Eye-Opening Facts About the Housecleaning Industry – What They Mean for Your Business

In the fast-paced world of housecleaning, even the smallest improvements can create significant results. Recent findings reveal key opportunities for businesses to improve customer experience, increase profitability, and build stronger client relationships. Let’s take a deep dive into these statistics and the actionable ways they can benefit your business.

1. Missed Calls, Missed Opportunities

Over 72% of housecleaning businesses don’t answer the phone on the first call, often sending customers straight to voicemail. This has a profound impact on client conversion rates. Imagine a customer calling to inquire about your services; in that moment, they are ready to talk and learn more about what you offer. If the call is answered, there is a direct line to establishing a connection with the customer, understanding their needs, and setting expectations.

When the call goes unanswered, however, many customers will immediately dial another business, often finding the first one that picks up the phone. Statistics show that customers who inquire by phone convert 4x more often when the call is answered initially compared to when it’s returned later. This isn’t only about lost revenue—it’s also about missing the opportunity to make a positive first impression and show professionalism. Answering the phone on the first call or having a reliable answering system in place can be a game-changer.

Actionable Insight:

If it’s challenging to answer every call due to other client obligations or limited staff, consider an affordable virtual receptionist or call-forwarding service. Investing in a small answering system or outsourcing can lead to significant returns in terms of bookings and client retention. You’ll capture leads you would otherwise miss and show clients you’re available when they need you.

2. Voicemails Often Go Unanswered

Only 30% of voicemails received by housecleaning businesses get a response. In practice, this means that if 10 potential clients leave a voicemail inquiry, only 3 are likely to hear back. This is a massive missed opportunity in customer service and sales, as every unreturned call represents potential revenue left on the table.

From a customer’s perspective, an unreturned call reflects a lack of reliability, which can harm a business’s reputation. In the cleaning industry, trustworthiness and responsiveness are everything—clients are often letting cleaners into their homes, which requires a high level of assurance. When a business doesn’t return a call, it can leave clients feeling unsure about their professionalism and commitment to client care.

Actionable Insight:

Make it a priority to return all voicemails within a set timeframe, preferably within a couple of hours. Establish a daily habit of checking voicemails at least twice a day or setting a personal reminder. Even if you don’t have immediate availability, responding to let clients know they’re valued and will be added to your schedule can make a huge difference in building trust.

3. Lack of Customer Data and Follow-Up Systems

It may come as a surprise, but over 90% of housecleaning businesses don’t use any formal CRM (Customer Relationship Management) tool or email marketing system. Customer contact details are often left in a call log or email inbox, without follow-up, which means potential leads go untapped and past clients aren’t nurtured for repeat business. This is particularly challenging in an industry where word-of-mouth referrals are crucial, and a personal touch can make all the difference.

Without a CRM, there’s no record of who called, their needs, or the service discussed, and it becomes nearly impossible to track potential leads for follow-up. A CRM, even a basic one, allows you to keep track of all customer interactions, build a client history, and automate reminders to stay in touch or follow up with past clients. Repeat clients and referrals can be the foundation of a stable, sustainable business, but only if they’re nurtured effectively.

Actionable Insight:

If setting up a CRM feels overwhelming, start small. Begin by storing client information in a simple spreadsheet with details like contact info, notes from the call, and follow-up reminders. As you get comfortable, look into affordable CRM tools that are user-friendly. They’ll help you track interactions, send automated reminders, and build stronger relationships with your clients.

4. Insurance and Workers’ Compensation: Essential, Yet Overlooked

Approximately 50% of housecleaning businesses lack liability insurance and Workers’ Compensation, which are crucial for protecting both your business and your clients. Liability insurance covers accidents, damage, or injuries that may occur on the job, giving clients peace of mind and protecting you from unexpected expenses. Workers’ Compensation ensures that if an employee is injured on the job, they have financial support for recovery without the business facing a costly claim.

For clients, these coverages are signs of a reputable, professional business. Many clients specifically seek out businesses that are insured and covered, knowing it reduces risk on their end. Failing to have these coverages can be a red flag to some clients and can lead to costly situations if anything goes wrong on a job.

Actionable Insight:

Research and compare affordable options for both liability insurance and Workers’ Compensation. Many providers offer customizable plans for small businesses and independent contractors. Displaying your insurance and Workers’ Compensation coverage on your website and marketing materials can help instill confidence and attract more clients.

5. Pricing Pressures and Sustainability

Housecleaning rates vary widely, from $18 to $75 per hour, with some businesses charging very low rates to stay competitive. While this may attract more clients in the short term, it’s often unsustainable. Low pricing can impact your ability to grow, hire staff, or cover business expenses, particularly as operational costs increase. The tendency to compete solely on price often leads to burnout, quality issues, and an inability to invest in the business’s future.

Sustainable pricing is vital for long-term success. Pricing should account for direct costs, such as supplies, and indirect costs, such as travel, taxes, and equipment maintenance. When clients recognize the value behind the price, they’re more likely to invest in quality service and become repeat customers.

Actionable Insight:

Evaluate your pricing structure based on your expenses, profit goals, and the value you provide. Consider calculating an hourly rate that covers all costs plus a profit margin to support growth. Clear communication about the quality and benefits clients receive with your services can help justify pricing and build a loyal client base willing to pay for excellence.

6. Rapid Responses Lead to Higher Conversions

When an inquiry is answered quickly, it significantly impacts conversion rates. Inquiries responded to within 7 minutes have a 5x higher conversion rate compared to those returned later. For clients, an immediate response is reassuring and suggests that the business is organized, attentive, and ready to meet their needs.

Response time is especially crucial in housecleaning, where clients may call multiple providers and choose the first one to respond. The window of opportunity for securing new business is short, and customers rarely wait for a callback if they’ve reached out to multiple businesses. Acting on every inquiry as soon as possible can mean the difference between landing a loyal client or losing them to a competitor.

Actionable Insight:

Setting up automated responses or using a simple scheduling tool can help you respond to emails and calls promptly. For emails, automated replies confirming receipt and promising a follow-up within an hour can reassure clients that they’re a priority. For phone calls, a call-forwarding system or hiring a virtual assistant to handle initial inquiries can help improve response times and boost conversion rates.

Join the Community: Learn, Share, and Grow Together

The CHCA Online Community is here to help you connect with other professionals, gain insights, and turn these key improvements into a competitive edge. By joining, you’ll have access to industry knowledge, tools, and support to help build a more responsive, reliable, and profitable business.

Whether you’re a solo operator or managing a team, every business has opportunities to enhance operations, build client trust, and ultimately grow. In our community, you can share your experiences, learn from others, and build a foundation of best practices to increase both your efficiency and profitability.

If you’re ready to elevate your business, we’d love to have you join us. Together, we can create a stronger, more resilient housecleaning industry that serves both professionals and clients alike.