Legend Brands’ Truckmount Selector Tool and Selector Videos make it easier for you to choose which truckmount is best for your business—visit LegendBrands.com/resources/truckmount-selector to try it out. Just check off your cleaning setting, type of cleaning, budget, and more, and you’ll see which truckmounts are most recommended for your needs. Videos that clearly show the benefits of each model can also aid you in this important decision.

Here’s how Legend Brands truckmounts benefit your business

• Engineering innovations that save on fuel—even the Everest 870HP powerhouse maximizes fuel efficiency by digitally adjusting the engine speed and employing its unique E-idle system, which reduces fuel consumption by up to 23%!
• Exclusive, patented, heat-exchange designs for fast warm-up and consistent heat.
• Industry-leading limited warranties: 2–5 years for slide-in truckmounts; 5 years for the Everest 870HP!

Truckmount Line-Up

Everest 870HP: Serious power for serious pros. The
perfect combination of industrial-grade components, proven engineering, and unrivaled performance. It provides multi-wand/tool cleaning with up to 2,500 psi heated water, 4-setting thermologic heat control, and
advanced chemical-injection system—and a 5-year warranty!

Apex 570: High heat, long life, fast dry times. In addition to its highly reliable, liquid-cooled Kubota cast iron engine, the Apex 570 employs the Gardner Denver HF408 blower—its tri-lobe helical design is quieter and produces less vibration while it maximizes extraction
rates and accelerates drying time.

Peak 500: Value-priced, liquid-cooled reliability. Economical powerhouse with quick warm up and plenty of heat, even for a 6-flow wand. The 31-hp, liquid-cooled Kawasaki engine is CARB-compliant in all 50 states and sips fuel at only 1 gallon per hour.

370SS: Cleaners’ #1 favorite. Thousands of cleaners have proven that the 370 is the best all-around fit for residential and light commercial cleaning and extraction. Its space-saving footprint and the perfect balance of power and low operating costs make it the right truckmount choice for most cleaning and restoration companies.

Legend GT: Legendary reliability, compact and economical. Powered by the highly rated, 23-hp Kohler Command air-cooled engine, the Legend GT has the horsepower and torque to power through challenging jobs. Produces high vacuum and dirt-busting solution temps of up to 220 degrees Fahrenheit!

Rage: Value-priced business builder. This carpet, upholstery, and tile and grout cleaning machine boasts
an 18-hp V-Twin Kohler Commander engine.

Contact: 800-932-3030 | ��

View all the companies featured in the Cleaning Industry Leader Profiles.

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Work on equipment development

We listen to our clients’ questions and comments about equipment and use that feedback to build machines that better suit your needs. This ultimately led Greg to invent the world’s first dual-port rug wringing centrifuge. Patents were put in place to protect the unique aspects of this machine. Production of the centrifuge began at a fabrication facility in Michigan before it later became the flagship of Centrum Force® when Greg and his partner formed that company in 2007.

Other pieces of equipment and ideas Greg brought to the table were moved from Heirloom Inc. to Centrum Force, as well, for ease of production: The Quick Rug Rack, improvements to the push-pull duster (such as a 180-degree flip handle), a trigger switch for safer operation, and rollers instead of wheels.

Work on chemistry development

One of the most important things a rug washer needs is great chemistry. Greg has worked with chemists on making several products for rug washing, including U-Turn and Knockout. He also worked with international company Magna over a period of about two years to create Fringe Plus, with a focus on removing unnecessary dyes and perfumes and getting the texture just right for ease of application. All of these were introduced to Centrum Force as items for the growing list of products for the rug-washing market.

Products you trust at a better price

Today, Heirloom Inc. offers these cleaning agents to rug washers again. The only difference is the price! These are the EXACT same products, but with a new name and a much better price—not just an initial offering, but a way for rug washers to keep the best rug washing products on their shelves without breaking the bank.

• Look for new names on the products you know and trust:
• Breakdown, formerly known to you as U-Turn
• Textile Wash, formerly known to you as Knockout
• Fringemaster Pro, formerly known to you as Fringe Plus
• Dye Manager, formerly known to you as Secret Sauce.

For an in-depth description of what these products can do for you, visit our website, or call today and talk to Greg directly! We look forward to, once again, serving your rug-washing product needs.

Contact: 866-652-8778 |

View all the companies featured in the Cleaning Industry Leader Profiles.

The post Jan/Feb 2022 Cleaning Industry Leader Profile: Heirloom Inc. appeared first on Cleanfax.

For more than 20 years, Aero Tech has been providing technical support and knowledge to ensure we deliver unmatched cleaning performance with the XT from Aero Tech. We engineer greatness into every XT that leaves our manufacturing facility.

Creative engineering blends well with quality construction and continued innovation to create the most powerful cleaning system available today. XT technology just keeps getting better, giving you the power and control needed to save time, conserve fuel, and increase your profits.

The XT’s simple design and ease of maintenance make the unit versatile. Whether for cleaning, restoration, large jobs, or small, this system is ready and reliable day in and day out.

With heat-as-you-drive technology, true dual-wand capability, deeper vacuum, customized storage, and billboard-sized advertising wherever you go, the Aero Tech XT makes dollars and sense.

In addition to the XT’s power, its versatility is a real game changer; wherever your next job takes you, whether a residential or commercial carpet, tile, and/or both, the XT offers extreme heat and true dual-wand capabilities.

Additionally, the dual pressure regulators allow for cleaning at two different pressures simultaneously. Have a third guy on a crew? A third connection can be utilized for prespray application.

Aero Tech’s direct approach to the market removes the middle man and provides a level of customer service and response needed for today’s busy professionals.

New features:

• 5 dB noise reduction
• All-new, 4-stage heating system produces more heat for high-flow, dual-wand cleaning.

