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Posts Tagged ‘grow my cleaning company’

Thinking About Franchising your Cleaning Company?

In today’s podcast, we are speaking with Roberto Pena from Hermes group serving the city of Toluca Mexico with commercial cleaning services. The Hermes group has a long history in the cleaning business as it was started by Roberto’s parents over twenty-five years ago, now he and his brothers have taken over for their parents and have expanded to more than five cities across Mexico with over seventy employees and two main offices. With their cleaning business having great success they have been able to branch off with a construction company which has been in business for over seven years. They have developed a training program for other companies to reduce turnover rates dramatically.

RESOURCE ALERT: Tips on how to successfully franchise your business
There are four steps Mike has laid out as a guide to set yourself and potential franchisees up for great success!
1. Do something that can be easily duplicated and that the franchisees can see from start to finish. You will want to set a standard and show that if you put in the work, they will be successful with their resources
2. Ensure that all of the tools needed to be successful are available. Have guidelines laid out, marketing plans, and a list of those who they can go to for questions.
3. Hire a specialist who knows all the ins and outs of franchising. A franchise specialist can help you with paperwork, and they know how to keep you legal and to follow all of the laws regarding your business and location. They can also conduct a growth plan as to how you should grow your franchise over time.
4. Write up a marketing plan for prospective franchisees. Figure out who you are looking for.
– How much money they need up front
– How much experience you would like them to have if any
– What kind of net worth they need to have
– Whether you are looking for someone who can be full time as an owner-operators or someone who is looking to only make an investment
Be very clear with your marketing plan as to who you would like to attract. In doing so, you can have more qualified people applying to be franchisees. Then you can scan through the applicants and choose who you feel will be the most successful owners.

RESOURCE ALERT: How to set yourself and future franchisees for success
While in the beginning steps of franchising it is important to check the laws and regulations of your local legislation and law-making authorities within your country or state about running a franchise. If you hire a franchise specialist, they should have the information readily available to guide you in the right direction. Branching out with a franchise is certainly a good way to go if you are looking to step back as a front-line owner and have the option of another owner who will give you a percentage. This typically ranges between five to ten percent a month of the revenue accumulated. Usually, when you run a franchise you want to have three or four company locations established that you have put in place with a manager to ensure that those locations are profitable within the span of a few years. This helps when you want to sell to an outside person as you can prove the business’s profitability and that you can duplicate and still be successful. When you can show that the locations have had significant revenue, the locations are established and being managed well those are great selling points for the potential investors. You will want the franchisees to know that the location has been successful in a short amount of time and that the establishment can do well without the help of a home office but will strive with the name recognition and respect that the company has gained. Set the franchisees up for success with an operations manual that will break down in detail everything they may possibly need to know about owning and operating a business. You can list things such as:
– How to attract customers and employees
– How to hire and fire employees
– How to pay employees
– A guide on how to train and how to make those exceeding a manager
You’ll also want to explain about buying a separate space or office to expand. You can list things like:
– How big the location should be
– Where the office should be located
– How much should they pay employees
– Whether there is a need for a warehouse
– At what point they should buy or at what success with revenue would be ideal
These are the types of metrics you should have readily available for your franchisee so you can guide them from bottom to top. You must keep in mind that typically you are selling to someone who is starting from scratch.

Lead Gen for Your Cleaning Company Without All the Cold Calling

Today we’re talking with Joseph Silbaugh about how to level up your business without having to smile and dial all day long.

No one enjoys cold calling.

Cold calling is a free way for you to grow your cleaning business and it is fast for you to do and is great when you’re starting out. If you keep calling, you will eventually land a client. The problem is that cold calling is not very scalable unless you are wanting to hire paid employees to sit around all day and cold call on your behalf.

Not something I would recommend.

Instead, I recommend revamping the STYLE of calls you are making and how you are going about making connections. You don’t need a fancy marketing machine to generate more than enough leads for you to sell your cleaning services to, in fact you can just slightly modify the way you are calling businesses in a way where it is no longer a cold call.

This particular lead generation method is a combination of both offline and online networking & marketing principles.

