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October 27, 2017 Residential Cleaning Connection Newsletter
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 Volume 8  |  Issue 10 

Data Driven Decisions 


By Ernie Hartong, ARCSI Executive Director


Thank you to the 131 people who submitted data for our 2017 Benchmarking Survey. I am a firm believer that data driven decisions are most times, if not always, better decisions. This year’s survey cannot only help you make decisions for your business, but also helps our staff make better programming decisions.


Here are a few highlights:

  • 56% of the respondents had gross sales of less than $500,000, and 18% were over $1 million, numbers which certainly reflect the ARCSI, A Division of ISSA membership.
  • 35% of the respondents reported a growth rate of more than 10% in 2016
  • The largest number of respondents came from the south region, 43%
  • 34% of the respondents have more than 200 repeat clients
  • Only 39% reported a formal training program with testing
  • Not surprisingly, the top business challenge was recruiting & retraining quality employees
  • 65% of the companies that reported a turnover rate of less than 10%, pay $13-$15 per hour

The downloadable version of the complete survey is available in the ARCSI Online Store. It is 30 pages of data and information that will allow you to see how your business compares to the rest of the industry and can help you make better data driven decisions.


This and That


Thank you gain for everyone who helped in making our 2017 Show and Convention a success. The new “Residential Pavilion” received rave reviews from the attendees and the vendors. Mark your calendar now for Dallas, October 29 – November 1, 2018 and plan to bring your Halloween costume. Remember, everything’s bigger in Texas!

We are nearing the end of our first year with our merger with ISSA. I believe it has gone well and we have been able to provide members with additional resources and we certainly have received great staff support from our colleagues in Chicago. Their help will allow us to launch several new programs in 2018.


Send me your comments regarding what you would like to see us do new in 2018, or improve upon with our existing programs. We can’t fit it, if we don’t know about it. Email me at


See you in Tucson in April!

P.S. Halloween is the best time to have grandkids! 





2018 Leadership Summit: Meet the Speakers
Early Bird Pricing Expires on December 31


New for 2018 – the ISSA Leadership Summit!


Designed especially for owners and key executive staff of residential and commercial cleaning companies, this event guarantees to be help you discover the secrets of successful leadership to help improve your bottom line.


The program is being highlighted by three nationally-known speakers that will walk you through:

  • Developing business strategies
  • Achieving personal career goals while building on professional relationships
  • Winning over the digital-age consumer
  • And more!

Let’s meet the speakers!


“What You Can Learn from Iconic Business Leaders”

Jeff Haden, Author, Speaker, Ghostwriter
What are the qualities, attributes, strategies, and daily activities top business use to set them apart. Learn the “little things” that set the top dogs apart and you can embrace as a business owner or manager.

About Jeff Haden
Jeff Haden is a ghostwriter, speaker, Inc. Magazine contributing editor, LinkedIn Influencer. His new book The Motivation Myth will be published by Penguin/Random House in January and is available for pre-order. He has also ghostwritten over 50 non-fiction books, including seven Amazon category #1s. Otherwise he says he is a wannabe cyclist, fitness enthusiast of minimal repute, over the hill motorcycle racer.

“Four Key Leadership Traits, from the CEO Genome Project”
Chris Trendler, Consultant, ghSMART
A decade’s worth of research went into the CEO Genome Project, an effort to identify the characteristics that define high-preforming chief executives. What are the pivot points the top performers have in common and how can you make them work in your business. During this session, attendees will dive into the four essential behaviors, and de-mystify the career decisions that helped leaders accelerate upwards to more and more responsibility.

About Chris Trendler
Chris Trendler is a consultant at ghSMART where he serves leaders in private-equity-backed and public companies on their most critical talent decisions. During his tenure at ghSMART, he has successfully led projects in organization and team development, CEO succession, and human capital due diligence. He is also a coach to senior leaders working on their professional development.

“The Game Has Changed: How Today's Buyer Has Changed and What Your Business Must Do About It“
Marcus Sheridan, President, The Sales Lion
More than any other time in the last 100 years, the buyer of today has made a dramatic shift in the way they make purchasing decisions. Unfortunately, many companies haven’t adapted to this shift and are ill prepared for the continual evolution of this “digital consumer.” In this talk, Marcus Sheridan brings clarity to the way buyers have changed and exactly what companies must do to not only align themselves with this shift in buyer patterns, but take advantage of the digital age as well.

About Marcus Sheridan
In 2001 and fresh out of college, Marcus Sheridan stumbled across his first business with two friends and began installing swimming pools out of the back of a beat-up pickup truck. Nine years later, and with the help of incredible innovations through inbound and content marketing, Sheridan’s company overcame the collapse of the housing market and became one of the largest pool installers in the US and currently has the most visited swimming pool web site in the world… River Pools and Spas.


