3 Principles of Client Acquisition

Client acquisition — in any industry — is an art.

Become the van Gogh of house cleaning client acquisition in no time at all by following these three principles:

The 3 Principles:

1. Quick TTLs

2. Gentle Persistence

3. Simple Messaging

Each plays a pivotal role in converting interested leads into loyal clients.

• Quick TTLs: Time is of the essence. The faster you respond to a new lead, the higher the likelihood they'll choose your service over competitors. Immediate responses not only showcase your efficiency and reliability but also set a positive first impression of your readiness to assist.

• Gentle Persistence: Following up is an art. It's about maintaining visibility in a potential client's mind without becoming an annoyance. Think of it as nurturing a plant—too much water and it floods, too little and it withers. Finding the right cadence for follow-ups, such as spacing out calls and messages thoughtfully, demonstrates your commitment without overwhelming leads. Remember, persistence pays off, but it's crucial to recognize when to take a step back.

• Simple Messaging: Clarity is key. Your communication should be straightforward, making it easy for leads to understand your offerings and how you can meet their needs. Lengthy explanations can deter potential clients. A clear, concise message with a direct call to action invites engagement and opens the door to meaningful conversations.

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1) Quick TTLs

This means getting in touch with potential clients incredibly quickly.

TTL stands for Time To Lead (i.e, on average, the # of minutes it takes your team to reply to brand new estimate requests.

Imagine someone's looking for a house cleaning service and they find your website. If you reach out to them quickly, they're more likely to choose you over someone else who takes longer to respond (or doesn't respond at all).

Quick replies show you're ready and eager to help, making it easier for people to choose your service. It's the first time they get to experience how reliable you actually are.

Having a quick TTL is like being the first to say "hello" — it can really make a difference in getting more clients for your cleaning business.

If you've been manually typing every single message to all of your brand new leads, it could be hurting your conversion rates.

With templates set up, you can deliver the perfect messages with only a few clicks. 99% of the CRM software out there has a Templates feature for you to take advantage of. Below is the first one you can add. 😎

Example of an excellent 1st message to a prospect

Taken from The RCF's 2023 Member of The Year: RCF Dayton

Use this for an new lead that has come through any of your websites or landing pages with your company branding on it.

Hey [THEIR NAME]! This is [YOUR NAME] from [YOUR COMPANY NAME]. We've received your request and are very excited to help out! The best way for us to get started on a quote (and answer any questions you might have) is setting up a time to speak on the phone.

When would be a good time to connect tomorrow? 🙂

You are more than welcome to copy+paste the above template for immediate use, but please remember to change the information in the brackets.

How quick is "quick"?

If you are taking longer than 5 minutes to reply to brand new estimate requests, you are missing out.

Convoso cites a study (now coined The Five Minute Rule) that was conducted on the Home Services industry as a whole. It mentions that replying to your brand new sales opportunities in under than 5 minutes results in a 100x greater chance of connecting with them and 21x more likely to convert them into a paying client.

• Only about 19% of these small businesses replied to brand new leads in under 60 minutes.

• Just 2% replied in less than 5 minutes.

• And a staggering 57% never replied at all.

The goal: Aim for under 5 minutes but tolerate nothing more than 60 minutes.

Thankfully, we've entered a world of such intelligent artificial intelligence that we can have warm sales calls booked on our calendars for us. Eliminating much of the legwork on the front end to qualify and weed out those folks who really aren't that serious about hiring a premium house cleaning team.

There are many ways to achieve lightning quick TTLs without having to have someone clocked-in 24/7. If you're needing help with this, don't hesitate to reach out.

2) Gentle Persistence

Being persistent without being pushy is key when following up with potential house cleaning clients. It's about staying top-of-mind in a friendly, gentle way until they're ready to make their decision. One person may get their estimates earlier in the buyer journey than another would. Finding this perfect balance is truly an art. But it's one that anyone can learn.

Think of persistence like watering a plant.

You don't want to flood it all at once, but you also can't let it go dry.

Regular, gentle reminders show that you're attentive, reliable, & committed to helping them without overwhelming them with too much pressure.

For instance, after sending your initial message (and hopefully setting up a call), if you haven't heard back, it's time to follow up. But how you do this is crucial.

