Road To A Million: Building A Million Dollar Home Cleaning Business

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911 Today, @Katie Manzanares and I are telling the story that almost ended our relationship.   And the framework we built from it over the last decade.   We call it The Partnership Test.   The confrontations that strengthened our marriage are the same confrontations that determine the strength of your business.   Because the person you are at home is the one who shows up to work.

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911   Two years ago I wrote an idea in my notebook.   I didn't tell anyone about it.   It felt too big. Too risky. Too much to ask.   So I closed the notebook… and went back to work.   But the idea never went away.   It showed up again in 2024. I closed the notebook again.   Then January 1st, 2026… it showed up again.   This time I finally said yes.   A little context on who I am — My wife  @Katie Manzanares  and I own three home cleaning businesses across the US.   Combined they did $2.8 million in revenue last year.   I also coach home cleaning business owners across North America on how to grow and scale.   And today I am making the biggest announcement we have ever made.   For the first time, I'm going to tell the full story.   What the idea was. Why it took two years to say yes. And what happened when I finally made the ask.   When you hear this story, you're going to understand something about building a business that most cleaning owners never figure out.

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911   You don't build a million-dollar cleaning business by learning another tactic.   You build it by removing whatever's capping you.   If you're under $500k/per year right now, there's a reason.   And I'd bet money it's not your pricing. Not your ads. Not your hiring funnel.   This afternoon I'm breaking down two real case studies — same market, same opportunity, same starting point.   Two people. Two decisions. Two completely different lives.   One scaled past the ceiling. One is still standing under it.   The difference had nothing to do with strategy.   I'll show you exactly what it was — and how to tell which owner you're currently being.   If you're sitting at $100k, $500k, or hovering near $800k wondering why the breakthrough never comes — this call is the answer to that question.   Drop 💪 if you are coming.   Or scroll past.   But if you do — stop telling yourself you're serious about seven figures.   Serious people show up.

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911   I'm not going to tell you everything we're covering.   But I will tell you this…   Last week we did something most cleaning business owners would call stupid.   And what happened exposed the single biggest reason most owners never break through — no matter how hard they work, how many systems they build, or how many raises they give.   If you've ever felt like you're dragging your business uphill alone…   If your team doesn't seem to care as much as you do…   If you keep losing good people and can't figure out why…   You need to be on this call.   Most cleaning business owners are one insight away from completely changing how their business runs — they just don't know what they don't know yet.   Today we're pulling back the curtain and showing you exactly what a real million dollar cleaning business looks like on the inside.   Not theory. Not fluff.   What we're actually building — right now — in our own business.   This is the kind of call that makes you realize why staying small feels so hard… and what to do about it.

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911 You already know who your C players are.   But are you ready to admit it yet?   Today on The Road To A Million call  will be covering: The A/B/C player test The 1-on-1 framework that forces commitment When to coach vs. when to cut Why your best people leave when you protect your worst   This call will make you uncomfortable. This is what growth feels like.

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911 Motivation Won’t Build A Million-Dollar Business.   Math Will.   How can you win the game of business without knowing the score, the playbook, or who’s supposed to be on the field?   You can’t.   👉 But that’s exactly how most owners run their business — then they wonder why it feels harder than it should.

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911 If you’ve ever thought: • “I just need more time…” • “I need to think about it…” • “I don’t want to upset anyone…” • “This doesn’t feel like me…”   There’s probably one of the 6 identities running your business.   👉 If you can’t sell yourself out of that identity, your business will stop growing.  

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911 The 5 People You Must Sell to Build a Million-Dollar Cleaning Business Every income ceiling in your cleaning business is a selling ceiling. If you’re stuck, there’s someone you haven’t learned how to sell yet. You’ll learn: • Why resistance isn’t a stop sign — it’s a signal • How conviction grows when people say “no” • Why certainty beats talent • What strangers actually buy (hint: not cleaning) • How to stop lowering standards and start scaling • Why your staff sells your standards when you’re not in the room   (And yes… it’s probably not who you think.)

