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Building Your Cleaning Business Brand: Expert Strategies for Success with John Wiley

Building Your Cleaning Business Brand: Expert Strategies for Success with John Wiley


Building Your Cleaning Business Brand: Expert Strategies for Success with John Wiley

In today’s competitive business landscape, standing out and building a strong, recognizable brand is essential for the success of any cleaning business. As a business owner, it’s crucial to understand the significance of branding, positioning, and effective marketing strategies in order to create a compelling brand identity that resonates with your target audience. In this comprehensive guide, we will explore expert insights and strategies shared by industry leaders to help you elevate your cleaning business brand and achieve long-term success.

The Power of Branding and Positioning in Marketing

When it comes to building a successful cleaning business, the power of branding and positioning cannot be overstated. Your brand is more than just a logo or a business name; it’s the overall perception of your company in the minds of your customers. In our conversation with industry leaders, the importance of effectively branding and positioning your business to differentiate yourself from the competition becomes evident. John Wiley, an expert in vehicle graphics and branding, emphasizes the significance of creating a brand that stands out in a conservative market.

Expert Insights on Branding and Positioning

Incorporating insights from industry experts can provide valuable guidance on branding and positioning for cleaning businesses. John Wiley, with his extensive experience in vehicle graphics, shares his journey from pinstriping cars to developing a specialized business focused solely on fleet vehicle graphics. His transition from Dream Street Graphics to the bold and provocative brand, “Don’t Drive Naked,” highlights the importance of refining and simplifying your brand message for maximum impact.

Strategically positioning your business as an expert in the cleaning industry requires a clear understanding of your local community and target audience. Wiley’s advice on specializing and standing out as an expert in your field aligns with the need for cleaning businesses to establish themselves as leaders in their respective markets. By honing in on a specific niche and communicating your expertise effectively, you can elevate your brand and resonate with potential customers.

The Realities of Starting and Growing a Cleaning Business

While building a strong brand is essential, it’s equally important to recognize the challenges and realities of starting and growing a cleaning business. Both John Wiley and John Clendenning shed light on the sacrifices and determination required to succeed in the industry. From the high failure rate of small businesses to the constant pursuit of success, their insights offer a realistic perspective on the journey of entrepreneurship.

Navigating the Challenges of Entrepreneurship

Starting a cleaning business often comes with its own set of challenges, including long hours, financial constraints, and the need to stand out in a competitive market. John Clendenning’s experience in growing his cleaning and restoration company provides valuable insights into the practical aspects of running a successful business. His emphasis on learning how to run a business, particularly in terms of marketing and building long-term systems, underscores the importance of continuous learning and adaptation in entrepreneurship.

Expert Strategies for Effective Marketing and Brand Differentiation

In a competitive industry such as cleaning, effective marketing and brand differentiation are crucial for success. John Clendenning and John Wiley share practical strategies to help cleaning businesses carve out a unique position in the market and attract the right customers.

Differentiation Through Brand Messaging and Target Market Focus

The significance of brand messaging and targeting a specific market segment cannot be overlooked. Clendenning and Wiley emphasize the importance of crafting a compelling founder story, a unique sales proposition, and a risk reversal guarantee to set your business apart. Identifying and targeting influencers and strategic partners, as discussed by the industry leaders, plays a critical role in reaching ideal customers and building lasting relationships within the community. By focusing on a specific target market and dominating a smaller geographical area, cleaning businesses can position themselves as specialists and command higher prices.

Engaging Influencers and Building Strong Customer Relationships

Engaging influencers and building enduring customer relationships are pivotal in establishing a strong brand presence. Both John Clendenning and John Wiley illustrate the power of reciprocity in influencing people’s behavior, emphasizing the need to offer exceptional customer experiences and meaningful gifts. By strategically leveraging limited resources and forming strategic partnerships, cleaning businesses can differentiate themselves and thrive in a competitive market.

FAQ: Your Branding, Marketing, and Business Growth Questions Answered

1. What role does branding play in the success of a cleaning business?
Branding plays a fundamental role in shaping the perception of a cleaning business, establishing trust with customers, and differentiating the business from competitors. A strong brand identity contributes to long-term success and customer loyalty.
2. How can cleaning businesses effectively position themselves in the market?
Effective positioning involves specializing in a specific niche, crafting a compelling brand message, and targeting a defined market segment. By communicating expertise and unique value propositions, cleaning businesses can establish themselves as leaders in the industry.
3. What are the key challenges faced by entrepreneurs in the cleaning industry?
Entrepreneurs in the cleaning industry often encounter challenges such as long hours, financial constraints, and the need to navigate a highly competitive market. Overcoming these challenges requires determination, continuous learning, and a strategic approach to brand differentiation.
4. How can cleaning businesses engage influencers and build strong customer relationships?
Engaging influencers and building strong customer relationships involves offering exceptional experiences, meaningful gifts, and forming strategic partnerships. By leveraging these strategies, cleaning businesses can create a compelling brand presence and attract loyal customers.
5. What strategies can cleaning businesses implement to stand out in a competitive market?
Cleaning businesses can differentiate themselves by focusing on brand messaging, targeting specific market segments, and identifying strategic partners. By offering unique sales propositions and exceptional customer experiences, businesses can carve out a distinct position in the market.
6. How can entrepreneurs effectively navigate the realities of starting and growing a cleaning business?
Effectively navigating the realities of entrepreneurship involves learning how to run a business, particularly in terms of marketing, brand differentiation, and long-term system building. Embracing continuous learning, determination, and effective marketing strategies are essential for sustainable business growth.

Conclusion: Elevating Your Cleaning Business Brand for Long-Term Success

Building a successful cleaning business requires strategic branding, effective marketing, and a deep understanding of your target audience. By incorporating expert insights and leveraging proven strategies, cleaning businesses can elevate their brand, differentiate themselves in the market, and build lasting customer relationships. Embracing continuous learning, determination, and a strategic approach to brand differentiation are essential for long-term success in the cleaning industry.

You will learn:


Business Building and Branding


Challenges and Sacrifices of Running a Business


Marketing Strategies and Customer Engagement


Lessons for Service Business Owners

Audio Transcript:

John Wiley [00:00:00]:
But you were mentioning some things about branding and how everything you do has to support that brand and that brand should represent a position. So you decide right away. I’ve met so many carpet cleaners in my life. So how are you going to be successful? Oh, I’m going to cut everybody’s prices. I’m going to take it off and you’re like, oh God, I don’t even know if I got the heart to tell him. And yeah, you’re going to win the race to the bottom, probably first.

John Clendenning [00:00:30]:
Hey, welcome to another edition of the Carpet Cleaner Success podcast. Your host John clandenning here. Back for another exciting episode. We’re going to make it exciting because I got my good friend John Wiley on the call today. So John Wiley runs an amazing business called don’t drive naked.

John Clendenning [00:01:20]:
I’ve known him for well over, we figure, 20 years. Hey, there we go. There’s the branding. Yeah, I did a presentation at a franchise network years ago and he took me out for a steak dinner that night and picked my brain and I picked his brain and we’ve been picking each other’s brain ever since. So we’re going to have a good conversation. Welcome, John. Thanks so much for hopping on. How are things?

John Wiley [00:01:41]:
Thank you. I’m doing great today.

John Clendenning [00:01:43]:
That’s good. So tell us a little bit for the listeners about the business. Don’t drive naked. Originally dream street graphics when I first met you. But what’s your history? Where did you come from? What do you do and why do you do it?

John Wiley [00:01:58]:
Well, first of all, I want to ask you something. How long have we been friends? How long ago was that?

John Clendenning [00:02:05]:
I’m thinking 2002 is my guess.

John Wiley [00:02:08]:
Yeah. I remember going to Canada for the carpet cleaner convention and you were a speaker and you just blew me away. I was sitting there listening to you and I’m like, this is so deep and that’s fascinating to me and you’ve always been a fascinating character. In fact, whenever I talk to you, I take about two to three pages of notes every time because I know I won’t remember or absorb all of it. But yeah, I started in 1982 pinstriping cars on the dealership lots for a company called Trim Line, and that was a three M brand, and three m owned.

John Clendenning [00:02:47]:

John Wiley [00:02:47]:
They licensed that brand out. So I kind of fell, just asked backwards into it. So I worked on dealership lots, and I would do rivet on body side moldings, custom pinstripes. And I figured out pretty quickly that I could do $12 pinstripes all day, or I could sell them a customized graphic package just for their dealership for a couple of $100. So I really pushed the bigger graphics and the bigger trim packages and things, but I did it all on the lot, like crawling around fault and concrete on my knees, and my knees are hurting today, as a matter of fact. But I figured out after a couple of decades of that, that I was going to have to grow my business to the point where I had the ability to hire a designer that’s better than me and installers that are better than me and everybody in this building is what I want. They’re all better than me at every single thing they do.

John Clendenning [00:03:49]:
Yeah. Well, tell us about that then. Now fast forward eighty s, ninety s, two thousand s. There’s been iterations. You’re opening up your fourth location in Indianapolis. We were talking about that recently, and you’ve got the team and all that kind of stuff. What does the business look like now? You only do vehicle graphics. I think that’s really exciting and interesting as well.

John Clendenning [00:04:11]:
A lot of people just do signs, and they think that everything is everything but the vehicle graphics. Niching down is a very important part of what we’ll talk about, but also why you’ve chosen that. So kind of talk about don’t drive naked right now, and the team and the growth and the plans and all of that.

John Wiley [00:04:29]:
You’re right. We did start as Dream street graphics in 1995, and I knew that I had been around vehicle graphics for a long time, so I knew how to install the three m vinyl. And for eight years, from 88 to 95, I was selling these sign systems, which are CAD cAM systems, where we could design and vector, and we could actually cut like a letter out in vinyl. We were so fascinated with that.

John Clendenning [00:04:59]:
Remember those days?

John Wiley [00:05:00]:
I wound up selling equipment and traveling all over the United States. I did about 150 systems all over the place.

John Clendenning [00:05:07]:

John Wiley [00:05:08]:
From 88 to 95. So once you hit a saturation point, it was like everybody had something. And I knew there was a good opportunity in fleet vehicle graphics. So that’s what I originally wanted to be, but I didn’t really know how to be that.

John Clendenning [00:05:29]:

John Wiley [00:05:29]:
I was, what, 70% of all business owners are technician who started a business. And I even ran three different divisions where I got to see a PNL for all three divisions on whether I was doing well or not, were they profitable or not. Mostly they weren’t. But when I started my business, I still didn’t know anything about business. I thought that, man, I got it all. I got this history, years of this history, and I’ve sold this equipment, et cetera, and traveled, and I still didn’t know anything. And when I look back at some of the decisions I made in that first year, they’re ridiculously stupid, terrible decisions. But when you’re starting out.

John Wiley [00:06:16]:
I started out with no money out of an apartment. And the problem is you don’t know anybody that can help. You don’t even know who to ask. I sure didn’t know you back in those days, and I made a lot of mistakes because of it. So I started networking about 20 years ago, going to networking events to grow my business. And I got so tired of people saying, you know, you got to work smarter than harder. Yeah. Is that it?

John Clendenning [00:06:46]:
Yeah. There’s the big answer.

John Wiley [00:06:49]:
Work smarter, not harder. Anyway, I would just look at them and go, but what if you’re dumber? And they’ll stand there and they’ll kind of look at you like, are you starting a fight? So I don’t let it go too far. And I said, well, I’ve made so many dumb mistakes, I feel like I should write a book called what if you’re dumber?

John Clendenning [00:07:14]:
There you go.

John Wiley [00:07:15]:
And it wouldn’t be an illustrious book and real technical. It’d just be like all the mistakes we make that are real typical to small business owners. Getting started and this and the lack of proper funding for marketing is why almost all small businesses don’t make it.

John Clendenning [00:07:34]:
Yeah, the number is staggering. It’s like 80% in the first five years, 95% by year ten that found it didn’t make it to year ten.

John Wiley [00:07:42]:
That’s like, what’s interesting, when you make it to year five, you don’t feel like you are successful. And I’m at year 29, and I still don’t feel successful. It’s like you don’t ever feel like you’ll be at the top of that mountain. You’re always working harder. And yes, you do try to get smarter. But certain things I don’t like in life are like gambling, because they control the ODs. If I get smarter, the more I learn and learn and learn and learn. I’m increasing the Ods of banking on myself or betting on myself.

John Clendenning [00:08:19]:

John Wiley [00:08:20]:
And I would rather take those ODs because I have control over those ODs. I can either be dumber or smarter.

John Clendenning [00:08:26]:
Yeah. And one thing that I think you’ve been really smart at is, and we’ll kind of focus the conversation around the branding a little bit as well, is the transition of the brand really, from my perspective, came out of the fact that you were edgy in a bit of a Bible belt. So you took the graphics and the whole concept of not driving naked, put the naked out front, because that’s the edgy term. So now you’re standing out, you’re doing billboards, you got the side of the building, you’ve got people picketing the shop years ago and stuff like that, because you were pushing the envelope. Not again, suggestively, not overtly, but you were pushing it and getting notoriety, which actually elevated your brand. Like, you cut through the people that cared too much about it. They don’t need to be your customers anyways. You picked your ideal customer by going, you know what? I like your edgy brand, and I like the fact that you’re pushing back and stuff like that.

John Clendenning [00:09:25]:
And that became a huge brand message in your marketplace, that eventually you’ve just transitioned the whole brand to be that name.

John Wiley [00:09:32]:
But when you go from Dream street graphics, that period of time to don’t drive naked, that’s all those experimental years. Now, I started as fleet vehicle graphics, and then I started thinking I was a marketing guy, and I had this list of customers. I could sell more things to the same customers. And I lived and died in that hell. Not 95, but around the year 2007, at the end of that, in November, when banks were failing and all the news was bad about financial, that’s when I decided to strip everything away again, just be the thing I started. And so dream street graphics, without really knowing what I was going to be, Dream street graphics was sort of an umbrella name. When I realized, I only want to do fleet graphics, then, well, I already had the idea for don’t drive naked for seven years. I was sitting on it.

John Wiley [00:10:25]:
Okay, I wanted to change, but that created an opportunity for me to change everything all at once.

John Clendenning [00:10:33]:

John Wiley [00:10:33]:
Opportunity is called we’re screwed anyway, so let’s just do this.

John Clendenning [00:10:38]:
Yeah. And that’s the fact that, again, there’s a lot of people that just kind of. Again, I talked to a lot of blue collar cleaners owning homeless service, cleaning businesses of some sort, carpet cleaning, made service, stuff like that. And there’s a lot of them that just kind of sit on their hands a little bit. Don’t try, don’t experiment, don’t reach out, don’t call. People aren’t the ones knocking on doors. 510 15 businesses a week and that kind of thing. They’re kind of hoping for something else.

John Clendenning [00:11:07]:
They don’t really build a good brand. I talked to some that do, but I’m sure you’ve seen all of that with all of the clients that you’ve dealt with. With the ones that kind of get the idea that their brand has to be different. It’s okay to reinvent it and expand upon it, but you’ve got to understand that you have a brand, not just a business name, but a brand that stands for something. And I’ve always thought of you as sort of that brand visibility brand expert because you work so tightly with these businesses. Some of them are telling, no, no, I just want letters on the side of my trucks. And the other ones are going, hey, John, what do we do? How do we stand out in the marketplace? So what is it? What is crucial about establishing a strong local presence in your mind? Again, from the stuff that you’ve done for your own brand and for the clients you’ve helped, not just the vehicle graphics, but the actual just in the community, like standing out and becoming noteworthy?

John Wiley [00:12:07]:
That’s a good question. The first thing you have to do is figure out what you’re going to specialize. I read, I found a couple of authors that really helped me turn the corner, so to speak. One was e myth by Michael Gerber, because I fit into that category of a technician that started a business. So once you’re in business, you’d better have a really strong, simple, quick message that people can absorb and they can digest it. And then I also read a book about sticky marketing. Like duct tape Sticky, whatever your name is, your brand is, and what you do has to be sticky. And a lot of that you do visually.

John Wiley [00:12:54]:
There’s a company that I follow, and I’m friends with the owner, and he does a lot of brand building for small service companies, which is my market as well. But we really don’t do the initial branding. Like we’re going to check to make sure you can actually use the name you have and how far do you want to expand, et cetera. But when you think about locally, you’re going to have to become known as the expert in what you do. And a lot of people start a service business when they’re starting a new business because if we know how to do something or if we’re good at knowing how to do things, we can do that in our minds. We can do that for less upfront.

John Clendenning [00:13:39]:
Money without that thought. Again, Michael Gerber E Myth without the thought of realizing, hey, if I’m a mechanic and I start an auto shop, the last thing I should be doing is repairing cars, because maybe I have to right now, but in a year from now, I better have mechanics working for me. Now I have to learn how to be a business owner and a marketer and an advertiser and an HR and hire all that kind of stuff. All of a sudden, I’m no longer a mechanic. Yeah.

John Wiley [00:14:05]:
And so I see this in all service businesses, and I come from carpet cleaning in the 70s, okay. It’s almost like raw carpet cleaners. It doesn’t even matter to a point what the product is. If you talk to anybody in a service company, they all have the same problems. It’s just a different product.

John Clendenning [00:14:27]:

John Wiley [00:14:28]:
So whatever we’ve gone through, pretty much everybody else has, too, if they’ve made it long enough. And you have to learn how to deal with those problems. But I think when people ask me, they say, what advice would you give me? I want to start my own business. And I said, okay, tell me why.

John Clendenning [00:14:53]:

John Wiley [00:14:54]:
And that always catches them. And see, that was me, too. It would have caught me, too. But now I know to ask the question, why start your own business? And they’ll think about it, and they’ll be kind of sheepish about it every time they’ll come back to, well, I feel like I can make more money. Okay, based on what? Well, I work for the guy. I work for the man, and I’m working so hard that he makes all the money. I said, okay, I get that you believe that, and it doesn’t mean it’s not true or that it is true, but you will fail.

John Clendenning [00:15:29]:

John Wiley [00:15:30]:
If that’s your why, I can already tell you right now, don’t do it. Just try to work for a better company that pays you really well, good benefits, and you’re a good technician. Work for a great company and make all the money you can make, because people that are good at a technical skill will never really be out of work. So bounce around till you find the perfect fit for you, but you won’t make it. In small business, the why can’t be tethered to the financial benefit because you will work 80 hours and get paid for 40.

John Clendenning [00:16:01]:
Yeah, if you’re lucky, get paid for 40. Maybe get paid for money.

John Wiley [00:16:04]:
Second question I ask them is, what are you willing to sacrifice? And they’re like, well, I don’t know what you’re talking about. I’m talking about all your weekends, holidays, evenings, late nights. That extra work you’re putting in is going to be at the sacrifice of your own personal life. And if you got a wife and kids, that’s really tough on them, and everybody will be supportive for three months. But after a while, it starts to grate, it starts to wear on everyone. And you start thinking about, man, I’m making less money. I never see my kids and a lot of people, and I’m not just trying to speak in generalizations here, but this is where a lot of relationships break up.

John Clendenning [00:16:46]:

John Wiley [00:16:47]:
It goes on for years, and they’re just like, this is never. I remember my ex wife a long time ago, and I was working on my apartment, and she would walk in and say, that’s it. I want all of this sold off, shut down. I want you go get a real job, or we’re through.

John Clendenning [00:17:09]:
Yeah. And I think that’s a common statement many business owners hear is sort of because you’re plugging away at it. And again, you better be reading the books like the Emyth and all of them. There’s hundreds of books that listen to them on audio. If you’re not a reader, as I always say, you’re driving around. If you’re a service business, there’s times you’re out and about. You’ve now got, as Dan Kennedy called it, a mobile university. You better be listening to stuff because, yeah, your family and your friends and everybody’s going to go, what the heck are you doing? Well, you better have a reason, as you said, a reason why you better have a foundation.

John Clendenning [00:17:45]:
Like, what are you training to do differently? In my area, before I sold my final brick and mortar business, the carpet cleaning one that I’d started 30 years ago, in between everything else, there was 70 other carpet cleaners showing up just in Google maps. There was more than 70 in the yellow Pages. Back when there was yellow pages. Why us? Why did we become number one? Why do people choose us at a higher price? Well, I had to answer that question. If you don’t answer that question, you’re a commodity.

John Wiley [00:18:13]:
Why should I use you?

John Clendenning [00:18:15]:
Yeah. And then your founder story becomes a big part of it. The founder story is, oh, because I want more money. That’s not a founder story. It’s like, my children had allergies. I hired a carpet cleaner, and he’d. Plus this and this. And I solved the problem and realized he’d missed a few things and I really wanted to do a better job or whatever.

John Clendenning [00:18:32]:
There’s always a reason. Tell your founder story. Have your unique sales proposition, as they call it, and all these have your risk reversal guarantee, and then have your brand messaging. If you get those four figured out, your marketing becomes easier, your service delivery becomes easier, your follow up communication becomes easier, who you hire becomes easier, because you’ve built what your foundation is. Right?

John Wiley [00:18:59]:
Love it. Like I said, I always feel like I should be taking notes when I’m talking to you. I will just say this for any audience you’re ever going to have in the future. You’re a very brilliant person, and you have this capacity of thinking outside of any kind of norms and being brilliant. I think you’re super creative about how to get there. But I would always read anything you write. I’d always listen to anything you have to say. And it’s good reminders, too.

John Wiley [00:19:30]:
Every time I talk to you, I start to think about stuff I really could be working harder on.

John Clendenning [00:19:35]:
Yeah, again, thank you. I appreciate that, brother, as always. That’s the reason why we do these podcasts as well, is to try and get people to think at a different level, because you’ve really got to kind of open yourself up to, why did I even start this business? Which is a great segue to that.

John Wiley [00:19:53]:
One question you mentioned about how do you become that leader in the community? Well, you’ve got a message you’re going to have to spread everywhere you can. So you’re going to want to be a part of as many things as you can be. But one of the temptations, let’s see, I’m in Indianapolis, Indiana, and I talked to a lot of service people. One of the temptations is to think, well, whole city is my market. That’s not true. I say, well, what do you do? Carpet cleaning. What’s your target market? Anybody with carpet? Oh, no, it’s not. And what do you mean? I said, so would you love to specialize in house trailers that the carpet is so dirty, it’s black and there’s almost no square footage.

John Wiley [00:20:42]:
It’s just all right down the middle. Do you love doing those? Oh, no, I won’t even take them. Okay, then everything’s not your market. Now. In a bigger area, you don’t want to approach the entire area. You want to think in terms of what you can afford to dominate. If you can’t dominate, then don’t worry about it. So let’s say me and you want to start a carpet cleaning business and we live on the southeast side of a city.

John Wiley [00:21:07]:
Well, then we’re going to start within that five mile radius. And you and I, I’m sure, would even take neighborhoods and dominate one neighborhood at a time. Because when you see the whole field as your territory, you’re going to wear yourself to death down to there’s nothing left. Your mileage, your gasoline and your time of travel. So when we in the carpet cleaning business, we do what’s called the five around, let them know that you’re in the neighborhood and you just clean carpets and your neighbor is really happy. Well, you would want to start from as tight a nucleus as possible, unless you have the funding. What would you even think funding would need to even go after a whole city like this? Million?

John Clendenning [00:21:55]:
Yeah. Seriously.

John Wiley [00:21:57]:
Have the funding to go after the whole city. So you want to stay close to home, pick the nicer neighborhoods and start to dominate something small. That could mean stripping things away.

John Clendenning [00:22:09]:

John Wiley [00:22:12]:
You might be great at spraying the sides of houses and getting the mold off. And you may be great at cleaning dryer vents and all these different things. You’re going to have to strip it all away to one thing. Every company can only own one word or one position. You’re going to want to focus on that. Anything else, you can put in a brochure. But your message has to be, and your website, et cetera. One thing, one focus, one product, because that’s what qualifies you to be a specialist.

John Wiley [00:22:41]:
And everybody loves buying from the specialist.

John Clendenning [00:22:43]:
Yeah, your prices get higher as well.

John Wiley [00:22:46]:
So when you say, how do I make a territory small enough that I can dominate it? Well, that’s going to be geographical. It’s going to be in the services that you offer. What other things? I don’t even know. You could probably add to that list.

John Clendenning [00:22:58]:
Well, I think, again, it relates to your business because you’re having that strategic thought right now. If you’re talking to a plumber, an electrician, a construction company, whatever, you know that the ones that have figured out that they only do luxury renovations on a home, they have a different branding that they want you to put on the side of their vehicles. And that branding matches their business card, their letterhead, their website, their social media. If they’re smart, there is a brand coherence that talks to one ideal customer avatar. And they’re not the ones that are going after doing renovations for businesses. They’re not the ones taking the hair salon and overhauling the hair salon or the coffee shop and doing that because they are a luxury home renovation contractor. Or if you got a plumber, you can have the plumbers that do everybody, but you can also have the plumbers that work with great technicians in the residential environment or ones that work commercially or in factories and industry. Well, a plumber that works with factories and industry, their van, their graphics, their website should really showcase.

John Clendenning [00:24:13]:
That is their ideal customer avatar. They want to put in sprinkler systems. They want to work that kind of idea. They go into factories and do the work. That’s a totally different look and feel than a company that is actually trying to get into your home and have technicians that are courteous inside the home. Not just the blue collar guys that can swear, like the truckers that they meet kind of idea, but the ones that are polite to Mr. And Mrs. Jones in the home and pet the babies or pet the dogs and kiss the babies and all that kind of stuff.

John Clendenning [00:24:43]:
That avatar, that customer ideal target market, tells them who they should go and talk to as well. Like, you’re great at this when you set up booths and give away swag, the naked swag and all that kind of stuff. Because, you know, your client avatar, you’ve gotten to the point where, which shocked me when it first came up was, you know, you don’t even want to do retail. Like, there’s a whole business around wrapping cars and tricking your ride out and all that kind of stuff. But it’s a pain in the butt as well, because your ideal target is people with a commercial business, ideally with fleets, with multiple vehicles that need the whole fleet upgraded from time to time, you know? Exactly. You’ve dumbed it right down. There are signed shops that do everybody. There are vehicle wrap shops all over Indianapolis, and then there’s you that goes, no, we actually know how to do the commercial fleet market better than anyone else.

John Wiley [00:25:37]:
Yeah, that’s from necessity, though. You’ll make decisions if you can’t make them when you’re out of your comfort zone, if you can’t do it, it’ll push you all the way down until you’re in the corner and you have to do it. When you just mentioned that retail versus commercial, I tell my own customer, I’ve been telling them that for 30 years, that it’s hard to be in both worlds. And then what did I do? Not listen to a thing. I grew the brand for both things. That is two completely different business models, and we all know it. B to B and B to C, only different. And I stopped doing retail that goes under the umbrella book of what if you’re dumber? That is a dumb move on my part, but I still did it anyway.

John Wiley [00:26:25]:
I even knew better and I did it.

John Clendenning [00:26:27]:
But how many people in your industry do it? If you look at it, it’s a lot of them. Try and do both. Yeah. And really, you just said again, the gold right there is between what you figured out on your business, who you work with best, what you know best, and why they should use you as a specialty operator in that. No different than the carpet cleaner that shouldn’t be doing pressure washing, because I talk to them all the time. What do you do? Well, here’s the 30 services I do. I’m now into hardwood floor cleaning, and it’s like you’re one guy in a band and you’re not in a town of like 10,000 people where you have to be every trick pony in the business. I always say that if you’re in a small area, work on going wide, but maybe start acquiring and buying out the other businesses and run them as separate brands.

John Clendenning [00:27:15]:
Like, we owned a made service business, but it wasn’t under the carpet cleaning brand. We owned a duct cleaning service. It was originally under the carpet cleaning brand, and it never got more than ten or 15% of revenue. We carved it out, ran it entirely separately, understood it was a different clientele. There’s a little bit of overlap, but there’s a different mindset, different clientele, and we just cross promoted ourselves with ourselves, but ran it as a separate brand, and next thing you know, it becomes, within a year or two, a standalone company that has its own clientele, its own crew, its own staff. And it’s not just sort of like, again, as always, I always say the ugly stepchild is coming along, going, this is just the little thing that we do on the side. No, it became its own thing. So if you’re in a small area, go wide, maybe even own the janitorial supply store, buy it out when the old guy’s ready to retire, stuff like that.

John Clendenning [00:28:05]:
But if you’re in an average size or larger market, go deep on what you’re good at and go deep on that. Hiring people. You’re never going to hire a technician that can do all of the services you want to do. Again, no different than you. You’re going to hire installers that are really good at installing the sides of vans and Q vans and trucks and all of that kind of stuff. When all of a sudden a guy comes in with his motorcycle and you’re having to deal with this sort of like this tiny little Mickey Mouse job and these guys that are just good at doing amazing work in a totally different scale.

John Wiley [00:28:43]:
Absolutely. When you talked about drilling deep, I’ll just add to that horizontal growth versus vertical. And you can teach a class on this. But I just want to mention that horizontal is when you start adding all those things. And that’s called brand extension. Let’s say Snickers decides they’re going to have an almond with dark chocolate and peanut butter inside. And they call it Snickers Snickerdoodle or whatever. That’s brand extension.

John Wiley [00:29:13]:
And it destroys the original brand. And they were doing that many years ago, and now they’re not doing it. They’re Snickers. And it’s a little one or it’s a big one or it’s an ICE cream or whatever. And they stayed true to it because once you make this different candy bar, it ain’t Snickers anymore. It shouldn’t even have the word on it. But corporations, big corporations, also make the same mistake. They think that they can leverage the brand and just add more revenue, and they never respect the fact that they’re destroying the original brand.

John Wiley [00:29:43]:
It takes five to seven years, but they will do it. They’ll tear it down, and then it’s all got to get rebuilt. And then I read a book called Focus by Alice, and out of that whole book, there’s one thing that stands in mind. When you go vertical, you’re looking for opportunities to sell the same product or to the same avatar, like you say, which I love that way of phrasing it. He said that a lot of entrepreneurial thinkers believe that if they don’t take advantage of these horizontal aspects, that they’re missing out on opportunities. And he said, I promise you, I guarantee you, if you only look vertically, there’s so many different opportunities you haven’t actually acknowledged yet or you haven’t been able to see them. And he said, you’ll have plenty of entrepreneurial opportunities in that vertical shaft. Just go deeper.

John Wiley [00:30:37]:
And, you know, when I read that, I thought, okay, I sell graphics to HVAC people. Can I tell you how many there are in a city? I bought a list one time. I said, you’re kidding me. There’s only 400?

John Clendenning [00:30:48]:

John Wiley [00:30:48]:
I thought, thousands of them and there’s only 400. Okay, then I’ll test myself. I challenge myself. Do you know who those 400 people are?

John Clendenning [00:30:56]:

John Wiley [00:30:57]:
Where every single one of them buys their graphics and which competitor they use. Oh, hell no. But I’m going to go after all these other industries too. Well, then strip those away and focus on the thing. It’s just sort of like the neighborhood marketing. You’re stripping it away till it’s a small enough thing you can dominate. If I had done that back in 2007, I would be so much so way out rich and successful because I would have just started with HVAC people. Hey, I only do work for people like you, HVAC home Services.

John Wiley [00:31:34]:
And then I would have added a home service at a time until I got it out to where I can make a living or whatever.

John Clendenning [00:31:39]:
Yeah, and now you’re creating case studies.

John Wiley [00:31:41]:
Because you show backwards and strip things away. We don’t do boats, we don’t do anything retail, we don’t do racing, and we don’t focus on semi trailers. Can I do them? Sure. But you get in a semi trailer market, it’s a whole different group of people, different world, and I got no business being in it. So then you come back. So what we all need to be able to do at some point is clearly define what our market actually is. Then when we know what it is, then we can figure out how to dominate it. If we can’t dominate all of it, then we need to dominate one part of town of it.

John Clendenning [00:32:15]:
Yeah. And the other thing that comes out of that, which is a really good direction to go into, is you think. So there is the dream 100 Chet Holmes book. And really Russell Brunson made with his expert secrets traffic, one of the two of them, one of his secret series talking about the dream 100 influencers. Right. So if you know who your target client is, your target avatar, you also know who also collects that person in their world. So, for example, what you’re talking about with the HVAC companies? Well, who else sells to HVAC companies? So now you can have a conversation and a referral partnership with the supply house that supplies the HVAC supplies, have that do a branding class that people can come into and learn from for free. And now you’ve got a captive audience in carpet cleaning.

John Clendenning [00:33:12]:
If you know the area of town and the ideal customer and their income level, they live in certain pockets around town. If you also notice, there are certain real estate agents, there are certain interior designers, there are certain made companies and landscaping companies and all that also work in those areas of town. So you can go after the same customer, or you can forge a relationship with these aggregators of your clientele and create that relationship. So how much of your marketing should be after the new customer and how much of your marketing and time and effort as a business owner should be going after the influencers and the strategic partners that can get you in front of one to many more of those ideal customers because they already have their ear, they already have their trust, and now you get the endorsed trust. So we used to do that to earn a ton of that.

John Wiley [00:34:08]:
Yeah, you’d have to earn it. And then another thing, too, to remember is if you’re trying to get that person, you’re building a relationship with them. The best way for them to give you referrals is you start getting them referrals first.

John Clendenning [00:34:22]:
Yeah, for sure.

John Wiley [00:34:23]:
Because most people, unless they’re psychopaths or sociopaths, most people believe in it and still have a sense of.

John Clendenning [00:34:30]:

John Wiley [00:34:31]:
And sense of fairness means, well, hey, this guy over here has been sending me some leads and he’s looking for this kind of business. And they’re going to actively want to do the same thing for you to help.

John Clendenning [00:34:43]:
Yeah. Robert Cialdini in the book influence calls that the law of reciprocity is that if you give somebody something, they want to give it back. And they tell a funny story about the Harry Krishners at the LA airport. And decades ago, seventy s, I guess it was. And they were a bunch of shaved headed hippies that were losing money. They were going broke and starving. And then they started handing out flowers. And everybody that walked by, they handed them a flower, and people felt they just walk over and hand them a flower.

John Clendenning [00:35:17]:
And next thing you know, their donations went through the roof. They started making millions. Interestingly enough, the little caveat to that story is they also had one person set up, they had garbages set up about 20 paces away. And one person would go and grab the flowers out of the garbages because people would grab the flower, donate and go, I don’t need the flower, and throw it out. And they go back and grab the flowers and hand them out again. They actually made a business model out of it. But it is power of reciprocity.

John Wiley [00:35:44]:
You walk into a car dealership and the first thing they’re going to do is say, walk back here with me in would you like a cup of coffee? And then they’ll start dropping quarters or whatever in the coke machine. I want to buy you a Coke. Or however they say it, I hate that because it is, nothing is harder than to walk away from the deal from somebody just bought you a coke.

John Clendenning [00:36:07]:
Yeah, but they know, again, they’ve learned a little. But think of that in your own business. Like, again, anybody listening to this call, think of ways that when you arrive at a customer’s home, how can you bring them a gift? Right? So one of my good friends, Sean Barrett, used to run a great carpet cleaning company. At the end of his street, he had a flower shop. So he would actually get yellow roses spray painted with the name of his business. His technicians, if they had three jobs that day, would grab three roses. Four jobs, four roses, whatever, and put them in the van beside him and hand those out. We, every Saturday job we did, we’d call the customer on the way over and say, can we bring you a coffee? I’m stopping anyways.

John Clendenning [00:36:45]:
What can I get you? Right? And those things, when you come back to do a reclean, the customer maybe wasn’t happy. You better be bringing a gift. We called it our recipe for recovery. We would bring them a gift basket with a little dip chiller and a bunch of stuff in it, maybe about five, $7 from the dollar store built up. But it’s like with a little picture of a dog with a big sad face on it. I’m so sorry, ma’am, that we had to come back. I’m here to solve the problem. Anything you can think of in reciprocity as part of your marketing.

John Wiley [00:37:15]:
Yeah, that’s brilliant.

John Clendenning [00:37:16]:
So how do you reach out to these interior designers and these real estate agents and carpet stores? You take them out for lunch, you meet them, you chat them, you take them out for lunch, you offer to clean their house for free. Let me give you $400 worth of cleaning. You don’t know me yet. I want to show you my unique program. Have a different way of cleaning. Have a client experience that you have crafted and worked through. Rolling out your red carpet, putting your booties on, whatever it is, all of those things, and show it off to this person. Have your risk reversal guarantee.

John Clendenning [00:37:47]:
So if they refer you, they know full well that if the customer they referred isn’t happy, they’re not only going to get the cleaning done again, they’re going to also get their money back if they’re still not happy and you’re willing to pay for anybody else who can get it cleaner, like, you’ve got a 200% money back guarantee. Of course you should refer us, but don’t even refer us till I clean your own home. I want to get to know you. I want to take you out for lunch. Then I want to come to your home and clean it. I want you. And then you can try us out on one of your best customers. I want to go through this process so that you feel comfortable that we’re the company you should refer.

John Clendenning [00:38:19]:
I want to start building, building that relationship and have that planned. Right.

John Wiley [00:38:24]:
You can tell people that, but they still have to take the effort to do it.

