Hi Steve,

I’m going to be setting up a website and I want to be doing something fancier than what Barbara offers,  the Yellow pages has offered to make me a website included when I post onto there site, they do a decent site and the say they will guarantee me 30-60 hits (my choice) through google or whatever onto my site for $50(30 hits)-$150(60 hits) accordingly for the site and clicks…(on top of advertising costs)

Thanks for any help and direction you may have through this new territory.

Aaron

My Response:

Hi Aaron:
 
Good morning.  As a quick side note before beginning my email, barb can do anything you want.  So there are no limitations.  What you may have seen within her website packages are simple websites to keep the costs down for window cleaners, but she’s got all kinds of abilities to get fancy and all the necessary software to make any site based on what a person wants.  Regardless though, whoever you use, make sure it’s a quality search engine optimized site. 
 
Speaking about search engine optimized (SEO), keep in mind that just because someone may guarantee "clicks", that doesn’t mean they’re targeted clicks.  Clicks are worthless unless they’re clicks from prospects interested in your window cleaning business. 
 
An example.  Let’s say the phone company does specific adwords advertising for your business (they won’t) using the term "window cleaning business".  Someone in hawaii clicks on the ad.  That’s a click to you.  But is it really targeted?  No.  Since obviously someone in hawaii isn’t going to use your service.  Another example is if the phone company does advertising using the keyword "window cleaning".  Someone clicks on the ad, but they’re looking for window cleaning "supplies".  So yes, it’s a click.  It’s just not a targeted one since they’re looking for supplies. 
 
So the first question I would ask the phone company if I were you is how are those clicks generated, what keywords are used to generate those clicks, and how targeted to your service are the people clicking.  Keep in mind that "clicks" sounds great.  But it’s not always cracked up to what it should be.  I could buy 10,000 clicks to my website right now for $29.00.  10,000 sounds great, right?  But they are extremely untargeted and probably have no interest in my service, product, etc, so at the end of the day, what’s it really mean?  Just a bunch of wasted traffic to my website.  That’s why when I advertise online, I use specific keywords so that when someone lands on my website, I know they have at least an initial interest in what I’m offering.  
 
Is that an extra $50 a month or $150 per month that the phone company is asking for?  Or is that for the whole year?  Personally I wouldn’t do it.  I’m not sure how all the particulars work, but if you get a website with them, you’re locked into their service.  I’m sure they’re not going to build you a website and give it to you so you can host it elsewhere.  I would go ahead and build a website as a standalone so that you have the flexibility to move it to wherever you want to.  Get your own hosting company or since you’re a member of my window cleaning software, The Customer Factor, you can host your site with me if you want.  It’s up to you.  But at least this way you’re not locked into hosting and not locked into one company. 
 
Plus by working on it yourself, you can search engine optimize it with your own meta tags and everything.  This’ll generate your own targeted clicks.  At no cost I might add.  You’ll have full control.  I doubt you’ll be able to modify the meta tags on the site since the site will probably be owned by the phone company.  You’ll have limitations.  Just some thoughts to think about.
 
Take care for now.  Have a good day.
 
Regards,
 
Steve

Reply:

Thanks Steve, You Confirmed my fears that I was apt to overlook for simplicity sake and some slick sales on there part.
This is great as I was about to do it, but now feel more geared to get it up myself with a designer.

Aaron

My Response:

Hi Aaron:
 
Good morning.  I appreciate your comments.  Right…I think it’s best to run it yourself.  As mentioned in my last email, "clicks" aren’t all they’re cracked up to be.  It sounds good in a sales presentation, but mostly it’s just window dressing though.     
 
On a different note, there is a general lack of understanding by many window cleaners on search engine optimization and what it takes to get a website indexed and ranked in the search engines.  I get a bunch of questions on this process regularly.  So I was thinking of putting together some free videos to provide folks some education about this subject.  All of my sites are ranked on the 1st page of google for multiple keywords.  So I think I can help other folks achieve these same type of rankings with their websites.  Stay tuned for further news.  I’ll keep you posted.  Thanks again for your comments.  Have a great day.
 
