Quality, Value, and Service Since 1980

The Butler Corporation is a family-owned American business, providing factory direct sales, service, and support to thousands of customers in all fifty United States as well as Bermuda, St. Maarten, Cayman Islands, Puerto Rico, Canada, and various U.S. government facilities.

Factory-direct communication with our customers is especially appreciated by those who operate their business in remote locations or where dependable local service is not available.

10-Year Warranty*

Every new Butler System is warrantied for 10 years at no additional cost. There are no limitations on machine hours, and the warranty may be transferred at no charge for up to one year.

Warranty coverage includes all major components: The Shaft Drive System, High Pressure Pump, Detergent Injection System, Vacuum/Blower, Heat Exchanger, Fresh Water Holding Tank, Recovery Tank, Vacuum Hose Reel, Pressure-Hose Reel, Holders, Racks, Trays and Shelving, etc.

Buy-Back Guarantee

The Butler Corporation’s Buy-Back Guarantee is an exclusive program that provides customers the opportunity to trade-in or cash-in their 15-year-old or newer Butler System/van at any time during ownership, including while financed or leased.

Customers can choose this easy, convenient alternative to purchase a new or pre-owned Butler System or to receive all the buy-back value in cash.

The trade-in/cash-in value for a used Butler System/van could be as much as 75 percent (or more) of the original purchase price.

Vehicle Selection and Convenience

Convenience, availability, competitive pricing, and ease of financing are why most customers choose from our extensive vehicle selection.

We inventory as many as a hundred or more new and pre-owned vehicles at any one time, including regular and extended length vans, cube vans, and trucks with a variety of optional equipment.

Select vehicles are under warranty by the manufacturer for up to five years/100,000 miles. Pre-owned vehicles are provided with the remaining balance of the vehicle manufacturers’ warranty or by The Butler Corporation’s exclusive pre-owned vehicle warranty.

800-535-2025   |  

[infobox title=’Legend Brands Truckmount’][/infobox]

Legend Brands Drives Leading-Edge Innovation in Truckmount Market

Building on Prochem’s 50-year legacy of quality and durability and Sapphire Scientific performance engineering, Legend Brands’ latest truckmounts deliver a full slate of product innovations.

All new models — the 370SS, Apex 570, Peak 500, and just-launched Everest 870HP — boast these benefits for cleaning and restoration professionals:

• Nanotech Cerakote® coating lowers exhaust components’ heat levels by 30 percent or more. This results in lower internal van temperatures and helps to ensure longer life for your truckmount.
• High-strength, rust-proof aluminum frames for lasting durability.
• Carbon-fiber styling on front bezel for cool curb appeal.
• Exclusive heat-exchange designs — fast warm-up and consistent heat.
• Most reliable components of any truckmounts.
• The industry’s best warranty.

Each model provides unique benefits:

370SS – Hottest water and strongest vacuum of any truckmount in its class. The patented heat exchange system produces consistent hot water, and its narrow footprint makes it ideal in today’s smaller, more fuel-
efficient vehicles.

Apex 570 – In addition to the highly reliable Kubota liquid-cooled engine, the Apex 570 features the Gardner Denver HF408 blower. Its tri-lobe helical design is quieter and produces less vibration, plus it operates at higher RPMs to maximize extraction rates and accelerate drying times.

Peak 500 – Quick warm-up, plus it holds the heat even while using a 6-flow wand. It delivers water-cooled reliability and high-efficiency heat exchange at an economical price — and it’s CARB-compliant in all 50 states. Even operating it is economical: The Peak 500’s Kawasaki engine consumes only 1 gallon of gas per hour.

NEW Everest 870HP – Serious power for the most serious cleaning and restoration professionals. This machine is the perfect combination of industrial-grade components, proven engineering and unrivaled performance. At the heart is a Kubota 4-cylinder, 57-HP, liquid-cooled, fuel-injected, cast iron block engine paired with a Eurus vacuum blower with proven performance and durability.

Here’s how the new Everest 870HP out-muscles all competitors:

• Ready for 1-, 2- and even 3-wand extraction/cleaning with maximum extraction capabilities,
• Abundant HOT water — combines the best of the Sapphire Scientific® heat exchange system with the tried and true Prochem® water box and recirculation system,
• Ultimate control of cleaning temperatures using the well-proven, thermal-logic heat control system,
• Economical operation using E-Idle to save up to 23 percent in fuel consumption,
• Industry’s only truckmount with a 5-year warranty!

To view and compare these truckmounts, visit our website.

800-932-3030   | 

The post 2019 Cleaning Industry Leader Profiles appeared first on Cleanfax.

