I’ve always felt that starting your own cleaning business is such an underrated opportunity in the business world.
The cleaning industry is broad, with varied niches and can offer loads of flexibility which is perfect for parents of school-age kids, who may only want to work during school hours.
A Cost-Effective Business Venture
Compared to other business ventures, cleaning businesses can also have relatively low start-up costs – making it a great option for those who might be in a tighter financial situation, like single income families. Plus low overheads also mean generous profit margins and more money in your pocket!
As with starting any business, there are things to consider before you take the plunge. From market research, to the best business structure, right equipment and effective market strategy – learn the foundations for being your own boss and building your own successful cleaning business, from the ground up!
Types of cleaning services
The first important step in starting any business is to conduct thorough research to gain clarity around your target market and offerings.
Although there is consistently a perceived high demand for cleaning services, market research helps ensure that there’s a strong client base for your services. It also guides the type of cleaning services you’ll offer, pricing as well as addressing the specific needs your customers have.
Ways to conduct market research
- Word of mouth/ via digital survey
- Online/competitor research
- Franchise information/data
- Cleaning services industry bodies or organisations
- Cold emailing or calling potential clients
Choose your core cleaning services/offerings
Owning a cleaning company doesn’t mean only offering house cleaning services. There are so many other opportunitities within the cleaning space – like carpets, This is where market research helps enormously in starting any business. You don’t have to take a stab in the dark as to the kinds of professional cleaning services you can offer and you can be confident in your core services.
Domestic Cleaning
Residential cleaning services are one of the easiest niches to tap into. With minimal equipment and supplies needed, you can quickly begin offering house cleans without a significant financial investment.
The demand for domestic cleaning is consistently high, providing a steady stream of potential clients.
Additionally, the flexible nature of the work allows you to set your own schedule and scale the business at your own pace, making it an ideal opportunity for those looking to enter the business world with ease.
Commercial and Office Cleaning
Commercial cleaning focuses on offices, retail spaces, and other business environments, which often require larger teams, specialised equipment, and adherence to policies and strict cleaning standards.
While commercial cleaning can lead to more substantial contracts and steady income, it also involves greater operational complexity and a need for professional expertise. This is a great option if you’re wanting to build a more scalable business from the beginning.
Window Cleaning
With a modest investment in basic equipment like squeegees, ladders, and cleaning solutions, you can quickly begin offering your services to residential and commercial clients. Keep in mind that window cleaning can pose more occupational safety risk – especially with multi storey buildings and large windows.
Carpet and Upholstery Cleaning
Carpet cleaning is another niche specialty within the cleaning industry that lends itself to both domestic and commercial cleaning. Although it requires specialised equipment – there’s potential to secure ongoing contracts with places like property management, for vacate cleans etc.
7 steps to starting your own residential cleaning business.
Not an exhaustive list, think of these as suggestions and best practices when it comes to getting started in the cleaning world.
1. Register your business name & business structure.
I didn’t even know that different business structures were a ‘thing’ when I started my business in 2016.
Many business owners start out with a sole trader business sturcture. This kind of setup is generally fine for most. However; if you’re going into business with someone else or plan to scale in the future, it’s worth looking into other business structures.
There’s some really helpful advice around business structures on the business.gov.au website.
NOTE: Registering a business name does not give you exclusive usage rights.
It’s a common misconception here in Australia that once you’ve registered your business name, you have the exclusive rights to use it.
When you’re deliberating over different names, it’s worth also searching the IP Australia website across their trademark database to make sure you’re not infringing on anyone’s already-patented name. This will avoid any headaches over copyright in the future.
Reserve website domains and social handles.
If you’re wanting to set up a website, even if it’s not right now – its inexpensive to reserve your domain name in advance. This also gives you an indication if someone is already using the business name, too.
If you want to use social media then you’ll also want to reserve your handle across the social media platforms you want to use.
Sussing these things out helps to keep things consistent with your brand and adds a level of professionalism and ease for your customers in finding you.
Set up a Google Business Page.
A Google Business Page (GBP) is free and easy to set up – you simply need a physical address for them to send you a verification code (don’t worry, this doesn’t mean you need to publish your personal address on your page).