Resource Alert: How to Market a Cleaning Company for Good Looking People

If you have never read the late Chet Holmes Ultimate Sales Machine, then your first step is go do that right away. Chet describes something he calls the Dream 100 from his time working at a magazine where he noticed that 80% of all the advertising space was being bought up by just 20% of the magazine’s advertising clients. While all the other sales people squabble over getting in touch with the plethora of smaller accounts for the magazine, Chet decided to make a list of the top 100 BIG advertisers in his space and then contact those potential accounts.

The idea is even if you only get a few, those few are worth far more than dozens of smaller accounts. Chet proved his theory by signing on just a little over 10 of his Dream 100 list and outperformed every other sales rep in the company.

We want to do the same thing with our cleaning business.

First, identify your niche. In the case for Joseph, it was trucking warehouses and he had a pretty good criteria set up for what kind of warehouses in particular he wanted his company to be cleaning. This is great!

Once we know the niche, we can start looking for places where these kind of people hangout. Are there associations, clubs or any kind of groups your niche tends to hangout in? If so, you should be joining these associations.

Association membership can bring a lot of advantages.

Resource Alert: How to Build a Successful Cleaning Business

For example once you are a member you can create your Dream 100 list from the membership directory and when you start calling them you can say, “We are both part of the same association” as a way of connecting to decision makers. It is not exactly a warm call, but it is far different than a random cold call.

Other powerful networking opportunities abound by joining an association. You can become a vendor at their events, even speak at those events, and have a chance to send out a promo email to their entire email list with your cleaning services. You could even hold a giveaway that the first 12 business owners that approach you will get a free lunch on you while you explain how your cleaning business can actually IMPROVE their business.

Once you have the association’s email list or have at least identified the association you want to target, you can then create facebook marketing campaigns specifically designed around people that like that association that happen to be in your local area.

Remember, these people are part of your Dream 100. While there are not a lot of people to target, you only need a handful of these cleaning contracts under your belt to make a huge difference to your bottom line.

Finally, you can use these associations to create a surgically targeted direct mail campaign that speaks specifically to your niches pain. If they see you are part of the association and that you hit their pain points with a compelling piece of copy, your phone will be ringing off the hook.

No cold calls require.

Did you like what you heard & read? If so, leave a comment below or give us a share on social media!

How to be a profitable cleaning company

Are You Trying to Hire Employees TOO Early? Make Sure Get This Right in Your Residential Cleaning Company First…

Today, we’re chatting with Kayla Bridges!

Kayla is struggling to find a way to hire employees while working from home and not having a website. It was the last part that got me thinking… are the priorities here right?

So many times members of Cleaning Nation have great ideas, but they’re prioritizing them in the wrong way. This is exactly what was happening with Kayla. When I asked her why she doesn’t want to have a website, she said she couldn’t afford one. The thing is, websites don’t have to cost $20k anymore to build, they don’t even need to cost $5k to build a simple workable website that can start getting you leads.

While years ago I might say hiring employees takes precedence over a website, that is not the reality of today’s market. Your clients expect you to have a clean looking website that is professional and high quality.

But professional doesn’t have to be expensive.

Resource Alert: How to Bid on a House for a Deep Clean Profitably

We dived deeper into this problem to see why Kayla’s company couldn’t afford a website. The reasoning came down to the NUMBER ONE problem I see Cleaning Nation face day in and day out… charging TOO little for their services!

I hear all the time from others, “But Mike… my area is different. It’s a small town. It’s Alabama. It’s Missouri. It’s whatever.”

The thing is, humans are the same everywhere. In each of those small towns where you believe people can’t afford you raising prices, there is probably a Mercedes dealership near by or some other luxury brand. The fact that exists in your marketplace tells you that you are in a market where at least some people are willing to spend more on quality services and premium products.

It’s time YOU become that premium service.

The first step to that is knowing what your Cost of Goods (COGs) sold are. For a residential cleaning company, your COGs should be about 45-50% of the job’s price. That means if the job costs you $100 in labor and supplies to do, you charge $195-200 to do that job.

Now, for commercial cleaning, your COGs can actually be higher, but this is a pretty accurate COG for residential cleaning.

Resource Alert: Set Up Your Cleaning Company Structure the Right Way Before You Hire

When calculating what your COG is, take into account not just the hourly wage you pay your employee but all the other associated payroll expenses like taxes, social security. I would highly advise using a payroll company for this as it’ll be more accurate. The rule of thumb is to add 20% on top of the hourly wage.

