Let’s face it — running a cleaning business today feels like playing whack-a-mole with competitors. One moment you’re ahead, the next, a dozen new local cleaners pop up offering half your rates. If your phone isn’t ringing off the hook, or if your calendar isn’t consistently booked weeks in advance, then it’s time to admit: what you’re doing for marketing might not be working anymore.
But here’s the good news. You don’t have to shout louder, slash prices, or become a social media influencer to get results. You just need to market smarter. And in this guide, we’ll show you how — step by step — and even invite you to a free, live webinar with one of the industry’s top marketing minds, Debbie Sardone.
Sound good? Let’s dive in.
Why Visibility is Survival in Today’s Market
Think about the last time you needed a service — maybe a plumber or a hairdresser. You probably didn’t look too hard. You Googled it, saw a few names, read a couple of reviews, and made a decision within minutes.
Now ask yourself: Would your cleaning business show up in that quick search?
Visibility isn’t just a “nice to have” anymore — it’s your survival. The average customer has dozens of options, and they’re not going to dig deep to find you. If you’re not in their face when they’re ready to buy, you’ve already lost the job.
But visibility isn’t just about ads. It’s about reputation, reviews, Google rankings, and being in the right place at the right time. That’s where smart marketing comes in — and why relying on outdated flyers or the occasional Facebook post won’t cut it anymore.
Understanding the Challenges of Marketing a Cleaning Business
Local Competition
Your biggest enemy isn’t always the national franchises — it’s often the dozens of local businesses just like yours. Many of them charge less, have similar services, and maybe even offer online booking. What sets you apart?
Seasonal Slumps
Spring cleans and holiday rushes bring business, but what about the slow months? If you don’t have a marketing system that keeps leads coming all year long, your income becomes unpredictable — and stressful.
Trust Issues
Cleaning is personal. You’re going into people’s homes. That requires a level of trust that most services don’t demand. So if your brand doesn’t scream “professional” and “safe,” you’ll lose out to the cleaner who does, even if their work isn’t as good as yours.
How Most Cleaning Businesses Get Marketing Wrong
Let’s be real. Most small business owners hate marketing. They think a couple of Facebook posts and a Google listing are enough — but that’s just the bare minimum.
Here’s where most cleaning businesses fall short:
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No real brand (cheap logo, random colors, inconsistent messaging)
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No online reputation strategy (aka, no plan to get reviews)
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No lead capture system (you need to turn every visitor into a contact)
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No email follow-ups (you’re leaving money on the table!)
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No differentiator (what makes you different than the 20 others?)
Marketing isn’t just about promotion. It’s about building a system that attracts, converts, and retains customers consistently. And if you’re not doing that, you’re not marketing — you’re gambling.
The Shift: From Loud Marketing to Smart Marketing
Here’s a truth bomb: you don’t need to out-shout your competitors — you need to outsmart them.
Smart marketing means:
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Knowing who your ideal customer is
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Understanding what they value (hint: it’s not just price!)
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Building trust before they even call
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Using systems to automate your follow-ups
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Leveraging testimonials to create proof, not just promises
If your business isn’t growing month over month, it’s likely because your strategy is outdated. But this isn’t your fault — most cleaning business owners never learned modern marketing. That’s exactly why expert-led trainings, like the upcoming webinar by Debbie Sardone, are a game-changer.
Webinar Opportunity: Learn from Industry Expert Debbie Sardone
Who is Debbie Sardone?
Debbie Sardone is one of the most respected names in the cleaning industry. She built a 7-figure cleaning business from scratch and now teaches others how to do the same. Her strategies aren’t fluff — they’re field-tested and results-driven.
What the Webinar Covers
On Tuesday, September 30th at 2PM CT, Debbie is hosting a live webinar focused on helping service-based business owners like you:
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Stand out in saturated local markets
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Build trust that drives repeat business
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Market smarter — not louder
If you’re tired of watching competitors take the jobs that should be yours, this webinar will show you how to flip the script.
Stand Out in a Saturated Market
To win in a crowded field, you need to stop blending in. Most cleaning businesses look the same — generic names, basic websites, and no clear reason to choose them.
Here’s how to stand out:
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Define your USP: What’s your unique angle? Are you eco-friendly? Do you specialize in deep cleans? Are you bonded and insured while others aren’t?
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Invest in design: Your logo, uniforms, website, and van wraps should scream professionalism.
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Be consistent: Use the same branding across all platforms so your business is instantly recognizable.
Remember, people don’t choose the best option — they choose the option that looks the best. Perception matters.
Build a Trust-First Strategy
Price shoppers are a pain. But here’s the truth: people who trust you don’t ask for discounts.
Here’s how to build trust before you even speak to the customer:
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Get reviews — and lots of them.
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Show real client testimonials. Video is even better.
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Display your certifications, insurance, and background checks.
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Have a clean, modern website. If your site looks outdated, people assume your business is too.
When trust is high, price becomes less important. That’s how you attract loyal, long-term clients — not just bargain hunters.
Leverage the Power of Local SEO
If you’re not showing up on Google when someone types “cleaning service near me,” you’re missing out on 80% of potential leads.
Local SEO Basics:
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Claim and optimize your Google Business Profile
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Ask happy customers to leave reviews there
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Use location-based keywords like “house cleaning in [City]” on your website
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Get listed on local directories (Yelp, Angi, etc.)
Google rewards businesses that are active, well-reviewed, and trusted. Don’t try to hack the system — work with it.
