Starting and Marketing a Residential or Commercial Cleaning Business

Support
May 11
3 min read

From door hangers to Google reviews, this guide walks new cleaning business owners through how to stand out in a crowded market—using simple, scrappy marketing tactics and repeatable service models.

Why Is the Cleaning Industry Still a Great Business to Start?

The cleaning services industry continues to generate over $97 billion in annual revenue in the U.S. alone, with a strong demand from both residential and commercial clients. As more dual-income households outsource chores and businesses aim to maintain hygienic workspaces, the demand for reliable cleaning providers remains consistent—even during economic downturns.

Commercial cleaning in particular has grown by more than 6% year over year, with small operators often outperforming larger franchises by offering niche services or better customer relationships. Meanwhile, residential cleaning services are expected to see increased demand due to rising work-from-home trends and aging populations needing in-home assistance.

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What Are the First Steps to Launch a Cleaning Business?

Getting started doesn’t require heavy capital—but it does demand clear processes. Most successful founders begin with:

A clear niche (e.g., post-construction cleanup, eco-friendly residential, Airbnb turnover).
A service checklist for consistency and training.
Insurance and bonding to reassure customers.
A client intake and invoice system (e.g., Jobber, Housecall Pro).

Local licensing and insurance vary by city and state. Check your area’s small business requirements using tools like SBA.gov’s Local Assistance Finder or your county’s licensing board.

How Do You Attract Your First Customers Without a Big Budget?

Scrappy wins. Your first five clients likely won’t come from billboards—they’ll come from personal networks, referrals, and local visibility tactics. Here's what actually works:

1. Use Google Business Profiles Wisely

Set up a Google Business Profile and fill it out completely—yes, even the opening hours. Include keywords like “move-out cleaning Charlotte” or “office janitorial Miami” in your description.

Encourage every happy client to leave a review. According to BrightLocal, 87% of consumers read online reviews for local businesses in 2023—up from 81% the year before.

2. Leave Behind Door Hangers and Flyers (Yes, Really)

Flyers with real value—like a “first clean half off” coupon—still convert. Use Canva or VistaPrint to create clean, simple leave-behinds. Target neighborhoods that already show demand.

Pro tip: stick to middle-income ZIP codes with a higher density of dual-income households.

3. Join Local Service Directories and Neighborhood Apps

Make sure you're listed on platforms like:

These platforms allow for instant trust-building through verified reviews.

4. Offer a Referral Program That’s Too Easy to Say No To

Referrals are gold in service businesses. Offer current clients a simple referral deal—like 20% off their next clean when they refer a friend. Automate tracking with a spreadsheet or use CRM tools with referral tracking like HubSpot.

What Sales Model Helps Build Consistent Revenue?

Recurring contracts are your lifeline. Target:

Weekly or biweekly cleanings for residential clients.
Nightly or weekend janitorial services for small offices.
Turnover cleanings for Airbnb hosts.

Structure packages around common needs. For example, a “Deep Clean + Biweekly Maintenance” plan gives you upfront cash and recurring income.

The math adds up. According to ZenMaid, the average solo cleaning business can generate $3,000–$6,000/month within six months if recurring clients are secured.

How Do You Compete With Big Franchises?

Don't compete on price—compete on clarity, care, and customization. Build relationships. Let clients text you directly. Offer personalized checklists. Respond to reviews, even the awkward ones.

You can even use SMS-based tools like Podium to turn review requests into automated, high-conversion follow-ups.

As marketing consultant Seth Godin puts it:

“People do not buy goods and services. They buy relations, stories, and magic.”

Final Thoughts

A good mop and a better message can take you further than you think. Cleaning may be “dirty work,” but it’s also reliable, recurring, and recession-resistant. Starting lean with sharp local marketing, clear client communication, and referral-focused growth strategies is often more effective than costly campaigns or national advertising.