With such success, in late 2009, Sheridan started his sales/marketing/and personal development blog—The Sales Lion, and has since grown The Sales Lion brand to be synonymous with inbound and content marketing excellence while being featured in multiple industry publications, including the New York Times where he was referred to as a “web marketing guru.”

Visit for complete event schedule and to take advantage of the early bird pricing. Register now to take advantage of Early Bird Pricing! 


Register Now



October 31 Hot Topic Tuesday:
Effectively Raising Your Rates

Moderator: Debbie Sardone, Buckets of Bows & The Maid Coach
1 pm Eastern/12 pm Central/10 am Pacific

Sooner or later, everyone who is in the business to make money is going to have to raise their rates. Tough call of when and how much. So let's talk about who is raising rates, how they get it done, and some tips on how to go about it.


Debbie Sardone, owner of Buckets & Bows and The Maid Coach, will talk about the strategies and techniques to effectively raise your rates.


Bring your questions: Hot Topic Tuesday is an interactive call!


Register Now




Call for Speaker Proposals for 2018 ISSA/INTERCLEAN North America

Submissions Due: Nov. 10, 2017
Oct. 29 - Nov. 1, 2018
Kay Bailey Hutchinson Convention Center, Dallas, TX


Plans are well underway for the 2018 ISSA/INTERCLEAN North America Trade Show and Convention in Dallas next year. The Show is October 29 - November 1, and ARCSI, A Division of ISSA is now accepting proposals on topics and speakers for the residential cleaning track.

Do you have a topic that the home cleaning industry NEEDS to hear?

How about a presentation that will help small business owners become more successful?

Are you an ARCSI member or associate that has valuable information that can help entrepreneurs in the cleaning business grow their companies?

If you said yes to any of these questions, then you need to submit your speaker proposal to the 2018 Show Committee for consideration. Be sure to check the box for "Residential" on the submission form.

Presentation ideas must be received by Friday, November 10, 2017.


Submit your proposal now.







Pricing Is a Critical Component for your Business

“If you don’t get the pricing component correct, you will suffer in your business,” Debbie Sardone told attendees at the October 10 Hot Topic Tuesday from ARCSI, A Division of ISSA. Debbie is a leading expert in the cleaning industry, starting her business Buckets and Bows out of the trunk of her car and growing it to one of the largest maid services in the country. Her global consulting business, The Maid Coach, also helps maid service owners get where they want to be in business.


You need to do your research Sardone told the audience because “pricing is definitely geographical.” That means there is no standard pricing for the industry. Pricing will vary depending on where your business is. Sardone said that unfortunately, “with a lot of companies, their pricing does not reflect their area of the country.”


She stressed the need to make sure owners are “fully aware of the prices in your area.” She suggested calling around and getting some quotes so you can compare your prices to your competition.


But, as a member of ARCSI, A Division of ISSA, you have joined the ranks of the professional community. What does that mean for pricing? Sardone urged owners to stop comparing their prices with the cheap underground community. “If you are truly a professional, compare yourself with other professional companies.”


As a professional cleaning company, Sardone explained that the pricing formula will be a little different. As a professional, your prices will be higher because customers will be paying for your experience and your expertise.


If you missed Debbie’s Hot Topic Tuesday, you can download the call from the ARCSI online store as soon as it’s available. All Hot Topic Tuesday calls are available for free download by members in the store. Check out many of the past calls and discussions that you may have missed. For more on pricing, be sure to join the October 31 Hot Topic Tuesday with Debbie Sardone on how to effectively raise your rates.





Amazon Wants Your House Key!

Amazon is taking convenience to a whole new level, introducing a product that delivers products inside your house!


Amazon’s recently launched Amazon Key, a new program that will be available to Prime members in 37 areas starting November 8. For $250, you can purchase a kit with a smart lock and security camera, both connected to the Amazon Key app — so you can watch the delivery right from your phone.


Amazon is not the lone retailer developing in-home delivery options, with Walmart announcing a similar pilot product in Silicon Valley that would deliver groceries straight to the refrigerator in your kitchen.



The Future of the Home Services Industry, Part 3


Ahead: A Massive Change in How Services Will Be Delivered to Consumers


By Derek Christian


In parts 1 and 2 of The Future of the Home Services Industry, I explained how two giants of technology—Google and Amazon—have moved from their original marketplaces of data and physical products to home services. I limited that discussion to how they are marketing on PCs and smart phones. However, there is another front in this battle that I think is just as important if not more so: devices that control the home.


Christmas 2016 was the major launch of this battlefront, with the Amazon Alexa and Google Home devices slugging it out. In 2017 Apple is entering the market with the Apple Homepod. There is also a yet-to-be-named Facebook device. All four of these companies want to control the smart home of the future. Right now, these devices are in version 1.0. Their importance is not quite well known, but they are the centerpieces in the tech giant battle to control the home.


