Episode 24: Hyperlocal Marketing: Effectively Targeting Local Customers

Episode 24: Hyperlocal Marketing: Effectively Targeting Local Customers

Brandon Schoen:
So, what we started talking with this is how can we help other local businesses that we love while also boosting Sandia Green Clean's visibility through reciprocity marketing. Reciprocity is I'm going to give you something of value and you're going to feel so compelled that I gave you that value. In return, you're going to want to give me something back. Even if you don't give me something back, you're going to be like, wow, I just feel compelled to help them back.

Announcer:
Grow your cleaning business, make more money, have more time. This is the Profit Cleaners podcast with your host Brandon Condrey and Brandon Schoen.

Brandon Schoen:
What is up everybody! Welcome back to another episode of the Profit Cleaners I'm Brandon Schoen, your host,

Brandon Condrey:
and Brandon Condrey your other host.

Brandon Schoen:
Co-host, co-host one of those, and this is the only place where you can learn from the top 1% of cleaning business owners around the country, around the world to basically level up your business, get to that next level and win. So guys, we're sharing how to win, how to do that. And actually, today we've got a really exciting episode for you. We're talking about our we love local claim your weekend partnerships. Basically we all know the power of local people want to work with local brands. So how can you make yourself more local? What does it mean to be hyper-local? And we're going to be talking about drilling down even more into your local community to be a recognized player and leader in your market. I think that's pretty much it before we get too much into it, let's do a little bit housekeeping.

Brandon Condrey:
Excuse me, all those things. Yeah. Like, and subscribe guys, you know, subscribers, how you get these new episodes. You never know when we're going to make one, that's going to really like hit a chord with you. Maybe you've got this particular problem and we just talked about it. You subscribe. So you get new episodes and then tell some friends, tell some other business owners we talk to is all, you know, almost exclusively about cleaning. But some of the stuff that we're using is widely applicable to service companies in general. So there's people that could definitely learn from it. That's kind of the price of admission. You know, like we're not monetizing anything. We don't sell ads. We don't pitch you on products outside of our own very valuable courses. So yeah, that'll really help us out if you could do that.

Brandon Schoen:
And let's just share, I love doing this because obviously you guys are getting value out of this. Let's share a couple more reviews. People have been leaving for us. You're going to take it Brandon.

Brandon Condrey:
This one's from pure Schmidt, says a boost of confidence. I love tuning in to this episode in times of difficulty and stress. The Brandon's are remarkable at addressing what needs to be done in your cleaning business. When times get rough on a positive and confident side, it's always great to tune in to this on my way to and from work. That's awesome Pierce. We do try to keep it, you know, confident. Like if you stay positive about things that you just changes your whole outlook on stuff. If you start getting into a spiral of negativity, it's going to get very difficult.

Brandon Schoen:
Absolutely. This one we just randomly threw in there cause it was awesome. I was kind of touched by this by Tony Lantis. He said how God used this man for a reason or both of these Brandon up here for a reason. My business is turning upside down since the pandemic. If I would have not stumbled upon this podcast, I wouldn't be able to save my family's cleaning business. I owe you guys a lot. Wow. That was a big one.

Brandon Condrey:
That was impressive. We're saving people's companies that is awesome.

Brandon Schoen:
Saving businesses left and right to the rescue. Here we go. So one more we got here Brandon.

Brandon Condrey:
Yep. Each episode will never fail you five stars. What a much needed refresher to tune in to such effective minds in a modest, sensible way. No corporate popular expressions or self advancement. Its informality made us feel at home and comfortable. Thank you so much for this extraordinary podcast. Thank you for that extraordinary review. We are just here to share the wealth, you know, share the knowledge, you know, bring you guys up as we go up and that's kind of what we're out here. Like, you know, we're not, there is a little bit of self advancement in it. We do have some product offerings that you guys can take or leave it, but the podcast is always free. There's always good stuff in here.

Brandon Schoen:
Yeah. Tons of amazing content. I've even seen. Some other past reviews. People are saying like, this is a highly advanced business education. You're definitely not going to learn this stuff, going to a university or an online course anywhere other than, you know, a traditional education, at least we have online courses that we're bringing out. So check those out. If you guys haven't seen those on the website yet Profitcleaners.com/courses, but let's dive into local. Let's dive into hyper-local. We get questions all the time about how to get more customers. That's basically one of the top questions we get is how do you guys get more customers? How do I get more cleaning contracts along those lines, those same questions. So today is really a big part of that. And it's a little bit more old school organic. I would say it's not as much of the futuristic like crazy Facebook.