John Clendenning [00:38:28]:
They have to. Yeah, you have to have a plan.

John Wiley [00:38:30]:
All of those ideas are so brilliant, but you could tell them to do it, but the effort still has to be made to do it. And that decides. That’s all about how bad do they want to win. And when you’re doing the things that you just suggested, you have no competition. No, no one else is doing that. I guarantee you, if you’re a person and you got 500 carpet cleaners in the city, you’re the only one doing all of that.

John Clendenning [00:38:56]:
Well, I largely out of necessity, as you said, you don’t know what you don’t know. And again, anybody who knows my story is, like, I started in a town of 30,000 people that I had just moved to because my sister and brother in law owned a computer store, and I rented the broom closet. I didn’t know anybody. I just started. And back in the day, 1995, so the yellow pages were the only way. There was no Internet back then, so I started in May. It didn’t come out till next March. So I’m on my own.

John Clendenning [00:39:23]:
And realized after the first month, well, yay. Friends and family are exhausted because I don’t know any. And I made $500, $600 my first month. By the end of the first year, I had made $100,000 in sales. The end of the first year, 1995, town of 30,000 people. And the other cleaner in town was the son of the founder of the business, and he was a local hockey hero, and everybody knew him. And they ran the restoration and cleaning company in a small town, and I was shy. I had never done presentations.

John Clendenning [00:39:53]:
I skipped out of school. So I played a game with myself. I put on the shirt and tie. I went up and down the street. I handed out stuff like the main street. I met the owners of the shoe stores and the printing shops and all that kind of stuff, who still, when I sold the business 27 years later, they weren’t just the clients anymore. Their kids were the clients. The stores they owned were still the clients because they had met me.

John Clendenning [00:40:20]:
We’d done great stuff. They’d said, oh, by the way, you should join the chamber. Oh, by the way, you should join the bed and Breakfast association. On and on and on. And then you walk in the door of the hotels in town, because it was a bit of a theater town a little bit in the summer, and enough times just showing up. Hey, got any spots and stains I can take out? Got an area you want me to do that the other guy didn’t maybe get to or didn’t do? Well, I’d like to be your number two and you just keep showing up till eventually. I remember the daughter of the owner, Diane Drummond, just took a liking to this young kid showing up to do the stuff and gave me a little bit of cleaning to do. And next thing you know, I’m cleaning $5,000 worth of hotel hallways.

John Clendenning [00:40:59]:
And she’s promoting me to her mother, who owns property all over town and is the head of the hotel association of the town and stuff like that. If you didn’t show up the first time, you didn’t get any of what’s going to happen after. If you showed up in a pair of jeans and a t shirt and your tongue of your shoes hanging out and your hat on backwards, you wouldn’t have got it anyways. Even if you’re amazing person, you got to show up. Well, you got to show up branded. They look out the door, they’ve got to see the van that matches the same conversation you’re having. The side of my van said home of the 200% money back guarantee. Right.

John Clendenning [00:41:37]:
It was the vinyl graphics we got from you and got installed over here. Hundreds and hundreds of miles, 1000 miles away, whatever we are. Because it was like, yeah, we need all vehicles to represent. If we’re going after residential, we better have homes and kids and dogs and all that on the van because that tells the story in the neighborhood and the messaging. If we were going after mostly commercial, our van should show commercial buildings on it, right? It really should. It should be part of the branding. But you do have to put yourself out there, deliver an experience, wear the uniforms, all of that kind of stuff, and really decide that you’re going to run a well intentioned company. And then we’re all lazy fuckers, know, sorry to swear people, but we’re lazy as we need to be and can be.

John Clendenning [00:42:30]:
So can you make it easier to do it right than to do it wrong? I didn’t like phoning people and booking time to have a lunch, so Heather, I just gave her the list and go, hey, here’s the real estate agents. Hey, here’s the interior designers. Hey, here’s all the carpet stores. Book me like, call four or five a week and at least get me one booking a week between my normal appointments. I’ll take them up for lunch on Thursday this week, Wednesday next week, whatever I’ve got some time and try and get somebody to sit across from me at the restaurant on the right.

John Wiley [00:42:59]:

John Clendenning [00:42:59]:
And because if I was left up to me to do know, maybe I’d get a bunch of no’s or whatever. Heather just checks it off a list and she goes back and calls the list again. And she goes back and calls the list again. So anyways, you got to think of those terms as well. How can you make it easier to do it right than to do it wrong?

John Wiley [00:43:18]:
Because you’ve got, like that too, April, and you have to have that opposite personality to make it complementary and complete the whole picture. It really does make a difference. But you were mentioning some things about branding and how everything you do has to support that brand and that brand should represent a position. So you decide right away. I’ve met so many carpet cleaners in my life. So how are you going to be successful? Oh, I’m going to cut everybody’s prices. I’m going to take it off. And you’re like, oh, God, I don’t even know if I got the heart to tell him, you’re going to win the race to the bottom, probably first.

John Wiley [00:44:01]:
You’re probably going to come in first. So when you start walking through these decisions, they’re like little forks in the road. Well, we used to call them dusters back in the day. You get $1,000 day and they’re the houses that are like the house on the hill. You go in and they look clean. You’re like, why am I even here cleaning? But they want it cleaned and so you do it anyway. Do we want $1,000 days with one job or $1,000 days with two jobs? I know so many people that would have to figure out how to do six or seven or eight jobs in one day, real long days, to get to that $1,000.

John Clendenning [00:44:42]:
And they’re killing themselves and their equipment and their technicians.

John Wiley [00:44:46]:
So I’m a firm believer. In what position do you want to own in the mind? I believe that marketing is war and that part of the reason why I love it so much, because I like winning and I take the losses right on the chin. Right. You don’t always win, but sometimes you do, and it feels good because you’re getting better at it. Marketing is war. Every single battle of that war takes place in the mind of the prospect. And you have to own a word or a position or something in their mind because that’s the only way they’re going to remember you or get used to you. Or whatever.

John Wiley [00:45:24]:
It’s like all the things that you said, you bought a position in that first lady’s mind by showing up all the time that wasn’t free because it still cost you to show up every time.

John Clendenning [00:45:36]:

John Wiley [00:45:37]:
And a lot of us that start a service business, we don’t have startup capital. And so what I see a lot of times is, for some reason, I’m going to pick on the guys, but it’s almost always the guy that decides, man, I’m going to start a carpet cleaning business, and we’re going to make this much money. Their wife is wanting to be supported, but she’s thinking like, oh, yeah, you got this great big, we’re going to attack. We’re going to go that direction, but tell me how that’s going to happen. And as guys, we’re like, well, it’s just going to happen. But a lot of the wives are like, well, can we think this through? Because what he’s risking belongs to both of them. And that’s almost always going to be home equity or cashed in 401 or some kind of retirement plan, because his idea is so foolproof that we’re going to take all of this money. I never can forget this one carpet cleaner that came into the shop, and I knew he had done all that.

John Wiley [00:46:42]:
A lot of the wives are like, they work, too, and they’re, like, trying to be supportive, but they really want to know what’s at the end of this rainbow of yours. And I don’t mean to sound sexist, but it just seems like the ones that want to go cling crap out of carpets and be a plumber or an HVAC person. So I’m definitely not trying to sound sexist here, but we don’t listen to our spouses enough, probably, because we just know it’s going to work and we’re going to throw everything we have into it. I asked him what he’s going to do for marketing, and he said that he had spent his last $3,000 on Bow pack. And you know what broke my heart when he said that. It hurt when he said that, because I knew how fucked he was going to be because six months later, he was selling his equipment, selling the van, and getting the graphics taken off that.

John Clendenning [00:47:35]:
I just put, because he’s putting all his eggs in one basket, hoping for that one thing to hit. I’ve had people go to me, John, back in the mid 2000s, even when a kind of word got around a little bit that, hey, this guy hasn’t been in the truck since he was 26 years old, 27 years old, two years in the truck, fucking out in a franchise network at the time, because I didn’t rely on the franchise to market. A lot of people get into a franchise lazy. Hey, they’re going to do all the marketing for me or provide all the material. They must have got this figured out. At the end of the day, people buy from people. I learned quickly I had to be the people they bought from. Right kind of idea.

John Clendenning [00:48:12]:
And I didn’t want to be the guy in the truck and also trying to run the business at the same time. So I had to get busy enough to put a guy in the truck, still make enough money to put a second guy in a second truck, and grow out of that town of 30,000 people and all that kind of stuff. So the word started getting around a little bit that in circles that, hey, John’s got something on the go here that he’s figured out, and I get the call all the time. John, what flyer are you using that’s working? What yellow page ad are you using that’s working? What’s that thing that you and I’m going, if I could find a flyer, a flyer, or a yellow page ad or whatever, that’s going to generate me 1020, 30, 50 inquiries a month, and I’m going to sell all of them because they just love me. It’s so good. You find that for me? I haven’t found that yet, but I can start telling you the 30 things that we’ve got locked in place, including scripts to answer every single phone call, because we sucked at booking. So we started tracking booking rates and got better and better and better at scripts, learned a little bit about script writing and neuro linguistic programming and influence, and went all of a sudden, oh, my gosh, we’re now even Sheila in the office at the time before Heather, she’s now booking not at 50%, but at 70%, just by changing the words coming out of her mouth and the order in which we talk to people and stuff like that, and how we start following up with them and then how we market our database. So again, those people with the off white carpets, the off white upholstery, the off white dog living up at top of the hill that you go, why am I even here? To clean.

John Clendenning [00:49:40]:
Interestingly enough, you send them the right message, they will clean three or four times a year. The person who needs to clean three or four times a year, lucky if you see them once every two years.

John Wiley [00:49:50]:
That’s right. And they’re really dirty when you get back in there.

John Clendenning [00:49:53]:
They’re really dirty when you get back in there for a deal and looking for a deal.

John Wiley [00:49:57]:
There’s difference between acquisition customers. I’ve talked to people that have been in the carpet cleaning business for a couple of decades, and they’ll tell me they do everything about pack. And I’m like, okay, tell me how that works. Well, what would happen if you got out of it? I can’t get out of it. Why is that? Because my customers find me there.

John Clendenning [00:50:21]:
Your customers?

John Wiley [00:50:23]:
You don’t want your customers finding a carpet cleaner. Even you in the Valpac, you don’t want that. And that’s where you were so good at leaving things behind as gifts, because you don’t want them to get you confused with another person, mailing them, calling.

John Clendenning [00:50:40]:
Them, leaving stuff behind, having the fridge magnet on the fridge, all this money.

John Wiley [00:50:45]:
To get them, and you got to work to keep them.

John Clendenning [00:50:48]:
Oh, you do? Yeah. And the better, you’re in front of them again, your van drives past in the neighborhood, if it’s a white van with a magnet on the side of it. And I’ve talked to guys going, well, when I can finally afford it, I’m going to get the van wrapped. And I’m going, well, the next three jobs you do that get you the first couple of $1,000 in, that’s when you’re getting your van wrapped, because that van is going to generate you the next 10,000, $20,000 in the next coming month or two alone. Without it, you’re always behind the eight ball. You’re in the right neighborhood, and people look out the window, they see the van. It’s like, oh, that’s the.

John Wiley [00:51:24]:
I’ve had so many funny conversations about the magnet. Like, let’s say they’re real estate. And they say, well, I’ve been thinking about getting a wrap on my car and everything, but I don’t know if I really want to. I said, what are you using now? A magnet. Okay. Why a magnet? Why a magnet? Well, because I don’t really want to be representing my company when I go out to eat. You’d think that people wouldn’t notice you’re a real estate agent at a restaurant.

John Clendenning [00:51:51]:

John Wiley [00:51:51]:
And then I asked them, like, you, sure you just don’t want to take it off when you’re sitting in front of a strip club or something.

John Clendenning [00:51:56]:

John Wiley [00:51:57]:
That’s a joke.

John Clendenning [00:51:58]:
Yeah, but what is that? Yeah, you should be representing your company when you’re out having, I mean, if you’re the carpet cleaner. And you can say, hey, is the manager around? Hey, how’s it going? Yeah, this food is great, by the way, who cleans your carpets? Right?

John Wiley [00:52:10]:

John Clendenning [00:52:10]:
If you’re in business, you got to be a little bold.

John Wiley [00:52:12]:
So it’s like conversations just blow me away. Being in business has just been this really wonderful journey. And I’ve actually had that conversation several times. Make it look like you’re just giving that business a try.

John Clendenning [00:52:30]:
Yeah, exactly. You’ve got to be all in. You’ve got to be willing to learn. You’ve got to be willing to take some Tylenol or Advil and sit down and go through some training exercises on business building, not on the cleaning is the cleaning. That’s easy. You can train almost anybody to do the service. You can go to an IRCC event and within a weekend learn the service. Go practice at home and your friends and family.

John Clendenning [00:52:55]:
You now know it. You’ve got to run a business every single day. And you’ve got to learn how to be a business owner and think through the marketing of the business, because you don’t get a customer until this whole, oh, I just get all my customers from word of mouth and stuff like that. I get it. I’ve never seen a business grow beyond one or two vehicles all word of mouth. And there’s still been some learning about uniforms and branding and stuff like that that they’re discounting, that they’ve actually done a bit of. Now, if you can take that and run with that, you can be ten years in business, 15 years in business. Like a good friend of mine, Vance, who works maybe 5 hours a month on his business and the rest of it is run by systems and operations.

John Clendenning [00:53:40]:
And he’s gone off to do something else and makes the full time income from his business, plus a second business. He could go golfing if he wanted. He could retire and hire a manager, whatever. But again, you can build systems to run your business where you just need to watch the systems and again, be the voice and the face of the company. You can grow to that point, but you can’t do that just by hoping a prayer.

John Wiley [00:54:06]:
When we talk about people starting a business, they should definitely talk to me and you. It’d be a five minute conversation, I promise. But I have been wrap forums and things and people say, well, I’m struggling and I need to learn more about marketing and can you offer me suggestions? I said, yeah, and I’ve learned to shorten this conversation. Yeah, there’s these three or four books that really help me and they’re like, oh. Then I learned to ask a question first. Do you read books?

John Clendenning [00:54:37]:
Yes. That’s a good question.

John Wiley [00:54:38]:
Even on in audio. And they say, no, my question to you is, have you ever seen somebody make it in business that cannot teach themselves via audiobook or a book?

John Clendenning [00:54:52]:
Not at all. In fact, anybody who’s successful in business, you ask, what are you reading right now? And they’ve got a list. Oh, I just finished this. It was great. And I’ve got this one on weight.

John Wiley [00:55:02]:
And they say, well, I don’t read books. You’re screwed.

John Clendenning [00:55:05]:
Yes. Where’s the info coming from? How are you going to know otherwise, right.

John Wiley [00:55:10]:
Did you decide to get this business because you’re a felon?

John Clendenning [00:55:13]:

John Wiley [00:55:14]:
How many people, you ever wonder that, you know that when you start a carpet cleaning business, let’s say, or a wrap business, and you show up and you selling your stuff and I can do this and that. Here’s how much. Nobody does a background check on you.

John Clendenning [00:55:28]:
Yeah, exactly.

John Wiley [00:55:29]:
So it dawned on me the other day that I wonder how many people, like, I’m talking to these people and I’m like, man, something just never adds up. And it dawned on me that a lot of times people can start a service business because they are unhirable on paper. They can’t get a job. Now, I’m not saying they don’t deserve a second chance or whatever, but some of them aren’t good influences in any business.

John Clendenning [00:55:54]:
Yeah. There’s a bit of self discovery and self reflection there. Yeah.

John Wiley [00:56:00]:
You’re going to have to learn how to learn. And that’s the one thing I get and I tell my kids is when you’re trying to get good grades in high school. Yeah. You’re not going to use 99% of that crap, honestly, but you have exercised your brain to the point where your brain is good at learning. You’re learning how to learn, and that’s the habit we got to get into because we just can’t make it with what we know.

John Clendenning [00:56:27]:
No, you’ve got.

John Wiley [00:56:28]:
No, the new yellow pages is Google. Well, everybody buys ad space on Google and then what does it just happen?

John Clendenning [00:56:37]:
The new Google is AI. Like, AI is going to take over Google search within the next two to three years. Again, my industry has to go, okay, what’s next? Right? So I’m fascinated by that.

John Wiley [00:56:49]:
I’ve always looked, I didn’t even know.

John Clendenning [00:56:55]:
Yeah, there’s always a next you’ve got to keep an eye out for. You’re either going to be the lagger or you’re going to be the leader. And it’s probably better to be the leader because you’re going to be ahead of the crowd, moving your business forward faster than anyone else.

John Wiley [00:57:09]:
It’s harder to do as you get older, too. I’m getting ready to turn 63, and I can’t do the all nighters like I did hundreds of all nighters. Growing the business. I bet you did, too.

John Clendenning [00:57:20]:

John Wiley [00:57:21]:
So everything that we’re learning now, I really get tired. By evening time. I’m tired.

John Clendenning [00:57:29]:
Yep. So hopefully by this, yeah. You’re hiring people that are ahead of that and going, hey, by the way, John or John, this is what’s coming next. What do you think? Well, here’s what we should aim at. You’ve got young team members, full know piss and vinegar, as they say. Keep you up on that. So I think this is a good place to wrap it up. We’re at the top of the hour.

John Clendenning [00:57:49]:
I’d like to keep it in there. What would you say? I always like to kind of end the call. This was a great conversation around a lot of business topics and kind of went in all different ways. And I can’t wait to hear what the crowd thinks about the listeners. Definitely put in the comments. Wherever you’re watching or hearing this, your thoughts on this and any insights that anything that maybe triggered or sparked as well. Love to read those. But what would be a final piece of advice to the listeners who are running or looking to start a service business? Doesn’t have to be carpet clean, but just they’re looking to start a business.

John Clendenning [00:58:21]:
What would be sort of a final piece of advice encapsulating a lot of the years of wisdom that you’ve got that we just talked about that we’d say gives them a direction.

John Wiley [00:58:34]:
Boy, that’s a loaded question. All I could think of is be good or be good at it. That’s not advice at all. If you focus on being the best at your technical trade, that definitely will not help you succeed. You could be mediocre and be the best marketer, and you will go so much further. You have to realize that the most important job you do isn’t what you do, it is marketing. The most important job you do is marketing. It doesn’t matter what your technical skill, you, if you could divide and emeth will teach you this.

John Wiley [00:59:15]:
If you read books by Michael Gerber, you have to think of your business as departments because you have to learn what a business is. I wasn’t a business person. I thought I was, but I really wasn’t I was a technician. They didn’t know anything about being in business. Marketing. If you look at that as one of the jobs in your business, that’s the most important job. So if you think that you’re going to don’t waste time trying to spend six months searching out which is the best van Mount unit or which is the best tools to use, you can overemphasize that stuff. Just start with something good, be good at it.

John Wiley [00:59:54]:
But you’re going to have to learn marketing best because here’s my piece of advice. There is no reality. There is only your perception of reality.

John Clendenning [01:00:05]:
Very good.

John Wiley [01:00:05]:
First thing you want to understand is there’s no reality. And your prospects and customers, there is no reality there either. There is only the perception of reality. So it doesn’t matter if you’re the best, but you better be good at selling yourself as being the best in their perception. It is all a perception game.

John Clendenning [01:00:25]:
Brilliant. No, again, exactly where your entire journey and history have gotten to. That is a really succinct point to kind of end it. And I am going to tell everybody I did not preempt this, even though I always say that you are a marketer of your services first and foremost. And I try and drill that home. I have not had this conversation with John today to say, hey, by the way, make sure you say that.

John Wiley [01:00:49]:
That was literally, you’re very brilliant. I’m so proud that you chose to be my friend. I’m very proud that for your audience, I do use a lot of John’s services because I do try to do as much as I can myself. But there are some things you’re going to have to farm out to him because you can’t be good at those things. He’s years ahead of you and the things that you cannot become proficient at. Now, you need to hire that service out, but things you can do yourself are going to be all the basics that will require you not to be lazy. Mail, postcards, mail something. Mail, a handwritten note.

John Wiley [01:01:27]:
Go to networking events. Go knock door to door. Well, I’m really shy. I don’t want to go door to door. Do you have a lot of money? No. Well, I don’t know what to tell you, but there’s so many things that I have enjoyed learning and I do learn from John, but I still hire him to do a lot of things for me. Like right now, you’re managing my pay per click, my website, my Google, all kinds of stuff because I will never catch up to you. And there’s all these other things I still have to do.

John Wiley [01:01:57]:
So you’re not going to be able to do it all. So figure out what you can do. Hire the rest of it out. But, yeah, you and I have been friends for over two decades, and I feel like, and this is another piece of advice, but you know who your friend is. When you can text them anytime, day or night, and if you’re in trouble, they would answer the phone, or they would answer if they’re able to do it. A lot of people say, well, who’s willing to pick up the phone on the other end? That’s your real relationships. And I just really am proud that, not just to know you, but I’m proud that we’re friends.

John Clendenning [01:02:37]:
I appreciate that by extension, because I look ditto, man. Absolutely the same. So appreciate it. I thank you so much. Hopefully everybody got a bunch out of this I definitely want to hear. And I will share all the comments back with you as well. But thanks for jumping on today and I really appreciate it.

John Wiley [01:02:56]:
Thank you.

John Clendenning [01:02:57]:
Bye, everybody.

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Mastering Social Media Advertising – The Essential Playbook for Carpet Cleaners

Mastering Social Media Advertising – The Essential Playbook for Carpet Cleaners

Carpet Cleaner Marketing Masters

Mastering Social Media Advertising – The Essential Playbook for Carpet Cleaners

Are you looking to enhance your carpet cleaning business’s online presence and attract a larger customer base?

In today’s competitive digital landscape, mastering social media advertising is crucial for staying ahead.

‘Mastering Social Media Advertising: The Essential Playbook for Carpet Cleaners’ offers a comprehensive approach to leveraging social media platforms effectively.

This playbook provides valuable insights and practical strategies tailored specifically for carpet cleaning businesses, equipping you with the tools to navigate the dynamic world of social media advertising.

As you dive into this essential guide, you’ll gain a deeper understanding of how to connect with potential clients and elevate your marketing efforts to achieve tangible results.

Key Takeaways

  • Define clear goals and metrics to measure success of your social media advertising campaigns. This provides focus and allows you to optimize efforts.
  • Match target audience demographics with appropriate platforms. Understand user behaviors on each platform to maximize engagement.
  • Craft compelling ad copy using emotive language and emphasizing benefits. Incorporate social proof to build credibility.
  • Use visuals like before-after shots and videos to capture attention and effectively communicate service value.
  • Leverage targeting options and retargeting strategies to reach the right customers with relevant messaging.
  • Stay up-to-date on algorithm changes and best practices through ongoing education. Adapt strategies accordingly.
  • Focus on conversion optimization to transform social media engagement into leads and sales. Refine campaigns to prompt desired actions.
  • Monitor performance frequently and allocate budget towards highest-performing campaigns. Embrace agile optimization.


Understanding Your Audience

To effectively engage with your target audience, you must thoroughly understand their unique needs and preferences. This understanding begins with delving into audience demographics. By analyzing data such as age, location, interests, and online behaviors, you can gain valuable insights into who your audience is and what resonates with them.

Social media targeting options provide powerful tools to reach specific segments of your audience. Platforms like Facebook, Instagram, and LinkedIn offer robust targeting capabilities, allowing you to tailor your content to different demographic groups based on factors like age, gender, income, and more.

Understanding audience demographics is essential for crafting effective social media advertising campaigns. By knowing the characteristics of your target audience, you can create content that speaks directly to their interests and concerns. This personalized approach increases the likelihood of capturing their attention and driving meaningful engagement.

Social media targeting options further enhance your ability to connect with your audience. Whether you’re aiming to reach young professionals in urban areas or homeowners in suburban neighborhoods, the targeting features available on social platforms enable you to refine your advertising efforts with precision.

Setting Clear Advertising Goals

When planning your social media advertising strategy, it’s essential to establish clear and measurable goals that align with your overall business objectives. Setting clear advertising goals provides a roadmap for your campaign and enables you to gauge its effectiveness. By defining specific targets, such as increasing website traffic, generating leads, or boosting brand awareness, you can better tailor your ad content and measure success based on these objectives.

Understanding metrics, such as click-through rates, conversion rates, and cost per acquisition, will be crucial in evaluating the performance of your social media ads.

In addition to setting specific goals, it’s important to utilize ad optimization techniques to maximize the impact of your campaigns. This involves continuously monitoring and refining your ads to improve their performance. A/B testing different ad variations, targeting options, and ad formats can help identify the most effective strategies for reaching your advertising goals. By analyzing the data and insights provided by the social media platforms, you can make informed decisions about where to allocate your advertising budget and which approaches are delivering the best results.

Ultimately, clear advertising goals won’t only guide your social media advertising efforts but also provide a basis for evaluating the return on investment. Regularly reviewing the performance of your ads against the established goals allows for informed decision-making and the ability to adapt your strategies for optimal results.

Choosing the Right Social Platforms

When choosing the right social platforms for your carpet cleaning business, it’s essential to consider platform selection criteria, ensuring that you align with the platforms where your target audience is most active.

Matching your target audience with the demographics and behaviors of users on different social media platforms is crucial for effective advertising.

Additionally, your content strategy should align with the unique features and strengths of each platform to maximize engagement and reach.

Platform Selection Criteria

For carpet cleaning businesses, selecting the right social media platforms is crucial in reaching and engaging with your target audience effectively. When deciding on the best platforms for your social media advertising, consider the following criteria:

  1. Understanding Campaign Objectives: Define your specific advertising goals, whether it’s brand awareness, lead generation, or driving website traffic.
  2. Effective Ad Targeting: Choose platforms that offer robust targeting options to reach your ideal customers based on demographics, interests, and behaviors.
  3. Audience Insights: Select platforms that provide detailed analytics and audience insights to understand the effectiveness of your campaigns and make data-driven decisions.

Target Audience Matching

To effectively choose the right social media platforms for your carpet cleaning business, consider the specific demographics, interests, and behaviors of your target audience. Conduct thorough target audience research to understand where your potential customers spend their time online.

For instance, if your research reveals that your target audience primarily consists of homeowners between the ages of 30 and 50 who are active on Facebook and Pinterest, then these platforms would be ideal for reaching them.

When selecting social media platforms, focus on those that align with your audience’s preferences and habits. This approach will optimize your ad campaigns by ensuring that your message reaches the right people in the right places, increasing the likelihood of engagement and conversions.

Content Strategy Alignment

After thoroughly considering the demographics, interests, and behaviors of your target audience to select the right social media platforms, the next step is to align your content strategy with these platforms effectively. To ensure that your content strategy aligns with the chosen social platforms, consider the following:

  1. Understanding campaign objectives: Clearly define your campaign objectives, whether it’s brand awareness, lead generation, or driving website traffic. Tailor your content to support these objectives across the chosen social media platforms.
  2. Measuring ROI: Implement tracking and analytics to measure the effectiveness of your content strategy on each platform. This will help you understand which platforms are delivering the best return on investment and optimize your content accordingly.
  3. Adapting content formats: Tailor your content formats to fit the nuances of each platform, ensuring that your messaging is optimized for the specific audience and user behavior on each social media platform.

Crafting Compelling Ad Copy

When crafting compelling ad copy for your carpet cleaning business, it’s essential to understand the copywriting essentials and persuasive messaging techniques that resonate with your target audience.

By utilizing persuasive language and highlighting the unique benefits of your services, you can capture the attention of potential customers and drive engagement.

With a strategic approach to ad copy, you can effectively communicate the value of your carpet cleaning services and compel potential clients to take action.

Copywriting Essentials

Crafting compelling ad copy is an essential skill for carpet cleaning businesses aiming to captivate their target audience and drive meaningful engagement. To ensure your ad copy resonates with potential customers, consider these copywriting essentials:

  1. Emotive Language: Use words that evoke strong emotions and connect with your audience on a personal level.
  2. Clear Call-to-Action (CTA): Direct your audience on what action to take next, whether it’s scheduling a cleaning or visiting your website.
  3. Benefit-Oriented Messaging: Highlight the specific benefits of your services to address your customers’ pain points and demonstrate the value you offer.

Persuasive Messaging Techniques

To craft compelling ad copy that resonates with your audience, it’s essential to employ persuasive messaging techniques that evoke emotion and clearly communicate the benefits of your carpet cleaning services.

Effective ad targeting involves understanding your audience’s pain points and desires, then addressing them in a way that compels action. Use persuasive language that highlights the value of your services, such as ‘Revitalize Your Home with Our Deep Carpet Cleaning’ or ‘Say Goodbye to Stubborn Stains for Good.’

Incorporate social proof and testimonials to build trust and credibility. Create a sense of urgency with phrases like ‘Book Now for a Fresher, Healthier Home.’

Selecting Eye-Catching Visuals

When selecting eye-catching visuals for your social media advertising as a carpet cleaner, aim to capture the attention of your audience immediately. In the competitive landscape of social media, visually appealing content can make a significant impact. Here are some key tips for selecting eye-catching visuals that will enhance the effectiveness of your social media advertising:

  1. Highlight Before and After Shots: Showcase the transformative power of your carpet cleaning service by featuring compelling before and after images. This not only grabs attention but also effectively communicates the value and impact of your services.
  2. Utilize Engaging Infographics: In line with current social media ad trends, leverage visually engaging infographics to present interesting statistics, cleaning tips, or information about your services. Infographics are highly shareable and can help establish your brand as an authoritative source of valuable information in the carpet cleaning industry.
  3. Incorporate Video Content: Video content continues to dominate social media platforms. Consider creating short, impactful videos that demonstrate your cleaning process, customer testimonials, or showcase the benefits of your services. Videos are highly engaging and can effectively convey your brand’s message in a captivating manner.

Utilizing Targeting Options

To effectively reach your target audience with social media advertising, utilize the advanced targeting options available on various platforms to tailor your message to specific demographics, interests, and behaviors. Understanding targeting options is crucial in maximizing the reach of your advertising efforts.

Social media platforms offer a wide range of targeting options, allowing you to define your audience based on factors such as age, gender, location, interests, behaviors, and even specific job titles or industries.

By leveraging these targeting options, you can ensure that your ads are seen by individuals who are most likely to be interested in your carpet cleaning services. For instance, if you specialize in eco-friendly cleaning solutions, you can target environmentally conscious consumers within your service area. Similarly, if you offer specialized services for commercial properties, you can target business owners or facilities managers.

Moreover, you can use retargeting options to reach individuals who’ve previously visited your website or engaged with your content on social media. This provides an opportunity to re-engage potential customers and guide them further along the customer journey.

Understanding the nuances of each targeting option and utilizing them effectively can significantly enhance the efficiency and impact of your social media advertising campaigns. By reaching the right audience with the right message, you can maximize the return on your advertising investment and drive meaningful engagement with your carpet cleaning business.

Leveraging Retargeting Strategies

As you focus on reaching your target audience through social media advertising, leveraging retargeting strategies becomes a powerful tool to re-engage potential customers who’ve interacted with your content or visited your website. By implementing retargeting best practices and optimizing your retargeting campaigns, you can significantly enhance your marketing efforts and drive conversions.

Here are some essential strategies to consider:

  1. Segmentation: Divide your audience into specific segments based on their interactions with your website or content. By creating segmented retargeting lists, you can deliver highly targeted ads that resonate with the particular interests and behaviors of each group.
  2. Dynamic Ads: Utilize dynamic ads to personalize the content shown to individuals based on their previous interactions with your website. This approach allows you to display tailored messages and relevant products or services, increasing the likelihood of conversion.
  3. Frequency Capping: Avoid overwhelming potential customers with excessive ad exposure. Implement frequency capping to control the number of times an individual sees your retargeting ads within a specific timeframe. This helps maintain a balanced and non-intrusive advertising experience, preventing ad fatigue and irritation.

Implementing A/B Testing

Implement A/B testing to assess the performance of different ad variations and determine the most effective strategies for engaging your target audience. A/B testing, also known as split testing, involves creating two versions of an ad with one varying element, such as the headline, image, or call-to-action, and then showing these versions to different segments of your audience to see which performs better. By implementing A/B testing best practices, you can gain valuable insights into what resonates with your audience and use this data to optimize your ad campaigns.

Measuring ad performance through A/B testing allows you to make data-driven decisions, ensuring that your advertising efforts yield the best possible results. Start by defining clear objectives for your A/B tests, whether it’s to increase click-through rates, conversions, or overall engagement. Next, make sure to test only one variable at a time to accurately attribute any changes in performance to that specific element. Additionally, consider factors such as audience segmentation and timing to ensure that your test results are reliable and actionable.

When conducting A/B tests, it’s crucial to use reliable analytics tools to track and interpret the results accurately. Platforms like Facebook Ads Manager and Google Ads provide built-in A/B testing capabilities, allowing you to easily compare the performance of different ad variations. After running your tests, analyze the data to identify trends and patterns, and use these insights to refine your advertising strategies for optimal performance.

Monitoring and Analyzing Performance

When monitoring and analyzing the performance of your social media advertising campaigns, utilizing robust analytics tools is essential for gaining actionable insights and optimizing your strategies.

To effectively monitor and analyze the performance of your social media advertising campaigns, consider the following key steps:

  1. Set Clear Objectives: Define specific, measurable goals for your social media advertising campaigns. Whether it’s increasing brand awareness, driving website traffic, or generating leads, establishing clear objectives will guide your monitoring efforts and provide valuable benchmarks for performance analysis.
  2. Track Relevant Metrics: Identify and monitor the key performance indicators (KPIs) that align with your objectives. These may include reach, engagement, click-through rates, conversion rates, and cost per acquisition. Tracking these metrics will allow you to assess the effectiveness of your campaigns and make data-driven decisions for optimization.
  3. Regular Performance Analysis: Consistently review the performance of your social media advertising campaigns to identify trends, patterns, and areas for improvement. Use the data gathered to refine your targeting, messaging, and creative elements. By conducting regular performance analysis, you can adapt your strategies in real time, ensuring that your campaigns remain aligned with your overarching goals.

Budgeting and Cost Management

When it comes to social media advertising, budgeting and cost management are crucial aspects of your strategy.

You need to consider effective budget allocation strategies to make the most of your resources.

Additionally, focusing on cost-effective ad campaigns and implementing financial tracking tips can help you maximize the impact of your advertising efforts.

Budget Allocation Strategies

Developing an effective budget allocation strategy is essential for carpet cleaning businesses looking to maximize their marketing investment and achieve sustainable growth. To ensure optimal budget allocation, consider these key strategies:

  1. Data-Driven Decisions: Utilize social media advertising trends and analytics to identify high-performing campaigns and allocate more budget towards them.
  2. Testing and Optimization: Allocate a portion of the budget for testing new ad creatives, targeting options, and ad formats to identify what works best.
  3. Flexible Budgeting: Embrace agile budget optimization strategies by reallocating funds from underperforming campaigns to those showing promising results.

Cost-Effective Ad Campaigns

To ensure the maximum impact of your marketing budget, implementing cost-effective ad campaigns is crucial for carpet cleaning businesses, particularly when seeking sustainable growth and measurable results.

Cost-effective targeting and ad optimization techniques are essential for maximizing the impact of your advertising spend. By carefully selecting your target audience based on demographics, interests, and online behaviors, you can ensure that your ads are reaching the most relevant potential customers.

Additionally, utilizing ad optimization techniques such as split testing ad creatives, refining audience targeting, and monitoring campaign performance can help you achieve better results without overspending.

With a strategic approach to cost-effective ad campaigns, you can make the most of your advertising budget and drive meaningful engagement with your carpet cleaning services.

Financial Tracking Tips

Implementing effective financial tracking is essential for successful budgeting and cost management in your carpet cleaning business. To help you stay on top of your finances, consider the following tips:

  1. Utilize Financial Tracking Tools: Invest in reliable accounting software or financial tracking tools to accurately monitor your income, expenses, and overall financial health.
  2. Establish Key Performance Metrics: Identify and track key performance indicators (KPIs) such as customer acquisition cost, return on investment (ROI) for marketing campaigns, and revenue per customer. This will provide valuable insights into the effectiveness of your advertising efforts.
  3. Regularly Review and Adjust: Set aside time each month to review your financial tracking data, analyze your performance metrics, and make necessary adjustments to your budget and advertising strategies.

Optimizing for Conversions

With a focus on driving tangible results for carpet cleaning businesses, optimizing for conversions is a pivotal aspect of digital marketing strategies in the carpet cleaning industry. Conversion optimization is essential for ensuring that your social media engagement translates into actual leads and sales for your carpet cleaning business. It involves strategically refining your social media content, ad campaigns, and landing pages to prompt users to take a desired action, such as scheduling a cleaning service or requesting a quote.

To optimize for conversions on social media, start by aligning your ad messaging with the specific services or promotions you want to highlight. Use compelling visuals and persuasive copy to capture the attention of your target audience and entice them to engage with your content. Additionally, ensure that your call-to-action buttons are prominently displayed and clearly communicate the action you want users to take, whether it’s to book a cleaning appointment or inquire about your services.

