How to Start a Cleaning Business

In 2024, the global cleaning services market was estimated to be approximately $415.93 billion, with steady growth expected over the next decade. In short, the industry is growing. If you’ve ever considered launching your own cleaning business, now may be the perfect time. 

Starting a cleaning business comes with many challenges. These include selecting a business model, reaching customers, and showcasing what makes your service unique.

This guide will help you learn what you need to start a cleaning business, from researching local market needs to buying the right equipment, pricing your services, navigating legal considerations, launching a website, developing a marketing strategy, and more.

What is a cleaning business? 

Cleaning businesses and services are wide-ranging, so you can adapt your business structure to what works for you. They can include homes, offices, hospitals, large-scale or commercial cleaning, window cleaning, car detailing, and green cleaning. Understanding this landscape will help you decide whether you want to focus on a specific type or offer many options.

1. Research the market and competition

Initial research will help you understand your local market, who you’re trying to reach, and how to market your business. It will also set you up to understand important details, such as budgeting, and help you decide which services to offer once you launch.

Learn the local market and choose a target customer 

Begin with a deep dive into what services people in your area need most. This includes location types, like residential services or schools and institutions, or cleaning methods, like environmentally friendly green cleaning. 

Consider your strengths and what’s popular in your market. Decide who you want to focus on, whether it’s a niche group like “families living in two-story homes” or an expansive group of customers. This research will be helpful when developing your marketing strategy later on.

Read our guide to creating target customer personas

Competitive research 

Look into how other cleaning businesses meet local needs. Take notes on what specific services they offer, their pricing options, and their business models. As you learn more about the local landscape, consider how you will differentiate your business and services. What makes you special? What industry gaps can you fill? What’s your hook?

Learn how to do competitor research

2. Choosing solo cleaning vs. hiring a team

After you narrow your focus and business model, decide whether to operate as a sole proprietor or scale up by hiring a team. Remember, you can always start with one model and adapt as your needs change.

Pros of going solo

Going solo gives you more control, personalization, and pricing flexibility. It’s also a good model to consider if you have another full-time job and are launching your cleaning service as a side business.

• Simplicity and control: Make all business decisions without the complexities of managing a team.

• Personal touch: Being the sole proprietor helps you give clients immediate, personalized attention and directly respond to their needs. 

• Costs: Working solo reduces your expenses, like salaries and benefits, allowing you to offer lower rates.

Pros of hiring a team

Hiring a team is one of the most beneficial steps to expand your services and scale your cleaning business.

• Scale: Hiring a team helps you increase your number of clients exponentially, reach a much wider geography, and expand your service offerings.

• Dependability: A team of cleaners can make your business more reliable, especially if you get sick or need a vacation.

• The big picture: Hiring a team frees you up to focus on bigger business decisions and long-term strategies for your cleaning service.

3. Estimate your budget

Budget items include cleaning solutions, supplies, software, marketing, and financial tools to help run your business. Most cleaning businesses provide the basic tools and cleaning solutions and ask clients to purchase specialized materials. Consider what materials you expect clients to supply and budget accordingly. 

• Cleaning solutions: Common cleaning solutions include soaps, bleach, all-purpose cleaners, disinfectants, carpet cleaners, glass cleaners, and toilet cleaners. As you budget, anticipate how often you’ll need to replace them and consider buying in bulk to save money.

• Tools of the trade: Mops, brooms, dustpans, microfiber cloths, vacuums, and specialized brushes will ensure any job is doable. Some businesses ask their clients to provide large tools, like vacuums and mops.

• Protective gear: Whether you’re the sole cleaner or have a team, budget for masks, gloves, safety goggles, and other PPE equipment to stay safe and protected.

• Disposable items: Paper towels, garbage and recycling bags, and sponges are important for every job. 

• Uniforms: Branded uniforms give a professional vibe and can help clients remember your brand.

• Business tools: Consider setting aside a budget for tools and services, such as financial software, scheduling software, and marketing. 

• Miscellaneous costs: Don’t forget additional expenses, like buying or leasing a car, gas, and trash disposal. 

4. Define services and pricing

The next step is establishing your services, pricing models, and service tiers. This will make it easier for customers to understand how you solve their cleaning needs and what makes you stand out.