Brandon Condrey:
There's no algorithms with this one. Yes. Guerrilla marketing was what some people might call it. You know, like we're not pasting flyers on walls, but it's definitely just something else in your toolbox that you can use for getting yourself in front of some different people.

Brandon Schoen:
Yeah. So we talk about hyperlocal marketing. We'll talk more about it in a future episode, specifically, how you can drill down into, you know, websites like Google, YouTube, Facebook, next door. There's some really cool tools on those when you're using their ad platforms to localize it and to make it within a certain radius or even down to a certain neighborhood, which is an amazing way to market, right? It's never been possible. But however, how can you be doing that on the flip side, in just your local market, without any of those fancy platforms, any of that fancy smancy stuff? What about just old-school relationships and reciprocity and helping people out, other local businesses in the community and because you're helping those people out there helping you out. And that just kind of goes a long way. There's a big circle of reciprocity. The way I like to think of it actually is we're going to do a whole another episode about this too, which is finding your dream customers. How do you find your dream customers? Part of doing that is actually making a list of all the local businesses in your city that you can think of. That would be where your ideal customers hang out. And once you make that list of ideal customer businesses, like start partnering with those local businesses, start developing a relationship with them. So you can get, even in front of more people of those ideal customers that you want to reach, that's kind of the strategy.

Brandon Condrey:
So that's what we're talking about. This is different than relationship marketing, which I'll put in kind of air quotes. Relationship marketing is a thing it's like business networking groups, which I have been in a very big one before. And those are relationship marketing is the wrong term. Referral marketing is what I meant to say. So like you tell me if have a friend that needs house cleaning and I'll tell you if I have a friend that needs plumbing and like that kind of goes back and forth, but it's diluted in not very focused. What we're talking about today is basically what Brandon just said. So you're trying to make a list of where your customer is going to use it, find some noncompeting businesses. And let's see if we can find a way that's mutually beneficial to share our customer basis. So I can introduce you, my buddy, who does really good landscaping stuff to all my customers that have single family homes and might need landscaping someday. And you can leave behind a flyer for your customers when you go out and do service that says, Hey, we've cleaned your lawn now and get your house clean, like that type of thing.

Brandon Schoen:
And I think this is kind of, maybe there's kind of two parts to this. We've kind of gone as far as categorizing all the other local services in our market that would be like plumbing or landscaping or, you know, all the major things you'd need to maintain your house essentially. Right? And we thought of, you know, putting a name on it, like the local, I don't know,

Brandon Condrey:
Justice league of service companies as one that we toyed around with them, we were trying to get like, ideally like six companies would share this flyer. And so like on the back, it's always the same six and there's some exclusive deal for people that have the flyer. And then on the other side, one of those companies each month gets to like have that whole backside to themselves as like the spotlight. And then the idea is the six companies would split the printing cost for the flyer. And then you give it to your employees to hand out at every single job. So every time we go clean a house, here's the flyer. Here's a six companies. Every time they go cut a lawn, here's the flyer, here's the companies. And that was the idea we never, I mean, we kind of got busy with the amount of business we had coming in through the digital marketing stuff. So we never kind of put that one into action, but it's always.

Brandon Schoen:
Yeah, it's still there. I think it's still something we're going to implement. However, it might be, you know, we're going to talk about this other idea here, but that might be something we might do say every quarter or maybe a new customers, but kind of like an email newsletter blast. Here's all the awesome local people we work with. And here's a flyer. I feel like that could be more quarterly. Even the other idea we've been kind of messing around with lately because we already do a local kind of leave behind with a local flower shop. And what we do is every clean we leave a little flower, stand with flowers on it that says, thank you or some call to action or something. They can win just kind of fun. But however, the flowers have been casting more and more and more, and we've been trying to figure out how do we cut that cost a little bit? How do we bring other local businesses, maybe not even local plumbers and service people like just other local businesses like coffee shops and bakeries and breweries and all these other local places that we know our customers hang out with at those places. But maybe they're not like a local service provider or something like in the justice league. Right? So what we started toying around with is, you know, how can we help other local businesses that we love while also boosting Sandia Green Clean's visibility through reciprocity marketing. Reciprocity is I'm going to give you something of value. You're going to feel so compelled that I gave you that value in return. You're going to want to give me something back. Even if you don't give me something back, you're going to be like, wow, I just feel compelled to help them back. You know, that's what we want to do here is partner with other businesses, especially right now guys, because how many local businesses right now are hurting a lot of them, right?

