Filthy Rich Cleaners: The Cleaning Business Podcast

BOO! 👻 Did we scare you? Maybe not, but hopefully these hot takes will 🌶️ In this special Halloween edition of Filthy Rich Cleaners, Stephanie is serving up her spiciest opinions about the cleaning industry. She talks about controversial opinions around business policies, walkthroughs, pricing transparency, team cleans, the habits that make or break a company, and more! This episode isn’t for the faint of heart (or for people who still think cleaning is “unskilled labor”).
 
👻 What You’ll Learn:
— Why charging by the square foot almost always backfires
— The real reason Serene Clean refuses homes with smoke damage
— Why you should stop hiding client info from your cleaners
— How to handle commercial accounts without being taken advantage of
— Why “automated scheduling” is a myth
— Why no prices on your website is a power move
— The bold reason Stephanie stopped answering her phones
— Why she doesn’t hire family members or want experienced cleaners
— How to handle drama-free teams and build loyalty
— The case for being real, funny, and a little unhinged with your staff
— Why cleaning checklists, software, and paying yourself from day one are non-negotiable
 
Resources Mentioned:
— ZenMaid Scheduling Software: https://get.zenmaid.com
— OpenPhone (business phone system) + affiliate link https://www.openphone.com/perks/zenmaid?utm_medium=affiliate&utm_source=partnerstack&utm_content=community_experts&utm_campaign=c92107ec7cc9&pscd=get.openphone.com&ps_partner_key=YzkyMTA3ZWM3Y2M5&fbclid=IwY2xjawMr03ZleHRuA2FlbQIxMABicmlkETBleUtsVnZtUjlJa2h5ZWpwAR7Gp8p4NVVF-Y8WODTTXb-NJi57ltYrsQs-pyFmuaRR4gMrj6TGYWpL1zlA_Q_aem_Ey2JG_AkBSk_SI8w5kDOBA&ps_xid=iGpmmTBqEJNW4d&gsxid=iGpmmTBqEJNW4d&gspk=YzkyMTA3ZWM3Y2M5
— Gusto (Payroll Software): https://gusto.com
— QuickBooks Online: https://quickbooks.intuit.com
— Mailchimp: https://mailchimp.com
— Zapier: https://zapier.com
— Filthy Rich Cleaners Ep. 33 (with Brenna Sledge) on vacation rentals: https://www.youtube.com/watch?v=4Z2eZQv4-no
— Profit First (Book by Mike Michalowicz)
 
👉 Try ZenMaid free for 14 days: https://get.zenmaid.com
📞 Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/
 
🎧 Listen to the Podcast:
📖 Read the Full Transcript: https://www.zenmaid.com/magazine/our-spiciest-takes-about-the-cleaning-industry/

In this episode of Filthy Rich Cleaners, Stephanie sits down with marketing expert Sean Parry, aka “the king of automation,” to talk about what actually brings clients to your cleaning business. Sean talks about methods to dominate your local market through Google reviews, SEO, and Local Service Ads (LSAs), and why most owners are wasting time chasing leads that were never going to convert 😢
 
📌 What You’ll Learn:
— Why Google will always be the most powerful lead source for cleaning businesses
— The difference between quality leads and cheap window shoppers
— How to set up your Google Business Profile the right way
— When (and why) to add SEO, Google Ads, and LSAs
— How to follow up fast and close more leads — even while you’re still in the field
— Why shiny object syndrome (TikTok ads, anyone?) kills your growth
— How tracking your numbers can completely change your business trajectory
— Sean’s simple framework for growing to $10k–$20k/month with just Google
 
Resources Mentioned:
— Project83 (Sean’s Marketing Agency): https://www.project83.co/
— Sean Parry's YouTube Channel: https://www.youtube.com/@sean_parry
— ZenMaid Scheduling Software: https://get.zenmaid.com
— ZenMaid Mastermind Facebook Group (Free to join): https://www.facebook.com/groups/zenmaidmastermind
 
👉 Try ZenMaid free for 14 days: https://get.zenmaid.com
📞 Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/
 
🎙️ Listen to the Podcast:
📖 Read the full transcript: https://www.zenmaid.com/magazine/google-local-services-ads-for-cleaning-businesses-2026-guide-with-real-screenshots/

Not every successful cleaning company starts with Facebook ads or a huge budget. In Lucy Spencer's case, it started with $10 and a stack of handwritten letters 💌
 
In this episode, Stephanie sits down with Lucy, who owns River Girl Cleaning in Boston, Massachusetts. Lucy shares how she built her business from the ground up, starting with nothing but grit, family, community, and the belief that “there’s enough for everyone.” Together, they discuss the art of keeping clients for decades, why human connection always wins, and how going back to basics can cut through the digital noise and bring in real, loyal customers.
 
