Why Hiring, Training, and Customer Service Secrets Matter for Carpet Cleaning Success

Many new owners report strong growth within six months, especially as they can train staff to their exact standards, resulting in fewer callbacks and more referrals.

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I think I’ve more focused on the type of person I’m hiring and not their skill set. Like if someone comes in, they’re an awesome person. They’re everything I want, but they don’t have carpet cleaning experience. Like I don’t care about that. Like really easy to teach. So I’ve been more focused on like who am I actually hiring as a person, not what is their skill set in carpet cleaning or how long.

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 Because some people that you know 10 12 years in carpet cleaning, they have their set ways. Well, I want to do it this way. Well, maybe we do it differently and I don’t want it done that way. So, kind of start from brand new, from scratch, and teach them this is how I want everything to be done. How you are in the client’s house, how you clean the carpet, what you do after you’re done cleaning the carpet, stuff like that.

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 So, >> 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 Clintenning, 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.

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 Tune in as John shares proven tips, strategies, and expert interviews to help fasttrack your success in the carpet cleaning industry. [Music] Hey everybody, welcome back to the Carpet Cleaner Success podcast. I’m your host John Glendenning. Been in the cleaning industry for 30 years as anybody who listens knows.

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 And today I have the extreme pleasure of talking to Parker Catera of Elevate LLC. And um he’s been in the carpet cleaning business for for a couple years now. We’re going to talk a little bit about that, but welcome to the show, Parker. Love to have you on. >> Thank you. I appreciate it. >> Yeah.

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 No, it’s good good to have you here. So, what we’re going to do is just as we do in these interviews. Um, we’re just going to sort of unpack uh who you are, where you are, why this industry, all of that kind of stuff. You know, some wins, some challenges. You know, we’ve got other carpet cleaners listen to that, other business owners that listen to this uh the podcast series as well.

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 And there’s always little nuggets that we learn just from listening to other people’s journeys, struggles, successes, and stories. So, that’s why we do this. Um, we love to have that going. So, tell us, uh, you know, tell me and the listeners a little bit about you. Uh, um, you know, what where you are, what city you’re in, a little bit about the company, stuff like that, and the services you provide.

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>> Yeah. So, we’re located in Idaho Falls, Idaho. Um, and I actually purchased the business last September. So, the previous owner had it for I think three years and then I bought it off of him. Um, >> and then services we do just like your regular carpet cleaning, tile and grout cleaning, upholstery cleaning, rug cleaning, and then we do do some window cleaning as well.

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>> Oh, cool. Well, that’s awesome. Yeah, I like the window. I started actually in window cleaning. That was me in high school. Uh, and then I eventually started jumping over the store the side of 40story buildings and went, “Wait a minute. This is this is actually dangerous.

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” And that’s when I got into carpet cleaning. It’s like, I want to be back on the ground again. >> On the ground. Yeah, that’s >> exactly Yeah. Yeah. I wasn’t even in those big swing stages. It was literally what they called bossen chairs. It’s basically a a wooden swing like you’d have at the old playgrounds with Yeah.

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And and then you just lower yourself down the side of a building kind of. I as a 20some year old kid it was fun, but there’s a point at which you’re going, “Ah, this is probably also a dangerous career.” So, but yeah. So, so, so an existing company, that’s always kind of cool.

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 What What led you to think of carpet cleaning and buy an existing one? A lot of a lot of folks your age would be uh looking to just start from scratch and kind of claw it out. But um I like the idea of buying somebody else’s starting point. So you you skip that little bit of you know you know sort of like buying a car that’s maybe you know comes off lease after a year or two if everything in good condition.

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 Let them deal with going back to the mechanic all the time and getting the the valves tighten and all that other you know initial stuff. You just buy it at, you know, 20,000 miles and carry on and it it’s got all the bugs worked out kind of idea. So, you kind of did that in in the cleaning industry.

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 Tell me a little bit about what uh the story behind what led you to carpet cleaning and and and this business specifically. >> Yeah. So, I actually uh started a commercial cleaning business. I was two almost two years out of high school. So, I graduated 2022. So, like beginning of 2024, >> y >> is when.

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 So, I started that and I got into commercial cleaning. Picked up some good contracts, hired a few employees, um had them doing the cleaning and then I was just looking one day. I’m like, “Oh, carpet cleaning business for sale. That’s interesting. That’s something like that I could add on to the clients I already have and something I was kind of interested about.

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” Kind of did more research about carpet clean. I’m like, “Oh, this is like a cool business. Like, this seems like this would be fun. Like, I’d like this.” >> So, I mean, I talked with the guy, kind of got to know more about the business. And the nice thing with instead of starting from scratch, buying the business from where it was at, I don’t have to, you know, start at the very beginning where I’m trying to get reviews, get the name out there.

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 Like, I already bought it with somewhat of a name out there. there’s already a customer list, people that they’ve already serviced, stuff like that. So, it’s kind of a better starting point where I could start instead of from zero >> already at a certain amount of, you know, income and then I can use that income to invest back into marketing and growing the business.

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>> Yeah. And that that’s a great way to think of it as well. And what I do like about the story, it’s um again that entrepreneurial mindset because you were hustling, right? So, we talk about that a lot is like when you start off, I mean, even uh even um Mark Sager was on one of our two-day um intensives that we did with Clean Facts magazine and he talked about that first year or two of any carpet cleaning business.

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 He he talks to a lot of newbies and it’s just the hustle, the hustle, the hustle. You can’t sort of just run a Facebook ad and build a business. You’ve got you’ve still got to be the face of the company and put yourself out there. the fact that you actually even started a janitorial company and got contracts.

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 I, you know, we talked to guys that, you know, they have a tough time even breaking into that market. You obviously commercial business is is is is personal sales and stuff like that. Like you’ve got to reach out to people and say, “Hey, do you need cleaners?” And you got to go find those people.

