5 BEST Ways I Get Leads To Grow My Cleaning Business (2024)

Summary

Johnny Robinson shares his expertise in growing cleaning businesses, highlighting five key customer acquisition channels: paid ads through Google and Yelp for high-intent leads; organic leads via local Facebook and community groups; referrals leveraging existing customers; partnerships with complementary home service businesses; and outbound strategies targeting real estate agents and contractors. He emphasizes the importance of relationship building and offers resources for starting and scaling cleaning businesses.

Takeaways

• 💼 **Paid Ads**: Utilize Google Local Service Ads, Thumbtack, or Yelp to capture high-intent leads already searching for cleaning services.
• 📈 **Conversion Rates**: Expect to close 50-60% of leads from paid ads due to high customer intent and less competition in responsiveness.
• 📱 **Customer Engagement**: Always answer the phone to provide quotes promptly, as many competitors do not.
• 💰 **Return on Ad Spend**: Aim for a minimum of 3:1 return on ad spend, meaning for every dollar spent, get $3 back.
• 🌱 **Organic Leads**: Build a presence in local Facebook and Nextdoor groups to generate leads organically and build community trust.
• 📸 **Testimonials**: Use testimonials from satisfied customers in community groups to attract more business.
• 🔄 **Referrals**: Systematize a referral process by offering discounts in exchange for introductions to potential new clients.
• 🤝 **Partnerships**: Partner with other home service businesses to cross-promote services and share commissions on referred jobs.
• 🏢 **Outbound Strategy**: Cold call or email real estate agents, builders, and property managers to build relationships and secure recurring jobs.
• 📊 **Focus and Scale**: Initially focus on paid and organic lead generation, then scale to include referrals, partnerships, and outbound strategies as the business grows.

Q & A

What is the first method Johnny Robinson suggests for acquiring leads in a cleaning business?

The first method Johnny Robinson suggests is using paid ads like Google local service ads, Thumbtack, or Yelp to acquire high-intent leads who are actively searching for cleaning services.

What is the estimated close rate for leads acquired through paid ads according to Johnny?

Johnny estimates that the close rate for leads acquired through paid ads can be between 50 to 60%.

What is the strategy Johnny suggests for handling leads that don't convert immediately?

Johnny suggests collecting names, phone numbers, and emails from every lead and following up with them in the future via direct messaging or phone calls.

What is the minimum return on investment Johnny recommends for paid ads?

Johnny recommends a minimum return on investment of three to one, meaning for every dollar spent, you should get $3 back.

How does Johnny suggest utilizing local Facebook and Nextdoor groups for lead generation?

Johnny suggests engaging with the community in local Facebook and Nextdoor groups to build a reputation and gain organic leads by mentioning the cleaning business in posts and asking for testimonials from satisfied customers.

What is the benefit of getting testimonials in local community groups according to Johnny?

Getting testimonials in local community groups helps build trust and recognition, leading to more leads and potential customers remembering the business for future needs.

How does Johnny recommend systematizing referrals in a cleaning business?

Johnny recommends offering discounts in exchange for introductions to potential customers and continuously asking for referrals after job completions.

What is the fourth method Johnny discusses for acquiring customers in a cleaning business?

The fourth method Johnny discusses is building partnerships with other home service businesses that cater to the same customers but do not offer cleaning services, offering them a commission for referrals.

How can a cleaning business leverage its customer list according to Johnny?

Johnny suggests writing up emails to partner companies' customer lists offering special deals to acquire new customers without additional costs.

What is the fifth and final method Johnny outlines for customer acquisition in the cleaning business?

The fifth method is outbound, which involves cold calling, emailing, or direct messaging potential clients like real estate agents, builders, and property managers.

What is Johnny's advice for starting out with customer acquisition strategies in a cleaning business?

Johnny advises focusing on paid ads and organic leads initially and then gradually building out other strategies like referrals, partnerships, and outbound as the business grows.

Outlines

00:00

🧼 Cleaning Business Lead Acquisition Strategies

Johnny Robinson, with 7 years of experience building cleaning companies, shares five primary channels for acquiring customers in the cleaning business. He discusses the importance of targeting high-quality leads who are willing to pay top dollar for services. The first channel is utilizing paid leads from Google Local Service Ads, Thumbtack, or Yelp, which can convert at a rate of 50-60% due to the high intent of the leads. He emphasizes the need to collect contact information from leads and follow up with them even if they don't close initially. The second channel is generating organic leads through local Facebook and Nextdoor groups by engaging with the community and leveraging testimonials from satisfied customers. The third channel is referrals, which can be systematized by offering discounts in exchange for introductions to potential customers. The fourth channel involves partnerships with other home service businesses that can refer clients to each other, benefiting from each other's customer base.