Furthermore, it’s crucial to regularly analyze the performance of your social media campaigns to identify which content and ad variations are driving the most conversions. By leveraging insights from analytics, you can refine your strategies and allocate budget towards the most effective campaigns, maximizing your return on investment.

Ultimately, by prioritizing conversion optimization in your social media advertising efforts, you can elevate the impact of your digital marketing initiatives and drive meaningful results for your carpet cleaning business.

Adapting to Algorithm Changes

Adapting to algorithm changes on social media platforms is crucial for maintaining the effectiveness of your digital marketing strategies in the carpet cleaning industry. As these platforms continuously update their algorithms to improve user experience, staying ahead of the curve is essential for maximizing the reach and impact of your advertising efforts.

Here’s how you can adapt to algorithm changes and leverage creative ad formats to optimize your social media advertising:

  1. Stay Informed: Keep abreast of algorithm updates and changes in advertising policies on various social media platforms. Follow official blogs, attend webinars, and engage with digital marketing communities to stay informed about the latest developments. Understanding these changes will help you tailor your advertising strategies to align with the updated algorithms.
  2. Embrace Creativity: With algorithm changes often favoring certain types of content, embrace creativity and explore new ad formats. Video content, interactive polls, and immersive storytelling formats are gaining traction on social media platforms. Experiment with these creative ad formats to capture audience attention and adapt to the evolving algorithms.
  3. Test and Adapt: Continuously test different ad formats, messaging, and targeting options to gauge their effectiveness in light of algorithm changes. Use A/B testing and performance metrics to adapt your social media advertising strategies based on the evolving algorithms, ensuring that your campaigns remain optimized for success.

Adapting to algorithm changes and embracing creative ad formats are pivotal for staying relevant and effective in the dynamic landscape of social media advertising for carpet cleaners. By proactively adjusting your strategies, you can navigate algorithm updates and capitalize on emerging opportunities to connect with your target audience.

Staying Ahead With Ongoing Education

To maintain a competitive edge in the ever-evolving landscape of digital marketing, ongoing education is essential for carpet cleaners seeking to maximize the impact of their social media advertising strategies.

Staying ahead with ongoing education benefits carpet cleaners by providing insights into the latest social media advertising trends. By continuously educating yourself on the latest advancements, best practices, and emerging technologies in social media advertising, you can adapt your strategies to align with the current trends, ensuring that your campaigns remain effective and competitive.

Engaging in ongoing education allows you to stay informed about the ever-changing algorithms and features of social media platforms, enabling you to make data-driven decisions and optimize your advertising efforts. Additionally, staying updated on the latest developments in social media advertising can help you identify new opportunities to reach and engage with your target audience more effectively.

Moreover, ongoing education equips you with the knowledge and skills to leverage emerging technologies and trends, such as augmented reality ads, influencer partnerships, and interactive content, to create innovative and impactful social media advertising campaigns. By staying ahead of the curve, you can position your carpet cleaning business as a forward-thinking and relevant brand in the digital space, driving increased engagement and conversions.

Frequently Asked Questions

How Can Carpet Cleaners Effectively Incorporate User-Generated Content Into Their Social Media Advertising Strategy?

To effectively incorporate user-generated content into your social media advertising strategy, consider influencer partnerships and customer testimonials.

Collaborating with influencers can expand your reach and credibility, while customer testimonials humanize your brand and build trust.

Encourage customers to share their experiences and feature their content in your posts.

This approach enhances authenticity and engages your audience, fostering a sense of community and connection with your brand.

What Are Some Creative Ways for Carpet Cleaners to Engage With Their Local Community Through Social Media Advertising?

Engaging your local community through social media advertising can skyrocket your business.

Host interactive community events and showcase them on your platforms to foster local connections.

Partner with other local businesses for joint promotions or sponsorships to expand your reach.

This approach not only boosts your visibility but also strengthens your ties with the community, fostering trust and loyalty.

It’s a win-win for your carpet cleaning business and your local area!

How Can Carpet Cleaners Utilize Social Media Advertising to Showcase Their Eco-Friendly Cleaning Products and Practices?

You can effectively showcase your eco-friendly cleaning products and practices through social media advertising.

Highlight your eco-friendly branding by creating engaging visuals and informative content that educates your audience about the benefits of your products. Incorporate customer testimonials to add authenticity and credibility to your message.

Use targeted ads to reach environmentally conscious consumers and leverage social media platforms to share your commitment to sustainability and promote your eco-friendly initiatives.

What Are Some Effective Strategies for Utilizing Social Media Advertising to Target Commercial Clients, Such as Office Buildings or Retail Spaces?

When targeting commercial clients like office buildings or retail spaces, effective social media advertising strategies involve creating content tailored to their specific needs. Utilize targeted ads to reach decision-makers within these businesses, showcasing the value of your eco-friendly cleaning products and practices.

Engage with these clients by sharing relevant industry insights and success stories. Establish your brand as a trusted partner for commercial cleaning needs through compelling commercial outreach on social media platforms.

How Can Carpet Cleaners Use Social Media Advertising to Promote Their Additional Services, Such as Upholstery Cleaning or Pet Stain Removal?

Looking to expand your carpet cleaning business? Leverage social media ads to showcase your additional services like upholstery cleaning and pet stain removal.

Use customer testimonials and before-after photos to demonstrate your expertise and the transformational results you deliver.

Engage with your audience by sharing informative content and offering special promotions.

With targeted ads and compelling visuals, you can effectively promote your extra services and attract new customers.


Congratulations! You’ve now unlocked the key to unlocking the potential of social media advertising for your carpet cleaning business.

Just as your cleaning services breathe new life into old carpets, your social media presence will breathe new life into your marketing efforts.

By mastering the strategies outlined in this playbook, you’ll be able to reach new heights of success and connect with customers in a way that sets you apart from the competition.

Get ready to see your business flourish!

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

The Ultimate Guide to Dominating SEO in Carpet Cleaning: Strategies That Set You Apart

The Ultimate Guide to Dominating SEO in Carpet Cleaning: Strategies That Set You Apart

Carpet Cleaner Marketing Masters

The Ultimate Guide to Dominating SEO in Carpet Cleaning: Strategies That Set You Apart

Are you tired of feeling like a needle in a haystack when it comes to online visibility for your carpet cleaning business? You know there’s potential for growth, but standing out in the digital world feels like an uphill battle.

Let’s face it – mastering SEO for carpet cleaning services isn’t just about getting noticed; it’s about dominating the market and establishing your brand as the top choice for customers.

So, how can you carve out your place in the competitive landscape and skyrocket your business to success?

Get ready to uncover the game-changing strategies that will set you apart and propel your carpet cleaning services to the forefront of the industry.

Key Takeaways

  • Optimizing website content and structure with targeted keywords and meta descriptions is crucial for carpet cleaning SEO success. Creating valuable, sharable content can also boost website performance.
  • Building high-quality backlinks through strategies like guest posting and collaborations is important for establishing credibility and authority to improve search rankings.
  • Local SEO should focus on optimizing online listings, citations, and location-based keywords to target nearby customer searches and dominate the local market.
  • Implementing a robust analytics/reporting system allows measurement of SEO efforts and channel performance. Monitoring metrics helps refine strategies for better optimization.
  • Managing online reputation by encouraging positive reviews and promptly addressing negative feedback fosters trust and attracts new carpet cleaning customers.
  • To reach commercial clients, utilize SEO to rank for industrial keywords plus extensive LinkedIn networking with facilities managers to establish expertise.
  • Unique SEO strategies for rural carpet cleaners include targeted local keywords and prominence on niche platforms popular in small towns.
  • Video content and YouTube SEO leverage the power of visual medium for demonstrations and useful infographics to inform and engage audiences.


Understanding Carpet Cleaning SEO

If you’re a carpet cleaning business looking to boost your online presence and attract more customers, understanding carpet cleaning SEO is essential for achieving digital marketing success.

One crucial aspect of carpet cleaning SEO is website optimization. Your website should be structured and designed to not only showcase your services but also to rank well in search engine results. This involves optimizing your website’s content, meta descriptions, and title tags with relevant keywords related to carpet cleaning.

Additionally, creating high-quality, engaging content that provides value to your audience can significantly improve your website’s performance in search results.

Another vital component of carpet cleaning SEO is implementing effective link building strategies. Building a strong backlink profile is important for establishing your website’s authority and credibility in the eyes of search engines. Seek opportunities to collaborate with industry-related websites, local businesses, and directories to acquire backlinks.

Additionally, creating valuable and shareable content can naturally attract backlinks from other websites.

Keyword Research for Carpet Cleaners

When conducting keyword research for your carpet cleaning business, focus on identifying high-value terms that reflect your services and resonate with potential customers. Start by understanding the search behavior of your target audience and the specific terms they use when looking for carpet cleaning services. Here are some key strategies to consider:

  • Competitor Analysis Analyze the keywords that your competitors are targeting. Identify the terms that are driving traffic to their websites and assess their effectiveness. This can provide valuable insights into the keywords that are resonating within your industry and help you understand the competitive landscape.
  • Long Tail Keywords Long tail keywords are highly specific phrases that are less common but often have higher conversion rates. Focus on long tail keywords that are relevant to your services, location, and target customer needs. These keywords can help you attract potential customers who are actively seeking the exact services you offer.
  • Customer Feedback and Insights Engage with your existing customers to understand the language they use when discussing carpet cleaning services. Their feedback can provide valuable keyword ideas and help you align your content with the terms that matter most to your potential clients.

On-Page Optimization Techniques

When optimizing your website’s on-page elements, meta tags play a crucial role in conveying important information to search engines.

Ensuring that your meta tags accurately reflect your content and incorporate relevant keywords can significantly impact your site’s visibility.

Additionally, strategically placing keywords within your content can further enhance its relevance and search engine rankings.

Meta Tags Importance

With its crucial role in boosting your carpet cleaning company’s online visibility, mastering the use of meta tags is essential for effective on-page optimization techniques.

When it comes to meta tag optimization, it’s not just about including keywords. Consider crafting compelling meta descriptions that entice users to click through to your website.

The impact of meta tags on user experience and search rankings can’t be overstated. Make sure your meta titles accurately represent the content on your page to improve user satisfaction and reduce bounce rates.

Additionally, utilize meta keywords that reflect the core topics of your carpet cleaning services, enhancing the relevance of your web pages to search engine queries.

Keyword Placement

To enhance the visibility and relevance of your carpet cleaning website, strategically placing keywords within your on-page content is crucial for effective SEO. When optimizing keywords for carpet cleaning websites, consider the user’s search intent and incorporate relevant terms naturally into your headings, subheadings, and body content.

The impact of keyword placement on carpet cleaning SEO is significant, as it helps search engines understand the focus of your website and match it with relevant searches. However, avoid overstuffing keywords, as this can harm user experience and lead to penalties from search engines.

Aim for a balance that provides valuable information to your audience while signaling to search engines the topics and services your website covers.

Off-Page SEO Strategies

Optimizing off-page SEO strategies is essential for boosting the online visibility and credibility of carpet cleaning businesses. In the competitive digital landscape, leveraging off-page techniques such as guest posting and link building can significantly enhance your website’s authority and relevance.

Here’s how you can effectively implement these strategies:

  • Guest Posting
  • Engage with Industry-Relevant Platforms: Seek opportunities to contribute guest posts to reputable websites and blogs within the cleaning and home services niche. By sharing valuable insights and expertise, you can position your carpet cleaning business as an industry leader while acquiring backlinks to your website.
  • Quality Content Creation: Craft well-researched, compelling guest posts that offer genuine value to readers. Focus on addressing common pain points, sharing best practices, and showcasing your unique perspective to captivate the audience and establish your authority.
  • Relationship Building: Cultivate meaningful relationships with editors and site owners. Consistently delivering high-quality content and engaging with the audience can lead to long-term partnerships and increased exposure for your brand.
  • Link Building
  • High-Quality Backlinks: Prioritize obtaining backlinks from authoritative websites and directories relevant to the cleaning and home maintenance sector. Quality over quantity is key to building a robust backlink profile that signals trust and expertise to search engines.
  • Local Citations: Ensure consistent inclusion of your business information, known as citations, across reputable local directories and platforms. This not only reinforces your business’s credibility but also contributes to improved local search visibility.
  • Content Collaboration: Collaborate with complementary businesses, such as home improvement blogs or local cleaning services, to exchange backlinks. This mutually beneficial arrangement can expand your reach and enhance your website’s link profile.

Local SEO for Carpet Cleaning Businesses

So, you’re ready to tackle local SEO for your carpet cleaning business.

Building a strong local presence and targeting the right keywords are key to standing out in your area.

Let’s explore the basics of local SEO and how to develop targeted keyword strategies that will help you dominate the local carpet cleaning market.

Local SEO Basics

Achieving top rankings in local search results is crucial for carpet cleaning businesses looking to attract nearby customers and dominate their local market.

To optimize local SEO, focus on the following:

  • Google My Business Optimization: Ensure your GMB profile is complete, accurate, and regularly updated with relevant information, including business hours and customer reviews.
  • Local Keyword Optimization: Incorporate location-specific keywords throughout your website content, meta descriptions, and title tags to improve local search visibility.
  • NAP Consistency: Ensure Name, Address, and Phone number consistency across all online platforms, including your website, social media profiles, and directories, to build trust with search engines and potential customers.

Targeted Keyword Strategies

When targeting local keywords for your carpet cleaning business, it’s essential to focus on terms that reflect your specific service areas and customer needs.

Start by conducting competitor analysis for carpet cleaners in your area to identify the keywords they’re ranking for and to discover potential gaps in your own strategy. This insight can help you tailor your keyword selection to target terms that your competitors may have overlooked.

Additionally, implementing effective link building strategies for carpet cleaning SEO can significantly boost your website’s authority and visibility in local search results. By strategically acquiring high-quality backlinks from relevant local businesses and industry directories, you can improve your website’s ranking and attract more qualified leads to your carpet cleaning services.

Content Marketing for Carpet Cleaners

Looking to stand out in the competitive carpet cleaning industry? Embracing content marketing can set your business apart and establish your expertise in the eyes of potential customers. By implementing effective content marketing strategies, you can optimize your website content and create a compelling online presence. Here are some key tactics to consider:

  • Create High-Quality Blog Content:
  • Regularly publish informative and engaging blog posts related to carpet cleaning, stain removal tips, and maintenance advice.
  • Incorporate relevant keywords naturally to improve search engine visibility and attract organic traffic.
  • Share practical insights and industry knowledge to position your business as a trusted authority in carpet cleaning.
  • Develop Compelling Visual Content:
  • Utilize visually appealing images and videos showcasing your cleaning processes and before-and-after transformations.
  • Leverage visual content on social media platforms to increase engagement and reach a wider audience.
  • Include descriptive alt text and captions to enhance the accessibility and relevance of visual content.
  • Offer Educational Resources:
  • Provide downloadable resources such as cleaning checklists, stain removal guides, and maintenance schedules on your website.
  • Develop informative infographics that simplify complex cleaning procedures and highlight the effectiveness of your services.
  • Establish your brand as a valuable source of practical information, demonstrating a commitment to customer education and satisfaction.

Social Media Tactics for Carpet Cleaning Services

When it comes to social media tactics for your carpet cleaning services, targeted ad campaigns and engaging content creation are key.

By focusing on creating ads that specifically target your ideal customers, you can maximize your advertising budget and reach those who are most likely to be interested in your services.

Additionally, developing engaging content that resonates with your audience can help build brand awareness and loyalty, ultimately driving more business to your carpet cleaning services.

Targeted Ad Campaigns

For carpet cleaning businesses, implementing targeted ad campaigns on social media platforms can significantly boost your online visibility and attract potential customers to your services. To effectively utilize targeted ad campaigns, consider these strategies:

  • Audience Segmentation: Divide your target market into specific groups based on demographics, interests, or behaviors to tailor your ads more effectively.
  • Customized Messaging: Craft personalized ad content that resonates with each segmented audience, addressing their unique needs and pain points.
  • A/B Testing: Experiment with different ad elements such as imagery, copy, and calls-to-action to identify the most compelling combinations for your audience.

Engaging Content Creation

To boost your carpet cleaning business’s social media presence, engaging content creation is crucial for capturing the attention of potential customers and establishing your expertise in the industry.

When it comes to creating compelling content, consider sharing tips for engaging carpet cleaning blogs. Offer valuable insights and practical advice that your audience can use.

Additionally, leverage the power of visuals by using infographics for carpet cleaning SEO. Visual content is highly shareable and can effectively convey complex information in an easily digestible format.

Website Design and SEO Integration

Optimizing your carpet cleaning company’s website design for seamless integration with SEO is essential for maximizing your online visibility and attracting more potential customers.

  • Website Design Trends: Staying updated with the latest website design trends is crucial for creating a modern and user-friendly online presence. Incorporating responsive design, intuitive navigation, and visually appealing layouts not only enhances user experience but also signals to search engines that your site is relevant and valuable.
  • Implementing responsive design ensures that your website looks and functions well across all devices, catering to the increasing number of mobile users.
  • Streamlining navigation and minimizing clutter can improve user engagement and reduce bounce rates, positively impacting your SEO performance.
  • Utilizing visually appealing elements, such as high-quality images and videos, can enhance user experience and encourage visitors to spend more time on your site, signaling its quality to search engines.
  • Optimizing Website Speed: A fast-loading website is crucial for both user satisfaction and search engine rankings. Implementing strategies to optimize website speed, such as compressing images, minifying CSS and JavaScript, and utilizing browser caching, can significantly improve your site’s performance.
  • Compressing images without compromising quality reduces page load times, contributing to a better user experience and improved SEO.
  • Minifying CSS and JavaScript files by removing unnecessary characters and white spaces can enhance website speed, positively impacting your search engine rankings.
  • Leveraging browser caching allows returning visitors to load your website more quickly, improving overall user experience and potentially boosting SEO performance.

Ensuring that your website design aligns with SEO best practices is a crucial step in establishing a strong online presence for your carpet cleaning business. By staying abreast of design trends and optimizing website speed, you can enhance user experience, improve search engine rankings, and ultimately attract more customers to your services.

Mobile Optimization for Carpet Cleaners

Ensure your carpet cleaning company’s website is fully optimized for mobile devices to provide a seamless and user-friendly experience for potential customers. With Google algorithm updates increasingly favoring mobile-friendly website design, it’s crucial to prioritize mobile optimization for your carpet cleaning business. Given that a significant portion of internet traffic comes from mobile devices, having a website that’s responsive and performs well on smartphones and tablets is essential for reaching and engaging with your target audience.

Mobile optimization goes beyond just having a website that fits smaller screens. It involves ensuring that your site loads quickly on mobile devices, has easy-to-click buttons and menus, and provides a smooth navigation experience. Google’s algorithm updates prioritize mobile-first indexing, meaning that the mobile version of your website is considered the primary version for indexing and ranking. This makes mobile optimization not only important for user experience but also for search engine visibility and rankings.

When visitors access your website from their mobile devices, they should encounter a visually appealing and functional interface that reflects the same quality and professionalism as the desktop version. Additionally, optimizing your website for mobile can positively impact your local SEO efforts, making it easier for potential customers to find and contact your carpet cleaning business while on the go.

Analytics and Reporting for SEO Success

Measuring the impact of your SEO efforts through comprehensive analytics and reporting is crucial for understanding the effectiveness of your digital marketing strategies. Without accurate data analysis, it’s challenging to optimize your approach and maximize results.

Here are some essential aspects to consider when it comes to SEO reporting metrics and SEO data analysis:

  • Traffic Sources and Trends
  • Analyze the sources of your website traffic to understand which channels are driving the most visitors. This insight can help you allocate resources effectively and capitalize on the most successful channels.
  • Monitor traffic trends over time to identify patterns and fluctuations. Understanding these trends can inform your content strategy and help you capitalize on peak traffic periods.
  • Keyword Performance
  • Dive deep into the performance of your targeted keywords. Identify which keywords are driving the most organic traffic and conversions. This information can guide your ongoing content optimization efforts and inform your keyword strategy.
  • Conversion and Engagement Metrics
  • Look beyond traffic numbers and focus on conversion rates, bounce rates, and other engagement metrics. Understanding how visitors interact with your site can reveal opportunities for improvement and help you refine your SEO strategy for better results.

Reputation Management for Carpet Cleaning Companies

When managing the reputation of your carpet cleaning company, maintaining a positive online presence is essential for building trust and attracting new customers. Online reviews and managing customer feedback play a critical role in shaping the perception of your business. Actively engage with customers who leave reviews, both positive and negative, to show that you value their input. Responding promptly and professionally to negative feedback demonstrates your commitment to addressing concerns and improving customer satisfaction. Additionally, encourage satisfied customers to leave positive reviews, as these can significantly enhance your company’s reputation.

It’s important to monitor various review platforms and social media channels where customers might leave feedback. Keep an eye on review sites like Google My Business, Yelp, and industry-specific platforms. Responding to reviews and engaging with customers not only shows your dedication to customer service but also improves your online visibility and authority.

To proactively manage your reputation, consider implementing strategies to encourage more positive reviews, such as providing exceptional service, sending follow-up emails requesting feedback, or offering incentives for leaving reviews. Highlighting positive feedback on your website and social media can also help bolster your reputation. Remember, potential customers often rely on the experiences of others when making purchasing decisions, making positive online reviews a powerful tool for attracting new business.

Advanced SEO Techniques for Carpet Cleaners

Looking to elevate your carpet cleaning company’s online visibility and attract more customers? Here are some advanced SEO techniques tailored specifically for carpet cleaners:

  • Advanced Link Building Techniques:
  • Implement a diversified backlink strategy that includes links from authoritative industry websites, local business directories, and relevant blogs or publications. Focus on quality over quantity, seeking out natural and relevant linking opportunities to enhance your website’s authority and visibility.
  • Utilize guest posting and outreach to secure high-quality backlinks from reputable websites within the home services and cleaning industry. By contributing valuable content to these platforms, you can establish your company as an industry leader while acquiring valuable backlinks.
  • Optimizing for Voice Search:
  • Conduct keyword research to identify long-tail keywords and conversational phrases that align with voice search queries related to carpet cleaning services. Tailoring your content to match these natural language searches can improve your visibility in voice search results.
  • Create FAQ-style content that addresses common questions and concerns voiced through virtual assistants and voice-enabled devices. By providing concise, informative answers to these inquiries, you can enhance your chances of appearing in voice search results.

Frequently Asked Questions

How Can Carpet Cleaning Companies Leverage SEO to Target Commercial Clients and Businesses?

To target industrial clients, there are two key strategies you can use: SEO optimization and LinkedIn networking.

First, optimize your website content for commercial cleaning keywords. This will help your website rank higher in search engine results when potential clients are searching for industrial cleaning services. Additionally, create industry-specific landing pages on your website to provide targeted information to industrial clients.

Next, utilize LinkedIn for outreach and networking. Connect with facility managers and business owners in the industrial sector to expand your professional network. Share valuable content on LinkedIn that showcases your expertise in industrial carpet cleaning. This will help establish your credibility and attract potential clients.

Engaging in relevant groups and participating in discussions on LinkedIn is another effective way to establish credibility and expand your network. By actively participating in industry-related discussions, you can demonstrate your expertise and build relationships with potential clients.

What Are Some Unique Keyword Research Strategies Specifically Tailored to Carpet Cleaning Services in Rural Areas?

Hey there! Just like a skilled detective hunting for clues, uncovering unique keyword research strategies for carpet cleaning services in rural areas requires a tailored approach.

Local keyword targeting is key to reaching customers in small towns. Start by identifying specific rural area search terms and incorporating them into your content to boost your SEO for small towns.

This will help you stand out and attract local customers looking for carpet cleaning services in rural areas.

How Can Carpet Cleaning Companies Use Schema Markup to Enhance Their Local SEO Efforts and Stand Out in Search Results?

To enhance your local SEO and stand out in Google search results, consider using schema markup.

Schema markup helps search engines understand your content better, improving your chances of appearing in featured snippets and rich results.

What Are Some Advanced Content Marketing Tactics That Can Be Used to Promote Eco-Friendly Cleaning Products and Services?

When promoting eco-friendly cleaning products and services, advanced green marketing tactics involve creating compelling, educational content that highlights the benefits of sustainable solutions.

Utilize social media outreach to engage your audience with informative posts, videos, and infographics. Showcase your commitment to environmental responsibility and offer practical tips for adopting green cleaning practices.

This approach not only promotes your eco-friendly offerings but also positions your company as a knowledgeable and conscientious industry leader.

How Can Carpet Cleaning Businesses Utilize Video Content and Youtube SEO to Increase Their Online Visibility and Attract New Customers?

To boost online visibility and attract new customers, carpet cleaning businesses can leverage video content and YouTube SEO.

Collaborate with influencers to reach a wider audience and build credibility.

Engaging infographics can present valuable information visually, capturing attention and driving engagement.

Final Thoughts

You’ve now armed yourself with the ultimate arsenal of SEO strategies to dominate the carpet cleaning industry.

With the power of keyword research, on-page, and off-page optimization, local and mobile SEO, analytics, reputation management, and advanced techniques, you’re ready to soar to new heights.

Your business is now a well-oiled machine, poised to sweep away the competition and leave a lasting impression on the digital landscape.

It’s time to watch your carpet cleaning company thrive and shine like never before!

About the Author: As a business owner in the carpet cleaning and cleaning service industry for over 30 years as well as a marketing consultant and author, with well-over a decade of lead generation experience managing a results-driven marketing agency for Professional Carpet Cleaning and Residential Cleaning Companies, John Clendenning is wildly known as a leading Marketing Expert within the Professional Cleaning Industry.

From Entrepreneur to Franchise Growth – Delivering The WOW in Your Cleaning Business with Boris of VepoClean

From Entrepreneur to Franchise Growth – Delivering The WOW in Your Cleaning Business with Boris of VepoClean


From Entrepreneur to Franchise Growth – Delivering The WOW in Your Cleaning Business with Boris of VepoClean

The Business Philosophy of Boris: Creating A Well-Oiled Machine

When it comes to achieving success as a cleaner, establishing a business that operates like a well-oiled machine can make all the difference. Boris, the mastermind behind VepoClean, shares valuable insights into navigating the intricacies of the cleaning industry, delivering the WOW in your cleaning business is so crucial and how to streamline operations for optimal success. Let’s delve into Boris Ostrovsky’s journey and uncover the fundamental principles that have propelled VepoClean to the forefront of the cleaning industry.

Building a Self-Sufficient Business: The Tools for Success

Boris has established VepoClean as a paradigm of self-sufficiency. His emphasis on creating a well-oiled machine is evident in how the business operates. From implementing efficient cleaning techniques to optimizing marketing strategies, Boris has honed VepoClean into a powerhouse of client satisfaction and operational excellence.

Steering clear of the conventional approach, Boris has incorporated a unique technique known as “clean 5.1,” which involves a comprehensive cleaning regimen that encompasses washing with soap and water, followed by meticulous wiping and detailing. This distinct approach underscores VepoClean’s commitment to delivering a profoundly compelling client experience. But what other tools and strategies has Boris utilized to propel VepoClean to this level of success?

Mastering Business Systems: The Path to Operational Strengthening

Boris’s journey with VepoClean has been defined by a commitment to mastering impactful business systems. Through persistent learning and implementation, he has curated a spectrum of operational strategies that promote efficiency and excellence across every facet of the business. His experience underscores the significance of elevating a carpet cleaning business through systematic order and precision.

Furthermore, Boris has laid emphasis on the significance of integrating IICRC certification within the business. This certification serves as a unique selling point, setting VepoClean apart in the competitive cleaning industry. By leveraging such certifications, Boris has not only augmented the business’s credibility but has also amplified its appeal to discerning clients.

Unveiling the Entrepreneurial Spirit: Franchising Opportunities Through VepoClean Franchising

Apart from carving out a niche in the cleaning industry, Boris has set his sights on sharing his knowledge and success with aspiring entrepreneurs. By venturing into the realm of franchising, Boris aims to extend the ethos of VepoClean to individuals seeking to establish their own businesses. This endeavor is not just a gateway to business ownership but also a pathway to perpetuating the legacy of VepoClean’s exceptional service and operational finesse.

The unique marketing angle adopted by VepoClean, targeting condo residents and fostering enduring relationships with property managers through on-site cleaning services, has been pivotal in amplifying the brand’s visibility and resonance within affluent communities. Boris’s emphasis on authentic representation and personalized marketing serves as a testament to his dedication to crafting a differentiated brand experience that extends beyond the realm of traditional cleaning services.

Cultivating a Remarkable Client Experience: Leveraging Unique Cleaning Approaches and Engaging Client Sensory Appeal

In the pursuit of setting VepoClean apart, Boris has integrated unique cleaning methods, such as water filtration vacuums and organic cleaning solutions, into the business’s arsenal. This approach not only underscores the business’s commitment to environmentally friendly practices but also provides a compelling value proposition to clients seeking sustainable cleaning services.

Anecdotes from Boris’s journey shed light on the business’s meticulous approach to fostering client satisfaction. From navigating challenging client interactions to pivoting operational strategies, Boris reinforces the ethos of making things right for customers, even when faced with adversity. By infusing aromatic elements and complimentary presentations into the cleaning experience, VepoClean has transcended the realm of traditional cleaning to provide a remarkable and sensorily engaging experience for clients.

Understanding Operational Excellence: The Art of Building a Self-Sustaining Culture

Boris’s emphasis on establishing a self-sustaining culture at VepoClean underscores his commitment to operational excellence. From implementing mandatory quality control processes to fostering a strong ethos of client sign-offs for extended cleanings, operational efficiency lies at the core of VepoClean’s resounding success.

Meticulously onboarding and training staff, coupled with ongoing education and quality control measures, reflects VepoClean’s dedication to creating an environment that thrives on precision and professionalism. This concerted effort is pivotal in ensuring that the VepoClean experience is synonymous with unparalleled quality and consistency.


1. What sets VepoClean apart in the cleaning industry?
VepoClean stands out through its unique “clean 5.1” technique, water filtration vacuums, and organic cleaning solutions. Furthermore, the emphasis on creating a remarkable client experience through sensory engagement and tailored marketing serves as a distinguishing factor.
2. How has Boris Ostrovsky navigated the challenges of fostering a culture of operational excellence?
Boris has navigated the challenges through strategic measures, including mandatory quality control processes, client sign-offs for extended cleanings, and rigorous onboarding, training, and education for staff.
3. What opportunities does VepoClean offer through franchising?
VepoClean presents franchising opportunities for aspirants seeking to establish their own businesses. This endeavor not only provides a pathway to business ownership but also facilitates the perpetuation of VepoClean’s service legacy and operational finesse.
4. What marketing strategies have been integral to VepoClean's success?
Personalized marketing targeted at affluent communities, coupled with an emphasis on on-site cleaning services to foster relationships with property managers, has played a pivotal role in amplifying VepoClean’s brand resonance.
5. How does VepoClean ensure a compelling client experience?
VepoClean leverages unique cleaning approaches, sensory engagement, and a steadfast commitment to making things right for customers, thereby fostering a profoundly compelling client experience.
6. What core values underpin the VepoClean experience?
At VepoClean, precision, professionalism, and a relentless commitment to operational excellence serve as foundational values that underscore every facet of the business.


Boris’s journey with VepoClean serves as a testament to the intricacies of establishing a cleaning business that transcends conventional norms. His emphasis on self-sufficiency, operational excellence, and client-centricity stands as a beacon of inspiration for aspirants seeking to carve a niche in the cleaning industry. By weaving unique cleaning approaches, marketing prowess, and a culture of operational excellence into the fabric of VepoClean, Boris has crafted a narrative that redefines the paradigm of cleaning businesses. His unwavering commitment to delivering an exceptional client experience and fostering a culture that thrives on precision paints a resounding picture of success.

You will learn:


Building a Self-Sufficient Business


Unleashing the Power of Personalized Marketing


Leveraging Unique Cleaning Techniques


Creating a Remarkable Client Experience


Franchise Success Secrets

Audio Transcript:
John Clendenning [00:00:00]:
Hey. Well, welcome back to the Carpet Cleaner Success podcast. I’m your host, John Clendenning here. And with me today, I have got Boris Ostroski, if I pronounce that correctly, Boris. And, he’s the owner and founder of Vepo Cleaner, which is a maid service in in New Jersey and New York, Manhattan area, and starting to franchise across the United States. So very exciting stuff. So welcome to the podcast, Boris. I’m sure our listeners are gonna love hearing your story, what you’re all about, and where you’re going with the business.

John Clendenning [00:01:04]:
Welcome to tell us a little bit about, Boeing and and and the business.

Boris Ostrovsky [00:01:09]:
Yeah. Thank you so much, John. Thank you for having this podcast with me. I really, really appreciate it. And, you know, we’ve been having, the business relation for the past, what, like, 3 years, and, absolutely love working with you guys. You know, it’s been amazing John. And, you know but, we’ve been in business for over 10 years now, developing this location here in New Jersey, New York area. Yep.

Boris Ostrovsky [00:01:32]:
And, you know, it started, you know, it started, small, but now it’s kinda big. And, I realized that, I have the mentor type of, personality, and I love passing the knowledge and, you know, and, passing the success to other people. And that’s what I really I really wanna be in the franchise business as well as cleaning business, of course. It’s just that cleaning is really just a vehicle, but it’s really the lifestyle that I’m after. Right? I wanna provide that lifestyle for the people and, you know, so that I feel like the, they have that entrepreneur lifestyle that a lot of people are dreaming of. If the 9 to 5 while doing something else and not happy, they’re in operations all the time. You know? So that’s that’s what I really bring to the table.

John Clendenning [00:02:18]:
Yeah. No. And I think that’s awesome, because your story is really cool. Like, again, 10 years, I didn’t actually know it was that long. I probably knew at one point, I forgot. But, you guys have a really unique focus. When I first, when I first met you and kinda learned about Beppo Cleaner, you do things differently. You have a kind of a unique approach to to the the the cleaning, the spa like experience, and and all of that kind of stuff.

John Clendenning [00:02:41]:
Where did that come from? Like, what’s what was the whole idea behind sort of not just being a maid service and, you know, just going in and and cleaning, but actually having a different experience for the the homeowner?

Boris Ostrovsky [00:02:52]:
Sure. So, actually, it’s funny how the world works. Right? Because I know the toughest thing in this business now is recruiting. Right?

John Clendenning [00:03:01]:

Boris Ostrovsky [00:03:02]:
I mean, we have a we have a we have we have a great system of how to recruit, but, anyway, you know, when I started, I didn’t I know not I knew nothing about it. Right? So I gay out of all places, I gave an ad on Craigslist. This was this was 2,000, 2014. Right? K. So on Craigslist, in my area, like, you know, it it would it would be the last thing I would do right now. But I gave a plug on Craigslist, and the 1st person I ever interviewed, I remember as it was yesterday, she walked in, into Dunkin’ Donuts, and I was sitting there waiting for her. I didn’t have any clients yet. I only had a concept.

Boris Ostrovsky [00:03:36]:
Some sort of a, you know, sort of a sort of like, an idea of a concept. Right? Yeah. She walks in. I started talking. I’m like, oh, she’s probably too old. You know, probably not a good, you know, probably not a good candidate. But whatever. I started talking to her, and I gave her a chance.

Boris Ostrovsky [00:03:49]:
And she ended up to be, without exaggeration, John, she’s probably the best professional cleaner in the whole country, if not the world. I swear to god. She’s that yeah. I I don’t think any less of her. And these are not just the worst. This is the this is the true story.

John Clendenning [00:04:03]:
Is she still with you today?

Boris Ostrovsky [00:04:05]:
She so she’s a consultant. Yeah. She’s a consultant with Oh, awesome. Working with us for 5, 6 years that actually one of our partners that we work with, one of the build one of the property management companies Yeah. Huge one. Nash national, national national brand. So she went to work for them. Okay.

Boris Ostrovsky [00:04:20]:
In line, you know, she needed she needed her four zero one k. She needed her pension. She’s she’s already retired, but she still does some consulting for us. Yeah. So, you know, so I started with her and, kind of, you know, the whole methodology kinda was born from there. And, you know, I I packaged it so it could be presented well.

John Clendenning [00:04:39]:

Boris Ostrovsky [00:04:40]:
But the core of it I mean, it’s simple, but it’s something like nobody else does. Right? So, you I ran it I ran it off you in the past couple of months. It’s called, clean 5.1. Yeah. Right? So, so, actually, the way the way we clean is that, you know how people don’t don’t take a shower with a with a with a with a baby wipe. Right? Yeah. You ever try that? You can do it. Unless you’re at a gas station somewhere.

Boris Ostrovsky [00:05:09]:

John Clendenning [00:05:09]:
Exactly. But

Boris Ostrovsky [00:05:10]:
that’s what that’s how people clean, actually. Right? When they use the spray and and the towel or they use the duster. You know?

John Clendenning [00:05:16]:
Yeah. They’re little swimmer mops with a tiny little drop of moisture on them and

Boris Ostrovsky [00:05:20]:
yeah. Exactly. Yeah. So when people use, you know, Windex makes me laugh. Or when I see when I see an ad with, you know, with a maid or, you know, with a with a with a with a duster

John Clendenning [00:05:31]:
Duster. Yep.

