One of the first things you have to do when you develop your business’s marketing plan is pinpoint your target market. Knowing your ideal customer will help you create a brand that can be easily recognisable and resonate with both new and existing customers.
A company’s target market will include a broad range of customers, but if you’ve built a niche, the right tone, offerings, and pricing will become apparent. For instance, many cleaning companies have found that their target market is mainly residential customers.
There are many reasons why someone may be the ideal cleaning service prospect, but it’s important to remember that homes are often not users’ top priority – they are a place for people to live their lives, eat meals with their family, and entertain friends from time to time. Some homeowners and renters are so busy or just don’t like cleaning, which opens the door for your cleaning services to thrive.
Some characteristics of the residential market are:
Busy professionals – People with full-time or part-time jobs struggle to keep up with the never-ending pile of chores. Additionally, dual-income households might have both parents working, leaving even less time available to clean.
Homeowners who value time – May have a busy schedule or chosen to prioritize time with friends and family over housework.
Senior citizens – Older age comes with a greater likelihood that they’ll have a health condition that limits their capacity to perform housekeeping tasks. Individuals who use a walker, wheelchair, cane or other methods to get around, such as those who have had major surgery that impairs mobility, may not be able to do regular and thorough cleaning.
Families with children – if you have kids at home, chances are you want it to be as clean and sanitary as possible for them to live and play. However, if you have a lot of children or pets, you know that it is very hard to keep up with the messes they create.
First-time home buyers – People who are moving into a new home, especially if they bought, have the opportunity to create the home of their dreams, starting with a clean slate.
Homeowners selling their home – Anyone who is selling their home may need to seek out deep-cleaning to improve their home’s curb appeal.
High-income households – Wealthier clientele may be attracted to the exclusive personalized service that comes from a high-end business that cultivates quality relationships with their customer-bases. To appeal to this home cleaning customer, do everything on time. Show up when you say you will. Make sure every detail is attended to.
Cleaning services offered for businesses are always in demand.
Businesses could have bigger spaces and more frequent cleaning needs, meaning more work and more sales. Some of the key characteristics of the commercial cleaning clientele would include business owners who would wish to develop a professional appearance in their customers’ and tenants’ perspectives, property managers who have a focus on ensuring the building is cleaned and looked after, and offices with a high visiting frequency, such as banks and supermarkets.
Focusing on specialized services can establish you as the top choice for specific customer groups.
By being able to customize your services and marketing with a niche target audience, you can command higher prices and not even have to worry about the competition. Green cleaning, vacation rentals, and post-construction cleaning are some niche specialty areas that can prove to be quite profitable.
Even consumers who are eco-conscious are now making it imperative for companies to upscale their products and services to non-toxic, green variants.
If you specialize in green cleaning, perhaps your target market would be health-minded consumers with allergies or chemical sensitivities, parents striving to limit harsh cleaners from impacting their children, and businesses looking to push their sustainability programs to reel in eco-conscious customers. Always let them know of the green cleaning products used and use sustainable practices, as well as relevant certifications if necessary.
Collaborate with local environmental organizations and ensure your business is listed in green directories. Given the rise of short-term vacation rental platforms like Airbnb and VRBO, there’s an increasing demand for dependable cleaners who can efficiently manage turnovers between guests.
In the post-construction cleaning market, typical clients range from homeowners needing cleanup after major renovations to contractors and property managers who require final cleaning for new projects, as well as real estate agents preparing homes for sale or staging. Demonstrate your proficiency in post-construction cleaning with a keen eye for details such as window sills, vents, and light fixtures. Expand your client base by networking with local contractors, designers, and real estate professionals to secure more leads.
It’s crucial to clearly define your ideal customer with such a broad target.
Find more information about your existing clientele, and perhaps even your competition, in terms of location, income level, age or family status, lifestyle, and pain points. Create a detailed marketing customer persona for example for your Seattle cleaning services. Tailor messages that resonate with your intended audience directly to what they need and want. Find out the best ways to communicate with them—is it through social media, local publications, and even community events?
It’s important to identify your target market for the cleaning business to grow.
We aim to emphasize the importance of understanding the diverse segments of your customer base, their unique characteristics, and the necessity of tailoring your services to attract and effectively market to the ideal clientele. Whether you opt to target a broad market or specialize in a specific niche, it’s crucial to always consider your target customer. This approach will help you distinguish yourself from competitors and establish a solid customer base. Periodically reevaluate your target market for example cleaning services in Seattle to ensure that you continue to meet the evolving needs of your customers as your own business changes.
