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April 28, 2017 Residential Cleaning Connection Newsletter
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 Volume 8  |  Issue 4 


By Ernie Hartong, ARCSI Executive Director


It’s That Time!


Registration opened this week for the Residential Cleaning Connection package at the ISSA/INTERCLEAN Show. Between working with our new teammates in Chicago and the great job Amy King and her Convention Committee have done, we have an exciting agenda. We have managed to bring together the tried and true and the shiny and new. (See story below).


Every year our Convention Committee has the challenge of putting together an education line up with programming for our members that must have topics of interest for everyone from start ups to $2M companies. We cover the topics that you tell us are of the most interest to you, but we also try and bring some new faces to the table. Our speakers cover cleaning issues and general business topics, but we also think it is part of our job to bring you speakers that make you step out of your comfort zone and cause you to stretch a little. 


The most exciting aspect of this year’s show is the new “Residential Cleaning Pavilion” on the show floor. The 2800 sq ft portion of the show floor will be dedicated to ARCSI and vendors who have a connection to the residential community. Your favorites are also back, including our roundtables on Monday night.


There are some new procedures this year regarding registration. We are now part of ISSA so our registrations are going through the ISSA registration portal. It will be a little different, but do not hesitate to contact us, if you need assistance registering. Because of our merger, we are also able to offer you an exceptional value, and a registration fee that is only $249. This package includes all of our evening events, education on Monday (including free lunch at the Lunch & Learn), Tuesday, Wednesday, and Thursday, and access to the show floor.


One final note, the ISSA Foundation holds a golf tournament on Sunday. I would love to put together an ARCSI Foursome to support the Foundation. If you’re interested in participating, contact me at


See you at the Show!






More HCT Class Options Available in 2017
Coming to Vancouver in May

The HCT Certification sets you and your company apart. It differentiates you from other residential cleaning companies in your market as professional and knowledgeable.


"I took the HCT Class at the ARCSI Convention. I was sure I was only going
to learn a few things. I figured that after cleaning for over 20 years I knew
most of what would be taught. Boy, was I wrong! I was so impressed with
the vast amount of information presented and its value to me as an owner."
-- Eugena Bring, Owner, Carnation Home Cleaning, Mesa, AZ


The House Cleaning Technician (HCT) certification program teaches cleaning technicians how to go about doing just that. Becoming certified gives you the knowledge to be the best cleaner possible. Certified House Cleaning Techs understand all the surfaces they will find in clients' homes, how to clean them and (almost more importantly) how NOT to clean them.


Offered by the IICRC accredited school, the Institute for Service Excellence, the course is taught by Bruce Vance, ISE.





Guess What? The ARCSI Annual Cleaning Convention Just Got Even Better


Did you know? The ARCSI Annual Cleaning Convention is now part of the ISSA/INTERCLEAN® North America Trade Show and ISSA Convention, to be held September 10-14, 2017, in Las Vegas, NV. Registration and housing are now open!


Dates You Need to Know


Mark your calendar for this year's event:

  • Welcome Reception: September 10
  • Education Days: September 11-14
  • Trade Show Exhibits: September 12-14

So Much New in 2017


The action kicks off on Sunday, September 10, with a First-Time Attendee Orientation and a Welcome Reception at Bally’s. Plus so much more, including:

  • New schedule: The show now runs from Monday – Thursday to give you more time to explore even more of the show floor, but plan to come early so you don't miss out on the Sunday evening events!

  • New Residential Cleaning Connection registration package: The Residential Cleaning Connection package is $249 and includes all the ARCSI and ISSA seminars and workshops, the keynote speakers, the Trade Show floor and the evening networking receptions.

  • 60+ education workshops and seminars from ISSA and ARCSI, A Division of ISSA.

  • New Residential Pavilion spotlighting products and services of interest to you. The pavilion will be in an easy-to-find location – right next to the ISSA Resource Center.

Register Today


During the registration process, select the Residential Cleaning Connection Package. This package includes all of the same value-packed events you are used to — and more!


Please note: The Residential Cleaning Connection package is $249. The package includes all of the ARCSI and ISSA seminars and workshops, the keynote speakers, the Trade Show floor and the evening networking receptions.


ARCSI Hotel Headquarters


Make your reservations today to be sure you are at the right location for all of the evening events!


