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Hiring and Keeping Great Employees in Your Cleaning Business

Hiring and Keeping Great Employees in Your Cleaning Business

PODCAST EPISODE

Hiring and Keeping Great Employees in Your Cleaning Business

Are you a carpet cleaning business owner struggling to find and retain the best employees? Join us as we delve into the strategies and insights that will elevate your hiring process, shape a positive company culture, and ultimately lead to the success of your carpet cleaning business.

Understanding the Importance of Work-Life Balance in the Cleaning Industry

In the fast-paced and demanding world of carpet cleaning, maintaining work-life balance is crucial for both employees and employers. How can you ensure that your employees are valued, and their personal lives are respected while still meeting the business’s needs?

In the cleaning industry, jobs can often run late, and schedules may be unpredictable. This can affect employees’ personal time and work-life balance. As a business owner, recognizing the significance of work-life balance and finding effective ways to incorporate it into your company culture will not only attract quality employees but also contribute to employee satisfaction and retention.

Strategies for Promoting Work-Life Balance

To promote work-life balance, consider implementing a flexible schedule that provides employees with time for personal commitments and relaxation. For instance, offering 4-day workweeks with an overlap of 6 days can provide employees with flexibility while ensuring that your business operations run smoothly.

Additionally, businesses can show appreciation for employees who work late or face unexpected situations. This can be in the form of providing dinner, gift cards, or additional support to alleviate the impact of unpredictable work hours.

Recognizing the importance of a balanced work-life dynamic, the industry is seeing a shift towards prioritizing work-life balance and employee appreciation, aligning with today’s culture.

Crafting an Attractive Company Culture to Attract and Retain Talent

Creating a positive company culture plays a significant role in attracting and retaining top talent in the carpet cleaning industry. How can you cultivate a work environment that fosters employee satisfaction and a sense of belonging, ultimately leading to increased retention rates?

In today’s competitive job market, offering more than just financial rewards can differentiate your business and entice employees to stay for the long term. By integrating perks beyond pay, such as career paths with certification and training opportunities, you showcase your commitment to the growth and development of your employees.

Key Elements of a Positive Company Culture

Emphasizing continuous education and customer service training for employees is paramount. This investment not only enhances their skills but also demonstrates your dedication to their professional development.

Moreover, highlighting employee testimonials through video content can help prospective hires gain insight into your company’s culture and the experiences of current employees. This can also contribute to a positive online presence, attracting talent who resonate with your company values and work environment.

Business owners are advised to consider implementing employee recognition programs, offering rewards for outstanding performance or going above and beyond. Creating a culture of appreciation can significantly impact employee satisfaction and motivation.

Effective Hiring Strategies for the Cleaning Industry

The hiring process is a pivotal component of every successful carpet cleaning business. But how can you identify the right individuals, with not only the necessary technical skills but also the interpersonal abilities to provide exceptional customer service?

When seeking potential employees, emphasizing the evaluation of their interpersonal skills and how they interact with others is crucial. Additionally, integrating personalized interactions within the hiring process, such as observed lunch meetings and ride-along days with existing team members, provides valuable insights into candidates’ suitability for the role.

Showcasing the Transformative Customer Experience in Job Descriptions

Repositioning job descriptions to highlight the transformative nature of the customer experience can attract young and enthusiastic technicians. By portraying the role as an opportunity to drive around, meet new people, and contribute to creating cleaner and healthier homes, candidates may be more inclined to consider a career in carpet cleaning.

Furthermore, enabling candidates to research your company through online reviews and social media presence can affirm and showcase your positive company culture. Creating a dedicated webpage featuring employee profiles with photos and bios also contributes to a favorable image for potential employees and customers alike.

Importantly, sharing the company’s origin story on the website can provide transparency and authenticity, further enhancing its appeal to prospective employees seeking a welcoming and flexible work environment.

Innovative Sourcing Strategies for Talent Acquisition

Sourcing and attracting talented employees is an ongoing challenge for many cleaning businesses. How can you diversify your sourcing strategies to uncover hidden talent and attract candidates from various backgrounds and industries?

Implementing an employee referral program can be highly effective, offering incentives for successful hires and potentially expanding the program to include partnerships with vocational schools, community programs, and job fairs. This multi-pronged approach to talent acquisition broadens your reach and showcases your commitment to diverse and inclusive hiring practices.

Moreover, thinking outside the box in the hiring process, such as leveraging unconventional sources like student custodial programs, can yield quality hires, as evidenced by the success of a school in Indiana that hires students part-time. Creative sourcing strategies contribute to a diverse and dynamic workforce, essential in today’s ever-evolving business landscape.

Frequently Asked Questions (FAQs)

Q1. How can I promote a positive work-life balance for my carpet cleaning employees?

A1. Encourage a flexible schedule with a 4-day workweek and implement appreciation gestures for employees working late or facing unpredictable situations.

Q2. What are some key elements of a positive company culture in the cleaning industry?

A2. Prioritize continuous education and training, employee recognition programs, and highlight employee testimonials through video content to convey your company’s culture.

Q3. How can I showcase the transformative customer experience in job descriptions to attract talent?

A3. Reposition job descriptions to emphasize the personal and transformative nature of the customer experience, such as interacting with new people and contributing to healthier homes.

Q4. What are some innovative sourcing strategies for attracting talent to my cleaning business?

A4. Consider implementing an employee referral program, forging partnerships with vocational schools, and exploring unconventional talent sources such as student custodial programs.

Q5. How can I improve the retention of employees in my carpet cleaning business?

A5. Offer career paths with certification and training opportunities, create a welcoming work environment and demonstrate commitment to work-life balance and employee development.

Q6. What are some effective ways to attract candidates from various backgrounds and industries to my cleaning business?**

A6. Diversify your sourcing strategies by leveraging employee referral programs, attending job fairs, and establishing partnerships with community organizations to attract a diverse pool of talent.

Conclusion:

The success of your carpet cleaning business is intricately linked to your ability to source, attract, and retain exceptional employees. By prioritizing work-life balance, crafting an inviting company culture, implementing innovative hiring strategies, and embracing diverse sourcing methods, you can elevate your hiring process and set your business on the path to sustained growth and success.

You will learn:

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Prioritize Work-Life Balance:

With the unpredictability of cleaning jobs, offering flexible schedules and showing appreciation for employees who go the extra mile are key to attracting and retaining top talent.
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Showcase Company Culture:

Emphasize perks beyond pay, offer career paths with certification and training, and create a positive work environment to appeal to prospective employees.
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Think Outside the Box:

Explore creative hiring strategies like employee referral programs, partnerships with vocational schools, and tapping into alternative talent pools to build a robust team.
Audio Transcript:
John Clendenning [00:00:00]:
The labor market is kinda up and down and sideways. It’s changed a lot, over, you know, even the last 5 years from the previous 5, 10, 15 years. So it it is a different game. We come at it from, like, the my my day job is the CEO of carpet cleaner Marketing Masters, and we help market cleaning companies. I’ve I’ve owned them for 30 years. We when when you help market them. And sometimes we do it too well, and people go, well, John, we’re we’re too busy, and we can’t find people. And then we have to switch gears and go, oh, let’s help you find people so you can continue to grow the business.

John Clendenning [00:01:11]:
Just tell me I got my good friend, Jeff prospect on the show. We talked to him maybe about a year ago or so. And what I wanted to the reason why I brought him on is so Jeff is the media director of ISSA, which includes CleanFAX Magazine that I’ve got boxes and stacks still on my my mezzanine here in the office, cleaning and maintenance magazine or management magazine and stuff like that, and I s s ISSA today, publications as well. Previous owner of a successful cleaning business, from years ago, and he’s also IIC r CRC approved instructor, trainer, and does some consulting with business owners, managers, and frontline technicians, all of that kind of good stuff. So, I mean, deep in the industry, and that’s kind of the point. We’d bring Jeff on and and have a a good little chat about a really important topic, about hiring and stuff like that. So hey, Jeff. Thanks for jumping on the podcast again.

Jeff Cross [00:02:06]:
My pleasure, John. Good to be here.

John Clendenning [00:02:08]:
Cool. So in that quick little bio in case some somebody doesn’t know you, again, it’s the carpet cleaner success podcast. And if they don’t know who Jeff Cross is, then, I don’t think they’ve done their homework well enough, but in case the odd few who listen to this don’t know who you are, is anything I missed? Anything that, any other nuggets that stand out that we should, you know, including your bio there?

Jeff Cross [00:02:26]:
No. Not really. I think in the industry, I’m known for mainly the CleanFAX brand, which is fitting for this audience. But, you know, I’ve I’ve been in the trenches, John, like you, and I’ve had good days and bad days in business, and we’ve learned. So now I run a media team, and we just help the industry as best we can. So, hopefully, today, we can do that. Maybe a nugget will come out of this conversation that works for some. Maybe that’ll be our goal today.

John Clendenning [00:02:52]:
Sounds good. Yeah. What we’re gonna be talking about is just navigating the hiring maze. It’s kind of little tagline title I’ve got on it. Strategies for recruiting the top talent, retaining them, especially in this difficult market. People, and then we have to switch gears and go, oh, let’s help you find people so you can continue to grow the business if that’s your goal. So it really is sort of a changing world in a lot of respects. And so I wanted to kinda break it down into sort of 3 basic categories, you know, where to source great candidates that would or that fit into the cleaning industry, especially focusing on carpet cleaning techs or even restoration techs that are in the home with the customer, inter interacting with the customer.

John Clendenning [00:04:05]:
So a lot of customer service, how to attract and hire them, like, where to source them, how to attract and hire them, and how to retain them. So I’ve always said when I even in my hiring days, for our our cleaning businesses and and stuff that when I talk to the candidate, I let them know it’s a customer service job that just happens to have a little bit of cleaning that goes with it. Because if I’m hiring somebody that’s great at cleaning, unfortunately, that’s not enough in the home. Would you kinda agree with that statement or from your experience?

Jeff Cross [00:04:37]:
I would agree with that. I know There are many companies out there that are very, very good at marketing, and they they’ve said that. They say, what we do is we offer this service to go along with the marketing. So Yeah. Good way of putting it.

John Clendenning [00:04:49]:
Yeah. Because because, I mean, we all know the little games of, like and it’s not really games, but you gotta train your technicians, and we’ll talk about that’s part of the retaining part of it as well. But you’ve gotta train them how to be I guess the, Dan Kennedy says it well. It it it came from Walt Disney, who Dan like, the whole Disney empire or something that, you know, Dan talks about a lot and kinda love the way they built out is that you’re on stage when you’re in front of the public. Right? We don’t always see that when we walk into Starbucks and when we walk into our local stores. You know, sometimes the employee gets it and really is there for you. You know, even if they’re having a bad day, you don’t know. Other time, the employees are blatantly obvious that you’re an inconvenience to them and and that kind of thing.

John Clendenning [00:05:32]:
And that they’re not really realizing that they are the face of the company at the moment, and you’re they’re they’re on stage. There’s actually a bit of act in theater. Like, carpet cleaners are normally guys, and the person that answers the door is is normally the a woman of the home. And now you’ve got, you know, imposing figure at your door because, you know, you gotta be strong enough to do the cleaning and move the furniture. So that whole idea of dressing neatly, stepping taking a step back from the door, and handing out you know, having a business card in your hand and and looking professional to create that, you know, that deep sigh of, oh, this is good. This is a nice person gonna be in my home, is all part of all part of, like, teaching an employee their role as well, which can actually be a retention strategy, letting them really realize where they fit in. But, what we’ll do is we’ll jump into the, where to source great candidates. You know, we know the obvious indeed, Glassdoor, ZipRecruiter, sort of those things, but, just in your thoughts, like, just knowing the industry and stuff like that, any other places where, like, you would think, in a local community, people can source the ideal type of person that would make a great technician.

Jeff Cross [00:06:44]:
The first thought that comes to mind, John, is poaching. Poaching? Poaching, which I know we talk about that a lot. But

John Clendenning [00:06:51]:
Yeah.

Jeff Cross [00:06:52]:
Look At other industries or other job positions, and when you find a person who’s like, that that would be a good tip for me. Yeah. And If if the offer is attractive and it’s something that they wanna do, that could work. So poaching is is 1. I was thinking too That when you do your poaching, you you have to sell the job a little differently. You know, your job description description can be, do you wanna be a carpet cleaner, or do you wanna dry out houses?

John Clendenning [00:07:18]:
Yeah.

Jeff Cross [00:07:19]:
So you can think about what the ultimate goal is and and what the future could be for that new technician. Because I don’t know about you. It’s it’s a pretty tough sell these days to get young people, which is usually your technician age, you know, somewhat younger as physical work. Yeah. What would attract them to to the job? So, you know, you gotta think about how you position that.

John Clendenning [00:07:39]:
Yeah. A couple of things that we used back in the day that still seem to work well. I I sold the business there 2 years ago, two and a half years ago now, to one of our managers actually, to take over. And so it still runs in the office this back there and around the corner. So, you know, I still fingers in it. Like, I hear everything. I get asked questions all the time. And one of the questions have come up is, hey, John.

John Clendenning [00:08:01]:
Where are the what are those places that that woman that used to come in and sit in your office about, when you’re when we’re looking to hire, and and it was like, vocational schools and and and things like that. We always reached out to the community. The YMCA had a program for, you know, not just new immigrants, but people also just trying to get a a a leg up and things like that. So we always kept kind of, like, in touch with with those. And when we had a position coming open, we would reach out there as well. Job fairs, I would, you know, I wouldn’t set up a booth, but I’d go and walk around, especially if it was sort of like a, again, not a you know, like, some of the job fairs that came up that were around sort of labor and spring and clean and things like that. Think the IRCRC, does it still have a used to have a job board? I think it’s still, where technicians can you know, somebody you know, an IRCRC certified cleaning technician could be moving from 1 state to the next and wants to stay in his career path or even those Facebook groups Yeah. Where where there are things like that.

Jeff Cross [00:09:02]:
I think there’s something to be said for looking for technicians that might work for another company or just advertise, like you mentioned, Indeed or Yeah. Online, sources To where you might get some of those qualified technicians from another company who everyone’s looking for an opportunity. Right? Yeah. And these these young technicians might be doing that. I guess the the thing I would think about is what kind of person is it, not so much that they know how to push a wand back and forth Yeah. But the personality. And that’s really where you gotta find where you find the good people, the the people who can talk to your customers, who represent you well. We all go out to restaurants.

Jeff Cross [00:09:38]:
We deal with other service businesses. And aren’t we often just disappointed? And we kind of expect disappointment When we go or when we are are treated by an employee. It just kinda comes with the territory these days. So if we can do something different You mentioned, vocational schools, those opportunities. The other day, I interviewed a custodial supervisor with the school in Indiana, and they have a student custodial program to where they hire students. They pay them going rate, part time, and 7 of those students who went through that program stayed on as full time custodians after graduation.

John Clendenning [00:10:21]:
Yeah. Cool idea. Right? It is. Yeah. So think anybody listening to this and going, I I can’t find employees. Have you reached out to anything like that? Like, obviously, there’s some of the like, from a digital marketing perspective, one of the obvious is make sure you go to your Facebook business page and post a job with, again, with a great description, we’ll talk a little bit about what helps make a good description or whatever, but, posted on there because it Facebook collects all those and puts them out on on like, even just on Facebook as a as a job ad, you know, for people looking for for jobs, looking for those hashtags and things like that. So, you know, that kind of stuff. One of our clients actually, I thought that was hilarious.

John Clendenning [00:10:58]:
So he lives in Texas and has a business in Florida. So he’s hiring people, and he’s not there every single day. Like, trains them up, puts them in a truck, talks to them every morning on Zoom and or messenge you know, FaceTime or whatever. And kind of once they’re up and running, it it’s it’s kind of almost scary in my estimation, but he’s gotten really good at it because he’s hiring gig economy employees. So he’s hiring Uber drivers who in the afternoon and the evening can go out drive Uber, but they’re available in the morning. They’re great with customers in the public because they’re doing it all day long. They’re getting a great pay, oftentimes better than their Uber gig in the afternoon or evening. They are a bit of a hustle mentality kind of person.

John Clendenning [00:11:41]:
Put them on a good performance bonus as well. And if you’ve, you know, if you’ve got a light schedule that day, it just means they’re gonna turn their Uber on earlier. Right? So interesting. Again, we’re in a new world. I don’t know if you and I, us old dogs, would have thought of that, you know, but it’s sort of like you know, it was to him, it was like, hey. That’s that’s an obvious. Like, these these guys are are good that way.

Jeff Cross [00:12:02]:
Yeah. The the concern I would have, I guess, is what are they doing? Are they going along and working, or are they actually taking the keys to the truck the Driving that $80,000 truck with a truck mount

John Clendenning [00:12:12]:
Yeah.

Jeff Cross [00:12:12]:
From job to job. I don’t know. I guess that would be a concern. Just just like when I talked about the student thing. Yep. You can get young people, but are they qualified to handle the, you know,

John Clendenning [00:12:23]:
the adult

Jeff Cross [00:12:24]:
tasks, which, you know, for insurance purposes or just experience when they go out driving your truck around town and

John Clendenning [00:12:29]:
Yep.

Jeff Cross [00:12:30]:
You know, that’s a concern or the box truck or whatever it is. Yeah.

John Clendenning [00:12:34]:
The other one is, so employee referral programs. We already got employees, a referral reward program for sure, anybody that you end up hiring, they get, like, what we used to do, $150. I I think it was $100 if they if we hired them, and then if they lasted at at 90 days, if we kept them on past the probationary period, it was another 150. So it’s $250 they’d get to refer somebody in that that lasted all the way through, and and that could and then what we started doing on our end, is we started saying, well, if we’re willing to pay our employees that why wouldn’t we be willing to pay, like, a church or a nonprofit or and then I actually had a business coach for a while, and he said, okay, John. You’re on the right path. Have you reached out to baseball and sport associations, like a men’s rec league that might know somebody who’s struggling, just lost a job, things like that. At least have it out there that you will donate that 100 then a 150 afterwards, for anybody, any candidate they send your way that might be interested. So at the very least, they’ll post a flyer on a bulletin border in an enewsletter, as an attempt to get, you know, again, just a a good win win for both sides if if it works out.

John Clendenning [00:13:42]:
So that oh, I guess the idea from this first part of it is really don’t just go, oh, I tried ads on the Indeed. They don’t work. Like, think outside the box, a bit. We’re in a new world. You’re gonna have to, you know, sort of attract, find, you know, root out a little bit. So maybe always be hiring is another one that works well if you’re growing for sure, but, just always kinda have a little bit of a bench, as we like to call it, where there’s people that they were interested. Maybe you didn’t have a position for them right now, but you tell them you’d like to keep the resume on file for when you do, and you’ve got somebody another so you’re not just waiting till all of a sudden somebody quits or you’re you absolutely need somebody, and now you’re starting the process, you’re at least farther along in the process because you’ve you’re working on your business, as Michael Gerber says, not in it, and you’re spending time doing kind of stuff as part of the function of being the owner of a carpet cleaning business.

Jeff Cross [00:14:36]:
So The best part of what you all said in all of that, I think, is the referral program. Because if you have a good technician, your model technician, he’s exactly what you want. His friends are probably gonna be somewhat like him. Yeah. Mean, that’s just how it works. Yeah. Just like you’re just like me, John, because we’re friends.

John Clendenning [00:14:52]:
Yeah. There you go. It’s like yeah. So the the technician that that yeah. Yeah. And I’ve had one of these that you have to drive to their house, knock on the door, and get you know, wake them up to get them in the truck because, you know, you haven’t replaced them yet, but you knew they’re out at the bar last night, that kind of idea. Yep. And it just happened to be 2 doors down.

John Clendenning [00:15:11]:
So sorry, Chris, if you’re listening, thing. But, yeah, I used to it was like, dude, get in the truck. You’re you’re you’re late for work. Right? Well, all of his friends were were also the same kind of guys. It wouldn’t be the people you would hire. Like, the clean-cut, you know, family oriented person. Yeah. They’re they’re hanging around with the right people.

John Clendenning [00:15:29]:
So so we’ll move on into attract you know, how to attract and hire the best technicians. So we kinda talk touched on a lot of it, but the more again, I guess it’s more about, like, again, that job description, you know, highlighting the experience. It’s not just a job. I’ll give you an example of couple of things we used to do, because we all know the job is somewhat physically demanding. But if you emphasize the fact that, that, you know, you’re getting to transform customers’ homes, there’s a great before and after experience right every single job you’re on. You get to be on the road, not stuck in a factory or stuck in a mall or stuck in an office. You’re on the road all day long. You know? Some people, that’s a a huge perk just, you know, kind of driving around.

John Clendenning [00:16:10]:
And the the people that like customer interaction and chatting to people, then, you know, you highlight that aspect of the job as well that you’re meeting new and interesting people and learning their stories and stuff as you’re in their home, taking care of of of their belongings and and making things feel better and, be healthier and cleaner. Like, that’s the type of things we used to put in our job descriptions just to change the the story of it.

Jeff Cross [00:16:37]:
Yeah. So So if you have a a lead, a potential employee, you know, that you have your traditional interview questions. Right? Where do you wanna be in 5 years, and how would you handle this situation, all those stock questions. But how do they really interact with people? To me, I’m not in the business, but if I were to if I were to hire someone like you, John, I’d I’d meet you for lunch somewhere Yeah. That they’re nice little restaurant, whatever it is, order a burger. And how do you treat the the food servers? How do you treat people? Do you have good eye contact? Yeah. I think I would vet someone that Because it’s it’s not about, again, the technical expertise because you can you can always teach that. Yeah.

Jeff Cross [00:17:18]:
It’s about the people and how they treat people and how they talk to people. And can they Can that 20 year old young person go talk to that 50 year old college graduate woman with a career who’s a VP or a president of some corporation? You know, there’s a big disconnect there that you have to deal with, potential disconnect. So how do they deal with that? That would be my my vetting process, I think, along with all the traditional, you know, back checking of their of their past and their with their work. Yeah. And and just and talk about what The potential is in the company. You know? The it’s not just about cleaning. You know? There’s there’s always potential to do more as your company grows. Yeah.

Jeff Cross [00:18:00]:
No.

John Clendenning [00:18:00]:
And I think that’s great and awesome advice because it is, we’ve actually got some suggestions coming up about sorta how you you can use digital to help the 1st part of it. It it that that’s, you know, the tactical side, but the humanics, the part of actually getting to know them, is much better out out in the public like that than it is, in your office. Like, we even talk about you know, we used to every technician had to go through a ride along day. That was they they’d get paid for it, but, you know, they had to agree to you know, if they passed the 1st and second stage of of interviewing, they had to go out on a ride along. And the team member that we had, had to like them, but, like, they had a rating thing to fill out at the end of the day. They had to chat them up. They actually had a few secret questions they kinda had to ask them and sort of feel them out from a employee to employee standpoint, maybe stuff they wouldn’t tell the boss, kind of idea. And but, we we kinda did that every single time as well because it it and it it got rid of mistakes before they happen hiring mistakes before they happened.

John Clendenning [00:18:58]:
Another one that we we like to, kinda became more important in the last 10 years is, before I sold the business, every interview I ever did, that was worthwhile, that the person was worth hiring, whether they chose to take the job when we offered it or not, they had checked out our online reviews themselves already. They had gone and checked us out on social media and checked out our websites and stuff like that. They wanted to know what the company was they were gonna be working for, and it kind of just is a testament to the marketing. If you’re not getting reviews with technicians’ names in them, if you’re not marketing your business and showing behind the scene videos of the team, you know, at a parity function. That’s good for marketing to get new customers because they wanna see the real side of your business too. But if you’re attracting employees and you don’t have that stuff, that real life stuff in your marketing. If your website, as I keep saying, is babies lying on carpets and families and dogs sitting on a couch, you’re not there’s nothing about that’s gonna attract a better employee either, but if it’s your team smiling and thumbs up around your van and, you know, and some behind the scenes footage and video and and images throughout every page of your website, the feeling that the ideal candidate is gonna get when they check you out before they apply is entirely different than if it’s all just on sort of, just answers on a form.

Jeff Cross [00:20:27]:
Yeah. When I interview for positions that I used to say I’ve done this a few times. You always ask, you know, what do you know about us? Yeah. And if they’re like, well, you know, and they don’t have much of an answer, that tells you something. So I agree with you, John, but I’ll tell you one thing I Have not seen a lot of is what you just said. The we’re a company, has a page of their employees who you got their picture. You got their bio, because I think your customers really love to know who’s coming to the house. And when they look at a company and they see all that, that’s that makes them feel good.

Jeff Cross [00:20:59]:
And the potential technician as well. They they see a team, right, that they wanna be part of. So I I love what you’re saying there. Yeah.

John Clendenning [00:21:06]:
I just don’t see

Jeff Cross [00:21:07]:
a lot of it. I think people should really pay attention to this.

John Clendenning [00:21:10]:
Yeah. Tell the family story. Like, you should like, I don’t even say hide it on an about us page. Like, at the at the be like, why choose our cleaning company? Well, hi. I’m John, the owner, and here’s why I started the company. If there’s, like, the origin story, you know, my daughter got sick with allergies, blah blah blah. I found out it was cleaning or whatever it was. Like, I mean, real stories, but that should be on websites.

John Clendenning [00:21:30]:
And, again, that also impacts this whole employee thing because it’s like, wow. I really wanna work for somebody who’s got a mission or a thought in their head, and it it’s it’s great for conversions. So if you wanna just kinda, you know, there there’s there’s it’s it’s great for persuasion to to land more customers, to make your website sell 2 or 3 times more people than you’re currently selling. But, really, in this hiring conversation, it’s just great to let the public know, including people you’re hiring, that, you know, you’re just a you’re you’re just a thoughtful, caring company. Mhmm. Exactly. Flexible schedules is another one that’s come up lately. I know some guys have sort of employee that work 4 days a week, and they kind of overlap them.

John Clendenning [00:22:10]:
So they cover 6 days, of of schedule, Monday to Saturday, but the employ any 1 employee only works 4 days, and then there’s sort of, like, overlap. There’s things like that you can offer, like, allow for flexible scheduling. We know we’re in an industry where the bell doesn’t ring at 4:30, and the the truck just magically shows up at the shop, and they hop in their car and drive home like, a, like, a factory job or a mall job or, you know, things like that. You could be running late because missus Jones added a couch. The second customer is a little bit late to the job, and then the third one turned out bigger than you thought it was gonna be. And next thing you know, it’s 5:30, 6 o’clock, and you still got the area rug to pick up driving back to the shop. Technicians know that, but there is that work life balance has to also be considered. So what is the consideration of the company.

John Clendenning [00:22:58]:
And one of them is, yeah, that might happen, but that’s only 4 days, and you get a 3 day weekend or, you know, every week or whatever. You either get Monday or or Friday off and or whatever, that kind of overlap or something. So there’s ways of that that to consider as well for that work life balance that seems to be more of a buzzword nowadays than when we were younger, and it’s hey. You gave me overtime? Great. Hey. You want me to come in on Saturday? Great. You know? Nowadays, there really does seem to be that you know, a a much deeper focus on work, life balance. I I’m not against it.

John Clendenning [00:23:28]:
I’m just old school where you work yourself to the bone until you get to the age where you don’t have to work. You know? Like, you you can start backing off because you put your dues in, but, nowadays, you know, it’s it it is a different culture as well that you know?

Jeff Cross [00:23:39]:
It is. And when those things do happen, And where they do work later because of the extra couch or the customer’s late or whatever. Do the business owners Listening to this, do they thank their employees? Do they really show appreciation? I mean, it it it’s all about relationships. It doesn’t work just between the technician and the customer. It works with the managers or business owners and the techs. So value your employees and take care of them and and show your appreciation to them in whatever fashion that might be, whether it’s the gift here and there or just a few honest words of commendation. Because if they’re working late, they might rumble a bit when they’re doing that, but when at end of the day, when they’re appreciated, that has to go a long ways.

John Clendenning [00:24:23]:
Yeah. Well, yeah, again, little things that we always do, and, again, there there’s millions of ways to deal with that. We called it, like, sort of perks beyond pay, but it was, you know I

Jeff Cross [00:24:31]:
like that.

John Clendenning [00:24:32]:
Yeah. Go get go get a pizza. Like, if it’s sort of like a a a job, and then you got a bit of downtime, and you gotta go do a a commercial job from 5:30 till 8 or 9 o’clock at night that night because it was booked in. Yeah. We’re buying the pizza, like or whatever it is or, you know, and that kind of thing. So we we’d either give them a gift card they could use at at certain places or bring the receipt back and it’s covered for sure. And, again, if it was one of those unexpected late days, it’s, you know, you’re on the phone with them. Thanks.

John Clendenning [00:25:01]:
But I even felt guilty going home. There’s a lot of times that if they were late, I’d stay at the office, so that when they came back, no. I’ll I’ll unload the truck. You go. Right? I might even have popped home, got dinner, you know, kiss the kids good night, and come back to the office to do that. But just not taking advantage of the employees, does definitely make them even if they’re grumbling the whole way, they go, ah, thanks, boss. That’s I appreciate that. Yeah.

John Clendenning [00:25:23]:
I’ll just head right home from whatever.

Jeff Cross [00:25:25]:
That adds to company culture. Yeah. That that’s not just a moment in time. That’s not something that benefits that day. That that has a long life to it. So

John Clendenning [00:25:33]:
Yeah. When you

Jeff Cross [00:25:34]:
do that as a boss, John, maybe I’ll come work for you one day.

John Clendenning [00:25:38]:
There you go. So, and then just kind of put a bow on this little bit of attracting and hiring the best people. Yeah. That career path you talked about, like, you know, employees should be going through IICRC training. Know that there is a sort of a road through a training because, you know, some people go, is that really necessary to have badges and and certificates and stuff like that. It’s it’s just cleaning. But, you know, there’s a reason why you get your, what was it, ISO 9,000, you know, as an factory line employee. You know, the the whole company got it, but individual employees had to go through the test stuff like that.

John Clendenning [00:26:15]:
And you got kind of little badge. Hey. You know, you you understand SPF controls and and things like that. There’s it’s you learn stuff, you understand more, but you also can can see a path. And then, again, if you do move states, if it’s like, you know, there’s a point at which, you know, your wife wants to move closer to her family and it’s forced date over or whatever, you’ve got something there that you call up, you know, 10 or 15 carpet cleaning places in Atlanta, there’s gonna be one go, oh, your IIC are certified, and you’ve got 5 years experience, and you’ve already got your flood tech degree and blah blah blah. Yeah. By all means, so you wanna start at $25 an hour? You know what I mean? Like, it’s just you’ve you’ve got something that you don’t have to proof you’ve got the paper that and so the company should be putting you through those kinds of things for their own benefit and even customer service training certificates. Like, think of every other industry.

John Clendenning [00:27:03]:
I was just, went out to a hockey game with my, my insurance guy, and we’re just chatting away. And the thing we’re talking about is continuing education credits. He to get 30 of them a year. How many industries do you have to constantly just go to these training courses? But I’m going, so what kind of courses do you go to? Well, one’s, like, ethics in business. And one is, like, you know, customer service, 101 or, you know, whatever. It goes it’s not all about, you know, the insurance products, I tell you. It’s it’s about just being, you know, a good person in the industry because they want good people in the industry. So you have to go through these to get these these credits, and it’s like, that makes sense even even to our carpet cleaning technicians.

John Clendenning [00:27:41]:
Why wouldn’t they go through a community funded customer service training or something like that? And

Jeff Cross [00:27:46]:
Yeah. It’s called education.

John Clendenning [00:27:48]:
Yeah. Exactly. So yep. So cool. And even getting testimonial videos from your current employees, not a bad idea. Like, I I know some companies that, we’ve kinda gotten into doing really good videos about everything. The owner introduces the website. They talk, you know, they stuff like that.

John Clendenning [00:28:01]:
But then they got the employees, when you know? Hey. Here’s why I like working at this this this website. So or sorry. This website. There’s my my other half half of my brain. At this company, and you post them on on, like, on the website and stuff like that, which kind of gets into that tying it all together. In today’s day and age, I firmly believe on the technical end of it, every business that’s looking to grow and hire needs a landing page on their website with a video from the owner saying, hey. You know, just grab your cell phone these days or a webcam.

John Clendenning [00:28:36]:
It’s it’s easy. Hey. Just, you know, read a teleprompter script if you have to, but, hey. It’s, you know, Jim at Jim Bob’s cleaning here, and, you know, we’ve been in the Fort Worth area for 27 years my family started, my dad’s business, blah blah blah. Anyway, we’re we’re hiring right now, and we’d really like to see if you’re a great candidate and, you know, fill out you know, here’s what the job’s all about. Here’s some of the perks. Here’s some of the things. You can check the rest of the page below.

John Clendenning [00:28:59]:
We’ve got some testimonials from our current and past, technicians to see what all jobs are about. If it makes sense to you, click the big button and fill out a survey. And in today’s day and age, you can have those surveys whether you’re asking very strategic questions on them. So, you don’t wanna just, you know, name, rank, and serial number, but you can you can actually seed in what your company is about in the survey by saying, we really take this as a serious, serious focus. So explain to me so now you’re telling them what you you you think, like customer service and the so give me an example of a time that you’ve been able to do x, y, and z. So you can have a couple of those, you know, more essay style or, you know, sentence or 2 questions, but you’re also getting into their brain that you’re different. If they opt out at that moment or answer a quest you know, you can actually have automation bump them out and send them, hey. The thanks so much for applying.

John Clendenning [00:29:51]:
We’ll take a look, a closer look at it, but I’m not sure if you’re quite the type of person we’re looking for versus another message. Hey. It looks like you, you know, you, you’re right in line with what we’re looking for. What I’d like you to do now, if you if you could please, as part 2, grab your phone and just record a quick little introduction, of yourself, a little, you know, history of, of, you know, your your work history and your what you enjoy, your sports, your things like that, and, also tell us why you applied for this job. Can you just do that? Send us the the video up you know, right here. Just give us a link to, put it up on YouTube, wherever you want, private and send us a link. But if you can just record, everybody in today’s day and age knows how to record a video, a selfie video of something. So just record 1 quickly and, and, yeah, and submit that and, and a couple of of, references, and we definitely love to have you in for an in in person interview or meet with you.

Jeff Cross [00:30:46]:
That that video is a great way to Yeah. To vet people for sure.

John Clendenning [00:30:50]:
Now you find out if they’re lovely. They answered everything well, and, unfortunately, I’m sure there’s a place for this, but their whole face is tattooed, might not be the ideal person to send to, you know, 69 year old missus Jones’s house. You know what I mean? So thing we think like that. So cool. So we’ve kind of covered, you know, where to source and a bunch of really good ideas and thinking outside the box and always be hiring, how to attract the best technicians by really thinking about your company and all of those little nuances and how you wanna, approach them and track them and tell them about your story. And now we’re gonna try and retain them. Right? So now now we I talked a little bit about making sure there’s, like, a training program employee development. But, yeah, what, like, what other things could we think of that you’ve you know of in the industry that, and things that we’ve done here and know of that would help retain somebody long term and not get that sort of 6 month, 9 month, 1 year itch.

John Clendenning [00:31:48]:
If they make it past 90 days, that’s on us. A year later, you know, you you know, they’ve gotta they’ve gotta wanna stick around. It it sucks to train in a technician, or 2 and then replace them every year. So

Jeff Cross [00:32:01]:
So a couple of thoughts there. Company culture, we talked about that. But if it’s a good culture and it’s a and it feels good to be there, To work there, that’s gonna keep people longer than one that is not. So it has to be more than a job. They have to feel like they’re part of the company. So Maybe depending on the company. Is there some type of ownership, feeling that the technicians can have? Is there some type of bonus or commission that they can earn to where they’re going above and beyond on their on their, earnings. And it’s not always about the money, but, You know, it is about the money too.

Jeff Cross [00:32:36]:
It’s about the money.

John Clendenning [00:32:37]:
You know?

Jeff Cross [00:32:38]:
We it’s funny how people say it’s not about the money. Well, you have to have the money to make it work. And technology, you know, what kind of technology is involved in the work to where these young people feel like they’re making a difference? The generation that we’re talking about, they’re pretty much born into tech. Yeah. So the physical work of cleaning, all of that, If we could sell the technical part to to where they’re using technology, they’re using, AI perhaps, or if if they’re using equipment, So they feel like they’re making a difference in their world of technology. Something we didn’t talk about is, like, diversity and inclusion. You know? You think of that more in the corporate world, but your younger generation, they care about that. They care about sustainability.

Jeff Cross [00:33:27]:
They care about the Earth. They care about recycling and all of these things. So if we can create a culture in a company to where we’re doing all that Mhmm. You know, cleaning is what we do. Restoring is what we do. But this machine we have in the company is even though we do that, this is what we focus on as well. I think that’s gonna keep people. So once you have them, there’s a reason why you chose those people.

Jeff Cross [00:33:51]:
They’re good people. They’re good with your customers. Well, there’s a bigger picture that’s gonna keep them longer, and we have to think about what that is. So all the things we think about the ownership of the company, do they feel like they’re Just an employee or do they feel like they’re a part of the team? You know, that’s gonna help, that company culture. Loyalty, you know, the old days of where someone got a job out of high school and they stayed there till retirement, those

John Clendenning [00:34:17]:
are those are gone. Long gone. Yes. Yes.

Jeff Cross [00:34:19]:
Gone. But do they have to be, or or maybe there’s an element of that that could be brought into it to where they stay longer than they might? When a when an employee you have is good and they stay a few years and they leave, why not entice them back perhaps? You know, there’s always that returning cycle that could be part of the Yeah. Plan as well. So

John Clendenning [00:34:40]:
No. Those are all good things. Yeah. Like Yeah. Employee recognition. If you’ve got more like, if you’ve if you’ve got 1 or 2 technicians, right, so a small company, you’re there with them every single day. I would still have your I did never did it on Monday, but Tuesday morning meetings. So, you know, say everybody has to be at the office by 8 o’clock, and the trucks drive out of the driveway at 8:30.

John Clendenning [00:35:01]:
Well, on Tuesdays, we didn’t book the 1st job on-site at 9, so you had half half up to half an hour to drive there. It was always 9:30 so that we could have an employee meeting to go through, you know, some training, some things that have come up, anything like that. We’re doing some red spot remover stuff. Like, it’s just all that kind of refresher reminder, a little bit of sales coaching, things like that, whatever goes on in that 30 to 1 hour 30 minute to 1 hour meeting. But you can also in those, you know, we we call them wows, but recognize when somebody did something above and beyond that they didn’t have to do. And, one of the ideas is, like, have a little wheel that they get to spin, and one of it’s a day off or a day early, you know, with full pay. Another one is, like, yeah, like a a gift card and things like that. And, again, make it honest.

John Clendenning [00:35:49]:
Not everybody has to have 1 every week. It’s it’s like only if somebody actually went above and beyond their job role and did, you know, did something else. Right? They forgot, you know, they forgot to draw take missus missus Smith’s rug back on the the 1st job of the day. At the end of the day, they came back to the shop, grabbed the rug, and drove it all the way back there before going home. Right? Did they have to? No. Honest mistake. But did they do go out above and beyond, and should that be not just recognized as we talked about earlier, but actually even, you know, celebrated within the company. So things like yeah.

John Clendenning [00:36:24]:
Like, those those kinds of things always always help. One of the other ones, what I used to like to have is, really open door policy, open communications. I wanted, like you know, we’re we’re all good at just staying busy, staying busy, staying busy, and never really doing those performance reviews. I never even like, the performance review, there’s a problem. The technician already knew it. I cared more about, more calling it a a check-in because it was like, if more than, you know, 90 days had gone by and I haven’t sort of 1 on 1, hey. How’s what’s going on? How’s home life? How’s the job treating you? What do you like, what don’t you like, what things do we need to fix, what’s you know, like, you know, in in the the job itself, but, you know, what are things that you know, those little nagging things. You got a pump up sprayer that is pissing you off.

John Clendenning [00:37:11]:
Like, you know, things like that as well. Like, just have that check-in meeting where it’s just you and them, not the whole team bantering around as the trucks are being loaded in the morning or whatever, but just sort of, you know, you know, you you you can’t do everything they suggest, but is there anything I could do to make the job a bit easier. You know? That’s how we ended up having technicians carrying brief like, these leather bag briefcases around. Because we always had handouts for our clients and a package at the end of the job to, you know you know, sort of lock in the sale and, you know you know, all that what other services we provide and a little all that kind of stuff. It was a handout, and all this paperwork stuff on clipboards, and one one of one of our technicians go, you know what? Like, I spilled coffee on it sometimes. It’s like, would it be so much easier if I just had a, like, a bag, I could show up to the door, have my clipboard and my measuring wheels thing in it. And then all the other stuff I needed just was sitting there inside the front door the for the end of the job when I needed it all. And, you know, and I was like, yeah.

John Clendenning [00:38:06]:
That’s brilliant. Let’s get that for everybody. And I would never have thought of that, but it was it came out of the technician having one of these sort of, like, what what would help make your job easier? And that open communication builds a lot of two way respect as well with the employer.

Jeff Cross [00:38:20]:
Mhmm. You know, John, there are so many different kinds of companies out there too. You think about some of the things you said about spinning the wheel and getting a gift card or a day off, whatever. I just think of the atmosphere of the workplace. And if you have if you’re working out of your home and your tech show up and they grab a key, that’s one thing. You know, it’s kind of tough to have the That office experience. But if you have an office

John Clendenning [00:38:42]:
Yep.

Jeff Cross [00:38:43]:
And you have a break room, think about how the corporations out there, successful ones, how they treat their people. I’m not saying spend a lot of money, but just to have a nice coffee maker and some soda and some snacks

John Clendenning [00:38:54]:
Yeah.

Jeff Cross [00:38:55]:
And just make the place feel good. Whatever it takes to do that. So I know what I used to say where I work when I go into the office. There’s a nice break room. We have snacks, and there’s always something good. It’s just a good feeling, and it’s a small thing, but it it tells you that people care. So for all those listening to your podcast today, you No. If they’re if they’re able to have something where it’s a it’s a good experience to be at the office Mhmm.

Jeff Cross [00:39:20]:
Then that’s I think that has to add a little bit to that company culture, that building of that, That will benefit you in the long run.

John Clendenning [00:39:26]:
Yeah. And even if you’re even if you’re a guy that’s running out of your garage and you got a couple couple technicians showing up or whatever Mhmm. And the office is the room in the basement in the back corner, have the dartboard in the garage, have the like, you know, they they can hang around after work and throw darts some, have have the basket of apples and oranges and granola bars and, you know, all of that stuff. Like, grab grab some stuff before you guys go out. Like, you know, like You’re

Jeff Cross [00:39:51]:
way too healthy, John.

John Clendenning [00:39:53]:
Yeah. Sorry. I I do side of it. We’ve never had chips and cookies and cakes and pies, unfortunately. Well, if we did like, we had the team building event, so we would take them out, like, you know, and we would go do something. Sometimes it was charity work related. Right? Flipping burgers, and we had a we’d have a booth or whatever, and our guys will all be in uniform. And it’s like, hey.

John Clendenning [00:40:12]:
Who’s showing up on Saturday for the, you know, the charity burger flip or whatever? And and things like that. When we did home shows, it was the team members that were like, we’d pay them to be standing there at the home show, but they had rotation shifts. So, a, I didn’t have to stand there from Friday evening till Sunday night and pack it up myself, I could take Saturday morning off and come back Saturday night and and come back at the end of it to pack it up. But it was also the technicians and the office girl, Cheryl, at the time, would be in front of the public. And, oh, you’re the one I talked to on the phone. And it’s like all of it, and they get they’re getting paid for it, and they got perks, and they got, you know, hey. Go get your pizzas. Give me the receipt.

John Clendenning [00:40:48]:
All that kind of all that kind of stuff, but also have the mini golf day and the you know, with them and their family or their their their significant others or whatever as well and just, like, those kinds of things, they’re not expensive, but the value it brings to the culture and then the video you take of all of that. Like, let’s let’s let’s put the tech back into it. Definitely take the videos and put that up on your Facebook page, employee appreciation day and and and that kind of stuff, and it’s not once every year. It’s a couple times a year. You have your Christmas party at the local restaurant and RentThea, the bigger room, so their family you know, their kids and their their spouses and all can come as well and or girlfriends if they’re young crowds and boyfriends and all that. Right? It’s just make sure make sure it’s that you’re you’re not just running the business day in and day unexpected. They just have to show up. It’s like, how do you make this rewarding part of their life.

John Clendenning [00:41:42]:
And and yeah. So now now you’ve got them helping you find more people like we talked to. Now now it becomes a whole a sore circle.

