Random Acts of Cleaning to Gain Visibility In Your Service Area
Most people take pride in their local community. They hate seeing dirtiness and slime, especially in public places. Things like neighborhood entrance signs, public park benches, and a dirty piece of hardscaping are all great targets for a random act of cleaning, which is a play on a ‘random act of kindness’.
There are several power washing companies that are utilizing this strategy successfully as part of their social media advertising strategy. Why? Because it is a great way to get local shareable social media content, it takes 15-30 minutes, and it is a great way to potentially meet property managers and Home Owners Association members. I have even seen local media companies picking up these random cleaning stories.
How to Implement
The best target for a random act of cleaning is a neighborhood entrance sign that is dirty and can use a cleaning. Anything that is small, easy to clean, high visibility, and is associated with an organization or group will work. I have found neighborhood entrance signs perfect targets and you have likely worked in the neighborhood in the past (this can be mentioned when speaking to the HOA or property manager of the neighborhood).
You should always try and contact the HOA or neighborhood association to get permission to clean the sign beforehand. This is such an easy pitch because you are doing this for free. It is almost a guaranteed yes….and it provides a great excuse to introduce yourself to this HOA or neighborhood association member or president.
You don’t necessarily need permission. If you are 100% sure you will not damage anything and have your cleaning technique down perfectly then sometimes getting permission is just a nice formality. Honestly, who is going to be upset that a piece of property that is right next to a public road was cleaned? You're smart, play this by ear. If you think you should get permission first then do so.
Get a Video of Your Company Performing the Random Act of Cleaning
This is the video that you will be posting to Facebook, TikTok, Instagram, and potentially your website. The video does not need to be high production. You don’t need to have video transitions and background music is optional. The video should be under 60 seconds. The opening hook of the video should be you saying you are doing a random act of cleaning and introducing your business. You want the viewer aware that you live in the community and operate a local pressure washing business. It always helps to smile.
The end of the video should show a Before and After of the cleaning.
The marketing objective of these videos is to create content that is shareable and shows you are a friendly, approachable member of the community who takes pride in the community and happens to operate a pressure washing business.
Remember people don’t buy from companies, they buy from people. Be relatable and get in front of some eyeballs.