Improving My Cleaning Company's Conversion Rate

When people reach out for quotes, we should include as much detail as possible about the service in our intro message. Rather than just giving them a price and our availability, we should include info about everything the service includes.

Some context: Right now, we get a lot of customers through Angi’s list, and when using Angi, customers put in their address and contact info when they’re interested in a house cleaning - when they do this, it’s called a quote request.

We Google their address and quote them based on the number of beds and baths. A typical intro message when someone requests a quote is as follows:

“Hi _,

This is _ with (company name). Thanks for reaching out for a quote! Based on the address provided, we would quote the cleaning at $220, based on our estimate that the cleaning will take 4 hours, so depending on how much time the cleaning takes, this may vary, but we’ll have a more clear idea after the first cleaning. Also, we have a deal where you can get $20 off the first clean if you sign on for a recurring clean. We have a spot available on Wednesday, August 24th, at 9 am to get started, would this work for you?

Sincerely,

…”

Some notes on things the current intro message does well:

1. We minimize the amount of back and forth by Googling the address rather than asking how many beds/baths are in the home

2. We give them our next available date, so they only have to say yes/no

3. We ask for the sale

I’m keeping the name of the company anonymous for now, but this is the message we send every customer who reaches out (obviously, the amount of time/price varies). The issue with this is that it leaves out a lot of important details, including:

1. What does the cleaning include?

2. What does it NOT include?

3. What add-ons exist that could make the cleaning more valuable that we could be upselling?

This is all info the customer is probably wondering, and they reached out for a quote, so they’ll probably care enough to read it.

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A better intro message would look something like this:

"Hi _,

This is _ with (company name). Thanks for reaching out for a quote! Based on the address provided, we would quote the cleaning at $220, based on our estimate that the cleaning will take four hours, so depending on how much time the cleaning takes, this may vary, but we'll have a more clear idea after the first cleaning. This quote is for a general cleaning service which includes:

1. Emptying all garbage and recycling in the home

2. Cleaning the kitchen: includes cleaning all countertops and horizontal surfaces in addition to the sink, backsplash, exterior appliances, inside and outside of the microwave, exterior cabinets and handles, light switches, the stovetop and hood, organizing any papers or objects, and wiping down garbage can(s).

3. Cleaning the bathrooms: includes removing all water spots and wiping streaks from exterior surfaces, the sink(s), backsplash, mirror(s), exterior cabinets and vanities, toilet bowl, exterior surface of toilet, bathtub, shower, sink faucet, shower head and wiping down garbage can(s).

4. Cleaning the bedrooms: includes making the beds, picking up any clothing, cleaning windowsills, exterior windows, detailed dusting on all horizontal surfaces, bed side tables.

5. Flooring: vacuum all carpet flooring throughout the home, bedrooms, hallways, living areas etc. Vacuum all hardwood surfaces/dry mop all surfaces, then wet mop all flooring, hardwood, tile, etc.

Our general cleaning service does not include cleaning the inside of the oven ($30 additional surcharge), cleaning the inside of the refrigerator ($30 additional surcharge), or laundry/washing sheets ($50 additional surcharge).

Additionally, we have a deal where you can get $20 off your first cleaning if you sign on for a recurring cleaning. We have a spot available on Wednesday, August 24th at 9 am to get started. Would that work for you?"

Sincerely _"

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I was keeping messages short because I assumed that in the age of social media, everyone had short attention spans. But the demographic I’m targeting is older, and older people will probably be more willing to spend a few minutes reading about everything the company has to offer.

In fact, including all this info out of the gate will probably make the company come off as more professional, as well as increase our conversion rate.

Believe it or not, a lot of people don’t ask for the additional info that I mentioned above, like what the cleaning actually includes, but many of them are probably wondering about it, and when they ask this, it creates friction because they could stop responding at any moment.

Including all of this information out of the gate will reduce back and forth with customers and get them to “yes” more quickly, converting a higher percentage of them.

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