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September 10, 2010 - The Residential Cleaning Connection
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The Residential Cleaning Connection

News, Networking & Events for the Cleaning Professional

September 10, 2010 - Vol. 1, Issue 9

From the Executive Director...

It’s Just So Easy…..

   "Sure I’m coming to the Convention, I just haven’t registered yet.” Wow, if I had a quarter for every time I have heard that in the last month, I could fully fund my retirement plan! So what are you waiting for? Nov. 9-13 is not that far off! The deadline for hotel reservation is October 15th, the Doubletree is holding our room block until then. No they do not charge your credit card when you make your reservation, it just holds the room. So why haven’t you made your room reservation? Procrastination, it’s just so easy.

     Dee Strickland and her convention committee have put together an outstanding education program. In response to feedback from last year’s attendees we have a very diverse schedule, covering a variety of important topics you told us we should cover. Our speakers are industry leaders from both within and from outside of our industry. In our post convention surveys from last year attendees said:
        "More general sessions where we all get together.” So there is one general session for all attendees each day.

         "We like the multi-level sessions, it gives us a choice.” So there are multi-level sessions each day that give you options.

         "Sessions were too short.” So we made our sessions 90 minutes this year, plenty of time for Q & A.

        "Loved the One-on-One Coaching, but I could not get on the schedule.” So we have expanded our coaching time in the ARCSI booth and added more coaches.

           "I felt kind of lost, and was not really sure what to do.” So our Ambassadors will be doing a special "Convention Orientation” session on Tuesday to help you get the most from your convention experience whether you are a first timer or convention veteran.

It’s THE event of the year. You need to be there. It will help your business. Remember, second and third attendees from the same company get a 25% discount! So What Are You Waiting for, the next meeting of "Procrastinators Annonymous"   go online TODAY and make your reservation.   CLICK HERE

See you in Orlando,


Build Your Network, Build Your Knowledge

ARCSI has announced several Regional Networking Luncheons around the United States in the coming weeks. Hosted by local ARCSI members, the Regional Networking Luncheons are open to both ARCSI members and non-members and offer residential cleaning business owners a chance to meet, discuss common issues and see what ARCSI is about.

Thursday, Sept. 23: Rochester Hills, MI
Dawn and Ken Raffer, owners of Clarkston Cleaning and The Supply Den  will host the Michigan Regional Networking Reception on September 23 from 4 to 6 pm at The Supply Den (1837 Enterprise Dr., Rochester Hills, MI). This event is free. Click here to register for the Michigan Regional Networking Reception.
Monday, Sept. 27: Tulsa, OK
Martha Woodward, owner of Dusting Divas, will host the Oklahoma Regional Networking Meeting. Featuring special guest speaker, Debbie Sardone, the Maid Service Coach.  This meeting will be held from 8: 30 am - 2 pm at the Tulsa Marriott. Cost for the meeting, which includes lunch, is $25 per person. A special $89 room rate has been arranged for meeting attendees who would like to stay over. Click here to register now.

Tuesday, Sept. 28th, Cincinnati, OH
ARCSI Board member Derek Christian will host our Cincinnati meeting at Midwest Cleaning Technologies, 4234 Mason Pointe Drive Suite 300  Mason, OH 45040  (just off I-71 Directions).

Wednesday, Sept. 29: Philadelphia, PA
Join Shirley Perlinsky of S&G Cleaning and Rita Towner of Dial-a-Mop at noon at Dave & Buster's (325 N. Columbus, Philadelphia, PA). The cost for this event, which includes lunch, is $25 per person. Click here to register for this area luncheon.  Our new Indsutry Partner, Smart Touch Sanitizing is the sponsor of our Philadelphia meeting.

