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10 Best Marketing Strategies for Cleaning Companies in 2025
September 8, 2025
Back in the day, cleaning companies could get by with word-of-mouth and a few flyers on the neighborhood bulletin board.
Fast forward to 2025, and the game has completely changed. Customers in New York (and everywhere else) are turning to Google. They are scrolling through reviews and even checking Instagram before deciding who to trust with their home or office.
That means if you’re still relying only on referrals or old-school ads, you’re leaving money on the table.
The good news?
With the right marketing strategies, even a small cleaning company can stand out against bigger competitors. At Capinity, we primarily use a highly effective strategy to optimize your cleaning clients’ Google Business Profiles (GBP).
Why?
Because most customers search “cleaning service near me”, GBP listings appear first. A fully optimized profile with updated services, photos, business hours, and lots of positive reviews. It can easily double calls and bookings without extra ad spend.
We don’t just use GBP; we also use more strategies. Let me tell you those in detail.
Identify Your Target Audience
Most cleaning companies stop at saying their audience is “homeowners, renters, and offices.” That’s too broad. And it’s where they lose out. In 2025, the cleaning businesses that grow fastest are the ones that narrow in on micro-audiences and tailor their marketing to them.
Here’s how you can dig deeper than your competitors:
1. Demographics Are Just Step One
Instead of only targeting “homeowners in New York,” break it down:
- Busy professionals in Manhattan who outsource household chores.
- Dual-income families in Brooklyn juggling work and kids.
- Retirees in Queens who want reliable, recurring services.
Each of these groups books cleaning for different reasons, and your messaging should reflect that.
2. Look at Lifestyle Triggers
Cleaning isn’t just about dirt—it’s about life stages and triggers:
- Moving in/out of apartments (NYC sees over 1.2 million moves per year).
- Post-renovation cleanups after home remodeling.
- Seasonal deep cleans before holidays.
- Eco-friendly demand from health-conscious households.
By knowing what’s happening in your customers’ lives, you can create marketing that feels personal and timely.
3. Analyze Local Behavior
NY customers are unique:
- Many rent rather than own, meaning end-of-lease cleanings are a big market.
- High population of pet owners → demand for allergen and odor removal.
- Office spaces with hybrid work models → more flexible commercial cleaning contracts.
Competitors may miss these nuances, but they’re gold for targeted campaigns. This is the most common seo strategy for cleaning business.
4. Use Data, Not Assumptions
- Tools like Google Analytics, Facebook Insights, and even customer surveys can reveal surprising info:
- What zip codes bring the most leads.
- Which age groups actually book (you might think it’s younger, but 35–55-year-olds often drive the most conversions).
What keywords locals use like “deep cleaning after construction” vs. just “cleaner near me.”
5. Build Customer Personas
Don’t just say “we target homeowners.” Create 2–3 clear personas:
- “Jessica, 38, Brooklyn mom of 2, values eco-friendly cleaning.”
- “Alex, 29, Manhattan professional, wants quick, reliable weekly cleanings.”
- “Mr. Singh, 50, Queens business owner, needs flexible office cleaning contracts.”
These personas help your ads, website copy, and social media posts speak directly to the person reading.
6. Video Marketing
Most cleaning companies dabble in video with generic “before and after” clips. That’s fine, but in 2025, customers expect more. They want proof, personality, and transparency.
Here’s how you can use video marketing in ways your competitors probably haven’t thought of:
- Process Transparency Videos
Show a 30-second clip of how you sanitize high-touch areas (like doorknobs or office desks). People love seeing the behind-the-scenes effort that justifies your price. It builds trust instantly.
Customer POV Videos
Film short testimonial reels where customers explain why they hired you and how they felt after the service. Instead of polished ads, aim for authentic, casual clips. It feels real, and real sells.
- “Myth Busting” Series
Create quick videos busting common cleaning myths: “Does vinegar really sanitize everything?” or “Is bleach safe for hardwood?” You’re not just cleaning. You’re educating. That positions you as an expert. - Local Storytelling
Spotlight local neighborhoods or businesses you serve (with permission). Example: “Helping this Brooklyn office shine before their big reopening.” This doubles as community marketing and SEO-friendly content.
Micro-Content for Socials
Instead of one long video, break your content into 10–15 second clips for TikTok, Instagram Reels, and YouTube Shorts. Short, snappy videos are easier to go viral and that viral boost could bring leads without extra ad spend.
Stat to back it up: Video posts on social media get 1,200% more shares than text and image posts combined. In other words, one smart video could reach hundreds of potential clients for free.
Utilize Augmented Reality
Most cleaning companies think a chatbot is just a fancy contact form. But in 2025, smart chatbots can be game-changers
Like, someone lands on your website at 11 PM, looking for a next-day deep clean.
Normally, they’d leave a message and wait. With a chatbot, they get an instant estimate, can pick a time slot, and even add extras like carpet shampooing on the spot.
The best part?
You don’t need some stiff, robotic assistant. Give your chatbot a bit of local personality. If you’re serving Queens, let it say things like, “We’ve got crews nearby who want me to check tomorrow’s availability?”
That small touch makes it feel less like software and more like service.
And here’s why it matters,
Companies using AI chatbots have seen conversion rates jump by 67%. For a cleaning business, that’s not just clicks. That’s actual bookings filling up your schedule while you sleep.
Build Strategic Partnerships
One of the most underrated ways for cleaning companies to grow in 2025 is through smart partnerships. Instead of trying to win every customer directly, think about who already has access to your ideal clients and team up with them.
