How to Promote Your Cleaning Business and Attract New Clients

1. Identify your unique selling proposition

When you know what makes your business stand out from competitors, it’s easier to promote your business to ideal clients. That special thing—your unique selling proposition—could be something like:

• You’re the only local business that provides green cleaning services
• You leave behind fresh flowers or handmade soaps after you’ve cleaned
• You offer late-night cleaning to overnight workers to better fit their schedules
• You’ve partnered with a meal delivery service so clients can come home to a clean house with dinner already on the table
• Your cleaning business is the only one that messages clients before, during, and after a visit so they know what’s going on

These are just a few ideas to get you started. Identify what your USP is, then include it in all of your marketing materials.

2. Design and build a website

It’s likely that most (if not all) of your competitors have cleaning business websites. To compete with them, you’ll need a website of your own. Here’s how to get one:

• Use a website builder. Start out small with a free tool like Wix. If you need more functionality but don’t have coding skills, WordPress and Squarespace are great options, too. You can also hire a web developer to build the site for you.
• Write engaging content. Tell potential clients what makes you different from competitors and why they should choose you over anyone else. Make sure this content is clear and easy to understand.
• Include keywords that clients search for. Add keywords in your website content that you know ideal clients are searching for (e.g., “cleaning services [MY CITY]”). When people search for those keywords, your website can show up in the list of search results. This is known as local SEO (search engine optimization).
• Use a call to action (CTA). Your website should ask readers to take a specific action, like calling a phone number or filling out an online booking form.
• Show off your work. Include customer testimonials and before-and-after photos of your work. This shows potential clients what they can expect when they work with you.

3. Be active on social media

Social media platforms like Facebook, Instagram, X (AKA Twitter), and TikTok aren’t just for socializing. They’re also perfect for finding your ideal clients in places where they spend time online.

Here’s how to get started with social media marketing:

• Create business profiles. Set up profiles for your business on the platforms where your ideal clients spend time. Make sure to include your contact details so followers can get in touch with you.
• Post original content regularly. This can include before-and-after cleaning photos, blog post links, special deals, cleaning tips and tricks, client testimonials, and so on. Use relevant hashtags to help your ideal clients find you.
• Participate in local Facebook groups. Join Facebook groups for communities where you’d like to clean. You can promote yourself to ideal clients and answer questions about your services. Just make sure you follow any group rules about self-promotion.
• Invest in paid advertising. Social media advertising lets you reach ideal clients in their social media feeds, even with a small budget. Try a Facebook ad for yourself. Pair a great image or video with a catchy title, and include a call to action (CTA) that convinces users to visit your website.
• Try video marketing. Videos are an effective and engaging option for cleaning services advertising. They’re also simple to produce if you have a phone with a decent camera. You can introduce your company, show a job in progress, and share cleaning tips. Keep videos short and include a friendly face, whether that’s you or an employee.

4. Get listed on lead generation sites

Lead generation websites like Yelp, Thumbtack, Angi, and HomeAdvisor make it easy for homeowners to find service providers like you online, learn about your business, and visit your website to book an appointment.

Listing on these online directories is a great way to bring in new business with very little effort. Follow these steps to start using lead generation sites:

• Pick your platforms. Choose the lead generation sites and online directories that will help you achieve your goals. For example, you might have an easier time finding one-time cleaning clients on TaskRabbit. But if you’re looking for cleaning contracts, Angi or Thumbtack could be a better option. Just remember, you’ll need to manage reviews on every platform you sign up for!
• Set up your listing. Fill out your profile with everything potential clients should know about your business. Include multiple ways to contact you. You can also tell current clients about your new directory listing and ask them to leave online reviews.
• Sponsor your listing. Some platforms, like Yelp, let you sponsor your listing. This makes your business show up at the top of search results—before many of your competitors. If you can get lots of positive reviews on the listing, this will really help bring in new clients.

Pro Tip: Use Jobber’s Thumbtack integration to combine this lead generation platform with your cleaning CRM. This allows potential clients to fill out a form and book services online.

5. Set up search engine marketing

Search engine marketing allows you to show cleaning ads to ideal clients who are using search engines like Google. 

• Google Business: Start by creating a Google Business profile. This helps your business show up in search results for cleaning-related keywords. Searchers can see your hours, contact details, ratings and reviews, and a website link.
• Google Local Services Ads: These ads connect local businesses with people who are searching for services online. When you use Google Local Services Ads with booking software like Jobber, potential clients can schedule a visit in your calendar through the ad. These ads are budget friendly because you only pay when you get a new lead.
• Google Ads: You can run detailed text ads and image-based display ads through Google, too. Set a budget and build simple ads with your business name, contact information, value proposition, and a clear CTA (e.g., “call now” or “book now”). With Google Ads, you only have to pay when someone clicks your ad.

These are just a few examples of what your search engine marketing could look like:

6. Send out flyers and postcards

Advertise to specific neighborhoods with cleaning service flyers, postcards, or door hanger advertising. You can get your local post office to help with distribution, or even do it yourself.

Make your flyers using a word processor, online template, or design software—whatever you’re comfortable with. Just include your cleaning business name, contact details, and the types of cleaning services you provide.

Here’s an example of what your cleaning service flyers could look like:

7. Use your vehicle as a billboard

Placing your company details on your vehicle is an easy way to advertise everywhere you go. There are several ways to do this, ranging from a full vehicle wrap to a simple sticker or decal.

To design a vehicle wrap, talk to a local print shop and provide your business’s name, logo, slogan, and contact details. They’ll also need the make, model, and measurements of your vehicle.

You can then apply the decal yourself or get the print shop to wrap the vehicle for you. Then, all you have to do is drive around town to earn yourself plenty of free exposure.

8. Network in your community

Building relationships in your community can help you find new opportunities to promote your cleaning business. It also allows others to spread the word about your services.

Try networking activities like these:

• Attend trade shows. Rent a booth and talk to potential clients (and other business owners) about your services. You can drum up interest with a draw for a free cleaning package—and collect email addresses so you can contact potential clients afterwards.
• Join a community association. Every community has groups, including some that are just for business owners. Joining an association is a great way to meet other business owners, find advertising opportunities, and follow what’s happening in the community.
• Take part in community events. Volunteering at a community event can build your reputation and advertise your business while helping out your community. Every event needs cleaners, so throw on your company t-shirt and start pitching in.
• Build business partnerships. Team up with businesses who offer different types of home services. For example, a window washing company can refer you to their clients, and you can do the same. This saves clients the trouble of finding a service themselves.

You might find yourself networking with people that won’t necessarily become clients. That’s okay! Leaving a good impression can go a long way toward bringing in new business.

JOIN GROUP: Join our Facebook group for home service entrepreneurs

9. Set up a referral program

You likely trust the opinions of people close to you. That’s why word of mouth is one of the most effective ways to market any home service business.

Starting a referral program is simple:

1. Provide quality service. Go over and above for every client, even if a task isn’t on your house cleaning checklist. This shows you care about your clients, and they’ll be more likely to tell friends and neighbors.
2. Ask for the referral. After each visit, leave a card or send a follow-up email reminding clients to refer you to a friend. When they do, mail a thank-you note or offer a discount on their next visit.
3. Track results. Use client names or promo codes to track referrals and see which clients are your biggest fans. You can easily do this with cleaning business software.