Based on a recent survey of 1000 households, respondents were asked if they had their carpets cleaned within the last 12 months. Here are the results of this survey:
· 18.6% had their carpets professionally cleaned
· 31.6% rented a portable carpet and cleaned their own carpets
· 49.8% had not cleaned their carpets
Those surveyed were asked to give their top hopes and expectations of a professional service. Their answers were as follows:
They wanted their carpets to DRY FAST
They wanted their carpets to be clean
They wanted their carpets to STAY CLEAN. No recurring spots.
They wanted the carpets to be safe for family and pets
They wanted a pleasant experience with the technician
Noticeably absent from the top five answers was anything about price.
It should also be noted that of the 31.6% respondents who decided to rent a machine and clean the carpets themselves, 12.7% said they wouldn’t do it again because of expense and the labor involved.
Also, out of the 49.8% who had not had their carpets cleaned within the past 12 months, 32.4% said they were going to have them cleaned within the next year. (The economy was to blame as to why they hadn’t had their carpets cleaned sooner)
What can we learn from this survey?
Most consumers aren’t fixated on pricing as some would believe. They simply want a quality cleaning for a fair price.
Consumers expect their carpets to dry in a reasonable period of time (2-4 hours)
Want a dissatisfied client? – let the stains come back. Less than 5% of your clients will call you back to take care of returning stains. Next time they’ll call your competitor!
Think “environmentally responsible” cleaning solutions are a fad? Keep thinking that and you’ll start to see your business go to companies who take advantage of this trend.
If your technicians aren’t clean cut (or at least wearing clean clothes) and polite and courteous, don’t expect repeat or referral business.
Sovran Communications Group is an advertising, marketing and consulting agency exclusively representing distributors, carpet cleaners and restoration service companies. For more information on our services and company please visit us online at www.SovranCommunications.com