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 So there’s a little bit of muscle, marketing muscle that needs to be there and and kind of just shoe leather to pavement that translates beautifully into into carpet cleaning. So um talk a little bit about that. Like even just even the janitorial business beforehand, what what were you doing to generate that the work to get employees that quickly, right? And just being just out of high school as well, so that young, what were some of the things you did there that you know outreach wise that uh that kind of worked? >> Yeah. Um, the main thing that we did was cold calling. I’m actually came in contact with a guy that has a pretty big commercial cleaning business down in Texas and I kind of got in contact with him and talked with him what he’s been doing, stuff like that. And then he’s like, “Oh, here we do cold calling. We actually have a service that does cold calling, all that.” And I was like, “You know what? He’s already done the thing. The reason for me to go out there and try and learn like reinvent the wheel. Like if he knows whatever he’s already doing is working, like I’m going to do that.” So, I actually hired them on. um they did all the cold calling for us and then we’d also send out like monthly emails to customers or people that we did walkthroughs um for that didn’t um

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use us for cleaning services just kind of stay top of mind and >> oh first cleaning free blah blah blah stuff like that you got an offer Alex be happy of you so >> there’s something from his podcast so I do listen to his podcast a lot but yeah stuff like that because I was like I mean it’s worth it if I do first cleaning for free and then you want to go month-to-month cleaning or even weekly cleanings.

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 Like it’s totally easy to do that first cleaning for you. Like, >> yeah, >> not bad. >> And that’s again, look, success leaves clues. Like you find somebody who is successful. Hey, what the heck did you do? I’m I’m You’ll find that again, a lot of business owners like you and I are doing right now today.

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 Love to share. Hey, I found this worked. Oh, I found that didn’t work at all. You know, and reaching out to successful people. And when you did that, you shortened that that path really quickly because yes, in I ran janitorial companies and and like after the window cleaning, I you know, ran janitorial companies for a couple of years and had crews and stuff like that.

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 Um probably around your age, maybe a little bit older in my early 20s, mid20s. Um and yeah, that was cold calling, cold knocking, going all that kind of stuff was was the was the name of the game. I’ve got a friend now that runs a a very very large digital marketing agency for the janitorial services and yeah, you need a website and you need a Google Maps presence.

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 You need all that kind of stuff, but 90% of the activity is outbound callers and building good lists, right? And and and just having somebody generate that that quote visit, right? Yep. And and getting that ball rolling and stuff like that. So, that is really cool that you found that early on.

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 And then you found the idea of hey let’s parlay some of my revenue into buying an existing business. Um so let’s let’s take the the turn the corner to carpet cleaning. What is um like there is what we call an integrated marketing approach but what you do offline, how you let the public know that you exist, what you do online, like just just general marketing, how you market your database to make sure that they, you know, they use you again and again and stuff like that.

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 what is some of the marketing that you do right now um that you’re currently doing in in your uh in in your business and maybe even some of the ideas of things that you’re looking to add on next because your business is pretty new. You’ve only had it for you know less than a year so yourself and it’s only a couple years old but what are you doing right now marketing wise um that you’re aiming at and what are some of the things that you’re looking at possibly adding on? >> Yeah, I mean the biggest thing was kind of switching over with you guys and kind of the marketing stuff that you guys are doing for us now. I really was unsure what to do marketing wise for carpet cleaning when I first bought it. I was like, it’s brand new. I have no idea what to do. So, we actually I know um of a business owner, they have pretty successful um appliance repair company. >> Um and they had a marketing agency that was doing all the stuff for them. So, I reached out started with that marketing agency and that was the agency we used before you guys because I mean I’m not a market like I don’t know a whole lot about marketing like the SEO side. I was like, “Well, I’ll just find someone that knows what they’re doing and I’d rather I’d rather pay them to do it than try and figure it out.”

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>> Who not how is Yeah. short the path. Who Not how. Yeah. >> Yeah. So, I was like, they did an okay job. Like, and then I came across I think your podcast maybe six months ago and just listening to the podcast and all these things that you were listening out, you need to you should be doing this, this, this, that.

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 I’m like, they’re not doing that. Like, that’s something that we need to be doing. So, then I was lucky enough to hop on a call and start marketing services with you guys. And I’m like excited to see where that takes us. But >> no, appreciate that. And yeah, and then again, some of the stuff we like to consult is just from 30 years of me doing this and then helping other companies grow million-dollar cleaning businesses is like, yeah, there’s there’s part of what we we like to help with is if if you know, some people have tons and tons of ideas and and there is sort of an order of operations, you know, not exactly, but there’s certain things. Hey, I want to go on the radio. Yeah. No, you don’t do that when you’re 10,000 a month, but when you’re at 40 to 50,000 a month, you should be on the radio, right? And there’s a reason for that. Like, and and that kind of more omniresence and sponsor the little league team and stuff like that. So, there there’s like we like to help advise included in that, but you know, what do you do to your database? What do you do to you know, there’s always a good, better, best and stuff like starting with definitely like you did with your commercial list, marketing everybody who didn’t book yet, but also market all the people that you need to

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come back again. and carpet cleaning and home cleaning services is about can I get back in the home more often than you know can I at least get back in once a year because the average is actually most people don’t call the same company back and if they do it’s once every three or four years and they thought it was a year the goal is to get into that house a couple times a year >> right do the carpets do the upholstery do the tile do the area rugs you know the windows in your case as well and you can cycle through some of our clients do duck cleaning get back in for the duck cleaning or you know if you’re ready to expand and you go wow I need another service let me buy the local duck cleaning guy that’s ready to retire, hasn’t figured it out yet, and now all of a sudden we got Elevate Duck Cleaning as a, you know, add-on, and you’re building that that that inhome service brand around a great message. So, so yeah, a lot of the marketing comes from sort of getting the basics in place and the foundation, a great message, why you’re different in the marketplace, a great guarantee, um, a great offer, like it’s not a discount, but a great foot in the door, um, and and things like that. So your prices can be higher, but your offer is the trial or the, you know, an incentive for the first time. Again, not

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a discount. I always like adding extra services or completely free like you, like you said, just hey, you know, like the one room free started a lot of business, a lot of carpet cleaning businesses. Um Dan Kennedy taught that to Joe Polish. Joe Polish taught it to the carpet cleaning world. Um but it was a Dan Kennedy strategy um that Howard that um that um what’s his name? Alex Harosi and even Russell Brunson and all are now just next generation of that trainings and those people and stuff like that. That’s where they came from as well. So um >> things about so marketing a company is is to me the most important. We talk you and I talk about that all the time is like and we talked about earlier today rewiring your brain like you are the you got to identify as the marketer of the services and everything else you do. That’s the most important. Again you don’t have to be the guy that knows how to do SEO. You have to understand how you’re going to market and push your company forward. And then you find the people that can help you do that. You go out and do your part of that. Um, and then as the company grows, you can hire people to even be the outreach officers. Like Howard Partridge, you know, has gals that go out and do everything that Howard did back in the day when he used to change out of his cleaning outfit