Boris Ostrovsky [00:05:31]:
That makes me laugh a little bit, you know, because all she does is she, you know, she she wipes it off and it drops drives right back.

John Clendenning [00:05:37]:
It into the air and you’re breathing it in and it gets back on everything again once it settles. Yeah. Yeah.

Boris Ostrovsky [00:05:42]:
Exactly right. Yeah. And with bathrooms and kitchens, the same thing. Like, you know, people people spray and they wipe. People spray in the wipe. It’s taking a shower with the with the baby wipe. Right? Yeah. So what we do is, actually, we give the kitchen and the bathrooms.

Boris Ostrovsky [00:05:56]:
We give it we give it a wash that they deserve. Right? We actually wash it with Masters, soap and water, and a sponge. We wash it, then we wipe it with a with a wet towel, and then we detail with a dry towel. Yeah. And not only it’s more efficient, but the results are amazing.

John Clendenning [00:06:11]:
Yeah. And it’s

Boris Ostrovsky [00:06:13]:
simple, but it’s packaged.

John Clendenning [00:06:14]:
And and it makes sense because it’s so what what I’ve talked about for years is delivering that client experience. So there’s things you do that have to be unique or compelling. I always should call it a compelling sales proposition versus a unique one. A unique one, you could be the only maid service around or carpet cleaning service that dress up like clowns. It’s unique, but there’s nothing compelling about it. But if you’re compelling, you have a you you have a special way of doing things. You package it up. You create an experience for your clients that are different.

John Clendenning [00:06:41]:
These things don’t cost a lot extra. They might take a few 10, 15 minutes longer to do in the home, but the wow factor that builds the company. You guys tapped into that early on. I I love the fact that you didn’t even have a business yet, and you’re already hiring or meeting with people to to grow the business because that’s the entrepreneurial spirit. It’s like, hey. I’ve got an idea. I’m not gonna be the guy out there cleaning. Right? I’m gonna hire the people, but I’ve got an idea and a concept, and let’s grow with it.

John Clendenning [00:07:07]:
And you found the right person to to bounce that off of them.

Boris Ostrovsky [00:07:10]:
Know how the universe the universe just, just brings you stuff when, you know, when you, you know, when

John Clendenning [00:07:16]:
you just try to get out. When you when you actually implement and put that, it’s always they talk about, yeah, the the, you know, the secret, the movie, the secret, or the power of man.

Boris Ostrovsky [00:07:24]:
Because I didn’t think I didn’t think finding people was difficult, so I just kinda did it. You know? But, like, when you when you don’t see challenges, it just kinda happens to you.

John Clendenning [00:07:31]:

Boris Ostrovsky [00:07:31]:
You know, that’s how universe works, and that’s that’s amazing.

John Clendenning [00:07:33]:
Yeah. Yeah. You you’ve gotta put it out there, but then you’ve also gotta do the work. That’s that missing piece of the secret is you you actually gotta go meet the person at the Dunkin’ Donuts. You actually have to you can’t just wait for it to fall in your lap. Right? And so Right. Exactly. A good that’s a good lesson for the people listening too.

John Clendenning [00:07:47]:
It’s like, we’ve all got these ideas, but you gotta leave the house. You gotta get out from behind the computer and actually go and meet people and do things and stuff like that. So so that was the starting of it 10 years ago and even getting into those condos and becoming sort of a cleaning professional for the residents of condos was kind of a unique angle as well because, again, I ran I ran, 3 different Molly Maid franchises for a period of time. We built bought them, built them up, and sold them in the middle of my journey. Never thought of that. Like, you know, that that was we did a whole bunch of other stuff to deliver a great client experience, but never thought of, hey. Why don’t we, kinda get into these condo buildings and and and go after that crowd? Because all the residents in the building would be viable, cleaning candidates. Right?

Boris Ostrovsky [00:08:32]:
So It’s like that’s leverage. That’s marketing leverage, 101. Right?

John Clendenning [00:08:36]:
It is. Yeah. One to many.

Boris Ostrovsky [00:08:37]:
First of all, you get first of all, you get the legitimacy of the property manager. Right? You get the legitimacy of the people that work in the building. They already trust them. So, you know, it’s, by affiliation. Right? Trust by affiliation. Yeah. Yep. Yeah.

John Clendenning [00:08:48]:
You get that that perceived endorsement. Yeah.

Boris Ostrovsky [00:08:51]:
Exactly. Yeah. And the second thing is that for the property managers, why it’s good is because it makes their properties stand out more. You know? You have, you know, for you offer this service. You you have a gym. You have a pool. You know? You have a 24 hour concert, or you also have a maid service on-site. You know? So so that’s No.

John Clendenning [00:09:06]:
And I think it’s a great value add that most people don’t think of. And then put that with your branding and your colors and your logos. It’s professional. It’s not a bunch of people in jeans and a t shirt. Like, it’s all thought through well. So now you you look like the, you know, the cleaner that somebody like, a a maid service that somebody in a condo who’s paying the big bucks to be there and be part of that whole environment is gonna go, yeah, and I want these guys. Right? Of course, they could call somebody else in and all that, but you guys are on-site and the endorsed the endorsed person. Right? So, and from a technical standpoint, I love the idea that it also gives you a legitimate additional location for Google Maps and and that kind of thing as well because you legitimately have offices in these locations.

John Clendenning [00:09:51]:
Right? So it it actually, from a from a technical It’s

Boris Ostrovsky [00:09:54]:
a it’s a it’s a, it’s a staff room. You know? It’s a it’s a it’s a you most of the time, it’s just a closet, which is which is good enough, but it’s still, you know, but it’s still, it’s still looking.

John Clendenning [00:10:03]:
Yeah. You can you can still pass the mustard. So that was a little bit about the the marketing, because, again, made services are dime a dozen, I know, from owning them. So, either are gonna try and be the discount, like these $19 whole home cleaning ads that you see now, or you’re gonna go the other way and say, hey. We don’t want the volume of discount and rattling through a whole bunch of, employees that don’t like the work and rattling through a whole bunch of customers that are just cheap people and then trying to make that slight margin on on huge volume. We’d rather, you know, make good Marketing, doing a great John, and hiring the right people that can be paid well and stick around, hiring such a problem. And all of that comes from from better marketing. Right? So you you have to market to the better crowd, the higher, more affluent crowd.

John Clendenning [00:10:52]:
They speak differently. They hang out with different people. They like, the marketing’s different. So I know I know you’ve done a few magazines like Hoboken Girl and stuff like that. What else? Like, what what kind of marketing have you done to make that that Beppo Cleaner experience, that spa like cleaning experience with with water, filtration vacuums instead of dust filling stuff. Like, how have you told this story to the marketplace? What are what are the ways that

Boris Ostrovsky [00:11:16]:
you mention I forgot to mention the 0.1, aspect of the Cleaner 5.1. So that’s, that’s, of course, our our

John Clendenning [00:11:22]:
John. Yeah.

Boris Ostrovsky [00:11:23]:
Water filtration system. Yeah. So that’s, that’s the vacuum that we use that nobody. We’re the only company in the industry that uses that. Yeah. So that coupled with the methodology that I described for kitchen and bathrooms, that’s what makes us, makes us, the only company that really provides, you know, generally organic and generally clean and generally, you know, Yeah.

John Clendenning [00:11:41]:
And then how do you get that message out? What are some of the things that you guys do that, that get that message into the marketplace and have people share, you know, and refer you and all of that stuff? Like, what is the process?

Boris Ostrovsky [00:11:52]:
Yeah. Absolutely. So, in the beginning, you know, in the beginning, of course, we did a lot of guerilla marketing. We did a lot of flyers. You know, we did a lot of door hangers. Our 1st client was actually, you know, was actually, actually, the original idea was to kinda market to have that concept of online or, you know, on-site housekeeping to the, to the luxury communities, the to to the to to multifamily buildings. And that’s where I would really kinda Carpet. Right? And, you know, I remember I had Achilles tendon surgery Okay.

Boris Ostrovsky [00:12:23]:
As I was starting the business. Right? And, thank god.

John Clendenning [00:12:27]:
Now you’re hobbling around with a boot on.

Boris Ostrovsky [00:12:29]:
Exactly. So my first my first meeting my 1st meeting Marketing with a property manager, I was actually bleeding bleeding all the way because they just they just you know, it’s a brand new building, and I remember they were installing some, some glass table in the lobby. Yeah. And, of course, I’m walking there. You know, he gave me a tour, like, of the building and showed me some apartments. And I’m walking there, and it’s a glass table, you know, that the guys are installing. And I trip over the table. Oh, no.

Boris Ostrovsky [00:12:54]:
My Achilles my Achilles’, you know, car opened, and I’m walking. I’m bleeding all over the place. I was like, wow. You know? It was bad. But, you know, we’re not working together. We’re still working with that building. It’s bright you know, it’s it’s already 10 years of working on building. So, it has almost 500 apartments.

Boris Ostrovsky [00:13:11]:
So that’s how we kinda started. We we started in that in that, you know, in that space. But then as we, you know, as we grew, we saw that, you know, the the demand for the service is actually pretty big. You know, people started posting it. People started talking about it. We did a couple of videos. Yep. Email professionals and some were, you know, on a from on a iPhone.

Boris Ostrovsky [00:13:32]:
And, the work got around, and, you know, people love coming back. It smells nice with the aromatherapy. It’s a complimentary part of our service. We do, like, a little presentation. We’ll leave a little candy behind when we leave. You know, we try to attempt we try to tend to everything so that people feel like we were there. Like, for example, if the, you know, if the, if the cable is just hanging there, you know, we try to the best we could, we try to

John Clendenning [00:13:57]:
away and roll it

Boris Ostrovsky [00:13:58]:
and put it and put it nicely. Yep. You know, if, towels are hanging, we try to make, you know, some sort of a a presentation, like, you know, like a like a like like an like an a spa, like in a hotel.

John Clendenning [00:14:08]:

Boris Ostrovsky [00:14:08]:
So these are type of things that when people walk in, all, they smile. Right? So we try to appeal to the senses. Right?

John Clendenning [00:14:13]:
So there

Boris Ostrovsky [00:14:14]:
are 5 senses that we have. Right? So we try to appeal to 3 of them. Right? 1 is sight, 2 is smell, and, 3 is taste. Yep. Right? We can appeal to the we can appeal to the hearing because there’s nothing we can do. You know, we can’t leave the movie. The orchestra. You know? But, but as my as many, as many senses that we can appeal to to the client when they when they walk in.

Boris Ostrovsky [00:14:36]:
You know? We try to make them remember us.

John Clendenning [00:14:38]:
Yeah. And, I mean, again, all of that stuff, like, it it fits into cleaning theory when we we talked about before, you and I have one zero one is, like, when something when something’s clean, it smells nice. And when it smells nice, we think it’s clean. So you’re you’re basically saying, hey. Let’s let’s connect those dots when somebody walks in. Let’s create a remarkable experience, which stands for, let’s have them remark on it. Tell other people about it. If you just provide an average service with, you know, average employees doing average things Yeah.

John Clendenning [00:15:06]:
You’re gonna have an average result, if if at all. Like, you know but if you actually think through how to build a almost like like, again, now you’re making into a franchise, but when you even start a visit, how would you franchise what you do? How would you make it so predictable that everybody walks into Starbucks? The coffee’s the same no matter where in the world they go in. They go into McDonald’s. They go into whatever, and it’s the experience is designed by the business owner and the business to deliver that result, and then it it supercharges the marketing. Some people go, well, you know, my marketing is, you know, maybe a little sluggish. Well, it’s also could be because your reputation’s a little bit sluggish. Your reviews are a little bit sluggish. Nobody’s talking about you.

John Clendenning [00:15:48]:
They’re not getting done and going, wow. That was amazing. And when you think those things through, it all is marketing. It’s the the crews and the vehicles and the uniforms and how you leave a job site and all of that. All of it is a moment of marketing because marketing is just impressing upon your customers and your potential customers. Your brand in a positive light. That is what marketing is. So anything you do to do that is is is is helpful, which kinda leads us into the next question.

John Clendenning [00:16:18]:
So, operationally, some people say to me it’s like, well, John, that’s all nice. You I know you got you used to have your technicians go out in shirts and ties, and then they had their booties they put on to walk around. And then they they rolled out the red carpet, and then they switched into their indoor shoes, and they had to do they had a bunch of these different little moments throughout the home of presenting something, and at the end of it, giving over the gift and all of that kind of stuff. And you taught your technicians, you know, as best you could to do that every single time and rewarded them for it, carried in the stick, make it, you know, but, operationally, I can’t how would I ever do that, to make the business run the way it needs to? Right? I I learned from a guy, Ken Glickman, years ago from a book called Ipower, and I I saw him speak a bunch of times. Make it easier for them to do it right than do it wrong, and you’re solving most of the problems. But what would you do? Well, like, operationally, if for same you know, any cleaning service, maid service, listen to this call. They were going, yeah. That sounds great, Boris.

John Clendenning [00:17:13]:
But unless you’ve got, like, you know, a whip in your hand, how are you getting them to actually do this? Because I can’t find a cleaner to do that.

Boris Ostrovsky [00:17:20]:
I love that phrase, by the way. I use it not not in the not in the say not in not exactly the same words as you as you as you just, put it, to make it easier to do it right, don’t do it wrong. Yeah.

John Clendenning [00:17:30]:

Boris Ostrovsky [00:17:30]:
I tell them this on every meeting. Right? If you follow the process, you will actually work less, and you will actually work easier. Yeah. Because our process is that, you know, is that efficient. Right? Yeah. So you wanna be efficient. And if you work efficiently, then you work less and you tire less. You can spend more time with your kids and you’re you know, you have you have more more energy when you come back.

Boris Ostrovsky [00:17:47]:
Right? Yeah. So, you know, getting back to the operations, you know, I’m a little bit fanatical about about the order in the business. Right? Yeah. So I have a system for you know, if, if you could make a system for, I don’t know, the most the most simple things in life, I like to document it, and I like to, you know, and I like to have a have a training on it if it’s part of the if if if if it’s part of the, you know, part of the day to day and then test them on it. Right? And then quality control it, of course, to make sure that it’s, to make sure that it’s followed. Right? Yeah. So, I mean, to this day, it’s been 10 years. But to this day, we still, you know, we still perfect our system.

Boris Ostrovsky [00:18:24]:
Right? So, new rules come out. Like, a new rule come out came out in the company this week. Not a rule, but, a best practice.

John Clendenning [00:18:30]:

Boris Ostrovsky [00:18:31]:
Right? Like, for example, cleanings over 3 hours, a mandatory quality control, and mandatory client sign off. Right? Because we had an issue with, you know, with

John Clendenning [00:18:40]:
Well, it makes sense. If you’re in a place long, there’s a point at which somebody’s kinda mentally checking

Boris Ostrovsky [00:18:44]:
out a little bit. Exactly. So, you know Yeah. Yeah. So, you know, this client this client, it was obvious that it was her she you know, it was her it was her her goal to get a free cleaning, and she got a free cleaning. So I feel like, you know, I feel like, you know, the 400 it was a $400 lesson that I learned.

John Clendenning [00:19:02]:

Boris Ostrovsky [00:19:02]:
Right? So, that’s Those are

John Clendenning [00:19:05]:
some of the best lessons to learn. You you make it right by the customer even if the customer’s wacky. That’s all fine. Yeah. Because you don’t want the negative review. You make it right by the customer. Solve the problem on the back end. It’s okay to have a problem once.

John Clendenning [00:19:17]:
It’s if it happens 2nd, 3rd, 4th time, now you got a real problem. The 1st time, you’ve got something to solve. It’s almost like, hey. I’m happy. I’ve got I’ve got a new thing I didn’t think of that I now need to find a solution for. So cool. Carry on. Yeah.

John Clendenning [00:19:28]:
That’s good.

Boris Ostrovsky [00:19:28]:
Yeah. So, you know, so operationally, you know, so we have, you know, first of all, obviously, we have, you know, we have a very, very clear, you know, standard operating procedure that we you know, when we when we bring a new hire, we have a standard operating procedure for onboarding, for hiring, for training, you know, for everything. Right? Then we have, we have quality control. We have, you know, a person that her sole job is to do quality control. If she’s sick like today, I did some quality control, and I still have couple more to go to.

John Clendenning [00:19:57]:
Right? Okay.

Boris Ostrovsky [00:19:58]:
So quality control is super, super important. Independent quality control. Right?

John Clendenning [00:20:01]:

Boris Ostrovsky [00:20:01]:
So when we have a quality control person who is, you know, who does only that Yeah. She’s not even, I mean, as sucks at it as it is, she’s not even allowed to kind of have fun and associate with with the team because she wants to be we we John independent. Right? So we have a sense. Party. Yeah. She’s not coming to the Christmas party, you know, because her her position does not work.

John Clendenning [00:20:23]:
Kinda sucks, but, yeah,

Boris Ostrovsky [00:20:24]:
I get where you’re going. Keep it pure. You know? Yeah. So, you know, so that’s, you know, just these are just some examples. And, of course, you know, of course, we have ongoing trainings.

John Clendenning [00:20:35]:

Boris Ostrovsky [00:20:35]:
You know, we have testing. You know, we have all all sort of things all sorts of things that, you know, that makes making sure that, know, the job is consistent, that we do it right, and we do it right the 1st time.

John Clendenning [00:20:46]:
That’s no. That’s brilliant. So

Boris Ostrovsky [00:20:47]:
that’s Yeah. It feels good. Owner. Like, for me. Right? I’m I’m into a lifestyle. Right? A lot Yeah. Like, I just came back. I was I was in the ops for a couple of weeks.

Boris Ostrovsky [00:20:56]:
Right? Yep. And the business is running. The business is growing. Right? Yep. So I want the owner. So the reason the whole concept, the whole reason for franchising. Right?

John Clendenning [00:21:05]:

Boris Ostrovsky [00:21:05]:
And I know you buy a franchise, you know, I don’t you you’re pretty business savvy, but a lot of people, it’s their 1st business. You know? They want, you know, they want they want somebody to hold their hand. And, unfortunately, a lot of franchises that I’ve witnessed, you know, they buy themselves a job. Right? They buy themselves a business that they, you know, they start to hate they’re starting to hate after 3 months. You know? Yeah. This is not the lifestyle that I want for for our franchisees. Right? Yeah. I want their you know, I want them to have a free time.

Boris Ostrovsky [00:21:32]:
I want them to spend time with their kids. And these are not just words. These are not just you know, I have these specific tools that will allow to do that. The same tools that I use. Right? Yes. So

John Clendenning [00:21:42]:
Yeah. It’s part about being rigorous as well. Like, you you held held yourself and your staff to a standard. It isn’t just like, okay. Yeah. Do whatever. Hopefully, they don’t complain. Whatever.

John Clendenning [00:21:51]:
You like, you know, how do you clean? How do you bring the equipment into the location? How do you pack the car? How do you like, everything becomes a system. Therefore, you as the business owner can go away and go, my system is running. And if my system if if somebody doesn’t follow my system, there’s a people problem. We we have discipline, or there’s a system problem. We have something to fix. But it’s it’s it’s manageable and controllable, and it’s not just a wild Carpet happening and hopefully, you know, running by the seat of your pants, which I see a lot of businesses, you know, they they really think that everything can just run by the seat of their pants. There’s a whole movement right now about, there’s YouTube channels and people, young young young kids talking about it, young people talking about how you can start up a cleaning business, maid service, carpet cleaning, whatever, remotely. Just hire somebody remotely, run Facebook ads, and you’ll just be busy and raking in the money.

John Clendenning [00:22:44]:
None of that is building a business. Everything we you and I just talked about is how you build the framework of a business that gives you the freedom, you know, and the lifestyle you want down the road, you know, as as as fast as you can iterate and get it in place is as fast as you can go, there it is. There’s that peace of mind I was I was looking for. Starting a business is is bootstrapping, and then it there’s a lot of work because you’re starting something new. But, you know, it’s the whole thing, but it’s a franchise gives you and and trainings like these videos and stuff like that give you a step up going, oh, let me think about that and put that in place next. So and now you’ve got something that makes it easier to do it right than do it wrong. Right? So Yeah.

Boris Ostrovsky [00:23:27]:
Yeah. I see 2 big components to this business. Right? It’s, the is is for the for the owner. Right? It’s establishing the culture. Right? Because the culture is super important. Right? Yeah. And and, establishing marketing. Right? So these 2 components, it’s it’s not really operations.

Boris Ostrovsky [00:23:42]:
Right? It’s the system that runs the culture because, you know, you can’t just tell tell, you know, tell your staff, okay, do this, do this, this, this, and that. You have to have it written. Yeah. You gotta have an official official training. You gotta have the official testing. You gotta have official quality control. Otherwise, if you if you just you know? And ongoing education. Right? So we have a meeting we we have a we have a weekly meeting with the staff.

Boris Ostrovsky [00:24:05]:

John Clendenning [00:24:05]:

Boris Ostrovsky [00:24:06]:
Where a lot of times, like, 90% of the times, you know, I really I really repeat the same things, but it’s necessary because part of the culture. Right? Because Yeah. More like like the kids, you know, the more you tell them, you know, they they think it’s serious, and they they and they and they take it seriously. If you’re selling once, somewhere, you know, somewhere, you know, off your cock, they’re gonna take it seriously. They’re gonna forget about it the next day. Not even the next day. They’re gonna forget about this the the next minute.

John Clendenning [00:24:30]:
Right? They know you’re they know you’re serious when you keep

Boris Ostrovsky [00:24:33]:
culture. I’m sorry?

John Clendenning [00:24:34]:
They I said they know you’re serious when you keep repeating it. It’s sort of like, you know, like everybody says, you know, having core values in your company and having a mission and all those kinds of thing. That’s just garbage. That’s just words on the wall. But, no, it’s words on the wall unless you repeat it over and over again and live by it and show when somebody you you reward somebody when they do well. Hey. We have one of our core values is helping others, and Janice came and stepped in and helped when this person was sick. And, you know, her day was done at 2, but she came in and worked for an extra couple of hours to solve the problem, keep the company running, and help out one of her fellow employees.

John Clendenning [00:25:08]:
She showed one of our core values. She showed one of our, you know, help, and now you’ve got something to reward people on and and make them happy and feel good about coming to work every day because they’re part of a culture that they know what they’re supposed to do, where, and when. So it is weird that the the analogy, like, sort of, like, pets, as we keep saying, like, training pets and stuff like that. It’s funny. I know some people that, don’t train their dogs or or whatever. They go for a walk, and the dog’s all over the place and getting underneath people on the trail and, oh, you know, oh, you know, you have to pull them back because they’re almost underneath the bike, and the dog’s anxious. The dog is, like, excited. The dog is, like, out of their element.

John Clendenning [00:25:45]:
You got other people that have trained their animals. The dog walks beside happier than a pig and shit, as they say, walking right beside the owner. You know, another person walks past, a bike goes past, the the dog just I’m I’m just happy. I’m standing with this guy, and this guy trained me what to do. And they’re more comfortable in their environment. They’re less anxious.

Boris Ostrovsky [00:26:02]:
They don’t have to stay here and healthier. To make decisions. Yep.

John Clendenning [00:26:05]:
They don’t

Boris Ostrovsky [00:26:05]:
have you know? Because if they have, you know, if they have a process, if they have operational, you know, operational know how and

John Clendenning [00:26:12]:
they don’t

Boris Ostrovsky [00:26:13]:
know exactly what they need to do, there’s less thinking. Yep. Right? You just kinda do it on, on instinct almost.

John Clendenning [00:26:20]:
Yeah. So so that gets us kinda kinda near the wrapping up here. Like to to ask about sort of some of those wins and pitfalls that maybe some of the audience should think, because we’ve talked about a bunch of them already, like, in that whole cleaner business owner journey. Because you gotta be a business owner, not you you your goal is not to wear the hat. Even if you just start out and you John go out and be the maid, in your own maid service, your home Cleaner but if your goal is to to build the business, that you’ve gotta stop being the cleaner really early on, hire people, and build. So what are some of these sort of those wins and pitfalls in your journey that you would maybe help guide somebody who’s just starting out, whether it’s a new franchisee or just somebody who’s starting their own cleaning service right now? Just kind of avoid sort of, you know, some of the some some of the pitfalls that might come up early on.

Boris Ostrovsky [00:27:05]:
Yeah. I’ll be honest with you. If I had to start over again Yeah. I would I probably wouldn’t do it.

John Clendenning [00:27:09]:
You know? Okay.

Boris Ostrovsky [00:27:10]:
Probably I probably wouldn’t do it because just because how hard it is to start from scratch.

John Clendenning [00:27:14]:

Boris Ostrovsky [00:27:14]:
You know? Because, literally, you know, I’m like a big travel enthusiast. Right? So from day 1, I knew I had to, you know, I had to leverage I had to leverage other people. I had to leverage, you know, you know, other resources. So I remember I was traveling, and, I was sitting there, you know, answering phone calls, making schedule. So I was, you know, I was, I was so much into my business that I didn’t see what what was going around me. You know? So, starting from scratch, I don’t think I would do it again. But now that I already kind of got the big like, you know, before before you before you break ground, you gotta you gotta build a foundation. Right? And that’s what’s beautiful about the franchise.

Boris Ostrovsky [00:27:54]:
Right? Yeah. So I already burned so much money on wrong marketing, on wrong, you know, wrong decisions, wrong products, wrong this, wrong that, that it’s a beautiful thing to have somebody come in and kinda give you, you know, give you a turnkey,

John Clendenning [00:28:11]:
system and process and

Boris Ostrovsky [00:28:12]:
follow. Right? Yeah. Plus plus, as I said, you know, I was doing the scheduling. I was doing the billing. I was doing the, calling. I was doing sales. People were calling me. I was in Europe.

Boris Ostrovsky [00:28:21]:
People were calling me. I I didn’t I didn’t have a break. Right? Yep. Now we have the central call center Yeah. That takes care all of that. Right? So if somebody’s starting out and wants to open a franchise, not only do they get all the know how and, you know, and and the and and the business system and the training and all of that, they also get to leverage our call center. Yeah. That would that would eliminate 80%, I swear to god.

Boris Ostrovsky [00:28:43]:
That would eliminate probably 80% of the work that I used that I did in

John Clendenning [00:28:46]:

Boris Ostrovsky [00:28:47]:
In the 1st 6 months. Yeah. Right? So we do sales for them. We do, you know, we do, we do call calling. We do, customer service, invoicing, billing, scheduling, which is a full time job on its own when you grow. Right? Because

John Clendenning [00:29:03]:
Yeah. Knowing what’s yeah. Yep. Somebody Marketing out. Knowing

Boris Ostrovsky [00:29:06]:
what software

John Clendenning [00:29:07]:
they wanna use and knowing and scripts and how to answer the phone and why Exactly. Like, again, I always talk about the foundation of a in our in our blueprint for success training. The foundation of any great business, again, is your compelling sales proposition. When you when you buy into a franchise or a story, you’ve already got that. You’ve got your risk reversal guarantee. What do you guarantee the audience that is, you know, the the your your clientele? What do you what do you guarantee them that actually stands out and mean something? That’s a risk revert. It becomes a marketing message. Right? So when you you either have to think of that of your own on your own when you’re an independent, or that’s what a that’s what an operation when you buy into a franchise or a licensing should give you.

John Clendenning [00:29:44]:
You’ve got your founder story. Well, sort of like, well, the company started this way. I joined it because of this. There’s your founder story. Right? And then the other thing you all need, the 4th piece of your brand built at your your your so your foundation is the brand. You have to have a brand message and colors and logos and story and wording that fits and targets your ideal target customer. So somebody has to think through, and, again, if you’re starting your own business or if you’re already in business and, you’re hearing this going, John, I’ve done none of that. If you’ve missed the foundation of running before again, as Boris just said, if you Masters the foundation, you can’t the entire rest of the business you’ve built is on a is on a house of cards.

John Clendenning [00:30:22]:
It’s it’s because the foundation doesn’t support your lead outreach. It doesn’t support your service delivery. It doesn’t support your follow-up, your repeat, and referral marketing because you don’t have those pieces. So, you know, I do like I I I’ve owned franchises over the years, good ones and bad ones. I’ve been in bunch of different franchise. I’ve owned independent businesses. And, again, weighing both, I would actually be a person you know, there’s probably an age related thing to that, but I would rather buy an existing business, and either runs well and just take it over, boom, turnkey, or buy an existing business that’s mostly run well that needs a bit bit of tweaking. If I was buying an independent and not into a franchise, I would buy something that that I could go in and go, okay.

John Clendenning [00:31:04]:
That’s good. That’s good. All of this needs fixed, but we’ve got starting point and revenue coming in and a and a business model already in place. Let’s let’s take that proven model and make, you know, make it better if it was an independent or if it’s a franchise. Let’s take that proven model and add my personality and flair and love of my own local community to that business model and join the chamber and join the BNIs and go tell everybody my story and knock on doors and go to condos and follow the plan and build the business, hire the right people, train them the right way with the weekly meetings. If I’ve never run one, I got a plan on how to run a weekly meeting and keep people and give keep people accountable and that kind of stuff. So yeah. And, again, not meant to be a sales pitch for the the franchise, kind of a sales pitch for the franchise because it if you’ve got that story figured out, then buying into it is good.

John Clendenning [00:31:51]:
If you if you’re an independent trying to grow your business watching this this carpet cleaning, maid cleaning, anything, these are all the things of working on your business versus in it that Boris has already done. This is Michael Gerber’s E Myth 101 and all of that other training that if you’re not reading and learning and listening to audio and going, oh, that’s a great one. Let me put that on my action plan and having 90 day windows of implementing things and sprints and all. If you’re not doing any of that, you’re literally just running year 1 over and over. Oh, the economy went up. Oh, the economy went John, and you’re not actually generating that lifestyle business that allows you to try.

Boris Ostrovsky [00:32:30]:
Rat race, especially if you’re in the pan Cleaner. Right? Like, I I belong to a couple of those groups on Facebook, you know, where you where they have, you know, in the industry. And I see that people, you know Yeah. People struggling. People struggling. People struggle with clients, with customer service, you know, juggling many things at once. Yeah. Trying to, you know, trying to do sales, trying to do customer service, trying to do the Cleaner.

Boris Ostrovsky [00:32:51]:
It’s just too much. It’s a big you know, if you want it to run well like a well oiled machine, you need, you know, you need the foundation. Absolutely.

John Clendenning [00:32:57]:
You do. Yeah. You need to target your ideal customer, who they are.

Boris Ostrovsky [00:33:00]:
And it’s the way of thinking, really. It is. It’s it’s a lot of it is the way of thinking. Right? So a lot of a lot of, like, this this is not for everybody. The way I do you know, it’s not I’m not only you know, the the potential franchisee is not only interviewing me, but I’m interviewing them just as much, if not more. Right? Yeah. Because it’s in my best interest, you know, to have a successful franchisee. And if I see that the the prospect doesn’t have the you know, is not willing to learn or is not willing to change the mentality,

John Clendenning [00:33:32]:
of the

Boris Ostrovsky [00:33:32]:
way, you know, the way we’re trying to, you know, the way the way the way we’re trying to communicate it, it’s probably not gonna work. But you know? So we’re looking for the right people and, you know, hopefully, it’s the right business.

John Clendenning [00:33:42]:
Yeah. And the right people, as you as you said. The right people. Like, 90% of what happens to us is between our ears. Right? Sure. You know, was it Woody Allen who said, you know, like, 80 or 90% is just showing up, the rest of, you know, kind of ideas. So it’s like, yeah, if you’ve got something in place and they they actually just do it and do it and do it.

Boris Ostrovsky [00:33:58]:
Trust the system. You trust

John Clendenning [00:33:58]:
the system. If you

Boris Ostrovsky [00:33:59]:
trust the system, that’s fine. If you’re a control freak that needs to micromanage everything, it’s probably not for you, which is any you will I mean, you’d be a great, you know, you’d be a great,

John Clendenning [00:34:08]:
solo company or something like that if you like to micromanage that.

Boris Ostrovsky [00:34:11]:
But you can’t you can’t really scale it. You can’t really scale it. You can run a successful store maybe, like a neighborhood in a neighborhood, you know, where you have to be there 18 hours a day. But that’s that’s not what we’re trying to I mean, there’s nothing wrong against those hardworking people, but that’s not really what we’re trying to, you know, bring to the world.

John Clendenning [00:34:25]:
And that’s yeah. No. I appreciate it. I think we’ve had a great conversation. We talk about telling a different story, building a different business, and then how that foundation built something that is now franchising with, like, your your own personal story. So, I think that’s a good place to wrap. What I always like to do at the end is just ask, you know, any parting advice, you know, just any any any missing little nuggets for for for for young entrepreneurs or people looking to sort of, you know, get into the world of of doing what you did and owning their own business and just, you know, kinda doing that kinda thing?

Boris Ostrovsky [00:34:58]:
Yeah. I the biggest advice that I would probably give is to build a system, right, in your business, build a system. Be lazy in a good way. Yeah. I I hope people understand what I mean. Right? Yep. Being lazy means that, you know, you build a system that is that is working for you, not you working for the system.

John Clendenning [00:35:15]:

Boris Ostrovsky [00:35:15]:
Right? Because that way, you’ll be putting out fires all day long, and you will not have time to grow, and you will have not time for yourself and for your family and for your friends. Right?

John Clendenning [00:35:23]:

Boris Ostrovsky [00:35:23]:
You build a system, you know, with a, with a goal of the self sufficient, well oiled machine. Yeah. And there are tools that I have that can you know, that you know, we go into that probably for a week long training, but Yeah. You know, specific specific, specific tools and and, know how on how to do that. Right?

John Clendenning [00:35:46]:
No. That’s awesome. And I think that’s yeah. That that’s awesome advice that the building systems and working systems is the is the way to go for sure. Yeah. And it’s obviously my business when I I was 23, 24 years old when I started and didn’t know that stuff, had to learn what I I didn’t know what I didn’t know. And when I learned it, I went, holy crap, and started putting it in place and been a journey ever since. You found the same path and and did and has made made the success that you’ve got as well.

John Clendenning [00:36:12]:
So, yeah. So, just as a as a final wrap, if anybody wants to reach out to you because you do actually have something for the reach out for if they’re interested, if, you know, if this helped them build their own current business, yay, if they’re thinking, maybe I should reach out to Boris about what he’s doing. What’s the best place for people to get ahold of you and and see what’s available in this whole franchise world that’s starting up?

Boris Ostrovsky [00:36:33]:
Yeah. Absolutely. So, we have a we have a we have our cleaning website, which is Cleaner .com, and there’s a franchising website. Right? It’s VepoClean Yeah. There’s a form there’s a form on that, on that, on that website. Yep. Just fill out a form, and, a very nice gentleman by the by the name of Braden, he will reach out and, you know, take it from there.

Boris Ostrovsky [00:36:53]:
Yeah. But it’s, Cleaner

John Clendenning [00:36:57]:
Perfect. No. I appreciate that. So yeah. So anybody listening, definitely take a look at that kind of stuff. And even if you’re just running your own cleaning business of some sort, carpet made, anything like that, take a look at at beppel Cleaner. Look at the u the way that story and that foundation is now told on the website, feels and looks differently. Start thinking and the personalization, every picture on that website, pretty much every single almost every single picture is authentic real staff.

John Clendenning [00:37:22]:
They’re, you know, they’re not models, and, you know, they’re you know, some of them look like models. There there’s some some, you know, but they’re well done pictures, but it’s it’s the staff of the company letting the customer feel what it’s gonna look like to have them in the home, letting the potential customers start the journey in their mind before they they show up. All of these are little marketing tricks and tips that we talk about all the time that that actually are available in the book and stuff like that as well. Just thought processes to put that through your marketing, and Boris has nailed that really, really well. And we’ve enjoyed helping him with some of the stuff that we can help with over the last couple years as well. But, really appreciate the chat today, Boris. Thanks so much. I know everybody’s gonna get a ton out of this, and I hope a bunch of people reach out to you to to learn a little bit more about the, the franchising as well.

John Clendenning [00:38:04]:
Thanks so much, man.

Boris Ostrovsky [00:38:04]:
Thanks, John. Just just a one final point is that, you know, your carpet Cleaner, obviously, your you know, a lot of your audience are carpet Cleaner. So we, you know, so we, for the past 2 years, we’ll we’ll leverage main service to, you know, to market carpet cleaning, and you can do the same thing. Right? Yeah. You can go from carpet cleaning customers to the main service customers. I mean, it’s, we

John Clendenning [00:38:23]:
It’s a great expansion. It’s the same product.

Boris Ostrovsky [00:38:25]:
Professional carpet cleaning, which is Yeah. You know, we’re the only company in the area. We’re the only ones because I did a lot of a lot of shopping for my own building.

