Should You Target Property Managers or Owner Occupied Buildings?

One of the things you've probably learned about marketing your cleaning business is to figure out who your target market is. For those of you targeting office buildings, you've probably discovered that there are actually two groups of people you want to consider marketing to -- 1) property managers and 2) building owners. If you want to get into larger-sized buildings, you will most likely have to deal with property managers because the owners of these buildings need someone to handle the day-to-day management, since that's a full-time job. If you are just getting started or have a mix of building sizes, then you may want to target owner-occupied buildings. Owner-occupied buildings can range in size from 2500 square feet up to 50,000 square feet. Most are somewhere in the 5,000 - 20,000 square foot range. What are the advantages of targeting owner-occupied buildings?

Target Property Managers or Owner Occupied Buildings

• The owner of the building typically owns a business and built the building to lease back all or part of it to the business. This also means s/he works in the building. This can make a difference when it comes to cleaning because s/he cares more about the appearance of the building, and maybe more willing to spend a little more on cleaning.
  
  
• Many building owners have made an investment in their properties, and that is exactly how they look at it. But the owner of a building who runs their business out of that building has more than just a monetary investment in the building. They take pride in the appearance of the building and want to make sure it is well taken care of. They know that the image of their business is reflected in the appearance of their office.
  
  
• Building owners typically care more about the quality of the cleaning because they see it as a reflection of themselves. If you market your business by saying something like, we're not the cheapest cleaners in town, but we'll provide you with the best quality, your message may get through to the building owner as long as you can back up your claims.
  
  
• There is often less "red tape" when dealing with building owners. If you see that a floor or carpet needs attention you can usually get quick approval for cleaning. With property managers, you may have to wait longer for approvals, and they are likely going to want a low price if it's not in the regular schedule.
  
  
• When you have clients who care about the quality of the work and are willing to pay a reasonable price for it, you should have enough profit to be able to attract better employees, and enough hours to get the job done to your client's satisfaction. When your employees are paid a good wage and have enough time to get the job done, it will help to keep your turnover down.
  
  
• Accounts like these are more stable as long as you take care of your customer. That's because owners tend to be more loyal to a cleaning company they trust. The owner would rather not deal with the cleaning, so if you take care of business, they have no reason to shop around for a new cleaning company.

As you market your cleaning business, consider some of these advantages of marketing to owner-occupied buildings. You may find them to be your most profitable and favorite customers!

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