Bally’s Las Vegas
3645 S. Las Vegas Blvd.
Las Vegas, NV 89109
Phone: 702-967-4111



Residential Cleaning Connection Package 
 Book Hotel  |  Register Now


Check Out the Schedule at a Glance for the Residential Cleaning Connection


We promise every year that the program will be even better than that last and we are prepared to make good on that promise with the 2017 Residential Track at the ISSA/INTERCLEAN Trade Show and Convention!


On Sept. 10, the night before our education begins, ARCSI is hosting its First-Time Attendee Orientation and Welcome Reception. This is the optimal time to find out what’s going on at the Show and to meet your counterparts!


On Monday, Sept. 11, the fun really begins! The Telephone Doctor Nancy Friedman kicks off the Show for ARCSI this year with “Hell Hath No Fury Like a Customer Scorned: The Five Forbidden Phrases.” We have Mel Kleiman to guide attendees on how to stop losing your best employees with “STOP Paying the Penalty Tax on Employee Turnover.”


New this year is a Lunch and Learn speaker – and we wil lhave Scott Deming onsite to focus on “Powered by Purpose.” Scott Deming speaks for and trains companies across the globe – big and small, in just about every industry. From CEOs to business owners to managers to sales people to customer service reps, Scott Deming’s programs have transformed individuals and organizations alike, showing them the real process for customer evangelism and lasting customer loyalty.


We also have a wide variety of experts and speakers that will bring attendees the high-quality education that you have come to expect:


Build your Cleaning DREAM Team (and Stop Cleaning Forever!)
Pam Washington, Build My Cleaning Business


Preparing Your Business for the Next Generation
Henry Hutcheson, Family Business USA


Stop Trying to FIND Employees, Start ATTRACTING Them
Liz Trotter, American Maid Cleaning


Resolving Family Conflict in a Family Business
Henry Hutcheson, Family Business USA


Master Human Resources Like a Boss - Part 1 & 2
Don Phin


2018: The 3 Biggest Growth Challenges for Your Business
Renee O'Brien, SharpChip Consulting


The Future of the Home Cleaning Industry
Derek Christian, Cleaning Business Builders


IT’S NOT A GAME: What You Don’t Know About Cleaning Can Put your Business in JEOPARDY!
Cloud Conrad, Maid Brigade
Bruce & Sarah Vance, Town and Country Cleaning Services


Hygiene in the 21st Century
Dr. Charles P Gerba, University of Arizona


Conscious Cleaning: Maintain a Triple Bottom Line
Gary Downing, Happy Cleaning
Eric Grace, Graceworks Housecleaning


Million Dollar Marketing Strategies
Debbie Sardone, The Maid Coach


Cleaning Up Leadership
Molly Bloomquist, Mountain Maids


Surefire Strategies to Penetrate Multiple Markets
Tom Stewart, Castle Keepers of Charleston


Guerilla Marketing Techniques
Derek Christian, Cleaning Business Builders
Liz Trotter, American Maid Cleaning


Where Have All the Repeat Clients Gone?
Sharon Tinberg, Rags to Riches


Technology: Your Secret Weapon for Employee Retention
Michael Brown, Swept

Visit the ISSA Show site for a complete listing of times and locations for all of the education and networking opportunities.





May 2 Hot Topic Tuesday: 2017 Residential INTERCLEAN Show Preview
(aka the Cleaning Convention)

May 2, 2017 | 1 pm Eastern/12 pm Central/10 am Pacific
Moderator: ARCSI Show Committee

Everything You Need to Need Know About This Year's Event


Uncover Extraordinary! Members will talk about how the 2017 Residential INTERCLEAN Show, aka the Cleaning Convention, is more than education and networking. It is about connecting with other cleaning company owners and learning how to build your business.


Join us as we preview the 2017 Cleaning Convention in Las Vegas, September 10-14. We walk talk about great lineup of speakers, how to register and book your hotel through the ISSA Show portal.


Register now!








Handmaid Cleaning in Walla Walla Selected to Facebook Small Business Council

Congratulations to Kevin and Grace Reynolds, owners of Handmaid Cleaning in Walla Walla, Washington, for their selection to Facebook’s 2017 U.S. Small Business Council. Facebook hand-selected Handmaid Cleaning to be part of the Council, which is a unique collection of small businesses from all over the country that will provide constructive feedback on new Facebook products and solutions.

“We are the only cleaning service and business from the state of Washington on this Council,” Kevin Reynolds told ARCSI. “After a thorough vetting and interviewing process, we were hand selected along with 10 other businesses in the country out of 65 million small businesses in the United States. Out of the 44 council members in the US, only 2 are service-based businesses.”


