E4WtoE2W Campaign
CAMPAIGN GOAL
Convert existing monthly (every-4-week / E4W) clients into biweekly (every-2-week / E2W) clients. Higher frequency = better client retention, higher lifetime value, and more consistent revenue.
CLIENT TIERS
| Who They Are & What They Receive | |
| TIER A | Active 90+ day. Eligible for the 2-visit trial. |
| TIER B | All other active E4W clients, not eligible for trial. Persuade to convert. |
Trial is not free service, trial means they’re free to switch back to monthly after 2-visits with no obligation. They get a complimentary care focus service if they complete the two visits.
WHEN SALES GETS INVOLVED
All calls: check for E4WtoE2W_tier-a tag first. Tier A: offer the trial. Tier B: persuade to convert.
| TRIGGER | GHL Workflow | What Happens Before the Call | Context |
| Client replies to any campaign email | Manual Assignment | None | May or may not have mentioned trial, check conversation history. |
| Landing page visited | 02. E4WtoE2W Call Task (Clicked 3 Times or Visited Landing Page) | SMS 2 days before: “Hi [First Name], are you thinking about switching to biweekly cleaning? Let us know if you have any questions, we’d be happy to help.” | Aware — visited the page |
| 3 Monthly Emails Clicked | 02. E4WtoE2W Call Task (Clicked 3 Times or Visited Landing Page) | SMS 2 days before: same as above | Aware — engaged with campaign emails |
| Tier A Nurture Sequence | 01. E4WtoE2W Tier A Nurture Workflow (40 Days) | Email: 2-visit trial offer. SMS follow-up: “Did you catch our last email? We’d love to set you up with a 2-visit biweekly trial.” | Warm — trial has been named explicitly. |
Landing page for reference: https://bahousecleaning.com/e4wtoe2w/
KEY TALKING POINTS
- Monthly clients can only book on Mondays and Fridays. Biweekly clients have access to the full Mon–Fri schedule.
- No buildup between visits — the home stays at a consistent baseline, so each clean is faster and more thorough.
- The mental load is real. Clients who switch say they stop thinking about the house between visits.
- Random Wow Moments happen organically in the biweekly tier — small extras the team does naturally. Not a scheduled add-on.
- The trial removes risk. Two visits to feel the difference, no commitment.
SAMPLE SCRIPT
“Hi [Name], this is [Rep Name] from BA House Cleaning. Quick question for you — have you been thinking at all about switching to biweekly service?”
Let them talk. The goal here is to get them to say the problem in their own words. Do not rush to the offer.
“That makes total sense. Monthly cleaning is great for getting a fresh start, but the last week or two before the next visit — that’s when you really start to feel it, right?”
Mirror back what they said. Use their words, not yours.
“A lot of our clients felt exactly the same way before they switched. They weren’t unhappy with their cleans — they just wanted to feel ahead instead of behind.
With biweekly service, the whole feeling of your home changes. There’s no buildup. You’re not spending your weekend cleaning before the cleaners come. You just walk in and it’s already done.”
“And because our team is coming more often, they really start to get to know your home — which rooms need more attention, what’s important to you. The cleans get better over time.”
Pause here. Let that land before moving on.
IF TIER A
“Here’s what I’d love to offer you. We have a two-visit biweekly trial — no commitment, no contract. You try it twice at biweekly frequency, and you just see how it feels. Plus, you get a complimentary care focus service if you finish two visits. If it’s not for you after two visits, we go right back to your monthly schedule. No awkward conversation. No change in your relationship with us.”
IF TIER B
“Biweekly is a straight upgrade from where you are. More consistent home, less buildup between visits, and your team gets to know your space better over time. We can get you started whenever you’re ready.”
No trial offer. You’re selling the service on its own merit.
Objection Handling:
If they say “I need to think about it”:
“Totally fair. Can I ask what the main thing is you’d be thinking through? Is it the price, the schedule, or just not sure if you need it that often?”
If they say “I’m not sure I need it that often”:
“That’s exactly what the trial is for. You don’t have to decide if biweekly is right for you forever. You just decide if you want to try two visits. Most people are surprised how different the home feels.”
If they say “I just bought the house / we’re remodeling / life is busy”:
“That actually makes this a really good time. Biweekly clients get priority scheduling, so you’re not scrambling to get on the calendar when things calm down. We can lock in the trial now and schedule it for whenever works best for you.”
If they say “It’s too expensive”:
“It’s actually closer than most people expect. Monthly cleans take longer because there’s more buildup — biweekly visits are faster, so the gap in price is smaller than it looks. I can share the pricing with you after the call.”
IF TIER A
“So here’s what I’d suggest — let’s schedule your first trial visit right now. You pick the date, and we’ll handle everything from there. Does that work?”
IF TIER B
“Let’s get your first biweekly visit on the calendar. What days usually work best for you?”
If they say yes:
“Perfect. Let me pull up the calendar. What days of the week usually work best for you?”
If they hard no:
“No problem at all. I’ll make a note and we’ll keep you on your current schedule. If anything changes, just reach out — we’re always happy to revisit. Thanks for tak