XT’s standard equipment:

• Hydraulic-activated transmission PTO,
• New Helical Tri-Lobe/Sutorbuilt blower, 660 ICFM @ 16-inch HG and maximum cleaning speed (engine rpm’s) of 1,550 RPM,
• Water pump, 6 gpm, 1,600 psi max,
• Last-step chemical injection system,
• 7-gallon chemical tank,
• 210-gallon fresh water tank: Stainless steel, round design for added strength and durability (heats as you drive),
• New 155-gallon waste tank: Stainless steel, round design for added strength and durability,
• Electric Vacuum Hose Reel: Stainless steel (400-foot capacity of 2-inch hose), furnished with 200 feet of hose,
• Solution hose reel: Stainless steel, (300-foot capacity of 1/4-inch hose), quantity of two furnished, each with 100 feet of hose,
• Lint traps: Stainless steel, two each,
• FRP van body, aluminum flooring,
• Box fluorescent lighting, three each,
• Dual wand hookup, 2.5-inch inlet connection,
• Control panel: Stainless steel, industrial switches, industrial gauges,
• Digital temperature control.

Contact: 866-390-2376 |

View all the companies featured in the Cleaning Industry Leader Profiles.

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A new year has arrived, and with it comes reflection on the year passed and desire for change in the year ahead. As you plan for change in your company, consider these ideas for developing strategies to improve your business.

Be realistic

As with personal new year’s resolutions, it’s important to stay grounded in your plans for the year. Create a list of every goal you’d like to achieve with your company if you like, but make sure to choose for your final plan two to three important goals you could realistically accomplish this year. Centering on only a few items will help keep you focused and stop you from feeling overwhelmed and giving up.

Focus on people

Every business with employees is struggling to fill positions, and that likely will continue all year. Consider planning ways to improve your hiring process and overall employee satisfaction.

Revamping your job posts, increasing pay and benefits, and improving company culture can all help with this issue. (See page 25 for tips on hiring and retaining employees.)

Be open to feedback from your people, too. You might hold a planning session with your team to hear their ideas for company improvements this year. You might also consider meeting with each employee to help them develop their own plans for improvement this year.

Improve your leadership

Take the time to think about yourself as owner or manager and how you can improve your leadership skills this year. Something as small as picking three leadership books you’ll read or a seminar you’ll attend can be a great boost to your skills and is a very achievable goal you’re likely not to avoid.

Think about performing an analysis of yourself as a leader. Talk to people who know you as a leader and person and get their opinion on your strengths and areas for improvement.

You might also consider budgeting time for your own relaxation as part of this goal. It’s easy to forget to take a break when you’re a busy leader. Remember to give yourself a break this year, as it will help you stay focused the rest of the time and help you avoid burnout.

Plan upgrades and adjustments

Use this time to evaluate your equipment and tools and figure out what needs to be replaced or receive major work. Consider selling off unnecessary equipment and make sure you aren’t purchasing unneeded chemicals. Use your employees’ knowledge of the day-to-day processes to help evaluate and plan for this year’s purchases.

If you’ve not been regularly checking in on your sales and marketing efforts, it’s good to plan for this as well. Make sure your salespeople are following company-specific guidelines for selling services, and check that your marketing streams are producing and converting leads like they should be.

Keep in mind business plans can be revisited any time—you don’t have to wait for a new year or a momentous occasion. If you feel like your company needs a reinvigoration, plan for change and reach for new goals. Good luck in all your plans in the year ahead!

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 Planning for the Year Ahead appeared first on Cleanfax.

The customer tried to clean the carpet herself and left behind a bad residue from the product. I have seen this before, though never quite as bad as this job. The product used leaves a sticky residue, and carpets will resoil faster and leave a dark outcome. I used high-quality prespray with a good dwell time before cleaning with higher heat. Made a new, happy customer and educated her on what happens if a product is left on the carpet.”

For an opportunity to win a gift card 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]

The main ingredient of most powdered carpet deodorizers is baking soda, which is abrasive and sticks to fibers, wearing them with each step.

Read more at www.cleanfax.com/carpet-deodorizers.

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When presented with a challenging remediation project, a company typically must choose to put its focus on either the use of labor or chemicals, particularly for tasks like stain and odor removal. Manual scrubbing can help with some stains, but labor costs are expensive. Chemical cleaning products usually can enhance cleaning efforts, but they can be hazardous if used incorrectly.

Obviously, the ideal solution would feature a non-hazardous cleaning product that performs thoroughly while also working quickly to cut down on labor requirements. While steady progress is being made across the industry in this regard, it feels like it has been some time since a major advancement emerged. However, a new development offers hope toward this goal in one product class: oxidative cleaning products.

What are oxidative cleaning products?

While the name might make them sound complex and unfamiliar, oxidative cleaning products are incredibly common and include well-known names like hypochlorite and hydrogen peroxide, among others. There are many products in the restoration field that contain these compounds and act as cleaning and bleaching agents.

Oxidation is an important aspect of cleaning and restoration, especially for stain and odor removal. Many dark-colored stains, such as wine and coffee stains or the stains left behind by mold and mildew, are made up of chemical compounds that contain chromophores, which are parts of molecules that readily absorb light. Cleaning products that contain oxidants break up these chromophores through a chemical process, resulting in apparent disappearance of these stains, or bleaching.

A similar process occurs with odorous compounds. Many chemicals that comprise bad odors contain sulfur or nitrogen. Oxidizing the sulfur and nitrogen atoms on these molecules mitigates the smell.

Products that use oxidative chemistry can be highly effective when used properly but are potentially dangerous to use, especially in high concentrations. Hypochlorite has a strong chlorine smell, is irritating to the nose and eyes, and is caustic. Cleaning products that contain hydrogen peroxide do not have an odor but generally require higher concentrations of peroxide and/or are not as active as hypochlorite.