Saturday, Oct. 9: Orlando, FL
Lee Cockerell, former VP of Operations at Walt Disney World will be the featured speaker at the Florida Regional Networking Luncheon. Dee Strickland (A Zing Zap Cleaning Service) will co-host this ARCSI Regional Meeting with Chuck Terpstra (The Cleaning Pros, Inc. ) and Sharon Cowan (Cleaning Business Consluting Group).
The networking luncheon will be held on Saturday, Oct. 9, 2010 at Maggiano's restaurant (9101 International Dr., Orlando, 32819) from 11 am - 4 pm. Reservations must be made by Monday Sept 13 in order to attend. Cost for this event, which includes lunch, is $28.50. Click here to register for the Florida Networking Luncheon now.
Learn More About Brad Click HERE Don't Miss Brad Worthley Teleconference on Sept. 29!
"The 10 Critical Steps that Could Make or Break Your Business"
Brad Worhtley will be part of the "Alonzo Adams Super Achiever Series" of ARCSI Teleconferences on Sept. 29, 2010. If you missed our Executive Leadership Conference in Phoenix, you've certainly heard the buzz about Worthley. Don't miss your chance to get "The 10 Critical Steps That Could Make or Break Your Business."

Most business owners or managers know their craft or industry, but many have never been formally educated on how to create a company's vision and blueprint for long term success. Brad will cover the 10 critical steps that every business needs to know in order to dominate their competition.

This session is targeted to anyone, from any industry, which owns or manages a business of any size. Some of the topics covered will include:

· How to Create a Strategic Plan

· Defining Your Unique Differentiating Factor

· Setting S.M.A.R.T Goals

· Non-Negotiable Service Standards

· Hiring Right the First Time

· Focusing on The Profit Chain

· Establishing a Coaching Culture

Don't miss this call on Wednesday, Sept. 29 @ 7:30 pm EDT. See what all the buzz is about.

Click here to register for the "Alonzo Adams Super Achiever Series" ARCSI Teleconference.

Convention Count Down

In just 60 days, thousands of cleaning professionals will converge in Orlando for the 2010 ARCSI/ISSA Interclean Convention. Will you be one of them?

These business owners and managers will have access to hundreds of vendors, top-tier education speakers and - the most valuable benefit of all - each other. In addition to coaching and education sessions, ARCSI provides opportunities for residential cleaning company owners to share their experiences and ask questions through various networking events like the Welcome Reception and President's Reception, the ARCSI Annual Meeting and Roundtable event.

Click here to go to Convential Central, the link to all the Need to Know information.

Click hereto learn more about our Coaches.

Click here to register for the 2010 ARCSI Convention now!

ARCSI Quick Question:If you could spend the day with an ARCSI Board member, how would you spend it?

Click here to answer!

One response will be drawn for a $50 gift card to an Orlando-area restaurant that can be used during Convention Week! Additionally, 14 additional responses will be matched with an ARCSI Board member to fulfill their wish!

Hot Topic Tuesday with Liz Trotter

ARCSI Board member Liz Trotter will moderate the September 14 Hot Topic Tuesday call on "Job Descriptions and Evaluations."

Are you looking to clearly define your job descriptions? Need advice on how to run an effective employee evaluation? Register now for this call and hear what other members are doing! The call is Tuesday, Sept. 14 at 1 pm EDT.

And on September 28: Get your social media strategy kick-started with Scott Kindberg. Click here for a message from Scott. This is a Hot Topic call you don't want to miss!
Do you have a question you'd like to submit for discussion during Hot Topic Tuesday? Click here to submit it now.

Hot Topic Tuesday on Sept. 28th, Social Media for Fun and Profit!

Special Hot Topic Tuesday on Sept. 28th on Social Media with Scott Kindberg, for a preview video Click Here

 On the Road with Peter: Watertown, Wisconsin Edition

Watertown, WI located about 40 miles west of Milwaukee, WI, is where Candy Kaufman of Complete Custom Cleaning Maid Service, LLC calls home. For a long weekend Dan and I took a trip to Wisconsin for a music festival at the Alpine Valley Music Theater.

