Episode 1309 – The Dream 100 Playbook: How One Owner Keeps Her Pipeline Full
Sarah Landreman, owner of Emerson Cleaning Services, shares how shifting her focus from chasing sales to building real relationships led to a 30% revenue jump in just one year. She reveals why patience is key in commercial cleaning and how her “Dream 100” list keeps her top prospects engaged until they’re ready to switch. From mailing squishy feet to memorable follow-ups, Sarah’s marketing stands out in a crowded field. She also explains how keeping prices firm and trusting the process pays off—sometimes months later. Plus, Sarah talks about the systems and team culture that allow her to work less in the field while growing the business. If you want practical, creative ways to win better clients and keep them, this episode is packed with gold.
From Hustle to Relationships
When Sarah Landreman started Emerson Cleaning Services in 2021, she did what most new owners do—she chased sales like her life depended on it. She filled in when staff quit, cleaned most of the accounts herself, and burned the candle at both ends. Then she made a big shift: instead of just trying to sell, she started building relationships. This one change helped her grow revenue 30% in a year while cleaning less herself.
Patience Beats the Quick Sale
Sarah learned that commercial cleaning has a long buying cycle. Instead of chasing instant “yes” answers, she started focusing on businesses that might not need her today, but would likely be unhappy with their current cleaner within a year. Her secret? Consistency. She kept in touch—calls, emails, drop-ins—until her name stuck in their minds. When the day came, she was the first call.
The “Dream 100” Game Plan
One of Sarah’s favorite tools is the “Dream 100” list—her top potential clients. She reaches out with creative, memorable touches, like mailing a squishy foot with a note saying she’s trying to “get her foot in the door.” People laugh, remember her, and months later, call back when they’re ready to switch. It’s marketing with personality, and it works.
Trusting the Process
Sarah admits she used to get overwhelmed. But she found a pace that works—steady outreach without burning out. She’s patient, keeps her pricing strong, and doesn’t chase low-ball clients. This confidence has paid off; some prospects who said “no” last year have now returned asking for her services.
Systems, Team, and Belief
Beyond marketing, Sarah built systems for hiring, training, and client care. She rewards staff anniversaries and keeps customers happy with follow-ups. Most importantly, she believes in her vision. She knows other companies aren’t putting in the same consistent effort, and that gives her an edge. For Sarah, the formula is simple: believe you can win, take care of people, and trust the process.