Reducing the concentration of hazardous chemicals in cleaning products while maintaining the required performance would improve the safety of workers, homeowners, and the environment. One potential way to do this is to introduce a catalyst.

How does a catalyst change cleaning?

A catalyst is a chemical that accelerates the rate of a reaction but is not consumed during the reaction. Catalysts are abundant in industry, from gasoline production to making fertilizer to breaking down harmful byproducts from vehicle exhaust. Enzymes are highly efficient biological catalysts that perform all manner of chemical reactions that enable life.

There are several classes of enzymes that perform oxidation chemistry such as peroxidase and cytochrome p450. It is possible to use enzymes directly to catalyze cleaning reactions; however, these enzymes are susceptible to degradation in harsh cleaning environments. Alternatively, catalysts can be designed that mimic the function of enzymes and are referred to as
“biomimetic catalysts.”

One applied research study performed over several years at Carnegie Mellon University resulted in synthetic catalysts modeled after peroxidase enzymes that were developed using iron as the catalytic site combined with the biologically compatible elements carbon, nitrogen, hydrogen, oxygen, and sulfur. These synthetic catalysts increase the rate of oxidation reactions by hundreds to thousands of times, and when a small amount is added to a cleaning solution, the concentration of the oxidant can be cut five- to ten-fold while maintaining the same level of performance.

In some cases, this also enables the use of a lower-strength oxidant, such as hydrogen peroxide, to replace a higher strength oxidant like hypochlorite. Using a lower concentration of chemicals, or using less potent chemicals, increases job site safety—by limiting employee interactions with hazards—and customer satisfaction—by reducing the chemical smell. Environmentally, there are fewer harmful byproducts produced, and less energy is used to produce and transport these chemicals. This is especially the case with hypochlorite, as its use can result in chlorinated byproducts.

Catalyzed oxidation in remediation

Because of the enhanced capabilities, products that utilize catalyzed oxidation are beginning to be used to address some of the most challenging cleaning tasks. Mold remediators are quickly benefiting from the introduction of this technology, especially in response to dark staining left behind from mold contamination, which is difficult to remove without chemical treatment.

Conventional products on the market contain sodium hypochlorite at concentrations of 5-8% and leave behind a strong chlorine smell. This is hazardous to workers and unpleasant to the occupants of a treated building. Addition of a small amount of synthetic catalyst modeled after peroxidase yields the same stain removal performance at just under 1% hypochlorite concentration, which leads to greatly decreased odor and improved user experience. This can also enable a remediator to rely on the chemical, rather than manual cleaning and scrubbing, saving on labor costs and shortening project time.

Products using biomimetic catalysts also are being developed to tackle a wider range of difficult cleaning and restoration challenges. In a short time, this nature-inspired chemistry should be making the lives of cleaning and restoration contractors much easier.

As Sudoc’s director of research and development, Matt Mills, seeks to transform the vast potential of TAML catalysts into products that serve a wide variety of needs. Prior to Sudoc, Mills worked at Carnegie Mellon University with Professor Terry Collins, a Sudoc founder and inventor of TAML catalysts, where he studied the ins and outs of chemistry for five years. Visit for more information.

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Ronnie and Anita Brown, co-owners of in Gainesville, Fla., began their carpet cleaning company with a clear mission: focus on cleaning for health and safety. While planning to start the company, their son, Austin, was born with a life-threatening case of infectious pneumonia. After 10 days in the NICU, Austin was able to come home, but this experience shaped the future of Clean Zone. “We had begun to study the industry and were aware of Kawasaki Syndrome and other issues related to the overuse of chemicals in the home,” explains Ronnie. “We wanted to create a cleaning company that focused on cleaning for health, and the situation with our son hardened our resolve.” Clean Zone opened six months later with a guarantee to use only the safest cleaning agents.

A business is born

Clean Zone began with Ronnie’s desire to be an entrepreneur—something that runs in his family. “Growing up, my father was a professional rodeo cowboy, and to supplement his income, he operated a flooring installation business.” Ronnie worked with his father from the time he was young, putting in hours during the summer and on school breaks. He continued this work during college, but after he graduated with a degree in information technology, Ronnie moved on to work for a large corporation for 10 years. “I was never content with my job,” Ronnie explains. “I had a strong desire to own my own business.”

After talking about starting his own company for a couple of years, Anita told him, “Ronnie, if you want to start your own business, I’m behind you 100%. But, please, let’s do it or stop talking about it!” So, Clean Zone was born. Ronnie had held various sales positions—selling everything from prearranged funerals to vacuums—which helped prepare him for the sales and customer relations aspects of running a business. And his experience with flooring installation, coupled with a stint at a large carpet cleaning company, made the industry a natural fit.

In business since 1997, Clean Zone operates two trucks with three full-time employees and two part-time ones. It offers a full range of carpet and floor cleaning services, including in-shop rug cleaning; tile and grout cleaning; LVP and laminate cleaning; wood cleaning and polishing; stone cleaning, polishing, and restoration; upholstery cleaning; and, of course, green carpet cleaning.

Start-up challenges

One early challenge Ronnie and Anita faced was earning enough to support their family. When Clean Zone launched, they had two young daughters and a six-month-old son. “To help pay the bills, I worked both full-time with my existing job, and worked with our new business,” Ronnie says. After 14 months, the Browns had enough money saved and enough business coming in for Ronnie to finally leave his old job and focus solely on their company.

Another early challenge was finding balance and focus and not spreading themselves too thin. Ronnie and Anita were both IICRC-certified technicians with one additional full-time employee. Ronnie went on to get certified in textile cleaning, water damage restoration, and applied structural drying, and they started doing water damage restoration in addition to carpet cleaning.

“We became frustrated with going to restoration jobs in the middle of the night and then having a full day of cleaning,” Ronnie explains. “Couple that with employee issues, and we made a big decision. We felt that if we continued to focus on high-quality cleaning and provide great customer service, we could have all the work that we needed.” The Browns stopped offering restoration services, putting all their energy instead into carpet cleaning. As their business grew, they eventually added various hard surface care services, keeping their focus on floors and cleaning.