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911 The Most Expensive Habit in Business: Being Right Do you ever feel the magnetic pull to be right in every business decision, even when the data or the market is telling you otherwise? That powerful, ego-driven impulse might be costing your business more than you realize. In this deep-dive, we explore the subtle yet profound shift that happens when creators and entrepreneurs stop prioritizing ego and start prioritizing progress. We break down how the fear of being wrong becomes the single most expensive habit you can have, and how to break free from it. In this video, you will learn: How to recognize the signs that your pride is interfering with profit. The fundamental difference between confidence and debilitating stubbornness. Actionable strategies to build a flexible, market-responsive mindset. The ultimate business truth: being wrong is often a prerequisite for monumental growth. Watch now and stop paying the price for your ego! Let me know in the comments: What's one time you had to be "wrong" in business to get to the next level?

The Decision That Separates $100K Operators From $1M Owners Welcome to the Road to a Million, Week 97! This episode dives into the single most important factor that separates $100K business operators from $1M business owners: The Courage to Commit. We break down the two critical definitions you must live by: Courage: Acting with the presence of fear. Commitment: The elimination of all other options—focusing solely on the goal of building a million-dollar business. In this powerful call, we share the personal and business journey that led to this realization. Our Path to a Million We pull back the curtain on the sacrifices and decisions that allowed us to grow our business from $6,700 in our first three months to $1.1 Million in 2023, and ultimately reaching $2.8 Million in total revenue last year. Embracing the Fear: Hear the story of growing up in a racing family, realizing a passion requires capital, and overcoming the youthful fear of vulnerability to chase a business dream. The Power of Partnership: The critical decision to seek out a partner for stability to channel creative drive and move away from chasing distractions. The Hardest Move: The true cost of our commitment, including uprooting our family to expand the business to a second location, and how it was essential for the next level of growth. Commitment Pays Off: We reveal that our second location was not profitable for the first 17 months, showing what long-term commitment looks like before it rewards you. Ultimately, we discovered that the key pivot was realizing we weren't just in the cleaning business, but in the Five-Star Experience business. This shift in focus changed everything. Every breakthrough requires Fear, Decision, Commitment, and Time. If you are willing to commit to the goal, this episode will provide the clarity to eliminate all other options and build the business you truly desire.

Join the FREE Home Cleaning Courses Group ----- https://www.skool.com/building-a-1m-cleaning-biz-5911   What It Actually Takes to Achieve Unreasonable Results in 2026 Are you ready to stop settling for reasonable results? In this video, we're diving deep into the strategy and mindset required to achieve true breakthroughs in 2026—the kind of results others call "unreasonable." I break down the core shifts you need to make right now: The Mindset Shift: How to reframe your goals from incremental progress to massive leaps. The Execution Framework: My 3-step system for prioritizing work that delivers the highest leverage. Non-Obvious Truths: The daily habits and uncomfortable sacrifices required to perform at an elite level. If you’re ready for more than just another good year, this is your blueprint. Watch now, stop watching the clock, and start building the future you want.

>>> Free Home Cleaning Courses <<< The year is over, and it’s time to find out what really happened on the Road to a Million! Our goal for 2025 was a massive $269,000/month in revenue, and this video is a complete, transparent, month-by-month breakdown of the high-stakes journey. We started the year strong, but things quickly got hairy. Watch to see the shocking moment we lost almost our entire cleaning team, suffered a $20,000 monthly loss, and were forced to completely scrap our plan for expansion. This is the real, unedited journey of what it takes to win in business. Inside the 2025 Year-in-Review: The Biggest Lesson: The emotional math behind our biggest mistake this year and why prioritizing team standards over revenue is essential. The Power of Accountability: How we helped a mentee double their business from $20K/month to $40K/month in just four weeks! The Pivot: The moment we realized we had to buy a cleaning business instead of starting from scratch to keep the goal alive. Community Wins: Celebrating our community's massive milestones, including 8 businesses that hit the $1 Million Run Rate mark! Hit or Humbled: The final, unbelievable moment when we calculated the December numbers to see if our combined three locations (Bozeman, Mesa, and the new Sacramento market) actually hit the $269,768 target. This journey proves that success is never easy. It’s about being willing to stay in the game, learn from the losses, and have the courage to go all in. Looking Ahead: Our 2026 Goals New Monthly Revenue Goal: $375,000 Community Goal: 20 Million-Dollar Businesses If you're ready to create evidence of what's possible in your business, join the mentorship community today! #RoadToAMillion #CleaningBusiness #Entrepreneurship #BusinessGrowth #goalsetting 