Read the full article at




How to Win Over Employees on Taking Leadership Roles

Not every employee is cut out for management, but there are potential leaders in your company right now just waiting for the opportunity to demonstrate their skills. According to the 2017 Workplace Learning Report, 46% of employers find it challenging to groom workers for management roles. The study surveyed more than 500 leadership and development professionals across the US and Canada.


Read the full article at







Thank You to Our Show Volunteer Team


“There is no ‘I’ in team,
but we sure are glad there is ‘u’ in our volunteers!”


If you have ever been to the ISSA/INTERCLEAN North America Show (previously known as the Cleaning Convention), you know just how busy and overwhelming it can be. Hopefully, to the attendees’ eyes, everything goes as planned – speakers start on time, evaluations are distributed, registration runs smoothly, the booth is manned, etc.
With only three people on the ARCSI staff team, getting everything done that needs to be done if quite literally impossible. In come our wonderful, talented and generous volunteers! Without their help, our well-oiled machine would run like car with wooden wheels, which is to say not well.


We want to be sure we recognize the many attendees that pitched in this year – your contribution is truly appreciated!


2017 ARCSI Show Committee

  • Amy Wiggs King
  • Mitch Baker
  • Roger Borges
  • Vicki Brown
  • Kim Galbraith
  • Suzanne Hayzlett
  • Marlo Kanipe
  • Yusuf Mehmetoglu
  • Coreen Recob-Merry
  • Tanya Schoepflin
  • Warren Weiss

2017 Show Volunteers

  • Gosia Baran
  • Gemma Beylouny
  • Molly Bloomquist
  • Paul Fried
  • Kim Galbraith
  • Kim Graham
  • Michael Grecky
  • Suzanne Hayzlett
  • Marlo Kanipe
  • Asha Patel
  • RJ Patel
  • Greg Smith
  • Sharon Tinberg
  • Pamela Trickett
  • Amy Wiggs King


Thank you to our volunteers! We couldn’t do it without you!





Cleanify Profiles Genainna Pereira, an Ex-Marine and an Island Girl

Genainna Pereira laughs when she calls herself an island girl, but it’s true. She went to high school on Martha’s Vineyard, then did basic training on Parris Island for the U.S. Marines, and then was stationed in Japan for six years. After all this island hopping, she came home to Martha’s Vineyard and took over her mom’s cleaning business in 2012, turning it into Shine Bright Martha’s Vineyard Cleaning Services.


Read the full profile on the Cleanify blog








Welcome to

Residential Members


  • Julie Ballard, Simply Maid, Fairview Heights, Illinois
  • Benjamin Brecht, Brecht Pride Cleaning, Indianapolis, Indiana
  • Sherray Calvin, Gleam Clean Specialists, Memphis, Tennessee
  • Miguel Carrillo, Vacation Angels, Mission Viejo, California
  • Mary Connolly, MaidV Service, Brookfield, Illinois
  • Mary Ellen Gregory, Good Clean Living, Cohoes, New York
  • Evelyn Hawley, OC House Cleaners, Anaheim, California
  • Eddy Idrissou, Rachel & Eddy Cleaning Services, Des Moines, Iowa
  • David Kistner, Green Housekeeping, South Salem, New York
  • Christine Johnson, Our Family Cleaning Service, Laurel, Delaware
  • Jose Lainez, DMV Sparkle Cleaning Service, Lanham, Maryland
  • Carrie Lichtman, Completely Clean by Carrie, Oxnard, California
  • Marie Linden, Dust-Away Housekeeping, Westland, Michigan
  • Shannon Matthews, Quality First Cleaning Service, Littlestown, Pennsylvania
  • Cheryl Morgan, A&W Professional Cleaning Service, Belleview, Florida
  • Sonya Mullins, Montreal Home Cleaners, St Leonard, Quebec
  • Inder Sangha, Tidely Cleaning, Edmonton, Alberta
  • Pamela Shidu, One B B, Honolulu Hawaii
  • Marc Trewick, Clean Pro LLC, Aurora, Colorado
  • Sandra Vigen, Mama Ducks Cleaning Service, Horace, North Dakota




Data Driven Decisions

2018 Leadership Summit: Meet the Speakers

October 31 Hot Topic Tuesday: Effectively Raising Your Rates


Call for Speaker Proposals for 2018 ISSA/INTERCLEAN

Pricing Is a Critical Component for your Business


Amazon Wants Your House Key!


The Future of the Home Services Industry, Part 3

How to Win Over Employees on Taking Leadership Roles

Thank You to Our Show Volunteer Team


Cleanify Profiles Genainna Pereira, an Ex-Marine and an Island Girl


Welcome to New Members





















more Calendar

Hot Topic Tuesday: Enjoy Labor Day!

Hot Topic Tuesday: CONVENTION WEEK!


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