Ups, downs, and learning curves

Clean Zone started strong with steady growth of about 10-15% per year, but the housing market collapse and recession of 2008 hit the business hard. “This was about the same time that we decided to really focus on cleaning exclusively,” notes Ronnie. In 2014, they merged with a larger cleaning and restoration company with Ronnie overseeing the cleaning side of the business. After a year and a half, Ronnie and Anita decided to strike out on their own again, unmerging and rebranding Clean Zone. “It was like a fresh start and breathed new life into our business. Since then, we have had steady growth of 10-20% per year,” Ronnie says.

Clean Zone saw another downturn when the pandemic hit. “The early months of the lockdown caused about a 50% drop in our business,” Ronnie states. However, true to their mission of cleaning for health and safety, the Browns began learning as much as possible about COVID-19 and took all available precautions. “We started implementing stringent use of virucides to clean our equipment between clients,” he explains. “We let our clients know about the changes we implemented through social media and email campaigns.” As a result of their quick adaptation and marketing, clients began reaching out asking for cleaning services with virucides added as a post-cleaning application, and business picked back up.

Throughout the company’s ups and downs, one thing Ronnie has learned is just how crucial marketing is. In the early days of the business, his focus was on the technical aspects and certifications. “I wanted to know EVERTHING about our industry and studied very hard to accomplish this,” he reflects. But in hindsight, Ronnie says he should have made marketing a higher priority from the start. “No matter how fantastic you are at cleaning, people must find you,” Ronnie says. “Word of mouth has been great, but marketing makes you grow much faster.”

The Browns started out marketing Clean Zone almost exclusively through the Yellow Pages. “We would pack our ad with so much text it used to drive our YP rep crazy,” he recalls. “We wanted to give potential clients lots of information instead of big logos.” More recently, the Browns have shifted to online marketing, doing a little work with AdWords and hiring various companies to help improve the SEO of their website. “I am a member of ‘Results on Fire’ a local chapter of BNI (Business Networks International) and this has been great for us,” Ronnie adds.

Family business, full circle

Despite the challenges they’ve faced, the Browns know starting their business was the right choice. For one, the freedom of being their own bosses and the ability to prioritize family time when needed has been important to them. And when it comes to the business itself, the Browns enjoy serving their clients. “We find great satisfaction when we are helping people salvage an heirloom rug or saving their carpet from a pet disaster,” Ronnie reflects. “We have been blessed with so many great clients and have literally watched their kids grow up.” In addition to cleaning and running the business, Ronnie enjoys educational aspects of the industry, such as helping his clients learn how to care for their furnishings between professional cleanings. “I have always enjoyed attending IICRC classes and am planning on becoming an IICRC instructor,” he notes.

As the company that began with baby Austin’s illness at the heart of its mission moves into its next stage, the Browns’ family business is coming full circle. Austin has been working full time for some time for Clean Zone, and in 2022, he will be brought into ownership of the company. “We have enjoyed being a small company but realize we need to become scalable and more turnkey,” Ronnie explains. “We are working to complete our systemization with a goal of Austin assuming a greater role in ownership and management in the next few years.” Learning from past experience, the Browns are already making plans for additional marketing to achieve these goals.

When it comes to advice for those just starting out, Ronnie says to educate yourself on the industry, including obtaining IICRC certifications for any service you plan to offer—but don’t forget about marketing. “Having great equipment and technical proficiency is necessary, but it will not bring clients to your door.”

Read other Industry Leader Review profiles here.

Amy Hughes is a freelance writer who has worked with Cleanfax for three years and has worked as a writer and editor for nine years. Reach out to her at amylynn.alh@gmail.com.

The post 2022 Carpet Cleaning Industry Leaders Review: Clean Zone appeared first on Cleanfax.

Robert Atlas’ was born from a series of personal challenges that forced him to restart his life at 43. Atlas’ road to success is a highly unique one, guided by a male stripper, evangelism, a Craig’s List ad, and an unrelenting entrepreneurial drive.

A winding journey

Atlas was 19, living in Las Vegas, and looking to start a business and make a name for himself when he befriended the “male stripper by night and carpet installer by day” who started him on his carpet care journey. “He wanted to get me involved in stripping, and I said, ‘Thanks, but no thanks. I’m trying to start a business.’”

Instead, his new friend taught him carpet repair in vacant apartments, and Atlas used the knowledge to start Atlas Brothers Carpet Care. Though his brothers soon left the business, he continued to run it for twelve years, making “a lot of money, but also a lot of mistakes.”

During that time, Atlas became deeply involved in his church and eventually decided to devote himself completely to it. He sold his business and went to seminary school. He and his wife both worked for the church, traveling the world planting churches and loving doing it.

But then financial tragedy struck. Atlas, who had set himself a goal of owning 40 rental houses by retirement, felt the full effect of the retail bubble burst and resulting Great Recession as he faced foreclosure on his 13 rental homes as well as his personal home. As much as he loved his work, he knew he had to change careers to something with a larger paycheck to support his family and save himself from financial devastation.

Atlas found himself in “corporate America” and realized quickly it wasn’t for him. “The company I was working for wanted me to do things that weren’t moral and lie and cheat,” Atlas explains. “I told them I wouldn’t do it.” Atlas was only seven months into a year-long contract with the company. Already fed up with the unscrupulous conduct, he reached the last straw when the company began forcing him to work Sundays against his beliefs. After turning to a lawyer, he was released early from his contract.

Atlas still faced looming debt, and at the same time, medication prices for his wife’s very rare bone disease became astronomical due to a manufacturing problem. He needed money coming in fast.