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into a suit to walk into a carpet store because he’s in the carpet store every single month. He’s in the bringing donuts and coffees. He’s in the real estate office. We should all still be doing that. We should have the time to do that. But eventually we can hire somebody to be that person for us because we got three, four, five trucks on the road and there is a role in the company and a budget that can pay somebody else who is just smoozier than even we are if if we want that person to be out there and stuff like that. Um the other side of the business is sort of operations. So I know you’ve got um technicians and stuff like that now and you’ve gone through a technician upheaval and hired a new one and doing the training. um operationally wise, what are some of the things that you’ve learned now in your short tenure as owning the business um that you know you maybe you’ve done wrong, you’ve thought of other people have done wrong, you’ve seen, you’ve reached out to somebody and you’re you’re starting to see how to sort of operate the business, hire employees to do this to the work at the quality level you want to and stuff like that. What are some of the thinkings and and nuances you’ve gone down in that road? >> Yeah. um a big thing for hiring. So I guess because I’ve hired I mean two

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people now in the short 10 months. But it’s not a bad thing. It’s always finding a good person. But um I think I’ve more focused on the type of person I’m hiring and not their skill set. Like if someone comes in, they’re an awesome person. They’re everything I want, but they don’t have carpet cleaning experience.

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 Like I don’t care about that. Like really easy to teach. So I’ve been more focused on like who am I actually hiring as a person, not what is their skill set in carpet cleaning or how long. Because some people that you know 10 12 years in carpet cleaning, they have their set ways. Well, I want to do it this way.

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 Well, maybe we do it differently and I don’t want it done that way. So, kind of start from brand new from scratch and teach them this is how I want everything to be done. How you are in the client’s house, how you clean the carpet, what you do after you’re done cleaning the carpet, stuff like that. So, >> yeah.

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 And even like again, because you’re new at this and I think that’s really instructive to the people listening is it’s sort of like you’re you’re figuring this out and putting it in place. Um, you just happen to do it like I know guys that have taken five, six, seven years to sort of even just figure that point out.

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 Hey, you don’t necessarily hire the experienced person. You hire the right attitude as you said and you know that they’re going to walk into the home and make the customer feel like it’s you know I always used to say to our technicians I want you to I want the customer to look at you like their son’s best friend who who you know because their son might go a mom you’re full of crap.

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 The best friend is well Mrs. stones, you know, and even the buddy goes, “Dude, what are you doing? You don’t sound like that anywhere else, but you do in front of my mom kind of idea, right?” Or, you know, the way you talk to your your aunt or, you know, or your grandma, there’s a different like we we put on a bit of a persona that we just want to be endearing and polite and respectful and stuff like that.

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 And the person that can do that in a customer’s home um and and have that that that that personality um and they’re really just that nice person, but they understand the moment that they’re in um is is the better person. Yeah. You can always teach the skill of how to run a wand and turn on, you know, and turn on a machine and and get a stain out.

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 That’s all just training. Um yeah, >> like that. So, >> yeah. And how do you train the technicians? What are some of the things that you’ve noticed that now because they’re obviously going to be riding along with you, learning from you. How long do you have you realized that you need to train them before they should be out on their own and and upgraded training and having them understand pet urine and red stains and all the other stuff we run into? >> Yeah.

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 Um I think I think the two employees my training spend I think around two to three weeks like >> okay >> whole training. So nothing that’s not super long but more of like a ride along like shadowing for the first week. If I notice certain things I’m pointing these out. This is how you do this. This is how you do pet treatment, how we clean rugs, all of this.

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 They kind of that first week’s just them just >> watching and then that like second to third week that’s where they’re hands-on doing all the stuff and I’m sitting there shadowing then. >> Yeah. >> No, that’s Yeah. Again, yeah, I show you, you show me, then I monitor and audit.

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 So that that is the that is training 101. It’s sort of like the monitor and auditing now is um you know if they’re in a truck on their own then you know you continuously forever but especially early on you just happen to know that they’re three streets over at the next customer. You’re done your job or you’re done the chamber of commerce meeting in the morning to build the business and you just swing around, right? Bring them a coffee, bring them a juice, bring them something like, “Hey buddy, how’s it going? just checking. Hey, Mrs., you know, Jones or like, you know, you you might not know the customer, but you I’m I’m Parker. I own the business. You know, um yeah, Tommy here is one of our best technicians. You don’t have to tell me he’s the only technician, but Tommy’s one of our best technicians, blah, blah, blah. And I just thought I’d pop by and say hi and bring him a drink, whatever. And you could talk to the customer, but you you can let the technician know that you are stopping by and at any moment could always show up, right? that I think that there’s a there’s a little bit of um you know everybody wants to do things right but if they also know that they could be graded or checked on that

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um they do it a little bit writer you know it’s not good English but you know what I mean they wow he could show up again right now I do not want my van to be vomited all over the driveway where the neighbors see all the doors wide open and and you know towels hanging out and a coffee cup falling out of the passenger side door cuz I went in there and grabbed my tape measure and or whatever and and now you’ve you’ve just left a mess that everybody else in the neighbor going, “Well, who are those guys?” Right? Because >> the you and I know as business owners that, hey, everything I do is on, you know, is is being watched. As a technician, they’re just worried about getting the job done and driving to the next one. And they’ve got to be trained that everything they’re doing is being watched >> by the neighbors and everybody else. And it’s a marketing moment. Um, what’s it u Walt Disney Corporation doesn’t have HR. They have central casting. You get cast in the role as the guy that sweeps the grounds. You get cast in the role as the as the person that, you know, fills the, you know, is is runs the juice counter and hands out the drinks and stuff like that, right? It’s because that’s just the role you’re playing until you have

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to interact with somebody and now you’re you’re the you’re you’re the you’re the face of the entire business the business behind you and and technicians need to learn that as well and really understand that. So um so in your short tenure what have you noticed has been sort of some of the keys to growth um customer satisfaction growth of the company and sort of what what what are your next steps? What are you planning for the fall? Like what’s what’s what’s coming up in the growth of Elevate? >> Um I think a big thing I’ve noticed is um a lot of people I think compliment when you answer the phone quick. I’m quick to answer the phone, quick to message back. Like I’ve had a few people were like, “Wow, you got back to me already. It’s It’s been two minutes. Yeah. Since they submitted our question. >> It was amazing that they actually booked the job because of that. It’s like, “Wow.” So, >> yeah. So, that’s one thing I’ve noticed is just responding um to the leads quick and fast and answering always answering the phone. >> Um >> and then I think checking in with the customer too after the cleaning, having them look over the cleaning, make sure

