HighLevel for Cleaning Companies: CRM, Marketing, Automation, Field Service and AI

If you run a cleaning company, you probably didn’t start the business because you wanted to spend your evenings chasing enquiries, updating spreadsheets, sending appointment reminders and trying to remember which quotations need following up.

But as a cleaning business grows, marketing and administration can quickly become almost as complicated as doing the cleaning itself.

You need to generate enquiries, respond quickly, keep track of prospects, follow up quotations, communicate with customers, ask for reviews and encourage previous customers to use you again.

Then there is the operational side of the business. Jobs need scheduling, cleaners need organising and customers need to know when somebody is arriving.

This is where HighLevel can be particularly useful for cleaning companies.

HighLevel can provide the marketing, CRM, sales and communications engine for the business. If you also need field service management, an application such as FieldTask can extend HighLevel into the operational side of running your cleaning company.

I’ve worked with cleaning businesses at very different stages of development, from a startup through to established cleaning companies using HighLevel as part of much more sophisticated business systems.

So rather than looking at what HighLevel could theoretically do for a cleaning company, let’s look at how it can actually be used.

What Can a Cleaning Company Use HighLevel For?

HighLevel brings together many of the systems a cleaning business might otherwise have to purchase separately.

For example, a cleaning company can use HighLevel for:

• Websites and landing pages
• Enquiry forms
• CRM and contact management
• Sales pipelines
• Quote follow-up
• Email marketing
• SMS
• WhatsApp
• Appointment booking
• Automated reminders
• Facebook and Google advertising
• Review requests
• Customer reactivation campaigns
• Workflows and marketing automation
• Recruitment campaigns
• Voice AI and other AI tools

This means an enquiry can come into the business and automatically become a contact in the CRM.

That prospect can enter a sales pipeline, receive appropriate follow-up and move through the sales process.

Once they become a customer, HighLevel can continue to manage communications, reminders, review requests and future marketing.

Is HighLevel Cleaning Business Management Software?

Not really.

HighLevel is extremely strong at marketing, sales, CRM, communications and automation.

It isn’t primarily designed as field service management software.

If you have cleaners or technicians travelling to customers, you may also need functionality such as job scheduling, dispatching, work orders, staff management, timesheets and tracking what happens in the field.

This is where FieldTask becomes interesting.

HighLevel + FieldTask for Cleaning Companies

FieldTask is a field service management application designed specifically to work with HighLevel.

Rather than having one system for your marketing and another completely disconnected system for running jobs, FieldTask extends what you can do with HighLevel into field service management.

HighLevel can handle:

Marketing → Enquiry → CRM → Sales Pipeline → Follow-up → Customer

FieldTask can then help with:

Job → Scheduling → Dispatch → Field Staff → Work Completed → Invoice

FieldTask includes capabilities for managing jobs and work orders, scheduling and dispatching work, field teams, timesheets, invoicing and other aspects of service delivery.

More importantly, it has been designed to work with HighLevel.

Contacts, appointments, jobs, estimates, invoices and other information can remain connected between the marketing and operational sides of the business.

For a smaller cleaning company, sole trader or growing cleaning business, HighLevel + FieldTask can therefore provide a very interesting combination.

HighLevel attracts, converts and communicates with the customer.

FieldTask helps manage the work once somebody needs to go out and deliver the cleaning service.

A few years ago, this sort of joined-up CRM, marketing automation and field service technology was much more likely to be the preserve of larger businesses with substantial software and implementation budgets.

Today, a small cleaning company can start putting together remarkably sophisticated systems without needing enterprise-level budgets.

What If I Already Use ServiceM8 or Another Field Service System?

Keep using it if it works for you.

I’m not an advocate of replacing perfectly good software simply because something new has appeared.

In fact, I’ve worked with cleaning companies that were already using ServiceM8 when HighLevel was introduced.

The important question is what each piece of software needs to do.

If you’re already successfully using ServiceM8, Jobber or another field service management application, HighLevel can potentially become the marketing, CRM and communications layer around your existing system.

If you’re starting from scratch, or particularly want field service management designed to work closely with HighLevel, I would also look at FieldTask.

The right solution depends on the complexity of the business.

Example 1: Using HighLevel From the Startup Stage

One cleaning business I work with started using HighLevel right at the beginning of its journey.

The owner was already using field service software to help with service delivery, but he needed something else.

He needed to market the business.

We worked with him to build the company’s website inside HighLevel and put the marketing and sales infrastructure around the new business.

Leads come from several sources, including referrals, social media and Facebook advertising.