John Clendenning [00:38:32]:
Yep. We’re

Boris Ostrovsky [00:38:32]:
the only company in the area that’s I r I I RC certified. Yeah. Yeah. Nobody bothers. Nobody bothers. It’s amazing. That’s mind boggling to me. So It

John Clendenning [00:38:41]:
is. And it gives us

Boris Ostrovsky [00:38:42]:
the best in the service in the carpet Cleaner, and we’re we’re the best in both worlds. So Yeah. No. All and

John Clendenning [00:38:47]:
then, yeah, there is a synergy with growth. There’s sometimes you in a in a community, you can go deep into the one and build the business. Other times, you go wide and you add other components as well like you’ve done. So no. No. That’s great. Yeah. We do get a mix.

John Clendenning [00:38:59]:
A lot of carpet cleaners, but we made services as well. So it’s a good mix of cleaning and stuff like we even get some people that own janitorial companies and all that stuff and pressure washers watching the podcast. I get messages from all of those. So any of you guys, you you there’s a bunch of nuggets here that you’ve heard from us a bunch of times that Boris has just, you know, reiterated and said, hey. It’s worked for him as well. So hopefully, you took a lot out of this, and I really appreciate it, Boris. As always, thanks so much, brother. And, yeah, till next time, everybody.

John Clendenning [00:39:24]:
Take care, and Carpet

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Elevate Your Business: 2024 Marketing Blueprint for Carpet Cleaners

Elevate Your Business: 2024 Marketing Blueprint for Carpet Cleaners


Elevate Your Business: 2024 Marketing Blueprint for Carpet Cleaners

Are you a carpet cleaner looking to transform your business into a highly profitable venture? Let’s delve into the 2024 marketing blueprint for carpet cleaners and explore actionable insights to help you achieve remarkable success in the home service industry.

Crafting Your 2024 Marketing Plan: The Cornerstone of Success

In the ever-changing landscape of service business, it’s essential to have a well-defined marketing plan to steer your carpet cleaning enterprise toward long-term success. The carpet cleaning industry demands a strategic blueprint that not only focuses on attracting new clients but also emphasizes retaining and nurturing existing ones. As a carpet cleaner, are you ready to take your business to the next level with a solid marketing plan?

When formulating your 2024 marketing plan as a carpet cleaner, it’s crucial to consider the following crucial aspects:

1. Setting SMART Goals for Business Growth

Are you setting clear and achievable goals for your carpet cleaning business? SMART goals, which are specific, measurable, achievable, relevant, and time-based, serve as guiding beacons for business owners, allowing them to track progress and maintain a clear focus. Consider implementing a structured approach to goal setting and delineating quarterly rocks and monthly to-dos to stay on track.

By setting deadlines and breaking down targets into manageable chunks, you create a streamlined path to success. For instance, if your goal is to achieve a 20% revenue increase within the next 12 months, what specific marketing strategies and key performance indicators (KPIs) will you utilize to achieve this growth?

2.Understanding Revenue Targets and Marketing Investment

Do you have a comprehensive understanding of the revenue targets essential for your business’s growth and profitability? It’s imperative to calculate the monthly revenue required to attain your yearly goal and identify the levers that can be adjusted to meet the revenue target. By considering the average job value and conversion rate from inquiry to booking, you can make informed decisions related to marketing investment and business expansion.

Tracking and analyzing critical numbers such as job inquiries, bookings, and average job values provides actionable insights for driving business growth. Are you actively monitoring these performance metrics to optimize your marketing strategies and attain your revenue targets?

3. Leveraging Conversion-Centric Websites and Brand Building

Are your business websites optimized to effectively drive conversions and build a compelling brand identity? Your online presence plays a pivotal role in attracting and retaining customers. Invest in elements such as impactful brand messaging, authentic images, video features, and compelling founder stories to captivate your audience and differentiate your brand from competitors.

Emphasizing a strong risk-reversal guarantee, implementing personal branding ads, and developing a comprehensive website with seamless conversion pathways can elevate your carpet cleaning business’s visibility and appeal. How are you harnessing the power of your online platforms to maximize brand impressions and improve customer conversions?

4. Implementing a Diversified Marketing Approach for Sustainable Growth

Are you exploring a diversified approach to marketing, enabling sustainable growth for your carpet cleaning business? By leveraging various platforms such as social media, direct mail, emails, videos, and neighborhood targeting, you can effectively reach and engage your target customer base. Additionally, prioritizing search engine optimization (SEO), paid search, and brand messaging contributes to establishing an omnipresent and influential presence within your local marketplace.

Explore the potential of implementing cost-effective marketing strategies that gradually build brand awareness while emphasizing the value of professional carpet cleaning over discounted options. How are you aligning your marketing efforts to ensure a diversified and impactful approach to customer acquisition?

5. Elevating Customer Attraction, Service Delivery, and Retention Strategies

How are you navigating the three crucial aspects of your carpet cleaning business: client attraction, service delivery, and client retention? Identifying specific strategies for each facet allows for independent yet interconnected growth, ultimately fostering a thriving and sustainable business model.

From list building and grassroots outreach to in-home consultation techniques and ongoing customer nurture, every stage of the customer journey presents unique opportunities for growth and retention. Are you actively nurturing both residential and commercial customer lists rather than merely focusing on one-off or discount-focused marketing efforts?


1. **What sets the 2024 marketing blueprint apart for carpet cleaners?**
The 2024 marketing blueprint for carpet cleaners is distinguished by its comprehensive focus on customer attraction, service delivery, and client retention, enabling businesses to achieve sustained growth and profitability. By implementing a diversified marketing approach and leveraging conversion-centric websites, carpet cleaners can elevate their brand’s presence and influence within their local marketplace.
2. **How can carpet cleaners define SMART goals for business growth?**
Carpet cleaners can define SMART goals by setting specific, measurable, achievable, relevant, and time-based targets that align with their business objectives. By breaking down yearly goals into quarterly rocks and monthly to-dos, carpet cleaners can maintain a clear focus and track their progress effectively, guiding them toward success in the home service industry.
3. **What essential elements contribute to conversion-centric websites for carpet cleaners?**
Conversion-centric websites for carpet cleaners encompass impactful brand messaging, authentic imagery, video features, compelling founder stories, and a strong risk reversal guarantee. By incorporating these elements, carpet cleaners can craft a compelling online presence that fosters customer engagement and elevates their brand’s appeal.
4. **How can carpet cleaners implement a diversified marketing approach for sustainable growth?**
Carpet cleaners can implement a diversified marketing approach by leveraging various platforms such as social media, direct mail, videos, and neighborhood targeting. Additionally, prioritizing search engine optimization (SEO), paid search, and brand messaging enables carpet cleaners to establish an omnipresent and influential presence within their local marketplace, contributing to sustainable growth.
5. **What strategies are essential for elevating customer attraction, service delivery, and retention for carpet cleaners?**
Carpet cleaners should focus on implementing strategies for client attraction, including list building, grassroots outreach, in-home consultation techniques, and ongoing customer nurture. By prioritizing each crucial stage of the customer journey, carpet cleaners can foster sustained growth and retention within their customer base.
6. **How can carpet cleaners differentiate their brand and attract a loyal customer base?**
Carpet cleaners can differentiate their brand by highlighting unique qualities, crafting impactful founder stories, and fostering strong customer engagement through personal branding ads. By effectively sharing their origin stories and leveraging compelling brand messaging, carpet cleaners can create a distinct identity that resonates with their target demographic, ultimately attracting a loyal customer base.


In the realm of carpet cleaning marketing, the 2024 marketing blueprint is more than just a strategy; it’s a transformative approach that empowers businesses to achieve unparalleled success. By focusing on SMART goals, conversion-centric websites, diversified marketing, and customer-centric strategies, carpet cleaners can navigate the competitive landscape with confidence and drive sustainable growth.

Elevate your carpet cleaning business in 2024 by embracing the power of strategic marketing, fostering customer engagement, and setting the stage for remarkable profitability. This blueprint isn’t just about marketing—it’s about turning your business into a top carpet cleaning brand in your local marketplace, attracting the best clients, and commanding top rates while enjoying an influx of bookings for weeks in advance. It’s time to embrace the 2024 marketing blueprint and unleash the potential of your carpet cleaning business.

You will learn:


Setting SMART Goals for 2024


The EXACT Blueprint4Success™ for cleaning businesses


How You Don’t Run Just ONE Business


Maximizing Your Success: The Big Picture

Audio Transcript:
00:00 let’s get started I really want to I really want to kind of walk into this we’re going to be talking about the 2024 marketing blueprint and I’m going to walk you through a blueprint of how to think about building your service business and it’s it’s one that has served me well for the 30 years I’ve owned these cleaning service businesses it’s it’s something that if you kind of get your mind around if you really understand where we’re going with this um you’re really really really going to

00:25 see a lot of success in your business it is the formulate plan that is known to build million doll cleaning service businesses welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host John Clint Denning has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your online marketing

00:55 into a lead generation machine tune in is John shares proven tips strategies and expert interviews to help FastTrack your success in the carpet cleaning industry let’s kind of dive in and get it all together CU it goes part and partial with what we did last month about sort of really understanding how to set your goals and how to do your plan and now this is more about putting that plan into action so with that said let’s get into the presentation and we’ll get things rocking so we’re unveiling that blueprint that’s what

01:25 we’re talking about here today so obviously as always turn your cell phones off turn your Facebook off um if you’re a cleaning or home service business owner serious about growing the next 60 minutes or so um are going to be very very helpful to to grow your business so what we covered last training was setting your 20124 goals we talked about the three fundamentals of marketing success um we’ll recap some of those during this but we’re really kind of moving on from this but you know we’re talking about the media the market

01:58 and the message and then we how to optimize your website for conversion um and and really really get that dialed in because a pretty website does not cause people to reach out to you there are very specific elements that need to be in a website that cause people to know like and trust you on visual on and then even even other elements for them to reach out to you and stuff like that so um we talked about some of the latest trends and then developing that action plan stay of the end we’re going to have the resource kit available um we gave

02:30 that last month there’s a few extra things added to it so you’re going to want to stick around to the end to get this resource kit all kinds of stuff about the website again about lowcost Grassroots marketing ideas I always say that everybody should be doing those all the time you start with them you never stop them 27 years of owning my carpet cleaning business um over five years owning a maid service uh working with franchise networks and and starting up a flood FL restoration franchise um being involved in the startup of them that

02:58 grew to about $150 million a year year before they got bought out by Bell for things like that it’s Grassroots never really stops and there’s a reason for that we’ll talk touch a little bit on it we’ve done a training in November all about Grassroots marketing as well and um we’ve got some coaching programs coming up for people that may not even be clients of ours uh that we’re going to be talking about in the New Year where we start retraining back on this Grassroots stuff and some of this other

03:21 blueprint stuff as well so keep an eye out for that um so our our clients know a little bit about that already but people that aren’t clients were thinking of we planning on opening that up to the market as well um with some options there to kind of get into the coaching um even if you already got all your marketing services and Digital Services handled by somebody else so who am I for the newbies on the call John clendenning um started my first business in 1990 uh while I was still in high school uh window cleaning business because I wrote

03:50 a business plan on it with my buddy Scott and took it to the bank manager for extra credit marks if you’ve heard the story before um you know you can pause or you know take a sip of your coffee while I tell s it but um we ended up getting the loan bought Vans and ladders and for the next um several years ran a window cleaning company till he went off to college and um started doing high-rise window cleaning and realized one in 10 F to the death and said okay no no no no not interested in that and started cleaning um doing a

04:18 janitorial Night Cleaning and by my early 20s mid 20s I built up Crews and did all of that kind of stuff ended up in carpet cleaning uh as a you know kind of sold off the the janitorial thing did Carpet Cleaning and that kind of went all the way through to about two years two and a half years ago when I finally sold my last brick and morar business and in the meantime did a lot of lecturing and Consulting taught at three-day Elite Retreats even on the island of Samoa I got flown in to teach carpet cleaners from around the world

04:44 how to do some of the stuff we’re going to be talking about today it was one of our blueprint first first ever blueprint trainings that was 2010 um but did a bunch of Consulting and stuff like that as well while still running my businesses um started in a town of about 30,000 people did in 1995 my f the the carpet cleaning business did 100 just over 100,000 almost $120,000 year one before the days of the internet and no Yellow Page presence and a town I just moved to by starting to learn that and in my early 20s and being painfully shy

05:13 so whole bunch of things against me but kind of moved to a new town where the only people I knew was my sister and brother-in-law rented a broom closet out of my brother-in-law’s computer store started a carpet cleaning business um so so yeah um done all of it um you can get it on Amazon wrote the book The complete guide internet marketing for carpet cleaners and have built um tested impr proven systems that help cleaning businesses grow more importantly we help cleaning businesses grow so these are clients and customers and people that

05:44 have used our systems um and and help them solidify the business that they want whether it’s multi- trucks and not being in in the truck I was in the truck for about the first two years haven’t cleaned a carpet since well other than maybe helping the crew when somebody’s sick or in in the back shop doing area rugs since about 1997 98 I think it was the last time I actually went out on a day-to-day job and uh yeah just uh decided I wanted I realized not just decided but realized I needed to work on

06:13 the business more than working in the business so I was able to take that couple years learn marketing start transitioning out hiring people as we grew and gave myself more time to do what I should be doing as the entrepreneur of the business in a town of 30,000 people and then bought an existing business um about a town away that was maybe doing about 100,000 a year um went back to the bank went back to the bank manager different one this time with a really good business plan because I learned how to write it in

06:38 high school and got a loan and bought the other guys out two brothers that were in fighting and we ended up with their equipment and their uh and stuff like that and uh didn’t realize how bad their business actually was when we bought it but bought it and built it up and that became business number two of three or four that we bought out to build the the cleaning business as well as we grew so we grew by acquisition and just by buying databases and stuff like that from other cleaners going out of business and we grew by expanding

07:04 territory so um I read clean facts Magazine still got cases and cases I was laughing to with Jeff Cross the other day um who’s he’s the you know editor and media director of Issa the association for our industry um and also Issa owns cleanfax magazine and cleaning and maintenance magazine and all of that kind of stuff and I was telling about the Stacks and stacks I still have on our mezzan here in the office of all the facts I ever had all the people I learned from Howard partridges Dusty Roberts Mark sagger Joe polish you name

07:37 all those guys um it’s kind of neat now to be in the magazine and in the books and on a a monthly um call with Jeff teaching helping to teach people uh in the industry all about the the stuff that kind of learned and adapted and changed and modified over the years so and we’ll talk a little bit about that stuff here today so what do we do we we help make our clients the top carpet cleaning or cleaning brands in their local Marketplace so they attract the best clients they are able to charge top rates and they’re booked out for weeks

08:07 in advance that’s ultimately the goal is you want to be the the you know as Grant Cardone has said whether you like them or hate them whether you find him to Brass or he’s right up your alley Grant Cardone is right when he says it’s better to be the best known than the best so L kind of let that thing sink in for a minute um because the best known is the one that gets called it’s the one that’s got name recognition it’s the it’s it’s it’s it’s the um Kleenex brand of your local Marketplace that you know

08:38 think of it that way um not paper tissue we go buy a Kleenex it might be a non-name brand but it’s Kleenex you know and think of all the different products that we have in different businesses and things that we know you know back in the day people used to talk about hoovering their carpets right it’s it’s kind of a you know a little bit of a an older person’s term now but oh we’re going to Hoover the carpets well Hoover was because it was you know it was the Hoover vacuum cleaner was was The

09:03 prominent known vacuum cleaner right we don’t say we’re going to dice on our carpets now but you know think of that in the day where those those name brands well that’s best known doesn’t have to be the best um how do we do this Leverage The Three core marketing principles of digital marketing and just general marketing success you always want to be thinking how can I maximize the opportunities to generate an ideal lead if I was going to add a little word in here it’s ideal and some of our other

09:27 slides show the word ideal because you know you can generate a lead but if they’re not ideal you know then then you know that’s they may come back around there may be ways to automate and nurture them over time but the ideal leads are the ones ready to buy from you you want to maximize your brand Impressions so that again those ideal leads already start to know like and trust you so there’s a way to use your your branding uh to really build the and Captivate your audience again a lot of carpet cleaners just go hey I I know how

09:57 to clean carpets or I’m going to learn how tolean clean carpets just let me start you know start up a blue collar business kind of idea I did the exact same thing when I realized I don’t know what I don’t know I had to start learning all the the pieces and quickly realized if I want to be a carpet cleaner I’m going to go work for somebody else because the owner of a business is actually the person that needs to market the business they don’t have to do the marketing but they have to know how to Market and set up a

10:23 different message and build a team around that meage and and build a company even if you’re a company of one you have to know how to stand out against the everybody else in the marketplace or you might as well just try and be the cheapest you’re 99 next guy comes in at 89 next guy comes in at 79 he’s going to go bankrupt and his truck’s going to fall fall apart full of holes and rust but now are you g to go 69 like you know or can you sell those you know a similar type of service for 300 bucks we’ve got clients that their

10:51 minimum charge is 250 350 in that range and they’ve got competitors at $89 and they’re not in you know LA and stuff like that they’ve just built a better message and a better system so and you want to maximize your conversions you got to think about this as well because um you can you can have a lot of opportunities you can have a lot of brand Impressions but if you don’t know how to convert them say for every 10 leads you convert one or two into a customer because you’re just not good at

11:19 it you just don’t know what that means like not just the first time they call but how do you chase them how do you follow up with the ones that you know aren’t interested right now but they’re interested just not right now nobody ever follows up with them a week two month two three 6 months 9 months 12 months later hey did you like the last guy you know you reached out to us a year ago it’s time for your car if you got it cleaned then it’s time to get it cleaned again you know maybe you didn’t

11:41 like the last guy worth giving us a try we’ve been in your inbox for the last year right those kinds of you can do conversions better than everybody else and you don’t need as many opportunities and you don’t actually even need as many brand Impressions so it’s it’s these big levers you can pull more opportunities more brand impressions for for being the best known cleaner and then more conversions and you’re just stacking you’re it’s it’s not little increments of ones and twos you’re doubling if you

12:08 double your conversions you double the size of your business with the same amount of opportunities so kind of that’s why we talk about the Three core principles there so think about that so what’s the hardest part about marketing carbet cleaning business online offline don’t really care too many options we all know it I don’t care if it was back in 20 or 2002 when yeah you had your Yellow Pages you didn’t have the internet yet but you had the Yellow Pages that was sort of a cold place that people would go look if

12:36 they didn’t have a name to know or you weren’t marketing well but you also had all the other places the Flyers the newspapers the um Val packs the you know Community newsletters and uh millions of places there’s always a direct mail in the mailbox and referral partners and like there’s just too many and you’re unclear where to spend your budget right probably don’t even know what your budget should be so online you’ve got SEO paperclick website social that’s a few top ones but I would tell you right

13:08 now even on top of that there is dozens and dozens of layers below that like think of things like next door and and Yelp do you be on it as a directory do you do you want to be paid to advertise on there can you can you track that to know that that’s helping you at all or not uh you know Judy’s Book Angie’s List and and those Better Business bureaus I can I help you at all um you know those kinds of decisions all the way through all have costs so it’s a major investment and marketing is an investment it’s not an

13:37 expense you’re never going to get to the day where you don’t have you don’t need to invest in the marketing so you might get lucky you might have a lot of clients in your database how are you going to get them to come back you need to invest in marketing and reaching out to them so that they rebook with you you need to continue to nurture and build a fence around them so they don’t leave you and get attracted Away by the competitor you got to keep reminding them why they chose you people forget

14:05 you know over time so you know you want to make sure that you’re building you’re building that fence that’s investing as well you want people to refer you so you you know we’ll talk a little bit about that but that’s part of our Grassroots as well every carpet cleaner needs to have all these referral partners and needs to have an active marketing approach to reach out to the potential referral partners because that’s the on to many marketing right onetoone marketing is hey is Mrs Jones ready to

14:28 get a carpet’s clean and is she going to choose me or one of the other guys and you know do I canvas the whole neighborhood or 50,000 Flyers to get five phone calls or 50 phone calls right who’s ready to clean right now and are they going to pick me if I have the right message right that’s an investment but if you can reach out to somebody who can send you one two five 10 15 20 leads a month who are interested in your services and preposition to buy because the other person talked about you that’s a

14:56 brilliant thing as well so that’s an investment you always have to be inv invting and marketing um if you don’t know where the money’s like what’s to show for it like how much you paying and to where to what platforms what is the platform designed to do and is it showing its return on investment so if you don’t know if it is or isn’t again that’s a whole like a whole another a whole another problem that you need to be concerned with so it’s a fail if you don’t know if you don’t have a clear

15:24 plan because you could overspend um or or Worse under spend that sounds weird but overspending is often better than under spending um in marketing if if at least the Avenue in the vehicle is getting you some omnipresence um we have a lot of conversations with some of our clients and stuff like that and and and other people we talk to in the industry as an example um some things used to work even even in digital marketing a few years ago that seem to be a little bit more challenging now or they seem to you know the quality of the lead may not

15:55 be as strong as somebody would want um an example comes to mind would be like Facebook right you you run ads on Facebook you shouldn’t just be running offer ads because you’re just going to get discount people but you should be doing a blend of different types of ads talking about your Founders story we’ll talk a little bit about that talking about your differences talking about your customers and really building a brand in front of the ideal target audience uh and some of them and and offer ads in the mix and it’s it’s a

16:20 cycle and in the mix some of them will reach out to you and want to know more information now you disrupted them from looking at Aunt Martha’s dinner that she had last night and what you know you know uh their their best friend’s cat just did today you know and and you just disrupted them with an ad in their Newsfeed right done well it should look like um something that was natively in their Newsfeed and not an ad generally but you just disrupted them they didn’t go typing in carpet cleaner near me in

16:48 Facebook you know no none of that happened so so you you disrupted them now you’re influencing a bit some will reach out to you some of those will bookr right now because they’re just interested and you’re good at conversions those two come together more will book if you’re good at conversions but they’ll reach out you have a conversation and you’ll end up with some bookings on the backside of all of that you’ve now built a list you’re starting to build of people that are interested

17:15 in carpet cleaning services maybe not interested right now they’re interested but they don’t know how to shop in the category they need to be educated they think carpet cleaning should be cheap so they all sound like discount Shoppers when you need to teach them with nurture and Outreach the difference between a discount carpet cleaner and a professional carpet cleaner now you may you may be best aligned as a discount carpet cleaner um like say of an email or a text message or a video on your website telling them

17:40 this you may be more aligned as a discount because you you rent the property you don’t you don’t own the carpet but do you own your own upholstery do do you own your own area rugs um are you trying to maintain it do you want it to be maintained in a healthy manner do you want it to be cleaned with a discount provider that uses soaps and detergents that leave a sticky film and within a month the carpet looks just as bad as it did before well wouldn’t that be a waste of your money so you can teach people how

18:05 to shop in your category and be able to sort of elevate them in the the type of client they become most people don’t know what they don’t know until they know it and you have to be the one that lets them know it now they have a different perception and they might come back around try somebody else and go you know what that didn’t that guy was right that didn’t work out at all three months six months later they come back around so one of it is building a list the other one is the impressions of the

18:33 ideal customer seeing you uh because in in places like Facebook Facebook is has a demographic equal to our our our ideal residential customer 35 to 55 year old mostly aligned with women um in in that platform more so than men anyway skewed higher um and and and very social that is our ideal demographic they’re there if you can put your founder story in front of them for 10 or 20 bucks a day and build a list of 10,000 15 20,000 people that see you every single month that is that ideal demographic you know

19:09 not the 12-year-old kid not the 90-year old granny but literally that group and that’s what you can do on Facebook as you can really dial in audience as well you does it matter that you landed three or four jobs that paid for the cost of the ad like 20 bucks a day is 600 bucks a month two jobs you paid for it three jobs you paid the technician to go do it for you and paid for it all and you got seen by 16,000 local people this month next month next month and you start building that brand awareness over time

19:35 back in the days of flyer marketing we used to know that it would take anywhere from seven to 10 months before a flyer would pop in the exact same neighborhood as long as it broke even to pay the costs maybe even at a slight loss I built up entire marketplaces by running running Outreach and mail campaigns at a loss because the clients we did get we get get repeats and referrals next year but also we’re getting an awareness and I knew that we’re going to be sitting there 8 n 10 11 12 months before it

20:08 would just pop and we became the known the best known best known best known and just with again with flyers and mailings and different pieces of mail showing up at doorsteps on in the ideal neighborhood where we wanted to be so same idea so yeah so under spending is worth an overspending sorry for the little rant there um you guys can download the workbook um if you weren’t on last month’s call Carpet Cleaner marketing masters.

20:33 com 201024 dwork 2024 workbook um you can go download that it actually is in the group of stuff that we’re giving at the end of this I believe as well uh but either way you can you can get a copy of that and um some of this stuff that we’re talking about here setting goals and planning and stuff some of the stuff we talked about last month is all included in the workbook so what’s the opportunity well the clear plan of you you know you can have your goals your targets and your key performance indicators the key numbers

21:03 that you need um figured out you can know you can generate enough inquiries let’s not call them leads let’s call them inquiries because you know lead sounds like we’re buying leads oh you got I need to go buy more leads no no you need qualified inquiries from the internet from referrals from referral Partners from past clients from client reactivation campaigns you need enough inquiries to hit your goal and grow your business so you need need to know what that goal is and you have to have a great return on your investment so you

21:34 need to be able to track all of that right and what we’re adding this month so we talked a little bit about that last month but you know there’s a blueprint for this the master plan for running a CIS devised carpet cleaning and home service business that again taught to I taught to uh to around the world I have taught on stages in Vegas and chillag BC and um Miami and I said Samoa and Australia and stuff like that this exact plan looks like this right and it’s there are components about it that we’re

22:11 going to break down a little bit here right so and we’ll talk a little bit more about this as well but step one is you need to set your clear goals right so we talked about the fact that you could be in a sailboat really have a really great plan to sail you know from from Miami to makeup you got a great plan a got no wind in your sales now what are you going to do going to row like you can’t go anywhere right clear goals put the wind in the sales you now have a direction you now have something that you can use and work with to push

22:43 you now does it mean that you’re going straight in a beine no let’s think of boats like you tack this way oh come back tack this way oh come back tack this way so you’re adjusting as you go to the market conditions to your competitors to anything going on right like you’re adjusting the plan as it’s moving you know think of the stock market it’s not always up and to the right it goes up oh drop it goes up I’m into crypto very heav heavily have been since 2013 so um I’m one of these

23:12 weirdos that bought a Bitcoin when it was uh 150 bucks so um and and and lost a bunch of Bitcoin in the middle and and and and other cryptos and stuff like that I watched the market just swing wildly I’m loving the fact that more and more and more institutions are coming in because it stabilizes the swings right so you don’t go up one day you know and then down the next but and that’s even when we we learn to set goals in our business and we learn to aim at something they start off swinging wide

23:39 wildly and then it just you start dialing it in and it becomes very very predictable year after year um so what are your goals for 2024 success is goals all else is commentary you can talk about it but if you haven’t written it down haven’t thought about it hadn’t got a headache and taken your Advil your Tylenol and go okay let me get back at this again and Maj your plan you don’t have goals you have dreams you have commentary so let’s get that in place goal setting is a framework right you

24:07 need to have smart goals so specific measurable achievable don’t oh I do 150,000 this year and by the end of 2024 I want to do two million I’m not the one to say it’s not achievable you know I’m 5 foot six I am not about to play for the Denver Nuggets there’s no way around it right so there’s got to be a bit of achievable like yeah was there a Mugsy Bogues once and stuff like that in the NBA oh my gosh yes there was but rare it’s got to be achievable so what is achievable like you got to kind

24:41 of think that through and be a little bit you know you know stretch goals are good but unrealistic Gets You Off the Mark quicker than anything else you like you just you don’t have the motivation to keep going forward it’s got to be a relevant goal you don’t want to have a goal that is unrelated to to where you want to take the company so you want to make sure it’s smart or specific measurable achievable relevant and time bound time based you want to know that in one month I’m going to have these

25:12 these letters written these programs in place the the the I always I always think in my brain and good better best I’m going to get the good out the door I’m going to you know take massive imperfect action don’t go Ready Aim aim aim oh just aim aim oh oh sweaty hands nope aim aim and never fire why not do this ready fire oh that missed Aim Fire oh oh close oh there we go now I hit it right so ready fire aim is much more makes much more sense so you want to know hey what am I gonna get done in the

25:45 first month what what am I trying to achieve in the quarter you can’t do everything and it’ll become overwhelming so chunk it right set deadlines one year quarterly 90day Sprints our brain works really well in 90day Sprints um and we kind of PA need to regroup anyways and then the monthly goal is to get us to the 90day Sprint and the 90-day Sprint is on track to achieve the annual goal so what are the things that you can do over the next 90 days big rocks they’re called um and what are the little things

26:12 that you can do to get the big rock taken care of and how what are those big rocks that aim at the overarching goal right so um if you don’t know the story of rocks hopefully most of you know the story of big rocks little rocks but um as the story goes um a teacher sat there with a bunch of jars or buckets um rocks Pebbles sand water um and said and a beaker and said we need to get all of these in the beaker what do you guys want to do and oh pour the water in pour the sand in made mud pour the pebbles in

26:50 rocks had nowhere to go he goes yeah but so they don’t fit they won’t fit no watch this or the big rocks in first poured the pebbles in and shook to move them all around pour the sand in shook it and let let all sift through and then poured the glass of water on top so it all fits fine just got to put your big rocks in first so you always have to be targeting the big rocks um you must have a stopping point so again the beginning the end of each year is a great stopping point to reflect how did you do it’s not

27:20 GNA be perfect life is not perfect how did you do did you beat some of your goals and not make some of the other ones what are you going to do to go forward that’s the plan so let’s talk about Revenue before we move into some of the other topics here right um so what is your Revenue Target this is a a really good obviously in business number of customers end of the day what do we really want we want Revenue we want profit um we want to grow the company right so Revenue allows us down the road to sell the company for multiples um and

27:49 make a good income you know we’re going to start looking at profit margins and things like that as we go we’re business owners right but right but if that big hairy a goal at the end of it is revenue and we’re doing 250,000 right now and we’d love to end the year at 400,000 and we think that’s that’s reasonable right that’s a relevant goal because we got some ideas and we know new territory new this I know how long it takes to develop yeah I want to be on track or at the least by the end of the year I want to

28:15 be I want to have a $400,000 year business so I want a run rate a monthly rate that over the next year is definitely 400,000 and then we can up it from there right so you can what is your Revenue Target right how much is that monthly how many jobs will it require and what is your average job value right so these are some levers we can think about as well so you know last month we had a different set of numbers in here I thought I’d change it for this month to give a different context for people that maybe aren’t running their own numbers

28:42 you want to do 350,000 a year right two trucks on the road one and a half trucks if you’re you know and growing kind of idea maybe two technicians you work on the business not in the business that would be a good a good point right there right how much is that monthly it’s 29,000 right plus plus change but it’s $9,000 a month if your average job is $325 you need 90 jobs now you know that’s super simple we now know how many jobs we need wow that’s amazing what are some of the levers you can pull can you up your average job

29:13 then you’ll need Less jobs right can you get more than 90 then you’ll get you know with that you’ll actually beat this goal but there’s ways to play now you’ve got some numbers to think about and play with right if you don’t know your average job your average residential job and it’s not a yes it is actually service monster Marquette um house call Pros a spreadsheet QuickBooks how many jobs did I do last month divided by how many jobs I did last month the revenue so how much revenue I make that St

29:43 divided by how many jobs I did last month pretty simple math right so you’re going to figure out and that should be something you track on a regular basis do you want to break down commercial versus residential I suggest you do but if you do mostly residential maybe commercial just kind of factors in there right so think of it that way but what is your average job value and what can you do about it right so what is your average conversion rate from inquiry to booked job are you even tracking this not a guess again anytime

30:14 I ask money how many what’s your average booking rate oh like 70 80% I’m amazing take them on as a client start listening to every single call tracking it did you know you’re 35% could you get better like can we some scripting some languaging um some sales training some objection handling can you get better like you know we’d like to see up at around 60% 50 50 60% right um realistically right we’re not talking about the repeat customers to just call them book or log in and book we’re not you know referrals 90% chance

30:46 they’re going to book unless you screw it up because they got referred right there’s there’s something already there but the people that don’t know you right they they haven’t tried you before they’ve seen your marketing if it done it’s done well it should pre position them to make it easier to book and now your scripts have to match what they see you have to have a coherent company again some people say well we’re just we’re just carpet cleaners J we’re just made Services we’re just home service

31:11 businesses we’re just pressure washers what it’s it’s business you’re you’re now the owner of a business you run in this well you you can sell it off retire you can have somebody else run it for you you can go fishing that’s the dream of owning a business you don’t need to be slugging it out and then have a bad back take a week two three weeks off and make zero money you can build a business that builds the lifestyle that you’re looking to do that’s why we all did this or because there’s too many headaches

31:36 owning a business that you don’t have as an employee if you really don’t want the end game of owning a business right or what it can achieve for you so end in mind let’s achieve that let’s get down that road so let’s divide our job inquiry Target per month by the rate 50% that 90 leads or 90 jobs that we need at 325 to hit our 3 50,000 a year we only book 50% now we know we need 180 inquiries right so what are your goals what do you want to hit what is your what is your um average uh job if you don’t know great

32:16 if you do know if it’s 425 bucks if it’s $367 last month what did it average over last year is there anything you’re going to can you can you tweak numbers for next year as your goal saying you know what I think I’ve got some selling strategies in the home I can teach our technicians some scripts better scripts in the home to upsell and do stuff like that we can raise our prices a little bit because of the you know the way we Market is better and and we can we can still get raise our prices by 10% and

32:42 not lose very many jobs you’d actually have to lose about 37% of your business if you raise your prices by 10% before the profit drops below where your profit is right now because that 10% is all profit unless you add more money or more expenses to the business so there’s a bunch of stuff there but yeah you there’s lots of things you can do once you know those numbers and how many inquiries you need so knowing your numbers and putting it all together right so if you s now go okay where’s my leads coming from then I don’t have

33:09 enough leads to meet that goal I want to hit right I can move a little bit I can move from you know $325 to $375 an average job over the next couple months with a bunch of things I’m kind of thinking about and learning and talking to other guys and whatever but that’s not going to get me there how am I going to get there so now you need to make a plan to fill in your gaps and what do I mean by gaps um your ideal Target customer is no longer in one place you must have an all-in perspective with your marketing

33:40 you must be omnipresent you must be the best known cleaner and at least have that as a plan to grow towards right for your ideal customer you don’t need to be the best known cleaner to a three-year-old you know or a you know a 90 year old um you know lovely grandmother living in an old folks home you don’t need to be the best known cleaner to her but you need to be the best known cleaner to your ideal Target Avatar which is 35 to 55 skewed most more towards women than men um college and university educated business

34:14 owner Works in corporate Works in medical you know career oriented person with kids and dogs and you know you need to be the best known cleaner service provider in your local Marketplace to them now you don’t have a price problem as well so where do you get that well neighborhoods like they live in the same places you’re in cleaning one house yard signs door hangers all of that fun stuff that we all know about A-frames at the End of the Street pointing down when the crew is there lovely signed Vans and

34:42 stuff like that really stand out thrown through the car wash every single day never because that is marketing your van being clean and tidy and not Rusty is telling a different story than your van being muddy dirty and Rusty different story attracts different people and attracts the right story attracts more of them so think of your brand messaging as well your website right your website should be built to convert it should be ranking so that’s the SEO part of it you should be doing like ranking in today’s

35:10 day and age is content you need content out on the internet so you need to be ranking the website with at least a blog post a week um press releases help all kinds of stuff links pointing back all that because you want your website to be seen by everybody searching for any one of those Search terms over time and it just grows and grows and grows compounds month after month year after year and you just become best known and it becomes one of your strongest assets paid search you turn it on you show up today right now some people go oh paid

35:38 search doesn’t work for me they’re they’re all Tire kickers you’ve got an issue you’ve got a conversion issue you solve the conversion issue you you can spend more and more and more money if you can convert a caller into a customer better than your competitors you can spend more money on your marketing than your competitors if you’re booking six out of every 10 phone calls that come in regardless of where who they and they’re booking two or one maybe they don’t even answer the phone

36:06 and they’re driving down the road and the cell phone’s ringing and the coffee spilling and they’re or they’re standing in front of Mrs Jones and they like right there’s no business building happening there they’re they’re they’re hoping and praying right you have a plan in place and you convert higher you’re now you’re now the guy right so now you you’ve now your revenue is so much higher than theirs you can re you can put a lot more of it back into your marketing right there’s a percentage you

36:30 should be putting into your marketing so the more Revenue you make the more in you can invest in your marketing again $200,000 a year you should be investing about 20% 40 $40,000 into your marketing Allin BS uniforms um taking the real estate agent out for lunch your internet marketing your Flyers your door hangers your all of that like all of the plan in place and I’ll show you what that plan looks like um right but if that grew you from 200,000 to 300,000 ,000 you now got 60 Grand 300,000 to half a million

37:01 you’ve now got 100,000 right 20% of half a million is 100,000 bucks a million dollars right you’ve now got 200,000 right to Market that’s DriveTime radios that’s more omnipresence why do you think businesses start showing up around in other places the Smart Ones the 1% that actually get it do all of this stuff right direct mail emails video radio social media JV Partners we talked about you need referral Partners out in the marketplace right so you have to have an Allin persp perspective so where

37:27 do the jobs come from it looks like this now this is just an overview about 40 places our Grassroots marketing goes deep on this but there’s others as well and some of these have layers right Google has payperclick it’s got local service ads it’s got the Display Network right Facebook’s got Facebook ads it’s got contests that you can run there is boosted posts that you can do around you know some omnipresence stuff like all of them can go deep but you need to have jobs coming in if you could take this

37:57 every single month to go yep got few from I got three or four from there I got four Bing yeah Bing sent me two last month yep Facebook oh yeah I got seven um seven jobs and about 40 leads from there so I’m building my lead database and jobs like we talked about earlier Instagram yeah I did a couple reels and got some you know got shared Out YouTube you know ran ads against them Google Maps oh gosh yeah I got 30 leads last month and and booked 29 of or 25 of them whatever reasonable numbers right organic rankings yep my organic and you

38:24 can track these and you know and you can come down entire list and check all of these off you know that you’re growing your business and can you do that this month or next month no we need a 90-day plan which ones are the most important let’s put some big rocks in place right for the next 90 days annual plan is to take the business from 200 to 300,000 right okay how am I going to get there that’s that’s the ne you know what is what are those numbers work them backwards okay where am I currently getting leads from

38:53 what are some of the gaps I can fill which ones do I want to Target for the next three months right right set a realistic budget so we’ve got this spreadsheet here um I’m not going to spend a lot of time going into it you guys can go and look at it I was going to spend a few minutes on it this this month but I got so many other things I want to kind of point you at that you can just log in it’s again carp cleark master.

