We were lucky to catch up with Rachel Bauman recently and have shared our conversation below.

Hi Rachel , thanks for joining us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

In August 2018, we moved to Duluth to be closer to family and launched Purejoy House Cleaning, initially offering residential services. At the start, I was the only cleaner, and my husband Alex stepped in to help with tasks like marketing, accounting, and sales. Things changed dramatically when I became pregnant with our first son in 2020. I could no longer manage the volume of cleanings alone, and that’s when we decided it was time to grow the business.
Hiring my first employee, Grace, was a major milestone, but it also marked the beginning of a steep learning curve. The experience of scaling up was a phase of constant trial and error. At first, we didn’t have any formal systems in place. How do we onboard and train employees? What should our expectations be for scheduling, gas compensation, or incentive structures? It was a balancing act of experimenting with new approaches while adapting to feedback from both employees and clients.
For instance, some clients were hesitant to work with someone other than me, thinking I had a special touch that couldn’t be replicated. This was a challenging part of letting go of the day-to-day work, but I knew that empowering my employees was key to scaling the business. We introduced training programs and guidelines, but the process wasn’t always smooth. Grace was patient as we figured out the best ways to communicate notes, schedules, and quality standards. Every mistake or misstep taught us something valuable.
We also learned the importance of creating a workplace culture that values employee well-being. Alex and I both came from environments where we didn’t like being micromanaged, so we made it a priority to treat our employees the way we wanted to be treated. Our goal was to create a thorough training process that allowed for our employees to be independent and confident in their work. We focused on hiring people who shared our commitment to creating exceptional client experiences, and we made it a point to reward excellent work.
Over time, we developed systems that worked for both our employees and our clients. This phase of trial and error wasn’t easy, but it was essential in helping us build a strong foundation. Today, we’ve scaled our operations to include more team members, and we’re now expanding into new locations like St. Paul. Our journey of growth has been all about listening, learning, and improving—always with the goal of providing exceptional service while ensuring our employees feel valued and supported.

Rachel , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

At Purejoy Housecleaning, we pride ourselves on creating an experience that lives up to our name. When someone books our services, we want them to feel a sense of relief and joy, knowing their home is in the best hands. Our clients often describe the feeling they get after a cleaning as “Purejoy,” and that’s not just a coincidence. We’ve been fortunate to receive raving reviews in both St. Paul and Duluth, where clients frequently mention how delighted they are with the results. It’s this joy and satisfaction that drives everything we do.

We’re honored to have been rated one of the best cleaning businesses in Duluth, Minnesota. From the beginning, we set out to be more than just another cleaning company. Our mission is to create clean, healthy, and happy environments for our clients, using eco-friendly and sustainable cleaning products that are safe for their families, pets, and the planet. What sets us apart is our commitment to detail-oriented, compassionate, and personalized service.

When you work with Purejoy Housecleaning, you’re not getting a one-size-fits-all cleaning service. We take the time to understand your unique needs and preferences, ensuring that every cleaning meets your standards. Whether it’s making sure your pets are comfortable or addressing those hard-to-reach areas like baseboards, window sills, or door crevices where dust tends to hide, we leave no stone unturned. We also focus on high-touch areas such as door knobs, light switches, and other surfaces to ensure a thorough clean every time.

Another element that makes us unique is the personalized service we can offer as a small, locally-owned business. Unlike larger companies, we can give our clients the attention they deserve. We recognize that every home and family is different, and our team takes the time to tailor our services to fit your lifestyle, whether you need a regular cleaning schedule or a one-time deep clean before a special occasion.

What I’m most proud of is our team’s ability to deliver more than just a clean house—we deliver peace of mind and happiness. Clients tell us that walking into their home after a Purejoy cleaning feels like a breath of fresh air, like a weight has been lifted. That’s exactly the experience we aim to provide, and it’s why we do what we do. Our brand is built on the idea that cleanliness can bring not just order but joy, and we hope to continue spreading that joy to even more homes as we expand.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing our clientele at Purejoy Housecleaning has undoubtedly been word-of-mouth referrals and the excellent reviews we’ve received online. While we’ve experimented with networking and ads, nothing has compared to the power of a loyal tribe of customers who genuinely love our service. Our clients are our best advocates, and their enthusiastic referrals have been the driving force behind much of our growth.
In addition to referrals, we’ve put a lot of thought into our online presence, especially our website. We made sure it answers the key questions prospective clients might have, giving them the information and confidence they need to reach out. We understand that choosing a cleaning service is a big decision, so we designed our site to reflect the trustworthiness and detail-oriented service we provide.
What truly sets us apart is the alignment between our sales and marketing efforts and the relationships we build. From the moment a potential client picks up the phone or fills out a contact form, they’re not dealing with a faceless business—they’re building a relationship with me, my husband, and our dedicated employees. We’re a small business, and that allows us to provide a personal touch that larger companies can’t replicate. We believe that strong relationships are at the heart of our success, and we focus on being responsive, transparent, and caring with every interaction.

Do you have any insights you can share related to maintaining high team morale?

My biggest advice for managing a team and maintaining high morale is to provide the right support and tools so that your team feels independent, empowered, and happy in their roles. At Purejoy House Cleaning, we prioritize creating an environment where our employees are encouraged to make decisions and take ownership of their work. We believe that when team members feel trusted and supported, they’re not only more motivated but also deliver their best work.
One key to maintaining high morale is making sure your team knows that you’re always there as a listening board. While we give our team the independence to manage their tasks and handle client interactions, we also want them to feel comfortable coming to us with any questions, challenges, or ideas. It’s important that employees know their voices are heard and valued.
Another aspect that helps boost morale is providing continuous training and opportunities for growth. We invest in leadership development so that our team members can advance in their roles and feel a sense of purpose in their work. By focusing on clear communication, setting realistic goals and incentives , and celebrating successes—both big and small—we create a positive, uplifting work environment.
Ultimately, we treat our team the way we’d want to be treated, with respect, trust, and the freedom to succeed. When employees feel empowered and appreciated, it not only makes for a happy team but also leads to better results for our clients.

Contact Info:

• Website: https://www.purejoyhousecleaning.com/
• Instagram: https://www.instagram.com/purejoymn?igsh=NW5rbHY0OXd3bmt6
• Facebook: https://www.facebook.com/Purejoyhousecleaning

Image Credits

Credits to Alex Manigault/Purejoy Housecleaning LLC