After recalling the set of tools from his old business stored in the garage, Atlas had an idea that changed the course of his life and career. “I put an ad on Craigslist just saying, ‘Carpet repair man: I can repair your carpet for a fraction of the cost of replacement,’ and my phone started ringing off the hook,” he says of his company’s humble beginnings. He soon started doing carpet repair out of the back of his Jeep before changing into a suit to look for a “real job,” but he found no one was really hiring because of the economy.

Meanwhile, the money was rolling in from carpet repair. Atlas says, “I just realized there was something there.” His brother-in-law built him a website, and things took off. His first month brought in $2,500, the next month $4,500. “Within four months, I was at 16 grand a month gluing together and stretching carpet with no cleaning involved. It just grew from there.”

An impressive destination

Phoenix Carpet Repair and Cleaning has grown, changed, and spun off over the last 12 years, firstly with the addition of “and cleaning” to the name. Atlas focused the business on repair only for the first six months. Knowing well of the high start-up costs for a quality truckmount and other needed supplies, he purposely chose not to offer carpet cleaning at first.

“There’s a lot of moving parts on the cleaning portion of the business. I really struggled with the thought,” Atlas reports. He subcontracted carpet cleaning but quickly found himself dealing with too many mistakes from the contractor. Finally, he realized the best course of action was to take the service in house.

For more than 11 years, the company has performed carpet repair and cleaning, while also adding upholstery cleaning, tile and grout cleaning, and rug cleaning and repair, with four trucks servicing the Phoenix metro area. “Primarily the thing that makes our business different is we position ourselves as a carpet repair specialist, and our add on is carpet cleaning. It’s pretty much the opposite of most other companies,” Atlas explains. “Our slogan is ‘Repair it; don’t replace it.’”

Phoenix Carpet Repair and Cleaning also has produced two other companies with Atlas at the helm. Two years ago, he expanded into restoration with Phoenix Water Damage Services, which specializes in water mitigation. Before that, Atlas created his new retirement plan—what he refers to as “area-exclusive locations” through which he mentors new carpet repair company owners and sets them up in their own location, using his system for success.

“When I began my business, I realized I could duplicate this,” Atlas recalls of the expansion project. “I started buying up all the carpetrepair.com sites [in areas with more than 750,000 people], like dallascarpetrepair.com, lasvegascarpetrepair.com, and so on.” Before long, Phoenix Carpet Repair and Cleaning had given birth to its first area-exclusive location in Dallas. Atlas now has created 36 of these locations, with a goal of 80-100 by the time he retires in three to five years. He says it’s the thing he’s most excited about right now, adding, “It really fires me up.”

Building a name

Before Phoenix Carpet Repair and Cleaning could give birth to 36 other locations and a water damage company, Atlas first had to create something special in the original. To do this, he began positioning it early on as a “premier company.”

Atlas feels many in the industry underprice and “cut each other’s throats” in the process, but he avoids this by never offering coupon or value pricing. “We’re a bit more expensive than most,” he reports, explaining his company earns its premier position in a few ways.

First, he loves to network, which he uses to his advantage, connecting with the people he serves, both in the field and online. Second, he aims to make his company the expert—through informative articles for and conversations with customers that educate them (like info on COVID-19 during the pandemic) and prove the company’s quality as well as through its fully trained staff. He says, “Even my office staff has gone through IICRC classes, so they aren’t just pretty voices on the phone; they also know what they’re talking about.”

Third, the company cleans only homes, no apartments. Lastly, Phoenix Carpet Repair and Cleaning puts forward a professional appearance. Atlas says, “All our trucks are wrapped professionally, uniforms, name badges, the whole nine yards, to really give that premier look and feel when we show up.”

Atlas’ marketing efforts also are key to Phoenix Carpet Repair and Cleaning’s success. He runs ads on Google; uses Yelp, Angie’s List, and Home Advisor; and utilizes third-party, paid review sites to stay in the top of searches. Atlas says he has worked hard to develop white-hat SEO strategies that keep his company ranking first on Google—strategies he now teaches his area-exclusive location owners so they can quickly become number one in their own areas. Atlas says, “It’s not like one silver bullet. It’s like a whole chamber full of bullets to get there.” Phoenix Carpet Repair and Cleaning now has more than 5,000 five-star online reviews.

“I have found a nice, sweet spot,” Atlas says of his carpet-focused company, which does $1,000 to $1,500 per truck per day. He isn’t looking to expand the company any further. Instead, he is focusing on the restoration addition, which is already poised to surpass the cleaning company in revenue, and his area-exclusive business, which he plans to keep growing to fund his retirement.

For those just beginning their journeys

As Atlas has learned, it is important to try new things and be open to and ready for change in one’s career. He recommends the same readiness for change to those just starting or looking to grow. Atlas says, “I think one of my biggest mistakes is I should have started doing water damage about eight years ago. It’s a very lucrative business.”

Atlas’ adaptability has helped him throughout his career. When the pandemic and its resulting shutdown hit, Phoenix Carpet Repair and Cleaning lost 30% of revenue, but the lessons he learned during the Great Recession had prepared him in many ways for that unexpected change. “You always have nest eggs saved. You have to plan for stuff like that,” he explains. “I guess when I lost the houses during the Recession, I learned I needed even bigger buckets for resources. Now I’m positioned better than ever.”

Perhaps most important to finding success in the industry is consistency, according to Atlas. “Nowadays people seem to be really inconsistent. Your employees need to see you be consistent,” he says.

Creating strong systems is key to consistency, Atlas explains. He reminds those new to the industry, “You are not always going to be a one-man show,” and stresses the importance of preparing early. “I travel a lot, and my business runs the same whether I’m here or not because of the team and systems we have in place.”

Atlas’ own systems enter every aspect of his business, from his marketing efforts to his hiring process. Hiring, he acknowledges, has always been a tough spot, but especially so during and emerging from the pandemic. It’s his biggest challenge. Atlas says he would normally run an ad and have multiple applicants, but right now, he’s been looking for help for six months.

