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From Likes to Leads: Transforming Your Business with these Social Media Strategies for Carpet Cleaners

From Likes to Leads: Transforming Your Business with these Social Media Strategies for Carpet Cleaners

PODCAST EPISODE

From Likes to Leads: Transforming Your Business with these Social Media Strategies for Carpet Cleaners

In today’s digital age, the power of social media in driving business growth cannot be overstated. For carpet cleaning businesses looking to expand their reach, attract new leads, and establish themselves as industry leaders, a well-thought-out social media strategy is essential. Let’s dive into how you can leverage social media to propel your carpet cleaning business to new heights.

**Establishing Your Online Presence with Consistency**

Consistency is not just a virtue; it’s the cornerstone of successful marketing. When it comes to social media, a structured approach can make all the difference in how your brand is perceived. By consistently posting engaging content across various platforms, you establish your brand as a reliable and authoritative source in the carpet cleaning industry.

Prolific Posting: The Key to Market Leadership

In the crowded world of social media, being prolific can set you apart from the competition. By maintaining a strong social media presence and actively engaging with your audience, you position your carpet cleaning business as the go-to choice for customers seeking professional cleaning services. The more you post, the more opportunities you create to attract leads and inquiries.

Building Trust and Credibility Through Social Media

In the realm of digital marketing, building trust is paramount. By consistently and authentically showcasing your expertise and services on social media, you instill confidence in potential customers and establish your business as a trusted authority in the carpet cleaning industry. Organic growth through social media can lead to long-term success and sustained business growth.

Preventing Stagnation: The Role of Social Media in Continual Growth

While paid advertising has its place, relying solely on these platforms can lead to stagnation. Incorporating social media into your marketing mix ensures that your business stays relevant and continues to attract new customers. By consistently engaging with your audience and sharing valuable content, you create a pathway for sustainable growth and increased brand visibility.

Crafting Compelling Content: The Recipe for Social Media Success

Creating captivating content is an art form. To drive engagement and conversions on social media, you need a structured recipe that encompasses a variety of content types. From educational posts to inspirational stories, promotional updates to engaging conversations, each piece of content plays a vital role in shaping your brand identity and attracting new leads.

Personalized Posts and Video Content: Capturing Audience Attention

In a sea of social media noise, personalized posts and video content can captivate your audience’s attention. By sharing genuine insights into your carpet cleaning business, showcasing your team’s expertise, and providing valuable tips and tricks, you create a connection with your followers that goes beyond a simple transaction. Humanizing your brand through personalized content can drive engagement and ultimately lead to more leads and conversions.

**Optimizing Your Social Media Strategy for Success**

To maximize the impact of your social media efforts, it’s essential to tailor your content to resonate with your target audience. By understanding their needs, pain points, and preferences, you can create content that speaks directly to them and compels them to take action. Whether it’s sharing success stories, project highlights, or valuable industry insights, every piece of content should be crafted with your audience in mind.

Leveraging Diverse Content Formats: Reaching a Wider Audience

In today’s digital landscape, content is king. To reach a broader audience, syndicate your content across multiple platforms and formats. From engaging videos to informative blog posts, visual storytelling to interactive webinars, diversifying your content strategy can help you connect with different segments of your target market and drive organic growth.

Frequently Asked Questions

1. How can social media help carpet cleaning businesses attract new leads?
Social media provides a platform for carpet cleaning businesses to showcase their expertise, build trust with potential customers, and drive engagement that can lead to new leads and inquiries.
2. What role does consistency play in social media marketing success?
Consistency is essential in maintaining a strong online presence, establishing brand credibility, and attracting a steady stream of leads through regular and engaging content.
3. Why is personalized content crucial for social media success?
Personalized content creates a connection with the audience, humanizes the brand, and drives engagement that can result in increased leads and conversions for carpet cleaning businesses.
4. How can carpet cleaning businesses optimize their social media strategy for maximum impact?*
By understanding their target audience, tailoring content to meet their needs, and leveraging diverse content formats, carpet cleaning businesses can create a compelling social media strategy that drives organic growth and attracts new customers.
5. What content formats are recommended for engaging carpet cleaning businesses' audiences on social media?
A mix of educational, inspirational, promotional, and conversational content, complemented by personalized video updates and testimonials, can effectively engage with the audience and drive conversions.
6. How can businesses balance promotional content with other types of content on social media?
By keeping promotional content light and diversified, integrating customer reviews, live events, demonstrations, webinars, and training sessions, businesses can maintain audience interest while promoting their services effectively.

Conclusion:

In the competitive landscape of the carpet cleaning industry, social media marketing offers a powerful tool for businesses to expand their reach, attract new leads, and establish themselves as trusted industry leaders. By creating consistent, personalized, and engaging content that resonates with their target audience, carpet cleaning businesses can drive organic growth, build brand credibility, and pave the way for long-term success in the digital realm.

You will learn:

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Learn Our Secret Social Media Posting RECIPE

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Easily Create Engaging Video Content for your Social Media

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Build a Easy Weekly Plan for Consistent Social Posting

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Syndicating and Repurposing - the Content Secret of the Pro's

Audio Transcript:

John Clendenning [00:00:00]:
Well, you get work by marketing your services. Right? So there is many ways you need to market. I always talk about it’s poles in the water. You don’t John have one pole in the water. You’re not just doing Facebook ads. You’re not just doing Google pay per click ads. In fact, in fact, paid ads should be one of your strategies. It’s always the most expensive way to generate a lead.

John Clendenning [00:00:21]:
There’s a million other ways to generate leads and inquiries and new customers. The goal is to get them, hang on to them, show them why you’re better, keep in touch with them, get referrals, get repeats, And make all of that lifetime value back end money.

John Clendenning [00:01:10]:
Yeah. We’re here today. Gonna be talking about social media. What you wanna what you understand in marketing as a business owner, and you’ll hear me repeat it because repetition gets things into your brain and makes you makes make sense of the world around us. As an owner of a business, you are now the marketer of that business. Right? You’re you’re not the technician. You’re not, like, you know, sure. You can hire office managers.

John Clendenning [00:01:33]:
You can hire technicians as you grow. Maybe you have to be out in the truck and all that kind of stuff in our cleaning world. Maybe you got 2 or 3 trucks on the road and you don’t have to be out in the truck. Truck. That’s the goal to get to. You should be looking at ways to quickly get out of the truck. Again, if you don’t wanna be doing the the work and you wanna be growing, you know, in small towns, you go wide. Maybe you buy out a pressure washer.

John Clendenning [00:01:54]:
Maybe you buy out, a maid service or the janitorial supply store. We’ve got some clients that bought buildings, and they they rent their own they run their own space, but they own the building, and they rent the other ones out. Retirement planning kind of idea because they wanna they small town wanted to be in the truck. You need to be building an asset. This is why we’re in business. Right? So all of that kind of stuff is cool, but how do you get work? Well, you get work by marketing your services. Right? So there is many ways you need to market. I always talk about it’s poles in the water.

John Clendenning [00:02:23]:
You don’t John have one pole in the water. You’re not just doing Facebook ads. You’re not just doing Google pay per click ads. In fact, paid ads should be one of your strategies. It’s always the most expensive way to generate a lead. There’s a million other ways to generate leads and inquiries and new customers. The goal is to get them, hang on to them, show them why you’re better, keep in touch with them, get referrals, get repeats, and make all of that lifetime value back end money from them. So even it if it costs you 50, a100, you know, we got some some clients that their average job is $750.

John Clendenning [00:02:59]:
Average residential job is $750 in marketplaces where their competitors are offering 3 rooms in a hall for $99 and their average job is $750 Their minimum is 2.50 and, you know, they hang John to customers. They get them back again and again. They build a iron fence around them as Dan Kennedy says, and they market Marketing market. What’s one of those ways you can Marketing of those ways you can market is social media. And that’s what we’re gonna talk about today is how to use social media in the right way because there’s a lot of wrong ways of thinking about social media, and a lot of people give up because they don’t understand what they’re trying to do, or they try for a long time and then, you know or they do nothing, and it’s crickets on their social media pages. So let’s unpack this completely. It’s something that we like to do. You know, we kinda run through these these overarching themes, reputation, social media, paid ads, SEO, websites, lead conversions over and over again repeatedly over the years because things change.

John Clendenning [00:04:02]:
There’s a lots of lots of nuance that changes from year to year in platforms and technologies and ways we can approach it. And there’s a lot of things that stay the same that just hearing it again in a fresh new way with a little bit new in an a little bit of new ins insights and stuff like that can help. So if that makes sense, let’s get cooking here and, let’s get, let’s get through some really, really good master class training. Really open up your brains. You’re entrepreneurs. You owned a business for a reason. You you’re if you’re working for somebody else, they have to think about all this stuff. You own the business.

John Clendenning [00:04:35]:
It is your critical role to be thinking about how you’re gonna grow the business and all of those things. So the marketing and the and and the finances, and just again, learn the stuff you don’t already know. You’re in business. You’re going to learn personal development and skill development and business development and all of that stuff. So this is one of those learning moments where you’re gonna turn your cell phones off, unless you’re watching on the cell phone and turn your notifications off. You’re gonna turn off Facebook. You’re gonna turn off TikTok and Instagram and all of it and Twitter and all those are x and all those things. If you’re, you know, Cleaner business, home service business at all, and you’re serious about growing your business, the next 60 minutes, and I’ll do my best to get through within 60 to 75 minutes.

John Clendenning [00:05:16]:
That’s kind of been the goal lately. Some in the we’re not going for an hour and a half. We’re John try and get actionable information packed in tight. I do talk fast. There will be replays. You can go back through it, Get a pen and a paper. I like to call it your sword and your shield. Get it down.

John Clendenning [00:05:31]:
Write down notes all the way through. Let’s highlight and bookmark some of the things that really resonated with you so that you can get massive amounts of value out of this. Take action and actually implement what you hear. So you’re gonna, at the end of this, pick 2 or 3 things that you’re actually gonna in implement maybe by the weekend, maybe by Monday. But we’re not talking by the end of May, we’re not, you know, or the end of June. We’re talking, let’s get some things moving here. We, you know, we learn all this stuff. Let’s put it in place.

John Clendenning [00:06:00]:
Right? So what we’re gonna talk about today? We’re gonna talk about the secret recipe for social media. There is actually a recipe for for running for managing your social media pages, and let’s talk about that. We’re gonna talk about video content. So the world is changing. Video gets the most attention. There’s ways that you can play in and out of the video game and not using video, but let’s talk about how to make video video really, really easy, right, to put in place and, and, and not this big scary thing because you’re in business. You are the face of the business. You need to be out of your shell.

John Clendenning [00:06:40]:
I am by nature an introvert and a shy guy. Right? Doesn’t sound like it. I’m on these webinars. I I speak on stage. I do lots and lots of content, but you couldn’t get me to stand up in front of a class in high school. I played it for a couple years in a band after on the road, after high school eighties band rock band with hair teased up and all that kind of crazy stuff, and spandex don’t even we’re not showing those pictures anymore. But, yeah, I did it because I could only see the 1st row of people. If I saw the whole audience, I would have had a panic attack.

John Clendenning [00:07:12]:
So I actually got into running my own businesses as a push to learn how to get out of my shell that I’d been in for, you know, to my early twenties. Right? So that you got we gotta push ourselves. We gotta challenge ourselves. I’d read Think and Grow Rich. I’d read, Tony Robbins, Awake the Giant Within, I think, was the first one I’d gone through and stuff like that. And, The Power of Positive Thinking by Norman Vincent Peale, if I got these names right. That was some of my Cleaner, early books. I sell them on my bookshelf.

John Clendenning [00:07:45]:
That was some of my early books that as a kid, 19, 20, 21 year old kid went, bigger picture here. Let’s do this. And I’ve I’ve never been, like, I’ve been self employed my entire life since the last year of high school. In high school, I worked odd jobs in dishwasher in a in a restaurant and stuff like that, but my career, my life, my family all came out of me working as an entrepreneur and learning that skill set and in the cleaning industry. So lots of money to be made in the cleaning industry if you get it right, and you don’t have to be the one out in the truck every day earning the income. You can build a dynasty of a business that you can sell for multiples and have that that exit whenever you want. But even while you’re owning it, you can take a week or two off on vacation and have it still making money. You can have a sick family member or, you know, haven’t been into yourself or any of these things and dedicate the time and attention to that while the business still runs if you set it up right.

John Clendenning [00:08:44]:
So social media is one of these marketing muscles that you need to learn. So we’re gonna find an easy way to post consistently. We’re gonna figure out why. We’re gonna talk about the fancy words called syndicating and repurposing, which is the, content secret of the pros. So if you’re ready to get started, let’s dive in. Right? Who am I? Guys, who anybody new here? Started my career while in high school. I just mentioned that. 1990, owner of franchise businesses, independent cleaning businesses, ecom product lines, all kinds of stuff.

John Clendenning [00:09:15]:
I’ve spoken on stages, conducted 3 day elite retreats around the world, in places like Chilliwack, BC, the island of Samoa, and stuff like that. For the some of the top cleaning companies in the world, came in to learn how to deliver client experiences, how to create marketing messages and frameworks and funnels and all this kind of stuff. So I’ve been in the game. I’ve taught the game. I’ve done coaching programs for the cleaning industry and all of that kind of stuff. It’s led through my journey from being running carpet cleaning companies to freeing up my time to running carpet cleaning companies while running digital marketing companies, while running consultancies and things like that, while having the time to write the book on it, the complete guide to Internet Marketing for carpet Cleaner. So, all of that kind of stuff. You know, again, in Cleaner Magazine, industry Cleaner, one of the industry leaders of the year last year, things like that.

John Clendenning [00:10:03]:
Speak every single month with Jeff Cross on take 5 with Cleaner and a bunch of other things, and you can go to CleanFAX Magazine or ISSA and just type in the name John Glennon, and you’ll see hundreds of stuff. Guys that I’ve sat in the audience of, like Howard Partridge and and, you know, Cleaner from Dusty Roberts, Mark Sager, those kinds of guys are some of the pioneers in our industry, are now people that are you know, we spend time with and and help share some good information on as well. But more importantly, what I do and the information I know and have learned because I needed it for my own business and share has helped other businesses finally push through, get the light bulb to go off and grow like crazy. Right? So what is that? What do we do? Well, we make our clients the top cleaning brands in their local marketplace. Right? That’s what my business does on the side. What our training does is to help you learn how to do that as well. So even in our business, carpet cleaner Marketing masters, we talk about done together marketing. There’s no hire somebody who close your eyes and hope it works.

John Clendenning [00:11:09]:
It’s always done together. There’s done together Marketing, things you should be doing, things that they should be doing. And what you John to be able to do is become the top brand, the best known cleaner in your marketplace so that you attract the best customers. Charge the top rates. Are you averaging 4, 5, 6, 7, $800 a job? You can. If you are, awesome to you. If you’re not, let’s learn how. Right? You wanna be able to, be booked out in advance.

John Clendenning [00:11:36]:
You want you wanna have your repeat clients booked a year in advance into your schedule. We used to have our platinum prebooked program where as soon as somebody claimed a job now, they were tentatively booked in for a year from now and gave us and we gave them a mailing about that and talked about that and and kinda work that in. What does it mean? What it meant was we had 2 to 3 times the average repeat business than the average carpet cleaner just by having a marketing program around prebooking them that we could talk about and and, you know, remind them on and things like that. Again, it was tentative, but it worked. Right? So you John be booked out, you know, top rates and weeks in advance, if you can. Right? And how do we do this? Well, you you leverage the three core principles of digital marketing success. You wanna maximize your opportunities to generate a qualified ideal lead. So if your average if your minimum job is $200 or $250, if your average job is over 5 or $600, is a qualified lead, you know, a single mom on food stamps, lovely people.

John Clendenning [00:12:40]:
We should help them out. Maybe have some donate free time, like these people that go out and clean, cut grasses and clean yards for free and and post them on YouTube and things like that and just help their community. Should we do that? Yes. Is that your ideal customer though? That’s gonna repeat with you for years years years? No. That is not an ideal lead. Your ideal maximizing your opportunities to generate a qualified lead, an absolutely qualified lead, is who is your ideal customer? Do you know your customer avatar? Who you’re speaking to? Right? And you’ve got a couple of them, commercial versus residential avatars, things like that. And, you wanna make sure you’re maximizing that. You wanna maximize your brand impressions.

John Clendenning [00:13:20]:
People that don’t know about you are not gonna respond to your ads. If you’re running paid ads or if you you know, things like that and, or you your van’s in a neighborhood or you you put a door hanger, a yard sign, a flyer, every door mail, things like that, EDMs around around clients and you name it. If they have no clue who you are, then they they they’re either not gonna be interested in your message at all, which is really common, or they’re gonna they’re they know nothing about you. They don’t know you, like you, or trust you. The only thing they can do is commoditize you. Now they only care about price. So a lot of businesses, carpet cleaners get included, start off by thinking that it’s all about price and people only care about price. People only care about price if that’s all you market.

John Clendenning [00:14:11]:
Right? If you’re marketing a different message, there is enough people in the marketplace that will care about a better higher quality and don’t trust people with a low price. Right? But how do you do that? With brand impressions. Right? You do that by letting them know why you’re different and how you’re different, and then you maximize your conversions. Right? So you could have you could get 10 inquiries come in and you’re so good at it. You book 2 of them, and your average job is $200 and you made $400. And most of those are really hard to come back again and book again and again and again. That whole marketing effort generated you $400. Somebody else who is much better conversions, has follow-up routines, and has all that kind of stuff, they could take those same 10 inquiries, book 7 of them, maybe not right away, but over the next month, 2 months, 3 months, maybe they book 5 right now, and they book the other or 4 right now, and the other 3 or 4 come in over the next couple of months because they have a follow-up system.

John Clendenning [00:15:04]:
They have a conversion system. They have scripting. They know what to say. They know they have a cadence to chase that person down. This is all stuff that business owners should be thinking about. And now all of a sudden and your average job, they know how to come in and and do a, you know, a a deliver a a a quoting experience. They’ve got it planned out. They they know how to show up with clean bands and clean uniforms and get right out of the truck and put their booties on and do all of these kinds of really cool things.

John Clendenning [00:15:30]:
And now they’re converting at a higher rate, and their average job is $400, not $200. And they book 7 of them of those 10 inquiries, not 2. So now they’re booking $28100 to your $400 to exact same number of inquiries, exactly the same marketing muscle. The difference is between 28400 is is their conversion. So that’s why we talk about maximizing conversions as a really big part of this game. So hopefully you understand that as well. So what are we gonna talk about right now? Let’s talk about the social dilemma. Really great, docudraw or documentary docudrama.

John Clendenning [00:16:10]:
If you wanna watch it, it’s all about, you know, how social media has been designed by, by psychologists and and and, marketing experts and human human, persuasion experts and all to be giving you dopamine hits. Right? So social media is designed to suck you in and keep you there. So not a good thing. Right? Yeah. We we understand that. What’s what’s the usage for us? It has eyeballs because people are sucked into it. So one of the ways that of marketing is you have to, you know, it’s it’s all about the the market, the medium, where it is, and the message. Right? So who who you’re marketing to? That your market, the crowd, the medium, where are they? Where are the eyeballs getting the attention? And what’s the message? What’s the right message in that mix? That is all marketing is is those is, yeah, a mix of those 3.

John Clendenning [00:17:08]:
Right? So, where are the eyeballs? We just proved it. Go watch the documentary if you haven’t seen it. Social media has the eyeballs. So if they have the eyeballs, you need to be where the eyeballs are. So Facebook has the right ideal demographic. 35 to 55 year old college university educated is the predominant eyeballs on social media and skewed more towards women, which in our world, more women call for cleaning services and home cleaning than men by percentage. Right? So some peep some as high as 80%, some as high as 60%, but it really depends. Right? Insta or LinkedIn, for example.

John Clendenning [00:17:46]:
Instagram is a is a is a is a more of a visual platform owned by Meta as well. Fair fairly similar demographics, skewed a little bit younger. It has a little bit younger crowd, but it’s still a lot of homeowners and a lot of, business owners and things like that. Obviously, LinkedIn is the base business to business, social media platform. Right? So our our our clients, some of them business owners, or some of them dentists, or some of them chiropractors, or some of them real estate agents, or some of them CEOs and executives and stuff like that? Yeah. They’re all on LinkedIn too. So, you know, some of our audience, our ideal audience is sitting in that crowd. So the message needs to be a little bit different in there, but, you know, you’re talking to that educated crowd on on on LinkedIn.

John Clendenning [00:18:32]:
So don’t don’t dismiss that. TikTok. I know people that are making are are generating leads for their carpet cleaning business from TikTok. Why? Because it’s just got a lot of attention right now. Right? So and I got obviously, we got the whole you know, is TikTok gonna be banned? What are they gonna do over the next year and all that kind of stuff? All good things. But think about TikTok as well. Right? So inconsistency. Right? This is one of the problems with how we work with our our our social media.

John Clendenning [00:19:03]:
Right? So the the the the social dilemma is it’s got the eyeballs there, but there’s a problem. How what do I do? Am I any good at it? How do I make social media work for my business? And one of those problems is inconsistency. Right? You wanna be consistent in your messaging because if you message a little bit if the last post you did was in, you know, New Year’s and the one before that was, you know, you know, happy July 4th. You’re there’s no consistency there. There’s no there’s no reason for anybody to come back, check out your channels, check out your Facebook, check out your Instagram, things like that. You wanna have consistent messages, and consistency could be hard. So we’re gonna break that down and show you how to make consistency super, super easy, by building catalogs of stuff that you can you can repurpose and reuse and that fancy word syndicate and stuff like that. Creativity takes ages.

John Clendenning [00:19:57]:
Right? It it it it it could be challenging to be creative. So you’re going, how do I how do I create things? How do I even post things? I don’t know how to do this. I’m gonna have to hire somebody. Right? And maybe there’s a little place where you can get some help from a high school student, maybe a co op student, things like that, but it’s not that challenging. And we’re gonna break down why it’s not challenging in ways that you can make it super, super easy again as well, and ways to think through creativity in a better framework so that you’re actually understanding what you should post, how often that type of cadence and stuff like that, and how it’s going to help. But a lot of people say, but it doesn’t pull. I do all these posts and I don’t get likes and follows and and messages and all that kind of stuff. I’m gonna show you why that’s the wrong metric.

John Clendenning [00:20:44]:
For 1, what you should actually be looking at in business. We’re not all trying to be the next, you know, influencer putting our makeup on or or, you know, travel vlogger or you name it. Like, all these, you know, we’re we’re all they, like, you know, they they just want more and more followers and more and more likes and all that kind of stuff. And they get paid from YouTubes and these other channels by the number of, you know, likes and follows and and views and all that kind of stuff. We’re gonna I’m gonna show you what how to think about your social media in the mix of that multichannel marketing that you need to be thinking about. The multiple poles in the water and how all of the poles work together to help you catch more fish, if you John keep going down this analogy, because they’re all being like, this fish is swimming around seeing all of these different lures and baits and stuff like that. And then they finally pick on one of them, but it’s because they’re just got overwhelmed. And then, oh my god.

John Clendenning [00:21:43]:
Oh my god. They see all of them. Right? So, we’re gonna put that together as well here as as we talk. So the failure is, you know, what does it what does failure look like? Well, low authority, low positioning, and low organic momentum. So in in in social media, there’s paid and there’s organic. We’re gonna mostly focus on organic. We’ll dabble a little bit into what the paid parts where you can actually pay to boost some stuff, where you can pay to to run ads and generate more awareness. But the whole idea is, you know, you John to become a local authority.

John Clendenning [00:22:16]:
You want to be the best known cleaner and the one that people respect as the one that has the answers to their problems. Therefore they’re willing to pay more because they know that you’re the right answer and not just one of the potential answers at a cheaper price and stuff like that. So this can all help. And so when you don’t do it right, you are, you you become a you know, again, a low authority in the marketplace. So we’re we wanna correct for that. Right? So what’s the hardest part about creating content? Right. Mostly not knowing where to start. Right? We don’t we don’t even know what we’re supposed to do, in creating this this this this content.

John Clendenning [00:23:02]:
Right? So we want we want content that actually just flows. We want content that just kind of fits what the audience is looking for. And, again, we’re gonna talk about this recipe. We’re gonna we wanna you know, that kinda connects with conversations already going on in their head. That’s the definition of good marketing is actually to enter a conversation already going on in in the consumer’s head. So we wanna do that. We want content that flows properly. And the easiest way to do that is we wanna be able to paint by numbers.

John Clendenning [00:23:31]:
Right? If we have to try and figure this all out and learn and watch hours of videos and trainings and all of this kind of stuff, then then we’re not we’re not gonna be able to, to to do this consistently. We might do it for a week here and a week there. We might give it a try, and then all of a sudden life happens and we stop again. And that’s really, really, really common. But if we can figure out a way to paint by numbers, if we can figure out a way to, you know, the ones that go here, the, you know, the ones are reds, the twos are are yellows, the threes are blues, and we just paint them in and we just know what we’re gonna do, then it becomes easy. And we can actually even learn how to hand it off so that we do our part and then just let it happen. And I’ll I’ll talk about that as well. How you can actually for in a very, very inexpensively even even, you know, even again, even with an intern from a college or whatever or a high school kid, you can you can get this happening because you’re doing your role on a very easy consistent basis, and then you’re just handing it off.

John Clendenning [00:24:31]:
And the rest of it happens naturally. So let’s take a look at what that all looks like as well. Right? And you wanna be prolific. So, that you just wanna be seen everywhere. Like, the company, like offline, the company that gets seen on the back of buses and on the billboards and on in in the, you know, on the door hangers and in the mailings. And everybody’s talking about them. Company, they get seen online everywhere they go looking. Oh my god.

John Clendenning [00:24:55]:
There they are. There they are. There they are. Right? You’re prolific. Social media can help and part of that best known cleaner being prolific area. Right? So the more content you have out there and the more consistently you post, the more prolific you are. So success is makes you be the market leader. Right? You got new leads and new inquiries coming in regularly from not only just customers looking for your services, but businesses that wanna work with you, like real estate agents, interior designers, flooring stores, things like that.

John Clendenning [00:25:28]:
People that you reach out to go, oh, I’ve seen you guys around. Right? That’s that that that success and social media can help with that. Right? So you wanna be trusted as the go to company, and, organic is free in this. Right? There’s not a lot of paid involved. There’s there’s time. You pay with your time, not as not necessarily with your money. So that’s one of the benefits of making sure you’ve added social media into the mix of doing good marketing on social media platforms. Right? So, yeah.

John Clendenning [00:26:03]:
And, again, why do you wanna do this? What kind of we kinda just unpacked it there a little bit is we wanna do all of this so that it just adds to our marketing message, our marketing muscle. It just helps us grow as a company, and you wanna make sure that you’re not just running the same year over and over again. Oh, I tried Facebook ads. Oh, they stopped working. Oh, I tried local service ads. Oh, they stopped working. Oh, I tried to, thumbtack and home advisors and things like that. All these paid platforms or these whatever, you know, and they stopped working.

John Clendenning [00:26:32]:
They stopped working. No. You wanna be stacking. You wanna be growing over time. And to do that, you need to be adding things to your marketing, repertoire. And social media is a big one that you you you wanna be able to handle and backup. It helps back up everything you do. So if we understand why we I think we got the why down.

John Clendenning [00:26:51]:
Right? The you know, you always start with why. Great book to read as well. Start with why again. And you notice me referencing books all the time. Think about that for a reason. Most businesses I talk to that are successful also reference the books they read or books they listen to. Right? Most of the unsuccessful businesses I’ve talked to haven’t read a book since high school or listened to 1 or jump into they listen to the Joe Rogan podcast, not The Game by Alex Hormozi or, you know, millions of other podcasts that that are out there on on business and sales and development and and those kinds of things. Right? So Tommy Mello on service business success and things like that.

John Clendenning [00:27:29]:
So just just think of that as well as you hear hear me speak. There’s lots of little things in the background that kind of should filter in going, wait a minute, and reach out. Have Masters. Talk to other businesses. The ones that are more successful than you, the ones that have grown to the spot you want to, ask them the harder questions. Hey. Where did you learn this? What do you read? How often do you study business? Every day, I, you know, every time I’m out for, you know, working out or a bike ride or, you know, whatever I’m listening to, this type of stuff. I’m I’m feeding my personal development brain.

John Clendenning [00:28:04]:
I’m learning more and more about how to be positive and proactive and focusing in the right direction. Life is John throw tons of challenges on you. How do you just slough that off and build that armor that allows you to move forward? Because if you can keep moving forward, you will be successful. You’ll learn the things you don’t know and put them in place. If you constantly knock down and don’t have that muscle to build yourself back up or that shield, then you’re you’re gonna get depressed. You’re gonna get you know, and you’re John, you know, be it’s gonna be a lot more difficult to be successful. Right? So, anyways, power of why. Little rant there.

John Clendenning [00:28:37]:
A little tangent. Well, what do you John post? Post daily with curated content. We’re gonna talk about the difference between curated content, which creates activity, and personalized content, which creates conversions. So there’s 2 types of content you John be posting. Curated content is the stuff that you can roll out again and again and again. If you posted something on your Instagram feed 6 months ago, guaranteed that if you posted it again right now, even if it was you’ve got diehard followers, people that have seen it before, the 10, 20, 30, 50, a 100 of them, none of them are gonna remember that they saw that from you 6 months ago. So there’s a lot of stuff that is evergreen content that you can just have in a catalog and plan and post out. Right? There’s one of the secrets right there is make sure that you’re doing it, and you wanna stay active.

John Clendenning [00:29:30]:
Right? So you wanna have a lot of activity, and then you want the personalized stuff so that in because the personalized stuff helps with the conversion. So when they land on these platforms, they see a mix. I’m gonna show you some examples of what these mixes look like as well. So because it really is a matter of speaking to your audience on what they wanna hear about. What they don’t wanna hear about all day long every day is pet urine, vomit, carpet cleaning, and all that kind of stuff. Right? You want you want this mix and you John it to kind of, you know, really speak to their that messaging that they wanna hear. You don’t wanna be talking about what you wanna hear. So I’ll kinda walk a little bit deeper into that in a second as well.

John Clendenning [00:30:17]:
So take a screenshot of this. Here’s your recipe. Right here. Recipe 101. Right? Let me, actually, give me a quick second. Let me move my face over to here just for this screen. Okay. Take a screenshot of that for a second.

John Clendenning [00:30:32]:
Alright. Number 1, rest the recipe actually, the acronym recipe works really, really well because you wanna have some recreational content. You wanna have some educational content. You wanna have some conversational content. Oh, the l popped off there. You wanna have inspirational content, promotional content, and entrepreneurial content that fits the word recipe. Interestingly as well, you kinda wanna have a hierarchy of that. So the numbers right here kind of explain that as well.

John Clendenning [00:31:03]:
There is 6 letters in recipe. You wanna have, for every 6 pieces of recreational content, funny jokes, memes, things like that. Carpet cleaning related or home care related or green living related, pet related, children related, because those those are the topics our our our audience is interested in. So let’s let’s resonate with them. Right? But you wanna have for every 6 of those, you wanna have 5 fun facts and tips and tricks and case studies, educational content. Right? And then you wanna have 4, conversational pieces, polls, fill in the blanks, this or that, advice, questions, things like that. You wanna have 3 inspirational quotes, some before and afters, client success stories again as well. So, and and inspiring images and things like that.

John Clendenning [00:31:57]:
You wanna have 2 promotional. You wanna keep promotion light. You don’t wanna be just, we got a deal. We got specials. We got a deal. We got specials. We got a deal. Right? Because all you are is the deal guy.

John Clendenning [00:32:10]:
And there’s that’s not your ideal audience. Just it’s not the discount shoppers and the people looking for the next lowest price. Right? But you can have, you know, Mother’s Day, Father’s Day, 4th July, back to school kind of promotions and things like that. Right? You wanna have customer reviews in here as well. You wanna have any live events or demos or going live to show you some things. Any webinars and trainings you say, John, I’m a carpet cleaner. You’re doing a webinar, but I’m not doing a webinar. You could do a live training.

John Clendenning [00:32:44]:
You can go live and say, hey. I’m I’m here in my back shop teaching the guys how to take red wine stains out of these carpet samples, and I thought I’d go live and share this into my Facebook or my Instagram feed. Right? That’s all doable in today’s day and age on your cell phone with a click of a button. Right? So you could do things like that. You could be in a customer’s home and share and show some stuff. Right? So you could record it. We’ll talk a little bit about video content here going forward, but you can record some content and then kind of hand it to somebody to clean up and post out. But you can also just go live and just let it happen.

John Clendenning [00:33:19]:
You know, that you talk in front of customers all the time. Does it really matter if you stutter, say the same word twice, you know, all of that kind of stuff? I’m talking in front of you right now. I am not really policing how many umms I’ve put in. I’m not really caring if I’ve said the same thing twice already, and the content’s still coming through. When you talk to a customer in their home, you’re telling them why they need their carpets Cleaner more often, why their upholstery is looking really dirty on the arms. Does your husband read, you know, you know, newspapers or newsprint? Because that looks really dark there and and that seemed, no. My dog lies his head. Oh, that makes sense too.

John Clendenning [00:33:55]:
Right? So this is what’s causing that and, you know, all of those kinds of things. Right? You just talk. So you can go live and just talk because that’s your job. That’s what you do already anyways. So you wanna be able to have John social media a fun mix of stuff so that when they come to your page, it’s not just all the same thing. The last thing you wanna have happen is that all they see is the same thing. So let me move myself back up to the corner here. It’s gonna be better for the next slide.

John Clendenning [00:34:23]:
There we go. Right. So you wanna make sure you have that that recipe, figured out. We’re John show you how to how to curate all of this properly. Because the first part of this is what we talked about in the last slide, the curated content. This stuff is the stuff that you can have in the can waiting to go months in advance. You can have a lot of this stuff created that will be available forever. Right? You might wanna refresh it someday, but you can just have it in a archive and a and a catalog that you can just, again, repost and repost and repost.

John Clendenning [00:35:01]:
Not the same week, probably not the same month, but 3, 6 months later, here’s that joke again. 3, 6 months later, here’s that case study again. 3, 6 months later, here’s that that tips and advice and and stuff like that. Again, 3 3, 6 months later, here’s that fill in the blank again, all of those kinds of things just to keep things active. Right? The stuff that is the personalized content is the stuff that is down here, and it’s the smallest amount. We’re talking out of 21 posts, if you did this mix counting as, you know, this is how you’re gonna mix up your 21 posts at a time, whether that’s, you know, if you’re posting 5 days a week, 21 posts, and you do 2 to 3 posts a day, say 2 posts a day, then 21 posts is gonna get you 2 weeks worth of content. As an example, this would be the mix. Right? And you’re only worrying about this stuff three times in that mix.

John Clendenning [00:35:56]:
Behind the scenes, a little bit of a personal life, you know, your missions and your values, things you came across in life that seem really cool, all of that kind of stuff. All of that makes you feel human, but you don’t wanna do all of that because you’re not a personal development brand or, you know, behind the scenes influencer brand, but you wanna let people in a little bit. And I’ll show you somebody who’s doing that really, really well as as well. Right? So this is that mix you wanna be thinking of. And, again, take a screenshot of that, my face in the corner now, because we’re gonna move on. Right? So the 5 principles of the personalized content. So we know the curated content we talked a little bit about. The curated content, again, is all of that other mix of of stuff.

John Clendenning [00:36:36]:
The personal content is the conversion content. Right? That’s the stuff the other stuff keeps you active, keeps you busy, keeps the social signals going, makes your channel look dynamic, makes it look like you’re in business, makes people go, ah, these guys are amazing. Right? The personalized content is what they resonate with and makes them go, ah, shucks. Right? If you had to do all personalized content, you’d never keep up. You wouldn’t have that cadence. You wouldn’t have that consistency. So the mix of both is that is the secret sauce. That recipe that you’ve just learned today is that secret sauce that allows your social media to actually run a lot more on autopilot and allow you to get all of the muscle from it and the legs from it and the and that that that juice from from it as well.

John Clendenning [00:37:22]:
Right? So you wanna come up with topics in advance. That is step number 1. You don’t wanna be trying to think on the fly. So there’s a couple of ways to think about topics here. So there’s a really great book. Here’s another book suggestion. Right? They ask you answer, by Marcus Sheridan. Phenomenal phenomenal book.

John Clendenning [00:37:43]:
Get it on audio. Go for a walk. Listen listen to Marcus. He’s the one actually speaking on the audio version. It and listen to it 20 times. Like, just take notes, study it. Right? He he ran the family. He was one of the the the family members in a family pool business, and they grew to multimillion dollars because of Marcus learning what actually moved the needle in SEO, but what moves the needle in human psychology, how you can actually use what the questions that everybody asks, and give them those answers upfront ahead of time and become their authority.

John Clendenning [00:38:21]:
Again, building your business is all about, you know, your visibility and your authority and your brand. Right? So you got your brand, your visibility, and your authority in the marketplace. Place. People need to know who you are, what you stand for, your brand. You need to be visible to your ideal audience everywhere they look, and you need to be seen as an authority. They ask, you answer. You answer the questions you get asked. There’s another framework.

John Clendenning [00:38:44]:
Work working in frameworks really helps really well in life. Right? So another framework is called the 10 and 10 framework. Right? And the 10 and 10 framework is what are those 10 questions that everybody asks that you know the answer to? Every customer asks, hey, you know, how much does it cost to clean carpets? What’s the average price? What’s the difference between the different methods? You know, all of the what are those 10 questions that everybody seems to ask? Write them down. You know the answers to them because you’ve said them over and over and over again. Every single time you’ve talked to somebody on the phone, by text message, whatever, these questions always come up. Write them John, and how do you answer them? Right? You’ve just generated 10 pieces of content, probably even more because some of your answers go in go deep. You might have generated 20 or 30 pieces of content topics that you can talk about. What’s the other 10? What are those questions that people should ask but don’t? That, you know, as an industry expert, they should actually be caring about more.

John Clendenning [00:39:45]:
Why you know, what’s the what’s the reason why you some companies pre vacuum and some don’t? You know, you’re using a CRB. Why, you know, why should, you know, why should what it what’s the value of pre spraying and using CRBs and stuff like that versus just a quick, you know, discount cleaning that comes in and just, you know, soaks and sucks or whatever, you know, extraction goes kind of idea. What is an eco friendly product? Why is that important? You know, cleaning products, you know, healthy for children and pets and things like that. What are these questions that we don’t actually get asked a lot, which are the bigger questions in the industry? Right? Why do you know, again, if you’re spending more money buying top rated cleaning products that are safe and healthy for you as a technician or your technicians in your company, but safe and healthy for their children and pets in their home, That’s an important important distinction I heard on, on, on ISSA Today, Cleaner Facts, take 5. Jeff Cross was interviewing, was it Jim Pemberton? And he was talking about just recently, and he was talking about, you know, that people and their pets, you know, we don’t wanna be insulting people about, oh, is your is your carpet like a a litter box now because your pet you know, you know, my my pet’s a family member. Right? So, you know, how to care for your pets better, how to make it a healthy environment for your pets in your home, things like that. You wanna be able to, you know, get the urine out and things like that as well. And, you know, you wanna make sure that there’s, you know, it’s Cleaner regularly so there’s no bacteria and allergens growing for your pets and your children, their fur fur babies, things like that.

John Clendenning [00:41:26]:
Right? So think of all those topics in advance that you can talk about. Why is the, you know, why is the carpeted area right off of my you know, where the carpet meets, like, a hallway meets a hard floor. How come that first 5 feet looks dirty and the rest of it doesn’t? Right? Why not be doing content around the doormat effect? Right? Where not the the stuff that’s on the the hard floor sticks to the bottom of your sand your socks and your and your, sandals and your you shouldn’t be wearing sandals in the house, but your slippers. Sorry. That was the word I was looking for. And then as soon as you walk on a fabric surface, it wipes that off. You’ve just cleaned some of your floor onto the carpet. So what do you do about that? How do you maintain that? What about putting a mat that in front of that that that carpeted area so the mat takes the abuse, and then you can throw the mat in the laundry or whatever.

John Clendenning [00:42:14]:
There’s things again, stuff like that. What about protectors and how that helps and, you know, the reason why you need cleaning every 6 months, not once every 2 years. All of this stuff can be topics about traffic Cleaner graying and how it damages the carpet fibers. And I I could go on for hours and hours on John this one point. You can too is the point I’m trying to make. You know your industry, you know your topics, you know what you walk into every day. You know about upholstery and area rugs and the you know, why an underpad is better for the area rug to keep the fibers from crushing down and getting ground down and falling apart. Right? Talk about it.

John Clendenning [00:42:46]:
These are all topics that you can you can do content on. Video content is the best content because you can just do it quickly and fire it up, and we’ll show you how to make that really easy to do. One of the ways to make it really easy to do is shoot in batches. Don’t try and just oh, 1. Oh. Oh. I got an idea. No.

John Clendenning [00:43:04]:
Sit with 10 or 20 topics, plan an hour, 2 hours, whatever it takes. Don’t get fancy with this. Right? You don’t need fancy equipment. If you’ve got a a digital camera, then sure. Fire it up, put a memory card in and record it or have it connected into your computer, by all means. But if you don’t, take your cell phone, they have amazing pixel quality. Right? Just get a simple little tripod right at the dollar store or on Amazon. Plunk it John, turn it on, record yourself, and make create some video content that way.

John Clendenning [00:43:47]:
Right? And just stand in front of it. You don’t need fancy teleprompters. You wanna be kind of off the cuff, which we’re gonna get to as well. You wanna and with a framework. We’re gonna talk about that and then and the as actually point number 3 coming up. But you wanna be able to shoot videos in batches and make it super simple. The cool thing is you’re gonna be in your your company uniform anyways, so it’s fine that you’re always in the same outfit. Change your background a little bit.

John Clendenning [00:44:11]:
You know, maybe you wanna walk around your van and hold it out and do some of that, you know, at arm’s length videos. I’m gonna show you some examples of of folks that do that amazingly well. Other times, you just wanna put it on a tripod, press go, and start recording. You don’t need 1,000 of dollars worth of recording equipment. Very, very simple stuff. It’s easy to go. If, you know again, if you’re at a distance from your phone, just get one of those really, really inexpensive lapel mics. You can get them.

John Clendenning [00:44:34]:
They got the long cable on them. If you wanna get fancy, you can get the the wireless ones that work with Android and and Apple Phones and work with, you know, cameras. Don’t don’t overthink it. What I just said, if you went, k. Don’t. Don’t. Just go in a quiet environment. Don’t go outside where the wind’s blowing.

John Clendenning [00:44:49]:
Stand in front of your camera and just talk. That’s like right? It’s easy, easy, easy. But you can also get little lapel mic ones that just plug into your, the bottom of your phone, and then it just means that even if you’re 10 feet away from it or 5 feet away, your audio is good. Right? That’s fine. And just have a long cable on it. I’ve got a couple of those here, that help a little bit. I haven’t gotten fancy enough to decide I want wireless ones yet, so that’s fine. Do that.

John Clendenning [00:45:13]:
Shoot in batches. Freestyle, but in a framework. I’m gonna show you the proven framework to create content, to create these video content and answer the questions and and get past that 10 seconds of engagement, which is all you’ve kind of got people’s attention for. How do you fit into that? How do you get awareness from that? How does it, you know, how do you start creating more of those brand impressions that we talked about because you’re seeing everywhere and you’re creating all this content and it’s showing up in front of them, and how do you make it show up in front of them, all that kind of stuff. Well, the first step is you’re gonna freestyle with a framework. So once you know the framework, don’t need scripts. You know the answers to this stuff. You’re gonna start off a certain way, you’re gonna get into the stuff you know, and you’re gonna end a certain way.

John Clendenning [00:45:52]:
And you just, you know, again, the first time you shoot video, it sucks for everybody. It sucks for Ron Burgundy. It sucks for, you know, Patrick Swayze in the day and and and and it’s like it shooting content and shooting videos is just sucks the first time you do it. Sucks a little bit less the 5th time you do it. Sucks a lot less the 10th time you do it. Beyond that, it just becomes a muscle. It just becomes natural. It’s just something you can do.

John Clendenning [00:46:22]:
And once you get to that point, then you can you can actually, you know, just get an idea, see something, be at the farmer’s market, be out shopping with the family and whatever and go, oh, that’s a great. That relates to something I I I think my customers need to know about carpet cleaning. Let me well, hey. I just wanted to show you this. You record it, go live or record it, and then edit it later, hand it off to somebody to edit, put it into that gallery that we talked about or that that, you know, curate that into a in into a catalog and then have it available to shoot to send out, all of that kind of stuff. But you wanna freestyle with a framework. Not as hard as it sounds. I’m gonna show you the framework.

John Clendenning [00:46:59]:
Right? You wanna be able to amplify your reach. Right? So this is where we’re gonna start talking about syndicating and stuff like that as well. You want to sort of make sure that what you do on one platform, you can share on multiple forms. There’s tools that can help with all of this. Right? So you don’t John just create content for Facebook and then create entirely different content for a Google My Business post. Great way to get your Google to rank better is to post 3, 4, 5 times a week. Right? In your Google My Business post, add images, add pictures, add videos, do all that kind of stuff. Right? But you don’t wanna just do record for that, record for this, record for that.

John Clendenning [00:47:39]:
Oh my god, John. I got way too much stuff to do. Yes. You do. Nope. Just record it and amplify your reach with this this the power of syndication, allowing you to share it in multiple places and creating that that that content calendar that shares it out for you and stuff like that. And you wanna remove yourself from the posting if at all possible. Right? So, again, that’s where a high school kid, a co op kid, you know, maybe a VA, you know, a virtual assistant from overseas, something like that.

John Clendenning [00:48:09]:
You wanna just Cleaner, do the hard work once, create the catalog and the ideas, have somebody help you with that, and you’re gonna just drop con content in, and they’re gonna know what to do with it. And they’re just gonna do the posting. You just have to come up with the ideas, create the video, let them know it’s there, and they’re gonna put it into your posting plan and your posting framework. And I’m gonna show you what that should look like. Like, what a posting calendar would look like that they could run with and go, oh, now I get it. Right? So you can create this personalized content. Right? You can hire an agency or somebody else to create the activity based content, the general content, and then you hire somebody. Or or you you hire somebody for that and you do the personalized content.

John Clendenning [00:48:53]:
And then you again, you remove yourself from the posting. You either give it to your social media vendor or you give it to a kid. Anybody who, you know, any kid that knows how to, you know, go on and stream themselves video gaming or do a TikTok or do anything like that knows how to create and post content for you. Right? And again, one of the things that, again, why how does content change All the time, we’re in a world now where you can just pop into chat GPT with an idea and have it spit out a, you know, a a video concept idea. And you say, oh, cool. If I created this video, what would be a great post text, right, comment to put with that? Right? Give me give me one of those with emojis. Right? There you go. You know, make it 2 sentences long.

John Clendenning [00:49:41]:
Boom. Copy. Paste. There’s your post content now too. You know, you could put that right in and do the post. What I’d suggest you is you copy and paste it into a spreadsheet. Now you’ve got your video. You’ve got the post.

John Clendenning [00:49:51]:
You’ve got, you know, the topic, and and now you’ve created a catalog that you can come back to again and again and again. So don’t have to make it that hard. We can we can rely on some of these AI tools and stuff like that to help us write some of the words as well. Or, again, don’t do the posting yourself. Hire somebody who knows how to do this, and they can use a mix of all of this stuff, keeping it very, very affordable. Right? So what I John talk about is, why this is so important as well. A book called The Content Rules. Here’s how many book recommendations are given so far.

John Clendenning [00:50:24]:
I think you kinda get the idea. I’m gonna I don’t wanna beat that dead horse too much that books are really important and understanding. Getting information from somebody else’s knowledge and downloading, very important. This is one of those great books. It’s fairly it’s not exact it’s fairly old. I think it’s, like, 10 years old now or something like that. But, ultimately, the whole idea behind the content rules, and it’s also the reason why you don’t John worry about likes and shares and all of this kind of stuff, is only about 1% of the people online, on social media, on any platform Cleaner, Have ever posted anything, like, as a Cleaner, they create content. Only about 9% are contributors.

John Clendenning [00:51:12]:
Again, read the book. You’ll learn. This is absolutely true. 9% are that which means they comment, they share. It’s only about 9% of the people that saw what you did would ever contribute on it. The other 90% are lurkers. They saw it. You impacted them.

John Clendenning [00:51:33]:
You got into their brain. You’re starting to become their authority. You’re the go to cleaning service or home service that they’re gonna use because you’ve just continuously told them what you do, why you do it, you know, how to do this better, how to, you know, whatever, those tips, those tricks, share stories, share happy customer stories, you know, all of that kind of stuff. You just again, all of that content, you’ve got these the 10 and 10 framework. You’ve got all of that kind of stuff. They’re just seeing it. So views are more important. Impressions are more important than likes and shares.

John Clendenning [00:52:08]:
Some will. That’s great. But you being the creator has you standing out as the 1% in the Marketing. And you wanna be the 1% because the 1% makes all the money. So you wanna be the 1%, and this is one of the ways to become one of the the the 1%. So think of that as well. Right? 65% of all Facebook video views come from mobile, so make sure it’s mobile friendly. That means tall, not wide.

John Clendenning [00:52:34]:
Hold your phone that way. If you always wonder which way should I fill in the content? Tall. There’s your answer. Tall. Right? So it works on all platforms. It works as Instagram reels. It works as as shorts. It works as TikToks, all that kind of stuff.

John Clendenning [00:52:46]:
If you John a longer form content like what I’m doing here, go wide. Right? And longer form wide content can be snipped by somebody. Longer form, I mean, like, 5 minutes, 10 minutes, 20 minutes, whatever you can teach on top. So I’m gonna show you carpet cleaners that go 20 30 minute videos. Right? So don’t think it’s not doable. You can learn from them, follow them, do what they do. Right? But the idea is you’ve got it. You you wanna turn it into snippets as well.

John Clendenning [00:53:10]:
That short, fast, consumable content as well, not instead of. Right? But you can always start with that short content as well. So we’ll talk about that length. Right? 85% of Facebook users watch video with the sound off. What does that mean? That’s not just Facebook, it’s Instagram and all that too. They have their sound off. They don’t wanna be blasted. Right? My Masters, no.

