Filthy Rich Cleaners: The Cleaning Business Podcast

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/

It’s not always about what you do for your business, but when you do it. Timing mistakes can hurt your cleaning business more than you realize, and these decisions can drain cash faster than you can stop it.
 
In this FRC episode, Stephanie breaks down the biggest timing mistakes she and other owners have made, and what to do before you make those types of costly decisions. If you’ve ever been tempted to “go big” too soon, this conversation will hopefully save you money and sanity 🙏
 
📌 What You’ll Learn:
— Why renting an office too early can drain your money
— How overloading new hires ruins retention
— The real risks of company cars (and why Serene Clean will never have a fleet)
— How to plan vacations without letting your business burn down
— The right and wrong ways to bring on admin staff or VAs
— When investing in fancy software actually makes sense
— Why you should focus your services before adding niches
— The dangers of opening a second location before the first one runs smoothly
 
📌 Resources Mentioned:
— 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:
📖 Full transcript: https://www.zenmaid.com/magazine/dont-do-these-things-yet-timing-is-everything/

What does it take to scale from 6 employees to 140 — and eventually sell your business at its peak? In this episode, Stephanie sits down with industry veteran Sharon L. Cowan, President & CEO of Cleaning Business Consulting Group, who built one of the largest cleaning companies in her region, spanning both residential and commercial.
 
Stephanie and Sharon talk about Sharon's background and how she created a 140+ employee cleaning company. They talk about hard lessons learned over the years, peaks and highs, the risks of growing too fast without systems, and top advice for cleaning business owners.
 
📌 What You’ll Learn:
— Early mistakes Sharon made in commercial bidding
— Why residential is vital for cash flow but commercial builds long-term profit
— The key structural differences between managing residential vs. commercial staff
— Why delegating early is important for growth
— How to protect your reputation when employees mess up (hint: theft stories included!)
— Why culture matters more than perks
— The “float system” Sharon used to guarantee reliability when employees called out
— Which industries make the best commercial clients (and which ones to avoid)
— Why follow-ups and personal touches are still the #1 differentiator in cleaning
— The right time and wrong time to sell your cleaning business
 
Resources Mentioned:
— 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/lessons-from-building-a-140-employee-cleaning-company-with-sharon-l-cowan/

All companies have turnover — especially service-based ones like maid services and cleaning businesses. There are a million reasons someone can give as to why they're quitting, but most exits aren’t truly out of the blue.
In this episode, Stephanie breaks down 7 common patterns or behaviors she and her managers see before a cleaner resigns, including backlash, frequent personal emergencies, coworker drama, lack of engagement in communication, and more. You'll hear real examples from Serene Clean, how Stephanie and her managers respond in the moment, and what adjustments (like hours, tasks, tools, expectations, etc.) can save a great hire — or confirm that it's time to go your separate ways.
 What You’ll Learn:— The #1 early quitting signal: defensiveness to fair quality-check feedback— How repeated call-outs and “life on fire” stories in the first 90 days predict churn— The difference between healthy accountability and policy pushback tantrums— Why team drama means someone is quitting soon (and how to shut it down fast)— How physical strain from the job often leads to resignations— Practical adjustments and tools that help reduce employee churn— Signals of disengagement and what to do about it— Scripts and approaches to reduce escalation while keeping standards highResources Mentioned:— 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/
Read the full transcript: https://www.zenmaid.com/magazine/the-7-signs-your-cleaner-is-about-to-quit/

When Molly Moran started her eco-friendly cleaning company in 2009, she thought the only way to be successful was to hustle herself into the ground. 16 (!!!) years later, she’s grown a thriving business, built a strong culture for both employees and clients, and learned a lot of lessons, including that saying “yes” to everything comes at a cost (this was a tough one to learn 😬).
 
In this FRC episode, Stephanie and Molly chat about the realities of scaling a cleaning company, from hiring mistakes, integrity issues, building systems, managing managers, and creating a culture that lasts even when you step away from the business. Molly also shares how she moved from burning the candle at both ends to leading her team as a “head coach,” focusing on growth, appreciation, and values-driven leadership.
 
📌 What You’ll Learn:
— Why saying “yes” to every client request can break your business
— The moment Molly decided to give up commercial night work (and how it literally saved her sanity)
— How to build a company culture that survives when you’re not physically there to enforce it
— The most expensive leadership mistake Molly ever made and how to avoid it
— Why trusting your gut when hiring can save you $$$
— How to systematize appreciation and keep your team motivated long-term
 
Resources Mentioned:
— Carrot (Employee Recognition Software): https://www.qarrots.com/
— Maid Summit (Free Training Event): https://www.maidsummit.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! Get.ZenMaid.com
 
Book a Consulting call with Stephanie: https://serene-clean.com/consulting-services/
 
🎙 Listen to the Podcast:
📖 Read the full transcript: [Link]