When he does get promising applicants, he has a system in place for hiring and keeping the right people. Quality candidates do a traditional phone interview followed by an in-person one for the right people. Then successful candidates are taken on a day-long ride along to gauge whether the interview matches up with the real world.

Finally, new hires are given special motivation. New employees are told upfront if they stay with the company for a year and do a great job, Atlas will cut in half the $15,000 start-up cost for an area-exclusive location. “So, if they want to make $55,000-$60,000 a year and stay here with me, great. I’d love to keep them long term. But if they want to make more money and have their own location with coaching by me, that’s great, too,” he says. “That’s inspiring for people who want to be their own boss someday.

“A lot of people are insecure. They don’t want to see anyone do better than them. I’m the kind of guy who loves to see people do well.”

Atlas loves connecting with people—employees, customers, and industry peers. In fact, after years working off the truck, he went back out in the field because he was bored sitting in his office and missed meeting “interesting people.” He strongly recommends others in the industry see the huge benefits of networking.

“When you’re a one-truck operator (or even a three- or four-truck operator), it can be Groundhog’s Day. Every day it’s different challenges, but the same things,” he says and suggests getting away from work a few times a year for industry events. “Going out of town and rebooting helps me stay focused,” Atlas says. “Go out of town for a few days, learn some stuff, get a certification, and come back and apply and implement that.”

Read other Industry Leader Review profiles here.

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.

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Courtney Lee, owner of in Lawrenceville, Georgia, entered the carpet cleaning industry just a couple years out of high school, and if there’s one thing he’s learned in the decades since, it’s the value of a role model. As a new owner, Lee started following Mark Saiger of Saiger’s Steam Clean on YouTube, and then began making his own YouTube videos as a marketing strategy. But in following an industry role model, Lee saw himself become a role model for other cleaners from all over the country.

Questions on Lee’s process flooded in, and he soon found himself offering others industry advice. Recognizing an industry need for more mentorship, more discussion, and more connection, Lee created Cleaners Connect, a space where cleaners from around the world could ask questions and share ideas. “It was mainly to help cleaners come together in a group where it wouldn’t just be on me,” Lee explains.

How it all started

As active and impressive as Cleaner’s Connect is, Lee’s main job is still running his own company. Lee started Truman Steemers 15 years ago after spending nine years in the industry working for other companies. “I realized I wanted to be able to offer my clients a better experience than some of the other companies that I had worked for, especially being upfront and honest about the price because a lot of companies were doing bait-and-switch,” Lee explains.

Truman Steemers began with a Ford F150, a portable unit, and a few bandit road signs for advertising. Today, the company is a three-truck, three-man operation offering carpet cleaning, upholstery cleaning, tile and grout cleaning, pet odor treatment, and hardwood floor cleaning and restoring.

Lee says one of his first big challenges was realizing, if he wanted to offer something different from the companies he’d worked for, he would need to use different marketing strategies to find different clients. “I immediately started marketing to the lower-end clients because that’s what a lot of the companies I worked for were doing. But at the time, I didn’t realize that was a volume-based business and not something for a smaller company like myself,” he explains, noting that in the beginning, he was charging just $20 per room.

After five years of mental and financial struggle, Lee realized he needed to change his approach. He stopped using the road signs and raised his prices by 25%. “I immediately started utilizing Google AdWords, and I was also doing yellowpages.com at the time to attract better clients,” he says. “And those two sources of marketing are what helped me build a good, solid clientele.” Lee also says adding higher-end services, like hardwood floor cleaning and restoration, have helped to grow his business. This year, he added a full-time truck dedicated to hardwood floors, and it doubled his gross earnings in under a year.

From YouTuber to industry role model

When it comes to marketing, Lee says the key to his success has been his YouTube videos. He started making videos about ten years ago, before YouTube marketing was as popular as it is today, with the initial goal of attracting potential customers to his channel and then his website by showing his cleaning process and the results. His inspiration came from watching Saiger. “He was a big influencer to me when it came to videos because he was actually the first person I started watching on YouTube in the carpet cleaning industry,” Lee explains. “He has just been a great, positive role model for myself and others in the industry.”

Even though he credits Saiger as a role model, Lee quickly became an influencer in his own right. “I think what made me stand out is that, being African American in this industry, I didn’t see any African American cleaners doing videos at the time, so I knew that would definitely be a big point for me just to be seen differently,” he says. “I’ve had so many other African American cleaners who reached out to me because of YouTube, and my videos gave them the confidence to actually do better in their business.” As the channel grew in popularity, more and more cleaners began reaching out with specific questions about his processes. It became more of an educational channel for fellow cleaners, with Lee adding “tips of the day” and discussing his business model to help others in the industry.

The questions pouring in became overwhelming after a while. “It got to the point where I just couldn’t handle all the questions from cleaners reaching out to me,” Lee says. This led to the creation of the Cleaner’s Connect Facebook group he and his friend Chandler Thompson started four years ago. It’s an open forum where cleaners can network to ask questions and share their experiences. The group has more than 10,000 members and averages 40 posts per day.

Cleaners Connect is one of the things Lee is proudest of, but he gives a lot of credit to the other admins and members whose participation keeps the group going strong, especially group admin Chad Mayes, who does most of the group management now. “Cleaners Connect would not be where it is now without the administration and management of Chad,” he says, adding, “Without the members, there would be no Cleaners Connect, and that group has helped so many.” Lee notes he even met one of his employees, Kenneth Scoby, who is helping to grow the hardwood floor services for Truman Steemers, in the group.

