How to market your cleaning referral agency when there's nothing like it in your area.
Updated: Oct 29, 2020
So you want to start or already own a cleaning referral agency...and no body else in your town knows what the hell that is. Ha! I've been there. I'm still there because there's no other official domestic referral agency in my area.
With any new concept, the best way to market the idea or product is through education and demonstration. If you're looking to market your domestic referral agency in a geographic location where there are few or zero other referral agencies in business, your best bet is to focus your message around information.
With any new thing, people want to know:
How does it work?
What are the benefits? Drawbacks?
How does it compare to similar products or services?
Why is this product or service the better choice?
How does this product or service benefit me?
What are the impacts of using this product or service?
With those questions in mind, you can focus your marketing efforts on three things. One, educate your audience on what a referral agency is. Two, show your audience how a referral agency can solve their problems better than any other option out there. Three, find a way to connect with your target market and set your brand apart from the rest.
If they're on your website, or on yelp or on google...you don't have to convince them they should get house cleaning services. If they have already found you, they were already seeking house cleaning help. Now, it's your job to convince them why your referral agency is better than any other option.
Side note, I don't recommend cold marketing (marketing to people who are not actively seeking your services). This would include direct mail, news paper ads, door hangers, etc. That's not to say these tactics don't work. They do. I've used them many times in the past. I just don't think it's the best use of your time and energy.
Okay, let's circle back to messaging. Just focus on these three elements:
1. Inform and Educate
2. Provide Solutions
3. Connect in order to Distinguish
Once you've figured out what you want to say for each of those elements, include it anywhere and everywhere. On your home page, in your blogs, in your newsletters, in your email signature, on your business cards...everywhere!
My tagline for my local domestic referral agency is, "By connecting moms who need relief with moms who need the work, we help families bond and prosper." Don't steel it, come up with your own. Ha, it took me a long time to really convey what I wanted to say. Let's break that down, they'll always see my business name with the logo so it will say "Dash of Clean Referral Agency." So we know it's cleaning, and it's a referral agency.
1. Inform and Educate - we are a referral agency that connect moms, customer and cleaners
2. Provide Solutions - get relief from cleaning or get work opportunties
3. Connect in order to Distinguish- we help families bond and prosper
I wrote a blog and shared a marketing video I did about my local domestic referral agency. You can check that out here.
Here's a video I did to connect with clients and share our values. This is on my homepage.
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