Mark Cave’s Guide to Marketing and Growing Your Exterior Cleaning Company

As the owner of SoftWash UK and Mr Clever Clean franchise services, I've seen first-hand the steps that can turn an exterior cleaning business from just an idea into a successful operation. In this guide, we’ll dive into strategies that can help you create prospects, turn them into leads, and eventually close them as customers. We’ll cover the full marketing journey, best practices for follow-ups, and even some effective tips for providing quotes and conducting site surveys.

1. Building Awareness Through Marketing Channels

For any exterior cleaning company, building awareness is the first stage of attracting potential customers. To start, make sure you have a well-rounded marketing strategy that includes both online and offline channels:

Online Marketing

• Social Media: Platforms like Facebook and Instagram are invaluable for reaching homeowners. Post before-and-after photos of jobs to showcase your services, and engage with community groups.
• SEO and Google My Business: Optimize your website for search terms like “exterior cleaning [your location]” or “patio cleaning near me.” Claiming and optimizing a Google My Business listing is crucial for attracting local searches.
• Content Marketing: Write blog posts or produce videos that answer common customer questions, such as “how to remove black spots on patio.” This approach can establish your authority and drive organic traffic to your website.

Offline Marketing

• Flyers and Direct Mail: Targeted flyer distribution in neighborhoods that often need exterior cleaning services, like those with older homes, can be very effective. Include images of previous work and emphasize your expertise in soft washing techniques.
• Local Partnerships: Collaborate with complementary businesses, like landscaping companies, real estate agents, or property managers. These professionals can recommend your services to clients who are already focused on property maintenance.

These methods will help your brand reach the right audience. You need to ensure that your messaging is consistent across channels and emphasizes what makes your services unique—whether it’s expertise with specific cleaning techniques or use of eco-friendly solutions.

2. Creating a Prospect Funnel

With a marketing foundation in place, you’ll start to see enquiries come in. At this stage, it’s essential to turn these enquiries into leads, guiding them through a process that builds trust and demonstrates your expertise.

Initial Response

When a prospective client reaches out via phone, email, or a message on social media, your response should be timely and professional. You don’t want to wait more than a few hours to respond; a quick follow-up shows you’re attentive and ready to help. In your response, provide:

• Clear Information: Thank them for their enquiry, give a brief overview of the services you offer, and let them know you’d be happy to provide more details.
• Educative Approach: Educate your potential client briefly on the benefits of soft washing vs. pressure washing, particularly if they’re interested in removing stubborn stains like black spots. The more informed your customers are, the more likely they are to appreciate the value you bring.

Follow-Up to Secure a Quotation Opportunity

Follow up within a day or two if the client hasn’t yet agreed to a quote appointment. Mention how your services can address specific problems they may be facing, such as algae, lichen, or mold growth on their properties, and offer flexible scheduling for the quote.

3. Quoting and Site Surveys

When it comes to quoting, you’ll have options to conduct either an in-person survey or an online quote.

In-Person Surveys

If you’re able to visit the site, this is often the most effective way to provide an accurate quote. During the site visit:

• Educate and Assess: Walk the client through the soft washing process and assess areas of concern. Explain why certain methods or chemicals, like sodium hypochlorite, are more effective than others for removing particular types of staining.
• Offer Upsells: Mention additional services that might benefit the client, such as applying biocides for ongoing protection. For example, applying a biocide like SoftWash Pro 50 after cleaning can reduce future organic growth​.

Online Quotes

For many businesses, online quotes have become a convenient option. Ask your prospect to send you pictures or a video walk-through of their property. This can work well for standard jobs, like driveway or patio cleaning, but complex surfaces may still require a visit.

Communicating Your Value

Whether it’s an online or in-person quote, be clear on the value you’re providing. Explain that soft washing is gentler and often more effective than pressure washing for surfaces prone to wear or staining. Highlight that using effective products—like Clever Wash surfactant with sodium hypochlorite for stubborn stains—delivers superior, lasting results​.

4. The Follow-Up Process

After you’ve sent a quote, following up is critical. Many businesses miss out on sales simply by not staying top of mind for their prospects.

Timely Follow-Ups

Set up a schedule for follow-ups after sending a quote. You could follow up one day after sending, three days after, and then a week later. Be friendly, and express your eagerness to work with them without being too pushy.

Address Concerns

Sometimes, prospects have questions or concerns about pricing, chemicals, or the process. If they seem hesitant, reach out to address these concerns specifically. You can explain, for instance, that while sodium hypochlorite is very effective at removing stains, it’s also biodegradable and can be rinsed safely away after use​​.

Offering Limited-Time Discounts

If a prospect has expressed interest but is stalling, consider offering a limited-time discount. This can be an effective nudge to secure the job.

5. Converting Leads into Loyal Customers

Once a lead has agreed to a job, focus on delivering exceptional service. Each satisfied customer can become a repeat customer and a source of referrals.

Provide Exceptional Service

Arrive on time, complete the work efficiently, and keep the client informed throughout the process. During the job, take care to protect plants and surrounding areas, which is a common concern with powerful cleaning chemicals like sodium hypochlorite. Simple practices, like using water dilution to protect delicate areas, show professionalism​.

Offer a Maintenance Program

One way to ensure recurring business is to offer a maintenance program, where you periodically reapply treatments, like a biocide, to keep surfaces clear of new organic growth. This can be marketed as an upsell after the first job is completed, and it offers clients peace of mind that their property will stay clean​.

Ask for Reviews and Referrals

After completing a job, ask the customer for a review on Google or your social media pages. A positive review can be a significant driver for future business. Additionally, encourage satisfied customers to refer friends and family, offering a discount or small gift as a thank you.

6. Tracking Your Results and Adapting

A successful exterior cleaning business keeps track of what works and what doesn’t in its marketing. Consider using a customer relationship management (CRM) tool to help you monitor where your leads come from, the follow-up steps taken, and your close rates. This data will give you insight into which strategies work best, helping you adjust your approach over time.

Growing an exterior cleaning business takes dedication, a clear understanding of your services, and consistent, customer-focused follow-through. By implementing the steps in this guide, you’ll build a strong marketing pipeline that attracts prospects, converts them into leads, and ultimately turns them into satisfied, loyal customers.