The most successful commercial cleaning businesses are built on consistently winning contracts from both inbound and outbound leads.
Over time, generating commercial cleaning leads at scale is becoming more important—and more difficult—all at the same time, unless you have the right tools in your repertoire.
Below, we’ll look at polished strategies for finding commercial cleaning leads consistently and at scale, as well as how to turn those leads into lucrative cleaning contracts.
TABLE OF CONTENTS
How to Get Commercial Cleaning Contracts:
- Find Commercial Cleaning Contract Leads with Reonomy
- Nail Your Outreach to Owners, Managers, and Tenants
- Optimize Your Marketing Strategies
How to Get Commercial Cleaning Contracts
Winning new commercial cleaning business can be a difficult process, often coming down to a question of price.
Despite that, the lead generation and sales processes can still be quite lengthy, and are broken down into multiple distinct stages.
The first stage is finding leads—in other words, finding who to contact and sell to. Those leads can either be generated through inbound (they come to you) or outbound (you go to them) measures.
The second stage is finding the contact information for those leads. Even with the most efficient lead generation processes in place, this stage can be a pain, unless you’re leveraging the right technology (more on that later).
The final stage is getting into contact with those leads. This is where prospects are turned into contracts. At this point, you will have studied your prospects thoroughly, where you can now craft a personalized pitch and turn your leads into long-time customers.
Below, we’ll discuss how you can find the best commercial cleaning leads with Reonomy, as well as how you can optimize your sales and marketing strategies to effectively get as many cleaning contracts as possible.
1. Find Commercial Cleaning Contract Leads with Reonomy
Reonomy’s database of commercial properties, owners, and tenants can be very easily navigated, for properties in any U.S. market—as high-level as searching by state, all the way down to searching for an exact address.
After running a property search using Reonomy’s many search filters, you can quickly dive into individual properties to review building and lot specs and see owner and tenant details and contact information, as well as full owner property portfolios.
From there, you can build and export a list of owners to take and fuel your marketing, sales, and general outreach strategies.
Let’s look at how to do all of this:
Find Your Ideal Owner and Tenant Leads
You can start by running a property search on Reonomy based on:
- Location
- Asset Type
- Building and Lot Specifications
- Sales History
- Ownership
- Tenants
To find an asset in a certain location, of a certain classification, and of a specific size, you can utilize the Location, Asset Type, and Building and Lot tabs of the Reonomy web app.
Property Search by Geography
Reonomy provides a range of geographic filters to ensure that you are finding owners in your business’ area of focus. Filters include searching by street name, city, MSA, neighborhood, county, zip code, and state.
You can also search via Reonomy’s interactive map. Here you can search your local area through our map and all the commercial properties will appear as individual parcels on the map.
You can click on any of these properties to uncover further info. Another popular geographic filter is drawing on the map with a custom draw or radius search (as seen in the screenshot below). For many commercial cleaners, they know the area they work like the back of their hand.
They then simply draw it on a map, where Reonomy will then give you every commercial property that meets your remaining criteria.
Property Search by Asset Type
Other than searching by location, the other usual starting point for service providers is to search for a certain asset type.
Maybe your business focuses on large office buildings. Maybe you focus on apartment buildings. Maybe you’re looking for a campus or school of some kind to offer janitorial services to.
Whatever the case, Reonomy has class and sub-class filters for you to find the exact asset you need.
Those assets can then be filtered by very specific building and lot sizes, number of units and more.
Property Search by Building & Lot Size
With many service providers targeting a certain scale of project, you can use Reonomy’s Building & Lot filters to see properties and buildings of a specific size, age, and zoning.
Perhaps you’re looking for an asset that is in between 50,000 and 100,000 square feet. After adding your location and asset type filters, you can add a specific building area to match your ideal project scale.
Get Property Owner and Tenant Contact Information
Once you’ve generated a list of the properties that meet your scale and layout requirements, you can easily dive into those properties individually to find owner details, current tenants, and the contact information of both.
You can do this by visiting the Ownership and Tenant tabs on any property profile page.