Brandon Condrey:
Plus leading up to the pandemic like buy local is a movement that's been around for a long time, but it keeps gaining more and more steam where people are kind of rejecting shopping at Walmart and target and Amazon and trying to, you know, like there's black Friday for the big box stores. And then there's small business Saturday, the very next day where you're encouraged to go spend that money locally. So that was kind of already building steam, leading up to the pandemic. Now everyone has shifted all their buying to Amazon because everything got weird, but there are local companies that are still open and still need your business. So like what's happening a lot. I know of people, you know, in the immediate circle that we're getting a lot of takeout from local restaurants to try and keep them afloat because of the indoor dining has kind of shut down 25% right now, tipping heavily for the drivers that come out. So like there is this very big feeling of community that's happening like right now that you want to get involved with.

Brandon Schoen:
Right? Absolutely. And these are partnerships that will also, again, it's going to help them, but it's also helping us reduce our monthly marketing cost because we're offering something in exchange for helping each other out both ways. And additionally, we're going to have fresh content promote each other and create, you know, each month via social media, email newsletters. So this is a great opportunity for you guys to get out there on social media and kind of give some shout outs on Instagram, Facebook, wherever these people are hanging out and those audiences, because now you're getting additional exposure. People see it in a good light. You're helping each other out. You guys are trading stuff or helping, you know, and it's just a great social marketing piece as well is what it turns into. So I think what we want to do here is just share some of our ideas that we've been talking about. We're actually getting ready to implement some right away really soon. Our new office staff is putting something together right now. They're getting some local businesses put together like a fall basket where it's going to be like a local chocolate or a local, you know, something or other, I don't know what all the items.

Brandon Condrey:
You get, some samples and that introduces you to, I didn't know, we had a local chocolate maker in the neighborhood. And so now, you know, because we, the cleaning company, cause we were in your house, physically delivered it to you.

Brandon Schoen:
Right. And so now it's giving exposure to this new brand. Our customers see that we're helping out other local businesses. They feel kind of excited because they're like, kind of the idea is guys, is this like a surprise gift box. You know, those subscription boxes, you can sign up for whether it's clothes or chocolates or whatever. These are really popular these days. And people love just the excitement of knowing something's coming, but they don't know what it is. And it's like, what am I going to get this month? So if you can incorporate that kind of into what you're doing with the local stuff and maybe switch it up and get them excited about what might happen or something they might win the next month or some other cool discount for a local business. That's kind of the idea. So just some ideas we want to run by you guys and stuff that we're going to be testing. So number one would be businesses offer an exclusive deal for our customers, which is advertised on a leave behind postcard. So example would be 50% off X when you bring this card in, before Y in addition to these leave behind cards, the businesses will also donate items that will be randomly given to our customers. So potentially our business could purchase a number of lead behind items, which would still be less than our cost of monthly flowers that we're purchasing right now. And both businesses would cross promote via social media. So again, this is just another, we're already doing these flower leave-behinds, but if we had another business kind of like step in and do something different one month instead of the flowers and we left the postcard saying, Hey, get a discount at this brewery. Or just something different, something special, something local. That's what we're talking about.

Brandon Condrey:
Yeah. But you want to make it, I mean, you want to make it kind of unique. You don't want it to have it look like a direct mailer that they get a hundred of a week. You want it to be something cool. So like the flowers that we leave behind now, it's actually like a little table tent. So it's 3d and it kind of folds up. And even though we're talking about postcards here, I think it would probably be the same thing. We can still fold it up. So it would just like stand up and our customers know to expect this we've done this since day one. And it's just kind of a way that they recognize that they were here. They were in the house, they did a thing. Yeah. We also use this for communication to customers. So like, we change, it's normally the same look, but when the best of the city voting comes out, change it. So it's all black kind of right there. I had to try and go do something. So yeah, you can use it for call to actions. We've done it for the best of the city voting, but we're talking about using it for a call to action this time to, Hey, go check out, you know, go get a free drink at whatever during happy hour and try this new place.

