Most cleaning businesses run on gut instinct. This report gives you something better.

We surveyed 469 residential cleaning clients across the United States, homeowners and renters who currently use a cleaning service, and asked them to rate 23 service attributes on everything from punctuality to pet friendliness to transparent pricing. Then we ran a rigorous statistical analysis to find out which attributes actually drive satisfaction, likelihood to recommend, and likelihood to rebook.

Not which ones clients say matter. Which ones actually move the needle.

But we didn't stop there.

We also asked those same 469 clients 18 questions about how they think, feel, and behave around cleanliness and the cleaning relationship. Do they stress about mess or barely notice it? Does their home reflect their identity or is it just functional space? Do they feel guilty hiring a cleaner or does it feel like a smart use of time? Do they want a personal relationship with their cleaner or strictly professional?

The answers revealed six distinct psychographic segments, six fundamentally different types of cleaning clients who want different things, respond to different approaches, and leave for different reasons. Understanding which segment your clients fall into changes how you communicate, how you retain, and how you grow.