or the trendiest online platform, putting safety at the forefront of your campaign is always a positive. Consider implementing more of CDC’s safety guidelines to help prevent the spread of COVID-19 and put customers at ease.
Market Your Business to Locals with Nextdoor
Understanding your target demographic is one of the most important parts of advertising your small business. Home cleaning services are a perfect example of a sector that’s usually geared towards locals—which is why creating a Business Page on Nextdoor can be a great way to reach and engage with your community.
Claiming your page is free and easy. With it, you’ll be able to:
- Offer exclusive Local Deals to your immediate neighbors
- Position your business as a community staple
- Keep locals in the loop with insider knowledge and the latest information on your business
- Show off your hard work by racking up local recommendations
Peachy Clean, a small business based in Austin, Texas, is an example of a local company that gets most of its new clients from Nextdoor. The company’s owner, Maria, credits the success her company has been able to achieve to the trust her community puts in their neighbors on Nextdoor.
Stand Out with Social Media
Can you guess what percentage of the population uses social media? An astounding 72% of the American population uses some form of social media—and the majority of this demographic uses social media at least once a day.
While many people believe that ads on social media are much more about clothing, makeup, and other consumer goods—service-based businesses can easily tap into the same market.
In fact, according to MyHouseCleaningBiz, a New York City-based cleaning company named MyClean generated over $17,500 in sales over 7 months using Facebook ads.
So, how can your business utilize social media to enhance your house cleaning advertising efforts in 2021?
Tips and Tricks
As a small business, you probably don’t have an entire department dedicated to handling your social media presence—and that’s okay. All it takes is a few simple tricks for you to start reaching your audience on everything from Instagram to TikTok.
- Show Your Services, Don’t Tell – Use social media to showcase your most impressive before and after pictures of your satisfied customers’ homes. This can be done using a carousel posts (or multi-image post) that shows different parts of the room before you and your team started working, and then after, in all its sparkly-clean glory.
- Pick and Choose Mediums – Focus on creating a few quality social media pages instead of spreading yourself too thin by trying to post on every platform. Quality over quantity is a sage piece of wisdom that applies to many aspects of life, social media advertising included.
- Cultivate an Engaging Company Voice – Part of gaining a loyal base of followers is creating a unique, recognizable brand voice. As you create a social media roadmap, ask yourself: Do I want my house cleaning advertising to be quippy or serious? Am I targeting millennials who like puns or older professionals who prefer facts?
- Ask Customers To Share Their Story – Maybe you regularly clean a home for a family with two working parents and four rambunctious toddlers. Maybe you help an elderly couple clean those hard-to-reach places. Whatever your customer success stories are, you can ask to share them on your social media platform. This creates compelling content that is both genuine and authentic.
CleanZilla Cleaning, an NYC-based cleaning company, is a prime example of a small business that’s captured the power of social media. Their Instagram page boasts over 2,600 followers, and they even have archived stories with customer reviews.
Set Up Referral Programs With Existing Clients
Setting up a ‘refer a friend’ program is an advertising idea that benefits all parties involved.
On your end of the equation, incentivizing referrals will help to bring in new business. Your existing clients can receive discounted cleaning sessions as a result. And best of all, new clients will enjoy a spotless home. That’s a win-win-win.
As a business owner, advertising is all about generating a healthy ROI, and using a referral system can help you avoid sinking money into campaigns that don’t pay dividends. Just be sure to:
- Let your customers know about your program via email newsletters, putting it on your website, or handing out referral cards with every service.
- Keep a detailed record of where the referrals are coming from.
- Set up a system to notify your customers when someone uses them as a referral and what discounts they receive.
Best of all, referral programs are a completely free form of advertising!
Advertise Personally, With In-Person Flyers and Brochures
What could be more personal than going into someone’s home, caring for their belongings, and providing them with a safe and clean environment to live (and work, and exercise, and go to school) in? The nature of the home cleaning business means your advertising strategy should reflect the personal touch rather than be cold or corporate.
One way to add that familial feel for your local business is through in-person flyers and brochures.
By delivering your ads directly to people’s homes, you put a face to the business and you can communicate with potential clients about any concerns they might have.
Consider Unique Advertising Strategies
While emphasizing your safety protocols is one way to advertise your services, there are other strategies you can use to bring the human element into your house cleaning ads.
Let your customers get to know the people who are responsible for keeping their homes squeaky clean. Maybe one of your employees has decades of professional cleaning experience. Or maybe they have a way with even the friskiest of cats.
Whatever it is, give your customers an opportunity to get to know your employees. They might feel more at ease letting your team see their dirty laundry (literally).
Your social media pages or your Nextdoor Business Page are ideal places to put this idea into action.
Cleaning needs can vary widely between clients. While some homes may need a monthly deep clean, others might benefit from a basic weekly package. Advertising custom services is another way to gain your customer’s trust and establish a reputation for excellence with your local business.
Consider the following ideas to incorporate into your advertising strategy:
- Offer build-your-own cleaning packages
- Provide an avenue for feedback so your service will become even more custom-tailored over time
- Run flash sales on specific services
- ‘Buy-one-get-one-clean’ deals
Get Inspired: Great Green Cleaning markets their customized packages as ‘concierge services’ and allows customers to choose from specific “lifestyle support services” like plant care, dog walking, and even yoga instruction.
Plan for a Great Year Ahead
Whether you decide to try one or all of the ideas above, implementing a few new advertising strategies for your home cleaning business is a fantastic way to make the year ahead a success. Although some of the strategies above require an initial investment of resources, you’ll likely be thankful you took the plunge when you start seeing results.
The new year brings an opportunity to start clean with your advertising strategy. To start off on the right foot, consider creating a Nextdoor Business Page to communicate with the customers who matter most: your neighbors.
Reuters. P&G raises forecasts on sustained demand for cleaning products. https://www.reuters.com/article/procter-gamble-results/pg-raises-forecasts-on-sustained-demand-for-cleaning-products-idUSKBN2751GQ
Pew Research Center. Social Media Fact Sheet. https://www.pewresearch.org/internet/fact-sheet/social-media/
Nextdoor. Small Business Week: Peachy Clean, Austin, TX https://blog.nextdoor.com/2019/05/06/small-business-week-peachy-clean-austin-tx/
Claim your free Business Page to get started on Nextdoor. For resources on how to use Nextdoor to stay connected with your local customers, pertinent news affecting businesses, and more, follow us at @nextdoorbusiness on Facebook.