Setting your services 

Your target audience and business type should guide and define the specific services you’ll offer your customers. For example, for someone focused on residential cleaning, these might include carpet cleaning, general or deep home cleaning, mold removal, move-in/move-out cleaning, or specialty services. As a new business, you can start small and add new options as you grow or discover new customer needs.

Choosing your pricing model 

Pricing can range from hourly and day rates to flat rates that cover the entire job. For each service and pricing model you offer, make sure you specify what services clients will get. For example, a basic residential cleaning might cost less but be less thorough than a move-out cleaning.

You can also consider subscription models for longer-term customers, package deals, or options based on square footage or number of rooms.

5. Administrative and operational considerations

Ensure your cleaning business runs smoothly from the start to save yourself time long-term. Key considerations and operational processes include legal registration, insurance, financial management, and the appropriate licenses. 

• Legal registrations and licenses: In the United States, cleaning services often require a general business license, or a DBA (Doing Business As) when using your own name. If you have a team working for you, set up an Employer Identification Number (EIN) with the IRS. You may also need additional licenses if you’re disposing of hazardous chemicals.

• Insurance: Whether operating solo or hiring a team, insurance safeguards your business from damage and injuries. Common insurance includes general liability, workers' compensation, auto insurance, and niche types like property, cyber liability, and a business owner’s policy.

• Financial management: Having proper financial structures keeps operations running smoothly. Some examples are invoicing software, tax compliance, bookkeeping, and payroll, if you have staff. Hiring an accountant can also help you avoid errors along the way.

• Booking and scheduling: As your business grows, custom intake forms and proposals, and booking and scheduling software will help you manage client inquiries and staff, streamline scheduling, and stay on top of appointments.

Note that many business regulations vary by location and depend on laws and regulations for businesses in your area. We recommend seeking out advice from professionals or small business organizations for your specific circumstances.

6. Build a professional website

A website is your home base and one of the first places potential clients will look for more information on your business. It shows credibility, builds your brand, showcases your services, and highlights what makes you stand out. Keep a few key considerations in mind when starting your site.

• Prioritize key details. These include services, pricing, client testimonials, and an “about” section to show visitors the story behind your business.

• Make contact easy. Help potential clients get in touch by including an email address, phone number, and custom contact form.

• Make use of SEO. Make it easy for potential clients to find your cleaning business by anticipating the keywords they might search to find you. Prioritize location-based keywords. For example, if you’re offering green home cleaning and are based in Seattle, include “green home cleaning in Seattle” on your homepage. 

• Keep it simple. Simplicity is one of the most important considerations when developing any website. Help turn website visitors into customers by making their experience easy. Having a clean design and fewer words is your best step forward.

Follow our guide to creating a service business website

7. Market your cleaning business

To start and sustain your cleaning business, you’ll need a steady flow of new and repeat customers. Marketing helps you get the word out, bring in new clients, and retain them over time.

Building a marketing strategy is similar to building your business.

• Define your mission, vision, and the value you’re giving customers.

• Identify your target customers and personas. This will help you determine how to reach them and speak to their needs.

• Set clear and measurable marketing objectives and goals. For example: creating awareness for your cleaning business, landing local press, or bringing in 10 new customers in the first month.

• Research your competition. Learn how they’re marketing their business to customers, how they communicate their services, and how they use social media and other channels.

• Select a mix of marketing channels to get eyes on your business. 

You don’t need to start with every marketing channel at once, but these are common ways successful cleaning businesses find new clients.

• Networking and word of mouth: Use your personal and professional relationships to spread the word. A simple email announcement to your friends, family, and professional network goes a long way.

• Testimonials: After every successful job, ask your client to share a testimonial or review, and request permission to use it on your website. Offering discounts can encourage reviews and be a great retention tool.

• Social media: Set up pages on social media channels to reach a wider audience. Post relevant and engaging content throughout the week, and integrate it into your website. If you have time, engage on relevant social accounts to make your business more visible. 

• Content marketing: Consider developing a content marketing strategy. Like SEO, this will help guide potential customers to your website as they search for tips, tutorials, and other content related to cleaning.