📌 What You’ll Learn:
— How Lucy started River Girl Cleaning with $10 and a letter-writing campaign
— Why working with family (not for them) can be a business superpower
— The timeless marketing trick that still brings Lucy new clients today
— What to do when fear of confrontation holds you back as a leader
— How to fire clients (or employees) with tact and confidence
— Why “there’s a client for everyone” is a business strategy
 
Resources Mentioned:
— River Girl Cleaning: https://www.rivergirlcleaning.com
— ZenMaid Scheduling Software: https://get.zenmaid.com
— ZenMaid Mastermind Facebook Group (free): https://www.facebook.com/groups/zenmaidmastermind
 
👉 Try ZenMaid free for 14 days: https://get.zenmaid.com
📞 Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/
 
🎙️ Listen to the Podcast:
📖 Read the full transcript: https://www.zenmaid.com/magazine/how-handwritten-letters-built-a-thriving-cleaning-business-with-lucy-spencer/

If money talks, raises scream! Raises cannot be based on “vibes” and gut feelings, or else you'll watch cleaner performance plateau. However, when you give your team full control of their own raises and make clarity and accountability the standard, you'll see quality skyrocket.
In this solo episode, Stephanie shares how Serene Clean completely transformed their culture by putting the responsibility for raises in the hands of their cleaners. She also opens up about how “clarity is kindness” in leadership, including rewriting policies, setting quality standards, automating Slack responses, and overall empowering her team to find their own answers.
📌 What You’ll Learn: — How to tie raises directly to performance (and why it works) — The 3 key metrics Serene Clean uses for raises: quality, attendance, and policy compliance — Why vague expectations kill accountability (and how to fix it) — How to coach struggling cleaners without enabling them — What “clarity as kindness” really looks like in practice — How to prevent complacency in hourly or percentage pay systems — How automation (like Slack bots) can teach better communication habits — Creating a “culture of excellence” that people want to live up to
📎 Resources Mentioned: — Breakdown of raises and wages full episode:   — ZenMaid Mastermind Facebook Group (Free to Join): https://www.facebook.com/groups/zenmaidmastermind
👉 Try ZenMaid free for 14 days: https://get.zenmaid.com📞 Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/ 📖 Read the full transcript: https://www.zenmaid.com/magazine/creating-a-culture-of-accountability-in-your-business/

 We get it — it's hard to stand out online, especially when cheap competition is flooding your market. In this Filthy Rich Cleaners episode, Stephanie breaks down how to make your cleaning business shine on social media without burning yourself out or wasting time on platforms that don’t actually convert. Facebook, TikTok, Google My Business, and more! You’ll learn exactly where to focus your energy, how to avoid “generic” posts that make it look like you're leading amateur hour, and why consistency beats creativity every single time. 📌 What You’ll Learn: — Why Facebook is still the #1 platform for residential cleaning leads — How to build brand trust with simple, repeatable content — The fatal mistake cleaning owners make when outsourcing their social media — How to create before-and-after posts that actually convert — Why showing your team’s faces (not stock photos) builds loyalty and sales — The easiest way to systematize social posting without hiring a full team Resources Mentioned:— ZenMaid Mastermind Facebook Group (free to join): https://www.facebook.com/groups/zenmaidmastermind— "How to market your cleaning business for free" article: https://www.zenmaid.com/magazine/market-your-cleaning-business-for-free/— ZenMaid Scheduling Software: https://get.zenmaid.com/ZenMaid Socials:— 📱 TikTok (for cleaning business memes and educational content): https://www.tiktok.com/@get.zenmaid— 📱 Instagram: https://www.instagram.com/get.zenmaid/— 📱 Facebook: https://www.facebook.com/get.zenmaid   Try ZenMaid free for 14 days: https://get.zenmaid.com Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/  Listen to the Podcast: Read the full transcript: https://www.zenmaid.com/magazine/how-to-make-your-cleaning-business-stand-out-online/

Even the best-run cleaning businesses have those weeks when it seems like the bad news does. not. stop. As Murphy's Law says, "anything that can go wrong will go wrong."
 