Well I can say it was a great TRIP, once we got there. We had booked a 6 am flight out of Philly to get in to Milwaukee about 9AM as we planned to tour the city and I want to take a tour of Miller Light brewing company. But Delta Airlines had other plans for us. So instead of telling you about Miller Light Brewing Company I can tell you we had a so-so lunch in Atlanta airport.

Our flight was canceled so we went to Milwaukee with a tour of the east coast down to Atlanta and then to Milwaukee, but Delta was nice and gave us first class.

Wisconsin know as America’s Dairy Land. Well I will say I know why there is no shortage of farms there. Every turn we made we saw farms and cows but the scenery was amazing. We had a relaxing trip. We stayed at a nice lodge-style hotel located Burlington, WI. I will say a quiet, quaint little town with kids riding bikes and couples walking holding hands and many porch rockers - it was like a movie set a little town clean and neat with country stores and home style restaurants.

We had a great dinner at one called The Cotton Picker I gave it an A++. It was so country it had ducks, wild birds and a horse in the backyard and even a nice pond. What a great meal we had: Prime Rib with some delicious escargot for an appetizer. I raved about that meal until the next great one we had on Monday on our way to visit Candy at a great little hideaway called The Fork In The Road: another great meal. I had a great cheese soup and a pretzel chicken sandwich and Dan had a nice Macaroni and cheese with veggies and some meat in it.

As for the Music Festival, we had a great time. Two great nights with great music. Dan and I are Phish fans and bigger fans of the Grateful Dead as well as Further fans, so you know, Further is most of the original band members of the Grateful Dead. Two great nights with great weather in the Alpine Valley. I will say what a great TRIP! We had but great music and good times. I guess when it comes to music I will never grow up, but that is fine by me.

So on Monday we stopped by to visit Candy Kuufman of Complete Custom Cleaning Maid Service, LLC. Candy’s operation is housed on her 5 acre property in a dome looking barn. Very organized. I will say they park the four company logoed cars right in the garage and have a little crew office. I got a lot out of my visit and even some good hints. I like to see how other companies do it. We are all the same and at the same time we are all different, too. But when it comes to being organized, Candy has it going on. She also had some great cleaning tips and very interesting solutions used at that.

Now I first met Candy in the ELC in San Antonio, TX in 2006. That was a great ELC to that year I will say. It was the first year for Boot Camp and the followed by Steven Rowell so I will say that year my head was spinning at the end, I left with so many good Ideas. But that’s what the ELC are all about. So over the years Candy and I have had time to bond and get to be good buds but to me , that is what it is all about with other ARCSI members - a bond and making good friends that share some good business ides and some good times along the way.

Now the only thing that I was surprised about was I had to use the bathroom and Candy pointed to the big Green Porta Potty yes I did say Porta Potty. I was surprised, too. But the county code for where she is does not allow running water in the building where her crews meet. I could have used the bathroom in her house, but I was fine with the outhouse - it not like I have never used one before. It added the charm to being in the country and trust me, she is in the country with some great views and farms all around her she has corn fields around her property. I will say it like heaven. I am not a country boy, but I do like being in the country - very peaceful. I will say I know why Candy like it there but who wouldn’t, a nice hot day sitting by the pool in the middle of country farm land.

Candy stared her business in 1995, she found ARCSI when it was ARCP on the Internet in its infancy as and joined just before the San Antonio ELC. When she joined she had about 6 employees and at present she had 8 to 10 employees as she currently restructuring her business. Like the rest of us, she too, has felt the change in the economy.

I ask Candy how joining ARCSI changed her business. She replies:

"Where do I begin? As a member, I have immediate access to answers in all areas in the maid service industry. Never before finding ARCSI did I ever have that. I also can email a problem or issue, and I get tons of feedback. Everyone’s so supportive. When I go onto a Tuesday Hot Topic call, I always pick up some form of really important information from another maid service owner that totally benefits my business. I’ve always been content with the size my business, due to being involved in two other businesses, but due to my exposure to ARCSI, I am now looking at my business in a very different light. Now I’m working on growth, and being an Absentee Owner!”

