Carpet cleaning is often a necessary service for many homeowners. However, not everyone realizes this. In fact, many people assume that they can sufficiently vacuum their carpets by themselves and don’t need a professional cleaner.
While this may be true in some households, most households could benefit (at least from time to time) from the services of a professional carpet cleaner.
So, who is the target market for carpet cleaning? And what motivations do they have for calling a professional carpet cleaning service?
If you have a cleaning service and are planning to get into carpets, or if you’re planning to start a specialized carpet cleaning service, such questions will probably be at the top of your mind.
In this article, we will discuss these questions and segment the target market for carpet cleaning based on the need that people have for a professional carpet cleaner. We will also look at businesses that need professional carpet cleaning.
What is the Target Market for a Carpet Cleaning Service?
To best understand the target market for a carpet cleaning service, we must try to understand the reasons why someone would need or want to hire professionals to clean their carpet.
Remember that not everyone who needs a cleaning service will want their carpets cleaned. At the same time, there will be people who will want only their carpets cleaned while they do the rest themselves. This is why customer motivations matter.
By understanding customer motivations you will be able to craft marketing strategies to attract potential customers and develop service/product packages that will align with your customers’ needs, making it more likely that they will hire your company.
Based on this segmentation criterion, here are the top segments of the target market for carpet cleaning:
- People who are too busy to clean their carpets themselves
- People who do not have the necessary equipment to clean their carpets
- People with health conditions that are exacerbated by unclean carpets
- People with young children or pets that make it difficult to keep carpets clean
- People who are OCD or just have a strong preference for cleanliness
- Businesses that need carpets cleaned regularly
Let’s explore each of these segments in more detail.
1. People who are too busy to clean their carpets themselves
This segment of the target market for carpet cleaning includes people who simply do not have the time to clean their carpets on their own.
This could be because they work long hours, have a lot of other responsibilities (e.g., taking care of children), or just don’t want to spend the time doing it themselves.
For these people, hiring a professional carpet cleaning service is a way to take one more thing off of their plate and have it be done by someone else.
2. People who do not have the necessary equipment to clean their carpets
Proper carpet cleaning needs special vacuum cleaners and other equipment that the average person does not have access to.
For instance, carpet cleaning often requires special tools and cleaning products that are not found in a typical home.
Additionally, many commercial-grade carpet cleaning machines are too expensive for the average person to justify purchasing, so they will instead opt to hire a professional service that already has the necessary equipment.
3. People with health conditions that are exacerbated by unclean carpets
For some people, having clean carpets is not just a matter of preference – it’s a necessity.
This segment of the target market for carpet cleaning includes people who have allergies, asthma, or other health conditions that are exacerbated by unclean carpets.
For them, it is important to hire a professional service that uses eco-friendly and hypoallergenic cleaners and vacuums, as well as a service that guarantees thorough cleaning.
4. People with young children or pets that make it difficult to keep carpets clean
Family with young children know exactly what it means to have a “messy house”. Between the spills, the stains, and the general wear-and-tear that children can inflict on a home, it can be difficult to keep carpets really clean – even with regular vacuuming.
The same is true for families with pets, who often have to deal with pet hair, dirt, and other messes that can be difficult to remove from carpets.
For these families, hiring a professional carpet cleaning service is a way to maintain a clean home despite the challenges posed by young children and/or pets.
5. People who are OCD or just have a general preference for cleanliness
People who are OCD have a compulsive need for cleanliness and order, which can extend to every aspect of their lives – including their carpets.
Even people who don’t have OCD can be particular about keeping their carpets clean, as a clean carpet is often seen as a sign of a well-maintained home.
For these people, having clean carpets is a way to reduce stress and create a more pleasant living environment.
These individuals are often willing to pay more for premium services that will guarantee a high level of cleanliness.
6. Businesses that need carpets cleaned
The target market for carpet cleaning also includes businesses that need to have their carpets cleaned on a regular basis.
Many businesses have carpets all over their premises. Hotels tend to have wall-to-wall carpets. Conference centers have the same. Office buildings, retail stores, and even many restaurants have carpets.
While some businesses have their own in-house cleaning staff, many outsource their carpet cleaning needs to professional services. They prefer a professional service that can clean their carpets quickly and efficiently, with minimal disruption to their business’s operations.
Outsourcing carpet cleaning is often seen as a more cost-effective solution, as it eliminates the need to purchase and maintain specialized equipment. In smaller establishments like restaurants, it also frees up employees to focus on core tasks, as they don’t have to worry about cleaning the carpets themselves.
The target market for carpet cleaning generally includes people whose carpets get dirty easily and who do not have either the time or the inclination to clean their carpets by themselves. This includes people who are busy all the time and cleaning carpets is not even on their To-Do list.
Summary
It also includes people who want their carpets cleaned properly but do not have the necessary equipment or chemicals to do a good job. People with health conditions like severe allergies or asthma often cannot be in a room with a dirty carpet. For them, professional carpet cleaning is a necessity.
Similarly, households with small children or pets that shed hair, tend to have a need for regular carpet cleaning. Many simply prefer to get a carpet cleaning service to do the job for them. And finally, businesses like hotels, conference centers, malls, and restaurants find it cost-effective to outsource the carpet cleaning job to a professional company, leaving their own staff free to focus on core business activities.
So, these are the segments of the target market for carpet cleaning and their motivations for needing an external service. If you are planning to start your own carpet cleaning business or planning to expand an existing business, pick the segment(s) you want to focus on and then build your marketing campaigns and service offerings to satisfy their needs.