In this FRC episode, Stephanie gets brutally honest about one of her toughest recent weeks: losing her biggest government contract overnight due to the federal government shutdown, multiple employee resignations, and new hires not working out.
Instead of spiraling (even though it would be easy to 😅), she shares how she kept her team calm and made level-headed decisions under pressure. Hopefully, this episode will remind you that you’re not alone and that calm, strategic leadership matters when chaos hits.
 
📌 What You’ll Learn:
— How the federal shutdown unexpectedly hit Stephanie's local cleaning business overnight
— What to do when your largest account suddenly halts revenue
— Managing cleaners’ hours, unemployment, and communication during downtime
— The mindset shift that helps you stay calm when it feels like everything’s falling apart
— How to ask your staff the right questions before you start rearranging schedules
— What to do when multiple employees quit at once (and how to save a great one from leaving)
— How to stay rational, not reactive, when business chaos hits
— Why leadership composure sets the tone for your entire team
 
Resources Mentioned:
— ZenMaid Mastermind Facebook Group (free to join): https://www.facebook.com/groups/zenmaidmastermind
— ZenMaid Scheduling Software: https://get.zenmaid.com/
— ZenMaid Socials:
— 📱 TikTok (for cleaning business memes and educational content): https://www.tiktok.com/@get.zenmaid
— 📱 Instagram: https://www.instagram.com/get.zenmaid/
— 📱 Facebook: https://www.facebook.com/get.zenmaid
 
 Try ZenMaid free for 14 days: https://get.zenmaid.com
 Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/
 
Read the full transcript: https://www.zenmaid.com/magazine/staying-calm-when-your-business-is-in-crisis/

The AUDACITY! 🙄 In this solo episode, Stephanie shares a first-ever situation from her cleaning company, Serene Clean: a long-time commercial client (a bank) tried to tie their cleaning contract to their business banking relationship. It started as a standard cancellation, but then turned weird — crossing into unprofessional and borderline unethical territory. 
Stephanie talks through this experience as a lesson in standing firm, and then also goes into the realities of raising rates and letting go without guilt. If you've ever had a weird client experience like this, let us know! We'd love to hear it in the comments.
📌 What You’ll Learn: — How to professionally call out inappropriate or shady client language — When it’s time to walk away from long-term accounts — Why “letting go” can be a smart business decision — How to handle pricing increases for commercial clients — The role of opportunity cost in cleaning business growth — Why it’s okay to lose a client and how to turn that into a win
Resources Mentioned:— ZenMaid Mastermind Facebook Group (free to join): https://www.facebook.com/groups/zenmaidmastermind— ZenMaid Scheduling Software: https://get.zenmaid.com/
📞 Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/
 📖 Read the full transcript: https://www.zenmaid.com/magazine/when-a-longtime-client-gets-weird-handling-an-awkward-cancellation/

