Before HSP Systems was a product, it was a project. A full operational build inside a real cleaning company — not a demo, not a prototype, not a sales exercise. A working system that the business ran on every day.
Expert Cleaning Services is a residential and commercial cleaning company in West Michigan. When Harley Seelbinder came in to build their operational infrastructure, the business had three service lines — residential cleaning, commercial cleaning, and post-construction cleaning — and essentially no systems behind any of them.
Leads came in through a basic website form and were manually followed up on. Hiring happened through informal outreach and text threads. HR processes lived in spreadsheets. Reviews were asked for inconsistently. There was no unified view of the business, no pipeline, and no automation anywhere in the operation.
The Starting Point: Three Service Lines, No Infrastructure
The first challenge was that the business wasn't just one thing. Residential cleaning, commercial cleaning, and post-construction cleaning are three genuinely different products with different customers, different intake needs, different pricing logic, and different job expectations.
A residential cleaning client wants recurring service, clear pricing, and a reliable schedule. A commercial client — an office manager or property manager — wants scope documents, references, and a professional quote process. A post-construction client has a single, time-sensitive job with specific cleaning requirements and usually wants a fast turnaround.
All three of these were going through the same generic contact form, which meant nobody was getting the right intake experience, and the leads that came in had no useful information attached to them.
What Got Built
Lead Intake and Routing
The first piece was purpose-built intake forms for each service line. Residential clients got a form that captured frequency preferences, square footage, whether they had pets, and their address for scheduling. Commercial clients got a form that captured property type, square footage, existing service, and budget range. Post-construction clients got a form that asked about the project timeline, job site address, and scope of work.
The form logic routed each submission to the right pipeline stage with the right tags, assigned it to the right person, and triggered the right automated follow-up sequence — all within seconds of the form being submitted.
Instant Response and Follow-Up
Every form submission triggered an immediate acknowledgment text to the lead. Every missed call triggered an automatic text-back. The owner — who was often cleaning or managing crews when leads came in — no longer had to monitor email or worry about who was going to call back. The system handled first contact automatically. Leads were in a warm conversation with the business before anyone manually touched the inquiry.
The owner stopped spending their time fighting fires. The business engine ran on its own. That's the goal every time.
Hiring Pipeline
Cleaning companies have a perpetual hiring need. Staff turnover is real, seasonal demand fluctuates, and the business is only as reliable as the people doing the work. Before the build, hiring was reactive and inconsistent. Applications came in when they came in, were handled manually, and frequently fell through the cracks.
The hiring pipeline changed that entirely. A structured application form screened candidates upfront. Qualified applicants received immediate acknowledgment, an automated scheduling link, and reminder texts before their interview. After the interview, the system handled follow-up for both directions — offers and polite declines. Accepted hires triggered the onboarding workflow automatically.
HR and Internal Operations
PTO requests, performance reviews, raise requests — all of these previously lived in text threads and informal conversations. The build put formal workflows behind each one. Employees submitted PTO through a form. Approvals went through a defined routing process. Performance reviews were scheduled and documented through the system. The owner had a paper trail and a process instead of a memory and a pile of text messages.
QuickBooks Integration
Financial data was connected to the CRM so job completion, invoicing, and payment tracking were all synchronized. Manual data entry between systems was eliminated. The bookkeeper had clean data to work with without anyone manually bridging the gap.
Review Collection
After each job was completed and marked in the pipeline, the review request workflow fired automatically. Happy clients were routed to Google. Any indication of dissatisfaction routed feedback to the owner first — privately, before it had a chance to become a public review. The review count on Google started climbing consistently without anyone having to remember to ask.
The Full System List
- Service-specific multi-step intake forms (residential, commercial, post-construction)
- Instant text + email acknowledgment on every form submission
- Missed-call text-back automation
- Full CRM with service-specific pipeline stages and routing
- Automated follow-up sequences per service type
- Complete hiring pipeline with screening, scheduling, and onboarding
- Employee PTO request and approval workflow
- Performance review scheduling and documentation
- Review request automation with private feedback routing
- QuickBooks integration and sync
- Team notifications and internal alerting
What Changed
Leads stopped falling through the cracks. Every inquiry got a response in under two minutes. Every qualified applicant went through the same consistent process. HR stopped living in text threads. Reviews started accumulating automatically.
The owner went from firefighting to running the business. That's not a cliché — it's what happens when the operational infrastructure actually works. You stop spending your days in reaction mode and start spending them on the work that actually grows the business.
This build was finished in 2023. Everything HSP Systems sells today was built, stress-tested, and refined here first. The cleaning system HSP offers is based directly on what was built at Expert Cleaning Services. If you run a cleaning company with more than one service type, this is what your infrastructure could look like.