If your employee gets paid $10 an hour, works 10 hours on a job, you’ll add 20% to their wages. In this case, the COG sold for the job is $120 so your price for the service should be around $220-250 dollars.

If people are saying you’re too expensive by doing this, then it’s more of a communication problem than a pricing problem.

You should ALWAYS be talking to your target audience about their pains.

Remember, cleaning a toilet for $10 an hour is a low value proposition. When you offer a married couple a way to relieve their stress when they come home from a long day of work where they can spend more time together because they don’t have to do any chores, now you’re offering a HIGH value proposition.

Your COG sold and prices should always be your priority #1 in your residential cleaning business. If you can’t afford something vital to your business like a simple website, then you’re likely pricing your service wrong.

Once a year come back to your pricing and make sure all of your jobs are matching the 45-50% COGs ratio. This way you can make sure you stay on track on charging the right prices.

Alright, all that being said, let’s dive into the Lightning Round!

Lightning Round

Best advice you’ve received either personally or professionally?

Don’t sell yourself short, especially when it comes to friends who expect a discount because they know you. Charge them what you’re worth.

What’s the biggest mistake you’ve made in the cleaning business we can all learn from?.

Hiring people that I already knew like friends and family.

What’s one idea cleaning nation can put into practice to improve their business or their lives immediately?

Staying organized! When you’re organized, everything goes much smoother.

Have any questions? Leave a comment below!

Grow YOU First and Then Your Cleaning Company

In the last episode, Mike talked about how important it is to have a Successful Growth Mindset for your Cleaning Company.  Today, we meet Mariana Lacombe, the newest member of the GMCC family and the Mindset Coach to cleaning company owners enrolled in our program.  She explains why it’s so important to Grow YOU first, and then your Cleaning Company.

Meet Mariana!

Mariana has years of experience working with many different business owners and leaders around the world.  She left a very successful career in the corporate world to pursue her dream of helping people with their businesses full time, and has been doing so now for seven years.  She has been part of the Tony Robbins team, and she’s super excited to be here now, part of the Grow My Cleaning Company team, helping clients grow their businesses and enjoy better lives.

What’s all this Woo-Woo mindset stuff?

Mike explains that the younger Mike used to have an attitude where he wanted just the facts. “Tell me how to do it and I’d do it.” he laughs.  He didn’t want any of this ‘woo woo’ mindset stuff!

Knowing what to do and how to do it is good, and we have influence over how those things get done.  But we can’t really control it. What we can control is how we respond to what happens. And as a coach, you can give this ‘secret’ to two different people and each person will have two different experiences with that information.  One person will flourish and transform, and the other will have excuses and not improve their situation.

Skillset versus Mindset

Marianna explains that most successful people will tell you that 80% of their success comes from their mindset, and 20% comes from their skillset.  And why is that? Having the knowledge of what to do is something everyone can have. It’s like weight loss – we all KNOW what to do – eat less, exercise more – but not all of us do it, so not all of us lose weight.  Mindset is your frame of mind. It is what you think and what you feel that is going to change the game. In business maybe you are a ‘go-getter’ – a ‘just do it’ type of person. But if you’re in a bad state of mind – you’re having problems in your family, or a health problem – that is going to impact the results in your business. So you need that balance between mindset and skillset –  the integration of how you feel and how you think – in order to make better decisions and get better results.

A Big Transformation

A guy hired Mariana to help his business grow.  He had hit a plateau that had been going on for three years.  His business was stuck and not growing the way he wanted it to.  He was really energetic, had a fantastic big heart, and was super nice.  However, she was noticing some things were a bit off with him. One day he was really upset, and he confessed that he was having issues with wife and was thinking about divorce.  When Mariana asked how long this had been going on, he said about three years. Mariana explained to him that she didn’t think this was a coincidence. While he may not have thought how he was feeling about his wife was affecting his business, ultimately it was! Mariana worked with him on this issue, the guy made a decision on what to do regarding his wife, became aware of what was going on, and immediately his business revved back into gear and started to grow.  