I began Carpet Rx in 2010, but when I learned how to repair and dye carpet, I changed the name to Louisville Carpet Dyeing & Repair. But then customers assumed I’d stopped cleaning carpet, which is not ideal when you have a warehouse full of carpet cleaning equipment. So, I changed my business name yet again, this time to The Carpet Chemist. The name has a nice ring, doesn’t it? Can’t you just imagine me riding around in my mobile cleaning laboratory, using my proprietary potions, elixirs, dyes, and tools to keep carpet in peak condition? I rebranded my business to reflect the name. Dan Antonelli and his KickCharge Creative team created an incredible wrap design complete with 3D bubbles!

For an opportunity to win a chemical prize package from Solutions by Steam Pros (worth $250), send your images and a brief 100-word description on how you obtained your results to Amanda Hosey, managing editor, at amandah@issa.com, or submit via Facebook messenger at . Contest rules available by request.

[infobox title=’DID YOU KNOW’][/infobox]

Drying decisions based only on grain depression most frequently lead to false determinations. Primary focus should be on material drying progress for the utmost understanding of progress, performance, and efficiencies. Temperature and humidity readings should follow to make educated adjustments. For more information, check out our article on interpreting grain depression.

The post A Rebranding Transformation [Photo Contest] appeared first on Cleanfax.

While many of the same old problems face restoration companies today — maintaining qualified teams, insurance filing issues, adjuster relationships, pricing models, etc. — there are major advancements in equipment that are shaping today’s work and will continue to in the future.

Equipment

Drying equipment is growing smaller and more efficient while simultaneously gaining precision and becoming easier to use.

“Manufacturers are engineering air movers for low amps and high velocity (not high cfm) to focus air directly on wet surfaces,” says IICRC and Restoration Sciences Academy instructor David Oakes. “Dehumidifiers are now being designed for a maximum efficiency in the 80/30 percent relative humidity range, where most of the time is spent drying, not for the AHAM standard of 80/60 percent.”

These new advancements help speed drying times, in turn, increasing revenue. Oakes adds, “Contractors should consider updating and replacing any dehumidifier that is six years old or older. LGRs of the older generations are simply not efficient enough to get the low relative humidity necessary for rapid drying.”

Heat

In recent years, heat in restorative drying has taken the industry by storm with its ability to decrease drying times in a world often controlled by insurance company time tables.

According to IICRC and Restoration Sciences Academy instructor Richard Driscoll, the use of heat and inter-air-drying systems for floor and wall drying is the most important drying innovation that restorers should be taking more advantage of. At the same time, he cautions restoration professionals and points to the need for proper training on heat drying before technicians use the technology.

“Technicians can go overboard with too much heat,” Driscoll says. “In class, I have had numerous students tell me the way to dry a bathroom is to install a dehumidifier, close the door, and ‘cook it,’ apparently not realizing most dehumidifiers do not work above 90-95 degrees Fahrenheit. This means, while the room is ‘cooked’ and the increased temperature has aided in increasing the vapor pressure on the surfaces, thus moving moisture out of the surfaces, with no dehumidification occurring (because of high temperatures), the moisture in the air goes nowhere.”

Without the right education on drying advancements, new tools could be costing you money rather than improving revenue.

Connectivity

Arguably the most exciting advancement currently affecting drying professionals is the arrival of IOT (Internet of Things) and the connecting of devices that comes with it.

“The advent and growth of technology integration in equipment, documentation, and related instruments and tools has been the single most important advancement in recent years,” according to Next Gear Solutions Vice President of Technical Application Brandon Burton.

The ability to receive drying data from off site and adjust is just short of miraculous to busy restoration professionals.

Driscoll adds, “When we add sensors that can provide information on a drying job and then tie this to dehumidifiers and air movers, the complete drying job could be modified ‘on the fly’ as the sensors and monitors could change speeds of air movers and change the airflow through dehumidifiers so that they all work at the optimum levels.”

Many reluctant to adapt to the increasingly connected world may hope for this connected equipment to fall by the wayside, but let’s be honest; it’s here to stay.

“The digital and connected movement in the restoration industry is rapidly growing and will soon become the norm — it is critical to begin adopting it today to ensure you are not left in the dark,” Burton says. “It amazes me how many in our industry have not fully embraced the digital age and continue to go through the motions with pen and paper, often documenting a substantial amount of information that is never really used to make meaningful determinations about the project because it is simply too difficult to review pages of hand-written notes and data.”

Oaks reminds us to be mindful with this new technology, though, just like any technology evolving quickly.

He says, “The use of technology with tablet and smart phone apps for documentation is where the industry is headed. Unfortunately, some of these systems seem to place restrictions on the amount of equipment based on arbitrary formulas, not based on performance and job conditions, so we should proceed with caution.”