Create a Referral-Driven Marketing Flywheel
Let’s be honest — there’s no better lead than one that comes from a happy customer. Referrals close faster, spend more, and stick around longer. But most cleaning business owners leave referrals up to chance. That’s a mistake.
So, what’s the solution? Create a referral flywheel — a system that encourages and rewards referrals consistently.
Here’s how to build one:
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Referral incentives: Offer discounts, free add-ons, or gift cards to customers who refer others.
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Loyalty programs: Reward your frequent clients with exclusive perks.
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Ask at the right time: Don’t ask for referrals right after the sale. Ask after you’ve wowed them — usually after the second or third clean.
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Automate follow-ups: Use email or SMS reminders to gently ask for reviews and referrals after each service.
When referrals become part of your process, not just luck, you start building momentum. That’s how businesses grow without constantly chasing new leads.
Market Smarter: High-ROI Marketing Tactics That Work
Smart marketing isn’t about spending more — it’s about spending better. You can run thousands of dollars in ads and get nothing, or you can invest in high-ROI strategies that deliver long-term results.
Here are some underrated but powerful methods:
Email Marketing
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Build a list of leads and current clients.
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Send monthly tips, promotions, and reminders.
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Segment your list: Prospects, active clients, and past clients need different messages.
SMS Reminders
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Send appointment reminders, confirmations, and “We’re on our way” texts.
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Use text messages to ask for reviews and upsell add-on services.
Retargeting Ads
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Ever visit a website and see their ads follow you around? That’s retargeting.
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These ads are cheap, and they bring back people who already know you — warm leads!
If you’re not using at least one of these strategies, you’re leaving money on the table — simple as that.
Make Social Media Work Without Dancing on TikTok
Social media doesn’t mean you need to go viral or become a content creator. In fact, most cleaning businesses get the best results by being real and helpful — not flashy.
Here’s how to do it right:
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Post before & after photos of your cleanings
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Share cleaning tips that help your audience
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Feature your team to build trust and personality
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Go live during jobs (with client permission) to show your process
You don’t need 100,000 followers — you just need the right 100 local people to see your posts and remember your name when they need a cleaner.
The Secret Weapon: Customer Experience
No matter how good your marketing is, it’s all wasted if the customer’s experience is just “meh.” People talk about the bad and rave about the great — your job is to deliver exceptional every time.
Focus on the details:
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Arrive on time
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Be uniformed and professional
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Use checklists to ensure consistent quality
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Follow up after each service to ask for feedback
The little things — like leaving a handwritten thank-you note or a small chocolate after a clean — create WOW moments that customers remember and talk about.
Happy customers turn into repeat clients and raving fans. And that’s marketing money can’t buy.
Use Automation to Save Time and Stay Consistent
You don’t need to do everything manually. In fact, you shouldn’t. Automation can handle repetitive tasks so you can focus on growing the business.
Tools you need:
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CRM (Customer Relationship Management): Keep track of leads, clients, and communication.
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Online booking system: Let clients book 24/7 without calling you.
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Automated follow-ups: Send reminders, review requests, and rebooking prompts.
Consistency is key. Automation ensures no client falls through the cracks, and your business runs like a well-oiled machine — even on your busiest days.
How to Build a Booked-Out Calendar Month After Month
Every cleaning business dreams of being booked solid — but few know how to actually get there. Spoiler alert: it’s not luck, it’s a system.
Here’s how successful cleaning businesses stay booked out:
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Lead Generation: Get leads from Google, referrals, ads, and partnerships.
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Conversion: Follow up fast. The first to respond usually wins the job.
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Retention: Rebook clients automatically. Don’t wait for them to call you.
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Upselling: Offer add-ons like fridge cleaning, oven detailing, or laundry.
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Customer Experience: Wow them every time, so they never shop around.
When you build these five elements into your business, you’ll have more control, better margins, and far less stress.
Free Live Webinar: What You’ll Learn and Why You Can’t Miss It
If everything we’ve talked about so far sounds like exactly what your business needs — don’t miss this webinar.
On Tuesday, September 30th at 2PM CT, industry expert Debbie Sardone will host a game-changing webinar for service-based business owners ready to level up.
You’ll learn:
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How to finally stand out in a saturated market
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How to build trust and turn first-time customers into repeat clients
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How to stop wasting time on marketing that doesn’t work
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And how to implement strategies that actually grow your bottom line
It’s free. It’s live. And it could be the turning point your business has been waiting for.
Conclusion
Marketing your cleaning business in today’s fast-moving, saturated market is tough — but not impossible. If you’re tired of chasing clients, dealing with price shoppers, or constantly stressing about slow months, it’s time to try something new.
Smart marketing isn’t about shouting louder. It’s about showing up better, building real trust, and using systems that work even when you’re not. With expert guidance — like what Debbie Sardone offers — and the right strategies in place, you can build a cleaning business that’s not only visible… but unstoppable.
So, are you ready to stop surviving and start thriving?
FAQs
1. What makes Debbie Sardone qualified to teach cleaning business marketing?
Debbie Sardone is a cleaning industry expert with decades of experience. She scaled her own cleaning business to 7 figures and now coaches thousands of service-based business owners worldwide.
2. Is the webinar really free?
Yes! It’s completely free to attend. You just need to register and show up ready to learn.
3. Will I learn strategies that apply to small cleaning businesses too?
Absolutely. The webinar is designed for all levels — whether you’re a solo cleaner or running a team of 20.
4. How long is the webinar?
Expect it to last about an hour, with time for Q&A at the end so you can get your specific questions answered.
5. I can’t make the live time — will there be a replay?
In most cases, yes! Register anyway to get access to the replay if one is provided.
