A national brand, run locally
We license the brand, the website and the local search presence that wins the work to independent local operators, then send them the enquiries. Each of them owns their business, their customers and their revenue, so their money goes into paying good cleaners properly.
What Love My Cleaner is
Love My Cleaner is a cleaning brand that does not employ a single cleaner. What the company owns is the name, the website behind it and the position that website holds in local search. What it does with all of that is license it, one area at a time, to people who want to run a cleaning business of their own, and pass every enquiry it wins to the manager whose territory it came from.
The people who quote your clean, build the team and answer the phone are not members of our staff. They are independent Area Managers who have taken a territory, set their own prices, keep their own customers and pay no percentage of their turnover to anyone. Our side of the arrangement is the part that is hardest and most expensive to build alone, which is being the business a local household finds and trusts when they go looking for a cleaner, and then handing that household straight to the manager who covers their postcode.
It is an unusual shape for a cleaning company and it is a deliberate one. The rest of this page sets out why.
Two businesses, each doing the half it is better at
The line between what an Area Manager owns and what we run is drawn once, in the licence, and it does not move afterwards.
- The prices, set locally, and every quote that goes out under them
- The team, taken on, trained and paid by them, on whatever basis they choose
- Every customer and every pound of revenue those customers spend
- The standard of the work and the reputation that follows it
- The business itself, which is theirs to grow and theirs to keep
- The brand and the local website it puts in front of households
- Local search and the Google Business Profile that holds its position
- Exclusive enquiries, delivered to the manager whose territory they came from
- Cleaner recruitment pages and the launch content that fills them
- The improvement of all of it, which never stops and never bills extra
Everything an area earns stays in the area. We are paid a flat monthly fee for the machinery, set by the size of the territory, and nothing at all on turnover.
Why the brand is licensed rather than franchised
Being found is a fixed cost. A website that ranks, a Google profile that holds its place, and the steady run of enquiries the two of them produce: none of it gets cheaper because only one person is using it, and for a sole operator in a single town it is close to unaffordable. Spread across a network it costs each area very little. That is the whole economic argument for doing it this way, and it is worth stating plainly before anything else.
A franchise arrives at the same conclusion and then takes its payment as a royalty, commonly five to nine per cent of turnover on a tie-in of five years or more. The difficulty with a royalty is where it comes from. It is taken out of the margin on every job, and the margin on every job is also what pays the cleaner. Squeeze one and the other goes with it, and cleaners with any choice tend to leave for private clients.
So the fee here is flat, the royalty is nothing, and the notice is six months either way. An Area Manager who is not handing over a slice of turnover has room to pay a pound or two an hour above the going local rate, which brings better people and, rather more to the point, keeps them. That is the part a customer notices on the doorstep, and it is the reason the model is shaped the way it is.
What the arrangement means for you
A named person, not a switchboard
Your area has one manager. They quote the job, arrange the team and are the person you speak to when a date needs moving or something has been missed.
The same team each visit
Cleaners are recruited locally and stay with the round. A clean gets better over the months because the team already knows the house, rather than starting again each time.
Vetted, insured and paid properly
Every team is vetted and insured before it works in a home, and pay sits above the going local rate because no royalty has taken a slice of the job first.
Consistent where it counts
Vetting, insurance and the standard of work are common to every area, so the name means the same thing wherever you find it. Prices and quotes are your manager’s own, judged against the local market rather than handed down from anywhere.
Who ends up running one
Most Area Managers came from cleaning. Some had been running a round of their own for years and had reached the ceiling of what word of mouth could bring them. Others had been cleaning for somebody else on hours that were never guaranteed. A few had no cleaning background at all and took it on as a business to build, which works perfectly well, since the job is running the area rather than holding the mop.
What the areas have in common is that they are exclusive, they are sized by population rather than by a line drawn for convenience, and they are taken on for £999 with a flat monthly fee that does not begin until the area ranks on the first page of Google for cleaners in its town. If that ordering looks odd, it is the point of the thing: we are paid once the machinery works.
Areas are run by people who live in them
I run the Chelmsford and Maldon area and the biggest change is that the calls come to me now. I pick the work, look after my clients, and the rest is mine to grow.
I came from a cleaning job with no guaranteed hours. Now the enquiries come to me and I decide who cleans them. I have not looked back.
I was spending a fortune on lead sites for jobs I then had to fight over. This is the opposite. The work is mine, no bidding.
Areas are open and filling across Essex, Bedfordshire, Berkshire, London and Scotland. See where we already are.
Who you are dealing with
Love My Cleaner is the trading name of Liberation OÜ. The network began in Essex, where Carlie still runs the Chelmsford and Maldon area, and it has grown outwards one town at a time rather than by opening everywhere at once.
The central team is small on purpose. Its work is building and maintaining the platform every area runs on, and it does not manage anybody’s cleaning. There is no head office taking bookings and no national phone line, because for anything to do with a job in your home the manager who covers your postcode will always get you further than a switchboard would.
The questions this arrangement raises
Is Love My Cleaner a franchise?
No. There is no franchise agreement, no royalty on turnover and no multi-year tie-in. An Area Manager licenses the brand and the systems behind it for a flat monthly fee, sets their own prices, and gives six months notice if they want to stop.
Who actually cleans my home?
A team put together by the Area Manager who covers your postcode. They recruit locally, vet and insure everyone before they work in a home, and keep the same team on your round wherever they can.
Are the cleaners employed or self-employed?
That is the Area Manager’s decision rather than ours. Some take on self-employed cleaners, some employ them, and as the owner of the business it is entirely their call. What is the same everywhere is that the cleaners work for the local business and not for Love My Cleaner, and that their rate, their hours and the standard of their work are the manager’s responsibility.
Who sets the price of my clean?
Your Area Manager. Prices are judged against the local market rather than set at a national desk, which is why a quote in one town can differ from a quote in another.
What happens if something goes wrong?
You speak to your Area Manager, who quoted the job and arranged the team, and who can put it right the same week. If a matter cannot be settled locally, email us and we will take it up with them.
Does Love My Cleaner take a cut of what an area earns?
No. Area Managers pay a flat monthly fee set by the size of their territory, and nothing at all on turnover. That is the whole point of the arrangement, and it is what leaves room in every job to pay a cleaner properly.
Two ways in
Book a clean with the team that covers your postcode, or take on a patch of your own and run it yourself.