Housekeeping Entrepreneur With 2.4 Million Instagram Followers Transforming Housecleaning Through Multiple Revenue Streams

Sarah McAllister founded Go Clean Co in 2018. Like many entrepreneurs, she saw a market gap and offered a solution. In her case, the gap was for deep house cleaning, which clients might buy every couple of months as opposed to the typical every-two-weeks cleaning. 

When the pandemic started, McAllister noticed the need for content about proper cleaning methods. To help people through the pandemic, she began posting cleaning videos that showcased Centers for Disease Control and Prevention (CDC) standards. 

The continual and growing interest in home cleaning is big business. A market report from Spherical Insights predicts a 6.5% compound annual growth rate for the industry as it grows to $177.13 billion by 2030. The pandemic still driving surface-cleaner usage, and people increasingly want to use green cleaning products, according to the report. 

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The success of her videos and her reach leads other cleaning-based influencers to mention her work as a standard. For example, a video titled “Trying the Go Clean Co Cleaning Method to Deep Clean Kitchen | Cleaning Tips & Hacks” from influencer Mai Zimmy references Go Clean Co’s approach to cleaning. These types of references reflect Go Clean Co’s status as a premier cleaning authority and McAllister’s ability to create impactful content. 

McAllister’s ability to reach more than 2.4 million followers on Instagram for Go Clean Co provides lessons for other influencers and startups who want to grow their brands organically. She also uses YouTube and other channels to present different types of content that can appeal to varied audiences.

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Engaging With Fans

McAllister launched a Spring Cleaning Challenge 2023 where she asked her followers to submit challenge entries to receive a free house cleaning from herself and her team. She recently posted an edited video showing her traveling to a home in San Diego to surprise a lucky recipient. This type of engagement allows McAllister to delight her fans, get them interested in further engagement and showcases her work in someone’s home. She also presents a variety of posted content, from videos of buckets of dirty water after a cleaning to the joys of organizing.

Entrepreneurs can follow McAllister’s example by engaging with fans through varied content. They can join conversations, respond to questions, attend industry events and perform other actions that strengthen and personalize their brand. McAllister calls her followers the Cleaning Army' and promotes that hashtag. This is a way for her to develop togetherness among her fans, further drive social media mentions and build a subbrand. 

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Developing Multiple Revenue Streams

McAllister’s company pulls in revenue from several sources. It operates an Amazon page featuring hundreds of products, from cleaning supplies to housewares and travel goods. The company earns a commission on each sale. 

Go Clean Co partners with large brands. McAllister creates sponsored posts with brands like Downy, and she creates additional content through these partnerships. For example, she posted about an upcoming Instagram Live discussion with a scientist from Proctor & Gamble Co., the makers of Downy Rinse & Refresh. 

McAllister and her team promote brands that make contextual sense. Go Clean Co partners with cleaning product brands but also has sponsored posts for 1-800-Got-Junk. This association appeals to her followers because as people deep clean their homes they often declutter and need to toss old items. Aspiring influencers and startups should choose their social media partnerships carefully to ensure they resonate with their audience and do not seem out of place with their brand.

Bleach, Pray, Love is an e-commerce site operated by Go Clean Co that sells branded merchandise such as cleaning guides and an array of e-books. The company relied on sales of e-guides during a second lockdown in Calgary, Alberta, Canada, prevented it from performing at-home deep cleanings. 

McAllister continues to grow the Go Clean Co and her other brands by hiring staff members and expert cleaners. She operates a model other startups can emulate of staying consistent within a niche, engaging on social media and diversifying revenue streams. 

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