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the cleaning looks great. Don’t want them not to look at it and you leave and they call and they’re mad about something. Like just kind of go over things. you guys do a a sort of I used to call it a walk of pride is kind of kind of kind of a you know a connotation there but um but at the end of the job we taught our technicians we’d even clan the clients booties you know and say hey I’ve got my indoor shoes on but I and I got a rake in my hand I’m gonna actually rake our footprints out here’s booties put these on so you don’t dampen your socks let’s go take a walk around and everything we we talked about so um you guys are doing that sort of post walkthrough as well is what you’re saying yeah >> yep and then Um, I mean, wearing nice uniforms, showing up, looking clean. Yeah. >> Looking I guess bummy in a sense, like looking good, having the nice uniforms. >> Um, >> let’s think what else. >> And then just asking for reviews. I mean, now we’re collecting feedback. Um, how you guys are having us collect that, which is better than just reviews because then we can market that feedback, but >> we were, you know, making sure we’re getting reviews because people look at the reviews and >> Yeah. And I I’ll put a little comment in

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on that because that is something we teach our clients that just came out of decades of doing this. Um back in the day, we used to send out a self address stamp envelope. So our process was, you know, as I learned more and more, we deliver an amazing client experience. So again, there’s moments that when we show up, we get out of the van right away.

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 Um show up at the door, put booties on, explain to the customer, “Oh, no, you don’t have to do that. We’re going to be cleaning it anyways.” No, ma’am. I’m taking the dirt out of your house, not bringing it in. In fact, you’ll notice that when we start cleaning, I will be rolling out the red carpet.

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 We literally had a red carpet so we could say that and I would changing into indoor shoes and you will not see me walking outside and back to the van potentially stepping in grease or dog Um, and then come back into your house and back upstairs to clean the bedroom because I forgot my spot spotter bottle.

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 I’ll be switching my shoes um to even go outside and stuff like that. But right now I’m going to put my booties on. That’s what we did. And then we started a consultation and we had a few moments that we trained the technicians during that consultation that would sell other services or hire packages. But it was legitimate.

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 We weren’t trying to be scammy, but it was just like we’d test some some heavy traffic lanes. We check test the arm of a couch with a spot with our general spot remover, but it would be the one that we would have available with our name on it. So, they got a free bottle of that with the higher price package or they could buy that from us with the lowest price package, right? But we were starting to pre-ell that by showing them how well it worked on just doing a walkthrough and an audit of the home and stuff like that. So, we delivered that experience all the way through. We did that final walkthrough be, you know, um, of the home. We dumped dirty. We showed them the dirty water so they could see how much dirt came out. Things like that. We always play these little games and stuff like that and then did the invoice and then we did the um we let the technicians or the technician would let the customer know that the office is going to follow up with you about the work we had performed here. Do you mind mentioning my name when you fill that out because I get some brownie points back at the office? And that worked really well even just when it was the next day Heather would call the next day follow-up phone call and would pop into the mail a letter that would come from me to the customer um saying, “Hey,

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thanks so much for using our services. Hope that was great. Um here’s a selfest stamped envelope and a survey. It comes right back to my desk. Tell me anything.” And it was a few questions. One of the questions is, “Hey, which one of these other services might you be interested in?” because we found that by asking the customer about other services, Heather could pick up the phone, call them back and say, “Hey, thanks so much.

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 You know, um, John mentioned that you filled out the survey and you were really happy and he shared that with the text.” Um, and you also mentioned that you’re interested in tile and grout cleaning. I’m not sure if Joe, our tech, one of our many technicians we had over the years. I’m not sure if Joe uh told you, but we have our, you know, add-on savings.

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 Any second service you add on to a cleaning appointment, you get, and we used to do 20% off. you get 20% off that second service because we, you know, we’re already in the home and stuff like that. Um, I can extend that to you for the next 30 days if you’d like somebody to come back and give you a quote or just schedule a cleaning for that tile and grout you mentioned.

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 And it was our way of So Joe would have asked in the home, “Hey, thanks so much. We got you here’s here’s everything we measured on your carpets. Here’s the three packages. Is there any other services that you want would like to add to this while we’re here?” We would get them to say that.

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 So, we knew they said it every time, but we kind of played silly and or dumb and said, you know, he might not have told you, but we could add this on again. And we just give them that second opportunity to get that second service because I learned early on that if you were in a customer’s home three times, the first time you’re in a customer’s home, you have an 80% chance of never seeing them again.

00:24:56 – 00:25:09

 The second time you’re in the customer’s home, you have a 50% chance that they’ll use you again. If you’re in a customer’s home three times, there’s an 80% chance, unless you screw something up, you’re their cleaner for life. You just have to stay in touch with them. So that third cleaning is magic.

00:25:09 – 00:25:26

 That third time in the home is repeats referrals like locks you in, right? So how fast can we get to three? >> So can we get in once? Can we get in a second time within a month? And can we have sold them our always clean program which gets us in within six months for a free traffic lane touchup? >> That’s how we did it.

00:25:26 – 00:25:46

 And we tried to get in the house three times in six months. And our very best clients when I sold the business 27 years later, our very best clients were were the always clean that had us back in six months and had used us three times within that first six months and they were still using us 20 22 27 years later, >> right? No.

00:25:46 – 00:26:01

>> Yeah, it’s it’s just it’s just so yeah, I love the fact that you guys are like, you know, so what you guys are using the feedback and understand that reviews are great in today’s world of chat GPTs and perplexities and AI even less and less people are going to Google as their first stop.

00:26:01 – 00:26:22

 So making sure that you get feedback from the customer that becomes part of your marketing. Then the feedback asks ask them, hey, by the way, thanks so much for the great feedback. Um could you know, would you mind giving us a review on any of these channels? And then you could still have as you grow an office gal call a day later. Hey, thanks so much for filling out that filling out that feedback form um and just have a reason to call.

