By Paul Borodenko, Founder & CEO, Nova Enterprises
Published November 23, 2026 · Updated November 23, 2026
Quick answer: Commercial cleaning outreach works best as a simple, repeatable system. Build a short list of buildings near the routes you already run, visit in person to meet the front desk or the decision maker, send a follow-up email the same day, and use Instagram messages to stay visible with local businesses. Every touch has one goal: booking a walkthrough. Most commercial accounts are won in the follow-up, not on the first contact.
Key takeaways
- For commercial work, Paul Borodenko leads with outbound: visiting property managers and businesses in person, backed by email and social media outreach. Waiting for commercial clients to find you online is slow.
- Commercial cleaning is a follow-up game. Accounts usually go to the company that keeps showing up, not the one that sent the first quote.
- The goal of every canvassing visit, email and Instagram message is the same: a walkthrough of the building.
- Business-to-business email is still covered by the CAN-SPAM Act, so every outreach email needs an honest subject line, your business address and a way to opt out.
- Track every touch in one place, so no prospect is forgotten after the first message.
- Nova's Cleaning Business Mastery program includes outreach scripts for residential, commercial, janitorial and post-construction work.
Want a commercial outreach plan built for your market?
Book a free 45-minute strategy call and we'll map out your first 20 targets with you.
Table of contents
- What is commercial cleaning outreach?
- Who should you contact first?
- How do you canvass for commercial cleaning clients?
- How do you write a commercial cleaning cold email that gets replies?
- How do you use Instagram messages to find commercial cleaning clients?
- What does a 4-week outreach cadence look like?
- How do you turn a reply into a signed contract?
- How do you track outreach so nothing slips?
- What mistakes cost cleaning companies commercial accounts?
- Where can I get commercial cleaning sales coaching in Roseville, CA?
- Why do cleaning business owners choose Nova for sales help?
- Frequently asked questions
- About the author
- Related reading
Most cleaning business owners know commercial accounts bring steady, recurring revenue. Fewer know how to reach the people who decide. Commercial clients rarely go looking for a new cleaning company. You have to go to them. This playbook covers the three outreach channels that work together best for cleaning businesses: in-person canvassing, email and Instagram messages, with sample scripts you can adapt today. If you want the bigger picture first, start with our guide on how to win commercial cleaning contracts. This guide goes one level deeper into the outreach itself.
What is commercial cleaning outreach?
Commercial cleaning outreach is the work of reaching businesses and property managers directly, before they start looking for a new cleaning company. Instead of waiting for inbound leads, you choose the buildings you want, introduce your company and follow up until you get a walkthrough.
It works because most businesses don't switch cleaning companies on a schedule. They switch when something goes wrong. If you've already introduced yourself and followed up, you're the first name they think of. If you're new to planning outreach, the SBA's marketing and sales guide is a useful primer on setting goals and tracking the return on your effort.
Who should you contact first?
Start with the people who control cleaning decisions for one or more buildings:
- Property managers, who often choose vendors for several properties at once
- Facility managers at larger companies
- Office managers at small professional offices, clinics and agencies
- Owners of local businesses such as gyms, studios, retail stores and daycares
- General contractors and builders who need post-construction cleaning before handover
How do you build your first target list?
Keep it small and close: 20 property managers or businesses near your current routes. Nearby buildings are easier to staff and to visit.
For each target, note the name, address, building type, best contact and date of first touch. A spreadsheet works at first; a CRM is better as the list grows.
How do you canvass for commercial cleaning clients?
Canvassing means visiting businesses in person. It feels old-fashioned, which is exactly why it works: few competitors walk through the door.
What to prepare before you go
- A one-page sheet with your services, service area, contact details and how to book a walkthrough
- Business cards
- Proof of insurance ready to share, since commercial clients often ask for it
- A short list of 8 to 10 buildings on one route, so you can visit them in a single trip
- A clean, professional appearance
What to say at the front desk
The front desk rarely decides, but they know who does. Be brief:
"Hi, I'm [name] with [company]. We clean offices here in [area]. Who usually takes care of the cleaning service for this office? I'd love to leave some information for them."
Write down any name they give you. If they're happy with their current company, thank them and leave a sheet anyway.