But the addition of new ways to connect equipment is unlikely to stop any time soon, so it’s important to stay up to date on these new connected devices.

“Equipment is becoming smarter; our documentation tools are becoming smarter. Soon they will be capable of directly communicating with one another,” Burton says. “This will continue to be our industry’s most critical area of continued innovation with the promise of simplifying and systematizing industry standard compliance while improving the quality and speed of field reporting and data collection.”

One thing we can see from all these advancements is that work in restorative drying is getting easier and more intuitive for those venturing into new equipment and methods. More importantly, improvements to the industry will only continue to emerge, especially as IOT technology becomes more ingrained, so stay on top of updates and additions and be ready to adapt to the changes.

Amanda Hosey is the managing editor of Cleanfax. She has worked as an editor and writer for more than six years, including four years with Cleanfax. Reach her at amandah@issa.com.

The post Restorative Drying in the Modern Age appeared first on Cleanfax.

All cleaning and restoration contractors crave stable cash flow that they can depend on. And nothing provides that wonderful, consistent flow of cash into your business better than regular contract commercial accounts.

For most carpet cleaners, residential work falls off dramatically with the mud and snow winter brings. But regular, contract commercial accounts keep a company’s technicians busy and the bills paid… all year long! Plus, the employees of these commercial accounts are a captive marketing audience for residential work.

Restoration businesses also enjoy the consistent cash flow of commercial work for “evening out” the lows between those big losses. And even better, when your restoration company is an ongoing presence with a commercial or institutional account, who will be first in line when their pipes break or a smoke loss occurs?

Of course, few good things in life come easily.

Your challenges

Hands down, the biggest challenge in acquiring commercial work is… us! Most of us (me included) suffer from the dreaded fear of rejection. Translation: We hate selling. So, we invent what I call “displacement activities” that keep us busy, busy, busy with more enjoyable stuff.

Hopefully, you’ve conquered your fear of selling and have at least one dedicated sales morning in which you contact 15-20 new prospective clients every week. The Commercial Carpet Analysis form (See it in the May/June 2018 issue of Cleanfax.) will be a huge help in structuring these sales calls.

If you consistently make these weekly dedicated sales calls, you will sign up new commercial accounts. But now you must consistently produce the work — not “you” personally. Remember that your “highest and best use” is not running a wand at 3:00 a.m. You’ll likely hire (probably) part-time employees.

The one thing regular commercial accounts demand is consistency, and most employees have a pesky habit of getting sick, hurt, and/or quitting, often with zero notice and at the worst times! If the only person who knows this account is your suddenly MIA employee, you have a problem. (I found this one out the hard way!)

Steve’s solution

I recognized, rewarded, and appreciated my workers, but I never wanted to need any certain employee more than they needed me. This delicate situation inevitably led to me being “held hostage” by the employee.

A complete business infrastructure built on interlocking written (and enforced) systems, procedures, and forms is how you avoid being held hostage by your workers. This business infrastructure helped my company avoid problems and also cut 40 points off my high blood pressure.

An essential part of my “commercial infrastructure” was my Commercial Account Profile (CAP) form.

This form reminded us to get important job details we would otherwise forget and let us file them all in one place (not just in an employee’s often faulty memory).

My CAP form included everything from emergency contacts, to how and when we would clean the building and what equipment to bring. The CAP also included:

• Where the lights and breakers were and what lights to leave on,
• Locations for water filling and dumping,
• “Open access” instructions (keys and alarm codes),
• Security procedures, including other workers on the premises during cleaning,
• Areas to be cleaned and frequency for each “zone” (including color-coded floor plans),
• Air movers to be left and when to pick them up,
• When to clean (day of week and time).

And the list went on and on. Sure, this is “just more paperwork.” But if you ever hope to build a critical mass business that will run smoothly without you, then it must be built on systems and procedures.

The result

The Commercial Account Profile form brought many advantages to my company:

1. A structured, follow-up interview: After signing off on our service agreement (contract) with a new account, my sales rep would bring out a clipboard with the CAP form and request a “walkthrough tour.” Then he or she would jot down the contact’s answers. This created a great initial impression of us as a very organized company.
2. Smoother scheduling: When the filled-out CAP form arrived back at our office, my operations manager had all the job information at her fingertips. She literally could schedule the job out years ahead and then build other work around it.
3. More flexible production with “interchangeable” employees: If the regular employee for the account was not available, it was no problem. We just scheduled a different employee to do the work. Even if the new, on-the-job tech had never seen the work before, they just reviewed the CAP included in the job folder and checked for special, one-time details on their Production Day Sheet (more on this in the Jan/Feb 2018 issue of Cleanfax).
4. You shouldn’t be “indispensable” either: I see far too many cleaning and restoration companies flounder and fail when the owner is suddenly incapacitated. Don’t let this happen to your family and employees. They (and you) deserve to have your business continue onward without you.

