Your Dream Client
June 12, 2009
Your “Dream Client”
Identifying your “Dream Client” is critically important. The process of defining your Dream Client pushes you to become far more clear and specific about the nature of your business and your marketing focus. The creation of your Dream Client allows you to identify exactly the client with whom you want to work the most. This simple yet powerful concept will empower you to make better decisions for your business as well.
Highest Profit, Most Enjoyable, Best Client Relationship, Least Problems, Most Referrals
For instance, knowing that X is your Dream Client, helps you stay focused upon their issues, needs and likes/dislikes.
You can make better decisions about where to spend your marketing dollars and your efforts.
Who do you want as your Client?
What are your most profitable services?
What frequency is most profitable?
What is the “3-D Picture” of your Dream Client?
- Home Value $XXX,XXX.00
- Bedrooms/Bathrooms/Square Footage
- Age of Home
- Services Provided—Cleaning with Carpets, Windows & ?
- Household Income
- Dual Income or Single Income Couple
- Children
- Pets
- How many cars
- Professions or Careers of Homeowners
- Own Additional Homes
- Travel Volume per month
- Pay by Credit Card; Pay for service in advance–# of months
- Phone Estimate or In-Home Home Health Audit
- How many Affiliate Services Used in One Year
Here are some examples of actual Dream Clients
Actual Dream Client (middle-income buyer)
$195,000 Home
2BR/2Bath
1780 sq. ft.
Weekly Service is $105 (averaged)
5 year old home
Weekly Cleaning with Windows 2X/yr., Carpets 1X/yr.
$78,000 Annual Income
Dual Income-Both Full-time
2 Children under 10—daycare or school full-time
1 dog
2 cars
Teachers, Engineers, Computers, Office, Paralegals
No additional home
Travel less than 2 weeks per year
Pay by Credit Card (pays two weeks in advance)
Phone Estimate
Uses 3.5 Affiliate Services per Year—painter, landscaping, lawn service, pest control, carpets are the most commonly used
Refers 3 or less new Clients per year
Residential Cleaning Service Owner loves this and only hopes to improve this Dream Client by:
- Increasing Carpets to 2X/yr.
- Pay by Credit Card with one month in advance
- Uses 5 Affiliate Services
- Refers 5 or less new Clients per year
So now the Owner has a focus upon which to work in terms of what they are targeting as their best Clients, along with “stretch goals” upon which to focus with their existing Dream Clients in order to maximize annual revenues from these current Dream Clients.
Actual Dream Client (Affluent Buyer)
$550,000 Home
5BR/3.5Bath
3450 sq. ft.
Weekly Service is $265 (averaged)
10 year old home
Weekly Cleaning with Carpets & Windows 2X/yr., Pest Control monthly, Outdoor Pressure Washing 2X/yr., Two cars washed/detailed 12X/yr.
$310,000 Annual Income
Single Income
2 Children—16 or older
2 dogs
4 cars
Business Owners, Lawyers, Doctors, Executives, Old Wealth
2 Additional Homes
Travel 8 weeks per year
Pay by Credit Card (pays 6 months in advance)
52% are Gold Plan Service Clients (Silver, Gold, Platinum)
24% are Platinum Plan Service Clients
Phone Estimate
Uses 6.5 Affiliate Services per Year—painter, landscaping, lawn service, pest control, carpets, party servers/bartenders/valet parkers, and home theater or computer tech support services most commonly used
Refers 3 or less new Clients per year
Provides team members $500 Holiday Cash Bonuses annually
Residential Cleaning Service Owner loves this and only hopes to improve this Dream Client by:
- Pay by Credit Card (pays 9 months in advance)
- 35% are Platinum Plan Service Clients
- 60% are Gold Plan Service Clients
- Use 8 Affiliate Services per Year
