Where do you go to get more cleaning customers? This is a question that I get asked dozens
of times a day. Where do you go to get more cleaning customers? We’re going to talk about that today. Hi there, I’m Angela Brown and this is Ask
a House Cleaner. This is a show where you get to ask a house
cleaning question, and I get to help you find an answer. Now, today’s show is brought to us by MyCleaningConnection.com This is a resource hub and it has books, and
podcasts, and all of the things you need in your cleaning journey. It has the clothes that you wear, and the
shoes that you wear while you’re cleaning. It has cleaning supplies, and cleaning equipment,
and all different stuff that you’re going to need and want to know about. So check it out at MyCleaningConnection.com All right, on to today’s show. This is the question you’ve been waiting for,
and I have a special guest here today to help share with you the information that you’re
looking for. His name is Dave Carroll and he runs a cleaning
business in the Twin Cities and as his business reached over a million dollars a year in volume,
he realized he needed a little bit more information, so he went on a techno journey and now he
has created a side company called A-Type Data. And he’s going to share with us how to integrate
once again, technology with how to find your best customers and how to streamline it so
that you’re working smart, not hard. I love it! Please help me welcome Dave Carroll with A-Type Data. Dave Carroll: Thank you very much for having
me guys. Really appreciate it. Angela Brown: So jump in and tell us a little
bit about yourself. Tell us about your cleaning business, and
how you came to the data part of what you’re doing right now and how you use it to grow
your business. Dave Carroll: Yeah, absolutely. So my name is Dave Carroll. I am here in the Twin Cities. I started a cleaning company here in the Twin
Cities. We started off as just a window cleaning company,
but have scaled over the years to now power washing, we do some carpet cleaning, holiday
light installation. We really, really focus on multiunit and commercial
work, but as most people know that do a lot of commercial work, it’s not bad to have the
cashflow coming in with the residential when you get some of those bigger jobs with the
heavier months. And so, over the past 10 years, we’ve scaled
from me trying to have two of my buddies help carry a ladder into my mom’s garage to now
we have 14 employees in the field, an office staff of three to a little bit over about
a million bucks in revenue a year. Because we’re in the Twin Cities, we are the
definition of a seasonal business. We’re not working too much January, February,
and March. We don’t do any snow plowing or anything like
that. But our real focus is just being a customer
service company that just happens to clean things. Dialogue, especially when you start getting
into the bigger commercial work, which kind of brought me to my second business, which
is A Type Data, what I found about the second or third year in Starting Lions Share Maintenance
is that the people that had done this before I have, that are much smarter than I’ll ever
hope to be, they were going after these bigger commercial work and these bigger commercial
jobs. And so I started researching how to find lists
of property managers. And I was signing up for like local associations,
and then I found some national associations. And I saw that I could take and collect this
data and I thought, “Hey, this is valuable to me and I’m growing my business. I bet other contractors in cleaning companies
and specialty service companies can use this.” And so, I was very fortunate to start getting
some speaking engagements in the power washing and window cleaning conventions. One year, we decided like let’s put a booth
together and let’s see if anyone else wants to buy this data. And fast forward seven years, we’ve now worked
with companies, just like my company Lions Share or someone’s company who just started
yesterday all the way up to brands as big as like Ashley Furniture, Nike, TiVo, U-Pack,
RE/MAX, just some huge businesses. Because we’ve been doing this now for so long,
we look at data in two ways, either you have a list or you need a list. And what A Type Data can do is if you have
a list, we can take that list and make it more valuable. Maybe you’re missing some emails, or you haven’t
cleaned up the mailing addresses, or you want to send a ringless voicemail or a text message
campaign, but you don’t have mobile numbers. We can add that stuff to your list. If you need a list on the other side, let’s
say you want a list of dentist offices in your area or you’re trying to target homeowners
that house is worth over 250,000 and they have two kids, or they have a dog, or something
that would make them a good potential prospect for a client. That’s what we really do at A-Type Data, is
finding that within our cleaning company we’ve been able to grow and scale using data, and
so we saw a great, not only business opportunity, but … You’ll hear me get a little hopped
up about this stuff. I get pretty excited about data and just the
different things you can do because in the world of data, if it’s timeless, we spent
time on it. And so home service, cleaning specialty services,
that stuff is never going to go away and it’s always easier to generate work if you know
who you’re talking to. Angela Brown: All right. Now let’s suppose that you are a new business,
and you know you’re really good at what you’re doing, and you’re starting to scale, and you’re
ready for a list, but you don’t really know if you need one. Are there signs that would say, okay, now
you’re ready to expand and go this route. Because this is an additional expense, it’s
got to be justified. And if it works, you’re going to end up having
a lot more customers that you have to fill those jobs. Dave Carroll: Absolutely. So when you look at your business and … You
know, I think we talked to eight or nine out of 10 business owners, they want to grow,
they want to scale, they want to build their business bigger or hire more employees or
get more trucks or whatever the case. They’re not content with where they’re at. They want more, which is very common. We’re business owners, we’re entrepreneurs. We want to go out and we want to get it. And so what’s really important this day and
age is cross channel marketing, multi-touch marketing. It’s one thing to boost the Facebook ad or
send a postcard out to your repeat customer base and just kind of do something once. But this day and age because people are so
distracted, it’s so important to touch people from several different positions or angles
because there’s so much going on in the world. People are so busy. So when you look at a list as the foundation
of the campaign, whether you have a brand new business or you’ve been open 100 years and you’re a third-generation cleaner, being able to look at, you own a business, you know who the type of people that you want to work for. Like you have a general idea, or you’ve gotten