You want your potential client to feel valued, not hassled.

Here's a follow-up message example you could use:

Hello [THEIR NAME],

This is [YOUR NAME] from [YOUR COMPANY NAME].

Checking back in to make sure you were able to find a house cleaner. Are you still needing help? Or are you all set with cleaning? 😊

You are more than welcome to copy+paste the above template for immediate use, but please remember to change the information in the brackets.

Remember, the key is in the frequency and tone of your follow-ups. The above is just one of thousands of messages you could say. It's always important to give them your name and remind where you are messaging them from. Sure, they may already know it (and it may feel repetitive to you), but it feels much warmer when you approach them this way.

How Persistent is "Gentle"?

Being too persistent might scare potential clients away, but too little could make it seem like you're not interested in their business.

Many studies and other industry experts often suggest a series of 3-5 follow-ups spaced out over a couple of weeks if you're not getting a response.

Here at The RCF, the rule of thumb is: 5 Call Attempts — once/day — Over 5 Days.

Text messages that immediately follow a missed call attempt do not count as an "attempt". Those messages are considered the same attempt.

If you call someone 5x and they never answer, The RCF rule-of-thumb is to apply the "Ghosted" tag to their Opportunity. This triggers a Nurturely+ automation to go out and try "one last attempt" at saving the deal. If that doesn't work, we mark it as Lost & try again in 6 months.

If someone has ignored your phone call 5x, I'd venture to say you've given it a good-faith effort at this point. There comes a moment where it's unprofitable to keep following up with them. Instead, it's more profitable to go after the other open opportunities in your sales pipeline. Admittedly, we don't have that exact #, but we believe 5x strikes the best balance of gentle persistence.

Your CRM can automate these follow-ups to some extent, but personalization is key to getting a sales conversation started. Remember, the first goal with a new sales opportunity isn't to close it. It's to get them to reply. Once they reply, the conversation is started and becomes incredibly difficult for them to "ghost" you. Once they reply, you can spill all the juicy details on why your house cleaning service is the best one in town.

Make sure each message feels individual and considerate of their needs & timeline.

Persistence Pays Off:

Remember, a "no" today might not mean "no" forever.

A "no" today most likely means "not right now".

People's circumstances change, and by gently staying in touch, you keep the door open for future opportunities.

Plus, this approach builds your reputation as a considerate, reliable, and professional service provider.

3) Simple Messaging

Clear and straightforward communication is crucial to breaking the ice and getting a conversation started.

Simple messaging ensures that your potential clients easily understand what you're offering, making it more likely for them to engage with you.

Here's another example of a simple yet effective message to a new lead:

Hi [THEIR NAME], This is [YOUR NAME] from [YOUR COMPANY NAME]. I've received your request and we'd love to help out! 😊 Do you prefer to meet in-person? Or would you like to get a quote here over text?

You are more than welcome to copy+paste the above template for immediate use, but please remember to change the information in the brackets.

This message is direct and to the point.

It asks a simple question that encourages a response. It's always a good idea to end with a question.

When crafting your messages, keep these key points in mind:

1. Be Concise: Use fewer words to express your point. Avoid industry jargon or complex terms that might confuse someone not familiar with house cleaning terminology.

2. Focus on the Client: Use language that centers on the client's needs and how your services can meet those needs. Make them feel understood and catered to.

3. Call to Action: End your messages with a clear call to action. What do you want the client to do next? Whether it's replying to your message, calling for more information, or scheduling an appointment, make it clear and straightforward. Bonus points if you can get them to reply with just 1 word. That starts the conversation & makes it very difficult for your prospect to ghost you.

4. Personalize: Even with templates, personalization is key. Including the client's name or referencing specific details they've shared makes the message feel more personal and less like a generic response. When you call out specific details they've already mentioned, it shows you're listening.

Why Simple Wins:

This world has no shortage of distractions.

A simple message is more likely to be read and responded to.

It respects the client's time and makes the decision-making process easier for them. By focusing on clarity and ease of communication, you not only improve the client's experience but also increase your chances of converting leads into customers.

Remember, the goal of your initial messages isn't to close the sale; it's to start a conversation.

By keeping your messaging simple, you make it easier for that conversation to begin, setting the stage for a successful client relationship.