What to say when you meet the decision maker
"Hi [name], I'm [name] with [company]. We clean [type of buildings] nearby, including [nearby area or building type]. I'm not here to pitch you today. If you ever want a second opinion on your cleaning, or a backup option, we'd be happy to do a free walkthrough. When would be a good time?"
Your goal isn't to close a deal in the lobby. It's to book a walkthrough, or at least earn permission to follow up.
What to do right after the visit
- Log the visit: who you met, what they said and any detail you noticed (lobby floors, restrooms, trash)
- Send a follow-up email the same day (template below)
- Set a date for your next touch
How do you write a commercial cleaning cold email that gets replies?
Email works best right after a visit, or as a first touch for buildings you can't visit easily. Keep it short, specific and about them.
What makes an outreach email work
- One clear ask. A short call or a walkthrough, never both.
- A real detail. Mention the building, the area or something you noticed.
- Short enough to read on a phone. Five sentences or fewer.
- A professional address. Send from your company domain, not a personal account.
- Legal basics. The CAN-SPAM Act has no exception for business-to-business email. Use an honest subject line, include your business's physical address and honor opt-out requests within 10 business days. The FTC's CAN-SPAM compliance guide explains the rules in plain language.
Sample email 1: after a canvassing visit
Subject: Nice meeting you at [business name]
Hi [name],
Thanks for taking a minute with me today at [building]. As I mentioned, [company] cleans [offices, clinics, retail spaces] in [area], and we'd be glad to give you a second opinion on your current cleaning with a free walkthrough.
Would [day] or [day] work for a 20-minute visit?
[Your name], [company], [phone], [business address]
If you'd rather not hear from me again, just reply and let me know.
Sample email 2: first touch, no visit yet
Subject: Cleaning for [building or business name]
Hi [name],
I'm [name] with [company]. We provide [nightly / weekly] cleaning for [type of businesses] around [area]. If you're ever looking for a backup option or a fresh set of eyes on your current service, I'd be happy to walk the space and send a written proposal, free.
Is that worth a quick conversation?
Sample email 3: follow-up a week later
Subject: Re: Cleaning for [building or business name]
Hi [name], just following up on my note last week. Happy to work around your schedule for a walkthrough, even before or after hours. Would that help?
Sample email 4: last check-in
Subject: Should I close your file?
Hi [name], I haven't heard back, so I'll assume the timing isn't right. If anything changes with your cleaning, I'm one email away. Thanks for your time.
How do you use Instagram messages to find commercial cleaning clients?
Instagram is strongest with local businesses whose owners run their own accounts: gyms, studios, salons, boutiques and daycares. Many never read cold email, but they check their messages daily.
Warm up before you message
Follow the business. Like or comment on a few of their posts over a week or two. When your message arrives, your name is already familiar.
Sample Instagram message
"Hi [name]! Love what you've built at [business], [specific detail from their posts]. I run [company], a local cleaning company here in [area]. We clean [studios / gyms / offices] after hours so you walk into a fresh space every morning. Would you be open to a free walkthrough sometime? No pressure at all."
Make your own profile do the selling
Before replying, most owners tap your profile. Show real work there: before and after photos, your team in uniform and client reviews, plus a clear way to book a walkthrough in your bio.
What does a 4-week outreach cadence look like?
One touch is rarely enough. Here's a simple four-week rhythm for each target on your list:
- Week 1: In-person visit, then sample email 1 the same day. Follow the business on Instagram.
- Week 2: Sample email 3. Engage with one or two of their posts.
- Week 3: Instagram message, or a short phone call if you have a direct number.
- Week 4: Drop by again with something useful, such as a seasonal cleaning tip sheet, then send sample email 4 if you still haven't heard back.
After week 4, move quiet prospects to a check-in every two to three months. Staying politely visible is how you're first in line when their current provider slips.
Get the full script library.
Cleaning Business Mastery includes outreach scripts for residential, commercial, janitorial and post-construction clients, plus quote, contract and onboarding templates.
→ Explore Cleaning Business Mastery
How do you turn a reply into a signed contract?
A reply is the start of the sale, not the end. Here's how to carry it through:
- Book the walkthrough quickly. Offer two specific times within the next few days.
