Filthy Rich Cleaners: The Cleaning Business Podcast

In this episode, Stephanie sits down with Yari Ising, owner of a fast-growing cleaning company in Pennsylvania, whose story will light a fire under anyone who’s ever considered starting over. Yari shares how a surprise pregnancy, a move to a brand-new community, and a sudden shift in federal work requirements pushed her to bet on herself — and turn a “side hustle” into a real business. She explains what’s helped her stand out in a competitive market, how she’s building systems with Notion, and more.
 
📌 What You’ll Learn
— How Yari validated demand instantly by calling local builders
— Why Google visibility and reviews can unlock “big-league” opportunities
— The early client strategies that worked (Thumbtack, referrals, and consistency)
— How to build an operations hub with Notion (SOPs, tasks, candidates, content)
— What to focus on when time, staffing, and growth all hit at once
— How to stop overthinking and get better at fast decision-making
— Mindset shifts like “Your business isn’t for everybody” + “Everything is figureoutable”
— Why asking for help is a scaling strategy
 
Resources Mentioned
— Notion: https://www.notion.com/
— Thumbtack: https://www.thumbtack.com/
— Nextdoor: https://nextdoor.com/
— ClickUp: https://app.clickup.com/
— Pink’s Window Cleaning: https://pinkswindows.com/
— The Financial Diet: https://thefinancialdiet.com/
 
👉 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-yari-ising-called-2-builders-and-accidentally-built-a-cleaning-company/

In this solo episode, Stephanie pulls back the curtain on what really happened inside Serene Clean in 2025 and takes ownership of the leadership choices that contributed to a revenue drop.
 
She shares an honest accountability review of the year, including how exciting new opportunities (podcasting, consulting, partnerships, speaking) unintentionally fragmented her focus, how she mistook comfort for safety, and why obsessing over lagging indicators kept her stuck in reaction mode. Stephanie also breaks down the numbers and talks about the mindset shift that’s fueling her 2026 comeback!
 
📌 What You’ll Learn
— The hidden cost of “shiny opportunity” overload (and how it fragments leadership focus)
— Why “stable” is not the same as “safe” in a cleaning business
— The difference between lagging vs. leading indicators (and what to track instead)
— How protected availability affects first-time cleans, recurring clients, and growth
— What Stephanie’s 2026 revenue goal is and the behavior changes she’s making to hit it
 
Resources Mentioned
— Extreme Ownership book: https://www.amazon.com/Extreme-Ownership-U-S-Navy-SEALs/dp/1250067057
— ZenMaid Mastermind (Facebook group): https://www.facebook.com/groups/zenmaidmastermind
— ZenMaid Cleaning Business Software: https://get.zenmaid.com/
 
👉 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/leadership-mistakes-that-cost-serene-clean-120k/

In this episode, Stephanie sits down with Drew Larison of Five Door Media to break down why marketing “isn’t working” for many cleaning businesses, and how to fix it.
 
Stephanie and Drew walk through the “Five Doors” framework: choosing the right platform, creating scroll-stopping content, dialing in targeting, tightening up what happens after the click, and mastering the sales follow-up that actually turns leads into long-term recurring revenue. They also talk CleanCon, what to expect, and why this industry’s trust factor changes everything.
📌 What You’ll Learn
— How to tell fast if you’re advertising on the wrong platform
— Why video wins right now (and how to start even if you hate being on camera)
— The most common creative mistakes that make people scroll past your ads
— Targeting tweaks that improve lead quality (income, neighborhoods, service areas)
— Why homepages are not landing pages—and what to do instead
— How long forms, clunky pages, and too many questions kill conversions
— Why “speed to lead” matters (and how follow-up should actually work)
— What Clean Con is and why it’s built specifically for residential cleaners
Resources Mentioned
CleanCon Conference 2026: https://www.mycleancon.com/
Five Door Media: https://www.fivedoormedia.com/
SendJim Direct Mail Marketing: https://sendjim.com/
DOPE Marketing Direct Mail: https://www.dopemarketing.com/
Profit First Book: https://www.amazon.com/Profit-First-Transform-Cash-Eating-Money-Making/dp/073521414X
 
👉 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/drew-larisons-take-on-google-vs-facebook-ads-for-cleaners/

Free cleanings sound insane... until you use them strategically 👀 In this episode, Stephanie breaks down one of Serene Clean’s “secret weapons”: Giving away free cleanings with guardrails, and how it’s driven real results across the business. She walks through four specific buckets where free cleanings create leverage:
1) Learning your production rates
2) Generating reviews and visibility
3) Building culture through giving
4) Reducing risk (especially when bidding commercial jobs)
 
📌 What You’ll Learn
— How Stephanie used 10 free cleanings before opening Serene Clean (and why it mattered)
— Why first-time cleans take longer than you think — and how to track room-by-room timing
— The #1 rule: set guardrails (hours + scope) so “free” doesn’t become a disaster
— How to turn free cleanings into reviews, social proof, and lead generation
— Why Google reviews matter more than Stephanie realized early on
— How giveaways drive visibility (and why Stephanie boosts the giveaway video)
— How “Cleaning for a Reason” and nomination programs build trust, culture, and retention
— A smart way to use free cleaning to reduce risk and collect bidding data for commercial
— How free commercial “sample cleans” can help you prove quality and avoid underbidding
 
Resources Mentioned:
— Cleaning for a Reason (nonprofit): https://cleaningforareason.org/
— ZenMaid Booking Forms / ZenMaid Scheduling Software: https://get.zenmaid.com/
 
👉 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/the-free-cleaning-strategy-that-grows-your-business/

What happens when a homeschool mom starts cleaning “on the side”… and her corporate-leader husband realizes the numbers actually make sense? 👀 You get Grand Junction Cleaning Services!
 