05:01

📈 Advanced Lead Generation Techniques

The fifth channel for lead generation in the cleaning business is outbound marketing, which involves cold calling, emailing, or reaching out via social media to real estate agents, builders, contractors, and rental owners who consistently require cleaning services. Johnny suggests leveraging these relationships to secure a steady stream of jobs without incurring customer acquisition costs. He advises starting with paid and organic strategies and then gradually building the other channels as the business grows. Johnny also offers a link in the description for those interested in starting or growing a cleaning business, providing a hands-on approach to business setup and growth. The video concludes with an invitation to book a free consultation for a more detailed discussion on starting and scaling a cleaning business.

Keywords

💡Leads

Leads in the context of the video refer to potential customers or clients who express an interest in a company's product or service. The video's theme revolves around acquiring these leads for a cleaning business. The speaker shares various strategies to obtain high-quality leads who are willing to pay premium prices for cleaning services. For instance, the use of Google local service ads is highlighted as a method to attract leads that are actively searching for cleaning services.

💡Google Local Service Ads

Google Local Service Ads are a type of online advertising that helps local service businesses connect with nearby customers. In the video, it is mentioned as one of the primary channels for acquiring leads. The speaker suggests that these ads can drive high-intent traffic, as they target individuals who are already searching for cleaning services, thereby increasing the likelihood of conversion.

💡High Intent Leads

High intent leads are potential customers who show a strong likelihood of making a purchase. They are characterized by their active search for services and immediate need for solutions. The video emphasizes the importance of targeting high intent leads because they are more likely to convert into paying customers. An example given is that these leads can be acquired through platforms like Google Local Service Ads where people are already looking for cleaning services.

💡Conversion Rate

The conversion rate is the percentage of leads that turn into actual customers. In the video, the speaker mentions that the goal is to close leads at a rate of 50 to 60%, indicating a high conversion rate for the cleaning business. This is crucial as it directly impacts the business's revenue and success.

💡Paid Leads

Paid leads are customers that a business acquires by paying for advertising or marketing efforts. The video discusses the importance of paid leads as a primary source of customer acquisition, especially through platforms like Google Local Service Ads, Thumbtack, and Yelp. These platforms are considered 'low hanging fruit' because they provide immediate traffic and potential customers.

💡Organic Leads

Organic leads are customers that come to a business naturally through unpaid methods, such as search engine results or social media engagement. The video suggests building organic leads through community engagement in local Facebook and Nextdoor groups. This approach helps in establishing a brand and trust within the community, leading to free and sustainable customer acquisition.

💡Referrals

Referrals are new business leads generated through recommendations from existing satisfied customers. In the video, referrals are highlighted as a cost-effective way to grow a cleaning business. The speaker advises leveraging existing customers to ask for introductions to new potential clients, which can lead to more business without additional marketing costs.

💡Partnerships

Partnerships refer to business collaborations where two or more parties work together to achieve mutual benefits. The video discusses forming partnerships with other home service businesses that cater to the same customer base but offer different services. This strategy allows for cross-referrals and shared commissions, expanding the customer base for all parties involved.

💡Outbound

Outbound marketing refers to proactive strategies where a business initiates contact with potential customers, rather than waiting for them to come to the business. The video mentions cold calling, emailing, and social media outreach as forms of outbound marketing. This approach is used to target real estate agents, builders, and property managers who frequently require cleaning services.

💡ROI (Return on Investment)

ROI is a financial metric used to evaluate the profitability of an investment or compare the efficiency of different investments. In the video, the speaker stresses the importance of achieving a minimum ROI of 3:1 for every dollar spent on acquiring leads, meaning for every dollar spent, the business should get three dollars back. This ensures that marketing efforts are profitable.

💡Customer Acquisition Cost

Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including all marketing and sales expenses. The video discusses strategies to lower the CAC by combining paid and organic lead generation methods. Reducing CAC is crucial for a cleaning business's profitability and scalability.

Highlights

Johnny Robinson has built multiple successful cleaning businesses, generating over $20 million in 2023 alone.

The five primary acquisition channels for cleaning business leads are discussed.

Low hanging fruit for leads includes paid ads like Google Local Service Ads, Thumbtack, and Yelp.

High intent leads from paid ads can be closed at a rate of 50 to 60%.

The importance of capturing information from leads that don't close for future follow-ups.

Organic leads can be built through local Facebook and Nextdoor groups by engaging with the community.

Referrals can be systematized by asking for introductions in return for discounts.