00:26:22 – 00:26:36

 But we always say, and if you haven’t had a chance yet, we’d really love you to um um you know, write write a review on Google, Yelp, or Facebook or the Better Business Bureau, whatever. You don’t have to, but it would just help the next person who’s looking find us. And you could always do that.

00:26:36 – 00:26:57

 Good, better, best. best would be following up two days later um about the feedback they filled out or if they didn’t fill out the feedback to get their feedback. So there is a role as you grow to have a somebody answering your phones so you can actually be at you know doing quotes being at a chamber meeting in front of a customer and not have like you you want the phone answered in two rings.

00:26:57 – 00:27:16

 You want emails and forms and chats answered within three to five minutes like you said. Um and and you noticed which is amazing that um the fact that you’re doing that um is noticed by the customer and it is a conversion principle all on its own at prices higher than your competitors.

00:27:16 – 00:27:33

 But you the next iteration of that is now hire somebody to do that for you so that you don’t have and train them on the scripts and just monitor them. Right? We’re in a world where AI can pick up phones. It shouldn’t at this point. It should be an overflow if everybody’s busy. Um, but it shouldn’t be the the way that you answer your phones with AI.

00:27:33 – 00:28:34

 Uh, but a real person answering, talking, calling back the next day, following up, checking in with your clients, you know, every three or four months, checking in at a year because of the anniversary mailings. There’s a huge role for an office gal once you have two trucks on the road. Um, it’s a there’s a full-time job right there to do that, plus a bit of your bookkeeping and stuff like that, and just be your nurture person, right? They allow you to not have to worry about answering the phones while you’re standing at a chamber meeting talking to the um property manager that that manages 17 buildings who really thinks you’re nice and wants you to possibly do the hallway. Oh, just a second. >> 10 minutes later, oh, oh, sorry, another call. Just a second. You’ve lost that connection, >> right? >> So, it gives you that freedom as well. So um so yeah in your again in your short journey um just business and personal think of this as both because we don’t we don’t run a business to be a business we run a business to build a lifestyle. So business and personal what are some of the challenges and struggles you’ve seen that you’ve that you’re you’re working on you’ve already

00:28:35 – 00:28:54

overcome and what are some of the wins you’ve already seen that kind of point you in the direction you want to go? Yeah, challenges of I mean taking the risk in general of being a business owner is a little bit scary at first when I first did it. I was like I just one day I was like you know what I’m just going to do what’s the worst thing that can happen? I can always go out and find a job.

00:28:54 – 00:29:15

 So >> Exactly. >> Yeah. I think taking on the risk and then um even moneywise too like you know I could go out and find a better paying job and make more money than I’m making now. But you know I I want to build a business so maybe my earnings aren’t going to be the same the next couple years but then after that it will be and I’ll have more flexibility and stuff like that. Um and then just some wins.

00:29:15 – 00:29:36

 I mean with my commercial cleaning business like closing that first contract was awesome. I was like, I have no idea what I’m doing. But I closed one. And closing a few more of those. And then with carpet cleaning, um, >> buying the business, I guess, was a win. I was able to buy the business. And then, um, and then hiring, I guess, two technicians.

00:29:38 – 00:30:39

>> Yeah. >> Was also wins, too. Yeah. >> Yeah. >> So, again, all of that that part’s all been in less than a year. Like, I mean, that’s that’s huge. There’s guys I talk to that are 10 years, 15 years, some people who’ve not got to that point, right? And we’ve got other we got other people that like some of our clients, I mean, that have, you know, um one guy Tony, I think he ended the year at half a million dollars in his first year business. He started last May and his first full year was half a million bucks. Um he just went out and he’s really great at commercial. Um he’s really great at out just knocking pounding the payment, knocking on doors and you know hired us to do the back stop for the residential side of it and to really build his brand in that way. But he’s he is great at that. That was his skill set, right? So um and again that’s always be marketing. Um you don’t get that if you’re the guy out doing always be cleaning, >> right? Because then you don’t Right. So, you know, part of that is like you right now you got to you got to clean to make the money, but you want to reinvest the time into the growth of the company as well. So, and what is your like what is

00:30:41 – 00:30:55

your plan like say uh five years from now, where do you see Elevate being? >> Um, five years from now, I’d like to have probably multiple locations. I mean, my goal would be the, you know, the best and the best known um carpet cleaner in Idaho. Like, I would like to just continue to grow location.

00:30:56 – 00:31:11

>> Take the state over. Yeah. Yeah. >> Yeah. service, more customers, be that be that company that um customers can rely on, that we’re going to show up on time, we’re going to have the best looking technicians, we’re going to do the best work, we’re always um answering our phones, communicating with them, be that type of company.

00:31:13 – 00:31:25

>> No, that’s great. And again, that comes from you like it’s it’s top down. It’s leadership and you as you grow, you will have you’ll start learning leadership skills. Like it’s just you you’ll you’ll there will be a moment when you go, “Yeah, it you don’t just get born with it. I got to start learning.

00:31:25 – 00:31:43

 That’s the next piece. As business owners, we have to be constant learners and we got to be excited about learning, right? There’s always another thing we don’t know. Um even in again in that two-day intensive we did, it was like you are the marketer of cleaning services and that’s going to create a whole bunch of operations problems.

00:31:43 – 00:32:06

 Then you start solving the operations problems. We had Nate Sney on and a couple other guys talking about that kind of stuff. And then that’s going to create data and finance problems. That’s going to create how do I scale this? How do I fund this? um what what are my what’s working, what’s not working, what’s you know and it’s really starting to learn now that now you now you need to understand data at a little bit more important level and conversion rates and things like that.

00:32:08 – 00:33:10

Now you’re becoming a mindful business owner and now and then you just cycle back around again and you just keep you start running that loop. It’s like more marketing creates more operations problems because you need more technicians and and you grow. You might want to buy the competitor out that creates, you know, now you go, you know, and and and and and the whole thing just creates this loop and that’s the fun of being a business owner is because you’re always challenged with the next growth in yourself. Um so with that in mind again, what are some of the where where’s some of the places you go? You mentioned podcasts and stuff like that. We we talked about Homozi. You mentioned you listen to that. Um books, podcasts, things that you’ve just sucked into your brain. what what what what do you kind of do to um to to stay sharp and learn what you don’t know? What are some of the things that you focus on? >> Yeah, so podcast is really big for me. I mean, I listen to lots of hours a week of podcast because you learn so much knowledge and it’s easy just to throw on the AirPods or if I’m going to the gym, in the car, anywhere I’m driving, I’m listening to podcasts at home. If I have a few minutes, I’ll just listen to podcasts. And then books as well. I’ve been I’m not a big reader, but I know there’s a lot to learn in books. So, I

00:33:11 – 00:33:28

have actually started reading more books. Um, actually the E-Myth, I started that two days ago. I think I’m halfway through already. So, that one’s a great book to read. So, >> and then, >> yeah, I was I was the worst. I was the worst in in high school. Um, like again, I don’t today’s day and age with Chad GPTs.

