Words: Jeff Cross

In a recent Institute of Inspection, Cleaning and Restoration Certification (IICRC) Unscripted interview with Cleanfax media director Jeff Cross, Success Selling marketing and sales expert Andrew Morales shared some powerful insights into what is holding businesses back and how to fix it. If you struggle to get the right customers, stand out from competitors or make your marketing efforts pay off, this article is for you.

Blind spot: Thinking you know everything

Morales says one of the biggest mistakes business owners make is assuming they already have everything figured out. “You can’t teach an old dog new tricks if they’re blocking out anything that can help them,” he explains. The first step toward real growth is being open to change and willing to analyse what’s not working.

Morales believes that if a company is doing everything right – marketing, sales, branding and systems – it should grow with no cap. If that’s not happening, there’s a missing piece. Identifying that missing piece requires looking at what he calls the “check engine lights” of your business.

The key takeaway is this: If your business isn’t growing, don’t assume it’s the market – assume your approach has a problem. Be willing to adjust.

Myth: “If we build it, they will come.”

Many business owners believe customers will naturally find them if they do great work. Morales warns that this mindset is dangerous. “Yes, providing real value is important,” he says, “but if you’re not reaching enough people, no one knows about that value.”

Even highly skilled professionals lose customers to competitors with weaker services but stronger marketing. If your business isn’t producing content, running ads and building an online presence, you’re letting inferior companies dominate the marketplace.

This leads to price wars, damaged industry reputations and sceptical customers who have been burned before. Being the best just isn’t enough. You must market like the best.

Where businesses waste money on marketing

With print ads like Yellow Pages a thing of the past, most businesses are investing in social media, paid ads and digital outreach. But Morales sees a significant problem: They’re not getting the expected return. Why? Because they’re using the wrong platforms for their audience.

Here’s how Morales breaks it down:

• Facebook and Instagram (best for budget-conscious businesses)
  • Uses interest-based marketing, meaning ads target people based on their behaviours and preferences.
  • Has a lower cost per lead than other platforms.
• YouTube (higher engagement but requires strong content)
  • Works well if your videos get views, comments and shares, triggering the algorithm to boost them.
  • More expensive than Facebook but delivers strong audience retention.
• Google Ads (most costly but highest intent)
  • Targets people actively searching for services like yours.
  • Requires high-quality keywords and a bigger budget to compete.

His conclusion is this: Facebook is the most cost-effective for beginners, but a multi-platform approach works best for long-term success.

Win the algorithm game and get your ads seen

Many businesses invest money into advertising and hope the algorithm finds the right audience. But Morales stressed that hope isn’t a strategy. “All these platforms have one goal: to keep users engaged,” he explains. “The algorithm will favour you if you create content that holds their attention.”

His advice? Make value-driven content that answers specific problems, such as:

• Don’t try to sell. Help first.
• Focus on one problem, one solution per video.
• Keep content short, direct and engaging.

The better your content, the more the algorithm will work for you.

Target customers who are ready to buy

According to Morales, the best customer is the one who’s already looking for your services. “You need to speak their language, address their pain points and show why you’re the best option,” he says.

He recommends business owners:

• Clearly state what you do and what you don’t do. This filters out unqualified leads.
• Offer an introductory discount to reduce risk for new customers.
• Create content that speaks directly to their specific problem.

Being clear, direct and customer-focused will attract high-quality leads.

Four pillars of business growth

To scale successfully, Morales recommends businesses master four key areas:

1. Marketing – Are you spending enough and using the right platforms to attract leads?
2. Sales – Do you have a strong team and follow-up system in place?
3. Systems – Are you using a customer relationship management (CRM) system to automate follow-ups and track data?
4. Branding – Do people know and trust your business over competitors?

If any of these four areas are weak, your business won’t grow.

‘Pop the hood’ on your business

Morales left business owners with one final piece of advice: “If your business isn’t scaling, ‘pop the hood’ and check your marketing, sales, systems and branding. If you can’t fix it yourself, get help from experts who can.”

For cleaning and restoration professionals looking to dominate their market, these insights offer a clear roadmap for long-term success. Now, it’s up to you to act.

This article first appeared on Cleanfax.