>>> Free Home Cleaning Courses <<< Standard Operating Procedure for Employee Pay Raises and Bonuses Objective This SOP outlines the process for giving pay raises and bonuses to employees, ensuring clarity and alignment with business goals. Key Steps   Introduction to Pay Raises and Bonuses 0:50   Discuss the importance of giving pay raises and bonuses that serve both the employee and the business. Emphasize the goal of making employees feel valued.   Understanding Employee Performance Levels 19:09   Identify performance levels: Negative 1 to 0 Conversations: Addressing underperformance and helping employees improve. Zero to 1 Conversations: Encouraging good performers to become great by providing incentives.   Setting Clear Expectations for Raises 22:42   Clarify that raises should be given based on performance improvements (Zero to 1) rather than fixing problems (Negative 1 to 0). Define what it takes for employees to become more valuable.   Using Historical Data for Pay Structure 25:57   Utilize historical data to guide pay structures for cleaners and other staff. Establish a base pay that is above minimum wage.   Incentives for Cleaners 27:14   Implement bonuses tied to performance metrics: Attendance Bonus: Reward for perfect attendance. Google Reviews Bonus: Incentivize cleaners for receiving positive reviews. New Employment Bonus: Reward for reaching attendance milestones.   Long-term Benefits and Minimum Pay Guarantees 40:09   Offer long-term benefits such as guaranteed minimum pay for reliable employees. Ensure that employees understand the criteria for maintaining their status.   Creating a Culture of Accountability 55:13   Establish clear rules around pay and performance to avoid entitlement. Reward reliability and five-star service to foster a high-performance culture. Cautionary Notes Ensure that all conversations regarding pay and performance are constructive and focused on growth. Avoid using bonuses as a means to fix performance issues; instead, address the root causes of underperformance directly. Tips for Efficiency Regularly review and update the pay structure based on performance data and market trends. Maintain open communication with employees about their performance and the criteria for raises and bonuses.  

>>> Free Home Cleaning Courses <<<   Standard Operating Procedure for Growing a Cleaning Business to $1 Million Objective This SOP outlines actionable steps to effectively grow a cleaning business to $1 million in revenue, based on proven strategies and lessons learned from successful entrepreneurs. Key Steps   1. Understanding the Business Growth Mindset 0:00   Recognize the goal of growing your business to $1 million. Understand that starting from zero clients is common and achievable.   2. Utilize Personal Networks for Initial Clients 1:37   Reach out to your existing network to find your first clients. Use a script to offer discounted cleaning services to friends and family.   3. Transition to Digital Marketing 2:34   After initial client acquisition, start using Facebook ads to generate leads. Focus on building a strong online presence.   4. Establish a Reliable Team 3:18   Hire reliable staff who can operate independently of you. Ensure that your business can function without your constant involvement.   5. Track Financial Performance 6:04   Regularly monitor weekly revenue and growth metrics. Set financial goals and track progress towards them.   6. Embrace the Learning Process 7:56   Accept that you will need to learn new skills to grow your business. Be willing to step out of your comfort zone and tackle challenges.   7. Solve Business Problems 8:21   Focus on solving the toughest problems in your business. Delegate tasks to others once you have solved them.   8. Measure Success by Financial Metrics 14:27   Use your bank account balance as a measure of success. Aim to increase your revenue consistently.   9. Understand Sales as Service 15:45   Shift your mindset to view sales as a form of service to clients. Develop strong sales skills to effectively communicate value.   10. Prioritize Client Needs 20:06   Focus on serving clients and staff before expecting rewards for yourself. Understand that client satisfaction drives business success.   11. Observe Actions Over Words 23:00   Pay attention to what clients and employees do, not just what they say. Use their actions to gauge commitment and alignment with business goals.   12. Submit to Proven Systems 01:02:00   Follow established systems and processes without trying to modify them. Trust that these systems have been developed through experience and success. Cautionary Notes Avoid making emotional decisions based on temporary setbacks. Do not underestimate the importance of tracking your financial data accurately. Tips for Efficiency Regularly review and adjust your marketing strategies based on performance data. Invest in training for yourself and your team to improve skills and efficiency. Network with other business owners to share insights and strategies.  