John Clendenning [00:53:31]:
No. No. They walk into a room with freaking phones blaring. So, they are part of the 15% that do not listen with the sound off. I don’t know what if you’ve got kids John what they’re like my kids. Sorry. But 85% of of of concept content consumers have their sound off. So you need you need to have visuals.

John Clendenning [00:53:53]:
Right? So that’s a bit of motion. Hey, how’s it going? Like, literally swing your phone around when you start. Right? Why? Because that crabs attention. Right? It it pauses. It stops the scroll. It’s like unique. Right? Things like that. Walk around your van as you’re doing something if you can or around the shop, around the area rugs, in the customer’s home, things like that.

John Clendenning [00:54:11]:
If you’re filming something, you don’t always have to be static. Right? But you also John have captions. So some of the tools like Instagram, stuff like that, allows you just to turn on captions. There’s also apps like the caption app that allows you to take a video, and it listens to your words and puts them on the screen. Right? And you can change the font format and stuff like that. You wanna have captions so that people can see what you’re saying and maybe wanna hit put the the, the volume on because they slowed John. Your your your motion caught them, and then they, they they turned the audio on because the captions had a few things in there that went, oh, that’s kind of cool. Right? And most people watch 10 seconds or less.

John Clendenning [00:54:51]:
So the framework I’m gonna teach you is how to get into the 10 second window of their brain, and then the ones that care more can carry on. The ones that care less got impacted by your brand. So that is like the billboard effect. They saw the billboard once, twice, 5 different billboards on your company. Think of the, personal injury lawyer, the real estate agents, or, you know, all of those of the HVAC company, you name it, that’s on the back of the buses, that’s on now on the bus benches, on the billboards, that’s on the radio drive sound. Like, it’s just right? You’re just you’re just creating impressions. Right? So you wanna make sure that you can do that, and you can do that very, very inexpensively to free on social media and start that muscle going without even having to worry about adding some paid to it. Right? So you John to keep the content in bite size, 3 minutes or less.

John Clendenning [00:55:37]:
You can do some longer form content that’s great for your website, that’s great for more of a lesson, that’s great for YouTube, and things like that where people wanna maybe consume a longer bit of content about you. You can share it in quotes. You can share it in, you know, ongoing nurturing emails and messages to your list, to your leads. Hey, by the way, you know, having a chance, here’s here’s an example of us cleaning a customer’s home recently that I think you might find exciting. Right? And you can share longer content. If they’re truly interested and then they watch that, they’re gonna hire you at prices higher than your competition. So you’re building all of that as well. Right? So you wanna do that.

John Clendenning [00:56:12]:
You don’t wanna keep hitting the same key. Ever heard a kid playing piano? Mom, look at me. I’m playing the piano. Bang, bang, bang, bang, bang. And it’s you know, yeah. That’s nice to hear. Right? Maybe try a different and one of the other keys now too. There’s a whole bunch of them.

John Clendenning [00:56:25]:
Right? There’s 88 of them. Right? So, right, so you want you don’t wanna hit the same key. What’s the same key? How many times do I audit a a client’s or a potential customer’s, you know, doing a consultation? I audit somebody’s social media as part of what we do to prep ahead of time, and all they’ve got is before and after pictures. Bing, bing, bing. It’s the same key. There’s no mixing going on at all. Right? You go to their Instagram, it’s just if they even have one, it’s the exact same thing. Every every post looks the same.

John Clendenning [00:56:58]:
Right? Same key. You gotta mix it up. That’s part of that recipe again. You’ve gotta add intrigue and fun and stuff like that as well. So John give you some examples here, because, again, that’s all theory. We talked a lot of theory. Let’s look at what that looks like. I know you’re not gonna be able to hear these, but here’s an example.

John Clendenning [00:57:17]:
Here, this one is Mark Sager this morning? You probably hear that background sound of So this is an example of how do how we do a video. This is Mark Sager. I’m gonna show you his channel as well in a second. Mark Sager sauce, pioneer in the industry, Lots of cool stuff. Also, oops, really good at video. Right? This one’s 2 minutes and 7 seconds. Right? It’s him doing Tom Groot. Right? You share that on your channels, on your social media, show people what it looks like before and after, before, during, and afters, things like that.

John Clendenning [00:57:46]:
How hard is that to do to hold your phone down and talk about it? He’s paused. Like, he didn’t show the whole job. Did a bit there. Did a bit there. Showed me in the middle. Almost done. Look at it done. Right? Things like that.

John Clendenning [00:57:56]:
Right? So that’s an example of of, you know, of a a video that anybody could produce about. And he’s like, hey. It’s Mark Sager here, you know, and off he goes talking about Sager steam cleaning and, you know, and and the grout that he’s done and that kind of thing. So that’s a how to videos. You can do that for every one of your services and multiple times over, And that’s going to look really good on your social media. And you can repurpose this. I’m going to show you when this video was recorded. You’ll be shocked.

John Clendenning [00:58:23]:
How, how long Mark has been doing videos. Here’s another one here. You have right? No audio at all. It’s just a time lapse. Right? So this is another example. Just set up a tripod. All of our phones do time lapse. It’s not that hard.

John Clendenning [00:58:37]:
Google it really quick. Very easy to do. And then just do look. They’re doing the edging, and then, you know, this video’s got 3 or 4,000,000,000,000 views. Right? Does that help build a brand? Sure. There are some of them outside of the area, but a lot of them are customers in there. And this this video could be shown, hey. Let me show you our equipment.

John Clendenning [00:58:57]:
There’s the RX 20 going. They do they do the edging, you know, all of that kind of stuff. And look at the eraser effect. Right? So that could be put out in in on all the social media that can be shared multiple times in a bunch of different ways, all of that kind of stuff, that can be put in their emails and, hey, check out some of our best work. Sure. This car this customer brought their motorcycle in and did repairs or whatever caused it to be that black, but look at what we’ve been able to do. Right? And here, let me show you a couple more examples. Alright.

John Clendenning [00:59:28]:
So let’s go to this. Make sure yep. You’ve got me you see me on the, I gotta switch over. There you go. Okay. So here’s again. Here, we talked about Mark. Right? So, Sagar, look at, there’s a video from 5 days ago.

John Clendenning [00:59:44]:
32 minutes. There’s a video from a month ago. 29 minutes. There’s a video from 5 months ago, but that’s actually go to his videos. That’s just the ones that are most seen that they put in the order. 3 days ago, 5 days ago, 10 days ago, 2 weeks ago, 3 weeks ago, 3 weeks ago, 4 weeks ago. That one that I just found for you, most popular. 8 years ago, 10 years ago, 7 years ago.

John Clendenning [01:00:09]:
This isn’t something that was just sort of a one and done. This is right. So do you need to be creating 30 minute videos? No. But do you need fancy thumbnails? No. But you get the idea that you can be walking people through. Look at the views. 1.7 we have 1,700 views from 5 days ago. Right? Let’s go 25,000 views from 2 months ago.

John Clendenning [01:00:32]:
Why? Mark’s got a following now. Why? Because he’s looking he’s done video after video after, and he’s teaching about the cleaning. He’s teaching he’s got technicians on the job, that kind of video. Let’s go look at his shorts. So what are the shorts? Again, these are those videos that are under a minute. So for this is 4,100,000 views. That’s insane. Yeah.

John Clendenning [01:00:56]:
The screen is free. Free spray. Right? Right. See, it’s showing the way the the solution is sitting on top and not penetrating, and they’re talking about that right now. Can you do that? Is that easy to do John your film, a technician, set a tripod up and film yourself, you know, that kind of stuff. And again, the video is almost over. This is a minute long. Let’s just watch it.

John Clendenning [01:01:19]:
Let’s show you where it goes. Right? So is this hard to do, but not just do ones, have in your catalog and, you know, you won’t need to post it to YouTube multiple times, but you can definitely take it and post it up on on Instagram and stuff like that. So that was him just doing a prespray, and that was it. That was the whole video. Right? So and it just showed and talked the story. There’s the zipper. There’s here’s a hardwood floor cleaning. Right? Pretty cool stuff.

John Clendenning [01:01:51]:
Right? So not that hard to do. Oops. I’m going to another video right now. I’m not sure why. I’m gonna pause that because I got the audio in the background. Let me go off of that for a sec. There we go. So then here we go to the Instagram or sorry, the Facebook page.

John Clendenning [01:02:04]:
There’s that video, right, posted on their Facebook not that long ago. Right? That, you know, repurpose there. There’s again, there’s another one of the videos from YouTube posted over onto their Facebook and and any of their other social media as well. Right? So, again, in the mix of other stuff going out. Right? So great example. Right? Wanna talk about personal stuff? Right? There’s Mark talking about, you know, hey. Everybody just getting to, getting to know, I will be at John Don in Rosella, Illinois, Thursday, and he’s showing a picture of his shiny new truck or his fancy truck. Not really sure.

John Clendenning [01:02:45]:
But, again, personalizing posts as well. Right? Look at his face, his face, his face. We don’t hide away from our business. We are the face of our business. Put it out there. Right? You don’t have to be the guy cleaning, but you can be the face of your business. Here’s another company doing this amazingly well, Alamo Masters Team. Right? So one of our clients, they’re just incredible at it.

John Clendenning [01:03:07]:
And but, for example, these are some, again, activity posts, part of the post that we’ll do for them. Right? Some activity posts about home cleaning. This one’s a blog post on their website talking about, the science of carpet cleaning, unlock the secrets behind expert techniques. Right? That’s a blog post on their website. Then here’s, Angie in their office. Right? They do a lot of cool videos. Look at there’s the captions. Why? Because I’ve got my audio off.

John Clendenning [01:03:33]:
This is a very short video telling, enzyme treatments during carpet cleaning. Right? Right. And the way it is. So this is Angie is our office manager. Loves doing these videos. There’s Joe. He’s the, general manager of the company, and they’re he’s now getting good at it. Look at there’s there.

John Clendenning [01:03:52]:
Right? Using a a a tool like captions or something like that to allow the captions so that I don’t have to have my audio John, and I can see it. Right? So all kinds of cool stuff. Now, again, another thing about, you know, about, you know, your butter toast after you drop it on the carpet. Why is it brown, yellow, and hairy? You know, that’s kind of a funny little post John of the day. Then there’s Angie again. Then there’s them doing rugs. Right? Right? Like, just you get the idea. Then then there’s there’s one of those reputation.

John Clendenning [01:04:23]:
See the recipe in action right now? There’s a reputation post that is just a static post about one of their great reviews. This was actually came in from feedback, not a review online. So you should be getting feedback from your customers, not just reviews, and that this is an example of that. Right? Then, you know, there’s another post about, upholstery cleaning. It’s on and on. And then there’s video, like, do you, like, do you get the idea? Like, this is just a mix. Right? This is their actually, their most viewed. Let me make sure.

John Clendenning [01:04:52]:
Like, this is their technician, and this is actually right now their most viewed post. If you find a really good one, you can actually even boost it and run some money behind it. Right? $5 a day, put it out there. But this is hilarious. He’s a great dancer, and it just looks hilarious that it’s, you know, that this you know, talking about just cleaning the tile floor and they love it. Right? So that’s that’s kind of kind of funny. Right? So I just think that is awesome that, you know, that the level at which they go at it. And if we kinda just go over to the videos okay.

John Clendenning [01:05:20]:
We’re talking about videos, so there’s that one, most popular. But then look at all the different videos. Here’s what here’s a video, for example, that we create, right, as well for our clients. So, it’s just about one of their reviews and we turn it into a video that we figured out as well on different platforms. Right? So one of our post models, dotai, talking about the review, that kind of thing as well. So, again, you could grab one of your best reviews and just talk about it on a video. That’s an example. Right? So all kinds of videos about everything that you’re doing.

John Clendenning [01:05:50]:
Great example there. There’s what it looks like on their Instagram. There’s their posts. These are all just the reels. Right? These are the full posts. Again, that mix of curated content of reels and posts, and look at how dynamic that looks. Right? Look at how great their, their their social media not only looks, but the interactions that they’re they’re getting as well. And now they’ve got 748 followers, 957 posts.

John Clendenning [01:06:18]:
And again, it’s not about having to create a ton of stuff. These are all curated and batched. This is done the right way. Here’s another company that, 3 days ago and 28,000 views already. These guys post new videos every week. Mountain rug cleaning. They’re in the UK. Right? And they just post they post some ones about ASMR.

John Clendenning [01:06:38]:
They call it that’s that really tactile audio thing and stuff like that. Right? So the whole idea I wanted to show you with these examples is that you can you can follow other people and get examples. You can take long form content and just have somebody else run it through a tool and cut it up into short form content, post that on TikTok and Reels and and and YouTube shorts and stuff like that. You can teach. You can do all that kind of stuff. So you wanna think through and make it just make a plan, and I’m gonna show you the best plan for that. Right? So let’s get back to let’s get back to the presentation. There we go.

John Clendenning [01:07:20]:
Okay. So you now you should see me now. Let’s go to the right screen. Switch to this scene. There we go. That took a second. Sorry about that. Anyways, and I want to find from there we go.

John Clendenning [01:07:44]:
Okay. Sorry about that. So now we’re gonna move John. And oops. We do not need to watch that again. It does. Let’s get past this slide. There we go.

John Clendenning [01:07:53]:
Another example, is, this this fellow here, for example, on the job videos. This is a roofer. Still a good example. How to spot a shady roofer. This is another video by another guy. So it’s just some other examples I found. So Masters Roofing on Instagram. You can just look them up.

John Clendenning [01:08:09]:
It’s actually kind of a weird, address, but they do tons of videos as well on their Instagram. And this is a different guy who basically is talking about, inspecting a roof. So inspecting a carpet, things like that. Somebody’s just following around with a camera, he’s just Marketing. That’s another way to do it. You know, how to spot a shady carpet cleaner, what is bait and switch, you know, on and on like that, consumer education videos, all kinds of stuff. So it’s not that hard. Right? That’s the point I wanna make here.

John Clendenning [01:08:41]:
We don’t need to dive into that. So here how’s here’s how it’s done. Let’s get into the the nitty gritty. Now we’re showing you what it is. Take a screenshot of that. Let me can I move myself out of the way? Go up here for a little bit. Take a screenshot of this. This is an example of a social media content planner.

John Clendenning [01:08:55]:
Right? So I’ll give you 3, 2, 1. Okay. Didn’t take a screenshot. You gonna have to watch the replay. Okay. Anyways so and, again, if anybody’s watching this or listening to this back on the podcast replay and audio stuff like that, you will find the video on YouTube or on our website, just the 2024 social media, webinar. But, yeah, come back to this this this point here, and this is this is pretty key. So, you can be doing, again, success stories.

John Clendenning [01:09:25]:
Show before and after recent projects, but on video, talk about it. You do post as well. Right? Project stories. Telling the origin story. What drove you to be in the business? Teach on a topic. When to clean Carpet? Before after the holidays? Things like that. If it’s around the holidays, that could be a post. How often to clean your carpets? Things like that.

John Clendenning [01:09:44]:
What is the cost of carpet cleaning in your area? What is the range? What is it what is affecting the price? Right? Why is some companies way more expensive than others? If you’re one of the expensive ones, which I believe you should be, then you can explain the difference between you and a discount cleaner, things like that. Just, again, just talk about stuff. Create a monthly a monthly posting plan where you’re gonna create your personalized content in the mix. You’re gonna share it out. You’re gonna create different posts that go out and stuff like that. It’s not that hard. And again, you can even use AI in today’s day and age and and request, you know, a a posting a social media posting plan as well. Here’s the more important part I wanted to get to, and we’ll we’ll get wrapping up shortly here, is the framework.

John Clendenning [01:10:27]:
When you’re creating a video, you John free freewheel it, freestyle it, but in a framework. The best framework that I’ve been taught and I’ve been using and I’ve taught to a whole bunch of other people is this one here where it goes promise, branding, seed, topic or training, call to action, and sign off. And the ultimate goal is the promise branding and seed happens in the first 10 seconds. You’ve created that moment that even if they click off, they have gotten the main parts of what you’re trying to deliver. The topic or training, maybe they’re not interested. They moved on, but you’ve now created an impression in the brain, the call to action, and the sign off. So, again, this is this is the basic framework. Just write it down.

John Clendenning [01:11:08]:
Number 1, promise. Number 2, branding. Number 3, seed. Number 4, topic or training. Number 5, call to action. Number 6, sign off. Right? So let’s let’s see what that looks like in action. Here’s an example.

John Clendenning [01:11:20]:
In this video, I’ll share you how to determine the cost of carpet cleaning in yours in in, you know, let’s pick a city, Miami, Florida. Right? On this video, I’ll share how to determine the cost of carpet cleaning in Miami, Florida. Hi. I’m John Clendenning with Mighty Cleaning Systems, with John’s Cleaning, whatever. This is one of the most common questions that we get from homeowners. Right there. 10 seconds. Here’s the topic of a of a often asked, you know, people also ask topic.

John Clendenning [01:11:50]:
Again, back to, Marcus Sheridan. Right? And now I’ve branded myself and the company. I’ve become the authority, and this is one of the most common questions we get. Now let’s talk about what goes into the cost of a typical cleaning. The type of, you know, the type of cleaning being involved. The difference between sort of a drying capsulate, a multi step, 12 step, you know, extraction process. You know, you can you can obviously highlight your own if you want that kind of idea. Is there spots and stains? You’re in you know, is there, you know, is there pre vacuuming included? Is there CRBs in queue included? Like, on and a pre sprays and stuff like that.

John Clendenning [01:12:30]:
All of these things, the level of soils, the number of stains, you know, what is and is John included. All of it is a factor in the cost of the cleaning, the type of carpet, how it plays a role, all that kind of stuff. If you’d like to receive a detailed estimate on whole home cleaning, please visit our website at John Cleaning OR MyD Clendenning Systems OR whatever, and schedule your free estimate. Thanks for joining me on this quick video. I’ll talk later. Right? There’s your 1 minute video framework, teaching on a topic or talking about something with the promise. I gotta pro I promise I’m gonna deliver this, and then I delivered this. Here’s my branding.

John Clendenning [01:13:07]:
Here’s my seed. So now they get to wait if they’re interested. Oh, yeah. I want that promise. I want I wanna know about that. So now they wait past your branding. Right? And then your authority positioning, and then they get into hearing what you’re gonna talk about and why, and give them some information. Can I go 2 or 3 minutes? Sure.

John Clendenning [01:13:25]:
That’s fine. Right. Where are you gonna post it? Just think about that. At Facebook, that’s fine. It doesn’t fit in a reel, but it can sit it can fit in an Instagram TV, IGTV, like a video with it the the first 60 seconds plays and then they have to click to hear the rest, that’s fine as well. It doesn’t work on a TikTok necessarily, but it can work on a you know, again, just choose your platform, choose the size of the video, long form content could be split up into under a minute. Shorter content that’s 2 or 3 minutes can be put elsewhere around the web. You can even repurpose some of this on your website to teach about your method and things like that, and then share it again.

John Clendenning [01:13:59]:
That’s that that sharing of the content and repurposing it. Use it for your website, and then here’s my guarantee. Here’s why we offer these guarantees. That could become a social post after it’s built for your website. So kinda think in all of those terms if you can, because that is the best way to kind of, kinda think of all this stuff. So we’re gonna do a quick little exercise. This isn’t right now. Right? So the video exercise is when we get off this call, I want you to pick 3 topics that you just know everybody asks, and just shoot 3 videos.

John Clendenning [01:14:28]:
Grab your phone. They’re not gonna be perfect. Don’t plan to use them. Just get the marbles out of your mouth. Get used to it. Just just record yourself going, hey. It’s Tom here from Tom’s Cleaning. Just wanna tell you, one of the most common questions I get is, you know, why do you guys clean this way when other guys clean that way? Right? Shoot it.

John Clendenning [01:14:45]:
2 to 3 minutes each. Web camera, smartphone, don’t overthink it. Do this. Do this a couple of times. Just 3 topics, rattle through the videos, record all 3 before you even think about it. You can go back and listen to them, see how you did. If they’re good, good is good enough, post them. Right? If you wanna redo them again, you wanna do another topics, you wanna get used to it, that’s fine.

John Clendenning [01:15:06]:
Right? But get good at it. Build that muscle up. Right? Because you do wanna be able to repurpose content all over the Internet. You wanna be able to use it on different platforms and over and over and over again. So, again, stuff you put on YouTube, you don’t need to put on YouTube again. It’s there forever. Stuff you put on Instagram and things like that, it’s just you John it to show up in a feed. You want it to show up in a feed.

John Clendenning [01:15:29]:
So YouTube shorts, you could post on shorts again and again and again. The actual long form videos probably don’t need to post the same thing. If you’re doing a new version, updated version, sure. But if it’s the, you know, if it’s the exact same video that you’ve recorded, just wanna reload, no. No. Instagram or YouTube is not the place for that, but you can actually do it with shorts and TikToks and all of those kinds of stuff. And even on your Facebook, the feed disappears John Twitter x. The feed disappears.

John Clendenning [01:15:54]:
They’re not gonna remember from months months months ago. So you can repost that quite easily. Right? So here’s an example of what ours looks like. I’ve got these little snippets here. This is from a, you know, a John conversation Jeff Cross and I had. Well, that’s just a snippet from it that’s about a minute or less long. Here’s the long form content, the webinars and and podcast and master class training on our YouTube, gets all shortened up. Here’s little little sections from that.

John Clendenning [01:16:21]:
Right? Little videos I did outside of all of that, right, where I just created a whole bunch of content, you know, and then now it’s broken up into into pieces. Right? So that’s an example of it. You John use tools to post with. So here’s the other Carpet. Sendible, SocialPilot, Sprout, Social, Planable, MeetEgger. Spend a few bucks a month on, you know, 10, $15 a month on one of these tools and plan a whole month worth of content, drag and drop. Again, have a co op student from high school or college, business student, social media student, marketing student come in and work with you for a couple of hours, you know, once or twice a week or whatever on the co op platform, and just have them come in and and do this. Like, take the content and just drop it in.

John Clendenning [01:17:05]:
Right? So work with an agency like ours, and we we use you know, advanced tools like this, better ones than this, but, you know, have it have it all planned out for you. You provide some content, and then it gets snippited up and stuff like that. So what are the next steps? Customize your content plan. Create one. Think of those 10:10 and 10 questions. Think of that framework. Think of the questions people ask that you could answer. Think of all of the different areas that you can, that you you have you know, write your list of topics.

John Clendenning [01:17:36]:
Go look at Mark Sayers. Go look at other people’s. Go look at Alamo Masters. Go look at that, the the mighty carpets and stuff like that. Go look at who’s posting good content. Go look at outside of your industry. Go look at people that are posting content that are real estate agents, that are, you know, pressure washers, that are roofers, that are dentists, that are chiropractors. Right? And get some ideas so that you start creating topic ideas that you could shoot a little video about.

John Clendenning [01:18:03]:
You could answer a question about. It will make you an authority. It will build your, it’ll create a lot more conversions. It’ll people have people knowing, liking, and trusting you. You’re John have a lot more referral partners in your local Marketing. When you go and call up the carpet store, you go into the the go see the real estate agent, you go to the chamber meetings, you go to the BNI meetings, you do all that kind of stuff. Oh, look at that. There’s John from, you know, Carpet.

John Clendenning [01:18:24]:
I see I I see you guys all over the place. Right? It’s so much easier to go, hey. Thanks so much. I really appreciate that. Do you got a few minutes to chat afterwards? I’d really like to have a conversation about, you know, you know, us referring you and you referring us. Easier conversation to have. Right? Let’s talk about that. Let’s go for lunch sometime.

John Clendenning [01:18:41]:
Whatever. Right? You wanna block a day, part of a day, a couple of hours that you’ll shoot your videos. Right? So you wanna take some on the job and think about them, but you also wanna block maybe 2 hours and just shoot a block of them. And you won’t don’t necessarily have to do that weekly. You could do that once a month. Just shoot a whole bunch of questions and answers. Right? And take some in front of your shop. Take some in front of your van.

John Clendenning [01:19:03]:
Take some sitting in the van. Right? Just yeah. Here’s another question I get asked a lot. Here’s my answer. Right? Just read the question. You have you know, and just speak off the top off the cuff, but in that framework. Right? So make sure that you have that that framework in in mind when you’re doing it. Right? Maybe write the framework out and set it right beside your phone and just remember to here’s the 6 step framework.

John Clendenning [01:19:23]:
Right? And then set up your syndication. How are you gonna repurpose that? How are you gonna use one of those tools like on the last screen? Are you gonna use a vendor to help you? Are you just gonna put it into a, you know, a Google Drive or a Dropbox and say, hey. I just, you know, uploaded a bunch more stuff. Go use it, guys. Whatever. Right? So, you know, kinda decide that, you know. If you if you got more time than money, do it yourself. You got more money than time, pay for something to do it.

John Clendenning [01:19:46]:
Right? That’s the way we run businesses. Right? So what we’ve covered, there’s a recipe. Video content is important. A weekly planning process for posting, have it planned out. Right? You don’t need to do it weekly, but have the weekly content cadence planned out. Right? You just need to do that once. What is your cadence gonna be so that you can stick to it? Right? Your perfect video framework, how to syndicate content, and how to repurpose content. So we’ve covered the full gamut.

John Clendenning [01:20:15]:
You John write down your takeaways right now. You don’t wanna get off of this going, that was amazing, or I learned a couple things on there. Right? I think it was amazing, but hopefully, you thought it was amazing too. But, you know, what are your takeaways? Write them down. What are a couple of things you could do right now? How can you play with this right now? Right? So you wanna be thinking about that. Take notes. Right? Learn and implement. You need to implement.

John Clendenning [01:20:41]:
Implementation is everything. I actually got a training course called implementation is everything for that reason. There’s a lot of stuff we learned that we don’t even try it. It’s gonna suck the first time. Implementations, you know, the first time you tried to ride a bike, the first time you tried to cook a a meal, you know, a fancy meal for your family or anything like that. The first time you tried anything was terrible, and that is fine. It’s supposed to be. The second time is a little bit less terrible.

John Clendenning [01:21:05]:
The 10th time is manageable. You know? The 20th time is starting to get pretty okay. The 100th time, and you don’t even think about it anymore, and you’re Marketing, like, just a guru at it. Right? So just do it. Just do it. Go back and look 8 years ago at Mark Sager’s videos and look at them now. Get it. Figure it out.

John Clendenning [01:21:24]:
There’s there is a a muscle that you’re building up over repetition. So just make sure you’re doing it. You’re a business owner. You’re an entrepreneur. This is one John the This is one of the things that gets more and more people to choose you because of your ad on Facebook, because of your door hanger, because of it. Like, all of it ties together. None of it lives in isolation. You’re in a world of multichannel marketing, and you better be exploiting all channels.

John Clendenning [01:21:49]:
And social media is a really big one of those channels for paid and for this organic content. So if you need any help with any of this, we we we like to do a consultation called the best known cleaner. So it’s what we teach. It’s what we do. Right? So how it all ties together and pulls it all together. Right? So it’s in what we call our digital dominance method and framework. Again, everything’s a framework. You’ve gotta build your brand.

John Clendenning [01:22:15]:
You’ve gotta build your anchors and your authority and your visibility. And it it it is it is predictable. It is precise. It is a blueprint. But if you don’t know the blueprint, you’ll never get there. Right? So we can do a consultation on that, talk all about that, see which pieces you already have in place that you’ve learned intuitively, naturally, or through study, and which pieces you could actually exploit like crazy where your competitors are aren’t doing those. So we always do a deep dive competitive analysis to see where your competitors are actually showing up more than you. Online, where they’re exploiting their brand, their authority, and their visibility, those three triggers to make sure and then so you can maximize your, you know, you you wanna maximize your, your impressions and your your your opportunities to to land an ideal lead.

John Clendenning [01:23:04]:
You know, you wanna maximize your your brand impressions and you wanna maximize your conversions. Right? It all comes from tying this all together. So those are some of those frameworks we’re talking about. Brand authority and visibility, fits into the maximizing opportunities, brand impressions, and conversions, which all fit into all of these frameworks together as well. Right? So So if that makes sense, hopefully, you guys got a lot out of this. It is a lot to take in, but the idea is take it in, digest it, simplify it, do play with it, test it, make it a game, do a bit of it, and understand that social media and video content and all this kind of stuff is not going away. It’s here to stay, and becoming an authority in your marketplace will will double and triple your business. So don’t worry about that.

John Clendenning [01:23:55]:
If you’d like to help create larger than life appearance online and become a best known cleaner, you can hop on my schedule, Carpet Cleaner Marketing masters.com/schedule. There’s a little bit of a survey to fill out, a form to fill out to to learn. You know, we learn a little bit about you. Krishna’s gonna call you up. You need to answer that call. You gotta get a little bit background information. Our team’s gonna do about $500 of research for you, and you’re gonna jump on a call with me. Actually me directly, and we’re gonna walk through all of that information.

John Clendenning [01:24:21]:
We’re not selling you anything. We’re just gonna break down your business, see where you are, where you wanna go, and what is what’s that gap gap analysis, and what is preventing you from getting there right now, and how to fill that, how to fix those things. Right? So that’s all we do. It’s it’s like that. That is a $1,000 value there. I do charge $500 an hour for my consulting. I absolutely do. If you wanna consult with me outside of hopping on my schedule with one of these strategy sessions, if you wanna do that, you will be you will be sent an invoice for $500 to have a consultation, and it’ll probably the best $500 you spent, break apart your business, and we can spend time at that.

John Clendenning [01:24:58]:
I’ve had people fly me in for a day and stuff like that. That’s way more than 500 bucks. But to really just tear apart, rebuild their business, deliver a service experience, answer the phones properly, do scripting, all that kind of stuff. I just know this stuff inside and out backwards because I had to learn it as a kid, and I had to build it in my own businesses. And then I bought other businesses and kept doing that. And then I did did it with franchise networks. And and and and and now I teach it to the carpet cleaning industry and the home cleaning industry. So by all means, avail yourself of one of those free appointments, on the schedule.

John Clendenning [01:25:29]:
If you’re absolutely looking to grow your business and you need some help with some stuff, jump on one of those calls. I’d love to have a chat with you and get to know you. Yeah. And, also, if you want to, if you ever if you wanna be on one of our podcasts as an interview, just reach out to us as well. We’d love to interview you. We give you a whole media kit to use the podcast, to help build your authority in your local Marketing, and we share it back into the industry so everybody else can learn and just get inspired from the same challenges they have. Oh my god. I had that challenge.

John Clendenning [01:25:56]:
I’m glad this guy has that challenge too. You’ve got some wisdom in you, and you’ve got some life experiences that the entire rest of the industry would love to know about. We love helping build this industry up. So by all means, jump on the podcast, And we have just started a new Facebook group, the carpet cleaner marketing secrets. So, go look for it. I don’t have a link for that right now. It literally just went live yesterday. So I will, wherever you’re watching this this this this training or listening to this audio, we’ll probably have a link, to join the our Facebook group.

John Clendenning [01:26:29]:
It’s only for home cleaning services and carpet cleaners, and you’ll have to answer a few questions to get in. And we we we, you know, we manually approve people into the group, but we’re just gonna be sharing marketing secrets like this all the time on there. So jump in, engage, and join us as well. We want you to be part of the community. We want you to learn how to grow the most profitable carpet cleaning company or home cleaning service in your marketplace and just dominate so that you can get the lifestyle you want and understand all of these little pieces and just put them in place one at a time, stack them up, and build a truly remarkable business that, that you can sell for 100 of 1,000 of dollars, maybe even to the 1,000,000 of dollars range, when you’re ready to retire away from it. So anyways, hopefully that makes sense. Join us, next time and thanks so much and take care of everybody.

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Dominate Online: Reputation Marketing Strategies for Carpet Cleaners

Dominate Online: Reputation Marketing Strategies for Carpet Cleaners

PODCAST EPISODE

Dominate Online: Reputation Marketing Strategies for Carpet Cleaners

Are you a carpet cleaner or home service provider looking to stand out in a crowded market and attract loyal customers? Reputation marketing is the game-changer you need to elevate your brand and generate more sales. In this comprehensive guide, we’ll delve into the strategies, techniques, and tools that will help you build trust, enhance your online reputation, and position yourself as the go-to expert in your industry.

Why Reputation Marketing Matters for Carpet Cleaners

When it comes to home services like carpet cleaning, reputation is everything. Your potential clients are likely to base their purchasing decisions on the experiences and opinions of others. A strong online reputation not only attracts new customers but also fosters trust and loyalty among existing ones.

You must understand the role of customer feedback and reviews in shaping consumer behavior. Did you know that 84% of people trust online reviews as much as personal recommendations from friends? This staggering statistic underscores the profound impact of reputation marketing. By leveraging positive reviews and managing your online reputation effectively, you can significantly influence the purchasing decisions of potential clients.

Creating a wholesome and memorable customer experience is an integral part of reputation marketing. The way your customers perceive you and their overall satisfaction with your services directly impacts your reputation. Therefore, prioritizing customer satisfaction and being attentive to feedback is crucial to maintaining a positive online reputation.

Building a Strong Online Reputation

So, how do you go about building a strong online reputation for your carpet cleaning business? Let’s break it down into some actionable strategies that can help you establish a positive brand image and attract more clients.

  • Requesting Regular Feedback: Implement a system for requesting feedback from every client. By actively seeking and responding to feedback, you demonstrate a commitment to customer satisfaction, which can significantly enhance your online reputation.
  • Leveraging Positive Reviews: Showcase your best reviews across various platforms to establish your credibility and trustworthiness. A consistent stream of positive reviews serves as compelling social proof that can sway potential customers in your favor.
  • Engineering Trust: Position yourself as an authority in your field through authoritative branding, content publication, and leveraging referral partners. By consistently delivering exceptional service and demonstrating expertise, you can build trust and stand out from the competition.

The Digital Dominance Method: A Comprehensive Marketing Plan

To achieve true digital dominance in the carpet cleaning industry, a holistic approach that integrates reputation marketing, Google Maps, paid ads, social media, and SEO websites is essential. At Carpet Cleaner Marketing Masters, we have developed a comprehensive marketing plan known as the “digital dominance method” that empowers carpet cleaners to establish a formidable online presence and attract high-value clients.

  • Google Maps and Paid Ads: Understand the hierarchy of Google Maps rankings and the impact of online reviews on customers’ local buying decisions. By mastering Google Maps optimization and leveraging paid ads effectively, you can elevate your visibility and attract more local customers.
  • Social Media and SEO: Harness the power of social media and SEO to amplify your brand’s reach and engage with your target audience. By consistently sharing compelling content and leveraging SEO best practices, you can strengthen your online presence and attract more leads.
  • Integration and Cohesion: The key to successful reputation marketing lies in integrating all aspects of your marketing efforts and maintaining a cohesive online presence. This includes showcasing your reviews across multiple platforms, actively engaging with customers on social media, and optimizing your website for search engines.

Frequently Asked Questions

1. How can I encourage customers to leave reviews for my carpet cleaning business?

You can incentivize customers to leave reviews by offering discounts or promotional offers in exchange for their feedback. Additionally, consider implementing a streamlined process for requesting reviews after service completion.

2. Does responding to negative reviews impact my online reputation?

Absolutely. Responding to negative reviews in a professional and empathetic manner not only demonstrates your commitment to addressing customer concerns but also showcases your integrity to potential customers.

3. Why is a strong online reputation crucial for home service providers?

A strong online reputation acts as a powerful marketing tool, influencing potential customers’ buying decisions and building trust. It also differentiates your business from competitors and ultimately drives sales.

4. How do customer testimonials and case studies contribute to reputation marketing?

Customer testimonials and case studies provide social proof of your business’s capabilities and customer satisfaction. By showcasing real-life success stories, you can effectively build trust and credibility.

5.What role does social media play in reputation marketing for carpet cleaners?

Social media serves as a platform for engaging with your audience, sharing customer testimonials, and providing valuable content. Leveraging social media effectively can enhance your online reputation and attract a wider customer base.

6. What are the long-term benefits of reputation marketing for carpet cleaners?

Establishing a strong online reputation through consistent marketing efforts can lead to increased brand authority, customer loyalty, and a steady stream of high-value clients. It also sets the foundation for sustainable business growth.

Conclusion:

In the fiercely competitive world of carpet cleaning and home services, reputation marketing serves as a beacon of trust and credibility, guiding potential customers to your doorstep. By implementing proven strategies, leveraging positive feedback, and positioning yourself as the authority in your field, you can dominate your market and reap the rewards of a stellar online reputation. At Carpet Cleaner Marketing Masters, we’re dedicated to helping carpet cleaners like you achieve unparalleled success through effective reputation marketing. Are you ready to elevate your brand and attract more clients? Let’s embark on this journey to digital dominance together!

You will learn:

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Why the most popular tools don't guarantee consistent 5-star reviews

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How multi-channel outreach can build your online reputation FAST

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Understanding the difference between static reviews and dynamic reputation MARKETING

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Mastering Feedback: Why Trust Engineering™ is more powerful than Review Hounding

Audio Transcript:
John Clendenning [00:00:00]:
Today, we’re gonna be talking about reputation marketing. So we’re gonna get into the whole world of of reputation, and a lot of people say reputation management. And I wanna kinda give you a little bit of a backstory. So I John wanna kinda go back to a little bit of a story of of the 2,007, 8, 9, 10 recession. So we’re gonna we’re gonna go way back. We’re talking 14 years ago plus. Right?

John Clendenning [00:01:01]:
2000 seven is when when iPhones came out. Right? So we had these these little new tech devices in our pocket that changed the world as we know it. Kinda like the way AI is starting to change the world as we know it now. These these quantum shifts due to technology that we’re we’re experiencing and living through, and it changes the way we run businesses, it’s changed the way we market. And what happened is right after that, within the year later, we had the, the bubble, the housing bubble, and subprime mortgage and the economy crashed around the world and it meant people less discretionary income. There was a lot bigger need to market a lot more to keep your carpet cleaning business running. So we started actually, I started. That’s when I first started my coaching program 2007 and by 2008, we’re just teaching people how to survive and thrive in this new changing economy until things came back.

John Clendenning [00:01:55]:
And up until that point, doing understanding marketing, learning marketing, studying marketing, using marketing to run my cleaning businesses, multimillion dollar cleaning businesses in very small towns, the whole idea behind that was I realized that people needed to figure out how they could trust you. So there’s a whole bunch of different ways that people could could could figure out if they trusted you in the market. And, one of the, one of the ways was, you know, in yellow page ads or print ads and stuff like that, you could send them to a learn how to shop in this category type message. Right? So some people called it a consumer awareness message. I I remember back in the day John Polish talked about that. He got that from Dan Kennedy and the, that, you know, the godfather of of marketing and millionaire maker as they call it, stuff like that, who I learned from as well, all of these people. And having that message that a lot of people to go, oh, I I can I trust these guys? I don’t they might have talked to their friend over the over the fence. They might have talked to or their neighbor, that kind of thing.

John Clendenning [00:03:00]:
They might have talked to the, you know, like they still do to this day. The carpet store, the interior designer, the maid service about a carpet cleaner, the carpet cleaner, about a maid service, you know, those those kinds of things and had those those referral networks. But they also really wanted to know what they didn’t know. Come out of the recession and we all had these little devices in our hands and things like yellow pages and all started to die. People weren’t there anymore. And these things like consumer messages and consumer reports didn’t work as well online. And I was like, Hey, why is that? And one of the reasons that kind of jumped out at me right away early on was that people started being able to ask then buy a lot easier on social media because the entire crowd had moved into Facebooks and stuff like that that had just sort of just starting to show up now, those kinds of apps and tools way back then. And also Google started using allowing reviews.

John Clendenning [00:03:54]:
And so we now got reviews showing up as well so people could actually go and find out what other people thought without having to, you know, like, get past that know, like, and trust barrier back then. So, I was one of these weirdos that jumped on the bandwagon and started actually speaking about it at our local chamber and at some carpet cleaning conventions and stuff like that. Had nothing to sell them. I was just like, hey, by the way, reputation is really important. It’s always been important, but now we need to start considering, how you’re John to use the new world of reputation online and where reviews and and review management and feedback management, all this kind of fit in. And I started actually speaking once a month at the Chamber of Commerce. The president of the Chamber of Commerce heard my one prep morning presentation, in front of a crowd and said, John, you’ve gotta come back once a month and speak to an afternoon audience of that. And he filled the room every single month, and that was kind of even how I started my digital marketing career, running my cleaning businesses, doing consulting for this other franchise network, doing all of this other stuff.

John Clendenning [00:04:56]:
And now I had a gig, speaking once a month that landed people that wanted reputation services, online because they knew nothing about it. So that was where we actually started, and I had a little sort of cottage digital marketing agency since 2011 or 12 doing reputation based marketing. So know a lot about it, kinda know a little bit deeper than most other people, kind of walked through it all the way through, and I know how to make it work in a cleaning industry. We’re gonna talk about that today. So, that’s my little segue and my little story. Hope you found that a little bit valuable, and let’s get into, like, our presentation today. So so as always, turn your phones off, turn your Facebook off, unless you’re watching this on your phone, then keep it on, but don’t answer your messages. Mute yourself or, put on your do not disturb.

John Clendenning [00:05:46]:
If you’re cleaning or home service business serious about getting results, the next 60 minutes or so are going to be very, very impactful. And I mean that because I spend a lot of time and effort bringing this information to you because I really do love teaching this kind of stuff. So, what we’re gonna cover today is why the most popular tools don’t guarantee consistent 5 star reviews. So you wanna and even with consistent 5 star reviews, it doesn’t guarantee that those reviews generate you more work. Right? So you wanna look good so that you get more customers, and we’ll talk about that. You wanna understand how a multichannel outreach can build your online reputation Masters. Understand the difference between static reviews and dynamic reputation marketing. So we’re gonna talk about that.

John Clendenning [00:06:29]:
There’s that’s a very key concept to understand the difference between static reviews and dynamic reputation Marketing. And we’re gonna talk about mastering feedback, why trust engineering is more powerful than what I call review hounding. And nobody wants to be a review hound. So and if you stay to the end, I’ve got a bundle of goods for you here. We’ve got our our our carpet cleaner marketing resource kit. So checklists and guides and booklets and and how things on how to optimize your websites and and, you know, all of the kind of the the resources. Some of it turned into becoming the book, that you can get on Amazon that I wrote a couple almost 2 years ago now. Holy crap.

John Clendenning [00:07:12]:
But, but the rest of it there is in the guide, and we’ll show you how to get that at the end here. So so who am I for any of you that are on the call that don’t know? Well, I’ve been a business owner since 1990 since in high school. I ran a window cleaning business, out of high school, due to a contest. A buddy of mine, Scott and I, won in the final years of of high school. I’ve owned several cleaning franchise businesses, independent cleaning businesses, ecom product lines. Once I started learning that online and that digital, kinda couldn’t keep my hands off, I understood marketing. I knew this. I put them together, service business consultancy, and now in a very in demand marketing agency for the cleaning industry.

John Clendenning [00:07:51]:
So I’ve lectured for many association marketing workshops and and conducted 3 day elite retreats where people for flown in from around the world to learn about building a better service business, a better cleaning business, and how to apply marketing to everything you do. And so I’ve been a long term marketing consultant strategist, keynote speaker, author, all that fun stuff. And I bought and sold, made franchise for double the price. Kind of bought it, grew it, sold it, didn’t really John keep it. That was the whole idea was just use the marketing muscle, help help a business out, grow it up, and then sell it and sold my own cleaning business in the middle of the pandemic, my final brick and mortar business throughout all of them, in the in the middle of the pandemic as well. And, you know, because it was a thriving entity that, that was easily sellable, wrote the book on it, and, run the Carpet Cleaner Success Podcast. More importantly, as we always say, what do we do with with our clients? So we love to get great results. We love to help people understand Marketing is not just running a Facebook ad.

John Clendenning [00:08:56]:
Marketing is not just running Google ads. You can go back 20 years ago. And John, what’s the best flyer that I can get 50 to a 100 leads and and generate $10,000 a month worth of work? And I’d be like, if you find it, let me know. Never seen that before in my life, but I can tell you the 20 or 30 different things you absolutely need to be doing, the different poles in the water to grow a long term sustainable business. Because once you shift your mindset away from looking for the next quick win that hopefully is working right now, that probably in a year or 2 is either oversaturated or stops Marketing, and then hopefully you have luck enough to find the next quick win. Or do you build a long term sustainable business in a in a in a meaningful way? And does it take forever? No, I did $100,000 of of cleaning sales in 1995 in a town of 30,000 people as a shy kid. So it’s it’s it’s not difficult to generate 10,000 a month. It’s what we call the hustle level.

John Clendenning [00:09:55]:
Hustle your way to 10,000 a month. There’s things you can do today. There’s things I talk to, you know, interview cleaners on. You can go check our interview series. There’s all kinds of ways that you can get up to that $10,000 a month where you now have the money and the muscle to then start growing the business that can grow around you. If you want to be in the truck, great. If you want to be out of the truck and have technicians working for you and that kind of thing, great as well. Like, it really depends on where you want to go, what your community looks like and all that.

John Clendenning [00:10:24]:
And that’s what these people have done as well, clients of ours. So what we do is we help our clients, become the top cleaning brand of their local Marketing. Because when you’re the best known, when you’re the best known Cleaner, that’s our acronym. When you’re the best known cleaner, you can attract the best clients. You can charge the top rates and you can be booked out weeks in advance. So ultimately, the best known is more important than being the best. You should do a good cleaning job. You should do a really good cleaning job and you should stay up on it and you should be proud that you can get more stains out than anybody else and then you’re you’re better than your competitors and you really feel that inside.

John Clendenning [00:11:01]:
But the best person who builds the best mouse trap, as they say, is living in a house with skinny cats. The person who markets the best mousetrap is living in a mansion. Right? So you want to be the person who markets your business better. That that really is what you are. You are the marketer of your services now that you’re the business owner, right? You’ve got a lot of hats you got to wear, but you’ve got to be able to, you know, make the phones ring and get the jobs and get the people coming back again and get people referring you. And this is one big part of it. So what how we do this is you leverage the 3 core principles of digital marketing. You wanna maximize your opportunities to generate a lead.

John Clendenning [00:11:41]:
So maximizing the opportunity to generate a qualified lead is is is, you know, kinda tightening it up a little bit. And where are those leads, those ideal inquiries, those ideal customers? Where are they looking? Where do they have their attention, and can you get your message in front of them? And the right message in front of them. Not 3 rooms in the hall for $99 message, but the right message that makes them go, I really John to try these guys. I don’t mind if I have to pay an extra $50 or $100 because this is the company I want for all of these reasons. Right? You want to maximize your brand impressions so they see you and they know you and they follow you. And and, you know, people that are already customers, your see your brand and go, Oh, those are my guys. Yeah, I was going to tell my neighbor about them. And you’re top of mind because of your brand impressions and you wanna maximize your conversions as well.

John Clendenning [00:12:32]:
So reputation marketing actually fits into the maximizing brand impressions and maximizing conversions element, and we’ll get into that as we go. But reputation is a big part of that. So what is all the fuss about with online reputation and reviews? Right? I think we kinda all understand that we need reviews now. I do talk to businesses that only got 5, 10, 15 reviews still, and, you know, they understand it’s a problem at least now. The average company has hundreds of reviews by today’s day and age. If you’ve been around for any length of time and you know anything, you’ve got reviews. And we will talk about why I’m not a big fan of just chasing or hounding for reviews and why I call them static, not dynamic. But what’s all the fuss about? Right? The fact is online reviews and your reputation probably shouldn’t even have the word can, will make, or break your company.

John Clendenning [00:13:21]:
Right. So if you if you have issues with your online reviews, your online reputation is John cause all kinds of issues all the way down the company. You’re gonna be attracting poor technicians that want to work for you. Everybody who’s looking for a job now goes and looks at the company’s reputation before they even apply or before they show up for an interview. Just think about that for a minute. Even just something as nuanced as that, every customer obviously looks, every referral partner obviously looks. Right? There’s a million reasons why people go and do a trust search before they engage with you on any level, and it doesn’t just have to be customers. So that’s very important.

John Clendenning [00:14:01]:
So your online reputation, think of this. Does it reflect the top quality services that you provide? And I don’t just mean on Google. Is Google important? Yeah. We’re gonna talk about how important Google is for about 60 to 70 percent of the people looking for your business. The other 30 to 40%, Google is not that important at all because that’s not where they go and that’s not where they look to find somebody, and that’s not who they talk to and all of that. And we’re getting into a world now where even like voice, you know, hey, Alexa, and stuff like that to find your service providers. You know, again, they’re not reading your reviews at that moment, so then they have to do sort of a secondary search if they want. So there’s ways to there’s ways you need to be thinking about that.

John Clendenning [00:14:44]:
So think of it. Does your online reputation on social media? Does your online reputation on Yelp? Because there are Yelpers out there on Angie’s list and Judy’s book and HomeAdvisor and all the 100 and 100 of other places that people might go. There’s kind of a hierarchy, but is your online reputation look good on those as well? Because if it doesn’t, you kinda only look good in one place and not look good everywhere. And it affects your rankings, but it also affects your conversions as well. So have you invested have you invested in any of the tools but still not getting enough reviews? You’re getting reviews and it still doesn’t seem to really be helping you? Right? So there’s a lot of tools out there that can that can promise to sort of, you know, get you more feedback and reviews. But ultimately, some of them, it just sits on their platform. It never shows up anywhere else. People don’t walk through from from leaving some feedback or review in one place to actually placing it somewhere else, like on Yelp or Google or Facebook or somewhere like that.

John Clendenning [00:15:44]:
So so yeah. So, you know, have you invested in those tools and went, not really sure if that’s worth the 2, 3, $400 a month for what they do? So failure is, you know, poor online reputation, drag you down, and it’ll affect all your other marketing, waste conversion opportunities. People found you and went, nah, not those guys. I’ll go with these guys instead. You spend all the money attracting them, and they that money was well spent for the other business that got the work because they had a better reputation than you. Right? So you don’t want that to happen. So what’s the opportunity? The opportunity to be seen as the provider of choice in your area and stand out from the competition. That is the opportunity.