Even if you just are starting out building regular commercial accounts, please implement this Commercial Account Profile form. Remember, every critical mass business (including mine) started with the first step.

Steve Toburen started and ran a world-class cleaning and restoration firm for over 20 years. He is now the director of training for , which includes a complete, turn-key business infrastructure for cleaning and restoration companies. Toburen also founded , a resource portal with training programs for contractors working in customer’s homes. Reach him at stoburen@homefrontsuccess.com.

The post The Regular Commercial Account Profile appeared first on Cleanfax.

Images courtesy of Zerorez Tucson.

It was 2005 when Scott Arkon, co-owner of Zerorez Tucson, first considered carpet cleaning as a potential business opportunity. At that time, he’d been a part of the flooring industry for years — selling flooring and serving as an independent flooring inspector (performing inspections and making repairs) — before joining the floorcare side of the industry. That initial interest in carpet cleaning rose out of a conversation at a trade show.

“I was talking to a business owner of a very successful restoration company in southern California at Surfaces. I remember him talking about choosing to go into a service market that had a lot of competition but whose customer base was underserved by the current providers,” Arkon remembers. “At that time, I was thinking of opening a retail flooring store, but that conversation made me rethink which industry (within flooring) had the most potential for quick growth, a lot of repetitive purchases, easy startup, and a customer base that wasn’t particularly loyal.”

Arkon was first introduced to the Zerorez Franchising System a few years after his initial interest in the industry as part of his work as a flooring inspector. He says, “A lot of the claims I was working on at that time were soiling and performance related. That gave me a lot of opportunity to research the industry.”

He was invited to a Zerorez conference, and the rest, as they say, is history. Arkon says, “It was unlike any cleaning conference I’d attended. I was impressed with the group and the franchise’s unique technology.” He worked for a while as Zerorez’s national training manager before he decided to start his own Zerorez franchise in Tucson in 2014 because of the strong business approach he saw in Zerorez owners.

“I understood carpet and the science of cleaning, but these guys didn’t sit around talking about presprays and wands — it was business strategy,” Arkon says. “I know a lot of people come into the cleaning industry through family businesses or starting as a technician somewhere. But for me, this was a decision based on growth potential and creating financial stability for myself and my family.” Zerorez was a perfect match.

A model business

Only four years after its establishment, Zerorez of Tucson is a shining example of success in the carpet cleaning industry. With seven truckmounts and 11 technicians, it caters heavily to the residential market with carpet, tile and stone, rug, and upholstery cleaning services.

The company has witnessed near staggering growth. Its first year in business it produced $500,000 in revenue, and revenue grew to $865,000 and $1.05 million in its second and third years, respectively. And revenue in 2018 came to $1.4 million.

How does Arkon account for such financial success? First, he loves the marketing side of the business and focuses much of his attention on it: “I get to be creative when writing ads and choosing how/where/when to put my company in front of potential customers. Then turn around and be analytical by tracking the results and seeing what makes the phone ring most efficiently.”

Arkon says his marketing plan focuses on “radio and digital marketing for attracting new customers,” and “a strong email and direct calling campaign for retaining existing customers.”

Another reason for the company’s financial success is the acumen of Arkon’s two partners, Ben Hulme and Casey Ashdown. “[They] are excellent with planning, budgeting, and holding everyone accountable to staying within the budget. We were able to hit break even within 9 months due to our commitment to living the budget,” Arkon says.

The quick growth of Zerorez Tucson has been difficult to juggle at times, Arkon admits: “My biggest personal challenge has been balancing a quickly growing business and a busy family life. I’m married with four teenage boys. My wife is basically a saint. She has been amazingly supportive on this journey.”

Sustainable growth

Arkon feels confident in the decisions that have brought Zerorez Tucson to this point. “We’ve done a lot of things right. Working within a franchise system helps eliminate a lot of those early mistakes that cost you a lot of time and money,” he says, adding, “But, there were a few employees I would like to go back and unhire.”

The company will continue its profitable growth — that’s its business plan, according to Arkon. “We have a great team, and I feel I have the ability to lead the company to a certain size, but the next level will need to come from hiring people that are better and smarter than me.”

He adds, “I’ll continue to help with strategy while trying to stay out of their way.”

For those looking to join and thrive in the industry, Arkon recommends focusing on the company message. “Have a unique message or service, something that makes you really different. This industry has a lot of people saying the same thing,” he says. “Honestly, I would recommend looking at a Zerorez franchise if fast growth within your market is a top goal.”