00:33:28 – 00:33:52

 I don’t know how teachers even do it because yeah, I mean, I would go talk to, you know, the cute gal in class or whatever about, you know, um, what what was the book about because I’m gonna I have to write the essay on it. didn’t read it, you know, feel bad like I I just I wasn’t a massive reader. I think the first book I read cover to cover beyond like a some Shakespeare that we had to do in like grade nine or something like that was um um Think and Grow Rich by Napoleon Hill.

00:33:52 – 00:34:14

 I read that at like 18 or 19 like four times in a row going this is amazing. And I literally changed my brain um and and stopped hanging around the the the guys that some of them >> never basically grew up beyond high school. Still to this day I see them. I say hi to them. They’re good buddies of mine, but they are still the same guy they were in high school, right? And there’s and it was like, no, you got to constantly be growing.

00:34:14 – 00:35:15

 So, um, but what I do now because yeah, reading I I did I’ve I I buy a lot of books. I read a lot of books. Um, but it’s still painful. I still if it’s too late at night, I read and the book I fallen asleep. I I just whatever. But what I will do is buy the audio book, >> okay? >> And listen to it like a podcast, right? So, um, because you can get through an audiobook at 2x speed, you know, on a couple of walks or on a couple visits to the gym or a couple long car rides or if you’re out out in the truck between jobs and stuff like that, and you can suck that in. And if it’s a really good book that I’m write, I’m find I’m taking notes and I’m like, you know, you’ll see me driving with a notepad beside me. Here’s a note that I wrote driving earlier today, right? I just constantly if I’m listening to something, I I need a way to capture it. Now, I use uh chat GPT and just talk into it. But um I will buy the physical book and go back through it again with a highlighter still listening to the audio. And I learned that from Hermosi actually is like I always just I was I got the habit of not buying the books and just buying

00:35:17 – 00:36:18

the audios permanently. And he made a mention a couple years ago on one of his um podcasts or YouTube videos or something that the way he studies a topic is to listen to it while reading it. So you get it in a couple of different ways, visually, auditorially, and all that. And then you highlight and stop and and turn it into a study guide, right? If you found it impactful, study it, dogear it, note it all up, come back to it, give yourself some to-dos from it, and then revisit it again if it’s that good. Right? So, and that became sort of my motto is, yeah, you got readers are leaders. Anybody I I know who’s read more and more and more books, they there’s a point at which in business, there’s a lot of them that are the same books. There is a core group um that you kind of and then new ones come out, it all of a sudden, oh my god, that’s an amazing one. Let’s add that to the core group. Um and everybody makes the same decision because it’s that good. Um and um >> again, like the E-Myth, Emy Revisited, stuff like that. Um Think and Grow Rich

00:36:20 – 00:36:37

has been around for, you know, since what, 1930s, and it’s still on that list for most people. um um the ultimate sales machine, Chad Holmes, put that one down on your list. That one’s a great one from like the 80s, early 90s and and stuff like that. So, and all of it is just really good timeless business mindset stuff.

00:36:37 – 00:36:57

 Um and then yeah, if you can find a way to consume a lot of it, you’re just taking somebody’s years and years and years of thought and putting that into your brain in hours. >> Yep. >> And it it just influences you on how you think about the next thing. So, no, really good stuff. And so that yeah, again, I always find that um successful people are are listening to podcasts nowadays. They’re consuming content.

00:36:59 – 00:38:00

They’ve got influencers. They’re following um you know, even if that’s on Tik Tok or Instagram or or YouTube, it’s they’re not they’re not necessarily watching the latest dance craze or silly cat videos. You know, when they go on to YouTube, they’ve got a, you know, curated list of of thought leaders and how to how to answer tough questions and and they’re just picking up knowledge, right? is just like, you know, oh, that’d be good to know because I ran into a really bad situation the other day with this customer and I would have found a better I would have loved a better way to say that, you know, or something like that, >> right? So, uh YouTube’s was a big thing, especially like >> in high school, like I’ve always known I wanted to be an entrepreneur, own a business. So, like even in high school, I mean, just hours and hours of YouTube, there’s so much good free content that’s just on YouTube. You just look up a topic and here’s a hundred videos and watch them all and you can learn so much. And then even now with chat GPT, I’m always spitting new ideas and stuff that I’m thinking of. What do you think about this? What do you think about that? Yeah. >> What are other ideas like? And yeah, just trying to learn every day, learn new things. >> Yeah. >> And even that and we’re in a world now that I again it’s moving way too fast.

00:38:02 – 00:38:20

Um I we build AI agents now all day long every day and and do use use AI for everything that we could possibly do and help and we some of it released to clients and more and more is coming soon. Um because it’s just a massively developing field. But even something like say for example, you know, Chad Dvt sucks at YouTube transcripts.

00:38:20 – 00:38:39

 You have to download your transcript to put it in, you know, whatever. But if you go to um um Notebook LM, Google’s um it’s free within, you know, the the basic version is free in in Google and you take 20 YouTube videos on a topic, put them in as the resource because it’s Google’s product and Google owns YouTube.

00:38:39 – 00:38:53

 They don’t have a restriction of finding the transcripts and you just say, “Hey, can you summarize all of these um in you know the the main points, any contrarian points and blah blah blah.” You can create a study guide. You can create a little podcast where two people are talking about the topics.

00:38:53 – 00:39:09

 Um, so you can curate your own list and then go on a walk and listen to the podcast and you can actually now that what they’ve added recently is you can pause the podcast and ask a question to these two fake guy this guy and gal talking about the topic and you can just say hey wait a minute stop stop for a second.

00:39:09 – 00:39:23

 Um, so you just said this that’s interesting. Um, give me a little bit more detail on that. I’ I’d like to go deeper on that. Well, Parker, thanks so much for chiming in here in the middle of our and it just sounds like real people and off they go down that other rabbit hole. It’s really cool.

