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January 28, 2011: The Residential Cleaning Connection
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The Residential Cleaning Connection

News, Networking & Events for the Cleaning Professional

January 28, 2011: Volume 2, Issue 2


From the Executive Director...


Good Books and other Stuff......
My friend Steve Little, former senior editor of INC magazine, frequently says that "leaders are readers." Which is why I like airplane time, it allows me to catch up on reading that I just never seem to have enough time to get done. Last weekend, a round trip to Dallas let me catch up on two very good books that I recommend you pick up. Both are quick reads, but packed with great information: Excute....or be Executed, by Sam Geist and FREE Publicity, by Jeff Crilley.

 Execute...or be Executed, by Sam Geist. Now there's a title that gets your attention. Sam is an internationally known business consultant, speaker and writer. His expertise covers business management, leadership, and "strategic doing", which is the premise of this book.

The book's subtitle is "18 Ways to Move From Strategic Thinking to Strategic Doing!" It's a quick read that points out how very successful companies are able to put their plans into action that sets them apart from their competitors. At the end of each chapter Sam provides the reader with "Marketplace Lessons I've Learned Along the Way." These simple tips are real life examples of successes that you can implement in your own business.

My favorite quote from the book is , "The ever-evolving marketplace is a tough, no-nonsense teacher - with real life lessons on execution - whether we are ready to learn- or not!" How true. You can learn more about Sam at

The book for the return trip was a lot of fun, and was especially enjoyable because I had just met the author. Jeff Crilley was one of the key note presenters at the Cleaning For A Reason Edu-sation. Jeff is an Emmy Award winning former television reporter who left the business to start his own PR firm, Real News.

The book is called FREE Publicity. It is 81 pages of very simple, very practical, and very useful ideas on how to work with the media to get your company's story told. Obviously, coming from the background of a former reporter, Jeff provides insights on what the media expects, what "turns them on" about your story, and how to become a repeat interviewee, with your local media. He provides you with very practical, doable ideas that you can utilize today in your business.

The book covers not just writing a press release, but how to write it to get the attention of that "assignment editor" who determines what stories get covered. He provides real life examples of what to say, and just as important, what not to say during an interview. It will be the best $12.95 you have ever spent and you don't have to be Katie Couric to be successful with your interviews. You can order the book through Jeff's web site,

Quick note of congrats to Mike Farney, the C4R staff, and volunteer Debbie Ritcher who put on a great conference in Dallas last weekend. Fast paced sessions provided attendees with some great information and take away material. Thanks to ARCSI Board member Peter Chakonas of Pride Klean who helped man the ARCSI table at the conference and was spreading the word all weekend about the benefits of ARCSI membership and our ELC in Atlanta.

By the way, remember, if you register for the ELC by Monday, Jan.31, and use the promo code: Scarlett, you can save $25 on your registration.





Relive the Magic: 2010 ARCSI Convention Sessions Now Available for Download

There were so many great topics and speakers at the 2010 ARCSI Convention that it was hard to choose where to spend your time. If you missed a session, or were unable to make it to Orlando for the Convention, you can now download individual sessions in The ARCSI Store!

 In addition to Convention downloads like the Employee Law panel, Using Technology to Market Free Resources to Grow Your Residential Cleaning Company, you can also find past Hot Topic Tuesday calls highlighting topics like Training Programs and Manuals, In-Home Estimating and Marketing via Social Media.

The ARCSI Store features great education on YOUR time. Many of your toughest questions can be answered by listening in on a previously recorded session. Click here to go to The ARCSI Store.

2011 ARCSI Execuitive Leadership Conference
Presented by Modern Cleaning

The 2011 Executive Leadership Conference Presented by Modern Cleaning is focused on giving you the tools to grow your residential cleaning business through education and networking. Join us in Atlanta April 28-30 for this intensive workshop that will change your business.

If you are tired of hiring "misfires", employees who view their time at your business as a job and not a career and who are not giving you 100%, the 2011 ELC will speak directly to you. Casey Reynolds, CEO of Profitable Employee Solutions and residential cleaning service owner himself, is this year's keynote speaker. You will walk out of the ELC with the tools to find, hire and keep superstar employees.

In addition, online marketing guru Dean Mercado will be on hand to help you develop an effective online marketing strategy - including social media, e-mail campaigns and simple website improvements you can make to get your business noticed.

Click here for more information and to register for the 2011 Executive Leadership Conference Presented by Modern Cleaning.


Member Profile: Diana Henley of NaturalCare Cleaning Service 

When Diana Henley was looking for a business opportunity two-and-a-half years ago, she knew "healthy cleaning" was for her. She had developed a passion for creating her own cleaning products and believed she could turn this interest into a business. Thus, Naturalcare Cleaning Service of Houston, Texas was born.