Arkon also points to the wealth of aid that can be found in other industry members and offers his thanks to all those who have helped and guided him along the way. Arkon says in closing, “I’ve been impressed by the people within this industry and their willingness (and eagerness) to teach and share. I love the connections and relationships I’ve been able to build.”

Three very different companies. Three very different roads to success. A multitude of business-building lessons to learn. Check out the other companies featured in our 2019 Carpet Cleaning Industry Leaders Review:

Robert Mann Rugs Inc.

Optimum Cleaning Services

The post The 2019 Carpet Cleaning Industry Leaders Review: Zerorez Tucson appeared first on Cleanfax.

Image courtesy of Optimum Cleaning Services.

Charlie McGuire II’s Optimum Cleaning Services in Moreno Valley, CA, is a small, relatively new company that’s already made a big impact on the Inland Empire of Southern California. People in the area know McGuire — and his tagline: “I am the Inland Empire’s favorite cleaner.”

Informed by the past

Optimum Cleaning was established only four years ago. “I started this business with a 96 Chevy Blazer and a portable. I had only one customer, and that was my girlfriend’s mom,” McGuire reveals with a laugh. “I started out not only cleaning carpet, but also as a handyman. I can’t tell you how many TVs I mounted in this business in the beginning. We no longer offer that service.”

While McGuire only has been in the carpet cleaning industry for a few years, he’s worked his share of service jobs, from glass installation to warehouse work. He says his experience in construction helped him most in joining the carpet cleaning industry.

Images courtesy of Optimum Cleaning Services.

McGuire also had prior cleaning experienced before joining the industry. He says, “When I moved to California, I saw a need [for carpet cleaners in the area] and decided to start my own business. I also had a desire to serve this community, and I felt like being a business owner would help me achieve it, like sponsoring youth sports and more.”

Working with his customers to solve their cleaning problems is what McGuire likes best about the work, along with learning new ways to do so. “I like learning new things, so that’s why I continue with my education in different types of cleaning — and to continue growing my business,” he says, adding, “I love being my own boss and setting my own hours so I can spend more time with my family and serve my community.”

The company now employs one part-time and one full-time employee in addition to McGuire and has posted steady growth. Over the last two years, the company has grown by nearly 20 percent and continues an upward trajectory.

Learning to grow

Optimum Cleaning’s service offerings are growing, too. The company offers carpet, upholstery, tile and grout, laminated floors, hardwood, and dryer vent cleaning, as well as area rug cleaning and carpet dying, both of which Optimum Cleaning is working to expand this year.

McGuire emphasizes the need for companies, especially those just starting up. He says, “Newer people in this industry should remember it’s called a ‘cleaning business.’ They should be focused most on those two words, ‘Cleaning’ and ‘business,’ not new gadgets.”

Image courtesy of Optimum Cleaning Services.

When it comes to the “cleaning” side of the business, McGuire says, “Companies should be focused on cleaning — as in education, learning how to do different types of cleaning the correct way. I’m not knocking new equipment or upgrading equipment. I’m just saying, learn how to clean with what you have, and when you can do better, buy better equipment. New equipment shouldn’t put you out of business; it should take you to the next level.”

McGuire also points to the fellowship that exists in the carpet cleaning community as a key to his success and that is available to others in the industry. “Find a good mentor. Do some ride-alongs with existing companies. Become IICRC certified,” he says. “I sought out some of the best instructors in the industry and learned from them (which isn’t over). Doug Heiferman, Chris Howell, Scott Warrington, Dennis Klager, and more, to name a few.”

As to the “business” side, McGuire says, “It’s important to focus on the marketing and everything you need to know to run your business.” McGuire confesses that the marketing side of business has presented its challenges and seen changes at his company.

In the beginning, the company focused on “getting its foot in the door” by doing Amazon Home Services, Thumbtack, and Home Advisor listings, as well as establishing a presence on social media. “I went as far as I felt I could go as the chief marketer of the business, so now I have hired a marketing company to take us to the next level,” McGuire says. Though, he still runs a company YouTube channel that has helped drive customers to him.

Things will only get better for this up-and-coming business. Expect to hear more about McGuire and Optimum Cleaning as they continue down this successful path.

Three very different companies. Three very different roads to success. A multitude of business-building lessons to learn. Check out the other companies featured in our 2019 Carpet Cleaning Industry Leaders Review:

Zerorez Tucson

Robert Mann Rugs Inc.

The post The 2019 Carpet Cleaning Industry Leaders Review: Optimum Cleaning Services appeared first on Cleanfax.

Image courtesy of Robert Mann Rugs.