Partnerships with other home service businesses can lead to mutual benefits through referrals.

Outbound strategies involve cold calling or emailing real estate agents and other related professionals.

Referrals and introductions are key to growing a cleaning business without additional costs.

Building relationships through local networking groups like BNI or Latip can lead to partnerships.

Outbound strategies require effort but can lead to significant job opportunities.

A blend of paid and organic leads can lower the overall customer acquisition cost.

Starting with paid and organic strategies is recommended for new cleaning businesses.

Johnny offers resources and consultations for starting and growing cleaning businesses.

Free resources are provided even after consultations for those interested in growing their cleaning business.

Transcripts

are you struggling to find leads in your

cleaning business don't worry I've been

there I've spent the last 7 years

building cleaning companies I built a

window cleaning business to $65,000 a

month I built a house cleaning business

that my mom runs that's at $30,000 a

month and I also built over 1,500

cleaning businesses across the US and

Canada collectively generating over $20

million in just 2023 alone so I know a

thing or two about getting leads my name

is Johnny Robinson and today I'm going

to go over the five primary different

acquisition channels you can use to

actually acquire customers in your

cleaning business so let's jump right

into it and I'm talking about high

quality leads that are going to pay you

top dollar for your service not the

Price Shoppers so let's get into it

number one is going to be low hanging

fruit we got paid leads your bread and

butter here is going to be Google local

service ads or Thumbtack or if you're in

California Yelp this is going to send

you traffic for people that are already

searching for cleaning services this is

really nice because you should be able

to close these leads between 50 to 60%

of the time at really high prices

because you've got to think if you one

pick up your phone your competition is

not doing that call 10 of your local

cleaning competitors and eight of them

will not answer their phone two they're

already searching for cleaning services

which means they have high intent

they're already looking for it so if you

can just answer the phone and provide a

price and a quote well your likelihood

of closing them goes way higher than any

of the other channels I'm going to list

down below it's important when you're

paying for leads though that even with

the leads you don't close you're still

getting information from them though so

you can follow with them in the future

I'm looking to get name phone numbers

and emails off of every single lead that

ever calls me and when leads aren't

calling me I'm going to spend my time

following up with those leads that

didn't close or didn't book or just

maybe submitted info on my website but

didn't actually have a conversation with

me whether that be via direct messaging

or phone calls you should be targeting a

minimum of three to one row as meaning

every dollar you spend you're getting $3

back you should also put all this ad

spend on a credit card so you have so

you have 30 days to collect cash from

your

customers and then pay off that credit

card after 30 days after you've already

collected all the cash so you'll never

have to come out of pocket for any

customer acquisition number one paid ads

number two is organic leads now this

takes some time to build it can be quick

but usually from what I've seen it takes

time what you're going to do is you're

going to go into local Facebook and next

door groups and start to build a name

for yourself and your company by

engaging with the community and

mentioning throughout the different

posts that you post inside these

communities that you own a cleaning

service where the snowball really starts

to get going here is when you get a your

first customer out of one of these

groups because when you get the first

customer what you're going to do is go

and ask for a testimonial inside that

same group and have them post pictures

of like a before and after and how good

your service was everybody in the

community is then going to see this and

since you've already been engaging

they're already going to know you so if

they need house cleaning services one

they're going to call you two if they

don't need house cleaning services but

in the future they do they're going to

think about you because you're going to

get leads off of that first testimonial

post and when you do get those leads

you're going to provide a great service

for them and then you're going to do the

same thing and have people continuously

post testimonials inside these groups

until eventually everybody in that group

that needs cleaning services is is going

to go to your business and the best part

is you don't pay anything to acquire

these customers it just requires some

upfront leg work which most your

competition is not willing to do so if

you can just do this on top of the paid

ads you're going to have a really big

residential cleaning company number

three is going to be referrals referrals

are great because you can systematize

this in a way where if somebody ever ask

for a discount that calls you you can

say yes I give you a discount but in

return I need three introductions to

people who might need cleaning services

and make sure they make group chats with

you so you can try to sell those people

on cleaning services not only that but

if you do a good job at hiring your

cleaners well your cleaners are your

product they're the face of your company

so when they go out and they do a good

job naturally the homeowners or the

people buying your services are going to

want to refer you to their friends uh

when they need cleaning services when

you follow up with your customers after

the job is done too you can continuously

ask for referrals you can send emails

asking for referrals you can incentivize

them by saying hey I'll give you you

know $50 off your next clean if you

introduce me to three people there's

lots of things you can do for referrals

and once you start getting up there and

you get 100 200 customers you're going

to be able to generate a lot of

referrals if you just do some type of

