Housekeeping marketing in 2025 is about finding properties that need professional cleaning services. Properties where quality and consistency matter. Whether it's high-end residences with large footprints, properties with lots of bathrooms and bedrooms, or properties with specialized cleaning needs, data-driven outreach is the new standard for winning more jobs and reducing wasted spend.
Every housekeeping pro knows the frustration of spending time and money on leads that don't convert. Whether it's overpaying for cold online leads, chasing hot contacts from overpriced marketplaces, or blasting out untargeted ads, the return often fails to justify the cost. Especially when leads are shared with competitors, aren't local, or are property owners just shopping around.
Meanwhile, the residential cleaning industry is growing fast with increasing competition. The U.S. residential cleaning services market is experiencing significant growth, with a 6% increase in demand for premium cleaning services. The industry is seeing a shift towards specialized services and high-end residential properties, with 70% of cleaning companies reporting increased demand for deep cleaning and specialized services (source). Standing out in this competitive market requires smart, targeted marketing strategies.
The most successful housekeeping companies are using property data to identify properties with specific characteristics: high-end properties with large footprints and lots of rooms, recently sold and may need pre-move cleaning, luxury features like pools and outdoor living spaces that require specialized cleaning, and properties with high ceilings, carpeted floors, or window treatments that may require professional services. This data-driven approach helps focus marketing efforts on properties most likely to need professional cleaning services.
The most successful housekeeping businesses are those that specialize in specific services rather than offering everything. Companies that focus on high-value services like deep cleaning, move-in/move-out cleaning, or specialized surface care typically see 25-35% higher profit margins than those offering basic cleaning services. This specialization also helps in targeting the right properties and building expertise in specific types of cleaning.
Companies that combine digital marketing with traditional outreach methods see the highest conversion rates. The key is using property data to target the right neighborhoods and properties, making each marketing dollar count. This guide is written for housekeeping pros who are ready to stop guessing at who needs their services.
In 2025, companies now have access to a trove of data about properties that will amplify their existing marketing efforts, essentially letting them use the same precision targeting they already use for digital ad platforms across all their marketing channels, including traditional ones many already use: direct mail, call campaigns, door hangers, and in-person outreach.
It's not about chasing one-size-fits-all leads. It's about finding and reaching properties that practically tell you they need housekeeping services because the data already shows it. Whether it's the property's size, number of rooms, property value, or other characteristics that make it more likely to need professional cleaning services.
Not all housekeeping leads are created equal. In 2025, the most successful housekeeping companies are those that focus on quality over quantity, targeting property owners who are most likely to need their services, rather than casting a wide net and hoping for the best.
The housekeeping industry is highly competitive with multiple lead generation sources available. The most successful companies focus on recurring revenue streams, with 65% of top performers generating 50% or more of their revenue from repeat customers. This highlights the importance of targeting properties that will need regular maintenance rather than one-time cleanings. The average cost per lead for housekeeping services is $25 (source). With PropTrove, 100 property leads start at just $10.
There are three main types of leads:
What makes a high-quality lead? The best housekeeping leads are those that have explicitly expressed interest or need in cleaning services, or that match your ideal customer profile. Using property intelligence tools, you can identify properties that have specific characteristics that require professional cleaning, or fit your service sweet spot.
Best practices for lead generation in 2025:
The most successful housekeeping companies treat lead generation as an ongoing, data-driven process. They don't just buy lists, they build and refine them, using property intelligence to ensure every marketing dollar is spent reaching the right properties at the right time. This approach not only increases conversion rates, but also builds a stronger brand reputation and more predictable revenue.
Many businesses struggle to see a strong return on their marketing investment, and the reasons often come down to how and where they focus their efforts.
One of the most common pitfalls is generic targeting. When companies send out ZIP-code-wide mailers, they end up reaching properties that don't fit their service niche. The result? Money wasted on the wrong audience, and offers that rarely land with the people who actually need them. Unfocused ads further dilute the message, making it difficult to track ROI and see which campaigns are truly working.
Another challenge comes from relying on so-called 'hot' lead marketplaces. These platforms promise high-quality contacts, but at a steep price. What's more, the same lead is typically sold to three to five competitors, turning the process into a race to respond the fastest or offer the lowest price. Instead of being chosen for your quality or local reputation, you're forced to compete on speed and cost, while many of these buyers are simply shopping around and not ready to make a decision. Chasing 'hot' leads is a race to the bottom.