Know What You Don’t Know

This is Mariana’s analogy of how people think their personal lives aren’t affecting their business:  You are a mirror for your business, or rather, your business is a mirror of you. Imagine that the work you need to do is an iceberg in the ocean.  You know about the iceberg, you know it is there and that under the water it’s huge. You may not know how huge, but you know it’s there. These are the things you know, and the things you know you don’t know. The ocean, on the other hand, is the complete unknown – what you don’t know that you don’t know.  When you know what you don’t know, this is familiar and ‘known’. Mindset work taps into the unknown, and is so important to having a healthier life, and a healthier business. Mindset work will help you Grow YOU first, and then you can more successfully Grow your Cleaning Company.

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How to Do Employee Reviews for Your Cleaning Company

Do you want a team that you will be proud of, especially in front of prospects, family, and customers, that will be your competitors would be jealous of?

In this video, I dive into how I made my hiring funnel drip with Core Values and how this was a total game-changer for me, and how YOU can set yourself up for hiring success.

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How to Create a Fully Automated Cleaning Company with Mike Callahan

In this video, Maid Service expert Mike Callahan explains what a fully automated cleaning company can look like. He goes into detail about how to approach the different stages of a business for scaling and growth to the million mark and well beyond.

Mike explains the five main parts of your cleaning business that can (and should!) be automated.

Mike has 25 years in the cleaning industry and has spent 4,000 hours creating automated systems in his business. He shares all of the lessons and best practices he has learned with other Maid Service owners so they can become absentee cleaning business owners.

This awesome talk was just one of 44 expert talks shown in the Maid Summit – the first & online virtual conference for Maid Services. Watch the other talks here:


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Creating a Successful Job Posting Ad for Your Cleaning Company

Today we’re talking with Andres Higuera from Ecogreen Office Cleaning!

Andres has been working on writing the perfect advertisement for his employee generation system. His initial descriptive advertisement wasn’t creating the employee lead generation he needs. Descriptive advertisements are the majority of ads you see on job search websites today. For example, “Come and work for a cleaning company, part time and be part of a growing team.” Andres changed his advertisement to focus on his companies core values, as the Clean Profit Method suggests, and he found that he’s still not getting the in flow he was hoping for.

RESOURCE ALERT: Five Shifts You Need To Know To Grow Your Cleaning Company

A job advertisement revolving around your core values should be getting you double the applicants of any previous advertisement, so we know something is wrong here. To fix this problem and increase the amount of applicants, Andres needs to do two things.

First, he needs to make sure that his advertisement is more than the ad itself. A job ad is a marketing funnel. His employee generation advertisement might be perfect, but what follows might not be. If there isn’t a direct connection between advertisement and the follow up process the prospective employee goes through, you’ll lose them in your funnel.

For example, job board websites like Indeed force users to answer a lot of questions on their end. They also make it mandatory to go through Indeed for follow up communication between the prospective employee and hiring company. This can turn people off as Indeed doesn’t correlate with your core values. If your job posting is talking about how you’re a fun company and then your prospective employee has to answer ten serious and technical questions directly after, there will be a disconnect and your funnel won’t work.

As soon as possible, get prospects off of Indeed or the job board website and on to your own website. This reduces the noise and helps them focus on your job position and the core values of your company.

Second, change your follow up to be consistent with your advertisement. If your company is focused on having fun and making money, then your questions shouldn’t be, “Do you have a state issued ID?”. Instead, they should be “Do you like having fun and making money?”. The idea is to get prospective employees to break the monotonous pattern of applying to job after job. You can achieve this by getting them off of Indeed and on to your website. There is also the option of having them text you.

Make sure your employee generation funnel is consistent with your core values advertisement to create a successful job advertisement campaign.

RESOURCE ALERT: Dealing With Crappy Employees

Lightning Round:

Best advice you’ve received either personally or professionally?
Always be learning.

What’s the biggest mistake you’ve made in the cleaning business we can all learn from?
Not communicating with clients in person.

What is your favorite book?
The Bible

3 Tips To Build A Million Dollar Cleaning Company

On this video : I’m sharing the 3 BEST Tips to building a 7 figure office cleaning business. Everyone wants to talk about sales, websites, facebook ads and SEO, While all of that is definitely important, you need a strong foundation. first before you can scale a successful cleaning business.