A GBP is a place for your customers to leave reviews, learn more about you and your business through Google Posts and a way to show up in search engine results even when you’re just starting out with your own business.
2. Get insured.
Something else you’ll want to look into is insurance. Most small businesses require some level of insurance to cover their operations.
The cost of your insurance premiums will depend on the kind of work you’re doing (high rise windows vs residential cleaning, for example).
Make sure you get a few quotes before committing as insurance premiums and you could save yourself a lot of money just by doing some research.
3. Obtain a police clearance.
It’s a gold standard to offer your potential clients a police check before you start working. After all, you’ll be spending a lot of time in their personal space, sometimes when they aren’t home.
It’s important your clients feel they can trust you and a police clearance offers a form of verification up front.
You’ll need to secure a clearance relevant to the state or territory you’ll be working in. This can be done online and are generally valid for 12 months.
4. Get references or testimonials
As well as the security of a police check, customers often also want references to ensure your work is of a high standard.
It can be hard to have references on hand when first starting out. You can offer a reduced-fee clean in exchange for a reference or clean for family/friends to get some testimonials under your belt.
Get clients to publish their review on your Google Business Page so you can direct your potential clients here. You’ll want at least 2 – 3 good references to start.
5. Cleaning supplies.
This is really the most important stuff because it’s what’s going to allow you to do the best work you can.
Good quality work is the thing that’s going to keep your business growing, get you more referrals and customers, making you more money.
Using client products.
As a starting point, you could request that you client supplies their own products and equipment.
This is advantageous because it’s cheaper and more convenient – you won’t be transporting all your gear everywhere and being responsible for it’s upkeep. It also gives clients the control over what products you use, if that’s important to them.
The downside is that you may not have used their products or equipment before and your results could be substandard or it could take you much longer.
It also relies on additional communication with your clients about restocking/maintaining inventory.
This is generally not an option for most commercial cleaning services.
Using your own products and equipment
Be clear about the products you use when customers book with you. For example: low-tox or chemical free cleaning versus traditional cleaning methods.
Being consistent with the products you use also make client communications easier. It keeps your offerings clear and simple for and also means you’re not having to buy additional products or learn how to use new ones.
Product ideas for domestic cleaning business:
- Surface cleaner
- Mould/soap scum cleaner
- Floor cleaner
- Furniture polish
Note: You don’t necessarily need multiple different products for different tasks, there are many multipurpose options, too. My advice is to test products you haven’t used before so you know how they work.
Suggested cleaning equipment and tools:
- Vacuum cleaner
- Mop
- Microfibre/cleaning cloths
- Dusting cloths
- Scrubbing brushes
Commercial cleaning equipment
Commercial cleaning may require specialised products and equipment depending on the environment you’re required to clean. This is important to establish in your client onboarding.
Certain chemicals and equipment (e.g. floor buffers) may mean extra training and expense to maintain and transport.
Transporting your cleaning supplies.
Since you’ll be lugging your equipment around on repeat, you want to make it as easy as possible.
Risk minimisation is important to avoid a potential injury or risk spills/breakages.
Look into different tubs, baskets, containers and ways this could be easier. It doesn’t necessarily require you to go out and purchase all new storage containers – just an innovative and practical approach to storage.
6. Logo & branding.
Q: Do you need a professional logo and branding?
A: In a nutshell, no.
A logo isn’t essential and there are plenty of fully-booked cleaners without a fancy logo or branding suite.
However; a logo and consistent branding instantly conveys a more polished, professional look which builds instant trust factor with your potential clients.
You can whip up a simple logo for free using something like Canva or using a template from Creative Market.
And yes, graphic designers will tell you that you shouldn’t be creating your own logo and sure, you could spend $1-2K on a professional logo and branding suite but I don’t think it’s necessarily needed to get started in this industry.
When you create your design, choose 2-3 colours that are associated with your brand. If you want to go all out, you could look into colour theory and what your colours will communicate about your brand.
Or, you can simply use a free colour palette generator like Coolors.co and put together a few nice brand tones.