Ownership Tab
Tenant Tab
Needless to say, these tabs are terrific first for seeing who occupies and owns a property, and second, for getting the contact information of owners, property managers, and any other tenants you might be searching for.
2. Nail Your Outreach to Owners, Managers, and Tenants
Once you have that contact information, you can begin to build lists of property owners and tenants to fuel your different marketing and sales strategies.
With the ability to find owners and tenants and analyze their properties in-depth, you can build hyper-specific pitches to try and form a business relationship with them.
Direct Mailers and Business Flyers
With the decrease in marketing email open rates, cleaning businesses looking to include the direct mail channel in their marketing strategy need to be very clever with how they deploy this.
A well put together, eye-catching mail template could get more viewership than the many emails that flood inboxes nowadays. Cutting through the clutter and going back to basics is crucial to effectively reach your audience.
To ensure you catch the right eyes with your direct mail campaign, there are a couple of steps involved that you should use as a best practice checklist before sending it out.
Identify your target audience.
The first step is to identify the audience you wish to target. Targeting a specific target audience of the population and identifying strong possible client segments can lead to a successful campaign, but personalization and relevance are key.
This is where having a strong list of leads from Reonomy is useful.
Make your brand stand out.
Appearance is everything with direct mail.
Strong, eye-catching creative including the brand’s colors and logo is rule number one. High-quality materials and a high-quality printer will also work in your favor to maximize your efforts for the desired results.
Add incentives.
Another best practice for direct mail is to include some sort of financial promotion where possible.
This will further assist your lead conversion efforts of catching the prospect’s attention and adding value to him/her. Incentives can vary from discounts or rebates, to any other money deals that makes your mailer more impactful.
People need a reason to keep reading, to open the envelope, and ideally take action.
Have a clear Call To Action.
The last best practice step and the most crucial step is to ensure your mailer includes a clear CTA (Call to Action). This could be in the form of an email address, a phone number or both.
You want to make it as easy as possible for the prospect to get in touch with you.
Cold Calling
You can also use your in-depth understanding of an owner, tenant, and their property to build a very personalized talk-track for cold calling.
Since you’ll be reaching out directly to owners and property managers, it’s best to understand their portfolio as thoroughly as possible, to prove your expertise on them as much as proving your expertise as a business.
3. Optimize Your Commercial Cleaning Marketing Strategies
Whether you are only after inbound leads or now have a list of relevant leads with Reonomy, the next step is marketing of your cleaning services. Here we’ll cover a range of different marketing strategies and tactics used by cleaning providers.
As you read through the various marketing strategies below, you will need to consider which avenues best serve your cleaning business. Factors to weigh in your consideration include your budget, your existing internal knowledge for different channels and your resources to develop ads/content for the respective platforms.
Facebook Marketing for Cleaning Companies
How to Conduct a Paid Ad on Facebook
Choosing a target audience is arguably the most important step in Facebook advertising. There are numerous ways to build an audience on Facebook. Below we cover a few methods commercial contractors could use in the form of targeting strategies for property owners. These target filters can be used individually or combined, depending on how specific the target audience needs to be.
What is the End Goal for the Ad?
Facebook allows a range of objectives for the ads you are serving. You can optimize ads for people to click on and divert them to your website, to fill out a contact form or to have the most impressions. An easy way to start is to run a lead form advert. Here you can have people fill out the form if they are interested in a quote for your cleaning service.
Targeting via Job Title
Targeting by job title can be very effective as it develops an audience that identifies themselves as decision makers of a property. In the example below, we list a couple of property manager job titles. Ads here could be served to facilities managers, maintenance managers, and senior property managers.
Targeting via Interests
Targeting by interests on Facebook pushes your ads to an audience that has expressed an interest or liked a page related to that target. Interests can help expand audience size.
For example, people interested in a “Building Owners and Managers Association” are most likely either property owners or managers that you want to advertise to.
Targeting via Geography
Refining an ad’s audience based on geographic location can prove very useful in lead generation campaigns. If you currently service a particular area or are interested in servicing a new specific area, for example,Bdue to an increase in new properties being built there, you can implement this on Facebook ads.