Staying the course with no regrets

As for his company, it should be no surprise that what Lee enjoys most is getting out into different neighborhoods to connect with lots of different people. And even though he has made some mistakes along the way, Lee says he wouldn’t change anything about the path he took to get here because it taught him what he needed to know to be successful and help others. “Teaching other cleaners and coaching other cleaners, I tell them what to do differently, so they don’t have to go through the same mistakes or trial and error as I did,” he says, “but to be honest, I wouldn’t change a thing.”

Looking ahead, Lee plans to continue expanding the hardwood floor cleaning side of the business and is also considering franchising that aspect since it has been so successful. “Instead of trying to get a multi-truck operation like most companies want to do, I’m focusing on selling a certain service to other cleaners who are looking for better opportunity and who also can make more profits in a lesser period of time while doing fewer jobs,” Lee explains. As for his plans to meet these goals, Lee intends to “continue to stay on the path that I am, stay focused,” and once again credits his industry role models—people like Robert Atlas and Robert Allen. “I’m just seeing how their companies grew and took them into a totally different direction than just focusing on a multi-truck business operation, just kind of thinking outside the box,” Lee says.

Additionally, Lee wants to continue being a leader in the industry, helping and coaching newer cleaners. His advice for anyone just starting out? “Focus on quality, not quantity.” Lee also says it’s important to figure out where you’re headed and what you want out of the business, otherwise, “you find yourself like me, five years in, looking up and realizing you just wasted five years basically wandering in this industry without any guidance or leadership.” Once you understand the industry and you know your goals, Lee says, “follow that path, no matter what.”

Read other Industry Leader Review profiles here.

Amy Hughes is a freelance writer who has worked with Cleanfax for three years and has worked as a writer and editor for nine years. Reach out to her at amylynn.alh@gmail.com.

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When you dig into the restoration industry’s history, you find many of the issues we “modern” restorers face aren’t so different from the challenges early restorers dealt with. I had the privilege of meeting many of the early restorers and “Founding Fathers” (Pete Consigli gave Marty King, Cliff Zlotnik, Lloyd Weaver, and Claud Blackburn this title in his 2007 article “The Four Faces of Mount Restoration.”) at the Restoration Industry Association’s (RIA) 75th Diamond Anniversary International Restoration Convention last year and learned firsthand how similar our current problems are to theirs.

Considering the blend of relevant history and modern issues we intend to share in this article, Katie Smith’s words from that event are all the more enriching: “There are thousands of contractors, but we don’t have thousands of problems. We all have the same major headaches.”

Restoration mission

Most are familiar with physicians’ Hippocratic Oath, which aims to govern all decisions doctors make. The Oath calls on new physicians to swear to uphold a number of voluntary professional ethical standards, and many of the elements aptly apply to modern property restoration:

“Into whatever homes I go, I will enter them for the benefit of the sick, avoiding any voluntary act of impropriety or corruption. So long as I maintain this Oath faithfully and without corruption, may it be granted to me to partake of life fully and the practice of my art, gaining the respect of all men for all time.”

When the Association of Specialists in Cleaning and Restoration (ASCR) was rebranded as the RIA in 2007, it unveiled the first motto in its 60-year history: “We make it better. We promise.” Ten years later, in “Connecting Mission With Motto,” Zlotnik and Consigli expanded on the promise of the motto, noting, “The business of restoration is finishing projects on time and on budget while satisfying the stakeholders, often under adverse situations, while remaining professional and making a profit.” They also pointed to King’s characterization of what we do as “the business and profession of damage repair.”

While it does not appear in the Hippocratic Oath, the phrase “First, do no harm” is often attributed to the Oath, and its tenet certainly is applicable to restoration. Restorers are called to “make it better” when assisting our clients with disaster response and repair. But, if we are going to “do no harm,” our process must include measures to ensure we properly identify the extent of damages, prevent cross-contamination, thoroughly address structural impacts, and restore property to resemble pre-loss conditions.

Restoration failure and success

The industry knows Consigli as “the restoration global watchdog” because of his encyclopedic knowledge of the restoration industry’s history, as well as his active presence in associations, educational developments, and efforts such as the Disaster Restoration Reconstruction Management program at Purdue University. Writing for IE Connections in October of 2000, Consigli noted 12 common reasons for failed restoration projects, which he called the “dirty dozen.” More than 20 years later, modern restorers are still facing these issues:

1. The building didn’t have a contingency plan.
2. There was either no insurance coverage, insufficient coverage, or an excluded occurrence.
3. An unqualified contractor performed the work.
4. An incomplete investigation was performed that
   led to an improper scope of work.
5. The proper procedures or best restoration practices were not followed by the clean-up personnel.
6. Conflict between the insurance company, the
   building owner, and/or other parties to the claim led to “gridlock.”
7. Too many “experts” were involved.
8. Hidden agendas, lack of funds, and shortcuts led
   to trouble.
9. A pre-existing condition was not identified or was hidden in an attempt to “expedite” the claim.
10. An incomplete assessment of the building’s history and occupant health was performed.
11. Attorneys were called in to help resolve a problem.
12. The project never had a “meeting of the minds” of the involved participants to agree on a scope of work, job cost, completion criteria, and timelines.

While there is much we could dive into on each of these points, let’s focus on the final point, the “meeting of the minds.” So many of the issues we face come down to missing a few key details on a project, which is why clear, consistent communication among all parties on a claim is essential to regular positive outcomes in disaster response services.

In the same article, Consigli says, “It is critical, following a loss, that a process starts with a meeting of the minds among the three parties that are central to a disaster restoration project,” what he refers to as the “Restoration Triangle,” made up of the property owner, insurance carrier, and restoration contractor of record. He humorously summarizes these parties as “who’s damaged,” “who’s fixin’ it,” and “who’s payin’ for it.”