John Clendenning [00:16:28]:
Right? So if you think, well, I’ve got a 158 reviews and I’ve there’s this other guy that’s got a 192 and there’s everybody else has got 50, 40, 30 or less, you know, I’m kind of one of the providers of choice. Maybe because are we still just talking about on Google? And I really want to challenge you on that. Think about that for a minute, because not everybody goes there. That is just a very static location, right? So it is important, but it’s not the end all be all. So we want to talk about what that means and how you can actually not just generate reviews, but actually market your reputation so that you are the provider of choice because your competitors are not doing this. At least they’re not yet a lot of them. So you want to leverage systems and psychology to drive consistent, high quality feedback. And there’s a shift happening right here in the middle or the beginning of this presentation.

John Clendenning [00:17:21]:
We just changed from Marketing about reviews to feedback, and you’re going to see why as we go through that. That shift needs to happen in your brain as well. There’s a whole bunch of reasons why you’ve got to think about the feedback from your clients and customers and how that fits into your marketing message and your conversions. What you learn about that, how it changes everything about how you run your business done properly, including attracting more customers to you. Right? So you John to have your online reputation speak for itself and drive higher conversions, higher quality customers. The more discerning high end customers aren’t worried about how cheap you are. Just so you know, one of our clients, their average job is over $750 in carpet cleaning in a marketplace where they’ve got competitors at 79.95. Right.

John Clendenning [00:18:06]:
You’re going, how? That’s like 10 times more, John. I don’t understand how because they stand out and they’re getting higher conversions at high and higher prices because they’re owning the marketplace. So we’re John to talk about what that means, how you do that as well. So success being seen as the number one carpet cleaning or home cleaning authority in your area and ranking accordingly because rankings help with all of this as well. It is always an all in perspective in marketing. It’s never just shotgun one thing. It is again, line poles in the Masters, lines in the water. You don’t want to be the the fisherman with one really fancy, really expensive pole in the water and somebody pulls up with 20 poles in the water and a little bit of an auto Cleaner system.

John Clendenning [00:18:49]:
They got off of Alibaba and they’re pulling in 20 fish to your one. Right? You want to be a marketer of your services. And this is a big piece is building your, your reputation. So why do reviews and online reputation Masters so much? Let’s just get through some of the stats. Reviews are actually a ranking factor on your Google My Business now called Google Business Profile, probably should say GBP here, but what that is is your Google Maps. Let’s not overcomplicate things. Right? So Google Maps has a hierarchy of where they show you, because they only get that little 3 pack as they call it. Right? It used to be 7 years ago, and then it dropped to 3.

John Clendenning [00:19:27]:
And sometimes you get an ad popped in there as well, influenced by the pay per click ads, but ultimately there is 3 listings that show up. Now why do they show up? Who are they? What what is Google doing? What like, how do you get in there? You can’t buy your way in, so you have to influence your way in. And the influence is this mysterious algorithm that Google has that thousands and thousands of marketers collect together every single year. I’m part of the the club that learns from all of this, and they figure out, hey, what’s moving the needle right now? Right? Sometimes it’s it’s, you know, the the company with the better and more reviews moves up a little bit. All things being equal, that becomes a deciding factor. Other times, it seems to be how many posts that you do and how you how you know, how you structure those those Google posts. Do you do 3 or 4 posts a week in your in your Google Maps area posting linking to the things that you do, sharing positive customer stories and like a little bit of a formula recipe around that. Are you doing that? Sometimes that’s very helpful as well.

John Clendenning [00:20:28]:
So there’s you know, do you have all of your products and services listed in your listing? Right? So that all these things and are you on all of these other directories? There’s about 150 directories, that kinda get looked at by Google to make sure that you’re a credible business. They’re sort of like a core 50 or so. You wanna make sure on all the maps programs, you’re in all of the data aggregators and all these fancy words, but you wanna make sure you’re everywhere so that Google is up. Yep. These guys are legit. And then you wanna make sure you have enough reviews coming in that your review velocity, not quantity, but your velocity of new reviews is actually matching your local marketplace or slightly beating it. And that’s something you’ve gotta be aware of as well. Right? 84% of people trust online reviews as much as a personal recommendation from a friend.

John Clendenning [00:21:15]:
These are national stats. Right? So that makes it a conversion factor, right? So if they read reviews because they understand that they’re from real live people in your local marketplace, a lot of times with faces, a lot of times with level 1, level 2, level 3, you know, Google Local Guides, as they call it, people that have reviewed and commented so much about businesses that Google gives them like brownie points and said, hey, we trust you. And the higher level of trust, the more their their voices weighted inside Google’s algorithms as well. So people trust that trust online reviews, not just on Google, but also if they find them on recommendations on Facebook, if they see reviews on Yelp. And it’s there’s there’s a point at which there’s a number. Right? If you’ve got a 5 you know, 200 reviews, a 5.0 star rating, that actually the trust level decreases a little bit. Nobody believes that. Just so you know, it’s not about having a 5 star reputation everywhere that looks fake.

John Clendenning [00:22:09]:
You can’t be perfect. Right? We don’t walk on water here. So a 4.64.6 to 4.8, 4.9, that range, that’s considered the sweet spot by all stats. Right? So, you know, you don’t John ever be below 4. If you’re in the threes, you’re considered that’s considered a bad reputation or bad, you know, bad reviews. So, 77% of consumers think that reviews that are more than 3 months old aren’t even relevant anymore. This is new. So go back to when reviews first Carpet.

John Clendenning [00:22:40]:
Again, we’re talking 12 years ago, 14 years ago, 12, 13 years ago. When it really started showing up John the landscape, it it was just a matter of having a number. Right? Oh, I got 10. That guy’s only got 5. Oh, I got 20. I’m better. Right? And people just see the numbers. Well, now it’s actually about how recent they are.

John Clendenning [00:22:59]:
People scroll through. We all look for the train wrecks. We John see the negative review, and we wanna read it, and we wanna figure out, you know, is that a common experience even though it might be only 1 or 2? Think of when you go shop on Amazon and you’re buying 2 or you’re you’re you’re deciding between 2 or 3 of the same vitamin d 3 with k 2 supplements. Right? And which one do I buy? Well, one of the things you definitely look at, well, this one’s got 2,432, 4.8 star reviews. And this one here’s got 5 star reviews, and it’s got 20. It might save me a buck, but, yeah, I’m gonna go the other way. Right? So and then you start looking at how recent they are. We we we do these things, especially when we’re buying locally and older than 3 months.

John Clendenning [00:23:43]:
You just doesn’t even cut anymore. So you do have to have a review velocity for a bunch of reasons. 1, the algorithm knows what your competitors are getting and if you start falling behind, it just it’s just a little bit of a hit against you in where you’re gonna rank. It’s just one of the many things, but also it’s also a conversion principle as we say up at the top here as well. So here’s another example of why reviews are valuable. So these are one of our clients over here. Right? So we had carpet cleaning typed in here, and this is Acclaim, Chem Dry Acclaim, one of our clients. And look at how many this is one of our dashboards showing how many leads we generated for them, the average cost per lead, how much the total investment was, including our our marketing expense.

John Clendenning [00:24:21]:
So again, if they book even half of these and they book 200 jobs, average job $300, right? There’s $60,000 from, you know, a $3,000 investment across all of their their marketing organic maps. What we’re talking about here, Google Maps and, and paid ads and all of it combined together. Right. And there’s the breakdown of all of the paid ads, the organic ads and then the Google Maps. Right. And how many how many jobs came in in this period of time through Google Maps because they ranked well and they have a 4.9 star rating. Here’s another one, Elite. Again, 5 point o.

John Clendenning [00:25:02]:
You can get it. It actually feels a little fishy to the the the marketplace as well. But a 151 reviews, and we’ve got we’ve got 4 a 148, calls during this period of time. Right? So, again, it is one of the biggest drivers, not always the biggest. A lot of times organic website ranking is actually once you finally rank your asset, your organic website across 1,000 and 1,000 and 1,000 of keyword terms and keyword clusters around your 4 or 5 main services. Once you finally get that going, your number one asset in your business is your rankings online. Your number 2 asset is your Google Maps. For sure.

John Clendenning [00:25:43]:
They’re definitely a one two punch in getting generating phone calls, leads, and awareness of your business. So the impact of Google rankings, 96% of customers look at online reviews. Right? So the other thing we’ve learned is that not just necessarily on Google, but 96% of customers that were polled said that they’ve actually looked at online reviews before making a local buying decision, and it’s become a major conversion factor. So very, very important. Right? So what are the takeaways from this section? Write a little bit John, like, you know, chat chime a few into the chat as well. What have you found that, maybe that was a little bit eye opening or that you already knew? You’re not quite sure how to work around, but think of, you know, when we’re on these these these types of trainings, put your thinking caps on. Right? Let’s all just put our thinking caps on right now and and think what are some of those those things that we just learned about that we need to, you know, keep in front of us and remember that it’s not necessarily just, oh, gotta ask for a review. Gotta ask for a review.

John Clendenning [00:26:41]:
But it’s how where are you getting them? How are you getting them? The fact that it’s the wider landscape and the impact that they can have, your reputation can have more so than reviews. Right? So the 5 keys to managing and controlling your online reputation. Right? So we’ve talked a little bit about reviews and mentioned feedback. Now let’s put it all together and call it call it online reputation. So what are the 5 keys? You gotta provide a world class customer experience. And do you know what that word experience means? If there’s actually any word I needed to stand out John this, it probably should be the word experience because we are, you know, we have been in the experience economy for quite a while. People pay more for experiences than they pay for commodities, products, and services, all that kind of stuff. You don’t wanna be a commodity.

John Clendenning [00:27:31]:
If you’re a commodity, the only difference between you and the competitors is price. And if that’s the only thing, we all know you’re marketing by price. You are the 99, 129, 159 whole home cleaner. Right? Why? Because that’s what you feel is what everybody wants, and why you feel that is because that’s what everybody wants that calls you. And why does everybody want that that that that calls you or for the most people for you to get jobs is because you have nothing else separating you out. Right? So you haven’t you’re not you’re not doing all of the good marketing and you’re not delivering a wow experience. A wow experience isn’t clean carpets or clean couches or clean air. That’s that’s a given.

John Clendenning [00:28:12]:
If you can’t get it clean, you know, either nobody can, and that better be the case, or you need to go through some ICRC training and get that figured out, right? So because you have to be deliver a great job. It’s gotta look good. You’ve gotta and all of that when you’re done automatically. But how do you deliver a wow experience? Right? If you’re truck mount forums and your groups like that, you know this. Are you wearing booties? Are you rolling out the red carpet? Are you putting corner guards on? Do you have laminates and handouts for the customer? Do you when you arrive, do you get right over the van right away? Do you message them on the way over with a text message and or or whatever saying, hey. I’m on my way. Do you want me to pick you up a coffee? Like, are you creating an experience from before, during, on the way out all the way through? Do you do a consultation walk through with them? Not a not a quick sales pitch. Do you smell good? Is your shirt tucked in? Are you shaved? Is your technician shaved? And all that kind of stuff might be the friendliest guy in the world, but if he looks like a bum, he’s not getting referred.

John Clendenning [00:29:13]:
Right? So how do you create a world class ex, experience? You need to be planning that in your business. World class experience, and you need to think through all of the little moments on a job that you can engineer to to deliver a world class experience. You need to build reputation reviews into your company culture. Everybody in your company, technicians, office staff, phone answering services, whatever you’re using, if you’re a one man show, build it now so that when you’re growing because of this as one of the many poles in the Masters, because of this, as you grow, it’s already baked in. You’re not John, I’ll get to that down the road. I’m pretty good at it. No. Make it a system.

John Clendenning [00:29:56]:
Your whole business should run like a McDonald’s. It should be a machine that a 14 year old can figure out and run and just make sure that they can still make dinner for everybody. They can’t make dinner at home for themselves, but they can feed an entire family at the front counter right at the age of 14. How is that possible? Because of systems. Right? So you John to build your reputation reviews into your company as a system. So you wanna make sure that everybody gets celebrated for getting them. You wanna like, you you wanna give rewards for getting their names mentioned. You wanna make sure everybody’s asking.

John Clendenning [00:30:23]:
You want to make sure there’s a follow-up on it. You really, really want to make sure that that you’re you’re you’re building your reputation is a big part of it. That also includes not vaping in the van and having a big cloud floating out as you’re going through McDonald’s or Starbucks. Right? Your technician is or whatever. Not flicking the cigarette out the window, not leaving the van, vomited wide open in the driveway with everything hanging out as you’re in the house Cleaner, none of that Cleaner, you know, build your reputation, you know, in the neighborhoods you John to be in and stuff like that as well. So it’s got to be part of a company company culture. And as you do every anything is how you do, everything is the best way to think of it. So put it in place so that as you do it, you’re going to train somebody to do it As you do this one thing, you do everything.

John Clendenning [00:31:11]:
You don’t go, I hate changing my shoes at the door, so I’m just gonna go across to the van really, really quickly. Hopefully, the customer doesn’t notice. John skip upstairs and go back to that back bedroom because I forgot my spotter. And lo and behold, the customer looks around the Cleaner, you didn’t even see her, as she’s out gardening and watched you walk across the driveway, back in the house, and back up the stairs with your dirty shoes on. Right? These things are noticed, so you wanna make sure that you’re paying attention to all of that. What you measure, inspect, and celebrate, you Cleaner more of. So you wanna be counting. You wanna know how many came in, how many were sent out, how many requests, who who said what? If you can measure it, if you can inspect that it’s being done right so that you know that it’s not being left behind and you celebrate it, you’re gonna get more of it.

John Clendenning [00:32:00]:
So very solid business building principle. You wanna leverage processes to request feedback at every service call and communicate using multichannels. So we’re gonna get a little bit deeper in this in a minute, but what that means is you wanna have a process where it’s automatic. Like, if you’re using Housecall Pros, we have a system called recognition that we built 12 years ago, part of a conglomerate that put this of SEO companies I was sitting in a room with took all of the the the the best practices of asking for feedback and then and then generating reviews from that and all of that kind of stuff and doing proper reputation. Marketing, we’ll talk about, was built into a process and a and a a tool, a couple $1,000,000 in development so far and growing called recognition. And that process generates feedback automatically. If you close your invoice on the job, then it can be sent out an hour Cleaner, and you just need to create some little humanics in there. So it’s always mechanics and humanics are the way we do anything.

John Clendenning [00:33:01]:
So the humanics would be how you’re John to remind the client or, you know, not incentivize, not the right word, but how are you going to trigger the client to remember that you’ve asked for their feedback? And there’s little ways you can do that with little cues in the home, postcard or a flyer that you mentioned and put in front of her. Hey, it’s really important that we get your feedback. The office is gonna follow-up with you, with a short little survey. If you don’t mind mentioning my name when you fill that out, I’d really appreciate it, and I get some brownie points back in the office. Right? That’s part of a process. So we actually teach that to our clients as well, all these little scripts and stuff like that. Just digital marketing company. But we know how to run carpet cleaning company.

John Clendenning [00:33:38]:
So we help teach all of these little moments that that need to be part of every single customer experience. And then multichannel means that you email them, you text them, you phone them, you have ringless voice mail, you multiple ways just to sounds like John and I’m going to bug them. Nope. Nope. If you’ve got 10 or 15, 20% of people going, ah, it’s a little too much messaging. Okay. That’s good. That means you’ve pushed the envelope, and the other 80%, totally fine with it and do what you say.

John Clendenning [00:34:05]:
Right? If you say, oh, one person called me, I’m not John do that ever again. You’re running victim to inefficient marketing and inefficient outreach. So nobody’s ever become wildly successful, built an asset that’s sellable or transferable to your family. You know, retirement on playing the victim to the 1 or 2 customers that are the biggest complainers. So don’t be that person as well. And then acknowledge and respond to every review. Big one. Big one.

John Clendenning [00:34:35]:
90% of the clients we see don’t answer every single review. Good, bad, or ugly on every platform. Do you have an alert system set up? Do you know when a review shows up on Foursquare? You know, and I don’t even know what Foursquare is. Look it up. Right? Do you know when a review shows up on Yelp and Facebook and Angie’s List and Judy’s book and your Better Business Bureau and your Chamber of Commerce, not just Google, but everywhere. Sure. You look at you Google yourself all day long. I’m sure you do.

John Clendenning [00:35:00]:
Oh, look at me ranking high. Oh, look. And by the way, if you Google yourself all day long and you find yourself ranking high all day long, because you Google yourself all day long and Google has actually got your your phone ID in their system and go, oh, this guy likes to see in this company. Let’s just keep showing him that one. So not actually a true representation, but totally aside on that. Anyways, acknowledge every review. Write a response to every single review. That’s really, really, really important.

John Clendenning [00:35:25]:
And it actually helps the algorithm as well. So, reviews can help move the needle a little bit, especially if they mentioned the company, the a person’s name, the city they’re in, the service they’ve got, if they actually mentioned keywords and kinda hard to get customers to mention keywords without a little bit of help or prompting, but if they do, their review actually triggers the algorithm a little bit better, little bit more signals in your general direction. So Google’s all about how many signals did you generate. And that’s another signal, those little keywords in a review as well. But if you answer the review and put your own response, by all means, add some of those. Don’t stuff it. Don’t make it unnatural, but add those in as well. So, okay.

John Clendenning [00:36:11]:
And sorry. Just getting a message there. I just wanna make sure everybody can still hear me. Me. So takeaways from this. That was the again, you’re you’re we we went through those, those those those 5 major steps there. So write down your takeaways. We’re kinda just gonna pause for a second and make make sure you write down your takeaways on this.

John Clendenning [00:36:28]:
Right? So you wanna see where you’re maybe falling behind and what you need to do next. Right? Again, we talked about this. There’s a lot of tools to help with reviews. Some of them leave them on their own system and don’t even you don’t even end up with these reviews on Google or Facebook or Yelp or anywhere else like that, but there’s a lot of them. But here’s where we’re gonna talk about. You really need to take it much farther than just getting reviews. We call it internally here trust engineering. Right? It’s a strategic and systematic plan to be seen as the expert and the market leader in your local industry.

John Clendenning [00:37:07]:
So you’ve got to engineer the trust, Right? John, what the heck does trust engineering mean? I don’t I’ve never heard of this before. How do I engineer trust? Well, glad you asked. So your authority plus your 5 star reputation equals your consumer trust. So if they believe you and you’re seen as an authority in the home cleaning space, John social media, in the marketplace, maybe you’re in the ask the expert column, in a local online public publication, or even a neighborhood Marketing, you are, you know, you’ve got every door mail that isn’t all about, oh, we clean for $99, but you’ve got every talks about, you know, healthy home cleaning service for discerning homeowners that want to take care of their children, their pets, their home in the right way possible. Give us a call. We’ll do an in home assessment for you And and and right. There’s ways that you can build authority. If you get referred a lot, you can build authority.

John Clendenning [00:38:07]:
We’ll talk about some of these as well. And then your 5 star reputation when they go, Oh, this guy seems pretty or girl seems very into this industry, very knowledgeable. I wonder if they’re any good. Oh my god. They’re amazing. Everywhere they look, not just Google, everywhere they look. Because if you don’t get trust before or, you know, during the sale, there’s no sale. If you show up at the door and the trust goes away, there’s that leaky van and guys in jeans and a t shirt.

John Clendenning [00:38:35]:
What? What? Right. You’ve just lost the trust and the potential sale. The 4, 5, 6, $700 cleaning job is gone. You might get away with still getting allowing being allowed in for your discount cleaning if that’s what you’re doing, but, you know, there’s a lot of times it turns into a quote, surprisingly, because there’s no trust. The job as the owner is to build trust, to get more sales, and you need to accelerate that speed of trust. Right? So there are 3 rules of trust engineering to engineer it fast in the reputation economy or the recommendation economy. So recommendation economy is people ask then buy. That’s where we are.

John Clendenning [00:39:16]:
So experience economy transitioned into the recommendation economy. And as we’re following through human evolution and economic growth and economic evolution, we need to be playing ball with that as well. We’re moving into the automation economy as well. So how are we gonna deal with that webinar for another day? So you need to have a system to request feedback from every client. Right? That’s rule number 1. Why feedback, John? You keep talking about feedback. What’s this feedback crap all about? Right. Well, the feedback crap comes from one place you can prove it doesn’t just come from the head of John Clendenning, Aberdeen Research Council.

John Clendenning [00:39:57]:
They have their CME benchmark studies that they put out every single year, cost about $450 to buy it. I’ve bought it many times. And the truth is the customer experience lives entirely in the minds of our customers. If you don’t understand, your customer’s perception on how their how their interactions with your firm are truly being experienced, it’s nearly impossible to regularly meet, much less exceed their expectations. Right? 55% of people, companies that take a voice of the consumer survey. Why do you all these businesses go fill out the survey, fill out the survey and put you in a contest to win this to fill out the survey. Why? Because they know the answers are invaluable, invaluable to growing the company. But 55% of the people that fill it out, the companies have a 55% greater retention rate.

John Clendenning [00:40:49]:
More people stay when they fill out a survey. They feel like they’re they’re part of the part of your company, part of the system. They’re they’re almost like a board member. Right? When they write a review, they’re doing you a favor and they know it. Right? But when they fill up internal feedback, it’s like, yeah, let me tell you what I liked, what I didn’t like, what was good, what what I’d like to see more of, all that. You have an average average 23% decrease in customer service costs. Why? When they fill out feedback, they allow you to fix a problem if there is one, and they forgive you on other problems because you are asking in a proper way. 292 percent greater employee engagement.

John Clendenning [00:41:26]:
If you can say, Hey, George, look at this, you’ve got another customer that just absolutely loved you, that just blew them away. Wow. That’s amazing. And you keep telling George and Sally and and Frank all of these great things that customers are saying because you’ve got feedback coming in. That’s good. You get reviews. Sure. But if you go look at the review count, I have not seen a business that has done a 1000, 2000, 3000 jobs and has a 1000, 2000, 3000 reviews even though they ask like crazy.

John Clendenning [00:41:56]:
Right? I know that if a business does a 1000 jobs, they probably have about a 100 reviews. If they did about 2,000 jobs, if they’re really good, they have about 200 reviews. Right? In that range. Just go back and check your own numbers. So about 10%. I also know that about 50 to 70% of your customers will fill out feedback, private internal feedback, not a public review they have to log into their account for, but they’ll fill out feedback 50 to 70% of your customers. Right. And I’ll show you what we do with all that feedback and how it can be marketed.

John Clendenning [00:42:27]:
But you have a 28.3 percent increase in company annual revenue from the companies that actually just ask for feedback. Customer loyalty goes up. They refer more. They come back more. They trust you more. You become their trusted adviser because you look like you care more. Right? So you create A list cheerleader cheerleaders. There are 5 times more responsive, right? You can market them your best offers.

John Clendenning [00:42:52]:
Anybody that fills out feedback in your company and smits it in is a better customer to market to. They’re more likely to give you answers when you ask, you know, questions. Hey, I’m thinking of adding this new service. What do you think? Would you ever be interested in it? Right. That could be a survey or a poll. Might as well send it out to people that gave you feedback in the past. It’s better than just sending it out to your entire list and getting crickets right. So and why not ask if you’re looking at adding tile and grout Cleaner, if you’re looking at adding hardwood floor cleaning and stuff like that, why not ask your customers if they’d be interested? Right.

John Clendenning [00:43:23]:
If they’d like to be part of a, you know, if you if you start up the service, you’d like to have a few customers that would get a bit of a savings, as you know, to be your for initial case studies, things like that. Right. So get their input on stuff like that. So anyways, so they love you much more. And it’s the 80 20 rule every day is that, you know, 20% of your customers give you 80% of the referrals. 20% of your customers are the happiest and will come back and repeat and and do all of that kind of stuff. So you want to make sure you’re finding out who that top 20% is. They’re also the ones that give you the most money in the lifetime value of your business.

John Clendenning [00:44:01]:
A well run carpet cleaning business, the lifetime value of a customer is 5 to $8,000 John average. And that that is you know, if you’re pricing your average job is 3, $400. If your average job is a 100 to $200, the average lifetime value of those clients is under $500. Not not my studies, but industry studies. So, you know, you really do wanna pick and feedback helps you cherry pick your better customers and their friends and family are better by by and large as well. Right? At least the people they hang out with, maybe they don’t have a control over their family, but definitely their friends. So feedback, anyone who had less than a perfect experience, you now have an opportunity to save them. We call it in our business our recipe for recovery.

John Clendenning [00:44:44]:
So anytime somebody fills out negative feedback and it goes right to the desk of the manager, it’s immediately acted upon in our in my carpet cleaning business. That was how do we solve this right now? Heather picked up the phone, called the customer. The technician knew they were going back. We brought a gift with us. Oh, I’m so sorry. We had to come back. Let’s solve the problem. We went we went over and above.

John Clendenning [00:45:03]:
Why? Because we now we’re given the opportunity to fix a problem and save a customer. You don’t always get that opportunity. In today’s day and age with online reviews, the last thing you want is somebody going and flaming you on 10 different platforms. And why do they flame you? Because they don’t think that the business owner or manager will ever learn about the problem. So you John avoid negative online reviews and you wanna generate ongoing positive feedback that you can share with your staff. Right? So you can’t do any of this by going, oh, can you give me a review on Google here? Let me send my link, send you my link. And I’m not going to send this lady that I’m not going to even talk to her about it. Seems a little grumpy.

John Clendenning [00:45:39]:
Right? She’s still gonna know how to do it anyways. Right? You didn’t send her the link, but if she’s pissed or grumpy about something, she’s gonna go on and give you a negative review anyways. Why not preempt it by saying, hey. The office is gonna follow-up with you for feedback on the work that we did today. I’d really appreciate if you mentioned my name in the feedback when you fill that out. I really appreciate it. And you’re gonna be entered into our contest to win a $50 Amazon gift card that we we give away every quarter. Right? Whatever it is, you can come up with ideas.

John Clendenning [00:46:05]:
We actually have, a little bit of coaching and strategy on how to do that as well. So right. So, again, benefits of all that, as a byproduct, you now get more online reviews. You ask for feedback first. Oh, thank you so much for your great feedback. I’m gonna share that with the office. I’m gonna share that with the staff. Right? And now you get to ask, you know, if you do me one more favor, it really helps when people are online.

John Clendenning [00:46:30]:
They’re looking at places like Google, Facebook, Yelp, around places like that. And when they read really happy comments from people like you, it just helps us a lot more. If you don’t mind taking your comments and sharing them out on some one or all of these platforms, that would be helpful as well. You actually end up with more reviews by asking for feedback, not reviews. Kinda weird. Okay. So what does it look like to request feedback? Right? You need a customer. You need some sort of a system in place where you trigger the multi touch feedback request.

John Clendenning [00:47:03]:
So emails, text messages, if they didn’t respond a day or 2 later, it sends another one. Hey. Sorry. You might have missed this. Right? Just nice and gentle and subtle, written really, really well so that it feels natural, and you’re just following up with them a couple of times to try and get as much as possible. Right? To try and get as many as possible. Nobody not everybody responds to the first email or message they get. Think of it yourself.

John Clendenning [00:47:29]:
Clendenning emailed you. Oh, Jim, it’s time for a cleaning. Oh, yeah. It’s time for a cleaning. Oh, yeah. Hey, Tom. Yeah. Hand me that thing there.

John Clendenning [00:47:39]:
I wanna buy yeah. Whatever. 2 days Cleaner. Hey, Jim. You didn’t get back to us. It’s time for your cleaning. Oh, right. Same thing here.

John Clendenning [00:47:46]:
You gotta do that. Right? You wanna take them to a survey page that they can fill out nice and easy, very professional looking survey page. You want them to be able to write how you know, tell us about your experience with the company at the bottom, answering a bunch of questions, and then tell us about their experience. And you wanna be able to smart route them. If it’s negative, right to the desk of the manager owner right away. If it’s happy, you can route them to saying, hey. Thanks so much. Really appreciate it.

John Clendenning [00:48:12]:
We’d love it if you could do one more step and get them direct them to the different, outlets online where they should be providing their their reviews. Right? Rule number 2, dominate online by reputation marketing. So your website, Your website should have reviews on it, not cherry picked reviews. Not just the here’s the 5 that scroll past. Right? And it’s always the same 5. You should have a dynamic, live review, widgets and systems on your website. So maybe in the bottom corner in every site, it pops up every few seconds. Here’s another review.

John Clendenning [00:48:48]:
Here’s another review. All different platforms. If they click on it, it takes them right to that platform and sees that person’s real review. That creates another signal between Google and your website. It’s actually a ranking signal. It helps as well because there’s always there’s always new content. Those are changing all the time. Somewhere down the page, you have an area where there’s a couple of a couple of live reviews or live feedback being fed in.

John Clendenning [00:49:10]:
Right? So always changing content every time Google comes back. Oh, there’s been a change to this website. Right? That helps as well. And it’s also very dynamic and real. And then a page on your website where you catalog all of your your written reviews, your your feedbacks, your videos, customer testimonial videos, all of it. Right? So your website should be loaded with that. Your social media should also get those. You this is where we talk about syndicating.

John Clendenning [00:49:34]:
The difference between static and dynamic. All of the feedback and every view sitting on any individual platform should be brought in to your your business, downloaded. It should be turned into all the positive reviews, turned into social media content, and posted on social media sites as images and and text because text is read by the Internet. So let’s put images in this text. Let’s make make it look pretty. Let’s make it scroll past every couple of days so that when anybody comes to your social media pages, they see some good stories about you doing the good Cleaner. They see some happy customer stories. They see a review or testimonial.

John Clendenning [00:50:14]:
They see, you know, how to take care of their home, how to have, you know, how to live green, how to live healthy. Another story about a good cleaning job, you know, and it’s a recipe. You John to make sure your social media is active. That way you want to make sure that you’ve got pictures on the image sharing sites as well of those reviews. You wanna have videos. We like to use a spokesmodel. We haven’t switched to AI yet. We use a studio and spoke models to actually deliver a review message, green screen standing in front of your office, in front of your van, inside a home, and actually talking about a great client experience.

John Clendenning [00:50:47]:
1 of the best reviews of the month turns into a video that can be shared around because now you’re building your authority. Now you’re building your reputation, Right? And you’re marketing your reputation. And when anybody lands on your website, did you know that 90 to 95% of the visitors that come to your website just leave? Go look at your Google Analytics. Go look at the stats. If you have a high, high, high, high converting website, you might increase that by 5 or 10%. Right? Because people are there for a whole bunch of different reasons. So once they leave, are you chasing them around? It’s called re remarketing remarketing or retargeting. Are you chasing them around with a message? What’s the best message? We’ve tested this across 100 of 1,000, if not 1,000,000 of dollars by this point.

John Clendenning [00:51:29]:
For cleaning businesses. What is the best message to chase somebody around with? It’s not an offer or a deal that does not get clicked on at all. It’s this is like when they go to the weather network and CNN and and Fox News and and, you know, ESPN and and that kind of thing. Marthastewart.com. Anywhere that has ads, if they came to your website, they got cookied. They go somewhere else, they see your brand. What we have found is the one that gets the best clicks is testimonials and reviews and reputation based ads. Your logo, your brand.

John Clendenning [00:52:01]:
But hey. I had amazing cleaning experience with these guys. I recommend them. Sally m of Spokane, Washington. Right? And then you, you know, click here to learn more, and they get back to your website and learn more. Right? Rule number 3, position yourself as the local authority in your category. Don’t just be one of many. Let’s stand out here.

John Clendenning [00:52:22]:
I just did a call recently, take 5 with Cleaner facts, with good friend, Jeff Cross, and we were talking all about podcasting as something a cleaning business could do. Kinda weird. Go go go take a look at that. It’s up on the, ISSA YouTube channel and on cleanfax.com. Go look at that. Watch that. It’s a little 5 or 6 minute segment, but we we kinda talk about that as well because it is part of this authority build. Right? So you John position yourself as authority.

John Clendenning [00:52:49]:
So you wanted to deploy some prolific authority branding. So what does that mean? You wanna make sure that the look of your bands and your company and everything, everywhere you go is, is just on point. You come across like the authority of the chamber meetings that you go to. You don’t just kind of show up in jeans and t shirt. Right? You you know, all of that kind of stuff. The BNI groups and and the door hangers and the yard signs and the technicians and all that. You want to make sure that all of that is high, high end branding, is just top notch and matches your theme and your company. You John publish authoritative content.

John Clendenning [00:53:23]:
You wanna be, you know, rank your website. You need to be doing a blog post a week. Right? You need to be doing press releases and link building and all that. If you want your website to rank and become that powerhouse of of of driving leads and growing your company, 100 and 100 of leads a month inquiries because it ranks for everything. Right? Well, that content is from you. Google actually ranks content pages based on an algorithm called e e a t, and it stands for expertise, experience, authoritativeness and trustworthiness. How do they determine that? Are you a voice in the in the field that you’re in? Are you sharing your voice? Well, how do you do that? You can get people to go write it for you, but you have content every single week. You have a press release as if somebody interviewed you, and there’s all kinds of things like that you can do.

John Clendenning [00:54:14]:
You John to leverage referral partners. You’re seen as an authority if everybody’s recommending you. If somebody calls up their flooring store, if somebody calls the real estate agent, if somebody goes to their maid service, or anyone says, hey, who would you recommend? And they’re all saying the same name. You’re becoming an authority in your marketplace. You John share project stories on social groups. Right? So you wanna share your story and your customer stories and how you made a win for them, not a sales pitch. Oh, give us a call. We’ll do this for you.

John Clendenning [00:54:43]:
No. No. Just, hey. Look at a great job we just did and how we help this customer out. We love doing this. Right? You become an authority because you’re sharing them into these business owner groups and private groups in your local Marketing. And you wanna dis distribute, local expert press release. We talked about PR and guest articles.

John Clendenning [00:55:02]:
Is there anywhere that you can write a article about cleaning for health? Is there any magazines and little community papers and things like that? Even if you have to pay for it, can you become the local expert on indoor air quality and health as an example? Right? You know enough about it. You’ve gone through enough training on it. Right? How to how to clean using, you know, safe natural products. Right? Doesn’t just have to be carpets or taking spots out, but, and you could become that expert that people see. You don’t even realize it, but it’s just all over the place. It just, it just people see, oh my god. I want that guy. I want that guy.

John Clendenning [00:55:41]:
I want that. Oh my god. Look at it. If there’s reviews now, they go online. Oh my god. Let me check out his website. Oh, look at all these great comments and testimonials. All of it.

John Clendenning [00:55:47]:
They go to your social media. Oh, look at all this. It all ties together. Right? What does it look like? Well, our reputation marketing process map looks like this. Our clients do this right here. That’s it. They do one step. There’s a purchase made and somebody has entered in everything else by messaging the customer, following up with them, chasing, taking those kind comments, turning them into images and texts and all that, putting them all around the web.

John Clendenning [00:56:17]:
All of that is a process map that we call reputation marketing and as part of our recognition system, but that there alone is the mechanics to build it. Right. So question, I want to see what it looks like After it’s all humming along, do you wanna see what this looks like in a real business? Let’s take a look at it. So videos. Right? Got videos, those those spokesmodel videos running on YouTube, running on on on Facebook, being syndicated and shared around the web all over the place, 150, 200 locations. Get those syndicated to them. Right? You wanna have images all over the Internet as well. Some basic static ones, some ones with smiling faces on it, all of that kind of stuff.

John Clendenning [00:56:57]:
You John really grab people’s attention. Right? You wanna have, you can have paid ads targeting your reputation. Right? So you can take some of your best customer stories, some of your best customer testimonials, and actually run them as ads on social media. Works really, really well. Right? So look at this one here. I think this is about a $40, $50 campaign. 3,913 individual people saw that ad. Right? You John you know, again, captivated captivating image posts as well.

John Clendenning [00:57:32]:
So not just the status one, but look at a 197 people saw this post on this, and all it was was a review or a feedback that came in. Probably wasn’t even a review on any review side. The feedback came in that got shared out. You know, smiling faces, people look at them. John wanna make sure all your digital storefronts. Right? So we talked about YouTube there. Look at here’s the cover graphic. There’s a a review.

John Clendenning [00:57:54]:
They should be switched up on a regular basis or they have a feedback, a testimony of some sort. There’s Facebook. Modify your cover graphics to tell the right story. Right? There’s Twitter. See the way they’re all congruent? And you switch those up every 3 or 4 months to a new new images, seasonally themed, but and a new testimonial, and what you do, why you do it, why you guarantee it. Again, you wanna retarget. So here on CNN, here’s reputation based ads. Right? There’s on the weather channel, reputation based ads all over the Internet.

John Clendenning [00:58:30]:
Right? 59,000 impressions, a 100 clicks back to the website, and 64 post click conversions, which meant a phone call. Because they went, they saw the website or whatever. They went to a landing page. Imagine you’re running pay per click campaigns and people land on the landing page, and then they Cleaner. And they did not do anything. Only about 1 in 5 actually picks up the phone and calls somebody even after clicking on an ad in pay per click and getting to a really, really well made landing page. 1 in 5, if the Clendenning page is amazing, maybe 1 in 4. The other ones leave for a variety of reasons.

John Clendenning [00:59:02]:
If you can chase them around with inexpensive retargeting and get them to come back, they’re far more likely to convert. Right? So then we’ve got we’re talking about on a website. There’s an example of live streams. They click on it. There’s examples of a review page that has all kinds of other reviews. There’s an example of a corner pop, as we call it, as part of our recognition system, but people can see that. They click on the see more, and they can go through all of the hundreds of of reviews and click on them and go right to the source, right to Yelp, right to Facebook, right to Google, all of that kind of stuff. So let’s do a quick recap here because we’re at the top of the hour, and I wanna get you guys on with your day.

John Clendenning [00:59:39]:
But, so the top trusted companies get most the most work. We know that. If you’re trusted, you get more work than if you’re cheap, period. The public your public and social reputation must be your number one focus. You’ve gotta start with reputation. If you’re doing a couple $1,000 a month, 5,000, 10,000, 20,000, 30,000 a month, You have to be aiming at your reputation because it is the the thing that is moves the needle the most as far as all your other marketing hinges on that. The best customers do not look for the lowest price. They look to figure out who they’re gonna trust.

John Clendenning [01:00:17]:
All of your advertising efforts and money, online, offline, word-of-mouth is being impacted by what people see when they look you up. What does it look like when they type in your business name with the word complaints or reviews beside it? Go do it yourself. Figure out what that looks like. Not just over on the the right side if you’re on a desktop, but right down on the left side, all the way John. What does it look like? Are they seeing videos of you, your reputation? Are they seeing posts? Are they seeing images? Are they seeing all of all of these these directories and review sites all listed showing positive reviews of you? Right? Are you on all of them? Are you active on all of them? Right? Do you have a team that does that for you? A company. Right? When you build and then market your 5 star reputation, positioning yourself as the market leader to attract more clients and grow your business is way easier. It’s obvious, in fact. Right? Skip this step.

John Clendenning [01:01:06]:
That’s the hardest thing to possibly do. Oh, you guys think you’re really good? Nobody else does. Right? So the bottom line, reputation marketing equals more customers and more profit. It takes time. Good business, good marketing takes time. There’s no overnight success. An overnight success in the music world is what? 10 years? Right? An overnight success in business. Yeah.

John Clendenning [01:01:27]:
You might get lucky. You might be the first person Marketing found local service ads in your marketplace for a while. And, oh, my god. They’re only $15, $17, $20. There’s marketplaces now where it’s $65 a phone call on local service ads. And with the right company, with the right business, and the right average job, and the right system in place, that is well worth it. Maybe it takes you 2 or 3 jobs to get 1, 2 or 3 phone calls to get one booking. You spend $180 to buy the customer, but your average job is $700.

John Clendenning [01:01:55]:
It’s well worth it. And the lifetime value of that client is $8. Of course, you pay a $180 to land an 8 grand lifetime value customer. Right? But all of that comes from being able to do that is is being able to build your brand authority around your reputation. Right? So what are you gonna implement? Take a minute. Write down your 3 top things. What are you gonna implement right now? Because without it, it is affecting your company. If you do if you got a lot of reviews, hey.

John Clendenning [01:02:25]:
I’m I’m I’m I’m proud of you. Happy. That’s that is a really good thing. You got a lot of reviews on Google. What about everywhere else? Else? Are you listed everywhere else? Have you done a report to see where you are listed and what your online visibility and online reputation looks like? Have you ever walked through that just to kind of take a snapshot? Right? So steps to implement, put together an online survey, create a unique review capture page of some sort, write the emails and the SMS as a series, set them up in some to send them out, train your staff to request, ask for how to request. Even your office staff can follow-up next day. And we’ve been one of our clients used to follow-up at the end of the month. Hey.

John Clendenning [01:03:07]:
We’re wrapping up our contest. I just noticed you haven’t given us feedback yet. If you’d like to give me it over the phone right now, I’ll put it in the system and get you make sure that you’re in that contest. And they got it from everybody. Right? Like, 90% of the customers left feedback. And again, way better business locked everybody in, right, as customers because they’re they’re feeling part of the company. Publish and post your reviews and your, and your feedback on your website and on social media everywhere. Create shareable social images to share and syndicate and market your reputation.

John Clendenning [01:03:37]:
Monitor all of the directory sites for positive and negative reviews to respond to. And if you don’t have time to set it up, right, seems like a lot of things to do. The easy button. Go here. Go to carpet Cleaner Marketing master.com/scan. You’ll be able to put in your business name and and and your phone number. It will run a full report on it on you. It will do a deep dive.

John Clendenning [01:04:04]:
We’re using advanced analytics and AI to look at a lot of stuff. It takes a little bit of time to actually run. It costs us a little bit a little bit of money, to actually run these reports. We’re running a lot of algorithms in the background, but we’re John find out your voice online. We’re gonna find out your reputation online. We’re gonna find out your directory listings online. We’re gonna do all of it. We’re gonna see what you’re missing.

John Clendenning [01:04:22]:
You’re gonna get a very, very detailed report. Right? And now you can find out where you are. Right? You can get a full visibility grade and a reputation grade. We’ll even grade your website for you on its voice as well. Right? We’ve just added that in recently using some really advanced AI modeling to be able to find out what I would normally sit and scan through and manually write out. We’ve kind of trained them to think like me, and we’re now using AI to actually help, you know, have a little mini John run around and say, you’re missing this. You’re missing this voice. You’re not.

John Clendenning [01:04:56]:
You don’t really have this message in the right place on your website as well. So we’ve really expanded this visibility report. So if you just go to carpet cleanermarketmasters.com/ scan, good place to go. And let’s let’s let’s start taking a look at that. So takeaways. Right? Write them down. We talked about it already. You wanna go to Carpet cleanermarketmasters.com/rewards.

John Clendenning [01:05:18]:
If you wanna get that kit, that bundle of all of the things that you should be doing, including our grassroots guide and how you should be out knocking on doors and how to do that and how to think through that and how to, you know, plan that and implement it because it’s good to have all these ideas. But if you haven’t figured out how to implement ideas in a very cohesive way, if they just end up in the mud and they never get implemented, you need an action plan. And I did a whole training, for years. I coached, called implementation is everything. How to actually break down something you wanna put in place into the bite sized Masters. Who’s gonna do it? When’s it gonna get done by? Who’s accountable? And get it done. So a little bit of thinking on the front end and just follow the plan. That’s included in this as well.

John Clendenning [01:05:59]:
So all kinds of good stuff. And if you need any help, right, we have our program called the best known cleaner, where we tie all of this stuff together. Reputation marketing down here, Google Maps, paid ads, social media, SEO websites, all tied together into a very cohesive marketing plan. There is not one poll that you can put in the water to make this work. You if you John to run a reputable business, you need a great website that has a great brand voice that has, you know, great SEO that’s ranking it organically. You’ve gotta have social media. You have to have paid ads running. You have to have Google Maps generating phone calls and work and rep and your reputation has to be over over top of all of that, tying it all together.

John Clendenning [01:06:42]:
And you’ve got to build that over time. You’ve got to let that just build and bubble and build and bubble. None of it is just a quick fix, Right? So your paid ads work better when you’ve got it all the rest of it right. You know, your your Google Maps works better when you’ve got all of it right and all that kind stuff. So you can definitely reach out to us about that. We call it our digital dominance method. Looks a little fancy and go on to our website and learn all about it. But these are all of the things that we work with you John, and we do consulting on while we’re building for you.

John Clendenning [01:07:08]:
So you’re kinda learning and and getting things put in place as well. So that’s what we do. If you wanna know a little bit more about that, carpet Cleaner Marketing Masters. So marketing masters with an s, carpet Cleaner Marketing masters.com/schedule. You will hear from Krisha. She can chat with you, find out where your business is at right now, where you wanna take it, and we can, create a strategy plan for you. And we call it our growth and strategy consultation. It’s not a sales call.

John Clendenning [01:07:34]:
It is a consultation to help your business move to the next step. If we can be involved in that help, we’d love to be. If we’re involved right now because you jumped on this webinar, you watch this replay, we’re loving that too. So hopefully, everybody found this valuable, understand the world of reputation and reputation Marketing, not management. Why feedback is more important than reviews and how it’s the catalyst and the the mesh that goes around everything you do to make everything about your business better if you’ve got that that this piece nailed down. So hopefully, this was helpful. Go back and watch the replay if you need to hear the information again. Take notes, and, yeah, reach out to us.

John Clendenning [01:08:11]:
Tell us what you thought. We’d really appreciate that. Until next time, guys. Thanks so much.

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Raising Prices, Retaining Clients: The Power of Pricing for Carpet Cleaners with Michael Clevenger

Raising Prices, Retaining Clients: The Power of Pricing for Carpet Cleaners with Michael Clevenger

PODCAST EPISODE

Raising Prices, Retaining Clients: The Power of Pricing for Carpet Cleaners with Michael Clevenger

Are you struggling to attract high-end clients for your carpet cleaning business? Are you looking for proven strategies to increase your revenue and profitability while providing exceptional service? Look no further! In this comprehensive guide, Carpet Cleaner Marketing Masters will delve into the expertise and experiences of industry leaders to provide you with valuable insights and actionable tactics for acquiring high-end clients and taking your carpet cleaning business to the next level.

Expert Insights on Business Development and Marketing Strategies

In the rapidly evolving landscape of the cleaning industry, learning from experiences and focusing on personal and business development are essential for long-term success. Rather than fixating on industry trends, successful business owners prioritize reading, studying, and reflecting to stay ahead of the competition. By becoming visionaries, marketers, and strategists in the cleaning business, they elevate their companies from being mere technicians to industry leaders. Rising Cleaners Academy, founded by Michael Clevenger, is a testament to the significance of marketing based on the client’s price range. Through a process of teaching algorithms on platforms such as Facebook, businesses can strengthen their long-term prospects and play a critical role in driving their success.

The case study of a 3-truck operation adding $100,000 in revenue within six months through strategic pricing further emphasizes the effectiveness of these approaches. The psychological aspect of becoming a premium company and its applicability across various industries, particularly in the home service sector, is a testament to the power of strategic marketing. This shift in mindset has propelled businesses towards achieving higher profits and attracting superior clientele. Moreover, strategic pricing significantly impacts a company’s profitability, even if a portion of the clientele is lost. Therefore, this concept of becoming a premium company, and attracting high-caliber clients through effective marketing strategies, is integral to long-term business success.

Implementing Strategic Pricing Techniques

Are you hesitant to raise your prices, fearing that it might drive away potential clients? Michael Clevenger’s experience offers invaluable insights into the impact of strategic pricing techniques. Despite initial reservations, he increased his cleaning package prices from 55¢ to 70¢ per square foot, with no negative repercussions from customers. This led to the decision to further raise the price to a dollar per square foot for carpet cleaning and a dollar fifty for tile and grout, all resulting in positive customer responses. The key learning here lies in understanding that if every potential client agrees to a price, it might be too low. The affirmative responses indicate that the service merits a higher value and justifies the pricing strategy.

As a one-truck owner-operator, Clevenger focuses on servicing a selective clientele and endeavors to attract VIP clients while incorporating systems to augment this exclusive customer base. The pivotal understanding is that the business value lies not solely in equipment but in the customer list, referral partners, and the ability to retain and market to clients. This shift from offering cheaper services to targeting high-end clients underscores the significant advantages in financial stability, service quality, and customer satisfaction. The importance of having coaches and mentor groups cannot be understated, as they are instrumental in navigating the intricacies of strategic pricing approaches and empowering businesses to thrive in the competitive market landscape.

Crafting Compelling Branding and Marketing Strategies

What role does branding play in the cleaning industry, and how can it be leveraged to resonate with potential clients? Michael Clevenger’s journey, highlighted through the success of Cleaner Monkey, offers compelling insights into this aspect. The whimsical and fun branding, exemplified by the use of a monkey, has demonstrated the ability to stand out in marketing efforts and create a lasting impression. This unique branding has not only contributed to creating brand awareness but has also been instrumental in attracting customers, thus validating the impact of brand identity on sales propositions and marketing strategies. This transition from offering cheaper services to targeting high-end clients further emphasizes the importance of crafting effective branding and marketing strategies.

The transition from offering cheaper services to targeting high-end clients underscores the significant advantages in financial stability, service quality, and customer satisfaction. The importance of attracting top-end VIP clients and the efforts made to research and develop this business model is mentioned. The use of founder stories, such as a father improving his daughter’s health through a cleaning business, exemplifies the power of storytelling and its impact on clients. The essence of creating a visceral feeling and delivering an exceptional client experience is emphasized, as this is instrumental in retaining loyal customers and making the competition irrelevant.

Effective Marketing Strategies and Client Acquisition

Why is it essential to focus on language and scripting in marketing, particularly when engaging with high-end clients? Mastering the art of speaking the language of potential clients and focusing on unique stories and the “why” factor in marketing is paramount to attracting high-end clientele. This reiterates the importance of language, personalized touch, and understanding the desires and fears of VIP clients in formulating effective marketing strategies. The impact of referrals and reputation marketing in steering clear of price-focused advertising underscores the significance of tapping into high-end clientele through strategic and personalized marketing efforts. Moreover, finding and targeting the ideal client across digital and referral platforms, as well as through engagement with local organizations and partners, is pivotal in acquiring high-end clients for sustained business growth.

