Where UK households actually look
- Word of mouth: still the biggest source for most cleaners. One happy client usually knows three more people who want a cleaner
- Local Facebook groups: village and town groups get "can anyone recommend a cleaner?" posts all the time. Join the ones in the areas you want to work
- Nextdoor: works well in some areas, especially for older homeowners
- Google Business Profile: free, and it's how you show up when someone searches "cleaner near me"
- Leaflets: old school but still works when targeted at the right streets, near clients you already have
Trust is what wins the job
You're asking someone to let you into their home, often with a key. Anything that makes that decision easier helps:
- Insurance: have your certificate ready to send. See our insurance guide
- A DBS check: a basic check costs £21.50 and shows any unspent convictions. Plenty of clients ask, and having one ready sets you apart
- Reviews: ask every happy client for a Google review. Make it easy, send them the link
- A clear, friendly first reply: your rate, your availability, what's included. Vague replies lose jobs
Reply fast
When someone posts "looking for a cleaner" in a Facebook group, they often get a flood of replies within the hour. The first few clear, professional responses usually get the messages. Turn notifications on for the groups that matter.
Build clients in clusters
Ten clients spread across a county will wreck your week with travel. Try to grow around the areas you already work in. Ask existing clients if their neighbours need anyone, and focus leaflets and group posts on the same few postcodes.
Ask for referrals, properly
Most clients are happy to recommend you, they just don't think to. Give them a reason: a free hour or a discount for every new client they send your way who books regular cleans.
Don't compete on price. There will always be someone cheaper. Compete on being reliable, insured, easy to deal with and actually turning up. That's what clients are really struggling to find.
Should you use an agency?
Agencies can fill your diary quickly, but you'll earn less. Their current adverts for self-employed cleaners pay around £13 to £16.50 an hour, and they keep the difference between that and what the client pays. They can be a good way to get started or fill gaps, but most cleaners earn more once they have their own clients. Check any agency contract for clauses stopping you working for their clients directly.
Keep the clients you win
The cheapest client to get is the one you already have. Turn up when you say, keep in touch if anything changes, and have clear terms and prices so nothing turns into an awkward conversation later.