referral campaign or you continu

continuously ask them for referrals and

not even referrals but the key word here

is introductions right I want

introductions to people who might need

Services number four is Partnerships now

if you're in the cleaning business you

don't provide a lot of the services that

your customers also need these Services

being carpet cleaning window cleaning

mobile detailing General Contractors you

name it any home service company that

provides a service in a home is getting

in front of your customers and what you

can do is let them know hey Mr carpet

cleaner I know you don't do house

cleaning and I know you service 1,000

homes a month well if you end up

mentioning my service and somebody and

you refer me to somebody I can give you

5 10

15% of any job that you refer me to this

is something we did in the window

cleaning business early on to get us

started where we partner with the two

biggest local cleaning companies and

they started sending us so many jobs we

couldn't handle them all and they were

making a good commission off of all the

jobs they were sending us because we

would just zel them their commissions

every week to take this one even a step

further what you can do is you can say

hey why don't I write up a couple emails

to your email list and say hey we've

partnered with this cleaning company and

we want to provide special offer for you

$50 off your first deep clean and then

send the emails which is going to be

free for you and get a bunch of

customers leveraging another company's

customer list because they don't provide

your service so if they don't provide

your service they shouldn't have a

problem as long as they're going to get

some type of Kickback or commission so

they can take advantage of an asset that

they already have in their business

which is their customer list that

normally wouldn't be generating them

income other than their primary service

and it becomes a win-win for the both of

you guys the way to be able to build

these connections is either through cold

calling or my personal favorite is local

networking groups like BNI or latip I

was in a latip group and there was one

of every niche in there and I was able

to sit down with these people get to

build relationships with them once a

week and every time that uh they came

across a customer that needed window

cleaning services well they would refer

them right to me number five is outbound

what do I mean by outbound I mean

actually picking up the phone and cold

calling or cold emailing or doing

Outreach via Facebook or Instagram DMS

now your targets here are going to be

real estate agents and real estate

brokerages custom home builders General

Contractors apartment complexes and

short-term rental owners now these

people consistently need cleanings done

whether it's a general contractor who

just finished a home they're going to

need construction cleanups Apartments

have turnovers every month they need

move in move out cleans short-term

rental owners need their properties

cleaned every time that their properties

change hands and there's new tenants

being booked real estate agents show

homes all the time so if you can build

relationship with these people it takes

time um via cold email cold call and

cold Outreach via DMS you can start to

funnel yourself 5 10 100 jobs a month

without you paying a dime just based on

the relationships you build and so this

one takes a lot of grunt work but if you

can pull this one off it's really really

great because this is when you start to

build relationships with those people

like the property management companies

that are going to send you loads and

loads and loads of work and it's hard so

when something's hard you can expect

that your competition is not doing and

this is how you find the really really

good jobs that are not on the market so

to recap we've got number one paid ads

uh utilizing Google local service ads

Yelp and thumbtack to send you high

intent leads that are ready to purchase

that are already searching for your

services number two is organic using

Facebook and nextto groups to be able to

get leads for free uh and building a

brand in your local community so that

you don't ever have to pay for leads and

you're basically getting a ton of

referrals

so that people are going to end up

paying more for your services anyways

three is referrals leveraging your

already established customer base to ask

for introductions to new potential

people that might need your service

again you pay nothing for this number

four is building Partnerships with other

types of Home Service businesses who are

in front of your customers every day and

giving them a small Kickback on any

referrals they send you and also

networking in local groups like a BNI or

La tip so you can continue to build

those relationships and I highly

recommend when you're just starting out

and you don't have any of these built

out focus on one to two the primary ones

being paid in organic and then starting

to build out the others as you grow and

as you scale because each one's going to

require a lot of work so the easiest

ones are paid in organic to begin with

and that will take your Blended customer

acquisition cost and make it a lot lower

because you have organic which you don't

pay anything for and paid what you are

paying for and if you are looking to

start a cleaning business or you already

have a cleaning business then check out

the link in the description below where

we help people start uh remote cleaning

companies and also grow their

established cleaning companies we've

done this over 15 00 times and if you're

looking for a more Hands-On handheld

approach more of like a business in a

box then you can book a free call with

one of our Consultants to talk about

what it looks like to actually start and

grow one of these companies the time

commitments The Upfront cost all that

kind of stuff and everything in between

and if it sounds cool then I'll see you

inside and I'll be happy to work with

you and help you grow cleaning business

and if not no worries we'll still send

you some free resources after the call

nonetheless it's free so check out that

link in the description below and I'll

see you in the next one peace

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nah

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