Jeff Cross [00:41:50]:
It’s a whole steamroll or a Yeah. Snowball effect because you think about what you just said. Now you have your technicians going to the job, and the customer’s asking, do you like what you do? And they’re like they start bragging about the company Yeah. Who we like to do business with companies that are successful, that are fun to Yeah. To that are good to their employees. So this whole thing we’re talking about is not just about hiring techs now. It’s because you get their marketing residuals as well. Yeah.

Jeff Cross [00:42:13]:
And it all comes full circle to a better company all around.

John Clendenning [00:42:16]:
It does. Yeah. Customers love it better. I don’t know how many times we’ve had, some of our clients call us up and say, hey. My grandson’s looking for a job, and I’ve I’ve used you guys for years, and I think you’re great. Like, that has happened many

Jeff Cross [00:42:32]:
That’s a good idea.

John Clendenning [00:42:32]:
Yeah. So things like that, we always put in our marketing material. And by the by the way, if happen to know anybody looking for a job, send us our way. We would put that in some of our follow-up messages and thank you packages and things like that. Hope you’re happy. Give us, you know, some feedback and reviews and all that kind of stuff. Share us around with your friends. And, by the way, we’re always hiring, and we have a a a referral reward program, and we would mention that.

John Clendenning [00:42:56]:
Right? So, again, not all this stuff was like, hey. Everything was so so brilliantly put in place that 1995, when I started my carpet cleaning business, I had all of this figured out. But I’d say by about 2,002, 2003, I went, crap. I need to figure all of this stuff out. And that’s books and training courses and thought a lot of working on the business, not in the business that gets you to think all of, like and how it ties together. It’s it it isn’t isolated camps as we just said. Your your employees are your best marketing voice anyways, and getting you’re marketing your employees helps get more customers, and it the whole thing does just tie together. So and I think it’s a great place to end this.

John Clendenning [00:43:36]:
I mean, we just kinda walked through what I wanted to cover was, you know, the those those the where to source, how attract and how to retain. And we kind of came full circle and tied it all together, and, hopefully, somebody’s got some value out of this. If you did, definitely leave some on whatever pod podcast platform you’re you’re seeing this on or if you’re if it’s reposted on social media, let us know in the comments as well. If if you found this valuable and helpful, even if you’re a 1 man show looking how to get how to get the guy in the truck beside you, and what what might need to be thought of there. But if you’ve got 10, 20 crews on the road, you’ve probably got some of these things in place. Did we give you another nugget or two that’s like, holy crap. That’s a that’s e that’s even better than what we’re doing, and that’s another thing to try. So hopefully, got something out of it.

John Clendenning [00:44:21]:
Kinda kinda makes sense to everybody listening why I wanted Jeff on the call today because it’s, the perfect person to have this, this banter and conversation with, and, I think we helped out. So thanks so much, Jeff. Any parting words for the crowd?

Jeff Cross [00:44:34]:
No. I appreciate the time here. Normally, I’m the one asking the questions in on my program. So, John, it’s a pleasure to be part of your podcast program program. I hope this was helpful to some of your viewers. Yeah.

John Clendenning [00:44:47]:
I’m sure I’m sure it was. Thanks so much. Okay. A have a great day everybody. Take care, and, yeah, keep

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Grassroots Marketing for Cleaning Businesses: The Key to Carpet Cleaner Success

Grassroots Marketing for Cleaning Businesses: The Key to Carpet Cleaner Success

PODCAST EPISODE

Grassroots Marketing for Cleaning Businesses: The Key to Carpet Cleaner Success

Are you a carpet cleaner looking to take your business to new heights? Are you tired of relying solely on traditional marketing methods and want to explore more effective and budget-friendly strategies? Look no further! In this comprehensive guide, we will delve into the world of grassroots marketing for cleaning businesses and equip you with the tools and knowledge to achieve carpet cleaner success.

Understanding the Power of Grassroots Marketing

Grassroots marketing is a powerful strategy that involves connecting with your target audience on a local level and building a loyal customer base through personalized interactions. Unlike traditional marketing methods that often require large budgets, grassroots marketing focuses on low-cost and unconventional tactics that can produce remarkable results.

The Role of Sales Scripts in Grassroots Marketing

The Significance of Sales Scripts

In the carpet cleaning industry, having a well-crafted sales script is essential. It not only helps you confidently sell your services but also enables you to answer the fundamental question: “Why should people choose you?” A sales script serves as a roadmap for your interactions with potential customers and ensures that you convey the right message every time.

Selling Trust and Professionalism, Not Just Price

When it comes to hiring a carpet cleaner, price is not the primary factor for most customers. Trust and professionalism are far more important. In fact, ideal customers prioritize these qualities over price when making their decision. A well-developed sales script allows you to convey your commitment to delivering high-quality services and building trust with your customers.

Broad Applications of Sales Scripts

Sales scripts can be used in various scenarios, including:

  • Inbound leads: When potential customers contact you directly.
  • Estimate requests: Delivering a clear and convincing estimate.
  • Chat to text leads: Engaging with customers who reach out via chat to convert them into phone calls.
  • Cold outreach: Approaching potential customers who have shown interest in carpet cleaning services.
  • Commercial customer introductions: Making a memorable first impression on commercial clients.
  • Strategic partner introductions: Building relationships with businesses that can refer customers to you.
  • Database follow-ups: Nurturing relationships with past customers.

Importance of Speed to Lead and Effective Communication**

Speed to Lead: Faster Responses, Increased Bookings

In the carpet cleaning industry, speed matters. Studies have shown that responding quickly to customer inquiries significantly increases the chances of booking a job. Customers appreciate prompt responses and are more likely to choose a company that demonstrates efficiency and reliability.

Utilizing Chat to Text for Improved Influence

Engaging customers who reach out through chat platforms is crucial. Rather than solely relying on text conversations, use chat to text as a means to divert the conversation to a phone call. Verbal communication allows you to exert greater influence and address any hesitations or concerns potential customers may have.

Regular Check-Ins for Increased Service Requests

Maintaining regular communication with both residential and commercial customers can open up doors for additional service requests. By staying top-of-mind with your customers, you increase the likelihood of repeat business and referrals. Quarterly check-ins can help you maintain a friendly relationship with your customers and create opportunities for additional services.

Strategic Partnerships and Referral Programs

Finding the Ideal Partners

Expanding your network and building strategic partnerships is a valuable grassroots marketing strategy. Reach out to local beauty salons and med spas for potential partnerships and referrals. Offer a free cleaning service in exchange for a meeting and discussion about your program. By collaborating with businesses in related industries, you can tap into new and receptive customer bases.

Referral Rewards and Partner Integration

Implementing a referral reward program can incentivize businesses to refer clients to you. Reach out to chiropractors, Mercedes dealerships, BMW dealerships, and other establishments that cater to similar clientele. Offer incentives such as kickbacks for every successful referral. Creating win-win situations with partners increases the likelihood of generating a steady stream of new customers.

Leveraging Other Organizations and Clubs

Churches, organizations, and clubs can be excellent sources of customers. Offer them a discounted rate for members and provide benefits in return, such as sponsoring events or offering exclusive promotions. Establishing relationships with these groups allows you to tap into their existing networks and increase your brand visibility within the community.

Collaboration with Upholsterers and Furniture Stores

Upholsterers and furniture stores can be valuable partners for referrals and promotional opportunities. By offering mutually beneficial incentives, such as special discounts for customers referred by these businesses, you can create a symbiotic relationship that benefits both parties. Building strong partnerships in your local area can significantly expand your customer base.

Effective Grassroots Marketing Tactics

Door Hangers: A Personalized Approach

Door hangers can be a highly effective grassroots marketing tool. Craft a personalized message, showcase your credibility through testimonials from satisfied clients, and include an irresistible offer. Target specific neighborhoods strategically to reach potential long-term customers and maximize your brand exposure.

Professionalism and Branding: The Power of Image

Emphasize professionalism and branding through your company’s visual presence. Ensure that your vans are well-maintained, clean, and clearly branded with your logo and contact information. Equally important is the appearance of your staff. Outfit your team in clean, professional uniforms that reflect your commitment to excellence.

Building a Business Asset: Long-Term Growth Strategy

Remember, the ultimate goal of building a business is to create a valuable asset that can be sold for a high price. To achieve this, you must focus on consistent marketing efforts and strategic expansion. Implement low-cost grassroots marketing strategies from the start and continue them as your business grows. Consistency is key to long-term success and value creation.

Frequently Asked Questions (FAQs)

Q1. Do I really need a sales script for my carpet cleaning business?

A1. Yes, a sales script is essential for effectively communicating why customers should choose your services. It allows you to confidently convey your value proposition, build trust, and increase your chances of making a sale.

Q2. How can grassroots marketing help my carpet cleaning business?

A2. Grassroots marketing enables you to connect with your target audience on a local level, build relationships, and create a loyal customer base. It offers low-cost and unconventional strategies that can be highly effective in promoting your business.

Q3. How important is speed to lead in the carpet cleaning industry?

A3. Speed to lead is crucial in the carpet cleaning industry. Responding quickly to customer inquiries significantly increases the chances of booking a job. Customers value efficiency and reliability and a prompt response sets you apart from the competition.

Q5. What are some effective grassroots marketing tactics for carpet cleaners?

A5. Door hangers can be an excellent way to target specific neighborhoods and promote your services. Additionally, emphasizing professionalism and branding through your company’s visual presence and strategic collaborations with upholstery and furniture stores can yield great results.

Q6. Is it worth investing in grassroots marketing as my business grows?

A6. Yes, grassroots marketing should be an integral part of your long-term growth strategy. Even as your business expands, continuing to implement low-cost grassroots marketing techniques helps maintain brand visibility, attract new customers, and generate steady revenue.

Conclusion:

Achieving carpet cleaner success requires a comprehensive approach that combines traditional marketing methods with the power of grassroots marketing. By focusing on personalized interactions, building trust, and leveraging strategic partnerships, you can create a loyal customer base and achieve long-term growth. Remember, consistency is key, and embracing low-cost strategies allows you to maximize your marketing budget and ultimately build a valuable business asset.

You will learn:

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Embrace the Hustle:

Uncover the secrets of low-cost, grassroots marketing – no fear, just hustle!
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Amplify Your Success:

Learn the art of effective budgeting and supercharge your business with proven, pocket-friendly marketing
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Guerrilla Marketing Unveiled:

Dive deep into the world of unconventional, low-cost strategies to boost your business’s growth
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Become a Marketing Maverick:

Gain expertise in unleashing the power of boot-strap, guerrilla marketing for your business
Audio Transcript:
John Clendenning [00:00:00]:

What we’re gonna try and do today is give you an overview of grassroots marketing for carpet cleaners, home service professionals, and all of that kind of stuff. I’m gonna explain why we’re giving you an overview of grassroots marketing as well. So I’m gonna go, hey. Why do I need grassroots marketing? I’m gonna kinda tell you why you absolutely need it. I don’t care how big your business is. I don’t care if you’re doing 2,000 a month or 200,000 a month. This still applies.

John Clendenning [00:01:02]:

What we’re gonna cover today, I highlight it. There’s a big and bold at Top is called embracing the hustle. So uncover the secret low cost grassroots marketing. No fear. Just Hustle, amplify your success, learn the art of effective budgeting, and supercharge your business, with pocket friendly marketing. So it’s not about, oh, let me how how cheap Can I do my marketing? No. It’s like, how can you mix between, you know, things that cost a little bit more to get a lead, which we talk about on all the other webinars, and things that cost time and shoe leather equity and that kind of thing, and a little bit of sort of strategy, but not a lot of money. They always should be in the mix.

John Clendenning [00:01:41]:

So guerilla marketing is what we’re talking about. Deep dive into the world of unconventional low cost strategies and kinda learn how to become a marketing maverick. That’s that’s the goal of today’s call. So if that all sounds good, if you stay until the end, we’ve got a bunch of stuff for you. So, marketing checklist, this is the Internet marketing checklist that we’ve got, and and we’ve got a a report as well on, Google business listings, on website stuff. You know, for any of you, there’s you know, I know there’s a Couple of you on the call here that are are clients of ours, and we just love doing these trainings with with clients. But we always invite in the general audience as well, people in the carpet cleaning world and the home cleaning world. So if you know anybody that owns a business like that and you want them to jump on these calls, you think they’re valuable, definitely share it out.

John Clendenning [00:02:27]:

It’s really helpful, and it’s great for their business whether they ever, You know, use any of our services or not, that’s not the point. Point is actually to elevate the entire industry. So low cost, no cost grassroots Marketing ideas for carpet cleaners is the the guide in the book you’ll get. It’s actually a whole workbook with checklist and a bunch of other stuff as well. So all of that, Stick around to the end, and, all of that’s available, in a resource link. So for those of you who don’t know me, John Clendening, owner of Carpet Cleaner Marketing Masters and the Carpet Cleaner Success podcast. I’ve been in business for myself since 1990 when I was still in high school and, did a window cleaning business that ended up turning it into a high rise window cleaning company that jumping over the side of 40 story buildings till I realized 1 in 10 High rise window cleaners actually fall to their death eventually and said, hey. I don’t want that from me or any b anybody else or any cruise, so kinda went to the ground and Started doing some, opened a janitorial company, bought into carpet cleaning franchises, and made services, and duct cleaning, and restoration companies, and then They’re consulting and working with the in in the entire industry, helped the franchise network start from the ground up to about 100,000,000, $150,000,000 a year in the flood restoration business and other franchises I’ve consulted with as well and worked with everybody on all levels underneath, as a consultant.

John Clendenning [00:03:55]:

And then kinda When the Internet showed up, it was like, hey. I need to make my business go online. I had to learn all that. And all of a sudden, I’m working for a whole bunch of other people. All of a sudden, I had a digital marketing company. So And then we turned it into carpet cleaner marketing masters 4, 5 years ago to just be in our niche, because it was like once people knew I knew how to do a bit of Internet marketing, and we started building a team around that while still running all the other businesses. Yeah. We, we we got calls from chiropractors and roofers and plumbers and everybody local, and then, and all that kind of stuff.

John Clendenning [00:04:26]:

So, anyways, so little that’s a little background. If you wanna learn how to do online marketing for home service businesses, there’s a book on Amazon I wrote. Probably worth getting and just reading through to understand what you need to know. But, I think Jeff is even on the call, but there’s me and Jeff doing, Some of our our monthly take fives for Clean Facts and the cover of the magazine and stuff like that. I’ve I’ve, did a Program last year in February, with Howard Partridge, huge name in the industry. I followed Howard since I was in my twenties. So, and it was great to jump on a call and and and share ideas with him for for the the cleaning crowd as well. And we’ve got Dusty Roberts and, Mark Sager and a whole bunch of other people.

John Clendenning [00:05:09]:

So, yeah, help out the industry as much as possible. That’s that’s my goal. And, you know, and and our clients as well, that’s our The whole goal is not just delivering services, but providing coaching and consulting, helping them grow any way we can, so that’s what we’re gonna do. So we kinda get past this. It’s just testimonials of clients, kinda all the good stuff, but what we do here at our company and what we do, is we make our our clients the top cleaning brand. That doesn’t need to say carpet is cleaning. We work with mostly cleaning services, carpets, and home cleaning services in the local marketplace so they can attract the best clients, be able to charge the top rates, and be booked out weeks in advance. So That is the ultimate goal, and we do that by leveraging leveraging the 3 core four principles of digital marketing success.

John Clendenning [00:05:58]:

So you always wanna be optimizing the opportunities to generate an ideal lead. So you know who your ideal target market is, hopefully. So you know who the the the your customer avatar is, and you wanna be attracting as many of those people as possible where they where they where they can see you. So you wanna maximize those opportunities by being in front of them with ads and offers and websites and SEO and organic and all that kind of stuff. You wanna maximize your brand impressions because brand impressions are Crazy killer at at making sure sure that the public knows about you, starting starting to make that best known cleaner approach. You start getting known more and more and more. So your vans and your your your service cars and your your yard signs and door hangers and outreach into the community and social media and all that kind of stuff. Anything that can continue to increase your your brand impressions to your ideal target market really, really Over time, just compounds and compounds and compounds and creates more and more and more momentum back to your digital marketing assets, back to your, phone calls and lead databases and all that kind of stuff, and you wanna maximize your conversions.

John Clendenning [00:07:12]:

I know far too many people, a, they don’t know the conversion rate. And if they do know the conversion rate, They they’re not working to increase it. You’re if you’ve got a you know, that’s been said. If if you know your conversion rate, you can print money because all you can always Do marketing under the conversion rate, which is what we’re gonna be talking about here today as well, and and and print money because you know how many are gonna convert. So you run that math all the time. If you can increase your conversion rate, you can spend way more money on marketing than your competitors, and still be way more profitable, way bigger. And why do we wanna do that? We can we there’s a couple ways. If you if you wanna keep a small business and, you know, owner operator or, you know, a couple 1 or 2 technicians on the road, that You wanna keep them busy.

John Clendenning [00:07:55]:

But if you’re over inundated with work, you can up your prices. Right? If if you’re busy, busy, busy, and your goal is not to expand to 5, 6, 7 trucks or 2 towns away and 3 towns away, all that kind of stuff, then, Oh, and then thanks, Krishna. Apparently, somebody wants to join, and I’m not oh, there we go. Admit all. Okay. So yeah. So if you’re you you wanna make sure that if you can convert higher, you can absolutely dominate, and then you can, Again, decide if you wanna grow the business bigger or just keep it small and become a sort of a boutique style business. Ultimately, the end goal of running these crazy things called businesses is to create an asset that’s sellable.

John Clendenning [00:08:46]:

So always keep that in mind. The goal, whether that’s to your family, to, you know, whatever or that’s, you know, when you’re ready to retire out into the marketplace. So So you definitely wanna make sure that you’re looking to build that asset so that when somebody comes along and wants to buy it, your business, it’s it’s You’ve built a machine that is pretty much turnkey. They walk into it, and they can get a loan to buy it. And it’s It’s just a a big running machine, and it isn’t you’re selling it for the price of your equipment and, you know, a few extra bucks. You know, you’d be you’re selling your business for 300, 500, 758,000, $1,000,000, that kind of idea because you’ve built you’ve built something that has cash turning, equity in it. So anyways. So that’s that’s why we do these the three core principles of digital marketing.

John Clendenning [00:09:36]:

So what is the biggest challenge I see faced by most new and low revenue businesses. Right? What do we think that challenge might be? Obviously, it’s the focus of this webinar, but not enough customers. Where are my customers? Right? That’s a huge challenge from when when people are not spending enough, The biggest reason is they’re not laser focused on marketing. So if you guys know Dan Kennedy, Dan Kennedy is, You know, marketing guru that’s been around for decades, no BS marketing, magnetic marketing from, like, the Eighties nineties and beyond. I was actually a magnetic marketing consultant back in the early 2000 with Dan under Dan. And The principle is if you own a business, then you are the marketer. You’re in the marketing business. You are the marketer of the business.

John Clendenning [00:10:32]:

Right? So all business succeed or die on effective marketing systems. Keyword there is systems. Marketing done well, does the majority of the selling for you. And it’s the greatest day in a business owner’s life when he stops doing being the doer of the thing and becoming the marketer of the thing. So, yeah, you don’t make money doing. Sounds weird, but you don’t make the money doing. You make the money marketing to generate the clients to then get the doing done. Right? So if the marketing doesn’t work, There’s no doing.

John Clendenning [00:11:01]:

So the money is actually in the marketing always. So Michael Gerber, E Myth, always talks about that’s the entrepreneurial myth. The entrepreneurial myth isn’t isn’t, oh, I’m good at Fixing cars. I should be a mechanic. No. You should go work somewhere as a mechanic, not be the mechanic. I’m I’m great at, You know, landscaping. I should be a land I should own a landscaping business.

John Clendenning [00:11:22]:

Nope. You should go work in a landscaping company. And if if you wanna be the business owner, you gotta think, hey. I might have to be the doer for a while. I might have to have that technician hat on. But the goal is to take that technician hat off at some point, but you also have the manager’s hat, and you have the business expansion and marketing hat. That’s your role. You’re the entrepreneur.

John Clendenning [00:11:44]:

And you could take all those other hats off, but the business expansion and marketing hat, that is that is your key to make sure the business keeps growing because Economies go up and down and sideways, things change, and you’ve gotta be able to adapt. Doesn’t mean you have to know how to Do the digital marketing or create the flyer or, you know, make a really fancy pretty, door hanger in in in Canva or something like that. You can hire people for that, but you gotta know what message you’re putting out. Why you over everybody else and all of that kind of stuff. So you are the marketer of the business, that’s where the money’s made. So not enough marketing budget is one of the things that holds people back. Not the only thing, but one of them. So open secret to grow a successful cleaning business, a portion of every dollar, ideally 15 to 20% in my experience, It should be, must be go back into marketing.

John Clendenning [00:12:38]:

Less marketing just equals less leads, less jobs, and less growth. So I was talking to a fellow the other day there. He’s they’re two and a half years into business, 175, $180,000 a year, in in carpet cleaning sales, the son has a marketing background. He’s just doing it for his dad who is 60 or late late fifties, early sixties, building a business up. And now they, you know, they’ve done some stuff, but they’ve they’ve they’ve been investing over 15% of revenue back into the marketing consistently month after month because of the son’s advice. He works in totally different industry, but he’s been helping them get set up. And that that’s Think of that that stellar growth for that. My own experience, I I grew from 0 to $120,000 in a town of 30,000 people in 1995.

John Clendenning [00:13:27]:

$120,000, town of 30,000 people, brand new to carpet cleaning, brand new to that town. So right? So we gotta think how do how did that happen? Well, that happened because I I did some of this low cost grassroots stuff to build up money to then reinvest and then grew the business to 100 and 100 of 1,000 of dollars and bought other businesses out in territories and stuff like that, and eventually 1,000,000 of It was a year across all the the businesses we ran, you know, in a in a in a not a huge market, but because started with grassroots, when if you You you should always be investing that 15 to 20%, but that’s a small number to to start with. So how do you complement that and and grow faster while you do the grassroots stuff? Because you When you have more time than money, then you spend the time. As you grow, you can spend the money and invest in the marketing and then get the success from both. So, why do business fail to grow? Often start on a shoestring budget budget, acquiring equipment and legal start up, and all that is left with little to invest, Low sales to reinvest in the marketing, like I just said, and lack of marketing mindset. They go into business being a technician, thinking that marketing is an, a necessary evil and an expense and, necessary even an expense and something that they hope to get out of at some point. So So, yeah, you don’t wanna be thinking of getting out of out of out of marketing. Marketing is something that will be the lifeblood of the business for the entire length of the business.

John Clendenning [00:14:55]:

If you think of any other successful business, did they just stop marketing someday, or do you see them even more the bigger they are. Just kinda think about that. So marketing is is that important. So okay. Okay? And, Krishna, keeps telling me there’s other people joining, and I gotta keep remembering to add them in, so I will continue to try and watch Krishna as well. So so what’s the solution? The solution is consistently implementing the best time tested, low cost marketing strategies. Every cleaning and home service business wants to grow and thrive. So regardless of the size, years invest, you wanna reinvest the 20%, but you wanna be consistence consistently implementing the time tested low cost marketing outreach services.

John Clendenning [00:15:40]:

What that means is as you get bigger, you don’t go, I don’t have to do those anymore. I’m done. Nope. If, like, outreach is important, grassroots marketing is important, 20 years into the business is still important. You might hire somebody to go do some of the stuff you used to do, but it’s still important. Right? You might wanna get on the truck and be the owner that goes and meets and greets people and, generates the, You know, a lot of that that community awareness and outreach and some of the stuff that we’re gonna talk about here that is in the mix of this, where you’re not the guy out cleaning, but you’re out you’re still out working on the business. This isn’t about kicking your feet up and eating Cheetos, watching, I don’t know. Is it Jerry Springer still? He’s probably not around.

John Clendenning [00:16:17]:

I don’t know who’s. Well, because, say, Ellen, you’re not sitting on the couch watching while other people are working for you. You know, you could take bigger vacations, you know, if you’ve got System set up and people answer your phones and and crews being managed and all that kind of stuff, but, you still wanna be doing low cost grassroots marketing at all times. So let’s talk about what low cost grassroots marketing is. This is we’re just kinda gonna go rattle through a list of the ways to think about this. Again, there’s a workbook at the end, so you don’t really need to be kinda taking too many notes. You can jot down a few major ideas. It’s It’s not a bad idea, but, we’ll we’ll go a little bit deeper in or give you a give you a checklist in the in the the material at the end as well.

John Clendenning [00:16:59]:

So sales scripts, Preparing and practicing per persuasive sales scripts will give you the confidence to sell your services. Right? So you need to be able to clearly Answer the question why people should choose you versus any other company. And if you don’t have an answer to that, it’s gonna be price. Price is about 4th or 5th on the list of people’s reasons why they are gonna hire a carpet cleaner. Trust is a big one. Is the job gonna get done right? Are are they gonna be, you know, are the the people that come to the home, are they gonna be, professional? Are they gonna be kinda hooligans and all of that kind of stuff. These are all the thoughts going on in somebody’s head that would help them choose from 1 to the other. The people that just go, nope.

John Clendenning [00:17:41]:

I want $99 to clean my whole house. Right? Are they your ideal customer? Is that part of that maximize your opportunities to generate an ideal lead? If that’s okay for them and they don’t care if the person comes in and steals their jewelry or or or whatever, they just don’t care, then then they’re not your customer anyways, so you don’t need to attract them. The one that the people that want it done right wanna find their people to then, you know, be who they’re gonna use year after year after year just like they would wanna find their gardener, just like they’d wanna find you think anything that’s recurring. If they Need their house painted. They’re gonna find a painter. Well, the next time they need a painter, there’s if they like that guy, they’re gonna call them back. If they like that or so, there’s people that just build their their their network of service professionals to help them out. So you wanna be able to have a script that It’s scripts, not just 1, but you wanna have scripts that help tell your story in a very succinct way Every time the phone rings, a chat starts, you walk in the door of a building, you’re at a chamber meeting, you know, you know, your 30 2nd, 60 2nd, and 92nd elevated pitch kind of idea, but you wanna have a script that is proven to sell more than not having the script, and then you start working your way up the ladder.

John Clendenning [00:18:59]:

Every call center on the planet has tons and tons and tons, like massive call centers have tons and tons of script training. They have role playing. They teach the new people how to follow a script. The point is at the very end of it, If you read the script word for word just to get the marbles out of your mouth and say it the same way, and it sounds awkward and forced the first 20 or 30 times, it becomes a little more natural. That is gonna sell better than just winging it and having, you know, Sally wing it when she answers the phone and Jim wing it when he answers the phone. And you’re you’re gonna actually have something trackable that you can increase and improve upon. So you can Once once you’ve got a script dialed in, you can start you can learn something new and test something new. I’ll show you an example of that in a second.

John Clendenning [00:19:46]:

So where do you where should you, create sales scripts for? Inbound leads, for sure. Every phone call should follow a pattern. Now it can go off in a couple of different directions and come back, but it should be following a linear path down a down a proven higher booking percentage, higher conversion percentage conversation. So this is where it makes it really hard. If you’re the guy in the truck and your phone rings and you’re driving and you’re in traffic and the guy Cut you off and you’re talking to the customer, you know, or the the lead that comes in on the phone while you’re driving and, you know, all of that. It it that makes it really, really, really difficult. You just have an answering machine answer it and hope to call them back. In today’s day and age, they’ve probably called 3 other people by that point.

John Clendenning [00:20:27]:

Right? So, You know, if they’re a repeat client or referred to you, yeah, it’s a little different story. But if you’re generating cold leads because you’re marketing well, You wanna be able to have that, create that entirely different experience the second they call you over anyone else. Your booking percentage will at minimum double that minimum double. So, so you wanna have make sure that, any website info estimate requests and chat to text Leads, so anybody in your website filling out a form, anybody, doing a chat to text, some of you guys know we have our tool that we build our automation tool called, CCLP, Carpet Cleaner LEAD Pro. And one of the things is when somebody fills out a form on the website, they submit it, the office phone rings, It says, hey. This person just submitted this. They’re they’re interested in these 2 or 3 services, whatever they checked off. Press 1 to connect with them now, and it automatically, smart connect connects them right to the customer.

John Clendenning [00:21:21]:

If the customer answers their phone, you’re having a conversation within a minute of of them filling out the the form. You have a 392% higher chance of booking that customer by all stats and studies if you get to the back to them within that 1st few minutes. If it’s As much as an hour away, that drops by almost 4 times. It’s down it’s down about 80 80 some odd percent. A day later, your chance of booking them is less than 30%. Right? So speed to lead really matters. So you wanna have speed delete and scripts. You wanna know how to sell by chat.

John Clendenning [00:21:55]:

So chat to text, it’s a whole new world. The very first thing you wanna do when somebody starts chatting to you is not start chatting back. Seems weird, but hey. Thanks so much. I got a few questions for you. It’d be easier to cover them over the phone. If they’re on chat to text, is this the best number to call you back on? Try and get them off off chat and onto the phone. You can influence them better with a good script.

John Clendenning [00:22:16]:

If it’s no, you better know how to influence them on chat to text. Social media, direct messages, stuff like that. Where else do you need SalesScrip? Cold outreach, commercial customer introductions by phone and in person, strategic partner introductions and follow ups by phone or in person. So, database follow ups as well and check ins. You should be quarterly checking in with your customers, residential and commercial, and, you know, with Scripps, live on phone and sometimes in person, not for especially the commercial ones, obviously. It’s just a quick check-in. Like, we don’t we shouldn’t be afraid of having customers. A lot of people go, I’ve never called my my clients.

John Clendenning [00:22:50]:

It’s just like we called our clients for 2020 some odd years. I had the business for 27, probably learned most of this stuff going forward. Within the 1st year or 2, I I don’t think we called all of our clients except for an annual reminder call, which is the next one on the list. After a while, it was like every quarter. It just became what Heather had it on her list. And then Sheila, when Heather had went off on mat leave and and then her husband decided to get a job somewhere else and they moved out of the area, Sheila It stayed with us for years years as well, and and they their their job was to call all of our past clients, commercial and residential, on a quarterly basis. So every month, there was somebody that just hit a quarter and give them a quick call and just say, hey. Just it’s you know, Sheila here from, Acclaim Carpet Cleaning, just checking in to see how things are going.

John Clendenning [00:23:38]:

It’s been a couple months since we’ve been there. If there’s any any spots or stains you’re concerned about, need help with, if there’s any other other cleaning you need, upholstery, tile and grout, area rug, stuff like that, just let us know. And by the way, we have this little bit of an offer going on right now. If you did, like a VIP offer for repeat clients, Just just letting you know about we sent you an email about it or we sent you a letter about it, whatever you’re mailing, a postcard, just following up on that as well. Right? And just every quarter, just check-in. And then At the they were surprised at how many people actually decide that, yeah. You know what? I I do want I do have something else. Or, no.

John Clendenning [00:24:09]:

My friend was actually thinking about you. I forgot. Yeah. And You’re just trigger and you’re just being nice and friendly. Right? And you do that commercially as well. It’s been a couple months. Just check and see if there’s any, traffic lanes, areas starting to build up again, maybe you need to touch up around the doorways, blah blah blah. Do you need somebody to pop by and take a look? Things like that.

John Clendenning [00:24:25]:

It’s it’s just being in business. It’s just it’s just but you need scripts for that so you don’t feel weird about it. Right? And then, yeah, lead list check-in. Most people don’t even understand. We did a a training there last month, all about how the the importance of keeping a lead database that is 10 times bigger than your customer database because there’s people that Say, hey. I buy in from your category. I’m interested in what you what you do, which isn’t everybody that owns a home, which It is it’s a it’s a fairly small percentage of people that own home that actually hire professional carpet cleaners, professional home cleaning services, and things like that. So if they raise their hand and say I’m interested, but then decide not to do it.

John Clendenning [00:25:02]:

Maybe something happened in their life, and they had to allocate the money somewhere else. Maybe they went with somebody else. Who knows if they’re happy with that person or not? But if you stay in touch with these people, the your lead list, which we talked about last month, all with automations and stuff like that, and the and check ins from time to time, then, yeah, why wouldn’t you? Like, so maybe that’s a a lead list every 6 months. You just, hey. It’s been, you know, a number of months ago, you you You know, you checked in with us. You’re looking for, some cleaning services, and we weren’t able to, you know, to help you out at the time. But just double checking with you to see if there’s anything going on, if anything we can help you with? We’ve we’ve we’ve got you on our our email list to keep you updated with what’s going on around here. So Right now, this month is whatever the promotion is, if that that works for you, but just wanna check-in and see if there’s anything we can help with.

John Clendenning [00:25:48]:

Just make it a nice friendly call. Right? And all of that kind of stuff just builds your authority in the marketplace, and it doesn’t cost you anything but a little bit of time to run down a list. So So example of pervasive sales script. So I got really deep into script writing, script understanding neuro linguistic programming, so things like we we talk about the deflection, the framing, the anchor, the, you know, exclusive benefits, and the close Doesn’t really matter about the the the spith specific there. The linchpin and the reengagement are actually the 2 big ones. But, ultimately, this was our phone script for decades, with slight little changes from time to time, but it’s all, like, as an example. This is one of many scripts that are used for all different reasons. Right? So when somebody calls, you know, we you know, back in the day, we we would do, hey.

John Clendenning [00:26:37]:

It’s a great day at Acclaim claim carpet cleaning. How can I help you? In today’s day and age, some new NLP in psychology. Actually, what we recommend all of our clients do is, instead of saying, how can I help you, which is so generic, but also people have been desensitized because every time you walk into a store, hey? How can I help you? How can I help you? How can I help you? Right? And it just becomes, like, there’s there’s nothing to that. So it’s, you know, hey. It’s a great day here at whatever. Puts a smile into your words, makes them know you’re smiling because they can’t see you on the phone, and then, what information are you looking from a more today? Right? It’s a better question, more strategic question. What information are you looking that I can get for you today? Right? It causes people to pause. Wait.

John Clendenning [00:27:19]:

That’s an odd that’s a different quest and You get more engagement with the with the conversation, so it’s another to it’s it’s another linguistic way of sort of pausing a brain a little bit. The other and then once they tell you kinda, I’m just looking to get a couple rooms cleaned in my house or whatever, wondering how much you charge. Awesome. I appreciate that. And what research have you done us so far? How many people just go, oh, well, your 3 rooms? That’s gonna be $159. Okay. Thanks. There’s absolutely no persuasion in that at all.

John Clendenning [00:27:49]:

It’s just a crapshoot whether they choose you or not. Right? Why would they choose you over anybody else? They don’t know anything at this point. Right? But if you say what information or or what what research have you done on us so far, then at that moment, they’re going, well, actually, Actually, my real estate agent referred you, then I went on your website, and then I watched some of your videos and blah blah blah and all this kind of stuff as opposed to the other one. Why? I just saw this Google Ad. Two entirely different conversations between, between that one or the other. Right? So So, ultimately, you want if you ask that, what research have you done? You get a little bit more information, but you’re starting to build rapport. You’re starting to sound intelligent. You’re starting to, you know, Pull them in, like and then you go, great.

John Clendenning [00:28:31]:

Well, tell me a little bit more about the areas. Tell me a little more about spots and stains. Tell me a little bit. Do you have pets in the home? Blah blah blah, all that kind of stuff. Have you ever had it cleaned before? How old? Just ask some quick leading questions. Awesome. Okay. So and whatever whatever you need to kind of be able to provide an estimate.

John Clendenning [00:28:46]:

I always hated providing a quote on the phone Because things could change when you show up and all of a sudden you’re pissed off, so we we give them an estimate. Right? Fairly average estimate based on average sized areas and rooms and stuff like that. So The the next part of it is, while I’m figuring this figuring out an estimate for you, let me tell you why most people who call choose us to clean their carpets. Right? What does that do? That says, hey. I’m gonna be doing something in the background. I’m gonna get a price for you, so you’re you need you wanted that. That’s coming. And while I’m figuring that out, let me tell you why most people who call choose us.

John Clendenning [00:29:19]:

And now you’re prepositioned that by the end of it, it doesn’t have to be the cheapest because that’s That you could be the most expensive, and they’re they gotta go, why why do most people who call choose them then? And it has to challenge their belief system because maybe they have a belief system that carpet cleaning is a commodity and it’s showing it costs $90. The stat between or all the all the the the stack of of of of persuasion and influence in your script is to change their mindset by the time you get there. So then the very first thing you should put up front is your compelling sales proposition. Why you over everybody else? What do you do differently? How do you package it differently? What do you call it differently? And your risk reversal guarantee. The only reason we’re able to, you know, like, a so let me tell you why most people call Chuse. The the main reason is because, we offer the most thorough cleaning ever, or it’s free. We call it our 200% money back guarantee. If you’re not happy with anything our technicians or any cleaning they got done, we’ll come back free of charge, No questions asked.

John Clendenning [00:30:15]:

Happily as fast as we possibly can, we clean those areas. If you’re still not happy, we’re gonna give you your money back for those areas, but we’re gonna take it even 1 step farther. If If there’s anybody else, any of our competitors that you can find that will clean that area or clean that spot better that we couldn’t, that we came back a second time, We’ll pay them to do that for you. Now we’ve never had to pay anybody else’s bill yet, but if that day comes, don’t worry about it. We’ll pay their bill, and all we’ll do is take them out for lunch and find out what they did so we know how to do So I’m and you laugh about it, you carry on. Now the only reason why we can offer these guarantees is because we don’t, and then you throw all the competitors under the bus. Sorry. Sounds a little harsh, but you just why did you build your system? Why are you cleaning your way? Tell them what you do differently.

John Clendenning [00:30:55]:

We don’t do this and this and this. We don’t use shampoo. We don’t use dry compound. We don’t blah blah or, you know, the sticky dry compound that leaves a residue behind. We don’t you know, what we do is actually use, you know, a clear rainwater softened and filtered rinsing solution or whatever whatever you do differently, sell it. Sell it in a way that’s, you know, that that is compelling and and tell them what you do, and then you move them through. And then at the very end of so you tell them the estimate. Yeah.

John Clendenning [00:31:26]:

So based on the areas you told me on the day of clean, that’s gonna be between, like, 295 and 375 just depending on, You know, which package you go with, you know, how big the areas are, any spots and stains or whatever, like, you know, but based on the information given in that range. Now does the morning or afternoon work for you? Again, psychology. You don’t say, hey. So, yeah, that’s great. How does that sound? You know, do do you wanna go ahead with that? No. I just told you, most people call, book with us. So does a morning or afternoon work? The number of people just go morning to work better? Awesome. Okay.

John Clendenning [00:31:57]:

Our next Vero Morning is on Thursday, next a week Thursday. So, does that work for you? Well, I don’t Thursdays don’t really work. What what day works better? Well, Wednesdays. Okay. Yep. Let me see what we got. Yeah. Actually, looking at the schedule now, the Wednesday right before that does have an opening.

John Clendenning [00:32:11]:

Whatever. You know? Let’s get you booked in. Now on the day of cleaning, the technician is gonna come out. He’s gonna measure everything, walk through everything, test the spot stains, give you a full full thorough pre inspection, and give you those options With the packages, you just choose which you wanna which one goes for you, and we’ll get started and get it cleaned right away. And you’ve got a script, and you’ve got a script if they say, well, let me talk think it to my husband or let me let me think about it. Let me call I’m calling around a few places. Awesome. Totally appreciate that.

John Clendenning [00:32:38]:

That makes tons of sense. If you are calling around, make sure you ask a couple of these questions. And you, again, Line them up to throw the other people under the bus that don’t have a great guarantee, that that are using systems that are wet for 3 days, whatever. Right? And and things like that. So then they go, you know what? Never mind. I’m just gonna use you guys. Or they call around, they call back, oh my god. Everybody else sounded like like, you know, they’re speaking on their cell phone, driving down the street, eating a hamburger.

John Clendenning [00:33:01]:

No. I want you guys. You guys sound professional. Your higher end client’s gonna wanna use a professional service. So so that’s an example of scripting and how you think through it, And there is a lot of training and books and stuff on how to build persuasive sales scripts. Again, great call centers. This is just all they do. They spend, like gobs and gobs of time, money, and effort and consultants and all just to build scripts for stuff.

John Clendenning [00:33:26]:

Where else do you oops. Let’s go back for a second. Where else do you need scripts? Think about it. We talked about those other places. When you go to walk in the the store, actually, that’s I’ll go to this one. You’re gonna do in person sales visits. Right? Set aside specific time every week to stop into at least 10 commercial facilities, offices, hotels, medical offices, if you’re a carpet cleaner, places like that. Introduce your company.

John Clendenning [00:33:49]:

Offer complimentary on the spot spotting demo. Leave information behind maybe a bit of an offer, you know, a free protection, free sanitizing on your 1st cleaning, whatever, and offer to provide a quotation as well. So We used to call this our downtime routine, so I would do it myself. This was the bulk of what I did. I I was I was in the truck for the 1st 2 years, a year and a half, 95 to into 97. I wasn’t in the truck by 98. On my own, I in that small town, I’d already grown to have tech 1 technician, then 2 technicians so that I could be out doing all of this stuff. And the interesting thing is I couldn’t even present I I skipped out of every single presentation in English class and history class, my entire high school career because it was painful for me to stand up in front of of the class and and talk to them, but one of the reasons why I actually got into business on my own was, yeah, I needed I needed to challenge some of those that that that, that shyness, that that sort of introvertedness and do it in a way.

John Clendenning [00:34:48]:

So I needed to put on a persona. I I need to go on stage, like Walt Disney says, and turn into a an outreach specialist, right, or a business owner. And I I would kinda gear myself up and go do this, and I would I made it a habit of at least 10 commercial facilities Just to meet and greet, stop in. I sold the business 2 years ago or just over 2 years ago in the middle of COVID, 27 years in business. There are some clients Now that 1st year and 2 walking to up and down the street, the main street, and going into the shoe stores and the bookstores and the all that kind of stuff and going into the joining the Bed and Breakfast Association and and the, condo association and all that kind of stuff and just all of those kinds of things, we got clients then that we still have to this day. Right? When I sold the business, they they they were they still called and got their their semiannual or annual cleanings, But the owners of the businesses always had us clean their home, and then next thing you know, there are kids that we saw, you know, as toddlers grow up, High school off to college or university, decide to move back to town. Now they’re going, mom, dad, who was those carpet cleaners you guys had? They’re awesome. Because, again, we we would, you know, Stay in touch with them.

John Clendenning [00:36:03]:

Become do all of that other stuff we talked about earlier, and and keep the company growing that way. So you wanna this starting process builds the legacy of your business. Outreach to commercial businesses include walk ins. Right? Send direct mail. It’s another big one. Offer free demo. So again, think think of you walking into a hotel and just say, hey. Love to be your car cleaner.

John Clendenning [00:36:27]:

And, just just I’m just out and about, meeting and greeting people, and you hand out business cards and a little package about what you are. We’d Absolutely love to give you a demo of our of our 5 step whiz bang cleaning system, whatever you call it, whatever your USP is, unique sales proposition. You walk into the the the stores and or these hotels and the condos and the all that kind of stuff, and they say, well, we already got somebody. Not a problem. Totally totally appreciate that. We’d really love to be your backup. So, you know, if it’s okay, we’d love to, you know, schedule time to come do a demo. If you can be around to Watch and just walk through what we do differently.

John Clendenning [00:37:01]:

In case it’s ever a need, at least you know what we’re all about. You can give us the dirtiest hallway or dirtiest area. We’ll do a couple 100 square feet for free, or we’ll take, you know, whatever you guys are challenged with, just just as a, you know, a way to get to know you. And they could say yes or no, but you’re gonna stay in touch with that person for ever now on a regular consistent basis. Right? Outreach to strategic referral partners is the next big, big, big one. So In that world, you wanna make, again, personal visits at least once a month to anybody who is a strategic partner. Carpet stores, interior designers, real estate agents, maid services are a good starting point. You wanna reach out to At least 10 of those a week, just on the list.

John Clendenning [00:37:45]:

Phone call, set up a time to take them for a coffee or come back, turn around and meet them, have a little package prepared, Who you are, what you do, and what’s in it for them, a little referral reward package. Right? Keep a ro Rolodex of all business contacts you have spoken with, and stay in touch regularly by phone, Email, SMS, just over just checking in, just seeing if you got anybody that, you know, whatever. Offer to give them a cleaning in their own home for free, like up to whatever. Does it really matter if it takes 2 hours and you spend $40 in solution and or $20 in solution or whatever, and you’ve now just showing them your full system. You put your booties on. You do put your corner guards. You do it deliver a great client experience. You show them that this is what you do for all the clients.