Frequently Asked Questions

1. Are high prices a deterrent to attracting clients in the cleaning industry?
Initially, the notion of higher prices as a deterrent might be common, but insights from industry leaders suggest that strategically raising prices can attract better clients and significantly enhance the profitability of businesses.
2. How does strategic pricing impact the bottom line of a cleaning business?
Even a modest price increase can have a substantial impact on profitability, enhancing the bottom line, and the potential loss of a portion of the clientele might be outweighed by the advantages of higher prices.
3. What role does branding play in the cleaning industry?
Branding plays a pivotal role in creating brand awareness and attracting customers, especially through unique and memorable brand identities that set a company apart from its competitors.
4. How important is language and storytelling in marketing to high-end clients?
Language, personalized touch, and effective storytelling are instrumental in resonating with high-end clients, understanding their desires and fears, and creating compelling marketing strategies.
5. Why is it essential to attract and retain high-end clients for a carpet cleaning business?
Attracting high-end clients not only offers financial stability and superior service opportunities but also fosters long-term client relationships and a robust customer base that drives business growth.
6. How can strategic pricing and marketing efforts benefit a small cleaning business?
Strategic pricing and marketing initiatives can elevate a small cleaning business by attracting VIP clients, enhancing profitability, and establishing the company as a premium service provider, leading to sustained growth and success.

Conclusion:

In the dynamic landscape of the cleaning industry, the expertise and experiences of leaders hold the key to mastering high-end client acquisition strategies. Through strategic pricing, compelling branding, and effective marketing efforts, businesses can attract, retain, and cater to high-end clients, paving the way for sustained growth and profitability. The insights shared by industry leaders underscore the profound impact of business development, strategic pricing, and marketing approaches in propelling carpet cleaning businesses to extraordinary success.

You will learn:

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The importance of developing a visionary mindset in the cleaning business

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The power of marketing to attract high-end clients and the steps to achieve it

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How raising prices can lead to attracting better clients and increased profitability

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Building a loyal customer base through delivering exceptional service and creating a unique brand identity

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The significance of having a coach or mentor and the impact of language and personalized touch in marketing strategies

Audio Transcript:
Michael Clevenger [00:00:00]:
So they had done a lot of old school, stuff, middle of the road pricing, but they did very good work. Right? Yep. And so they had a very loyal clientele. Well, here I come, and I’m the young young blood with all these wild ideas. Right? And they’re constantly having to keep me at bay. Right? Some of this stuff, they would let me try, and it worked. Yeah. And some of this stuff, they were like, you know, take it easy, Tiger.

Michael Clevenger [00:00:28]:
So it it it became apparent pretty quick that I was probably gonna end up going off on my own.

John Clendenning [00:01:10]:
Hey. Welcome back to another exciting episode of the Carpet Cleaner Success podcast. Your host, John Clendenning here. We bring exciting information that you need to know how running a cleaning business, interviews with cleaners, which we have today, and all that kind of good stuff to help you navigate the crazy world of owning your own business and in this cleaning space in general. Today I’m very pleased to have good friend, Michael Clevenger. And, Michael’s gonna tell us all about his business and gonna get a little bit of, some some coaching and training that Michael does now as well for the cleaning industry, as well. So we have that conversation. Well, welcome, Michael.

John Clendenning [00:01:47]:
I really appreciate you jumping on the call today. How are things going?

Michael Clevenger [00:01:50]:
Things are going great. Thank you for having me, John. It’s been a I’ve been excited about this.

John Clendenning [00:01:55]:
Yeah. I have too. So we’re just talking a little before we started here that I’m staring out a window at a snowstorm, and Michael’s not gonna explain how sunny and balmy and lovely the weather is in Arizona. So Right. With that said, tell us a little bit about you, the business, how long you’ve been in business, like, what got you into this? Like, just a little bit of a background story. Let’s just kinda start with somewhere about you.

Michael Clevenger [00:02:19]:
Yeah. Absolutely. So I have, 2024 marks 28 years of cleaning. Wow. Yep. Quite quite a quite a little tenure there. It also marks the the same year I got started cleaning, which was in 1996. Yep.

Michael Clevenger [00:02:38]:
Was the same year Heather and I got married. So, we’ve been married, and I’ve been cleaning for 28 years. This this summer will be our anniversary.

John Clendenning [00:02:48]:
Congratulations.

Michael Clevenger [00:02:50]:
When you do something that long, the same thing, you get really good at it. And so how I got started though was I, Heather and I were dating, matter of fact. And in one of our in my the congregation I was in, there was one of our the members of the congregation owned his own carpet cleaning business. So Yeah. I, I was working at the room store at the time Marketing 7.50 an hour, which was at was, was, minimum wage at the time. Yeah. And wasn’t really happy there. And he offered me a position as a tech.

Michael Clevenger [00:03:30]:
And so I jumped on it. I was really green. Mhmm. Him and I didn’t, I’m the type of person that takes a long time for me to learn something.

John Clendenning [00:03:38]:
Okay.

Michael Clevenger [00:03:39]:
But once I learn it, I get really good at it. Right? Especially if it’s something that that I like. Yeah. I’m super competitive as well. So, I always wanna get good at whatever it is that I’m doing. Right?

John Clendenning [00:03:52]:
That’s a good training path for sure.

Michael Clevenger [00:03:55]:
It took me a it took me a little while. He this particular person that I was working for didn’t have the patience that I needed. So we parted ways.

John Clendenning [00:04:04]:
Okay.

Michael Clevenger [00:04:04]:
And then I was hired on with another, company, a sister company, in another congregation, actually. We we kinda have a network. And they actually became my carpet cleaning parents, Marketing and Shirley. Marlon was, similar personality to me, really low key, very, calm, not not too high, not too low. Yeah. And was just exactly what I needed. And so I worked for them for 3 years, and I had all these wild ideas. And they celebrated their 25th anniversary in business while I was working with them.

Michael Clevenger [00:04:45]:
Okay. So they had done a lot of old school, stuff, middle of the road pricing, but they did very good work. Right? Yep. And so they had a very loyal clientele. Well, here I come, and I’m the young young blood with all these wild ideas. Right? And they’re constantly having to keep me at bay. Right? Some of this stuff, they would let me try, and it worked. Yeah.

Michael Clevenger [00:05:11]:
And some of this stuff, they were like, you know, take it easy, Tiger. So it it it became apparent pretty quick that I was probably gonna end up going off on my own. Yep. So at the time, Heather and I were newly married, and, that’s that’s ended up what happened. We parted ways, as friends. Yeah. My in laws my in laws, helped me financially get started with my first truck, And that was in 1999, and the rest is history.

John Clendenning [00:05:40]:
And that was, the Cleaner monkey? Was that the the was the name started at that point as well?

Michael Clevenger [00:05:45]:
That wasn’t. Okay. I was a division of my father in law’s business Okay. Which was his acronym was SCI, which was Shaughnessy Contracting Incorporated. Okay. And so I Cleaner division of that. Yes.

John Clendenning [00:06:02]:
So I

Michael Clevenger [00:06:02]:
ended up using the same acronym, and we were Steam Cleaning Incorporated.

John Clendenning [00:06:08]:
Okay. So Yeah. So it works.

Michael Clevenger [00:06:10]:
We were doing it. It was a DBA sort

John Clendenning [00:06:12]:
of thing.

Michael Clevenger [00:06:13]:
Yeah. In in 2007, I decided to break off completely on my own. Okay.

John Clendenning [00:06:20]:
And

Michael Clevenger [00:06:20]:
2007 Marketing be the birth of the Cleaner monkey. And Gotcha. The way that name came about, everybody always likes to know.

John Clendenning [00:06:29]:
Yeah. That was gonna be my next question. I have never heard this story, so I get

Michael Clevenger [00:06:33]:
Yeah. Is when the kids were little, I always call them monkeys.

John Clendenning [00:06:38]:
Like, if

Michael Clevenger [00:06:38]:
they get something fast or good, you’re a monkey. You know? Yeah. And so we we were trying to come up with a name for the business. I wanted it to be easy to remember first

John Clendenning [00:06:48]:
Yeah.

Michael Clevenger [00:06:48]:
But I wanted it to be professional. So all the ones that I was coming up with were already taken. I wanted healthy home Cleaner. That’s been

John Clendenning [00:06:57]:
Yeah. Long since gone. First.

Michael Clevenger [00:06:59]:
Yeah. All all kinds of different ways. And so I jokingly suggested, what do you guys think of the cleaning monkey to the family during a Sunday breakfast? Still remember the morning. Oh, that’s awesome. The kids just absolutely loved it. Who who doesn’t love monkeys, monkeys, especially you’re you’re little. Right? Yeah. My wife, Heather, loved the idea because it was so unique.

Michael Clevenger [00:07:21]:
Right? Yeah. And I told her, I am not gonna be called the cleaning monkey. That is too silly. It’s not professional. And I was completely against it. Right? And so for about 2 weeks, we went back and forth. And the idea started leaning you know, she started leaning into me about it. Yeah.

Michael Clevenger [00:07:40]:
I checked, and the cleaning monkey.comandthecleaningmonkey.net Cleaner both available. Imagine that.

John Clendenning [00:07:45]:
Yeah. Yeah.

Michael Clevenger [00:07:48]:
And so I I reserved those domains Yeah. And begrudgingly moved forward with the idea. And it was one of the best decisions we’ve made because it’s taken on a life of its own. And all that gives us that

John Clendenning [00:08:03]:
Like yeah. Sorry to interrupt, but it stands out. Like, the branding, that’s one thing that I some people get right. I’ve heard, Mark Sager talk about this on some of his, live interviews and stuff like that as well. It’s like, you know, in our industry, you know, there’s a lot of sort of well, there’s the crowd that does the white van and a magnet on the side, and we can all we can talk about what that means and and, you know, stop that, please. But then there’s, like, you know, people that brand, but they brand sort of around a corporate look. And it’s like you like, again, you added fun and whimsy into it. You added something that’s memorable.

John Clendenning [00:08:36]:
You added something that would stand out with really good Marketing. You know. So you you created that brand awareness just by being a little bit disruptive. Right? And and kinda just a little avant garde, but still still kosher, still, you know, again, nothing too shocking. You’re not, you know, you’re not you’re not trying to push the envelope, but it is a little makes people go, wait a minute. What? You know, kind of idea. And there’s a, you know, in hindsight yeah. Definitely.

John Clendenning [00:09:02]:
Love your wife to death for do for for talking you into pushing in that direction because it’s like Yeah. It is it is Carpet of the thing that makes businesses stand out is how can you think of your brand well and then build around it. Yeah.

Michael Clevenger [00:09:16]:
Yeah. Yeah. And that is true because even though it is a little silly. Yep. And and it doesn’t, project how, like, super good we are at what we do Yeah. It is very memorable. And

John Clendenning [00:09:31]:
Yeah. You can always put all that other stuff in a tagline. Like, really, like, that’s that’s there’s multiple levels of your of your brand awareness. Right? We all I talk about is the 4 foundations of, of building a cleaning business and or building any business is one of them is is is your brand identity. Right? So founder’s story, brand identity, risk reversal guarantee, and compelling sales proposition. Build those outright, and the rest of your marketing can use that foundation to adjust and adapt and grow and stuff like that. So you’ve got the ability to go into, hey, I got the brand identity, it it stands out, and now I can say what it stands for. Now that becomes your sales propositions, your bullet points, your all of those kinds of things and get into that whole cleaning for health and superior quality as the message out of that or from there.

John Clendenning [00:10:19]:
Once they’ve got your attention, you go, what’s that band, John Mayer? Yeah. You know, what’s that door hanger? Why I got a monkey on it? You know? And then they now they can read the part of this.

Michael Clevenger [00:10:26]:
And you’re right. It it has worked because there have been customers when we when we didn’t have our stay in touch program dialed in, which is part of my coaching program now. But they would forget about me except for they remembered monkey.

John Clendenning [00:10:40]:
There’s something

Michael Clevenger [00:10:41]:
to do with the monkey and this guy. Yep. They remembered cleaning.

John Clendenning [00:10:44]:
And so as

Michael Clevenger [00:10:45]:
long as they Google those two words, hey. My stuff pops up.

John Clendenning [00:10:49]:
Yeah. No. Yeah. In today’s day and age, like, again, 2007, we were like, the iPhone only got released and invented 2,000 7. And a year later, we’re in the beginning of, you know, a serious recession. Right? So it’s like the Internet sort of what to do online or even that kind of thing, and people googling you came 2, 3, 4 years later before that really became the mechanism everybody chose, versus the yellow pages when that finally died and and and that kind of thing. Right? So so no. That’s yeah.

John Clendenning [00:11:24]:
So so we’ve got we’ve got a really good brand identity. You’ve obviously talked about delivering a high sir a high end service. So right from right from the, you know, starting with that first company then then your parents in in in carpet cleaning as you called them, having taught you, you know, even that level of so you’ve been indoctrinated all the way through to not be, by the sounds of it, the $99, you know, splash and dash cleaner right from day 1. And you understand the value of that. Yeah. So when you brought that into your own company first, you know, under the DBA and then transition into the, the cleaning monkey, what were some of the things you thought of early on? What are some of the things you’re you’ve adapted even further? Like, you know, again, around that sort of higher end appeal and doing doing the job right, you know, for the right clients that are John hire you back, you you know, multiple times a year, year after year until, you know, until they’re in the old folks’ home. Like, how do

Michael Clevenger [00:12:22]:
Yeah. Absolutely. That’s a great question. And and it was a migration for sure. Like, the 1st 10 years, I thought like everybody else did. In order to be competitive, you have to you have to offer a as good or better service for a cheaper price. Right? And that is a death by a 1000 needles,

John Clendenning [00:12:40]:
I suppose.

Michael Clevenger [00:12:42]:
Because you don’t stand out. You don’t, have the profit margin to have a healthy company, financially. You don’t have it doesn’t afford you the time to wow your client. Like, everybody loses on so many levels. Right? You’re You

John Clendenning [00:12:55]:
can’t hire us. You can’t hire a quality technician because you can’t pay them the right wage. Your van ends up being a bit of a rust bucket because you never thought of the life cycle of a vehicle that needs every single day and every single job needs to pay for the replacement of the truck mount, the truck, the equipment, and all of that stuff that you won’t see for another 5 years or whatever. Yeah.

Michael Clevenger [00:13:14]:
Yeah. And and so everybody loses. You’re in the land of average. You’re you’re stuck on the island of average. Right? I I call it.

John Clendenning [00:13:22]:
Yeah.

Michael Clevenger [00:13:22]:
And so what I what I did pay attention to is that there were clients that were super, super silky smooth and easy to deal with and clean floors. They didn’t question the price. They were close to home. And I thought and then there were the campfires, I call them, where we have to work so hard at restoring these pathways. And customer just you no matter what

John Clendenning [00:13:49]:
still not happy with the results. Yeah.

Michael Clevenger [00:13:51]:
You can you can you can pull off a magic act, and they will not appreciate your hard work. Right? Yep. So I I started paying attention to these two groups and everybody in the middle. And I thought, you know what? What if we could find a way to have a business that was just full of and attracted only those top end VIP clients. Right? So I started doing a ton of research, a ton of, like, mindset, hiring coaches, like, personal development stuff.

John Clendenning [00:14:22]:
So you went all in on this idea. Like, this wasn’t just a, hey. Let me think about it. Let me pray on it. This is like, hey. Let me actually do the work on it too.

Michael Clevenger [00:14:28]:
Yes. I like I like deep dive on the psychology behind becoming a premium company. Right? And it and it doesn’t apply to just our cleaning business. Yeah. This applies all to all kinds of different industries, but especially to the home service business because, what I what I call the VIP client, they don’t want just anybody in their home. Right? And so they have certain buying habits, and they they want certain things, and they don’t want certain things. Right? And so I spent a lot of money and time and and learning this whole thing, and I realized that what we had been taught was completely wrong this whole time.

John Clendenning [00:15:13]:
Okay.

Michael Clevenger [00:15:13]:
And that is the the concept that a premium price actually attracts a premium client was completely foreign to me. I thought there’s no way I can raise my prices to uncomfortable level Yep. And and and not lose business. Yeah. Right? My business couldn’t survive doing that. Right? That was what I thought.

John Clendenning [00:15:40]:
Very common thought. Yep. Completely wrong.

Michael Clevenger [00:15:43]:
And so the more I learned and the more, like, specialty coaches I I talked to, I learned that not just in this industry, but in a lot of industries that you can be on that top level, and it actually separates you.

John Clendenning [00:15:59]:
It does. Yeah. Like pricing pricing is a marketing piece.

Michael Clevenger [00:16:02]:
Yes. Before you even talk to the client. Yeah. The the rumor the rumor’s about about your reputation.

John Clendenning [00:16:11]:
Yeah.

Michael Clevenger [00:16:12]:
And I get customers now coming to me that I’ve never talked to, and they say, I was referred to you by my friend, and they said, you’re not the cheapest company Yeah. But you are the best. Right?

John Clendenning [00:16:24]:
We we used to put that right in our yellow page ad. If you’re looking for a cheap brush the dirt off the surface cleaning, there’s lots of other cleaners on this page. And And that was the exact wording on the yellow we actually had to get it signed off by the Elevage company. But if you want the job done right, you keep reading. Right? And it was I would prefer phone calls from customers that said, okay. I get the I get the fact from everything I’ve looked at, and we’re talking mid 2000 even. So pre Internet really and not a lot of people are checking yellow pages, but they’re whatever research, you know, do your own research. They’re doing some of it wherever, asking friends, talking around, all of that kind of stuff came across the advertisement.

John Clendenning [00:16:58]:
And they would call up and say, so I get that you guys are a little bit more expensive. How much extra do I have to pay to get you? And instead of how much does it cost to get 3 bedrooms and a hallway and a flight of stairs done, you know, can you be here today and is it under a $100? It’s like, how much extra do I have to pay to get you? And that is a whole different place to start a conversation. Yeah. And that’s actually where you wanna be. Yeah. And I I learned as well from I can’t remember who taught me this, but it was it might have been like a Dan Kennedy something or whatever. Because I like, I I was deep into the Dan Kennedy world early on in my twenties, kind of stair step my way and go, oh, this is the guy that’s teaching a lot of these people. And Jay Abraham and, Michael Gerber, the e myth, and stuff like that.

John Clendenning [00:17:42]:
Again, I didn’t know what I didn’t know, and I was smart enough to realize, at least give me I’m driving around every day. Give me a university in my cassette tapes and, cassette tapes and, you know, then CDs and joining coaching programs and doing all that kind of stuff. And I somebody ran the math for me once and it was an eye opener, like, the moment you had that if you raise your price by 10% and nothing else about your the finances of your company changes, So 10% went straight to the bottom line in profit. You would have to lose almost 40% of your clients in in a normal cleaning business with the cost of, you know, gas and leases and and solutions and technicians and office staff and and what just the normal the overhead to run the business, you would have to lose almost 40% of your clientele before that extra 10% of raw cash started affecting your profitability. Yep. Right? So I’m going, I could get rid of half my clients and make the exact same money. Well, that’s, you know, I don’t want that to Carpet, but if that happened, that’s that’s that’s a worst case scenario is not a bad place to go, you know, and be a better company. Right?

Michael Clevenger [00:18:44]:
So Right.

John Clendenning [00:18:45]:
Yeah. Totally. You obviously learned that message from you your coaches and consultant in a in a different way, but the same kind of thing is raise your prices, you get a better clientele. The person that lives on Golf Course Road has a 3,000 square foot home with an off white dog, an off white couch, off white tile, and off white of, you know, carpets, and is gonna clean 2 or 3 times a year, some or if not all of it, is not looking for the $99 cleaner. And in fact, they are worried about the $99 cleaner. Yeah. If you go look at their gardeners, I talk about this, like, they’re the uniform company that shows up in a in a nice trucks and, you know, they’re made service that they have. They’re in uniform.

John Clendenning [00:19:23]:
Somebody has thought through the business, whether it’s a franchise or an independent, they have they’re delivering a client experience that befits that client because that client has the money to pay for experiences. Right? So if you can deliver the best, not just cleaning company experience, but the best in home service experience that somebody’s ever gotten from the moment they reach out to you all the way through to the moment you show up, to the moment you’re done the job saying, bye, missus Jones. We’ll see you next time. And then the follow-up routine is this. They just go, oh, this is amazing. It’s like you’re remarkable as I like to say, which means they’re gonna remark on you when they’re talking with their friends and family. They’re gonna go to the bridge club if people still play bridge these days or whatever, but they’re gonna go to their, you know, their whatever their lawn bowling and their golfing and their pickle balls and all that kind of stuff and go, oh, my god. Are these guys over the other day? And I mean, you know, and they talk about you.

John Clendenning [00:20:17]:
And that loan in their circle creates a unique marketplace of 1. You your competition proved by that point.

Michael Clevenger [00:20:26]:
Yeah. You are. You make your competition irrelevant. You do. You’ve taken that customer off the market Yeah. And you’ve built them into your your annual income.

John Clendenning [00:20:35]:
Yeah. And that’s a brilliant point there too as well because a lot of cleaners that we talk to, you and I both, they do believe this whole 90 9, 89, 79 race to the bottom thinking, because that’s just how you get customers. And they don’t realize the value in business is the list. So your customer list, your leads list, your referral partner list, your you know, build lists that you can put a fence around and market to, and and and that’s the value of the business when you go to sell it. It isn’t the truck mount and the the the wand. It is the value of your database. Hey. I’ve got, you know, 4,000 customers in my database and 21100 come back once a year, every single year based on my database outreach and Marketing.

John Clendenning [00:21:18]:
And they were their only company. They don’t even consider the the anybody else because we do a great job and we fall we do we we say what we’re gonna do and we do what we say we’re we’re gonna do. And, we do it really well. And because of that, they don’t just they don’t go shopping. But the $99 guy goes looks for the $99 deal next time.

Michael Clevenger [00:21:36]:
Yep. And I’ll I’ll say this, John. I was it was very scary making this migration. Like like, I remember, the the first real price bump. So I had I had offered 3 packages at one time. And my top package and I gave a 20% discount on everything always. Okay. So my top package started at 55¢ a square foot.

Michael Clevenger [00:22:00]:
Like, I called it the presidential package.

John Clendenning [00:22:02]:
Okay.

Michael Clevenger [00:22:02]:
Yeah. After the discount, it was in the forties. Right? Yeah. And so I remember moving that up to 70¢

John Clendenning [00:22:12]:
Yeah.

Michael Clevenger [00:22:12]:
A square foot out the door. Right? I was gonna I was gonna, not do the 20% discount. It’d be 70¢ a square foot out the door and see what happened. Right? Yep. And so all the packages moved up. So I tried it for 30 days, and no no customers had a problem. So I thought Isn’t

John Clendenning [00:22:32]:
that crazy when that happens? It’s like, it’s all between it’s between here. Yes.

Michael Clevenger [00:22:36]:
And if

John Clendenning [00:22:37]:
they did have a problem, why couldn’t like, if you really went, oh, crap. That didn’t work. Lower the prices of it again. Find the sweet spot. Like, why do we care so much? But we do.

Michael Clevenger [00:22:47]:
Yeah. We we panicked. My next breakthrough was that, instead of I noticed that that people, for the most part, on averages, bought the package in the middle. Okay. I was I was having a smaller percentage than I wanted buying the presidential package. So I thought, what if I only offered the presidential package? Like, across the board, 70¢ a square foot. I was Yep.

John Clendenning [00:23:12]:
Scared to death. Right? That’s another big jump. Yep.

Michael Clevenger [00:23:14]:
But I committed for 30 days, and only one customer had a problem with it. Yep. So that that was how it happened. All the way up to now, today, I charge a dollar a square foot

John Clendenning [00:23:27]:
Yeah.

Michael Clevenger [00:23:27]:
Carpet cleaning and a dollar 50 for tile and grout, which, according to averages, is definitely on the higher

John Clendenning [00:23:34]:
Oh, you’re definitely pushing the market. Yeah.

Michael Clevenger [00:23:37]:
Yeah. And and we’re averaging a 130, 100 and $40 a room. Some of our jobs are over $200 a room. Yep. And the same thing is happening. Like like, these customers aren’t flinching. Now I I did have to learn this, that if everyone was saying yes to my price if everyone was saying yes to your price, you’re priced too low.

John Clendenning [00:24:01]:
I was I knew where you’re going with that this day. I started smiling and say, yeah. It’s how many times have you heard from from from other Cleaner, stuff like that? Well, I tried to do this and, you know, I tried to send an email. I tried and one person messaged me and said, stop. So we can’t run this anymore. Right. And I’m like Yes. You only got one? How many did you send? Why is that? A 1,000.

John Clendenning [00:24:21]:
Yeah. So you get about a 100, maybe 200, I’d be concerned. But that means even the other 800 still were okay with it. Right? So it’s like yeah. No. Exactly.

Michael Clevenger [00:24:30]:
So so the few the the the less than 20%. Yep. So it was more like 10%. Yeah. I had a problem with the price, and it would have been a deal breaker. Right? Was confirmation to me, and this only happened through my coaching. I never would have had the mindset and discipline to realize

John Clendenning [00:24:49]:
Yeah.

Michael Clevenger [00:24:50]:
That that was proof that I was priced where I should be. Yeah. Back the in the old days, I would have been like, okay. I’m priced too high. I gotta come back down. Right? So be so because I had that proof of concept Yeah. I realized that I had to find a a spot where I was getting some noes

John Clendenning [00:25:10]:
Yes.

Michael Clevenger [00:25:10]:
But that the majority were yeses. And the here’s the other baffling numbers. And I tell my new students this. As a one truck owner operator, if we’re gonna offer a wow service experience

John Clendenning [00:25:24]:
Yep.

Michael Clevenger [00:25:25]:
We can only service 1 to 3 customers a day. I mean, there’s only there’s only 8 working hours in a day. Yeah. If if we don’t wanna work nights and we don’t wanna work weekends, which I consider a balanced work life Yeah. Balance. Yeah. Then we can only service 1 to 3 clients a day Monday through Friday. That is if you take a 2 week vacation, that is 500 to 750 job spots Yep.

Michael Clevenger [00:25:51]:
To fill our whole year.

John Clendenning [00:25:53]:
Yes.

Michael Clevenger [00:25:54]:
So if 500 to 750 jobs will fill our entire year as a one truck owner operator, let’s be picky as to who we put in those spots.

John Clendenning [00:26:06]:
And let’s have our average job turn out to be about 500 to $700 in average John. So you need 25100 or 250,000, which is I’ve been saying for years. An average one truck operation should be 250 to 300,000. And you can get away with that with, you know, with 1 guy or a guy and a helper if he needs a whatever, but in a truck. And your next truck should be starting at a 150 to 200,000 and growing to the 250. And then you you know, Marketing dependent, you can scale from there. But yeah. Absolutely.

John Clendenning [00:26:36]:
No.

Michael Clevenger [00:26:37]:
So and and so that that that was an eye Cleaner. And that’s what I tell my my new students that Yeah. We’re small, so act small. Yes. Embrace the fact that you’re small

John Clendenning [00:26:48]:
Yeah.

Michael Clevenger [00:26:48]:
And be picky. Just come up, find systems, which is one of the things we coach Yep. On how to attract those VIP clients.

John Clendenning [00:26:57]:
Yep. No. And I think that’s I think that’s brilliant because, again, the Marketing is there. It’s a couple things that to John, to to kinda just highlight and put a pin in on what you’ve said there. You’ve mentioned, you know, the fact that you’ve had coaches all the way along. I don’t know anybody, Coaches and and mentor groups and all of it. I don’t know anybody who has been successful in any business without having a mastermind group, a board group, a Masters, you know, coaches and things like that. I just got back a week ago from from Florida.

John Clendenning [00:27:29]:
So I’ve been a carpet cleaner all my life. Finally sold my my brick and mortar business, done marketing consulting, and now digital marketing and and and that kind of thing for for for consulting for 15 or 20 years. Digital marketing as carpet cleaner marketing masters for the last 5 years. So, obviously, I’m in mastermind groups and board groups and and coaching and consulting on the agency side and just came back from a meetup that we do every 4 months in. We meet every month on Zoom once once every 4 months, fly into Miami and have a Marketing of some of the smartest agency owners in the room. One of the things we just learned, which is interesting is there is a lot of people in the business world today that need to hear this message and need to hear what you’re saying, because we have been in this since the 2008, 9 recession, quantitative easing, money Marketing, everything kinda is going up into the right. You know, the money supply is expanding, inflation expanded, the cost is expanding, and people are spending discretionary income more and more and more. They were.

John Clendenning [00:28:31]:
And this was this was going on because of massive money printing and the the way the economy was and all that kind of stuff. And there was an economist actually speaking at our group, 2 weeks ago in in Florida, and one of the things he was showing is the wheels fell off in 2019. Then we had this grand distraction in 2020 for a couple of years that took our minds off of it, threw more money into the, you know, into the mix and created the hyperinflation that we’re dealing with and interest rates going up and stuff like that. But what it’s done is in that window of time where all these new business owner the the guys are in their twenties and their thirties. All they know of is I just have to jump into the market, get my share. Let me run Facebook ads. Let me run Google ads. Let me run local service ads.

John Clendenning [00:29:14]:
Let me do whatever, and I just need to get my share of this growing pie. Well, we’re now back in the world that I remember from the nineties, and 2000. I remember from my father telling stories of business in the eighties seventies sixties. We are now back in that that realm where the discretionary income being assigned to things like cleaning or what is now being allocated more strategically by homeowners again. I don’t care if they say inflation’s only at 3% or 5% or whatever. We know our grocery bills have doubled. We know our van lease payments have doubled. We know our mortgages have gone up.

John Clendenning [00:29:54]:
We seal. We know the cost of labor has gone through the roof because we’ve got a shrinking we’ve got a growing older population, baby boom, first time in human history where the actual bubble is in the middle and moving its way to older age. So we’ve now got a labor shortage problem that means prices of labor go up even if we’re not as profitable. And we’re really running into a situation where it is survival of the fittest. You survive and thrive by really dialing in, like, in the message. Like, the people with the affluent people with more money have less issues whether they paid $500 for cleaning or $1,000 for cleaning because it happened once a year, and they bring home 20, 30, 40,000 a month or whatever. You know, just household income. It’s an entirely different conversation than the family that lives on 60 or 80,000 a year, take home after taxes is a percentage of that.

John Clendenning [00:30:49]:
And all of their other bills and mortgage included went up. They have to still think about Tommy and Sally’s college or university education and wedding and, like, saving for those things. And they’re going, where’s the money coming from? Let’s not worry about the carpet cleaning. And it’s becoming more of a doggy dog, and we’re starting to see it. And I think it’s just gonna get worse because this isn’t a temporary transition. This is a massive shift back to the way things kinda worked where the best win, and you fight for for setting your company apart, and you can’t get away with showing up John and a t shirt with a magnet on the side of your van anymore, and just saying, well, my my my Facebook ads work. It’s just not sustainable.

Michael Clevenger [00:31:29]:
Right.

John Clendenning [00:31:29]:
Right? So speaking of that, if we like, so you obviously have a different message. You have a different clientele. You’re in a marketplace that has a good, like, again, retirees and good volume of them, and you like, everything aligns beautifully well for you, and you teach your students how to do that in their marketplace as well. What does what did the transition of marketing as you started finding these better clients? How did how did the transition into, not the everybody everything for everybody marketing, but to, hey, this is a unique crowd and marketing is still the same thing. I get to get the message in front of my ideal target in the medium that they see it in. Referrals, referral partners, neighborhoods, you know, more of that personal touch and less of that mass plaster touch. What how did that look prior to the you thinking through this process of changing your pricing and moving through to just that one high end package? And how does it look now as a marketing mix that that really keeps that crowd knowing who you Carpet? And only that crowd and the rest of them could you could care less about.

Michael Clevenger [00:32:37]:
Yeah. It’s all in the language, that you project Yeah. Through through your marketing, but then also how you how you talk and how you even attract those clients. So in this migration, in this learning process, I got to, and, actually, I’m I’m developing a module in our training program called the VIP client anatomy

John Clendenning [00:33:05]:
Okay.

Michael Clevenger [00:33:06]:
Which is going deep John what it is that the VIP client wants, where they live, how they buy, where they shop, all all of that stuff.

John Clendenning [00:33:16]:
Their fears, their desires Yes. Things to keep them awake at night. Yeah. The whole client avatar really dived.

Michael Clevenger [00:33:22]:
Yeah. Absolutely. And price is so far down the list on on on their their minds that a lot of us carpet cleaners have a hard time even relating to that type of thinking. Right? Yep. So, I found out that by advertising alongside the Masters, which I call the red ocean. Right?

John Clendenning [00:33:45]:
The difference

Michael Clevenger [00:33:46]:
between the red ocean and the blue ocean. Yeah. Advertising in the same medias, the same language, price advertising, 20% off this, trying to to bait them, I I call it Yep. By throwing out these deals. Right? Offering deals. Yep. I found that that is the type of client you’re gonna attract. If you win a client over on price or a deal Yeah.

Michael Clevenger [00:34:11]:
You’re gonna lose them on price or the next great deal. Right? So start speaking the language of the type of client you John attract. Yes. So I figured out that the VIP client wants to be referred to us by a trusted source. Yep. They some of them do go on Google, and you can develop a great footprint as you have mastered. Right? I e, perfect cleaning masters.

John Clendenning [00:34:41]:
Yeah. Yep. Your your your reputation like, we we start with I and again, years ago, we start with reputation marketing because it was what I I realized the exact thing you did through the 2000 and then, like, the the mid the early 2000 and then the after 2010 to 2020 and the the dawn of the Internet as the as sort of, like, the place that has people’s attention. Okay. Where do again, you and I align on so many things. It’s like, where do you find that ideal client in this medium? How does it play into the mix? Because you still need the interior designers, the maid services, and all these referring you. I have a big part of the marketing that that I’ve always done in my own business, was for me to go for lunch and go to the BNIs and the chambers and find the people that actually have a congregation of my ideal client around them that they can then speak about me to their to their audience because they’re like I even found it down the road. It became the, I am trying to remember the name right now, April.

John Clendenning [00:35:43]:
And it was she owned a, a hair salon. And I met her at a at a an event. She’s, oh, John, I wanna try you guys out. Blah blah blah. I came to realize she owned a hair salon in the high end area of town and was charging, like, massive prices and had all the, you know, the the housewives of Beverly Hills crowd kind of as her clientele. And I went to her and said, you’re never paying for carpet cleaning for me again. Like, we are cleaning your house for free. Why are you doing this, John? Because and I’m honestly gonna give you money because you’re gonna refer us.

John Clendenning [00:36:14]:
You love us. Right? Yeah. You love the experience. We roll out the red Carpet. We’re the booties. We we do built a client experience in your home. We have our risk reversal guarantee. If there’s anything they’re not happy with, not only they get a Cleaner and their money back, if they can find anyone else to get a cleaner, we’ll pay their bill.

John Clendenning [00:36:27]:
We go over and above, a, because our prices are high enough, we can easily afford that. But also and afford the best technicians, but you have no risk referring us at all at all. And you know that. So can we put a little sign by your till? Can I start putting some things in your your mailings, in your handouts, and all of that kind of stuff that you Carpet referring us as your choice to your clientele? And if they anybody brings it up while the you know, in the room, the girls are cutting hair and you’re you’re in there doing some hair and somebody says, oh, yeah. I’m looking for a carpet cleaner. Mention us. Absolutely, John. Right? And that became just outside of the norm of carpet flooring stores and interior designers and real estate agents that work in that that realm.

John Clendenning [00:37:09]:
Now it was like, okay. Can I think of other people that have my crowd? Yes. Elves. Right? Became Mercedes dealerships and

Michael Clevenger [00:37:16]:
Yeah. You you’re right, though. You have to speak that language.

John Clendenning [00:37:19]:
Yeah.

Michael Clevenger [00:37:20]:
Like you like you did with your your yellow page ad. Right? You right from the gate. Right? So you you get a a cleaner to to raise their hand through Internet Marketing. Yep. And the minute a client clicks into their world Yep. The the language needs to speak that I’m different than the rest of the group.

John Clendenning [00:37:43]:
Yeah. Absolutely.

Michael Clevenger [00:37:44]:
Yeah. No price advertising. No talking about discounts. It’s it’s starting with why. That’s one of the things I teach my students is how to effectively tell your unique story through your marketing and communicate your why you’re in business. Because like Simon Sinek says in his book, Start With Why Yeah. People don’t buy what we do. They buy why we do it.

Michael Clevenger [00:38:09]:
Right?

John Clendenning [00:38:09]:
I call that the founder story. It’s the exact same thing, but it’s like, what is your I and sometimes some of our clients going, well, because I had Stanley Steemer in the house, they Carpet me a $120 and I went, that guy was only here an hour. I wanna make a $120 an hour and I go, okay. We’re gonna have to come up with a totally different story than that because that was not a good one. But there’s God, did your father do this? Because we literally unpack it and all of a sudden there is actually a story you can pull out. But you had you better come up like the the the fellow that says my daughter had allergies. I like we had a new baby in the home, and by the time she was 3 or 4, she was on puffers and meds and all this. She had allergies.

John Clendenning [00:38:43]:
And I started learning about cleaning for health. And I started hiring and interviewing cleaners that knew about it and hiring people in that would clean the home. I put an air purification system in and stuff like that. And I got to the point where realizing that if I kept the, you know, kept the carpet in the home, but let it collect the, you know, and because I started learning about that, and all this, and did a proper cleaning process and all this. I she could be on less medication and less puffers, and she was a healthier child. And it got me thinking. I I ended up getting laid off from my Carpet, and I decided I needed to do something else. And I thought, why not cleaning? Like, I’ve literally heard that story.

John Clendenning [00:39:18]:
It wasn’t it’s not one of our clients, but I’ve heard that I remember hearing that story, like, a decade ago from a a fellow in the industry. And I’m going, that should be like, he wasn’t telling it other than the odd person that asked. And I’m going, that is your marketing message. That is your home page of your website. That is your door hanger. Not 3 rooms in a hall for $99. Hi. I’m a dad just like, you know, and a father and a husband.

John Clendenning [00:39:39]:
Just like, you know, you know, and a family man. Just like you in the home here. I John tell you why I wanna be your carpet cleaner. By the way, you’re not gonna notice any discounts or prices, you know, price adjustments here. I actually do the job right. I guarantee this, and we do it at a reasonable price. Give us a call if you John know what that’s all about. We’ll come into your home.

John Clendenning [00:39:54]:
We’ll measure. We’ll talk about it. And if you’re a good fit for us and we’re a good fit for you, we wanna be your cleaner for life. Yeah. How is that not a totally different message in the Marketing? Totally. Right?

Michael Clevenger [00:40:04]:
Totally different feel. Totally different message. And you they you give them that, and this is the other thing that Simon Sinek talks about. You give them that visceral feeling

John Clendenning [00:40:15]:
Yeah.

Michael Clevenger [00:40:15]:
That will will cause them to stay loyal to you even to the point where they’ll suffer inconvenience Yep. To stay your client. Right? I tell this story all the time. If you do everything right, you hit the ball out of the park even if you charge a premium price

John Clendenning [00:40:33]:
Yeah.

Michael Clevenger [00:40:33]:
But you you click all the boxes of of delivering your why and an outstanding or, the book that’s that’s called Unreasonable Hospitality. Right? If you deliver that to the client, that experience, then the next time they call, it could literally be this scenario where someone is calling. You’ve you’ve let them up to their cleaning anniversary. It’s month 11. Yep. You’ve you’ve set them up that next month is their cleaning anniversary, but they have company coming. Yeah. So they call and get on your schedule a month early, and some emergency happens in your life where you can’t go out to do the cleaning.

Michael Clevenger [00:41:14]:
Yeah. If you’ve set everything up correctly, they will suffer inconvenience, which which means they’ll put off the cleaning till after their company’s gone to stay with you.

John Clendenning [00:41:26]:
Yeah. Because they respect you so much and what you’ve built

Michael Clevenger [00:41:29]:
by the end of the day. Yeah. That Harley Davidson created.

John Clendenning [00:41:37]:
Yeah.

Michael Clevenger [00:41:37]:
It’s the same experience that Southwest Airlines created.

John Clendenning [00:41:41]:
Yeah.

Michael Clevenger [00:41:42]:
It’s that visceral feeling that they will stick with you and suffer inconvenience.

John Clendenning [00:41:48]:
Yeah. And that’s so a couple things come out of this that absolutely come out of these these interviews, and one of them is you’ve mentioned, you’ve mentioned several books already. And one of the big tenants that I realized is, you know, we know readers are Cleaner, and learning from the experience of others and not being you know, it’s a terrible word, but, marketing incest. Not being so transfixed about your industry that all the all my competitors are doing this. I have to do this. Outside of it, you know, what’s the guy that’s selling lobster from Maine all the you know, to the coast of California doing to get, you know, people buying, you know, at 3 times the price, or it’s 5 times, 10 times the price of the grocery store because of story they’re telling about why they should ship this cooler pack. What’s that guy doing that you can learn for your carpet cleaning business? You won’t know until you read and learn and study and ponder. And we are the owners of the business, not the technicians.

John Clendenning [00:42:50]:
If you wanna work at a carpet cleaning company, you’ll probably make a pretty decent income being a carpet Cleaner. In today’s day and age, we we’re paying our guys $70,000 a year with bonuses and commissions. Nowadays, that would be close to 80 or 90. Just as a technician. Right? If you wanna make that money, go work for somebody else who runs a good company. If you wanna build a carpet cleaning business, you have to think of being the visionary, the marketer, the strategist of the cleaning company. You gotta be the entrepreneur. You gotta read the books.

John Clendenning [00:43:19]:
You gotta put the tapes in or the CDs or podcast nowadays and listen between jobs and, you know, you go out for a walk with, you know, on your own to reflect at night and with the dog or whatever, by all means, you better be listening to something that is feeding your brain, personal development or business development because it all just starts weaving together and you get these light bulb moments that would never have happened. So

Michael Clevenger [00:43:44]:
Absolutely. Totally totally agree with you.

John Clendenning [00:43:47]:
Yeah. So let’s, let’s talk about I think we’ve we’ve again, there’s been a lot of golden nuggets, and, hopefully, the people listening to this really understand that, again, we didn’t know each other until about a year ago. Not maybe not even that. Not like that. I’ve I’ve seen you around in circles and stuff like that, but didn’t kinda get a chance to touch base. And when the first time we talked, it was like, dude, dude, we’re, like, so aligned. It’s like it’s, you know, it’s brothers from a different mother. But, explain a little bit about explain a little bit about, so the the coaching program you keep talking about is Rising Academy.

John Clendenning [00:44:15]:
Right? And

Michael Clevenger [00:44:16]:
Rising Cleaners Academy.

John Clendenning [00:44:17]:
Marketing Cleaners Academy. Talk a little bit about that for anybody who’s interested as well. Because again, yeah, we do marketing based on this premise always because we want our clients we take there are clients we have that are our lower end, and we work on them and work on them to move it up and stuff like that. It’s totally different marketing. When it’s a higher end client, like even something as simple as Facebook ads, if you’re doing a discount ad, Facebook’s algorithm knows who slows down, who clicks on it. And next thing you know, your ads are being shown to that. The AI is going, oh, it’s this end of town. It’s these rental people.

John Clendenning [00:44:49]:
It’s these you know, they all just want discount, discount, discount. And everybody goes, well, why are my ads getting all these tire kickers and and and this kind of stuff? If you run Facebook ads the other way, where you’re telling your founder story, where you show pictures of your family, and you’re just it it it again, do you turn the ad on and get calls day 1? No. It’s now you’re teaching the algorithm to go. No. My clients are over there, and the ones that slow down and read the story and click through and wanna learn more end up on my website and get followed up with messages. Hey. Thanks so much for opting in for that guide on how to have a healthy home or whatever. Let me tell you why I started this business, why we’re different, and why we wanna be your cleaner.

John Clendenning [00:45:27]:
And you speak that language. You can still do that with good marketing. It’s just you dial in the algorithms. Nowadays, we can’t pick the audience any as easily anymore. So you let the algorithm go, oh, the person that actually clicked and clicked through, we just keep teaching it as a marketer. This is the better crowd. You know, you upload a list of your clients and say, find other people that look like them. There’s there’s ways you can still play with these platforms a little bit.

John Clendenning [00:45:51]:
Even local service ads, you can play with the platform a bit that it only shows your ads to the better and better and better client over time. So it’s not a one and done fix. There’s no rescuing a business, but 3 months, 6 months, 9 months, 12 months, you know, 15 months, 18 months, 24 months, it is just getting stronger and stronger and stronger till it becomes, like, just a pipeline to the very best area in John. And that’s the only one that sees your ads.

Michael Clevenger [00:46:12]:
So Exactly. It’s it’s like a it’s like a ship getting out of the the harbor, like a cruise ship. Right? Yep. It it takes a lot of time and inertia and the most energy Yeah. Getting up to speed. Right? But but once you get through that initial, tough part Yep. You know, you you have to experience a little bit of altitude a little bit of, turbulence before you come to a comfortable altitude. Right? Yep.

Michael Clevenger [00:46:42]:
Once it gets going, then then it’s like a flywheel. You you can’t stop it, and it’s running on its own.

John Clendenning [00:46:48]:
And then you sell the flywheel. The flywheel is the thing that you can exit.

Michael Clevenger [00:46:51]:
You can. Yep. Or pass it on to

John Clendenning [00:46:53]:
Or pass it on to a family member or whatever with the next

Michael Clevenger [00:46:56]:
what I’m doing. I’m passing my business onto my son. He’s gonna be getting married in October. Yep. And so Aiden is gonna be taking over the cleaning monkey, and how proud this make me as a dad, right, that I that all my blood and sweat has created

John Clendenning [00:47:12]:
A legacy.

Michael Clevenger [00:47:13]:
Life for him. Yep. So I wanna pass that John to other cleaners, but it does come down in the trenches to how you communicate with your audience. You want your marketing to be attracting the VIP client. Yeah. While repelling the pressure.

John Clendenning [00:47:32]:
Yeah. Yeah. You actually you actually don’t even wanna have the conversation if if at all possible. Yeah.

Michael Clevenger [00:47:36]:
A lot of people don’t realize that you don’t have to fishnet everybody. Matter of

John Clendenning [00:47:40]:
fact, you can’t. Good.

Michael Clevenger [00:47:42]:
Yeah. You can’t fishnet everybody. Right. So the the program that I’ve created, it’s not for everybody. Yep. It is for that cleaner, that is either a single truck owner operator or a multi truck family business. Yep. 3 of our students, own, multi truck family business.

Michael Clevenger [00:48:04]:
K. K.

John Clendenning [00:48:05]:
One

Michael Clevenger [00:48:05]:
of them is the general manager of a 3 truck operation. In the 1st 6 months on the program Yeah. They added added 6 or a a $100,000 in revenue Mhmm. With our strategies, just just our price strategies. Right? And they were able to buy a brand new truck and truck mount cash. That was one of our greatest success stories, and we’re only a year old, the the coaching program.

John Clendenning [00:48:31]:
Yeah.

Michael Clevenger [00:48:32]:
But it’s for it’s for cleaners that want to break out of the land of average. They want they’re they’re committed to being different, raising the bar, being will being coachable. That that’s the other thing that our industry has an epidemic of is so many guys think they can do it on their own. And if you look at any like you had mentioned in the outset, if you look at any extraordinary successful person, they have a coach or a mentor. Yep. Michael Jordan had a coach or a mentor. Yep. Grant Cardone has a coach and a mentor.

Michael Clevenger [00:49:10]:
Yep. Great Tony Robbins of all people has a coach and a mentor. Right? So so there’s not one person Yeah. That has achieved ultra success and did it all on their own. Yep. So so who are we Yep. As little carpet Cleaner think that we could do that. Yeah.

Michael Clevenger [00:49:33]:
Right? So even

John Clendenning [00:49:34]:
those eye opening moments that you had in your whole story that we talked about to this point was you kind of fell backwards into coach and mentors and and and then realize what you didn’t know and needed to hire them and kind of your whole journey has been around learning new things from people that can impart the knowledge to you. So it makes sense that you’ve come full circle and going, you’re now at a position to be one of those.

Michael Clevenger [00:49:57]:
Yep. Yep. Absolutely. And and that and that’s what that’s what has given me such satisfaction. I mean, it’s very satisfying running a successful cleaning business. Yeah. But to teach others how to

John Clendenning [00:50:11]:
Oh, yeah.

Michael Clevenger [00:50:12]:
Changes their lives, that that has been amazing. So pretty much, it it it works the strategies work for really any company that services the residential customer.

John Clendenning [00:50:24]:
Yeah.

Michael Clevenger [00:50:25]:
Marketing, though, with the carpet cleaning and the floor cleaning crowd. Yep. And we’re we’re we’re establishing social proof. We’re establishing that the program works. And now we celebrate our 1 year anniversary actually this month

John Clendenning [00:50:40]:
Oh, perfect.

Michael Clevenger [00:50:41]:
Which is very exciting. And, every what we’ve proven is that every student that commits to the program Yep. Does does and I and I have exact scripts on exactly how to talk to the client from the initial phone call. Yeah. First of all, your the language in your messaging, Yep. And then even

John Clendenning [00:51:10]:
your follow-up, you’ve got, like is it weekly, I think, is your once you’ve got once the client’s locked in, people go like, I used to say that we talk to our a list clients 40 8 times a year in our marketing with different message, different this is even before the really before the days of email. It was like there was mailing, there was phone calls and stuff before text messaging even. We would our a list clients, we divide our clients, and we knew which you know, the ones that we wanted to stay in touch with were almost weekly in the different campaigns and the different and the monthly print newsletter that showed up that had nothing to do with carpet Cleaner, but and it was from me, the desk of John Clendenning, not from my business. The business was just the byline at the bottom, but let me tell you good helpful tips for around the home. Like, we called a bathroom reading, but people would when they got kicked off of our newsletter list, they cried. We get people going, I know I haven’t used you in 3 years or 4 years or whatever our kickoff point we’d send them a letter. This is your last edition. We haven’t seen you, you know.

John Clendenning [00:52:03]:
And it’s like, I’d really like to stay on the newsletter, Lo. And it’s like, yeah. Sometimes we just okay, missus missus Jones because she’s 90 now, and she really didn’t want the the the the sofa Cleaner this year or whatever. But more often than not, yeah, just get it back in the home, do a cleaning, and you’re back on the list again. Right? So, those kinds of things. So, yeah, like, your message comes from tip to tail. Right? So

Michael Clevenger [00:52:25]:
All the way all the way to to your stay in touch program. Yeah. We we teach, cleaners how to separate themselves

John Clendenning [00:52:34]:
Yeah.