You don't need to step into a church to confess  In this honest self-roast episode, Stephanie exposes her worst habits, flaws, and blind spots that have slowed down Serene Clean’s success, per the opinions of herself and her own staff! She shares stories about when these traits have steered her wrong, like letting an employee live in her apartment with her, and talks about the messy side of being a business owner. This episode is 50% confession and 50% cautionary tale, and hopefully serves as a way for you to identify your own improvement areas. What You’ll Learn:— Why your personal flaws WILL show up in your cleaning business— The dangers of people-pleasing with staff and clients— How emotional reactivity creates bigger problems than it solves— Signs you’re burning yourself out with “Hurricane CEO” energy— Why inconsistency and exceptions destroy team trust— How delegation done right frees you from firefighter mode— Why hearing hard truths from your team is essential for growthResources Mentioned:— Maid Summit (Free Training Event): https://www.maidsummit.com— ZenMaid Scheduling Software: https://get.zenmaid.com/— ZenMaid Mastermind Facebook Group (free): https://www.facebook.com/groups/zenmaidmastermindTry ZenMaid free for 14 days! Get.ZenMaid.com Book a Consulting call with Stephanie: https://serene-clean.com/consulting-services/ Read the full transcript: https://www.zenmaid.com/magazine/roasting-myself-and-exposing-my-biggest-business-owner-mistakes/

Independent contractors are one of the hottest — and most confusing — topics in the cleaning industry. Are they legal? What are the risks? And why do so many owners run into trouble when they think they’re doing everything right? We've talked about this before in Episode 62, and today, we're doing a deep dive.In this episode, Stephanie brings Chris Schwab, remote cleaning business owner and founder of Local Business MBA, back on the podcast to talk more about the reality of running a cleaning business with independent contractors. Chris has operated a fully remote cleaning company for 10+ years and has coached hundreds of owners through this same challenge. They talk about the risks, benefits, and most important things to know about choosing ICs vs. employees. What You’ll Learn:— The IRS’s “Big 3 Tests” that define employees vs. independent contractors— Red flags that will get you misclassified (uniforms, checklists, scheduling)— Why quality control is the biggest roadblock to scaling with contractors— Insurance and liability protections you need in place if you run ICs— The gray area of hybrid models (and why most fail)— How to safely transition from contractors to employees if you need to— Creative ways to find independent contractors in smaller service areasResources Mentioned:— Chris Schwab’s Local Business MBA: https://localbusinessmba.com— Subscribe to Chris’s Newsletter (Cleaning Industry Insights): https://localbusinessmba.beehiiv.com/subscribe— ZenMaid Scheduling Software: https://get.zenmaid.com— Maid Summit (Free Training Event): https://www.maidsummit.com— ZenMaid Mastermind Facebook Group (Free): https://www.facebook.com/groups/zenmaidmastermind Read the full transcript: https://www.zenmaid.com/magazine/deep-dive-into-scaling-with-independent-contractors/

Even the best cleaning companies lose clients — it's part of the business, whether we like it or not. But when clients choose to drop often follows a predictable pattern. Things like your client's favorite cleaner quitting or you needing to increase the prices of your services can all contribute to what we call client "danger zones," and there are critical moments in your business where client relationships are the most fragile.In this episode of Filthy Rich Cleaners, Stephanie breaks down the top danger zones where cleaning clients are most likely to leave, as well as how you can prevent them. She shares real stories from Serene Clean, including practical communication strategies and retention tactics that you can apply immediately! What You’ll Learn:— The #1 danger zone where most clients drop (and how to fix it)— How to successfully transition clients to new cleaners without losing their business— The right way to roll out price increases to avoid mass cancellations— Why first cleanings can make or break a long-term client relationship— How to handle client complaints so they don’t happen twice— The hidden risks of long-term clients and how to re-engage them— Why communication, notes, and standardized checklists are your best retention safety netResources Mentioned:— Maid Summit (Free Training Event): https://www.maidsummit.com— 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: 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-and-why-youre-most-likely-to-lose-customers/

Amanda Stovall was fired from a restaurant job for refusing to wear makeup, and used that experience as a spark for her entrepreneurship. Today, Amanda runs Stovall’s Cleaning Services in Missouri and hit her first $10K month! She's built strong systems and laid the foundation for long-term growth.In this episode, Stephanie and Amanda dive into Amanda’s journey from being a dispatcher and server to a cleaning business owner, including the tough lessons she’s learned about hiring, pricing, and trusting herself. They talk about team walkouts, the sales psychology that changed Amanda's close rates, and more! Amanda’s story is equal parts raw, inspiring, and practical. What You’ll Learn — Why “experimenter mindset” can save your business when things go wrong — The hard truth about hiring friends and family (and what Amanda learned the hard way) — How Amanda used ZenMaid to double her revenue in 60 days — The tiered pricing shift that made clients book her top package every time — Why staying in your lane and ignoring competitors can keep you sane — How Amanda is preparing her team and systems for explosive growth in 2025Resources Mentioned: — What Should We Do? by Joe Crisara: https://www.amazon.com/What-Should-We-Do-Clients/dp/B0CSK2V9FZ — Maid Summit (Free Training Event): https://www.maidsummit.com — ZenMaid Mastermind Facebook Group (free): https://www.facebook.com/groups/zenmaidmastermindTry ZenMaid free for 14 days: Get.ZenMaid.com  Book a Consulting Call with Stephanie: https://serene-clean.com/consulting-services/ Read the full transcript: https://www.zenmaid.com/magazine/fired-over-makeup-to-10k-months-amanda-stovalls-journey/