Business · Arizona
Phoenix house-cleaning prices fell 7% this year as competition grew, Tidy Casa founder says
Ryan Knoll told the Phoenix Business Brief that deep-clean and move-out prices dropped for the first time in his annual survey, while winning a new customer now costs $70 to $80.
Nov 13, 2026
Prices for deep cleanings and move-in and move-out cleanings in the Phoenix market fell this year for the first time in his company's annual survey, Ryan Knoll, founder of Tidy Casa, said on the Phoenix Business Brief episode about building Tidy Casa.
Tidy Casa checks competitors' prices about once a year, Knoll told host Bryan Hyde, by calling, texting and visiting their websites. That is harder than it sounds, he said, because "most cleaning companies aren't super transparent about their pricing."
"Our prices were going up and up and up and up pretty steep until just this year, the price of deep cleanings and move-ins, move-outs dropped by 7%," Knoll said. He said the drop is "in part driven by how much competition there is out there," with many new cleaning companies starting since about 2020. The survey is Tidy Casa's own and has not been published.
Customer acquisition has gotten pricier at the same time, he said. "We used to pay maybe $20 to Google to get somebody to call us," Knoll said. "And now, even with my background in marketing, we're paying like $70, $80 to get a client."
He said other home service owners report the same. A carpet cleaner told him there is "so much competition now," Knoll said. "It feels like everybody kind of wanted to start a home service business in the last couple of years."
That squeeze has shifted the economics toward repeat customers. "Those move-in, move-out cleanings that we do, we make basically no money on them," Knoll said. "The only way these cleaning businesses grow is through the recurring cleanings."
Demand isn't the problem, he said. Cleaning is "what I like to call supply constrained," meaning "there's more people that want to have their houses cleaned than want to clean houses."
Most clients aren't wealthy, Knoll said, but households where two people work full time. "It's not that I want my house clean, it's more I want my time back," he said.
Tidy Casa, established in 2015 according to its website, serves the Phoenix and Tucson metro areas.
Listen to Ryan Knoll's full Phoenix Business Brief interview on running a Phoenix cleaning company.
Photo: Ryan Knoll, via knoll.co.