Robert Mann developed an interest in rugs and textiles after travelling extensively in rug-producing countries in the early 1970’s. “I became an apprentice rug restorer because I needed a job and found I had an aptitude for the work,” Mann explains.

Upon graduating high school, he planned to “take a year off before college” but found himself traveling and working odd jobs for six years until he took a position as a rug restorer’s apprentice. “I have worked in the rug business ever since,” he adds.

After working as a rug restoration apprentice for about a year, he began working independently after his employer moved back to Iran.

“I like the hands-on work and the great rugs and textiles our clients send us,” Mann says.  “As a young person, I had imagined working by hand but could never envision what I would do or how I’d make a living at it.”

After all the lessons, Mann became owner of Robert Mann Rugs Inc. in Denver.

Strategy for growth

Robert Mann Rugs was established in 1978 and incorporated in the early 1980s, operating out of his own home. In the early days, working mostly for rug stores and dealers, they did basic repairs. Mann says, “When rugs were too dirty to repair as is, we would clean them in the bath tub or out in the driveway.”

Originally based in Boulder, CO, the business began to grow. After a few years, Mann opened a wash plant and restoration studio in a shopfront in Denver in January 1982 and hired two employees. Over the years, as they continued to expand, the business moved into larger spaces. In fact, just recently, Robert Mann Rugs moved from a 15,000 square-foot location to a 24,000 square-foot, state-of-the-art facility. There is now a staff of 20 employees including six trained rug restorers.

They have installed almost all new wash equipment and have made major work flow and process changes. At this time, they are currently developing a line of wool yarns specifically designed and dyed for rug restoration and carpet binding.

A menu of services

Robert Mann Rugs provides pick up and delivery service to their local area. They offer cleaning, restoration, and repair for a wide range of handmade rugs and related textiles, including Oriental and Southwestern rugs. In addition, they specialize in color bleeding and stain removal, working with rug cleaners, insurance companies, and private customers locally and nationally. They clean and service about 500,000 square feet of rugs per year.

Robert Mann Rugs is the sole U.S. representative of Antique Textile Conservation, a carpet and textile restoration facility in the Free Trade Zone of Izmir, Turkey. They send clients’ rugs to Turkey for restoration, providing cost quotes and handling all aspects of shipping, customs registration, and customer relations for clients in the United States. Their clients include private individuals, dealers, and institutions. The work ranges from cleaning residential rugs to large-scale grant-funded projects for major museums. As expert appraisers, they offer appraisal services to private clients and insurance companies.

As fans of old rugs and textiles, Robert Mann Rugs has also bought, sold, and collected antique rugs and textiles, purchasing primarily from U.S. and European dealers and estates.

Working as a consultant, Mann has provided technical advice and services to rug producers and has had the privilege to work in nearly all the major rug producing countries over a period of 25 years.

Business-building challenges

Like any business, Mann’s company has had its share of struggles. Having had no previous significant business experience, he had to learn to manage employees and handle the day-to-day affairs of a retail service business.

Also, developments in rug-producing countries have led to a shrinking supply of handmade area rugs and a steep downward trend in quality; and with rugs made of less durable fibers taking a large central position in the market,  their owners increasingly see rugs as cheap, ‘’expendable” floor coverings.

And then there is the competition. Many have entered the area rug cleaning market. In many cities, the rug cleaning business model has never been more competitive or fragmented. “We struggle to identify ways to market our services, with a focus on increasing annual gross revenues,” says Mann.

Additionally, the company recently completed a move to a new location, abandoning their old locale under threat of an eminent domain condemnation by Denver County.

Marketing methods

“We focus on the client and the service they require. We offer free verbal appraisals for any rug or textile a client brings us. We find that a dialogue with prospective clients is the foundation of a strong customer relationship. We offer simple pricing and direct, uncomplicated explanations of the services we offer,” Mann explains. Also, the company has advertised on local public radio for many years and do a lot of direct mailing, stressing the “craft” of cleaning and restoration, as well as the individual skills of their staff.

Advice for success

If he could do it all over again, Mann expressed he would take bigger chances, borrow more money much sooner, and buy more real estate.

He encourages others to meet as many different people as they can in the industry. “Be ready to compete, or build strategic relationships, with a wider range of players in your market,” Mann stresses. And be careful not to believe the contention that one set of methods or products is intrinsically superior to all others. This thinking will only hold you back. “Learn as much as you can, wherever you can, and as quickly as possible. Recognize that, no matter what you know, there is always a lot more to learn.”

Most of all, Mann advises, “Work hard, respect your customer, and give them good reasons to respect you.”