John Clendenning [00:38:24]:

You talk about your guarantee, how If they refer anybody, there’s no risk because if they’re not happy, you just give the money back and if we clean it, if they’re still not happy, you give the money back, and you could even have it ramped up where and if they find anybody else can clean, I can pay pay their bill. So we’re different than everybody else, so we’re we’re you can confidently refer us. I just wanna show you how how we clean. You do all of that, and you can stay in touch. You send direct mail. We suggest a monthly print newsletter to all of your strategic partners, and you can even send them out to the ones you’ve been in conversation with. You just stay in touch. Stay in touch.

John Clendenning [00:38:56]:

And next thing you know, you you have 1, 2, 5, 10, 15, Twenty places referring you because you’re active about it. Free giveaways, another low cost marketing strategy, And, you know, 1 room of free cleaning is a great strategy that’s that’s worked for decades. So to the right client, offering a free room. Typically, what we did with this one was we offer to come in, do a full assessment measure, and all that, and then they would qualify for 1 free room of cleaning because I didn’t do the cleaning, so I would go do this assessment. The cleaning would be on a different day. We give them a quote for the whole house and just say you can get the 1 free room done. We’ll book that in for you. Have the team come around.

John Clendenning [00:39:42]:

I just want to come around and meet and greet and assess What you need done, you can have that free room done, you know, before worrying about getting the rest of the home cleaned, or you if you get the whole all these areas that we discussed or some of them done, as well, you’ll still get that that that 1 1 room clean for free. So you’re still gonna get that savings. Give us a callback. Let us know, book we need to book that in now or just leave the information with you, and you can call back. And just the FaceTime in front of customers or potential customers, That alone books jobs. So free giveaways gets you in front of people, and that’s the point, puts you FaceTime in front of people. You can always offer an extra service, like a an armchair cleaning, an area rug cleaning, with 2 or more rooms, things like that. So instead of discounting your prices, oh, we we’ve got a sale on right now.

John Clendenning [00:40:31]:

We’re only, you know, 129, regularly 159 or whatever. That now you’re a commodity, and now your people will buy you because your discount. Better than that is actually, is is is ups giving them bonuses and upsells on top of that. Free spot remover with any cleaning, free deodorizer, free carpet maintenance kit, those kinds of things. So free giveaways really help. Outreach to apartment owners and managers, apartment and condos condos, really. Again, we talked a little bit about that, but direct contact with the superintendents. Really, really critical.

John Clendenning [00:41:08]:

Advertisements in the local condo owners and meg you know, associations, Websites, newsletters, join the groups, just just be be visible in front of the people that can get you into an environment where a lot of your ideal customers are behind every door when you’re going up and down the hallways. So what do you think happens when you’re cleaning a hallway in a condo building? Right? You got the condo, but you didn’t even give a little bit of a discount or a price to the condo building or whatever If they allow you to put a sign up in the, in the lawn you know, the the the the the maintenance room or there’s the community room and things like that, and the bulletin board, if they’ll that you’re coming 3 weeks from now. And if they call and book, while you’re on their floor, they will the the tenant will get a bit of a discount or whatever, and for allowing you to post that up and maybe even put a flyer in the this everybody’s mailbox. I’ve I’ve been able been able to get many condo managers to allow give take a stack and put them in and and that kind of thing, and now you’ve got Now you’re building, a whole residential list inside that condo. Right? So that all always helps. So The other 1 would be sales from employees of your commercial accounts. Another grassroots one, as you’re outreaching and landing these commercial accounts, A lot of people just go in and clean. Oh, hey.

John Clendenning [00:42:34]:

Look. We just got, you know, Deloitte and Touche office. We’ve got, like, a 1000 square feet to clean on Wednesday night. Okay? And they go and clean it, make sure that are we happy with the cleaning? Yeah. Okay. Thanks. Right? There’s no marketing involved in that. Like, once you’ve like, you you got the But what about all the people sitting at the desks who know nothing about who the carpet cleaners were or what what happened? What we always did, and it makes a ton of sense.

John Clendenning [00:43:00]:

Now let’s market to the people sitting at the desks. So we left everybody a tent card, had them prepared ahead of time, And they don’t have to be fancy. They don’t have to be glossy, but just a little tent card like you would get at a a wedding sitting on your your your table. And it’s just got a it basically it’s got a an offer for them, letting them know who you are, why you’re different, your your unique sales proposition, your risk reversal guarantee, the benefits of using your service, not the features, the benefits to them of your cleaning service, and the a little bit of a savings or a little bit of an extra offer, like we talked about earlier, for anybody because they are a employee of one of your commercial clients. You can even get the, the the maintenance manager, whoever’s hiring you, to give you the okay to put a flyer up on the in the lunchroom, on the bulletin board. Hey. Yeah. Both you know, so the night of the cleaning, you leave all the 10 cards, you put the flyer up, and with with that offer to their staff, good for the next, you know, 30, 60 days, whatever whatever duration you want.

John Clendenning [00:44:04]:

Right? So Now you’re you’re taking a job that might have given you 3, 4, 5, 600, $800, $1,000, whatever your size it is and pricing, and turned it into 5, $6,000 worth of cleaning over the next 30 days with these other people. You’ve built your you’re doing brand awareness. People now start knowing your name, all that kind of stuff that may maybe they don’t need you right now, but their best friend just said, oh my god. The dog peed on the carpet again. I need to hire Somebody, oh my god. These guys just cleaned our office and left me this thing. You know? Like, it’s that’s how we grow businesses, and the grassroots part of it works brilliantly well. Referral referrals from beauty salons.

John Clendenning [00:44:41]:

So this is now starting to think outside of the box. So, obviously, Good strategic partners are carpet stores, flooring stores, interior designers, Real estate agents and, you know, if you’re a carpet cleaner, maid services. If you’re maid service, carpet cleaners and other home services, all those kind of those are all great strategic partners. When you start thinking outside of the box, you’re thinking about who is your ideal client and where do they hang out? What are other businesses that actually collect your ideal client around them. We know in carpet cleaning, our ideal client is a 35 to 55 year old college or university educated Woman, 80% of the if you check Google Analytics or any of those stats, 80% of the the clicks, the leads, all of that are coming from women. They’re the ones that that choose the service more often than not. So there are ideal, ideal target demographic. They usually they are working outside of the home in in corporate or medical or something like that, and or they run their own businesses, all of that cool stuff.

John Clendenning [00:45:46]:

And they’ve got the kids to run around because that’s that age group, 35 After 55, the kids are kinda young to teenagers to, you know, maybe heading off to college, whatever, and It’s just hectic life during that period of time as we all know. So now you’ve got dance lessons and soccer and all that fun stuff, and That that is your ideal demographic. Who else has those people? And what we realized, we’re beauty salons. And in today’s day, they have med spas and things like that, because, you know, especially the higher end ones. So we started doing our outreach to them, a phone call from the office, from Heather. John would like to stop around, talk about blah blah blah, all this kind of stuff, give you some, you know, We’ve we’ve got a referral reward program. We’d love to give you, we’d love to meet with you, and if you’re okay with it, give you a free cleaning in your home, so that’s the perk, that’s the benefit, and talk about our program, right, to to see if there’s a way we can sort of work together. Right? And walk in, stop into something.

John Clendenning [00:46:44]:

Hey. Heather called you a while ago. We sent you a letter as well. So then I just Pop it in to see, you know, if the owners in to see any any any chance to talk for a moment. Right? You’re gonna get some noes. That’s okay. Life life comes with noes, but you’re gonna get a lot of of yeses. You join the Chamber of Commerce.

John Clendenning [00:46:59]:

You find out somebody owns a spa or this or that. They’re a business owner. You you have a conversation, you know, at the business after 5 with a glass of wine with them and just say, hey. Well, we got a really cool program that might might be, you know, be great for you. It makes you look like a rock star because you’re given you get to give Your client’s a bit of an offer that they won’t get anywhere else, and we’ll give you a little bit of a kickback for that, a little bit of our referral reward program. Right? Other ones that we used to do with our chiropractors that we cleaned for, because a lot of people in the higher end chiropractic neighborhoods we’re higher end people, and we just said, hey. You know, we’ll give you a discount off your cleaning if you, if you If you refer us in, send a letter out, do that, we’ll actually pay for the whole mailing for you. We did that with Mercedes dealerships and BMW dealerships because we’ve Been cleaning them for a while.

John Clendenning [00:47:49]:

I went in and talked to the owner and said, hey. You liking all the cleaning? Yeah. Hey. Got an idea for you. What’s your next mailing going out? Right? What if I pay for that for you? Why would you do that? Well, because, you know, your clients are our clients, I realized most of our clients have high are, like, higher a little bit higher end. They have Beamers in their driveway. They have or whatever, Mercedes, all that kind of stuff, and, or nowadays, Teslas maybe. And, Just yeah.

John Clendenning [00:48:13]:

So what I’d like to do is you send out your mailing, but I just want you endorse us. Right? So an endorse and a bit of a savings offer. And for that, we’ll take discount off your next all your next cleanings. Here’s here’s the referral reward program. You can get that back in cash or just as a discount off your next cleaning, because we’ve been cleaning for you every 6 months for the last Year or 2, you know, let’s let’s let’s let’s kinda work together on this. Right? All of that kind of stuff really, really helps. Clubs, organizations, and churches, another way to just super easy. If you’re brand new and starting starting up or you’re 20 years in business, Churches need cleaning, carpet cleaning, tile and grout cleaning, you name it.

John Clendenning [00:48:53]:

And if you can put a package together where they allow, allow you to put the, a notice on the bulletin board again and in the Sunday, handout newsletter, and knowing that The, patrons of the church get a little bit of a discount off the cleaning because you’re the cleaner of the church. And, also, part of their Cleaning, instead of kicking back to the church, if they don’t want it that way, it could be tied towards the next cleaning. So it’s 1 or the other. Would you like that to come back to you Now, you know, a little bit of a kickback in cash or just as a savings off your next cleaning, so you’re you’re you might get in a carpet cleaning for free on the ongoing basis if your church members, You know, keep using our church offer for you. Right? So now how many churches can you talk to and reach out to and say, hey. I’ve got a, you know, I’ve got a way to for you guys to get free carpet cleaning, free cleaning services in your church. I’d love to come stop around and talk about it. Right? So think about that.

John Clendenning [00:49:48]:

Organizations work well as as well, like, baseball associations and because families are there with their kids, families need carpet cleaning, anybody who’s a member of the the baseball association Gets the the discount, the deal, all of that kind of stuff. All kinds of things like that that can that can really, really help. Connecting with upholsterers and furniture stores, Another another great one, stop around, bring a coffee, ask for some business cards to refer them to your clients, Stay in touch with them, same idea, referral reward. They they could put a sign up on their their, beside their till. Hey. If you ever need any cleaning of any of this stuff, whatever. You know, if they reupholster, they could hand when they when they give away the or when they when they give the client back their furniture, and by the way, here’s a bit of a savings, you know, for, you know, a year from now when you need it cleaned. Right? Or if you wanna get we don’t put protection on it, these guys do, give them a call, things like that.

John Clendenning [00:50:43]:

You can have a a good referral swap. And again, none of it cost you any money. You’re it’s a conversation. And then neighborhood outreach, so Your van must be a billboard that presents your brand and compelling message everywhere you go. And So you got your van. You’ve got your uniform. You don’t show up in jeans and a t shirt and a white van with a magnet on the side, or worse, you had a white van with no magnet on the side. You’re you’re building a brand and you’re gonna get phone calls even just from the person behind you at McDonald’s if you’re not spitting out the window, throwing cigarettes out the window, You look professional because you’re on stage, you’ve got a great looking vehicle, and you’ve got a call to action on your vehicle itself.

John Clendenning [00:51:27]:

You know? We’re always looking for, you know, for new customers. If you want the blah blah blah experience, give us a call. Right? That on the back doors of your vans and all too. Think about your van as a marketing piece that is there to is to generate a call to action. And then you use door hangers, 20 round approach. Right? So that’s 5 on the other side and 10 across the street. If you’re in a neighborhood where Missus Jones, you just claimed for is a great ideal long term lifetime value of a client customer that’s gonna give you 5, 7, $8,000 over the lifetime of of her being a client of yours, not to mention the referrals. Her neighbors are similar, so you want to introduce yourself.

John Clendenning [00:52:09]:

Now a lot of people create door hangers that are like big promotional and flashy colors and all that kind of stuff. We tried those. They’re good for brand awareness. Didn’t work as well as fairly plain looking door hangers with a picture of Me, my wife, the kids, and a whole story about why we got into the carpet cleaning, what you know, from our family to yours, here’s what we Promise, here’s what we do, all of that kind of stuff, and a little, like, a little bit of an offer, a little bit of, hey. You’ll get a free spotting kit. You’ll get, you know, a free spotting Kit, and a $50 savings off of any second service you add, over, you know, minimum charges over our minimum charges or That kind of idea, for 1st time clients doesn’t really matter. You can print on both sides of it, but you’re telling a story of your of who you are, what you stand for, what your risk reversal guarantee is, how you stand behind your work, a couple testimonials from clients, that you know, telling, you know, they tried you out for the 1st time, and, oh my god, they were amazing, blah blah blah. You know, I even like testimonials that say, hey.

John Clendenning [00:53:13]:

I tried these guys out. I had a bit of a problem. One of the stains came back. I was actually shocked. They honored the guarantee. They came back right away and took that stain out, no no questions asked, and, also brought a gift When they came back apologizing, having to show back up again, you know, all that those testimonials are better than just everybody being 5 stars. So setting up a a an a frame at the end of the street. So we always say yard signs, they still work.

John Clendenning [00:53:37]:

They work well because you just ask the customer if they can leave they can leave the yard sign up, for a couple days, you know, for the next week or so just so the neighbors and all can see it, you’d really appreciate it. And if so, you’ll give them Spot remover, if they say no, you’re still gonna give them the bottle of spot remover. Never mind. I’ll give you the spotter anyways. But, yeah, thanks so much. Appreciate it. But have an a frame at the end of the street like the real estate agents do. Right? Just because because real estate agents do it, but they’re open to house down the street.

John Clendenning [00:54:02]:

You can have a a a frame at the end of the street saying, hey. We’re beautifying another house down, you know, down the street. Just a nice Plastic a frame set at a corner. Have your technician set at the corner. When they leave, just go back out the same way, pick your a frame up, and drive away, just like the real estate agents It’s just more brand awareness generating more work. Right? So we got the art signs. And you yeah. I mean, in the right ideal neighborhoods, I used to drop letters on doorsteps, plain white envelope, looked like the neighbor might have left something behind, and it was a whole story about why I started the carpet cleaning and a free room of carpet cleaning, just to give us a try.

John Clendenning [00:54:35]:

We really wanna be your your carpet cleaner. If there’s anything I’d love to and to prove it, I’d like to give you 1 room for you. Right? They call to book the free room. Awesome. Absolutely. Actually, what I do is, my technicians do the cleaning. I’ll I wanna come up 1st, meet and greet you, take a look at the areas you want done, give you a full carpet audit and assessment, and then Well, you can pick which room that we would be doing the free cleaning in when we’re done there, and we’ll book that appointment. So we just always did it in 2 steps because that meeting is the influence.

John Clendenning [00:55:01]:

We have scripts for that. We’d walk in, go go through a whole process. How many how many pets? How many how many children? Blah blah blah, all that kind of stuff. Check around. Use UV lights. Go, my gosh. Oh my gosh. Here’s this problem.

John Clendenning [00:55:10]:

Look, dude, this traffic lane, you know about that. How long has it been since it’s been clean? Yeah. Here’s the problem. If you get if you clean this This traffic lane between the kitchen and the dining room where everybody walks off the hard floor in the kitchen into a carpeted dining room or whatever, the area rug, it looks like a doormat right now. That’s great. Clean that off. That dirt looks like it’s gonna go away, but the protection’s gone. So the next thing you spill on it is not Sitting on top of dirt and body oils, it’s sitting on top of a raw carpet.

John Clendenning [00:55:35]:

Well, it sinks in and you’ve permanently damaged that. So you really do need to get this cleaned and protected. So, You know? So you can choose whichever room you know, the free room in your home is up to 150 square feet, but if you want The the whole 1st floor, the the bedrooms and the hallways and the and the living room clean, we’ll take a 150 square feet off the bill or whichever room is, you know, the biggest, closest to 150 square feet as a, you know, as your as your first time cleaning. And those would be left on doorsteps a 100 at a time, way back like, I get started when I had no money walking around doing it, taught a lot of cleaners how to do that. We did that in Other ways, without me having to walk around and leave them on doorsteps, we had, neighborhood canvassing companies that would leave it, Put a white envelope inside a a package of stuff they’re leaving behind with also the the guy that wants to replace the, the windows and the, all that goes. But we’d leave that Same approach, though. They open it up, and it’s a letter, handwritten looking letter, telling them that whole story that we’d love to be and we knew the target demographic neighborhoods. We’d hit people that have half a1000000 to a $1,000,000 homes.

John Clendenning [00:56:43]:

Right? An offer to do a free cleaning, and we always did the audit carpet audit first and the cleaning. Some people just got the free cleaning. But As a return on investment, it was always a 8 to 10 to 1 ROI. So work and we generated clients for life. So So, also, online networking, another big one here. You wanna join all your local social media Facebook groups. You just personally just wanna be a member of the local businesses of, You know, Kansas City groups. You wanna be a member of the buy and sell groups.

John Clendenning [00:57:20]:

You wanna be a member of the, of any of those sort of consumer service business, anywhere that the handymen who already know this whole hustle culture inside, note, backwards, like, handymen are great at hustling, and Most of their careers are hustled to get the next 3, 4, $500, you know, railing fix on a back deck and whatever, all that kind of stuff. They’re they’re just They’re in groups. They’re they’re handing out business cards at Home Depots, all that kind of stuff. We, as cleaners, need to be thinking in the same way that we’re always hustling to grow our business in just a fun, friendly way. So we join these groups. Right? Takes a couple hours one day to search them up, find them, and join them, as yourself, not as a business, And then, you know, you just you just lurk. You you 5 or 10 minutes a day, scan the groups. Just open them up On your computer, in Facebook, open your little groups thing, go down, and just just look at what’s going on.

John Clendenning [00:58:15]:

Like a few things, comment in a few things. Don’t spend this isn’t to go down a rabbit hole, spend 3, 4 hours in the groups. This is to, again, 10 minutes. Right? You could you do a little bit of that for a while, and then you, and then you, you keep an eye on how if businesses are are allowed to promote anything, if you see any promotions and you kinda know, you reach out to the administrator all the time to just say, hey. Just checking into this. But prior to that, what you can start sharing is good client stories. So, hey, missus Jones. This is this is a Customer of ours, miss Jones, she had her you know, her carpets were absolutely trashed out.

John Clendenning [00:58:49]:

She’d have to replace them. We did some cleaning on it. Here’s some before and after pictures. Here’s here’s a little story about her, all that kind of stuff, and that’s it. Just post it on your Facebook page, shared by you into that group. And You keep doing things like that, helpful tips. Oh, by the way, the hollies are coming up. You got to fill spilled cranberry sauce on your carpets.

John Clendenning [00:59:08]:

Here’s a couple good ways to take care of that before it becomes a permanent stain. You don’t end with, oh, and if you need a cleaning, give us a call. It’s obvious. And today and we know that. So they You’re sharing it in, so what do they do? They go look at, who’s this person sharing that? They they click on your profile, and your profile, Your personal profile shows where you work and what you do because you’re proud of it. Right? And now they click through to your Facebook page, to your website, all that kind of stuff. And they go, oh my gosh. And you kinda and it’s just it’s volume over time of brand impressions just subtly and slowly.

John Clendenning [00:59:42]:

Who could who could be seeing those? Well, another business owner, maybe one of these hair salons or med spas, the real estate agents, interior designers, maid service, you know, owners, all of that are all watching you show up in these groups. So, you wanna just kinda share some feel good, friendly I’m just a member of the biz the local business community, I’m just sharing some helpful stuff. And that that generates so much massive goodwill and work. So and you’ll you’ll get a lot of work from it. So, local that’s the local Facebook groups. Again, non sales y. Explain a bit about yourself and your business in the post if you need to, you know. Hey.

John Clendenning [01:00:30]:

I you know, my husband and I own blah blah blah cleaning and, just thinking around the holidays. A lot of people have a couple questions about this, so here’s that. And that’s it. You didn’t wasn’t Give us a call, but you you dropped a little bit of a hint as well, things like that. So it’s it’s it’s that direction that actually works beautifully in grassroots. I know people that have, that that have generated massive amounts of work out of small Facebook groups. One of the fellows I was talking to, he was he’s in Tampa, in Florida, Tampa Bay, and There is a a woman in Tampa Bay that owns dozens and dozens set up and started dozens and dozens of Facebook groups, buy and sell, book swaps, local service shares, you name it, all that. And he just found out about her, came across her, and realized that she charges She has she has an offer that to make money, because these groups are free to her, but she can make money by she’s the admin.

John Clendenning [01:01:29]:

She allows people to post, offers once a month, but she also vets anybody. And if somebody in the group mentions, you know, hey. I’m looking for a plumber. Hey. I’m looking for a carpet cleaner or whatever. And she goes, hey. Well, she’ll chime in right away. Have you seen the offer by our guy? I’ve actually had them come and clean my house.

John Clendenning [01:01:49]:

Really great. I really highly recommend them. Other people in the group have used them, and they’re a good good source. Have you always seen my plumber guy? Yeah. Whatever. And she makes money. So I think, I can’t remember. It was $30 a month per group.

John Clendenning [01:02:04]:

So this guy joined 10 groups of hers, and so $300 a month was his was his fee and generated in the 1st year he was in that group, $75,000 worth of work just from those shout outs I mentioned. Now he went to the group every day and helped out with questions as but she was the owner of the group and jumped in. There is a lot of little subgroups of people making money by collecting people together like that locally. Think of local influencers. We’re in a world now where there are influencers in every town that aren’t national and international. They’re not TikTokers, You know, trying to be or YouTubers trying to be, you know, sort of international successes. They are just a maybe somebody who’s in a multilevel marketing, Pampered chef or, you know, Epicure Spices, you think, all that. And they run small little groups, have a lot of followers, 10, 20, 30,000 local followers following their Instagram channel or whatever, their TikTok, they take sponsorship all the time.

John Clendenning [01:03:05]:

So you can actually have and and there’s there’s actually firms you can hire that will go out and find those for you. And usually, a a good way that those deals work is that You offer a cleaning for free for them in exchange for them taking pictures, doing a shout out, maybe 3 or 4 shout outs over the month, and all that kind of stuff. And and as and they get the free cleaning and maybe a kickback of 10% of any any jobs that come through from from that source. Different different influencers do it different ways. They don’t want tens of 1,000 of dollars. They don’t want 1,000,000 of dollars like Kim Kardashian wants for 1 shout out of for a dog food brand or whatever. They want a couple $100. It’s just it’s just another just another little way of making money around their side hustle.

John Clendenning [01:03:46]:

So all of that is very low cost. It costs you almost nothing to go out and do a free cleaning and get somebody to do a shout out as well. So just another way to think about using online net networking, and and stuff like that. So so to recap, because I know there’s a lot, that’s We’ve got a guide going through what this call is for is to open up your mind to think outside the box. You go, hey. I do 3 or 4 things John said. I don’t really have our script styled in, though. Yeah.

John Clendenning [01:04:16]:

I don’t really know anything about influencers. Right? Yeah. We we gotta join the Facebook groups and chat around Like, I don’t do any of this other stuff and whatever. This is that pulling it all together in your brain and going, wow. Every Everywhere around me, there’s an opportunity to market that doesn’t cost the the like, doesn’t cost ad spend. So ad spend marketing generates leads that turn into customers long term, so you do that. That’s one of the things you stack. Low cost, Grassroots, you do that because that’s one of the things that works.

John Clendenning [01:04:48]:

You call your database back regularly, and you have database promotions. Why? Because the ROI on that, you get More customers coming back to you every month, more often and and not waiting 2 3 years before they call you, but, You know, 9, 10, 12, 15 months, and they they call you back, and that doubles, you know, if your average return rate of a of a client so some clients will never return, some will return in 6 months. But what is your know your average return rate of a client as well. Because if your average return rate is 18 months and you can take that down to 12 months, You have just added 50% more revenue to your business. You’ve taken a $300,000 business and turned it into a 400 $400,000 business, per year, 450, just by marketing your database better. Like, every little option that you everything you do in business has a nuance that you can put some form of of marketing thought and influence and persuasion behind, and you so you don’t do it all. You do I always call it lock and loading. You do pick 1 or 2, put it in place.

John Clendenning [01:05:50]:

If that takes you 2 weeks, 2 months, Doesn’t really matter. You’re in business. You put that in place. You lock and load it. You don’t stop doing that to do something else. You now automate that as much as possible, make it a system, and do next. So if it’s outreaching to all these people we’re talking about, well, if it’s 10 a week, go build a step 1, build a list. Build a list of at least a month’s worth, you know, or more.

John Clendenning [01:06:14]:

Go online and scrape a list of all of the interior designers in your area, all of the janitorial maid services in your area. Build that list. Join the chamber. Get the list of the chamber people. I don’t identify the ones that would be great, referral partners, that kind of idea. All the commercially, we know If you’re if you’re if you’re into doing sort of high volume, low cost nighttime and weekend carpet cleaning, well, you chase that down. We always found it was way better to go after the high end commercial carpet cleaner that didn’t care about the lowest price. That was the doctors, the dentists, the chiropractors, You know, all of you know, physiotherapists and all that, they wanted it dry quickly, no odors, clean and healthy, safe.

John Clendenning [01:06:55]:

So all of the reasons all of the stuff that we had in our Our USP, our unique sales propositions, and all of that were all aligned with what those those wanted, so we could sell them cleaning services, not at at low low end prices. Right? So we weren’t going out for 6, 8, 10, 12¢ a square foot at night at, you know, at midnight and, on a on a Friday so they could hopefully dry by Monday. We could we could they close at 5. We’d be at the door cleaning out by 7 o’clock, and one of our technicians just had a you know, got some overtime that that that day. And that would be that 2 hours would be a 5, 6, $700 cleaning, And we’d leave 10 cards behind so that all of the staff knew about us and an offer and blah blah blah, get get some more money out of it. And then then we call them every 3 months to make sure that they hey. Do you want us to come back in and touch anything up? How’s the chairs in the waiting room? All on, and now they’re just a client. And we’d I’d pop in from time to time to say, hey.

John Clendenning [01:07:49]:

Is there any spots and stains? I brought my spotting kit. Is there anything you want me to pop out between cleaning? It’s just just you’re our client now. I’m just staying on top of it. And they’re going, wow. That’s never happened before. Why? Because you’re running that kind of business. So anyways, so it all amplifies your success. It is guerilla marketing.

John Clendenning [01:08:04]:

And you gotta kinda think about being a becoming a marketing maverick. So it is just about really diving into ways that you can add that that extra layer of marketing to everything you do that doesn’t cost you much extra, but generates Tons of revenue and the ROI goes through the roof. So takeaways. Write down what your your takeaways are, plan Plan to put some stuff in place, you can go to carpetcleanermarketingmasters.com/rewards. It’ll take you to a folder on Google Drive where you’ve got access to this in resource kit and information. From time to time, we add some new stuff just out of the blue, so Doesn’t hurt to come back to it. Once you’ve got the link, you’re in. But when we do some other trainings or we update some stuff, we’ll we’ll we’ll drop some stuff in there.

John Clendenning [01:08:53]:

There’s probably more than this in there right now, actually, just so you know. So definitely go there, start with the best low cost grassroots marketing ideas, checklist and and and research document. And for any of the people on the call, obviously, not, Not not one of our clients yet. There’s again, there’s always a mix on the call of our clients kinda were getting reminded of this stuff, being trained on this stuff, and then a lot of just general public. So, we have an offer. I have a few spots in my calendar from time to time to do a 1 hour comprehensive consultation. So I charge $500 an hour to do business consulting, and we give away one of those hours to people that are Seriously interested in in in seeing where their business sits. We actually put our research team in place, the same team that when we high when when we take on a new client, goes in and researches all your competitors, finds all the keywords, does all that kind of stuff to help set up the marketing.

John Clendenning [01:09:51]:

We go in and do a deep dive, find out what’s missing on your website, if it’s not optimized properly what’s missing in your marketing mix, what’s, what you could do a little bit better, and we just give you a full strategic, step by step plan. We we let you know what is missing and where you need to go. Doesn’t mean you have to hire us. We we we have a couple packages of services and things like that that we can help with, But a lot of stuff that we talk about are things that we don’t even do. It’s just it’s like this. How can you run your business better? How can you do things maybe a little bit differently, Tweak it up a little bit and generate 1,000, tens of 1,000, 100 of 1,000 of dollars worth of extra extra revenue every year and grow your business to that next level, next level, next level. And, again, if you wanna stay small in in in employee size, as you get busier and more, you know, more prominent and are seen as the best known cleaner, you can raise your prices to keep the volume down. Right? Because you’re gonna turn away a few more people, you’re gonna make more profit for every job.

John Clendenning [01:10:50]:

So you’re just a more profitable company at 300,000 than being A little bit, you know, lower priced and at 700,000 with 5 trucks on the road or 4 trucks on the road or whatever you wanna be. So It’s always available to whatever level you wanna grow, whatever level your marketplace is. There is always an angle to be the top top of mind, best known person, and that all comes from omnipresence marketing and grassroots outreach, and then good digital marketing and good offline marketing. It’s all put it all together as 1 big bundle, and your business just grows like crazy. So, Yep. So if anybody’s interested in that, you can schedule. Krisha will reach out to you and get a little bit of background information so we can run those reports, and then, and get a time in in my calendar that’s that’s available. Again, they’re not tons of spots in my calendar.

John Clendenning [01:11:39]:

I’ve got a few for through to the end of the year right now. So if you need one of those, definitely jump in and talk to Krisha and all of that kind of stuff. So we know how to help businesses grow, and we know how many little moving parts there are. And I know how it feels like a lot, because it felt like a lot to me as I put them in place in my own businesses. So but once you kinda get them, it it starts to snowball. You just do a couple and you do a couple and you do, And it just becomes, oh my gosh. Oh my god. Oh, I already did that over here.

John Clendenning [01:12:08]:

I can just take that whole thing and now put it in this. And it just becomes a little bit easier and a little bit easier. So it’s just a matter of thinking of how to combine all of that that those elements together. So, hopefully, you found that this one was a really good overview of sort of that outreach Brut

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Mastering Lead Nurture: 5X More Customer From Your Leads for Carpet Cleaners

Mastering Lead Nurture: 5X More Customer From Your Leads for Carpet Cleaners

PODCAST EPISODE

Mastering Lead Nurture: 5X More Customer From Your Leads for Carpet Cleaners

The Power of Effective Lead Nurture for Carpet Cleaners

Carpet cleaning businesses rely heavily on generating leads and converting them into paying customers. In today’s saturated market, it is crucial for carpet cleaners to differentiate themselves and build strong relationships with potential clients. This is where mastering lead nurture comes into play. In this article, we will delve into the strategies and best practices that can help carpet cleaners 5X their lead conversions. By implementing these techniques, carpet cleaners can effectively nurture leads and build a thriving business. Let’s get started!

1. The Importance of Timely Follow-ups: Sealing the Deal

When it comes to lead conversions, timing is everything. Research shows that 70% of sales are made after the initial call or message. Therefore, it is crucial for carpet cleaners to make the initial contact within minutes of receiving an inquiry during business hours. Promptness demonstrates professionalism and eagerness to serve potential clients, which can leave a lasting positive impression. By implementing a quick follow-up strategy, carpet cleaners can stand out from the competition and significantly increase their chances of converting leads into customers.

2. Capturing and Tracking Leads: Building a Solid Database

To effectively nurture leads, carpet cleaners must have a comprehensive system in place for capturing and tracking leads. This starts with acquiring contact information from all potential sources, including phone calls, lead generation websites, forms, chats, and chatbots. Each lead should be entered into a well-organized database, ensuring that no potential customer falls through the cracks. By centralizing and tracking leads, carpet cleaners can streamline their sales process and follow-up effectively.

2.1 Collecting Contact Information: The Building Blocks of Lead Nurture

To capture contact information, carpet cleaners should employ both automation and manual methods. Whether it’s asking for contact details during phone calls, utilizing lead generation forms on websites, or employing chatbots to gather customer information, every opportunity should be seized. By diligently collecting full names, email addresses, phone numbers (preferably cell numbers), business names, locations, and services needed, carpet cleaners can ensure they have all the necessary details to initiate efficient and personalized follow-ups.

2.2 Tracking Leads: Keeping the Pulse of Your Potential Customers

Once leads have been captured, it is essential to enter them into a tracking system or database. This allows carpet cleaners to keep track of every lead, their journey through the sales process, and the effectiveness of their nurturing efforts. By diligently logging all initial touchpoints, such as calls, emails, text messages, direct mail, and social messages, carpet cleaners can have a clear picture of their interactions with each potential customer. The ability to monitor and measure the success of lead nurture strategies is invaluable in refining and optimizing the conversion process.

3. Building a Communication Rhythm: Consistency is Key

Consistency plays a pivotal role in successful lead nurture. Carpet cleaners must establish a well-defined communication rhythm with leads to keep them engaged throughout their decision-making process. This involves utilizing various communication channels, such as emails, quotes, site visits, nurturing emails, and other touchpoints. By maintaining regular communication, carpet cleaners can provide valuable information, address concerns, and build trust with potential customers over time.

3.1 Automated and Manual Follow-ups: Balancing Efficiency and Personalization

While automation can significantly streamline lead nurture, it is essential to balance it with personalized touches. Carpet cleaners can leverage automation to send targeted nurturing emails, automated text messages, and even trigger phone calls if a lead does not respond within a specific timeframe.

However, it is crucial to remember that automation alone cannot replace the human touch. By supplementing automated efforts with personalized communication, such as occasional phone calls or customized emails, carpet cleaners can establish a genuine connection with their leads and boost their conversion rates.

3.2 Multichannel Follow-up: Reaching Leads Where They Are

In today’s interconnected world, utilizing a multichannel follow-up approach is key to capturing and retaining leads’ attention. Carpet cleaners should engage potential clients through various channels, such as text messages, emails, and social media messages. By diversifying communication platforms, carpet cleaners increase their chances of reaching leads and encouraging them to take the desired action. Harnessing the power of multiple touchpoints fosters brand recognition and enables carpet cleaners to stay top-of-mind throughout the lead nurture process.

4. Influencing and Persuading: Convincing Leads to Choose You

Lead nurture goes beyond mere communication; it involves influencing and persuading potential clients to choose your services. Carpet cleaners need to provide compelling reasons why they are the best choice and showcase their expertise through success stories and testimonials. By consistently delivering valuable content and addressing pain points, carpet cleaners can differentiate themselves from competitors and establish themselves as industry leaders. The art of persuasion is a powerful tool in turning leads into loyal customers.

5. Automation: Streamlining Lead Generation and Conversion

Automation is a game-changer when it comes to lead generation and conversion. By leveraging technology and implementing a comprehensive lead automation system, carpet cleaners can multiply their leads and significantly increase their revenue. The process begins with capturing leads from various sources, such as Google Ads, pay-per-click campaigns, and Facebook ads. Additionally, referral flow from carpet stores, interior designers, and real estate agents can be channeled into the lead nurture process. The use of automation ensures that leads are systematically nurtured and no opportunity slips through the cracks.

5.1 The Power of Carpet Cleaner Lead Pro: Revolutionizing Lead Automation

Developed by industry experts, Carpet Cleaner Lead Pro offers a cutting-edge automation system that revolutionizes lead generation and conversion for carpet cleaners. This comprehensive tool streamlines lead intake, ensures efficient referral flow, and provides automated reminders to the staff. By incorporating advanced technologies and constantly updating features, Carpet Cleaner Lead Pro empowers carpet cleaners to dominate digital marketing, maximize lead conversions, and grow their businesses exponentially.

Frequently Asked Questions (FAQs)

Q1. How can carpet cleaners effectively capture leads from multiple sources?

A1. Carpet cleaners can capture leads by utilizing lead generation forms on websites, employing chatbots, and capturing contact information during phone calls.

Q2. How can carpet cleaners nurture leads and influence their decision-making process?

A2. Carpet cleaners can nurture leads by consistently communicating through various channels, providing compelling reasons to choose their services, and sharing success stories and testimonials.

Q3. What role does automation play in lead generation and conversion for carpet cleaners?

A3. Automation streamlines lead generation by capturing leads from various sources and ensures systematic nurturing, resulting in increased revenue and business growth.

Q4. How can carpet cleaners effectively balance automation with personalized communication?

A4. While automation is essential for efficiency, carpet cleaners should supplement it with occasional personalized communication, such as phone calls or customized emails, to establish a genuine connection with leads.

Q5. How does Carpet Cleaner Lead Pro revolutionize lead automation?
A5. Carpet Cleaner Lead Pro is an advanced automation system designed specifically for carpet cleaners and home cleaning service businesses. It streamlines lead intake, enhances referral flow, and provides automated reminders to optimize lead conversions.
Q6. What benefits can carpet cleaners expect from mastering lead nurture?
A6. By mastering lead nurture, carpet cleaners can significantly increase their lead conversions, differentiate themselves from competitors, and establish a thriving and successful business.

Conclusion: Harnessing the Power of Lead Nurture for Carpet Cleaners

In the competitive world of carpet cleaning, mastering lead nurture is essential for success. By promptly following up with potential clients, capturing and tracking leads, building a communication rhythm, influencing decision-making, and leveraging automation, carpet cleaners can 5X their lead conversions. Consistent and personalized communication, combined with strategic persuasion, sets carpet cleaners apart from their competitors and fosters long-lasting customer relationships. Additionally, embracing automation through tools like Carpet Cleaner Lead Pro can revolutionize lead generation and drive exponential business growth. By implementing these strategies and leveraging the power of lead nurture, carpet cleaners can unlock their full potential and thrive in the industry.

You will learn:

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The Significance of Maintaining a Leads Database

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Pursuing Warm Leads: Where 70% of Sales Opportunities Lie

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Achieving Long-term Success through Persistent Follow-ups

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Streamlining Lead Nurturing: A Guide to 90%+ Automation

Audio Transcript:
[00:00:00]:

Obviously with interest rates going up and all other costs going up, there’s pinches to the pocketbook and what that means for us. Service Business Owner I’ve been running service businesses for 30 years and been through a couple of downturns, recessions, slowdowns, things like that. And there’s a whole different mindset to building and marketing and growing your business during a period of time when and there may be just less people looking for your services because they have less discretionary income. Things to consider, what we’re going to be talking about, why that’s all important and why I mentioned all of that, is the importance of keeping a leads database. So not just getting leads coming in on the phone and stuff like that, but actually keeping a full database of this all about hot lead follow up.

[00:01:26]:

So 70% of the sales are made beyond the initial call or the initial message. The initial call and message better be right away, better be within minutes of the inquiry, during business hours at least some people are using after hours services and all to make that happen. But you need to understand that 70% of all sales come after that first message, that first call and forever follow ups are where the success happens. And we need to show you how to automate all of this so it’s not so overwhelming. So quick recap. Who am I? So career in owning service businesses since my early 20s, actually since high school, but that’s a totally different story. So I’ve owned cleaning franchises, independent businesses, consulted in the industry, spoke at many industry conventions and things like that for years and years and years. And I’ve been bought and sold different businesses over the years and finally sold my last brick and mortar business with crews and teams and stuff like that in the middle of a pandemic and exited.

[00:02:29]:

Because we’ve been running digital marketing and carpet cleaner Marketing Masters for years, helping service business owners and carpet cleaners and cleaning business owners figure out the Internet, which is where most of your customers have gone. So it’s not the only place to market, it’s definitely the larger part of your budget and the highest part of the mix nowadays. And we could talk a little bit about that as well. And I’m also the author of The Complete Guide to Internet Marketing for Carpet Cleaners. It’s actually a good book for anybody who runs a service business, but we titled it for carpet cleaners because we talk to a lot of carpet cleaners, and that’s available on Amazon as well. So, more importantly is the clients that we serve and the results that they get. So just a snippet of some of the clients that have been with us for many, many years, types of results they get more important to you is what we do. We help make our clients the top carpet cleaner, home service cleaner, like Janitorial cleaner, made service cleaning work with a lot of cleaning agencies and stuff like that.

[00:03:27]:

Make you the top brand in your local marketplace. So you can attract the best clients, which are obviously less price resistant, possibly less recession resistant as well, or more recession resistant, are able to charge the top rates, free cleaning service, and you’re booked out weeks in advance. That is the ultimate goal for any business, is to be the top brand in your local marketplace, the one that has the most authority, the one that everybody knows. So how do we do this? Well, we leverage three core principles of digital marketing success. You want to maximize your opportunities to generate a lead. You want to maximize your brand impressions, and you want to maximize your conversions. So the opportunities are all the different places where people can find out about you, and you want to maximize those. You want to maximize your brand impressions.

[00:04:16]:

As we talk about, which is everywhere that people hear about, you see you on video, on social media, offline online, back of buses, things like that, yard signs, lots of things we talk about, but that’s kind of what we’re talking about. What’s the number one mistake today we’re talking about is, what’s the number one mistake I see most service businesses make? It’s costing them thousands, tens of thousands, and literally millions of dollars over the course of their business, the years that they own it. And warning, it’s even more costly as the consumer market is slowing down. So what is that? Well, it’s something that if you get it right, it solves for not having enough leads. So this thing that we’re talking about actually solves for not having enough leads. It solves for low quality leads. So if your leads are coming in and they seem crappy, this is something that will help you solve for that as well. And it solves for lead costs that are high or the ROI is too high.

[00:05:16]:

So that’s what we’re going to talk about is how this all solves and fits for see, because lead flow is often not the problem. What we hear from a lot of people is, oh, I just don’t get enough leads. I need more leads. Can you send me Facebook leads? Can you send me Google local service Ad leads, can you send me more leads? And the problem is often not leads. In fact, 99% of the time when we deal with when we talk to customers and people in the industry to help consult with them. It’s not leads. They have leads. There’s lots of places you can get leads from again.

[00:05:53]:

Local service ads, Google ads, your website ranking, SEO content out there, directories and local forums and local groups online, stuff like that. Facebook ads, referral programs with your database, with people in your local marketplace that can refer you. All that kind of know, even just good branding trucks in the neighborhoods and stuff like that, and door hangers, all of that. There’s lots and lots and lots of places where carpet cleaners can get leads. Leads is typically not the problem. Are you actively targeting your database, your clients that have used you before every three, 6912 months? Are you going after them if it’s been more than two years and they haven’t booked with you yet, with amazing offers to bring them back in so that your competitors don’t steal them away? Lots and lots of things you can do, even just pick up the phone and call. Super low cost things you can do to generate leads. Leads is not the problem.

[00:06:46]:

Our digital dominance method that we talk about all about how to structure your business, set up your brand, set up your guarantees and your risk reversal guarantees, and your marketing position and your authority, get more reviews, market out a message that is different than your competitors, why choose you over anybody else? Package yourself. All of that stuff that we talk about in our digital dominance method, all of that can generate lead for you from many angles. The whole idea is to have 30, 40 things generating you one, two, three leads and three jobs a month than it is to have one thing just trying to generate you 30, 40, 5100 jobs a month. So if you have 30, 40 things that are generating consistently two, three, four, or five jobs, maybe this one gets you ten jobs this month, and this one kind of stalls a little bit, but then the next month it’s slightly different. Those are referrals from carpet stores and interior designers and real estate agents and database marketing and on and on and on and on. All that stuff we showed you, if they’re all firing and they’re all working well, then you can maximize your opportunities online to get a lead. But the problem isn’t that. What is the number one mistake I see most businesses make? It’s really simple.

[00:08:04]:

It’s not continuously following up with their qualified lead. So write that one down if you haven’t kind of thought this through. Well, it’s that whole continuous follow up concept, because if you’re not repeatedly following up the people that are interested so they pop their head up and they said, hey, I’m interested in carpet cleaning. And they didn’t book, or you didn’t get back to them, or you didn’t get back to them fast enough, or by the time you got back to them, there’s a delay, and next thing you know, they haven’t gotten back to you. 99% of the businesses that we see, that’s the end of the communication. That’s it. And that should never be the end of the communication. So what we’re talking about here is the difference between lead generation and lead nurture.

[00:08:52]:

So what are we talking about here? Well, lead generation is just literally trying to generate a phone call, a form, fill a chat. That’s a lead generation activity. Lead nurturing is saying, hey, somebody raised their hand and said, you know what? I’m interested in carpet cleaning. They may have landed on your website. There’s ways to capture the information of people that land on your website and market in front of them, even if they didn’t fill out a form. So you can start bringing them into your funnel, offering them to join a club where they can get savings and coupons and things like that over time. Or a last minute club where if somebody has to exit out of your schedule, you’ve got a client for today or tomorrow or the next day, and they have to rebook their appointment. You can have a last minute club, a list of emails.