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Getting Quality Leads for Your Cleaning Company

How to Convert Paid Traffic into Paying Clients for Your Cleaning Company

Today, we’re chatting with Andrew Maunder!

It is no secret that my favorite form of getting new clients for your cleaning company is through automated marketing systems. I teach about these various client acquisition systems in my Cleaning Profit System course, and our guest today Andrew is experimenting with one of my favorite strategies – facebook ads.

Facebook ads can get you a boatload of new cleaning contracts, but as with any new marketing strategy it is not something that just happens over night. It is more than likely when you first start off doing paid ads that you’re going to be spending a lot more money than you make until you get the hang of it.

Luckily, I got some advice for you that should ease that pain and shorten the time it takes to make it really work in your favor.

Once you get real marketing systems in place working for you, you can stop picking up the phone to cold call and start picking up the phone with people calling you wanting your services.

So how do you do it?

The first step is….

Target Market

Really define who you are targeting in your ad copy.

If you’re ad is saying you have cleaners that just clean a dirty house, you’re not really providing much value to anyone seeing your ad. They could go to a hundred other cleaning companies and get the same sales pitch. It’s not a winning combination.

Instead, you want to speak to your target market’s pain and be SPECIFIC about it.

Resource Alert: Marketing Online for Your Cleaning Business

Maybe your target market are high end lawyers working 80 hours per week that just want to come home and relax in their big house without having to give a second thought to their house’s upkeep. That is where your advertising can come in and really speak to their pain about how your service is THE solution for them to give them that sense of ease and peace of mind.

Once you’ve defined your target market it is time to offer them…

The Value
Most ads lead people directly to a sales page or an email optin. While you can do this, you’re likely going to get way less conversions here because you are simply asking too much from people that know too little about your company.

Instead, have your ads lead them to useful articles or blogs you’ve written that is offered completely for free. Once they’ve clicked through and read your article, then it is time to do what is called retargeting.

Retargeting is a type of facebook ad that only shows to people if they landed on your website. This is where you want to start doing a self-liquidating marketing funnel, which means you start collecting money as quickly as possible once they’ve read the valuable piece of content.

This could be a super low discounted house cleaning for $97 or some other kind of service that is similarly low price and costs you very little to provide while still giving them a great deal.

Now it’s time to…

Tweak Your Marketing

In most new marketing campaigns, you’re probably going to lose at least some money before you make money. Your initial campaign should aim for break even or close to break even.

If it is close, then you likely only need to tweak the campaign some more to make it a profitable one. This is an iterative process, meaning the more you tweak the ad copy and the actual marketing funnel, the better it is going to get and is really something you should never stop tweaking.

Resource Alert: How to Create a Lead Generator Machine WITHOUT Cold Calling

If you know that you get three new clients for every $1,000 you spend, you might be able to tweak that campaign further where you can get five new clients for the same ad spend.

It all comes to honing your marketing system.

Alright, let’s dive into the Lightning Round!

Lightning Round

Best advice you’ve received either personally or professionally?

75% of people buy from someone they know, like and trust. This is exactly what you should do before trying to sell your clients something.

What’s the biggest mistake you’ve made in the cleaning business we can all learn from?.

Jumping in headfirst without doing proper research and figuring out how much everything is going to cost in terms of building out the website, marketing funnel, and getting clients.

What’s one idea cleaning nation can put into practice to improve their business or their lives immediately?

Never lose hope. Never lose that belief in yourself. Shoot for that goal and keep shooting for it doing whatever it takes to get there.

Have any questions? Leave a comment below!

Are Referrals Even Worth if for Your Cleaning Company?

When I was growing my ServiceMaster franchise I relied a lot on referrals. The problem was I didn’t really know how to ask for them. Even when I was successful in getting referrals I felt like they were semi-random and didn’t help me scale my business.

Through a lot of hard work and thinking I had two epiphanies that fixed everything. The first one I had was I needed to ship from asking for referrals to providing value. The second one was I could automate the process which allowed me to be confident and successful.

Here are my top tips on how you go from asking to giving.

Don’t offer money for referrals but share something amazing they have experienced. Stories are always more effective than pitches
Create a system for an offer. Having a system will make it possible to get great referrals whether you miss one. This is an excellent tool to have with many and a terrible tool on its own.

Watch the video to learn all about how getting good referrals can change your business.

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