When Did Cleaning Become so Impersonal?

The following is a true story...

Today I met with a potential new cleaning client. Like most new clients, she had called out of the blue fervently hoping to find a reliable cleaning service for her new short-term rental that she could depend on to help her ensure the success of her new venture. Not a "tall order"...or so you would think!

Our company doesn't do much marketing. Most of our business comes from word of mouth and our presence on social media and the short-term rental and cleaning online communities. So as you might expect, when we get an organic new client lead, we're usually not the first, second (or third in some cases!) company the client has called. Most clients are exasperated, frustrated, and beginning to feel hopeless by the time they get to us. They're thinking to themselves "When did find a solid, reasonably priced cleaning person that I can actually depend on get so hard???" Well, the truth is that is has become hard these days.

I hate to get on my soap box...ok, well I don't hate to do it, but even though I like it a little I try not to do it too often! :) So here I go...why is finding a cleaning person or service so hard these days? Why is it that most people can't even name (or at least pronounce the name of) their cleaning person? Why do so few people these days feel an actual connection with their cleaning person? Why, you ask...because cleaning has become impersonal. In our parents' days, a family who could afford a cleaning person knew her name (because, let's be honest, most of them were women), knew many things about her and felt a connection with her. Not to overly romanticize it, but she was an extended member of the family in many cases. Just conjure up any 1970s or '80s sitcom and I bet you can name the housekeeper! While there are many parts of that one-dimensional "sassy housekeeper" stereotype that I definitely don't agree with, one part I do like and miss is the expectation of some connection.

What I like and what we strive to create at Five Star is the feeling that this is more than just transactional. Yes, we need to make a living and you need a clean home. But we also need to feel like what we're doing matters to you and helps make your day better in some small way. Today when I left my new client's home, she hugged me. I had only known her for 2 hrs...but she hugged me and said "Thank you. I'm so glad I found you." That's because to her I was not just a cleaning person; I was a partner and maybe one day I'll be a friend. I can't tell you how much that made my day. I want to be a bright part of her day, a part that she looks forward to for years to come. I want to help her realize her aspirations...and just feel nice when she comes home or when her guests come "home" to her Airbnb. I want her to know that I care...and I want to bring that concept back to cleaning.

Who's with me???