Commercial Cleaning Services: 8 Steps to Win More Contracts and Clients

Key Takeaways:

• Optimize your online presence with Google Reviews and SEO.
• Use cold outreach paired with warm follow-ups to land more meetings.
• Use proposal templates, pricing calculators, and sales scripts to look professional.
• Offer quality control plans and referral programs to retain and grow accounts.

Why Winning Cleaning Contracts Needs a Smart Strategy in 2025

The cleaning industry is growing, but so is the competition. Clients have more choices, and many cleaning businesses are struggling to win and retain contracts.

Whether you’re just starting or trying to grow, winning new clients in 2025 is no longer about being “the cheapest.” It’s about showing value, trust, and professionalism. 

Commercial cleaning is a thriving business. While everything gets out of business, no one can live without adequate cleaning and janitorial services. It is the reason why business organizations come in long-term janitorial cleaning contracts. The importance of commercial cleaning services or corporate cleaning contracts is coming into light.

However, getting contracts for commercial cleaning can be a tough nut to crack. As the competition increases, cleaning companies need to strive harder to get ahead. If you struggle to get more cleaning contracts and clients, we are here to help you. 

Here is a list of five simple steps you can take to win more clients for your cleaning business:

Define Your Target Market

Determine the specific industries or businesses you want to target for your commercial cleaning services. Consider factors such as office buildings, retail spaces, healthcare facilities, or educational institutions. Understanding your target market will help you tailor your marketing efforts more effectively.

You need to determine what type of facilities you will be working with, whether it will be commercial or corporate. Ask some basic questions like:

• What type of services will you provide?
• What value are you adding?
• How are you different from the competition?
• What types of markets will you focus on?
• Is there any gap in the market you can fulfill?

Be Present on Google 

Google plays the most crucial role in every average internet user’s life. From learning about weather forecasts to finding the best eateries around us, we use Google. 

Although you can find many search engines, Google is the most widely used. No wonder it is the most visited website worldwide. As per the numbers from last year, Google had about 80.93 visitors in February 2021 alone.  

These days, the first thing clients do is Google you. So, if you’re not visible, or if your presence looks unprofessional, it doesn’t matter how great your service is.

If you’re wondering how to get more cleaning clients, the answer lies in visibility and trust.

Build a Strong Local Online Presence:

• Google Business Profile: Claim it, fill in every field, upload high-quality photos, and use keywords like “office cleaning in [Your City]” or “janitorial services near me.” This helps you show up for local searches and win commercial cleaning contracts nearby.
• Customer Reviews: Aim for at least 20+ detailed Google reviews. Politely ask satisfied clients and send them a direct link to leave feedback. Reviews are social proof and increase conversions.
• Mobile-Friendly Website: Your website should clearly list your services, the industries you serve, pricing details (if applicable), client testimonials, and a clear call-to-action (“Get a Quote” or “Schedule a Walkthrough”). SEO-optimize your site using keywords like how to win cleaning contracts, get more cleaning clients, and commercial cleaning services.

Investing in your digital presence is one of the best ways to grow your cleaning business long term without spending thousands on ads. 92% of B2B buyers are more likely to purchase after reading a trusted review.

So, if you had doubts before, I guess now it is clear how important Google is. While users search Google for everything, getting your cleaning business on this search engine is the best idea. Sign up with Google My Business and get your business up there. Also, ask your clients to leave you a Google review. So, when your potential clients look you up on Google and see the reviews, they will think of you as a credible and high-performing cleaning company. It is the best way to get leads from the digital market. 

Start Your Search 

Why wait for your prospects to find you when you can also look for them? Take help from Google and professional sites like LinkedIn to search company owners, builders, and corporate people. With their businesses running in large commercial buildings, they need janitorial services. Create a list of these people and carry out your research on how they fulfill their janitorial needs. 

Do not worry if you think they already have such services. To get janitorial business contracts, you need to strategically place your pitch and tell the prospects why you are better than the other companies. 

Try Marketing Strategies 

Expand your marketing strategy by including the old-fashioned ways to spread the word. While cold calling might not be your idea of promotion, you can make it a little more strategic and professional by creating a calling script. You can also seek help from call centers to get the work done for you. 

As for emails, a well-thought-out email campaign goes a long way in lead generation. Start getting the emails of your prospects and plan an email marketing campaign. If your in-house team is not well-equipped for all these forms of marketing, you can try getting help from professionals for getting contracts for commercial cleaning. 

