Residential Cleaning Franchises Win Consumers Trust

Homeowners Turning to the Yellow Pages Instead of Independent Cleaners

By Alan Devenish

The highly competitive house cleaning franchise business can be a tough nut to crack for those interested in starting their own brand and franchise operation, but there are ample opportunities for would-be franchisees of existing companies.

Franchises Offer Proven Business Model, Dominate New Market Segment

Companies such as Merry Maids have developed and refined the house cleaning franchise model to well-deserved status as the United States' leading operation. Their success has spread abroad, with international expansion over the last few years occurring at a rate similar to that seen in the United States.

From 2002 to 2006 US Merry Maids franchises grew from 761 in number to 780, while foreign franchises gained from 414 to 434 in the same time period. Their steady growth coupled with the stellar reputation of their numerous existing franchises is proof that the Merry Maids model is worth studying.

Merry Maids' PR puts great emphasis on the customizability of their service. With a thorough basic service and lots of deep-clean extras, they are able to meet the needs of several different types of homes and customers.

The Merry Maids model is based on efficiency, reliability, and flexibility. Service times are easily modified - and with years of experience the company has learned the value of tying up loose ends.

Strictly defined codes of conduct for employees allow Merry Maids to deliver a service that is very consistent. The company also takes responsibility for the legal working-status of its cleaners and maintains relevant insurance.

Labor expert Barbara Ehrenreich writes in her essay "Maid to Order" that:

So far, the independent, entrepreneurial house cleaner is holding her own, but there are reasons to think that corporate cleaning services will eventually dominate the industry. New users often prefer the impersonal, standardized service offered by the chains, and in a fast-growing industry new users make up a sizeable chunk of the total clientele.

It is important to note that while Ehrenreich describes the service offered by corporate cleaning companies as "standardized," it may be more accurate to describe it is a service that meets specific company standards and protocols - but which is simultaneously entirely tailored to the needs of the customer.

Also noteworthy is Ehrenreich's assertion that "new users make up a sizeable chunk of the total clientele." New houses being built and new households being established are common occurrences in every area, resulting in the supply of a ready-made market for most potential franchisees.

Turnover Better Managed by Franchise Training Models

The well-defined "factory-style" cleaning method employed by companies such as Merry Maids makes it simple for new franchise owners to recruit and train new employees. Company-supplied guidelines and materials make it possible to turn inexperienced cleaners into real pros in a relatively short amount of time. From storage of cleaning chemicals to staff structure, successful companies have followed the Merry Maids model to ensure an organized, cost-effective service.

Take for example The Cleaning Authority. This entirely US-based company has grown from 34 franchises in 2001 to an astounding 164 at present. While their company is well established - they are very nearly four decades old - the boom in domestic cleaning services has put fuel to the fire. Their service - like that of the Merry Maids - is intended to be seamless in all respects.

While branding in the industry of household cleaning - like that in most other industries - remains a crucial ingredient for success, in this field it is trumped by considerations such as the structure of a company's core business operations.

With demand built in to every housing market, marketing usually extends to simple brand recognition - few housecleaning franchises pull out all the stops to develop and broadcast a distinct company image.

Companies that can combine friendly and effective customer service with trend-setting business practices such as standards-based cleaning and customizability are likely to produce many new franchise locations in today's industry boom.

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