00:39:23 – 00:39:42

 AI is insanely scary because yeah, it is. You can just you can learn anything you want. Um, now it’s just a matter of that too much. You know, there’s too much. Um, so now what do you want to learn now? How do you want to curate that? And then what do you want to and what do you want to do with it and then go on to the next one.

00:39:42 – 00:40:00

 But no, I love the fact that you’re leaning into that as well. So, so I think we’ve had a lot of pretty good information and advice about, you know, for a young company growing and an entrepreneur with a a mindset that’s been all the way through high school that this is what you wanted to do and how you hit the ground running, found, you know, found leaders in the janitorial space that taught you the right way to do it.

00:40:00 – 00:40:25

 Um, I talked to a fellow who uh was was helping tree services. He was a university student in in Utah. He was helping tree services market their companies a little bit better. And what he started doing is exactly what you did. He called a couple of really really really prominent um big tree service companies um in around the United States just as part of his outreach and instead of thinking he knew better, he just asked better questions.

00:40:26 – 00:40:52

And what he found out was the most successful tree services um got a lot of their authority, notoriety and um clientele, their leads from postcards. >> Oh wow. So where digital marketing has a place in the tree service industry, it’s like neighborhoods with a lot of trees and postcards were was a great first step and then all of a sudden there’s the truck in the driveway or in the in the neighborhood and and then the omniresence starts taking over as well.

00:40:54 – 00:41:10

Then the website matters, then the social media matters. It’s it’s just sort of that industry was was really really front-end driven and on on postcards and a lot of the digital marketing agencies just never figured that out, >> right? and a lot of the tree services kind of held that that were successful held that a little closer to the vest.

00:41:12 – 00:41:29

So he went and found out what postcard companies were helping some of those tree services and then made a relationship with them and now runs an entire marketing agency. He just graduated university in May. Um but he’s running the business for two years and has a couple hundred clients. >> Oh wow.

00:41:29 – 00:41:50

 Um, do because he he uniquely has a postcard process for tree services. That was just like you did. Like it’s like, “Hey, what how do you guys get clients?” Oh, we we cold call. Who do you use these guys? Okay, I’m going to use Okay. Wow, that worked. Gee, I wonder why. Because you found out there’s a system that works and you plugged it in, right? So, there’s a lesson in that.

00:41:50 – 00:42:03

>> Find the person um that’s where you want to be and they’ll take you. I mean, use their things. You know what I’m saying? >> Yeah. Exactly. And again, as we said, people don’t mind mentoring other people. Like there’s that that is a big part of the behind-the-scenes world.

00:42:03 – 00:42:26

 If you don’t reach out and you don’t ask, >> you never find, right? So, and that’s again, we talk about that a lot, too, is like, you know, a you know, there’s no carpet cleaner, very few carpet cleaners that need more leads, right? You can generate leads or inquiries and interested customers in a million different ways.

00:42:26 – 00:42:45

 What what’s better is not worrying about going after one at a time. >> So, you know, a a you know, in the carpet cleaning world, again, go way back to Howard Partridge, where I learned that one from was carpet stores and flooring stores know who have carpets and floors. One to many made services are in homes that need cleaned.

00:42:48 – 00:43:00

One to many. Interior designers are working with customers that have money because nobody hires an interior designer if you’re broke. um couple with money who care about the interior of their home. Who’s your ideal customer? Somebody with money who cares about the interior of their home.

00:43:00 – 00:43:15

 So, we know who we should talk to. We talk to the interior designers, the maid services, you know, real estate agents know who’s moving that needs to clean before or needs to clean when they move in, right? We there’s a group of people we know that already are in front of our ideal client.

00:43:15 – 00:43:44

 So, why not find out how the most successful cleaning businesses, carpet cleaning business, home cleaning services, deal with those people, meet those people, make friends with those, have referral, reward relationships with those, culture that relationship, nurture that, share feedback. One of the reasons why I love feedback more than reviews because now you can share the feedback from a customer that may not have written a review, but they were giving you the feedback and they were referred by this real estate agent.

00:43:44 – 00:43:57

 And what do you do? You take that feedback. Go, thanks for that referral, by the way. Here’s their feedback. Oh, and here’s your referral rewards. >> Now you’ve they went, “Oh, wow. This guy did a great job. The customer loved him. I feel good about this. I want to feel good again.

00:43:57 – 00:44:58

 Let me do another a dopamine hit.” We all get it from our Tik Toks and our our our our Facebooks and Instagrams and YouTubetubes anyways. Might as well get it from Parker. Might as well get you give them a dopamine hit, right? >> Yeah, for sure. >> Smiley moment. And they’ll give you more of them and that’s just a one to many, right? So yeah, there’s success leaves clues and those are little things you find if you’re willing to reach out, have those conversations and build that muscle. So, um, had any parting last words or advice for somebody coming up and thinking maybe buying starting a brand new carpet cleaning business, buying a, you know, a competitor, a local guy out who’s who’s who’s selling his business or anything like that? Anybody in your shoes? Um, any any sort of advice for, you know, somebody who’s maybe six, nine months, 12 months behind you? >> Um, I think biggest thing is just learn as much as possible. read books, podcasts, YouTube, learn from other people. Like just learn those things you need and then you’re going to pick up on things that you know someone 10 years down the road from you does like, “Oh, that’s something else I can add on.” And that’s just going to help your, you

00:44:59 – 00:45:12

know, your business grow faster and you’re going to be more successful when you’re doing things that people took 10 years to learn and you could do that in your first year. I think just the constant of learning and then finding out new things that work better or stuff like that I think, you know, helps a lot.

00:45:13 – 00:45:31

>> Yeah. Oh, and I love that because you’re what you’re like even the subtext of all of that is, you know, be an entrepreneur, not a carpet cleaner, >> right? It really is because it’s like if you’re going to own the business, you don’t need to learn how to market better, how to be a leader, how to um how to do any of these things that we just talked about today.

