In the world of commercial cleaning and facilities solutions, much of the work happens quietly, behind the scenes. Floors are polished, bins emptied, surfaces sanitised—and then life goes on. For many, if everything looks fine, the job is done.
But as someone who leads marketing in this space, I see a different picture. Our industry is not just about cleanliness—it’s about safeguarding health, ensuring operational readiness, enabling better experiences, and contributing to the sustainability goals of the businesses and communities we serve.
Yet the challenge remains: how do you market a service that people only notice when it goes wrong?
1. Reframing the Narrative: From Tasks to Impact
Too often, cleaning is described in terms of checklists—what’s cleaned, how often, and by whom. But this approach undersells the value we bring. We’re not just cleaning surfaces—we’re enabling safe environments in healthcare environments, uplifting customer experiences in retail spaces, and helping schools and institutions function at their best.
Marketing should make this visible. We need to focus less on tasks and more on outcomes:
- Reduction in absenteeism through hygiene interventions
- Improved public perception through visibly cared-for facilities
- Enhanced productivity through healthier, more organised environments
By reframing our messaging, we shift the conversation from cost to value.
2. Putting People at the Centre
Facilities solutions are delivered by real people—dedicated, trained professionals who show up every day to deliver essential services.
Marketing in our industry should elevate these stories:
- The cleaner who arrives before sunrise to prepare a school or institution for hundreds of students
- The supervisor who steps in at short notice to cover a high-risk site
- The regional manager who works with clients to develop tailored, sustainable service plans
These people are not only part of our workforce—they are ambassadors of our brand. Sharing their stories builds authenticity, trust, and emotional connection with clients, stakeholders, and future employees alike.
3. Using Data to Demonstrate Value
Facilities services are increasingly supported by technology—whether it’s quality audits via mobile apps, AI-powered scheduling, or hygiene compliance tracking.
The data exists, but it’s often locked away in operational reports. Marketing has a role to play in unlocking insights:
- Demonstrating efficiency gains through consolidated services
- Visualising cleanliness benchmarks over time
- Quantifying cost avoidance through proactive maintenance
Telling the story behind the numbers shows prospective clients what they’re really getting—a partner that delivers smarter, safer, and more sustainable outcomes.
4. Leading With Purpose
More than ever, clients want to align with partners who share their values. For us, that means:
- Sustainability: Reducing waste, embracing green chemicals, investing in energy-efficient equipment
- Equity and Inclusion: Creating career pathways for Māori, Pasifika, women, and individuals overcoming barriers
- Innovation: Piloting AI, robotics, and smart tech for better performance and visibility
These aren’t just side benefits—they are strategic advantages that modern buyers care about.
Purpose-led marketing positions us not just as a vendor, but as a values-aligned partner.
5. Marketing a Traditionally ‘Invisible’ Industry
Ultimately, our job as marketers in the facilities sector is to make the invisible visible—and valuable.
By:
- Shifting language from tasks to transformation
- Elevating the people behind the service
- Backing our claims with meaningful data
- Leading with purpose
—we reposition our services not just as commodities, but as catalysts for success.
It’s time we stopped whispering and started telling our story boldly. As marketers in this space, we have a unique opportunity to elevate an industry that has long worked quietly in the background. Let’s not wait to be noticed—let’s lead the conversation.