What happens when a “small-but-mighty” residential company is asked to quote a 170,000 sq ft, five-day-per-week church campus… and the client found you through Google reviews? In this episode, Stephanie welcomes back Amanda Stovall of Stovall’s Cleaning Service to unpack the exact mindset shifts, pricing choices, and operational guardrails she used to turn panic into a credible proposal and a realistic start plan. From flat-rate vs hourly to weekly invoicing, client “training,” and building a part-time bench, this is a play-by-play of stepping into commercial without losing your sanity. What You’ll Learn:
How Google reviews and a living GBP profile drive enterprise-size inquiries
Why you should not price big commercial by square foot, and how to scope instead
Flat rate vs hourly for janitorial work, and how to handle weekly invoices and time-clock requests
Red flags to catch early: when the client is managing your staff, deduction habits, and turnover signals
Negotiating start timelines and “training the client” to your operating model
Building a staffing plan with part-timers first, plus “always be hiring” for large accounts
Simple finance moves to reduce anxiety: emergency fund habits and paying yourself consistently
Tools and systems that sell your professionalism: CRMs, job notes, and clean internal comms
Mindset frameworks to beat imposter syndrome: run your own race and the “cookie jar” wins you can pull from
Resources Mentioned:
ZenMaid Scheduling Software (with GPS check-ins): https://get.zenmaid.com/
ZenMaid Mastermind Facebook Group (free to join): https://www.facebook.com/groups/zenmaidmastermind
 Try ZenMaid free for 14 days: https://get.zenmaid.com Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/ Read the full transcript: https://www.zenmaid.com/magazine/bidding-170000-sq-ft-and-beating-imposter-syndrome-with-amanda-stovall/

Ever been ghosted? 👻 Us, too. Usually, leads ghost because of price, and nothing is more frustrating than when a potential client decides to go with the $80 “cheap” cleaner instead of you.
 
In this episode of Filthy Rich Cleaners, Stephanie breaks down why it’s not the client’s fault that they ended up choosing the cheaper option — it’s actually a problem with how you’re communicating your value. Using her juicy Honeycrisp apple analogy, Stephanie talks about how clients make decisions, why “better cleaning” isn’t enough, the steps you can take to stand out before they ever hire you, and strategies that Serene Clean uses to signal that they're the obvious choice over the bargain-bin cleaner.
 
🍎 What You’ll Learn:
— Why competing on price is a losing game
— How to showcase your value before the client hires you
— The power of standardized checklists in selling your services
— Small branding details (like email signatures & business emails) that demonstrate legitimacy and professionalism
— Using ZenMaid’s scheduling & GPS tracking as a sales tool
— How insurance, bonding, and background checks set you apart from solo cleaners
— Follow-up strategies that win more clients
 
Resources Mentioned:
— ZenMaid Scheduling Software (with GPS check-ins): https://get.zenmaid.com/
— ZenMaid Mastermind Facebook Group (free to join): https://www.facebook.com/groups/zenmaidmastermind
 
👉 Try ZenMaid free for 14 days: https://get.zenmaid.com
📞 Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/
 
🎙 Listen to the Podcast:
📖 Read the full transcript: https://www.zenmaid.com/magazine/how-to-stand-out-against-cheap-competitors/

What does it take to grow from a solo $3K per month to roughly $55K per month while juggling five kids, sky-high turnover, and quality control? In this episode, Stephanie sits down with husband-and-wife duo Ibrahin Robles and Jessica Robles, the team behind a fast-growing, veteran-owned cleaning brand. They unpack how a recruiting background, a community-first identity, and tight training systems fueled rapid growth.Stephanie and the Robleses dive into the realities of hiring in an industry with brutal turnover, the step-by-step of building a pipeline, and the timing of key hires like a VA, office manager, and bookkeeper. They also cover brand pillars like using all-natural products and giving back with quarterly deep cleans for disabled veterans, plus smart boundaries for Airbnbs and the tech stack that keeps it all moving. What You’ll Learn: — How they went from ~$3K to ~$55K per month — Where to post, quick screens, ad budgets, and building pipelines — The hiring math of turnover — When to bring on help — Community-first branding that attracts loyal clients, including veteran initiatives and givebacks — Using a real CRM and automations to protect time without over-tooling too early — Clear role splits: Jessica on training, inspections, and quality; Ibrahin on ops, tech stack, and metrics — Airbnb strategy: custom onboarding, detailed checklists, and keeping it under 10% of revenue — The core metrics they watch weekly, like payroll-to-revenue ratio and complaint ratesResources Mentioned: — ZenMaid Scheduling Software: https://get.zenmaid.com — ZenMaid Mastermind Facebook Group (free): https://www.facebook.com/groups/zenmaidmastermindTry ZenMaid free for 14 days → https://get.zenmaid.com Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/ Read the full transcript: https://www.zenmaid.com/magazine/lessons-from-scaling-a-veteran-owned-cleaning-brand-to-55k-month-with-ibrahin-jessica-robles/