Geographic targeting is very flexible and can be done via state, city, zip code and/or address. As most contractors know their area very well, simply drop a pin on a map and Bob’s your uncle.
Content Marketing for Cleaning Service Providers
It is nearly impossible to be effective in marketing without content. A lack of content generates low-quality leads from prospects who are solely looking for the lowest price option.
If prospects are given no other criteria by which to evaluate a company, the decision can and will be limited to pricing. Typically, content refers to any pictures, videos, blog posts, case studies or any other published materials that represent your brand and/or industry.
The creation and publication of content does several things. Firstly, it improves search rankings and company credibility. Nowadays, a company’s online brand is everything as the ubiquitous presence of technology prevails and companies must leverage this to their advantage.
When a potential customer searches for a service similar to what you offer, you want them to both find you very quickly during their search and to simultaneously like what they see.
In order to ensure strong efforts are in place for people to find your site and for your site to rank well in searches (also known as effective SEO), there are a number of strategies that can be employed, which are covered in more detail in our guidebook ). The single biggest influence on ranking is high-quality content.
If a company is seen to regularly post helpful, relevant content such as user guides or tips and tricks booklets, along with high-quality imagery and/or video, this automatically creates a sense of credibility and trust between the company and the prospect.
If you flip the situation onto yourself and think about the last time you made a search for a product or service – if the website or social media account you landed upon appeared stale with limited quality content, would you be prompted to get in touch or would you instead continue your search for more reputable looking offerings?
When working to develop a stable source of leads and establish authority with potential clients, it’s important that the content you publish is relevant to potential customers or to a greater field or area.
Contributing content that is informative and timely further establishes trust with potential clients and lets them know you are here to help and that you know what you’re talking about.
Strong content and brand awareness is a two-way relationship.
Strong, impactful online content naturally generates customer reactions to which you can leverage to increase brand awareness. Customer reactions or engagements can range from likes to comments to sharing the content, depending on what platform is involved.
Joining, contributing and replying to comments online such as on Facebook or review sites like Yelp, and within Google businesses can be critical. Customers appreciate being heard and listened to, so by engaging with them you are personifying your brand, which will only contribute positively to your lead acquisition efforts.
How to Rank in Google as a Cleaning Company
As mentioned, the biggest factor to ranking well in Google or to improve SEO (Search Engine Optimization) is to produce high quality, relevant content.
For cleaning companies, SEO ranking is hugely important as 92% of consumers use search engines to discover local businesses. The diagram below outlines the major factors affecting your SEO ranking that you should consider.
Paid Ads
Another popular cleaning service marketing strategy is to run digital paid advertising campaigns. There is an abundance of marketing channels to run adverts to, each has their merits depending on your objective, internal knowledge, and budget.
We’re going to look at two here, Facebook Ads and Google Adwords. Other platforms that you could consider advertising through include Bing, LinkedIn, Quora, Reddit, and Twitter. In addition to this, you could look at sponsoring/serving banner ads on websites where your target audience would be.
Google Adwords for Commercial Cleaning
A great tool to increase viewership of a website is the use of Google Adwords. Adwords puts a paid ad in front of search terms that you bid on. So when people search a term you have bid on, an ad for your company appears on the page.
Keyword Research
When developing a strategy to bid on keywords and advertise through Google Adwords, it’s important to target a strong mix of terms that will appeal to the target audience (commercial cleaning services, commercial cleaners near me, etc). Targeting search terms relative to a specific area is especially helpful. Conduct searches within Adwords keyword search to see what terms are most searched for and then use them to your advantage.
Campaign Execution
In the screenshot above, we can see that the search term for ‘commercial cleaning services’ has a volume of 9,900 searches per month and a suggested bid price of $12.61. That bid price is what you are bidding on for a click on your advert. While this price appears high, people searching for commercial cleaning services are one of the best target audiences for your cleaning service business. They are actively looking for your service. This bid can be refined to a target geography. For example, a company with contracts that are within a 20-mile radius of Morgantown, WV would enter in geographic details as per below.
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