Download my free guide: 21 Creative Ways To Grow Your Small Business (without selling your soul to socials)
7. Marketing Strategy & Getting clients
Once you’re set up, this is probably the most important next step when you’re starting your own cleaning business. I’ve shared some suggestions for your marketing strategy both online and offline.
Word of mouth referrals
One of the most powerful marketing tools in our tool belt is word of mouth referrals. The only way people can refer clients to you, or hire you – is if they know what you do!
Don’t be afraid to actually tell people about your new business venture. Tell your family, tell your friends – don’t be shy! If you don’t feel comfortable straight-up asking them to hire you, ask them to keep you in mind if they hear of anyone looking for a reliable cleaner. If they are hesitant, you could offer them a reduced fee or free clean in exchange for a reference and to verify the quality of your work.
Word of mouth is such an impactful and effective way of marketing yourself, don’t overlook it!
Online reviews
Potential customers love to read reviews. Utilise your Google Business Page and ask past clients to leave reviews.
Online reviews impact purchasing decisions for over 93% of customers. They help with instant know, like and trust factor and are a really powerful way to convert potential customers to actual customers.
Facebook groups, community pages and forums
I always see people looking for cleaners on Facebook groups across community pages.
You could target different community groups depending on the area that you want to service. Just be mindful of the rules around self promotion in Facebook groups – you don’t want to be blacklisted for spamming.
The most effective way to use these groups is to respond to relevant questions with your business and contact details (without being spammy, of course).
Social media
Despite what you’ve seen or heard, socials isn’t the be-all and end-all for marketing your business.
In fact, it often requires a lot of effort for minimum results. In saying this, Instagram, Facebook and TikTok are good tools for increasing your brand awareness which will potentially convert to paying clients.
Something that I’ve seen a lot recently, is short-form video content (think: TikTok and Insta Reels) with before and after cleans – a.k.a Clean-Tok.
There’s something satisfying about seeing a good, thorough clean!
The secondary benefit of videos like this is to showcase the different products you use and the different equipment or techniques you use.
Networking and in-person events
Networking is such a good way of helping to build word of mouth referrals, but also get clients.
Think about your ideal client and where they would be networking. There’s lots of different groups around Perth (and I know it’s the same nation-wide) that you can often attend casually. Sometimes free, sometimes for a fee.
My advice when it comes to networking is to focus on building genuine, lasting connections over making an instant customer or sale. It can be a turn-off if you jump into the hard-sell, straight up.
If you’re Perth-based and keen to build these relationships, I host monthly Honest Biz Brunches. These are an opportunity to have refreshingly unfiltered conversations with other like minded women in business over delicious brunch and a cuppa.
Print marketing
I don’t mean magazine articles here (although if that’s your budget, sure). Keep it simple – print an ad, take it to your local supermarket to post on the local community board. Totally free.
You’d be surprised how many people browse those boards when they are waiting for their shopping to be scanned and packed, or waiting for assistance and the frustrating self-checkout counters.
Don’t underestimate a letterbox drop too. Create a simple flyer (again, Canva) and distributed around your neighborhood.
Website/SEO
Search engine optimisation (SEO) is the art of structuring the content on your website pages, so that you are more likely to rank higher on Google search results.
If you rank at 1 on the Google search engine results page (SERP) data shows 43.6% of searchers will click through to your site. The numbers decrease for each ranking you are below this but it is still a lot of traffic and potential leads to your business site, without a lot of effort – just the know-how to setup your pages.
There’s a lot of potential to be found with long-tail-keywords in the local cleaning niche. If you’re setting up a business website I strongly advise learning the basics of SEO or having your web developer include it in their setup.
Sometimes you just gotta start…
My biggest advice if you’re feeling overwhelmed with all the things, is to just start. The best lessons always come through experience. There’s always the ability to re-evaluate and tweak things as you go so don’t be afraid to jump in and give it a go!
Happy Cleaning!
Want more?
For Perth-based women in business:
Fill your belly and your soul with refreshingly unfiltered conversations about life and biz at one of my Honest Biz Brunch events. Missed out on tickets? Join the waitlist.
