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Lead Generation Tips for Residential & Commercial Cleaning Services
September 16, 2025
You know the toughest part of running a cleaning business? It’s not the work itself — you’ve probably got the mops, vacuums, and staff under control.
The real struggle is keeping that pipeline of new clients full, right?
Whether you’re after homeowners who need weekly help or commercial contracts that can pay the bills for years, lead generation is where it all starts.
I’ve been digging into what works (and what doesn’t) for cleaning businesses, and I’ll walk you through it in plain English.
We’ll cover quick wins you can set up this week, longer-term channels that scale, and even cold outreach emails that actually get responses.
Grab a coffee. This will be practical, not fluff.
Why lead generation for cleaning services is different
The thing with cleaning is, you’re not selling a gadget or a one-time fix. You’re selling trust, reliability, and consistency. That changes how you should think about leads.
For example, residential clients often start with a one-off deep clean. But if you impress them, they’ll sign up for recurring weekly or biweekly services. And those recurring contracts are gold.
The lifetime value (LTV) of one good client can be thousands per year.
On the commercial side, it’s even bigger. A single office or property management contract can be worth five or six figures annually.
The catch?
Commercial sales cycles are longer, and you might have to deal with bids, compliance paperwork, and decision-makers who don’t move fast.
So here’s the mindset shift: don’t just chase leads. Chase the right leads.
If you’re spending $100 to acquire a commercial client that pays you $50,000 a year, that’s a no-brainer. But blowing $100 on low-quality one-off residential jobs that never repeat? That’s money down the drain.
Quick wins you can set up this week
Let’s start simple. You don’t need to reinvent the wheel to get more clients. Some quick, easy setups can start driving leads almost immediately.
1. Google Business Profile (GBP) optimization
If you’re not on Google Maps when someone searches “cleaning service near me,” you’re invisible. Claim your Google Business Profile, ensure your hours are accurate, upload genuine team photos, and ask every satisfied client for a review. According to BrightLocal, 87% of consumers read online reviews before hiring a local business (source).
2. Client Testimonials and Reviews
Instead of just saying “we’re reliable,” let your clients say it for you. A quick video testimonial or even a screenshot of a Google review with a nice background goes a long way. According to BrightLocal’s 2024 survey, 87% of consumers read online reviews before hiring a local service source.
3. Educational or “Value” Posts
This could be tips like “3 ways to keep your office bathroom fresh between professional cleans” or “DIY stain removal tricks.” You’re not giving away your job—you’re building authority. People trust the experts who give free advice.
4. Behind-the-Scenes Content
Show your team in action, introduce staff, or share the “human” side of your business. It makes you relatable. Customers don’t just buy cleaning—they buy peace of mind, reliability, and trust in the people coming into their home or office.
A Repeatable Posting System
Here’s where most people fall off—they post for a week, then get busy and ghost their own page. The trick is having a system so you don’t reinvent the wheel every week.
One of my favorite hacks is repurposing. Record one longer video (say, a deep clean job or walkthrough) and cut it into smaller pieces:
- 1 full-length YouTube or Facebook video
- 4 short TikTok/Reels clips
- 5 image posts (screenshots, quotes, before/after stills)
- 1 blog post or email newsletter
That’s a month of content from just one job.
Want something even simpler? Stick to a 3-post-per-week schedule:
- Monday → Before-and-After
- Wednesday → Quick Tip or Team Spotlight
- Friday → Client Review/Testimonial
That’s it. Consistency beats complexity every single time.
Turning Followers Into Paying Clients
Okay, so let’s get real followers don’t pay the bills. Bookings do. How do you move people from scrolling to scheduling?
Here’s the formula: great content + clear calls-to-action (CTAs) + local targeting.
Let’s break it down:
- Always include a CTA. Even if it’s simple like, “DM us for a free quote” or “Book today and get 10% off your first clean.”
- Use links. Make sure your bio or post links to your booking page, not just your homepage. Remove friction.
- Run small local ads. A $50 geo-targeted ad around your service area can put your before/after video in front of thousands of nearby homeowners. According to WordStream, the average cost-per-click for cleaning services is just $2–$3 source. If one new client books, it more than pays for itself.
One of my clients tried this: she posted a 20-second Reel of a carpet cleaning job, boosted it for $75 in her city, and landed 4 new recurring clients. That’s the power of pairing content with targeting.
Cold Outreach for Commercial Accounts
Now, if you’re trying to land bigger commercial cleaning contracts, social alone might not cut it. This is where cold outreach comes in—think email and LinkedIn.
Here’s a simple playbook:
- Build a list of property managers, office managers, or facility directors in your city.
- Connect on LinkedIn with a short note like: “Hi [Name], I help local offices stay spotless with flexible cleaning plans. Happy to share one quick idea if you’re open to it.”
- Send a short, value-driven email sequence (not spammy, just helpful). Example:
- Email 1: Share a quick case study of how you saved another client time/money
- Email 2: Follow up with one specific tip (like reducing sick days with cleaner air filters)
- Email 3: Offer a free “2-minute cleaning audit” of their office
You’re not just selling, you’re showing value upfront.
Tools, KPIs, and a 30-Day Sprint Plan
You don’t need fancy tools to start, but a few things make life easier:
- Scheduling: Buffer or Later so you’re not glued to your phone
- Video Editing: CapCut or InShot (both free and easy)
- CRM/Outreach: HubSpot CRM (free) or Pipedrive for keeping track of leads
- Email Finder: Hunter.io or Snov.io to build your commercial outreach list
As for KPIs (key performance indicators), don’t just measure likes. Track things that actually matter for your bottom line:
- Engagement rate (are people interacting?)
- Clicks to your booking link
- Leads generated (inquiries, DMs, calls)
- Actual booked jobs
Set yourself a 30-day sprint. Commit to:
- Posting 3x per week
- Running one $50–$100 ad test
- Doing 20 LinkedIn connections and 20 outreach emails if you’re chasing commercial clients
At the end of the month, check: How many new inquiries? How many new clients? That feedback loop will show you what’s worth doubling down on.
Wrapping It Up
Social media for cleaning companies isn’t about going viral. It’s about building local trust and showing your work. Post consistent before-and-after videos, share real client reviews, target local areas, and do a bit of smart outreach. Steady posting brings steady clients—and that’s the real goldmine.
Contact me to get a free 30-day content calendar for cleaning businesses with ready-to-use captions and post templates.
Start getting those extra 2–3 bookings a week today!
"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