[00:09:41]:

They may never have been a client of yours before, but you just send out first come, first serve, got this spot. And here there’s a bit of a savings because it’s part of our last minute club, things like that. There’s ways and you can nurture these leads over time to make them become a client. So it’s a lot like client database nurturing, which everybody should be doing, but most people don’t think of doing that to their leads. And the good thing is they’ve stood up, waved their hands, and said, you know what? I’m interested in the services that the service you provide. I may not have decided to choose your company yet or to go ahead with it, but I’m actually interested in your category. And that’s very important people to know, people that buy the services you provide, because not everybody does. So what is lead generation versus lead nurturing? Lead generation.

[00:10:29]:

Lead generation refers to any online marketing process, such as the social media, pay per click websites, all that kind of stuff used to attract a potential customer. Lead generation focuses on finding new leads. That’s the key point. Lead nurturing is a process of actually building strong relationships with these individual potential customers. So they’re not customers yet over time and with the intent of turning them into loyal, paying customers. So lead nurturing therefore focuses on communicating with a person who has already shown an interest in your business but has not chosen to buy yet. So that’s a really key point. So why does lead nurturing matter at all? So your prospects might be just doing research.

[00:11:13]:

They reached out to you and five other people, right? So he who nurtures best wins the lead may need to get sign off from their spouse. You may talk to them on the phone, but they say they have to check with somebody else in the family, things like that. If you’re not following up with them and influencing them and to make a decision to choose you over anybody else, telling them why you’re different, telling your little story of how you got into the industry, sharing some customer success stories, things like that. If you’re not doing that nurturing, you’re just a commodity like everybody else. And they might choose somebody else, other things that can grab their attention away from thinking of the services they’re looking to get done. So they might have called you, they’re interested. And then life happens, the dishwasher breaks down, something like that, whatever. And now they’re off in a different direction and they kind of forgot.

[00:12:05]:

And you can bring that back to their attention if you’re following up with them for a couple of weeks or beyond. But if you’re not, they forgot. You forgot. They start all over again. They don’t find you this next time you’re out of the game. So those kinds of things, people are busy, they’re on the go, they’re unfamiliar with you. So think of that as well. They just don’t know.

[00:12:23]:

They may have just taken a stab in the dark. Somebody might have referred them and it might have just been a, hey, I think these guys are pretty good and they’re unfamiliar with you, telling them about you, your story, your history, things like that. Can get them reminded wanting to do business with you. If they forget about you, you’re bringing it back into their awareness by giving that same marketing message, that same brand awareness, colors, logos, your face, things like that. They also say it takes seven touches to make an actual impression and they may try somebody else this time. Doesn’t mean they’re not a good candidate next time. So they may just choose somebody else for whatever random reason they chose. Doesn’t mean, oh, that’s it, I’ll never deal with those people again unless they find me next time.

[00:13:06]:

No, they found you this time. Keep talking to them. So this is the process of basically what lead nurture looks like. You want to inform, educate, involve them, validate, convert them, keep them alive and go over and over and over and over again. And you just want to keep that cycle going until they become a customer. So you may have seen this before. This is sort of like in sales in general. The reason why they talk about why you need to contact people more and more and more.

[00:13:33]:

It usually takes seven to 13 successful touches to turn a prospect into a customer. And that’s just a normal sales thing. So yeah, sometimes you get a phone call and people go, yes. What about all the other people that don’t say yes on that phone call? Go check your data, keep that stats how many people are you leaving behind? Because what you’ll find is that 50% of all your competitors, probably even more, give up after the initial contact. If they didn’t book the job, that might be you as well. There’s a chance there will never be a second contact. 65% of people give up after the second. And I would say in the service industry, this is just sales in general.

[00:14:11]:

They say it’s by fourth contact is you 89%. This is your lowest hanging fruit because most other competitors have given up. I’d tell you that it’s normally by contact two. Most people don’t contact 34567 times, let alone finding a reason to contact continuously. And I’ll tell you about what we’re talking about, which is ongoing contact. Even if they don’t pick you right now, or they decide to pause and not go ahead with picking any service, there’s still ethical and welcoming and rewarding ways to stay in touch with them after that. So what we’re talking about is the ideal inbound lead management to five X five times your conversions. So if your typical website is converting 10% of the traffic that shows up, would you like that to be 50% of the traffic? If your Google ad is generating a certain level of conversions or your Facebook ads or a certain level of conversions, people are coming into the funnel, but they’re not booking jobs.

[00:15:21]:

Would you like to take that up by five times more than that? So this is the type of stuff that causes that action to happen. So the first step we talked about maintain a lead database. So what does that mean? Is your active? That should be active. I’ll change the spelling. There’s a V missing. Is your active lead list ten times bigger than your customer list? Have you serviced in the last three years? 2000 customers? 1000, 5000? That’s great. Is your lead list ten times bigger than that? How many leads that you’re actually following and in touch with? Right, so that database needs to be huge. Are you capturing all the sources your leads are coming in from? Right, so are they coming in from your website? Are they coming in on chat? Are they coming in from? Facebook messenger? Are they coming in from Google, my business chat? There’s all kinds of channels that they’re coming in from.

[00:16:18]:

Are you capturing from all sources and what is the information you’re capturing from those sources? And what defined lead nurture steps do you have in place? Do you at least have a one to two week sort of communication rhythm that’s going to happen every single time? Or do you just talk to them once and maybe remember a second time? So your lead list is every single source that a lead can come in. You need to be adding them to your list. There’s people that will call up, you can capture the phone number. There’s ways to do that automated, and there’s other ways to do that manually, where you’ve heard people say, hey, in case we get disconnected, what’s the best phone number to call you back on? Right? And then at the end of the call, hey, let me send over the information we just talked about in the estimate to your email. What’s the best email for that? And you could ask as well. You can always collect that information if you have a reason why you’re asking for it. So are you tracking all the leads from telephone calls like that? So if it’s just a not, you can have some automation, know caller ID, things like that, but you may also just want to ask those questions as well. Have that and enter that into a lead database.

[00:17:23]:

What’s your name again? Great, thanks. Angela. What’s the last name? Angela Baker. Awesome. Angela baker. So, yeah, let’s have a conversation about the cleaning that you need done and just in case we get disconnected, what’s the best number to call you back on? Is it the one I see here on my phone? Awesome. Great. Nothing wrong with that.

[00:17:38]:

That sounds natural. You’ve just had a script that collected information and added them to your database. The person taking the call should be typing that into a database as a lead website. Leads, are they filling out forms? Are they doing chats? Is that all being brought into one separate lead database somewhere? Not just an email to you saying, oh, this person is interested in some stuff or just a chat bot? Paid leads, Google Ads, pay per click, Facebook ads, where are they going and how are you collecting that information? Referrals when somebody refers their friends, are you collecting that to when they refer the friend, is it coming into a database? Are they replying back by email or form fill and that form is adding it to the database and starting that communication. And then inbound marketing, newsletter, letters, social media, emails, people messaging you, are you capturing that information somewhere and turning them into a lead in a database? Those are the things you need to be thinking about. What kind of information are you capturing? Do you got their full name, first and last full email address? Their best preferred email address, the phone number, preferably cell number, so you can text message them as well. More people are on their cell than they are on any other number phone number in their lives. What’s the business name? If it’s coming from a business or any sort of commercial intent, who is it and where are they calling from or messaging from? What area are they from, what city, what neighborhood, and what are the services they need? Are you capturing all of that information or as much of that as possible from every possible channel? And then how many initial touches? So what we’re talking about initial touches, we’re going to get into sort of like a long term follow up in a minute, but how many initial touches do you have and what forms are those? Calls, emails, text messages, direct mail, social message.

[00:19:26]:

So for example, Lead comes in and again, this is Lead nurturing. Do you send an automated email and maybe a text message as well? Do you follow up with a phone call if you don’t hear back, if they don’t answer those messages within 24 hours, 48 hours, do you have a system in place that it triggers, oh, this person’s due for a phone call now. Do they give you a maybe yes or no, right? A yes, maybe or no? Do you send an email? Are you going to book maybe a quote or a site visit free bonus, something like that? And then are you sending more and nurturing emails, are you telling them more about other people that had services done like they’re interested in? So you can take a bit of away some of that fear that they may have as well. So thinking of things like that, then you want to strategically follow up with the hot leads. So hot leads are ones that are interested in your category, that have the means to pay and aren’t just tire kickers, right? So multichannel follow up. Just because they called you doesn’t mean you have to call them back. You want to make sure you text them, email them, maybe even message them on social media if they’re there, if they’re connected to you, if they’re a follower, something like that, you want to multitouch that follow up over one to two weeks. So if you send them an email, you can drop them a quick text or drop them a voicemail saying, hey, I just popped you an email, I want to make sure you got it.

[00:20:50]:

It’s got some information that we talked about, right? You can have multiple touches to draw their attention to it so that at least you get a reply back, hey, give me a quick pop up reply back that you’re still looking to go ahead with this, things like that. You can check their social media and find something about them to relate to. So what I’m talking about there is if you know who it is, if they came in through a social media channel, they got referred to you by a friend, things like that, and you can find out about them and find out that they’re into softball. Again, not about being creepy or something like that, but if there’s a connection, say, hey, I noticed you’re connected to one of our clients and you’ve got a wedding coming up. I’m not sure if that’s why you contacted us about a cleaning, but we’d really love to help out something like that. There’s ways to do that in a very sort of non creepy sort of way, but you can connect with them on different platforms and things like that. Send them the mafia offer message. So basically what I talk about in this is there’s lots of trainings we have on an irresistible jaw dropping offer.

[00:21:56]:

What is the offer that they just couldn’t possibly say no to whatever that is. And you can send that message at the end of a sequence. So maybe you’re willing to talk to them for two weeks and then you kind of let it go quiet for a week or two and say, you know what? I’ve been thinking about it. We’d really love to come in and service clean for your home. Here’s a great offer. We’ll come out and clean one room absolutely free. Say you’ve done a postal code search, you know the neighborhood they’re living in, they’re near other people that spend 3456 $800 on cleaning services. Why not send them an offer? We’ll come out and do one room free.

[00:22:30]:

We really want to be your carpet cleaner. And you made an inquiry into us and interest into us, and we’d like to give you that back. Give me a call in the next 48 hours to let me know if you’d like to take advantage of this offer. It goes away in 48 hours. You could have a Mafia offer for one free cleaning that you can come out within the next two or three weeks to do the cleaning, but they have to let you know within 48 hours. And then if you still don’t get them, you put them into your forever follow up where you just drip on them with great before and after content and helpful information every month, once a month, maybe twice a month until they’re ready again. Maybe they went with somebody this time, but they weren’t as happy as they thought they’d be. Next time they need a cleaning, if you’re still in front of them, you know what? I should have tried those other guys and there they’re still in my inbox.

[00:23:18]:

They’re still sending me messages. Yeah, let we try them. So think of that kind of stuff as well. So that’s the forever follow up I wanted to kind of pause and go a little bit deeper in on because this database needs to have that list of people that just never said yes, even after all of your efforts. And I want to kind of pause here and think, there’s a lot of people go, oh, gosh, we’re just going to annoy so many people. I hear this all the time, that if you’re just going to keep reaching out and reaching out and reaching out, people are just going to get annoyed with you. Two things. One, no, they’re not.

[00:23:51]:

If it’s meaningful outreach and if it’s not just spam, it’s not just garbage. If it’s not just offer, offer, sale, sale, sale. If there’s other reasons that you’re giving them value, then they’re not going to. For one, and just because a small percentage, say 5% of the people that are on your lead list unsubscribe or tell you that they want to be unsubscribed, that means 95% didn’t. So you always want to make enough noise that a few of the squeaky wheels kind of tell you, you know what, that’s too much. That’s enough. Great, thanks. Because it means that the rest of them aren’t at that point.

[00:24:28]:

So you don’t stop the whole thing. You don’t throw out the baby with the bathwater just because a few of them made that claim. So a stale lead is somebody who you’ve tried your routine, your one to two weeks of follow up. I usually suggest two weeks, and they just didn’t bite for whatever reason. You couldn’t get them on the phone. You got them on the phone, you couldn’t get in the home to do a quote. You tried the mafia offer and they just didn’t bite on that. So you put them into the long term nurture, and you just build like a series of messages that go out over time, testimonials stories, any good reviews you get, you put it in.

[00:25:04]:

And some people just do it as a monthly newsletter. Hey, here’s some great before and afters on pet urine jobs we’ve done over the last month or so. And a little bit of a helpful tip if you ever have this problem. And here’s a bit of an offer if you’d like to give us a try or if you have any of these issues, or just give us a call and ask any questions, right? And then you can do a check in call every three to four months. Just pick up the phone and call, get an answering machine, leave a message. Hey, it’s Know Pam here over at ABC Carpet Cleaning, and you’re interested in our services a few months back. Just want to have a quick check in to see if there’s anything you’re looking to get done coming up and just let you know about our current promotions or whatever. Right.

[00:25:47]:

Again, it doesn’t have to be discounts and deals and specials. That way promotions could be any minimum order and get a free armchair cleaned so you get your full price. You’re not discounting your price, but you’re willing to add an extra service on or something like that. There’s ways to do promotions that don’t discount your price. You want to send them a company newsletter. Print and mail is preferred. So one thing I’ve always done in our cleaning businesses is had a monthly mailed newsletter. We actually even have a service because we got writers to write it for us.

[00:26:18]:

We’ve had a service for 15 years that carpet cleaners and other people are actually on where they get the template every month, add their information in within five months sorry, within five minutes, and mail it out to their database. We prefer mail email newsletters just don’t get looked at. You can have a quick email that says, hey, here’s a couple of things that are in the newsletter that I just popped in. The mail for you. Keep an eye out for it but email newsletters do not get read. When’s the last time you read the email newsletter from your insurance agent or your mortgage broker? You name it right? You don’t. But if it comes in the mailbox and it’s helpful information for around the home it’s Martha Stewart type information, reader’s Digest type information. People will hold on to that.

[00:26:59]:

They’ll put it on the back of the toilet. We call it back of the toilet reading actually. So if it’s an A list clients or an A list lead, somebody who is actually really good to get in front of, add them to that list. Definitely make sure you’re mailing them and also mail them your seasonal promotions. Make sure they’re in your database to get any of that kind of stuff so that’s any contest going on, any charity events going on, make sure they know about it. Just keep them in your promotional database as well. And this is really good if you take lead and determine based on their zip code or postal code where they live and you can kind of know the neighborhood they’re in. You know if it’s the type of person you want to be chasing and you can chase some more vigorously than others just by adding, upgrading them, putting them in your lead database as an A list lead versus sort of like maybe an apartment person might be know kind of idea.

[00:27:53]:

So maybe they still get the messages but they don’t get the mailings. There’s ways to do that and that gets us into how to do all of that is leveraging automation. So all of that sounds great. John. Oh my God. I can see how chasing people more than I ever have before following up with them, getting a reminder to give them a phone call just to check in, things like that. Dropping voice drops or voicemail that just ringless voicemail. There’s all kinds of things that you can do that you can automate that you never have to think about.

[00:28:22]:

It just happens and the reminders just happen and the flow just happens. So how do you automate this entire lead nurture process? So lead are coming in, you’re talking to them and something is happening in the background to get them to come back to the phone and there’s a reminder to you hey, it’s been two weeks, all of these messages have gone out and it’s time to pick up the phone. Give them one final chance at a call. Here’s a script to say and then they’re going to be put into the forever follow up. So they’re going to kind of be abandoned because every attempt has been made right so that automation can happen without you having to do anything if it’s set up properly. So all the leads from all different sources need to go into one lead database. That’s the first step to make lead automation work. You need to put the leads into different pipelines based on the prospects, the interests and the intent.

[00:29:11]:

So the pipelines could be based on type of services they’re looking for. It could be based on an offer they came in on from pay per click or Facebook ads or other places. There’s different reasons for the pipeline. It could be based on the fact they came to your website and went to the Pet You’re In Page and started chatting to you. That’s a different pipeline. That is a different conversation you need to be having with them because you know they came in with a different intent. Each pipeline should have its own workflow so that the automated emails, calls, SMS, anything like that, that’s going out in that is based on that specific pipeline that you’ve set up. You want to provide a consistent automated follow up until they book or bail is what I always say.

[00:29:52]:

So that’s what we call hot lead follow up. That’s for the two to three weeks kind of idea. One week is bare minimum, but two to three weeks the Mafia offer, if you’re going to run it, is at sort of the end of the third week kind of idea. Book or bail means bail mean they didn’t get back to you, they just kind of went cold. They said, yeah, let me think about it. You keep messaging them, they don’t get back or whatever. At that point they’re considered a stale lead and you drop them into your forever follow up. So what does this look like? Well, lead automation looks like connecting the dots all different ways people came in from different landing pages and different ad sources and things like that.

[00:30:32]:

Facebook and Google ads and organic and your website and on and on and on referral campaigns that are sent out and you name it and they come in from different sources. And then because of that they get into different message flows. They get text messages and emails and delays and times and all that kind of stuff. So the whole process drives them into either becoming a client, asking more questions or moving on into that forever follow up. That’s what it looks like. So there’s a bunch of different tools that can help you with that. There’s ways that you can sort of jing together a few tools as well, but there’s ways that you can sort of play with this. Sometimes within some of the customer relationship databases, the CRMs customer relationship management databases, your service Monsters service, Titan, House Call Pros can do a little bit of this.

[00:31:28]:

But the sophistication of sort of multi channeling it can be a little bit more challenging. One solution is the one that we built because I’ve been in the industry for over 30 years, pieced together a bunch of this different stuff. Back in the day, literally I had a file drawer right beside our office admin. Our receptionist pull it out and there’d be all the months of the year at the front with folders in it like a folder for each month of the year and then a folder for day one to day 31. And it was all manual driven. When somebody came in they got added to a list, a card and put into that folder. And then if they got they got moved to the next day and then the next day, every card that’s in that next day folder, the secretary would come in, pull that out, and one of her jobs were to pick up the phone and call anybody that was in that because they were a message from the day before. Had they booked yet? Yes or no.

[00:32:25]:

If no call them and then that card would be put four days back and that four day back one would be to send them a piece of mail back in the day before. Emails and all that kind of stuff. And then when emails you do emails and then maybe even a physical mail and it was just moved through a process and then they were put into the forever follow up which was just month by month by month there was a message and then they’re moved to the next month and it was just a manual process. So automation allowed us to build all of that out because our carpet cleaning companies and our made service companies and our janitorial companies grew like crazy because of this automation of automating our leads and our referral flow and stuff like that. So that became Carpet Cleaner Lead Pro which is something that we’ve invested a lot of time and money in over the last two to three years. And what it basically does is all of that automation and technology and every new piece of technology we keep adding in and coding in so that we can actually do this amazingly well. So that the lead automation just happens and the reminders to the staff just happens and the whole thing just flows. When a lead comes in from a source there’s a lot of automation.

[00:33:33]:

I’m going to show you what that looks like. So we’re going to walk through. So one of the first things is smart forms. So smart forms mean that you can have forms on the website. These can even just be pop up chats to text and stuff like that. But as soon as they fill out a form, depending on their answers they can actually be given a survey. The form can actually enter it into the database. The person is interested, they have some questions and based on that your phone rings immediately and says hey, this person just dropped this form.

[00:34:04]:

Here’s what they’re looking for information on. Press one now to connect with them and it rings them right away and they could be taken through a certain channel of communication while the phone rings, they answer it great. If they don’t a voicemail gets dropped. Hey, just try to get a hold of you. I know she just filled out something on our website. We’d really love to chat with you. Take a look. I’ve just sent you an email as well.

[00:34:27]:

And yeah, we’d really love to connect. Get back to me as soon as you can. And then a text message drops as well. So you got a voicemail and then maybe five minutes later, text message, hey, you can get back to me by text right here as well. All of that’s automated, so smart forms allow that to start, that process to start. Smart connect is what I just talked about, where it drops a phone call or a voice connect, drops a text message, an email, and then based on how they respond back to that, it puts them into a different series of really, really simple because it just happens off the website, predominantly landing pages and websites. So you’d run a pay per click ad that should go to a landing page, not necessarily directly to the website. It should be about what the ad is on, but you go to the website when people land on that.

[00:35:10]:

Because of Google my business rankings, your Google Maps rankings organic. There’s a form, and that’s a smart form. So as soon as they fill out the information, they can drop down what services they’re interested in. Hit submit. It automatically routes them internally and automatically rings your phone if it’s between business hours and your secretary can pick it up, press one and connect right to them. If they’re available to talk. Just because they filled out a form, chat to text. So it’s not a two way chat where they have to sit on your website and hope you get back to them and hope somebody’s there.

[00:35:38]:

No, they send a message and instantly their phone goes ping. Great. And it just says, I’m going to get back to you here on your phone, so you don’t need to sit on our website. And as soon as I get a moment, I’ll get back to you. And that can happen anytime, day or night. If it’s at nighttime, as soon as the office is open, I will send you a message back. And they get an instant text message outside of regular hours and inside of regular hours saying, hey, I’m going to get back to you on your phone. No need to sit on the website.

[00:36:03]:

And they can now move on with their life. They can go about their shopping, about their day, about whatever they’re doing, and not have to sit waiting, hoping somebody chats back to them on their website. So all kinds of automation can be built into a website. Every lead gets followed up within five minutes or less is the rule of the day. So all the leads are pulled from different sources into carpet cleaner, lead pro, every single possible source from SEO rankings to website to Google Ads, to Facebook Ads, to Google Local Service Ads, you name it. All of them end up as a lead inside carpet cleaner, lead pro. So do anybody in messenger. You don’t need to be popping into your Facebook to message them back.

[00:36:42]:

It all comes into one source that can be put on your phone and on your desktop to message back and forth with. And Google Maps has a chat as well called Google Business Profile. It has a chat platform as well. And if you’ve got it turned on, you need to have the Google Business Profile app downloaded on your phone. Well, do you want to be answering all of those chats? Do you want somebody in your office answering those chats? Who’s supposed to be doing that? Well our tool is actually allowed to connect to that platform so they can all come into the tool. So you don’t need to have the Google’s app downloaded on your phone and it all is in one place because we’re now capturing who was that, what number did they come in on? What’s their information? We’re going to be capturing that information from them and starting a two way message back again. And on Google there’s where it is. If they’re on their cell phone and you’ve got it turned on and you’ve got the app downloaded, you can message.

[00:37:34]:

But with our system we can automatically have that turned on and you don’t even need to be on your cell phone, you can be on the desktop. And then what do leads look like? What does the lead pipeline look like? Well, here’s an example. Facebook offer leads, Google Chat leads, facebook messenger leads all the way through on site quote leads, book jobs, people that did not book completed. All of these are different stages of a pipeline that people can move through. So it kind of looks like this as well. Any different source of leads that you’ve got coming in should have its own lead place and then what happened to those lead should have their own pipeline stage as well. If they didn’t book yet, then that’s a different set of follow ups. So if they came in from a Facebook offer, you got back to them, there’s a messaging going back and forth, you’re communicating with them and the conversation started but they didn’t book yet, then that should be a whole different series of messages.

[00:38:30]:

And then the stale lead forever follow up. If they got a job quoted but they never booked the job yet, well that’s a different series of follow up. That’s a different pipeline or stage in the pipeline. So that’s what we build out for all of this. And then the smart message workflows means that, hey, just reply back with a yes or no, blah blah blah and that can take them down a whole different pathway of messages and things like that. There’s ways to build all of this kind of sentiment. If you sent them a message and you didn’t hear back from them at all from any channel, then after several days, hey, I didn’t hear back from you on this, it’s automatically being sent and it’s all smart messaging workflow. And then as soon as they get moved from one pipeline stage to the other, this message stops, the next message starts, the next campaign starts simply by moving them from one stage to the next.

[00:39:23]:

And that’s a simple process of just saying, hey, I just got off the phone and talked to this person. Let me go into the back end of the system and move them over to they booked or they didn’t book yet or they booked a quote or whatever and it’s just communicate with the leads on either. Two way chat right within the tool, two way email right within the tool, pick up your phone and call them and then just mark them as what happened on that interaction and that will move them through the stages. And then all the campaigns include email, SMS, call reminders, ringless, voicemails to leave voicemails on their, their phone doesn’t even ring and boom, they’ve got a voicemail. I’m sure we’ve all seen that on our cell phones. All of a sudden ding. You got a voicemail going, I didn’t even hear my phone ring. Well, there’s a technology that allows that to happen.

[00:40:08]:

We employ that technology as well. And then you want to messaging with that smart automation and tokenization to make it personal. So hey Sandy, how’s it going? Haven’t heard back from you about your pet. You’re an issue, right? Nobody has to remember that. That’s all tokenized, right? So you want to make sure that the messaging flow has captured that information and now you’re creating smart messages because you’ve got the good information and you can follow up based on their needs and you can ask questions and get surveys filled out and all of that kind of stuff. And all of that is really good automation. So that all becomes part of that hot lead follow up. So the hot lead follow up is that first couple of weeks, two weeks minimum, as I say, one barely two weeks is the minimum.

[00:40:59]:

Our system does the two weeks and then the mafia offer if you want that put in place as well. And it’s multichannel. So some people might have, they might have emailed you but you might get a hold of them better by text message or picking up the phone and calling and having them call back in, things like that. You want to basically touch them over that period of time, have that automated mafia offer message and then if they still go stale, you put them into a forever follow up. And that forever follow up is just based on, again, client testimonials emails about your story, why you got into the industry in the first place, company awards that have happened, things like that. All of those things can be added to an ongoing forever follow up until they turn around. They reply back to this message or give us a call. Will they give a call and somebody goes, oh my gosh, pulling up in the lead database.

[00:41:48]:

Oh yeah, that’s great. I noticed that you messaged us last May about something. It’s now September. You’re interested in going ahead with that? Great. Oh, I’m glad you’ve been following all of our emails and stories of happy clients. That’s awesome. Great. Let’s get you booked in.

[00:42:02]:

Boom. They get moved from being a forever follow up lead. They get moved into becoming a booked job or a booked quote and that pulls them out of that forever follow up. They’re now into your customer database and they don’t need to be getting those messages and things like that. So there’s ways for all of that automation to happen super easy. So let’s recap on this. We’ve kind of covered a lot over the last 40, 45 minutes. But what we’ve covered is that you need to maintain a lead database.

[00:42:33]:

I hopefully made that painfully obvious. You need to maintain a lead database. You need to strategically follow up with all of your hot lead multiple times across multiple channels. You need to be doing a little bit of that, staying in front of them because they just may not make that instant decision. The first day or second day. You might send a second follow up email, hey, I talked to you yesterday. What’s going on? And then that’s the end of your communication. Or you might do it for a while where you actually we communicate with a lot of people for quite a while, for a week or two or whatever afterwards.

[00:43:11]:

And then six months later you’re not doing that anymore because it’s hard to do if you’re not getting through and you’re not getting a lot of messages. If it’s automated, you’re going to pick up all of the people that just forgot about you. All those reasons we talked about at the beginning that just they got busy and then they started all over again. Well, if you’re in front of them, they only start over with you. None of the other people are even in front of them anymore. So you’re creating that warmth and goodwill. The other thing that that warmth and goodwill really does is it takes you out of being price competitive. Because if they don’t know the difference between any one company to the other, then price is the most important thing.

[00:43:50]:

As soon as they understand, hey, I want to work with you guys. You guys seem to know what you’re doing. You seem to get a lot of reviews and feedback, a lot of customer testimonials. I’ve been watching some of your before and after videos you’ve been sending me and your YouTube channel that you’ve been linking me to and blah, blah, blah. And I think you guys are amazing. I think your crew’s funny. Whatever. I want to use you guys.

[00:44:09]:

That’s not about the price anymore, right? It should never be about price. Price is not the most important thing to most consumers. It’s actually way down the list. We’ve talked about this many, many times on past Master classes that price is not the highest concern, even though sometimes as business owners we feel like it is. But we can make price a distant concern or memory if we’re building nurturing that lead database and turning them to customers, and then nurturing our customers so our competitors don’t steal them away. So that’s what we’re talking about. And you want to automate everything so that it happens. It just has to happen consistently, every single time.

[00:44:47]:

It can’t be something that sort of haphazardly happens. It’s got to be consistent and it’s got to be multichannel and it’s got to be based on their needs and what they’re asking about and it’s got to be personalized. And all of that can be done. And all of that we’ve built into a done for you solution called Carpet Cleaner Lead Pro. We’ve got one solution. You can learn about all the different automation levels and piece something together yourself. There’s different ways to play the game, but having that figured out is the most important part of it. Because if your average job is $300 and you can even just double the number of leads that say yes, you’re literally effectively doubling your business.

[00:45:31]:

And if that’s 40, 50, 60 leads in a month and at $300.60 lead, that’s another $18,000 in the month. If you got $300 each lead, each lead becoming a job. So if you did double the number of bookings, again, if you’re a smaller business only does 5000 a month, you could take that from 10,000 5000 just by doing lead automation. There’s lots and lots and lots of upside potential and revenue in doing this properly. So how do you implement this in your business? One way you can do it again, as I said, you can go out and look around and find different tools to piece together, try and figure it out different ways to do that. Or you can take advantage of an offer that we make for a limited time on some of these Master classes and webinars where you can actually have a comprehensive marketing audit done for you. You meet with Rima that you met at the beginning, get some information, and then it sends off to our team, the same team that does all of the SEO research and pay per click work and all that for our clients because they have to figure out what needs to be done before they do it. They do deep dive, competitive analysis.

[00:46:44]:

Well, we do all that for you and we do it for free for the people that qualify and get on this list. And then you end up with a 60 minutes marketing consultation with me. So I do charge 495 an hour for my consulting time, and I only have a few hours a month that I leave open for consulting. But for people on these webinars, if you’re looking to get sort of this lead automation figured out, if you want to say, here’s what I got, here’s what I do, here’s the marketing I have in place, how can I tie it all together better? What kind of things are you talking about? Our team can do all of that. Find out what your competitors are doing, find out what you’re doing and then pull all that together. And then you get on. And that, we’re offering that for free. That’s easily over $500 worth of consulting value or research value.

[00:47:27]:

And you get all of that and we come on and you end up with we’re identifying the key issues that could be holding you back online, things that we’re noticed that you’re missing where you’re not even getting lead and not being seen by leads. Website ranking reports. Optimization. How can you get more people to convert on your website? We want to make sure that you’ve got maximum number of reviews not just on Google, but around the web, and that you’re dynamically syndicating those. So a Google review doesn’t just sit on Google, it actually gets shared across all of your platforms in multiple different ways. Things like that. You want to be seen as the obvious authority, the most reputable company, and the one that everybody’s talking about. You do that, you’ve got tons of lead flow coming in then, and that lead flow.

[00:48:09]:

If you’ve got lead automation in place and lead nurture now you’re capturing most of that lead flow to become customers of yours. And that’s how the great companies grow amazingly big. So we’ve sort of a step by step blueprint for you. We’ve got the ability to have a conversation with you, do a bit of research first and then hop on a consulting call. So if you’re interested in that, you want to go to carpetcleanermarketingmasters.com schedule.

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The Ultimate Guide to Google Rankings for Carpet Cleaners in 2023

The Ultimate Guide to Google Rankings for Carpet Cleaners in 2023

PODCAST EPISODE

The Ultimate Guide to Google Rankings for Carpet Cleaners in 2023

In the highly competitive industry of carpet cleaning, maintaining a strong online presence is crucial for success. With consumer behavior continually evolving, it is important for carpet cleaners to adapt their marketing strategies to stay ahead of the game. One of the most effective ways to increase visibility is by optimizing Google rankings. In this article, we will delve into the future of Google rankings for carpet cleaners in 2023 and provide actionable insights to help professionals like you rank higher and attract more clients.

1. Understanding the Power of Local Search

In the digital age, customers are increasingly searching for carpet cleaning services using location-specific terms. Instead of using broad keywords like “carpet cleaners,” they refine their searches by including their neighborhoods or cities. Hence, it becomes essential for carpet cleaning businesses to incorporate these location-based keywords into their online content.
To rank higher in local search results, ensure that your website, social media profiles, and Google My Business listing include the relevant keywords for your target areas. This will attract potential clients looking specifically for carpet cleaning services in their proximity.

2. The Importance of Keyword Optimization

Keywords play a critical role in determining your website’s visibility on search engine result pages (SERPs). By using the right keywords that align with the interests and needs of your potential clients, you can increase your chances of appearing in relevant search results.

To optimize your keyword strategy:

  • Research popular keywords in your industry using tools like Google Keyword Planner.
  • Identify keyword clusters related to your primary focus keyword.
  • Create high-quality content that incorporates these keywords naturally.
  • Aim for a minimum of 500 words per page, providing detailed information about your services.

Remember, search engines strive to provide users with the most relevant and valuable content. By offering comprehensive and informative content, you will not only improve your rankings but also showcase your industry expertise and build trust with your audience.

3. Establishing a Local Presence with a Physical Office

Having a physical office near your target clients can significantly impact your rankings, especially in Google Maps. When potential customers search for carpet cleaners, local businesses are often prioritized in map listings.

Investing in a physical office can be a worthwhile strategy, even before staffing needs arise. It demonstrates your commitment to the local community and can help elevate your rankings. Consider options such as shared office spaces or repurposing existing spaces to keep costs manageable while establishing a visible presence.

4. Prioritizing Website Speed and User Experience

Website speed plays a vital role in both user experience and search engine rankings. Slow-loading websites frustrate users and often lead to high bounce rates, negatively impacting your rankings.

To improve website speed:

  • Optimize images and videos to reduce their file sizes.
  • Use caching techniques to store frequently accessed data.
  • Compress files to accelerate overall load times.

Moreover, a user-friendly website design and intuitive navigation contribute to a positive user experience. Make sure your website is responsive, mobile-friendly, and easy to navigate, ensuring visitors can quickly find the information they need.

5. Tailoring Content for Individual Services

Trying to include all your services on a single page is not an effective strategy for ranking highly in search results. Instead, create individual pages for each service you offer, such as carpet cleaning, upholstery cleaning, tile and grout cleaning, and more.

For each service page:

  • Write a minimum of 500 words, but aim for 1000 to 1500 words for better competition.
  • Utilize keywords specific to the service you are targeting.
  • Include informative content that educates potential clients about the benefits and process of the service.

By creating dedicated pages for each service, you increase the chances of appearing in relevant search results and provide tailored information to potential clients.

6. Analyzing and Emulating Top-Ranked Competitors

Staying ahead of the competition requires a keen understanding of what top-ranked carpet cleaning businesses are doing right. Research and compare against local and broader competitors to identify their strategies and tactics.

Focus on:

  • The keywords they target in their content.
  • Their website structure and interlinking strategies.
  • The quality and depth of their content.
  • Their social media presence and engagement.

By analyzing successful competitors, you can uncover valuable insights to apply to your own website and digital marketing strategies.

FAQs:

Q1. Will digital marketing alone suffice in boosting my search rankings?

A1. While digital marketing plays a critical role in improving search rankings, it is best to utilize multiple marketing strategies holistically. This can include activities like mailing databases, phone calls, and client reactivation campaigns to maximize your outreach.

Q2. How can I build relationships with business owners for referrals?

A2. Building strong relationships within your industry can be accomplished by attending industry events, joining local business organizations, and actively networking. Establishing trust and rapport with other business owners can lead to valuable referrals.

Q3. How can I improve my website's link profile?

A3. To improve your website’s link profile, start by reviewing the existing links and removing any low-quality or spammy ones. Utilize tools, both free and paid, to generate a comprehensive link profile. Diversify your links by gaining backlinks from reputable and authoritative websites relevant to your industry.

Q4. How can I expand my website to accommodate more content?

A4. Begin with a website structure of around 20 pages, and gradually expand it over time. Regularly post blog content, project stories, and educational articles to increase your website’s page count. Additionally, continually optimize pages that are not performing well and add new pages addressing common carpet cleaning problems.

Q5. Will being the best known cleaner benefit my business during economic challenges?

A5. Absolutely. Being the best known cleaner in your industry provides a significant advantage during uncertain economic times. By consistently appearing at the forefront of potential clients’ minds, you can thrive while others struggle. Establish yourself as an authority and trusted expert to secure a strong position in the market.

Q6. What can I expect from attending an event focused on becoming the best known cleaner?

A6. At an event like this, you can expect valuable insights, tactics, and strategies to help you elevate your industry presence and become the go-to carpet cleaner. The event will provide a deep dive into techniques, such as omnipresence marketing, that can boost your visibility and ultimately lead to business growth.

Conclusion:

Achieving high Google rankings is essential for carpet cleaners who seek to gain more clients and stay competitive in the industry. By understanding the evolving nature of local search and incorporating location-specific keywords, optimizing content with keyword clusters, establishing a local presence with a physical office, prioritizing website speed and user experience, tailoring content to individual services, and studying top-ranked competitors, carpet cleaners can significantly enhance their online visibility. Additionally, by implementing strategic marketing initiatives, building relationships, and attending industry events, cleaners can further solidify their industry presence and become the best known in their market. Stay focused, adapt to the changing landscape, and watch your business thrive in 2023 and beyond.

You will learn:

N

The Latest Updates with the Google Ranking Algorithm

N

SEO Elements you may have Put in Place Before that Could be Hurting You NOW

N

How to Optimize your Website using the NEW SEO Formula

N

Does SEO Even Matter Anymore in 2023?

Audio Transcript:

John Clendenning [00:00:00]:

This is one of those events where we’re going to be sort of working on our business and learning some some tactics that can help you become the best known cleaner so that you’re going to get that growth in your company and you’re going to be able to ride through, survive and thrive through any economic challenges. Because the best known is the one that makes it out the other end really, really well. Everybody else starts fighting and jockeying for positions. So this is one of those things we’re going to talk about. So if that all sounds good, let’s get into today’s presentation. Welcome to the Carpet Cleaner Success Podcast, a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business. Your host, John Clendenning, has built and sold successful cleaning businesses for multiple six figures over his 30 year career and is the founder of Carpet Cleaner Marketing Masters, a digital agency that turns your online marketing into a lead generation machine. Tune in as John shares proven tips, strategies, and expert interviews to help fast track your success in the carpet cleaning industry that’s known cleaner.

John Clendenning [00:01:11]:

So if you’re on the last training or the training, a couple of months ago, we kind of introduced the whole omnipresence marketing system, talking about the best known cleaner, why do you need to be the best known cleaner? What’s the point about being known in and around town as the best? So Grant Cardone, very famous marketer and sales coach and business leader and stuff like that, talks about it’s not actually the most important to be the best, it’s most important to be the best known. But the reason why we’re talking about best known cleaner versus the best is in every realm we know that something that is the best known that people go to that may not be the best. Think of the best known ketchup, think of the best known golf balls and you name it, fishing rods and things like that. The best known is not always the best, right? Being the best known is more important to the growth of your business. Very critical. And as we’re running through these weird economic times that we don’t know, are we going up, are we going down, are we having a soft landing? There are certain industries that are just getting hit hard right now in certain parts of the country and other industries going, I don’t know what you’re talking about. But we do know that consumer debt is rising, unemployment is trying to go up a little bit to try and break the economy, to bring inflation down and all of these things. And it impacts discretionary income.

John Clendenning [00:02:39]:

So these trainings that we do every month are even more important. The blog posts that I write and put out as often as I can every couple of weeks or so on really deep topics on the website, very important. You want to really be working on your business, not in it. You can go to work every day and whether you’re the guy in the truck, whether you’re managing the crews and dropping off area rugs and doing quotes and things like that, general managing your business or actually right hands on in it like I was for years. All of those roles in my 27 years of owning carpet cleaning made service and other businesses. You want to spend a good deal of time working on your business. And this is one of those events where we’re going to be sort of working on our business and learning some tactics that can help you become the best known cleaner, so that you’re going to get that growth in your company and you’re going to be able to ride through, survive and thrive through any economic challenges. Because the best known is the one that makes it out the other end really well.

John Clendenning [00:03:46]:

Everybody else starts fighting and jockeying for positions. So this is one of those things we’re going to talk about. So if that all sounds good, let’s get into today’s presentation. So the title of this was the new SEO formula for carpet cleaners and home service businesses. So before we get started normal housekeeping rules. We’re going to be trying to be through this in about an hour or so, give or take, depending on where we go deep on some things. We’re trying to give you a lot of actionable information and also a lot of sort of strategy and mindset that you need to be thinking about why things are important, what’s changed, what was working two years ago that might be working, that isn’t working now, could be hurting you, things like that. So I want you to turn off your cell phones, unless you’re on your cell phone right now, then turn off all your alerts and stuff like that.

John Clendenning [00:04:35]:

Turn off your Facebooks and your Twitters and Instagrams and TikToks and all that kind of stuff. If you own a home cleaning service business at all and you’re serious about growing your business, this is deep, deep information from not only me, but people that have been in the trenches for decades, right? So you’re dealing with people that have been through recessions twice on my account, 2001, two recession and 8910 recession and stuff like that. So if you’re concerned about that, if that’s coming up there’s, a lot of sort of history leaves clues and we need to work our way through it. We actually grew through the recession and came out the other end stronger and lost a whole bunch of our competitors in the process. And our business doubled on the outside of that. So it was all based on an intention on marketing. One of the reasons why we called the business carpet cleaner marketing masters is you don’t gain a customer unless you market. So you market to get customers.

John Clendenning [00:05:32]:

You market to keep customers, you market to get employees. Everything we do in life is based on that marketing. Latest updates to the Google algorithm. We mentioned what could be hurting the past, could be hurting you in the past, how to optimize the new SEO formula. I know we had a fourth bullet point. Obviously we had a placeholder for it and didn’t get put in here. But yeah, these are the things we’re going to be covering today. All about the way Google now works and why you want to be seen on Google.

John Clendenning [00:06:05]:

So for those of you that are new here, let’s just do this really quickly. Who am I? So I’ve been a career business owner since 1990 while still in high school. Kind of dates me a little bit, tells you a little bit about my age, but I’ve owned service businesses my entire life. I kind of didn’t decide to go down the college route and started working. Did a presentation in senior year of high school where we had to go see the bank just to get brownie points for the presentation. Bank manager was so impressed. Don’t remember the guy’s name. Ray Seed.

John Clendenning [00:06:41]:

He handed my partner, Scott and I, at the time, business partner, the money to actually start a window cleaning business in the summer. Enough money to buy vans and ladders and everything else like that because he was really impressed with our business plan that we had put together because we went deep with it. And that started a journey into entrepreneurship. A couple of years later, Scott went off to college and did other things. I decided not to jump over the side of 40 story buildings and sitting in a little swing stage boson chair, they call it and got down on the ground, started owning janitorial companies and got into the carpet cleaning. World and bought made service businesses, flood restoration and then have worked with franchise networks and everything as a consultant, but also in those environments as well. So I’ve done it all. I’ve lectured around the world, done three day elite retreats to teach people how to deliver a client service experience, how to think of a marketing first mentality.

John Clendenning [00:07:33]:

Why? Because I had to learn it myself. So I’ve invested a couple of hundred thousand dollars to this point in my own marketing training just to run my service businesses. And then people started tapping me on the shoulder and said, hey, you seem to have this marketing thing figured out. Can you help me out on it? And I started doing consulting in the mid 2000s, late two thousand s, and then opened up a digital marketing agency about ten years ago, originally targeting just anybody in my local market. I started speaking for the Chamber of Commerce a couple of times a month for a couple of years and did a lot of local clients and realized, you know what, I like cleaners, I know cleaners. I want to talk to cleaners. And that became carpet cleaner marketing masters, wrote the book Cleaner Guide to Internet Marketing for carpet cleaners. You can get it on Amazon.

John Clendenning [00:08:15]:

Go look it up. Number one book in our space. And I finally sold off all my brick and mortar businesses. The final one in the middle of the pandemic there, 2001. So two years now, I sold it off and generated multiple returns on investment and stuff like that, just because of how omnipresent we were and still are in the local marketplace. You can sell your business for more as well. You’re not selling it for the price of the truck mount and the price of the RX twenty s and wands and equipment and all that kind of stuff. You’re selling it for the impact and the number of leads you have, the number of confirmed customers you have, and all that kind of stuff, and your goodwill.