Three very different companies. Three very different roads to success. A multitude of business-building lessons to learn. Check out the other companies featured in our 2019 Carpet Cleaning Industry Leaders Review:

Zerorez Tucson

Optimum Cleaning Services

The post The 2019 Carpet Cleaning Industry Leaders Review: Robert Mann Rugs Inc. appeared first on Cleanfax.

A friend of mine once told me a story about his days as a resident advisor in his college dorm.

The story involved his roommate, also a resident advisor, who was totally blind and had managed to train himself to navigate the college campus with little to no help from other students.

One night, my friend and his roommate got into an animated argument, causing the roommate to leave the dorm angry. When he didn’t return in a reasonable amount of time, my friend became concerned and went out searching for him to no avail.

Returning to the dorm to recruit additional help, my friend discovered his roommate had returned. The roommate had gotten lost in nearby woods. When asked how he found his way back, he related that rather than wandering around and getting even more lost, he sat down on a log and listened for the sound of traffic. From these sounds, he identified where he was and found his way home.

As business owners, how often do we find ourselves wandering around feeling lost with some of the decisions we need to make? Yet, how often do we have the confidence to remove ourselves from the hustle and bustle of our daily activities and sit quietly to look for answers?

My friend’s roommate was forced into his situation by his blindness. The upside to his condition was that he wasn’t blinded by the glare of activities around him.

When was the last time you listened to your customers? Not just to the things they want to buy from you or just long enough to get the next order and hit your sales goal. I mean really listened to them talk about their dreams or their fears. Doing so might give you ideas for services you can offer in the future.

Have you listened intently enough to hear why they choose your company over one of your competitors? This might give you insights into keeping them as customers and finding more customers just like them.

When was the last time you listened to a competitor? In the restoration and cleaning industries, we’re a pretty sharing bunch. Since there aren’t many true trade secrets or breakthrough technologies, most business owners are willing to talk about what works and what doesn’t work for them.

When we’re able to tuck our egos and false bravados into our back pockets long enough to open up a little or to ask a few questions, it’s amazing how much better business can be for all parties involved.

When was the last time you listened to your heart? It’s easy to get so caught up in serving customers, meeting payrolls, and raising families that we lose sight of the reasons we’re doing it all in the first place. We become numb, and in the process, we can lose our passion. Sometimes, retreating to a quiet place — and just listening to our hearts to make sure our work is still in alignment with our purpose — can revitalize a weary soul. Or help us find a new path.

Driving blind isn’t advice I usually give business owners. But taking the time to remove themselves from the daily firefight of business, eliminating needless distractions, and just clearing out the mental clutter so they can contemplate a path to where they want to go is good advice. Sometimes, we see most clearly when we’re not distracted by the view.

Chuck Violand is the founder and principal of Violand Management Associates (VMA), a highly-respected consulting company in the restoration and cleaning industries. Through VMA, he works with business owners and companies to develop their people and their profits. Violand is the past president of the RIA. To reach him, visit or call 800-360-3513.

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In the digital age, an effective website has become the cornerstone of any service company’s marketing structure.

This virtual storefront shapes most consumers’ first impressions of a company. Potential customers will grant a company about 10 seconds to convince them that it can provide what they want. The quality and effectiveness of a website can make or break a company.

In those first precious seconds, customers seek answers to two critical questions: “Can this company meet the need I have?” and “Does it provide the level of service, expertise, and professionalism I want at a price I’m willing to pay?” If these two questions are not clearly answered, the shopper will simply move on to the next of their many options.

This key role of the website is simply too important to treat lightly. It belongs at the top of your list as one of the most important elements of the company’s marketing system. Avoid a do-it-yourself website. This calls for an experienced, professional web designer.

Marketing focal point

All company marketing and advertising should point to the website. The web address needs to be prominently displayed on every printed marketing piece, business card, digital ad, social media profile, and work vehicle.

On their websites, companies can present their most compelling argument to consumers for why they are the best choice.  A choreographed presentation of compelling text, branded photographs, graphics, videos, and even audio customer testimonies can make one company shine amidst the competition.

Study the competition

Take advantage of the fact that, through the internet, you can know exactly what your competition is doing to promote their businesses. Study their websites! You will be amazed at the depth of what you can learn: Are your competitors trying to attract budget, mid-priced, or high-end customers? Can you make your website more appealing to your target market than your competition is doing?

You have thousands of website examples from cleaners all across the country. Find the website examples you like best to use as a model for your site. But do not copy their text! Google will penalize you for plagiarizing someone else’s web copy. You can borrow their ideas, but come up with your own words.

Document the web addresses of sites you like and pass them to your webmaster to use as a guide. Unless your webmaster is very familiar with your industry and target market, you may need to provide the arguments yourself of why your company is the best.

