How to Position Your Home Cleaning Business and Stand Out from Competitors

March 11, 2022

If you have a home cleaning services business, it can be difficult to get a consistent stream of clients to grow and scale your business.

To ensure you’re consistently booked out and creating a profitable, sustainable business, you need to find ways to differentiate your business from your competitors.

Your business should be the obvious choice for homeowners who need their houses cleaned.

Here are some steps you can take to position your home cleaning services business as unique and get ahead of your competitors.

This post is an offshoot from How To Run A Home Cleaning Services Business. Read the main post to learn everything you need to know!

Take the Green Route

Harsh chemicals can be toxic for the environment, and as a result, some clients may be wary about choosing just any house cleaning service.

So why not go the green route and use safe products that are good for the environment?

When you add green services to your roster, you’re adding value to your cleaning services. Not only will your clients get a clean home without having to clean themselves – they’re doing so in a safe and environmentally-friendly way.

Make sure to advertise the fact that you’re going green – on your website, your social media, your flyers, and anywhere else where you talk about your home cleaning services.

However, you can go a step beyond positioning your services as green.

Keep this in mind – people like to feel good about themselves and their choices. So can you angle that to your advantage?

Use client-centric words that make it all about your clients and how they are the ones making a positive impact on the planet.

For instance, instead of writing something like this on your website:

“We only use cleaning products that are environmentally friendly.”

Try using this type of angle:

“You can make a difference – by choosing our services, you’re taking responsible actions toward a sustainable future and making sure your home is safe of harmful chemicals.”

Notice the difference? 

Here’s a quick tip – to make sure you’re writing in a value-oriented way, you can start with the basic feature you’re offering, then ask, “So what? What’s in it for the customer?” Taking this extra step will go a long way in increasing the perceived value of your services.

Provide an Exceptional Service

Why do people pay for home cleaning services?

To make their lives easier, not more difficult.

If your clients have to manage you and struggle to keep track of your services, you’re doing it wrong. Remember, they’re the ones paying you for home cleaning services, so you have the responsibility to provide great value for their money!

For instance, make sure you send reminders to all booked clients for all upcoming cleaning appointments. It’s a small detail, but by doing this, you’re placing the burden of reminders on your business instead of on the client. Clients will appreciate not having to call or text you to check in on their appointments.

Beyond that, think of any additional touches you can implement to create a positive impact. You should go beyond just providing effective cleaning – the more of an impact you make, the more likely your clients will talk about your home cleaning services to their friends and family!

Here are just a few ideas, but feel free to get creative with it:

• Leave a small chocolate on the pillows
• Fold the toilet paper just like hotel rooms do it
• Get to know your clients’ birthdays and leave small gifts or cards on those days
• Leave a fresh flower in a vase at every cleaning

Each of the above takes less than 5 minutes of you or your employees’ time, but they won’t go unnoticed by your clients. This effort might even translate into a recommendation you may otherwise not have received. 

Implement Online Booking

People typically don’t like handing over their hard-earned money. To maximize conversions for your home cleaning services, you need to remove barriers as much as possible.

One of these barriers is booking.

Do clients have to chase you and leave a dozen messages to book your home cleaning services? If this is the case, they are likely to move on to your competitor. 

PodiumIO’s Real-Time Pricing & Booking pages streamline this process and make it extremely easy for clients to book your services. They can simply go online, find your website, and pick which services they want and when. If you have real-time availability, even better! Your clients can pick the time that best suits them instead of waiting for a call back about your schedule.

As an added value, the real-time pricing with your booking page will give your clients the exact personalized price they will pay for a cleaning. This means they can also pay online and quickly checkout. Making booking a cleaning easy for them, and easy for you!

The Bottom Line: Always Focus on Value

So many home cleaning service businesses make the mistake of focusing on themselves.

“We are the best cleaning company around”.

“We have been around for years.”

“Our clients are always satisfied.”

By implementing all of these tips, you’re shifting the focus from your business to the client, and thus showcasing the value you bring to them beyond just cleaning their homes.