John Clendenning [00:08:56]:

And the person who bought it went and got an actual small business loan and was able to use the prospectus that we provided to qualify for that loan with very little down, actually. So a little bit else about us, about me cleaning industry leader of the year 2023 this year, on the front cover of Clean Facts interview speak with Jeff Cross and the whole Clean Facts issa crowd on a quite regular basis. And some of these other guys you probably know, mark Sager, Dusty Roberts, Howard Partridge, stuff like that, just big part of the industry and trying to help out as much as possible just as much as those guys do. So that’s what we’re in for. So more importantly is what are our clients and the people we work with and the people we consult with? Think of what we do. The goal is that you want to become the best known cleaner, not just ranking everywhere you want to be seen, everywhere you are. And one of those ways to be seen is SEO. So the question comes from Ross Geller here.

John Clendenning [00:09:59]:

Does SEO even matter anymore? And that’s a really good question. We’ve got local service ads and Facebook ads and Google ads, and we’ve got door hangers and flyers and yard signs and all that stuff. You’ve got wrapped vans, you’ve got connections you’ve made in the local marketplace with strategic partners like carpet stores, interior designers, made services. Hopefully, you’ve got all of those things in place. Does SEO still have a role in 2023 in helping your business grow? So before I answer that question, let’s kind of take one step back about the Omnipresence marketing system and understand the three core principles to see if it has some clues in whether SEO fits in or not. So the three core principles of marketing success and this isn’t just digital marketing, just marketing success in general, growing any sort of business. I don’t care if you’re a carpet cleaner, a roofer, a plumber chiropractor, a plastic surgeon. Three core principles of marketing success are universal principle number one.

John Clendenning [00:11:09]:

You want to maximize your opportunities to generate a lead. And in fact, I like to always put in there a qualified lead. We don’t want just any lead, but we want leads that are our ideal customer type, and we’ve talked about that in other trainings and webinars and stuff like that. But you want to maximize that opportunity to generate a lead. You don’t want to be one of these businesses that we hear from all the time. You know what, I used to use local service ads, right? If you jumped into that early, it worked brilliantly. Under $20 a lead. We got tons of them, and that was great.

John Clendenning [00:11:40]:

And then something started to happen, and the leads started going up to 30 and $40, and the quality disappeared. Now, there’s some games you can play to actually get a better quality, but then all of a sudden, our business suffered. And my question is always, well, why did your business suffer? Well, that was really the only place we’re getting leads, John. Right. Well, what if Google turned that off? What if you got suspended? Well, we’d be out of business, right? So maximizing your opportunities to get a lead means broadly having lots and lots and lots of irons in the fire, having lots of rods, lines in the water, if you’re a fisherman, things like that. You want to make sure that you have more opportunity to catch a fish, get an ideal, qualified prospect. So you need all of those things I talked about. You need to be seen everywhere your ideal customer is possibly looking, so we’re going to talk about where your ideal customer is possibly looking.

John Clendenning [00:12:33]:

And you need to be seen everywhere in a positive, proper light. You need to maximize your brand impressions, because when they SEO, you over and over and over again, that’s part of that. Omnipresence best known cleaner. Who are they going to call when they finally need somebody? Are they going to jump on your radar? Are they going to get your monthly newsletter, print or digital? Are they going to join a contest you’re running? Maybe a free, whole home of cleaning just contest that you’re running on social media? Are they going to do it? Well, they’re going to do that if they know like and trust you. They’re going to hire you if they know like and trust you. They’re going to refer you if they know like and trust SEO, and they’re going to become your referral partners if they know like and trust you. And you can get people to know like and trust you ahead of time with great branding. So Google loves branding online, digital, they love brands these days.

John Clendenning [00:13:29]:

It’s a big part of their algorithm. But you also in your local marketplace. I know stories of businesses, maybe only two and three trucks, carpet cleaners, made services, roofers, whatever. Who rebrand a business? They maybe buy an old business, take it over from their parents, RJ’s Carpet Cleaning, and it was just an R and a J on the side of the van. And then they change it to Healthy Planet Carpet Cleaning or things like that. That’s one example, actually fully wrapped the trucks up, and next thing you know, over the next three months, everybody goes, oh my God, I see you guys everywhere. They didn’t change. They still got three trucks, right? But that branding.

John Clendenning [00:14:04]:

Just driving around, leaving yard signs, door hangers, just being seen back of buses and bus benches and those kinds of things. As you expand, there’s ways that you can become more omnipresent, right, to radio and local TV and billboards. If you’re a half a million, three quarters a million, million dollar year business, you should be doing that in your local marketplace. Because look at the plumbing company that you know is that big? Look at the HVAC company that you know is that big? They are actually doing these things. Look at the lawyers, you know, that are that size. Why are they doing that for brand impressions? Because it helps support all of your other marketing, right? And then you want to maximize your conversions. It’s not good enough to make people aware of you and get in front of your ideal customer. If they come in and leave, they don’t convert.

John Clendenning [00:14:47]:

So a little bit of what we’re going to talk about is conversions here today. It all factors into all of it. But, yeah, we’ve got entire trainings on a lot of this stuff, going way deeper on each one of them. So if we take that in mind and we understand that, for example, this is an average search page for Denver Carpet Cleaning as an example, right? We’re just pulling this up. At the top here is our local service ads. Right below it is the Google Paid ads. Right below that is the Maps listing. And organic, or SEO, doesn’t show up until below that where the websites show up.

John Clendenning [00:15:22]:

So it’s like, yeah, if I’ve got a little bit here and here, do I really need that? And that’s a really good question. The answer is, yeah, you do. 73% of the clicks come from what we like to call the organic zone. So the organic zone is Google Maps. That’s an organic listing. You can’t buy your way into it. You have to influence Google, and there’s a whole bunch of proximity data. We’ll talk a little bit about that because it does kind of fit into the SEO conversation.

John Clendenning [00:15:56]:

But we did an entire training on going deep and just ranking your Google Maps listing and having that figured out. You can go back into our podcast and webinar history on our website under the training library and see that there. There’s one done recently this year, but the first few, you’ve got a listing of websites as well. One thing to understand is what shows up in these websites also includes yelp also includes Angie’s List, like right here, also includes there’s Yelp, Angie’s List, thumbtacks and Home Advisors and all of those kinds of stuff. Why do they show up there? Because they spend millions and millions of dollars a year to rank organically in marketplaces all across Canada, the United States. And why do they do that? Because it works. It drives eyeballs and leads to their platform to then have a lead come to you. So now they have a value because they’re a directory, right? So why wouldn’t you want to be there too? Interesting point, of the 73, 67% of the listings that arrive on Google, and we use Google because Google has about 70% of the search engine audience, maybe even as high as 78, 79%, depending on which stats you look at.

John Clendenning [00:17:13]:

Most people use Google. Everybody else goes somewhere else. So they might use as their search engine, they might use Safari, they might use Bing and Yahoo and things like that. But most people use Google. So we like to talk about Google. So 67% actually hit up the first five listings. So three of them are in the Maps pack, and there’s a little pros and cons about that. And then the next two listings, two to three listings on the organic the websites right below that, that’s where people look the most.

John Clendenning [00:17:50]:

Scrolling down beyond that, the old joke used to be that what’s the best place to hide a dead body? Well, page two of Google, I’ve said that joke far too many times in live presentations for the chamber and stuff over the years. Nowadays, a lot of the scroll just keeps happening. You get to the bottom and it just scrolls farther. Google’s deciding not to have pages that need to flip in a lot of search environments. So kind of makes that joke not quite as relevant. But you get the idea. People don’t scroll down once you’ve got three or four scrolls in you, they’ve found the information they want. So we’re going to be talking about how do you actually show up here in the maps listing as part of your SEO plan? That really is about getting on your website and stuff like that.

John Clendenning [00:18:35]:

So I guess the question now is, do we think that SEO still matters? Are we starting to get a sense that being where the people look, google Maps SEO, that’s called local SEO, and organic SEO, which is the websites, definitely still matters because that’s 73% of the traffic to your website. And if you put in the time and effort, it’s not a pay and you’re in. It is an influence over time. And that’s what we’re going to talk about. What causes that to go up or what can you do to damage it and cause it to go down? And how is that impacting your business? Well, you can impact your business massively by just being the one that shows up for all the different search terms, and there’s thousands of them for all your different services, all the different cities that you target and things like that. That is all critically important. So what I did want to show as an example is one of our clients just recently, to show that on a monthly basis, we run the reports. Where did all your leads come from? Especially from the stuff that we help with and influence.

John Clendenning [00:19:40]:

But still, we just like to know all lead sources. If you notice here, 75% of the leads that came in. These are physical people that started a chat, started, filled out a form on a website, or picked up the phone and called with good call tracking. You know where all of these people come from? 75%, 127 on organic, 89 on Google Maps before they got into it, used to be called GMB. It’s now called Google Business Profile. Same thing, GBP, but paid. Facebook Ads, Google Ads, extensions, content, all that kind of stuff, filled in the rest. But you don’t want to not do paid because there’s a value to that, an ROI, and you land long term clients, but they’re your highest cost lead.

John Clendenning [00:20:25]:

You want to be doing organic because organic takes a while to build up. And it’s just they always like to show or mention the idea that investing in your organic rankings, your SEO, the investment can be static every single month, like the same amount of time, effort, money, if you’re hiring somebody to help you with it, things like that. And over time, it starts slow. And then there’s a point at which it just keeps going up and and up, up and up, and you hit a threshold eventually. But that’s years down the road. You’re just dominating more and more and more. And it’s one of those channels where you should be dominating over time. So it starts off slow, and it almost feels like, is this even worth my time? Only because Google is not trusting you yet.

John Clendenning [00:21:12]:

And we’ll talk about this. You need to enter Google’s algorithm for Google to decide to move you up and move somebody else down in those search terms, right? So to be able to do that, you’re influencing over time. And Google doesn’t just get influenced like that. They’ll let you pay to be in today and all your competitors. That might be why local service ads aren’t working as well for some businesses. There’s ways to influence that as well. And there’s some really strong strategies you can put in place there. It’s not just a set it and forget it like they sell it on, but that’s just part of that traffic.

John Clendenning [00:21:46]:

You want this big crowd, you want to have 75% of your leads coming in from organic as well. And you have to put the time, effort, and thought in. So being here today, or if you’re watching this on replay, this is part of that. Putting in the time, effort so yes, SEO still matters. You can’t rely on paid advertising alone. It’s your most expensive lead. You don’t want to leave it behind. You want to be able to be omnipresent and seen everywhere, but you want to be juggling a bunch of balls.

John Clendenning [00:22:17]:

You want to have cast a wide net. I can continue to use a whole bunch of different metaphors and analogies for this, but you want to make sure that you got lots of lines in the water. There’s another one, but because you want to get leads from everywhere possible. So if one of them starts slowing down a little bit right now, and another one’s picking up, so what, you’re watching the numbers and you’re adjusting, and you’re maintaining that consistent lead flow of new customers, past customers, referral customers, all of that kind of stuff. And that consistent lead flow comes from good marketing, good omnipresence, even to your own database. They see you around and go, yeah, I made a good choice choosing these guys, because I see them everywhere, everybody seems to like them, those kinds of things, if that makes sense. And hopefully I haven’t beaten that one too hard. What I do want to talk about now is some of the biggest changes that have gone on, because there’s things that everybody knew about SEO that have radically changed in the last couple of years and keep changing to this day.

John Clendenning [00:23:17]:

Google updates their algorithm all the time. They want to deliver the best experience to somebody who searches for something they don’t want. You, ah, this Google thing doesn’t work, and going off to do something else. That’s why Google became the number one search engine and owns that 60% to 70% of the search market, or 70% to 80% of the search market, depending on where you look at the numbers, because they’re better at it. They literally just created a better algorithm, and they serve up, more often than not, better information for anything you’re searching for, to the point where you prefer the outcome, and you go back to that search engine. So they change stuff all the time to continue to be competitive and not lose that position. So what are some of the big changes? Detailed and well written content now matters. There used to be a day where you could just put a thin website, a wix website, maybe a whole bunch of spammy backlinks, and you would rank because nobody else was doing it.

John Clendenning [00:24:22]:

In fact, I got my start in digital marketing, just doing affiliate marketing they call it, where you’re basically building websites to get clicks and sell products, or sell digital products and things like that. I learned a little bit about SEO while running cleaning businesses, and this was just a side hustle. I did it in the mid two thousand s and stuff like that. Made pretty good money just as a side thing, built thousands of websites. And then there’s an update that called the Panda update. And Panda basically said, well, the content quality has to be good. You can’t just duplicate a whole bunch of pages. You can’t just have thin, light content and a whole bunch of backlinks and bury things on the page and all these techniques and scams that everybody used to kind of do and some people still do to this day, because Google understands that that’s not a good user experience.

John Clendenning [00:25:13]:

So they figured out what was happening, and they wrote a change in the algorithm to fix that. What they really want is legitimate, authentic content. At the end of the day, Google is just a content engine. That’s all it is. It reads pages. It’s just a reader, and it reads pages, and it decides, based on a bunch of parameters, which page should be shown for the search term based on a bunch of stuff. So detailed, well written content now matters more than ever, and we’ll talk about what constitutes detailed, well written content. Low quality and spammy links pointed back to your website will actually crush your chances of ranking.

John Clendenning [00:25:54]:

You need quality links now. In fact, if you’ve got a lot of low quality links, you need somebody to go and assess all of that for you and do what’s called disavowing them, because you need to tell Google, you know what? That’s not my link. I didn’t do that. I hired some SEO company or somebody tried to spam link me to get me out of the rankings. And all of these links that aren’t mine, that aren’t legitimate, I don’t want you to count them because I can’t get rid of them. So there is a whole movement to disavow links. It happened a couple of years ago, but it should be in your brain that you don’t want links from crappy sources. Ideally, and this is a hard one sometimes for us carpet cleaners and home clendenning services to understand or listen to.

John Clendenning [00:26:36]:

Ideally, you really want a physical office in your target city to rank good in organic maps. So you want a local SEO, as they call it, the maps ranking. Part of that crowd that we talked about, those five spots, five to six spots that get most of the traffic, part of that is the maps listing. And again, we did a whole training on maps specifically, but a lot of carpet cleaners and cleaning businesses, when they’re starting out, you have a service area business. You go into Google, if it’s out of your home, they don’t want you showing the home address. Even nowadays, they’re getting you to walk around and take pictures or do a live stream to show that you actually have a legitimate office with signage and all that kind of stuff. You can get not virtual office, but small offices within a building, within places like that for $300 these days, think about it, is somewhere in that four to six grand a year going to generate you. More than one new customer a month to pay for that location.

John Clendenning [00:27:41]:

If you kind of think you’re at that stage in your business, and it will, it’s worthwhile investment because if you can get an office within about a five to seven mile radius of your best clients in the best city that you want to be in. So if you’re in the small town outside the big city and most of your clients are there, if you can get a small office there, we’ve seen people take like the back warehouse or shipping bay of an industrial strip mall right near a major subdivision of ideal clients. There’s different ways to do it. There’s shared office spaces that are with a central secretary and stuff like that. You get your own office with a placard on it and that’s where you meet customers and you do your emailing and business work and maybe things like that. Before you get to the point of needing office staff and all of that, where you’d move out to somewhere else, then if you can have a physical office, it’s helpful. And if you can’t just keep it in the back of your mind that that is something you should be working towards because you will rank better in the maps and that is impactful to your business and website speed masters as well. So you do want to make sure that the speed of your website is as fast as it can possibly be.

John Clendenning [00:28:54]:

So we’re going to break a couple of these down and just kind of go a little deep on them to understand what we’re talking about. So detailed, well written content. Let’s kind of get into that. So most carpet cleaning companies service 25 to 50 miles. 50 miles, probably a bit of a stretch, but 25 miles or so around your main area. So you should have pages on your website that target each of these areas. But they need to be unique back and there’s got to be a balance. So there’s two things you want to take away from this.

John Clendenning [00:29:28]:

These are writer downers, but you want to have a page for every single one of the cities that you target. Well written about the city, about your services in the city, any involvement, things like that. Because Google is going to know that, oh, hey, ABC Carpet Cleaning has a whole page about doing cleaning services, not just in San Antonio, Texas, but the surrounding communities of San Antonio, Texas. Each one of them has their own page. They must service that area. You’re teaching the algorithm all about that as well. And you want to make them unique because it used to be there’s some website ranking companies that still do this where they’ll grab one page and minus switching two or three words out on it, they generate 500 pages of city and neighborhood content on your website. Google’s caught onto that.

John Clendenning [00:30:24]:

So if you’ve got five pages on your content, about who you are and what you do. And you’ve got 50 pages on your content about these service areas. They’re going to de index those, they’re going to suppress those, that you’re not going to get any credit for that, and in fact, it’s going to harm you. Now, if you’ve got 25, 30 pages of good content about the services, you’ve got blog posts, you’ve got good content. We’ll talk a little bit deeper about that as we go forward as well. Now you’ve got more room to do these city pages because now the balance is looking well as well. So now again, you’re hitting an algorithm, you’re hitting a bot, and you’re thinking your way through this, right? And you want to have unique content about that city, about your services, maybe even tell stories about a client you’ve serviced in that city, things like that. So you can tell case study stories and stuff like that.

John Clendenning [00:31:11]:

You want to be able to sell your visitors on your services, and you want them to contact you. So it can’t just be these useless garbage pages. Content nowadays run like the algorithms and AI are getting so smart that not only can they determine if you wrote it by AI nowadays, so you got to be really careful about that. You don’t want to just be using Chat GPTs or any of these tools just to fill up your website with a bunch of fluff because there is easy ways to detect if it was AI written content or not. But they’re using Google’s deep brain and all these things are way smarter than Chat GPTs. They’ve had them for years longer. And they know how to determine content on your website, whether it’s well written and informative, or whether it is just lean and just trying to be there for ranking. So you actually want a page that holds up, is well read, moves people through it.

John Clendenning [00:32:07]:

So not just a block of content. You’ve got bullets, you got checklists, you’ve got pictures, things like that. You might have a video of the owner, anything that’s going to, oh my God. They engage with it because their engagement counts as well. So that’s the other reason why you want well written content. And every service you offer should have its own page. Google does not rank one page for 20 things google looks at the page, determines by a bunch of technical aspects what the title is up, like the actual coding. It’s called the meta title, the meta description, the headings, the h ones.

John Clendenning [00:32:41]:

And if you remember the days of if you still use Word, Microsoft Word for anything like that, or remember kind of writing stuff in school, the h one headings, h two headings, h three headings, all of those have to be related terms to the topic of this page, google rankings. Google basically is just a topical relevance algorithm and database. So SEO is all about topical relevance. So they want to know that your page is relevant, that your website is relevant, that it all ties together. You’re not kind of going off to left field talking about carpet cleaning and oh, by the way, I sell a sport, nutritional fruit drink. No topical relevance there at all. In fact, it’s going to confuse them enough that that isn’t going to rank. And good chance your main part of your website isn’t going to rank, but it can even get off in the nuances of any individual page.

John Clendenning [00:33:33]:

If you’re trying to say on any one page, oh, by the way, we do carpet cleaning, we do upholstery cleaning, we do this, and you want that one page to rank for everything. It’s never going to you’re going to have a home page that ranks for your core service keyword, and then you’re going to have individual pages on the website that target the actual individual services. A tile and grout page, and a pet urine page, an upholstery cleaning page, an area rug cleaning page, a wood floor cleaning page. Any of those services that you do, if you do ozone, odor, deodorizing, anything like that, you’re going to want pages of those, and you’re going to want these pages to have some people say a minimum of 500 words. We’re finding that to compete, 1000 to 1500 words on the page, well written. You’re going to want to compare against your competitors that are ranking locally and then go broadly, go to bigger cities and see who’s ranking and what that’s all about. There’s really cool tools that you can do, a little bit of keyword research and competitor research, and you want to see what the top five or ten businesses in and around these different markets are doing. And you want to make sure that you’re matching the best.

John Clendenning [00:34:42]:

So it’s okay to spy on competitors, take some lessons from them. So you kind of want to get good at that. So the whole content conversation we’re talking about has been boiled down by Google into something they now call Eat. And they added an extra e because look at even there, this is right from Google’s Search Central blog. So you can go look it up on Google Search Central and it’s all about their adding in December of last year. So we’re coming up to not quite a year ago, they added an additional Eat or an e to the Eat algorithm. This is now their ranking algorithm. This is the way they determine whether your website ranks, whether your content supports the Internet, supports the people that are searching for you or not.

John Clendenning [00:35:28]:

So Eat is very specific, and we’ll kind of walk through why they’ve added this extra e as well. But I just understand that the content on all of your core pages, your home page, your service pages, your service area pages, those are all pages your website needs, even your about us, even if you have case study project sharing, project story pages, things like that. You don’t want to just show before and after pictures. You want to tell stories and match the algorithm. If you do that, it’s supporting your website and you’re creating a lot of on page content that’s growing. If you don’t do that, you wrote a bunch of content for no reason. So you want to really be thinking the way Google is reading. So the new e is for experience.

John Clendenning [00:36:14]:

How much does the creator have firsthand experience in the areas being covered? How the heck does Google know that? How does Google know how the creator of the content has the necessary experience? Well, that’s now becoming the author of the content. So when you’re doing blog posts, you have an author page. You even have one of these things called Gravitars, but you have an author page connected to your LinkedIn. What are you talking about on your LinkedIn? I’m a carpet cleaner. Here’s my carpet cleaning stuff. You joined carpet cleaning groups on social media. They know that you’re in groups talking about carpet cleaning and different things like that. They understand that the creator is a business owner.

John Clendenning [00:36:53]:

They can check you out on manta and places like that. Oh, you want a carpet cleaning business. Wow. You definitely have firsthand experience on the topic, topical relevance on the topic, or you’re a subject matter expert. That helps build some of your authority as well. Now, how much does the creator have expertise, skills, and knowledge? Right. That is all determined as well by posts that are going out and other information and comments. You want to be seen as the authority.

John Clendenning [00:37:24]:

So your website has to be showing all of this stuff. When Google comes to the website, you have topically, relevant content. You’re adding new content on a regular basis. We suggest a blog post a week minimum, one a month. But that just slows down your growth because Google uses content to determine who ranks for what. And if you did one blog post a month, should that be on carpet cleaning area rugs, should that be on? If you service six cities, city number one, city number three, if you’re doing one a month, imagine how long that’s going to take to build up topical relevance about carpet cleaning in city number three, area rug cleaning in city number five, things like that. You want to make sure you’re writing that content. You’re putting it out.

John Clendenning [00:38:09]:

And Google’s going to look around at newswires and press releases and everywhere they possibly can, guest blogs. We’re going to talk about a little bit about link building, but all of this is part of what Google can their algorithm can see as well about you authoritativeness. So what are the reputations of the author and the website and the business? Are they reputable where’s some places? Google is going to know that this now ties into your Google Maps listing your reviews. But if you go look at your Google Maps. It’s called your information panel. You type your business name in into Google, it should pop up an information panel about your business. That’s your Google Maps listing. But a whole bunch of other stuff Google’s found out about you.

John Clendenning [00:38:49]:

Go look at that. They know your Facebook reviews. And it’s not called reviews right now. Facebook changed the name of it, but they are reviews in Facebook and they know your Yelp reviews and your Angie’s list and a bunch of the other places. So should you be on there? Should you be getting reviews on those platforms as well? Because Google, we know Google is looking at all of those. Google loves itself more. So the more reviews you get on Google first, the better. But it should be a mix.

John Clendenning [00:39:19]:

You should be having 60, 40, 70 kind of idea on Google and on other sources as well. Facebook, Better Business Bureau, things like that. And trustworthiness. How accurate, honest, safe, and reliable is the page? Are people coming, reading, sticking around, they’re going to determine trustworthiness on that? Is the content makes sense, that kind of idea. So it’s a little bit of that AI algorithm again, but it’s all tying it all together, as you can see, how your Google Maps listing your reviews from customers, your social media, what’s happening on Facebook and Twitter and people tweeting out about you, any links and any associations and directories that you’re linked on Google’s. Pulling all of that together and making a determination on every page of your website where it fits into this eat algorithm. And then it’s layering on top of that. When people show up, do they bounce or do they stick around? Right? So the new E, for example, is right from Google’s own quality rater guidelines.

John Clendenning [00:40:24]:

Consider the extent to which the content creator has the necessary firsthand life experiences for the topic. So I’ll pause here for a second. Take a screenshot of this. I kind of broke it down a little bit on the last screen, but this is right from Google. So this is the stuff that you need to be thinking about when adding pages to your website. Does your carpet cleaning page match the eat algorithm? Does your upholstery cleaning page match the algorithm? Are you bringing in some reviews about upholstery cleaning onto your upholstery cleaning page with a link back to that review on Google to tie the dots for Google, make them test it. You got another one from Facebook. Somebody gave you a great comment.

John Clendenning [00:41:05]:

And it’s not just a picture of it, it’s actually their text and a link back to that Facebook post about how great you were doing their area rug on the area rug page. Think of in those terms, think of how deep you can go. Because, again, this is not a one and done. This is like, let’s layer this. Do you got FAQs? Do you know what questions people are asking in your space about all the different services you provide and can you give answers to those on the carpet cleaning page, the area rug page, the pet urine page? We know all the questions people ask about these things. Can you give some information, show a little bit about your business, get them to stick around, have a video from the owner saying, hey, thanks SEO much for stopping by. I want to tell you all about our area rug process and the shop that we’ve got set up here, our area rug care studio, or we do it in your home if you don’t have the studio space yet, things like that. Here’s what we do differently.

John Clendenning [00:41:57]:

Here’s why we do it, stuff like that. And check out the page and look for some questions and stuff like that below, right? So if you have any questions, dive down below. So if you’ve got all of that kind of stuff in place, know on these pages that’s what you want to be thinking about. Okay? Number two, irrelevant and low quality links pointed back to your website can actually hurt you. That was part of that penguin update. So we had panda. I don’t know why Google likes their animals. Panda, penguin.

John Clendenning [00:42:31]:

They had a hummingbird update and all kinds of different barnyard animals. But these are as. They’re updating their algorithm over the last couple of years, but they do it all the time. And sometimes there’s these minor updates. Sometimes there’s an entire throw baby out with the bath of water and start again. And it’s a matter of listening to Google. It’s sort of like, I mean, I’m a little bit of an economy nut, and I like listening to Jerome Powell and stuff like that. I know it’s kind of crazy.

John Clendenning [00:42:57]:

And because it’s not the CPI information that comes out, it’s the press conference afterwards and dropping hints, right? Google does the same thing. They don’t tell you straight up. They drop hints of what they’re doing, but they will never tell you what the algorithm is. But they’ll drop hints. Sometimes they drop hints to throw you off. Sometimes they drop hints to give you the right direction. And being an SEO company and a digital marketing company, we tie into some of the world’s best digital marketing agency owners and best SEO tacticians. So our own information and what we’re thinking, plus what hundreds of thousands of other websites are proving happen.

John Clendenning [00:43:37]:

And when the change happens and these ones stop ranking and these ones go up in ranking, there’s some ideas that can be got from that. And then all of a sudden, you adjust. And yeah, I was right. These hints meant this way. And it’s always about being as clean as you possibly can. Try not to be scamming and spamming it, because that’s what they’re catching better and better and better at those scammy. Backlinks before, like we’re talking about here, it used to be all about getting links, but now it’s all about the quality and the relevancy of the links. So you do want people linking back to your website because that’s a vote of confidence that you have good content.

John Clendenning [00:44:15]:

So you want them linking to the home page, but you also want them linking to these blog posts and these case study customer stories. Do you have content that’s linkable first? And do you have people linking back to your website? So you want to actually review your link profile and then have any of those bad links removed if you can or disavowed, right? That is one thing you’re going to want to do. So there’s a lot you can look up YouTube or anywhere else. We’re in a world now where you Google and YouTube to learn stuff and how to generate your own link profile. There’s some tools, some free, some paid tools to generate a full link profile of your website, what backlinks are coming to your website. It’s something we always do with clients and when we’re doing discoveries with clients and to see anything we can help with, stuff like that. It’s just part of the mix because again, you could do a whole bunch of good work, but if you’ve got a whole bunch of spammy links pointing at you, no amount of good work is going to help, right? And you want to make sure you diversify those links and the types of sites they’re on and stuff like that. We’ll get into a little bit of what types of sites are actually good to get links from and how you can go about doing that in a few minutes, minutes here.

John Clendenning [00:45:26]:

So yes, you just want to make sure you know what links are coming to your site, where they’re coming and how to get more of them, and how to get rid of the crappy ones. Again, the real physical office part of this pigeon update, another one of these animals kind of brought that in. If you think about it, Google Maps was designed as driving directions originally. Then they allowed service businesses to come in and then the service businesses all put their address and then they said, wait a minute, that’s out of your house. We don’t want people coming to your house. You’re going to have to make that a service area business. A service area business says google says, I know where you are because I had to verify you. But you’re hiding your address and you’re now telling me you service this big area.

John Clendenning [00:46:07]:

Right. But this other guys right here, and again, carpet cleaner near me search terms like that. Google knows that people are looking for people nearby. So that five to seven mile radius still fits in their map algorithm. So they still know where you are. Doesn’t mean if you say, oh, by the way, I service all of the United States as an example, that you’ll rank all over the united States, you’re still going to only influence a small area. And what we’ve actually found is, for whatever reason, depending on your competitors in the space as well. If you’ve got competitors that have a physical office and you don’t, one of them, again, there’s 27, 28 major ranking factors.

John Clendenning [00:46:48]:

Some of them are more weighted than others. Reviews are weighted pretty heavily, things like that. Proximity is weighted pretty heavily. But there’s all these different points that change all the time. But again, that we determine are the ranking factors. And one of them is based on the fact of whether you have a physical office or not. It’s not hugely weighted if your competitors don’t as well. But if majority of your competitors or part of your competitors do you’ll notice in the search rankings that the ones with an actual office tend to show up higher in the Google Maps listing as well.

John Clendenning [00:47:25]:

And Google Maps ties into your website, SEO, it pulls all the two together. So it does help in a lot of other rankings as well. Your primary address in the local maps listing. What we mean by this is if you search, if you go onto Google right now and just search the name of any town, you’re going to see a little red line, a jinky red line. It’s going to up and down and in and out and around. That is what Google determines is the city limits. Whether it’s right or wrong, that is Google’s determination. And if you see that little red line and you’ve got an office just outside of it, one street outside of it, the wrong side of the street outside of it, google does not think in its algorithm that you live in town, that your business is in town, right? So if somebody types in carpet cleaners near Waco, Texas, and you’re in Waco, Texas but if you actually look at it, this little industrial area we are is actually carpet out.

John Clendenning [00:48:25]:

And you’re slightly outside of proxy, you do not show up in that search as easily as all the other businesses competitors that are within Texas SEO. And for example, say you were a town away from Waco and Waco is your biggest market. It would be better to actually have a physical address near the suburbs. And where your ideal clients come from? Near there. In again, one of those rental offices and something like that. Or the back of $300 a month in a back bay warehouse of shop of some sort or whatever, that kind of idea. Maybe there’s somebody that repairs prosthetic legs and has a bay free that he rents to you, things like that. You can put signage up, all that stuff.

John Clendenning [00:49:14]:

Put a mailbox on the door. You can create sort of a place where you do your area rugs. There’s a desk. Somebody can sit there and answer the phones. We’re in a virtual world, which doesn’t mean we have to, but it is a place where you physically can meet somebody and stuff like that. No different than a lawyer having a remote office in another town where he meets people. That counts as a physical address as well. Right.

John Clendenning [00:49:36]:

So Google understands those kinds of nuances a little bit, but we got to be able to prove it to them. That would be worth thinking about as well. So again, anybody who had a fake address, mailbox, et cetera, ups stores, things like that, and any of those really virtual offices you pay $15 a month for a mail slot, that kind of stuff, you cannot walk through and physically prove that you actually have an office with signage, even if it is just a desk and a computer. In a shared workspace. We live in 2023. Shared workspaces are allowed. But you’ve got to have something that shows that if they ask you to do a physical walk through, you’re still going to pass the mustard. Right.

John Clendenning [00:50:20]:

So work from home and that need to be hidden, and it is just a little strike against you. So anyways, I think I beat that one to death. Enough. Site speed matters. Lots of tools out there that can determine your site speed. This is an easy one because your website needs to load fast on Google sorry, on desktop and on mobile. Right. Because Google knows that 60% of people start a search on mobile.

John Clendenning [00:50:50]:

If you actually go look at your Google Analytics studies and stats, you’ll notice that you probably have an equal distribution of people on mobile devices and people on desktop. It seems weird, we all think everybody’s on mobile, but what they do is they actually start their search there and then when they actually, oh, these guys seem interesting, let me go check them out. Unless they’re just ready to call. Ready to call. They’re doing a little bit more research. They’ll open it up when they get back to the office, or they get home on their laptop on a larger screen to see it better. Right. So if it’s emergency and immediate need, emergency flood restoration, emergency key lock services, things like that.

John Clendenning [00:51:24]:

Yeah, maybe, right. The dog, they came home at the end of the day, the dog crapped all over the carpet, had an anal blowout from eating something in the home while the homeowner wasn’t there, and that’s an emergency. They’re not probably going to their desktop. Right. But most people plan things a little bit farther ahead. You need the site speed, you need to get that going. So you want to check your site speed. One place would be developers, Google.com speed PageSpeed, slashinsights.

John Clendenning [00:51:52]:

So I’ll pause for a second, take a screenshot of that if you want, but you want to double check your site speed. It is one of those things that is why is Google put it in the algorithm. Think of it yourself. Do you like going to a site that if you hey, I want to go learn about this thing. I want to go check out this business, I want to know, read this post, whatever. And then you go to the website and you wait and you wait and it suddenly starts to load. You’re gone, you’re out of there, right? You give it a few seconds, you’re out of there. So it’s sort of like how fast to the first impression and then as you scroll, how things are rolling out that way.

John Clendenning [00:52:29]:

So there’s ways to think about increasing your site speed. Bunch of this is going to be a little techy, but you want to enable compressions, minify your CSS and your JavaScripts and your HTML, reduce, redirects, remove, render blocking, JavaScripts. Again, very techy stuff. What I’m getting at here is like even image optimization. A lot of people upload these massive images. Well, the website trims them down to this side, but the actual image, if you click on it is still massive. Well, that takes a long time to load. You actually want the image to be made smaller and optimized for the size it is.

John Clendenning [00:53:02]:

So if they click on it, it goes no bigger than that. And in the right format, certain formats are better than others. WebP extension versus JPEG versus PNG is actually better knowing these little things. So ultimately, if you build a website, if you do it on sites like Wix and Weebly and GoDaddy and any of these sort of free site builders and stuff like that, a lot of them and other platforms don’t have the tools built in to actually reduce this stuff. If you’re running on a WordPress website, WordPress is pretty much the largest website building platform for companies that build websites and stuff like that. They have plugins and tools that will do all of this. WP, Rocket, Nitropack, there’s a bunch of them that actually will go through the website and help do all of this. And then you can run another test to see how much it caught and if you need any sort of technical help from a web developer to fix some other stuff.

John Clendenning [00:54:08]:

But ultimately, the point is you want to understand that your website speed will be an impact on your rankings as well. Big enough that I put it in those major four listings. So what else has changed? Right, so SEO tactics from two years ago, maybe not as effective anymore. So post Panda, Penguin and Pigeon era, it’s all about the user experience optimization. The user needs to find a page that’s easy to read, easy to follow, not short. I’ve got people go, oh, I just want a little bit of content on my website. No scrolling, none of that. You’ve got maybe, what, 100 words? Nowhere near enough content for the user experience to get anything out of it.

John Clendenning [00:54:52]:

You can’t influence them with your risk reversal guarantees that we talk about. You can’t influence them with why you over anybody else. Who you are, what you do, what people think about you, help answer good, helpful information on blog posts, all that kind of stuff. You can have a short, fast little site that might help the emergency people. We call those landing pages that’s best for pay per click and things like that. When you have a website that is for the people that want to go deep, the people that go to your website want to know a lot more about you. And if they come and they bounce away right away because the user experience is bad, the layout is bad, it’s not telling a story as they roll down. It’s not in an organized fashion, it doesn’t have the right words on it.

John Clendenning [00:55:32]:

It’s not targeting specific keywords on the page. Again, the user doesn’t know that. But Google knows. That’s why I served it up. They came here, they read it, they watched the video, they downloaded the PDF, they did whatever, they engaged with the page. They clicked and went to another page as well that you suggested. For more information about that thing, you might want to learn more about A, B, or C. Yep, I want to learn more about C.

John Clendenning [00:55:52]:

Now they’re on your website for a while. That length of time on Page is actually known by Google as well. And that’s part of this, the click through rate. So how many people see your page being offered by Google and click through? That is your title tag. That title tag actually has to be written in a salesy way. It’s with the keywords in it, but it’s got to be written in a compelling way. Like, think of writing classified ads. I don’t know if you guys ever stayed up till 03:00 in the morning and watched Don Laprie talking about tiny classified ads that will make millions of dollars, because what are you selling? Well, classified ads are a headline and a little blurb of text that needs to cause something to happen.

John Clendenning [00:56:36]:

That’s what your title tag and your meta description is, because that is what shows up when you search in Google for an area rug cleaners near me. There’s going to be a listing of websites and stuff like that. The Google ads are just tiny classified ads. And then when you come down to the websites, you’ve got a headline and a little description. That’s your title tag and your meta description. And again, what causes people to click through? You’ve got to think those out. Does it got the right words in it that Google put you in the listing? Does it fit all the other stuff? But is it also influential? Is it causing more people to click scroll rate and time on page? Are they going boom and jumping out? That’s called your bounce rate right here. So are they actually scrolling? Are they stopping and slowing? Google’s algorithm knows it’s no different than Facebook.

John Clendenning [00:57:24]:

You wonder why Facebook shows you more of one thing and less of another. If you’re scrolling through Facebook and you slow down, they know. They know you slowed down and then sped up. And that gives advertisers when we’re advertising on Facebook for our clients, we know that the algorithm is determining whether somebody slowed down to see that ad and then moved on. That might be a good imaging, but if they didn’t click, we got them to slow down, but we didn’t get a click. So there’s ways to kind of influence, hey, we want more people to slow down and stop things like that. Google does the same thing time on page. They know.

John Clendenning [00:57:59]:

Branding is huge for Google. Google loves brands. Every image you upload to, your Google Places, Google Maps listing, you should be uploading images, you should be creating Google Posts. We’ll talk a little bit about that as well. All part of your SEO, but every image should have your logo on it. Images on your website should be some of them, a lot of them should have a logo on it. Google loves brands and logos, and they see them everywhere, and they can start tying them together to who you are. Oh my God.

John Clendenning [00:58:27]:

All this carpet cleaning content keeps having this logo on now. Now it gets indexed in the image gallery, which ties into everything else as well, and then the number of citations, reviews, and relevant links. That is some of the key ranking factors going on right now. So new SEO formula, figure out what are the most important keywords on your service, service area and the search volumes. This is a few more factors to consider in the flow here. So how do we know what keywords are important? Well, you got to do keyword research, or you got to pay somebody to do keyword research for you, or you got to find somebody or know somebody who does keyword research, because it could be as different, as subtle as carpet cleaning companies versus carpet cleaning services. Carpet cleaning services nationally might get, in the last time I checked, 8910 thousand searches a month. Carpet cleaning companies get 60,000 searches a month nationally.

John Clendenning [00:59:28]:

So what’s your local market like? Right? So did your page target carpet cleaning companies or services as the primary keyword? Title tag, meta tag, h one headings, and throughout the content related terms around that, but really focusing on the term companies versus services as an example. So you want to know the search volumes. So you can use tools like Google keyword tool that’s inside the Google Ad planner, word stream, spy for Google AdWords. You want to set up a great website with unique pages, marketing those keywords, right? And you want supporting pages. So there’s certain pages you can have 1020 supporting pages over time. We call them blog posts that support the carpet cleaning page, that support the city page, that support the area rug page. So as your site grows, you’ve got relevant related content that relates to that service and links into that page. So you’re creating internal linking as well, right? So a page for each service, every city.

John Clendenning [01:00:29]:

And then you can even start talking about neighborhood pages. But again, be very careful. You don’t want to have every city, every neighborhood when the rest of your website is very lean. You want to make sure you keep that balance in mind. Like I mentioned earlier, you want to optimize your website for user experience. We talked about that. You want them to stick on the website. Optimize your website for the SEO, the onsite optimization.

John Clendenning [01:00:51]:

What does that really mean? It means your navigation set up properly. There’s a bunch of technical stuff where you want to make sure that you’ve got links going in the right direction. A page that supports your carpet cleaning page, that’s about that. Maybe it’s maybe a project, maybe it’s a project that you did like before and after pictures and a whole story about Mrs. Jones and her dog Pete all over the coming, you know, to visit for the first time in five years from Europe. Needed to get it all done, tell that story, show the pictures, right? It could be Mary Jones or it doesn’t like, you don’t have to give out all the names, but you can tell the story in the city she was in and the service she got, why she did it. That’s a better page than just a gallery of before and after images. Now you’ve created a nice piece of content.

John Clendenning [01:01:32]:

It’s over 500 words. Go for 750 to 1000 words for that kind of thing. Tell a nice story, what you guys did, what she thought of it, get a review from her or a feedback on a feedback survey. Put that on. Hey. And what did she think? And now it’s your turn. Try it yourself. You can try our services out, blah, blah, blah.

John Clendenning [01:01:50]:

That’s a good page. Well, that page should anchor to and link to your carpet cleaning services because that’s what the page is about, right? And it could also link to the city or the neighborhood that you did it in. So now you’ve got two links inside your website to higher up pages. That is part of the on page optimization stuff that you need to think about and then you need to build out your authority off site and you want to track your results on all of this. So let’s talk a little bit about keywords, because we did mention keywords. Again, I’ll pause here, take a screenshot of this if you want. But carpet cleaning disc carpet cleaning and related terms, right? Words with your city in front or behind them are helpful. People will also add ons, will also use near me.

John Clendenning [01:02:40]:

So they could do San Antonio carpet cleaning near me, right? They might just do carpet cleaning near me. But a lot of people still put the city or the neighborhood, what it’s called by in Manhattan. For example, people don’t type in New York City when they’re looking for something in Manhattan. They type to Manhattan. A lot of times they’ll even go right down, um, Soho and and, you know, upper East Side, Upper West Side, stuff like that, because they know they’re looking for somebody who services definitely in that community, like that neighborhood, right? So some people look for family oriented, green certified Recommended Residential, affordable, Reputable, top Best, top Rated, free estimates, free quotes, all in conjunction with these types of keywords. So this is just sort of like a general starter list. Once you start developing out keywords and all the different options and stuff like that, you’ll realize that there’s thousands of supporting keywords that become part of what we call keyword clusters. So it’s good to know the keyword cluster of a page, the focus keyword, and then the clusters around, because then you can pepper those extra words in.

John Clendenning [01:03:48]:

If you go into Google right now and type in canoli restaurants near me, back in the day, if that website did not have cannoli as blah, blah, blah, google wouldn’t know. What is Google going to show you now? All the Italian restaurants around you, right? Google’s smart enough to go, oh, canoli Italian restaurants near it’s thinking, right? It’s digitally thinking. What do you mean by this? It happens in carpet cleaning and home cleaning services and all that stuff as well. So you got to pay particular attention to the keywords. And you’re not putting all these keywords on one page. Your whole website needs to start ranking for these. But of course, the upholstery cleaning page, the furniture cleaning page, that’s the same page, right? Upholstery cleaning, furniture cleaning, chair cleaning, couch cleaning. But you might know best ways to take care of a Silk Shay’s Lounge.

John Clendenning [01:04:39]:

That is a know blog post, right? How a San Antonio residence saved her silk Shay’s lounge. And then a story about it. Another supporting page for your upholstery cleaning page. See the way that ties together? Hopefully I’m giving you some dropping some nuggets here that you kind of understand. You’ve really got to think deep. It seems like a lot, but if you want to rank organically and dominate and become the best known cleaner, SEO maps and website are a big part of it. So on site optimization, strong website with good content, good user experience. Leverage multimedia to improve the time on page.

John Clendenning [01:05:24]:

Have videos show them people before and afters, and videos and owner videos talking about what they’re doing. A page for each service. Cities and neighborhoods that you serve. Quality content that is well optimized. So thinking technical optimization, but well written and laid out. Well, people don’t like just reading gobs of text, so you’re breaking it up with little checklists or bullet lists and things like that. And headings and subheadings main keyword in the title and the H one and then relevant keywords in those secondary headings, h two S and h three S down the page so that you’re not just saying the same thing over and over again. You’ve read those pages before where it’s like, are you looking for the best titleist golf balls? Well, best titleist golf balls are what we do and we do best.