Join the FREE Home Cleaning Courses. Click Here   Introduction to Distractions 0:01   Welcome to the session on distractions that can impede business growth. Understanding these distractions is crucial for reaching your business goals.   Awareness of Distractions 1:01   Recognize that distractions are often invisible and can be deeply ingrained. The goal is to bring these distractions to light so you can choose to change your behavior.   Engagement and Participation 8:22   Engage actively during discussions to enhance learning. Use chat features and keep cameras on to foster a collaborative environment.   Distraction 1: Believing You're in the Cleaning Business 9:36   Shift your mindset: You're not just in the cleaning business; you're in the business of delivering a five-star experience. Focus on customer service and client satisfaction.   Distraction 2: Chasing Shortcuts 24:23   Avoid the temptation of get-rich-quick schemes. Commit to developing skills and doing the necessary work consistently.   Distraction 3: Starting Another Business Prematurely 27:32   Focus on making your current business successful before starting another. Ensure your existing business can operate independently of you.   Distraction 4: Seeking Approval from Others 31:54   Stop seeking validation from friends and family who may not understand your entrepreneurial journey. Surround yourself with supportive individuals who encourage growth.   Distraction 5: Partner's Lack of Support 34:52   Ensure your partner believes in your goals and supports your entrepreneurial journey. Communicate your needs and expectations clearly.   Distraction 6: Trying to Look Successful 40:23   Focus on producing results rather than on appearances. Measure success by what you can create, not by what you can buy.   Distraction 7: Helping Others Too Soon 45:29   Prioritize your own growth and skills before trying to help others. Build a solid foundation for yourself first.   Distraction 8: Insecurity 47:04   Work on building your confidence to better serve others. Focus on listening and being present in conversations.   Distraction 9: Perfection Paralysis 52:53   Accept that perfection is unattainable; focus on progress instead. Embrace mistakes as learning opportunities.   Distraction 10: Comparing Yourself to Others 55:13   Use others' success as inspiration rather than a benchmark for your self-worth. Understand that everyone's journey is unique.   Distraction 11: Identity Clinging 56:25   Challenge limiting beliefs about yourself. Reframe your identity to align with your goals.   Distraction 12: Fantasy of Balance 57:29   Recognize that achieving a million-dollar business requires an unbalanced focus on growth. Accept that there will be seasons of intense work.   Bonus Distraction: Consuming Instead of Creating 01:00:20   Limit consumption of media and distractions while building your business. Focus on producing more than you consume. Cautionary Notes Be aware that distractions can manifest in various forms and may not always be obvious. Regularly assess your focus and priorities to ensure alignment with your business goals. Tips for Efficiency Set specific times for focused work to minimize distractions. Use tools and systems to automate repetitive tasks and streamline operations. Regularly review and adjust your goals to stay aligned with your vision.  

