Management and marketing for business growth
One of the biggest issues cleaning companies deal with is the uncertainty of how to manage and market their brands for actual growth and long-term success. After all, it’s no secret that posting on social media regularly is simply just one piece of a complicated yet crucial puzzle for profitability and engagement. It takes much more than getting noticed in your marketplace.
When asked about management strategies that work for his personal brand, Lovasz shared, “I try to think about what is the right thing to do and what would be best for my franchises. I don’t just copy what others do because that is the way it has always been done. All in all, do what is best for your market. You may need to add more revenue streams or expand the territory you serve first. But everyone should start trusting employees to do some of the work the owner is doing so they can grow the business.”
Similarly, Lovasz explains how top-of-mind awareness is key to their marketing strategy, “Besides using the best people to handle the online aspect of marketing, we want to become important and helpful members in our communities. We work to be the people that first come to mind when a tragic situation happens.”
Meanwhile, Henderson also shared some incredible steps for marketing and management growth strategies. “Outline the growth of your company, from its beginning to now. Share any revenue or percentages as you can. Chet started Carpet Tech from his garage with a single cleaning van, and we have had exponential growth ever since. Every year I have been part of Carpet Tech, we have grown. We have had a record year every single year. When I started, we had not yet hit $1 million in sales, and we ended 2023 with over $40 million in revenue.”
As Henderson explained, over the years, the company cultivated and grew additional service lines as the need and demand arose. “We started as a floor care and emergency restoration company. When we saw that so many customers needed renovation help after their flood or fire, we began CT Construction to help get our restoration customers back to pre-loss condition.”
During the pandemic in 2020, Carpet Tech rolled out disinfecting services for commercial and residential customers. This sustained the company and grew revenue once again to beat previous company records.
Each time Carpet Tech opened a new location was in response to seeing a need and an opportunity. In 10 years, the company has built the brand, grown service lines, and earned the community’s trust in Collin County.
“And for the first time in 2022, we saw growth across all service lines in all locations, not just cleaning and restoration, due largely to outside sales and marketing efforts to cross-promote services to consumers,” Henderson added.
Additionally, grassroots marketing has been critical to the success for Carpet Tech. Connecting with individuals, business owners, and managers, and networking in each city they serve, was paramount to success. “We are a very community-driven company, supporting nonprofits and answering needs where we can all around us,” Henderson said.
When Clendenning focuses on the future, he knows it takes a comprehensive strategy with both practical business sense plus some creativity. “I adamantly follow the doctrine of do, document, then delegate. By creating strong repeatable systems and procedures and having checks and balances in place to monitor that they are being followed, you develop a ‘systemized’ business that can be constantly improved and refined over time.”
Then comes the fishing aspect of marketing. “The more poles you have in the water, the better chance you have of catching more sh. You can’t rely on just one or two sources of leads and jobs,” Clendenning explained. “You need to be marketing online through organic reach, Google Maps, various paid lead sources, and social outreach. Offline, you need to be marketing and connecting with your database consistently, driving positive brand awareness in your community, and reaching out to referral sources and strategic partners.”
Constantly building and marketing your strong reputation goes a long way in helping to convert more of the traffic (those who see and hear about your business) into leads and inquiries, Clendenning added. “Having a system to nurture everyone who contacts us and staying in touch with them consistently for years, even if they don’t book a job right away, is a huge advantage.”
As the work comes in, it’s not time to rest. “To grow your company, you need to make sure you have the training, system, and procedures in place to deliver a truly excellent customer experience from all your technicians and new hires. Nothing gets around faster than poor service,” Clendenning said.