Brandon Schoen:
Yeah. So that would be, the second idea is not getting rid of the flowers, but using our existing flower stand an advert, having businesses advertise on the flower stands pay for if they want to pay for some of the flower costs or split that for putting, say their logo, their marketing on the flower stand, you know, in exchange for that. Because now we're getting to a point where in the beginning, we really couldn't have a lot of leverage with this. Cause we didn't have that many customers. But now that we have almost a thousand recurring customers in their house, every two weeks, every month, we have a lot more pull. And when we go present this to a local business, they might be a lot more excited about it, but this is still something you can do when you're very small. Just getting started too, either way. Yeah.

Brandon Condrey:
Yeah. We did try it in the beginning and I don't think we tried very hard granted, but you know, I think part of the hard sell in the beginning was that we're brand new. No one knows us, give me money. So we'll put your thing on a thing. And I just don't think that went over well. But like you said, now that we've grown quite a bit, we can tell them like, Hey, we're going to, you're going to pay us this, or you're going to sponsor these flowers. And so like, it could be as simple as the flower tent thing on the back just says, like this flower sponsored by broop and go in and get your thing. This is the call to action now is to go check it out or subscribe to on Facebook, whatever. Yeah. But we do have kind of a unique sort of access. It's not going to your mailbox with a bunch of other stuff it's on your kitchen counter when you get home. And so it's yeah, It appeared.

Brandon Schoen:
It appeared yeah. With beautiful flower or if it's not a flower, it's just a cool leave behind that. You're surprised about. And you're like, wow, that's really nice. And so that's one of the, some of the ideas we're playing around with guys, some action items. If you want to start doing this in your business, start getting in touch with businesses to propose an idea or gauge some interest and create a list of interested businesses, offers promotions that they want to do. You could also build a schedule for promotional partnerships throughout the year so that you can create a smooth system year round. We're actually working on doing this with Jamie, our new office girl. And she's putting together like a quarterly, you know, just grouping of potential businesses. We could do that with she's reaching out to them on like Instagram and different things like that. And she did this at her last job and it was, that's what they did to it just like jewelry company that she used to work with. And they're really involved in local community. I think what you see as a lot of these businesses that kind of get this brand reputation in the community are oftentimes doing stuff and outreach and different things in the community to just be cool, work with other brands, reach out and do whatever they can to be.

Brandon Condrey:
The nice thing too, is that if you have a social media following, that's an asset. So if you've got, you know, dozens of people I think would even be applicable, but you're going to say, Hey, I have this many followers on Facebook and Instagram and you have whatever many followers you have. You want to pick someone who's got more followers than you or close to the amount of followers that you do. And the idea is you can reach out to them and say, okay, on the same day, like at 10 o'clock on Friday, we're gonna make this post on Facebook. You make the post on Facebook. Everyone will kind of see that we're doing it. And then on top of it, we're going to actually leave this thing in the business. And you'll put a stack of flyers in your retail shop. If it's retail or if they're field service, they can bring it out. There's lots of ways to play it.

Brandon Schoen:
Yeah, absolutely. And so just some other potential businesses and ideas that we came up with guys that you might have in your local market that might spur on some ideas for you as well. We have a local pottery place called handsome and pottery right outside of Albuquerque here. Things like they make really cool, like handmade mugs. And they're really cool little local shop. That's been getting bigger press lately. But what we thought on them was we could go purchase say like 20 of these handmade mugs and just deliver them. Instead of doing flowers that month, we do something like that. And we deliver a really cool gift. That's supporting a local business that people maybe weren't expecting, but they're like, wow, that's really cool. Totally surprised. Kind of like that wow factor. And it's good word of mouth, you know? Cause it also builds that loyalty and people are like, wow, I can't wait to see what they give me next month or whatever.

Brandon Condrey:
Yeah, totally. So you mentioned the pottery one local coffee shop. There's lots of coffee shops. So you could do buy one, get ones on coffees or you get a discounted pound of roasted beans, whatever it may be. Right. And that's kind of the same thing. Like maybe it's as simple as leaving behind enough beans that you could make like a cup of coffee. That's just enough to get you out there. They smell it like, Oh my God, I can't believe this.