Michael Clevenger [00:52:34]:
Be different So essential. Give give that home run service experience to where, in 2, 3, 5 years from now, your business is full of VIP loyal clients that are using you every year, and the majority of your income is coming from repeats and referrals. Yeah. Yep.

John Clendenning [00:52:55]:
Brilliant. So how do they get a hold of you? Where where do you get them to go to just kinda learn a little bit about rising, Rising Cleaning Academy?

Michael Clevenger [00:53:02]:
Rising Cleaner academy.com

John Clendenning [00:53:05]:
Perfect.

Michael Clevenger [00:53:05]:
Is, that is a sort of an intro Yep. Audio video that talks about the 3 main mistakes that most cleaners are making and how to fix those. And then it allows you to book a call with me if if they want. Also, I’m on social media, Michael Clevenger. I’m in Cleaners Connect. Yeah. They can message me. They can they can, message me privately or they can call me even right on my cell phone, 623 229-1032.

Michael Clevenger [00:53:38]:
I’m a transparent

John Clendenning [00:53:40]:
keep the book open. Yep. Yeah. It’s awesome. Well, I appreciate I’m glad we jumped on this call. I’m sure we’ll have many more because we could unpack any one of those topics probably for hours. Yes. And it’s just helpful to the industry at large, the ones that tap into what we do, the ones that tap into what you do.

John Clendenning [00:53:56]:
We’ve got there’s some clients that have, you know, found us and found you and found you and found us and stuff like that because we speak the same language. And we’ve just got a I’ve I’ve done it for 30 years. We got a digital way of helping out in the in the marketing as well, but we do tell them go back and start with your foundation first. Like, you’ve gotta start filling getting your language right and getting your scripting right and getting because it the marketing doesn’t doesn’t work without that. And if you can raise your prices, Dan Kennedy has always said as well, he who can, you know, spend the most to maintain a client, get a client to maintain a client wins. And you can spend the most because you’re making more and more and more, and it still becomes a smaller and smaller fraction of your your revenue, to to key land and then build the fence around and keep those clients. And you’re do every like, I guarantee there’s people listening to this going, I can’t believe that you would be marketing people that much or you’d be you know, your database and, you know, mailing and there’s some people that don’t even I when’s the last time you mailed your database, called your database today? Yes. I don’t know.

John Clendenning [00:54:57]:
So let alone, they don’t even realize the database is the most important asset they have. Yes. And then now, they don’t even understand how how many touches people get before 10, 20% or less get annoyed. And again, that benchmark, all those little nuggets we shared. So yeah. By all means, reach out to Michael. Go check his stuff out. See if it’s right fit for you.

John Clendenning [00:55:16]:
It’s the message we’ve always said, and I think the economy is changing to the point now where it sounds a little harsh, but it is kind of back to punch your competitor in the throat and steal their customers kind of economy a little bit. At least target your crowd that you want and make sure that nobody else goes after them. And that’s how you will survive any changes in the, you know, in the discretionary income of the middle, you know, the lower middle class and the middle class because you’re targeting the upper middle and upper class. And that crowd will be more than enough to sustain you through any hardships. So anyways, thanks, Michael. I really appreciate you jumping on. Hopefully, people got value out of this. As always, kind of, you know, give us a comment and then whatever platform you’re listening to this on, let us know what you thought.

John Clendenning [00:56:01]:
And, and I’ll I’ll pass it on to Michael as well. Anything that comes in on those platforms, and we really appreciate everybody jumping on. And thanks so much. Take care.

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Overcoming Challenges: Insights from a New Carpet Cleaner’s Startup Journey

Overcoming Challenges: Insights from a New Carpet Cleaner’s Startup Journey

PODCAST EPISODE

Overcoming Challenges: Insights from a New Carpet Cleaner’s Startup Journey

Have you ever wondered what it takes to grow a carpet cleaning business from the ground up? In this interview, we’ll delve into the world of carpet cleaning business, examining the strategies, experiences, and challenges faced by a new cleaning business startup founded by Addison Lueras. Whether you’re a new business owner looking for insight or an established entrepreneur seeking fresh perspectives, this episode is packed with wisdom to help you navigate the world of carpet cleaning marketing and financial growth.

The Evolution of Marketing Strategies in a Carpet Cleaning Business

When it comes to marketing a carpet cleaning business, staying ahead of the curve is essential. The journey of Addison Lueras and his business, Grand Slam Carpet Care demonstrates the evolving nature of marketing strategies in the industry. Starting with a focus on Facebook and Instagram ads, Addison soon realized the limitations of solely relying on online platforms. As a result, they turned to old-school door-to-door knocking, cold calling, and the power of Yelp to generate leads, showcasing the endurance and adaptability required in the business world. They are now shifting their focus to Google, highlighting the dynamic nature of marketing strategies in the quest for sustained business growth.

What are the key takeaways from this evolution?

– Diversification is key: By exploring and embracing different marketing avenues, businesses can reach a wider audience and adapt to changing market trends.

– Persistence pays off: The experience of facing rejection during door-to-door interactions serves as a testament to the resilience and determination that underlie successful marketing efforts.

Pricing: A Cornerstone of Marketing and Business Growth

In the carpet cleaning business, setting the right prices can significantly influence marketing and financial growth. The journey of Grand Slam Carpet Care illustrates the pivotal role of pricing as a marketing tactic. From an initial offering of $99 per house to the current goal of reaching $175 by 2024, the company’s pricing strategy reflects a deliberate approach to evolve and achieve greater financial stability. By not charging based on square footage but rather using a room or staircase-based pricing with flexibility, they’ve adapted their pricing approach to calculate return on investment (ROI) effectively.

What lessons can we learn from this pricing journey?

– Strategic pricing is a marketing tool: The evolution of pricing at Grand Slam Carpet Care demonstrates the potential for pricing strategies to position a business for growth and success.

– Flexible pricing can drive ROI: By embracing a flexible yet goal-oriented pricing approach, businesses can adapt to market demands while working towards sustainable financial growth.

Building Customer Relationships: The Heart of Sustainable Growth

Beyond marketing tactics and financial strategies, establishing and nurturing customer relationships lie at the heart of sustained business growth. The experiences shared by Addison underscore the transformative impact of building strong customer relationships. From the significance of personal interactions such as door-to-door sales and on-site quotes to the pursuit of long-term customer retention and loyalty, the importance of building meaningful relationships cannot be overstated. The invaluable role of word-of-mouth referrals and networking within niche communities highlights the enduring power of genuine customer connections in driving sustainable business growth.

What insights can we glean from these experiences?

– Relationships drive business success: By prioritizing genuine connections and understanding the value of customer loyalty, businesses can propel sustainable growth through word-of-mouth referrals and repeat business.

– Community engagement fosters support: Active participation within niche communities can cultivate a network of loyal customers and facilitate organic business growth through community-driven referrals.

Overcoming Challenges and Embracing Business Growth

The journey of Grand Slam Carpet Care and the insights shared by industry expert John Clendenning underscore the multifaceted nature of business growth. From navigating fluctuating pricing strategies and financial challenges to embracing evolving marketing landscapes, the experiences highlight the iterative nature of building a successful carpet cleaning business. The steadfast perseverance displayed in the face of rejection, the resilience in overcoming unexpected expenses, and the drive to continually refine business strategies collectively illuminate the dynamic character of entrepreneurial journeys in the carpet cleaning industry.

What do these experiences teach us about business growth?

– Adaptation is essential: Embracing change and evolving in response to challenges are instrumental in achieving sustained business growth.

– Resilience fuels progress: The ability to navigate setbacks and persist in the pursuit of business excellence underlines the resilience required for enduring success in the carpet cleaning industry.

Frequently Asked Questions

1. What are the key marketing channels for a carpet cleaning business?

The marketing landscape for a carpet cleaning business encompasses various channels, including online platforms like Google, Yelp, and social media, as well as offline strategies such as door-to-door knocking and cold calling.

2. How does pricing influence marketing efforts?

Pricing serves as a fundamental aspect of marketing, allowing businesses to position themselves in the market, convey value to customers, and drive strategic financial growth.

3. What role do customer relationships play in business sustainability?

Strong customer relationships are pivotal in fostering sustainable business growth, driving word-of-mouth referrals and nurturing a loyal customer base.

4. How can businesses navigate unforeseen financial challenges?

Adapting to unforeseen financial challenges requires a blend of resilience, strategic planning, and a proactive approach to refining business strategies.

5. What are the evolving trends in carpet cleaning marketing strategies?

The evolving trends encompass a shift towards diversified marketing channels, the integration of online and offline strategies, and a focus on community engagement and networking.

6. How important is resilience in the face of rejection and setbacks?

Resilience is vital in navigating rejection and setbacks, serving as a driving force in the pursuit of sustained business growth and success.

Conclusion:

Embarking on the entrepreneurial journey within the carpet cleaning industry necessitates a blend of resilience, adaptability, and a customer-centric approach to business growth. From the evolution of marketing strategies to the pivotal role of pricing and the enduring value of customer relationships, the experiences and insights shared by John and Addison shed light on the dynamic landscape of the carpet cleaning business. By embracing these lessons and principles, aspiring and established entrepreneurs can navigate the complexities of the industry, driving sustained growth and success.

You will learn:

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Unconventional Marketing

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Strategic Pricing

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Diversified Marketing

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Overcoming Challenges

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Continuous Learning and Adaptation

Audio Transcript:
Addison Lueras [00:00:00]:
And, actually, I had an opportunity to get in this business with, my cousin

John Clendenning [00:00:03]:
Okay.

Addison Lueras [00:00:04]:
My senior year of college. So while I was studying, he gave me an opportunity to join his business. Mhmm. And I was with him for about 6 months, had some good times, learned a lot. And then after that, I was like, you know what? I’m gonna start my own business. So, fortunately enough, 2 of my best friends were living in the area, and I was just like, hey. Do you guys wanna join join me and start this own business? So we’re all living together, and, we’ve been operating this business for the last year and a half and Sure. Just had so many adventures together.

Addison Lueras [00:00:37]:
And Sure. It’s been a lot of fun times, a lot of funny stories, going to people’s houses and seeing a lot of crazy stuff. And, we’ve learned a lot, and I think we’re we’re on the right track now.

John Clendenning [00:00:47]:
Hey, everybody. John Clendenning back again with another exciting episode of the Carpet Cleaner Success Podcast. We like to bring, great information to you all the time as you know, and we like to have interviews with people in the industry. We can pick their brains, learn from from them and stuff like that. Today, I’ve got Addison Lures.

John Clendenning [00:01:41]:
Did I pronounce that right?

Addison Lueras [00:01:43]:
That’s good. Yeah.

John Clendenning [00:01:44]:
Yeah. Okay. We just asked it. I just almost forgot instantly, but we we got Addison on the call. And Addison actually pinged me on on LinkedIn and

Addison Lueras [00:01:52]:
asked me

John Clendenning [00:01:53]:
a few questions. I said, dude, do you wanna hop on a, a a podcast? You’re new to the industry, and I think that would be a a a great interview and a great, segment for anybody else who’s new or, you know, some of the as old dogs have been in the industry for years and kind of remembering back and the way things have changed and the way things haven’t changed. So, anyways, Addison, thanks for jumping on. I really appreciate it. Yeah. Thank you, John. Appreciate this opportunity, and looking forward to speaking with you. Yeah.

John Clendenning [00:02:18]:
No. No worries. So let’s let’s kinda get in a little bit of background. So tell us a little bit about, you know, where you’re from, like, what city you’re running in, how long you’ve been in business, a little bit about the business, All that kind of stuff that you

Addison Lueras [00:02:29]:
Sure. Yes. I’m from Sacramento, and, I actually live in the suburbs of Sacramento, in a small area called Folsom. And I actually had an opportunity to get in this business with, my cousin

John Clendenning [00:02:41]:
Okay.

Addison Lueras [00:02:42]:
My senior year of college. So while I was studying, he gave me an opportunity to join his business. Mhmm. And I was with him for about 6 months, had some good times, learned a lot. And then after that, I was like, you know what? I’m gonna start my own business. So, fortunately enough, 2 of my best friends were living in the area, and I was just like, hey. Do you guys wanna join join me and start this own business? Okay. So we’re all living together, and, we’ve been operating this business for the last year and a half and You’re just had so many adventures together.

Addison Lueras [00:03:14]:
And Sure. It’s been a lot of fun times, a lot of funny stories, going to people’s houses and seeing a lot of crazy stuff. And, we’ve learned a lot, and I think we’re we’re on the right track now. So

John Clendenning [00:03:25]:
Oh, that’s perfect. So and you’re all still living together? Still in the same house? Or

Addison Lueras [00:03:29]:
Right now. So no. We’re actually we’re in Sacramento. We’re kinda back home. Okay. I I became an uncle, so that’s been pretty cool. Cool. And then, yeah, my buddy’s parents moved to, like, Florida, and so some life changes.

Addison Lueras [00:03:43]:
But Yeah. I’m I’m gonna be I’m operating businesses in Sacramento right now, and then I’m back in Orange County, where all my clients are pretty soon. So

John Clendenning [00:03:52]:
Cool. Cool. Yeah. Okay. So yeah. So, very, very fresh into it and kinda had a bit of a built in team there, which is, you know, the employee issues that we talked to some people about right now. There’s a kind of ways that, you know, that that a a difference in the industry than even, you know, 10 years ago and stuff like that. So it’s nice to have some people available as you grow, that are willing to work in, you know, in the company with you as as needed and stuff like that.

John Clendenning [00:04:18]:
So talk a little bit about the, you know, the the journey. What’s the name of the company, and how did you first start like, how did you start branding it? Like, what have you, what have you kinda put in place so far to get the, you know, the branding going?

Addison Lueras [00:04:30]:
Sure. So yeah. So our company is called Grand Slam Carpet Care, and so we operate in all of Orange County.

John Clendenning [00:04:35]:
Yep.

Addison Lueras [00:04:36]:
And, now right now, a little bit in Sacramento. But when we were first starting, we were mostly just doing Facebook ads and then Instagram ads, everything meta related. Yeah. And we didn’t have a lot of, success with that. It was very often John. You know, some of the challenges that we face, we had hired probably 5 different marketers

John Clendenning [00:04:56]:
Mhmm.

Addison Lueras [00:04:56]:
To run our products for us. And

John Clendenning [00:04:58]:
Yeah. And

Addison Lueras [00:04:59]:
we spent a lot of money doing that, like, just 1,000 of dollars, and we we kinda took a little bit of a loss at first. Yeah. And then other than that, what we’re what kind of we’re doing was, we would knock on doors, like apartments. So we’d probably knocked on over a 1000 doors, house to house, and had one lady slam the door in our face and was like, get out of here. And so that happens, and it builds resilience. And then other than that, we, I do a lot of cold calling. So I Okay. Carpet with, cleaning agencies, real estate agents, and then Yelp too.

Addison Lueras [00:05:34]:
So Yelp’s been huge for us. That’s been of our business. So that’s what we mostly do now, and then, that was the beginning, and now we’re doing a lot of Google. So

John Clendenning [00:05:44]:
Oh, cool. Okay. So yeah. So, I mean, a lot of stuff there, which is good. As like, a lot of stuff we can unpack there as well. If you had a couple of doors slammed in your face after a 1,000 a 1000 door knocks, like, think of the old days of the vacuum cleaner salesman and the encyclopedia salesman. That was the whole game is how many like, as long as it was, like, less than 20 or 30% door slammed in your face, you’re profitable. You’re gonna like, you know, it’s it’s gonna generate an awareness and some and and some business and some knowledge of who you Marketing in in that kind of thing.

John Clendenning [00:06:16]:
And then it all comes down to persuasion and sales pitch and why you’re different and all of the other stuff. So, yeah, a couple doors slammed in your face, yeah, by all means. It Yeah. The whole idea is it’s it should give you a little bit of thick skin and carry on with life. Right? So

Addison Lueras [00:06:30]:
Definitely. That’s a good point. Yeah. We definitely had a few funny moments with that, but we also were lucky enough to get, a few houses. I mean Yeah. I think probably a 10%, 5% success rate with the doorknob, but and that’s business. So

John Clendenning [00:06:45]:
That is bit yeah. Because, again, when you first start out, you have more time than money.

Addison Lueras [00:06:50]:
Mhmm.

John Clendenning [00:06:51]:
And, eventually, you have the goal is more money than time, and then you start you have a whole bunch of different challenges in life. And what I always say to people is, like, again, I started 1995 in a town of 30,000 people, and I again, a kid that, the only time I stood up in front of class and presented anything was the final year of high school, and I still didn’t present very well, and it was my buddy Scott that actually did most of the talking. I did the entire report so that he could do most of the talking, because I was just, again, painfully shy and then started a janitorial business because it’s nighttime. I didn’t have to see people. When I actually got into carpet cleaning, it was part of it was after reading Tony Robbins and, and, Napoleon Hill and and and that kind of stuff and just said, well, I’ve gotta challenge myself, or I’m just gonna be stuck as this, you know, you know, this the the the shy introverted kid. And so I kinda jumped off a cliff and just said, okay. That’s it. I am going to start a business, and I’m not gonna do it in the town I was growing up.

John Clendenning [00:07:50]:
And in case I walked into a door, went to somebody, I go, I know you. That’s now embarrassing. Right? So I went to town. I didn’t know anybody, which kinda good for me, you know, my personality. Bad for starting a business, but I did a $100,000 1st year in Amazing. In in 1995. Yeah. By just deciding, you know what? I’m gonna put on a shirt and a tie.

John Clendenning [00:08:11]:
That’s what I actually cleaned in. I wanted to look more professional. People go, is the cleaners coming after you? Nope. Nope. I run a professional cleaning company, so I wanted to make sure I showed up professionally. And our my crew and my guys, I was in the truck for 2 years. I grew the business and then bought other tech businesses. But my technicians up until maybe about 10 years ago, I sold the company 3 years ago now.

John Clendenning [00:08:31]:
Up but the 10, maybe even only 8 years ago, they finally convinced me that a really, really nice polo shirt, like, as part of the uniform, was worth the change. Up until then, they still went out in shirts and ties. And we just got them tie clips, though, when they bent over, it didn’t the tie didn’t flop John the ground. It was ties with our our business brand on it, the shirt with the brand on, white shirts and ties. They had extra ones in the truck, but they had to look professional going out the out the door because we it was part of delivering a unique experience. Right? We wanted everybody to see us differently.

Addison Lueras [00:09:00]:
So Yeah. Yeah. That is awesome. That’s a way great way to differentiate yourself. I mean, you see a lot of car carpet cleaners and stuff, and, I think it’s maybe it’s just this industry, but they’re not maybe the best put together. So that is, yeah, that’s a huge separation.

John Clendenning [00:09:16]:
No. You can stand out, and that that’s always been the case. You can stand out in this cleaning industry or anything with, a well wrapped van that has a a good branding on it, a good call to action. Like, what why are you different? Tell your different story. If you’re not different, you’re a commodity. Right? So now you’re, you know, your your pricing is low. We’ll actually talk a little bit about your pricing in a second as well. I like to know where you’re at, and where you started and where you’re at right now.

John Clendenning [00:09:41]:
But, and then also, if you’ve got that unique or that that branding and you’ve got that professional appeal You know? Like, you know, those, you know, the Geek Squad and Nerds On-site and all these other things that kind of, you know, and you think of any business that actually makes their employees, Servpro and all that. Franchises that make their employees all wear uniforms is not because they want to, you know, you know, put you under their thumb or degrade you or anything like that. They realize they understand that the perception is instant with the public. Oh, you work here. Oh, you’re the you’re the, you know, you’re you’re the person coming to do the service, and it’s easy to see when you just show up in jeans and a t shirt, and you look over and the van’s got a magnet on the side of it, maybe a little bit of John, and it’s like you instantly impress the customer in a different way. Like, you’ve created an experience. You just found a positive one. So Yeah.

Addison Lueras [00:10:31]:
I think that’s an exciting experience, and I think we’ve really learned that. You know, we talking about, like, shirts, we have, like, baby blue, polos, which Okay. Yeah. I love them, and I think they really stand out. And then we also have a black shirt. That’s kind of our everyday

John Clendenning [00:10:46]:
Yeah.

Addison Lueras [00:10:46]:
Go to. But, just really focusing on, like, being tucked in and Yeah. I think it’s all those little things that really add up, and I think it drives part of the experience for the customer. It’s like you’re stepping into their home. We wanna make sure, they feel safe. I mean, this is, like, their safe place. So

John Clendenning [00:11:06]:
It is. And you’re actually even invited into areas of their the home that sometimes their best friend has never been in. You think about it. We’re in bedrooms. We’re in closets, and we’re, like, all of that stuff. And, like, there’s there’s a people that that’s their private places, so we all think that everybody worries about the lowest price. Well, if you’re targeting the low price consumers, they do worry about the lowest price. Right? If you’re targeting the quality consumer, it’s not the lowest price.

John Clendenning [00:11:29]:
You look at the the, you know, the landscaping crew that might be out in their yard cut you know, cutting the grass and doing the Carpet, they’re also all in uniform in the nice neighborhoods, in the nice right? They’re not paying those guys the discount prices. And, you know, all you you think of the even the maids that come into their home are, you know, all well dressed or or or in in a uniform with a smock John, stuff like that. They’re not just you know, somebody kind of just rolled out a bed, showed up in, you know, a pair of track pants and a whatever. But there is a crowd that that’s who they hire. And you think about it, it’s the pricing kinda determines that. Well, it’s not just like all my customers are cheap. No. You market in a way that attracts cheap customers.

John Clendenning [00:12:06]:
So changing that message, kinda makes sense as well. You mentioned calling around, like, actually picking up the phone and doing cold calling and reaching out to referral partners. Again, it’s a lost art. One of the things I I love hearing from you is, you know, a young guy new into the business and understands the art of actually, you’re a business owner. You’re not you’re not a carpet cleaner is the guy you hire. Right? Hopefully, you end up not cleaning carpets yourself. We wear all the hats when we start the business, but the goal is to go, wait a minute. I bought the business.

John Clendenning [00:12:37]:
I’m now the the marketer of the business, the face of the business. I’m the brand ambassador, and I’ve gotta start learning how to stack more and more ways of delivering a better service, finding more customers, you know, getting the word out and and that and one of those ways is finding these people that can get one to many as they call it. Russell Brunson in expert secrets, learned John from Chet Holmes, the dream 100, but it’s the influencer. Can you find that person? That might only give you one referral. That might be their own home, but it might be 20. Like, we we we just target real estate agents and all of them. And the odd like, you know, we I would hit them up on a regular basis. I would speak in front of their their Monday morning meetings, and I did anything I could once I learned.

John Clendenning [00:13:21]:
Wait a minute. Wait a minute. These are these guys are good, and I Yeah. Can’t be able to. So talk a little bit about that. How it’s like so you’ve reached out to them. How what did you do? How did you start from going, okay. I don’t know what I’m gonna say.

John Clendenning [00:13:32]:
I’m gonna just start this to actually sort of Masters how many reps, kinda get a little bit better of a pitch going or something like that.

Addison Lueras [00:13:39]:
Definitely. At first, I was a little bit nervous. I’m not gonna lie. Yeah. I think everything is new and nervous at first, but, I what really helped me out was, to getting, like, a framework of understanding what I’m gonna say. Yeah. Writing it down and and, even at first, I would just write down what I was gonna say and then read it word for word Yeah. The first few times.

Addison Lueras [00:13:59]:
And then over time, just take that framework and just kinda memorize it. And, I mean, just go with the flow. So I would just pick up the phone and start, start dialing. I mean, I would mostly a lot a lot of cleaning, like, maid services. We John of them, and they’ve been great. They’ve given us a ton of business. And so that’s been helpful giving them, leaving them a review, and they they doing the same. So stuff like that’s been huge.

Addison Lueras [00:14:27]:
And then I I would say just getting out of my comfort zone, that that’s been the big part. At first, I would like I said, I was nervous, and now it’s just no big deal. Like, I actually enjoy cold calling and trying to overcome that stuff. So

John Clendenning [00:14:38]:
Isn’t that strange? So one quick question in the middle of all this. Yeah. What’s what what’s the latest book you’ve read on, or listened to on on business and mindset?

Addison Lueras [00:14:51]:
The latest book I’ve read. So there’s the book right now. It’s all about sales. I don’t know the name of it. I’m in the middle of reading right now. It’s, basically an intro to sales about gotta think of the name of this thing.

John Clendenning [00:15:08]:
I know. I put you on the spot. But

Addison Lueras [00:15:09]:
Yeah. No. I’ve read I mean, there’s a there’s a ton of great ones that I’ve read, like, how to win friends and influence people is a classic. Yeah. Love that book. I feel like I’ve read a ton of those. I know you mentioned, like, New Point Hill, Think and Grow Rich. That’s a great one.

Addison Lueras [00:15:23]:
Yeah. Yeah. There’s a sales book. I just can’t think of the name of it right now, but it’s it’s really about connecting with people

John Clendenning [00:15:29]:
Yeah.

Addison Lueras [00:15:30]:
And, kind of separating what sales used to be, the the miss of sales and how sales is really about helping people and connecting with them and being kinda empathetic. And that’s what I’ve kinda take with me in my business is having that connection to that with connection with business owners or or doing walking to people’s homes. That’s what I’ve Yeah. Been focused on. So

John Clendenning [00:15:53]:
So one of the reasons why I asked that question because some of the answers that you’ve you’ve you’ve given us some of the way you’ve talked, I’ve never met a successful business owner who doesn’t answer the question with, well, lately, I’m reading and but but I and and, like, you did. And here’s the other ones, and there’s a series of the same books we all know come up, and then there’s other ones that, oh, I’ve never heard that one. That’s that’s that’s a writer downer. There’s other people that go, I haven’t read a book since high school. I don’t listen to podcasts. I listen to Joe Rogan when I or maybe when I’m on the road between jobs. And it’s like, unfortunately, readers are leaders. And, again, if you don’t if you’re not good at read if you don’t wanna sit down and read a book, listen to the audio version of it.

John Clendenning [00:16:35]:
But there is distilled information in how we do what we do better and better and better and constantly leveling up our game. There is even it’s worth reading an entire book or listening to the entire book for 1 or 2 little nuggets of information that go, oh my god. That’s transformative. Or I knew that I forgot it, and now you come back to it and you put it in place. And it it just makes you better. So very similar to when you when when you’re saying that it was nervous you were nervous to make those cold calls, but you did it because you have a business to run and you’re the business owner, and you figure it out. You create a framework. You you create your script.

John Clendenning [00:17:14]:
You you and then eventually, it just becomes meh. I’m just gonna do another bunch of those because that works. Right? And and then, in my world, that’s called good, better, best. Everything I’ve ever done is good is the first step. And then once you get it good, you can circle back around again. You stack and you build more things, come back around and go, anything I can tweak and make better? Yeah. I call those call yeah. I I call those main services.

John Clendenning [00:17:44]:
What if I take some of we got re reviews for each other. Why don’t I get in a a letter of endorsement from a bunch of the ones we work with? Here’s why we use Addison’s company. Here’s here’s what we like. We’ve tried others. We love them. They guarantee their work. If there there was a problem in one job, he went back and solved it. Whatever.

John Clendenning [00:18:03]:
Like, you know, gave the money back. Did whatever the the customer thought it sustained, should have come out and didn’t. So they happily gave the money back, you know, no hard feelings kind of thing. So they’re honest and worth working with. A letter like that from 3, 4, 5, 6 other maid services on their letterhead could now be a mailing campaign to all the other ones. Wow. Hey. Really? We wanna be, you know, the carpet cleaner you recommend.

John Clendenning [00:18:28]:
You’ve tried other people, and maybe hit or miss which technician they send. Maybe, you know, whatever. If you got a good one, we just wanna be the backup. If they if they can’t make it to a John and you need somebody, Hubby would be the backup. By the way, here’s a whole bunch of of of other people in your industry in the local market who also love us and use us, give them a call. You know? Check us out beforehand. Have us come to your home personally, missus maid service owner, and let’s clean your home for you. We’ll do that for free just to show you our our system.

John Clendenning [00:18:59]:
Why would you do that? Well, free Cleaner? Because they could give you 10, 20, 30, 50, a 100 customers over the next year, 2, 3 that you’re and then those customers have a lifetime value. It’s not like, oh, I got 200, 300, $400 out of the job. No. Now if you did a good job, that customer is worth that times 10 visits over their life. So 4, $5,000 and every person they refer to you because you then good, better, best, start good enough and build a referral program. Then eventually you come back around to make it a little bit better, come back around to make it even better as you read and learn and talk to other people. And you just keep up leveling your business.

Addison Lueras [00:19:37]:
That is awesome. It’s kinda reminds me of, like, a family tree, and there’s a ton of different branches. And Yeah. I mean, even thinking about it now with the book that I’m reading, there’s a salesman. I think he’s considered, like, the most successful car salesman of all time. Mhmm. And he was saying, he’s you’re not just selling to, you know, your clients, but you’re selling to their friends, their family, and all that. I think that’s important.

Addison Lueras [00:19:59]:
I mean, with everything you do in life Yeah. It’s a fresh you make. It’s not just them, but it’s a reflection. Your character is a reflection of what everybody else they know.

John Clendenning [00:20:09]:
Yeah. Oh, for sure. And and, actually, I’m trying to remember his name right now. It might actually come to me while we’re Marketing, but I know I know the salesman you’re talking about. I probably know the book you’re talking about. But the other thing one of the other things he used to do was write handwritten notes to every single customer John a regular basis. They got a handwritten, like, little note card sent to them and stuff like that as as a way of staying in touch even between the like, you know, the average person doesn’t switch their car out every year, but he understood that his relationship with the customer they was more important

Addison Lueras [00:20:43]:
Mhmm.

John Clendenning [00:20:44]:
At least equally important, but actually more important than the relationship like, than the new person standing in front of him. Like, it’s like, yeah. Sure. We’re always chasing the new lead, the new lead, the new lead, but a lot of people don’t understand. Like, you’re mentioning Facebook early on. Well, it didn’t really work for me. Probably, and my guess would be your goal from Facebook was to get a lot of customers for a little for a little bit of ad spend.

Addison Lueras [00:21:07]:
Sure. That would. Yeah.

John Clendenning [00:21:08]:
Right? Sounds right. It sound oh, yeah. Of course, John. Like, there’s lots of Facebook advertising agencies that have popped up are young people who Cleaner a little bit of advertising, learned a little bit about Facebook, and, oh, I can help carpet Cleaner, and they know nothing about our industry, and they really have never run their own business and don’t know sales. Where the actual point of Facebook, if you think of it this way, we love doing Facebook ads, but we tell our clients 2 to 1’s okay. 2 to 1 return on investment. If you spend $1,000 and you got 2,000 back with good persuasion, good follow-up and chase, what you did is you broke even, and it’s like a rental property. You have tenants paying for the house, and you’re earning the equity.

John Clendenning [00:21:49]:
So half of it goes to pay the ad cost. The other half goes to pay the technician solution, the technician, the solution, and and the gas to get there to the job. You you broke even. Breaking even is how I built multimillion dollar businesses because now what we what you’ve done is somebody on Facebook isn’t looking for a carpet cleaner. Google, you’re right. Local service ads, pay per click, SEO rankings, Google Maps, They typed in carpet cleaner near me, tile service near me. They’re looking. They’re hot in the market, but they’re a smaller crowd.

John Clendenning [00:22:20]:
Who’s actually looking for carpet cleaning today in your area right now? But think of all of the people that are on Facebook that are your ideal demographic. 35 to 55 year old college and university educated, skewed towards women. Sorry, but they’re the ones that buy, you know, but also or skewed towards business owners who could refer you to other people. Now if you run ads there in front of that crowd, get their attention. Hey. You know? Hey. I’m Madison. I re I started this business.

John Clendenning [00:22:49]:
Here’s my reason why. Tell a good story. Create a a personalized message that, again, tells that great story. It’s gonna resonate some people. They’re gonna click through the ad. If you’re good at persuading, you show up, do an in home estimate first, then do the Cleaner. As long as it’s enough to break even, the other 15, 20000 people that saw the ad are going, and then a month later, a week later, whatever, they see the ad again or a different version of the ad, and they start going, I keep seeing this Addison and his company. What’s this all about? Right? And the algorithms, the people that click through go, that’s a really good story.

John Clendenning [00:23:25]:
Now the algorithm, this AI world we’re in, starts going, oh, these are the people that click through. If you run discount ads, oh, these low end people are the ones that click through. Let me start showing the ad to all of these discount shoppers. So if you run Facebook like the way we used to run flyers, where it’s like, we wanna hit a new town, a new neighborhood, a new area, it was like, okay, I’m going to put 20, 30, 50000 flyers into that neighborhood or 3 or 4 months before we even break even. And then for the next 3 or 4 months, we might break even. And but they’re just seeing us and seeing us and seeing us, and we went and called all the real estate agents and took all the to out for lunch, went to all the carpet stores, went to the real the interior designers and the maid services and and just met them all in the new marketplace. Right? And then by the end of the year, month 9, 10, 11, 12, all of a sudden you’re about 3 to 1 ROI because paid ads will always cost you the most. By year 2, we could slow down the the ads spend because now we’re doing door hangers and yard signs at every house we’re Cleaner.

John Clendenning [00:24:24]:
And we have a referral program. Missus Jones lives next to here, and her friend is 2 blocks over, and their kids go to karate together, and they they talk about this amazing carpet cleaning experience they just had. And because you stand out, you do more than any the normal portion Marketing in the home. All that, you wear booties, you roll the red Carpet, you do you you create an experience. Now you’ve tapped into a whole new marketplace that might have had somebody else already running in there, and everybody knows this other guy, Johnny Steam Cleaning, and you’re now the new guy on the block because you’re willing to spend money when it was not necessarily creating a return on on on on on revenue right away, but it was creating an awareness about you. And then you’re not discounted. You don’t have to be, you know, 3 of them in a hall for $99. You can be starting at 199, 250, whatever.

John Clendenning [00:25:12]:
You know, if you want it done right, call us. There’s lots of people that do it the other way. We do it right and blah. And you can tell a different story.

Addison Lueras [00:25:18]:
So Totally. Definitely.

John Clendenning [00:25:19]:
Yeah. So Facebook ads have a place, and they might actually start to have like, they they don’t necessarily have a place when you’re struggling for cash. It’s like, no. You hit the streets. You hit the phones. You knock on doors. You you build referral relationships, and and you go and do on-site quotes at every single, you know, home that even pops their head up and every single, you know, hotel if you’re if you’re going after that or even condo and you try and get the hallways of the condo. You go talk to every property manager.

John Clendenning [00:25:47]:
Right? Because now once you go to do those hallways, you offer a 350 square feet. Do a section of hallway. I wanna be your 2nd guy if you’ve already got somebody. If he can’t show up, I wanna be let me prove it to you. But when you actually get in to clean them because they like you and you go, you know what? I think you guys are better than the other guys. Let me give you a try. The we’ll get you to do the hallways. They’re coming up in, you know, a month or 2.

John Clendenning [00:26:05]:
Right? Well, okay. About a month before that, you say, you know what? I’d like to help you guys pay for this so you get your hallways for free. What do you mean? Well Right. If you could put this up in the in the community room, in the lunch room, or the, you know, whatever down in the laundry room John the bulletin board or whatever that, you know, while we’re in your building and on your floor, that will stop at your your apartment, your condo, and do some cleaning in there. Our minimum charges are waived, and we’ll give you a $20, $30 credit or whatever. Right? And you can come up with anything, any offer you want. If you can’t do it on the day we’re in the building, we’ll still give you the the savings, but our minimum charges will still apply, and we’ll come back. We’re the cleaners of your building now, and we’d love to help you out.

John Clendenning [00:26:48]:
You could we’ve done it where and we give the condo back 10% of anything that we get the customer because we’re just trying to land a new customer to come back again and again and put them in our database and market to. And we’ve had it where, you know, the condo’s paying us $3, and we landed $10 out of the John out of the from the the, the tenants. 10% of that, the condo got a $1,000 off their bill.

Addison Lueras [00:27:08]:
Yeah. That’s amazing.

John Clendenning [00:27:09]:
Right. So thinking marketing all the time. We’re marketers of our services, not cleaners.

Addison Lueras [00:27:14]:
That’s it. Yes. I did I do remember you talking about that in your podcast and Yeah. And even mentioning I remember I was listening to the podcast recently, and you were talking about the E Myth revisited. I believe that was Great. That was it. Yeah. So, I gotta dive into that, but it reminds me when you say, like, telling your story on Facebook.

Addison Lueras [00:27:33]:
I think we were too focused on getting the perfect video and getting the perfect shot. Yeah. And it was a big problem for us. Instead, you know, I think we should have just told our story.

John Clendenning [00:27:44]:
Grab this. Do that. Yeah.

Addison Lueras [00:27:46]:
You know

John Clendenning [00:27:46]:
what I mean? Like, seriously, like yeah. We don’t have to be that polished. Do you know what I mean? It’s just like right, so it’s simplify it. It’s Gary Vaynerchuk 101. Like, he’s the master of media. Look at Alex, these other marketing thought leaders nowadays. They just they’re just following in the footsteps, but, like, Gary Vaynerchuk just decades ago, 15, whatever it is, his family’s wine business, and he just decided, you know what? I am just gonna talk about it and and create this this little blog podcast thing about about wines. For my family, the the business blew up, but then he Carpet understanding the power of social media and how it’s just it’s it’s just real.

John Clendenning [00:28:28]:
Just be real. Right? So yeah. Absolutely. So, so on on, you you were mentioning Yelp, and I know people have a love hate relationship with Yelp. There’s been days or periods of time where, you know, it seems like unless you pay Yelp, all of your reviews get suppressed. And then there’s, you know and there’s even lawsuits where they they they kinda got dismissed saying, no. That’s not actually built into the algorithm, but it just kinda feels like that and and stuff like that. There’s there’s people that just avoid it like the plague, and there’s other people that lean into it and actually get Yelpers who use it religiously to go, okay.

John Clendenning [00:29:06]:
These are my guys. So, yeah, unpack that a little bit. What what do you found with Yelp? If it’s a strategy that’s working, maybe some of the, the other listeners would find a little bit of nuggets out of that. Yeah. So

Addison Lueras [00:29:16]:
at first, I was a little hesitant to to dive into Yelp because, obviously, like, I belong most of the Carpet belong to the truck mount forms and Yeah. People absolutely love it. Got so much information from there. Yeah. But I noticed a lot of people were kinda bashing on Yelp. Yep. So I haven’t had that experience. Okay.

Addison Lueras [00:29:33]:
I’ve I’ve said it multiple times, with my friends and family, but our business would not be alive if it was not for Yelp. They were the majority of I don’t know if it’s just a West Coast thing or if it’s everywhere, but I know the Masters region for our industry, it’s I I have a lot of I get leads all the time, and I feel like I constantly have a very high close rate. Yeah. But I think one thing with Yelp, I think you have to individualize it to the customer. Like, mention their first name. Hi, Stacy. I would love to help you out in that personalized message. Yeah.

Addison Lueras [00:30:05]:
And really give them an understanding of this is the service that we offer. We’re gonna do, you know, vacuum, a prespray agitation, full steam cleaning. So I think a lot of people can be misguided and say, you know, it might not work. Yeah. But they might not individualize the message, and I noticed that when we do that, we have a very high ROI. Yeah.

John Clendenning [00:30:31]:
And I do think it I think I’ve heard that, like, even I know a couple businesses in Seattle that just live on Yelp. Like, I mean, that’s that that grew their entire business and stuff like that. I know other people that in other parts of the country that just don’t seem to get traction John, but there’s so does that mean that’s you know, is it them? Is it the area? But then there’s Nextdoor, and that’s an again, a new plat or newer platform, but Nextdoor has, you know, the whole community feel around it as well. And I know some people that are just massively great on Nextdoor, and that becomes their platform. So, again, I think it is with anybody. 2 things come out of that. 1, it’s a great platform. Don’t put all your eggs in one basket.

John Clendenning [00:31:10]:
Make sure that you use it as it is to keep it growing, and now use the revenue and the to diversify because it is a we’re in a multichannel marketing world. It’s an all in perspective. Like, when you actually go and clean that customer, do the door Masters, and do the yard sign, and get some of that local awareness happening, as well. And, like, just make sure that you’re not just relying on just that Facebook if it’s working right now, local service ads if it’s working right now. It is maximizing your opportunity to generate an ideal lead. So where if you’re maximizing things, where are all the places they they might be? Right? Referrals, like we talked about. That’s maximizing, building referral, with strategic partners, referral reward programs, and stuff like that. Anything you can do to to continue to, again, stack and level up.

John Clendenning [00:31:58]:
But, yeah, you’re gonna find some of those things that work really well. And if they they will eventually wane or not be as strong as what they were if if they get oversaturated or if something changes. So all your eggs in 1 basket becomes a, you know, serious threat after a while. So it is a matter ride it while you can, but be planning your marketing diversification at the same time. So Yeah.

Addison Lueras [00:32:20]:
I think diversification is huge, I mean, in in any industry. And, I mean, there’s so many different ways to advertise, physical advertising, digital. I think that’s that’s key is just don’t put all your eggs in one basket. Yeah. Absolutely. Tell 1st year business owners like myself is,

John Clendenning [00:32:37]:
you know,

Addison Lueras [00:32:37]:
don’t just do Instagram ads or Facebook ads for the 1st 4 months because Yeah. It’s gonna take some time to learn, and you’re gonna have to put a lot of money. But try everything and, you know, see what see what works for you. So Yeah.

John Clendenning [00:32:47]:
Yeah. And as you said earlier on, get out of your comfort zone. Like, you’re you’re a business owner. Don’t, you know Yeah. Don’t hide behind a computer. I’ve had people going, you know, to me even say, John, I read your book. I’m I’m I’m studying it. I’m gonna put all that in place.

John Clendenning [00:32:59]:
I’m going, cool. And when you’re done, open a digital marketing agency, and we’ll talk, and then we’ll be competitors. And that’s fine. Like, there’s always room for be friends with your competitors. There’s another little piece out of that. Don’t don’t be or we hate each other. No. Like, take like, have a meetup group of all the competitors as well.

John Clendenning [00:33:13]:
There’s there’s enough business for all of us. Right? So, but yeah. Like, should you should you read my I’m not I’m not saying don’t go buy my book. You should probably learn what you need to know so that you know when you’re getting it done right. But if you spend all your time trying to build your own website and you’re not picking up the phone and making you know, knocking on a 1,000 doors and making hundreds of phone calls and talking to the real estate agents and the and the maid services and all that, you’ve missed the message. Because, again, your message was even like, hey. I did those things, kept growing and working struggle. You know, you kinda go up a bit.

John Clendenning [00:33:47]:
You’re gonna but the whole idea is up until the right in a bump bouncy, bumpy method. It’s chaos, but keep growing, keep learning, keep doing, and that doesn’t happen by sitting building your own website and going, should that be should that button move over a little bit to to the to the left? You know, that did not get you a customer. Right? So

Addison Lueras [00:34:07]:
Yeah. You can, there’s that saying, like, too much analyst, like Yeah. Analyst paralysis or whatever it is. Yeah. Like, you just gotta take take action. I mean Yeah. Just take massive action. I think that’s the one thing I’ve learned, in business is you just gotta go for it.

Addison Lueras [00:34:23]:
Like, there’s life is too short not to just go all in. Yep. And there’s, I mean, there’s just so many ways to get business. I mean, it’s just, like, having just having a great mindset and saying I’m gonna find a way to win is

John Clendenning [00:34:36]:
Yeah.

Addison Lueras [00:34:37]:
Is essential. Like, I’m not just a Carpet. I’m a business owner as well, and so I think everybody has to has to have that mindset.

John Clendenning [00:34:44]:
Yeah. You’ve gotta be a business owner first. Like, 90% of the garbage is between like, what happens out there is between our ears. We manufacture reality. It was, I was had a I I did an interview with a fellow I’ve known for years, John Wiley, Don’t Drive Naked. He it’s a great brand. It used to be Dreams Geographics. Now it’s Don’t Drive Naked.

John Clendenning [00:35:01]:
He’s in Indianapolis. He he does vinyl wraps. He can send them all over the country. He works for most of the franchise networks and stuff as well. And and it’s all about branding, though. His whole world has been in branding because and for for cleaning services and and and home services and all that kind of stuff. So really, really knows that industry, like, are are that well. And, yeah, like, I mean, during that conversation with him, same idea.

John Clendenning [00:35:26]:
It’s like you manufacture reality. The perception is is what you build it. Right? So if again, we talk about it in scripting. Like, when I learned a little bit of neuro linguistic programming, like, I was maybe 2,000, 1999, 2000, somewhere in there. It’s like, okay. All of our scripts are being rewritten because, like, all of our phones we had phone scripts. Start with that because I didn’t wanna, again, what am I what am I saying when I answer the phone? What is what is what’s Sheryl, the college student, was the first girl I hired. What she’s saying when she answered the phone, I don’t know what to say, John.

John Clendenning [00:36:01]:
Here. Say that. Right? And it’s like, okay. Now we gotta now we can actually get a little nuance. Now let’s use a little bit of persuasion in there so that because we have to manufacture reality in their heads. Right?

Addison Lueras [00:36:11]:
Yeah.

John Clendenning [00:36:11]:
One of the reasons why we can offer the very best guarantees and the and the very best Cleaner, and we know we do is because we don’t. And in neuro linguistic programming, doing a don’t and saying it a little bit louder and a little bit sharper, causes people to remember when their parents yelled at them. Right? Or that authority will like, you could they’re all I’m listening to you. Woah. Wait a minute. You said don’t. Yeah. Well, we don’t, and then you throw your competitors under the bus.

John Clendenning [00:36:38]:
Right? A little reason. Yeah. We don’t just, you know, spin a bonnet on the carpet. We don’t just whatever you John say there. What we do is our 12 step micro cleaning process. Why is it called a 12 step micro cleaning process? Because you made it up. Yeah. Because you get to manufacture reality.

John Clendenning [00:36:54]:
And we’re the only company that actually offers that process. We use a structured water cleaning. What is that? It’s a solution you poured in your rinse tank that is called structured water or whatever. Like, there’s a million ways you can make up your story on why you do your way, but you deliver you say it, you market it, you paint a picture in their head. You manufactured reality during the conversation, and you don’t say, well, if we if you end up hiring us no. On the day of the cleaning, when our technician shows up in your home, here’s what he’s gonna do. You’re painting the picture of them already buying from you, and you get the end of that. And you say, so does the morning or afternoon work best? Not how does that sound? Would you like the book? You change the tone all the way through, and you manufacture the and you’ll get more yeses.

John Clendenning [00:37:34]:
Your booking rate will go up. Right? There’s there’s ways to learn. And where do you learn that? By reading a book or going to a course or learning something. You do learn that from a carpet cleaner? Not necessarily. You might learn that from, you know, somebody who works at Best Buy and has learned how to, you know oh, I went through this persuasion class, and they taught me this weird thing called NLP a little bit. Oh, what’s that? Let me look that up. Right? And next thing you know, you’ve upped your game, and you can teach all your employees how to up their game.

Addison Lueras [00:38:01]:
Totally. And I think that’s amazing. Psychology plays I mean, it’s everything in life. Yes. Our mindset and how we can kind of alter reality by our thoughts. It’s pretty amazing and

John Clendenning [00:38:12]:
Epic. Yeah.

Addison Lueras [00:38:13]:
It’s a yeah. And Yeah. I I’m just kind of I’ve been diving into that for a few years now, but, you know, hearing that and stuff, it’s pretty inspires me to continue to learn about my book.

John Clendenning [00:38:26]:
So where so tell me a little bit about your, what services you guys offer? I’m sure the guys wanna hear that where you’ve got a bunch of carpet Cleaner. What what service you offer? What kind of price point are you at compared to competitors? How do you how did you pick that? Like, tell talk a little bit about the the nuts and bolts.

Addison Lueras [00:38:40]:
So we basically do carpet cleaning, upholstery Clendenning, and then area rug cleaning.

John Clendenning [00:38:46]:
Okay.

Addison Lueras [00:38:46]:
Soon to be tile and grout. I was

John Clendenning [00:38:48]:
just about to ask you what are what are you gonna add on next then? Because, yeah, you start, and then you can stack a bit as you learn.

Addison Lueras [00:38:54]:
Yeah. So that’s the next one. And then yeah. What was the second question?

John Clendenning [00:38:59]:
Price points. How did you how like, has your price point has your pricing evolved? How did you how did you pick your prices?

Addison Lueras [00:39:05]:
It it so it really has evolved. So when we were first doing it, we were making a lot of mistakes because we were doing $99 Yeah. Houses, 3, 4 bedrooms, and it’s like, we’ve gotten a lot of the, a lot of the customers were, just really, like, just it was just, like, really dirty, like, floors and stuff, and it was taking us a long time to clean. So when we upped the price to 120 Yeah. I set started noticing our quality of work went up. And then right now, I’m, I’m at 150. So Okay. Perfect.

Addison Lueras [00:39:34]:
150 is that’s where I’m at, and I think my goal with that is to get to 175 by the end of 2024. Okay. So

John Clendenning [00:39:43]:
And what does that get them? Well, so 175 and what how like, is there a limit of rooms or, like, a square footage? Or

Addison Lueras [00:39:49]:
So, yeah, I don’t really do square footage. It’s usually, like, by room or, like, by layer staircase. But, like, for example, like, each room would probably be probably be around $50. Yep. $60. But, yeah, I don’t do any square footage. Like, a It’s different. Stairway Yeah.

Addison Lueras [00:40:05]:
Stairway would be, like, $100. Yeah. But I feel like I’m pretty much flexible in my pricing. As long as I have my minimum and I could stick with that Yeah. Then I can calculate I think I can easily calculate more, like, my ROI and, kinda understanding where my finances are instead of just being like, okay. This is gonna be a $110, and this this will have so many rooms. So

John Clendenning [00:40:26]:
Yeah. So No. Fair enough. Well, what we always like to do is a couple things around pricing. And we have one of our new clients recently, Fred, reach out to us and say, hey, John. I wanna have a conversation about how we can price better. And I, you know, and I’m going, okay. Well, yeah, I’ve consulted on this for years in the industry as I ran my own business and then, you know, did consulting and stuff like that.