I also asked how she has benefited from ARCSI. She said:

"Wow, where do I begin here too!! Start by re-reading the previous answer. I also have met and created very close friendships with many ARCSI collogues. All other owners sharing experiences and ideas. I’ve found people out there just like me! The conventions are full of tons of new information. I always come back from our ARCSI Conventions so energized. I always look forward to them, Spring and Fall. And of course I love hooking up with old friends as well as meeting new friends!” And my last question for Candy was Joining ARCSI worth the investment? She replied with, "Over and over!! The education is phenomenal!!”

So I guess by now you just never know where I might show up next. If you would like me to come visit you just drop me a line and I will try to work it in to my travels.

My next trip I go back to the town where it all started for me in the cleaning business, in 1987. I started my first cleaning business in Virginia Beach, VA. Now this will be my first visit back to VA Beach area since I left in 1990. I will visit with ARSCI President Alison Palmer of Custom Maid, this is one visit I am looking forward to for many reasons. A trip down memory lane and visiting Alison, as I get to see her operation. And finding something nice for dinner and a beer :yes it all about a good meal what can I say? I like to eat and it’s a beach town, so maybe some seafood!

Free Marketing & Community Involvement

Cheap marketing. Low-cost marketing. FREE marketing. Everybody's looking for it. Does it exist? Sometimes.

Cleaners nationwide are benefiting from an unexpected perk of community involvement. Whether it is participating in a Green Cleaning contest, providing cleanings at a reduced rate for those in need or cleaning the homes of veterans and cancer patients for free, community involvement gives back to the community AND your business. Here's how:

By partnering with organizations like Cleaning For A Reason and Cleaning fr heroes, you are giving back to the community you serve. But as a perk, BOTH of these organizations provide press materials for you to submit to your local newspaper. Local papers always enjoy a good local-interest story and that story could be yours.

Cleaning For A Reason Partner companies have received an unprecedented amount of media exposure as the cleaning industry's leading nonprofit.  Google reports three to four alerts daily of Cleaning For A Reason Partner maid services featured in blog posts, newspaper stories, and television appearances. 

Since Hoover became a national sponsor, their Public Relations firm has been reaching out to Cleaning For A Reason Partners for additional press and exposure.  With PINKTOBER just around the corner, Cleaning For A Reason and Hoover will be facilitating Partner initiatives to connect with the media about their help in the program. 

With over 4,000 women helped and nearly one million dollars in free services donated, local reporters are eager to share this practical help with readers and viewers, generating thousands of dollars in free publicity each week for Parnter companies.  Partners also get to participate in regular Teleseminars designed to help them create brand awareness and free publicity; priceless training available each month.  Doing good and doing well is a rewarding benefit of giving back.

Cleaning for Heroes, a national organization providing free home cleaning and repair for elderly and wounded veterans, offers the same service. Cleaning for Heroes is a 501(c)(3) non-profit and non-partisan organization that gives the opportunity and ability to say "Thank you for your service and sacrifice” in a meaningful, practical and tangible way. 

NBC Dallas recently just did a story on one of the Cleaning for Heroes providers after LaPorsha Crowder received her FREE and customized press release.  They would love it if you could get the same positive publicity too.

By donating as little as one cleaning a month, you can receive hundreds of dollars worth of free advertising in return.  The network providers are recognized by their communities as a caring and socially responsible business that operates with a moral compass.  Goodwill is a powerful tool and can result in many more paying clients who may choose your company over a competitor that does not participate in this program.  Cleaning for Heroes offers many free marketing tools to build your business along with products and discounts to offset the cost of your investment to your community. (Cleaning for Heroes is free to join.)