Join the FREE Home Cleaning Courses. Click Here   Introduction to Sales and Marketing 0:00   Understand the importance of sales and marketing in growing a cleaning business. Recognize that success comes from learning through experience and overcoming challenges.   Skill Sets Required for Success 5:01   Courage to Commit: Commit to marketing, coaching, and employee management. Maintain daily commitment despite challenges. Ability to Learn: Acknowledge personal responsibility for business growth. Be open to feedback and willing to adapt.   Conviction to Sell 9:28   Understand that selling is essential for business growth. Focus on serving clients rather than just selling to them.   Self-Control to Follow the Plan 10:54   Stick to the established business plan even when faced with difficulties. Ensure consistency in actions to achieve desired outcomes.   Understanding the Marketing Ratio 52:50   Calculate your marketing ratio: Formula: Total Marketing Spend / Total New Sales Revenue. Aim for a minimum ratio of 5:1 to market effectively for free.   Sales Call Framework 30:05   Opener: Introduce yourself and your company warmly. Understand the Problem: Ask questions to identify the client's needs. One-Time vs. Recurring: Determine if the client is looking for a one-time service or ongoing cleaning. Identify the Avatar: Understand if the client has used cleaning services before.   Logistics and Pricing 39:18   Gather necessary logistics information (e.g., home size, pets). Provide a clear quote based on the information gathered.   Closing the Sale 47:20   Present the recurring offer if applicable. Schedule the cleaning appointment and set expectations.   Collecting Deposits and Cancellation Policy 49:22   Collect a non-refundable deposit to secure the booking. Clearly communicate the cancellation policy to the client. Cautionary Notes Always prioritize the client's needs over your own sales goals. Avoid rushing through the sales process; take the time to listen and understand the client. Tips for Efficiency Practice your sales script regularly to improve confidence and delivery. Use a CRM to track client interactions and preferences for better service. Continuously seek feedback from clients to refine your approach.  

Join the FREE Home Cleaning Courses. Click Here   Introduction to Marketing Strategies 4:10   Marketing is a crucial piece of the business growth equation. Understanding what works and what doesn't is essential for scaling your cleaning business.   Marketing Methods to Avoid 15:08   Nine Marketing Methods to Avoid: Groupon: Attracts the wrong clientele by discounting services too heavily. Thumbtack: Paying for leads that may not respond. Yelp: Known for negative reviews and pay-to-play model. Local Coupon Mailers: Ineffective for attracting high-paying clients. Done-for-You Marketing Agencies: Often keep you in the dark about their methods and can be costly. Home Advisor/Angie's List: Leads are sold to multiple businesses, creating competition. Car Wraps: High hidden costs and operational inefficiencies. Street Marketing: Time-consuming with low ROI. Google PPC: Complicated and often expensive with low conversion rates.   Effective Marketing Strategies 37:23   Eight Effective Marketing Strategies: Personal Network: Leverage friends and family for referrals and free cleans. Referrals: Ask current clients for referrals to their friends and family. Facebook Groups: Post in local groups to find potential clients. Responding to Requests: Engage with posts in local groups where people are looking for cleaners. Internal Marketing: Use SMS to reach out to leads and contacts accumulated through previous marketing efforts. Facebook Ads: Invest in targeted ads to reach a broader audience. Google Local Services Ads: Simple and effective for generating high-quality leads. Cautionary Notes Avoid any marketing method that promises 'set it and forget it' results. Be cautious of agencies that guarantee leads without transparency in their methods. Tips for Efficiency Focus on building a strong personal network to generate initial leads. Utilize free marketing methods before investing in paid advertising. Regularly engage with your existing client base through internal marketing to maximize retention and referrals.  