"We were hand selected along with
10 other businesses in the country out of
65 million small businesses in the United States."

Kevin and Grace Reynolds


 As one of only 11 businesses on this year’s Council, Kevin and Grace had the opportunity to spend a few days at Facebook’s Silicon Valley headquarters. As members of the Council, they will be learning from Facebook. And in turn, Facebook will be learning from them – getting their input and feedback on new platforms, services and features.

What made Handmaid Cleaning’s business stand out among others? According to Grace Reynolds, “One of the things was our community involvement and the growth of our business using our Facebook page. Facebook said they had been watching us for a while.”

The Reynolds’ involvement on the Small Business Council is a mutually beneficial relationship. “They taught us more about Facebook,” Grace said. “They will also be using us for beta-testing on new features to see how it works and get our feedback – and that will continue for years to come. Once you are on this Council, you remain on this Council.”

Given their inside knowledge, the owners of Handmaid Cleaning have lots of advice and insight to share. One thing that Grace noted is that video ads and posts are very effective. “People are a lot more likely to engage with you and your post if there is some movement to it. Static pictures and simple text don’t necessarily grab the attention of viewers,” Grace shared. She recommended looking at Boomerang – an app that takes a picture with movement.

Plenty of chances to learn more from Kevin and Grace Reynolds – they will be sharing their inside knowledge at a Hot Topic Tuesday this summer. Watch for details!


Use Your Marketing Efforts to Make Your Business Stand Out

Debbie Sardone is well known in the profession for founding Cleaning for a Reason, an organization dedicated to providing free cleaning services to women undergoing treatment for cancer. Debbie is just as well known for being a leading expert in the industry. During a Hot Topic Tuesday on April 18 for Cleaning for a Reason Week, she offered tips to attendees on how to make their businesses stand out in their marketing, focusing in on a few topics from the “22 Immutable Laws of Branding.”


Clarity – Be sure when you are promoting your business in your community, be clear on what the customer is buying and what you are selling. Although you may think you are selling “stuff”, consumer are buying “transformation.” When they hire a cleaning service, they are buying “marital bliss.” Sell people what they want.


Memorability – It is so easy to be forgotten in today's fast-paced world. You have to stand out in a crowded market. Cleaning for a Reason is one of the strongest tools to make you memorable in your community.


Visibility – If you participate in Cleaning for a Reason and never tell anyone, then no one in your community knows about it. You need to share this information on Facebook, on social media and with your community. You can increase your visibility if you just leverage the good work you do.


“If you don’t stand out on purpose, you will blend in by accident,” Debbie warned attendees as she urged them to take these extra steps to promote the work they do with Cleaning for a Reason.


“If you don’t stand out on purpose,
you will blend in by accident.”

Debbie Sardone


Cleaning for a Reason Executive Director Lynn Frankenfield echoed Debbie's guidance and offered listeners a ideas to help get the message out:


  • Post your own Cleaning for a Reason testimonial on your Facebook page and on the Cleaning for a Reason page.
  • Take pictures in front of a patient’s home and share the image online. Be sure to share your feelings on what it means to you to be involved with Cleaning for a Reason. Your involvement is so powerful and can be very impactful.

Find out more about Cleaning for a Reason today.





What to Know When You Want To Expand Your Business

from Cleaning & Maintenance Management


Examine what cleaning-business owners need to consider when looking to expand, including when they want to become a franchise. "Beyond standard operating procedures, you need to have systems in place that streamline tasks like accounting and billing, proposal creation, marketing, and customer support," writes Tim Conn.


Read the full article.








Participate in the ISSA Innovation Award Program

Are you looking to make a splash with your new and exciting product? Is your product on the cutting edge of innovation? Is it impactful and practical? Sustainable, profitable, or original? Then why wait?


Participate in the 2017 ISSA Innovation Award Program and join ISSA in advancing clean and driving innovation.





Sears Maid Service Opens In Columbus

Sears Maid Services officially opened their office in Lewis Center on April 26, signifying a new addition to the Columbus market. Sears Maid Services is a division of Sears Home and Business Franchises that offers a variety of cleaning services to fit any specific clients’ needs. Sears Maid Services offices are nationally known and locally owned and operated.

“The expansion of our Maid Services in Columbus is part of our commitment to continue growing and adding jobs to our local community” said Larsen Sharp, President of Sears Home and Business Franchises. “People can trust the Sears brand and the great team that delivers a wow experience every time they enter a customer’s home. We can’t wait to grow our footprint in the Columbus market.”