Social media has been particularly useful, with the owner creating videos featuring happy customers and sharing them through channels such as TikTok.

We’ve also used HighLevel’s Ad Manager for Facebook advertising.

When somebody makes an enquiry, the opportunity can be managed through a HighLevel sales pipeline, providing a structured process for following up potential customers.

This is a good example of why HighLevel and field service software solve different problems.

The field service system was already helping manage service delivery.

HighLevel was introduced to help market and grow the business.

From Finding Customers to Finding Staff

More recently, the challenge has changed.

The owner has become busy delivering cleaning jobs and simply doesn’t always have enough time to work on the marketing.

This is a problem I see in many owner-managed businesses.

Having marketing software doesn’t mean the marketing magically happens.

The business therefore upgraded to our MarketerM8 Professional plan, which includes an hour of hands-on HighLevel assistance each month with Atticus.

Interestingly, one of the latest projects hasn’t been about finding customers at all.

It has been about finding staff.

Atticus has been helping create a recruitment campaign and a dedicated recruitment pipeline within HighLevel.

Candidates can therefore be managed through a process in much the same way as sales opportunities.

It’s a useful reminder that CRM and automation aren’t only about customers.

As a cleaning business grows, recruitment can become just as important as lead generation.

Example 2: An Established Cleaning Company Moving From CRM to HighLevel and AI

Another cleaning company I’ve worked with is a well-established specialist cleaning business.

My relationship with the business goes back to around 2020.

The owner had previously purchased Infusionsoft twice but had failed to successfully implement it.

That wasn’t necessarily a software problem.

Buying a CRM doesn’t automatically give you a CRM strategy.

When I became involved, we approached things differently.

We looked strategically at the company’s business processes and customer journey, then implemented Infusionsoft around those processes and trained the staff to use it.

The system covered areas including lead capture, sales follow-up, customer nurture, reminders, reactivation, review generation, email marketing and pipeline management.

The important part wasn’t simply building automations.

It was helping the people within the business understand and use the system.

Moving From Infusionsoft to HighLevel

In 2023, I introduced the owner to HighLevel.

He subsequently took HighLevel on himself and became sufficiently involved with the platform that he established his own HighLevel agency.

There’s an interesting reason for that.

He also operates a coaching programme for other businesses within his sector and wants to be able to provide his coaching clients with a CRM alongside the coaching itself.

That’s quite a progression.

From twice purchasing Infusionsoft without successfully implementing it, he went on to embrace CRM and marketing automation to the point where he could incorporate HighLevel into his own offering.

More recently, I’ve been helping the business explore the next stage of HighLevel.

We’re now working on HighLevel Voice AI and using AI inside workflows to help manage and process data.

Example 3: HighLevel as Part of a More Sophisticated Cleaning Business

A third cleaning company I work with demonstrates another approach entirely.

The business was originally using Keap.

One of the initial requirements was to move to a modern marketing system that could handle areas such as email and WhatsApp marketing.

HighLevel became that platform.

As the cleaning company grew, however, its requirements became considerably more sophisticated.

The owner wanted the marketing system integrated into bespoke software developed for managing service delivery, data and reporting.

The result isn’t simply a HighLevel account connected to a field service application.

There is custom development involved.

HighLevel handles areas including marketing, CRM, sales pipelines, email, SMS, WhatsApp, follow-up and customer communications.

A specialist field service platform handles elements of service delivery.

And bespoke software acts as the central brain, coordinating and reporting information across the different systems.

HighLevel is therefore an important part of the overall technology stack without pretending to be the entire technology stack.

Voice AI is also part of the direction we’re now exploring.

This demonstrates what can happen as a cleaning company becomes more sophisticated.

You don’t necessarily throw HighLevel away as the business grows. Instead, it can become one component within a much larger integrated system.

Using WhatsApp in a Cleaning Business

WhatsApp can be particularly useful for service businesses.

Customers are already familiar with it and it can provide a convenient way to communicate about appointments, quotations and ongoing work.

HighLevel can incorporate WhatsApp into automated workflows.

Depending on your setup and the appropriate WhatsApp permissions and templates, you could use workflows to help with:

• Following up enquiries
• Appointment communication
• Quote follow-up
• Customer updates
• Reactivation campaigns
• Asking customers for information
• Sending booking information

WhatsApp doesn’t need to sit in isolation.

A response can trigger other actions within a HighLevel workflow, update CRM information or affect where somebody sits within a process.

Can a Cleaning Company Use HighLevel Voice AI?

This is one of the areas I’m currently exploring with cleaning businesses.