John Clendenning [01:06:09]:

You read that and go, this is garbage, right? But if you can word it in a way where it fits in naturally, and then the related words around that all are part of those things. Meta description sells the click. That’s what I’m talking about as well. You can put your keywords in, but the meta description, that’s that part again, when you search for something in Google and you look at the websites, you scroll down to the websites, you’ve got the title and then the description, that description needs to sell you on clicking to go into there. So there’s influence, there’s psychology involved in that. So you want to make sure that happens because that’s that click through rate. People are clicking on you now. You’re going to rank a bit better.

John Clendenning [01:06:47]:

Name, address, phone number in the footer with schema, that is, again, a bit of technical term, but you want to make sure if you’ve only got one location, it’s in the footer of your entire website. If you’ve got multiple locations, you have multiple location business. You’ve got two or three offices in different towns around on one website. You don’t want the schema in the footer. You don’t want your name, address, and phone number schemaed in the footer of every page. You want to have actual location pages and a build out around each location in the website as well, because you need to be trying to rank for these multiple offices that have multiple GMB locations and stuff like that. So you want to blog ongoing with weekly updates if you can. Four blog posts a month and one press release a month is a really good pace to generate internal website signals and then a press release, a lot of external signals, ranking signals around the web and that’s.

John Clendenning [01:07:44]:

So a media room is really good to have as well. So we’ve got a unique way that we actually build media rooms so that our clients are actually the media room that sent out the press release that gets picked up by local and national news outlets and radio stations. They just want good content about how to care for something, whatever, but they generate links back to that website, to that media room. So there’s other ways to do it. PR newswire and news, web and routers and things like that, where they’re the media room, but you can pay to send out press releases through them as well. So what does this all look like? Here’s an example. One of our clients as an know carpet cleaning brantford, one of the cities number one in Google Maps, there’s an ad up here. Somebody’s paying because the Home Depot is, mind you, to get an ad.

John Clendenning [01:08:34]:

Try and get an ad in the three pack that’ll only show up every so often. But I wanted to show that that’s the only other way to get in the three pack. And you can’t force it. It’s an algorithm, and you have to add an extension into the you have to be running Google Paid ads, pay per click ads, and then you have to add the extension. And then based on the keyword, they kind of decide maybe they might throw it in or not. But if you rank number one, lots of reviews, getting most of the calls number one organic as well. Why? Because the website has all of those principles baked in. It’s got title tags.

John Clendenning [01:09:07]:

The home page is designed to rank for the main cleaning services. And then inside the services, there’s all individual service pages, individual service area pages, blog posts and press releases and media rooms and ongoing content and stuff like that. And really, really deep. And then a strategy to come back and look at it every three to six months. Right? You want to look at it every three to six months, run another scan of the content, find if there’s some content that isn’t getting any clicks, any rankings. Is there ways to blend content together? Is any content cannibalizing another piece, things like that? Are you trying to target carpet cleaning on five different pages, things like that? You want to make sure that each page has a specific keyword intent and relative keywords. The ones that support it are under it, pointing up to it, even in your URL structure. Elite carpet.

John Clendenning [01:09:57]:

Carpet cleaning in Branford, things like that. You want to make sure that even the URL structure is supporting all of this. So there’s a strategy behind it. Off page. So this is sort of the 80% of what you do for ranking is on page 20% is off page. Roughly speaking, in today’s world, it used to be almost the opposite of that. Everything was about links and off page. But you want to claim and optimize your Google business listing for sure.

John Clendenning [01:10:22]:

Make sure it’s 100%. Respond to all reviews. Don’t leave any review hanging, good, bad, or ugly. You want to respond to reviews. Google sees that as trustworthiness. That’s part of the eeat. They see it, they connect it to the website. All your pieces connect together.

John Clendenning [01:10:35]:

You want to be responding to every one of the reviews. You want to build lots of high quality citations and make sure that your Nap, your name, address, and phone number are consistent. So what’s the citation? It is basically your name, address, and phone number somewhere out on the web, right? Somewhere out on the web that’s reputable high quality. So we can actually talk a little bit about what kind of sources those are. Just in a second here. As we wrap things up. But you want to build lots of real reviews consistently, because that hits that trustworthiness of the Eeat, right? So you don’t necessarily want to have 100 reviews and then get no more. It’d be better to get five or ten a month, right? Check what you keep up with your competitors, but five or ten a month and grow.

John Clendenning [01:11:19]:

Because Google looks at the review velocity as well, not just volume. If you get a whole bunch of once and stop, a good chance some of those, if not a lot of them, start disappearing because it looks like you did pardon me, looks like you did something once and like possibly a scam, and you want to build authoritative and relevant links back to your website. So here’s what these backlinks look like. Pardon me while I take a drink. If your website is getting links from local directories, better Business Bureaus, Chamber of Commerce, your local janitorial supply place, say you got charity events. So you got local citations. You got national citations, and you got niche citations. You’re part of the IRCRC.

John Clendenning [01:12:07]:

You’ve got your link on the Carpet and Rug Institute, and you pay the $25 or $50 a year for whatever it’s gone up to now, things like that. You’re part of the Issa, which is Clean Facts Magazine is all under that the association and those kinds of things, you’re on their website, they’re going to put a link back to your website. Now, those are credible niche links. We’re in the carpet cleaning, home cleaning niche. You want to get links from those national citations are Angie’s List, which is called Angie Now, judy’s Book, Yelp Home Advisor, unfortunately, things like that. But all the other ones as well, there’s Yellow Pages online and all of these kinds of things. Any of the quality ones, you want to make sure there’s about 50, 60 high quality ones, and then a bunch of other ones that you want to be in. But you want to make sure you’ve getting links from all of these places.

John Clendenning [01:12:57]:

You want to make sure in the data aggregators like Dun and Brad Street and Foursquare and stuff like that, because those are all links with quality. Back to your website. If you get the chance to guest blog, you wrote some good content, and somebody wants to share that out on their blog right now, you got a link back to your website. So if you’re writing good content, it’s going to get picked up and things like that. So industry associations, we talked about that, local business groups, better Business Bureau, BNI, Chamber of Commerce, anything like that. Charities, a lot of charities will, hey, thanks for ABC Carpet Cleaning, for sponsoring us, and it’ll be a link back to your website. That’s a backlink. Press releases are great.

John Clendenning [01:13:37]:

If you do one a month, you’re generating 150 signals around the web, digital signals that Google finds all over the place. That all link back to your website, link to your Google Maps listing, tie everything together. So press releases are a great way to do that as well. Vendors, right? Say for example, you buy from a certain janitor supply place or you went to one of their training classes and they put you up on their website. Anywhere you can get quality links like that. Just think of that because you want to even Facebook posts and sharing stuff out and having getting links and stuff like that if somebody else shares it out, if there’s things like that, there’s just lots and lots of places to think about getting links back to your website. So you want to be thinking about it. This is the point we’re trying to make here.

John Clendenning [01:14:21]:

Again, this isn’t all encompassing. Oh my God, John, how am I going to ever have time to clean carpets or run my business if I have to think about all this stuff? No, this is a strategic conversation and you put some time in it. You put two or 3 hours understanding this stuff. You hire somebody to help you with this and then you come back and revisit it every three to six months, right? Is there any other places we can get links? Hey, anytime you do a charity event hey, do you guys have a page on that? Yeah. Can I get my link put on it? Because now you’re thinking about it. One business does that, five others don’t. That one business is the one that gets all the links, right? The kind of idea, if you think about it, if you’re actually actively learning to run your business better and better and better every day, your business is growing. Next year you’re a new year in business and you’ve grown and you’ve expanded.

John Clendenning [01:15:05]:

I’ve talked to businesses that are 20 years in and they’re no different than they were 20 years ago. They just took year one and repeated it 20 times. There’s other businesses that by 20 years in, they’ve reiterated themselves, expanded and grown and into other industries and just gone nuts because they’ve grown their business, learnt more, put it in place, maybe opened a new division, did more of that, whatever, acquired acquisitions and mergers. And 20 years in, they’re in a town of 40,000, 30,000 people and they’re a million dollar business. Because they’re not just carpet cleaning anymore. Now they got a made service, now they got a janitorial, they bought some out, they built some, they own the janitorial supply house. Think of that. There’s other people that are in a million 2 million population and 3 million population and they’re running a million dollar carpet cleaning business or above.

John Clendenning [01:15:50]:

And they’re very focused because there’s more than enough ideal clients for the services. They don’t need to go as wide, right? So there’s ways to play this game, but if you understand the game now, you can grow your business. So this is an example, know, for example, again, Carpet Cleaning Branford, we did this. What’s causing these people to show up? And even this three best rated, which is a directory, what’s causing them to show up? Well, they’ve claimed and verified their maps listing. Had to have or they won’t show up. No spam in the company name. They didn’t try and put in fake names. Right? They can confirm that that is their name if they’re ever asked.

John Clendenning [01:16:29]:

It is actually on their business listing. Lots of online reviews. Keyword is in the title tag of their business, right? So Brantford and Carpet Cleaning, there’s their keywords right, in the title tag. This is the title tag. This is the description. That’s the home page. So as an example, those are things that we see. The website is built out with lots and lots of content and constantly increasing.

John Clendenning [01:16:53]:

I’d say a website for carpet cleaners should start with about 20 pages and within a couple of years should be sitting at 150 pages or more with those weekly blog posts and stuff like that and just good project stories and just really good meaningful content, right? You keep an eye on it. If some of the pages aren’t working, you adjust them, you tweak them, you play with them. That’s just a good content plan. Make it valuable to the people that are going to read it. But it also shows, know how to get a red wine stain out of my carpet? Well, if you’ve got a page on that or a blog post on that eventually, and that person’s in and around the Branford service area, google is going to serve that page up in the search engine results as well. It’s not going to show the map listing because how to get rid of red wine stain sounds more like an intellectual search, right? A research. So they probably won’t show the maps listing because that’s really for people looking for a service and Google’s trying to make that determination. But boom, you’re number one because you’re nearby, you’re close, and you’ve got a well written page that solves that problem as an example.

John Clendenning [01:17:49]:

So solid link profile across the web with consistent SEO work, producing lots of authority signals to your website. So that is what drives results in today’s day and age. So, again, I like to keep these about an hour and 15 minutes. An hour and 20 minutes. We hit the now and 20 minutes mark. So key takeaways, right? Other than the fact that, wow, John, that’s a lot, and I get that. But what are some of the key takeaways? Understanding how this fits into a best known cleaner program. This fits into Omnipresence.

John Clendenning [01:18:21]:

This fits into why you put door hangers out and yard signs and wrapped your Vans and do paid ads and talk to the carpet stores and the interior designers and the real estate agents. This fits into all of that. This is part of that. It anchors all of that. Because now they see you here, they see you there, they see you everywhere. It anchors that, but it also grows your business. Organically over time creates an asset. If you’re ranking everywhere for your search terms and getting most of the traffic, most of the phone calls, most of the volume, when you go to sell your business, guess how much more it’s worth? Because you’re the best known cleaner, you’ve built an asset and you’re not missing any pieces.

John Clendenning [01:19:00]:

SEO thinking in those ways, working on your business more than in it. So here’s some of the key takeaways that we talked about. You can actually even leverage paid search to get some keywords. So if you’re running pay per click campaigns, there’s a reason for those. Again, you’re not going to get volumes of leads. Your best leads are going to come from organic and referrals. And we know all of that. You got your repeat businesses, your organic, your referrals, and then the paid to add in those new clients.

John Clendenning [01:19:31]:

Find those new people that are now you can drip on and get the lifetime value of a customer out of them. It’s never about cleaning them one and done. It’s like, hey, I just ran paid ads. I got ten new clients this week. Eight of them. They’re okay. They’ll probably come back in a year or two, maybe some of them maybe never see us again. Didn’t seem the greatest, but they paid our bill.

John Clendenning [01:19:53]:

They paid maybe just a minimum charge or slightly above. We did the work for them. We did a great job. We got a review. They’re happy. We canvassed the neighborhood with door hangers and we put a yard sign and left it behind, right? That’s great. Two of them are A list clients. They might have only paid a minimum charge this time to try you out the first time.

John Clendenning [01:20:11]:

But they’re on golf course road and they have 40,000. That’d be great. 4000 square foot, 3000 square foot home, all white off white carpet, all off white upholstery area rugs and stuff like that. And they just needed the entranceway cleaned. Right? Now that’s still worth the visit. And you got that from a paid ad as an example, or you got that from your organic rankings or whatever. So you want to make sure with paid ads you can get some of that extra work. Facebook ads, Google ads, local service ads.

John Clendenning [01:20:40]:

But you can also use what keywords are actually driving the most of the traffic and then write content around it. Use that as part of your SEO strategy because now you know those are search terms. Why not start ranking organically for those? For the people that pass by the paid ads, only about 15% of the people stop up there and then 15% to 20% in that top area. We know that 75% of the traffic goes down below, right, and into the maps and the organic listings. So the website listings so you can get some of those search terms and let them pass right by and find you down there where your competitors aren’t. So what are you taking away? I always suggest there’s a magic in threes. Father, Son, Holy Ghost. You name everything that comes in our world that’s in threes.

John Clendenning [01:21:28]:

There is a magic in threes. There’s a magic in setting out three things to do for the day to do your business is before the sale, during the sale, and after the sale. You have three businesses that you run and you need to be thinking about growing in three area is at all times right, things like that. There’s always a magic in threes. So I like to say, what are the three initiatives that you’re going to implement? Are you going to go check your site speed? Are you going to do a content scrape? Are you going to learn about keywords? Are you going to reach out to somebody? What are the three initiatives that you know? Are you going to put more personalized content on your website so they stay longer? What is it? What are the three things you’re going to take away from this webinar and this training on SEO and rankings and the new ways you need to think about that whole content and eat and authority and expertise and all of those things that we just talked about. Is there anything that comes to mind that you’re going to take away? So write those down right now. And while you’re writing that down, just take a moment. Just going to let you know that as we always do, anybody who shows up to these webinars, we have an offer for you at Someday It Will Be Taken Away.

John Clendenning [01:22:32]:

We’re incredibly busy, but I offer from our team a comprehensive marketing audit. We do a deep dive into your website, your competitors, your organic rankings, your SEO, your keywords, your paid ads and stuff like that. And our team, research team that is researching all of our own clients every month, every three months, every six months to adjust our programs and our growth strategies for our clients. That same research team is put to work for you. And then you get on a call with me and we go deep. We talk about a step by step plan. Doesn’t mean we’re selling you our services. We’re talking about a step by step plan that you can grow your business.

John Clendenning [01:23:12]:

I charge $500 an hour to do consulting, and I’ve done that for years. I’ve consulted franchise networks. I’ve consulted businesses in related industries and stuff like that on a regular basis. I get hit up for consulting all the time. I charge $500 an hour. You’re going to get up to an hour of my time, plus this whole comprehensive research all done for you so that we can talk about where do you want to go, where are you right now? Where do you want to go. There’s your gap. How are we going to get there and what’s the fastest way to get there? And some of it is what you’re doing on your own outside of anything.

John Clendenning [01:23:45]:

Digital can show you what the digital piece looks like, but are you also mailing your database? Are you also picking up the phone and calling? Are you checking in with your client, your best clients every three, 6912 months? Are you doing a client reactivation campaign? Things like that? What are all these things? Are you becoming really close friends with business, friends with people that can generate referrals for you, referral for other business owners, and again, those interior designers and carpet stores and real estate agents and made services and all that, and even going outside of that, are you doing that? We’ll talk all about that to see where the lowest hanging fruit is, to grow your business, keep it, survive and thrive during any slowing down of the economy and be the best known cleaner that sticks around. So if that sounds interesting to you, then you can always hit us up. Carpetcleanamarketingmasters.com slash schedule. You’ll book a tentative time in my schedule, and then you’ll hear from Krisha that’s on the call here, she’ll need to get a hold of you first or that appointment doesn’t stick because we need that background information to run the research. So if you’re at all interested, if you’re again listening to this on replay and it’s still available, go check it out, see if it’s there. But we shut that down from time to time when we’re just head down, working on Onboarding and building out some of our new clients that are coming on. Sometimes it comes in waves, like any business, but we’ve got openings right now to have these conversations at least and see if in a future Onboarding, if there’s any room for you, or just can we help you start your journey and maybe you can come back and think about us down the road. So Carpetcleanamarketingmasters.com Schedule is where you’d want to go.

John Clendenning [01:25:27]:

So we’re talking about the best known cleaner. This is part of the series. Hopefully this was valuable. I know it goes a little techy, but some of you got the tech. Some of you went, whoa, that’s way over my head. Understand the fact that all of this is important. Without it, you never have it. You will never rank.

John Clendenning [01:25:42]:

It doesn’t just happen. There is a science and a mathematical precision and an influence in psychology and marketing that causes these things to happen. And when you get it right, it builds an asset for your business that rises like rising tide lifts all ships. You can rise that tide and lift all of the strength of your business over time. If you’re putting this framework in place and thinking about it and having it all tied together properly, it’s not just any one thing, it’s a myriad of things. Working for you. If anybody want to reach out to us, you know where to do it. Carpetcleanamarketingmasters.com Schedule hopefully you found this 90 minutes valuable and we look forward to seeing you on one of the upcoming webinars and be sure to tell your friends, anybody else in the industry to check some of our stuff out the books on Amazon.

John Clendenning [01:26:38]:

You can go to our website and see lots of great training videos in case studies and all kinds of cool stuff. So thanks again for stopping by, appreciate it and we will catch up with you guys next time.

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The Blueprint for Success: Achieving Financial Freedom and Early Retirement in the Cleaning Industry – with Shawn Barrett

The Blueprint for Success: Achieving Financial Freedom and Early Retirement in the Cleaning Industry – with Shawn Barrett

PODCAST EPISODE

The Blueprint for Success: Achieving Financial Freedom and Early Retirement in the Cleaning Industry – with Shawn Barrett

Mastering the Marketing Mindset: Lessons Learned from Shawn Barrett’s Journey to Financial Freedom

In the world of cleaning business success, marketing plays a crucial role in determining a business’s trajectory. In a recent episode of the Carpet Cleaner Success Podcast, host John Clendenning sat down with Shawn Barrett, a seasoned cleaning and restoration (former) business owner with a wealth of knowledge and experience. Throughout the interview, Shawn shared valuable insights and lessons learned from his journey, emphasizing the importance of a marketing mindset in achieving business growth and success. In this article, we will delve into the key takeaways from Barrett’s interview and explore how they can be applied to your carpet cleaning business.

1. Understanding the Power of Marketing:

One of the fundamental lessons highlighted by Shawn is the recognition that marketing is the lifeblood of any business. Gone are the days when relying solely on traditional advertising methods, such as the Yellow Pages, was sufficient. With the advent of online platforms like Google, Facebook and digital ad targeting, cost-effective marketing strategies have become the new norm.

2. Wearing Multiple Hats:

Shawn identified three key hats that every business owner should wear: technician, manager, and entrepreneur. While each role is significant, the marketing hat holds tremendous importance. As the visionary of the business, it is crucial to cultivate a marketing mindset and continuously seek ways to promote and differentiate your services.

3. Strategic Expansion:

Shawn’s journey also exemplifies the importance of strategic expansion. Starting with carpet cleaning, he gradually added additional services such as duct cleaning and restoration. By identifying customer needs and expanding their service offerings, carpet cleaning businesses can tap into new revenue streams and solidify their position in the market.

4. Creating Memorable Moments:

To stand out from competitors and foster customer loyalty, Barrett emphasizes the importance of creating memorable moments. Whether it’s through attention to detail in equipment cleanliness or providing additional memorable perks like booties for clients and an after-care kit, every aspect of your business is an opportunity to showcase your commitment to excellence.

5. Investing in Your Business:

Marketing is not a cost, but an investment. Shawn suggests allocating a minimum of 15 to 20% of revenue toward marketing efforts. By having a marketing calendar, setting aside a marketing budget, and regularly evaluating results, businesses can optimize their strategies for long-term success.

6. Continuous Learning and Improvement:

Marketing is a constantly evolving field, and staying informed about industry trends is vital for success. This interview highlights the importance of self-study, absorbing information from industry experts, and continuously testing and iterating marketing strategies. Through split testing and analyzing results, businesses can refine their approaches and maximize their reach.

Conclusion:

Shawn Barrett’s business journey is a testament to the power of adopting a marketing mindset and continuously improving your business. From understanding the importance of effective marketing to strategic expansion and creating memorable moments, the lessons learned from his experience can guide cleaning business owners toward growth and success. By investing in marketing, embracing continuous learning, and applying innovative strategies, you can set your business apart from the competition and become a leader in your industry.

Remember, in the world of carpet cleaning success, marketing is the key to unlocking new opportunities and maximizing your business’s potential. So put on your marketing hat, stay informed, and embrace the mindset of continuous improvement. Your business and your customers will thank you.

Now, it’s time to take these valuable lessons and apply them to your carpet cleaning business. The journey toward success begins with a marketing mindset and a commitment to excellence.

Listen To The Podcast:

You will learn:

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Discover why Shawn stresses the importance of making marketing a core function of your business.

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Understanding the significance of continuous learning and improvement

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Marketing techniques that will set your business apart in the carpet cleaning industry

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Learn how to differentiate yourself in the marketplace, become an authority, and generate never-ending referrals

Audio Transcript:
John Clendenning [00:00:00]:

Hey. Today, guys, on the carpet cleaner success podcast, we have, a good friend of mine, Sean Barrett. Sean is retired out of his carpet cleaning business in his early fifties. The focus of this this interview today is, how to start a carpet cleaning business. In a town of 30,000 people and retire in your early fifties with financial freedom. So if that sounds intriguing to stick around. We’re gonna have a conversation and just kinda dig into the weeds and and and see how all of that happened and get some nuggets out as we go.

Shawn Barrett [00:00:30]:

Welcome to the carpet cleaner success podcast. A show created to inspire carpet cleaning business owner to build their own thriving residential and commercial cleaning business. Your host, John Clintonning, has built and sold successful cleaning businesses for multiple six figure over his marketing into a lead generation machine. Tune in is John shares proven tips, strategies, and expert interviews to help fast track your success in the carpet cleaning industry.

John Clendenning [00:01:05]:

Welcome, Shawn. Thanks for joining the Carpenter Success podcast podcast. And I’m glad we finally were able to catch up and do this.

Shawn Barrett [00:01:12]:

That’s great, John. It’s been too long since we’ve actually sat down and done something like this. So Thank you.

John Clendenning [00:01:19]:

Yeah. Exactly. So, just a a a brief bio, on your background, you know, who you are, where you where you’re where you’re from, and, just just that kind of job. Just, you know, just, you know, a little bit about Sean and, and and that kind of thing.

Shawn Barrett [00:01:35]:

Yeah. No. That’s that’s perfect. Well, like you said, my wife, Leslie and I, we actually 8 eighties in the early nineties. We right out of high school. We decided that we wanted to own, restaurants. So we’ve heard of a a deli and you’re not the plumbing city. And, we were fortunate enough that not going at the time, but looking back now. Like, a lot of the success principles we put into that rush are the same that pull through to Clendenning, effecting, whatever. So from, like, 89 to 92, I believe we owned that and we sold it. For a profit. And, the cool thing was, a local franchise used to clean our carpets, and he hooked us on beanie carpets. All my wife and I moved back back home and started, with 3 franchises in our local service area. As you said, it was around 30,000 people at the time. It’s closer to a 100,000 now in in that service area, but, yeah, started that and not too long after that in 92. I think you and I probably met some time in 90 495.

John Clendenning [00:02:47]:

I’m more in there. Yeah. Yeah.

Shawn Barrett [00:02:48]:

We’re in there. And, And the cool thing for me at that time is that you and I were very like minded and, you know, being able to have that connection with a market. I’m to be able to come up with ideas that nobody else was doing and, you know, just get on all in control with that and not actually able to try this. Hey, hey, John. Did you have any success with this? Yeah, I did and what about this and just a tweak here, a tweak there certainly helped us, expand our carpet cleaning business. And then from there with the carpet cleaning business, what we actually did was, we felt restoration. This is probably gonna be a bigger updated business — local service areas. So we actually be back on our carpet cleaning business to get or to begin for that flood call for the insurance companies, brokers, homeowners directly, and we were able to build a pretty decent restoration company up to forty people, 22 vans, and we sold that in 2020. Yeah. Yeah. So that’s I mean, there’s there’s a lot of stuff in between all that, but that’s that’s a quick version.

John Clendenning [00:03:59]:

Yeah. No. That’s good. And we’ll and we’ll dive into that as well because you’re right. It is that, the part that that we like to talk about on these podcasts and we I talk daily to carpet cleaners, whether they’re clients of ours or just people learning, you know, learning what what we do or how to how to grow their business. We’re we’re talking about that marketing mindset a lot, and it’s something I’m really trying to drive home, how, you know, you you wear multiple hats as a business owner. We talked about the 3 different hats that you, you know, you you wear and you can take off the the management hat. You know, you take off the technician hat first. You should be, you know, you might be the guy in the truck, but let’s get somebody in the truck out working for you so that you can take that hat off as you grow the business. The next one might be the the manager hat. You you can have an office manager or a general manager as you grow. And and, you know, be the entrepreneur. But as we we like to say, the that marketing hat really is, is the on superner and the owner of the business, the visionary of the business. They they have to see where the company is going. They don’t have to know how to do all the little pieces, but they have to see where the company is going and get that messaging in the marketplace while you’re unique and and continue to learn that craft so that you can continue to stand out in a crowd. And that kind of thing. So let’s let’s talk a little bit about the services that you offered because, again, you started with the carpet cleaning. You, you added, The duct cleaning came along at one point. The the restoration came along. And then even when the restoration came along, I remember, popping up to your place and watching you giving seminars and building a dry room in, you know, to hold the the the to bring in the insurance adjusters in the area to see it and have them fill out an application to see if they qualify for you to be their vendor turning the tables on them and and all of that kind of stuff. So Let’s talk a little bit about sort of, that that progression from from, quote, just doing carpet cleaning to adding multiple services to to grow to the next level and and thinking through that process. What, you know, you you saw the writing on the wall. The restoration was gonna be bigger, but it’s still it’s not a hard it’s not or it’s not an easy business just to jump into. So, let’s talk a little bit about sort of what what took you that, you know, gave you the the the the the gumption to take that next leap and and actually invest that next level. Yeah.

Shawn Barrett [00:06:17]:

I think, and I’ve heard you on some of your, interviews in in your YouTube channel talk about the email by Michael Yeah. Probably the not a reader. Probably the first book I ever did from start to finish are probably the best investment I ever made back in and it’s still everything in that book still stands today. And I think keeping that that book actually thought, I think they had them, you know, being with for HVAC. Yeah. Really doesn’t matter, but it’s all it’s it’s all whatever the word would be at all, to any service. Yeah. I just you know, for anybody watching this, if you’ve never read the Emith, it just get both the read and you should have a Although you I still like the hard copy, so I will write all over it and highlight areas so I can refer back to it. And, that’s just the way I learned, but great book. Yeah, as far as, it really we were just very fortunate. I think it’s something that we always preach. Was making sure that whoever you insure your business with, you know, whether it’s gonna be for carpet cleaning restoration, whatever, you’re a real key source for us, that was our first need to go be insured herself in a very large brokerage area.

John Clendenning [00:07:39]:

Yeah.

Shawn Barrett [00:07:40]:

As we put the confidence in the training to do restoration, use them as a resource to get that first phone call. Any insurance industry has gained, but that’s certainly still the focus It’s still about people at that level. It’s not always about social media or, you know, flyers or however you’re attracting your clients. Sometimes it is still a No. Carpenter Clendenning, the natural progression, I think with any carpet cleaning company probably is cleaning because then you can, you know, duct cleaning can be done. It’d be very horrible. And so I don’t like yourself. We got into got into the duct cleaning as well, and It was it was great to get us into fire jobs. Another job. So, again, just setting your, hey, this is what we wanna call to let’s say, the cleanup during after end the duct cleaning. So that was the starting point, and it just it kinda blossomed from there because We wanna do. I I still remember that this day thinking, man, if I could just stay awake 24 hours a day, I’d be rich because I can just work 24 hours a day. And now I just told my god, how could I hear him think?

John Clendenning [00:08:49]:

Yeah.

Shawn Barrett [00:08:50]:

But, at that time, I I did feel that way. And it’s really not about working in your business. Working. Right? And that’s advice you.

John Clendenning [00:09:01]:

Yeah. And the working on your business part of it, again, that there’s that marketing that we talked about because nothing happens until you you you you you a sale until you make a sale, there’s nothing else to do. And then the very next thing to do is deliver on that promise in the marketing message and have staff that buy into that as well. So, you know, making sure you’re hiring well and and and getting great technicians who are representing the company in the home, in, you know, in the restoration world that, you know, you got great subcontractors you’re working with as well as the on staff team and stuff like that and making sure everybody buys in as well. And it’s part of it is even I like to always consider your marketing to the employees as well on why you wanna deliver a great service so that you’re marketing to them. And I remember walking through your office and seeing the signs all over the place. Every everywhere you turned to look, there was and it wasn’t a picture of a field of flowers. It was a sign with, you know, with with a message on it to the staff to keeping engraining in their heads. What you what the company actually means. So you you promise something to the world, and then you build the company that can deliver it as well. And all of that is still just a a great marketing message. Just like we were talking about, or I’d mentioned earlier, like, you know, when it expanded golf tournaments, in the early days, I had employee appreciation or, sorry, client appreciation, barbecues, which I didn’t even know if anybody would show up, but back in my early days in Stratford. I went down by the Avon River and took a barbecue and invited people, and I I I I had hand picked 5 or 6 people to that I knew would show up, but it was like, how many packs of hamburger did you need? But it was, you know, it was to get the name of the business out even more and have those conversations and stuff like that. And, that was something that, I know you did with the, with the adjusters and agents and stuff like that to hockey games and to golf tournaments. And and and actually invest back in your business.

Shawn Barrett [00:10:53]:

So on a

John Clendenning [00:10:53]:

carpet cleaning level, talk a little bit about, sort of one thing I do notice is some some cleaners are shy these days. I guess they always were, but I just I just see it a little bit more not walking into car stores and making those having those conversations and having those referral sources, interior designers and, real estate agents and just that marketing outreach that needs to happen, part of it, just personally meeting people we talked about, but also the marketing outreach to to get people to, you know, you know, come out to lunch with you or, you know, come to your, drying room and an event that you’re having in the facility and stuff like that. There’s a lot of outreach and marketing that that needs to happen there as well. So, just if you remember a little bit of the stuff that you did you know, back in the day to get to get those things to happen to to make those connections.

Shawn Barrett [00:11:43]:

Yeah. For sure. I think It is it is gonna be some personal driven aspect. I mean, if that’s not your comfort zone, your comfort zone is just texting. I mean, eventually, then So, and and we’re still human. I mean, there’s still a connection. You know, whether they like you or don’t like you, just be yourself and share what you’re offering. I think I think we’re missing that in today. I think a lot of people, still value that. So for us, things will, you know, if there’s an organization, so when we built the flood room, Part of that was for the insurance companies for sure, but we also had a local colleague that was writing to, environmental study Yeah. And so not only would we flood it and dry it, we’d also do testing of microbial growth in the insulation and the floors and the walls. And we would invite the local college to bring their classes over, which then, of course, you would also be.

John Clendenning [00:12:45]:

Yeah.

Shawn Barrett [00:12:47]:

On, you know, for that unused, whatever. So that in itself, but there was a book and I know you and I both read it, but not the obvious expert. And, I mean, you know, we did that without saying here the expert. It just

John Clendenning [00:13:00]:

— Yeah.

Shawn Barrett [00:13:00]:

We were obviously expert of the local media for training.

John Clendenning [00:13:04]:

Yeah.

Shawn Barrett [00:13:06]:

Again, a lot of it is just you know, if if you want a job, then go be a car if you want a business, then you gotta think like a business owner. And, and even back in our, you know, our day when we had, I think that was still the way a lot of people think, well, I can make my 60 or $70,000 a year Clendenning carpets, but a lot of times I think what we don’t realize is running on cash not really an investment. Then when you hit 50, 55, 60

John Clendenning [00:13:35]:

— Yeah. —

Shawn Barrett [00:13:36]:

or you have to retire, are you gonna start to clean till you’re 7?

John Clendenning [00:13:39]:

Yeah.

Shawn Barrett [00:13:40]:

I don’t know.

John Clendenning [00:13:41]:

Yeah. And are you gonna sell the business for the price of the vehicles and the equipment, or are you gonna sell it for the goodwill, the database, the name, and And, like, but, again, the authority that you’ve built that that that brand in your local marketplace up to, and that’s a decision you have to make you know, not not the year you plan to sell, but 20 years before. So yeah. I remember the phrase that you once, you I think you brought up to me at one point, but It was that the difference of running, you know, growing your business over 20 years versus running your business year 1 20 times. That you’re you’re never you’re never you’ve never really moved me on year 1. You do the same things. You’re just running year 1 again and again, and you didn’t sort of expand and grow and learn. And tap into all of these resources. Like, this podcast is designed to be a resource, but the books, listen, I don’t I I tend to I remember the first time I saw one of your books. Shocked because I always believed that books should be, you know, revered in this this this pristine thing. I barely wanted to break the spine. I saw one of yours dog ear written on in highlight. I think I borrowed one at one point. I went, holy crap. This is, you know, this is butchered, but it made sense because you’re coming back to the stuff. It’s a study notes. Right? So I kinda picked up that trait from you because it was and it was a hard one because I always thought they should sit neatly on the bookshelf. You read them and they put them down. But what I tend to do now is, it I listen to a a book, of the audio version of the book. And then if I’m getting a lot out of it, it turned out to be a a a good recommended book, regardless of what it is, whatever field it’s in, And then then I’ll pick up the physical copy of the book to then listen to again with the book in front, read, and listen, and highlight, and note, and and all that kind

Shawn Barrett [00:15:24]:

of stuff.

John Clendenning [00:15:24]:

So, yeah, just a way to absorb the information. So —

Shawn Barrett [00:15:28]:

Well, and I think we were both, people went to one point in time, and I I still do it, but I’m trying to contemplating trying to learn Spanish. The holiday perspective and what my clients would be, but, Cyprus cybernetics, right, within Kennedy and, you know, and just willing to sleep, this thing, the same thing over and over. It’s amazing. Sometimes I go, I don’t even know where I learned that, but it’s in

John Clendenning [00:15:51]:

there. Yeah.

Shawn Barrett [00:15:52]:

And, again, a simple way for someone to be learning when they’re sleeping.

John Clendenning [00:15:56]:

Yeah. And if you’re the guy in the truck, I guess if we’re, you know, like, we can go down many paths with this conversation because there’s just so many things we won’t even get to, but when you’re driving around, you’re the guy in the truck Clendenning, or you’ve now handed over the cleaning and you’re out doing the meeting and becoming the obvious expert and the authority in your marketplace. You’re meeting with, the carpet store owners and the the flooring store owners and things like that. You’re joining you go into the chamber events and, you know, making those connections of referral partners and stuff like that. You’re, you know, you’re out meeting commercial clients or whatever you’re doing. There’s a lot of time between stop to stop to stop, and you should be using your vehicle back in the day. We used to put cassette tapes in, and then see it showed up And you’d listen to CDs of, you know, of people teaching you great marketing ideas and advice, and you get one nugget out of that 60 minute interview or or or listening to, you know, buying a course by Dan Kennedy or Michael Gerber or you know, Jay Abraham or any of these guys. Right? It’s just you buy the course. You learn a bit. You go, wow. Can I use that in my marketing swipe and deploy? And today’s day and age, it’s like you shouldn’t be driving around listening to the Joe Rogan podcast. I think Joe’s cool, but that’s that’s that’s a waste of 2 a half hours of your time when you could be listening to the game by Alex Harmozzi. He’s he’s the guy, you know, Gary Vaynerchuk or you know, anything Dan Kennedy and Russell Brunson put out and and stuff like that, the the the whole magnetic marketing world and stuff like that. All of it is just you’re absorbing it. And then when you go to, you know, when you go to do something, you’ve got these ideas in your head. Oh, there’s a better headliner. Why don’t I send this book in the mail with a little note on it and said, you know, not to one guy, but to five people, but make it personal. And, you know, hey. I just wanted to reach out. I read this book. I thought it was cool. And just, you know, to somebody that you want to make a connection within your local community and, a really good chance that they’re not getting books sent in the mail by anybody else, and they’ll, you know, they’ll call you up. And, and thank you for the book, and there’s the conversation starter. So —

Shawn Barrett [00:18:02]:

And really don’t. Like, just imagine, you’re embedding this, but me looking from the outside in, There was somebody who was putting out the kind of content that you’re putting out back then.

John Clendenning [00:18:14]:

Yeah. I

Shawn Barrett [00:18:14]:

mean, you know, how much if they follow, and I think that’s the key is following it. Don’t don’t get your it works on the concepts that you’re sharing or you know that. If you just get, you know, other carpet cleaners or other service, I shouldn’t just say carpet cleaning, but service industry, stuff under. Yep. And that. There’s a formula for success. All the way I did for you. I mean, your book alone, I just go, well, you’re actually giving step by step processes as well, which back in the day, there wasn’t a lot of back. There was a lot of theory and a lot of do this, you know, and and buy this and so on. And you have some of that, but but, I mean, your book alone, I just go in. You couldn’t if you can’t start a nursing business or a service business and follow that process, I don’t know how much better it did. Yeah. Oh, well, thank you. For your 3.99 for your Yeah. If it is, Yeah. 299. I think it

John Clendenning [00:19:11]:

is US. 399 Canadian for the, the, the Kindle version. Yep. Yeah.

Shawn Barrett [00:19:16]:

So I just I just go in. But the, you know, again, if I was back that realm, that part of my life.

John Clendenning [00:19:22]:

Yeah.

Shawn Barrett [00:19:23]:

That’s 3 99 Anderson.

John Clendenning [00:19:25]:

Yeah. There you go. And it’s, like, the the the interesting thing about internet marketing is, we’ve been around, like, my my carpet cleaning journey started in 95. In high school, I started doing window cleaning as most of the people listen to this now and then jumped over the side of forty story buildings till I realized, hey. Wait a minute. People 1 in 10 dot jumped, like, fall to their death at one point. If if you keep up this career, so decided to go on the ground, and that was carpet cleaning and started that whole thing. But and then realized, you know, bought into a franchise. Like, you and I, we met at the the same franchise. We bought into chem and realize that franchises are good at selling franchises, but they’re not and they’re good at selling their brand and the glossy. So and it looks pretty, but it’s not what resonates with people. You you have to then decide, holy crap. Now I need to learn marketing. I can’t just hand that all off. Whether you’re an independent business owner, because we both own the independent business outside of franchises and in in the franchise world, and you can kinda see that comparison, And whether it’s the internet or not, the psychology is still the same. Who is your ideal customer? Who do you want to actually listen to the the marketing message? Are you getting in front of them with the right words? Are you weeding out the ones you don’t want because you’re you’re you’re not trying to be everything to everybody. You you know, if you If you don’t want the people that want $99 whole home cleaning, then let them know that you offer the finest quality cleaning at a reasonable price. Prices start at $200, $250, they’re not gonna call you if that’s right in your ad. If you’re looking for a cheap discount cleaning, please call somebody else. That was in all of our Yellowpage ads. That was, like, that was the near the headline of the there’s a headline and and that that same psychology still works today when somebody lands on your website. Well, what is your website? Well, it’s still it’s gotta convert. It’s gotta influence and convert. They came there for a reason, so they’re they’re at least in the game. They found your website from an ad or from seeing the van on the driveway, somebody’s driveway, whatever. But when they come there, how do you keep them there? It’s there’s a psychology involved so you don’t show the picture of the of the baby lying on the carpet because everybody shows the picture of the baby lying on the carpet. Show the team. Show the owner why you got into this business. Things like that. Have your risk reversal guarantee right up at the top. If you choose us, here’s what we’re gonna do differently. You’ve gotta be different in the marketplace and stand out and then become the authority. And then people will refer you. Your customers will and referral partners will as well. So it’s not much different than putting out 50 or 100,000 flyers in a new market to open up a to to open up a new area, a new territory. And, you know, back in the day, it wasn’t the internet. It was know, get in the yellow pages. It’ll eventually, you know, the the crappiest leads, but you you get a volume of them and you cherry you’ve you’ve you work your way through the ones that are willing to choose you with a good script, and then you you you just blanket market into the ideal neighborhoods the, the message that that you want, and it’s not about a discount in a deal. It’s about what you do differently with a good marketing message and it it starts to build that momentum and the internet’s the same way. It’s it’s just a different medium. It’s, you know, marketing is just message market and medium. And the message is the psychology. It doesn’t change. People still fear the same things. And the the market is, like, you know, how your market is still the same crowd. Your market is who you want. The medium is the only part that that changes over time.

Shawn Barrett [00:22:45]:

So — And it’s probably become more costly. It has come more costly effect as well. But if you

John Clendenning [00:22:50]:

think

Shawn Barrett [00:22:50]:

about the money we need to spend on yellow pages,

John Clendenning [00:22:53]:

How much was an average? Sorry to cut you off. How much was an average customer? Because you knew your numbers well as well. If you can remember back, the average carpet cleaning customer who finally, like, came through a yellow page ad. So you put call tracking numbers in. 99% of carpet cleaners didn’t. We did. You you put a call tracking number and how many people came from the yellow pages versus versus this, how much did I pay the yellow pages? Cause again, that was the that’s where you found your cold leads was people would flip through the yellow pages when they really didn’t have a name in mind. And at the end of the day, you made a paid, like, we’re paying at $1,560,000 a month to the yellow pages because it was the number one source of cold leads And then doing all the database marketing and everything else on top of it. But what would if you remember back, what was the average cost to buy a new customer after they called? And then you finally booked them in, At the end of the year, you you’ve got x number of carpet or customers from the yellow pages be before that as much as, you know, 30, $40,000 a year investment to be in a number of the different books. Do you kinda remember, do you remember back what the average cost of a a a an actual customer was accurate.

Shawn Barrett [00:23:57]:

And, I mean, it varied every year because I think as you and I talk more, like, we it depends on how many points of contact you were having every death of the client as well. Right? But I I’m pretty sure the first thing was was free, and I, you know, if that average is 150 bucks at the time, it was it was free. And the whole idea of it was a very enough funnel so that you kept it as a client so that the next one was more or less your profit and slowing down the line. So that’s why that offer of Recarpet cleaning because we’re almost doing it for free anyway with all of our teaching. You might as well get enough free carpet cleaning.

John Clendenning [00:24:35]:

Yeah. Find your ideal customer and and if if they’re right for you, offer to do that one room for free. That’s been around for decades now, but it’s still you know, it’s a great offer. What we teach people right now is, like, if you want a great referral partner, reach out, make that contact off just say, hey. Your clientele are people that use our types of services. You’re an interior designer. You have a higher end clientele. Sometimes they need their chaise lounge cleaned, their carpet cleaned, whatever. You’re not you’re not replacing everything in the whole house, and they’ve knit you’ve now renovated the upstairs and the rec room needs a cleaning and stuff like that. You’re a great referral source. Let me come and clean a couple rooms in your house for free. Let’s have that conversation. Let me show you why we do things differently, how we do it, and see if we can be your referral, you know, the the person you refer. But let’s lead with the giving hand. Let me come in clean for free. We try and teach all of our clients, like, make sure you’re doing that outreach, you know, not once a month. Like, once a week pick somebody else that you’re giving, a free cleaning to that could be, you know, even just in that sense, a referral partner, but, yeah, good neighborhoods you could be offering the neighbor one room free just to try you out if it’s in around a golf course road or around your ideal customer and stuff like that. So What I remember is I remember it was about $80.82 was the last number I had before Yellow Pages, you know, crashed and burned during the you know, the as as 2007 iPhones were invented or it came on the market and within a short period of time, the recession happened and you come out of the recession, you’re pumping back your marketing in and realize that these little consumer devices became where the attention of the audience went. So they went away from needing to look at the yellow pages to find anybody or other areas because they’ve now even even grandma and grandpa, you know, ended up checking out Facebook and things like that. And on the internet, they they learned how to do basic searches. So it became the the new attention thing, but about $82 was the last number I remember, average cost to buy a buy a customer. From the yellow pages. And I think it’s funny. I was just talking to one of our clients the other day there, and they were a little concerned that it cost them $15 for a lead from Facebook to raise their hand and say, yeah, I’m I’m interested in your cleaning services. Now Facebook’s disruptive. They didn’t type in looking for a carpet cleaner on Facebook. Right? They do on Google for Google ads and your your rankings of your website. But on Facebook, you came a like, you know, we try and target an ideal, the ideal demographic, uh-uh, you know, a thirty five to fifty five year old college university educated, woman who’s managing the household has a career outside and usually has 2 kids and a dog. That’s the average client. Right? And for for a decent carpet cleaning business, And that person is on Facebook. So let’s let’s target some ads in front of those people that meet that demographic in in your in your marketplace, but $15, even if it takes you 5 of them before one conversation with, oh gosh, you know, god forbid forbid. You just bought that customer for 75 bucks. That’s still less than it cost us in 2004. With the yellow pages. Right?

