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Market 02  //  Commercial cleaning, facilities and maintenance 6 documented months

Commercial cleaning, facilities and maintenance.

6
Documented months
each one a dated Instantly panel
11–102
Positive replies a month
lowest and highest of the 6
32
Median positive replies
across these months
50 qualified replies a quarter on the quarterly plan, or we keep working free. Read the guarantee

Every figure on this page is in US dollars, as the Instantly dashboard reports it, whichever country the client is in.

Every figure in a Result line is read straight off that panel.

The value per opportunity is the client's own number, not ours, and every client gives us their floor rather than an average. It is the least a new customer is worth to them, so the pipeline figure is the conservative version of what the month produced.

We forward a positive reply to the client and stop there. What closed after that is confidential, the same reason none of these companies are named. So there are no meeting counts and no close rates here. What each Result adds is what the replies themselves looked like.

Lists start with a data provider and are then enriched for a buying signal, which is what decides the week an email goes out and gives it something specific to say.

01

July 2019

low
Campaign results for July 2019, 32 positive replies and $64,000 in pipeline
Instantly panel, July 2019. 2,227 replies in total, 32 of them positive. Screenshot, not recreated.

A commercial cleaner in Adelaide, seven in the office.

Problem

Every contract they held had come through someone knowing someone, and that well had run dry two years earlier. They only got a look in once the incumbent had already failed, which meant walking into a mess and a client who trusted nobody.

Solution

The email was about the periodical work most contracts skip, carpets and window cleaning, sold as a single job rather than a contract. It went to office managers, and to the owner at anything under about 30 staff, where nobody holds that title. The first version pitched a full contract review and was ignored. We also cut building managers off the list, since they pass everything to procurement anyway.

Result

32 positive replies, $64,000 of pipeline at the $2,000 one off job. Every reply was passed over to their team. Most asked what it would cost before anything else.

02

October 2020

low
Campaign results for October 2020, 11 positive replies and $55,000 in pipeline
Instantly panel, October 2020. 1,040 replies in total, 11 of them positive. Screenshot, not recreated.

A contract cleaner in Birmingham, eight in the office, mostly city centre buildings.

Problem

Offices were empty and half their contracts were suspended rather than cancelled, so there was nothing to win back yet.

Solution

The first send went to the same office managers as always and did nothing, because those buildings had nobody in them. We moved the list to sites still occupied, warehousing and food production, and rewrote around covering staff absence rather than changing supplier. Volume was never the constraint here, so nothing was scaled up. The work went into finding sites that still had people in them.

Result

11 positive replies, $55,000 at the $5,000 monthly cover contract. We forward the reply and stop there. The worst month of the campaign by a distance, and most replies asked us to hold a price until their own position was clearer.

03

February 2021

low
Campaign results for February 2021, 26 positive replies and $104,000 in pipeline
Instantly panel, February 2021. 2,083 replies in total, 26 of them positive. Screenshot, not recreated.

A facilities contractor in Chicago, 11 in the office with crews on 30 sites.

Problem

Every competitor was selling disinfection fogging and buyers had stopped believing any of it.

Solution

The word sanitisation came out entirely. What replaced it was the return to office date the buyer had already put in writing. A first attempt aimed at HR went nowhere, so the list moved to facilities managers who actually hold the contract.

Result

26 positive replies, $104,000 at the $4,000 monthly rate. Replies were forwarded to their team. Most buyers had no date yet and said so.

04

February 2023

average
Campaign results for February 2023, 32 positive replies and $128,000 in pipeline
Instantly panel, February 2023. 2,147 replies in total, 32 of them positive. Screenshot, not recreated.

A cleaner in Perth, nine in the office, covering offices and medical suites.

Problem

Referrals arrived in bursts with nothing in between, so they could not plan hiring against them. Award wage rises had also pushed their price above the incumbent on every tender they entered.

Solution

They stopped tendering. We enriched the list with contract end dates so the email arrived 90 days out, right after the incumbent's own price rise had landed on that buyer. An earlier version led on their staff retention rate, which nobody cared about, so it was replaced with the price rise timing.

Result

32 positive replies, $128,000 at $4,000 a month, the lowest they will take a site on for. Each one was passed across to them. Timing against the renewal did more than anything in the copy.

05

March 2024

strong
Campaign results for March 2024, 44 positive replies and $176,000 in pipeline
Instantly panel, March 2024. 1,758 replies in total, 44 of them positive. Screenshot, not recreated.

A contract cleaner in Manchester, 12 in the office, covering offices and light industrial.

Problem

They had tried running the outreach themselves on a cheap tool, which looked like a saving until two of their domains ended up blocked and the sales manager had spent three months on it. Separately, they found out a building was up for tender only after it had been awarded.

Solution

The list of local businesses was the easy part. Enriching it against new leases and fit out approvals told us who was moving and when, so the managing director of the incoming tenant got an email in the eight weeks before staff arrived, while there is still no facilities manager appointed. Sending moved to fresh domains with a proper warm up, because the old ones could not be recovered. A version aimed at the landlord rather than the tenant was dropped after two weeks.

Result

44 positive replies, $176,000 at $4,000 a month, the floor they set for a site rather than what a good one pays. We hand the reply across and step out. Fit out timing was the trigger that worked.

06

May 2025

great
Campaign results for May 2025, 102 positive replies and $510,000 in pipeline
Instantly panel, May 2025. 1,476 replies in total, 102 of them positive. Screenshot, not recreated.

A contract cleaner in Dallas, 14 in the office and crews across 40 sites.

Problem

They had grown entirely on referrals, which meant good years and bad years with no way to tell which was coming, and no way at all to replace a lost contract on demand.

Solution

We enriched a bought list against lease expiry dates, which turned a flat list into a rolling calendar of who to write to and when. The facilities manager got it, or the managing director wherever facilities is someone's second job. The offer became a trial on one floor rather than the whole building. An early version quoting their client list read as name dropping and was cut.

Result

102 positive replies across May, $510,000 at the $5,000 monthly trial. Replies go over to them, so we never see the close. One floor was a far easier yes than one building.

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