John Clendenning [00:40:44]:
And, yeah, I can hop on a call with you, but why don’t we just do a roundtable? Like, why don’t we just get a bunch of people on the call? Like, I know my perspective of it because pricing is what elevated and changed our business. So I started in 1995. By 1998, I understood pricing as a marketing tactic as well. Everything you do is a marketing tactic. Everything in your business has a marketing message to it. Anything that impacts the public, they see about your business is marketing. So how do you make your prices part of your marketing message? Well, the guys that do $99, as you know, that’s it’s like, hey. We’re a commodity.

John Clendenning [00:41:21]:
We’re same as everybody else, and we’re we’re we’re cheap. And we know we’re gonna get dirty carpets and, you know, and sort of lower income people. The people John Golf Course Road do not trust the $99 carpet Cleaner, by and large. Right?

Addison Lueras [00:41:36]:
Yeah.

John Clendenning [00:41:37]:
So we started going, okay. Well, who’s our ideal client? How many do we need? Where do they live? Who are they? How can I target them? And And what price point would be would make sense? And that’s when I I I learned from a book somewhere or training course, a little bit of packaging. So where McDonald’s wasn’t the first, but they kind of embraced it, when I was a kid, much older than you, McDonald’s didn’t have packages. Nobody had they didn’t have, like, the the small, medium, and large. There wasn’t where once they put that in place, they realized for a few cents more, everybody paid a lot more for at least the medium. It put it put a Carpet, and you still had a bunch of people of when it used to be something that you had to say, would you like would you like fries with that? Would you like to upsize that? Would you all that kind of stuff. Right? It was Marketing allowed people to self select ahead of time. So I went, well, that’s brilliant.

John Clendenning [00:42:28]:
Let’s put packages in place. Right? So we had a low package, a middle package, and a high package. And then now, okay, you don’t know what you don’t know. We called our low package the budget. Right? Sounded well, guess the budget. This one is the stain fighter, and this is the one’s the whatever. I can’t remember the names of them originally. And it was like, okay.

John Clendenning [00:42:48]:
A lot of people self selected to the budget. I’m going, even the rich people go, well, everybody likes to be on a budget. Right? So we changed the name of that one to the renter’s package. We just renamed it. It went instantly. It was just a thought process and go, okay. This sucks after months months months. And it’s like, okay.

John Clendenning [00:43:06]:
Let’s let’s try something new. We called it the renter’s package, and it was our clean with no protection. Right? And that was all of a sudden nobody wanted the renter’s package except unless they were a renter and about to move out and had to clean it just to get their money back. Okay. Well, that’s the right crowd. Right? They got their security deposit back. We cleaned it quickly, and that was good. But everybody else at least self selected into cleaning and protection.

John Clendenning [00:43:28]:
And we automatically had 80% protection sales Wow. Without even having to try. So what did we do next? By 2 1,000, I no longer had the renter’s package. I’m probably $218. I got rid of it. Every customer from that point forward to this day after Carl has bought the business and runs the cruise and all that, is the minimum package is cleaning and protection. A 100% of our clients get protection because it and that became part of our story on the phone. Yeah.

John Clendenning [00:43:56]:
You’re gonna get a lot of low prices from other people, and then when they show up, they’re gonna try and sell you their protection. You’re you know, if you say no, then you’ve got carpet that’s clean but raw and waiting for the next thing to spill on it to stain it because it’s a couple years old and that 6th generation protection is worn off. So, you know, that we we don’t play those games included in our pricing is our protection as well. And so as we clean your carpets, we’re we’re gonna protect them and it’s gonna be, you know, stain resistant like the factory did right after our Cleaner. And that’s our basic level cleaning.

Addison Lueras [00:44:27]:
Right?

John Clendenning [00:44:27]:
Yeah. We call it the, the the stain fighter. Now we’ve got our safe and healthy home, and then we started selling one called the always clean because you always need 3. And it was when when I sold the company, it was up to 97¢ a square foot. Carl’s taken it up to almost a dollar 20 a square foot. It costs 75¢ a square foot to replace carpet with the installer for basic level carpet and installation in this area. Mhmm. 30% of people take the always clean because they self selected their way up.

John Clendenning [00:44:53]:
Oh, no. I just want the best you guys got. You guys are made. I just want your best. And it comes with a free bottle of spotter refillable for life, comes with a traffic lane cleaning within 6 months of any or all of the same areas, 20% discount off of all of the other services the company offers. So you’re back in their home multiple times, and a v I they’re part of a VIP group for the for the year, and they get grandfathered into those pricing year after year as long as they book on their anniversary year. When I sold the business, I had we had hundreds of clients that were on the always clean that just cleaned every single year because they didn’t want their pricing to change because our price went up, and they were still grandfathered as long as they booked within that 12th month. Right.

John Clendenning [00:45:30]:
Right? Just a little bit more Marketing. So your pricing becomes all of a sudden a marketing angle as well. Yeah. So just different ways of that. So now, again, something else for you for you to think about and go, hey. Well, a year and a half in, by 2 and a half years from now, you and I can have a conversation and go, John, I’ve done. Now my pricing is this, and we target these better people. And the real estate agents and the maid services that refer us and all that are referring us into the nicer and nicer homes, and we’re cleaning Cleaner and cleaner carpet every day.

John Clendenning [00:45:55]:
Because that’s the other thing is these the people that maintain their carpets clean 2 or 3 times a year. They have the off white dog, the off white carpet, the off white upholstery, and they Yeah. The off white tile, and they clean it on a regular basis. Mhmm. And a couple of $100, you know, if your average job starts hitting 3, 4, $500, you’ve got a lot of wiggle room to market.

Addison Lueras [00:46:15]:
Totally aware. That is amazing.

John Clendenning [00:46:17]:
Right? So and it’s just a game. It’s it’s just a learning and do more. So cool. Thank you. Yeah. So, just you’ve gotta come through a bunch of challenges in the business. You’ve kind of got you still got more in front of you. You’re brand new.

John Clendenning [00:46:30]:
What would you say would be the biggest challenge that you that you kinda ran into you didn’t expect at all, that kinda showed up that you busted through? What would be sort of the, like, a big hairy challenge that you went, wait a minute. I didn’t even see that one coming.

Addison Lueras [00:46:46]:
Yeah. I think a lot of the challenges that we faced are probably really related to our pricing and Okay. Being able to get quality customers at a decent rate. I think I was so focused in some of my other business partners. So focused focused on getting the job Yeah. That we kind of just we were kind of scared to put, like, a us like, a reasonable price. So we’d offer such great discounts. And at the end of the year, we had we just had a ton of expenses too.

Addison Lueras [00:47:21]:
So, I mean, being a first business owner, just buying equipment and a car payment, car insurance, Yeah. Not being organized with our numbers, especially the 1st 6 months was a huge challenge for us. But, yeah, I would say it’s all mostly related to finances and then not adequately pricing, not making up the prices. So Yep. We we put in a lot of, change a lot. Like, the last 3 to 4 months have been Yeah. Pretty huge changes. I mean, I’ve been listening to your podcast.

Addison Lueras [00:47:54]:
That’s been great.

John Clendenning [00:47:56]:
Me too.

Addison Lueras [00:47:57]:
And really just trying to understand, more about business and Yeah. Letting go of those old ways. So

John Clendenning [00:48:04]:
Yeah. No. Good. No. That that and that’s that’s good information and valuable information for me because we don’t know what we don’t know. And then once like, again, once you start looking at a p and l statement, I I was I was away last week at a conference for agencies and, like, from Monday to Friday in Miami, One of the one of the speakers that did show, like, there’s a lot of masterminding and workshopping and sharing with each other. There was a fellow, that was there named Greg Crabtree. Book is called Simple Numbers.

John Clendenning [00:48:35]:
It’s probably 10, 12 years old now. Buy it if you don’t have it. It’s it’s all about the the like, he is a, teaches at Wortley Business College. Like, he’s invited in to teach, but he’s he’s an accountant. He hates accountants. It’s like they they complicate things too much. There’s a set set of simple numbers that you need to watch and manage to know if you’re profitable or not, And you can run that math forward and backwards and future looking and all of that. You can do it on a pen and a piece of paper, or you could open if you’re not to use a Google Sheet or an Excel spreadsheet, type the numbers in, but figure it out because, yeah, you don’t know.

John Clendenning [00:49:09]:
I I know a lot of people got into the Groupon game years ago and went, oh, yeah. We’re just gonna yeah. We’re gonna get a lot of customers. And it turned out the more customers they got from Groupon, the closer and closer to bankruptcy their business got. Because if it actually worked, you had to give a massive discount, then you had to give part of it almost half of it to Groupon, and then they doled out the payment back to you over, like, 12 weeks. So you didn’t even get paid on it, and you didn’t realize that, well, every mile you put on the truck has what cost? You gotta know. Like, if you work for a, you know, any any any corporation that says, hey. Drive your own Carpet, and we’ll give you a mileage allowance.

John Clendenning [00:49:46]:
Right? And, you know, it’s whatever the whatever it is now. I remember 20 years ago, it was, you know, it was, like, a dollar a mile or something silly. It goes in crazy crazy amount of money, and it’s like now it’s way more than that. And you’re going, I’m making money until you have to pay for the car repairs. I mean, so you have to pay for a new car because eventually, you have to trade it in or or, you know, whatever. And or if you’ve got leases on it, if you actually calculate how much every mile cost you on our work vans, how much every hour costs us on our truck mounts before you need the head job done, before like, whatever the the motor, you know, ratio is. And if you’ve got PTO, then it’s your engine of your truck. Right? It’s like you think of all of that.

John Clendenning [00:50:25]:
Everything has a dollar value. Right? So and if you don’t put those numbers in ahead of time, you’re gonna figure out as you guys did pretty quickly. Holy crap. There’s a lot of expenses to this business. Right? And when you do, you you have to raise your prices. And by raising your prices, you have to raise your game. You now have to learn how to sell better at higher prices.

Addison Lueras [00:50:48]:
Yes. I love that. That is exactly what I feel because, there’s so many unknown costs that we didn’t predict. Like Yeah. You that’s a great example with the car. I mean, there was a $600 car. We had to fix our car for $600, and it’s what the heck? Like, the alternator. So Yeah.

Addison Lueras [00:51:05]:
And then gas I mean, gas is, like, I’m in California, so it’s, like, $5, $6 in Southern California. So it’s crazy. It is. So

John Clendenning [00:51:14]:
Yeah. You don’t wanna make a a choice about a customer. Like, I wanna clean this customer, but they’re 2 hours or an hour and a half that way, And I don’t have any routes going that way anytime soon. Like and it’s like again, it’s if you did a $150 and you go, by the time I get there and back and whatever, I I, you know, I just put $30 in gas on the road in the of the tank just disappeared just from going there and back. So the job is just automatically discounted by $30. Right? Yeah. And, you know, those thoughts become relevant. But if your if your average job is $400, you know, that you know that you’re gonna get the neighbors because you’re gonna do the 5 rounds or the 20 rounds with door hangers and yard signs, and, you know, you’ve got another a couple of other strategies you’re gonna do, where you’re gonna while you’re out there as well and you don’t have a job the rest of the day, we called it our downtime routine because it was what I used to do when I had no work at all.

John Clendenning [00:52:09]:
I would just walk into, strip malls where there’s, like, the dentist and the chiropractors and the accountants and stuff like that. They had carpet. They had tile. They had upholstery. They had the stuff we did, and it was small. It was house sized. It wasn’t like I’m trying to do 10, 20000 square feet on an evening or a weekend and then having to sleep in because I I can’t get up for the residential clients the next day or the the crews couldn’t. So we taught our crews how to do the downtime routine.

John Clendenning [00:52:32]:
It was just like you’d walk in with your spotter kit, nicely dressed again, shirt and tie back in the day. Spotter kit was an over the shoulder bag, looked professional. Not much different than the medical reps that walk in these, you know, all day long and stand and wait for the receptionist to be done talking to the person to, you know, say, hey. It’s, you know, John here from from Acclaim Carpet Cleaning. Just happened to be down the hallway. That was always my line. Why? Because that’s where the door was. I was happy to be down the hallway because I had to open the door to get in.

John Clendenning [00:52:58]:
In. That was my like, I literally just stick as if I was in the building, but that was the way I worded it. Tapped me down the hallway and, just, I got a few I got a little bit of extra time, and, I wanted to see if there’s any spots or stains, any coffee spills, anybody been a little bit messy around here, that I could take out for you guys for free. We normally charge a $95 spotting visit. I just wanna I didn’t care if I got a yes or no. I started, you know, again, screw because I just wanted an intro and give. Like, I wanted to give be before I ask. Right? And sometimes you go take a spot or stain out.

John Clendenning [00:53:27]:
Other times, nah. I don’t really. So okay. Cool. Yeah. I’d like to leave some information. Who would be the person that would actually, hire the cleaning? How often do you guys get the carpets and the upholstery and stuff clean? Like, it looks pretty good. You know, whatever.

John Clendenning [00:53:39]:
And you just start your little script, and you just have something to say, and you’d handle, oh, that would be the doctor actually or the office manager. Oh, yeah. I don’t wanna bug them if they’re not around, but I wouldn’t mind if you can hand this over to them. That’d be great. Yeah. Thanks so much for your time, Janice. Do I’ve got do you have a got a card for Sally, the office manager? Yeah. I do.

John Clendenning [00:53:54]:
Okay. Great. Thanks so much. Make sure Sally gets that, and I’ll just follow-up with her in a couple days just to see. And if you guys already have somebody, we’d just like to be your backup. So, you know, come in and give you a free demo, do a couple of offices for free to show you what we’re all about, why we’re different, and stuff like that. But all that information is in that little kit I just gave you to give to Sally. Thanks so much.

John Clendenning [00:54:10]:
And you walk out the door with a business card, and that’s all I cared about is our guys. Here’s your script. We role played and trained it, you know, so that they knew how to say it. They go, oh, I hate role playing. Yeah. So do I. But carry on. Let’s do this a couple times till you get the marbles out of your mouth.

John Clendenning [00:54:24]:
I want you to come back with business cards. You got 2 hours or 3 hours before, you know, your next job. You know what you’re doing. You’re going into these places, and you’re going back to them if it’s been a couple of months because you have to be in the same neighborhood. But that’s how we would open up new neighborhoods. It’s like, go clean the one customer, do the 20 around, put the yard sign, hit a place to start talking to some people. Yeah. That’s just the game.

John Clendenning [00:54:44]:
Right? That is yeah. So we’re in business. Play the game. Right? So

Addison Lueras [00:54:48]:
Yeah. That’s amazing. That Yeah. That’s that’s pretty that’s, I think too many carpet cleaners, they think like a carpet cleaner. And so when you start thinking like a business owner, you you read books, you come up with all these solutions. And Yeah. I haven’t even thought about doing that, but offering I mean, who’s gonna say no to that? You go in and Right. You’re offering a free service.

Addison Lueras [00:55:07]:
I mean and then

John Clendenning [00:55:08]:
And even if you get a no because they feel skeptical, uneasy, whatever, still big smile on your face, you know, and you’re handing over some material and information. It again, good, better, best. The first ones looked like crap. I did them on my own computer. We’re talking 1995, 6, 7. Like, imagine what those look like. Right? Right? Eventually, they started looking nicer and more professional, but they were also still like, when the guys handed it out, it was my face. Then it was me and my wife.

John Clendenning [00:55:36]:
Then it was me and my wife and our first daughter, Caitlin. And me and my and it was our family. Hi. I’m John. This is my wife, Kelly, or sometimes, hi. I’m Kelly. This is my husband, John. It’s like, she never worked in the business, but sometimes she was the the author of the letter according to the letter.

John Clendenning [00:55:49]:
I wrote it. But, you know, this is a family run business, and here’s, you know, here’s here we take family values very importantly, like I’m sure you do as well. You’re you’re talking to the person in the language they wanna hear it. Right? It’s not like, oh, we use a, you know, an RX 20 extraction machine with, you know, hyper power and blah blah blah and a and a butler or whatever, and they’re going, what?

Addison Lueras [00:56:10]:
Yeah. They’re like, who cares? Yeah.

John Clendenning [00:56:12]:
Yeah. Like, again, I’ll we’re carpet cleaners, and we all love our equipment or and our products and our stuff like that. The customer doesn’t. The customer wants to know what what’s the benefit for them. Right? Here’s why a lot of dentists use our services. Here’s why and then you start getting these testimonials from them, and then you start saying, hey. By the way, you’re a chiropractor. Look at the 20 referrals and testimonials I’ve got from other chiropractors.

John Clendenning [00:56:35]:
Right? So not just other businesses, but other chiropractors. As you build that muscle up, now you’ve got you can prove that you’re the cleaner of the chiropractors in the area. Yeah. It’s played that you could just start and, again, that’s not a year and a half in, but two and a half, 3 years in, you might have a cup 2, 3 chiropractors you’ve Cleaner for. Get them to give you an endorsement. Doesn’t have to be a review. It could just be a testimonial, and, you know, an email that you can can I use that? Yep. Print that off.

John Clendenning [00:57:04]:
Hand that out over. We clean for a bunch of chiropractor just like you.

Addison Lueras [00:57:07]:
Yeah. You

John Clendenning [00:57:07]:
know? Ways to play the game. So cool. Thank you. That’s awesome. Yeah. So I I think we’ve had a good chat here about again, somebody new in the business, no actually taking action, actually running it like a business. And, again, you’re learning as we go. I like to as you know, I like to just consult and tell stories and to explain different ways to think.

John Clendenning [00:57:28]:
They open people’s brains up, because that’s just what gets me gets me going is like, hey. I learned something new. You know, 30 years later in business, I learned something new every single day. Right? So it’s like, can I use that? Can I do something with it? So I like to share. But in in that spirit, sort of Marketing advice, think of anybody who is a year and a half early. Somebody listening to this going, I’m listening to these podcasts. I think Addison’s awesome. He’s running a great business.

John Clendenning [00:57:53]:
I think I should maybe pull the trigger and actually jump into this cleaning business. What kind of parting advice would you give to a new business owner who’s thinking of actually going down this road in this industry?

Addison Lueras [00:58:04]:
Yeah. That’s a good question. For a new business owner thinking about getting in the world of floor cleaning, I guess what I would suggest is probably do your research before diving head first into it. Have these I guess, have, like, a framework of everything, whether it’s, like, your finances. Have that in order. Know how you’re gonna advertise, know who, like, your target audience is. But, basically, everything that encompasses floor cleaning from marketing to finance to really everything, I would say be prepared and have that ready to go because we just kinda dive in headfirst.

John Clendenning [00:58:44]:
Yeah.

Addison Lueras [00:58:44]:
We made all the mistakes. 6 months of I mean, the whole year, a ton of mistakes with, I mean, not even being super organized or having to buy new equipment. So I would say just really be organized and understand what you’re getting yourself kind of into, because it might sound great. Like, they might think, oh, I can make this much money this, you know, as a 1st year, but

John Clendenning [00:59:07]:
Yeah.

Addison Lueras [00:59:07]:
1st year business owner. But I think taking the time to be reflective, on your capabilities and understanding what you want out of this business, I think that’s gonna be huge. So I think it really comes down to taking time to reflect on on your business model and who

John Clendenning [00:59:23]:
I think that’s brilliant advice because, yeah, you you know, it’s sort of like, don’t do what I do almost sounds like, you know, the the message there in a little bit, but it is true. You’ve learned where you need to, and you’ve survived it. And there’s a lot of people that don’t survive that. They they they run into that alternator breaking month 3 and go, I don’t have the money. Or the transmission blows out, and I’m done. Right? Because there was no sort of Yeah. Okay. How am I gonna get this stacked up? How am I gonna actually plan ahead, Have some you know, what what from day 1, what am I hitting the market with? Like, how am I how am I reaching out? What is my daily plan? When you own a business, you know, like, again, don’t kid ourselves.

John Clendenning [00:59:59]:
It’s not an 8 hour a day, Monday to Friday, 40 hour a week job. You’re the business owner. Like, you’re putting in 60, 70, 80 hours. Some of it’s cleaning. Some of it’s running the business, growing the business, thinking of the business, doing the finances, running the numbers, and learning all the stuff you don’t know. Right? It’s just you’ve you you don’t know what you don’t know, so you you have to start learning. Okay. Now I I now know what I don’t know.

John Clendenning [01:00:25]:
That’s a better place to be. Now I’m gonna start learning some of those things or finding the people that can help me with that. Right? So a lot of that preplanning to get off the ground does make a a a lot of sense. So well, Addison, I really appreciate you jumping on. Thank you for responding back to, reaching out to me on LinkedIn and then taking the opportunity to jump on. I think that’s amazing. And, yeah, I just say to keep doing what you’re doing. You know, keep pushing yourself forward.

John Clendenning [01:00:50]:
Keep reading. You know, keep working on the business and finding, you know, other ways to mentors and, you know, oh my gosh. I’m at a $150. This guy’s minimum charge is $400. How is he doing that? Open your mind up because all of a sudden goes poof, and you go, wow. I can’t do that right now, but I’ve got that as a goal. You know? And it just gives you something to stretch towards. Right? So

Addison Lueras [01:01:12]:
well, thank you for this, wealth of information. Probably gonna probably gonna listen to these podcasts for as long as I can because this is just a it’s just an abundance of information, and it’s taking the time to take notes and really know what you want is huge. So

John Clendenning [01:01:27]:
Yeah. And we all drive around in our vehicles in early, so you’re Dan Kennedy taught me this when I was a kid. It was, drive time is is learning time, university time. Back in the day, again, let’s age myself, I put cassette tapes in on the seat beside me and listen to the next tape and the next tape and then on rewind until they eventually broke. And then eventually it became CDs. Right? Now we got podcasts, and we’ve got our phone, and it’s like everything is right at your fingertips. Right? Do not waste that opportunity. Like, once I got out of the truck, I had to find reasons to go driving because it’s easier to listen while you’re got something else to do.

John Clendenning [01:02:02]:
It’s easier to just consume the information. I do it while I’m cutting grass. John an acre and a half, I put we’re riding lawnmower, put the earphones on, and, I need time to listen to stuff. I I I find I’m actually running out of time to listen to stuff. I’d love to be back in the truck again and have, you know, 20, 30, 40 minutes between John. And, you know, I podcast off to the next customer kind of idea. So but yeah. So cool.

John Clendenning [01:02:25]:
Well, I really appreciate it, man. Thanks so much. Keep me posted on how the business is growing. We’ll be staying in touch for sure. I’m I’m positive with that. And, yeah, hopefully, everybody else Clendenning to this got a bit of inspiration and see your great story and how much you’re putting behind this. And, hopefully, you guys can follow Addison as well and go check out his business and keep an eye on how he’s improving and growing over time. So take care, everybody.

John Clendenning [01:02:47]:
Thanks so much for being on the, the show, and we’ll see you next time.

Addison Lueras [01:02:50]:
Great. Thank you, John. Appreciate it.

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Mastering Google Local Service Ads for Your Carpet Cleaning Business

Mastering Google Local Service Ads for Your Carpet Cleaning Business

PODCAST EPISODE

Mastering Google Local Service Ads for Your Carpet Cleaning Business

Are you a carpet cleaning business owner looking to elevate your online presence and attract high-quality leads? The digital landscape is ever-evolving, and with Google Local Service Ads (LSAs) becoming an increasingly vital tool for businesses, it’s crucial to understand how to leverage this platform effectively. In this comprehensive guide, we’ll delve into the strategies and insights that will empower you to conquer Google LSA for your carpet cleaning business, unlocking substantial growth opportunities while maximizing your return on investment.

Understanding Google Local Service Ads

Google Local Service Ads (LSAs) have revolutionized the way businesses in the service industry connect with local customers. Unlike traditional Google Ads, LSAs feature a prominent placement at the top of Google search results, showcasing your business to potential customers at a crucial stage of their decision-making process. These ads are prominently displayed above pay-per-click and map listings, making them prime real estate for businesses seeking to capture high-intent leads.

Maximizing Your Presence: 2024 and Beyond

The dynamics of Google LSAs have evolved significantly, marking a shift in the strategies required to thrive in this space. In 2024, it’s essential to stay attuned to the latest changes and understand how to adapt your approach for optimal results. The year 2024 has brought forth enhanced ranking factors, refined algorithms, and a sharper focus on customer engagement, prompting businesses to recalibrate their tactics to stand out amidst increasing competition.

  • Adapting to Enhanced Ranking Factors: Google’s algorithm now places greater emphasis on customer reviews, service experience, and responsiveness. Ensuring a stellar customer experience and driving verified reviews will play a pivotal role in elevating your business’s visibility on LSAs.
  • Storytelling with Images: Crafting a compelling narrative through visuals is a powerful strategy to influence potential customers positively. Marking jobs as booked and scheduled, along with adding rich customer details, can significantly enhance your business’s standing on LSAs.
  • Customer Feedback and Reviews: Stimulating customer feedback and reviews on Google is an effective approach to bolster your credibility and ranking on LSAs. Encouraging satisfied customers to share their experiences can be a game-changer in attracting new leads.

Navigating the Landscape of Cost and Value

The efficacy of Google LSAs is often weighed against the cost per lead and the overall customer acquisition cost. Understanding how to optimize your budget while garnering high-quality leads is paramount for driving sustainable growth and profitability. Let’s delve into the key considerations when evaluating the cost and value of LSAs for your carpet cleaning business.

How does the cost per lead through LSAs compare to other lead sources, and how can businesses determine the true value of these leads?

When assessing the cost per lead, it’s crucial to analyze the long-term impact and conversion rate of leads generated through LSAs. While the upfront cost may seem relatively higher than other lead sources, it’s essential to consider the lifetime value of a customer acquired through LSAs. By tracking the conversion rates and customer retention from LSAs, businesses can gain insights into the true value and return on investment offered by this platform.

What are the strategies to optimize budgets and maximize conversions through LSAs while ensuring a favorable cost per lead?

Optimizing your budget on LSAs necessitates a comprehensive understanding of your target audience, marketplace dynamics, and lead volume fluctuations. By setting a judicious weekly budget, closely monitoring lead volume, and adjusting the budget based on demand, businesses can strike a balance between cost-effectiveness and lead generation. Moreover, leveraging the ability to modify budgets and pause ads on Google LSAs enables businesses to prevent overbooking and optimize their ad spend prudently.

How can effective lead management and dispute resolution further enhance the value derived from LSAs, mitigating potential challenges and optimizing the cost per lead?

While LSAs offer a conduit to high-intent leads, effective lead management and dispute resolution play a pivotal role in ensuring the optimal utilization of resources. By diligently vetting and validating leads, promptly disputing invalid or unqualified leads, and capitalizing on the call tracking feature, businesses can safeguard their budget while elevating the quality of leads acquired through LSAs.

Elevating Customer Engagement and Retention

The realm of customer engagement transcends beyond acquiring leads, delving into the intricacies of nurturing relationships, driving repeat business, and fortifying brand loyalty. Carpet cleaning businesses that embark on a journey to unlock sustained growth through Google LSAs should focus on holistic customer engagement strategies to maximize the impact of their digital presence.

How can businesses deploy a comprehensive lead chase process and long-term nurture strategies to capitalize on the leads garnered through LSAs?

Crafting an effective lead chase process involves a harmonious blend of automated systems and manual engagements to stay connected with leads, maintaining an omnipresent marketing system. By nurturing leads through personalized interactions, consistent follow-ups, and tailored communications, businesses can transcend transactional relationships to cultivate enduring connections with potential and existing clients.

Why is it imperative for businesses to diversify their marketing efforts and cultivate multiple sources of leads and customer retention, aligning with their growth trajectory?

Diversifying marketing efforts entails harnessing a multi-faceted approach to lead generation and customer retention, mitigating dependency on any single channel or platform. By expanding the business’s footprint across various digital touchpoints, engaging in community initiatives, and building strategic partnerships, carpet cleaning businesses can augment their customer base, fortify brand equity, and insulate themselves from market fluctuations.

How vital is the role of maximizing brand impressions in nurturing customer trust, shaping brand recall, and attaining a competitive edge in the local marketplace?

Maximizing brand impressions entails a concerted effort to ensure that your business is omnipresent across digital platforms, leaving an indelible imprint on your audience’s psyche. Consistent brand exposure fosters familiarity, trust, and recall, empowering businesses to carve a distinctive identity in the saturated carpet cleaning landscape while resonating with discerning customers.

 

Frequently Asked Questions

1. Do LSAs deliver higher quality leads compared to alternative lead sources such as HomeAdvisor and Thumbtack?

While LSAs do yield higher quality leads due to the high commercial intent inherent in their placement, it’s imperative to consider the diverse consumer behavior and preferences catered to by different lead sources. Businesses should discern the unique attributes of each platform and tailor their approach accordingly to maximize their lead quality and retention.

2. How does the cost range for a phone call through LSAs compare to the lifetime value of a customer acquired through this channel?

The cost range for a phone call through LSAs may initially appear relatively higher; however, businesses must juxtapose this cost against the lifetime value of a customer obtained through LSAs. By analyzing the long-term revenue potential and repeat business derived from LSAs, businesses can ascertain the cost-effectiveness and viability of this lead generation channel.

3. What are the prerequisites for setting up LSAs, and how can businesses ensure they meet the criteria for optimal performance?

Setting up LSAs mandates meticulous attention to prerequisites such as licensing verification, background checks, and sufficient liability insurance. By meticulously fulfilling these criteria and positioning your business to align with Google’s ranking factors, you can enhance your visibility and desirability in LSAs.

4. How can businesses navigate the challenges of customer dispute management within LSAs and safeguard their budget and resources?

Effective customer dispute management necessitates swift identification and resolution of disputes, coupled with an astute understanding of the escalation channels offered by Google. By diligently vetting and disputing invalid leads, businesses can safeguard their budget and safeguard their resources from extraneous expenses.

5. What role do verified reviews and customer feedback play in amplifying a business's visibility and credibility on LSAs?

Verified reviews and customer feedback substantiate a business’s reliability, competency, and service excellence, serving as cornerstones in influencing Google’s algorithm and customer perceptions. By incentivizing satisfied customers to share their experiences and driving an amassment of authentic reviews, businesses can augment their appeal and resonance on LSAs.

6. How does diversifying marketing efforts across multiple lead sources fortify a carpet cleaning business's growth trajectory and resilience in the marketplace?

Diversifying marketing efforts insulates carpet cleaning businesses from market volatilities, positioning them to capitalize on diverse consumer touchpoints and community initiatives. By cultivating a multi-faceted approach to lead generation and customer retention, businesses can fortify their brand equity and usher in sustained growth in the dynamic marketplace.

Concluding Thoughts:

Mastering Google Local Service Ads is an endeavor that entails a holistic understanding of customer engagement, budget optimization, lead management, and brand resonance. In today’s competitive landscape, carpet cleaning businesses must deploy a multi-pronged approach to harness the full potential of LSAs, elevating their visibility, lead quality, and customer retention. By embracing the insights and strategies outlined in this guide, businesses can carve a distinct narrative in the digital sphere, unlocking growth opportunities and cementing their position as industry leaders.

You will learn:

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What Google Local Service Ads are and why they matter for your carpet cleaning business.

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How to optimize your presence on Google for increased visibility and customer engagement.

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The importance of driving verified reviews and crafting a service experience to encourage customer feedback and reviews on Google.

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Steps to optimize your local service ad profile to skyrocket your ad performance.

Audio Transcript:
John Clendenning [00:00:00]:
Today, we are going to be talking about Google Local Service Ads. We’re gonna put our thinking caps on, talk about what they are, why they’re important, what they mean in 2024 different than what they may be meant in 2023, 2022, some of the changes going on, ways to play the game, what the game even is. A you know, everything about marketing is a bit of a game. It’s the strategy, the influence, how you can maximize the opportunity and all that.

John Clendenning [00:00:58]:
Okay. So all the normal stuff, just do the housekeeping as we always talk about. You wanna turn off your cell phones unless you’re watching this on your cell phone. Turn off your notifications then. Turn off your Facebook. If you’re, you know, all Cleaner, home service company, business owner, working with service businesses, anything like that, and you’re serious about getting the good results, the next 60 minutes is one of those things that will help you get those results and help you change the way you do your business, hopefully, or at least give you some insights in all of that. So what we’re gonna cover today, Google local service ads. Some people call them Google guarantee.

John Clendenning [00:01:36]:
So, I get that conversation a lot. John, I you you just spent the last how long talking to us about different ad sources and Google local service ads. What about Google guarantee? It’s the same thing. We’ll talk about what we, why they call it Google guarantee or what part of it is the guarantee and what local service ads are. It’s the same thing, But there’s kind of a reason why they use both languages. John to know where it’s active, how it works, how you can jump John board if you haven’t already, and how you can rank in the top 3 because there’s really only 3 results that matter. So how do you get there? And then how can you take advantage of high quality leads at a low cost per lead and get the ROI to make it win. Right? So the cost per lead means nothing in business.

John Clendenning [00:02:25]:
If you don’t actually have a conversion principle in mind, If you don’t have a way to convert, you can have $2 leads, $2 inquiries. I was talking to somebody the other day there and there there, you know, we’re talking about how how much it costs to buy a customer in a home cleaning service. Right? Roofing 2, 3, $400 to buy a customer is common. Carpet cleaning 60, 80, $100 is common, right? The cost per buying acquisition of the customer. So, you know, if you found a lead source that’s giving you 2 $3 leads, by all by all means, that’s amazing. And I don’t know where that exists. 20, $30 leads makes more sense because there’s a cost to be on the network. There’s a cost of the platform.

John Clendenning [00:03:12]:
All of those costs are going up. There’s competitors and stuff like that. But the lower the cost per lead almost guaranteed the more leads you need because they’re not Marketing. The higher the cost per lead, the more targeted they are. So we’re John talk about local service ads and how targeted it can be, at a reasonable cost per lead. So for those of you on here that don’t know who I am, I’m pretty sure most of you do. You followed along other podcasts, and we’ve got customers as ours. We’ve got people that we know, friends, all that kind of stuff on the call.

John Clendenning [00:03:39]:
But just a quick little bio, I started my cleaning business career in 1990, last year of high school, and I owned over from that point through to two and a half years ago, coming up to 3 years ago now, May of 2021. I’ve owned many cleaning businesses. Some of them all the way through that John. Other ones bought, built up, and sold. I’ve helped franchise networks grow. I’ve been, spoken around the world. I had to learn this crazy thing called marketing. On the shelf behind me there is probably some of the 2 or $300,000 I’ve invested in my own marketing training over those 30 some odd years.

John Clendenning [00:04:20]:
Right? I’ve 35, whatever it works out to now years. Has I’ve I’ve spent a lot of time knowing I didn’t know what I didn’t know. So reading, learning, audiobooks, cassette tapes in my my my car back in the day, opening up the binder beside me, putting the next cassette tape in and using drive time as education, learning university time to get it all into my head constantly. I still do that to this day. If I’m out for a walk or or driving around or doing anything, I’m not listening. I love Dave Matthews and and a bunch of other type of music. I don’t listen to that as often as I’m listening to a podcast, an interview, a book, an audio book. If I find a really good audio book, I buy the book next and then go through with a Sharpie or highlighter and highlight all the most important points.

John Clendenning [00:05:15]:
I some I’ll bring them out, all that kind of stuff because I’m constantly wanting to learn. As business owners, we’re learners. We we have to be able to learn all of that stuff. So I’ve been able to lecture on this stuff. Keynote Cleaner around the world wrote a book on it. So if you want a book to read, definitely, that’s a good one. If you’re in the home cleaning space, the complete guide internet marketing for carpet Cleaner. Oh, yes.

John Clendenning [00:05:39]:
Dave Matthews. Oh my gosh. Anyways, I will come I’ll come your way, John, some point. I’ll bring my guitar. We’ll put a fire in the backyard, and I will play you a whole entire set of Dave Matthews music. I’m just not gonna be the one singing. You don’t wanna hear that. So, anyways, sorry.

John Clendenning [00:05:55]:
But, yeah, what we what we wanna do here is we want you to learn how to get these kinds of results. We want you to be a testimonial whether we help you, because, again, on the other side, we run an agency. We do all these free trainings and lectures and stuff like that. We also run an agency to help with some of this stuff. But even if you don’t use our services, but you lose, you use what you learn from us and grow your business. Tell me. Let me know. These are all clients of ours.

John Clendenning [00:06:23]:
But again, back when I was a kid in in the mid nineties, I used to get, started getting CleanFAX Magazine. I got it every single month. I’ve got cases and cases and cases in the back shop up in the mezzanine and, of all the issues of Cleaner Magazine every month. Kind of cool that last year, I was one of the industry leaders of the year in Cleanfax Magazine. I’m on their monthly training for digital marketing called Take 5 with CleanFAX and Straight Talk with CleanFAX, part of the ISSA association. And I learned from Howard Partridge and people like that. And, in the industry now, I share speaking engagements with them and stuff like that. So that’s all kind of cool stuff.

John Clendenning [00:07:03]:
But ultimately, what do we do? We help our clients become the top brand. You can say carpet cleaning, home cleaning, whatever top brand in their local marketplace. So they attract the best clients. They’re able to charge at the top rates and they’re booked out well in advance. You’re the top brand. You’re not you’re not cheap. You’re not discount. You’re actually playing the game properly.

John Clendenning [00:07:24]:
Dan Kennedy once said so the godfather of marketing and the millionaire maker, as they call it, I’m Dan Kennedy from Magnetic Marketing and many, many other things. And again, back on the bookshelf, you’ll find dozens of Dan Kennedy books that I have consumed and that you should be consuming as well. But Dan has always said the person who can pay the most to buy a customer wins. So how do you pay more? Because the customer pays you more so you can acquire customers at a higher acquisition cost and become competition free because you have found ways to upsell and scale and all that kind of stuff. And that plays into what we’re gonna be talking about here today as well. Because what we always, emphasize is there’s really only 3 core principles you need to focus on to grow any type of business. You wanna maximize the opportunities to generate an ideal lead. Need to add the little word in here.

John Clendenning [00:08:23]:
Ideal just kind of ran out of space, but who’s your ideal lead? You need to know who they are. Who’s your target avatar? You need to be generating maximizing opportunity to generate one of those leads or inquiries. I like the word inquiry better than leads these days. But, you know, you need an you need those ideal target customers. You need to maximize your brand impressions in front of those ideal target potential customers, and you need to maximize your conversions because you can generate a ton of opportunities, hopefully, to the right people. You can generate a ton of opportunities to the wrong people, and now you’ve got a business you don’t like. You start dialing in who you John talk to. Now you got a business you like, and then you generate.

John Clendenning [00:09:04]:
You John to maximize your brand impressions so that they start to know, like, and trust you. Nobody ever responds 1 and done If they do, either there’s something wrong with them, and I mean that seriously. They they’ve either got an urgent need. Right? I just mean it. And they’re in a frantic state. Sometimes that’s okay, but that is not a way to build a business unless you’re in a crisis management urgency business. But you all if if that’s not the case where, you know, they’re massively urgent, you’re probably the lowest price because there’s no way that you’re in a blue ocean where there’s no other sharks in the ocean, as they say, making it red. There’s nobody else also going after the same bait as you are.

John Clendenning [00:09:46]:
Right? So if you’re in any sort of business that has competitors, you know, you’re in a market that has competition, which means you’re in a market that has buyers. That’s always a good thing. It’s not bad to have competitors. It’s good. You just have to define yourself from those competitors differently. But if you’re if you’re generating brand impressions, people need to see you 5, 6, 7 times more to start trusting you, start knowing you. They need to know your brand message and things like that. So if you’re maximizing your brand impressions to those right people, if you’re maximizing your opportunities to get in front of them, and you’re maximizing your conversions, so once they do show up, pop their head up and say, hey, I’m kind of interested in what you do.

John Clendenning [00:10:31]:
Treat them as a wiggly fish. Hold on to them. Chase them down. Follow-up with them. Give them reasons to buy from you. Don’t be an annoying pest, but be a welcome guest in their inbox, on their phone, text message, in follow ups, in in mail to their actually to their their physical mailbox that they can open up. Right? Maximize your opportunity to Carpet, and you will beat out most of your competitors who take one call. It’s a yes or no, and they move on.

John Clendenning [00:10:58]:
Right. So these are the principles that we always talk about, and every one of the the trainings that we do in this training series, this best known cleaner training series, this best known business owner training series is all a part a part of one aspect of this. And one of those aspects is Google Local Service Ads. It’s not the only aspect. Every single opportunity to generate leads, to generate a business, to generate awareness has strengths and limitations. No one of them stands alone as the only thing you should do or the thing you should do until it’s, you know, make some money. You can try something else. You’ve got to treat everything as one piece of the pie or as I like to say, one line in the water.

John Clendenning [00:11:48]:
If you only have 1 fishing pole and one line in the water and one lure or bait, how many fish are you gonna catch? And if you look over and the guy over in the same really good fishing hole that you both found, and he’s got 30 lines around his boat. How many fish are he is he is he gonna catch? Right? So we always gotta be thinking as business owners, how many more poles can I put in the water? Local service ads is just one of them. It’s a cool one, but just like anything else, you go back years ago, pay per click was one of the best places to be because it was new, the cost per lead was low, and then over time, the cost per lead has increased and increased and increased. There are some businesses where the cost for a single click in pay per click has is 80, 90, a 100, 200, $300 per click, and it’s still profitable for the right businesses. But those used to be $5 clicks, $2 clicks, like a decade ago. Right. Local service ads is going to go be going that way eventually, too. Nothing stays untapped forever.

John Clendenning [00:12:52]:
It’s not completely untapped now, but it’s still considered slightly new in the world. So we can kind of see here by the graphic where that shows up. Local service ads show up across the top of of of the Google listing, and you typically only see 3 before you can possibly slide click the button here and to see more of them. So really sort of like the Google Maps listing, we’ll kind of touch on that a little bit as a comparison. You only see 3 now. Right? So and I like to think, like, with Google, what what Google noticed was, so Google local service ads are what they call pay per call. So you don’t pay anytime somebody clicks on it. You only pay when somebody calls.

John Clendenning [00:13:33]:
Now prior, what Google watched was things like Thumbtack and HomeAdvisor and Angie’s List and some of these other places that ranked in the organic rankings down below, generated leads, and then sold you the leads. And even back in the day, they actually sold and there was other pay per call services, and they’d share them amongst a bunch of different businesses. And so they would get paid 2, 3, 4 times for the same lead, and it was up to you to chase them down. And some of those services still exist. But somebody at Google was smart enough to go, They’re using our own platform to generate leads and sell it and make money. We own the platform. Why don’t we do that too? Why don’t we do that and and put it right at the top? We own the platform. We can put it anywhere we want.

John Clendenning [00:14:21]:
And that was Google’s entry into local service ads. So as I said, all an ad basically is that’s what so here’s where we talk about Google guarantee. So Google guarantee. What it means is that if the person is unhappy, if you damage something, whatever Google is guaranteeing the customer up to $2,000. Back to them, they can complain to Google about your services. So they need to guarantee that you’re a quality service and the phone number that goes into Google guarantee is not yours because they’re charging you per lead that reaches out to you. So you’re getting a verified phone call, which is amazing. You’re not paying for the advertising.

John Clendenning [00:15:11]:
You’re not paying for the the impressions. You’re not paying for the clicks. You’re only paying when they physically reach out to you, either by a phone call or now they’ve added in the ability for them to message you. Kind of think of it like a text message, right? So Google shows the names of the business, the review ratings. We’ll talk a little bit about that. They guarantee the service and they they’re the ones that that that will pay out if there’s a problem. And the phone number is theirs. Call tracking that bounces through them to you and all recorded.

John Clendenning [00:15:44]:
So it really, really helps it. Google know what they’re, you know, kind of what they’re what they’re providing to you. And that’s how they bill for it. Okay. So hopefully that makes a little bit of sense there. When somebody does click on the listing, it doesn’t go to your website. So the people that you have already used Google local service ads, Google guarantee you guys know this. We’re just kind of refreshing recapping for the ones that don’t yet and kind of wondering if it’s something you should get into.

John Clendenning [00:16:12]:
Understand that it goes to the listing in the Google Local Services platform. So inside that listing is some information about you that you can click on and add. There’s other things that go on in there, but they’re not seeing your website, your landing page, like other areas of Google, like Google Pay Per Click goes to a landing page that you can influence and and put whatever you want on it for the most part, you know, as long as it’s within quality guidelines and all that kind of stuff. But you can put your own offer. You can do all those kinds of things in local service ads. You don’t have that control. It is their dashboard, right? So, again, it’s catching people up at the top of the listing and there’s some requirements around that as well. So why do Google Local Service Ads even matter? Why is it one of the many places that you should consider marketing your business? Well, one of the big reasons for that is.

John Clendenning [00:17:13]:
87 percent of online consumers, which is most of us, search Google when they’re looking for service providers. So that’s when they if they don’t already have a preferred, service a business that they’re gonna type the name in for. If they’re just going carpet cleaners near me, maid services in Atlanta, whatever, they’re searching. 87% of those online searchers search on Google. Right. So if they’re if they’re online at all now, the stats are about somewhere between 60 70 percent of people search online. The other 30 percent don’t getting. Obviously, they ask before they buy.

John Clendenning [00:17:55]:
They check with friends. They call the person that installed the carpet or the tile floor or whatever. They talk to their interior designer. They talk to the real estate agent. You know, there’s there’s a whole bunch of different ways that people do that. But when they don’t have a name in mind and they’re a searcher, some people even even talk to into Alexa and things like that. But the people that do search 87% search online, so you John to be there. It’s one of the places you need to be.

John Clendenning [00:18:20]:
It’s the number one number one place for new customers looking for your service. Right? It’s in the number one place. Sorry. It’s very at the very top of the page. I’m gonna show how many people actually click on that at the top of the page. Local service ads come up first on mobile and desktop. Again, Google decided to place them right at the top even above pay per click, above the maps, and everywhere else. There’s no higher intent prospect either because the only time that Google shows that ad is when they know that there’s a huge commercial intent.

John Clendenning [00:18:52]:
So they don’t show the ad. They don’t want people calling and and and you’re not happy with the service. If somebody types in, you know, how do I get out red wine stains from my carpet on my own? They’re not going to show local service ads that that wasn’t a high consumer intent to buy a service. Google is going to show those ads. Their algorithm is going to go, oh, this person, Carpet cleaners near me, you know, home cleaning services, contractors nearby or in my city, or think of all of those kinds of terms. In Google local service ads, you don’t get to pick the keywords that people are typing in like you do with pay per click because Google’s algorithm is the one that’s deciding when they want to show because they’re paying for all of the showing of the ads. You’re only paying if you if it prompts somebody to call you. So they’re dialing all that in for you, right? So you must have a plan to win, though, because it’s not just about being there because there’s only 3.

John Clendenning [00:19:48]:
How do you show up to be 3? How do you win? How are you tracking the ROI to know? Are you booking enough of these people to, to pay the bills and cover your costs? And what does it even cost to to generate a phone call? So we’re going to talk about all that kind of stuff here, right? So let’s just talk about the breakdown first of how it impacts in the search results, because again, we’re talking about Google search here. Somebody had to type something in. Carpet cleaning in Denver is the example here. And again, about 14% of the people click on Google Local Service ads. That still does mean 86% don’t. Right? This is just based on natural national stats. Companies like BrightLocal and a bunch of others do these surveys and stats all the time and determine how many people click on different spots of the Google search results in industries like ours and other industries and stuff like that. 11% of the people click on Google AdWords now.

John Clendenning [00:20:45]:
Now that used to be a lot higher when there wasn’t local service ads. But now between the 2 of them, they’re blending about 25%. That means 75% of the people still don’t click up up at the in the ad section at all. They go, you know, about 35, 30 to 35% go down into the 3 pack, and they have to click more listings to get beyond that. And that’s that’s based on your proximity and how close you are and and how you’ve got your Google Maps listing set up. And then 40 to 45%, sometimes as high as 50 percent still go down in the organic Readers are leaders. They the people that are doing due diligence and thinking through a process and are earlier on in the buying cycle and funnel, they’re still gonna be down here for that same search term. So we’re capturing about 14%.

John Clendenning [00:21:35]:
Right? Is that valuable? Heck, yeah. It’s valuable because we’re still talking about maximizing your opportunities to generate a qualified lead. Are they qualified? Holy crap. They’re super qualified. Right? And you John catch as you wanna maximize. So that’s an opportunity. It’s got its strength and its and its limitations. Google Ads.

John Clendenning [00:21:55]:
That’s an opportunity to capture some more. It’s got its strengths and limitations. Google Maps. That’s an opportunity. And down here in organic, that’s also a huge opportunity. So the answer is yes to all of them because they all capture have an opportunity for you to capture an ideal targeted lead who is interested in your services, and now you need to be able to do something with those and convert them better. And and that’s kind of a little bit of what we’re John talk about here as well. So, you must complete your Google local service application.

John Clendenning [00:22:30]:
It’s not just, oh, I John pay them there to today. Nope. There’s a full application involved. They will run a background check on you because, again, remember, Google’s guaranteeing this. They need to know. They’re they’re gonna be doing a licensing and background check, with Pinkerton in the U. S. I can’t remember the name of the one in Canada off the top of my head, but they use different background check services.

John Clendenning [00:22:51]:
You know, the business owner and all the technicians that are gonna be involved must complete those. So you you you wanna make sure that you go through that process. It can take up to a week, sometimes more. You wanna make sure that in your state, you’ve got your state license. They’re gonna wanna see your insurance as well, your business insurance. You have to have enough liability insurance because they’re guaranteeing you. You better have insurance, for what you’re doing as well. And once you’re approved and, again, that’s a process, and it can take a little bit of time.

John Clendenning [00:23:26]:
You’re John to be basically paying somewhere between $25.45. And expect that to shift upwards over time. I remember when it was 15, 16, $17. 20, 22 was the average. Now it’s 25 to 45 in most marketplaces and going up for somebody to call you. And I know I’ve got people going, John, that seems incredibly expensive to for a phone call and paying 25 to $45 What my answer is usually, you know, run your math because I used to pay back in 2002. I was running through some reports recently. It was $80.82 to buy a customer from our yellow page ads, again, before the days of Google Ads and really even before the Internet meant anything to anybody, Google Ads didn’t even roll out to what, 2,002, 2003, somewhere in there as a as an ad platform.

