Platform commissions are eating the margin you earned on every job.
We build direct lead channels for cleaning companies and facility service providers — combining local SEO, B2B LinkedIn prospecting, and conversion-optimised websites into one owned channel that systematically reduces dependence on aggregators and bidding platforms. Cleaning businesses working with us stop renting customers and start owning them.
Cleaning is a trust business. Platforms sell it like a commodity.
Kotipalvelu-portals, bidding platforms and branded intermediaries take a cut on each transaction — permanently. You bear the cost; they own the customer relationship.
Most operators are invisible outside the aggregator bubble. When a facility manager Googles "commercial cleaning Helsinki", the platform shows up — not you.
B2B facility managers and property managers buy on trust and track record, not price alone. A LinkedIn-sourced referral or a targeted case study closes twice as often as a cold bid.
Seasonal and project volatility is structural. Without an owned pipeline, you either underprice to fill slow periods or scramble for capacity in peak season — both destroy margin.
Four levers that move leads from platforms to your pipeline.
We don't count followers or impressions. We count qualified inbound leads and signed contracts. Every engagement starts with a channel audit, maps your B2B and B2C buyer journeys separately, and ships a roadmap with measurable milestones.
Local SEO & city-hub architecture
We build location-specific landing pages for every city and district you serve — optimised for searches like "commercial cleaning Tampere" or "facility management Espoo office". Each hub earns rankings independently and feeds direct enquiry forms, bypassing aggregators entirely.
B2B LinkedIn prospecting for facility decision-makers
Property managers, real-estate managers, and HR leads at Nordic corporates are reachable on LinkedIn before they ever issue a public tender. We run targeted outreach sequences — personalised by company size and premises type — to create pipeline conversations your sales team can close without competing on price.
Reference case content that closes deals
A documented case study from a comparable client — 'how we cut facility costs for a 200-person Helsinki office by reorganising cleaning frequency' — converts at multiples of a generic service page. We produce and distribute two to four reference pieces per quarter, tuned for the buyer you're trying to reach.
CRM-driven referral programme
Your happiest long-term clients are the cheapest lead source you have. We set up a structured referral programme in your CRM — triggered at contract renewal, NPS survey, or project completion — so satisfied clients actively generate introductions rather than passively waiting to be asked.
From platform dependency to owned pipeline — in four phases.
Channel Dependency Audit
- Platform revenue share analysis: where commissions are going and to which aggregators
- Local SEO gap audit — which city + service combinations you are invisible for
- B2B pipeline review: current referral rate, LinkedIn presence, CRM setup
- Deliverable: 2-page audit report + owned-channel opportunity model
Owned-Channel Strategy
- Local SEO keyword map: primary cities, service lines, and B2B intent phrases
- B2B persona definition: which decision-maker roles and company types to target first
- Referral programme design and CRM trigger logic
- Deliverable: 90-day roadmap with weekly milestones and lead-volume targets
Build & Launch
- City-hub landing pages live — optimised for local search and direct enquiry
- LinkedIn outreach sequences active — first B2B conversations in pipeline
- First two reference case studies published and distributed
- Deliverable: live channels, weekly lead-source dashboard
Compound & Optimise
- Monthly lead-source review: platform share vs. owned share tracked to target
- SEO compounding: new city hubs, seasonal content, authority building
- Referral programme results reviewed; CRM sequences refined
- Deliverable: quarterly performance report + pipeline forecast for next period
Questions cleaning companies ask us first.
If yours isn't here, send it — we answer every question personally within one business day.
How do you stand out in a price-driven market?
Price competition is what platforms are designed to produce — it's their business model, not yours. The way out is positioning: documented expertise, reference cases from comparable clients, and a local SEO presence that captures demand before it ever reaches an aggregator. When a facility manager finds you directly through a targeted search or a peer referral, price is rarely the first question. We build the content and channel infrastructure that makes that happen consistently.
Is Resaco suited for smaller operators or only large cleaning groups?
Both — but the approach differs. Smaller operators typically benefit most from local SEO city-hubs and a referral programme built into their existing client base; the investment is modest and the return compounds quickly. Larger groups or multi-region operators add B2B LinkedIn prospecting and reference-case content into the mix. We've run engagements for single-city sole operators and for Nordic groups with 100+ employees. The audit call tells us which levers apply to your situation.
What CRM do you recommend for the referral programme?
We work with whatever you already have — HubSpot, Pipedrive, and simple spreadsheet-based setups all work at the referral-trigger level. If you have no CRM, we recommend starting with HubSpot's free tier: it handles the contact base, trigger sequences, and lead-source attribution you need without overengineering. The referral programme logic is simple; the discipline of running it consistently is where most operators fall short, and that's what we manage.
How does direct-channel marketing work alongside existing platform contracts?
We don't tell you to exit platforms abruptly — that would create a revenue gap. The strategy is parallel: build the owned channel while the platform fills volume. As direct leads grow, you selectively deprioritise platform categories where margin is lowest (typically price-sensitive B2C one-off jobs) while retaining platform presence for discovery of new geography or service lines. Most clients reach a stable split within 6–9 months where platform dependency is materially reduced without a revenue dip.
Do you have experience with facility management specifically, or mainly domestic cleaning?
Both verticals, with different buyer journeys. Domestic (B2C) relies on local SEO, Google Business Profile, and review velocity — the purchase decision is fast and trust-driven. Facility management (B2B) has a longer sales cycle involving property managers, procurement leads, or HR — LinkedIn prospecting, case studies, and tender-awareness content are the primary levers. We map your actual buyer mix in the audit and weight the work accordingly.
How quickly will we see results?
LinkedIn outreach generates pipeline conversations within the first 30 days if your service area has reachable decision-makers. Local SEO city-hubs start ranking in 6–12 weeks for lower-competition city+service combinations; broader terms compound over 3–6 months. Referral programme results depend on your existing client base — operators with 20+ long-term clients typically see the first referral leads within 60 days of launch. We run fast-return and compound levers in parallel from day one.