As you can see, the benefit of partnering with organizations like those above (and many more like them in your community and nationwide) is tangible. Many consumers look for companies with a local connection doing work in THEIR community. The benefits are endless and the costs are few. You have little to lose and everything to gain!

For more information on how to become a Cleaning For A Reason Partner, contact Debbie Sardone. For more information on becoming a Cleaning for Heroes Partner, contact Torrey Shannon.

How ARCSI Helped Me and My Business Grow
By Angela Wilson
Solano Maids/BOSS Janitorial & Cleaning Services

I began my business in the summer of 2005 and eventually began to find online cleaning associations such as ICPA and ARCSI. I attended the ELC in San Diego in 2006 and was inspired and motivated by the individuals that I met there.

Unfortunately, not fully recognizing the real value of the association, I allowed my membership to lapse. It was not until last year, 2009, in which I re-established my membership with ARCSI. This year I have begun to use my membership to the fullest.

I am on a lot of the teleconferences and I attended the ELC in Arizona this year. I was once again inspired and this time, MOTIVATED to action. I had become complacent in all aspects of my business, and an experience during the Saturday evening session, with Steven Rowell, recharged my batteries… I have been energized every since.

Through that experience, I was blessed with a truly committed mentor by the name of Chris Reardon, Owner of Merry Maids in Canada. Chris has been instrumental in the recent growth of my company. She looked at my business with a new set of eyes and pulled everything together in a "final report” which showed me where I truly stood as a business…very humbling, yet necessary in order to bring forth change.

Rejuvenated by the kick in the pants I received in Arizona, coupled with the assistance that Chris has provided me, I began to encourage my colleagues to break free from stagnation in their businesses as well. As a result, one colleague and fellow ARCSI member, reduced her time in the field, increased her marketing efforts and now sees her business as a true business and not a "job”.

Another colleague, and also an ARCSI member, has removed herself completely from the field and accelerated the growth of her business astronomically.

We have a myriad of mentors, information and resources through ARCSI and I would encourage everyone to take advantage of it. Don’t lurk and stand behind the scenes, as I did in the past. Get in and get involved. As for me…stay tuned.

Thank You, CHRIS! Also a special thanks to Theresa Peterson, Liz Trotter, La Tunya Sifford, Erika Lunsford, Noriko Carnes, and other ARCSI members who have given of their time. I look forward to further growth in my business and with ARCSI.

Time is Running Out: 2010 Award Nominations Sought

We know ARCSI members are creative, industrious and eager to be in front of a trend. So why haven't you nominated your bsuiness for a Professional Image Award yet?

By submitting your website, print or e-newsletter, marketing campaign, logos and uniforms for the Professional image Awards, you can help inspire other ARCSI members (and the recognition of your hard work never hurts, either)!

The deadline for Professional Image and Perry D. Phillips, Jr., Awards is quickly approaching. You can download a nomination form by clicking here.

Please send your completed nomination forms, along with corresponding pictures, etc. to
Attn: Awards Committee
7870 Olentangy River Rd., #300
Columbus, OH 43235

You can also e-mail submissions to Executive Director Ernie Hartong at

Click here to download your nomination form today!

 Background Checking Value in Today’s Legal Environment
By Walter Ewald, MeSH

Background checking has provided, and will continue to provide, enormous value to companies of all sizes. This value comes in the form of:

  • Providing more information on job applicants so employers can make better hiring decisions
  • Minimizing direct risk to the business from fraud and other crimes (Fraud estimated at $2.9 trillion in 2009; "Small businesses historically tend to suffer disproportionally”[i])
  • Minimizing risk of millions of dollars in negligent hiring litigation

A study[ii] concluded that:
  • "Negligent hiring lawsuits are commonly brought because the employer failed to check prior employment references, criminal convictions, and driving records”
  • "Employers have lost 72 percent of negligent hiring cases with an average settlement of more than $1.6 million”[iii]

 Just like with any field as it matures, the law develops along with it. The Fair Credit Reporting Act delineates much of the federal regulation for the background checking process. It puts burdens on the employer such as making sure they get consent from the job applicant, disclose the nature of the background check, and follow a proper adverse action process prior to using the background check to deny employment or take any adverse action.