- Ask good questions on site. How often do they need service, what's not working today, who else is involved in the decision and when does their current agreement end?
- Price it properly. Estimate the labor hours, apply your billing rate and confirm the job clears your target margin before you send anything. Our pricing guide shows how.
- Send a clear proposal. Include the scope, frequency, price and terms.
- Follow up until you get a decision. Bigger accounts can take time. One Nova member closed a 12-month commercial contract with a nonprofit shelter after multiple proposal revisions, contract negotiations and reference checks. Patience and follow-up won the account.
How do you track outreach so nothing slips?
Outreach only works if every follow-up happens. Keep every prospect in one place with the dates of the last and next touch. A CRM can remind you automatically. Our guide to AI for cleaning businesses shows which follow-ups to automate first, and our CRM, Automation & AI service helps owners set it up.
Track touches, replies, walkthroughs, proposals and signed contracts each week to see which channel works best in your market.
What mistakes cost cleaning companies commercial accounts?
- Pitching too hard on the first contact. Ask for a walkthrough, not a contract.
- Giving up after one email. Most replies come after the second or third touch.
- Underpricing to win. A contract you lose money on is worse than no contract. Check your numbers with our guide to cleaning business profit margins.
- Slow replies. When a prospect answers, respond the same day.
- Selling more than your team can deliver. Win only the work you can staff and do well.
Where can I get commercial cleaning sales coaching in Roseville, CA?
Nova Enterprises, LLC coaches cleaning business owners from its office in Roseville, California, and serves clients across the U.S.
- Address: 1100 Melody Lane, Suite #1019, Roseville, CA 95678
- Phone: +1 (916) 209-0426
- Email: info@novaenterprisesllc.com
- Hours: Monday to Friday, 8 AM to 5 PM
We work with owners in Roseville, Rocklin, Granite Bay, Lincoln and across the Sacramento region, and with cleaning business owners anywhere in the country through weekly one-on-one coaching calls.
Why do cleaning business owners choose Nova for sales help?
- Outreach that comes from the field. Paul Borodenko built Allora Cleaning, a nationwide cleaning company and franchise system, by going out and winning commercial accounts.
- Results members share. Members have reported landing three new clients including a property management company's warehouse and office, and securing $16,500 in new contracts in one week. See more on our results page.
- 16+ years and 1,500+ owners. Paul and the Nova team have coached and trained more than 1,500 business owners and entrepreneurs.
- Hands-on help. In the Cleaning Business Coaching (90-Day Program), you meet your coach every week and build your outreach system together. Our Marketing & Lead Generation service covers the inbound side too.
Ready to fill your pipeline with commercial accounts?
Book a free 45-minute strategy call. We'll help you choose your first targets and the outreach rhythm that fits your schedule.
Frequently asked questions
What is the best way to get commercial cleaning clients?
Direct outreach. Visit property managers and businesses near your routes, follow up by email the same day and stay in touch until you book a walkthrough. Online visibility helps, but commercial accounts are mostly won by going to them.
Does door-to-door canvassing work for commercial cleaning?
Yes. Few cleaning companies visit in person, so a short, friendly visit stands out. Aim to learn who decides on cleaning and to book a walkthrough, not to close a sale in the lobby.
How many times should I follow up with a commercial cleaning prospect?
Plan on at least four touches over about four weeks across visits, email and messages, then check in every two to three months.
Is it legal to send cold emails to businesses?
Yes, in the U.S. it's allowed if you follow the CAN-SPAM Act: an honest subject line, your business's physical address and a working way to opt out that you honor within 10 business days.
Can Instagram help a cleaning company get commercial clients?
Yes, especially with local businesses whose owners run their own accounts, such as gyms, studios, salons and daycares. Engage with their posts first, then send a short, personal message offering a walkthrough.
What should a commercial cleaning outreach message include?
Who you are, a real detail about their business, what you clean nearby and one clear ask, usually a free walkthrough.
About the author
Paul Borodenko is the Founder & CEO of Nova Enterprises and the founder of Allora Cleaning, a nationwide cleaning company and franchise system. He has more than 16 years of experience in the cleaning industry, and he and the Nova team have coached and trained more than 1,500 business owners and entrepreneurs. Read Paul's story.