Digital advertising, while powerful, can also fall short if not executed with precision. Social media and search ads have the potential to drive results, but without property-level targeting, many of those expensive clicks never turn into jobs. The problem isn't the channel itself, it's the lack of focus. When your marketing isn't aimed at the right properties, you end up spending more and getting less in return.
Ultimately, the biggest reason marketing fails is not because of the tools or channels used, but because of poor targeting. This is where PropTrove changes the game: we help you focus your efforts on the properties that are most likely to need your services so you spend less, close more jobs, and build a stronger business.
higher response rates vs. untargeted marketing
When every property in your marketing plan matches your service needs, you attract more customers who need your services.
You don't need to abandon what works. You just need to make it smarter. PropTrove enhances every channel below by ensuring your message lands where it matters most. Instead of spending money on broad, generic lists, you can target only properties that match your ideal customer profile, helping you close more jobs with less waste.
Direct mail remains one of the most trusted and visible forms of outreach, particularly in home services. In fact, 90% of mail is opened and reviewed, compared to 20-30% open rates in email. When paired with accurate targeting, it can deliver one of the best ROI figures in marketing.
What it's best for: Awareness, offers, and seasonal promotions. Great for reaching property owners directly in their mailbox with postcards, flyers, or letters. Highly visible and trusted for home services.
How to use: Use PropTrove to build a highly targeted list of property addresses that match your ideal customer profile, then send personalized mailers through platforms like Postalytics, DirectMail.com, or Vistaprint. This approach ensures your message lands in the right mailboxes, maximizing response rates and minimizing wasted spend.
Door hangers are a powerful way to reach property owners in specific neighborhoods. Use PropTrove to identify clusters of high-potential property addresses, then print and distribute door hangers using PrimoPrint or UPrinting. This lets you focus your efforts on the properties most likely to need your services, rather than blanketing entire zip codes.
What it's best for: Neighborhood outreach, hyper-local branding, and event or promo announcements. Perfect for targeting specific properties without central air or recent sales.
How to use: Print and distribute door hangers to targeted properties. Mention nearby jobs or include testimonials from the area.
Knock and Talk (Door-to-Door Sales) is all about building trust and personal connection. Use PropTrove to generate a list of high-potential property addresses, then import your CSV into Map My Customers or Spotio to visualize your targets on a map, plan efficient routes, and track your outreach.
What it's best for: Personal connection, trust building, and on-the-spot estimates. Used for door-to-door outreach where you already have a presence or want to build one.
How to use: Plan your route and visit not only the most promising properties that match your ideal customer profile but also reach out to their neighbors who may be interested in group discounts or want to have similar services. Use mapping tools to track which properties you've visited and schedule follow-ups.
Phone outreach is a proven way to connect directly with property owners. Use PropTrove to build a targeted list, then leverage skip tracing tools like REISkip or BeenVerified to obtain phone numbers. Manage and track your calls with CallRail.
What it's best for: Follow up, cold intro, and reactivation of past customers. Great for scheduling tune ups, maintenance, or urgent service calls. Can be paired with skip tracing for new leads.
How to use: Segment your call lists by property traits and personalize your outreach for higher conversion rates.
Email and SMS campaigns can be ideal for quick, direct engagement. Use PropTrove to build a segmented list, then use skip tracing or CRM enrichment to obtain contact information. Platforms like Mailchimp, TextMagic, Twilio, and ActiveCampaign let you personalize and automate your outreach for maximum impact.
What it's best for: Promotions, reminders, and upsells. Excellent for quick engagement and nurturing existing customer relationships. Can be personalized by property type or recent purchase.
How to use: Segment your outreach by property characteristics for more relevant messaging. Personalize subject lines and content to reference the property owner's property or neighborhood.
A modern marketing strategy should combine both paid digital advertising and organic search (SEO) to maximize reach and conversions. Build custom audiences for Google Ads, Facebook, Instagram, and Nextdoor to target potential customers. For SEO, use PropTrove insights to create content and landing pages that address the real needs of your local market, and optimize your Google Business Profile and review presence with tools like Moz, SEMrush, Yext, and Google Business Profile.
What it's best for: Generating inbound leads, building local authority, and reaching potential customers at the moment they need services, whether they're searching on Google, browsing Facebook, or reading local blogs.
How to use: Build custom audiences for hyper-targeted ads. For SEO, create landing pages and content that address the real needs of your local market.
You now have the complete blueprint for data-driven property targeting. Start building your first highly-targeted property list.