Claims roles and communication

If each party within the Restoration Triangle presents its information as accurately as possible, with a clear understanding of the standard requirement to restore the property to resemble pre-loss conditions, with materials of like kind and quality, no more and no less, overall project problems will be avoided. Each party brings something unique to the table that should be heard and referenced as the agreed-upon scope is established:

• The insured (who’s damaged) has a unique perspective on the pre-loss conditions and the extent of the loss.
• The carrier representative (who’s payin’ for it) has a unique perspective regarding the details of the policy and the responsibility of the carrier with regards to the source and extent of damages—as well as any relevant exclusions.
• The contractor (who’s fixin’ it) has a unique perspective on the means, methods, and material costs that will be relevant to establishing an agreed-upon scope of work to restore the structure.

“If one of these parties is left out of the process of determining and agreeing on the extent of damage, scope of repair, cost of restoration to a pre-loss condition, timelines, and criteria for satisfactory completion, then there will be problems,” Consigli reminds stakeholders. A claim should not follow the narrative of a tv drama or a strategy for Survivor, whereby two members of the triangle team up to push their narrative through.

For example, the contractor and client should not be in cahoots to figure out a way to “maximize the claim” without justification. This is fraud. Neither should the contractor and the carrier be working together to dwindle the scope. This is short-changing.

Setting yourself up for success in the restoration process requires identifying the extent and degree of damages. The insured should expect that their damaged property will be physically inspected by at least one competent person during this determination. Upon completion of a site inspection, a scope of work must be prepared and agreed upon. The RIA Code of Ethics asks that we restorers “provide our customers with accurate information concerning the scope of work required and its costs, maintaining strict impartiality in our professional opinions.”

The adjuster’s role on a claim is to use his or her knowledge and best judgement to control the loss and ensure the insurance company pays what it owes to the insured under the terms of the policy. The contractor’s role is to provide the expertise and means to restore the damaged property to a pre-loss condition at a profit. In this role, once the insured contracts with the restorer, making them the restoration contractor of record, they have the responsibility to act in the best interests of their client (the insured). Consigli says success in this role requires “the contractor’s good-faith effort to act in their client’s best interests, make a profit, and not alienate the insurance adjuster.”

Adjusters and contractors should be able to communicate so that laymen can understand the why of their approach to observed damages. It is incumbent upon both parties to complete thorough data capture of the conditions of the damaged structure. Consigli reminds all parties, “Damage assessment is a complex process that entails training and experience. It is important that the experts provide an explanation for their recommendations to either do or not to do something.”

The details collected should translate from the site visit (via photographs and/or 360-degree capture resources) to an agreed-upon scope with an agreed-upon cost estimate. Thorough data capture leads to accurate data input for an understandable and defensible agreed-upon scope. Depending on the severity of the loss, third-party evaluators may be necessary to first determine the site risks and later provide post-project verification of safe conditions. Best practices for the inclusion of a third-party evaluator:

1. Clearly define the third-party evaluator’s roles to prevent potential conflicts of interest.
2. Who does the third-party evaluator work for, specifically who signs their authorization/contract?
3. What parties in the Restoration Triangle are in the communication loop to receive specifications, reports, lab results, interpretations, etc.?

It will benefit any restorer to read the original article from Consigli, as well as seek out his prolific library of written materials and appearances on IAQ Radio. In the same article, he followed up with the “reliable dozen,” which admonished unprofessionalism in the industry. There he urged restoration contractors to:

1. Be upfront and clear on your expectations and be specific about how they will be evaluated by the property owner and/or their representative.
2. Follow the “spirit” of recognized industry standards, guidelines, and published best practices when
   specifying and/or scoping a project.
3. Be honest and ethical, and try to do what’s right and fair.

Industry collaboration and professionalism

While I have been in this industry for nearly 20 years, there are plenty of people who have been there much longer and have made significant contributions towards shaping industry formations. Like many modern restorers, I am eager to make a difference, but I am still learning how important it is to listen and observe before jumping in or expecting doors to open. Being successful in modern restoration includes learning the restoration industry’s history and implementing those best practices that have been tested over decades.

The Hippocratic Oath included the concept of apprenticeship, whereby the skilled would share the lessons they learned, often by trial and error, with those committed to learning the craft of medicine. For this collaboration to continue in our industry we need modern restorers who innovate solutions for the ever-evolving market as well as those seasoned restorers who bring hard-won knowledge to the table and remind us that we aren’t that different from our predecessors. As we continue to collaborate, perhaps we can properly implement this sentiment from the Oath, “So long as I maintain this Oath faithfully and without corruption, may it be granted to me to partake of life fully and the practice of my art, gaining the respect of all men for all time.”

References

Consigli, Pete. “Disaster Strikes! What Ya Gonna Do…Who Ya Gonna Call? Preventing IEQ Problems After Floods, Fires, and Catastrophes.” IE Connections. October 2000.
cleanfax.com/disaster-strikes-consigli

Consigli, Pete. “The Four Faces of Mount Restoration.” C&R. March 2007.

Consigli, Pete & Zlotnik, Cliff. “Connecting Mission With Motto.” C&R. October 2017.

Isaacson, Jon. “The Mindset and Habits for Claims Estimating Success as a New Independent Adjuster.” Claims Pages. May 2021.

Jon Isaacson, known as the “Intentional Restorer,” is a contractor, an author, and the host of the DYOJO Podcast. Jon speaks, writes, and coaches start-up phase owners and growth-minded restoration professionals through his organization, The DYOJO. Isaacson is the author of the Be Intentional book series for restorers. Reach him at iz@thedyojo.com. ��

Pete Consigli has been in the cleaning, restoration, and IAQ industry for nearly five decades. He contributes to trade publications and standards development and participates in industry events. Consigli is a founding father of the WLS certification designation and has been a facilitator and advisor to the program since its inception in 1999. He is an honorary member of RIA, an IAQA Hall of Fame inductee, and a recipient of RIA’s Martin L. King award. The RIA recognized him in 2021 by naming its new scholarship program, the Pete Consigli Education Scholarship, in his honor.

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