A cleaning business in Perth often runs two businesses under one name.
One side takes quick bookings from tenants and homeowners. The other side chases office, strata and commercial contracts that are decided over weeks by a facility manager.
This guide covers the marketing that works for both. It sits under our cleaning marketing page and is written for owners who want steadier bookings and better contracts.
How Perth customers search and choose
Residential customers search for the exact job. Think of “end of lease cleaning Perth”, “vacate clean Joondalup”, “carpet cleaning Scarborough” or “fortnightly house cleaner Mount Lawley”.
Tenants leaving a rental are working to a fixed date. They want someone available that week, a clear price and confidence that the clean will pass the property manager’s final inspection.
Regular home cleaning is about trust. The customer is handing over keys and access to their home, so they look for police-checked staff and reviews from people nearby. Having the same cleaner each visit matters to many of them.
Commercial buyers behave differently. Facility and strata managers compare capability and insurance before they ever ask for a price. Many only look for a new cleaner when a contract is up for review or the current one has let them down.
Your website
The pages it needs
Give each service its own page. End of lease, regular home cleaning, carpet and upholstery, tile and grout, office cleaning and strata cleaning each attract different searches and different buyers.
On the end of lease page, list what is included room by room, and what costs extra, such as carpets or outside windows. If you offer a free re-clean when an agent flags something, explain exactly how it works.
For commercial work, add a page that reads like a capability statement. Cover the types of sites you clean, after-hours work, key and alarm procedures, staff screening and insurance.
Trust signals
- Photos of your real team and vans, not stock images of smiling models.
- Whether your cleaners are employees or subcontractors, and how they are screened.
- Public liability insurance and workers compensation, stated plainly.
- Recent reviews that mention suburbs and services.
- Any certifications you actually hold, such as carpet cleaning training.
The booking path
For residential work, let people get a price and book without a phone call. A short form that asks for bedrooms, bathrooms, the service and a preferred date works well.
Keep a phone number visible as well. Many tenants call because the date is close. Our web design team builds cleaning sites around quick quotes and online booking.
Google Business Profile and reviews
The map results drive a large share of residential bookings. Pick the primary category that matches your main service, then add others only for services you genuinely offer.
If carpet cleaning and home cleaning are very different parts of your business, think about how each one appears on your profile. Do not create duplicate profiles at the same address to get around this, as Google treats that as a breach of its guidelines.
Timing your review requests makes a real difference. For end of lease cleans, ask once the tenant has passed the final inspection. For regular clients, ask after the first few visits, when the routine is settled.
Reply to every review. If someone complains, answer calmly and offer to fix it. Future customers read the replies as closely as the stars.
Content worth writing
Write about the questions customers ask before they book. A few that suit Perth:
- What property managers usually check at a final inspection, and how a property condition report is used.
- Whether a lease can require professional carpet cleaning. Point readers to Consumer Protection WA for the current rules.
- How to deal with winter mould in older Perth homes.
- How often a busy family home or a home with pets should have carpets cleaned.
- For commercial readers, what to include in a cleaning scope for an office or medical suite.
This kind of content supports your SEO, which is one part of a wider plan rather than the whole of it.
Paid ads
End of lease and carpet cleaning are urgent searches, which suits Google Ads well. Ads also help fill gaps in the calendar between peak periods.
Commercial cleaning ads need a different approach, with longer decision times and different landing pages. We explain both in Google Ads for cleaning businesses in Perth. You can also read about our Google Ads management service.
Email, referrals and social media
Email is one of the most useful channels for cleaners, because so much of the work repeats.
A reminder twelve months after a carpet clean, or a note before Christmas to book a spring clean, brings back past customers at low cost. Our email marketing service can set this up.
Property managers are another strong source. A simple, professional pack for local real estate offices can lead to steady end of lease referrals.
On social media, short before and after videos of carpets or grout perform well. Treat social as a support act, and see our social media marketing page if you want help with it.
Rules and credentials
There is no general licence for cleaners in WA, which makes clear credentials more important. Customers have few other ways to tell businesses apart.
- Carry public liability insurance, and workers compensation for employees, and say so on your site.
- Commercial clients often check pay and conditions under the Cleaning Services Award. Be ready to show you comply.
- Keep safety data sheets for the chemicals you use and follow WorkSafe WA requirements.
- Schools and childcare centres may require a Working With Children Check.
- If you promote NDIS cleaning, check the NDIS Commission’s current registration and worker screening rules first.
- Any guarantee, such as a re-clean or bond-related promise, must be honoured as stated under Australian Consumer Law.
Measuring enquiries
Track online bookings, quote forms and phone calls as separate key events in Google Analytics. Use call tracking so you know which calls came from ads and which came from search.
Look beyond the first job. A regular fortnightly client or a commercial contract is worth far more than a one-off clean, so record the value of each new customer in your booking or job management software.
Once a month, review bookings by service and suburb. That shows where the profitable work is coming from.
A short checklist
- A separate page for each service, with residential and commercial kept apart.
- An end of lease page that lists what is included and what costs extra.
- Online quotes or booking, plus a visible phone number.
- A complete Google Business Profile with photos of your real team.
- Review requests timed to the final inspection or the third regular visit.
- Insurance, screening and award compliance shown clearly.
- Reminder emails for carpet and seasonal cleans.
- Tracking that records the value of each new customer.
Getting help
If you’d like help with any of this, SLINKY has worked with Perth businesses since 1998. You deal directly with senior people, and there are no lock-in contracts. Ask for a free quote and we will look at where your bookings are coming from now.