In this episode, Stephanie sits down with Anna and Stephen Rodriguez to unpack how a single referral turned into a rapidly scaling cleaning company — complete with W2 employees, multiple revenue streams, five-star reviews, and a clear division of roles that actually works. They talk all things fear, anxiety, hiring mistakes, documentation lessons, customer recovery, fast growth pressure, and what it takes to move from being a great cleaner to running a successful business.
 
📌 What You’ll Learn
— How Anna went from solo cleaner to managing a growing team
— The mindset shift required to stop cleaning and start leading
— Why Stephen pushed hiring before Anna felt ready
— The real risks of hiring too late (and keeping the wrong people too long)
— How clearly defined roles save partnerships and marriages
— Why reviews matter more than almost anything else in local service businesses
— How they scaled to $400K in revenue after hiring their first employee
— What most cleaners misunderstand about W2 vs. 1099
— When adding services like carpet and floor care actually makes sense
— How stress tolerance grows over time
 
Resources Mentioned:
— ZenMaid Scheduling Software: https://get.zenmaid.com
— Cleaning Business Success (Stephen's coaching + book): https://cleaningbusinesssuccess.com
— Grand Junction Cleaning Services: https://grandjunctioncleaningservices.com
 
👉 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/scaling-a-cleaning-business-as-a-husband-and-wife-team/

In this episode of Filthy Rich Cleaners, Stephanie talks about her business by the numbers in 2025 and how, unfortunately, Serene Clean shrunk by $120,000 in revenue. It wasn’t random. There were system problems, including staffing instability, fragmented availability, and a time-off policy that unknowingly crushed onboarding capacity.
 
She walks through the exact reports she pulled (ZenMaid, QuickBooks, ClickUp, Gusto), how she used ChatGPT to analyze patterns, and the key metric she wasn’t tracking at all — Monthly Recurring Revenue (MRR). Then she breaks down the 2026 plan to turn the ship around.
 
📌 What You’ll Learn
— Why revenue decline is often capacity, not demand
— The difference between “coverage” and growth capacity
— How turnover creates schedule fragmentation that blocks new clients
— Why approving PTO based only on “can we cover current cleans?” silently kills growth
— The KPI Stephanie missed: MRR gained vs. MRR lost (and why churn alone lies)
— The minimum first-time-clean requirement (8–10 labor hours) and why 1–2 hour gaps don’t help
— The 2026 targets: 2–3 new recurring residential clients/month + 1 commercial account every 6–8 weeks
— Why Stephanie is stepping back into sales + follow-up to convert past clients
 
Resources Mentioned
— ZenMaid Scheduling Software: https://get.zenmaid.com/
— ZenMaid Mastermind Facebook Group (free to join): https://www.facebook.com/groups/zenmaidmastermind
— EveryDollar budgeting app (mentioned): https://www.ramseysolutions.com/money/everydollar?srsltid=AfmBOopRMU0IL8EQEUh-rtRGTw6gBgaYuGMVyyA5wqUDuu1D87aVmGiA
 
👉 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/the-data-and-numbers-behind-serene-cleans-2025/

Starting a cleaning business sounds simple — until pricing mistakes, unreliable cleaners, scope creep, and money stress hit you all at once 🥴
In this episode, Stephanie sits down with Sidi, a 25-year-old cleaning business owner out of Philadelphia, to unpack what it really looks like to start and grow a cleaning company from scratch. He shares the wins, mistakes, and mindset shifts that shaped his first two years in business, and dives into things like pricing confidence, sales scripts, flat-rate estimating, recruiting cleaners, running 1099 teams, why charging less “just to get the job” almost always backfires, and more!
 
📌 What You’ll Learn:
— How Sidi's sales experience translated directly to closing cleaning jobs
— Why most new owners underprice and how to stop doing it
— Flat-rate pricing vs. hourly, and how Sidi estimates first-time cleans
— The real cost of “giving discounts” and loose money boundaries
— Why cleaners make or break your business
— Lessons learned from trying to run a cleaning company remotely
— How confidence closes higher-paying clients
— The importance of systems, scripts, and call recordings
Resources Mentioned:
— ZenMaid Scheduling Software:  https://get.zenmaid.com
— OpenPhone (now Quo) (call recording system): 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
— Cleaning Entrepreneur Academy: https://www.skool.com/cleaningacademy/about
— Sidi's TikTok (cleaning business content): https://tiktok.com/@sidi.inspires
 
👉 Try ZenMaid free for 14 days:
📞 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/sidi-thiam-on-sales-skills-and-pricing-confidence/

What happens when a college grad with zero cleaning experience decides to launch a residential cleaning company in one of the most competitive markets in the USA? You get Mighty Maids — now one of the highest-rated cleaning companies in San Diego!
 