For example:
- Real estate agents: They need homes to be spotless before showings or move-ins. You could be their go-to crew.
- Property managers & landlords: Ongoing contracts for apartment turnovers can keep your schedule full.
- Local businesses: Offices, gyms, and salons often outsource cleaning. Partnering with them can turn into long-term, steady revenue.
- Suppliers & eco-friendly brands: Cross-promote with local eco-friendly product stores. Customers love businesses that work together for sustainability.
The key here isn’t just to “network” but to formalize partnerships.
Offer discounts to a real estate office if they refer clients, or set up commission structures with property managers.
According to BNI (Business Network International), referral-based partnerships generate up to 70% more loyal customers compared to cold leads.
For cleaning companies, that means less chasing and more steady, predictable bookings
Omnichannel Marketing Integration
Omnichannel doesn’t have to mean big-budget campaigns across every platform. For a cleaning company, it can be as simple as making sure your digital and offline touchpoints talk to each other.
Think about it this way:
A customer finds you on Google Maps → they get a text reminder about their booking → after the job, you hand them a card with a QR code → scanning it pulls up your Instagram with cleaning tips and a referral discount.
That’s omnichannel. It’s not random. It’s a loop. Every channel leads back to another, and the customer feels like you’re everywhere without you spending everywhere.
Unique Twist: Tie your marketing into the local lifestyle.
For example, run a Facebook ad for “post-renovation cleaning,” and when clicked. It takes them to a landing page featuring testimonials from NYC contractors you already partner with.
Now, your social ads, partnerships, and website are all working together like gears in the same machine.
Invest In Paid Advertising
Someone just moved into a Brooklyn apartment and realizes their new place needs a deep clean fast. They grab their phone and search “apartment cleaning near me.”
If you’re not showing up right then, that lead is gone. Paid advertising makes sure your business is the first one they see.
But here’s the catch:
Most cleaning companies waste money running ads that aren’t targeted. The trick is to focus on:
- Right Place, Right Time: Google Local Services Ads and hyper-local Facebook campaigns get your business in front of people actively looking for cleaning services in your neighborhood.
- Smart Messaging: Highlight what matters same-day bookings, eco-friendly cleaning, or move-in specials. Your ad should answer the customer’s question before they even click.
- Retargeting: If someone visits your site but doesn’t book, a friendly reminder ad can nudge them back. It’s subtle but powerful.
A well-placed local ad can bring 2–3x more bookings than relying on organic search alone.
Hyper-Local Community Engagement
Most cleaning companies focus on online ads and SEO. But few tap into the power of direct community presence. In a city like New York, being known locally can create trust faster than any ad campaign.
Cleaning services aren’t just competing online. They’re competing in your neighborhood.
People hire businesses they trust, and nothing builds trust faster than showing up where your customers live, work, and hang out.
Picture this: you sponsor a small charity cleanup in your borough.
Neighbors see your logo, meet your team, and remember your name. Later, a local coffee shop owner recommends your services to a customer who just moved in.
That’s a lead you didn’t pay for. But it’s far more powerful than any ad.
It doesn’t stop there. You can host mini workshops on quick cleaning hacks at libraries, community centers, or even co-working spaces
Or join neighborhood Facebook and Nextdoor groups, sharing real tips instead of just promotions. Every helpful post builds trust, and trust turns into bookings.
Eco-Friendly Branding
Here’s a secret most cleaning companies overlook: people don’t just want a spotless home. They want to hire a company that shares their values.
Sustainability is no longer optional; it’s a decision-maker.
Imagine a potential client scrolling through Google and seeing your listing with a badge that says “Certified Green Cleaning.” Suddenly, you’re not just another cleaner.
You’re the cleaner who cares about their health, their kids, and the planet. That’s memorable.
It doesn’t stop at badges. You can post short videos showing your team using eco-friendly products, or tell a story about how switching to green cleaning reduced chemical waste in local offices.
Even small touches like eco-themed loyalty programs or special discounts for recurring bookings. They make customers feel part of something bigger.
A Nielsen study found that 65% of consumers prefer companies that are socially responsible.
Educational Marketing
Most cleaning companies talk about services, prices, or discounts. But the real winners teach their audience something useful. Educational marketing isn’t just “look at how clean we can make your space”
It’s giving potential clients knowledge they can actually use, which builds trust and authority.
Think about it: someone scrolling Instagram sees a short video titled, “3 Quick Ways to Remove Coffee Stains from Your Carpet”. They try one tip, get a little result, and then think, “These people clearly know their stuff. I should hire them for a full deep clean.”
Other ways to do it:
- Blog posts or videos with practical tips: How to maintain hardwood floors, keep kitchens germ-free, or schedule recurring cleaning without stress.
- Webinars or live Q&A sessions: Answer questions about eco-friendly products, move-in/move-out cleaning, or office sanitation.
- Downloadable guides: Offer “Spring Cleaning Checklists” or “Office Cleaning Hacks” in exchange for an email—building your leads list while providing real value.
Consumers are more likely to hire a business they perceive as an expert. By educating, you’re not just selling a service. You’re becoming the go-to authority in your local area.
Frequently Asked Questions
Frequently Asked Questions
Final Thoughts
Marketing is the key to growing your cleaning business in 2025. From local SEO and paid ads to educational content and community engagement, the strategies you choose today will fill your schedule tomorrow.
Ready to get more clients and grow your cleaning business? Contact Capinity now and let us create a marketing plan that works for you.
"A good digital marketing strategy allows you to reach a wider audience with more personalized messages, helping your business grow in a smarter way."
– Neil Patel