Join the FREE Home Cleaning Courses. Click Here   1. Introduction to the Cleaning Business 2:35   The cleaning business was started with the intention of learning and improving the process. The focus is on creating a purposeful and systematic approach to cleaning.   2. Importance of Values in Hiring 19:51   Hire based on values that align with the company culture: S: Serve - Look for individuals who have a desire to help others. T: Teamwork - Seek candidates who are willing to support their teammates. A: Accountability - Hire those who take responsibility for their actions. R: Reliability - Ensure candidates can consistently show up and perform.   3. Four Standards for Cleaning 41:00   Establish four key standards for cleaners to follow: Arrive at the door five minutes early - This shows respect for the client's time. Greet the client with a smile - Create a positive first impression. Remove dirt using a checklist - Ensure consistency and thoroughness in cleaning. Complete a final walkthrough with the client - Gather feedback and ensure satisfaction.   4. Training New Cleaners 55:11   Focus on teaching new cleaners the four standards from day one. Emphasize the importance of client experience over technical skills initially.   5. Continuous Improvement 57:07   Encourage cleaners to seek feedback and improve their skills over time. Foster a culture of accountability and teamwork to enhance service quality. Cautionary Notes Ensure all team members understand the importance of the four standards and values. Regularly review and update training materials to reflect best practices. Tips for Efficiency Conduct regular training sessions to reinforce the four standards and values. Use checklists to streamline the cleaning process and ensure consistency. Encourage open communication among team members to share feedback and improve practices.

Join the FREE Home Cleaning Courses. Click Here   1. Introduction to the Cleaning Business 2:35   The cleaning business was started with the intention of learning and improving the process. The focus is on creating a purposeful and systematic approach to cleaning.   2. Importance of Values in Hiring 19:51   Hire based on values that align with the company culture: S: Serve - Look for individuals who have a desire to help others. T: Teamwork - Seek candidates who are willing to support their teammates. A: Accountability - Hire those who take responsibility for their actions. R: Reliability - Ensure candidates can consistently show up and perform.   3. Four Standards for Cleaning 41:00   Establish four key standards for cleaners to follow: Arrive at the door five minutes early - This shows respect for the client's time. Greet the client with a smile - Create a positive first impression. Remove dirt using a checklist - Ensure consistency and thoroughness in cleaning. Complete a final walkthrough with the client - Gather feedback and ensure satisfaction.   4. Training New Cleaners 55:11   Focus on teaching new cleaners the four standards from day one. Emphasize the importance of client experience over technical skills initially.   5. Continuous Improvement 57:07   Encourage cleaners to seek feedback and improve their skills over time. Foster a culture of accountability and teamwork to enhance service quality. Cautionary Notes Ensure all team members understand the importance of the four standards and values. Regularly review and update training materials to reflect best practices. Tips for Efficiency Conduct regular training sessions to reinforce the four standards and values. Use checklists to streamline the cleaning process and ensure consistency. Encourage open communication among team members to share feedback and improve practices.

Join the FREE Home Cleaning Courses. Click Here   1. Understanding the Importance of Commitment 51:07   Courage to Commit: Understand that commitment is essential for achieving business goals. Be prepared to face challenges and push through discomfort.   2. Embracing a Learning Mindset 54:10   Humility to Learn: Acknowledge that you do not know everything. Be open to feedback and willing to learn from others.   3. Developing Sales Skills 55:04   Conviction to Sell: Learn how to effectively sell your services to potential clients. Understand the importance of selling to both clients and team members.   4. Maintaining Consistency and Discipline 56:05   Self-Control for Consistency: Stay disciplined and persistent, especially during tough times. Develop routines that support consistent effort towards business goals.   5. Building a Supportive Community 01:00:03   Engagement in Mentorship: Participate actively in mentorship programs. Share experiences and learn from peers to foster a supportive environment. Cautionary Notes Avoid Complacency: Do not settle for minimal growth; always strive for improvement. Manage Expectations: Understand that growth takes time and effort; be patient with the process. Tips for Efficiency Set Clear Goals: Define specific, measurable goals for your business growth. Regular Check-Ins: Schedule regular meetings to assess progress and adjust strategies as needed. Leverage Resources: Utilize available mentorship and community resources to enhance learning and growth.