In this episode, Stephanie sits down with owner Victor Migos, who built his business from the ground up after being inspired by watching his mom clean homes to support their family. Eight years later, he’s running 19 employees, two service areas, and a residential-first model that consistently delivers 5-star experiences.
 
Victor breaks down how he hires, trains, routes, handles walk-through surprises, manages upset customers, and develops his team, all while maintaining the personal touch that sets Mighty Maids apart ✨
 
📌 What You’ll Learn
— How Victor built Mighty Maids without ever doing the cleaning himself
— Why he runs teams of two in his business
— How to evaluate attitude vs. skill during training (and spot bad hires fast)
— What actually creates a “unique client experience” in residential cleaning
— The mystery-shopping strategy Victor used to out-serve competitors
— How to handle pricing mismatches when homes don’t match the client’s description
— Why emotional detachment is a leadership superpower in customer disputes
— The logistics challenges of a big city and how Mighty Maids overcame them
— How to create loyal employees who refer their friends and family
— Why your "why" matters more than chasing bigger revenue numbers
 
👉 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:
🎧 Spotify: (link)
🎧 Apple Podcasts: (link)
📖 Read the full transcript: https://www.zenmaid.com/magazine/how-victors-residential-first-model-achieved-600-5-star-reviews/

It's our 100th episode! 🥳 Oh, and it's also the holidays! So, we thought there'd be no better way to celebrate both things than by ringing in Episode 100 with a full breakdown of Serene Clean’s 2025 Naughty and Nice List 🎅
 
Lawsuits, staffing meltdowns, wild client situations, turnover chaos, and more — 2025 was a chaotic year for Serene Clean, and Stephanie gives a full rundown based on the year's memorable events. She walks through the biggest lessons, the hardest hits, the surprising victories, and the systems that saved Serene Clean from spiraling, all while wearing her Santa suit and sipping wine (and also having remnants of the flu)!
 
Whether you're new here or have been around since our first episode, THANK YOU! Filthy Rich Cleaners would be nothing without you, and we're so proud to hit 100 episodes 🙌
 
📌 What You’ll Learn
— Serene Clean's official Naughty and Nice list breakdown, including:
— A discrimination lawsuit
— What actually happens when you underbid a large commercial job
— The revenue-killing mistake Stephanie made with bookkeeping
— How turnover spiraled this year
— Why lockboxes, Slack, and OpenPhone were game-changing upgrades
— The cleaner stories you truly couldn’t make up
— How the training overhaul led to Serene Clean’s lowest complaint rate ever
— The power of giveaways, hiring videos, and strategic Indeed boosting
— What Stephanie is taking into 2026 after the hardest operational year to date
 
Resources Mentioned:
— Serene Clean Training Bundle: https://sereneclean.com/consulting-services
— Stephanie’s Maid Summit Training Program Talk: https://www.youtube.com/watch?v=Y9GOeByDuUM&t=1s
— Filthy Rich Cleaners episode with the bank story: https://www.youtube.com/watch?v=CvGvFf9ypqk
 
👉 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/the-official-2025-naughty-and-nice-list/
 

What if we told you that the easiest way to improve your marketing...is to stop trying to market to everyone 🤔 In this episode, Stephanie sits down with Katie Pearse of Glisten Academy, a nearly 20-year cleaning industry veteran who’s built multiple commercial and residential operations across Canada and the US.
 
Katie shares how her company exploded from a weekend side hustle into a multi-city business, and why the best marketing strategy is to sell to the version of you who would hire your own company. They get into the real psychology of residential clients and how checklists, proactive communication, and clear positioning are what actually let you charge premium prices. Katie also opens up about a hard lesson in fraud, and tips to prevent it in your own business.
 
📌 What You’ll Learn
— Why the best way to sell cleaning is to “sell to yourself”
— How to communicate that you understand your ideal client (not just claim you do)
— The invisible nature of cleaning — and how checklists make clients feel real value
— How proactive communication reduces client stress and cancellations
— Differentiation ideas that don’t require rebranding your whole company
— What it really takes to scale into multiple locations and industries
— The risks of gatekeeping owner access — and why clients need a direct line
— A real fraud story that shows why systems matter more than trust alone
 
Resources Mentioned:
— Glisten Academy (Courses + Staff Training Programs): https://www.glistenacademy.com/?srsltid=AfmBOoravYMVGG2QPfsRtIVi4KGH0Er-7qIxCZN9cRLortLDmBx-DBBD
— Discount Code: FILTHY50 — 50% off any Glisten Academy course
— Contact Katie: katie@glistenacademy.com
 
— Glisten Academy on TikTok/Instagram: @glistencleaningacademy
— ZenMaid Scheduling Software: https://get.zenmaid.com/
 
👉 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/the-be-your-customer-marketing-strategy-and-why-it-works-with-katie-pearse/