Brandon Schoen:
That's a cool, I didn't think about that. And coffee shops are great. We have ton of those. We also have a ton of breweries here. So we're trying to work out some deals with them where it might just be a free brew. I don't know what it would be exactly, but something people love the breweries around here. So we're going to do that one local bakeries.

Brandon Condrey:
People like food in general, you know, you can, we talked about doing chocolate in the very beginning. And I remember walking a fine line and being like, what if they've got peanut allergies and we killed their kid. And I was just like, really freaking out about it. But so, I mean, you do have to be kind of aware of egg and nut allergies and whatever. So if you're going to leave behind some food, just put a tag on it that says this product contains nuts or whatever it is. And that way, you know, people like to eat. So you introduce them to a local bakery, a pastry shop, beef jerky, like things that shelf stable and don't require refrigeration, like stuff that you can leave on the counter. And they'll see when they get home.

Brandon Schoen:
Yeah. And I've got two beehives in my backyard and the bee guy I work with he'll drop off at the end of every season, he dropped off a bunch of like random seeds from like flowers, seeds and stuff from the local nursery. So that's an idea. Or you could do actual potted plants, which there's a lot of cool little succulents that you could get there. Like two, three button, like teeny, teeny, tiny little plant, little pots. And those will last a long time. And people would remember that. And you know, that can go a long way too. So think about stuff like that, guys, that's sustainable that you can leave behind and help a local business set yourself out a little bit different than the franchises because they really can't do stuff like that. And that's.

Brandon Condrey:
No, and the stuff they do is like tell a friend and you'll get 10% off your next clean 10% off a clean is like, I don't know, 15 bucks. That's not good. So it's your business. Can you get creative with how you want to do this? But the idea is there are lots of others, people that also share the same customer base. So just what you said at the beginning, make a list, your ideal customer. In our case, we are shooting. We never claimed to be affordable. You know, cleaning is a luxury to have, it's a luxury to have a staff of people come into your home on a frequency and clean yeah. So we tend to be in the sort of higher end neighborhoods and we're shooting for, you know, families with young kids. So what are the businesses that would use that there's a, high-end dry cleaner. We know of the kind of shares the same customer base. I don't know, construction companies and stucco people like they might get in there. Those are kind of like one time things, bigger projects. Ideally you want someone that has a bit more high touch.

Brandon Schoen:
Right. But think of like, in our case, our ideal customers are families with kids. So like what kind of places, what kind of restaurants or coffee shops or breweries or places are they going? And it's families.

Brandon Condrey:
and then that's trampoline parks and all that stuff before the pandemic. Anyway, when you can go do that stuff, you just kind of have to have a little brainstorming session and figure out where am I a customer that I want? Where are they already? And how can I get in front of their eyes at that place?

Brandon Schoen:
Yeah. And that's really working smart, not hard guys because your customers are out there. Whether you'd know it or not, you're like, I need more customers they're already out there. Just go where they're congregating, go figure out those places and then just show up in front of them. That's really how simple it is. So one other one I thought of just while we were talking about this was like, you could do trades with this too. So like Marshall, who owns the landscape company, let's say we wanted to trade a bunch of landscaping one month and he's done this with us before, but they'll come in and do our lawns and clip the trees and all that stuff. Well, maybe in exchange for that, maybe he'd come do that service for our houses in a trade for us, put it out in the newsletter to put it on the flower stand. And maybe that would be one month of trade, you know? So you could figure it out a lot of different ways, guys, either way you could be helping local businesses and doing something different in the community. That again, that makes you stand out, makes you a leader and it makes it a recognized brand locally.

Brandon Condrey:
And then, you know, once you get this established, one of the things that we do and that the office does is that we have a list of companies that we recommend. So if someone calls our customers, trust us. So they're going to say, Hey, you guys do great work. Can you tell me, got a good handyman like yeah. Or one of those dudes on speed dial. So once you, that business relationship with that person, even though you may not be doing like the leave behind all the time, when someone calls in and asks like handy, the thing fixed or whatever, then give them that person's name or for landscaping or carpet cleaning. Like we have a lot of trades that we work with that we just don't do. Like a lot of people ask us to clean carpets. That's a very common cross skill that like a lot of cleaning companies do have carpet cleaning in-house we do not. So we have focused on a couple of different cleaning companies in town that do just carpet and we'll just refer them to that. Or even when we've damaged stuff, like we have spilled mop buckets on carpet before and kind of left a Fellini, like a Mark. And we'll just pay to have him come out and clean it. And they get introduced to this new company and they're happy that we fixed their problem.