Five objectives of an effective website

An effective website will achieve the following five main objectives:

Grab your target market’s attention: Consumers’ needs cover a wide spectrum. Some are willing to pay top dollar in exchange for the most service, experience, and expertise, while others can barely pay for the least expensive job. Know who your target market is and let them know you provide what they want. The text and graphics should all be targeted to the type of consumers you want to attract.

Look professional and be easy to navigate: All consumers want to feel comfortable with the company that comes out to service them. If your website looks professional and is easy to navigate, they will assume that your business operates in a similar manner. Many good companies are losing potential customers due to poorly designed websites.

Clearly state credentials and expertise: Shoppers compare your website to your competitors. Make it easy for them to identify what makes your company different from the others. List certifications, social media ratings, years of experience, and areas of expertise.

Provide consumer-relevant information: Consumers need information. They need contact info, business hours/days, services provided, service territory, and guarantees. This information should be easy and intuitive to find. They also want to know about the owner and the history of the company. The great thing about a website is that there is no space limitation to the information you can provide.

Rank high in organic search results: Besides acting as a storefront for your business, an effective website can become an outstanding source for new customers by ranking high in the results consumers see when searching the internet for a cleaner. Search engine optimization (SEO) is the process of improving the visibility of your website.

Just because you have a well-designed website does not mean that it will automatically show up high in the rankings. There are things that need to be done behind the scenes of a website that search engines, such as Google, can see but consumers can’t. In many cases, the website designer lacks the credentials to do that job.

An SEO specialist is needed to maximize a website’s potential. Be cautious in selecting this professional. I receive numerous solicitations weekly from companies claiming to be able to improve my web ranking. I strongly suggest seeking out a solid referral from a reliable source when you choose this service. Making a poor choice here can result in big problems.

Ongoing project

An effective website requires constant updating and improving. The digital world changes fast. A website that looked current a year ago can start to look a bit dated. Websites and SEO need continuous maintenance. Review your website to see that it is performing up to its potential.

• Does it let your target consumers know that you provide a great value for them?
• Is it professional looking and easy to navigate?
• Are your greatest selling points clearly stated?
• Will it easily answer the customers’ questions?
• Are you taking the steps necessary to rank high for search results?

Ongoing investment of time and money is required. This is an investment, though, one which can produce phenomenal financial rewards.

Steve Marsh is a 40-year veteran of the carpet cleaning industry, an instructor, and a Senior Carpet Inspector. He helps home-service companies quickly establish profitable clienteles and then progress to serving higher-quality customers. To help companies achieve these goals, Marsh created the step-by-step programs Single Truck Success and Be Competition Free. For more information, visit .

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This is an issue close to many owners’ hearts because it’s conflicting. On one hand, we want our employees to be able to pay their bills and live and work happily. On the other hand, we have to be able to make our own payments, support our families, and, let’s face it, turn a profit — otherwise what’s the point of it all?

Some say, “We should all be paying our employees more than $7.25 anyway.” Others say, “It should be up to a business owner what s/he pays workers.” I agree with both of these ideas, but there is much to take into account. For instance, while some states have eliminated higher wage requirements for businesses with few employees, many states don’t differentiate between a company with three employees and one with 200.

Problems also arise with blanket rates across diverse states. The cost of living index for Ellensburg, WA, is 103.4. The cost of living index for Seattle is 204.0. But the state minimum wage is $12.00 in both cities. It will rise to $13.50 in 2019. Similar issues occur in other places where state minimums are set. This is the reason federal minimum wage increases are generally unpopular — New York City and rural Mississippi can’t have the same minimum wage.

At the same time, the $7.25 minimum wage is likely too low for any place in the U.S. That said, less than 2 percent of business in our industry pay technicians a federal minimum wage starting salary, and less than 1 percent pay any technicians that after a year with the company. However, most know the end goal of the aptly named “Fight for 15” movement behind recent wage increases is a federal minimum wage of $15 an hour.

While $15 might be a reasonable starting wage in major cities, that’s a steep starting pay for most U.S. small businesses. Currently, only a third of carpet cleaning companies offer a starting wage that high to technicians, and the number for office staff is likely lower. This also creates a problem for companies who use competitive wages as a selling point to hire the best workers. If your company previously offered a $13-an-hour starting pay to draw in the best employees, and the minimum wage increases $3, will you now offer $16?

There are reports of small businesses shuttering their doors in places where wage increases started years ago. There will likely be service cost increases. Companies may also find it necessary to eliminate positions.

Rising labor costs will affect most industry companies. The best we can do is plan. Talk to a business advisor; reevaluate your business spending, cut costs where you can, and be as prepared as possible as wages continue to rise.

Email comments to Cleanfax Managing Editor Amanda Hosey at amandah@issa.com.

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