Regards,
 
Steve
 

Most of us don’t really need any motivation to build our business with crews. We see the potential of how lucrative our businesses can be if we bring on quality help. But for those of you who may not see the big picture, here’s an email I received yesterday from a window cleaner that might just give you the jump start you need:

Hi Steve,

Severn

Hello steve!
 
My name is lafe wilson and I have a question for you!  When your giving bids to people, I was wondering do you charge more for for really soiled windows such as cobb web infested/ dirty window tracks, and high ,uneven ground to place your ladders?  compared to regular jobs where the people have there windows cleaned on a regular basis?  (such as my parents!)  where the windows are generally pretty clean!  These are some of the things i’ve been encountering in my business and i was just looking for some friendly business advice.  I figure i’am in the ball park of bids but,  i don’t want to over charge them either.  
 
thank you for your time!
 
lafe wilson

My Response:

Hi Lafe:

Good morning.  I charged the same regardless how dirty a window was unless it was a construction cleanup job.  It was more trouble than it was worth to go around the house and look up close at each window to determine dirt/cobwebs, etc.  It was faster to just look at the front of the house for example and say "ok, there are 10 windows, so let’s multiply it times my per window price and move on".

With that said though, my pricing for upper windows was certainly more than the lower windows due to the extra time spent on ladders. I generally upped the per window price by $2 for each window on the 2nd level. But pricing differently depending on how dirty each window was? No…I didn’t do that. There is no exact science to bidding though as I’m sure you’re aware.  But the key is to make sure the estimate is presented properly. If you don’t present it properly, then all you can do is go in on price which is what most window cleaners do.  And you never want to build a window cleaning business based on price.  The window cleaners who do this are always desperate for the next job and the next job and the next job.  So don’t be afraid to have higher pricing than your competitors, but if you do, make sure your presentation is top notch as I mentioned. 

Take care.

Steve 

Steve,

My father and I purchased your book back in the spring and have been studying it and planning our window cleaning business. I have a few questions for you, but before I get into that I will have to say we are very impressed with your book, marketing, and resources. My dad and I own several pizza restaurants and we have been saying lately to each other that we wish our pizza franchise had a book as detailed and resourceful as the one you have written. The sad part is that we pay a big monthly royalty to a franchise that we never see, where we pay $90 to you and a small monthly fee for your window cleaning software, The Customer Factor, and that’s it.

Kyle

My Response:

Hi Kyle:

Good morning.  It’s good to hear from you.  And I appreciate your comments.  Thanks so much.

Right…most window cleaning businesses do have that "fly by night" mentality.  So it makes it quite easy for a professional window cleaning company to come in and secure business right out from under them. 

Good idea on the mailing/commercial flyer.  Not a bad response at all.  And more will come over time.  A bit of advice on securing commercial accounts though would be to simply walk in off the street.  It is real easy to get these types of accounts.  Of course their focus is mostly to save some bucks, so you’ll need to keep that in mind when you give them the estimate.  But almost all commercial acct. managers/owners will be open to at least you giving them an estimate. 

As far as postcards, september is the perfect time.  As we head into the holidays, business will be strong across the country for window cleaners.  I do want to provide you some advice on this though.  Repetition is critical to your response rates with postcards and flyers or any other advertising method you use.  So I urge folks to plan postcard campaigns over time and hit people repeatedly.  In other words, it would be best to take that same 15000 piece mailing (assuming that’s the amt. you were going to do) and split it up.  Choose 4 or 5 solid routes of homes that contain your preferred homes and send them repeat postcard mailings multiple times spread out over a 2 month period.  This works so much better than just a single one-time mailing.  If you’re working with Dick at Smart Mail, he’ll tell you the same thing.  One time mailings give you the lowest response, and then it goes up from there.

A quick side note, between postcard mailings, I saturated the same routes/areas that I sent postcards to with flyers.  This provides you a double whammy of exposure.  Again, think "repetitive".

