A cleaning service is one of the easiest businesses to start. The capital required to start is very low, there is nearly no inventory to hold, and a cleaning business can be up and running in a matter of days. Although starting a cleaning business is relatively simple, finding the clients for that business is where the challenge is. That is because everyone loves a clean space, but not everyone is willing to pay an outside service to clean the space for them.
That’s why cleaning services need to be very clear on the kinds of clients they are looking to land. This is done by understanding and targeting a specific market. Just like any other business, a cleaning business that understands its target audience can cater its marketing efforts to gain the attention of that segment. They will also save time and money by not targeting potential customers who have no interest in their services.
To find the right target market for your cleaning business, you will need to conduct market research in the area that you will service. However, we’ll give you some of the primary markets most cleaning services target. This will give you a head start in your research. In this article, we will look at some of the best target markets for a cleaning business.
1. Building Owners and Facility Managers
When it comes to corporate structures, cleanliness and maintenance are not just priorities, they’re necessities. Building owners and facility managers stand as significant targets for cleaning services for many reasons. Firstly, these entities are constantly striving to maintain high standards of aesthetics. This includes the appearance of having clean spaces. This is a crucial factor in safeguarding the value and reputation of their assets. Moreover, regular, professional cleaning helps in prolonging the life of the property. This acts as a preventive measure against potentially costly repairs in the future.
Facility managers, in particular, are responsible for ensuring that the daily operations run smoothly. Having a clean, well-maintained environment is pivotal in achieving this. Hence, forming a partnership with a reliable cleaning service becomes a win-win solution: providing pristine premises while unburdening the management of these routine tasks.
2. Residential Rental Companies
Residential rental companies manage a diverse portfolio of properties that constantly require upkeep to remain attractive for potential tenants. These companies are therefore substantial prospects for cleaning services. One of the primary reasons is because of the turnover rate in rental properties. With tenants moving in and out, there is a continuous need for thorough cleaning to prepare the units for new occupants. This will ensure that they are welcomed into a fresh and clean space.
Also, some residential rental companies are now aiming to offer value-added services to retain tenants. Regular, professional cleaning services can be a part of this strategy. In essence, they provide tenants with well-maintained common areas, amenities, and living spaces. By targeting residential rental companies, cleaning services can establish a steady stream of business. Having this market as a client can help create recurrent and predictable revenue.
3. Elderly Homeowners
A viable and often untapped market for cleaning businesses is elderly homeowners. These individuals may have spent a significant portion of their lives tending to homes. As they age, they might find it increasingly challenging to manage the daily upkeep. This could be due to various physical constraints such as illness, injury, or physical energy.
If a cleaning service wants to target this audience, they should offer services that ease their burdens. On top of that, they may want to focus on things like deep cleaning, regular maintenance, or even assistance with organizing.
Keep in mind that this demographic values relationships and reliability. So being personable, trustworthy, and prompt will go a long way. Also, empathy and understanding of their current stage of life are important. Elderly depression is fairly low at about 1%-5%. However, that number doubles to nearly 12% when a person has health concerns. If a client has health issues preventing them from doing some of the things they used to, it is important to be empathetic to their situation.
4. Families with Young Children
Households of families with young children are bustling hubs of activity. Depending on the age, a young child can wreak havoc on the order of the household. Spills, stains, and clutter are just a few of the daily occurrences parents have to deal with. As a result, many parents and guardians can lean on a cleaning service to help their homes look normal while they are caring for the little ones.
To target this market, you need to offer flexible scheduling options. You can also include emergency clean-up services. This can be a lifesaver for parents juggling numerous responsibilities. Furthermore, integrating child-friendly cleaning products that are non-toxic and environmentally friendly may be a good option. Having this as a selling point can resonate well with parents who prioritize the safety and well-being of their children.
Cleaning services that position themselves as partners in maintaining a healthy, clean, and safe environment for kids to grow and thrive. If done correctly, the cleaning service may also be able to grow its client base without much marketing as parents love to share the products or services they use with other parents in their circle.
5. Gyms and Fitness Centers
Gyms and fitness centers are spaces where hygiene and cleanliness are of paramount importance. These places have hundreds of individuals frequenting these facilities daily. That’s why maintaining a pristine environment becomes a non-negotiable factor. Cleaning businesses targeting this market should offer services that go beyond just surface cleaning. Instead, they should focus on deep cleaning regimes. This includes sanitizing high-touch areas such as equipment handles, mats, and locker rooms, which should be a priority.
To land these clients, a cleaning service should demonstrate a thorough understanding of the specific cleaning needs of gyms and fitness centers. They should also make use of appropriate cleaning agents that sanitize effectively without causing damage.
It is important to note that gyms and fitness centers cannot afford to miss a day of cleaning. Would you want to go to a gym that hasn’t been cleaned for 2 days? If a cleaning service takes on these types of clients they should be ready to dedicate the human capital to be available daily. A new cleaning service may not want to take on this client due to the risk of not being able to keep up with their demands.
6. Real Estate Showings
The world of real estate is highly competitive. Because of this, first impressions are really important. Cleaning services targeting the real estate market to prepare homes for showings can significantly increase their revenue. This is because real estate agents and companies can use reliable cleaners to offer services that will help prepare homes for showings.
This might include specialized services like window cleaning to allow maximum light. Cleaners should also focus heavily on floor polishing to highlight beautiful flooring if applicable. They may also want to do a detailed cleaning of the kitchen and bathroom. This is because many potential homeowners have a vision of what they want their kitchens and bathrooms to look like. These areas must have a highly polished look to help impress potential buyers.
For a cleaning business to really stand out to real estate agents, they should offer flexible and fast turn-around times. The real estate market often operates on tight schedules. Being able to be available when needed can help secure more partners.
7. Working Professionals
In the ever-demanding life rhythms of working professionals, the need for a clean and tranquil home space to retreat to is indispensable. However, the luxury of time is something that this demographic finds in scarce supply. Cleaning businesses should understand that working professionals value efficiency, reliability, and high-quality service. The services offered should focus on cleaning and also on creating a serene and organized environment.
To successfully penetrate this market, businesses could offer customized cleaning plans. This includes offering services outside conventional working hours or during weekends. The integration of technology can be a game-changer here. This allows clients to book, manage, and pay for services seamlessly online.
Furthermore, providing add-on services may help increase revenue and help the client. For example, an add-on could be laundry or organizing services. This will help save time for the clients. For these professionals, as well as most clients, it is important to respect privacy and belongings. This demographic often leads hectic lifestyles of working professionals. The key is to offer them a service where they can save time while not having to worry about if their privacy has been compromised.
As you can see, there are several target markets that could use the services of a cleaning business. That is why one of the main goals of a cleaning service should be to find the right target audience. Each segment has its own requirements and goals for hiring a service. Once a cleaning business is clear on what the business’s strengths are, owners can customize marketing efforts to capture the attention of their target audience. From there, they will have the opportunity to wow them with their services and grow their client base.