Should I specialize in my house cleaning business?
What an excellent question.
We're going to cover that today.
Hi there. I'm Angela Brown, and this is Ask A House Cleaner.
This is a show where you get to ask a house cleaning question
and I get to help you find an answer.
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All right, on to today's show which is about specialization.
I got an email from a guy who wanted to know, there's so much competition in my area.
Should I specialize in one or two things?
And what he's talking about is should he promote his business is that he only cleans appliances,
like "I defrost freezes and I clean stoves as my business."
And then maybe a couple other specialties like cleaning upholstery.
Now, this is an excellent idea.
Yes, the market is oversaturated with house cleaners, but that doesn't mean it's oversaturated
with good house cleaners or with house cleaners who specialize in a particular area.
If you decide you want to go in through a side door ... and that's what I call it, is
side door selling ... instead of jumping right out there and saying, hey, "I do houses," you
come in with a specialty.
And there are a lot of people that they don't know their whole house needs to be cleaned,
but they know it's been a very long since they've cleaned out their oven and they don't
want to do it themselves.
It could even be somebody that's moving and they know that they need to clean the oven
before they leave.
All right, if you have a flier that says "I do these specialty projects,"
yes, that is a great way to get inside the door.
There was a girl in our network who only cleaned garages, and so she had a little sign that
would sit out in front of people's houses while she was cleaning their garage.
And she made it a point to do most of her jobs on the weekend because she had questions
that the homeowners had to answer, like do you want to keep this piece of equipment or
can I send it on to the Goodwill or something like that?
She would open the garage door.
She would put the little sign out on front, and she would pull everything out of the garage,
and then the neighbors would drive by and there's a person in the garage and that's
not their neighbor.
Then they see the sign like this person cleans garages.
And they're like, "Well, holy cow.
My garage needs to be cleaned, too."
And she would only work one neighborhood at a time.
And then while she was there that day, she would drive around the neighborhood and she'd
put fliers in the people's newspaper boxes, and she would say, "Hey, I'm in the neighborhood
cleaning one of your neighbor's garages today, and so here's my information.
If your garage needs to be cleaned as well, let me know.
I will give you the neighborhood discount."
Who knows if there really was a neighborhood discount, but she got a lot of business.
Now the truth is, she also did house cleaning.
After she did an amazing job with the garages, then people would say, "Wow!
You did such an amazing job."
And she'd say, "By the way, I also do housecleaning if you know anybody."
A lot of people would look at the work that she'd done and they'd say,
"Oh, my goodness. You also clean houses?
Well, I'm not satisfied with the house cleaner I have right now."
Do you see how that just happened?
They already had a house cleaner.
She wasn't competing for the house cleaning business.
She came in through a side door and offered something the house cleaner did not offer.
Then when they were satisfied with the work, they were satisfied with her pricing, she'd
built up this great list of referrals and references, then what she did was, she came
in through the back door, and she did take a lot of other business away from existing
house cleaners.
Now I'm not suggesting that you go out with the intention of stealing business away,
but that's how all of us get our jobs.
We all get our jobs as house cleaners because someone decided the existing house cleaner
they had was not effective.
So whether we like it or not, whether we want to admit it or not, we all take business from
other house cleaners.
It's not intentional.
That's not our goal, to knock someone else out of business, but if you come in through
a side door, you're offering something that maybe there's a need that has not been met.
The question is, is it profitable to specialize?
Yes, it can be very, very profitable, depending on if you do multiple houses in the same area.
It would not be profitable to clean someone's oven and then drive 45 minutes to another
house to clean a different oven.
That's not going to be profitable.
But, like the girl that cleaned the garages, if you have a system ... and what you might
do is run a flier in the neighborhood and say, "I'm in your neighborhood this week and
I'm cleaning out ovens.
So if you need your oven cleaned from top to bottom, it's a one and a half hour process,
and I can make it look brand new.
Here's my price," and you may have a flat price for an oven, because most ovens are
the same.
They're about the same size, and we know about how much gunk can be caked inside an oven.
So even if it's really nasty, you can price your oven at that nasty price and cover all
of your houses.
And even if a particular house doesn't have an oven that's that dirty, pricing is going
to be about the same.
The process to clean it is going to be about the same.
It will be an easy job to budget and actually have a price on your flier.
Then when you get to the person's home, you've built a little bit of rapport.
Some people will be there while you're doing it.
They'll chitchat with you while you're cleaning the oven, whatever.
Then you can say, "well, by the way, I also do house cleaning.
If you know anybody, here's my flier."
They might say, "well, I don't need house cleaning.
I already have a house cleaner, but I know that my neighbor is not happy with her house
cleaner, so let me give my neighbor's friend."
"Oh, by the way, while I'm here cleaning your oven,
would you mind giving her a call for me?
Tell her that I'm in the neighborhood.
I could even swing by and give her a quote."
And they go, "Sure.
I'll do that."
Now it's third party endorsement.
The neighbor who's hiring you right now is going to call their neighbor and say,
"Hey, John is at my house right now cleaning my oven,
and he also does house cleaning.
He just did an excellent job on my oven.
Would you like him, while he's in the neighborhood, to swing by
and give you a price on your house cleaning?"
And the person's like, "Well, yeah, sure.
Have him come give me a free estimate."
Now you're already in the neighborhood.
You already have goodwill in the neighborhood,
and you just got a referral off a job you just did.
So is it profitable?
Yes, it is.
It's incredibly profitable if you market it the right way.
So should you specialize?
Absolutely.
That's my two cents.
All right.
Until we meet again.
Leave the world a cleaner place than when you found it.
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