In Brief: Strong commercial cleaning businesses are built on winning contracts from both inbound and outbound leads. The latter of these is changing and becoming harder to do at scale. Tools like Reonomy allow users to build highly qualified, relevant leads with accurate, up to date contact information.
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 this, the sales process to winning business can be lengthy, broken down into multiple distinct stages. The first of these stages is deciding who to contact to sell to, in more sophisticated terms, creating a list of prospects to approach to win their business. Building these prospects can either be inbound (they come to you) or outbound (you go to them).
Regardless of your type of cleaning business, the inbound marketing process remains fairly consistent. This applies whether you are searching for janitorial leads, construction cleaning contracts, window cleaning contracts or commercial carpet cleaning leads. This is not to say executing on it is easy, but as a service provider, there is a well-accepted manner in how to generate inbound business. They include;
- A SEM marketing strategy ( in other words having an Adwords campaign)
- Some SEO (search engine optimization) strategy (where you are trying to rank high among searches of people looking for commercial cleaning services)
- Other forms of social paid advertising, such as Facebook.
- A comprehensive website (one that looks professional and has a clear way for inbound leads to take action)
- A strong referral system based on the quality provided to previous clients
Executing on the above will go some way to set up a regular flow of inbound leads. We cover each of these in more detail at the end of this article. You can also download our guidebook on lead generation for commercial contractors.
Commercial Cleaning Leads
The more difficult piece to do at scale is outbound business. This is largely because many service providers operate mostly on referrals with 84% of B2B decision makers starting the buying process with a referral. In other words, many cleaning businesses are starting from scratch to build an outbound system.
The second reason it’s more difficult is simply finding the right people to contact (or outbound to). Common practices in the cleaning business include buying lists or working with a lead generation agency. A quick google search around ‘find commercial cleaning leads’ will give ample examples of both of these. The quality of either of these looks questionable. With any lead list, it’s difficult to really know it’s quality and relevance because there is a lack of knowledge of where the details came in the first place.
The other way is to have someone within your company, manually searching and pulling information on prospects. This remains a time-consuming process. Replacing these issues are platforms like Reonomy, where users are interacting with a platform to find leads that are most relevant to them. For those new to Reonomy, Reonomy is a commercial real estate database consisting of 47m+ properties – that’s 99% coverage nationwide!
Reonomy provides extensive data on each property. At a building level, data includes sales history, tax info, lot size, debt history and most importantly – Reonomy goes beyond the LLC to find the actual owner and provide names, numbers, email addresses and mailing addresses. For commercial cleaners, they use Reonomy to find commercial property owners and managers and use our accurate ownership contact details to quickly make contact with these decision makers and win business. The image below gives an example of what the contact details look like for one property
How are these different from lead lists? There are several major differences.Firstly, you know you are getting to the decision maker. Our data collecting methods only draw people of seniority associated with the owning entity. Secondly, you have the full picture. When contacting an owner you know an abundance of information on the property. This includes knowing how long the owner has owned it for and the size of the property. This all helps with the sales pitch. Lastly, this information is the most up to date you can find. With lead lists, information can quickly become outdated – especially depending on how it was sourced. Reonomy’s data comes from a range of private and public data partnerships and is regularly updated.
So how exactly do Commercial Cleaners use Reonomy?
The power of the Reonomy platform lies in the ease of which the database can be navigated. Below we will show how filtered searches can uncover the leads most suited to your business. After applying these filters, you will be able to generate a list of thousands of your target property owners. You can then use this list to systematically contact and market. Here are four example searches that commercial cleaners and other service providers perform on the Reonomy platform to determine lead sizes.
1. Geographic Based Searches
Reonomy provides a range of geographic filters to ensure that you are working leads in your area. The main filters here are street name, city, county, zip code, and state. One of the more advanced geographic searches is to search via our 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 and Reonomy will give you every commercial property that meets your remaining criteria.
2. Property Type Search
The next common filter performed by service providers, is to use the ‘land use picker’ or, in other words – optimize for their building class speciality. An example of this can be seen in the screenshot below. Say for example you were a multi-story window cleaning specialist. One simple search could be filtering by office buildings and then select all the applicable multi-story categories.
3. Building Size
With many service providers targeting a certain scale of project, often they estimate this by filtering their searches by building area. In the example below, the search will filter for properties that have a square footage between 50k-100k.
4. Owner Portfolio Search
Shortly we’ll show the contact info that we provide for each property. Once you have one property owner’s information – you can perform a search via owner that will reveal the full commercial portfolio of one owner. Many service providers love this tool, as it allows them to focus their lead acquisition efforts on the largest commercial property owners and develop repeat business.
There is no limit to the number of filters or the combination of filters in any one search. Once you have applied your desired filters, you will be able to export your results into a CSV/Excel file to be used for your marketing/outreach efforts. If you want to try these searches for yourself, trial Reonomy for free.
Commercial Cleaning Marketing
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.
Cleaning 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.
Another best practice for direct mail is to include some sort of financial promotion where available. 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, 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.
Cleaning Service 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.
Facebook for Cleaning Companies
How to Conduct a Paid Ad on Facebook
Choosing a target audience is arguably the most important step within 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 your cleaning services 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 due 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.
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.
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.
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 prices 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.
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.