39:15 com 2024 2024 D worksheet so the other one was called workbook this one’s worksheet you can log in put your goal in there put your average job have it break down how many jobs you need put your estimated conversion rate play with this number and find out how many actual inquiries still call it leads there I’ll probably update that um inquiries you need to come in to meet that to meet that annual goal and then what’s your average cost per per lead lead Source go to the second tab at the bottom you’re going to need to make a copy of this so

39:44 it’s yours you don’t want to change numbers every this is a public document here so you won’t be allowed to kind of change numbers you’re just G to make a copy of it um and then you can just play with the numbers the next tab over you get to put all your marketing sources and how much costs to generate an inquiry from those sources right so how much does it cost to generate an inquiry from your local service ads how much does it cost to generate an inquiry from payperclick how much like those numbers

40:07 you should know where where leads coming from right how much do you pay for you know organic rankings of your website how many or rank how many what’s the number of leads that you get from there last year based divided by the amount you paid to rank your website uh and there you go that’s how much it costs per inquiry right so you these numbers are all known to us like again math wasn’t my strongest suit in in in high school either I didn’t really like it maybe some you on the call go oh I love

40:32 math good for you do it I didn’t like it but I love business I love knowing how to fix problems and solve things I decided to own businesses from high school onward have not been employed by anybody in my life had to figure out math had to read some books on business numbers had to learn how to do a little bit of Excel spreadsheet and stuff like that so yeah so think of it that way get get your get your pencils out and figure it out this is where we really want to spend the focus the remaining you know 15 20 minutes of this call or so is

41:03 really talking about the blueprint right so I wanted to make sure I have enough time to kind of go through this right so the blueprint starts off with a foundation every business has to have a foundation you have to be able to answer the question to the customer in their mind and through your voice and through everything they see why should that choose you over all these other choices and if you go guy that’s a good question no freaking idea I’m I’m nice oh we offer 100% of money back guarantee well this guy only offers 90% 50% what

41:40 you know oh we guarantee you’re going to be satisfied I don’t see on his web that website that he says we gu we don’t guarantee that you’re satisfied we’re just going to show up right you guys all know the bad guys in town for sure but they all look the same to the customer right we all say oh customers just want the lowest price no price is about fifth or sixth down the list in every consumer Poll for home services including carpet cleaning and made Services right very few people are so Thrifty and so cheap

42:09 that they just want the the the cheapest even if it’s the worst service they could ever get they want value for their money and they want to know that they’re spending it well right if you care about like maybe your thing is electronics and if I turned around and said I bought an off-brand TV to put in a spare room of our home uh during Black Friday I got a 65 inch TV for like under 250 bucks there’s some of you that be laughing right now you’ve just I’ve just made you chuckle oh my God you didn’t

42:44 buy the I don’t even know the Sonos blah blah blah at four grand you should see my TV I don’t care right I am not the TV offici anado it’s a spare room room now if I watched a lot of movies had friends over we watched football games every Sunday and I wanted like you know the big screen experience and Surround Sound and all of that kind of stuff I would get educated on what’s better and I would start deciding what what value I would place on that what I spend six grand on a on the latest TV no because

43:23 we know the price will be two grand in in maybe a year or two when the techn ology comes down but would I buy something two or three grand if it made sense and sounded worth it yeah because that was the thing our customers think the same way right so the foundation helps you set that all up so compelling sales proposition why you over everybody else not unique a lot of people talk about your USP oh what’s well you know unique what’s unique about you over everybody else no what’s compelling right so you can call around all the

43:52 competitors you can look at all of their ads and lay out all the things they say about what they do you know what you do differently you know what you want to say differently even if you know they do it but they don’t say it you need to lay that it’s like cleaning your bedroom you need to throw everything out on the floor and start organizing it into piles and categories don’t shove it in the corner or organize it and then decide what is compelling what can I do what do we do differently what do we guarantee

44:20 what are our values what do we promise right risk reversal guarantee is the next one you need a guarantee so scary that it keeps you up at night for at least two or three nights I always say this to everybody two or three nights after you come up with it or it’s not not good enough right you want your competitors to be scared of your guarantee why because if you do not deliver a great service for a client and they’re unhappy of course you’re going to go back and recan it if they’re still unhappy with you of course

44:52 you’re going to give that customer the money back because salvaging that person’s from going online and flaming you and telling everybody how bad you are is way more important quieting them down oh sorry sorry sorry sorry couldn’t help you oh by the way here have the money back is so much better for business than having them tell everybody not to call you the amount of work you will lose the liability that you already have of making sure that you re that you you redo the job give the money back is

45:23 is it’s so strong especially in today’s day and age with the internet and reviews and somebody doesn’t write one revieww one place they write it one place and copy and paste it 20 places right they can destroy your business customers have all of the control and they know it now right so the world has changed that way even before it used to be that at least the word had to get out Word of Mouth you know around the neighborhood it still would nowadays gone it’s out and everybody knows it and it turns a bunch of other people away so

45:50 if you’ve got a risk reversal guarantee that is so strong that they go how can I not try these guys right there might be a little bit more expensive but holy crap they must be amazing if they offer that guarantee right Founders origin story people even from Brands like I worked in franchise networks um Molly made franchises and chem drve franchises and I’ve worked with franchisees you know around the world and cprop painer franchises and you know know you name it again Bell fors and all that kind of

46:16 stuff right yeah there’s a Founder story to that that’s why you bought the franchise it’s part of the reason why they tell you who the founder is and what they believe in and what they why they decided to do things differently why are you not doing that locally like when I worked in the franchises hey I bought into the molade because of this right here’s why my wife and I did chose this made this decision and didn’t choose something else here’s where we came from here’s our thoughts

46:44 right you’re an independent business owner why why did you start it why this community did you grow up here did you move here did you fall in love with it like what is your founder story you tell people that it resonates with them and you have an impactful brand message that is your logos your uniform your van it it it turns into the words that you use all of it builds the entire rest of the blueprint you start with the foundation if you start somewhere later in this process and you don’t have that yet

47:13 you’re just making mud right your website we talked a little bit about being the Hub um and conversions you tell that brand story that brand message that risk reversal guarantee right at the top so now we figured it out there it is right at the top before they even scroll down they call it above the fold most people don’t scroll more more than once or twice everything you want to say that’s the most important sits at the top your phone number your logo there’s your again your your your brand

47:38 messaging that we talked about right oops one more back your impactful brand messaging it fits on the website it’s your colors it’s your logo it’s your words it is why you over everybody else it is meeting you like your founder story there’s the founder of the business right there in the right right below the fold and there’s part of the story why he started the business and what he’s going to do for you click here to learn the rest of it you know the number of clients or customers like we

48:03 we track everything that happens on the websites we build the number of people that actually go to the about us page because of the way the websites that we design are designed right I’ll give you an example in a second but um yeah like that’s because you’re telling a different message the Facebook ads we we we have what we call personal branding ads tell the story tell the story they work well in real estate they work well in carpet cleaning they work well in pressure washing they work well it’s

48:29 like you know hey I’m the old guy in the picture here’s me with my family out out on a vacation anyways here I started this business and I wanted to tell you a little bit about it and if you’re interested I’d really love you you know you can give us a try and we have a bit of a VIP offer right now you can do that if you need to you don’t even need to put the offer in there but it’s not a discount it’s like you know I don’t you get a couple rooms cleaned at a regular price and we’ll throw in a free armchair

48:52 because it’s coming up to Father’s Day and we’ll get Dad’s armchair favorite armchair chair clean for free about 75 to $80 value um depending on the size of the armchair absolutely yours free just to try us out because yeah yeah we’re here to help that’s a different story right so you want to tell your story so does your website have authentic images does it speak to your ideal customer Avatar you know oh my God are you being pulled in 20 different directions you’ve got kids to run to dance class and

49:16 gymnastics and blah blah blah and all that kind of stuff and you know you also have to take care of the household and yeah husband does a great job cutting the grass and doing all that kind of stuff but the last thing he’s interested is how the house smells and you care about what it how it looks and smells because you got you know friends and family coming over yeah we get it we’re here to help blah blah blah right that you’re telling the right story does it showcase your online reviews does it

49:37 have video elements people pause in video elements it helps you rank but it helps you tell your story as well we don’t have to be the next Kim Kardashian or Kylie Jenner and influence people we don’t need to be the rock who has got an influence brand is tequila I don’t know billion dollar business because of his you know he’s an influence no no no but we should be able to be able pick up our phones and you know hey I’m Carlos and I I run you know um best clean carpet cleaning and I just thank you for

50:07 popping by my website I want to tell you a little bit of my business and you can record that 50 times till you get it right but that’s still better than not having it right um right make it easier for them to take action everywhere they scroll there should be a button to take action um make sure you have your basics in order all your calls to action leverage offers not discounts offers we train our clients on how to do offers properly how to create a mafia offer offer that’s so so good they can’t uh um

50:33 they can’t refuse if they’re your ideal client um make sure there’s two-way chat and all that Automation and leverage leverage all of that so that when you land on a website is it set up to convert do you have branding do you have colors do you have looks do you have optin like you got reviews streaming are you telling your risk reversal guarantee do you have ways for them to chat with you right now do you have like again a personal image of your company your team whatever and the very first scroll is it

50:59 you the owner talking about why you started the business right have you got your website the basic setup to convert and then you got the Automation in there when somebody starts chatting and texting does your phone ring when they fill out a form right away and you can press one and click and talk to them through carpet cleaner lead Pro all of our client sites does do you have chat so they want to do a two-way text message right and it’s right to their cell phone tech they don’t have to sit on your website it actually comes into

51:24 their native SMS text so from point for you guys can have a chat and if they turn out not to book do you have automation set up to be texting them and emailing them for the next year or to right until they unsubscribe or buy right because you’re and what are you texting them oh we got a great offering deal absolutely not hey we just solved this this this cat urine issue for this customer just thought you might be interested here’s the story that’s what you follow up with them with right so you want to use the

51:52 rule of three to transform your business the rule of three is everywhere right you’ve you complex story ideas comp complex idea stories everything broken down into three are more memorable it’s been proven by science right um there basically in Latin it basically everything that comes from threes is perfect we know that you know plays have three acts U matter has three states chess game has three phases sales you know offers three product type you’ve offered you know McDonald’s you know small medium large if you guys

52:27 don’t have packages in your service business you should have three separate packages for each one of your three separate packages for tile cleaning three separate packages for upholster cleaning three separate packages for carpet cleaning be able to to to provide those in threes threes work really really well in our in our in in our world they’re visually a great pattern um people typically remember three sometimes four things they won’t remember the fifth right so it’s it’s pattern recognition so did you know that

52:54 you actually operate three business businesses right you have a client attraction business the blueprint breaks this down you have a service delivery business and you have a client retention business if you only run a service delivery business you don’t have enough clients youve attracted and you don’t retain enough if you only have a client attraction business and your service delivery sucks you have no and they’re not going to retain anyways and and and you’re going to you’re going to run out

53:23 of customers really really soon you have three separate businesses that needed to be worked on independently at the same time rule of three so before the sale are you the best known cleaner are you building your lists everything you do in the client attraction business is about list building and then Market the list relent relentlessly client attraction business is not not and write this down not about Just Landing a job it’s not about a booking your whole job is to build lists of Ideal people and I’ll actually show

54:01 you what those lists actually be you got to do grass reach Grassroots Outreach we call it the hustle we actually even have a hustle helpers package for people that aren’t at a level yet it’s it’s a new package in our services to help them you do the hustle we’ll do some training with you and coaching on the blueprint and all this stuff and on Grassroots Outreach and we’ll take care of the basics that you need started right now to build that brand right so that you start stacking and growing because

54:27 there’s a proven formula for that right um local referral Partners weekly Outreach and and awareness campaigns referral um partner rewards um weekly commercial Outreach and follow-ups as well neighborhood brand awareness we talk about door hangers and postcards and um yard signs and all that kind of stuff um digital lead generation SEO Google Maps Facebook Google you know social media all of it and Lead Chase and nurture all of that happens before the sale during the sale we think oh I just got to show up

55:01 and clean a lot of people think that oh heavens no when you answer the phone do you know how to influence the person who calls do you know how to sell by chat when they don’t want to talk on the phone oops which is most the people nowaday can you influence them to get on the phone and if not can you influence them with visuals that say the same thing as you would have said with words hey you know hey it’s a great day here at ABC Carpet what information can I get for you today right what information you looking

55:30 for right you can even start I know people hey it’s a great day blah blah blah um Can can I have your name yeah it’s Sandy hey Sandy what information are you looking for today from us well I’m actually well good question actually changes the whole thought pattern just the words we use have power right so then okay great and what research have you done on us so far if you don’t know that how you going going to carry on the rest of the conversation oh I just saw an ad versus well I got referred to you by this

56:01 person then I on your website I watch some of your videos I saw the founder well I heard his whole story it sounds amazing that’s awesome so do you know about our this and that yeah I know all about that too awesome okay tell me a look what you’re looking to get done right let’s go a little bit deeper on those areas you said three bedrooms BL now you’re off okay well while I’m figuring out a price for you let me tell you why most people who call do actually book us to clean their carpets we offer the best cleaning the

56:24 best guarantees well what I mean by that is risk reversal guarantee unique sale or compelling sales proposition boom boom you’ve already created those we talked about it now you get to save them right so what we don’t do what everybody else does what we do is what you do right and we’ve got our services divided in three separate packages so you can pick whichever one makes the most sense to you on the day of cleaning our technician will do a full thorough pre-inspection he will basically do a consultation and smile sweetly and you

56:53 choose you can ask any questions you want but he’s not selling you anything you pick which package makes the most sense to you make it easy for for people right so I can’t give you an exact price over the phone I’m not going to quote you on the phone because we haven’t seen the carpets yet anybody who does quote you on the phone is probably doing you disservice you’re either overpaying or underpaying um for what you’ve got and if you’re underpaying they’re rushing and if you’re overpaying that doesn’t

57:13 make sense either so we do it the right way we give you an estimate a range and we come out and we give you a quote now does a t does a morning or afternoon work best for you not oh how does that sound would you like to book no no no no most people who call choose us to clean their carpets so now I’m just asking you what day of the week right call scripts make sense we train on this as well because it’s you have to know how to convert people and you have to know how to do it by chat so your sales skills and your objection

57:37 handling you have to craft your craft your quote visit for Success some of these all things with TMS are part of the training that we do right because you want to go and do some people like to only show up and do a quote and never look over the phone we did a hybrid we did a bit of both right if we couldn’t sell the job we sold the quote if we couldn’t sell the quote we sold the information what’s your name address like we got all of that what’s the best email address I’ll send you over everything we talked about so if you are

58:01 calling around you’ll have all of our information handy and know what questions to ask yeah I’d really like that my email is blah it’s not like oh can I have your email I don’t really give that out no you get it 99% of the time right right so how do you craft your remarkable inhome cleaning experience if you can’t and I put re in in red there because they you want them to remark on it it’s remarkable because you want them to remark on it to other people right so that is not showing up

58:29 with tongues hanging out and jeans and pants down around the knees and a hoodie on and you know sure might be a great technician might be lovely rusted old van dripping oil in the driveway right maybe it’s the cleanest night as’s van technician hey how’s it going right at the door in front of Mrs Jones who answers the door usually the housewife or their mother-in-law who’s opening the door for us like those are all the people we know that right so you want to make sure that it’s clean professional clipboard in hand we always

59:00 used to had a a bag slung over our shoulder with other information or material in it and stuff like that um rolling tape measures sticking up we charged by the cleanable square footage so we always measured right take a giant step back we trained the guys we did role playing oh I hate role playing yeah front office I’m going to pretend to be Mrs Jones you’re going to be showing up for the job and you’re going to knock on the door ring the doorbell and I’m going to open the door right and we went

59:24 through this no no the giant step back and slightly turn on an angle you’re more imposing than than Mrs Jones is you want have your business card ready and hand it over ask to be invited in well may I come in Mr Jones like yeah that’s where the carpet’s are of course you start putting your booties on don’t walk around in sweaty sock feet or your shoes from outside all your shoes are fine you’re GNA be cleaning it anyways no ma’am no I’m not dragging anything in from outside in fact we’re going to roll

59:49 out a carpet uh we always use the red carpet so we’re going to roll out the red carpet for you when you know when I start bringing my equipment in I have indoor shoes that I put on when I clean um just don’t want to trade the shoes right now um just going to put these booties on let’s go take a look at what you what you need done right put hand her a laminate hand her something put her in control um give her something tactile and now put assumed control upon her as you ask your questions and do your dog and pony show have an

01:00:13 experience that everybody’s trained on you will double and triple your sales and your revenue and the average value of a job just by learning that alone right so now you need less leads to hit your target number or you can grow your company faster right and you now know exactly which technicians you need to hire as well right you want to Anchor your expertise you want to you know start introducing feedback so anchoring your expertise is the handouts and the package you leave at the end resell the job after you leave resell your company

01:00:40 resell the good decision right you buyer remorse you have to start reselling the second you walk you be before you even walk away um you want to introduce feedback not just reviews Google reviews are great you’re asking for them to do you a favor feedback is you’re asking for them to give their honest opinion to the boss or the office not you feedback feels different more people like average number of reviews people 10% of the population gives reviews 70% of the population will will write feedback if they’re asked politely andc

01:01:15 correctly so referral rewards introduction VIP Club you want to you want to during during the sale after the sale you want to build your fence every one of your customers is trying like every single month you lose 10% of that relationship value every single month you’re not in touch with your clients going forward your competitors are nipping at their heels their friends are getting in their ear there maybe I don’t want you a carpet cleaner you know the husband honey we can just rent a machine I can do it myself right who wants any

01:01:42 of that you want to start building your fence right so you want to sell the feedback get them to give you feedback because it anchors the experience that they just had in the home it reminds them and gets them to write it down why do we think journaling everybody talks about oh journal every single day you’ll you’ll kind of get stuff off your head it’ll make you calmer less stressed and you’ll remember stuff as business owners you know have your phone and take voice notes right anytime you’re sort of you

01:02:04 know providing your input and thoughts on something it anchors it a lot deeper right sell the referral sell the repeat right talk to them right away about reexperiencing you and continue to resell that right hey that great experience you had love to come back and do that again do you have any upholster needs clean you have any a rugs you have any Taco I’d really love to come back and just give you that experience again right you resell that’s your marketing you’re now marketing to your database right service follow-up followup for

01:02:31 Success um process there’s an exact science to this um after service next service upsell talked about that a bit um referral request and the recipe for Recovery a very unique strategy that we taught how to term people that are you know have a complaint thought something should be done better whatever into the happiest people on on the planet and not only love you better than your average customer does but refer you to more people and stick around longer simply because they had a problem if you do recovery right if you have a recipe for

01:03:04 your recovery and you do it right it turns your the person that’s a little unsure about the way things turned out into one of your biggest cheerleaders right you want a ongoing customer nurture and retention marketing client quarterly check-ins and annual reminder marketing seasonal promotion marketing six-month VIP package up sell marketing lost client reactivation marketing are we seeing a theme here you’re a marketer of cleaning services not a cleaner even if you’re the only guy in the truck right so the power of three to

01:03:36 fill in the gaps um build your list we’ll talk about this we’ll wrap up shortly we’re almost just a little over I trying to go quarter after the hour so let’s we’re almost done here so um what marketing lists are you building and nurturing again I said you’re not buying customers you’re not buying leads you’re not buying one-offs that’s why Groupon never worked the you bought a discount customer that’s going to go find a discount service next time unless your price is lower than the other guy you

01:04:03 know and you can’t run a business being the lowest PRC guy you can’t build a sustainable business and you can’t sell it for half a million of million dollars in the middle of a pandemic like somebody on this call know you you know did um you can’t do that if you’re the discount guy in town if you’re the best known cleaner at the perceived highest prices we weren’t but everybody thought we because of the way we Market it right then you can right so you want to have a residential customer list you want to

01:04:31 have a commercial customer list we decidedly realized we don’t want 10 20 30 40,000 square foot commercial buildings you might be going oh John you’re crazy those are amazing till two three four o’clock in the morning the technician has to get up the next day and do the residential or we take a day off because we took the night and now no no we realized I we completely stopped quoting those we realized that it took a while again I’m not the smartest you know um or sharpest tack in in the pack like took about 10

01:05:02 years to realize you know what I shouldn’t be chasing these these big commercial jobs if we can’t clean it during the day or at the end of the day dentists chiropractors car lots you know you like places that shut down and we can go in and clean that didn’t have to be a Saturday or Sunday didn’t have to be at you know stupid o’clock at night we don’t want it I can’t hire technicians for that everybody’s grumpy about it it’s pain in the ass and the money’s not worth it and they only want

01:05:30 the cheapest price a dentist doesn’t care he’s only got about the same square footage he guys his house right yeah I pay about 600 at my home that makes a much sense you go in at 5 you’re done at 7 7:30 right so um you want to have um you want you want to have your your customers divided by service do you know know all the clients you have with pets who could use pet urine do you know all the clients that have hardwood floors if you do hardwood floor screening and recording do you know all the clients

01:06:02 that have tile and grow even if you’re just called in to clean their chair their upholstery do you have your clients broken down by that are you sending a oh time to get your TI and grow clean to somebody who whole house is hardwood and area Rogues right have your lists property managers right why yeah maybe you can do the hallways and the all that kind of stuff but you can also do the the building and give them a kickback and like hey we’d love we your client we we do two or three clients of ours are are

01:06:32 member are in in your building one of them sits on the board you know stally CRS um we’d really love to give the building a bit of an offer um a value added offer and for doing so yeah we’ll we’ll we’ll give you back to your your coffers your maintenance plan whatever 10% of what they uh what they give us is okay if we um put a promotion around the building right now if you want us to do the hallways or do any of our service cleaning we’ll take that off the bill that that but otherwise we just

01:07:02 give it to you but thank you for letting us promote right um you want to have a a lead list you want leads that didn’t turn into customers and you want that to be 10 times bigger than your customer list you want to have referral partners and you want to be marketing these all the time you want to every every single week reaching out to five or 10 potential referral partners with an ex a marketing package and exact scripts and words B Bas on your compelling sales proposition your risk reversal guarantee why should they refer you because

01:07:29 nobody’s ever going to have a problem with you because you’re going to give all their money back if they don’t and you’re going to recan it again and you’re going to give them a dinner out at a steak restaurant if they’re really that unhappy right whatever it is whatever you’re again whatever keeps you up a night for two or three nights you’re getting close to being right so you’ve got all of that and you’ve got a great brand and everywhere they look it’s amazing referral partner is going sure

01:07:49 I’m going to I’m going to choose you so you got have to have your list built out because if you can see Joe Jones through Joe Jones eyes you can sell Jo Joe Jones what Joe Jones buys I love that phrase because every one of those lists that I just mentioned have different buying criteria they are a slightly different customer Avatar so you don’t have one customer Avatar you have one for every one of your your your list and again you can’t do this all so you start with a plan quarterly big rocks divide it by

01:08:16 the month what can I get in place how do what do I do for the next how do I break that down you don’t plan you’re winging it right so why should have somebody choose you do business with you versus your competition you need to know why what benefits do you offer that your Target customer Avatar will resonate with what can you add that’s different what do you offer that’s different that becomes part of your compelling sales proposition right so you need to Define your message and if that’s to a dentist

01:08:47 and a dentist office that can be a different benefit than to Mrs Jones right so so you want to make every lead more valuable because inbound leads the average person doesn’t convert their inbound leads and most website form fills fail because most people don’t follow up with them well enough fast enough when somebody fills out a form on your website you still only have five minutes to get back to them or they start calling around or looking for something else so five to 15 minutes they could end up at the competition or

01:09:15 just kind of think you don’t care or you must just be a fly by night maybe it’s just one guy right that’s not the same thing as being best known and growing your average customer must be followed up with five to seven times inquiry before they become a customer actually um five to seven times right it’s no different than brand building people need to see your brand five six seven eight nine 10 12 times before they start recognizing and trusting you right so your ideal customer needs to see it that many times

01:09:44 the followup needs to happen a lot of people don’t just book they just don’t right when we listen to the calls when somebody says oh I booked 70% of the calls no no let you book 35% 25% of the ones that that that weren’t referred to you or heard from you like 30% across the board and that includes the repeats that are going to be should be 100% so you’re you’re way down the list right so but if you followed up with them five to seven times with the right messages in automation especially um you’re you’re

01:10:13 going to get a lot of those deciding to choose you because you start educating them right so you want to measure leverage marketing automation to do this so you can follow up within the first two minutes by phone call text email boom boom boom out the door start a conversation and it’s automated um right you want to automate followup so every Prospect gets touched five seven times we we there’s actually a formula for this um Harvard came out with it’s called The Chase formula like 20 30 years ago I don’t know where it came

01:10:42 from but but it’s for salesmen how you chase um customers ethically over over over that first two or three week window how many times you should touch them how many it feels like it feels like too much for the average person for the average business owner the average salesman whatever two or three times feels too much the customer perspective was yeah I don’t think you followed up a couple times and it was 17 it’s their perspective and what you do is entirely different so you want to definitely have all of those in place

01:11:13 and it’s just simple math if you’re booking about 30% across all of them and your average job is 325 right you make about 9 10 grand on1 leads in a month take the exact same 100 leads change nothing about your money nothing about your marketing nothing about anything and just convert better convert better with better scripts you’re at 50% convert better with better follow-up you’re at 70% that exact same investment up here exact same investment to get the leads now brought you in $23,000 two and a half times more money

01:11:49 in your pocket and the only difference is you converted better right so it looks like this automation part of carpet cleaner lead Pro you can ask us about it if you’re interested but um yeah there’s a there’s a lot of psychology involved in good automation right so you want to build your plan we’re we’re wrapped up now we’re right on time 3:15 so um what are your takeaways what did you learn what are you going to implement what gaps are you going to fill build your custom plan you can go

01:12:21 to our website and download a um the um carpet cleaner checklist the internet marketing checklist it’s helpful for sure um yeah you want to start off right now what are your three internet marketing initiatives or Marketing in general initiatives that you you need to implement to hit your 2024 goal do you know what your goal is what are the three big hairy goal big hairy things you need to implement to hit that goal and then can you break those down into quarterly rocks monthly to-dos right so if you want to get the

01:12:53 whole kit includ includes the checklist and all of that stuff you can go to carpet cleaner marketing rewards it’ll be a Google Drive where these files are available most you know view only or make copies different things like that depending on what’s if it’s a PDF versus a a worksheet um but you can get all of that and start thinking through this process you can by all means ping us um if you need any help um keep an eye out for all the blueprint stuff coming out this year we’re really going to go back deep with

01:13:18 this again um again it was something I did 10 15 years ago um and and through through that whole period of time and then kind of got into building other businesses and we just I just stopped doing the blueprint training um got into a digital marketing agency and grew that so um we’re going back to start teaching our clients and few select lucky people that are in the marketplace um again how to how to think through all of this how to chunk it down we’ve got a um implementation course as well teach you

01:13:47 how to implement things slowly so you don’t get overwhelmed right um all that kind of stuff so all of that’s um part of our 2024 plan how did it get there I made a goal I have a goal for the end of 2024 for me my business personally um all of it and then I broke it down by quarterly rocks and monthly to-dos and I’ve got those lists and I run I’m we’re set we just started implementing a whole system called EOS entrepreneur operating system to do all of this kind kind of stuff in our company with all of our

01:14:19 team members chrisha that’s on the call has just been introduced to EOS recently as well on top of all this the exact same stuff but just another level of of planning so um we call it our digital dominance method all that stuff we talked about today that turns into that blueprint um so the our digital dominance method came out of the blueprint it’s the digital marketing pieces of it build your brand build your Authority and then build your visibility it all fits into that before the sale during the sale after the sale mentality

01:14:47 and how all of that delivering your client experience and all that kind of stuff is all part of it so um if you need help creating your Larger than Life appearance online to become the best known cleaner hop on my schedule there’s not a lot of openings I think Chris just said we’re well into February um I do podcasts and webinars and training and build a team and work with our clients and all of that kind of stuff and we open up some time where you can hop on the schedule and have a chat so uh if there’s something we can help you with

01:15:17 that would be great but um yeah take a look at kind of what we’ve got available and If if that if any of this resonates with you and you’re looking to to take that next step I’ve given you a ton of information go back to all of our podcasts and webinars learn from all of those um and yeah and and just stay in touch let’s let’s let’s keep this going there’s again as I said let’s pop screen back here for a second there is a blueprint there’s a workbook there is training stuff I work

01:15:49 on with with coaching clients and stuff like that there is lots of stuff available to get get you from where you are get you unstuck give you the ideal plan and start it moving forward so that you actually do get to the place you want to get to in a predictable manner it’ll do this like the sale but you’re moving in the right direction so anyways if that makes sense appreciate everybody jumping on the call today um yeah if you you got some value out of this let us know if you know any other cleaners that

01:16:18 should be um interested in this material by all means um share the replay when it comes to you in a couple days uh once we bundle this all up share our podcast all of that let other people know about us as well because again we’re here to change the industry it’s one of the things that I love talking to Jeff Cross at cleanfax about and stuff like that is he’s passionate about the industry I’m passionate about the industry anything I’ve learned I’ve given back for 25 years 30 years right I learned something

01:16:45 new oh I learned it I’m excited and I teach somebody else a friend a colleague eventually rooms full of people now clients so yeah I love giving back you can do the same thing just pay it forward share it out right if you think somebody else is GNA get some value from this that’s great really appreciate it thanks everybody for hopping on and um yeah we’ll catch up with you next time take care

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Growth Blueprint: The Perfect 2024 Marketing Plan for Carpet Cleaners

Growth Blueprint: The Perfect 2024 Marketing Plan for Carpet Cleaners


Growth Blueprint: The Perfect 2024 Marketing Plan for Carpet Cleaners

In 2024, businesses have to be forward-thinking and strategic in their marketing efforts, especially in an ever-evolving industry like carpet cleaning. As we move toward a new year, it’s imperative for carpet cleaning businesses to revamp their marketing plan, leveraging new techniques and tools to stay ahead in the market. Carpet Cleaner Marketing Masters understands the challenges and complexities of marketing in the cleaning industry and has compiled a comprehensive guide to help your business thrive in 2024.

Understanding the Digital Dominance Method for Marketing Success

The digital dominance method is a game-changer for carpet cleaning businesses looking to elevate their marketing initiatives. It involves integrating compelling sales propositions, risk reversal guarantees, engaging brand presence, personalization, and more to establish a unique and robust presence in the market. By embracing this method, businesses can effectively develop and present their brand to potential customers, setting themselves apart from the competition. By incorporating these elements into your marketing strategy, you can redefine your business and drive significant growth in 2024.

Optimizing Websites for Conversions: A Key to Business Development

A crucial aspect of the 2024 marketing plan for carpet cleaners is the optimization of websites to maximize conversions. Your website is often the first point of contact for potential customers, and it’s essential to ensure that it effectively converts visitors into leads and customers. At Carpet Cleaner Marketing Masters, we emphasize the significance of an optimized website as a cornerstone of successful marketing.

Here are several key factors for effectively optimizing websites for conversions:

  • Compelling content that resonates with the target audience
  • Clear and persuasive call-to-action buttons
  • Seamless user experience and navigation
  • Implementing customer testimonials and reviews to build trust
  • Mobile optimization for accessibility on all devices

By addressing these elements, you can transform your website into a powerful tool for lead generation and customer acquisition.

The Impact of Follow-Up and Conversion Optimization

Follow-up is a critical component in converting leads into customers and clients for carpet cleaning businesses. How and when you follow up can determine the success of your conversion efforts. Carpet Cleaner Marketing Masters provides valuable insights into effective follow-up strategies and conversion optimization to amplify your business’s revenue.

Here are some FAQs on follow-up and conversion optimization:

1. How many times should leads be followed up with?

Leads should be followed up with 5 to 7 times to prevent them from going stale, ensuring that your efforts yield results.

2. What are the tools that can help automate follow-up with leads?

Automation tools such as email marketing platforms, text messaging services, and CRM systems can help engage prospects immediately and sustain the follow-up process efficiently.

3. How can scripting and targeting the ideal customer contribute to successful follow-up?

Improved scripting tailored to the ideal customer and precise targeting can significantly enhance the effectiveness of follow-up efforts, leading to higher conversion rates.

Utilizing these strategies can lead to remarkable growth for your carpet cleaning business.

Building Brand Awareness for Momentum and Increased Interactions

Building brand awareness is an indispensable aspect of marketing, especially for carpet cleaning businesses aiming to create momentum and foster increased interaction with their target audience. When you create a strong brand presence, it paves the way for long-term success and customer loyalty. At Carpet Cleaner Marketing Masters, we emphasize the significance of brand awareness in the marketing landscape.

Here’s what you need to focus on to build brand awareness:

1. Allocating 20% of the marketing budget to brand-building activities

2. Stacking different advertising methods such as door mail, postcards, and radio ads

3. Personalizing content on the website to appeal to the target market

4. Leveraging Google Maps, obtaining reviews, and optimizing listings to target specific markets effectively

By implementing these strategies, you can establish a compelling brand identity in the carpet cleaning industry and resonate with your audience on a deeper level.

Setting Clear Goals and Planning for Business Development

As carpet cleaners gear up for 2024, the importance of setting clear goals and planning cannot be overstated. While it may seem like a fundamental aspect, setting clear, measurable objectives and devising a strategic plan is the bedrock of business development. Carpet Cleaner Marketing Masters advises business owners to fortify their marketing plan by setting clear goals and formulating a comprehensive plan for achieving them.

Are you ready to elevate your carpet cleaning business to new heights in 2024? At Carpet Cleaner Marketing Masters, we’re committed to being your growth partner, equipping you with the expertise and insights to conquer the marketing landscape in the cleaning industry. With a strategic marketing plan in place, your business can thrive in 2024 and beyond.

You will learn:


The secrets to dominating your market in 2024


Converting leads into customers is an art - and we've got the winning strategy.


How to step into the shoes of your ideal customer to sell effectively.


Unlocking the potential of digital marketing for your cleaning business in 2024

Audio Transcript:
John Clendenning [00:00:00]:
We are talking about dominating online and offline, but generating leads like clockwork and planning that for 2024. And that is the most important Carpet, so we’re talking about planning that.

John Clendenning [00:00:50]:
If anybody out there has already created their 2024 marketing plan for their cleaning business. Most of you on the call are cleaners. If you’re not, whatever business you’re in. If you’ve already created your 2024 marketing plan for the whole year, Just put a 1 in the chat. I wanna see who’s who’s if any if, you know, anybody’s done that. So Cool, cool, cool. Okay. And and, Krisha, just make sure everybody can hear me, see me, all that kind of stuff.

John Clendenning [00:01:18]:
You can put a 1 in the private guest chat as well, just so I know in our chat that everything is clean and running properly? Yep. Is there a yeah. Yes. Perfect. Perfect. Perfect. Okay. So let’s get rolling on this right now.

John Clendenning [00:01:36]:
I just gotta make sure I’m on the Right? Screen I keep looking over that way because I’ve got all the webinar controls over there, but, anyways, so let’s get going. We’re John talk about Your 2024 plan to dominate online and generate, like, leads like clockwork. So normal housekeeping rules first. Turn off your cell phone. Turn off Facebook. If you’re the cleaning home service business owner and you’re serious about getting better results as we all talk about, the next 60 minutes could actually change your life. And I mean that seriously when we when we when I say that. It’s it’s it’s not just sort of lip service, so There are things that you can learn, little nuggets you can pick up listening to podcasts, listening to trainings, that they go, oh my gosh, I should put that in place, and you do so.