Brandon Schoen:
Yeah. And just going back to that concept, that justice league of service businesses, whatever you want to call it, just that right there, that whole concept is huge, because think about it. A plumber is in your house, a landscapers out there. How many times do those people get asked, Hey, do you know anyone that is a good house cleaning company, right? So if you can start developing those relationships with say 10 of those service categories, a plumber, a electrician, a service, whatever the service is, right? Every single time people ask their crews, Hey, do you know a good house cleaner? Well, if you already have that relationship with them or you're building that and you're giving, giving, giving, so they want to give back to you, that's going to be the resounding, Oh, go talk to this company, go talk to this company every single time. And if you can just build a bunch of word of mouth based on that, that, I mean, that's huge, a huge amount of business because everyday people are looking and asking.

Brandon Condrey:
In that same vein. Like we work with a lot of real estate agents in town because they need someone reliable is a word. They always say, I need someone to reliable. This is going to show up on time. And we will clean listings before photos we'll maintain the listing while it's on the market. So it looks clean, we'll do moving cleans for their customers. But what's great about those real estate agents is that if one of their clients is moving in from out of state and they bought a house, they're going to ask like, Hey, do you know a good house cleaning company? Like, yeah, I got one, I got a great one that we work with all the time. And so what happens to us with the real estate agents is that we will clean that sold house, the move in clean. So it's nice and pretty when they get there, you get to put our lead line in there. Then oftentimes those people become recurring customers because we knocked it out of the park the first time around. Right. And their real estate agent said, this is the person you should call.

Brandon Schoen:
Yeah, man, I didn't even think about the real estate one, but that's a huge one. Right. You know, they've got big networks, they need houses cleaned all the time. So get a few of those going. And there's a whole nother category of, of word of mouth marketing and totally great.

Brandon Condrey:
I mean, depending on what your focus is, the downside to the real estate side of things with partnering with agents is that it's a lot of one-time service or short-term service, but you do occasionally get the one that's going to move in from out of town and become a recurring customer because we're way better than the house cleaning company they had in Virginia or wherever they came from. And so that does happen. But yeah, I mean, it just, you got to focus in on what's important I think.

Brandon Schoen:
Yeah, absolutely. So guys, I hope this stirred up some ideas for you today and gave you some insights, some ideas, whatever it is to put out some new marketing in your local area to get that recognition and locally become that expert in that leader. So yeah. I hope you guys got a lot of value out of that. And if you did get any value, if it made you think it made, do something different, please subscribe, please leave a review. It helps out a ton because we're not running a bunch of crazy ads to make this show super high quality for you guys.

Brandon Condrey:
Tell us what you did as a result. So like if you heard it and you actually contacted a company and made that, put that in the review, like I heard this episode, I heard episode 13 and I got a relationship with this guy across the street who does whatever. And now it's all great. Like let us know how that worked out for you.

Brandon Schoen:
Absolutely. So you guys, if you like these kinds of ideas, if this is helpful, we're we have a lot more marketing ideas like this in our course on the website. If you go to ProfitCleaners.com/courses, we have a million dollar local cleaning business marketing toolkit for 10X growth. And that is going to, that's just one of many that we implement in our business. So we go way more in depth on that. Again, that's one of the top questions we get asked is how to get more customers. So hopefully that helps you guys out. Check that out, check out YouTube. Instagram are getting out there more and more. And other than that, you can check out the masterclass still Profitcleaners.com/masterclass.

Brandon Condrey:
And then hit us up with an email, say hello? Hello@profitcleaners.com.

Brandon Schoen:
Yeah. Let us know if you guys are missing something we're not covering and we're here to help. And may you guys all keep winning? Hopefully we can keep you help winning out there. We're going to keep sharing our winning stories and let's do this together. Thank you guys for being here today and until next time.

Brandon Condrey:
Keep it clean.

Brandon Schoen:
Keep it clean.

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