Sears has been franchising home service businesses since 1998. They have over 30 maid service franchises across the country. Sears Maid Services is honored to be partnered with Cleaning for a Reason, which gives women who are battling cancer free cleanings. They are also a member of ARCSI, A Division of ISSA to ensure that they are continuing their education on the new trends in the industry.



Garman’s Cleaning Wins 2017 ARCSI/Cleaning for a Reason Photo Contest

Congratulations to Garman’s Cleaning in Manheim, Pennsylvania, for winning the ARCSI/Cleaning for a Reason Photo Contest. The contest was held in honor of the 2017 Cleaning for a Reason Week.


Photo Contest Winner


In 2014 we began Cleaning for a Reason services with beloved mother Aimee. Raising two children while undergoing treatment took much of her energy. One appointment, our staff members came across a hand written letter from Aimee's daughter to her mother. It read "Dear Mommy, I hope you feel better. I love you no matter if you don't have hair, you are still beautiful! Love, Marcella" Cleaning for a Reason is such a beautiful group that helps let women battling cancer focus on treatment, recovery, and family! #ARCSIC4R


Photo Contest Honorable Mention


We wanted to give this photo an Honorable Mention. Tresha McCarty’s team at Custom Maid in Owasso, Oklahoma did a great job coming up with a photo idea for the photo contest.


I am so proud of my team! I asked my Custom Maid team to help with ideas for this contest and while I was attending a workshop they created this incredible photo to submit! I am more than blessed! Picture 1: Hands of a few Custom Maid team members and chalk drawing


At ARCSI, we are so extraordinarily proud to support Cleaning for a Reason and the work they do. It is says so much about our industry that so many of our cleaning companies give generously of their time and talents to offer free cleaning services to women that are undergoing treatment for cancer.


Cleaning For A Reason strives to aid women who are battling cancer by teaming up with cleaning services across the United States and Canada. Together, these two forces offer free maid services to meet the needs of women, and since 2006 have donated up to $6,000,000 worth of free services. Based in Lewisville, TX, Cleaning For A Reason works with more than 1,200 residential cleaning services and continues to grow and gain support. To learn more about Cleaning For A Reason, please visit the website at:





Welcome to

Residential Members


  • Diane Bailey, Desperate Housewife Cleaning Service, Virginia Beach, Virginia
  • Rohan Banton, Gloria M’s Cleaning Service, Kannapolis, North Carolina
  • Ole Bredberg, Rockbridge Capital, Wesley Chapel, Florida
  • Riley Chestnut, Rc Home Maintenance & Improvement, Chicago, Illinois
  • Elizabeth Evans, Maid2Clean, Palmyra, Missouri
  • Nicolas Freeman, After Action Cleaning, Lithia, Florida
  • Laquitta Harris, Direct Cleaning, Charlotte, North Carolina
  • Ralph Kelly, Really Clean, Locust Grove, Georgia
  • Agatha Krolicka, Urban Maids, Schiller Park, Illinois
  • Fernanda Liete, Smart Clean, Vineland, New Jersey
  • Claudia Lonzano, Claudia’s Cleaning Service, Waterford, Michigan 
  • Veronica Orozco, Nelly’s Cleaning Service, Carmel, California
  • Meg Roberts, Molly Maid Corp, Ann Arbor, Michigan
  • Courtney Sunborn, Ecolastic Cleaning, Lewes, Delaware
  • Stephanie Underkofler, Barefoot Housekeeping, Coopersburg, Pennsylvania
  • Brandy Walker, HomeMaids of Natchitoches, Provencal, Louisiana
  • Jean Wenzel, Maid in America – IL, Waukegan, Illinois




 It's That Time


More HCT Class Options Available in 2017


Guess What? The ARCSI Annual Cleaning Convention Just Got Even Better


Check Out the Schedule at a Glance for the Residential Cleaning Connection


May 2 Hot Topic Tuesday: 2017 Residential INTERCLEAN Show Preview (aka the Cleaning Convention)

Handmaid Cleaning in Walla Walla Selected to Facebook Small Business Council


Use Your Marketing Efforts to Make Your Business Stand Out


What to Know When You Want To Expand Your Business


Participate in the ISSA Innovation Award Program



Sears Maid Service Opens in Columbus


Garman’s Cleaning Wins 2017 ARCSI/Cleaning for a Reason Photo Contest


Welcome to New ISSA Residential Members




















more Calendar

Hot Topic Tuesday: Enjoy Labor Day!

Hot Topic Tuesday: CONVENTION WEEK!


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