John Clendenning [00:02:20]:
You stack it on top of what you’re doing and your business adds 10, 20, 30, 50, a100, $200,000 worth of new revenue in the next year alone. That’s transformative. That changes your life. You didn’t get into business to run a business. You got into business to change your life, to give yourself a better lifestyle, to give yourself, more freedom, to give your family more freedom, and learning little things, working on your business is when you actually make those huge paradigm shifts that grow your business. When you’re working in your business, you’re just the technician or the owner, the manager, the chief bottle washer, you know what I mean, band washer, all that kind of stuff. When you’re working on your business, you’re making those shifts. Let’s talk about those.

John Clendenning [00:03:06]:
So what we’re John talk about today, setting goals so that you know how you want 2024 to play out. We’re gonna talk about the 3 fundamentals of marketing success. We’re gonna talk about how to optimize your website for conversions and why that’s Important. How that can actually change the entire game of your Marketing. How much you spend on marketing. How well it works. Where you Marketing. All about that number that third element.

John Clendenning [00:03:30]:
The big picture of all online marketing channels that you should be tapping into to maximize your lead flow. The latest trends that you need to focus on for 2024. Things are changing, and we’re gonna talk about all of that, and we need to help you develop a custom action plan on where you are now and where you need, and what you need to do. Right now, December, a couple days before Christmas of 2023, to make sure 2024 is literally the best year of your business. And if you stick around to the end with me, Gonna give you our resource kit with some 2024 planning guides in it as well, so hopefully you find that exciting. So, of those of you that are not regular attendees, we’re going to I gotta tell you a little bit about who I am. Started my business in 1990, my business career in high school, owner of several cleaning business franchises, independent service business, e com product lines, a service business consultancy, and an in demand marketing agency as well. Also, the founder of the Carpet Cleaner Success podcast.

John Clendenning [00:04:43]:
I wrote the book on the sub subject, complete it guide to Internet marketing for for carpet Cleaner is great for any home service, actually. It is literally the the quintessential bible on how to actually get your Internet marketing right, and a speaker consultant, all that. I sold my my, brick and mortar businesses, started with window cleaning in 1990 in high school, ended up in a janitorial service, built that up, sold it off, bought into carpet cleaning franchises, and then made franchises, and then independent Duct cleaning, all that kind of stuff, and, sold off my final brick and mortar business after 27 years of owning it, in 2 years ago, coming up to two and a half years ago now, in the middle of the pandemic, and because I was doing the consulting and the digital marketing, running a large digital marketing agency with a team all around the world. So that’s enough about me. What do we do for our clients? What do we help people with, and why do we do this consulting and training for free? Well, we’ve got clients that absolutely love and adore us, have grown like crazy, are found number 1 everywhere around the web, building the business that they want. Some people want to be the guy in the truck still, and they just want to own their building, own their asset, Build a legacy. Other people John to be out of the truck, fishing and golfing while the business still runs, and all of those are available in the cleaning It’s a very dynamic industry. Most people get it wrong.

John Clendenning [00:06:07]:
The odd few in every marketplace gets it right. The odd few. Sometimes there’s marketplaces with nobody getting it right. We know how to get it right. I know how to get it right. I’ve consulted on this for decades, and helped build businesses. I got, Classified as the industry leader of the year for 2023, kinda neat in Cleaner Magazine. I’ve got stacks of Clean Fax magazines.

John Clendenning [00:06:30]:
I bought that for years years years as a young, you know, 20 something year old, 30 something year old kid running My cleaning businesses, I I bought Clean Facts magazines. I Cleaner from Jeff Cross and Howard Partridge and and Dusty Roberts and Mark Saggers and, You know, the Joe Polishes of the world and all of those people, and, you know, my career has led me to be in the company of those people as well. So I really like that. But ultimately what do we do? What what is everybody trying to do? What do we do? Well, we help our clients become the top cleaning brand. That doesn’t need to be carpet Cleaner. In home service brand in their local Marketing, so they attract the best clients. They charge the top rates, and they’re booked out for weeks in advance. They’re the in demand service.

John Clendenning [00:07:15]:
Right? And that’s our goal. We do that, and you do that by leveraging the 3 core principles of digital Marketing. Maximize your opportunities to generate a lead, maximize your brand impressions to your ideal leads and maximize your conversions. Any one of these, meh. You can have a lot of opportunities to generate a lead, but if you’re not good at converting them and they don’t know who you Marketing it’s not gonna do well. You can have a lot of brand impressions, but if you’re not converting well, your business didn’t grow. You knock all of 3 of these together and you’ve got it nailed. It’s working.

John Clendenning [00:07:54]:
So the question then becomes, what is the hardest part about marketing your cleaning business online? And that is again, it doesn’t even have to say online, but what is the hardest part? Right? You can put a couple of answers in the chat and let’s see, let me switch over here. Yep. So we’ve got a couple people saying hi and all that kind of hey. Welcome. Yep. So what is the hardest part? We talk to a lot of cleaners. One big thing we hear from everybody is there are so many options. It is they have no clue at all where they where they should be spending their budget.

John Clendenning [00:08:32]:
Should you be spending your budget on SEO? Pay per click, on your website, Social media, billboards on the side of the highway, the back of the bus. Here’s where carpet cleaners get leads and jobs from. Right? There’s about 30 things on this page alone, and each one of them, most of them, you can go deep in layers of of options around that. Where do you spend your money? Right? It’s marketing is a is is is a is a major investment. It’s one of the core functions of your business. It is not an expense. It is not an evil marketing. If you own a business, Marketing is one of the core functions of of running your business, just like service delivery, just like pay or HR and and and all of those things.

John Clendenning [00:09:21]:
Marketing keeps the lights on. Marketing gets customers to come to the door. In fact, as soon as you own a business, your number one role is to be the marketer of that business. That’s the only way the business will survive. It’s not, again, it’s not an an a sort of a necessary evil. It is the thing you invest in to grow your business. But a lot of people do a lot of marketing and don’t have much to show for it. They don’t know which one generated leads.

John Clendenning [00:09:50]:
P. T. Barnum once said, 50% of his marketing works and the 50% doesn’t, and if you could just figure out which, you’d be happy. Right? Something like that. Probably butchered that a little bit, but marketing is is, you know, A lot of people don’t know where the leads are coming from. They’re not tracking well. They don’t know what works and what doesn’t work, John. What’s the best flyer? Is there something I can do on Facebook? Is there a Facebook ad that’s gonna fill up my trucks with with with bookings? Oh, I tried that for a while.

John Clendenning [00:10:19]:
It worked, and then it stopped working. Again, don’t have much to show for it. All of that is a fail because, again, if, you know, if you don’t have a clear plan, you’re John overspend or, worse yet, underspend and underperform. So what is an ideal spend even, Right? That that becomes a really good question is because, like, you know, you can throw it in the chat. What what do you think? What percentage of revenue? It’s not never a dollar amount. I’m gonna give you away a little hint right now. It is never a dollar amount. It’s like, oh, the ideal spend is $1,000 a month.

John Clendenning [00:10:51]:
It’s $5,000 a month. It’s $20,000. No. Obviously, it’s different for every business, but what is the percentage of revenue? Because again, marketing is a core function of a business. There’s a percentage of revenue that should go to, technicians and and and building your team. There’s a percentage of revenue that should go to your the equipment, and upkeep, and repair, and vehicles, and gas, and all. There’s a percentage of revenue that should go to profits, profit first. There’s a percentage of revenue that should absolutely be going into your marketing.

John Clendenning [00:11:19]:
Not a dollar amount, a percentage. So does anybody have a rough idea what percentage they spent last year on marketing? I know sometimes we get people saying 8, 9, 10%, 12%. I’ll tell you from over 30 years of experience in a whole bunch of service businesses, cleaning businesses, and consulting entire franchises from the ground up, that correct number, in my estimation, in my experience, is between 15 and 20%, closer to 20%. Right? So what is marketing then? Well, Marketing everything you do that attracts a customer. When you wear uniforms, when you have your vans wrapped, when you have yard signs, when you have door hangers, when you take the real estate agent out for lunch or out to the hockey game, you can tell I’m Canadian, or to the basketball game, or whatever. When you, have, you know, neighborhood mailings, every door mail when you do pay per click advertising, when you do, you know, your website, and and on and John. You think of everything that that attracts people’s attention. New buyers or repeat buyers bringing your customers back.

John Clendenning [00:12:26]:
All of that is marketing. Everything you do there is Marketing. So 15 to 20% isn’t a lot when you add all that stuff up, and if you’re actually spending it well, your business is John to grow like crazy. So what we’ve got for you here just to start with, you can go to Masters Dash Workbook. We’ve got a whole workbook, that you can use afterwards. You don’t need to download it now. You don’t need it. You’re gonna print it off afterwards, and you can use it as part of your thinking the week, but, you know, next week Masters Christmas, the week between Christmas and New Year’s.

John Clendenning [00:12:58]:
Usually a little bit of a quiet week. You might have a couple large commercial jobs to go to. Lot of residentials don’t kinda worry about it that much. You’ve got a bit of a a quiet week. That was the week every single year I would plan out my next year’s marketing calendar for the entire year, not January, the entire year. There’s a lot of businesses that don’t even think of what the marketing they’re going to do until January, February of the of of the, you know, into the year. It’s already Carpet. You’re almost done the Q1, and you kinda go, maybe I’ll poke at this and think of the what we can do differently.

John Clendenning [00:13:28]:
Wonder what worked last tier. No. This tool, this this webinar here, this training, and this tool together, it’s really John help you. So knowing all that, you now know the opportunity. The opportunity that you have is to set clear goals and clear KPIs. KPIs are those numbers. How many how many leads do you need? How many bookings do you need? How many, you know, to to know if you John put an extra root on the road, How where is all that coming from? What do you what what conversion rates are you getting currently from your different pieces of marketing? How what’s your website converting at? What your ads Clendenning at? What is your social media outreach converting out? What are your flyers converting at or or or or mailings and things like that? You need to know an all your marketing those. And with goals and Carpet targets and KPIs, you’re you’re loaded for bear.

John Clendenning [00:14:18]:
You’re ready to go. So You want to generate enough leads to hit your goals and grow your business. You have to have goals already. Like if you’re doing 20,000 a month, $240,000 a year business and you want to hit $30,000 a month by the end of the year, that’s a 50% increase in your business, how many more leads do you need? Where should they be coming from? It’s not going to be one place, right? So and you wanna you also wanna know, what is your return on investment as well. So, one of the interesting things that, Dan Kennedy is one of the people that have said this. I’m sure others have as well, but is though if you can outspend your competitors to buy a customer, and I’ll show you what that means and how that can actually happen. If you can outspend your your competitors to buy a buy a customer and do it more profitably because your return on investment is higher, you’ve built your structured your business in a way that is set up like that, then you can dominate the market and be the number one go to best known cleaner because you can outspend them on marketing because they’re a discount operator. They don’t maximize the return on investment.

John Clendenning [00:15:33]:
They don’t even know what that means. They don’t maximize the conversions. We’ll talk about all of this stuff. Here are things that you can do. So if you plan for that, hey, what is my conversion rate right now, and how can I increase it? What is my booking rate, and how can I increase it? If you put that that kind of stuff in place, you can outspend your competitors, you can market more, and you can literally double your business in 2024. Brian Tracy, love Brian Tracy to death. Followed I’ve read most of his books, been on webinars and trainings from from the guy for 25, 30 years, and One of his most famous statements, the one I like one of the most anyways, is success is goals. All else is commentary.

John Clendenning [00:16:13]:
And what he means by that is when you set goals, then then then you know where you’re going. Right? Because if you think about it this way, If if if you’re a ship and you’re just sitting in the ocean, there’s no wind in your sails, you’re just by the the mercy of the tide, You don’t have any goals. You don’t have any direction. You don’t have a motor in the back to push you when the wind when the when the wind dies down. You’re not growing in any one direction, you’re gonna get somewhere. But is it where you wanted to go? Right? Think about that for a minute. You can move forward, but is it where you wanted to go? Right? But when you have clear goals, It is the wind in your sails. You’re attacking in the right direction, and your entire team is is focused on where you want to go, where the business is gonna go.

John Clendenning [00:17:04]:
So clear goals takes you in that direction. Now, again, I use the word attacking actually on purpose, because you think about it, do we ever have a straight path to anything in life? Oh, heck no. Our Path in life is, like, hey, I want this. Oh, we’re over here for a bit. Oh, we’re over here. The economy, oh, it’s up. Oh, it’s down. Oh, it’s up.

John Clendenning [00:17:24]:
But over time, are you tacking in the right direction? Are you adjusting course? Are you aiming at the right things? If you’re tacking in the right direction and with, you know, little bit of wiggle room left and and left and right, you are going to achieve your goals way easier, way quicker, and way more often than if you’re just kind of hoping and praying and winging it and just watching what other people do and kind of mimicking that and, you know, that kind of thing. So Harvard did a study, 1979, in interview of its grads, asked them if they had a goal for the rest of their life. Graduating Harvard, Ivy League school, tens if not 100 of 1,000. $1979, whatever that is today, 100 of $1,000 in tuition fees paid, to go there. 84% had no specific goals of what they’re going to do with their diploma after graduating. And this was graduates. This wasn’t 1st year. This was graduates.

John Clendenning [00:18:22]:
13% had goals, but not written down. 3% had goals clearly written John. Right? And a plan to accomplish them. They had had to put a plan in place. What were the results when they followed up with these exact same people 20 years later? The 13% of the class who had goals were earning, on average, twice as much as the rest of the class. The 13% that had goals written down That goals, but sorry, but not written down. Just had goals, but not written down. They knew what they wanted when they were graduating, what their plan was.

John Clendenning [00:18:59]:
We’re earning twice as much as the entire rest of the class, but even more staggering staggering, the 3% who had clear written goals, were earning 10 times as much as the entire rest of the class. Think of that. So setting clear goals. You need to have a written goals and plans. What is your mark what how what is your 1 year goal? We I’m not we’re not in a world where you need 3 years, 5 years, 10 years. We’re talking 2024 right now. You need a 1 year goal. If your 5 year goal or 10 year goal is sort of on paper to to have a $1,000,000 business, have investments, have a retire or have a, you know, a a vacation home somewhere or a cottage or whatever.

John Clendenning [00:19:42]:
Yay. Put that John. But what is your 1 year goal for the business? Can you divide that into quarterly chunks? We know the Q1, if you’re in the northern hemisphere of United States or in Canada, the Q1 of 2024, any year. It’s gonna have snow. It’s gonna be cold. You’re gonna have less customers, calling you. You’re gonna have to do more Street leather hustle, you’re gonna be knocking on doors, you’re gonna be going after commercial, talking about salt damage, you’re gonna be making outreach phone calls, you’re John be doing database deviations and all that kind of stuff. We know the sales volume is gonna be a little bit lower, but the marketing volume should actually be higher.

John Clendenning [00:20:15]:
Right? But what is your quarterly goals for for the Q1, Q2, Q3, and Q4 of 2024? What is your monthly goals? We know what we did January last year. We know what we did February last year. What are your goals in sales, in leads, in lead volume coming in? You know, all of those kinds of things. You must have a stopping point at the beginning of each new year and end of each quarter to reflect on how you did and what you can adjust going forward. So don’t just say, Hi, here’s my plan, and next year, next December, I’ll look at it. No. Break it down month by month, quarter by quarter. It takes about you know, sit down for an hour.

John Clendenning [00:20:53]:
Go to Starbucks, You know, get that murmur of clanking glasses and people talking in the background. Take a notepad. You don’t need to be on a computer. If you’re a computer person, type on a computer. Go into a spreadsheet. If you like Excel, Again, write on a notepad if you don’t. What did you do last year? What do you John to do this year? How many leads did you get? How many booked jobs did you get last year? What’s your average job? If you don’t know these numbers, you’re again, you you need to start working on your business. You need to spend some time knowing your numbers, so that you can actually make sense of them and make a plan.

John Clendenning [00:21:25]:
Right? So with all of that information, you can build out your plan for next year, everything we talk about from this point forward in, in today’s training is John to fit into that. Right? So what’s your revenue target? What’s your how much is that monthly? How many jobs will that require? Right? So if your revenue Carpet $30,000 a month, how much is, you know, or, you know, 300 360,000 a year. That’s 30,000 a Right? That’s fine. That’s your revenue target broken monthly. How many jobs will that require? Well, if your average job is $300, you’re gonna need a 100 jobs. Right? Break this down. What is your actual numbers? And with that, how many, you know, how many leads come in as well? So, again, if your revenue Carpet 550,000, that’s 45,800 a month. Your average job is 375, you need a 122 jobs.

John Clendenning [00:22:13]:
Right? So then we need to go, well, what is your average conversion rate? Do you know that? From phone calls, from text messages, from Facebook Messenger leads versus Facebook ads, from Google ads, from local service ads, from repeat clients, from referrals. Divide. You need to know each one of them broken John, and then aggregate what is what is that number. So say for example, your average booking rate was 50%. A lot of people think their booking rate is much higher than that. In fact, if you want, take it even lower. Just say it’s only 30%. Right? We find that a lot of clients, oh, we’re booking about 70%.

John Clendenning [00:22:50]:
We start running their numbers, they’re 30%. They have no follow-up. They don’t it it’s either yes or no on the phone. They might get a 100% from the repeat clients, 90% from the referral clients, and, like, 20% from the cold leads that don’t know who they are, and they don’t even realize it. And all in blended together, it’s a 30% booking rate. So know your numbers, but in this scenario we just talked about, it’s 244 leads. Next piece of, resource for you, you can go here to Carpet In this worksheet.

John Clendenning [00:23:23]:
You can type in all your numbers. It’s got a whole bunch of tabs on it, and you can click through this document, and it’s it’s a spreadsheet available for you. Just make a copy of it right on the home page. It gives you the instructions just above this this, banner right here. There’s instructions on how to click file in Google drive. Make a copy of it. Make it yours. Play with the numbers.

John Clendenning [00:23:44]:
There’s formulas built in. Just change anything that’s in yellow to your numbers. Right? And, There’s actually arrows pointing at the ones that you need to change, and what you can find out is you can just tweak the numbers up and down. On the 2nd tab, all the different ways you can get leads and how much it roughly costs you, it’ll actually figure out an average cost per lead from all sources. Right? And then it you can go into, well, how does that break down between online and offline marketing? And in online marketing, where do I need to spend the money? And it helps you break all of that John. So then you can now create your goals. So you can create your goals, and that should actually say 2024, but what are your goals for 2024, and how many leads do you need to get there? Right? Now once with that piece of information, who are you targeting? You need to update your marketing message. You need to know if I’m growing my business, where am I growing it? Right? So That now becomes the fundamentals of marketing.

John Clendenning [00:24:42]:
Why am I talking so much about marketing? Because if you own a cleaning business, if you’re the owner, you are the marketer of that service 1st and foremost. 1st and foremost. You don’t have to be the one that knows how to build a website. You don’t have to be the one that knows how to, you know, tweak, Tweet click the buttons and run an ad. In fact, you should, and if you learn all of that stuff, you should own a digital marketing agency or a marketing agency of some sort and sell your cleaning business because now you know too much about Marketing. The how to’s, not the whats. You need to know the what. Right? So the fundamentals.

John Clendenning [00:25:12]:
1st of it is, Who are you marketing to? That is your market. Who is your target market? Who is your ideal customer? What message do you need to say to them to attract them to you. What what is different about you? How can you tell them that you’re different? Right? You need to, you need to have, an understanding of how to, of of of of what is different about your business. You cannot be a commodity in today’s day and age. I you read Claude Hopkins scientific advertising from 1917, 21, something like that, still true today as it was then. It is Marketing is about why telling people how you’re different, and then tracking your KPIs. And the media, where do they hang out? How do you get in front of them? So let’s talk about that. Hey, Todd.

John Clendenning [00:26:03]:
Thanks for being on here. You want advice about setting goals and, when starting from scratch. Yeah. For sure. Again, a lot of what we’re talking about here in those workbooks and the, the spreadsheets and stuff like that. What I strongly suggest all of you guys do is go through those over next week, a little bit of a quiet week. Literally, You know, take a Tylenol or an Advil if you have to, if it’s painful for you. You’re the owner of a business.

John Clendenning [00:26:26]:
Your your your core job is to work on the business, not in it, and one of the John the is planning. So go through that and then hit us up. I have no problem jumping on a call and having to talk about this. I love this stuff. I’ve done it for for for decades. I’ve consulted on it. I can I can guide you and say, hey, I’m again, I’m not gonna tell you what to do? I’m gonna ask some really pointed questions, and have you go, oh, oh, but you’re gonna get a lot of this training as well, because that’s where we’re gonna be heading with all of this stuff, just in this training alone. Right? So who’s your ideal customer? Let’s think about this.

John Clendenning [00:26:59]:
We call it a, a customer avatar. And one thing I want to mention here on the customer avatar, Don’t just think of having 1 avatar. Kind of sounds a little strange, but say the biggest part of our business, 70% of our business comes from residential Cleaner. Right? Well, that you’ve got a customer avatar in the residential world, and we’re going to walk through who they are. But What if you do some commercial cleaning? I knew. I learned. I didn’t know at the beginning who my commercial customer avatar was. My commercial customer avatar was not a 50 to a 100000 square foot office building.

John Clendenning [00:27:34]:
Did we get called out to do quotes on those from time to time because we were Known cleaners in our area? Absolutely. Did I politely excuse ourselves after a while? At first it was like, oh, let me go measure. Let me spend half a day Looking at this whole facility, are we ever going to get it? No, because that wasn’t our ideal ideal customer avatar. We didn’t want to be working all day long, and then from 5, 6, 7 o’clock at night till 3 in the morning, 4, 5 nights in a row to get that done. Still needing our day John, and and at as you know, a very, very small rate because obviously big big corporations and big companies like that, they’re just trying to find it cheaper than paying their own guy in house. Right? So, but we did find that our ideal commercial customer avatar was, like, small medical, dentists, doctors, chiropractors, and and other professional offices, accountants. So smaller offices, know, maybe only a couple 1000 square feet, but you could do them at the end of the day. It could be an overtime for the technician.

John Clendenning [00:28:34]:
They’re willing to pay for protection. They’re willing to, pay extra for spots and stains. The it may be not the same rate as you do a residential client, but the cost the the, The actual hourly rate that you were getting, because it’s wide open, nobody’s there, you can clean quickly, was as good if not better then your residential, and it fit in. Now, you you don’t need to do there’s not enough of them to do every single night all the time necessarily, but it became an avatar we chased down and sold to continuously for 20 of the 27 years I owned the business. So probably took me 6 or 7 to really dial in our best avatar. So think of it that way, but let’s look at the residential one. Right? Our ideal customer avatar is usually a homeowner, 35 to 55 female, occasionally male, but 80% of the time if you check who looks at the ads, who responds to stuff like Google Analytics, and data, and website data, and Google search console, and all of that kind of stuff, you’ll find this is absolutely true. Married with 2 to 3 kids, head of the household, don’t tell the husband that, but head of the household is is mom, usually has and then, again, this number might be a little bit low.

John Clendenning [00:29:39]:
Inflation has Real I’m gonna say that’s probably close to 85, 90,000, depending again, different in different areas around the country, but, annual household income, 100,000, 125,000 in some areas, 150,000 in other areas, but think of your area, know what your median family out household income is, and understand that your ideal customer is not the middle of the road. They’re they’re the ones that, higher cleaners are family oriented. They’re reliable. They usually have pets 75% of the time. Take pride in their home, home decor. They like to help others. They expect the same. They’re usually Marketing, crafts, you know, interior design, things like that, interested in the community.

John Clendenning [00:30:15]:
What are their pains and frustrations? Right? And I’ll tell you why we’re even thinking about this. Oh my god, John. I’m a carpet cleaner. Why do I need to do this? No. You’re a marketer of cleaning services. They can’t get the Carpet Cleaner company on the phone. That’s one big one. Nobody returns their calls or messages.

John Clendenning [00:30:29]:
They need their carpets cleaned or furniture cleaned. Obviously, that’s a pain of frustration. The house is not smelling fresh. There’s something funky about it that they’re trying to solve. Too busy to deal with it. Don’t know what to do themselves. Don’t want to do it themselves. Don’t want to make a mess.

John Clendenning [00:30:42]:
Don’t want to ruin their fine stuff. They’re not living in an apartment with rented or or, furniture they bought off of used furniture off of marketplace, and they’re not, you know and don’t own the carpets. They are homeowners. They’re too busy to deal with it and don’t, you know, Don’t John don’t wanna problems. They’re worried that the situation in their house could get unhealthy, and they wanna know that they’re maintaining a healthy home. Those are their fears and frustrations. Right? How what are the implications of those fears? They don’t John to be ripped off or overcharged. They need to understand.

John Clendenning [00:31:14]:
They don’t need a discount price. We’re not talking about that. They need to know that the person coming in isn’t going to say one thing and do something else. Pay too much for something it could have gotten elsewhere. This is, again, a caveat to that is if you’ve got a unique way of cleaning, you’ve got a unique way of explaining what you do, if you’ve got packages and systems in place, then, again, could they have gotten that somewhere else? Everything that you’re talking about combined? Yeah. But what’s that price? What is your competitor charging for a full suite of services all in, and if you’ve got a package, you bundle it up lower, but most of your clients take that, you’re selling at higher prices than the other guy that just goes, you sells everything a la carte, so ways to think about it. They have, they don’t want their home damaged by faulty workmanship. How do you guarantee that? They don’t John to wait around for the carpets to carpet cleaner to arrive.

John Clendenning [00:32:01]:
They don’t want to be inconvenienced, coordinating it. They want to make it as as simple and easy as possible. They don’t wanna cause a disaster in their home, and, they wanna make sure they can afford it. They wanna know what that’s all about. And their desires is to get clean carpets, have put the issue behind them, have a well kept home, all that kind of stuff. So they want the peace of mind of doing it. So now, again, with that avatar in mind, Again, this is one of these cool phrases that can stick in your head. If you see Joe Jones through Joe Jones’ eyes, you can sell what Joe Jones buys.

John Clendenning [00:32:34]:
I love that little, Limerick phrase because if you can actually see what your customers want, you’re not selling them what you think they want. You’re selling them what they John, right? And it’s not the services they John, it is the removal of of of of pain and allaying their fears. Right? So if you can put all of that in your marketing message, if you can come up with a unique sales proposition, a compelling sales proposition, Why you? Why Nova Steam over Stanley Steemer or, you know, 0 Rez? Why you know, Think of in those terms, what is different about you personally owning the business? What do you promise to them? What can you say? What can you show that’s different? Put yourself in front of the customer, put your face in front of the customer, be transparent to them, and build a system, and they’ll buy from you. Right? So now we know, we we know who we’re targeting. Let’s let’s think of the message for them. Right? Let’s think. What should someone choose what, you know, what should someone choose to do business with you? Why? Sorry. Why should someone choose versus the competitors? I’ve only got 3 lines here, But on a piece of paper, in your homework time, start it right now.

John Clendenning [00:33:44]:
There’s a little bit of of this this sheet right here is in that workbook that we talked about at But think about this, why should somebody choose your business over your competition? Call every one of your competition. Go to their website. See what they’re offering. See what they’re promising. See what they’re doing. See what they sound like. Right? You know, hit whatever star 72 or whatever is on your phone, to to block your phone number.

John Clendenning [00:34:11]:
I don’t Carpet, but Figure out what you can do and say and be different that matches those fears and those desired outcomes. Right? What benefits do you offer your target customer, that will resonate with them? Right. So some that work, Eco friendly Cleaner, 100% satisfaction guarantee or it’s free. We used to offer, Like, we had different packages. Packaging is a brilliant thing. If you ever need to talk about packaging, hit hit us up. It’s part of one of the things we we help train our new clients on and stuff like that as well. And even some of our old clients, they go, oh, I’m finally ready, John, to do this packaging thing you talked about.

John Clendenning [00:34:51]:
But yeah, a 100% satisfaction guarantee. Does that mean your your competitors say, well, we 90 90% guarantee your satisfaction? No. Right? But the or it’s free, and there’s these different ways to word that, that kind of thing. We had a, a 1 year spot free guarantee on one of our higher end packages that came with protection, came with a spotting kit, came with a bunch of stuff. What was the guarantee if you spill something on the carpet and it does not come up with our spot remover that we gave you? Will come out free of charge and work on that stain for you. Right? That was our spotting guarantee, right? So if they, we gave them, we gave them a, a sheet of how to take care of spots John the back of it was the waiver basically saying if you spill a toilet bowl, acid or bleach or this or that, blah, you know, those things aren’t John come out, but if your carpet has been cleaned and properly protected by us and being well cared for, you’re going like it’s going to resist spots and stains. Right? Our high end package had a a free cleaning, a free traffic lane cleaning in 6 months, where we upsold them, refreshing that protector. So we only charge them for the protector, but we charge them regular, you know, 20¢ a square foot or whatever, and we you’d you’d make 80, 90, a100, $120 to go back and just clean the traffic lanes.

John Clendenning [00:36:07]:
Right? Because they would ups they would take the protector and maybe get a couch thrown on at the same time and a bunch of other stuff, So really good package on the 3rd 3rd end was the free cleaning package, free free cleaning within 6 months, but you can create guarantees that you guarantee that if there’s anything they’re not happy with, you’ll come back and re Cleaner. No questions asked. If they’re still not happy, you’ll give your money their money back for the areas they’re not happy about, whatever. If you they can find a competitor that can get it cleaner than you, then you’ll you’ll pay for that competitor to come and do the work for them Masters that those first 2 steps are taken care of. Like, all of that stuff is messaging that works for somebody who has those fears. So you don’t need to be afraid of it. Right? You John talk about highly trained technicians, IICRC certified if that’s, you know, is that your thing, whatever. Phone and chat answered live during business John.

John Clendenning [00:36:56]:
Honest pricing, no sales gimmicks, no hidden costs. What that means, maybe you do. We’ve got some people on here. I don’t Joe, if you’re on the call, there’s a bunch of bunch of guys that every single customer needs an on-site quote first. Why? Because you know you sell 80 or 90% of on-site quotes, and you sell them for more than what you would have on the phone. So you’ve changed the way you do your business, and you only do, everybody has to book an on-site quote first, right before the cleaning. Now you have to have the system in place to come out and do on-site quotes quickly, but that’s an option, but you can also have both options as well, where if they’re ready to book, but you know what it means that when you come into the home, you’re gonna give you’re gonna give a fairly accurate estimate range over the phone, and and the exact price when you show up within that range, based on the information they told you, it’s gonna be between 250 and $350, ma’am, or 250 and 325 on the day of Cleaner. We’ll we’ll measure everything up, we’ll we’ll go over the areas.

John Clendenning [00:37:47]:
It’s all based on exactly this. Our price is very exact, So, we know, you know, it’s based on what you have. We don’t know that till we see it exactly, so anybody who gives you a quote over the phone isn’t really sure if they’re John to be under pricing or over pricing when they show up. We know exactly that you’re going to be charged for the time and materials it takes for us to clean the Carpet because it was based on exactly this. So we’ll give you a range over the phone. We can come out ahead of time. We can come out in the day of cleaning, and dial it right in to the exact penny for you. That’s no gimmicks.

John Clendenning [00:38:16]:
That tells the story without having to quote over the phone. Other things you can make the if you can make the case for same day Estimates, you know, money saving offers. Not discounts. Again, we we have a whole training about offers. It’s not about discounts, it’s about value stacking. You’re gonna leave the job site squeaky Cleaner. Make sure you talk about, like, we used to sweep the front porch off, and we would we would take, you know, one of those Euromobs, and we’d roll out a red carpet right inside the door. We come in, change our shoes, step off, never walk beyond that spot with our outdoor shoes on, and always switch our shoes, never walk outside with our indoor shoes going outside, and then even when we’re done, we’d we’d roll that up, before we put on our our outdoor shoes.

John Clendenning [00:38:57]:
We we would actually Actually, give take a a a damp euro mop and do a quick mop of the hallway. Again, unless they said, no. No. I use some special products. Don’t worry about it. Okay. That’s fine. I’d like to give a quick sweep and a mop of the hallway just in case I’ve tracked some stuff in, you know, all that.

John Clendenning [00:39:10]:
And they’re going holy crap. That’s a lot of stuff you guys are doing. So talk about it, your squeaky clean John site that you lead for sure. Your proven track record, show client stories, great you know, your great service guarantees that we talked about. So that’s your messaging, right? Now you’ve got to talk about the media. Where do they find you? Right? So what is what is the media? How are these people finding you? And you’ve got to think about that, and we’ve got to start thinking about it of an all in perspective. It’s omnipresence is your marketing message of the day. It isn’t 1 channel, and then when that, then you switch to another channel.

John Clendenning [00:39:46]:
No. You gotta be looking at As you grow your marketing plan, you’re stacking. You’re stacking. You’re stacking grassroots with some digital. You’re stacking the digital with some paid ads. You’re stacking that with some social media. You’re not stopping. You’re stacking.

John Clendenning [00:40:00]:
Everything works in concert with everything else. It all helps build your brand awareness as well, which then, actually causes more interactions with each one of those over time, so you’re building a momentum and, like, just like this, a wheel that just spins. You’re building momentum over time. So you John think about stacking. Even every door mail, on postcards, radio ads. Once you start getting 3 or 4, 500, $600,000 a year in sales on, your 20% marketing budget leaves room for radio ads that now may creates even more brand awareness stacked on top of everything else. Right? In Canada here, you know, every every town has even towns of 10,000 people have a hockey rink. Can you sponsor the hockey rink? Can you put your banner on the boards or on the steps going up? You know, again, just another avenue.

John Clendenning [00:40:49]:
Where do you spend your 20% of revenue to grow the business to extreme levels. Right? You John to make sure your website is a hub to convert. It’s one of the main things of your media, one of your wares. So website, there’s an example of a website. For example, You’ve got social proof popping up. You’ve got, automations we’ll talk about in a minute. You’ve got your phone number up in the top right corner prominent. You’ve got your actual h one tag, it’s called for SEO, but below that, it looks like the biggest heading and it isn’t, like, in in the coding is your risk reversal guarantee.

John Clendenning [00:41:26]:
Your personal. There’s your family, real people, all of that kind of stuff. You want to make sure that your website, and we’ve done trainings on this specifically, but your website is set up convert. When they start scrolling down, there’s conversion elements all the way down it, and we it’s personalization. People don’t buy from brands and and brands help influence them to remember you, they buy from people. Right? Even in the franchise worlds that I was in, It we didn’t show the franchise cheesy model holding, you know, holding the their their their cleaning tools or whatever. No, no, it was me, my wife, my kids, all of that kind of stuff. So you want to make sure that you’re, you know, you’re the face behind your business.

John Clendenning [00:42:07]:
It is a local business. You’re not selling nationally. Right? You want to make sure that you’re you’re tracking your numbers, but as an example, Google Maps should be a big focus as well. Getting reviews, uploading pictures. If you’re working with a web team, sending them the pictures. Using their reputation and review tools to get more feedback and reviews. Optimizing that listing and do everything you can because And having an actual listing that’s near an office, an address that’s near one of your target Marketing, right? If you’re in the industrial area and for the next 5, 7 miles around you is factories and you target residential, your maps listing is going to do very, very little because there is a proximity as well. So you want to make sure that you’re you’re thinking of these kinds of things.

John Clendenning [00:43:00]:
So authentic images. Speak to your target market. We just told about it. They’re fears. You have a website that turns around and says, hey. Are you are you do you run a busy, hectic household? Is it, tough enough getting the kids off to dance and and soccer, and and and karate, and and the dog to the groomer, and and and next thing you know, you’re you’ve you’ve had, you know, The weekend comes and it seems like you run out of weekend, before you even had a chance to do half of what you needed to do, and the week starts again. We wanna take 1, you know, one of those, You know, cleaning the house is the last thing on your mind, keeping the carpets and and furniture clean even farther. We wanna take that off your list.

John Clendenning [00:43:35]:
Does that speak to your target avatar? Absolutely does. So you want to include video elements. People watch video, spends more time on your website. By spending more time on your website, you get better rankings as well. You show up more. Showcase your online reviews, real ones, not the fake cheesy, you know, here’s the 3 reviews come back to my website a year from now. Here’s the same 3 reviews. Make it easy for them to take action everywhere on your website.

John Clendenning [00:43:59]:
Have the basics in order. Phone number in the upper right Cleaner. Ensure there’s a a web form that customers can fill out. I’ve had some clients tell us, you know what, John? We don’t like answering web forms, so we just want them to take them off the website. I’m going, k. Really? But Some your there’s a number of your clients that or or leads or prospects that will John to fill out a web form. They don’t want to call and they don’t want to chat. So are you okay with them just choosing somebody else? Because you can’t force people to do what you want them to do.