Think about the practical problem.

A potential customer calls a cleaning company at 11:30 in the morning.

Where is the business owner?

Quite possibly in somebody’s house, driving between jobs or actually cleaning.

Answering every call isn’t always practical.

HighLevel Voice AI opens up the possibility of an AI agent answering calls and dealing with appropriate initial enquiries.

Depending on how the system is configured, an AI agent could potentially collect information, answer common questions, help with booking and trigger subsequent workflows.

We’re already working with Voice AI within an established specialist cleaning business, and it is also part of the direction we’re exploring with another growing cleaning company.

I don’t believe AI should simply be introduced because “AI” is fashionable.

There needs to be a business problem worth solving.

For cleaning companies, answering the telephone when everybody is busy delivering the service is a very real problem.

Using HighLevel for Cleaning Company Sales Pipelines

One of the simplest but most valuable HighLevel features for a cleaning business can be the sales pipeline.

An enquiry isn’t the same thing as a customer.

Depending on the business, a simple pipeline might look something like:

New Enquiry → Contacted → Quote/Survey Required → Quote Sent → Follow-up → Won/Lost

The exact stages should reflect how your business actually sells.

The important thing is visibility.

Instead of enquiries disappearing into email inboxes, WhatsApp conversations, notebooks and somebody’s memory, you have a central view of potential business.

Automations can then support the process.

For example, HighLevel could create follow-up tasks, send appropriate communications or trigger workflows when an opportunity reaches a particular stage.

I’ve used exactly this approach with cleaning businesses.

Facebook Advertising for Cleaning Companies

HighLevel also includes Ad Manager functionality for Meta and Google advertising.

We’ve used HighLevel Ad Manager for Facebook campaigns within the cleaning sector.

The interesting thing isn’t simply being able to launch an advert.

It’s what happens after somebody responds to it.

An advertising lead can enter the same CRM, sales pipeline and follow-up processes used for enquiries from other sources.

For a smaller cleaning company, having advertising and the CRM sitting much closer together can simplify the journey between generating a lead and actually following it up.

Reviews and Customer Reactivation

Cleaning companies have another valuable marketing asset.

Existing customers.

Once you’ve successfully cleaned somebody’s carpet, windows, office, property or upholstery, you have an established relationship.

HighLevel can help businesses create processes for requesting reviews and staying in touch with customers.

It can also be used for reactivation campaigns.

That could mean contacting appropriate previous customers when they may be ready to use the service again, rather than continually spending money acquiring completely new customers.

The exact frequency and messaging will depend on the cleaning service.

A commercial cleaning contract is obviously very different from an occasional carpet clean.

That’s why the automation should be built around the customer journey, rather than simply installing generic workflow templates.

Systemise Your Cleaning Business Before You Automate Everything

There’s a bigger lesson behind all of this.

HighLevel shouldn’t be used simply to automate a bad or undefined process.

First ask:

• What should happen when somebody enquires?
• Who follows up the quotation?
• When should they follow up?
• What happens when the customer says yes?
• How do we communicate before the job?
• What happens after the job?
• When do we request a review?
• When should we contact that customer again?

Once you’ve established the answers, HighLevel can help turn those processes into repeatable systems.

That reduces the business’s dependence on somebody remembering what needs to happen next.

It can also create something much more valuable.

A proven, repeatable way of marketing and selling your cleaning services.

Could HighLevel Help You Franchise Your Cleaning Business?

If your cleaning business reaches the point where you’ve developed a proven model, you may eventually consider opening additional locations or franchising it.

This is where the systems you’ve already built can become particularly valuable.

A franchisee doesn’t just need your brand and instructions on how to deliver the cleaning service.

They also need to know how to find and convert customers.

HighLevel gives you the potential to turn the marketing and sales processes you’ve developed into a system that can be provided to each franchisee.

That could include your:

• Sales pipeline
• Enquiry forms
• Workflows and automations
• Email and SMS templates
• WhatsApp processes
• Review campaigns
• Reactivation campaigns
• Websites and landing pages
• Advertising processes
• Reporting

In other words, instead of simply giving franchisees a marketing manual, you can potentially give them your proven marketing and sales system in a box.

Each franchisee can have their own HighLevel account while the core system is based on the processes you’ve already developed and tested in the original business.

If field service management is also part of the model, something such as FieldTask can provide the operational layer alongside HighLevel.

Interested in Using HighLevel for a Franchise Operation?

HighLevel’s agency structure makes it particularly interesting for this type of model because individual franchisees can operate within their own sub-accounts.