on Facebook or if you’ve read on the forums. So being able to identify that you know who
this person is before you start boosting posts on Facebook or spending money on AdWords,
or doing any of this different stuff, you need to get a list first if you want to grow
your business. So right away is the identifying point because
you don’t want to run marketing campaigns with a shotgun approach and then say something
didn’t work when you weren’t targeting the right people, or you didn’t put the thought
into the foundation of the campaign. So long answer there, Angela, short answer,
you should think about it right away. If you want to grow your business or you look
at your monthly or your quarterly marketing plans, the first thing should be, who are
we advertising to? Let’s figure out how to get a list of those
people so we can continue that marketing message to the writers. Angela Brown: And what is the ratio of having
content versus having a sales pitch that you add into that list that you’re using? Dave Carroll: So it really depends on the
need of the customer. If you look at a consumer, a residential customer,
more likely than not, there are specific times in the year where you can look at whatever
industry or vertical you’re in, where those times are a little bit busier. You know, it’s March, April, depending on
where you’re at in the country. Wash away the winter, spring’s here, let’s
open up the windows out, clean everything out, go through the year. Kids get out of school like you know what? Mid July. So, from mid-July all the way up until kind
of like Labor Day, that one off work, clients that aren’t on any type of maintenance plan,
well now they’re taking vacations. The kids are out of school, the moms or dads
or whoever’s doing the hiring are a little bit busier. When the kids go back to school now after
Labor Day, you kind of see that spike again. So, when you look at the right time to put
up content, you want to warm people up. You want to give something like, “Here’s some
tips on spring cleaning.” Give someone that article, have them exchange
their email for your article or your download. Now you have a list of people that raised
their hand and said, “I’m a little bit interested in spring cleaning.” So now you can give them an offer, “Oh, they
were in. They sent me that great article. I believe it. I trust them. I looked them up on Google. I checked out their reviews. I just got a $50 off coupon for first time
customers.” Taking them by the hand and kind of walking
them down that road. So where the other side like if you look at
a selling to businesses or maybe you want to do … Maybe you already do some commercial
work or you want to grow or you want to break into restaurants or hotels or facility managers,
universities, whatever. That can be a little bit less intimacy because
there’s no emotion involved. It’s not like you’re coming in their house,
or they need something, or they had a bad experience before and there’s trust. We do a lot of just cold email marketing,
which is some of like the “spammiest stuff” you can do, but it’s to property managers
or people that just like they have a problem, we can solve it. They just need to know who we are, so that
we’re on that list of people that’s going to get the requests for … You know, they
put out a request. We do a couple of like larger universities
here in the Twin Cities. They go off for bid every year to three to
five different vendors. Dave Carroll: It’s our job commercially to
just make sure we’re on that list, and that’s where it’s like you might not need to focus
as much on content marketing or creating intimacy prior to getting the work from commercial
jobs. It’s maintaining that relationship after you
introduce yourself to the commercial side, where you want to check in once a month, just
see if they need anything. You’re not bugging them, but more just like
letting them know, one of my favorite lines, and any listener, feel free to borrow this, “Mr. or Ms. Property Manager, you have 30 problems during the day, I can fix seven of them perfectly.” Angela Brown: Nice. Okay. Now listen, I know you sell these lists. Is this a one-time purchase, or do you upgrade
your list on a regular basis? How does that work? Dave Carroll: So the way that purchasing data
works is you buy whatever initial list you’re going to buy: residential, commercial, doesn’t
matter. When you come to buy another list, we use
the list you purchase as a suppression file. So you’ll never buy the same data twice. So, let’s say you buy your list of property
managers for your state once a year or whatever. Next year, because we update the database,
you would come back and say, “Hey Dave, we bought this in February last year. We’ll ask you to send that back over. We’ll run a new count to get people.” Property managers and certain positions have
a lot of turnover and so because we update our databases, we’ll use the file you bought
so that you don’t buy the same data twice, but it’s not like it automatically updates
or anything like that. They’re individual transactions, but we make
sure that you’re getting your money’s worth and never having to get the same information
more than once. Angela Brown: Okay, so how do our listeners
find you and buy your data? Dave Carroll: Yes, super simple. So it’s atypedata.com. The letter A, type like type out a keyword,
data. ATypeData.com, put in a list request. Myself or one of the other three reps here
will get back to you, go over some basic questions. And really what we try to focus on … It’s
that simple, filling out a form on our website. We have a Facebook group called Don’t Suck
at Facebook. We do a bunch videos there during the week. We talk about data, we talk about Facebook,
we talk about marketing. We have a full design team and a full fulfillment
team. We have full service direct mail, anything
that you can think of, with the list being the foundation. We can help or have a discussion around how
you want to use the list, how we can make some suggestions for you or how we can help
you use the list that you just got from us. Angela Brown: All righty, my friends and that
is Dave Carroll. Aren’t those amazing ideas? I tell you what, one list could absolutely
revolutionize your business. And then as you come back next year to update
your list, he can run that against last year’s list so you’re not buying the same information
twice. I love this! This is a great way to streamline and scale
your business. If you found this helpful, please pass it
on to a friend. Please don’t forget to check out the show
notes, where I’m going to leave links to everything that Dave talked about. And if we’ve earned your subscription, please
subscribe and until we meet again. Leave the world a cleaner place than when you found it. Leave the world a cleaner place than when
you found it.