A simple but highly effective way to get more softwashing customers

February 06, 2018

Benz Softwash Bio Cleanze DDAC biocide & Benz Softwash Lightning Cleanze SH sodium hypochlorite biocide
When people have just moved into a new home they are emotionally and financially invested to their purchase and are pre-disposed to spend a little more money to look after it. We could say they are in the "honeymoon" stage of their relationship with their home.

Softwashing and window cleaning contractors can use this to their, and their customer's, advantage by offering their softwashing services when new owners have moved in and are full of the joys of their new property.

They have just spent thousands on their new home, so are acclimatised to spending large amounts of money and to have their property professionally cleaned is a relatively negligible additional expense.

How to get new softwashing customers

This system is so simple, anyone can do it:

1) Keep an eye out for For Sale signs

2) Make a note the address and the date you saw the signs – and carry it with you in your van on a clipboard or small notebook.

3) Then, when next in the area, check to see if the sign has gone down, or been replaced by a Sold sign

4) If so, knock on the door and introduce yourself and your services

Many softwashing contractors also clean windows and vice versa. The two services go together, as Forrest Gump said, "Like peas and carrots". So if you are in this position the chances of the potential customer going for either your window cleaning or softwashing service, or both, is very high.

Quick tip: It's never a good idea to try to sell two things at the same time. It forces the potential customer to think too much, and few of us like to do that. So they fall back on their default position of "If in doubt say No".

If you have both a window cleaning and softwashing business we suggest offering window cleaning first. It's the easiest sale and opens the door to building a trusting relationship with the customer. After a few months you can casually tell your new customer about your other services while cleaning their windows. Easy peasy!

If they say No to having their windows cleaned, use the "Columbo Close" (from the famous tv series) by, as you complete the window cleaning conversation and are about to walk away, turn around and say something like, "Oh, by the way, I also clean roofs, patios, walls from that black/yellow/red staining I can see on your home. Would you like me to quote you for cleaning all that dirty staining off? Would make your home look and feel so much better, and it would help protect the structure as well." Something like thatg ... in your own words of course.

Chances are they will at least be interested to know more, and that's your opening to explain the benefits of softwashing.

Leo achieved an 80% success rate using this simple but highly effective strategy to find new customers for his window cleaning business. And Ben has found similar success when building his window cleaning and softwashing business (www.performancecleaning.ie).

So we know beyond all doubt that the system works and is highly profitable.

How much to charge for repeat softwashing

This is the eternal "how long is a piece of string question". The rate you can charge depends on area mostly and varies dramatically. As a rule of thumb, softwashing pays approx twice the day rate of a competent window cleaner in any given area.

There's no need to try to undercut the competition. A "race to the bottom" serves no-one. If you do a good job, be polite, and clean up after you most customers will be happy to have you back at reasonable rates.

Trust is at a premium in today's world and many people, including us, prefer to choose a tradesman they can trust rather than a cut-price cowboy. The extra cost of having someone do a good job and look after a customer's property is well-worth paying for (btw: you may want to make a point of this in your marketing materials).

First softwash treatment

These usually take longer because the property has been neglected and the biological growths have rooted themselves into the surfaces. Using Benz Lightning Cleanze to get rid of the worst of the infestation on a first visit is often the best choice.

Lightning Cleanze gives your customers the rapid results most people want. Then follow up with a treatment of Ben Bio Cleanze, either on the same day or 1-6 months later.

Repeat softwash treatments

If you are maintaining a property regularly there will usually be little need for repeat treatments with Lightning Cleanze. Simply spray with Bio Cleanze and walk away!

This is how you can reduce the time a job takes and therefore reduce the price to your customer. It's this regular re-treatment with Bio Cleanze that enables you to lower your price and makes your business more profitable at the same time.

Win-win for you and your customers in other words.


We hope this information is helpful.


Ben, Leo & Fiona

Click Here to explore the full range of Benz popular softwash cleaning products

Benz Softwash Bio Cleanze DDAC biocide & Benz Softwash Lightning Cleanze SH sodium hypochlorite biocide

Also in Benz Trade Tips

Soft washing pebbledash (dry dash) wall render
How to soft wash pebble dash (dry dash) wall render with Bio Cleanze

June 24, 2020

In this video Ben demonstrates how to treat pebble dash (aka "dry dash") render with Benz Bio Cleanze. The render will become even cleaner over the coming year because the natural cleaning effect of a Bio Cleanze treatment continues to deep clean over time. And it adds residual protection against re-colonisation.

Click the link on this page to watch the video ...

View full article →

Why do surfaces turn temporarily orange after soft washing?
Why can surfaces turn temporarily orange after soft washing?

June 04, 2020

In this video Ben demonstrates the temporary effect of soft washing with Benz Bio Cleanze that can occur on some surfaces – especially concrete and wall render – when applied in hot weather.

Click the link on this page to watch this short "how-to" soft washing video ...

View full article →

Benz softwash biocide cleaning products
Can surfactants be safely added to Benz biocides?

April 21, 2020

A number of customers have asked about adding surfactants to our softwash biocides. So we thought to share the info with everyone.

Click the link on this page to find out what we told them ...

View full article →