Shawn Barrett [00:27:43]:

And what would an average? What’s in that? You know, just because I, as I mentioned, Jennifer, on on on a lot of this stuff now that sold the businesses, but it is 350 in average. Yeah. So anywhere anywhere between

John Clendenning [00:28:00]:

300 should be sort of like your average job at the high at the lowest end. If you’re below that, there’s a lot you can do to bring your average job up. You’re trying to sell on price, not on service quality and value, and customers buy on value the best customers and the ones that come back year after year buy on value, the ones that buy on price, you probably won’t see them the next time anyways. So, again, as we said, why waste your money on a give give a free cleaning to somebody who actually pays well in your marketplace, for the services, but 300 is a bottom end. We’ve got some clients that their average job is over 600. In just carpet cleaning. Right?

Shawn Barrett [00:28:34]:

So — — easily. Even after their costs and their expenses, they’re easily doubling that $75 Facebook. Generated that. Yeah.

John Clendenning [00:28:42]:

Yeah. Just for that one, Lee, and and the other thing that we did in the sort of the grunt grass roots wish we had systems that worked better is, you know, everybody called up on the phone. That was your number one way of getting leads. You picked the phone up right away. And, if, you know, you you get their phone number either from caller ID or ask them, hey. If we get disconnected, what’s the best number to call you back on? And at the end of the call, as technology advance. And, again, I don’t wanna sound like the old dog. Oh my gosh. We we I remember the day when, you know, you had to wait 3 hours for the computer to boot up and stuff like that, but it felt like it. Now but we asked for the email address so that we could send over, what we just discussed, if they didn’t book by the end of the the end of the the sales script conversation, then you asked for the email address. Why? Cause now the next day, your office person was to call them up if they didn’t book yesterday. Send them the information, call them the next day, see if they’re ready to make a decision, wait 2 or 3 days, have that list of people, call them again, send them an email, and just start dripping on them. All of your good marketing until they either, you know, buy or tell you to go away. Which either one is totally fine, either they’re not qualified to be your one of your clients, or you’re chasing them because you’re not gonna get them all from that first conversation. It’s you have to have lead nurture built in. So building a lead database that was just a piece of paper on the desk beside you in the day is now so much easier with technology. Every lead that comes in, they’ve either come through a phone number that’s recorded, you know, digitally on call tracking or they filled out a form on Facebook that’s now a into a lead database that you can text message them and drip on them and and and tell them why you started this business and you know, the charities you’re involved in and just let get them to start to know you. So if they didn’t book right away, maybe 3 months, 6 months, 9 months from now, Are you still messaging that lead, not just your database, but that lead so that, yeah, you you now can influence them. Right? So that that goal was, like, that didn’t change. That we just had to do it with pen and paper back in the day. So —

Shawn Barrett [00:30:48]:

You did. And I think and and I think it was saying, Kennedy has resonated with me. Was it if you’re not you’re not pissing off at least 1 or 2 people a day with your marketing. You’re not marketing partner. And, yeah, and then, and and then the reverse happens because you’d send out your your postcards or your reminders to people or whatever, and they would literally call the office apologizing that they still need your services right now, but they’ll call us another time. So you know your marketing’s working. Yeah.

John Clendenning [00:31:18]:

Well, let’s let’s talk about that for a second. Some clients weren’t worth that many touches. Some clients were the apartment rentals. You got them, but you might as well still stay in front of them. They paid your minimum charge, but they’re probably moving out soon, and they don’t own the carpet. They don’t care about it as much. And then some of your clients were like, you know, you know, off white carpet, off white furniture, off white dog, off white everything, and they just want it cleaned three times five times a year, right, and everything in between. Well and segmenting your database to know those is is one step, but then How many times do you touch them? And, I I think the listeners might be a little bit shocked when, when you mentioned your A list customers, how many times would you touch touch them in a year? On average.

Shawn Barrett [00:32:05]:

Yeah. It it was you have to see nominal 100% on my head, but during that, over five times a month.

John Clendenning [00:32:15]:

5 times a month. I’m, yeah, I remember 40 to 50 was the number that, you know, we used to talk about because we we would we would tell other people that, like, other other carpet cleaners and franchise and business owners and stuff like that. That and they’re going, what? How will you not be? Like, I talked to them once or twice a year. I re I reach out if it’s a reminder, and it’s like, well, if you do it well enough, then, you know, you wanna be a welcome guest, not an annoying pest. And that’s so as long as you’re giving them something of value, they’re not gonna be annoyed that you keep sending them stuff.

Shawn Barrett [00:32:46]:

And I think a couple things you it really well. That is Everything that we did was from, like, our fame.

John Clendenning [00:32:55]:

Yeah.

Shawn Barrett [00:32:55]:

So every marketing piece that went out, and we had pictures of, you know, of my daughter going to school and had a crown written, happy father’s day at postcard. And people resonated with us because we were just is going back to me when you’re going out and marketing person to person. Yeah. People, just people. We’re just people trying to run a business and give you a good service and if I see you on the street, I remember you talking about this on another interview, like, I never had to cross the street once because I upset somebody with cleaning or with our restoration service. It’s a small community. If we’re at the hop arenas together, I wanna make sure that person is more than talking to

John Clendenning [00:33:34]:

Yeah.

Shawn Barrett [00:33:34]:

So it’s everything you do, which I think is something that you’ve talked about many times before too. It’s Mark marketing is everything. It’s not just it’s just not the media that you’re using. It’s it’s your names. It’s your uniform. It’s the show you put on in the house. Follow-up after it’s

John Clendenning [00:33:51]:

— Yeah. —

Shawn Barrett [00:33:52]:

everything that you do.

John Clendenning [00:33:53]:

Yeah. It’s it’s drive. It’s at the end of the street where you had the flower shop. That air brushed the name of your business on the were they yellow roses or karnate with yellow? They’re Yeah. And every customer you arrive to the door, you hey. Thank you for allowing us in our home, and you give them a little gift bag and a flower. Like, nobody has to do that stuff, but that’s the the amount of how memorable that is. Well, where does that come from? Well, that didn’t come from, hey. You know, Sean Barrett is the smartest marketer on the planet ever, and he just came up with this in a dream one night. It was somewhere along the way learning about marketing absorbing that information. And somebody said, hey. I always do this. Every customer that we we we go and see, we hand them something. And it was like, what can I hand them? And it’s it’s it’s it’s creating that next memorable moment. Right? So, yeah, if everything is, like, if your vans, if you leave the drive, then you leave the shop, and drive through a car wash before you head out, you know, out on the road. You make sure your equipment’s clean and neat and tidy. Does it have to be? No. Do your technicians? Do they have to wear cocky pants versus jeans? No. They don’t. Do they have to wear, you know, you know, neat looking indoor shoes and outdoor shoes and layout roll out a red carpet and put booties on when they’re walking around with the client, hand the client booties to walk around and look at the job afterwards and deliver it a full client experience. Do they ever have to do that? No. We’ve we we see pictures of, you know, we ask some of our clients send us pictures of your team. And they’re in jeans and and and, like, a feel, a long, hockey jersey. And that’s the technician out cleaning. It’s like, Yeah. You the customer might like you, but you’re not referable. You didn’t create a a referable moment by just taking it up that notch to that professionalism that that that stands out and makes you look different. And that’s all marketing. Every bit of it’s marketing.

Shawn Barrett [00:35:50]:

It is. And your brand can charge more than you

John Clendenning [00:35:52]:

Shawn Barrett [00:35:53]:

Yeah.

John Clendenning [00:35:53]:

Shawn Barrett [00:35:53]:

those are the things. And so instead of cleaning 4 or 5 houses a day, you clean too because you’re making the same kind of money. Better margins.

John Clendenning [00:36:01]:

Yeah. Yeah. As we always say to clients, like, the the internet’s a mixed bag. No different, like, back in the day, it was flyers, flyers, flyers, everything was flyers. And it was like, hey. How can I design that that that one flyer? What’s that one offer? I get those calls every day still. What is the best what, you know, should I be doing Facebook? Should I be doing Google? Google paper collection? Should I be doing local service ads now? Should I, you know, what should I be doing? Where is the and what is the best offer that I should put out? We get asked that almost all the time from from our new clients is. What’s the best offer, John? And my answer is the the best offer is the one that resonates with your clients right now. So what are you split testing? What is your AB test right now? Have you come have you put something out that became the control in its working and test something against it? Always to be testing and tracking, right, because the offer is not gonna be there isn’t one great offer. It’s it’s what’s resonating and how can you deliver a message around the offer? Is it Father’s Day? Well, could you give out a barbecue set with, hey. You know, book for bar book for Father’s Day, and you’ll get a $60 barbecue set for free with your carpet Clendenning. Buy a bunch of them on Alibaba. Nowadays, so much easier to get them from the wholesale guys we used to have to find them from. And now they’ve got, you know, they’ve got the barbecue set as an offer just on Father’s Day. If you don’t sell out all of them this year, guess what? You got some for next year’s promotion. Things like that. It’s just thinking through. Right?

Shawn Barrett [00:37:23]:

It really is. And, again, I just got a reiterating of giving you too much of a a plug here. Anybody in our age bracket didn’t have these, didn’t have the tools that you and others are sharing with. And it’s just all the information it’s provided. It’s just, you know, how much simpler it can get. Right? I still don’t understand if someone would go wearing jeans at a a jersey of between clean or do plumbing or do whatever. I don’t understand that. Yeah. You used to have your staff all used to work tie.

John Clendenning [00:37:55]:

Shirts and ties. I see. It’s like, I it was painful when I finally switched to the polo shirt. It was painful. It’s like, I didn’t want them to stop. It’s just like it finally became sort of a cultural thing where it just like, it was a and it was probably only I sold two two and a half years ago, my final brick and mortar business, I think it was probably only about 4 years 5 years before that. We got rid of the ties. So it was still, like, you know, 2015 or somewhere 14, somewhere that we I finally said, okay. We will go with very, very neat and tidy polo shirts. With the khaki pants and and stuff. But, yeah, it was because, yeah, the tie still stood out. Every customer would say, why are you wearing a tie to clean carpet? Because we provide a professional service, and we wanna look professional in your home. That was a script. It was a script. Right?

Shawn Barrett [00:38:42]:

So And, again, you were probably the first person who really helped our own this understanding. We had that. Right. But until it was put in put in front of the staff that we’re actually doing that’s selling in house and on the phone at the time. Yeah. But that script was so important to close.

John Clendenning [00:39:02]:

Yeah.

Shawn Barrett [00:39:02]:

I’ll ask you, but you’re not going to get the calls.

John Clendenning [00:39:05]:

Yep. No. And it’s it’s it’s like that there’s a psychology to every moment of sale. So it’s Some of it came naturally because, oddly, I’m I’m a naturally shy fellow. So I chose chose carpet cleaning put myself in front of customers to force myself to have to go into homes because I didn’t wanna just be a factory worker or or, you know, somebody that shied away from society. So I did that in my early twenties as a way to challenge myself as self improvement, you know, reading Tony Robbins and all that fun stuff, and that was my entry into carpet cleaning. And when I got a no, I took it painfully, direct. It’s like, oh, I got so the next customer, the next driveway I pulled in, I would say something slightly differently and slightly differently and eventually start getting yeses more yeses than nos and when Oh, well, that’s the way I should say that. It became it was just naturally intuitive to keep myself out of out of pain, you know, as they say. And then I started learning neural neurolinguistic programming and just sales scripting and started picking up when you went into a a commission sales place and hear that somebody’s been trained in their actually weaving you through a conversation and going, I know what you just did there. You just did the assumed close, and you do, you know, whatever. And it’s it’s it’s good to learn, but your front office staff need to know that. The people answering your phones need to know that. 20 years ago answering the phone on your phone on your hip, while out cleaning, was definitely a recipe for failure because you couldn’t deliver that that, you know, scripted response that converted more people to a yes booking and understood why they should choose you over somebody else and make that differentiation. You couldn’t do that while you’re standing in front of the customer or cleaning their couch. And you just pause for a second. And we learned that early on that that was actually the one of the secrets to successes of all of our competitors. We’re still just answering the phone while out in the job. Were gonna be twice as bid busy as them just by having somebody on the phone’s answering properly. In today’s day and age, the phone call is only about 50% of the time. The other 50% of the time people want to text so you better have chat to text of some sort on your website and the person answering better treat that as a phone call. You’ve got about, you know, less than a minute to get back to them by by text and, some automation that starts talking to them right away. And even when they fill out a form on your website, back in the day, I was guilty of it too. That we would check the the email inbox in the morning maybe midday and at the end of the day, nowadays, you should be alerted the second a new a new request comes in, and you’re right on the horn with them. We actually built into one of the tools we have for our websites carpet cleaner lead pro, the second somebody fill fills out a form on your website, your phone rings in the office. You pick it up you if you can take that call, like, you’re not busy, you which you shouldn’t be, somebody should be answering the phone. You press 1 and you immediately connect with the person who just filled out the form. If they can’t take the call. They get a text message saying you just tried to call them, right from the system saying, hey. We just tried to give you a quick call. I noticed you filled out a form. How else can I help you? And you try and start the text communication if they’re not in a place they could take a phone call. But just by filling out a form of the website, you should be on the phone with that person or on text with them within one minute. Because your chances of 80% higher chance of converting just by doing that. So —

Shawn Barrett [00:42:16]:

And that that I mean, that goes for Every server. Right? Like, plumbers, HVAC guys. Everybody. It’s just yeah. There are amazing tools that are that are available that I mean, I know what I spent roughly over the years with educating myself and stuff, and I’m pretty sure we were in the same range. Like, there’s 100 of 1000 of dollars of information on into all your systems.

John Clendenning [00:42:40]:

Yeah.

Shawn Barrett [00:42:41]:

And I love the you said, use hand opponent, but we’re on it and scan it and just carry that on. Just — Yeah. That just make any sense to me, but

John Clendenning [00:42:55]:

Yeah. And that whole implementation is everything. Lock and load it. Like, when you learn something new, put it in place, plan plan your first iteration of everything to be, like, when you look back on it, laughable, which is fine, but you still did it. Nothing has to be perfect. Just iterate, put something in place, lock it into a system where it happens every time, and then move on to the next, and move on to the next. So your business is growing because you’re building systems. That’s that working on your business. If you’re working in your business, you never get to the point of of developing this. So if you can step away and work on your business, even if it’s just one day a week at the at the beginning, and then 2 days a week. And, eventually, you’re training you’re working on your business, training technicians to say things the way you say it, you know, to show the customer the spots and the stains and the the before and afters, the way you show them, stuff like that, you’re you’re creating a system in the company that’s repeatable, and now you’re working on your business and you can continue to say, okay. What hey. What can we do next month? What can we do next month? You know, as a marketing thing, plan a month in a in advance, Eventually, that becomes, hey. What’s the year look like? Like, you and I both had a yearly marketing calendar, not year 1, But by year 5 or 6 in the business, there is, hey. I know what I’m doing every month of, you know, every month of the year, what promotions are running out, what types of, you know, campaigns I’m running, it was in advance. The budget was ready and everything. So and now you’re just iterating, hey. Can I tweak this and make it a little bit better? Can I split this a little bit now because that’s that’s a great back to school flyer or offer or mailing or phone call sequence? And yeah. So can I can I tweak and do a split test and send this to 2000 of our database and this to 200 and see if the 200 beats the the the 2000 is the control? And if it does, gonna we’re gonna ramp that up next time and maybe do half and half and try and see if we can beat the control and just get better and better because I learned something new over the last few months that I wanna try when it gets back to September and back to school, you know, marketing and things like that. So but yeah. So it’s kind of a weird conversation to have when we’re talking about, you know, internet marketing and how to get your internet marketing right. And but, again, carpet cleaner success series is all about these are the sort of, like, the tried and true stuff that you just you you’ve gotta get back to if you’ve known them before and kind of forgotten and let things fall off, let let’s reinvigorate that. And if you didn’t know them before, go out and start self studying, like, learn this stuff inside note.

Shawn Barrett [00:45:27]:

Most definitely.

John Clendenning [00:45:28]:

Cool. So, you know, I think we got a good conversation. I I think it’s we’ve left with a a a lot of nuggets of value people are gonna go back and relisten to this again and have a bunch of questions, but, just, you know, in in in in a close here, what what nuggets, any additional nuggets of wisdom you would give to say, you know, go back 30 years and you know, 30 year ago, Sean was starting a business right now in today’s day and age in the home service industry. Home cleaning, home service industry. What advice would you give to yourself that it took you the years in business to sort of, learn and and and really refine. What would what would you say to as a as a as a parting shot of vice to the listeners?

Shawn Barrett [00:46:16]:

Yeah. I think I mean, Dane Kennedy always used to say this. You you don’t really you don’t delegate the marketing or the money, and I’m a firm believer in not delegating the marketing without understanding it, but I think you need to delegate not need to delegate the media, but not the massive. Yeah. And, you know, well, man, I I would have been retired at 40 if we had to had 6 years in place, back then to say reading them, for 30 years. Not to that point. So if I was gonna start again, I would research everything in your system that I would And it was in the HVAC. I find out who are the marketers in the HVAC industry as well. I’ve heard about them. Yeah. And then also what I love about parka cleaning HVAC, the plumber, whatever it is swipe swipe and deploy. I would just, hey, that’s something the HVAC guys are doing that I could perfect thing. I think it’s so peaceful and narrow minded. Take it all in and figure out what you can do on your end to do that. Automate yourself and systemize yourself?

John Clendenning [00:47:24]:

No. And that’s that’s that’s that’s great advice. It’s just there’s so much going on nowadays. You know, if if there’s a a landscaping guy in your mark in your neighborhood that’s tick talking every day and and Scott is little, you know, one minute videos, and he’s doing 2 or 3 a day. And blowing up with followers, follow him, learn from them. Can you adapt that? Like, that’s, you know, there’s is the roofer? Is there is there one roofing company standing out among among all the other ones, and what do they do different? How is their message different? Are they, you know, we’re a family owned business. Here’s grandpa that started it. Here’s dad. Here’s me. You know, they doing that or are they trying to hide behind, you know, logos and graphics and without telling you who they are? You you can start picking up these these little pearls of wisdom from even the market around you realizing that the best businesses actually marketed themselves to that point. It didn’t they didn’t just get lucky. There is a million roofers and a million landscapers and a million, you know, stereo installation businesses and carpet cleaners and pool services, but in every town, there’s really only 1 or 2 that are kind of every area that has become the authority and stand out and double check what they’re doing marketing wise, and you’ll realize it’s light years different than what the average person’s doing. They’re investing more in their marketing. They didn’t really get into that, but we I tell everybody that, 15 to 20% is the sweet bought and stay closer to 20 percent of your revenue going to marketing because that takes you from 200,000 to 275, 300,000 the next year to 400,000 to, oh my gosh, I I I there’s no more carpet cleaning customers in my area. It’s not big enough to go to 608100,000, but I should open up a duct cleaning and a hardwood floor Clendenning because I’ve got this database, and I know how to market now, and it’s the same demographic. Let me give them more services and let’s build this to a $1,000,000 business or whatever you wanna get to. But, it’s by investing in the marketing and not trying to say, well, you know, I don’t really market. I rely on word-of-mouth. Well, you know, word-of-mouth is still turning people to go, okay. Well, should I trust these guys? Let me go see what they look like around. Let me ask other people. Let me check the internet. Let me see what they’re all about, and that’s all marketing as well. So so invest in it as well is a is a big message we like to say, not just because we we do digital marketing. We’re we don’t wanna be you know, the bulk of your marketing, but it’s part of a mix, but you should be investing your in your marketing and your marketing knowledge. So, well, thanks for jumping on. I hope, I hope everybody got something out this. I hope it’s another one of those great interviews, where you you go back and listen to it over and over again and bookmark it and, and and write down the things that, you know, inspired you to do to do something and aim at those and send us a message and tell us which things you, you you you liked, which things you actually are planning to implement. And, that way we can we can even tailor more of these sations and some of the master classes we do to the things that you need to know more information about. So, anyways, thanks Sean for hopping on. I really appreciate it. And, yeah, we look to look to catch up with you soon, and we’ll I’ll let you know what the, the listeners say about this episode.

Shawn Barrett [00:50:29]:

Sounds good, John. Thanks so much.

John Clendenning [00:50:30]:

K. Take care.

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Creating Omnipresence: The Key to Becoming the “Best-Known Cleaner” in your Market!

Creating Omnipresence: The Key to Becoming the “Best-Known Cleaner” in your Market!

PODCAST EPISODE

Creating Omnipresence: The Key to Becoming the “Best-Known Cleaner” in your Market!

In a world where consumer habits are constantly evolving, the need for carpet cleaning businesses to stand out in their local markets has become more crucial than ever. In this podcast episode, the Carpet Cleaner Marketing Masters team reveals the secrets to achieving omnipresence in your local market. By implementing the strategies discussed, you can become “The Best Known Cleaner” attracting more jobs, the best customers, and ultimately growing your business like never before. Let’s dive into the core message of this podcast episode.

 

Understanding the Power of Omnipresence:

Omnipresence means being visible to your ideal prospects everywhere they look. It involves utilizing various marketing channels to establish a ubiquitous presence in your local market. By achieving omnipresence, you position yourself as the go-to carpet cleaning business in your area, gaining the trust and recognition of your target audience.

Understanding the importance of working ON your business rather than IN it, by continual learning and growing as a business owner are essential for developing a sustainable and successful service business and achieving omnipresence is one of the key aspects of that journey.

 

Our “Best Known Cleaner” Omnipresence Marketing System here at Carpet Cleaner Marketing Masters consists of 3 key principles that make up the foundation of what we do for cleaning companies.

Those consist of the following:

  • Maximize Your Opportunities …to generate qualified leads
  • Maximize Your Brand Impressions
  • Maximize Your Conversions

When you focus on upgrading all three of these core success drivers simultaneously – your business growth becomes unstoppable!

The Significance of Playing the Long Game While Acknowledging the Short Game:

Let’s address the concept of cost per lead. While it’s crucial to consider short-term results, solely focusing on this metric would be shortsighted. However, we shouldn’t disregard its significance entirely.

Running ads on various platforms without generating leads would be a wasteful endeavor that drains your financial resources. It’s important to understand that the seemingly impressive cost per lead numbers that some marketing companies often tout, such as $17/lead or $28/lead, are often selectively chosen to impress you.

But the truth is, there are no magical shortcuts or instant solutions in marketing. It’s an investment that requires time and consistent effort to build your brand’s reputation and establish yourself as a leading carpet cleaning or home cleaning company in your area.

While acquiring leads through Google Ads or other paid ad sources can be costly, implementing effective SEO strategies can significantly reduce you overall cost per new lead, over time. Additionally, targeted ad campaigns can further optimize your lead acquisition cost. Remember, even if the cost per lead exceeds your desired range, it doesn’t mean your company’s growth journey comes to an end.

Every cleaning and on-site quotation appointment you make presents new opportunities. Even if you don’t initially achieve the desired cost from a specific platform, the value of that lead should not be underestimated.

By showing up in your branded vehicle, placing yard signs, door hangers and engaging with neighbors during appointments, you create additional chances to not only secure that particular job but also attract many more clients from the same neighborhood. This approach allows for steady business growth and helps establish a strong market presence.

Strategies for Achieving Best-Known Cleaner Omnipresence:

1. Improve Conversions on Your Website:

The backbone of the omnipresence marketing system from Roofer Marketers is a beautiful lead-converting website. We have tested dozens and dozens of cleaning website formats and designs and found a select few that dominate all others.

With slick calls to action on both desktop and mobile, a beautiful and fast-loading design, and specifically, custom-tailored content, imagery, and branding for your business, your website will be the jumping-off point that we build your marketing system on.

Your brand will look spectacular and visitors will want to make contact with you. We’ve proven it time and time again in our testing. And we’ll have this up and running for your roofing business in less than a month.

Your website should contain all of the following features to work well and achieve your lead generation goals:

  • Mobile-friendly and responsive design that reformats on any device
  • Dozens of pages of well-structured written roofing content to help your site rank immediately upon launch
  • Multi-step high-converting forms that push visitors to request more information
  • High-quality images and videos
  • Fast-loading hosting and top Google Page Speed scores to ensure you don’t lose visitors due to slow speeds
  • Completely SEO-optimized custom content
  • An updated blog with regularly published SEO-friendly content

2. Utilize Paid Ad Platforms such as Local Service Ads and PPC:

We want your brand to be seen everywhere that people look. It’s how our proven system generates so many leads so consistently. To reach a wider audience in your local market, it is crucial to utilize paid ad sources in your marketing mix. These targeted advertising methods allow you to showcase your carpet cleaning services to potential customers actively searching for such services in your area.

For our clients, we’re able to do this effectively and get a great return on investment because:

  • We only work with cleaners, so we have massive amounts of data at our fingerprints to help YOUR campaign,
  • Our campaigns are optimized from the start, meaning you don’t have to wait for your marketing agency to learn about your market and waste thousands of dollars in ads doing so before they find out what works.
  • On average with our clients, we convert 1 out of every 5 clicks into a lead which is a 20% conversion rate – and for those who don’t convert right away, they’ll continue to see all other aspects of your brand marketing going forward, making them want to seal the deal and choose you!

By embracing these techniques, you can ensure that your business remains at the top of their minds.

3. Implement Content Marketing:

Content marketing plays a pivotal role in establishing your expertise and building credibility. By producing high-quality content such as blog posts, videos, and podcasts, you can engage with your target audience and position yourself as a trusted authority in the carpet cleaning industry. The hosts emphasize the importance of storytelling, leveraging before and after stories, project stories, and branding to effectively connect with potential customers.

 

Taking Immediate Actions for Best Known Status:

The podcast emphasizes the need to take immediate action to address specific challenges within your carpet cleaning business. It highlights the importance of making a big push to become the best-known cleaner in your marketplace and provides actionable steps to achieve that goal.

One effective strategy discussed is pre-roll advertising, particularly focusing on YouTube ads. The hosts reveal that Google, which owns YouTube, has access to user information such as search history, allowing you to target ads to people actively looking for carpet cleaning services. By strategically targeting competitors’ channels, URLs, or interests, you can reach your ideal prospects effectively.

 

Conclusion:

Achieving omnipresence in your local market and becoming the “best-known carpet cleaning business” requires strategic planning, continuous learning, and utilizing various marketing channels. By improving conversions on your website, utilizing local service ads and pay-per-click ads, implementing content marketing, and taking immediate action, you can stand out, book more jobs, attract the best customers, and grow your carpet cleaning business.

Remember, the core message of this podcast episode is to become omnipresent in your marketplace, ensuring that you are visible to your target audience everywhere they look. By incorporating the strategies shared in this podcast episode, you can elevate your carpet cleaning business and establish yourself as the industry leader, ultimately achieving the best-known status in your local market.

Listen To The Podcast:

 

You will learn:

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The Carpet Cleaner’s Video Ad Framework

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Making the Connection for Google Maps Rankings

N

Building a Website for SEO & Your Visitors

N

Your New Website Gallery: Social Media

N

Google Ads for Quick Wins

N

Don’t Miss out on Local Service Ads

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How to Use Facebook Ads the Correct Way

N

Youtube Ads for Next-Level Growth

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Follow Up for Lead Conversions

N

… and much more!

Audio Transcript:
if you want to be the dominant cleaning service this time next year this time two years from now in five or ten years you want to sell your business for half a million three quarters a million a million two million dollars and retire whatever that is if that’s you if you’re ready to take your business to that next step there’s a proven framework we just walked through it we talk about each one of these individually and in depth every single month this is the overarching framework of becoming the best known cleaner and becoming omnipresent and it is a mapped out framework it works repeatedly over and over and over again regardless of how technology is changing what AI is doing to us what the internet’s doing well on you know whether it’s online or offline omnipresence has a very specific path forward welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host John clendinning has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your online marketing into a lead generation machine tune in is John shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

we’re going to be talking about how to become the best known cleaner so as part of our omnipresence series it really is what’s necessary in today’s day and age everything is changing in our world around us and uh and consumer habits are changing economy is changing AI is changing everything and we as business owners home service business owners carpet cleaners maid services and anybody else that’s on this call that’s learning from our year 30 years of experience and training how much that is massively affecting where people find their service providers how they know to choose one over the other and how you can influence that to dramatic effect and literally take over your Marketplace so that’s what we’re going to be talking about today is how to become the best known cleaner and if you happen to me on this call and you’re not a a home cleaning service replace the word cleaner with the best known plumber the best known roofer the best known chiropractor whatever it is that’s LED you here but again most of our most of the people that follow our master classes and training have some sort of a home service home cleaning bent to them so let’s uh let’s dive into uh today’s information if you’re a home service business owner cleaning business owner and you’re serious about getting results let’s put our thinking caps on this is that part of your business where you’re working on your business not in your business you’re learning part of being an entrepreneur and a business owner is constantly upgrading your skills constantly understanding the changing environment around you learning new things and growing so that you’re not 5 10 20 years in business and just repeating year one five ten twenty times you’re actually growing year by year and becoming a Powerhouse in a dominant force and we want to help you with that this is part of that free training Series where we want to absolutely help you understand that so so what are we going to cover today well there’s a lot on the screen we’re going to go through a ton today but consider this the the overview training so we go really deep every month uh in a lot of trainings uh we’ve got a lot of resources on our website we’ve got a lot of resources on our social media you can tap into you can follow our YouTube channels our podcasts things like that all of the information goes goes deep on a lot of these subjects individually but right now we’re going to talk about sort of getting it all in your head and creating that full encompassing view what we find a lot when I deal with a I talk to hundreds and hundreds of of cleaners in this space all the time and individually and in group settings and for years and on stage and speaking at events and stuff like that and kind of what I hear a lot is the fragmentation of I know a little bit about this I know a little bit about that I don’t need to worry about this I don’t need to do any of that kind of thing not really getting sort of like that full cohesive view so let’s talk about that because we’re gonna what we’re going to cover today is we’re gonna create talk about your action plan we’re going to talk about setting your company apart with video talk about building your website for SEO and visitors there’s a fine line there and we’re going to talk about that and show you that we’re going to talk about the new website galleries used to be on your website you had to show galleries of stuff that you do that is now social media how does that play out what do you do there we’re going to talk about making uh the connection uh why you should be at the top of Google Maps and then what that means

and what that doesn’t mean like what areas does that cover where doesn’t it cover we’re going to talk about content marketing why you need it what it’s all about what does content even do what does it mean what types of content do you need we’re going to talk about reviews why they matter more than ever uh we’re gonna you know what you’re missing with Google ads because uh we we audit a lot of Google ad accounts and we got people saying that their Google ads don’t work anymore it’s too expensive well there’s things you’re missing that cause that and we can we can talk about that today as well we’re going to talk about your local service ads why you need to be there even if you’ve tried them you said it’s gotten too expensive they’re all just Tire kickers there’s a way to play that game as well that make it work really really well talk about Facebook ads the right way some companies only run Facebook ads they kind of got a phone call or a message from somebody going oh we know how to run Facebook ads oh that’s my only lead source this is there’s a reason why that doesn’t work long term but there is a right way to use Facebook ads and it’s Facebook and Instagram because meta owns both of them YouTube ads the uh sort of the the new kid on the Block in at least for Home Services obviously YouTube and YouTube ads have been around for a long time for local businesses just starting to scratch the surface on how impactful those can be so we’re going to talk about those as well uh we’re going to talk about becoming omnipresent using retargeting so if you’re not using retargeting it is one of those lowest hanging fruits as well and then we’re going to talk about doing follow-up and stuff so again talking about a lot today so um let’s let’s kind of let’s kind of dive into it right away so who am I why should you listen listen to me so if you’re new here uh for all the other people um yeah this will be really quick if you’re new here uh I’ve I’ve owned cleaning businesses since 1990 while still in high school on my first window cleaning business and then I started doing high-rise window cleaning with cruise job jumping over the uh the side of 40-story buildings in my early 20s and then um decided that that was probably a risky move and moved into janitorial and then started buying cleaning franchises and cleaning businesses and growing them and did that for a 30-year or so career started Consulting in that period of time as well and and marketing Consulting and business Consulting and operations and experience Consulting so delivering a great in-home service experience and a company experience and crafting all of that with businesses and networks and franchises and stuff like that and finally exited out of my actual brick and mortar in you know employees showing up every every morning going off in trucks business back in the you know just over uh two years ago now at the beginning or the middle of the pandemic and sold that for many multiples because of our Omni presence that we’re going to talk about today was allowing us to sell the business for many many times more than what anybody else is getting for their their their their home service businesses and things like that and you know just all about systemizing a business and and making it work also the author of the complete guide to internet marketing for carpet cleaners that you can pick up on Amazon so so that’s that’s about us like and about me and and our company we are um I’m considered an industry leader for uh 2023 and clean facts I’ve kind of appreciate the uh the accolades but more importantly I appreciate the Forum and being able to uh to uh share with a large audience through cleanfact through the Issa and through a lot of other resources be able to connect with people like Howard Partridge and and and do webinars with him and and trainings and stuff like that as well so and we obviously um host the carpet cleaner success podcast as well so but more importantly what about our clients we’d like to see our clients up 55 40 number one everywhere just you know screaming our accolades and letting us know that we have helped transform their business make things easier make marketing better help them grow help them stabilize if they want to have multiple Crews and continue to grow 300 500 000 three quarters of a million a million and more we’ve got clients that are at a million and a half and growing in in in in in fairly reasonable size markets and stuff like that we have other clients that want to stay as a one or two truck operation but want to be the premium service provider in the area make a ton of ton of of profit Revenue take home their 100 150 000 years the business owner and hire employees as well and have you know and and own that bit of a nest egg and have something that they can sell off that isn’t just all about them and their face as well so so that is the the you know the the type of people that we help than the type of businesses that we work with there’s a way to carve that out in any Marketplace so we like to talk about that but what we’re going to talk about is how to achieve omnipresence how to become the best known cleaner for all your ideal local customers doesn’t help that you’re if you’re the best known cleaner for people that are not at all interested in your services or can’t afford your

services uh you can be the best known cleaner on Groupon but that’ll probably put you out of business sorry to tell you the truth if you’re if you’re on Groupon but it’s one of those things where it’s just a law of diminishing returns people find the lowest price cleaner next time they come back and find the lowest price cleaner there’s no loyalty best known cleaner builds loyalty and and brand trust so how does that happen well it’s by leveraging the Three core principles of marketing success so you want to maximize your opportunities to generate a lead from your ideal customer so what does that actually mean what does it mean by maximizing the opportunities well the marketplace is fragmented there’s actually sort of if you think about it when somebody’s about to hire a carpet cleaner there’s going to be really sort of one of three ways that they’re gonna they’re gonna consider right first they’re gonna say hey I know somebody top of mind I have I’ve used somebody before there’s somebody I know like and trust somebody has influenced me so that’s the person they go to right the next is that they’re going to do sort of they’re they’re going to go out and do a bit of a of a bit of a search so they might ask friends they might ask in a Facebook group they they’ll ask around to see who other people are are choosing right then there’s going to be that crowd that’s going to just randomly search and Google it so there’s opportunities all over the place there and then there’s going to be people that were referred in right so we know that the repeat and referrals are the ideal crowd that’s part of that’s top of mind but part of that’s also generating a client experience that is referable but then there’s also that people again that they ask that that’s another way of getting referral they might ask the real estate agent they might ask a carpet or a flooring store they might ask their interior designer and they might ask their maid service they might ask their neighbor next door right we so and they might ask on net on the website next door they might ask on Facebook that you you know those kinds of things on Twitter wherever people are hanging out uh so that’s you want to maximize the opportunities because you want to be everywhere that gets in their head about hey I’m looking for this cleaning service for maid service carpet cleaning and you want to make sure that your present and in every place that there is an opportunity then you want to you want to also be maximizing your brand Impressions so that brand Impressions gets into that no like and Trust Factor so when you’re maximizing the brand Impressions to your ideal target market then they know about you they’ve heard about you they’ve seen you there’s something called the rule of seven and it is that people kind of you know it’s in marketing people need to see your brand seven times before they start to trust it feel good about it they need to see your brand message seven times they need to see your unique sales proposition or we like to call it your compelling sales proposition they need to see your risk reversal guarantees they need to see your customer testimonials not just reviews they actually need to be pushed not just poll marketing where they go and find you because they’re now ready to buy it’s that push marketing they see you all the time if you’re targeting that ideal that ideal demographic and so that’s with brand Impressions positive brand Impressions and then you need to maximize your conversions and maximizing conversions can be on the the website there’s ways to say take more of the traffic that already shows up and convert them into customers maximizing conversions can mean that your Google ads perform better that your landing pages perform better that you’ve built a lead database so people come into your funnel they’re interested they don’t necessarily buy right now or they buy from somebody else well how do you maximize conversions of those people well you bring them into a database and you talk to them and you automate that process of messaging them over time until they’re ready to buy again and maybe they didn’t like the other guy the other guy didn’t Market to them they forgot who they were and you’re always in their awareness so maximizing your conversions is is a big part of this as well so let’s get into it and let’s kind of go through that whole realm so the very first step is actually creating your action plan have you set your goals do you know what you want 2023 to be we’re at that sort of halfway mark so we’re moving into the second half of the year did you jump on our training call you can go back into our archives and see it how to set your goal planning for 2023 what is you what do you want to do how many calls will it take to meet your dollar totals do you know how to do that math have you figured that all out what is your average customer how many customers do you need how many calls does it take to book a job are you booking at seventy percent eighty percent um and I say calls a little bit old school calls messages texts emails all of the ways that people now get a hold of you how many of those leading or you know job inquiries do you need to then book enough appointments at your average dollar rate so can you up the rate of every job is there things you can do there can you deliver a better client experience can you create upsell routines can you

teach your technicians make the average job go from 250 to 350 to 450. we’ve got clients whose average job is over 500 where their competitors are offering through Amazon hall for 99 how do they get there well it’s not doing sleazy sales tactics so know your goals and that can help set up everything that you’re going to do in your marketing and how to really start creating that Omni presence then because you’ll then know your marketing budget so what is a reasonable marketing budget we like to say that uh you know for the 30 years I’ve done it for everybody I’ve consulted that between 15 and 20 percent of your revenue is a great marketing budget to go all in like for all your marketing for your database marketing for your referral remarketing your repeat marketing and also for your cold Outreach marketing and all of it combined together fifteen to twenty percent I never had a year where we dropped Below in 18 we grew consistently through recessions through downturns you know we we had a very active database and a very we marketed at our data our ideal customers in our database several times a month our best customers got in that range of 30 to 40 touches a year are our C lift list clients you know maybe they’re renting an apartment but um so they’re not our ideal client they don’t own the carpet but they’re a good long-term client they’re a senior citizen or whatever they got at least hit from us um with a piece of um welcome piece of mail so not an annoying not being an annoying pest but a welcome guest physical mail email follow-up phone calls um you know ringless voicemails all of those things text messages all of it uh maybe 12 a year right so some some just reminder things and also hey did you know this kind of stuff right so 12 to 30 35 times a year is that range depending on your customers well how are you going to Market your database how are you going to Market out cold how are you going to build a referral list how are you going to stay in touch with those referral partners and all that if you don’t have a marketing budget you don’t know what it is what you end up doing without a budget is you’re going to do a little bit of this you know stop that because then you’re going to do this did that work I don’t know I didn’t track my numbers I didn’t see the ROI on that it just feels like I didn’t get enough leads it should never be a feeling data and math determine how we run these businesses right marketing is just math plus psychology that’s all it is right so you want to Define your perfect customer who is it is your ideal customer right so do you know who that is do you because all of your marketing messages on your website on your social media all of the places that you’re going to Target people all of your audiences that the audience list that you build in social media all of that needs to be based on your ideal Target customer Avatar you might have a customer couple of avatars like for example you might mostly target residential customers right but you might have a commercial cleaning division that’s a different Avatar so you need to have Define the perfect customer in that realm and make sure that that marketing is carved out and looks slightly differently you might have your primary service being carpet upholstery area rug cleaning but you do have a hardwood floor refinishing cleaning maybe even do this not just the scrub and recoil but a sanding like really getting into that market as well and starting a sort of like a side service well that’s a little bit different than home cleaning services so that that ideal customer might be slightly different they have a different budget in mind and you know and a different need and stuff like that so who’s the avatar for that so you want to think of all that kind of stuff because that’s how you’re going to be able to deliver your message so setting your goals if you really we went deep with this with an over an hour an hour and a half training master class at the beginning of the year you can go back in our archives and look at that we’ve got future ones coming up but you really want to be good at goal setting right now what we’re going to talk about is really talking about setting your company apart with video so a lot of people go oh gosh John I don’t want to do video that’s for the influencers and the tick talkers and stuff like that I’m going to tell you right now that video has is becoming and has become one of the most important game changers in all of marketing so we’re going to talk you’re going to see video coming up a number of times in this presentation because it’s it’s that important so uh marketers who use video grow their revenue 49 faster than non-video users so if that’s not reason enough to start picking up your cell phone and just creating selfie videos having somebody follow you around for a day hiring a a a college a university marketing student or a media student with uh with a a nice you know dlsr camera that can do some filming for you things like that right 64 of consumers make a purchase after watching a branded social video so video on landing pages increases conversions by eighty percent what does that mean well you should have landing pages for your pay pay-per-click you should have landing pages for any you know Facebook ads or social ads that are not staying within that platform and those landing pages should have video on them your social media

properties are considered digital storefronts best way to think of your Instagram your Facebook your YouTube is a digital storefront well do you have a video right at the front of that hey thanks so much welcome welcome to our our page Welcome to our site Welcome to our whatever 80 higher conversions if you just have that video imagine having a video on every single one of your your service Pages as well and your service area Pages hey John here from John’s cleaning and yes we offer carpet cleaning the whole page about the services let me tell you a little bit of what we do differently and our 29 Points um Perfect Clean Service System and you know on you go and you have that little conversation hey it’s John here I want to tell you all about our risk reversal guarantee if you’re not happy we have our 200 money back guarantee what do you mean by 200 John let me tell you and all of that all the way through all of your marketing all the way through all of your pages all the way through all your landing pages so pay-per-click somebody clicks there they don’t go to your homepage your website they go go to a very dedicated page that converts at a higher rate we’re going to talk about conversion well that should have a video on it it will convert even higher 46 percent of of users act after viewing a video viewer viewers retain 95 of the message they watched in a video compared to only 10 of what they read in a text so so you need to be making videos now you’re going to go okay John I get it you kind of you kind of beat that home a little bit what kind of videos do I do I need to make well there’s four four categories let’s make this super super simple there are four categories of videos that you should be making you should be making brand awareness videos right so it’s just hey I’m John here I own this company um we do a great job you know let me tell you a little bit about it you should be creating lead generation videos lead generation videos would be hey click here to opt in and download this you know give us your email and we’ll send you a free report on how to care for your carpets how to hire a carpet cleaner things like that how to take spots and stains out for yourself all of that kind of stuff right how to you know click click here now if you’d like a you know a free in-home estimate and get this premium offer book now and we’ll add all these extra services on it no extra charge or at 50 off regular price for these extra services and stuff like that whatever that is so lead generation videos that’s where you give the offer before during and after videos so a lot of people talk about before after during is when you’re actually doing the job you should be taking video of before during and after we call those project capture stories so with all of our customers we create project capture stories where we’re telling a story of Mrs Jones who needed to get the carpets cleaned because her you know her um niece is coming from Europe and she hasn’t seen her in four years because of the pandemic and she’s now coming and her you know Mrs Jones’s little dog has peed all over the carpets and needed they need it she needs her house to look amazing and that would be a great story before during and after pictures create a project story they become pages on your website they become videos that you can Market out and and and retarget people with which is the next one as well retargeting videos anybody who lands on your website or any of your digital properties uh anybody who has seen part of your lead generation video your brand awareness videos and you’ve they’ve watched say 75 of those but they didn’t fill out the form they didn’t do the next action send them retargeting video hey I noticed you came to our website you came to our our offer and you didn’t complete it you know hey come here like you know finish that let’s get let’s get that uh book you in for a free estimate and then you’ll you’ll be locking in those those savings that that you saw as well so it works brilliantly and again what happens at a lot of times is people then say okay John well just a carpet cleaner just a maid service nobody watches our videos I’ve tried video before the numbers aren’t great I’ll tell you that there’s something called the the 9190 rule right or some people call the one 990 rule but ultimately what it means is that only one percent of people on social media are creators so there’s one percent of people that actually create the content there’s only about nine percent that interact with that content like it share it comment do anything with that content ninety percent of the audience are lurkers they are seeing you they are getting those brand Impressions they are starting to know like and trust you you’re starting to build that rule of seven and Beyond you become the best known cleaner in your Marketplace when they see you again and again and again and video is one of those places that they see you again and again and the way to use video from YouTube to to social media to retargeting all of that you can use video in all of your marketing so and on your website and when somebody refers you have a video like anywhere you can think of it it’s a it’s a great way to take that that sort of lurking brand impression crowd and really supercharge supercharger results from that so so one of the things is what kind of videos then okay I’m going to be doing a