00:45:31 – 00:46:32

 Um if all you want to do is run a wand, >> yeah, >> you know, you have to learn how to fix the truck >> mount. But if you want to build a business that has 10, 20 trucks or multiple divisions or take over the entire state, right, you don’t need to know how to fix the truck mount. >> You might have to fix it if you don’t have enough money to pay the mechanic in their early days, but you’re going, “Damn, I can’t wait till I have enough money to pay the mechanic, but even nine times out of 10, you’re still farther ahead to pay the mechanic, fix it, get out back on the road tomorrow.” Because you would have taken three days and you lost $2,000 worth of or $1,000 worth of work and he only charged you 500 bucks to fix it. You’re still probably farther ahead not doing it yourself. you’re farther ahead learning how to grow a business. >> Yeah. >> And getting out there and not worrying about the stuff you don’t need to know. >> So again, SEO and websites, you don’t need to know how to build them. You just need to know why you need one and what it should do for you. >> Yeah. I think getting the people put in places too is having good technicians that do a great job. Having a manager eventually and then now it’s okay, focus on entrepreneur stuff, the vision of the company, how you’re going to get there. You’re not focused on, oh, I need to go

00:46:34 – 00:46:47

clean this carpet or I need to manage all these technicians. someone else do that for you. >> Or who’s washing the towels because the guys have no spotting rags left, right? You know, that could not be your that’s an office manager. That’s again, even that gal we say that answer the phones could be the one who runs the that’s what like Heather ran the office.

00:46:47 – 00:47:03

 I could I could leave. Um and unless something blew up, she could handle it. She ran the office. She made sure that you know the guys got the you know the stuff to the laundromat and the this and all that kind of stuff. Like that was just you know it wasn’t me to have to think about that which allowed me to think about the growth of the business.

00:47:05 – 00:47:24

So, yeah. Cool. So, I appreciate your time. I think there’s a lot of great nuggets and and and life lessons and business lessons that we’ve kind of covered for the um for the the the listeners of us. So, I I thank you so much for um for hopping on. And if anybody wants to go check out your stuff and how to get a hold of you, if anybody in your local marketplace says, “Hey, Parker sounds great.

00:47:24 – 00:47:42

 I want to hire him.” How do they reach out to you? Where do where do people find you? Um I guess I mean our Facebook if you just look up Elevate um you can book stuff through there. Call us and then I I mean my personal Instagram I guess is Parker. So you could reach out there and for any other business owners that you know maybe they’re just starting out and they kind of want some tips and stuff.

00:47:42 – 00:47:58

 I mean I haven’t been doing it super long but I mean nine 10 months I’ve learned some stuff so I could give you you know some good ideas and stuff. So >> perfect. Yep. And they can always check out your website as well if it’s any local businesses that are watching this and say, “Hey, I think I wanna I want Parker to come and give me a quote and and do some cleaning there as well.

00:47:58 – 00:48:19

” So, >> perfect. >> I appreciate you, man. Thanks so much for jumping on and um yeah, we’ll let anybody uh any of you listeners out there um put your comments in wherever, whether it’s on podcast, Spotify, YouTube, anywhere else you’re consuming this um comments, anything that you you know, questions or any shout outs to, uh Parker, we’ll definitely pass them along to them.

00:48:19 – 00:48:35

 And uh yeah, just keep listening to the podcast and Parker, you keep listening to this one and all the other ones you listen to as well. >> Oh, I will. I appreciate it. Thank you. >> All right. Well, thanks everybody. Take care and until next time. Um, happy marketing. >> Yeah, that’s a wrap. There you go.

00:48:35 – 00:48:58

 So, thank you so much. Um, again, a lot of that gives us tons of information that we continue to feed the AI bots and stuff like that with. Um and cuz we’re just building like entire armies behind the scenes to help um just do more um without charging more. That’s ultimately our goal is you know AI is a great lifter and and expander.

00:48:58 – 00:49:16

 So um yeah we’re we’re we’re trying to speak to AI and this is one of those things but it’s also what we’ll do is um when we get it out give us about three weeks or so um three or four weeks um depending on where we are in the queue. I don’t know. I just record these and then hand them off and at some point I go, “Hey, it’s right. It’s out. It’s released.

00:49:16 – 00:50:17

” And then Gerard or one of us, Ser Gerard, somebody will let you know. Um it’ll be up on your um Facebook as well and social media that that we manage. Um and um we typically put it usually put it on on your website on the about us page as well. Uh, and then what we do is um post it on your um on your Facebook and then that’s one of those ones we suggest you take into the business owners of the homeowners of like any of those diff those groups um between now and then if you haven’t joined some of those groups get with Gerard because we have a sort of a a strategy a little list of how to just you as Parker join sort of the local buzz communities on Instagram or sorry on on LinkedIn and Facebook and then when this happens you can say hey I had you know, the pleasure of being interviewed by the Carpet Cleaner Success podcast. I just thought I’d share that out. You know, I’m honored. A shucks, right? And again, it’s just 90% of this is just a shock. Like, it’s just people go, “Well, that guy seems nice. Let me figure out what he does.” Then they go look at the website. Oh my god, he’s all over the website, too. And

00:50:18 – 00:50:33

there’s his personal. It’s not babies lying on carpets. It’s not families and dogs sitting on couches like we talk about. It is everything about your brand is just you and your personality, and you guarantee the work, and you want to do it right. And if they’re not happy, you’re going to come back and you’re not the cheapest, but you’re going to do it.

00:50:34 – 00:50:45

You know, you’re going to you’re going to make sure that you’re thinking of them and doing it properly and then you’re going to stay in touch and then everything you do from that point forward and the guys you hire all fit that message, you know, and and and people in your community just start feeling that.

00:50:46 – 00:51:11

>> Yeah. >> So, and that is that is the growth. >> Sweet. Well, sounds great. >> Cool. Okay. So, I will let you go. Thank you so much um for doing this and um yeah, we’ll let you know when it’s out and anything you need from us um just yeah, ping the team and anything you need need from me directly um just info at carpet cleaners mention like Serica is and looks at the our help desk like six times a day, seven times a day, something like that.

00:51:11 – 00:51:29

 Um if you need me directly just say um can you uh get John’s attention on this? Right? And I meet with her every single morning. She acts as my executive assistant as well and we just do a same page meeting for about 20 minutes every morning. anything that comes in that need somebody needs me directly, any advice, any ideas, any strategies, any any next steps, anything like that.

00:51:29 – 00:51:45

 Um, you know, any concerns, anything like that, just um mention me to her and she’ll she’ll set up a a combo for us. >> Hey, you know, that sounds great. I appreciate you and I appreciate your time. So, >> okay. Thanks so much. Take care, buddy. >> You, too. Have a great day. See you.