John Clendenning [00:24:27]:
Google was just this weird search thing prior to that. They didn’t even monetize it until around that time. So yellow pages was one of the the places cold leads went to find businesses. They, you know, when they didn’t have a name in mind and they needed to search through a category. Pizza Masters, Mechanics, Carpet Cleaners were some of the top sections in the yellow pages. And you paid to be in the yellow pages, usually about $500 a month for a quarter page ad. You sometimes as much as $1500 a month or more for a full page ad every single month in the yellow pages just to try and generate phone calls against everybody else who’s also getting those phone calls. And when you by the time you paid all of that based on the number of phone calls and maybe you’re in 4 different books because of the way they divided your territory to $3,000.

John Clendenning [00:25:15]:
I used to pay 5, 6, $7,000 a month in yellow pages as one of our lead sources in our carpet cleaning business in the 2000. And, yeah, we would be we would be happy to buy a customer for 80 bucks 20 years ago because we knew 1 the lifetime value of the client was 34 or 5 $6,000 back then. Now it’s 5 to $8,000 for quality clients in carpet Cleaner. The lifetime value. Are you willing to spend $80 at the front end to get 5 to $8,000 over the lifetime if you market to them? Well, heck, yeah. So what we’re talking about here is if you’ve been if you’re paying between $25.45 for a phone call and you’re good on the phones, you are good at doing follow-up. We’re John to talk about a couple of those ways to convert that and you book more than 50%. You bought a customer for 50 to $90.

John Clendenning [00:26:04]:
Now, if you’re if you’re cleaning price is $90 per cleaning, you’re John to go, wow, I bought it for full price. The average carpet cleaner, 2, 3, $400 average John, that’s easy. That’s easy. So part of it is the price you sell at as well. You gotta think about that. Does it fit into your metrics? You know, if your prices are discount, how do you get a decent dollar amount per job? Do you wanna do 5, 6, 7 jobs a day to make $1200, $1500 a day? Or do you wanna do 1 or 2 jobs a day to make $121500 because you target a different clientele with a different message? That’s all part of what we like to talk about during our consultations and marketing and and some of our services and stuff like that. But you’ve got to think through what works for you. Right? Again, some industries, 70, 80, 90, $100 a phone call from local service ads.

John Clendenning [00:26:56]:
But a lot of times, it’s still less. It’s still one of the best, most cost effective paid lead sources if you start running the math on all the other ones as well. You can say, John, I get Facebook leads at 15 to $20. Yeah. But they’re tire kickers because they didn’t go typing in. They weren’t hyper targeted. So you need 4 or 5, 6 of them before one of them says yes to book a job. What is that? 6 times $20 is $120.

John Clendenning [00:27:23]:
You just spent more to buy a customer there even though they seem less expensive. So think about you got to think about things that way. The price will vary by city service type, message type, phone versus chat. They offer a chat lead and it’s usually about 50% less cost, but the conversion rate’s lower as well. So it’s worth testing and playing with, but you definitely John make sure, phones is the most important part of that that service. Right? So to get approved, you gotta go through this check. You’ll see it on your end. Proof of insurance, background check.

John Clendenning [00:27:54]:
You want customer reviews. Right? So we’ve worked with companies that have had their Google local service ad set up by somebody else, and it wasn’t set up properly and was never tied into their Google Maps listing. When you have a Google Maps listing and you do the right connection and you go through and set up the account the right way, then, you know, if you’ve got 200 Google reviews over on your local on your Google Maps, now you’ve got 200 reviews that come into your local service ads, right? When you set it up and you pass this, if you don’t, they’re going to ask you to go out and get a couple of reviews just to get past this check mark. You cannot be in Google Local Service Ads platform without a minimum required number of reviews. Right? They’re only Google is only gonna show reputable businesses, and they they help prove that with with the reviews. You’ve gotta have the right you gotta have a budget set up and you’ve gotta get billing information set up because they’re gonna charge you for every call. Right? So where it becomes fancy is how you’re setting up your budget. Right? So you John set a weekly budget.

John Clendenning [00:29:00]:
They want you to set a weekly budget that limits the total number of leads you receive in any given week. Right. So say, for example, somebody says, I want to spend $1,000 John local service ads. Okay. That’s $250 a week. That’s your weekly budget. That’s $50 a day. If your cost per lead is $25 in your area, 25, 26, 27 during the bidding.

John Clendenning [00:29:23]:
Right. Google knows that you’ve got 1 or 2 phone calls a day and your budget for that day is spent. Now they’re looking at the weekly budget, but their algorithm smart. Like we’re talking, you know, AI, they can do basic math. It knows and it’s going to scale you back. And that 3 pack we talked about, it’s not going to show you up in those those three listings as often because you’ve got a limited budget. We like to say take your monthly budget and at the very least, set that as your weekly budget. And if you spend it all and you don’t want any more leads, pause it.

John Clendenning [00:29:58]:
But if you’re booking well. You will never like you’re not going to spend the whole $1,000 anyway. There’s just not that many people calling you on every single day out of that 14% that have typed the search in in the areas that you’re Marketing, find that are part of the people that are going to call from there and call you. If they are and you’re getting flooded with work, get another van on the road. Go do the work. If you’re good at converting those leads, open the tap up. That is one of the strategies that works really, really well. Because once your budget is spent, you go offline.

John Clendenning [00:30:30]:
You’re you’re completely offline until the next month, right? Because you’ve you’ve given it a budget, right? So you can get, you can use a different number of leads from day to day. Doesn’t mean you’re John to always get, you know, oh, I’ve got enough for 2 leads. I’m going to get 2 leads every day. No. If you go, oh, I got enough for 10 leads. I’m going to get 10 leads every day. No. It’s still based on competitors who’s bidding what, how many the volume of customers calling.

John Clendenning [00:30:57]:
We know in the industry that on a sunny Monday Tuesday, you get more phone calls and maybe Friday Friday afternoon, Wednesdays and Thursdays could be slow days. Once you kinda get up to scale and volume, if it starts raining on a Monday, some of those calls get pushed to Tuesday because humans are weird psychological Cleaner. And we we we see rain outside and we go, I don’t John call for carpet cleaning for 2 weeks from now. It doesn’t make sense, but it happens. It’s the way psychology works. Right? So you have the ability to immediately dispute leads on the platform because every call is being recorded. Google’s recording them. You can hear them.

John Clendenning [00:31:29]:
If it turns out that it was a call for somebody looking for a job, it was a call out of your Carpet. It was a call for a service that you do not have defined in in your local service ads. Right? You can dispute those. So so things that can be disputed Carpet solicitation calls. So maybe there’s a vendor calling. Right? Somebody from HomeAdvisor trying to get you on their platform. Spam calls, you know, could be recorded, could be, you know, things like that, like just a a robocall. Again, a location you don’t serve, a service not offered.

John Clendenning [00:32:04]:
Now Google’s AI is getting really, really good at listening to the calls and knowing when this happens, but you should still go in and mark any call that was, was not legitimate spam because you get the money back. Google is not charging you. Now, the downside of if you don’t do that, if they hear, like, say, for example, you booked the job and then you didn’t ask the right questions, you don’t have a good inbound script. You’re not vetting the client properly, right? You haven’t kind of thought through that part of your business yet well enough, or whoever answered the phone kind of winged it a bit. And next thing you know, you go to do the job and you realize that’s not in our area or that’s whatever. But we don’t do that service. Like for whatever reason, you try and dispute it with Google. They’re going to, no, no, no.

John Clendenning [00:32:47]:
We heard you. You booked it. It’s yours to pay for no matter what. But if you can dispute it right away and you’ve got you, you’re asking the right questions, you got the legitimate reasons, you you get that money back. So, keep that in mind as well. So this is feedback from our own clients and active users and people that we talk to in the industry and our own experience. You end up with actually a lower cost per lead than pay per click. So at the end of the day, the lower cost per lead for sure, and usually a lower cost per client acquisition, they are just more targeted, a little bit more than just that top of Google.

John Clendenning [00:33:27]:
Again, it’s a smaller crowd, but they’re more targeted definitely than pay per click because pay per click is not catching as many of them anymore. Higher quality leads than things like HomeAdvisor and Thumbtack and stuff like that because it’s again, it’s just right on Google. They don’t have to go into another platform and, you know, search Google, find HomeAdvisor, go into HomeAdvisor, type in that they’re looking for carpet cleaning. And again, people like and then HomeAdvisor, for example, they send you the lead form that the person filled out. It’s not phone calls. It’s not you’re getting a live transfer right to your phone and it’s ringing. Right? So, of course, you’re still going to get price shoppers. John, I wish we didn’t get, you know, people that, you know, need me to explain our services and why we’re different and still just want the cheapest price.

John Clendenning [00:34:07]:
Right. 20 percent of consumers are always price shoppers, even in the right category, even if you’ve targeted the right people with the right message. 20% are still going to be minimum Carpet still going to be price shoppers. Now, some of those with good marketing and good education based marketing can be followed up with over time and be educated why the discount isn’t the service for them. But if they live in geared to income rental property, and they just need some cleaning done on their carpet, their upholstery, whatever, Sorry, but they don’t own the prop. They don’t own the carpet. They may not even, you know, they might have bought the upholstery secondhand. They’re going to be a discount shopper if this is the way they searched And for whatever reason, they decided to call you, but they’ve got $50 left to pay for a cleaning because their best friend just puked all over the couch after a bender.

John Clendenning [00:34:57]:
You know, that might not you’re still gonna get those calls. But, ideally, you, you know, you’re gonna get better quality calls because of, a couple of the influencing things we’re gonna show you here as well. But if you’re done, if you’ve got your scripts right, you’ve got your follow-up right, You’ve got your your, you know, you’re marking the leads properly. You’re John to get a higher and higher quality lead from there. Google is going to show you to the right people more and more. And if you track your ROI, which you should from every advertory advertising source, how much did I pay? How many calls did I get? How many of those calls did I physically book on the first call? How many calls did I book on my follow-up? And eventually, of those that lead pool that was generated, how many actually became customers and what was the final revenue? If you can track them tip to tail and go back and go, wow, that was a 5 to 1 ROI, return on investment. I spent $1,000 and got $5,000 worth of work over the next couple of weeks. I spent, you know, maybe 3 to 1, $1,000 and got $3,000 worth of work.

John Clendenning [00:36:02]:
Would you turn that off if you were in Vegas and you put $1,000 into, you know, on a poker table? And every single time you put $1,000 worth of chips on, you got 3,000 back and you took a 1,000 and put it back on the poker table. You got 3,000 back. Would you stop? Right? Maybe when you got tired, but, you know, you as soon as you woke up, you maybe there’s enough coffee coffee and, Adderall in the world to keep you making that money, you know, until you drop. So anyways, think of it this way as well. So, it’s a it’s a no brainer for most carpet cleaners to have it in the mix, not as their only way and get it out of your head. If you’re thinking, well, I’ll start with that. And once I get enough money, then I’ll add, I’ll do other marketing. Marketing is still always a mix.

John Clendenning [00:36:44]:
This should be more than well, more than break. Even you put it in the mix, it didn’t cost you money. If you’re booking, right? If you’re booking more than 50%, it never cost you money. Let it earn its keep while you’ve got other things earning their keep as well. So it’s a mixture of all of it, right? So you show up at the top where some clients are looking. You only pay when the when they get give you a call. So you only pay for lead, not per call, lower cost than pay per click, higher quality than home advisors and other pay per lead services, and your ability to modify your budget based on your schedule is a really good one as well. You can literally go into the back end of the platform and for the clients who we work with, we we don’t make any money on local service ads.

John Clendenning [00:37:26]:
We barely Carpet anything to add that John our marketing packages, but we listen to the calls. And if we’re noticing that you’re booking too far out and you’re not landing them, a lot of, you know, you know, a lot of clients don’t remember to pop back in and just pause it or slow it down or do anything like that. We do that for them because you don’t John be spending money when from the local service ad source when the you can’t take the jobs because you’re too booked out, and you haven’t got that next truck on the road yet and hire the next tech technician or he’s in training and he that kind of thing. Right? So you wanna be able to modify your budget. Google lets you do it on the fly. Google local service ads let you do it on the fly. So that’s something to consider can consider as well. So let’s get into setup now.

John Clendenning [00:38:06]:
We know why. Again, if you work with us and you don’t have them set up yet, get them set up. Like, even if you turn them off, get them set up and ready to go for when you need it. Right? So, we’ll talk about, you know, hitting the algorithm up. If you don’t work with us, go to ads.google.com/localdashservicedashads. If you’re driving right now watching this, don’t try and write this down. Don’t have an accident. Go to Google and just type in local service ads.

John Clendenning [00:38:31]:
They’ll give you the link. Alright? It’s it’s a search engine. Just go search up local service ads. And when you get there, now is you’re John get to this screen right here. You’re gonna have a welcome, and it’s gonna tell you about what you what you need to do and what Google guarantee is all about. Again, that Google guarantees your service to the their end consumer. Right? And you continue. Click continue and start the sign up process.

John Clendenning [00:38:58]:
Pretty, pretty basic. Right? So once you get signed up again, it can take a week or 2. You’ve got to do that background check. You’ve got to bring you put your insurance. You’ve got a local licensing and whatever they ask for. Every kind of area and state is slightly different based on local laws, not just Google’s national laws. So it’s based on local laws in your area for this kind of service. So just kinda go through what it is in your area.

John Clendenning [00:39:19]:
Right? But, how does the ranking work? Why who’s gonna show up in the 3 path? Well, at the end of the day, Google’s still gonna deal with proximity. Right. One of many factors and there’s many, but one of them is how close are you to the person searching? Right. So if Google knows and Google does know where your business is, even if you’re a service area business, where they sent the postcard, where your center of your service Carpet is, You can’t turn around and say, oh, I’m a service area business, and I serve as a 500 mile radius. Google’s gonna go call BS on that. Right? So they’re going to give you a targeted service area. Right? So there is a proximity. And once you get too far out, there’s other people that are closer.

John Clendenning [00:40:02]:
So one of the ranking factors, by all means, is John to be the proximity to your Google Maps listing to your where they sent the postcard to verify your listing, all of that kind of stuff. Right? So, you want to really kind of make sure that you think that through as well. It’s the same thought conversation you have, in Google maps. If your location hub, center, pin drop office is nowhere near your ideal client in a 5 to 10 mile radius, it might be worth moving offices. Sounds crazy. You could open up a second office in a different area of town as well. Anything that you can get legally and legitimately verified through Google can be another local service ad account. You have to set up a new account for that, but based on that, Google Maps listing.

John Clendenning [00:40:53]:
So something a little bit of nuggets of good information right there. Your review score determines who goes first as well. Now Google is John bring over those reviews as we talked about from your Google, your Google Maps listing. But sometimes you’ll you’ll you’ll notice that, you know, maybe you’ve got a 120 reviews on your Google Maps and you’ve got a 135 reviews on your local service ads. Well, what’s the heck’s causing that? Well, that’s coming from the fact that local service ads has its own ability to generate its own reviews. So and and they they they take their own reviews at a higher scale. So right within the platform, it’s considered a verified review because it’s somebody that actually typed the search in, found the local service ad, called your business, booked the John. You told them the job books.

John Clendenning [00:41:42]:
So they now know it actually booked. You completed the John, and then they gave you a review all the way through the whole process. And that gives you tons of brownie points as well. So you John to make sure that you get reviews from people that that come through local local service ads. Your responsiveness is massive. Do you answer the phones when it rings all day? Every day we got clients go, oh, I always answer the phones. And then they jump on our platforms and we’re listening John. You miss 30% of them.

John Clendenning [00:42:11]:
Right. In in Google local service ads, when they’re when they’re trying to deliver a great client experience for using their service, if you don’t answer your phones and somebody else does, they get the calls. Right? You’re John be demoted. Right? So you John be responsive. If they fill out a form and message you, I’ll get to it tomorrow. All of that is tracked. You can actually see your response time inside local service ads. They know that the person who responds faster, gets gets priority points and moves up in that that rankings as well.

John Clendenning [00:42:43]:
Your business hours matter as well. You do not John be running ads when nobody’s on the phones. So you wanna dial in only the times that your phones are available to be answered. If that’s Monday to Friday, 9 to 5, that’s the only time you’re running the ads. Don’t say, well, I might answer it at at 11 o’clock at night. No. No. There’s no mites in this as well.

John Clendenning [00:43:03]:
Right? So if you get complaints, a series of or serious complaints. Right. Or repeated complaints. Right? So either serious ones or repeated ones. Google guarantees the end customer They’re John demote you and possibly even ban you, suspend you if you’re getting complaints. Right? Especially serious ones that need resolution and need to go through the whole, claiming back some money process and stuff like that. Again, in addition to these ranking factors, Google will attempt spread out the leads you receive over time. They don’t want to spend your entire budget right away, so it’s trying to spread it out.

John Clendenning [00:43:44]:
So again, that’s that other thing that, you know, if you’ve set your monthly budget as a weekly budget and see where the, you know, where the chips fall, Watch that. You’re going to be you’re not going to be demoted because your budget’s too lean. You’re going to just spend it. You can book up and then pause it if you’re too busy. If you’re booked out and out and out, pause it. Right. Because at the very least, you’re you’re being pushed to the front because as as one of the many ranking factors, you’re willing to put your, you know, your, your money where your mouth is, and then you pause it when you’re too busy and that’s fine. Right? So how to win with local service apps? You John dial in your service area, your profile, and your budget.

John Clendenning [00:44:25]:
We talked about the budget quite a bit. Service Carpet, you don’t wanna go so far out. Again, there’s a proximity thing. You don’t wanna go so far out, that it it kind of weakens or spreads thin your budget or your your your ads. It’s better to actually if you’re trying to service a really big swath, most businesses, it’s better to have a satellite office and run that. If you’re growing to that size, it’s better to target a hub where you your ideal car customers are and really be seen over and over and over again in that area. It’s better to maximize one area before moving on to the next as opposed to thinking, Oh, the more the merrier, the more the merrier is not a a business growth concept. Right? So, you want to mark your jobs as booked.

John Clendenning [00:45:13]:
The more jobs you book, the more Google is going, oh, these guys are popular. Let me give you the more. Let me have them show up more. Right? So you want to mark your jobs as booked as well. You want to deal with disputes right away. You want to drive verified leads or reviews, sorry, verified reviews. So what that means is, you know, again, all these people that came through, there’s a button at the end. If they you booked, they became a customer and they’re done.

John Clendenning [00:45:37]:
You have a little bit of homework to do. Go back and ask them for click the button. Google will send a request for a review, not you. Google will right inside the the Google local service ads platform, and they will get reviews directly there. Even if you’ve asked for Google reviews yourself on the job, all that kind of stuff, you have a reputation marketing system where you’re asking for feedback first, then reviews. And, you know, the better way to do it doesn’t really Masters. Still click this button after the fact and let Google send out, Hey, by the way, we’re Google Local Service as you used our service. How did the provider do? It feels different as well.

John Clendenning [00:46:10]:
There’s people that will fill out a review for you and still refill it a review here as well. Just so you know that, and you want to target a 75, and that should be not and 75%, booking rate in your reporting. Right? So we’ll talk a little bit about that. But you want to you want to target a high booking rate and there’s ways to kind of do that. Right? So let’s we’ve got we’re going to talk about dialing in the profile. Step number 1 of that. Right. Set your budget.

John Clendenning [00:46:37]:
Open it up. If you if you have the capacity, just keep it wide open. Update your your ad schedule. Make sure it’s not showing when you’re not available. Set up your business file. You have a couple of options to click on certain things. Google grabs those from other from your maps listing and other places around the web about your business. You don’t get to type them, but set that up.

John Clendenning [00:46:57]:
Set that bio up. Well, select your job types. What types of jobs do you wanna do you wanna chase down? And be very aware that if the job types are too vastly different, it adjusts. It messes with the way your budget is. So if you do maid service and carpet cleaning and maid service is a vastly different service than carpet Cleaner. It’s often better to have those 2 as separate divisions of your company, separate Google listings and separate local service ads and running separate marketing because there is a difference in who buys those, but there’s also a difference in the keywords. And there’s and it’s it’s hard to kind of bid for both, if that makes sense. You’re going to end up being no good in either.

John Clendenning [00:47:40]:
So when they’re highly related Carpet cleaning, upholstery cleaning, air cleaning, tile and grout cleaning, all of that stuff that we know about, Keep them tight. Keep them you can put them you can test them all. But I would always start with the thing that generates the most amount of revenue and the most amount of inquiries for you. Normally, carpet cleaning for us Carpet cleaners and then add the other ones on and see where they do. Right? Make sure you have your service area dialed in well. Update your business hours and add lots of photos. Right? So you want to have photos of your equipment, your team on the job. You don’t want stock photos.

John Clendenning [00:48:13]:
You don’t want babies lying on carpets and all that other stuff like we say about websites as well. And, you know, family and a dog sitting on a couch. You want your team, you want inside the office, inside the van, outside the van, inside the cover, everything. You want to teach them what it’s going to look like to hire your services. Right? So if you’ve got those photos, that’s going to be an influence moment, right? Because now they’re going, Oh, look at these guys. Oh, and they’re going to flip through photos, and somebody else has got 3 photos, and they’re all just kind of base you know, the picture of the the front dashboard on their truck mount compared to you taking a picture of the van or your 2 vans sitting parked side by side in front of city hall where you’re cleaning and hoses running in, that tells a different story. A picture tells a 1,000, says a 1,000 words. What story do you want your pictures to tell? Think about it and really, really modify or or upload good pictures and keep an eye on the pictures.

John Clendenning [00:49:03]:
Change them up. Make sure you’re telling a story with your pictures. A lot of companies just don’t do that. Market jobs is booked. Google rate your responsiveness and how well you completed your jobs. So mark them as booked and scheduled. Right? The jobs that said, Yeah, let me think about it and call you back. Chase them John, right? Mark them as booked once you get them outside of that initial phone call, right? Add in the customer details and all of that kind of stuff.

John Clendenning [00:49:30]:
It just shows Google, even if you never use that platform for anything else, but you can add in the email and then press to get a review and Google is going to send them an email message. Right? So all the information, just fill it out just just to complete it because it actually adds brownie points, right? Archive any of those not converted opportunities. So you’re teaching Google’s algorithm who may became a good client and who didn’t. Right? So it’s a little bit of a game you can play with that as well. That’s saying, Hey, Mark, the very best customers is booked, right? But the higher booking percentage you have, the more Google is going to show you more than the competitors who maybe only booked 20% and you booked 75%. Right. So you can influence the algorithm a little bit that way. Deal with disputes right away.

John Clendenning [00:50:15]:
You won’t be charged if the dispute is disqualified outside of your area, not a service you provide. Deal with them right away. It’s available right in the back dashboard. Deal with it. Right? But don’t legitimately dispute something that’s a legitimate lead. Oh, I just didn’t like that customer. Oh, they just didn’t seem like they were qualified for us. No, no.

John Clendenning [00:50:33]:
If it was the services that you provide in the service Carpet, you provide it. That was a qualified lead to Google and you’re going to pay for that lead. Right. But dispute the other ones well, and they will remove them off of your off your bill so you won’t be paying for those ones. And again, at 25 to $35 an average cost per phone call, not a bad idea to dispute 4 or 5 of them in a month and save a $100. Right? Drive verified reviews. Go a little deeper in this. The number of reviews is a major driver of your rankings and where you show up.

John Clendenning [00:51:07]:
So provide great service as always, deliver a reward like an excellent service experience. Craft your service experience so your technician knows how to approach the door. Step back, wait to be invited in, put booties on, roll out the red carpet, use corner guards, have, you know, smells good, doesn’t smell, you know, sweaty. The 3rd job of the day, whatever, And change their shirt, you know, put on cologne, whatever, all that kind of stuff. Have a script through the home. Deliver an amazing service experience because with that, people are John give Google reviews as well as give you reviews when you ask in 2 different ways. So you’re gonna be asking for feedback and reviews as the company. Google is going to be asking later if you click that button.

John Clendenning [00:51:51]:
Right. So you might even wait a day or 2 and then click the button after the job is done and say like, Google ask this one, like Google ask this one, and you can do both. So you ask right away for feedback and then reviews like Google like Google send an email later on. So hopefully that makes sense. Will LSA reviews add to the total in your maps? Brent, good question. Sorry. You’re lucky I looked over there. So, but, I just saw it kind of move in the corner of my eye.

John Clendenning [00:52:18]:
No. They won’t. They host them themselves on their own platform. So on local service ads, you will see that number say this guy might have 130 reviews on their own listing, on their Google Maps listing, and then maybe have, again, the difference, 28, came through their local service ads over time. Right? That’s why they see 158 there. But, no, the ones that are inside local service ads only live there. Right? So this is kinda what they look like. That was the call.

John Clendenning [00:52:49]:
Ask for review is just a button in the dashboard. It’s pretty easy to get used to the dashboard. And but, yeah, once they you know, right now, if you don’t put the rest of the information, you might not know who this person is. So that’s a good reason to fill out the rest of the listing as well. But because you’re gonna ask for a review and you want to make sure if they just phoned you, Google doesn’t have their, doesn’t have their email address. So you’re gonna have to collect that from the customer. So what’s the best email address? And I’ll send you everything we just talked about and the stuff you need to do prep before we show up at the home. Right.

John Clendenning [00:53:18]:
So hope and spot in the driveway near the door, but all that stuff. Right? You’re always gonna ask for an email address, you know, and it’s not like, may I have it? What’s your best email address so I can send you this stuff you need? That’s psychological. That’s neuro linguistic programming, a little bit of psychological positioning. You want this thing, the stuff you need before we show up? Yes. You have to give me that and you ask in that way and people will just give you the answer without the filter of, Oh, I don’t like giving up my email address. Right? So it’s just it’s just a way to get past that. So, and then again, you’re John to get verified Google, Google verified jobs. Right.

John Clendenning [00:53:54]:
And that’s what they’re going to look like inside your local service ad listing as well. But, yeah, they don’t cross pollinate back into the other one. Again, target 75% booking rate, And you’re John to see that inside your listing. Well, clients we work with when we do the again, we don’t charge very much just to listen to every single one of the calls and help with the images optimizations and help with a bit of the other optimizations and really find out when you’re booking or not booking and stuff like that as part of our ad service. If you’re running one of our ad services, we can add this on as a as sort of like a compliment for for not very much at all. But one of the things we like to do is, you know, again, make sure that you’re attempting that you’re marking qualified leads as booked jobs in Google. Right? You don’t necessarily have to think of your Google dashboard as the holy grail that says exactly what happened exactly. So if that’s covert enough of explaining sort of part of a strategy that can help, but you John the higher booking percentage you have, for qualified leads that are the right type of customer, the more Google is gonna put you the algorithm is gonna put you in front of more of those customers.

John Clendenning [00:55:13]:
If everybody that booked is low income side of town and, you know, discount shopper and Google already knows that information based on the ad ID and their search history and all that kind of stuff. And you book all of those or a lot of those and none of the others. And that’s what you teach the algorithm. Guess where it’s John to dial your ads in showing up more. Right. So there is a bit of influence over time in the algorithm of making sure that the better clients are the ones that are marked booked and stuff like that as well. So, how do you increase lead flow? How do you get it wide open up your budget? You can start expanding your service area or your job types or your ad schedule or your business hours to increase it if you’ve got the capacity. But again, with all the caveats I mentioned earlier about making sure you don’t overexpand that.

John Clendenning [00:56:01]:
Right? You John close out every lead as booked, scheduled, or archived. So you wanna make sure that every lead gets closed out in their dashboard. It actually it teaches the algorithm a little bit as well. It’s not just teaching them, but you look conscientious. It is We have noted. They don’t say this anywhere in their policies, but we have noted that people that close out every single lead, and, again, we help with that, the clients we work with, is it just makes them go, oh, these guys are proactive, and proactive businesses get brownie points by algorithms. Right? And request verified leads on every job as we talked about. Right? So what should you do right now? You should get your you should get with your strategy partner on our team if you don’t already have it set up.

John Clendenning [00:56:46]:
At least just to get it set up. Right? We can help you with that if you don’t have it set up. If it’s set up and it’s not sort of optimized, we can help with that as well. And if you need somebody to stay attentive to it for you so that you don’t run into it like we’ve seen some clients, you know, kind of do it themselves. And next thing you know, they go, well, we just spent $35100 last month. We had it wide open. And but, you know, that flood came through, that hurricane came through, that whatever. We were super busy, and we literally took, like, 3 jobs from local service ads, and it’s sat running because we’re too busy to think about it.

John Clendenning [00:57:19]:
And, yeah, we we booked maybe $400 worth of work and spent $35100 because we should have turned it off. We would have heard that for you kind of idea. So things like that, you definitely need to be attentive on it. So it’s something to think about anyways. Complete the background check, put the tracking in place to gauge your ROI. Don’t just wing it. Actually, I don’t care if that’s just a Google spreadsheet, if it’s an Excel spreadsheet, if you use, like, Housecall Pro, Service Masters, any of those, and you can tag the local service jobs so you can reverse engineer the numbers at the end of the month when you’re running your math. Like, however, you track your ROI, track your ROI.

John Clendenning [00:57:56]:
We talk about it on, you know, on every lead source, every ad source. Be sure that you’re leveraging the platform properly and play the game, while the ROI makes sense. So So again, if you’re booking 50% of the John, legitimately, when you listen to them, you’re booking 50%, You’re doing good follow-up. So the people that didn’t book today, are you calling them tomorrow? Do you have them on a on a on a list? Are you leaving it there? Are you pulling it out? Are you putting them into, like, a tool like ours, carpet cleaner lead pro, where, you know, you’ve got their name, you got their email because you’re on the phone with them? They said, yeah, let me think about it. Okay. We get that a lot. We’re carpet cleaner. We don’t not everybody books on the phone.

John Clendenning [00:58:36]:
What is your 2 week chase process before you before you kind of put them into long term nurture? What is your long term nurture? So that even if they decided not to do it now, because you know what? The dishwasher broke down and they had a different bill and they have to wait 3 months. They’re not gonna remember you at all. Sorry, you know, about your ego there, but they’ve forgotten. Is that John’s Cleaner, George’s cleaning, jaw, John? I don’t know. I’ve got choice. I I can’t remember. Let me just pick 1. Right.

John Clendenning [00:59:02]:
But if you’re in their inbox, you spent a couple weeks telling them why your business is different, educating them about how you clean, why you built your system, your risk reversal guarantee, your founder story, all that foundation stuff that we always talk about in your blueprint. If you’re doing that and you’re following up with them during that lead chase period of about 2 weeks, and then, you know, sometimes you’re sending a mafia offer at the end of the 2 weeks works really well as well. And then putting them into long term nurture, and 3 months from now, 4 months from now, they pop their head up because something else had happened, and now they’re ready. You paid for that lead once, That phone call way back here in in in October and now in February, they’re calling to say, I’m now ready. They didn’t remember you. They don’t know you. They couldn’t find you unless you chase them. It may be it’s a year later and they go, you know what? The last guy I hired didn’t like them.

John Clendenning [00:59:54]:
Right? You guys have been following up with me every single month with stories of happy customers and some great tips around the home and blah blah blah. And you’ve been kind of pinging me and checking in every so often and stuff like that every few months just says, is there anything you need help with? Blah blah blah. Again, we do that automated with carpet cleaner lead pro. But if you’re doing if you’re not doing an automated, have a system in place where every lead gets put into even just a file folder and you move them through to stay in touch. Right? The ROI is going to make sense to you a lot longer than it makes sense to most of your competitors because I guarantee you 99% of all other businesses, not just carpet cleaners, 99% of all other businesses don’t know how to do lead chase properly. And the one that does is the one that grows bigger, has better clients and sells their business for many multiples more and makes more money and is happier about the business they’re running because they built systems in their business that generated growth. Right? So will this make money, help you attract more leads and grow your business? I don’t need to wait for people to pop yes in the box. Yes.

John Clendenning [01:00:59]:
It will. We know that. We’ve proven it across 100 and 100 of clients. So what are your takeaways? Right? Write them down. What are the takeaways of where local service ads fits into the mix of your Marketing, not the sole source of your marketing. You never be John to be victim to that was the one place I got 50% of my my my leads. That was the one that whether it’s local service ads, whether it’s a contractor in town, whether it’s a great real estate agent, whether it’s, you know, Facebook ads running really, really well. I don’t know.

John Clendenning [01:01:36]:
Pick the thing, whether it’s every door mail and whatever, and all of a sudden something changes and now you have it becomes, if you if you worked with a business consultant, you’ve had what’s done is is called a SWOT analysis. Your strength, your weaknesses, your opportunities, and your threats. Having too few poles in the water to build a business is a massive threat. You have to solve for that threat. You have to get 10, then 20, then 30 ways to generate 2, 3, 4, 5, 10 leads a month. Now you’re generating 300 inquiries and leads, and you’ve got your database being marketed to so that it’s coming back twice as fast as it ever used to. So the average person comes back every 18 to 24 months, and you’ve got them 11 to 13 months coming back. You just doubled your business from your database alone on top of everything else you’re doing.

John Clendenning [01:02:27]:
So if you ever need help, we call it the best known cleaner, omnipresence marketing system, because what we’re talking about is all of these little hinges that swing big doors and no one of them is good enough. But in the mix, they all have a place If you can maximize the ROI and you can understand from this conversation here, there’s a lot of things that you can do differently than somebody else. If you’ve got somebody on the phones and answering your phones for you, don’t be don’t be answering your phones when you’re driving your truck and in front of Mrs. Jones trying to sell her your, you know, whizbang, always clean, repeat cleaning package at a dollar 20 a square foot or, you know, minimum $500 And you, you know, you can sell 30% of those if you’ve got the right script, but all of a sudden your phone rings and you’re either do I take the new client call? Do I talk to Masters. Jones? No. No. That that should be answered by somebody instantly during business hours. You should have two way chat going on with automation, all of that kind of stuff.

John Clendenning [01:03:31]:
You need somebody, even if it’s a stay at home mom, if you’re a one truck operation answering your phones and getting paid for everything they book and teach them how to do follow-up. Right? But you need to be building that because you need an omnipresence marketing system that everywhere they go, they start learning about you. Who? Your ideal target market, who is your ideal target market, your ideal client customer, and your ideal referral partner. Those are your, as your target market who needs to see you and those who you that’s who you need to be marketing to consistently in full force at a full course court press every single day. When you don’t have a lot of money for marketing, it is shoe leather and time because you have that instead. When you when you have less time, it’s because you’re busy, you have more money. And then you balance between the 2. So you do the hustle, you run the business and you you you have marketing going out for all of these channels and avenues, and you just stack next, next, next.

John Clendenning [01:04:31]:
And next thing you know, at the end of year 1, you’ve got 20 poles in the water. The end of year 2, you’ve got 30, 35 poles in the water. And you’re you’re building up a muscle that you can then go wide on each one of those poles right now. If you’re targeting certain lead sources, how can you go wide and maximize it? Right. So there’s ways to play the game. If you need to hop on a call and talk about any of that, hop on our schedule. We we love talking about this stuff. There is a blueprint for this.

John Clendenning [01:05:00]:
There is a dedicated way to build a a home service business. Again, not everything is is not everything has to be exact, but there is a framework and a foundation that without it, you’re trying to run the business while missing the key messages that generate the right clientele. And there are certain things you need to do. You need to do as the business owner, and you need to have people do for you to build the business in the background behind you, the marketing and the, and the awareness so that you can do your job and then you move up through the scale. And there’s there’s there’s a hierarchy of scaling to grow a business. You know? And you’re in a small John. How do you grow a $1,000,000 business where you can, you know, 10, 15 years from now, 5 years from now, whatever your goal is, golf, couple days a week, have crews out there, manage the business as the business owner, live have a bit of a relaxed lifestyle, work smart, work hard, do all of it, but also get the fruits of your labors. That’s why we do this.

John Clendenning [01:05:58]:
Otherwise, we take a job with somebody else. Right? In a smaller town, you go wide, right? You get so good at what you’re doing that the maid service in town says, buy me out. I’m retiring. I don’t want it. You go, Yeah, I can market you way better than you did. I’ve got this figured out. I can run a better system. I can teach the people better.

John Clendenning [01:06:14]:
I can do, you know, all that. You maybe buy the local janitorial supply store. Fred’s about to retire and you buy it and and take over and revamp it. You can go wide once you learn this this this how to how to grow a business. And if you’re in a town with a lot of people, you go deep. Right? You can you could be 1 or 2 or 3 services, but the best at it, and there’s 1,000,000 of dollars available for you that way as well, being one of the higher end cleaners, the elite cleaners in the marketplace. You hire the best technicians that way because they John work for you. You pay them the best.

John Clendenning [01:06:49]:
You end up with the best customers. You can pay more to acquire them. You’ve got the shiniest trucks on the road because you got money, all that kind of stuff. And you’re not worrying about nickel and diming and John owing your vehicles back together to make them look okay in a driveway and throwing them out underneath them because they’re dripping oil and stuff like that. So been there, done that, talked to everybody. I’ve helped businesses through this, and, yeah, this is this is what we talk about on our strategy calls. So if you wanna have that chat, see where we might be able to fit in in your journey, where you’re at in the journey, just give you a bit of advice on that. Reach out to us.

John Clendenning [01:07:24]:
Krishna will chat you up first, find out where you’re at, who you what you’re all about, and then schedule a time when it’s available. And I I do some consulting to help help you go through that process, let you know what we do, and see if we’re a good fit. So, anyways, hopefully, that was interesting, valuable. Local service ads have a huge place as one of the pieces in the mix, and it has a point where it can fit in pretty early on in the mix as well. You don’t need to wait later in the game, like pay per click sometimes fits a little bit better later in the game. Even Facebook ads sometimes fit a little bit better because it’s got a different model. It has a different type of people finding you. Local service ads, they’re hot, they’re at the top, and you can dial the algorithm in over over time, over, you know, a couple weeks, couple months to give you more of the ideal ones.

John Clendenning [01:08:09]:
And if you’ve got rest the rest of that back end and that that lead conversion figured out, that scripting figured out, that follow-up figured out, it’s well worth it to pay 25 to $35 for a phone call because you got a system in place to land a lot of them. You know me, we like to add a lot of other information and and value and and thoughts and ways to kind of get into your brain and really help you figure out this whole thing about running a business only because I’ve done it for years. And, yeah. If you found this valuable, by all means, let us know. Give us a ping. Really appreciate it. If you’ve got other people in the industry that you know of that should be watching this, get that, share that out with anybody on any forums you’re John. Really appreciate anybody teaching any you helping other people understand the what it takes to run a business because there’s a lot of crappy information out there.

John Clendenning [01:08:57]:
There’s a lot of scammers calling about, oh, just run Facebook ads. Oh, just run Google, you know, paper like I do do this, do that and thinking that there’s a one and done solution. And there’s a lot of young people, young young guys in the industry or newbies in the industry that don’t know any better and get taken. There’s a predictable path to grow a business. They can buy the book. They can, you know, they can jump on some of these calls. They can kind of get their eyes opened up a little bit and maybe see that there’s a business owner journey that they need to be on as well. So anyways, hopefully, you found that value of everybody.

John Clendenning [01:09:27]:
I go let you go. Thanks so much. Really appreciate it. Until next time. Happy marketing.

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Unleashing the Power of Lead Automation for Cleaning Services

Unleashing the Power of Lead Automation for Cleaning Services

PODCAST EPISODE

Unleashing the Power of Lead Automation for Cleaning Services

Are you a cleaning service business owner seeking to revolutionize your lead generation and customer acquisition process? Look no further than the cutting-edge strategies of lead automation. In a fast-paced, competitive market, staying ahead of the curve with automated lead generation and nurturing techniques is vital for the sustainable growth of your cleaning business. Revolutionize your results with the art of lead automation and AI, and attract top clients while being booked out in advance. Here’s how you can leverage lead automation for your cleaning services business.

The Power of Automation in Customer Interactions

In the bustling world of cleaning services, the power of automation in streamlining customer interactions cannot be overstated. Imagine having smart systems in place that handle customer inquiries, lead follow-ups, and even long-term nurturing, all on autopilot. That’s the alluring promise of automation.

To leverage the full potential of automation, consider incorporating SmartConnect, a powerful tool that seamlessly integrates with lead automation for soft booking services. This enables you to effortlessly manage leads and customer interactions, saving time and increasing efficiency. By automating processes such as chat to text, smart forms, and dynamic number insertion for tracking leads, you can swiftly respond to customer inquiries, nurture leads effectively, and gain insights into lead conversion rates for strategic decision-making.

The system doesn’t just stop at automating customer interactions; it extends its reach to integrate with popular platforms like Facebook Messenger, Google Maps, and Instagram DMs. This level of automation provides a unified platform to interact with potential clients across various channels, enhancing visibility and accessibility.

Creating Lasting Impressions through Automated Lead Nurturing

Lead automation doesn’t just stop at managing inquiries; it’s also a powerful tool for nurturing leads over the short and long term. By promptly following up with leads within 5 minutes and employing automated messages for those who don’t immediately book, you exhibit impeccable responsiveness and keep your business at the forefront of potential customers’ minds.

Long-term nurturing is equally crucial for leads that haven’t yet availed your services but may be interested in the future. A well-crafted automated nurturing strategy ensures that these leads are continuously engaged and informed about the value your cleaning services provide, ultimately increasing the likelihood of conversion.

Insights and Return on Investment with Automated Lead Management

One of the most compelling aspects of lead automation is its ability to provide valuable insights into the performance of your marketing campaigns and lead conversion rates. The data obtained from automated systems empowers you to make informed decisions, optimize marketing strategies, and allocate resources effectively.

Consider a recent case study where a company leveraged the lead automation system, reaping a remarkable 15 to 1 return on investment. The low average cost per lead at $18 exemplifies the potential of lead automation in driving substantial returns for your cleaning services business. Harnessing the power of automated lead management not only optimizes your marketing efforts but also assists in managing the pipeline of leads to gauge when it’s opportune to expand your team.

Successful Implementation and Upscaling of Services

Implementing lead automation isn’t just about transforming your customer interactions; it’s about achieving tangible business growth. One cleaning services company is a testament to the transformative effect of lead automation, showcasing the potential for significant revenue increase. By upselling and pricing higher-end services, the company generated nearly $100,000 in a quarter and a staggering $400,000 in a year.

Improved conversion rates not only bolstered sales but also laid the foundation for doubling the business, translating to net new revenue of $51,555 in the quarter. This remarkable success story underscores the pivotal role of lead automation in driving substantial business growth and revenue generation.

FAQ: Your Branding, Marketing, and Business Growth Questions Answered

1. What is the primary benefit of lead automation for cleaning services?
The primary benefit of lead automation lies in streamlining customer interactions, efficiently managing leads, and nurturing potential clients, ultimately driving higher conversion rates and significant business growth.
2. How can lead automation assist in improving marketing strategies for cleaning services?
Lead automation provides valuable insights into marketing campaign performance and lead conversion rates, enabling informed decision-making, resource optimization, and effective allocation of marketing efforts.
3. Why is quick follow-up essential in lead automation for cleaning services?
Quick follow-up is essential as statistics show that the odds of qualifying a lead drop by 80% after 5 minutes. Effective lead automation ensures timely and consistent follow-up, significantly increasing the likelihood of lead conversion.
4. What are the key benefits of long-term lead nurturing through automation?
Long-term lead nurturing through automation maintains continuous engagement with potential clients, educates them about the value of your services, and increases the likelihood of future conversion, fostering sustained business growth.
5. How can lead automation drive revenue generation and business upscaling for cleaning services?
Lead automation facilitates efficient follow-up, improved conversion rates, and insightful data-driven decision-making, laying the groundwork for substantial revenue increase and doubling of the business, as evidenced by successful case studies.
6. Is automating lead management a scalable solution for growing cleaning businesses?
Yes, automating lead management not only streamlines processes but also provides valuable insights to gauge business growth opportunities, making it a scalable solution for growing cleaning businesses.

Conclusion:

In a dynamic and competitive market, leveraging lead automation for cleaning services is indispensable for staying ahead, driving substantial business growth, and maximizing revenue potential. By embracing automation, you can transform customer interactions, gain valuable insights, and create sustainable long-term growth for your cleaning services business.

You will learn:

N

Double Bookings With One Simple Strategy

N

Why 'Later' Means 'Never' in Lead Conversion

N

Unlock the Power of Instant Connections

N

Automation: It's All About Timing and Technique

Audio Transcript:
John Clendenning [00:00:00]:
Today, we are going to be talking about Google Local Service Ads. We're gonna put our thinking caps on, talk about what they are, why they're important, what they mean in 2024 different than what they may be meant in 2023, 2022, some of the changes going on, ways to play the game, what the game even is. A you know, everything about marketing is a bit of a game. It's the strategy, the influence, how you can maximize the opportunity and all that.

John Clendenning [00:00:58]:
Okay. So all the normal stuff, just do the housekeeping as we always talk about. You wanna turn off your cell phones unless you're watching this on your cell phone. Turn off your notifications then. Turn off your Facebook. If you're, you know, all Cleaner, home service company, business owner, working with service businesses, anything like that, and you're serious about getting the good results, the next 60 minutes is one of those things that will help you get those results and help you change the way you do your business, hopefully, or at least give you some insights in all of that. So what we're gonna cover today, Google local service ads. Some people call them Google guarantee.

John Clendenning [00:01:36]:
So, I get that conversation a lot. John, I you you just spent the last how long talking to us about different ad sources and Google local service ads. What about Google guarantee? It's the same thing. We'll talk about what we, why they call it Google guarantee or what part of it is the guarantee and what local service ads are. It's the same thing, But there's kind of a reason why they use both languages. John to know where it's active, how it works, how you can jump John board if you haven't already, and how you can rank in the top 3 because there's really only 3 results that matter. So how do you get there? And then how can you take advantage of high quality leads at a low cost per lead and get the ROI to make it win. Right? So the cost per lead means nothing in business.

John Clendenning [00:02:25]:
If you don't actually have a conversion principle in mind, If you don't have a way to convert, you can have $2 leads, $2 inquiries. I was talking to somebody the other day there and there there, you know, we're talking about how how much it costs to buy a customer in a home cleaning service. Right? Roofing 2, 3, $400 to buy a customer is common. Carpet cleaning 60, 80, $100 is common, right? The cost per buying acquisition of the customer. So, you know, if you found a lead source that's giving you 2 $3 leads, by all by all means, that's amazing. And I don't know where that exists. 20, $30 leads makes more sense because there's a cost to be on the network. There's a cost of the platform.

John Clendenning [00:03:12]:
All of those costs are going up. There's competitors and stuff like that. But the lower the cost per lead almost guaranteed the more leads you need because they're not Marketing. The higher the cost per lead, the more targeted they are. So we're John talk about local service ads and how targeted it can be, at a reasonable cost per lead. So for those of you on here that don't know who I am, I'm pretty sure most of you do. You followed along other podcasts, and we've got customers as ours. We've got people that we know, friends, all that kind of stuff on the call.

John Clendenning [00:03:39]:
But just a quick little bio, I started my cleaning business career in 1990, last year of high school, and I owned over from that point through to two and a half years ago, coming up to 3 years ago now, May of 2021. I've owned many cleaning businesses. Some of them all the way through that John. Other ones bought, built up, and sold. I've helped franchise networks grow. I've been, spoken around the world. I had to learn this crazy thing called marketing. On the shelf behind me there is probably some of the 2 or $300,000 I've invested in my own marketing training over those 30 some odd years.

John Clendenning [00:04:20]:
Right? I've 35, whatever it works out to now years. Has I've I've spent a lot of time knowing I didn't know what I didn't know. So reading, learning, audiobooks, cassette tapes in my my my car back in the day, opening up the binder beside me, putting the next cassette tape in and using drive time as education, learning university time to get it all into my head constantly. I still do that to this day. If I'm out for a walk or or driving around or doing anything, I'm not listening. I love Dave Matthews and and a bunch of other type of music. I don't listen to that as often as I'm listening to a podcast, an interview, a book, an audio book. If I find a really good audio book, I buy the book next and then go through with a Sharpie or highlighter and highlight all the most important points.

John Clendenning [00:05:15]:
I some I'll bring them out, all that kind of stuff because I'm constantly wanting to learn. As business owners, we're learners. We we have to be able to learn all of that stuff. So I've been able to lecture on this stuff. Keynote Cleaner around the world wrote a book on it. So if you want a book to read, definitely, that's a good one. If you're in the home cleaning space, the complete guide internet marketing for carpet Cleaner. Oh, yes.

John Clendenning [00:05:39]:
Dave Matthews. Oh my gosh. Anyways, I will come I'll come your way, John, some point. I'll bring my guitar. We'll put a fire in the backyard, and I will play you a whole entire set of Dave Matthews music. I'm just not gonna be the one singing. You don't wanna hear that. So, anyways, sorry.

John Clendenning [00:05:55]:
But, yeah, what we what we wanna do here is we want you to learn how to get these kinds of results. We want you to be a testimonial whether we help you, because, again, on the other side, we run an agency. We do all these free trainings and lectures and stuff like that. We also run an agency to help with some of this stuff. But even if you don't use our services, but you lose, you use what you learn from us and grow your business. Tell me. Let me know. These are all clients of ours.

John Clendenning [00:06:23]:
But again, back when I was a kid in in the mid nineties, I used to get, started getting CleanFAX Magazine. I got it every single month. I've got cases and cases and cases in the back shop up in the mezzanine and, of all the issues of Cleaner Magazine every month. Kind of cool that last year, I was one of the industry leaders of the year in Cleanfax Magazine. I'm on their monthly training for digital marketing called Take 5 with CleanFAX and Straight Talk with CleanFAX, part of the ISSA association. And I learned from Howard Partridge and people like that. And, in the industry now, I share speaking engagements with them and stuff like that. So that's all kind of cool stuff.

John Clendenning [00:07:03]:
But ultimately, what do we do? We help our clients become the top brand. You can say carpet cleaning, home cleaning, whatever top brand in their local marketplace. So they attract the best clients. They're able to charge at the top rates and they're booked out well in advance. You're the top brand. You're not you're not cheap. You're not discount. You're actually playing the game properly.

John Clendenning [00:07:24]:
Dan Kennedy once said so the godfather of marketing and the millionaire maker, as they call it, I'm Dan Kennedy from Magnetic Marketing and many, many other things. And again, back on the bookshelf, you'll find dozens of Dan Kennedy books that I have consumed and that you should be consuming as well. But Dan has always said the person who can pay the most to buy a customer wins. So how do you pay more? Because the customer pays you more so you can acquire customers at a higher acquisition cost and become competition free because you have found ways to upsell and scale and all that kind of stuff. And that plays into what we're gonna be talking about here today as well. Because what we always, emphasize is there's really only 3 core principles you need to focus on to grow any type of business. You wanna maximize the opportunities to generate an ideal lead. Need to add the little word in here.