Hope this helps.  If you need any assistance or have questions, please give me a call.  My number is 256-546-2446.  Take care for now and thanks again for your comments.

Regards,

Steve

Hey All…

Ah…another glorious week in the window cleaning biz.

I’ve been a bit lax on posting to the blog lately because we’re in the middle of creating some mighty cool new features for The Customer Factor and some revisions to 3 Bears Window Cleaning Directory. One thing I learned from being online is that revisions, edits, and additions are constant. Also the beginnings of a window cleaning forum are taking shape.  So please stay tuned. 

Ok….today, I just reached into the ‘ole mail bag to see what came up. Um…a couple of interesting emails…

Email #1:

Steve,  we ran into tree sap and a lot of paint overspray, so really we have to charge more if there is a lot of scraping correct? I ‘ll reread ch 8 tomorrow on our day off.  I made more money than i did working for my other job this week.  We had a lot of people asking if we could do their windows today.  So, we are almost booked for next week.
jason

My Response:

Hi jason:

Good morning. Unless it was really excessive, I didn’t charge more.  Because I figured i was scraping the window anyway.  I did that for each window I cleaned.  So it was part of my window price.  Another note is that you really don’t want to estimate a job and have to look at each window really close.  I mean you don’t want to say, "ok, this window has sap, so it’s $7.00.  But this window is fine, so it’s $5.00".  Know what I mean?  It’s easier to simply look at the overall job and hit it with a price without looking at each individual window.  I would lower the per window price if I saw a small bathroom window and I would raise the per window price if I saw any oversize windows, but I didn’t raise or lower pricing based on the amount of "stuff" that might need to be scraped off of a window.  The exception of course is if it was a construction cleanup job with stickers, stucco, etc. on each window. 

Congratulations on being booked up for a week.  That’s great.  Soon you’ll be booked up 3 to 4 weeks or more.  That’s quite a feeling to know that you can control your income like that.  Just make sure to take continuous action on your marketing or you will see a dropoff a bit in your first year.  So keep pushing during your first year in biz.  Take care for now.  Have a good weekend.

Regards,

Steve

Email #2:

michael here from md. we have really started to crank this window biz up. we have been tossing flyers 3 to 4 times a wk. sometimes we toss 1000+ other times 500-800. been getting alot of calls. my question was about postcards. roughly, what is the cost to mail out 1500 postcards? im talking rough price with cost of cards and all? i want to start getting the postcards in the mix. what is the best way to mail these cost and ease wise?

thanks, michael

My Response

Hi Michael:

It’s good to hear from you.  A good rule of thumb is about $270 per thousand for both postage and the cost of the cards.  You can get cards from psprint really reasonable.  I would buy 5000 at a time because you can get a great price break with a 5000 postcard purchase. 

And for postage, if you use the carrier route mailing method as described in my manual, I think that’s currently 21 cents per postcard mailed.  Dick Tudor at Smart Mail did all my mailing for me though, so he would know the exact specifics and costs.  His contact info. is in the manual. He’s the resident expert on the type of mailings we need to do in the window cleaning business for maximum results.  I actually had my postcards shipped directly to Dick from psprint.   So all it took was a 10 second phone call that went something like this: "Dick let’s get a mailing out to carrier routes 67 and 73".

And that was it.  Dick would bundle up the postcards and ship ‘em out.  Each home located in the route would receive a postcard.  So it’s very easy.  A nice autopilot system.  There is some initial research required though to determine what areas are your target areas.  You obviously don’t want homes that are not in your target market to receive postcards.  Anyway…you should contact Dick and pick his brain on this.  He has software that can determine route numbers in any city in the U.S.  You can certainly use a local direct mail house if you want to.  Just make sure that you don’t buy the "extras" they usually want to sell you like mailing lists for example.  Carrier route mailings work w/o mailing lists.  Each postcard is addressed to "Postal Patron". And as mentioned, each home in the route will get a card. 

Hope this helps.  Take care for now.

Regards,

Steve