bunch of videos John I you mentioned that there’s some that are brand impression and some that are for lead lead generation there’s the retargeting ones and then there’s the before and after ones and stuff like that so what are we doing here well here is a great outline of videos If you created a couple for each of these you would have a six right there if you claimed three for for each you would have 18 to 20 videos just like that that you can use throughout all your marketing and then you can just kind of you know kind of do them in batches and then do a bunch more down the road and you you know you’re just grabbing your phone and going through some stuff so a client success story you know of a whole bunch of clients that you’ve served that have done that you’ve done great things for it became very successful one of our best success stories was uh 30 years in business but I still remember to this day a a person sold a home and part of selling the you know the price on the home they they uh they agreed to touch up the railing on the staircase so white carpet throughout the house wooden railing they’re touching up the railing with some wood stain literally kicked the wood stain the little container of wood stain over down the stairs and the house was already sold and they would have been having to replace not just the stair carpet but it matched all the way upstairs through the bedrooms and all so big huge upstairs Landing sort of you know sitting room open area and then a whole bunch of bedrooms off it huge house right would have been thousands of dollars because of that little spill so they called our company they called the real estate agent went ah real estate I said ah don’t worry about it we know we have some we have our guys they’ll come over and see it we’re like oh no right red red dye removers all of that kind of stuff steam irons um rinsing to get rid of the oil stuff first we were able to get rid of that we got you know one of the world’s best testimonials we used that testimonial to get a whole bunch of other real estate agent agents to use us because we salvaged and saved them thousands and thousands of all the homeowner and and the real estate agent who had sold the home so the new buyers were all happy and solved the problem so client success stories that’s a great story to tell a video on right and character um character story so tell your origin story why did you get into the business what drove you what was different I’ve talked to uh I’ve got one of our clients who used to be a cop and got into doing cleaning instead because of a family story a reason why we have another one who had children that had allergies and they actually had to hire in cleaning services they kind of learned that you know you can make a healthier home with you know an air purifier and clean get everything clean they didn’t want to get rid of the carpets they actually realized that carpets could be the largest filter if they’re vacuumed properly HEPA filtered vacuum cleaners or Central Vac venting outside all of those good things we all know so tell that story tell your origin story why you got into the business what you did before this what led you to this you know your second generation your father was in it your uncle was in it you know things like that teach on a topic how many things do we as cleaners know about we because I’ve been in the industry for 30 years myself were you know trained all of our techness was in the truck for the first couple of years in my early 20s as a as a carpet cleaning business owner and things like that what do we know what training have we gone to have we gone to the IRC ircrc training have we gone to any you know John Don have you gone to any other trainings what do we know that the average customer could benefit from why is that first two or three steps off of the front entrance way going upstairs why are those stairs the dirtiest in the middle and then it fades going up how do you take care of that what about matting um you know when they get when they uh when they spill red wine do they really go after it with white wine well no that’s sticky what do we do club soda things like that blot don’t rub you know all of those kinds of things so we can teach on many many topics build that list grab your phone and teach on a topic right motivate and authenticity share your favorite Mantra don’t just be all about business you know be about yourself too like if you’re heavily invested in the church talk a little bit about why that you know why that’s important to you um if you’re part of the community I was talking to somebody the other day there that what they do to give back is they they um teach kids high school students as a in a young entrepreneurs program they’re giving back because they’ve spent years building businesses and carpet cleaning businesses and restoration businesses and now they’re giving back by talking about everything that they’ve learned over those years and and stuff like that so talk about that like you know you know in a very you know not boisterous sort of way but you can talk about that you know why that’s important to give back and and what you do as well maybe you have a clean water initiative you give to a charity a lot of people give to like the SPCA and stuff like a lot of carpet cleaners because a lot of clients have pets and stuff like that so why do we

give 10 of every job to that or ten percent of your pet you’re in job to that or things like that so all that kind of stuff motivational quotes mantras you know what what fires you up be the expert um so you want to show people like again this is a lot like teaching on a topic but be the expert and be the authority tell them when something in the media is wrong or right have your view on it that is related to the services that you do so if it’s you know if it’s becoming you know the the air quality is really bad right now why not be the expert say hey here’s things you can do here’s things that you can clean here’s the ways that you can deal with that become an expert on the helping them you know in and around their home we even say you know again videos work well newsletters work well as well and you can actually even just take some topics out of the newsletter that you write and talk about those as well and team stories share your team hey this is Carl here he’s he’s been with us for you know five years and you know Carl just got his new training on this and that or whatever you know hey this is just had a new baby here’s here’s Angelo on the team and you know whatever all of that’s all you know like whatever Angelo’s story is and why he joined your team and and have Angelo chat a little bit again technicians don’t tend to like to be on video but think about it they’re they’re in front of customers all day long they have to be personable it is you know the person you hire to be in the customer’s home you know on your behalf or with you has to have uh rapport with customers so let’s let’s pull that out of them to see if they can get a rapport on video as well so now Switching gears we now know video we’re going to continue to talk about video throughout the the rest of this presentation but you know what we need to move on to is talk about building that website that is not only for SEO why is SEO important that we can pause on that a little bit and but it’s also important for visitors I’m sure you’ve all gone to a website that is just you know you know it’s keyword stuffed it says the same words in the heading the subheading all the way through the text it doesn’t feel right it doesn’t read right it feels awkward feels like it was written by machine and it doesn’t doesn’t have anything that makes you go oh I like this company I’m going to stick with them right so so that that you might rank well it might show up and you might have found it but it doesn’t speak to you so on the other side of it you could have a website that looks pretty we see a lot of those I do a lot of website audits for for cleaning services and carpet cleaners and doing those audits I we just pick a part say hey here’s ways you can improve the site based on really really well-known metrics using tools like um um hot jars stuff like that that heat map the website and know what people click on and all that kind of stuff we know what actually causes people to convert which is part of the conversion we’ll talk about but we also know what that fine line between making the website SEO friendly and friendly for visitors so you want to have them clicking on call to action buttons or calling you we know that’s what we what we want them to do there’s three things that people do that we see on all of these websites they tend to do that they tend to go to the about us page more than any other page on the website other than the the page they landed on either the home page or the blog article or this the service area the city page neighborhood page however you’ve you know whatever’s ranking well that they’ve found they’re going to go to that page but you know so then they’re going to click on a call to action button or they’re going to call you because call tracking should be on every single website then you know they’re going to click the about us page because they want to know who are these guys can I trust them in my home or they’re going to leave your site altogether by and large number three is the largest crowd 90 to 95 of your web traffic go check your Google Analytics 99 95 of your web traffic never ever ever did anything they came and they left so we’re going to talk about retargeting are you chasing them around right but is there something that you can do that influences them to not leave to take another action to become a lead to request more information anything like that and there is I want to build your website for for SEO and for visitors there is an exact framework To Build The Better website so we did an entire training just on this one topic we will do trainings in the future again um on this this very specific topic but the point is that you want to have your website set up that when somebody arrives there it fits into what the what the conversation that’s already going on in their head that’s the that’s the definition of great marketing is to tap into a conversation that’s already going on in somebody’s head who are these guys can I trust them what do they do what do they guarantee these are the conversations are you going how do I get a hold of them I don’t feel like picking up the phone and calling how else can I get a hold of them things like that right so how much do they charge all of that kind of stuff right so what we have found is that the quest there are more questions unrelated to pricing than there are about pricing so having you know they land on your page and all your whole house for

99 dollars you just you just told the entire world the type of client you want is a cheap discount buyer period right if it’s all about pricing then you’re teaching the customer you’re teaching the visitor that you’re all about pricing right so you’re you’re just about being the cheap the cheapest guy if it’s all about quality and healthful you know healthy home great for their family great for their pets and and all of the services and the longevity of their carpet and saving them money over the long run um and and being their trusted resource for all home cleaning and Healthy Home needs then you’re speaking to a different crowd your ideal customer is the customer you want to attract to that website and now you’re giving them the message they want to hear right they live in nicer homes they have nicer belongings they’re not looking for the low-cost cleaner they didn’t park their motorcycle in the middle of their living room they’re not they didn’t just have a keg party in the in the rec room or the the family room none these are this is this is ideal proper clients that can refer other ideal proper clients so you build a website that that speaks to that but also has enough words on it has enough keyword density has enough pages on it so you want to have a page for everyone whose Services you want to have a page for every one of the Cities you target you want to have a page for every one of the neighborhoods we’ll talk about that in the content section but that’s all part of building a website for that converts well that is for SEO and for visitors and that ties it all together very well

so moving on and again I understand there’s a lot of information here um this will be available on replay just kind of take bullet point notes this is the things that have changed that you really need to get a whole grasp of to become omnipresent so that everywhere anybody looks you are the best known cleaner in your Marketplace which doubles and triples your business and allows you to sell it for many times more when you’re ready to sell and and move on it’s many times more the multiples of any other cleaning company most cleaning companies sell for the price of their equipment you shouldn’t your equipment is disposable like every five years you should be replacing or at least paying to replace your truck mounts your Vans your you know your Portables your your air movers all of that stuff right that that is all sort of you know it’s it’s it’s a temper you buy it it has a useful life you’re fixing it if it lasts beyond that yeah you got a you know a few gravy years out of it but that’s not what you sell your business for you sell your business for the database you built for the name recognition for the rankings for that that what you mean to the marketplace and how important because that is what’s driving the volume of your businesses so you know that in your Marketplace there is probably a stereo shop there’s probably a plumber there’s probably you know a home a custom home builder you name it that is the one that everybody knows right if you’re in a big big town maybe there’s a couple different areas of town but you know that they’re the ones with the Billboards and back of buses and online everywhere you go people are talking about it you see them they’re following you around if you went to their website if you ever needed them they’re top of mind you have them in your mind so that you don’t end up going when you need that service they’re the first ones you think of you might go and Google their um their website not their category you don’t just go oh carpet cleaner near me you go James carpet cleaning right you know Mighty house carpet cleaning right whatever and you follow them right so anyways let’s talk about galleries galleries used to be these things that sat on your website in today’s day and age galleries on social media platforms so on your Facebook your Instagram even Pinterest things like that you’re the new Gallery is there and you want to have pictures here’s some examples of really good ones you want to have pictures of the team your actual team you don’t want to have stock photos you want to have pictures of your team you want to have videos on some of these of before and afters that we talked about you want to you know if you did a charity event all that kind of stuff you want Happy customer pictures anything you do if you do a contest you want to have the winner um smiling face and a big check all of that kind of stuff you want to know when people come here that Gallery is influencing them you know oh some you know here’s an actual rug in the middle of cleaning and I can see this part’s clean and this part’s dirty not just some sort of arbitrary before and after like example here somebody actually cleaning the area rug and then showing parts of it and things like that so you want to have all of that kind of stuff this the second middle example here um we we see the people cleaning we don’t actually see any faces the first example is much much better the second one at least is showing your gallery on social media and we practice what we preach this is um you know carpet cleaner marketing Masters if you go and check out our Instagram we’ve got videos

we’ve got um Snippets of of longer trainings we’ve got um links and helpful hints and all of that kind of stuff because that’s what we do right so we’re providing that value as well same same idea for your customers so if you could you know you could have how-to tips how to video um an image you know about a red wine stain and here’s how to take it out and then the check the description and then the description of some of that information so anyways use social media as as your galleries use Google my business as a gallery as well don’t just use one place make sure that you’re you’re interacting with all of those because people are going to different places um to see so then that way when you’re talking to a customer and they say well you know is there anywhere I can see the work you do or your testimonials or anything like that you can say yeah just go check out our um you know check us out on Instagram check us out on Facebook because even your Google reviews are turned into images and placed on those in the mix as well so you’ve got a mixture of everything right so that’s really really helpful moving on we can talk about Google Maps so Google Maps has become the Yellow Pages so people don’t use yellow page anymore that kind of died 2008 910 during the last recession um Yellow Pages kind of went down and uh 2007’s when the iPhone was released so all of a sudden consumer products iPhones and tablets and all that kind of stuff that two three years after that during the recession and then next thing you know everybody’s on a digital device everybody’s using the internet a lot more even grandma and grandpas and stuff like that and now there’s there’s no need to go to a directory because the new directory is online and the the maps algorithm really really helped people find their local florist their local butcher their local you know beer store and their local carpet cleaner and things like that so Google Maps is really really important and um you you want to rank prominently and well and there’s a bunch of things that that help you in that regard so Google Maps rankings is all about relevance to start with so if somebody’s looking for a plumber they should not find a carpet cleaner listing it’s always looking for a carpet cleaner they should not find necessarily a maid service they’re not going to find a janitorial service those don’t they’re they’re separate categories they sound really close but they’re separate they’re not really going to find you know a wood floor refinisher if they’re looking for a carpet cleaner relevance is the most is one of the most important things what categories do you have list listed as the categories in your Google Maps listing of the things that you do the services you provide and are they relevant to each other because if there’s an outlier that is totally strange like hey we do carpet cleaning upholster cleaning area cleaning and dog walking you’re never going to show up for dog walking because that’s not relevant to your service category so you want to be very very careful on what it is that you talk about the distance to the person searching or the area that they cert they’re searching into so if they say hey I’m I’m over here in you know New York but I’m looking for my mom I’m trying to find a carpet cleaner in Albuquerque New Mexico so I’m going to type in carpet cleaning near Albuquerque Albuquerque New Mexico Google’s smart enough to go okay well this guy’s over here his IP address is proximity Is way over way over here but he wants to to find somebody here because he put those those terms so it’s going to find either by their proximity of their device the their IP address of their Maps listing or any of those kinds of things or buy what they typed in it’s going to find a proximity and there’s a distance marker so on an example you might have seen one of these grids before but for example this business would be um right in this area here somewhere so if you’re standing within a mile these are all miles if you’re standing within a mile of this business good chance are they’re going to show up in the maps listing because of distance as long as they’ve got their relevance right and then and then we’ll talk about the prominence as well but um if they’ve got a couple things right you’re close enough to them that they’re going to be in the top as soon as you start moving away there’s going to be other businesses that are closer more relevant or more prominent and Google Maps goes nope this guy’s ahead of you oh now you’re down there’s only three Maps listings that show up your number four you’re number five your number six now people don’t find you as easily and and you can see how that can really scatter out usually about five to seven miles if you influence it well with good prominence markers and you’ve got the relevance right you’ve got you know all of that and the distance you can go about five to seven miles out in most most marketplaces that you can influence to be seen on the Google Maps so what does that mean think about it this way are is your pin drop so even if you are a service area business and hide your address Google still knows where they sent the postcard they know your ZIP code they know where your business is located that becomes your Hub they do not show you everywhere you talk about they show you from from a source out it’s still considered a map driving direction

service at its core so that is how the algorithms all work so are you within three to five miles of your ideal customers go back to that first thing we talked about setting goals knowing your ideal customer are you within three to five miles of them if you’re not then your Maps listing is going to have a very hard time generating quality leads for your business quality phone calls from Google Maps because of how far away you are and it might be valuable because a Google Maps listing done properly prominence talks about things like you’re getting your reviews right getting your citations and your Authority online right having your website right that connects it all we’ll talk a little bit about some of this these things but you get all of that right and you’re within that that five mile area of your ideal customer and you have a you know an office or a your location Center then that generates 10 20 30 50 phone calls per month of people finding you and going yeah I’d like I’d like to know about your services from Google Maps alone that is just one of the many omnipresence then you’re getting calls from all of the other marketing you’re doing as well so that you’re you’re building a massive amount of leads but one of the sources would be and one of the the higher level sources would be the maps listing anywhere you can’t rank in the maps because it’s too far away it’s a town over um it’s Two Towns over whatever but you still want you’ve got a lot of customers there that’s where your organic SEO and website rankings not maps rankings but website rankings and your paid ads come in on a Google conversation and then your Facebook ads and all that other marketing can be influencing people in those marketplaces as well but Google Maps is one of the the big daddies and needs to be considered so some people physically move their offices they open up second offices there’s conversations we can have around that that we’ve helped businesses open two three and four other satellite offices no different than a lawyer or a you know site you know psychiatrist or a you know whatever account sir would do they might be a couple different offices and satellite offices as long as they meet people there or they run a business out of there there’s ways to deal with that as well so think about that so let’s talk about a little bit more of those prominence markers so one of the ways that that gives Google that Authority that understanding that you’re an authority in the marketplace is that you have your name your address your phone number all of that exactly accurate and right all around the web Google checks all of that and if you’re on all of these other listings you’ve got reviews and you’ve got interactions on these listings and you have these listings there’s there’s two benefits to that one there are some people that just use the Better Business Bureau just use Angie’s List there are yelpers that only go to Yelp right so there’s people that you know on Facebook look around for stuff you know ask somebody in a buy and sell group or a mommy blog group and then you know come over to your your Facebook page and never went to Google at all Google gets about 60 to 70 percent of searches the other 40 to 30 30 to 40 percent of searches never went to Google for our category so so you want it you don’t want to just limit yourself to oh I’m only worried about Google no let’s let’s think about it all one of the things to think about is these um these other directories they add um they add a bunch of authority to your Google Maps listing they also um are also places where people can find you so you want to make sure that you’ve got your all of the the directories that your competitors have you want to make sure you’ve got review velocity that your competitors have we’ll talk about reviews later but all of that helps with your Google Maps rankings you want to make sure that you’ve got your website set up to connect to your Map listing properly and create those connections and citations schema code it’s called things like that you want to really connect the dots for Google so that you move up in the maps listing around your your service area properly

now we talked about we talked about a little bit earlier we’re talking about content so why is content even important what do you mean content John why I’m a carpet cleaner I’m a maid service why do I need content well content marketing as it says is you know for the next level wins well what that basically means is 50 of web searchers even looking for services still move past in Google alone if they’re just searching they’re looking for information and they go into the organic listings where the websites are also in those organic listings below the maps is uh the you know the the home advisors and the thumb tax and the uh Yelps and all of those as well the directories kind of in there and there’s there’s a few websites to answer those questions that people are asking so there’s a couple different types of content you need to be thinking about that really help you show up and generate traffic to your website that then become visitors that you can convert into customers you can convert into estimate requests you can convert into followers you can start following them around and retarget you can

create a lot of content so there’s a difference there’s called top of funnel content and bottom of funnel content content you need both so we really suggest that in most average marketplaces that you’re putting out at least a blog post a week a press release a month to generate a lot of these signals in heavily competitive markets you need way more than that to help you rank for different keywords there is a thousands of keywords about 3 000 keywords that you could you should be ranking for what they call long tail so people type in a longer I need to get red wine out of my carpet so red wine out of carpet red wide you know you know carpet stain removal things like that those are long tail they have a lot of words in it is the search term there’s you know carpet cleaner near me that’s a short term that’s the harder one that everybody goes after that one but there is there is might be five or ten people searching for the longer tail one every month every quarter well if you’re ranking for hundreds if not thousands of those because you’ve got enough content and enough things on your website that attract that attention Google is oh I’ve got somebody who can answer that question in this area you know because your website has been crawled you’ve done it well content marketing and and that content marketing is a huge part of SEO now you’re influencing that Omni presence again you’re being found every time somebody searches for anything related to your category oh my God there’s those guys again there’s those guys again oh my God there’s an ad for those guys they came to your website they left oh my God there’s those guys again you know I’m on the Weather Network and I see them because you’ve become omnipresents so top of funnel is is more like um supporting content so these are not people that are ready to buy right now they’re just in research mode they’re looking to solve a problem they’re looking for information uh even some good top of funnel content can even include Geo content because you want it like if you’re if you’re trying to say that hey you know we’re over here but we actually we’re we’re one of the top cleaning companies for um you know this this community over here this retirement community this um you know Golf Course area whatever well then you want to have content you know say some of the um High income areas around Atlanta right if you had that type of content on your website and it it gets found and that that content you know talking about the high income areas and the fact that you know weaved into that content we happen to be a carpet cleaner in the area that services this area but here’s what we like about the area here’s what we you know here’s what people like about the um the amenities of the area so it’s not really trying to sell them carpet cleaning it’s it’s literally showing up and telling Google that you are in that area that’s the people you serve you link that to the city pages that you have and the service pages that you have and then you’re creating this top of funnel content that really helps your your website rank bottle of bottom of funnel content that is the content that is transactional people are ready to to buy they need to be solving a problem and they’re they’re at the bottom of the funnel they’re ready ready to buy and you need both levels of content because that really creates more omnipresence and it really can transform your business we’ve seen people that just with a really good SEO plan alone you know a lot of people going I just I want I want you to I want to buy leads I want to buy leads I want to buy leads it’s like get your SEO right it takes a little bit longer because it’s an asset it’s building the foundation before you build the home um but you you get your SEO right and it it is the number one organic traffic to your website and your online properties organic traffic is the number one driver of most well-established carpet cleaning and home cleaning service businesses done properly you get your content marketing right and your paid ads are just sort of that added little the bit it might be the thing that all you could live on and and and you know make rent on and feed your family with at the beginning you need paid ads before the asset builds up now paid ads is just that gravy that keeps the trucks busy and running your organic traffic is the number one driver of new customers to your business repeats referrals organic and then paid and it becomes this beautiful mix that just keeps your company growing from 300 000 to 500 000 from five hundred thousand to three quarters a million three quarters a million to a million and you just keep growing because you’ve got all of this omnipresence and uh and and and and this this organic base so really really important and the type of content you need like service content and Geo content we talked about that so about the services you provide and you need content about the areas that you service it really helps tie things together in Google’s mind so then we’ve got um we’re looking at you know why reviews matter more than ever so we knew we’ve known that reviews mattered for about a decade now right so again I talked a little story about coming out of the recession prior to the recession my business used to have you know in all of our yellow page ads because I’m not old we used to run yellow page ads like crazy five to seven thousand dollars a month

where the yellow page ads because they generated a lot a lot a lot of leads and we were really good at converting leads on the phone so the more Yellow Pages ads we could the busier we were as well and then we did a whole bunch of other marketing as well and and and that kind of thing so that building the business that way but what we realized was we used to run hey don’t call any carpet cleaner until you listen to this free consumer awareness consumer information message how to shop in this category you know what questions to ask what things to avoid how to how to not be ripped off all of that kind of stuff and obviously that that 12 minute message on a voice machine um you know would would lead people they could press one at any time to call our office and we influenced them that we were the obvious trusted expert why did so many people call that consumer line 20 to 40 people a day would call from our yellow page ads not directly to us that was available but they’d call the consumer number first and we would see them that light up on on our system and we could have three or four people listening at the same time and then um all of a sudden the phone would ring and because they’d be pressing one and ringing through those most of them would listen to at least eight to ten minutes of our 12 minute message what does that tell you as well well they’re looking to figure out who to trust and they didn’t know enough to do that come enough about the industry enough about the service come out of the recession everybody’s using these these these cell phones they’ve all got these consumer Internet connected devices on their hip and now they you know we had less and less calls to that uh part of it the recession things slowed down we had different marketing we went after our our referral partners and stuff like that we you know to keep the business running and growing we dodged and changed things a little bit come back out of it go back to doing some of the investing heavily in that other marketing in calls the calls right there to the consumer line so it’s like oh just put the consumer information on the website that’ll be fine they’ll find it there nope never went there either what did they start doing they started using reviews reviews became popular at that point Amazon and places like that taught people to read the reviews before buying the next cell phone case the next pair of shoes the next golf clubs whatever it is so reviews became important there they became important every year people started realizing I can Outsource my trust to somebody else who’s ever used them and now 10 years hence um 10 12 years hence we’re now saying that it’s not just the volume of reviews it’s the recency of reviews 87 of consumers read online reviews before taking action with a local business 48 percent of consumers would consider a business with fewer than four stars would not consider doing business with them negative reviews can have a significant impact on a consumer’s Behavior so if the very if the most recent review you have on your listing is a negative review and you haven’t responded to it and you haven’t done everything you can to continue to get more reviews to bury it that negative listing that negative review sitting there is there’s a really good chance it’s turning away one two three five potential phone calls a day that just go no this guy’s got you know is better you might have a 4.7 star rating you never want a perfect 5.0 rating that that looks cheesy it looks manufactured nobody is perfect all the time you want to you want to have the odd well it was pretty good they didn’t get the one stain out but they told me about that and they gave me the money back on that so that’s pretty good I’m giving them a you know 4.9 4.8 star rating that is totally fine to have that mix of stuff um and every review should have an answer from the owner every view good bad or ugly should have a should have a response in there that speaks to the person who’s reading the review and what you what you said about it right so just think of that as well and 79 of consumers say they Trust online reviews as much as a personal recommendation from their friends or family so reviews are critically important they help in rankings but they also help in conversions and reviews should never just sit static on the place that the review came in so they shouldn’t all just be Google there’s actually a golden ratio um of where to get reviews but they should you should also take them off of those places and move them you know dynamically Syndicate them it’s called take pictures of them um take the words and put them in posts and then grab pictures as well and just every single review you get you should be actively seeking reviews you should have a good decent review velocity and so that you have a lot of recent reviews constantly coming in at a decent pace and then you should be taking all of those and marketing them around all of your other web properties so that you’re you’re creating that you know that that many people Trust reviews show it to them everywhere they look omnipresence about your greatness as well so we like to say that 70 of your review should be on Google because again 70 of the traffic goes to Google 20 should be on the Better Business Bureau people still go there but you can also tell people go check

us out on the Better Business Bureau and 10 should be Facebook they actually call them recommendations now but they’re that social media angle Facebook allows consumers to leave in you know positive sentiment get them to do it there so we don’t suggest you do it in one we say suggest you get customers to fill out a feedback survey invite them to leave reviews the ones that are willing to leave reviews will almost 60 to 80 of your customers will fill out a feedback survey if you ask them the right way about 10 to 20 will leave reviews and then you can say hey thanks for that great those great comments could you pick one or all of these places and leave great comments you give them those three Better Business Bureau Facebook and Google and they’ll pick one or all and you’re now getting reviews shared around as well so so we’re we’re wrapping up the last few items here in this omnipresence Marketing System so what you want to do is you want to make sure that um your you you know what you what you might be missing with Google ads you want to make sure that you’re running Google ads properly and that you’re not missing out on the big picture with Google ads sure the leads are expensive on Google ads that doesn’t mean you don’t you don’t take them what is your conversion rate and what is your Roi so if your average cost per click in in Google ads is ten dollars a click and it takes you three three to five clicks before you generate a phone call so now you’ve got you’ve generated a lead for 30 to 50 bucks right sounds like a lot and if you book only half of those you track your math you do you know you do your math you know that of Google ads you know you track you that’s a call tracking number a different ring a different phone line different different way of tracking that a different um when they fill out a text message form when it comes in it lets you know you can track how many people came through your Google ads and you know how many of them ended up booking if you book 50 you just paid 60 in this example to a hundred dollars per lead and that’s pretty average actually well we run hundreds of Google we ad campaigns and 60 to 100 to buy a customer from Google ads it’s pretty reasonable because and it’s pretty average because now you’ve bought an ideal customer that your goal is to lock them in for Life you’ve paid that once they’re if your average job is 300 or 400 you’ve made money but you’ve make money the second time

didn’t turn off my office phone you’ve made money the second time you’ve made money um on the repeats and the referrals and all of that kind of stuff the lifetime value of that customer should be somewhere between two and four thousand dollars are you willing to spend a hundred dollars to get two to four thousand dollars over the lifetime value of the client yeah all day long get as many of those as possible so lead cost isn’t everything you don’t want to say oh well I can get cheaper leads somewhere else you might get cheaper customers somewhere else too these people are at least looking specifically looking for your uh um your services so when they’re looking for you know carpet cleaners near me upholstery cleaners near me area rug cleaning um Studios things like that you want to know that you’re showing up there because that’s part of your omnipresence that’s part of you know making sure that you’re maximizing the opportunities and brand Impressions and that’s you know running branding ads for slippage what what slippage means is there’s a lot of people that go to paper you know the type into Google they’re looking for something at the top of the page they can see the pay-per-click they click on it they go to your landing page they go huh what if these guys are any good they back out of your landing page and they go look you up they go search you you’re You by name they end up on your website right that’s now slippage but because they came to your landing page now you can run branding ads to them to say Hey you know you’re looking for our services you know here you get a get a free estimate you know all that kind of stuff check out what we do our 29 point you know um safe and Healthy Home Cleaning Service you know system or whatever that kind of stuff you can start you know hear some great testimonials from our customers chase them around with that kind of stuff right so um Google ads isn’t just about that that one conversion there are there’s a slippage that still turns into customers that didn’t get tracked properly because they didn’t take action on the landing page but they came back around a different way but they came through you that way so you want to make sure that you’re running branding ads to them to bring them back in because they’re they’re still interested you just gotta you gotta be able to influence that and then artificial intelligence we know AI is everywhere doing everything now um and AI in in Google ads it really is a matter of telling Google it’s getting better and better and better at this over time letting Google know that that click turned into a inquiry that turned into a lead that turned into a customer and was worth 500 bucks if we keep telling AI the AIS that are building out

in the background all of that data they’re going oh you like these customers and these types of people let me show you more often to those because these other guys aren’t telling me that your competitors aren’t telling me that they’re not letting me know when they convert so maybe they don’t and maybe most people like you so it’s how Google search works is like more people end up on your website stay there for longer and seem to find Value in your content the more Google shows that website or that web page over anyone else same idea with ads so um AI is you know will win in in the coming years so keep that in mind Google local service ads um we did some trainings on that recently it’s you know get into this before it’s too late Google local service ads um those are the ads the Google guarantee some people call them they’re the ads that are at the top very very very top of the search results and they’re in almost every market now it was a sort of a trial years ago now it’s just rolled out and those are people you only pay when somebody actually physically calls you so you might have tried and go oh I used to get a lot of good leads out of that back in the day and now I’m getting really expensive or crappy leads they’re all Tire kickers there’s a reason for that part of that is not teaching the algorithm the Google The Google local service ads algorithm the ideal customer that you’re you’re wanting and getting part of that is there’s there’s other influence mechanisms that you can actually set up there’s demographic mechanisms there’s areas where you’re targeting there’s a lot of ways that you can really dial in your ideal customer and not just have it smattered everywhere so everybody just kind of threw up an ad in the in the early days and as there’s more and more and more cleaners realizing that this is a source of paper call leads then you know kind of like what Home Advisor was doing and thumbtack was doing stuff like that this is a source of paper call leads as soon as you get a call you have to pay for it it might have been 17 18 20 in the day it might now be 25 30 40 but again are you booking 50 of them that still might be that you know 60 to 100 customer you just bought and if it’s an ideal customer and you’ve influenced them properly you want to get in into Google local service ads so um with Google local service ads you know you want your ranking is is still all about ranking you only really see three at the top of the page before you have to scroll a little bit so you want to be ranked well so what does Google do for that ranking well the proximity to the potential customers location that is one of the ranking factors of your review score and the number of views reviews you’re receiving inside local service ads and in your Google Maps listing connected to your if you’ve got to connect those two and you connect that in the number of reviews you have but also your review velocity your responsiveness is huge so if you’re getting phone calls and you’ve got your ads on during office hours and have them turning off when there’s nobody in your office and you’re not responding to those calls you’re not getting back to those message leads that are coming in instantly in it like answering every single phone call and getting back to the message leads they say within 24 hours but this as fast as you possibly can then you’re getting demoted you’re you’re not showing up properly and your your results are going to be affected by that if you are very responsive and answering all of the calls getting back to everybody right away um that is a factor that’s going to put you up in front even more so your business hours become really important do not have hours set in local service ads where you cannot answer the phones and you know and whether or not um they receive uh serious or repeat complaints about your business is is another point so you want to make sure that you’re doing delivering a great service if you start if they getting complaints Google guarantee means that they Google guarantees the homeowner that if if they if they’re not happy if there’s a problem Google will pay them will pay them back right so uh you want to make sure that if they’re getting complaints they’re going to demote you as well so keep that in mind

social media next one on the list you want to be on social media so again I get this as a lot this is omnipresence but having a marketing system in place setting those goals and chipping away at this stuff so that you make it automated you do a couple this month a couple next month and you just keep locking it in and doing more and more and more because social media is for browsers not buyers so they didn’t come looking for you they didn’t type in oh I want to find a carpet cleaner on face Facebook that never happened they’re browsing and you’re you end up in front of them so what do you want to end up in front of them with to influence them because social media is a great place to get your omnipresence and your brand message out and create a bunch of those brand Impressions that start to build those those seven touches that they need so they know like and trust you have you top of mind when they’re ready to buy somebody in your account or use somebody in your category

so retargeting anybody that came to your website anybody that came to your landing page anybody that watched your videos those videos we talked about um anybody who watched any you know 75 of the videos all the build retargeting audiences and stay in front of those people that is your active audience branding ads and again videos work well in these as well so the before and after stories project stories that kind of stuff branding is about targeting homeowners your ideal demographic people that are look-alike audience to the ones that visited your website look-alike audience to your customer base things like that you want to you want to run branding ads to those so that they now start learning about your brand and then what you can do is you can take the people that learned about your brand watch say 75 percent of your video about your brand they seem to engaged a bit in your local Marketplace and then send leads leads to them lead generation has its place and can work sort of disruptively but if you’re building a you know sort of a hey here’s some here’s here’s who we are and what we do you know building that brand awareness to your ideal target market and then the ones that seem the most engaged are the ones you place the lead generation ad for the Facebook lead form click here to go to a landing page here’s this premium offer that we’re making available right get your whole home clean and get a couch and loveseat cleaned absolutely free 250 value with any whole home of carpet cleaning over 500 right things like that are over you know 600 square feet or whatever those kinds of things you can create premium offers that are lead gen based on on on that kind of stuff so uh that’s the crowd that you want to Target so the actions to take with Facebook ads are three to four videos um for each of the different those three different types of campaigns that we just talked about uh create your ads and custom audiences based on on what people watch so you can test tests like that which is the fourth one you want to build landing pages and messaging that matches what you’re talking about so you don’t want to be talking about upholstery cleaning or your area or a shop and then take the home page or website that’s all about carpet cleaning no you want to make sure you have landing pages and the and and and assets built out about what it is that you’re driving them towards that’s just that’s common sense right and you want to test everything so you want to find the ads that work the best you want to split test maybe a collage of that of images versus a video for whatever different ad copy and what you do is you you split test them that’s one of the great things about social media and and ads you can split test them against each other and you get rid of the losers and you scale the winners and then you just keep running those tests it’s content marketing is all about testing it’s math plus psychology so and then we roll into the same idea but YouTube this is this sort of um this next level area that is still sort of untapped it’s like what social media was five six seven years ago YouTube’s been around for a while but for local businesses so you got different types of ads you got true view ads pre-roll ads and Discovery ads

ultimately what you want to do pre-roll tends to work the best trueview can show up on on a network all over the place The Weather Network and stuff like that trivia can be everywhere and um Discovery ads are the ones that show up in the sidebar when you’re when somebody’s searching and looking at this here’s some other ones that it might be related what you know um the the best ads we feel are the pre-roll simply because you can actually find people Google owns YouTube they know who’s in the market for cleaning services they know what you’ve searched they they they know your search history you can take people that have searched for carpet cleaners near me and the next time they go into YouTube to look at a silly cat video or to you know watch you know you name it an update from Congress or whatever the you know whatever they do they’re you know people out you know four-wheeling and mudding it whatever their thing is um you can show them an ad before the uh before their video plays they and you can have again a video based ad sitting in there right so you can Target your competitors channels you can actually even Target your competitors URLs or interests that so say for example you load a list of all of your competitor websites and anybody that has visited click through Google and visited your competitor’s website will see an ad from you in Facebook or sorry in YouTube the next time they’re on there a pre-roll that no matter what video they’re going to watch they see you hey by the way you’re looking for quality carpet cleaner in the you know Tulsa Oklahoma area that does an amazing job guarantees our work 200 and you know as um you know been in business blah blah blah and delivers a healthy home cleaning service then come to us let me tell you all about it right and if they last begin that if they don’t skip off that ad in the first five seconds then you you pay for a view but you influence them because they’re interested

they watch the ad and now you’ve got your generating leads as well so and you can even Target keywords so there’s all kinds of targeting in in YouTube ads that are really really really important so the action steps for YouTube ads film your videos with with proper video ad framework the right sizes test a few different hooks to get you know get people to last beyond that first five seconds and then people to actually opt in at the end test a couple different hooks write down a list of all the audiences you could Target all your competitors all of the um websites that your ideal customer goes to all of that all the different channels on YouTube that they that are that that are related to your ideal customer that you can put ads in front of take that entire list write that all down set up your YouTube pre-roll ads um in the Google Google ads interface that’s where you do it you don’t do it in YouTube it’s back in Google ads Google owns YouTube It’s a Google ad product you know you can go up to you know I say minimum 50 a day budget to test you can test it a little bit lower than that you can test you know 20 or 30 bucks a day fifty dollars a day sounds like a lot but again you want to run some split tests and do a couple different things so if you know marketing is all about testing so you can start a little bit smaller than that and see where it goes but um just the whole idea is to put some money behind this because you can take people that searched on Google for carpet cleaning and be exclusively in front of them because your competitors aren’t doing this yet exclusively get a captive audience on YouTube the next time they go look there and we know the majority of people with cell phones and computers go to YouTube and you run them figure out the winners um and losers scale the winners so that’s our goal retargeting 80 of the people that that see you the first time do not do anything they don’t convert so what do we do with this crowd well we make sure that everywhere that they go to everywhere they land everywhere that they come across your brand impression online anywhere that a pixel a pixel can be put a way to put a little cookie on their website and or on their computer and it says hey I can now retarget you I can show you ads when you’re on on Weather Network I can show you ads when you’re on ESPN I can show your ads anywhere you go around the web I can show you ads on Facebook I can show you ads on LinkedIn I can show you ads if you search on Bing I can remarket you anywhere you go around the web you want to make sure you put a Facebook pixel Google pixel Bing pixel LinkedIn pixel uh you want so that you’re generating that entire pixel audience and you can now build this audience of people that have engaged with your brand come and found you didn’t take action you can say hey I noticed you came to our website but you didn’t fill out a form I noticed you came to our website and requested an estimate but you know you haven’t booked yet there’s weight you can break that audience down and send very very very targeted messages final step of what all of this is about is all about the follow-up right so proper lead follow-up is the process that creates those conversions so you can build all the leads in the world you can be the most omnipresent um business in the world but if you don’t follow up you don’t answer your phones use an answering service it rings once to click through through your phone to their phone they get three rings before they pick up excuse me can I put you on hold for a quick second click because it’s a you know answer server and then they finally come back you know 20 30 seconds a minute later that is a really really bad experience for the consumer compared to they you know they they call hey it’s a great day here at ABC Carpet Cleaning how can I make yours have a great day too totally different experience they allow oh that’s funny anyways yeah so I’m looking to get some cleaning done oh great that’s what we do so tell me a little you know off you go right so if you respond right away 78 of consumers buy from the first person who responds and that’s you know um study by lead connect and big players in the industry 78 from the first person that that you respond they’ve done a bunch of their homework they know who they want to call and if you didn’t answer they’re calling the next guy you’re not the only one on their list right so first person who responds after five minutes the odds of qualifying a lead drops by 80 and in today’s day and age a phone call a text message a messenger message a e an email a form fill on your website all of those are the phone ringing the big red phone ringing in the corner the bat phone every one of them is five minutes or less one minute or less we actually have systems in place where if anybody fills out a form on our client’s website their phone rings they press one they’re talking to the customer right away why because it’s that important to convert we are all about high conversions and that’s one of those elements so you don’t want to automate the phone answering system you can have a you can have a phone should be answered live during business hours text messages should be hey thanks so much we’re here to solve that question got a few more questions for you you can automate a few little questions at the beginning make it feel

like it’s real jump a real person in try and get them on the phone if you can if not finish the conversation by selling by text cell by text emails same idea a little bit of back and forth try and get them on the phone if not selling by email or selling by message is really important sharing some videos letting them know why you’re different as you’re delivering the answers to their questions but you wanna you know whether it’s a lead form follow-up or any of that kind of stuff you want to set the appointment no matter what so set the appointment for the estimate set the appointment you can even set the appointment Hey when’s the best time for us to give you a call back um you know if there’s nobody available right now kind of idea um the you can set the appointment for the cleaning service obviously even if you don’t have your calendar in front of you even if the person who’s taking the call set the appointment for four or five days out hey does uh next you know just Thursday between you know one and three work best okay great let’s put you down for that right if you have to call them back and change the appointment I’m so sorry I double booked you um I wasn’t looking at the right calendar can I move you around or something like that you know you’ve got a much better chance of of keeping that appointment if you set the appointment no matter what no calling back unequivocal you’re just you’re setting the appointment because then in their mind they’ve solved that problem they’ve moved on you can adjust but they’re not calling your competitors so having a sort of that lead management system that’s all part of your conversions as well follow-up means that that 80 of the crowd that did nothing saw your stuff did or did not interact you’re able to follow up with and then you can create that you know even if they did email or opt-in they chose not to choose you this time they chose not to do the cleaning right now you want to have a long-term nurture process to follow up with them for months and years till they’re ready to buy from you until they unsubscribe we always stay till they buy or die until they unsubscribe or or buy from you you want to have a constant drip campaign going out as well to do all of that so so there we go that is an omnipresence Marketing System for a home cleaning service carpet cleaning maid service business that will take your business and two and three extra results guaranteed we’ve seen it happen over and over and over again there’s ways to do a lot of learn that and do do some of that yourself there’s ways to use you know Automation and services and tools to help make that happen as well so let me know what are the three takeaways top three takeaways to becoming the best known cleaner what are you going to do right now don’t leave a training like this with yeah that was all good oh I got so many things in my head no write three down if you don’t write three down there’s an act of taking pen to paper that locks through your brain you have to think of how to write again you have to see it it creates an entire neural pathway that’s why journaling works well for you know for life skills and and being a better entrepreneur and a better person writing things down makes them cement in your brain and gives you a much better chance of actually taking action on that so what three things um three goals do you have out of this training is what can you do better are you going to improve your conversions on your website are you going to start looking at local service ads again pay-per-click ads are you gonna you know are you going to uh um look at content marketing so that you can actually be answering questions that people are asking and show up more what are you going to do to become more omnipresent what is the stages what are the three things you can do right away within the next day or week get that solved and what can you do to make this a big big push in your business so that you can take your business by Leaps and Bounds forward and you can make yourself the best known cleaner in your Marketplace so write that down the whole idea is obviously having yourself um being seen by your ideal Prospect everywhere that they’re looking being followed around just becoming oh my gosh those guys are everywhere they’re the guys I need to go to they have the best message they have the best Market they’ve got tons of testimonials they’ve they’re sharing before and afters they’ve got happy clients left right and Center you call them yeah you know that makes sense that you’re a little more expensive than the rest of them that’s totally fine now you’re not price competitive you’re not worrying about your competitors what they’re you know what they’re charging what they’re doing because you’re you’re on an island of your own because you’re the best known so that is the ultimate goal if you need any help with this you can always hop on a call with us so carpet cleaner marketingmasters.com schedule you can you can hop on a call with us we can talk about take a look at where you are where you want to go what how to connect the dots you know is there any services that you might need us to help you with that’s fine if there’s any services that you know you you need elsewhere that has nothing to do with us that’s fine we help in all directions we do these trainings for that same reason as well so if

there’s any help that you need becoming omnipresent if you want to be the dominant cleaning service this time next year this time two years from now in five or ten years you want to sell your business for half a million three quarters a million a million two million dollars and retire whatever that is if that’s you if you’re ready to take your business to that next step there’s a proven framework we just walked through it we talk about each one of these individually and in depth every single month this is the overarching framework of becoming the best known cleaner and becoming omnipresent and it is a mapped out framework it works repeatedly over and over and over again regardless of how technology is changing what AI is doing to us what the internet’s doing well on you know whether it’s online or offline omnipresence has a very specific path forward it’s very easy to model it’s easy to put in place one step at a time so if that’s something that you think you’re you’re interested in hit us up go to the schedule you’ll book a a time slot hopefully you found value in this training really look forward to seeing you guys next time thank you

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