How to Target Property Owners & Offer Cleaning Services

Property owners and facility managers face numerous challenges in maintaining clean, well-managed properties that attract tenants and sustain property value. Commercial cleaning services offer solutions to these challenges but often struggle to effectively reach decision-makers. This paper explores the primary pain points of property owners, identifies target audiences, and outlines effective marketing and outreach strategies to position commercial cleaning services as a valuable investment rather than an operational expense.

Introduction

Commercial properties require consistent maintenance to ensure hygiene, compliance, and tenant satisfaction. However, property owners often experience difficulties in finding reliable cleaning services that address their unique needs. Understanding these pain points and leveraging targeted outreach can help commercial cleaning businesses secure long-term contracts.

Pain Points of Property Owners

2.1. Maintaining Property Value

• Poor cleanliness leads to deteriorating building conditions and decreased property value.
• Unclean environments result in negative reviews and reduced tenant attraction.
• Routine maintenance minimizes the need for costly emergency cleanups.

2.2. Tenant Retention & Satisfaction

• Tenants expect clean common areas, restrooms, and lobbies.
• Unclean spaces lead to complaints, lease non-renewals, and higher turnover rates.
• Lack of professional cleaning services disrupts tenant satisfaction and business reputation.

2.3. Compliance & Health Regulations

• OSHA, CDC, and local health codes require strict cleaning standards.
• Failure to maintain hygiene can result in legal action and fines.
• Property owners need certified cleaning services that meet regulatory compliance.

2.4. High Maintenance & Emergency Cleaning Costs

• Inconsistent cleaning services lead to expensive emergency cleanups.
• Mold, pests, and deep cleaning costs can be prevented with routine maintenance.
• Unplanned cleaning disrupts property operations and budgets.

2.5. Finding Reliable Cleaning Service Providers

• Many cleaning companies provide inconsistent quality and service reliability.
• Property managers often struggle with cleaners not showing up or underperforming.
• Lack of a streamlined cleaning process results in inefficiencies and higher costs.

2.6. First Impressions & Brand Reputation

• Commercial properties must maintain an appealing, professional image.
• Dirty lobbies, hallways, and entrances deter new tenants and clients.
• Regular cleaning services improve brand image and business credibility.

2.7. Managing Multiple Properties Efficiently

• Property managers juggle multiple cleaning vendors, leading to inefficiencies.
• A single, trusted cleaning partner simplifies operations and reduces stress.
• Standardized cleaning across multiple locations ensures consistency.

2.8. Rising Maintenance Costs

• Owners seek cost-effective cleaning solutions without compromising quality.
• Higher labor and supply costs impact service affordability.
• Preventative cleaning reduces long-term expenses and avoids unexpected fees.

Targeting the Right Property Owners

3.1. Key Decision-Makers

• Commercial property owners (office buildings, retail spaces, industrial sites).
• Property management companies (manage multiple locations and need streamlined cleaning solutions).
• Facility managers (handle daily operations and compliance).
• Real estate investors & landlords (focus on maintaining rental value and tenant satisfaction).
• Homeowners’ Associations (HOAs) (responsible for maintaining shared community spaces).

3.2. Finding Property Owners

• LinkedIn & Business Networks: Connecting with facility managers and real estate professionals.
• Google Maps & Directories: Searching for property management companies.
• Real Estate Forums & Groups: Engaging in industry discussions on platforms like BiggerPockets.
• Cold Email & Data Tools: Extracting contact information from databases such as Apollo.io and ZoomInfo.
• Local Business Networking Events: Attending real estate and property management conferences.

Effective Marketing & Outreach Strategies

4.1. Cold Email Strategy

• Personalize emails based on property type and specific pain points.
• Keep emails concise and benefit-driven, avoiding lengthy sales pitches.
• Offer value upfront, such as a free cleaning trial or case study.

Cold Email Template:

Subject: Keeping Your [Property Type] Clean & Complaint-Free

Hi [First Name],
I noticed you manage [Property Name/Type], and I wanted to reach out. Many property owners struggle with tenant complaints, high maintenance costs, and compliance issues due to inconsistent cleaning.

We specialize in commercial cleaning for [property type] in [city], ensuring spotless, well-maintained spaces that keep tenants happy and attract premium renters. Would you be open to a quick chat this week?

Best,
[Your Name]
[Your Cleaning Business]

4.2. LinkedIn Networking

• Send connection requests to property managers and facility executives.
• Engage in conversations before pitching services.
• Share valuable content related to property maintenance and hygiene.

4.3. Cold Calling

• Directly reach property managers and decision-makers for immediate responses.
• Use a benefit-driven script focused on solving pain points.

Cold Call Script:

“Hi [Name], this is [Your Name] from [Your Company]. I know managing properties comes with cleaning and maintenance challenges, and I wanted to see if you’re open to a reliable cleaning service that helps reduce tenant complaints and maintenance costs. Would you be open to a quick conversation to see if we’re a fit?”

4.4. Offering a Compelling Hook

• Free Trial Cleaning: Demonstrate quality before commitment.
• First-Month Discount: Offer an incentive to test services.
• Satisfaction Guarantee: Reduce risk perception by providing money-back assurances.
• Bundled Services: Include window cleaning, carpet shampooing, and disinfecting in the package.

Conclusion

Property owners and managers prioritize cost-effective, reliable, and high-quality cleaning solutions to maintain property value, retain tenants, and comply with regulations. By understanding their pain points and executing targeted marketing strategies, commercial cleaning companies can position themselves as essential partners in property maintenance. Cold email, LinkedIn outreach, and direct calls—combined with compelling service offers—create a proven path to securing long-term cleaning contracts.