Leverage online platforms to market your services effectively. Optimize your website for search engines, utilize social media platforms to engage with potential clients, and consider running targeted online advertising campaigns. Online marketing provides a cost-effective way to reach a wide audience and generate leads. The best way to get cleaning contracts is by building an online presence that is authentic and genuine. Build a strong network of connections in your community. You will find that potential clients are everywhere. You just need to have a proper pitch to sell your services and you can easily turn them into your customers. 

Pay Focus on Branding Your Business 

Before you talk about your services, your brand needs to make the prospects interested in you. Branding is your key to grabbing as many janitorial business contracts as you plan to. Once you have a reputed and presentable brand, clients will be more interested in hiring you. Cold calling scripts for cleaning businesses are readily available online in case you need help in that area.

For branding your company, make sure you have an interactive business logo,  a website, and an out-there social media presence. Get people talking positive things about your business by getting testimonials and reviews. Once you have the reputation of a good brand, getting contracts for commercial cleaning will not seem like a long shot.  

Create a professional and appealing brand image that showcases your expertise and reliability. Develop a professional website, and ensure consistency in your marketing materials. A strong brand presence will help you stand out from the competition and build credibility. Pay per lead can be a strong way to get more leads for your business. Janitorial business contracts are something that can be easily obtained if you play your cards right. 

Talk and Follow Up 

In the digital world, it is easy to sound mechanical and robotic. With so much written communication, dependence on AI, and automated messages, businesses lose the personal touch. 

Do not make that mistake and address the problems of the business on a personal level. Next, explain to them how your services can solve these problems. It is crucial to talk regardless of what model of communication you choose. Let the prospects know the methods you use, the staff you hire, and the tools you use like a janitorial management system. 

You’ve done everything right, sent the proposal, scheduled a walkthrough, but the prospect goes silent. This is where many cleaning businesses stop. But professionals know that how to get more cleaning clients often comes down to consistent, friendly follow-ups.

Follow-Up Framework:

• 2–3 Days After Proposal: Quick email: “Just checking in, happy to answer questions.”
• Day 5–6: Short phone call or voicemail.
• Day 10: Email with testimonial or case study.
• Day 14: Final “value summary” email.

Sample Email:

“Hi [Name], I wanted to follow up on the proposal I sent last week. If you need any adjustments or have questions, I’m happy to jump on a quick call. We’d love the chance to help keep your [type of facility] in top shape.”

Persistence pays off. This is a major differentiator for companies that consistently win commercial cleaning contracts: they don’t give up after one try. 80% of sales require 5 follow-ups or more, but 44% of salespeople give up after just 1 follow-up, according to Hubspot.

Also, once you finish, give your prospects some time to think about it but do not leave it wholly to them. They will need some reminders about what you talked to them about, and a follow-up is the best way to do that. 

So, follow up to see whether the prospect is interested in doing business with you. Once you do that, it will be clear whether you are getting the janitorial business contracts or not. 

Provide Excellent Customer Service

Deliver exceptional customer service to every client you work with. Respond promptly to inquiries, be attentive to their needs, and address any concerns or issues in a timely manner. Going above and beyond to exceed client expectations will help you build strong relationships and gain positive referrals. Your clients can do half of your janitorial lead generation. Your customer support is the face of your business to your clients. Even if you have excellent marketing strategies in place, if your services are lacking then all of your hardwork will go down the hill. 

Consistency Is The Key 

Getting a cleaning contract and retaining your customers is no easy task. It takes lot of time and dedication to get a loyal customer. If you are not consistent with your efforts then you will lose your customers faster than you can retain them. If you are not careful then you will soon be searching “how to get more cleaning clients” everyday. Having a system that will help you build, grow and maintain the business is crucial. 

If your are new in business, then you will soon learn that being consistent is more important than all of the steps mentioned above. 

Pick a Profitable Niche to Win More Cleaning Contracts

If you’re wondering how to win cleaning contracts, it starts with knowing exactly who you’re trying to serve. One of the biggest mistakes small cleaning businesses make is trying to be everything to everyone. But when you specialize, you increase trust and become more attractive to high-paying clients.

Great Niches for 2025:

• Medical Offices – Require high hygiene standards, consistent cleaning schedules, and are less price-sensitive.
• Short-Term Rentals (Airbnb, Vrbo) – Fast turnaround jobs with frequent demand and good profit margins.
• Schools & Daycares – Recurring revenue with long-term relationships and high reliability.
• Office Buildings – Ideal for commercial cleaning contracts with fixed weekly or monthly schedules.
• Fitness Centers – Constant cleaning needs due to hygiene and foot traffic.