John Clendenning [00:08:23]:
Ideal just kind of ran out of space, but who's your ideal lead? You need to know who they are. Who's your target avatar? You need to be generating maximizing opportunity to generate one of those leads or inquiries. I like the word inquiry better than leads these days. But, you know, you need an you need those ideal target customers. You need to maximize your brand impressions in front of those ideal target potential customers, and you need to maximize your conversions because you can generate a ton of opportunities, hopefully, to the right people. You can generate a ton of opportunities to the wrong people, and now you've got a business you don't like. You start dialing in who you John talk to. Now you got a business you like, and then you generate.

John Clendenning [00:09:04]:
You John to maximize your brand impressions so that they start to know, like, and trust you. Nobody ever responds 1 and done If they do, either there's something wrong with them, and I mean that seriously. They they've either got an urgent need. Right? I just mean it. And they're in a frantic state. Sometimes that's okay, but that is not a way to build a business unless you're in a crisis management urgency business. But you all if if that's not the case where, you know, they're massively urgent, you're probably the lowest price because there's no way that you're in a blue ocean where there's no other sharks in the ocean, as they say, making it red. There's nobody else also going after the same bait as you are.

John Clendenning [00:09:46]:
Right? So if you're in any sort of business that has competitors, you know, you're in a market that has competition, which means you're in a market that has buyers. That's always a good thing. It's not bad to have competitors. It's good. You just have to define yourself from those competitors differently. But if you're if you're generating brand impressions, people need to see you 5, 6, 7 times more to start trusting you, start knowing you. They need to know your brand message and things like that. So if you're maximizing your brand impressions to those right people, if you're maximizing your opportunities to get in front of them, and you're maximizing your conversions, so once they do show up, pop their head up and say, hey, I'm kind of interested in what you do.

John Clendenning [00:10:31]:
Treat them as a wiggly fish. Hold on to them. Chase them down. Follow-up with them. Give them reasons to buy from you. Don't be an annoying pest, but be a welcome guest in their inbox, on their phone, text message, in follow ups, in in mail to their actually to their their physical mailbox that they can open up. Right? Maximize your opportunity to Carpet, and you will beat out most of your competitors who take one call. It's a yes or no, and they move on.

John Clendenning [00:10:58]:
Right. So these are the principles that we always talk about, and every one of the the trainings that we do in this training series, this best known cleaner training series, this best known business owner training series is all a part a part of one aspect of this. And one of those aspects is Google Local Service Ads. It's not the only aspect. Every single opportunity to generate leads, to generate a business, to generate awareness has strengths and limitations. No one of them stands alone as the only thing you should do or the thing you should do until it's, you know, make some money. You can try something else. You've got to treat everything as one piece of the pie or as I like to say, one line in the water.

John Clendenning [00:11:48]:
If you only have 1 fishing pole and one line in the water and one lure or bait, how many fish are you gonna catch? And if you look over and the guy over in the same really good fishing hole that you both found, and he's got 30 lines around his boat. How many fish are he is he is he gonna catch? Right? So we always gotta be thinking as business owners, how many more poles can I put in the water? Local service ads is just one of them. It's a cool one, but just like anything else, you go back years ago, pay per click was one of the best places to be because it was new, the cost per lead was low, and then over time, the cost per lead has increased and increased and increased. There are some businesses where the cost for a single click in pay per click has is 80, 90, a 100, 200, $300 per click, and it's still profitable for the right businesses. But those used to be $5 clicks, $2 clicks, like a decade ago. Right. Local service ads is going to go be going that way eventually, too. Nothing stays untapped forever.

John Clendenning [00:12:52]:
It's not completely untapped now, but it's still considered slightly new in the world. So we can kind of see here by the graphic where that shows up. Local service ads show up across the top of of of the Google listing, and you typically only see 3 before you can possibly slide click the button here and to see more of them. So really sort of like the Google Maps listing, we'll kind of touch on that a little bit as a comparison. You only see 3 now. Right? So and I like to think, like, with Google, what what Google noticed was, so Google local service ads are what they call pay per call. So you don't pay anytime somebody clicks on it. You only pay when somebody calls.

John Clendenning [00:13:33]:
Now prior, what Google watched was things like Thumbtack and HomeAdvisor and Angie's List and some of these other places that ranked in the organic rankings down below, generated leads, and then sold you the leads. And even back in the day, they actually sold and there was other pay per call services, and they'd share them amongst a bunch of different businesses. And so they would get paid 2, 3, 4 times for the same lead, and it was up to you to chase them down. And some of those services still exist. But somebody at Google was smart enough to go, They're using our own platform to generate leads and sell it and make money. We own the platform. Why don't we do that too? Why don't we do that and and put it right at the top? We own the platform. We can put it anywhere we want.

John Clendenning [00:14:21]:
And that was Google's entry into local service ads. So as I said, all an ad basically is that's what so here's where we talk about Google guarantee. So Google guarantee. What it means is that if the person is unhappy, if you damage something, whatever Google is guaranteeing the customer up to $2,000. Back to them, they can complain to Google about your services. So they need to guarantee that you're a quality service and the phone number that goes into Google guarantee is not yours because they're charging you per lead that reaches out to you. So you're getting a verified phone call, which is amazing. You're not paying for the advertising.

John Clendenning [00:15:11]:
You're not paying for the the impressions. You're not paying for the clicks. You're only paying when they physically reach out to you, either by a phone call or now they've added in the ability for them to message you. Kind of think of it like a text message, right? So Google shows the names of the business, the review ratings. We'll talk a little bit about that. They guarantee the service and they they're the ones that that that will pay out if there's a problem. And the phone number is theirs. Call tracking that bounces through them to you and all recorded.

John Clendenning [00:15:44]:
So it really, really helps it. Google know what they're, you know, kind of what they're what they're providing to you. And that's how they bill for it. Okay. So hopefully that makes a little bit of sense there. When somebody does click on the listing, it doesn't go to your website. So the people that you have already used Google local service ads, Google guarantee you guys know this. We're just kind of refreshing recapping for the ones that don't yet and kind of wondering if it's something you should get into.

John Clendenning [00:16:12]:
Understand that it goes to the listing in the Google Local Services platform. So inside that listing is some information about you that you can click on and add. There's other things that go on in there, but they're not seeing your website, your landing page, like other areas of Google, like Google Pay Per Click goes to a landing page that you can influence and and put whatever you want on it for the most part, you know, as long as it's within quality guidelines and all that kind of stuff. But you can put your own offer. You can do all those kinds of things in local service ads. You don't have that control. It is their dashboard, right? So, again, it's catching people up at the top of the listing and there's some requirements around that as well. So why do Google Local Service Ads even matter? Why is it one of the many places that you should consider marketing your business? Well, one of the big reasons for that is.

John Clendenning [00:17:13]:
87 percent of online consumers, which is most of us, search Google when they're looking for service providers. So that's when they if they don't already have a preferred, service a business that they're gonna type the name in for. If they're just going carpet cleaners near me, maid services in Atlanta, whatever, they're searching. 87% of those online searchers search on Google. Right. So if they're if they're online at all now, the stats are about somewhere between 60 70 percent of people search online. The other 30 percent don't getting. Obviously, they ask before they buy.

John Clendenning [00:17:55]:
They check with friends. They call the person that installed the carpet or the tile floor or whatever. They talk to their interior designer. They talk to the real estate agent. You know, there's there's a whole bunch of different ways that people do that. But when they don't have a name in mind and they're a searcher, some people even even talk to into Alexa and things like that. But the people that do search 87% search online, so you John to be there. It's one of the places you need to be.

John Clendenning [00:18:20]:
It's the number one number one place for new customers looking for your service. Right? It's in the number one place. Sorry. It's very at the very top of the page. I'm gonna show how many people actually click on that at the top of the page. Local service ads come up first on mobile and desktop. Again, Google decided to place them right at the top even above pay per click, above the maps, and everywhere else. There's no higher intent prospect either because the only time that Google shows that ad is when they know that there's a huge commercial intent.

John Clendenning [00:18:52]:
So they don't show the ad. They don't want people calling and and and you're not happy with the service. If somebody types in, you know, how do I get out red wine stains from my carpet on my own? They're not going to show local service ads that that wasn't a high consumer intent to buy a service. Google is going to show those ads. Their algorithm is going to go, oh, this person, Carpet cleaners near me, you know, home cleaning services, contractors nearby or in my city, or think of all of those kinds of terms. In Google local service ads, you don't get to pick the keywords that people are typing in like you do with pay per click because Google's algorithm is the one that's deciding when they want to show because they're paying for all of the showing of the ads. You're only paying if you if it prompts somebody to call you. So they're dialing all that in for you, right? So you must have a plan to win, though, because it's not just about being there because there's only 3.

John Clendenning [00:19:48]:
How do you show up to be 3? How do you win? How are you tracking the ROI to know? Are you booking enough of these people to, to pay the bills and cover your costs? And what does it even cost to to generate a phone call? So we're going to talk about all that kind of stuff here, right? So let's just talk about the breakdown first of how it impacts in the search results, because again, we're talking about Google search here. Somebody had to type something in. Carpet cleaning in Denver is the example here. And again, about 14% of the people click on Google Local Service ads. That still does mean 86% don't. Right? This is just based on natural national stats. Companies like BrightLocal and a bunch of others do these surveys and stats all the time and determine how many people click on different spots of the Google search results in industries like ours and other industries and stuff like that. 11% of the people click on Google AdWords now.

John Clendenning [00:20:45]:
Now that used to be a lot higher when there wasn't local service ads. But now between the 2 of them, they're blending about 25%. That means 75% of the people still don't click up up at the in the ad section at all. They go, you know, about 35, 30 to 35% go down into the 3 pack, and they have to click more listings to get beyond that. And that's that's based on your proximity and how close you are and and how you've got your Google Maps listing set up. And then 40 to 45%, sometimes as high as 50 percent still go down in the organic Readers are leaders. They the people that are doing due diligence and thinking through a process and are earlier on in the buying cycle and funnel, they're still gonna be down here for that same search term. So we're capturing about 14%.

John Clendenning [00:21:35]:
Right? Is that valuable? Heck, yeah. It's valuable because we're still talking about maximizing your opportunities to generate a qualified lead. Are they qualified? Holy crap. They're super qualified. Right? And you John catch as you wanna maximize. So that's an opportunity. It's got its strength and its and its limitations. Google Ads.

John Clendenning [00:21:55]:
That's an opportunity to capture some more. It's got its strengths and limitations. Google Maps. That's an opportunity. And down here in organic, that's also a huge opportunity. So the answer is yes to all of them because they all capture have an opportunity for you to capture an ideal targeted lead who is interested in your services, and now you need to be able to do something with those and convert them better. And and that's kind of a little bit of what we're John talk about here as well. So, you must complete your Google local service application.

John Clendenning [00:22:30]:
It's not just, oh, I John pay them there to today. Nope. There's a full application involved. They will run a background check on you because, again, remember, Google's guaranteeing this. They need to know. They're they're gonna be doing a licensing and background check, with Pinkerton in the U. S. I can't remember the name of the one in Canada off the top of my head, but they use different background check services.

John Clendenning [00:22:51]:
You know, the business owner and all the technicians that are gonna be involved must complete those. So you you you wanna make sure that you go through that process. It can take up to a week, sometimes more. You wanna make sure that in your state, you've got your state license. They're gonna wanna see your insurance as well, your business insurance. You have to have enough liability insurance because they're guaranteeing you. You better have insurance, for what you're doing as well. And once you're approved and, again, that's a process, and it can take a little bit of time.

John Clendenning [00:23:26]:
You're John to be basically paying somewhere between $25.45. And expect that to shift upwards over time. I remember when it was 15, 16, $17. 20, 22 was the average. Now it's 25 to 45 in most marketplaces and going up for somebody to call you. And I know I've got people going, John, that seems incredibly expensive to for a phone call and paying 25 to $45 What my answer is usually, you know, run your math because I used to pay back in 2002. I was running through some reports recently. It was $80.82 to buy a customer from our yellow page ads, again, before the days of Google Ads and really even before the Internet meant anything to anybody, Google Ads didn't even roll out to what, 2,002, 2003, somewhere in there as a as an ad platform.

John Clendenning [00:24:27]:
Google was just this weird search thing prior to that. They didn't even monetize it until around that time. So yellow pages was one of the the places cold leads went to find businesses. They, you know, when they didn't have a name in mind and they needed to search through a category. Pizza Masters, Mechanics, Carpet Cleaners were some of the top sections in the yellow pages. And you paid to be in the yellow pages, usually about $500 a month for a quarter page ad. You sometimes as much as $1500 a month or more for a full page ad every single month in the yellow pages just to try and generate phone calls against everybody else who's also getting those phone calls. And when you by the time you paid all of that based on the number of phone calls and maybe you're in 4 different books because of the way they divided your territory to $3,000.

John Clendenning [00:25:15]:
I used to pay 5, 6, $7,000 a month in yellow pages as one of our lead sources in our carpet cleaning business in the 2000. And, yeah, we would be we would be happy to buy a customer for 80 bucks 20 years ago because we knew 1 the lifetime value of the client was 34 or 5 $6,000 back then. Now it's 5 to $8,000 for quality clients in carpet Cleaner. The lifetime value. Are you willing to spend $80 at the front end to get 5 to $8,000 over the lifetime if you market to them? Well, heck, yeah. So what we're talking about here is if you've been if you're paying between $25.45 for a phone call and you're good on the phones, you are good at doing follow-up. We're John to talk about a couple of those ways to convert that and you book more than 50%. You bought a customer for 50 to $90.

John Clendenning [00:26:04]:
Now, if you're if you're cleaning price is $90 per cleaning, you're John to go, wow, I bought it for full price. The average carpet cleaner, 2, 3, $400 average John, that's easy. That's easy. So part of it is the price you sell at as well. You gotta think about that. Does it fit into your metrics? You know, if your prices are discount, how do you get a decent dollar amount per job? Do you wanna do 5, 6, 7 jobs a day to make $1200, $1500 a day? Or do you wanna do 1 or 2 jobs a day to make $121500 because you target a different clientele with a different message? That's all part of what we like to talk about during our consultations and marketing and and some of our services and stuff like that. But you've got to think through what works for you. Right? Again, some industries, 70, 80, 90, $100 a phone call from local service ads.

John Clendenning [00:26:56]:
But a lot of times, it's still less. It's still one of the best, most cost effective paid lead sources if you start running the math on all the other ones as well. You can say, John, I get Facebook leads at 15 to $20. Yeah. But they're tire kickers because they didn't go typing in. They weren't hyper targeted. So you need 4 or 5, 6 of them before one of them says yes to book a job. What is that? 6 times $20 is $120.

John Clendenning [00:27:23]:
You just spent more to buy a customer there even though they seem less expensive. So think about you got to think about things that way. The price will vary by city service type, message type, phone versus chat. They offer a chat lead and it's usually about 50% less cost, but the conversion rate's lower as well. So it's worth testing and playing with, but you definitely John make sure, phones is the most important part of that that service. Right? So to get approved, you gotta go through this check. You'll see it on your end. Proof of insurance, background check.

John Clendenning [00:27:54]:
You want customer reviews. Right? So we've worked with companies that have had their Google local service ad set up by somebody else, and it wasn't set up properly and was never tied into their Google Maps listing. When you have a Google Maps listing and you do the right connection and you go through and set up the account the right way, then, you know, if you've got 200 Google reviews over on your local on your Google Maps, now you've got 200 reviews that come into your local service ads, right? When you set it up and you pass this, if you don't, they're going to ask you to go out and get a couple of reviews just to get past this check mark. You cannot be in Google Local Service Ads platform without a minimum required number of reviews. Right? They're only Google is only gonna show reputable businesses, and they they help prove that with with the reviews. You've gotta have the right you gotta have a budget set up and you've gotta get billing information set up because they're gonna charge you for every call. Right? So where it becomes fancy is how you're setting up your budget. Right? So you John set a weekly budget.

John Clendenning [00:29:00]:
They want you to set a weekly budget that limits the total number of leads you receive in any given week. Right. So say, for example, somebody says, I want to spend $1,000 John local service ads. Okay. That's $250 a week. That's your weekly budget. That's $50 a day. If your cost per lead is $25 in your area, 25, 26, 27 during the bidding.

John Clendenning [00:29:23]:
Right. Google knows that you've got 1 or 2 phone calls a day and your budget for that day is spent. Now they're looking at the weekly budget, but their algorithm smart. Like we're talking, you know, AI, they can do basic math. It knows and it's going to scale you back. And that 3 pack we talked about, it's not going to show you up in those those three listings as often because you've got a limited budget. We like to say take your monthly budget and at the very least, set that as your weekly budget. And if you spend it all and you don't want any more leads, pause it.

John Clendenning [00:29:58]:
But if you're booking well. You will never like you're not going to spend the whole $1,000 anyway. There's just not that many people calling you on every single day out of that 14% that have typed the search in in the areas that you're Marketing, find that are part of the people that are going to call from there and call you. If they are and you're getting flooded with work, get another van on the road. Go do the work. If you're good at converting those leads, open the tap up. That is one of the strategies that works really, really well. Because once your budget is spent, you go offline.

John Clendenning [00:30:30]:
You're you're completely offline until the next month, right? Because you've you've given it a budget, right? So you can get, you can use a different number of leads from day to day. Doesn't mean you're John to always get, you know, oh, I've got enough for 2 leads. I'm going to get 2 leads every day. No. If you go, oh, I got enough for 10 leads. I'm going to get 10 leads every day. No. It's still based on competitors who's bidding what, how many the volume of customers calling.

John Clendenning [00:30:57]:
We know in the industry that on a sunny Monday Tuesday, you get more phone calls and maybe Friday Friday afternoon, Wednesdays and Thursdays could be slow days. Once you kinda get up to scale and volume, if it starts raining on a Monday, some of those calls get pushed to Tuesday because humans are weird psychological Cleaner. And we we we see rain outside and we go, I don't John call for carpet cleaning for 2 weeks from now. It doesn't make sense, but it happens. It's the way psychology works. Right? So you have the ability to immediately dispute leads on the platform because every call is being recorded. Google's recording them. You can hear them.

John Clendenning [00:31:29]:
If it turns out that it was a call for somebody looking for a job, it was a call out of your Carpet. It was a call for a service that you do not have defined in in your local service ads. Right? You can dispute those. So so things that can be disputed Carpet solicitation calls. So maybe there's a vendor calling. Right? Somebody from HomeAdvisor trying to get you on their platform. Spam calls, you know, could be recorded, could be, you know, things like that, like just a a robocall. Again, a location you don't serve, a service not offered.

John Clendenning [00:32:04]:
Now Google's AI is getting really, really good at listening to the calls and knowing when this happens, but you should still go in and mark any call that was, was not legitimate spam because you get the money back. Google is not charging you. Now, the downside of if you don't do that, if they hear, like, say, for example, you booked the job and then you didn't ask the right questions, you don't have a good inbound script. You're not vetting the client properly, right? You haven't kind of thought through that part of your business yet well enough, or whoever answered the phone kind of winged it a bit. And next thing you know, you go to do the job and you realize that's not in our area or that's whatever. But we don't do that service. Like for whatever reason, you try and dispute it with Google. They're going to, no, no, no.

John Clendenning [00:32:47]:
We heard you. You booked it. It's yours to pay for no matter what. But if you can dispute it right away and you've got you, you're asking the right questions, you got the legitimate reasons, you you get that money back. So, keep that in mind as well. So this is feedback from our own clients and active users and people that we talk to in the industry and our own experience. You end up with actually a lower cost per lead than pay per click. So at the end of the day, the lower cost per lead for sure, and usually a lower cost per client acquisition, they are just more targeted, a little bit more than just that top of Google.

John Clendenning [00:33:27]:
Again, it's a smaller crowd, but they're more targeted definitely than pay per click because pay per click is not catching as many of them anymore. Higher quality leads than things like HomeAdvisor and Thumbtack and stuff like that because it's again, it's just right on Google. They don't have to go into another platform and, you know, search Google, find HomeAdvisor, go into HomeAdvisor, type in that they're looking for carpet cleaning. And again, people like and then HomeAdvisor, for example, they send you the lead form that the person filled out. It's not phone calls. It's not you're getting a live transfer right to your phone and it's ringing. Right? So, of course, you're still going to get price shoppers. John, I wish we didn't get, you know, people that, you know, need me to explain our services and why we're different and still just want the cheapest price.

John Clendenning [00:34:07]:
Right. 20 percent of consumers are always price shoppers, even in the right category, even if you've targeted the right people with the right message. 20% are still going to be minimum Carpet still going to be price shoppers. Now, some of those with good marketing and good education based marketing can be followed up with over time and be educated why the discount isn't the service for them. But if they live in geared to income rental property, and they just need some cleaning done on their carpet, their upholstery, whatever, Sorry, but they don't own the prop. They don't own the carpet. They may not even, you know, they might have bought the upholstery secondhand. They're going to be a discount shopper if this is the way they searched And for whatever reason, they decided to call you, but they've got $50 left to pay for a cleaning because their best friend just puked all over the couch after a bender.

John Clendenning [00:34:57]:
You know, that might not you're still gonna get those calls. But, ideally, you, you know, you're gonna get better quality calls because of, a couple of the influencing things we're gonna show you here as well. But if you're done, if you've got your scripts right, you've got your follow-up right, You've got your your, you know, you're marking the leads properly. You're John to get a higher and higher quality lead from there. Google is going to show you to the right people more and more. And if you track your ROI, which you should from every advertory advertising source, how much did I pay? How many calls did I get? How many of those calls did I physically book on the first call? How many calls did I book on my follow-up? And eventually, of those that lead pool that was generated, how many actually became customers and what was the final revenue? If you can track them tip to tail and go back and go, wow, that was a 5 to 1 ROI, return on investment. I spent $1,000 and got $5,000 worth of work over the next couple of weeks. I spent, you know, maybe 3 to 1, $1,000 and got $3,000 worth of work.

John Clendenning [00:36:02]:
Would you turn that off if you were in Vegas and you put $1,000 into, you know, on a poker table? And every single time you put $1,000 worth of chips on, you got 3,000 back and you took a 1,000 and put it back on the poker table. You got 3,000 back. Would you stop? Right? Maybe when you got tired, but, you know, you as soon as you woke up, you maybe there's enough coffee coffee and, Adderall in the world to keep you making that money, you know, until you drop. So anyways, think of it this way as well. So, it's a it's a no brainer for most carpet cleaners to have it in the mix, not as their only way and get it out of your head. If you're thinking, well, I'll start with that. And once I get enough money, then I'll add, I'll do other marketing. Marketing is still always a mix.

John Clendenning [00:36:44]:
This should be more than well, more than break. Even you put it in the mix, it didn't cost you money. If you're booking, right? If you're booking more than 50%, it never cost you money. Let it earn its keep while you've got other things earning their keep as well. So it's a mixture of all of it, right? So you show up at the top where some clients are looking. You only pay when the when they get give you a call. So you only pay for lead, not per call, lower cost than pay per click, higher quality than home advisors and other pay per lead services, and your ability to modify your budget based on your schedule is a really good one as well. You can literally go into the back end of the platform and for the clients who we work with, we we don't make any money on local service ads.

John Clendenning [00:37:26]:
We barely Carpet anything to add that John our marketing packages, but we listen to the calls. And if we're noticing that you're booking too far out and you're not landing them, a lot of, you know, you know, a lot of clients don't remember to pop back in and just pause it or slow it down or do anything like that. We do that for them because you don't John be spending money when from the local service ad source when the you can't take the jobs because you're too booked out, and you haven't got that next truck on the road yet and hire the next tech technician or he's in training and he that kind of thing. Right? So you wanna be able to modify your budget. Google lets you do it on the fly. Google local service ads let you do it on the fly. So that's something to consider can consider as well. So let's get into setup now.

John Clendenning [00:38:06]:
We know why. Again, if you work with us and you don't have them set up yet, get them set up. Like, even if you turn them off, get them set up and ready to go for when you need it. Right? So, we'll talk about, you know, hitting the algorithm up. If you don't work with us, go to ads.google.com/localdashservicedashads. If you're driving right now watching this, don't try and write this down. Don't have an accident. Go to Google and just type in local service ads.

John Clendenning [00:38:31]:
They'll give you the link. Alright? It's it's a search engine. Just go search up local service ads. And when you get there, now is you're John get to this screen right here. You're gonna have a welcome, and it's gonna tell you about what you what you need to do and what Google guarantee is all about. Again, that Google guarantees your service to the their end consumer. Right? And you continue. Click continue and start the sign up process.

John Clendenning [00:38:58]:
Pretty, pretty basic. Right? So once you get signed up again, it can take a week or 2. You've got to do that background check. You've got to bring you put your insurance. You've got a local licensing and whatever they ask for. Every kind of area and state is slightly different based on local laws, not just Google's national laws. So it's based on local laws in your area for this kind of service. So just kinda go through what it is in your area.

John Clendenning [00:39:19]:
Right? But, how does the ranking work? Why who's gonna show up in the 3 path? Well, at the end of the day, Google's still gonna deal with proximity. Right. One of many factors and there's many, but one of them is how close are you to the person searching? Right. So if Google knows and Google does know where your business is, even if you're a service area business, where they sent the postcard, where your center of your service Carpet is, You can't turn around and say, oh, I'm a service area business, and I serve as a 500 mile radius. Google's gonna go call BS on that. Right? So they're going to give you a targeted service area. Right? So there is a proximity. And once you get too far out, there's other people that are closer.

John Clendenning [00:40:02]:
So one of the ranking factors, by all means, is John to be the proximity to your Google Maps listing to your where they sent the postcard to verify your listing, all of that kind of stuff. Right? So, you want to really kind of make sure that you think that through as well. It's the same thought conversation you have, in Google maps. If your location hub, center, pin drop office is nowhere near your ideal client in a 5 to 10 mile radius, it might be worth moving offices. Sounds crazy. You could open up a second office in a different area of town as well. Anything that you can get legally and legitimately verified through Google can be another local service ad account. You have to set up a new account for that, but based on that, Google Maps listing.

John Clendenning [00:40:53]:
So something a little bit of nuggets of good information right there. Your review score determines who goes first as well. Now Google is John bring over those reviews as we talked about from your Google, your Google Maps listing. But sometimes you'll you'll you'll notice that, you know, maybe you've got a 120 reviews on your Google Maps and you've got a 135 reviews on your local service ads. Well, what's the heck's causing that? Well, that's coming from the fact that local service ads has its own ability to generate its own reviews. So and and they they they take their own reviews at a higher scale. So right within the platform, it's considered a verified review because it's somebody that actually typed the search in, found the local service ad, called your business, booked the John. You told them the job books.

John Clendenning [00:41:42]:
So they now know it actually booked. You completed the John, and then they gave you a review all the way through the whole process. And that gives you tons of brownie points as well. So you John to make sure that you get reviews from people that that come through local local service ads. Your responsiveness is massive. Do you answer the phones when it rings all day? Every day we got clients go, oh, I always answer the phones. And then they jump on our platforms and we're listening John. You miss 30% of them.

John Clendenning [00:42:11]:
Right. In in Google local service ads, when they're when they're trying to deliver a great client experience for using their service, if you don't answer your phones and somebody else does, they get the calls. Right? You're John be demoted. Right? So you John be responsive. If they fill out a form and message you, I'll get to it tomorrow. All of that is tracked. You can actually see your response time inside local service ads. They know that the person who responds faster, gets gets priority points and moves up in that that rankings as well.

John Clendenning [00:42:43]:
Your business hours matter as well. You do not John be running ads when nobody's on the phones. So you wanna dial in only the times that your phones are available to be answered. If that's Monday to Friday, 9 to 5, that's the only time you're running the ads. Don't say, well, I might answer it at at 11 o'clock at night. No. No. There's no mites in this as well.

John Clendenning [00:43:03]:
Right? So if you get complaints, a series of or serious complaints. Right. Or repeated complaints. Right? So either serious ones or repeated ones. Google guarantees the end customer They're John demote you and possibly even ban you, suspend you if you're getting complaints. Right? Especially serious ones that need resolution and need to go through the whole, claiming back some money process and stuff like that. Again, in addition to these ranking factors, Google will attempt spread out the leads you receive over time. They don't want to spend your entire budget right away, so it's trying to spread it out.

John Clendenning [00:43:44]:
So again, that's that other thing that, you know, if you've set your monthly budget as a weekly budget and see where the, you know, where the chips fall, Watch that. You're going to be you're not going to be demoted because your budget's too lean. You're going to just spend it. You can book up and then pause it if you're too busy. If you're booked out and out and out, pause it. Right. Because at the very least, you're you're being pushed to the front because as as one of the many ranking factors, you're willing to put your, you know, your, your money where your mouth is, and then you pause it when you're too busy and that's fine. Right? So how to win with local service apps? You John dial in your service area, your profile, and your budget.

John Clendenning [00:44:25]:
We talked about the budget quite a bit. Service Carpet, you don't wanna go so far out. Again, there's a proximity thing. You don't wanna go so far out, that it it kind of weakens or spreads thin your budget or your your your ads. It's better to actually if you're trying to service a really big swath, most businesses, it's better to have a satellite office and run that. If you're growing to that size, it's better to target a hub where you your ideal car customers are and really be seen over and over and over again in that area. It's better to maximize one area before moving on to the next as opposed to thinking, Oh, the more the merrier, the more the merrier is not a a business growth concept. Right? So, you want to mark your jobs as booked.

John Clendenning [00:45:13]:
The more jobs you book, the more Google is going, oh, these guys are popular. Let me give you the more. Let me have them show up more. Right? So you want to mark your jobs as booked as well. You want to deal with disputes right away. You want to drive verified leads or reviews, sorry, verified reviews. So what that means is, you know, again, all these people that came through, there's a button at the end. If they you booked, they became a customer and they're done.

John Clendenning [00:45:37]:
You have a little bit of homework to do. Go back and ask them for click the button. Google will send a request for a review, not you. Google will right inside the the Google local service ads platform, and they will get reviews directly there. Even if you've asked for Google reviews yourself on the job, all that kind of stuff, you have a reputation marketing system where you're asking for feedback first, then reviews. And, you know, the better way to do it doesn't really Masters. Still click this button after the fact and let Google send out, Hey, by the way, we're Google Local Service as you used our service. How did the provider do? It feels different as well.

John Clendenning [00:46:10]:
There's people that will fill out a review for you and still refill it a review here as well. Just so you know that, and you want to target a 75, and that should be not and 75%, booking rate in your reporting. Right? So we'll talk a little bit about that. But you want to you want to target a high booking rate and there's ways to kind of do that. Right? So let's we've got we're going to talk about dialing in the profile. Step number 1 of that. Right. Set your budget.

John Clendenning [00:46:37]:
Open it up. If you if you have the capacity, just keep it wide open. Update your your ad schedule. Make sure it's not showing when you're not available. Set up your business file. You have a couple of options to click on certain things. Google grabs those from other from your maps listing and other places around the web about your business. You don't get to type them, but set that up.

John Clendenning [00:46:57]:
Set that bio up. Well, select your job types. What types of jobs do you wanna do you wanna chase down? And be very aware that if the job types are too vastly different, it adjusts. It messes with the way your budget is. So if you do maid service and carpet cleaning and maid service is a vastly different service than carpet Cleaner. It's often better to have those 2 as separate divisions of your company, separate Google listings and separate local service ads and running separate marketing because there is a difference in who buys those, but there's also a difference in the keywords. And there's and it's it's hard to kind of bid for both, if that makes sense. You're going to end up being no good in either.

John Clendenning [00:47:40]:
So when they're highly related Carpet cleaning, upholstery cleaning, air cleaning, tile and grout cleaning, all of that stuff that we know about, Keep them tight. Keep them you can put them you can test them all. But I would always start with the thing that generates the most amount of revenue and the most amount of inquiries for you. Normally, carpet cleaning for us Carpet cleaners and then add the other ones on and see where they do. Right? Make sure you have your service area dialed in well. Update your business hours and add lots of photos. Right? So you want to have photos of your equipment, your team on the job. You don't want stock photos.

John Clendenning [00:48:13]:
You don't want babies lying on carpets and all that other stuff like we say about websites as well. And, you know, family and a dog sitting on a couch. You want your team, you want inside the office, inside the van, outside the van, inside the cover, everything. You want to teach them what it's going to look like to hire your services. Right? So if you've got those photos, that's going to be an influence moment, right? Because now they're going, Oh, look at these guys. Oh, and they're going to flip through photos, and somebody else has got 3 photos, and they're all just kind of base you know, the picture of the the front dashboard on their truck mount compared to you taking a picture of the van or your 2 vans sitting parked side by side in front of city hall where you're cleaning and hoses running in, that tells a different story. A picture tells a 1,000, says a 1,000 words. What story do you want your pictures to tell? Think about it and really, really modify or or upload good pictures and keep an eye on the pictures.

John Clendenning [00:49:03]:
Change them up. Make sure you're telling a story with your pictures. A lot of companies just don't do that. Market jobs is booked. Google rate your responsiveness and how well you completed your jobs. So mark them as booked and scheduled. Right? The jobs that said, Yeah, let me think about it and call you back. Chase them John, right? Mark them as booked once you get them outside of that initial phone call, right? Add in the customer details and all of that kind of stuff.

John Clendenning [00:49:30]:
It just shows Google, even if you never use that platform for anything else, but you can add in the email and then press to get a review and Google is going to send them an email message. Right? So all the information, just fill it out just just to complete it because it actually adds brownie points, right? Archive any of those not converted opportunities. So you're teaching Google's algorithm who may became a good client and who didn't. Right? So it's a little bit of a game you can play with that as well. That's saying, Hey, Mark, the very best customers is booked, right? But the higher booking percentage you have, the more Google is going to show you more than the competitors who maybe only booked 20% and you booked 75%. Right. So you can influence the algorithm a little bit that way. Deal with disputes right away.

John Clendenning [00:50:15]:
You won't be charged if the dispute is disqualified outside of your area, not a service you provide. Deal with them right away. It's available right in the back dashboard. Deal with it. Right? But don't legitimately dispute something that's a legitimate lead. Oh, I just didn't like that customer. Oh, they just didn't seem like they were qualified for us. No, no.

John Clendenning [00:50:33]:
If it was the services that you provide in the service Carpet, you provide it. That was a qualified lead to Google and you're going to pay for that lead. Right. But dispute the other ones well, and they will remove them off of your off your bill so you won't be paying for those ones. And again, at 25 to $35 an average cost per phone call, not a bad idea to dispute 4 or 5 of them in a month and save a $100. Right? Drive verified reviews. Go a little deeper in this. The number of reviews is a major driver of your rankings and where you show up.

John Clendenning [00:51:07]:
So provide great service as always, deliver a reward like an excellent service experience. Craft your service experience so your technician knows how to approach the door. Step back, wait to be invited in, put booties on, roll out the red carpet, use corner guards, have, you know, smells good, doesn't smell, you know, sweaty. The 3rd job of the day, whatever, And change their shirt, you know, put on cologne, whatever, all that kind of stuff. Have a script through the home. Deliver an amazing service experience because with that, people are John give Google reviews as well as give you reviews when you ask in 2 different ways. So you're gonna be asking for feedback and reviews as the company. Google is going to be asking later if you click that button.

John Clendenning [00:51:51]:
Right. So you might even wait a day or 2 and then click the button after the job is done and say like, Google ask this one, like Google ask this one, and you can do both. So you ask right away for feedback and then reviews like Google like Google send an email later on. So hopefully that makes sense. Will LSA reviews add to the total in your maps? Brent, good question. Sorry. You're lucky I looked over there. So, but, I just saw it kind of move in the corner of my eye.

John Clendenning [00:52:18]:
No. They won't. They host them themselves on their own platform. So on local service ads, you will see that number say this guy might have 130 reviews on their own listing, on their Google Maps listing, and then maybe have, again, the difference, 28, came through their local service ads over time. Right? That's why they see 158 there. But, no, the ones that are inside local service ads only live there. Right? So this is kinda what they look like. That was the call.

John Clendenning [00:52:49]:
Ask for review is just a button in the dashboard. It's pretty easy to get used to the dashboard. And but, yeah, once they you know, right now, if you don't put the rest of the information, you might not know who this person is. So that's a good reason to fill out the rest of the listing as well. But because you're gonna ask for a review and you want to make sure if they just phoned you, Google doesn't have their, doesn't have their email address. So you're gonna have to collect that from the customer. So what's the best email address? And I'll send you everything we just talked about and the stuff you need to do prep before we show up at the home. Right.

John Clendenning [00:53:18]:
So hope and spot in the driveway near the door, but all that stuff. Right? You're always gonna ask for an email address, you know, and it's not like, may I have it? What's your best email address so I can send you this stuff you need? That's psychological. That's neuro linguistic programming, a little bit of psychological positioning. You want this thing, the stuff you need before we show up? Yes. You have to give me that and you ask in that way and people will just give you the answer without the filter of, Oh, I don't like giving up my email address. Right? So it's just it's just a way to get past that. So, and then again, you're John to get verified Google, Google verified jobs. Right.

John Clendenning [00:53:54]:
And that's what they're going to look like inside your local service ad listing as well. But, yeah, they don't cross pollinate back into the other one. Again, target 75% booking rate, And you're John to see that inside your listing. Well, clients we work with when we do the again, we don't charge very much just to listen to every single one of the calls and help with the images optimizations and help with a bit of the other optimizations and really find out when you're booking or not booking and stuff like that as part of our ad service. If you're running one of our ad services, we can add this on as a as sort of like a compliment for for not very much at all. But one of the things we like to do is, you know, again, make sure that you're attempting that you're marking qualified leads as booked jobs in Google. Right? You don't necessarily have to think of your Google dashboard as the holy grail that says exactly what happened exactly. So if that's covert enough of explaining sort of part of a strategy that can help, but you John the higher booking percentage you have, for qualified leads that are the right type of customer, the more Google is gonna put you the algorithm is gonna put you in front of more of those customers.

John Clendenning [00:55:13]:
If everybody that booked is low income side of town and, you know, discount shopper and Google already knows that information based on the ad ID and their search history and all that kind of stuff. And you book all of those or a lot of those and none of the others. And that's what you teach the algorithm. Guess where it's John to dial your ads in showing up more. Right. So there is a bit of influence over time in the algorithm of making sure that the better clients are the ones that are marked booked and stuff like that as well. So, how do you increase lead flow? How do you get it wide open up your budget? You can start expanding your service area or your job types or your ad schedule or your business hours to increase it if you've got the capacity. But again, with all the caveats I mentioned earlier about making sure you don't overexpand that.

John Clendenning [00:56:01]:
Right? You John close out every lead as booked, scheduled, or archived. So you wanna make sure that every lead gets closed out in their dashboard. It actually it teaches the algorithm a little bit as well. It's not just teaching them, but you look conscientious. It is We have noted. They don't say this anywhere in their policies, but we have noted that people that close out every single lead, and, again, we help with that, the clients we work with, is it just makes them go, oh, these guys are proactive, and proactive businesses get brownie points by algorithms. Right? And request verified leads on every job as we talked about. Right? So what should you do right now? You should get your you should get with your strategy partner on our team if you don't already have it set up.

John Clendenning [00:56:46]:
At least just to get it set up. Right? We can help you with that if you don't have it set up. If it's set up and it's not sort of optimized, we can help with that as well. And if you need somebody to stay attentive to it for you so that you don't run into it like we've seen some clients, you know, kind of do it themselves. And next thing you know, they go, well, we just spent $35100 last month. We had it wide open. And but, you know, that flood came through, that hurricane came through, that whatever. We were super busy, and we literally took, like, 3 jobs from local service ads, and it's sat running because we're too busy to think about it.

John Clendenning [00:57:19]:
And, yeah, we we booked maybe $400 worth of work and spent $35100 because we should have turned it off. We would have heard that for you kind of idea. So things like that, you definitely need to be attentive on it. So it's something to think about anyways. Complete the background check, put the tracking in place to gauge your ROI. Don't just wing it. Actually, I don't care if that's just a Google spreadsheet, if it's an Excel spreadsheet, if you use, like, Housecall Pro, Service Masters, any of those, and you can tag the local service jobs so you can reverse engineer the numbers at the end of the month when you're running your math. Like, however, you track your ROI, track your ROI.

John Clendenning [00:57:56]:
We talk about it on, you know, on every lead source, every ad source. Be sure that you're leveraging the platform properly and play the game, while the ROI makes sense. So So again, if you're booking 50% of the John, legitimately, when you listen to them, you're booking 50%, You're doing good follow-up. So the people that didn't book today, are you calling them tomorrow? Do you have them on a on a on a list? Are you leaving it there? Are you pulling it out? Are you putting them into, like, a tool like ours, carpet cleaner lead pro, where, you know, you've got their name, you got their email because you're on the phone with them? They said, yeah, let me think about it. Okay. We get that a lot. We're carpet cleaner. We don't not everybody books on the phone.

John Clendenning [00:58:36]:
What is your 2 week chase process before you before you kind of put them into long term nurture? What is your long term nurture? So that even if they decided not to do it now, because you know what? The dishwasher broke down and they had a different bill and they have to wait 3 months. They're not gonna remember you at all. Sorry, you know, about your ego there, but they've forgotten. Is that John's Cleaner, George's cleaning, jaw, John? I don't know. I've got choice. I I can't remember. Let me just pick 1. Right.

John Clendenning [00:59:02]:
But if you're in their inbox, you spent a couple weeks telling them why your business is different, educating them about how you clean, why you built your system, your risk reversal guarantee, your founder story, all that foundation stuff that we always talk about in your blueprint. If you're doing that and you're following up with them during that lead chase period of about 2 weeks, and then, you know, sometimes you're sending a mafia offer at the end of the 2 weeks works really well as well. And then putting them into long term nurture, and 3 months from now, 4 months from now, they pop their head up because something else had happened, and now they're ready. You paid for that lead once, That phone call way back here in in in October and now in February, they're calling to say, I'm now ready. They didn't remember you. They don't know you. They couldn't find you unless you chase them. It may be it's a year later and they go, you know what? The last guy I hired didn't like them.

John Clendenning [00:59:54]:
Right? You guys have been following up with me every single month with stories of happy customers and some great tips around the home and blah blah blah. And you've been kind of pinging me and checking in every so often and stuff like that every few months just says, is there anything you need help with? Blah blah blah. Again, we do that automated with carpet cleaner lead pro. But if you're doing if you're not doing an automated, have a system in place where every lead gets put into even just a file folder and you move them through to stay in touch. Right? The ROI is going to make sense to you a lot longer than it makes sense to most of your competitors because I guarantee you 99% of all other businesses, not just carpet cleaners, 99% of all other businesses don't know how to do lead chase properly. And the one that does is the one that grows bigger, has better clients and sells their business for many multiples more and makes more money and is happier about the business they're running because they built systems in their business that generated growth. Right? So will this make money, help you attract more leads and grow your business? I don't need to wait for people to pop yes in the box. Yes.

John Clendenning [01:00:59]:
It will. We know that. We've proven it across 100 and 100 of clients. So what are your takeaways? Right? Write them down. What are the takeaways of where local service ads fits into the mix of your Marketing, not the sole source of your marketing. You never be John to be victim to that was the one place I got 50% of my my my leads. That was the one that whether it's local service ads, whether it's a contractor in town, whether it's a great real estate agent, whether it's, you know, Facebook ads running really, really well. I don't know.

John Clendenning [01:01:36]:
Pick the thing, whether it's every door mail and whatever, and all of a sudden something changes and now you have it becomes, if you if you worked with a business consultant, you've had what's done is is called a SWOT analysis. Your strength, your weaknesses, your opportunities, and your threats. Having too few poles in the water to build a business is a massive threat. You have to solve for that threat. You have to get 10, then 20, then 30 ways to generate 2, 3, 4, 5, 10 leads a month. Now you're generating 300 inquiries and leads, and you've got your database being marketed to so that it's coming back twice as fast as it ever used to. So the average person comes back every 18 to 24 months, and you've got them 11 to 13 months coming back. You just doubled your business from your database alone on top of everything else you're doing.

John Clendenning [01:02:27]:
So if you ever need help, we call it the best known cleaner, omnipresence marketing system, because what we're talking about is all of these little hinges that swing big doors and no one of them is good enough. But in the mix, they all have a place If you can maximize the ROI and you can understand from this conversation here, there's a lot of things that you can do differently than somebody else. If you've got somebody on the phones and answering your phones for you, don't be don't be answering your phones when you're driving your truck and in front of Mrs. Jones trying to sell her your, you know, whizbang, always clean, repeat cleaning package at a dollar 20 a square foot or, you know, minimum $500 And you, you know, you can sell 30% of those if you've got the right script, but all of a sudden your phone rings and you're either do I take the new client call? Do I talk to Masters. Jones? No. No. That that should be answered by somebody instantly during business hours. You should have two way chat going on with automation, all of that kind of stuff.

John Clendenning [01:03:31]:
You need somebody, even if it's a stay at home mom, if you're a one truck operation answering your phones and getting paid for everything they book and teach them how to do follow-up. Right? But you need to be building that because you need an omnipresence marketing system that everywhere they go, they start learning about you. Who? Your ideal target market, who is your ideal target market, your ideal client customer, and your ideal referral partner. Those are your, as your target market who needs to see you and those who you that's who you need to be marketing to consistently in full force at a full course court press every single day. When you don't have a lot of money for marketing, it is shoe leather and time because you have that instead. When you when you have less time, it's because you're busy, you have more money. And then you balance between the 2. So you do the hustle, you run the business and you you you have marketing going out for all of these channels and avenues, and you just stack next, next, next.

John Clendenning [01:04:31]:
And next thing you know, at the end of year 1, you've got 20 poles in the water. The end of year 2, you've got 30, 35 poles in the water. And you're you're building up a muscle that you can then go wide on each one of those poles right now. If you're targeting certain lead sources, how can you go wide and maximize it? Right. So there's ways to play the game. If you need to hop on a call and talk about any of that, hop on our schedule. We we love talking about this stuff. There is a blueprint for this.

John Clendenning [01:05:00]:
There is a dedicated way to build a a home service business. Again, not everything is is not everything has to be exact, but there is a framework and a foundation that without it, you're trying to run the business while missing the key messages that generate the right clientele. And there are certain things you need to do. You need to do as the business owner, and you need to have people do for you to build the business in the background behind you, the marketing and the, and the awareness so that you can do your job and then you move up through the scale. And there's there's there's a hierarchy of scaling to grow a business. You know? And you're in a small John. How do you grow a $1,000,000 business where you can, you know, 10, 15 years from now, 5 years from now, whatever your goal is, golf, couple days a week, have crews out there, manage the business as the business owner, live have a bit of a relaxed lifestyle, work smart, work hard, do all of it, but also get the fruits of your labors. That's why we do this.

John Clendenning [01:05:58]:
Otherwise, we take a job with somebody else. Right? In a smaller town, you go wide, right? You get so good at what you're doing that the maid service in town says, buy me out. I'm retiring. I don't want it. You go, Yeah, I can market you way better than you did. I've got this figured out. I can run a better system. I can teach the people better.

John Clendenning [01:06:14]:
I can do, you know, all that. You maybe buy the local janitorial supply store. Fred's about to retire and you buy it and and take over and revamp it. You can go wide once you learn this this this how to how to grow a business. And if you're in a town with a lot of people, you go deep. Right? You can you could be 1 or 2 or 3 services, but the best at it, and there's 1,000,000 of dollars available for you that way as well, being one of the higher end cleaners, the elite cleaners in the marketplace. You hire the best technicians that way because they John work for you. You pay them the best.

John Clendenning [01:06:49]:
You end up with the best customers. You can pay more to acquire them. You've got the shiniest trucks on the road because you got money, all that kind of stuff. And you're not worrying about nickel and diming and John owing your vehicles back together to make them look okay in a driveway and throwing them out underneath them because they're dripping oil and stuff like that. So been there, done that, talked to everybody. I've helped businesses through this, and, yeah, this is this is what we talk about on our strategy calls. So if you wanna have that chat, see where we might be able to fit in in your journey, where you're at in the journey, just give you a bit of advice on that. Reach out to us.

John Clendenning [01:07:24]:
Krishna will chat you up first, find out where you're at, who you what you're all about, and then schedule a time when it's available. And I I do some consulting to help help you go through that process, let you know what we do, and see if we're a good fit. So, anyways, hopefully, that was interesting, valuable. Local service ads have a huge place as one of the pieces in the mix, and it has a point where it can fit in pretty early on in the mix as well. You don't need to wait later in the game, like pay per click sometimes fits a little bit better later in the game. Even Facebook ads sometimes fit a little bit better because it's got a different model. It has a different type of people finding you. Local service ads, they're hot, they're at the top, and you can dial the algorithm in over over time, over, you know, a couple weeks, couple months to give you more of the ideal ones.

John Clendenning [01:08:09]:
And if you've got rest the rest of that back end and that that lead conversion figured out, that scripting figured out, that follow-up figured out, it's well worth it to pay 25 to $35 for a phone call because you got a system in place to land a lot of them. You know me, we like to add a lot of other information and and value and and thoughts and ways to kind of get into your brain and really help you figure out this whole thing about running a business only because I've done it for years. And, yeah. If you found this valuable, by all means, let us know. Give us a ping. Really appreciate it. If you've got other people in the industry that you know of that should be watching this, get that, share that out with anybody on any forums you're John. Really appreciate anybody teaching any you helping other people understand the what it takes to run a business because there's a lot of crappy information out there.

John Clendenning [01:08:57]:
There's a lot of scammers calling about, oh, just run Facebook ads. Oh, just run Google, you know, paper like I do do this, do that and thinking that there's a one and done solution. And there's a lot of young people, young young guys in the industry or newbies in the industry that don't know any better and get taken. There's a predictable path to grow a business. They can buy the book. They can, you know, they can jump on some of these calls. They can kind of get their eyes opened up a little bit and maybe see that there's a business owner journey that they need to be on as well. So anyways, hopefully, you found that value of everybody.

John Clendenning [01:09:27]:
I go let you go. Thanks so much. Really appreciate it. Until next time. Happy marketing.

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