If you’re considering using HighLevel as the CRM and marketing platform behind a franchise operation, I’ve created the HighLevel SaaS Entrepreneur Programme to help people understand how to build and manage this type of HighLevel setup.

Find out more about the HighLevel SaaS Entrepreneur Programme here.

Which HighLevel Setup Is Right for a Cleaning Company?

There isn’t one answer.

The cleaning businesses I’ve worked with demonstrate that.

For a startup or smaller cleaning company, HighLevel could provide the website, CRM, marketing, pipeline and automation. Add FieldTask if you want closely integrated field service management.

For a cleaning company already using field service software, you don’t necessarily need to replace it. HighLevel can potentially sit alongside your existing system and handle the marketing and customer relationship side.

For a larger or more sophisticated operation, HighLevel can become part of a wider technology architecture involving specialist operational systems, APIs, webhooks and bespoke software.

And if you eventually want to replicate your successful cleaning-business model across multiple locations or franchisees, the systems you’ve built in HighLevel can potentially form part of that expansion.

The technology should fit the business. Not the other way around.

Frequently Asked Questions About HighLevel for Cleaning Companies

Is HighLevel good for cleaning companies?

It can be. HighLevel is particularly strong for cleaning companies that need CRM, lead management, sales pipelines, email, SMS, WhatsApp, marketing automation, websites, advertising, reviews and increasingly AI.

For managing cleaners and jobs in the field, you may want to combine HighLevel with a field service application such as FieldTask.

Can HighLevel manage cleaning jobs?

HighLevel isn’t primarily a field service management platform.

FieldTask can add field service functionality while integrating with HighLevel, allowing HighLevel to concentrate on marketing, sales, CRM and customer communications.

Does FieldTask integrate with HighLevel?

Yes. FieldTask has been specifically designed to work with HighLevel.

You can read more in my guide: FieldTask for HighLevel: What It Is, How It Works and How to Get It.

Can HighLevel replace ServiceM8 for a cleaning company?

That isn’t automatically what I’d recommend.

If you’re already successfully using ServiceM8 or another field service platform, you may be better off keeping it and integrating your systems where appropriate.

If you’re choosing a new field service platform and want something designed specifically around HighLevel, FieldTask is worth investigating.

Can cleaning companies use WhatsApp in HighLevel?

Yes. HighLevel supports WhatsApp and can incorporate WhatsApp messaging and responses into workflows.

This can be useful for enquiries, appointment communications, follow-up and marketing, subject to the relevant WhatsApp Business messaging rules and permissions.

Can HighLevel help a cleaning company get reviews?

Yes. Review requests can form part of automated customer workflows. For example, once a job has been completed, an appropriate workflow could ask the customer to leave a review.

Can HighLevel be used to recruit cleaners?

Yes. We’re already using HighLevel this way with a cleaning company.

A recruitment campaign and recruitment pipeline can capture applicants, manage follow-up and move prospective employees through a structured recruitment process.

Can HighLevel AI answer calls for a cleaning company?

HighLevel offers Voice AI, which can be configured to handle telephone conversations and trigger other actions.

We’re currently working with Voice AI within cleaning businesses, particularly around the challenge of dealing with incoming calls while owners and staff are busy delivering services.

Can I give each cleaning franchisee their own HighLevel CRM?

Yes. HighLevel’s agency model allows individual sub-accounts to be created.

This means a franchisor can potentially develop a proven marketing and sales system centrally and provide a version of that system to each franchisee.

If you’re interested in exploring this type of model, take a look at the HighLevel SaaS Entrepreneur Programme.

Want to Explore HighLevel for Your Cleaning Company?

The most important lesson from the cleaning businesses I’ve worked with is that there isn’t a standard HighLevel setup that every cleaning company should buy.

A startup may need a website, advertising and a sales pipeline.

An established business may need better CRM processes, staff training and AI.

A larger cleaning operation may need HighLevel integrated with specialist field service software and bespoke systems.

And a business with ambitions to expand geographically or franchise may eventually want to turn its proven marketing processes into a system that can be replicated elsewhere.

Your business may need something completely different.

If you’re running a cleaning company and considering HighLevel, or you’re already using HighLevel but aren’t getting enough from it, book a discovery call with me.

We can look at what you’re currently using, how you generate and manage enquiries, how you deliver the service and where HighLevel, FieldTask, AI or your existing systems could fit.

The objective isn’t to squeeze your cleaning company into HighLevel.

It’s to build the right system around the way your cleaning business actually works.

Book a 20-Minute Discovery Call