When you focus on one niche, your marketing becomes sharper and more effective. For example, “We help Airbnb hosts get 5-star reviews with reliable turnover cleanings” speaks directly to a pain point.

Want to grow your cleaning business this year? Pick a niche, learn its pain points, and position yourself as the expert they’ve been looking for.

Build a Targeted Prospecting List to Win Commercial Cleaning Contracts

Waiting around for referrals? That’s a slow game. The fastest path to getting more cleaning clients is proactive outreach. In 2025, outbound prospecting is still one of the best strategies to land commercial cleaning contracts.

Here’s how to do it right:

Step 1: Find Local Leads

• Search Google Maps and Yelp for businesses in your niche (e.g., “medical offices in Brooklyn”).
• Collect names, emails, and phone numbers.
• Use Apollo.io or Hunter.io to find verified contact info for decision-makers.
• On LinkedIn, search for roles like “office manager,” “facility coordinator,” or “property manager” in your city.

Step 2: Organize the Data

• Store leads in a spreadsheet or CRM like HubSpot or Notion.
• Track every touchpoint (email sent, follow-up, meeting booked).

By consistently prospecting, you’re building a pipeline of warm leads who can eventually convert. This is not just how you get one job, it’s how to grow your cleaning business by systematizing client acquisition.

Perfect Your Pitch & Proposal to Get More Cleaning Clients

You’ve got the leads, now you need to close them. This is where most cleaning companies fall flat. If you want to know how to win cleaning contracts, focus on improving your pitch and proposal game.

Your Pitch Should Be:

• Short and clear (30 seconds or less)
• Problem-solving (what benefit do you offer?)
• Specific to their industry

Example:

“We help property managers reduce cleaning complaints by 70% while maintaining 5-star tenant reviews using our 24/7 support and checklists.”

A Strong Proposal Should Include:

• Who you are and why they should trust you
• Scope of services (daily, weekly, deep cleans)
• Supplies and safety protocols used
• Price breakdowns and optional tiers
• Terms of service, including notice periods and inspection policies

Use clean formatting, your company logo, and the client’s name. Make it easy to scan, with bold headlines and bullet points.

Pro tip: Offer a PDF proposal template download on your site to build credibility and also capture leads.

Presenting a polished proposal is key to getting more cleaning clients, especially for larger commercial cleaning contracts where multiple vendors are being considered.

Bid Smart: Don’t Just Be the Cheapest Option

Pricing is where many cleaners go wrong. Either they underprice to win the job, or overcharge without justifying the value. If you’re serious about how to win cleaning contracts, you need to be smart, not cheap.

Here’s how to get it right:

• Know your costs: Labor, cleaning products, insurance, admin, transport.
• Set your profit margin: Typically 15–30% depending on contract size.
• Use a calculator: Avoid emotional pricing: use a simple Google Sheet or free calculator to determine exact costs per job.
• Offer packages: Basic, Standard, Premium tiers allow you to upsell while still appealing to budget-conscious clients.

Explain the value behind your pricing:

“We only use hospital-grade disinfectants and our staff are background checked and uniformed. That’s why we’re priced above market, and why clients stay for years.”

To grow your cleaning business, you have to price like a professional, not a freelancer. Long-term profits come from healthy margins, not bargain rates.

Keep Clients Longer with Quality & Referrals

Getting clients is hard. Keeping them should be your main focus once they sign. If you’re looking at how to grow your cleaning business sustainably, your real profit lies in long-term contracts and referrals.

Retain Clients with Quality:

• Use inspection software or checklists to monitor job quality.
• Share monthly or biweekly reports.
• Check in with clients often: “How are things going? Anything you’d like improved?”

Clients who feel cared for rarely leave.

Ask for Referrals:

• After 30–60 days of good service, ask:

“If you know any other businesses that could use our help, I’d be happy to offer them a free walkthrough and you a referral discount.”

You’d be surprised how many will help if you simply ask.

Referrals are one of the fastest ways to get more cleaning clients because they come with built-in trust. Pair this with a polished online presence and you’ll naturally start winning more commercial cleaning contracts without spending more on ads.

And that’s it! 

We have discussed the five steps you need to take if you are trying to get janitorial cleaning contracts. These steps will help you create a marketing checklist. 

Also, to enhance your services and add to your cleaning business’ portfolio, you can seek help from a janitorial management system. It will help you impress your clients even more. Get in touch with the team at Novagems to learn more.