Some states have passed laws that require a relationship between the criminal offenses and the position[iv] . There is also pending federal legislation to limit the use of credit reports to certain positions such as national security related positions, government agency positions that require it, and certain positions at financial institutions.[v]

A lawsuit by the EEOC against the Freeman Companies alleges that its practice of rejecting "job applicants based on their credit history and if they have had one or more of various types of criminal charges or convictions” has "an unlawful discriminatory impact because of race, national origin, and sex, and is neither job-related nor justified by business necessity”[vi].

Although a finding against the Freeman Companies would further case law on this subject, the EEOC in the filing introduces the "job-related” and "justified by business necessity” clauses, and thus it would seem reasonable to assume that these were relevant criteria for the EEOC in filing this suit. As the law continues to evolve, law suits will continue to be brought to challenge the extent to which employer’s can use background checks to uncover information and use the information to deny employment. In order for employers to minimize liability, the employer is challenged to balance the need to provide enough of a background check to avoid negligent hiring lawsuits while not attracting lawsuits from job applicants or organizations or groups acting on their behalf.

NOTE: Information presented in this article is provided as a benefit for readers of this ARCSI newsletter. The author does not intend this information to be legal advice. For legal advice on workplace violence, negligent hiring, or related matters, please consult with competent legal counsel.

Walter M. Ewald is the President of MeSH, a leading background screening services company specializing in quality comprehensive background checks, minimizing burden on employer staff, fast turn-around –time, and cost. MeSH tailors background checking programs to fit the changing needs of different employers. Http://,, 888-988-MeSH.

[i] Association of Certified Fraud Examiners

[ii] "Negligent Hiring: The Emerging Contributor to Workplace Violence in the Public Sector”; Public Personnel Management, 6/22/01.
[iii] "Criminal Background Checks for Prospective and Current Employees: Current Practices among Municipal Agencies”, Summer 2001.
[iv] New York Article 23-A Correction Law § 750.
[v] US House of Representatives, HR 3149,
[vi] "EEOC Files Nationwide Hiring Discrimination Lawsuit Against Freeman”, 10/1/09.

ARCSI Welcomes Clockspot and Smart Touch Sanitizing as Industry Partner
Smart Touch Sanitizing
     The SmartTouch™ Sanitizing System utilizes a technologically advanced process to sanitize and deodorize indoor areas without the need for toxic chemicals, fragrances, or services which require manual wiping and rinsing. Areas such as classrooms, offices, gyms and entire homes can be sanitized against a multitude of germs, allergens, odors and indoor contaminants in a fraction of the time. Click the logo to visit their website and learn more.
The Clockspot
Clockspot was originally founded by Jason Ho in 2005. Clockspot is an incredibly easy and convenient employee time management system! Clockspot places focus on helping your cleaning business know whether or not your employees are getting to your customer's location on time, keeping track of their hours, paid-time-off and running payroll reports. How does it work? By having them call a toll free number once they get to the location, you will immediately be able to see from your dashboard the two most critical factors about your mobile workforce: where they are and what time they got there. No more assumptions, no more having to take phone calls yourself. You can be up and running in less than 30 minutes! You will receive the following benefits with Clockspot: - 30-day Free Trial! -

  • No credit card required to get started -
  • No setup fees -
  • No contracts (Clockspot is a Software-as-a-Service product, pay as you go) -
  • Toll free support 11AM - 6PM EST, Monday - Friday - 1-800-557-4434

    And most importantly, if you have any questions or concerns, you have a dedicated individual in Vladik Rikhter ( to help you get started!


more Calendar

Hot Topic Tuesday: Enjoy Labor Day!

Hot Topic Tuesday: CONVENTION WEEK!


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