The Value of the Repeat Cleaning Client
In the dynamic world of the cleaning industry, the repeat client seems to have become a rare gem. Reflecting on my journey since joining ARCSI nearly two decades ago, the emphasis was predominantly on acquiring and retaining repeat clients while ensuring the employment of competent cleaners. However, in recent industry conferences, the focus has shifted. The spotlight now often shines on gross revenue figures and employee count, with little to no mention of repeat client numbers.
This shift is intriguing because building a strong base of repeat clients is arguably the fastest and most sustainable way to grow a cleaning business. Consider this: a client who signs up for bi-weekly cleaning services contributes approximately $4,680 annually. To match this revenue through one-time cleanings or move-in/move-out services, you’d have to tackle significantly more challenging and labor-intensive jobs.
If you secure just one repeat client each month and maintain them throughout the year, you will generate $14,040 by year’s end. Retain all these clients into the following year, and your revenue from these clients alone jumps to $25,095, without any additional advertising expenditure. This growth stems simply from delivering consistent, high-quality cleaning services 26 times a year.
Achieving this consistency requires meticulous effort, beginning with hiring the right personnel and providing thorough training. Unfortunately, discussions around cleaning processes and training often receive minimal attention at industry events. The prevailing sentiment is that owners should work on the business, not in it. However, refining your cleaning processes, adapting procedures, documenting them, and ensuring consistent implementation is fundamental to working on your business.
Securing one repeat client per week is feasible with a robust foundation of strategic cleaning practices. With some investment, you could potentially net two or three per week. However, without these strategic steps, even landing one repeat client weekly can be challenging—a milestone few companies reach.
When you encounter advice from peers boasting multi-million-dollar revenues, consider their business longevity. If they’ve been operating for 20 years, they should ideally be generating around $4.5 million annually if they acquired just one repeat client per week. The challenge today isn’t securing clients; it’s retaining them through consistent, strategic cleaning processes.
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