John Clendenning [00:44:32]:
The customer is not always right, but the customer is always the customer. So you can have smart forms, and we’ll talk about that. There’s ways to do that, but you don’t just decide, oh, I don’t John do chat. Oh, I don’t John to do I don’t want to answer my phones. Take the phone number off. I just want people to self book. Do you think a brand new customer, a brand new lead who knows nothing about your business, is John click a self booking link and choose the rooms they want, build their own quote, and book with you without knowing why you’re different and having any chance of you influencing them? Ain’t John happen. If you’re the lowest price guy in town, maybe, but how else are you gonna tell them what you do? Now you’re repeat customers, by all means.

John Clendenning [00:45:14]:
Hey. Give us a call or book book your point yourself. You know our prices. You know what we do. Click here. Right? For sure. I still like the influence of calling them and chasing them and all that kind of stuff and chatting them and being all friendly on the phone, but yeah, New customers need influence. Your website needs to influence them and what you want them to do is fill out some sort of form where you’ll call them back and Give them an estimate, not self booking, just so you know.

John Clendenning [00:45:41]:
You want to make sure there’s lots of call to actions. You want to leverage offers as much as possible. So, again, not discounts, not deals, value added offers. And you John to make sure you have two way chat on your website. So we like chat to text, so it shows up on their cell phone, they can leave the website, nobody has to sit there on the website. Oh, let me wait till they come back with an answer, and you don’t have to sit there. You know, there’s automation involved, we’ll talk about that, and are you leveraging automation? Right? We just thought mentioned that. So a website has a very specific layout, a very specific format.

John Clendenning [00:46:10]:
If you’re one of our clients, you know it, you see it, we we have it dialed in, we know how to increase conversions, we track all that, we put heat maps on it, we know what people are clicking on, we know what What what they’re spending time on, all of that kind of stuff. But we’ve got some training on it, and if you, again, stick to the end, I’m gonna give you that route that, link, and one of the things in there talks all about this. It’s this actual guide. Right? So if you pull your up website up right now and can take a look at it. We’ll keep moving, so we don’t stop on that one. But now what are your 3 action items, right, for your website. We talked quite a bit about websites here because it is the hub, but it’s one of the media. It’s one of the places, but, right, what are some of the things? You can write them down on your your current website.

John Clendenning [00:46:56]:
Again, if you’re not not if you’re not a client of ours, If you’re just kind of stumbling across this and learning and planning, what are things you need to change, right, to make that all work for you properly. And now what we want to get into is the biggest problem most carpet Cleaner space, which is unconverted leads. 60 50, 60% of inbound leads leave unconverted. They did not turn into customers. What are you doing about those? 90% of web forms and even chat fails to convert. Why? Because the leads are not followed up with within 5 to 15 minutes. If a lead is not followed up with with immediately, at the worst case scenario, 5 to 15 minutes, they have gone cold. They’ve moved on to something else.

John Clendenning [00:47:44]:
Again, if a repeat client, yeah, of course, they might wait around for you. They wait for you to call them back. Oh, yeah. Tom takes forever to call me back, but, yeah, he’s my guy. That’s not a growing business. Right? But when it’s a you’re doing good outreach marketing and you don’t you’re not right there, on top of that lead with a great script and great conversions, and knowing your conversion rates, and knowing how to improve them, and tweaking tiny little tweaks over time, so you’re getting a little bit better and a little bit better because you’re tracking stuff. If you’re not doing that, yeah, and you’re not within 5 to 15 minutes, you’re missing out. Customers must be followed up with 5 to 7 times before bookings, and that should actually say leads.

John Clendenning [00:48:22]:
Customers, I you know, there’s customers and clients. Clients come back over and over again. Customers are the one time first time thing, leads are people that haven’t booked yet. Right? They need to be followed up with 5 to 7 times, a lot of them. So that is why most of them go stale. That’s why your booking percentage on cold leads might only be 20, 30%. You have not chased them at all. Chasing means messaging them back later today, messaging them and calling them tomorrow, waiting a day or so, sending them a whole case study story of other clients just like them that got stuff done, they were happy, waiting a day or 2, calling them back again.

John Clendenning [00:48:56]:
Like, does that sound like you’re bugging them? No. If it does to you, you don’t understand marketing. You have to people forget. People don’t you know, if you got them on the phone, they said, yeah. I’m thinking about it. I’m just kinda planning for month. Awesome. Cool.

John Clendenning [00:49:09]:
Let me send you over some information about us, and, hubby, I give you a callback in, let’s say, 3 weeks, 4 weeks. Yep. Okay. You put it in your calendar. You call them back. They won’t remember you. Right? Today’s customers prefer to interact by text message. We know that, so make it available on your website and everywhere else.

John Clendenning [00:49:26]:
Leverage marketing automation to follow-up with web forms within the 1st minute or 2 and, you know, of submissions via phone, email, and text. We actually have a our our tool, Carpet cleaner lead pro, Mentioned up here in the top Cleaner. As soon as somebody fills out a web form, it rings them. If they get on the phone, it rings you. Right? And connects the 2 of you together to have a conversation. If they don’t pick up the phone call, it texts them. If they miss the call, they can’t take it. They filled out the form, but they’re not in a place they John to take a Carpet.

John Clendenning [00:49:55]:
Whatever. Hey. Thanks. You just noticed blah blah blah blah blah. You filled out the form. Really appreciate it. Looking forward to getting a hold of you know, answering all your questions. In the meantime, I’ve got a quick question for you.

John Clendenning [00:50:04]:
Automated. Get them, start chatting. The more they start chatting right away, the more you’ve taken them off the path of finding somebody else. Put automation in place. Right? Every prospect, it needs to be touched 5, 6, 7, 8, 10 times over the next 2 weeks to increase your conversions. It looks like this. No matter which lead source, there’s a path that they go down that becomes a a communication and chase. If they talk to you and then they go stale, then in your pipeline, they’ve turned into somebody who is thinking about it that didn’t book a quote or didn’t book a job yet.

John Clendenning [00:50:39]:
Right? That’s now a lead that’s kind of gone quiet. You they they need a whole different level of Marketing, And then if they actually kinda just, you know, say the the the transmission went out in the car, you know, the furnace blew, whatever, money went somewhere else, What do we do as business owners? 99% of business owners never follow-up that person ever again. Oh, well, I lost them. I don’t know what happened. Good business owners have an automation in place where there be that person gets an email and a and a text message in a month. Not about, oh, sales pitch, big, big No. Hey. Just checking in to see how things are going.

John Clendenning [00:51:15]:
In the mean, I just popped you a quick email. Just a little bit a little story about one of our happy clients that are one of our the the the services that we solved, you know, for one of your neighbors. That’s one of the better ways to word it. Everybody in town’s a neighbor. One of your neighbors, thought you might be interested. Right? And they’re on a monthly drip until they buy or unsubscribe. Simple math. You generate a 100 leads in a month.

John Clendenning [00:51:42]:
If your average size business, small like 10,000 a month and not a lot of right? You’ve got maybe 10,000 coming in from new leads, and you’ve got fifteen or 5,000 coming in from your repeat clients, $15,000 a month business, running it just under 200,000 a year or whatever, you know, what does that work out to a 180,000 a year. Right? One truck operation quite easily. 30% conversion rate on cold leads. No follow-up, you book 30 jobs, your average is 3.25, you made 10 grand. Do the exact same math, exact same number of leads. You did not change your marketing. You did not change your marketing. You did not spend a dime more.

John Clendenning [00:52:18]:
You just put in conversion optimization. Now you’re booking at 70% because you chase them for the next 2 week or 2, and that 31 up to 50, and you continue to chase them the end of the month, the next month, the next month, and then that went up to 70%, 50 to 70, another 20% actually said, you know what? I John to try these guys out. Right? Good marketing targets the right people, the ideal customer, and then you chase them until they buy. Now instead of 9,000, you’re almost at 23,000, almost tripled your revenue with no more expense. Now if we go all the way back to the Clendenning, what did I say at the beginning? The marketer who could spend more to buy a lead, to buy a customer will always win. How do you spend more? Raise your average ticket, that’s one way, but before that is convert more. So you have the you have a lever, a couple Cleaner to pull. One of the levers is conversions.

John Clendenning [00:53:21]:
You can have better follow-up to get them to come back, you can have in that follow-up a compelling sales proposition, unique sales why you over everybody else and tell that story in all of your message. Better messaging, like we talked about, Marketing right to your average, your ideal customer avatar. Right? If you’ve got marketing going out to commercial, you change the follow-up messages to talk about the commercial to your ideal customer avatar, right, and better scripts on the phone. Better scripts can double the number of bookings right out of the gate. You automatically get a better script in a second? No, no, no, no. You work on scripting. You learn scripting. You work on scripting.

John Clendenning [00:54:03]:
You try things. You rehearse it. You get your staff to rehearse it. Whoever’s answering your phone. There is no such thing as sending it to an answering service that, yeah, we’re doing we just answer the phones. We can’t you know, not at all. You you can’t be answering the phones when you’re standing and talking to missus Jones and trying to influence her to upsell the ticket, and you’re walking through, and the call comes in, and what do I do? No. No.

John Clendenning [00:54:26]:
No. No. You have to have a mechanism in place for somebody else to be Answering your phones and getting back to people, a bit of automation, but you have to Whether it’s at a stay at home mom, is that a well trained call center that has somebody trained just for you that knows carpet cleaning, that has access to your ServiceMonster, your Housecall Pros that can book it in, that knows your area well enough, or at least can pull up a map and route, and not have somebody 3 counties away booking in at 9 o’clock and somebody at, you know, all the way across an hour and a half later at 10:30 in the morning kind of idea. A little bit of that kind of stuff. You need to have somebody who knows that. Again, stay at home moms, stuff like that are really good. You just pay them per booking that they put into your calendar. 25, $30.

John Clendenning [00:55:09]:
Every other call that they take is just, you know, again, answering service processing, but they get paid only for the bookings they get, and you teach them scripts, and their booking percentage will get up to that John cold leads, that 60, 70% range, for sure. Right? So think of the conversion elements, not on your website, but in your whole Marketing. And the takeaways from this section. What did we learn so far? Now the final part of this is knowing your numbers. None of this happens without knowing your numbers. How are you John increase your conversions without knowing your conversion rate? Right? Sometimes it’s hard to go backwards from this point back, but can you go from this point forward? How many inquiry calls, messages, and emails, and form fills did I get today? That’s just a simple Excel spreadsheet, and how many of them turned into jobs. Right? There’s automations and tools. We have tools for that.

John Clendenning [00:56:09]:
Carpet Cleaner Lead Pro is a great tool as our as our clients use it and move their leads across. It calculates the conversion rates and all of that for you. We know if you’re terrible on the phones. We know if you’re terrible at follow-up. We can do the automation. We we remind you to reach out and call. If you don’t, we can see that. We know that your conversion rates are nowhere near the average across hundreds of clients.

John Clendenning [00:56:33]:
Right? So again, what’s the average conversion rate? You should know that. How many came in, like on your websites and like we manage websites for our clients, but if you if you’ve if you’re managing your own website, how many leads, how many people looked at your website and how many filled out a form or picked up the phone? You have better have call tracking numbers. You better be tracking everything. Right? One of our clients, as an example, Q1 on Carpet cleaner lead pro from October to December. Web leads this was from last end of last year’s data. Web lead conversions up from 31 year to date to 65% because of carpet cleaner lead pro alone. Their average ticket was $415 So they generated in that quarter, October, November, December, They generated 367 leads and now book 65% of them. 300 238 jobs according to their service Masters.

John Clendenning [00:57:32]:
They generated $98,000. A projected 15 to 1 return on investment just by knowing the numbers. Right? Total investment, $6,677 over those 3 months. Oh my gosh, John. I would never invest that much. What’s 20% of 98,000? It’s almost $20 over that 3 months. They should be investing $26 went into their digital marketing. They have almost 7.

John Clendenning [00:58:05]:
They have 13 grand left over to invest in more marketing. Now this is growth, so they actually, you know, they they now realize, hey, we can invest more, and now they’re they’re $100,000 in 3 months can turn into $200,000 in 3 months, because they got a lot of marketing room to grow and do other things and find new avenues and channels, and we help with that. Right? But that’s the way you can figure it out. So set This is where we’ve gotten to so far. Set clear goals, Get clarity around your market, your message, why you’re different, your media, who where you’re John to reach out to people, what are you going to do. It’s about stacking. It’s not about switching. It’s stacking.

John Clendenning [00:58:43]:
You join Facebook groups as a business owner, local Facebook groups, and mommy blogs, and all that kind of stuff. Right? That’s just another thing you do. You dedicate 20, 30 minutes twice a week, 10 minutes, 4 times, 3 times, 4 times a week. Pop into these groups. Shared. Be a good guy, share some stories, share some tips, never sell. Just be a good business owner. They come to your Facebook listing, watch a YouTube video or 2 John how to make certain things private, certain things available to only friends, and certain pay for to acquaintances.

John Clendenning [00:59:16]:
Let them know who your business is. Change your cover graphic to show you with your truck, your business. Let them know what you do. Give them a link to your Facebook page for your business in your personal profile because people are gonna see your answers and then go, who’s this guy? Right? That could be a real estate agent. That could be a carpet store owner. That could be a maid service, and they could go, oh my god. I I don’t like our guy. He’s been pissing off our customers.

John Clendenning [00:59:39]:
Let me talk to this dude. Right? So, we made sure, the website is optimized for conversions. We talked about that, and we John to set up KPIs and tracking. Key trends. Let’s just rattle through this quickly. We’re just on the hour. Gonna wrap you guys up. You must have an all in perspective.

John Clendenning [00:59:57]:
SEO pay per click, local service ads, social media, email, direct mail, you gotta be starting to stack. When you’re a small business, you don’t have a lot of people to direct mail. Gonna be direct mailing your database, but you you can also pick up the phone. You got a lot of time to do shoe leather. You’re gonna be knocking on doors, walking into those Condos and property managers and, you’re gonna be joining property manager associations as a vendor. You’re gonna be, you know, being a guest at every BNI group you possibly can, chamber of commerce, all that kind of stuff. You’re just getting out there, out there, out there, out there with your unique message. Video, video, video, and then when you’re done, more video.

John Clendenning [01:00:32]:
Pick this thing up, your phone. Talk into it. Get good at it. Get used to it. Don’t even have to be good at it. Get used to it, and then share it out. Right? Be the face of the business. Wear a nice shirt.

John Clendenning [01:00:44]:
Don’t go out and clean carpets or or do work in jeans. When you’re walking in when you’re meeting a real estate agent or your, going into a carpet store, right? A little bit of cologne, very neat and tidy. Look like the owner of the business Still wear company shirt, but maybe your shirt’s slightly different. When you’re the technician or when there are technicians, they gotta be clean. Spare shirts in the truck. Look the part. Show up. Ready for ready for to to be remarkable so people can remark on you.

John Clendenning [01:01:14]:
Conversion optimization and artificial intelligence is leading the way. Google Ads is all artificial intelligence now. Right? We design the ad campaign. The algorithm takes over and and we we we teach it what the ideal customer should look like. The algorithm takes over. We feed it the data of everybody who interacted with the ads, everybody who made it into, you know, Carpet Cleaner Lead Pro, who converted into a, a lead, a phone call, a form fill. We teach it. We give that back to the the AI.

John Clendenning [01:01:46]:
We give that back to the machine learning. If if you tell us that they became an actual customer, we feed that back. It helps the AI dial in better and better. That happens with Google or Facebook is is is coming along as well. Google’s been doing this for years and getting better and better and better at it. Facebook is now coming up as well with It’s it’s all about our job is all about teaching the algorithm. It’s understanding and teaching the algorithm. Artificial intelligence is everything.

John Clendenning [01:02:12]:
So let’s build your plan. Find out where your leads are coming from. Start stacking. Again, I’m John give you a resource. You can go here. You can go and look at what your, the ultimate Internet marketing checklist. Right? Talks about it’s it’s it’s a report that we give out. It’s available at the end, at the end of this call here as well as one of the things you’re gonna get.

John Clendenning [01:02:33]:
So Top 3 Internet marketing initiatives to put in for and I don’t even know medically why that says 2022, but the top 3 Internet marketing initiative initiatives for 2024. We want to borrow this slide from an old presentation. Set your goals, 3 fundamental marketing. We talked about this, how to optimize your website for conversions, the big picture of all the online marketing channels you should be tapping into to maximize, the big picture is stacking. Omnipresence, omnipresence, omnipresence. The winner is the one that’s seen most. Your vans in the drive thrus, your door hangers, your yard signs, again, all match your social media. You outreach into groups.

John Clendenning [01:03:13]:
You have ads running. You if you’ve got if you create a video and you post it up and you you find the best video, one that starts all of a sudden one of your videos. You don’t know which one. I don’t know which one. Why do certain TikToks take off? I don’t know. Right? But you find the best video that that you put on Instagram or or or or YouTube as a short or on on your Facebook, shared out into groups, and all of a sudden you got one that’s gone viral. What do you do with that? Run ads, run, run ads against it, run paid ads against it. You found a winner, run it for awhile, right? That kind of thing as well.

John Clendenning [01:03:42]:
Or again, work with an agency, us or somebody else and say, Hey, I’ve posted out a whole bunch of stuff. This one for some reason has got a whole bunch of likes and comments. The agency’s John go, awesome. That’s another one we can use. Right? So, latest trends, develop a custom action plan. We talk about it calling it our digital dominance method. It’s part of our whole best known cleaner program. So, and then we’re actually kind of rebranding everything to the best known cleaner, but it is the digital dominance plan around the back end.

John Clendenning [01:04:09]:
Compelling sales proposition, risk reversal guarantee, engaging logo, conversion focused website personalization everywhere. You are the owner of the business, you don’t have to be the guy out cleaning all the time, but as the owner of the business, people are buying from people. Hyper local SEO optimized, all of that, all the way around authority building, feedback syndication, retargeting. Most of the people that come to your website don’t, don’t book, don’t interact, but if you retarget them, you bring them back. You bring them back into your funnel and into your world. All of that kind of stuff. Video marketing, Google ads, it’s it’s all of it. Email marketing, monthly mailed newsletters to your your target Referral clients, your very best clients, your commercial clients.

John Clendenning [01:04:52]:
We provide an actual monthly newsletter to all of our new clients, print newsletter that I have sent out personally for over 20 years, and it’s we’ve actually sold, probably sold for 17 years now, and there’s dozens and dozens of of of cleaners that that just buy our monthly newsletter for $127 a month pre written that they just have to change a few things, print it off and send it out. Not an e newsletter, a real newsletter. Right? So takeaways. Write down. What did you take away? Did this help? Was this helpful? Do you understand planning? Do you understand how to move to the next level in your business? How to think, how to take a deep breath, a coffee, not a glass of wine or a beer? Probably better. And just do the hard work, pen to paper, work on your business. If you want to kind of Get yourself a really good Christmas gift or if somebody still has to buy for you, Christmas, the E Myth Revisited or the E Myth original that you revisit is the updated version, still a decade old or more, by Michael Gerber. Get the audiobook.

John Clendenning [01:05:59]:
Listen to it repeatedly. The E Myth revisited. That’s a starting point. I’ve got lots of lots of suggestions for you. Anything by Alex Harmozi is a brilliant as well, but the E Myth revisited. That would give you an idea of working on your business, not in it. How to structure your business, even if you’re just 1 man show, or if you’ve got 20 people. Right? It’s the thinking process of building a business that runs like clockwork without you needing to be in it.

John Clendenning [01:06:29]:
Okay. So here’s where you’re John go. Carpet Cleaner Marketing Masters .com/rewards, and you’re gonna get a whole bunch of stuff. So remember, we’ve got so far. Masters then also slash 20, 20 four dash worksheet. That’s the spreadsheet and the workbook from this training, and now you’ve got carpet It is a Google drive file that you can has that has all of these in it that you can make a copy of or download if they’re a PDF, make a copy of if when things that aren’t a PDF, or just read where it is. They’re not going anywhere, and we’ve got how to optimize your website workbooks.

John Clendenning [01:07:11]:
We’ve got, Google My Business Guides. We’ve got checklists, all kinds of stuff in there, even things that aren’t on the screen. Right? So, hopefully, that was valuable. Hopefully, there’s a bit of an eye opening there. If you’d like help creating your larger than life appearance online and become the best known cleaner in your marketplace, hop on my schedule. slash schedule. You can book a time in my schedule. We’ll have a quick chat.

John Clendenning [01:07:41]:
We can We’ll chat, you know, 15 minutes. Learn a little bit about your business. You’ll fill out a quick little survey first. We’ll have a chat and see where you John go and discuss if there’s ways that we can help or ways that we can aim you in a in a in the direction for help. We’re not for everybody. We know how to build businesses that John grow. Some people don’t wanna grow. So, we can help you with that.

John Clendenning [01:08:00]:
We can have that conversation and then, you know, move forward. We’ve got lots of options and lots of different ways we can we can help businesses at different levels. We’ve helped guys go from 5,000 a month to 15,000 a month in 3 months with one of our programs, our hustle helper, and then run through our lead challenge lift off to get beyond that, and finally, now they We we’ll invite them to enroll. They’ve now can graduate into our best known cleaner program because they weren’t ready to start with. We only take people that qualify, so but we can help you through that process, and we got lots of trainings and stuff like that as well. So anyways, hopefully, you found all of that Somewhat helpful? Put a 1 in the chat if you found that this was worth your time, an hour and 10 minutes. We’ve got another part 2 of this coming up where we get deeper into the blueprint. See behind me there? The, blueprint for success.

John Clendenning [01:08:54]:
That was the coaching program that I ran for a decade, and man with corporations and franchises and individually at at 750 to $1,000 a month for people owning cleaning businesses to learn to do all of that. We’re gonna talk about that on the next around planning and stuff like that. Get your plans in place. Meet back up here in January, and let’s talk about implementation and how you really see your business with 3 separate separate hats on. So Hopefully, that was helpful. Again, gave you all those links. Make sure you go to them. Keep an eye out for the replay as well because you might John to go back through this a little bit slower.

John Clendenning [01:09:34]:
Download those workbooks and worksheets. Reach out to us if you need have any questions, any input, anything like that. If you’re a Carpet cleaner that wants to hop on The Carpet Cleaner Success Podcast, we wanna do full interview series through all through 2024. We want carpet cleaners to hear from other carpet cleaners as well. So we wanna interview you and just find out about your business, where you’re at, what you’re doing, how you got into it, what what’s working, what what’s your struggles, and just have a a friendly chat and a laugh. Right? So, we don’t run them live, we run them pre we record them first. So, yeah, no pressure at all, but we’d love to have you. So reach out to us about, about being on the podcast.

John Clendenning [01:10:11]:
What we give you, if you join the podcast, is, a whole package around your business that you can that you can use. We’ll create a a page on your website for you out of it. We’ll give you the video. We’ll give you the transcript, and you can social post that out and stuff like that as well, and just share it again into those Facebook groups. Share it to some of your referral partners, your Strategic partners, like the carpet store, hey. Look at this. I just got interviewed on the Carpet Cleaner Success podcast. Right? They know that they’ve they’ve they’re referring a good guy.

John Clendenning [01:10:38]:
Right? You can share it anywhere you want. It’s actually good marketing as well. So, we give you all of the assets just by jumping on and having a good with us. So anyways, hopefully, that was valuable. Look forward to seeing you next time. In the meantime, everybody, happy holidays, Merry Christmas, all of that kind of stuff, and we will see you again in the new year. Take care.

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Hiring and Keeping Great Employees in Your Cleaning Business with Jeff Cross

Hiring and Keeping Great Employees in Your Cleaning Business with Jeff Cross


Hiring and Keeping Great Employees in Your Cleaning Business with Jeff Cross

Are you a carpet cleaning business owner struggling to find and retain the best employees? Join us as we delve into the strategies and insights that will elevate your hiring process, shape a positive company culture, and ultimately lead to the success of your carpet cleaning business. Hiring and Keeping great employees is a skill you must develop for today’s competitive labor market.

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

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

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

Strategies for Promoting Work-Life Balance

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

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

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

Crafting an Attractive Company Culture to Attract and Retain Talent

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

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

Key Elements of a Positive Company Culture

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

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

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

Effective Hiring Strategies for the Cleaning Industry

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

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

Showcasing the Transformative Customer Experience in Job Descriptions

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

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

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

Innovative Sourcing Strategies for Talent Acquisition

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

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

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

Frequently Asked Questions (FAQs)

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

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

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

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

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

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

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

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

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

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

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

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


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

You will learn:


Prioritize Work-Life Balance:

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

Showcase Company Culture:

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

Think Outside the Box:

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

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

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

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

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

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

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

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

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

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

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

John Clendenning [00:06:51]:

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

John Clendenning [00:07:18]:

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

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

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

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

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

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

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

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

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

John Clendenning [00:12:12]:

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

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

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

John Clendenning [00:12:29]:

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

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

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

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

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

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

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

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

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

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

Jeff Cross [00:18:00]:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

John Clendenning [00:38:42]:

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

John Clendenning [00:38:54]:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


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

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

Understanding the Power of Grassroots Marketing

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

The Role of Sales Scripts in Grassroots Marketing

The Significance of Sales Scripts

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

Selling Trust and Professionalism, Not Just Price

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

Broad Applications of Sales Scripts

Sales scripts can be used in various scenarios, including:

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

Importance of Speed to Lead and Effective Communication**

Speed to Lead: Faster Responses, Increased Bookings

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

Utilizing Chat to Text for Improved Influence

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

Regular Check-Ins for Increased Service Requests

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

Strategic Partnerships and Referral Programs

Finding the Ideal Partners

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

Referral Rewards and Partner Integration

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

Leveraging Other Organizations and Clubs

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

Collaboration with Upholsterers and Furniture Stores

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

Effective Grassroots Marketing Tactics

Door Hangers: A Personalized Approach

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

Professionalism and Branding: The Power of Image

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

Building a Business Asset: Long-Term Growth Strategy

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

Frequently Asked Questions (FAQs)

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

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

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

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

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

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

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

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

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

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


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

You will learn:


Embrace the Hustle:

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

Amplify Your Success:

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

Guerrilla Marketing Unveiled:

Dive deep into the world of unconventional, low-cost strategies to boost your business’s growth

Become a Marketing Maverick:

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

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

John Clendenning [00:01:02]:

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

John Clendenning [00:01:41]:

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

John Clendenning [00:02:27]:

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

John Clendenning [00:03:55]:

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

John Clendenning [00:04:26]:

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

John Clendenning [00:05:09]:

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

John Clendenning [00:05:58]:

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

John Clendenning [00:07:12]:

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

John Clendenning [00:07:55]:

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

John Clendenning [00:08:46]:

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

John Clendenning [00:09:36]:

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

John Clendenning [00:10:32]:

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

John Clendenning [00:11:01]:

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

John Clendenning [00:11:22]:

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

John Clendenning [00:11:44]:

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

John Clendenning [00:12:38]:

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

John Clendenning [00:13:27]:

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

John Clendenning [00:14:55]:

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

John Clendenning [00:15:40]:

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

John Clendenning [00:16:17]:

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

John Clendenning [00:16:59]:

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

John Clendenning [00:17:41]:

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

John Clendenning [00:18:59]:

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

John Clendenning [00:19:46]:

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

John Clendenning [00:20:27]:

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

John Clendenning [00:21:21]:

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

John Clendenning [00:21:55]:

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

John Clendenning [00:22:16]:

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

John Clendenning [00:22:50]:

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

John Clendenning [00:23:38]:

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

John Clendenning [00:24:09]:

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

John Clendenning [00:24:25]:

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

John Clendenning [00:25:02]:

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

John Clendenning [00:25:48]:

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

John Clendenning [00:26:37]:

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

John Clendenning [00:27:19]:

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

John Clendenning [00:27:49]:

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

John Clendenning [00:28:31]:

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

John Clendenning [00:28:46]:

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

John Clendenning [00:29:19]:

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

John Clendenning [00:30:15]:

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

John Clendenning [00:30:55]:

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

John Clendenning [00:31:26]:

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

John Clendenning [00:31:57]:

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

John Clendenning [00:32:11]:

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

John Clendenning [00:32:38]:

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

John Clendenning [00:33:01]:

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

John Clendenning [00:33:26]:

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

John Clendenning [00:33:49]:

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

John Clendenning [00:34:48]:

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

John Clendenning [00:36:03]:

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

John Clendenning [00:36:27]:

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

John Clendenning [00:37:01]:

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

John Clendenning [00:37:45]:

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

John Clendenning [00:38:24]:

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

John Clendenning [00:38:56]:

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

John Clendenning [00:39:42]:

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

John Clendenning [00:40:31]:

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

John Clendenning [00:41:08]:

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

John Clendenning [00:42:34]:

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

John Clendenning [00:43:00]:

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

John Clendenning [00:44:04]:

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

John Clendenning [00:44:41]:

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

John Clendenning [00:45:46]:

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

John Clendenning [00:46:44]:

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

John Clendenning [00:46:59]:

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

John Clendenning [00:47:49]:

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

John Clendenning [00:48:13]:

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

John Clendenning [00:48:53]:

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

John Clendenning [00:49:48]:

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

John Clendenning [00:50:43]:

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

John Clendenning [00:51:27]:

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

John Clendenning [00:52:09]:

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

John Clendenning [00:53:13]:

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

John Clendenning [00:53:37]:

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

John Clendenning [00:54:02]:

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

John Clendenning [00:54:35]:

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

John Clendenning [00:55:01]:

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

John Clendenning [00:55:10]:

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

John Clendenning [00:55:35]:

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

John Clendenning [00:56:43]:

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

John Clendenning [00:57:20]:

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

John Clendenning [00:58:15]:

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

John Clendenning [00:58:49]:

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

John Clendenning [00:59:08]:

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

John Clendenning [00:59:42]:

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

John Clendenning [01:00:30]:

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

John Clendenning [01:01:29]:

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

John Clendenning [01:01:49]:

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

John Clendenning [01:02:04]:

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

John Clendenning [01:03:05]:

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

John Clendenning [01:03:46]:

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

John Clendenning [01:04:16]:

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

John Clendenning [01:04:48]:

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

John Clendenning [01:05:50]:

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

John Clendenning [01:06:14]:

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

John Clendenning [01:06:55]:

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

John Clendenning [01:07:49]:

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

John Clendenning [01:08:04]:

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

John Clendenning [01:08:53]:

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

John Clendenning [01:09:51]:

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

John Clendenning [01:10:50]:

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

John Clendenning [01:11:39]:

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

John Clendenning [01:12:08]:

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

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

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


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

The Power of Effective Lead Nurture for Carpet Cleaners

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

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

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

2. Capturing and Tracking Leads: Building a Solid Database

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

2.1 Collecting Contact Information: The Building Blocks of Lead Nurture

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

2.2 Tracking Leads: Keeping the Pulse of Your Potential Customers

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

3. Building a Communication Rhythm: Consistency is Key

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

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

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

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

3.2 Multichannel Follow-up: Reaching Leads Where They Are

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

4. Influencing and Persuading: Convincing Leads to Choose You

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

5. Automation: Streamlining Lead Generation and Conversion

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

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

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

Frequently Asked Questions (FAQs)

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

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

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

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

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

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

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

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

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

Conclusion: Harnessing the Power of Lead Nurture for Carpet Cleaners

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

You will learn:


The Significance of Maintaining a Leads Database


Pursuing Warm Leads: Where 70% of Sales Opportunities Lie


Achieving Long-term Success through Persistent Follow-ups


Streamlining Lead Nurturing: A Guide to 90%+ Automation

Audio Transcript:

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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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

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The Ultimate Guide to Google Rankings for Carpet Cleaners in 2023

The Ultimate Guide to Google Rankings for Carpet Cleaners in 2023


The Ultimate Guide to Google Rankings for Carpet Cleaners in 2023

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

1. Understanding the Power of Local Search

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

2. The Importance of Keyword Optimization

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

To optimize your keyword strategy:

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

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

3. Establishing a Local Presence with a Physical Office

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

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

4. Prioritizing Website Speed and User Experience

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

To improve website speed:

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

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

5. Tailoring Content for Individual Services

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

For each service page:

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

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

6. Analyzing and Emulating Top-Ranked Competitors

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

Focus on:

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

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


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

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

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

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

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

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

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

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

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

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

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

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


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

You will learn:


The Latest Updates with the Google Ranking Algorithm


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


How to Optimize your Website using the NEW SEO Formula


Does SEO Even Matter Anymore in 2023?

Audio Transcript:

John Clendenning [00:00:00]:

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

John Clendenning [00:01:11]:

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

John Clendenning [00:02:39]:

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

John Clendenning [00:03:46]:

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

John Clendenning [00:04:35]:

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

John Clendenning [00:05:32]:

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

John Clendenning [00:06:05]:

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

John Clendenning [00:06:41]:

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

John Clendenning [00:07:33]:

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

John Clendenning [00:08:15]:

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

John Clendenning [00:08:56]:

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

John Clendenning [00:09:59]:

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

John Clendenning [00:11:09]:

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

John Clendenning [00:11:40]:

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

John Clendenning [00:12:33]:

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

John Clendenning [00:13:29]:

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

John Clendenning [00:14:04]:

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

John Clendenning [00:14:47]:

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

John Clendenning [00:15:22]:

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

John Clendenning [00:15:56]:

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

John Clendenning [00:17:13]:

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

John Clendenning [00:17:50]:

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

John Clendenning [00:18:35]:

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

John Clendenning [00:19:40]:

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

John Clendenning [00:20:25]:

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

John Clendenning [00:21:12]:

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

John Clendenning [00:21:46]:

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

John Clendenning [00:22:17]:

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

John Clendenning [00:23:17]:

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

John Clendenning [00:24:22]:

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

John Clendenning [00:25:13]:

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

John Clendenning [00:25:54]:

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

John Clendenning [00:26:36]:

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

John Clendenning [00:27:41]:

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

John Clendenning [00:28:54]:

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

John Clendenning [00:29:28]:

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

John Clendenning [00:30:24]:

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

John Clendenning [00:31:11]:

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

John Clendenning [00:32:07]:

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

John Clendenning [00:32:41]:

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

John Clendenning [00:33:33]:

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

John Clendenning [00:34:42]:

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

John Clendenning [00:35:28]:

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

John Clendenning [00:36:14]:

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

John Clendenning [00:36:53]:

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

John Clendenning [00:37:24]:

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

John Clendenning [00:38:09]:

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

John Clendenning [00:38:49]:

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

John Clendenning [00:39:19]:

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

John Clendenning [00:40:24]:

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

John Clendenning [00:41:05]:

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

John Clendenning [00:41:57]:

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

John Clendenning [00:42:31]:

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

John Clendenning [00:42:57]:

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

John Clendenning [00:43:37]:

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

John Clendenning [00:44:15]:

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

John Clendenning [00:45:26]:

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

John Clendenning [00:46:07]:

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

John Clendenning [00:46:48]:

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

John Clendenning [00:47:25]:

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

John Clendenning [00:48:25]:

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

John Clendenning [00:49:14]:

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

John Clendenning [00:49:36]:

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

John Clendenning [00:50:20]:

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

John Clendenning [00:50:50]:

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

John Clendenning [00:51:24]:

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

John Clendenning [00:51:52]:

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

John Clendenning [00:52:29]:

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

John Clendenning [00:53:02]:

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

John Clendenning [00:54:08]:

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

John Clendenning [00:54:52]:

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

John Clendenning [00:55:32]:

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

John Clendenning [00:55:52]:

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

John Clendenning [00:56:36]:

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

John Clendenning [00:57:24]:

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

John Clendenning [00:57:59]:

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

John Clendenning [00:58:27]:

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

John Clendenning [00:59:28]:

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

John Clendenning [01:00:29]:

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

John Clendenning [01:00:51]:

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

John Clendenning [01:01:32]:

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

John Clendenning [01:01:50]:

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

John Clendenning [01:02:40]:

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

John Clendenning [01:03:48]:

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

John Clendenning [01:04:39]:

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

John Clendenning [01:05:24]:

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

John Clendenning [01:06:09]:

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

John Clendenning [01:06:47]:

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

John Clendenning [01:07:44]:

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

John Clendenning [01:08:34]:

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

John Clendenning [01:09:07]:

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

John Clendenning [01:09:57]:

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

John Clendenning [01:10:22]:

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

John Clendenning [01:10:35]:

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

John Clendenning [01:11:19]:

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

John Clendenning [01:12:07]:

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

John Clendenning [01:12:57]:

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

John Clendenning [01:13:37]:

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

John Clendenning [01:14:21]:

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

John Clendenning [01:15:05]:

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

John Clendenning [01:15:50]:

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

John Clendenning [01:16:29]:

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

John Clendenning [01:16:53]:

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

John Clendenning [01:17:49]:

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

John Clendenning [01:18:21]:

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

John Clendenning [01:19:00]:

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

John Clendenning [01:19:31]:

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

John Clendenning [01:19:53]:

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

John Clendenning [01:20:11]:

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

John Clendenning [01:20:40]:

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

John Clendenning [01:21:28]:

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

John Clendenning [01:22:32]:

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

John Clendenning [01:23:12]:

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

John Clendenning [01:23:45]:

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

John Clendenning [01:25:27]:

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

John Clendenning [01:25:42]:

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

John Clendenning [01:26:38]:

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

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