As a single mom, Diana realized that cleaning homes fit perfectly into her schedule. She could take her children to school, clean homes for her clients and be done in time to pick them up again. Several years later, happily remarried and searching for a business opportunity, Diana immediately thought of a residential cleaning service.

"It was time for me to go back to work. I figured I knew how to clean, I loved it and I really enjoy taking cleaning products apart. It just made sense," says Henley. "I developed an interest in making my own soaps and cleaning products, so this made a lot of sense."


Diana now makes almost all of the cleaning products that Naturalcare uses. "We use a steam machine for a lot of our cleaning. But the products I make leave no residue and use less chemicals. Those are important points for my clients."


What started as a two-staff operation just over two years ago, Naturalcare is now serving about 100 clents on a regular basis. "We ran a Groupon in August and have had a lot of success with it. While a good many haven't even cashed it in (the deal expires at the end of February), we have been able to convert or upsell more than half of theose Groupon customers."


"I've also worked with several consultants and they have each helped me grow in their own way. WIthin just a fewr months of working with Debbie Sardone, my client base shot from 20 to 60. Sharon Tinberg has really helped with the the nuts and bolts of cleaning. RIght now, I am working with Renee O'Brien on my financials and business plan, to make Naturalcare more efficient."


Although a big ARCSI fan now, Diana said she almost quit in 2009. "I wasn't 'hooked in." I wasn;t engaged. I talked to Alison Palmer and told her I didn't see the value and she explained the ways that I could take advantage of all ARCSI has to offer."


Since that fateful conversation, Diana has attended two ARCSI Conventions and gets the most out of her membership. "I really enjoy the education part of my membership. I think it is so important. But I have also found incredible value in talking with other members. Stephanie Nesseth (or Absolutely Clean), for instance - she is doing amazing things with Facebook that I would never have thought of. That kind of interaction is really valuable."


Diana resides in Houston with her husband Chad and their four-year-old twins, Elizabeth and Alexander. Her 26-year-old daughter. Candace, works alongside Diana as Naturalcare's Traning Manager. In addition, Diana has a 20-year-old son named Nick who, she hsays "is our doing 20-year-old guy things."


Hot Topic Tuesday: First Tuesday Open Forum

What issues are you struggling with? What questions are you dying to ask? Have an experience in your business that has gone extremely well and want to share? First Tuesday Open Forums are all of this and more, because YOU decide the topic of this Hot Topic Tuesday call!

Moderator Candy Kaufman of Complete Custom Cleaning in Ixonia, WI will share experiences and help answer your questions.

Click here to register for the First Tuesday open Forum Hot Topic Tuesday call. Have a question you'd like to ask? Submit it here!


Do You Need Me? Cleaning Services Garners Community Kudos


ARCSI member Renee Rawcliffe, owner of Do You Need Me? Cleaning Service in Warrington, PA is a local celebrity. She recently made the front page of the Bucks County Herald Business section in honor of her volunteer work. In addition to being heavily involved with Cleaning For A Reason, Rawcliffe recently sponsored a holiday photo shoot for pets and their owners benefiting local pet rescue program Lulu's Rescue.

Rawcliffe is passionate about her volunteer work and that passion shines through in the interview she gave to the Bucks County Herald. To view the article, click here. For information on the Lulu's Rescue event, click here.

Member Feedback: ELC Roundtable Topics

As we put the finishing touches on the 2011 Executive Leadership Conference in Atlanta, we want to know what interests YOU.

The always popular roundtables will be back at the ELC. Tell us what topics you'd like to see discussed. In what area could you use some assistance? What issue (technology, add-on services, retirement) has you stumped? Click here to sumbit your roundtable topic suggestion.


ARCSI 2011 Executive Leadership Conference (ELC) will be held April 29-30 in Atlanta, GA. Focused on getting your residential cleaning company to the next level, it is the can't miss ARCSI event of the year.

 Having trouble finding and keeping GREAT staff? Casey Reynolds will tell you how to find, hire, metor and keep fantastic employees.

Are you confident that your online marketing strategy - including e-mail, newsletters, website and your social media attempts - is bringing you the most clients possible? If not, you can use the help of Dean Mercado as he gives you tips for "Online Marketing Muscle."

Click here to register for the 2011 Executive Leadership Conference.

We congratulate ARCSI member Ed Wright of Annapolis-based Spouses Cleaning Houses on 15 years in the business!

If you've ever been to an ARCSI event, you'll recognize Ed. He's active in our Hot Topic Tuesday calls, at the ARCSI Conventions and the Executive Leadership Conferences. Look for Ed at the April ELC to say hello and wish him congratulations on 15 years!


more Calendar

Hot Topic Tuesday: Enjoy Labor Day!

Hot Topic Tuesday: CONVENTION WEEK!


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