Meet Irma Seferi of SoCal Softwash Plus

Today we’d like to introduce you to Irma Seferi.

Hi Irma , so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Our story really started with Matthew. Before we ever thought about building a company, he was already doing pressure washing on a smaller scale—helping friends, taking on occasional jobs, and learning the craft hands-on. As he gained experience, he began to notice something important: a lot of exterior cleaning jobs weren’t being done properly. Surfaces were being damaged, or the results simply didn’t last.
That pushed him to go deeper and really understand the right techniques—not just how to clean, but how to do it safely and effectively. Around that same time, an opportunity came up to purchase professional-grade equipment, and that’s when the idea of turning this into a real business started to take shape.
On my end, this path is also very personal. My mom worked as a cleaning lady, and when I was a teenager, she would take me with her to different jobs so I could help out. I saw firsthand how hard she worked and how much pride she took in what she did. My mom has since passed, and in many ways, building a cleaning services company of my own is a way to honor her work and carry forward the pride, care and dedication she brought to everything she did.
I also come from a background that’s very structured and high-responsibility, and I’ve always had a strong work ethic. I knew I wanted to build something of my own—something scalable, practical, and rooted in real value. When Matthew and I started talking about combining our strengths in a business partnership, it made sense. He brought the technical knowledge and field expertise, and I brought the business operations, customer experience, and growth strategy.
That’s how SoCal Softwash Plus was born.
In the beginning, our biggest challenge was simply getting customers. We had to figure out how to stand out, how to build trust, and how to consistently bring in work. Like most small businesses, we learned through trial and error, adjusting as we went and improving every step of the way.
As we grew, we expanded beyond pressure washing into soft washing, window cleaning, and roof cleaning—focusing on doing things the right way rather than the fast way. Soft washing, in particular, became a core part of what we do. Instead of using high pressure that can damage surfaces, we use a low-pressure system combined with specialized cleaning solutions that safely remove organic buildup like mold, mildew, algae, and bacteria. This not only restores the appearance of a home but also helps extend the life of paint, roofing materials, and exterior surfaces.
Roof cleaning has become especially important in California. With the increased focus on wildfire prevention, insurance companies are now paying much closer attention to property maintenance. Homeowners are being asked to maintain clean roofs free of debris, moss, and organic buildup as part of defensible space and fire risk reduction. In many cases, this has become a requirement for policy approval or renewal, which has made professional roof cleaning a critical service—not just for appearance, but for safety and compliance.
Over time, our consistency and attention to detail opened the door to larger opportunities, including commercial work for stadiums, city projects, and major events like the Grand Prix in Long Beach. That was a turning point for us—it showed us that what we were building could scale.
Today, we serve both residential and commercial clients, and we truly enjoy both. There’s something very rewarding about transforming a home and seeing a customer’s reaction, and at the same time, we’re excited about continuing to grow on the commercial side.
On a personal level, both Matthew and I are parents, so building this business has always been about more than just work. It’s about creating flexibility, stability, and something meaningful that we can eventually pass on to our kids. We want them to see what it means to build something from the ground up and understand the value of hard work.

Looking ahead, our goal is to continue expanding—reaching more homeowners, building multiple crews, taking on larger commercial projects, and strengthening our systems—while still maintaining the level of quality and care that got us here in the first place.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road, but that’s part of what shaped us into the business we are today.
In the beginning, the biggest challenge was simply getting customers. We had to figure out how to stand out in a competitive market, how to earn trust quickly, and how to create consistent work. There was a lot of trial and error—testing different approaches, learning what worked and what didn’t, and adjusting along the way.
We also went through periods where business slowed down or we lost key opportunities, which forced us to step back, rethink our strategy, and rebuild stronger. Those moments weren’t easy, but they pushed us to become more disciplined, more organized, and more intentional about how we grow.
Another challenge was making sure we were doing the work the right way from the start. In this industry, it’s easy to cut corners, but we made a conscious decision to focus on quality—learning proper techniques like soft washing and investing in the right equipment—even when it took more time and effort. That commitment helped us build long-term trust with our customers.
Balancing everything has also been a challenge, especially for me as a mother. Building a business while raising a family requires constant adjustment and prioritization, but it’s also been one of my biggest motivations to keep going.
Looking back, none of it was easy—but every challenge played a role in helping us grow, improve, and build a business that we’re truly proud of today.

Thanks – so what else should our readers know about SoCal Softwash Plus?
At SoCal Softwash Plus, we specialize in exterior cleaning services for both residential and commercial properties, including soft washing, pressure washing, window cleaning using deionized water systems, solar panel cleaning, and roof cleaning.
What really sets us apart is how we approach the work. We don’t believe in quick, high-pressure cleaning that can damage surfaces. Instead, we focus on soft washing techniques that safely remove mold, mildew, algae, and buildup without harming paint, roofing, or delicate materials. It’s a more thoughtful, long-term approach that not only improves how a property looks but also helps extend the life of its exterior.
We’re also known for our attention to detail and consistency. Whether we’re cleaning a single-family home or working on a large commercial/industrial property, we bring the same level of care and professionalism to every job. That reliability is what has allowed us to grow through referrals and build long-term relationships with our clients.
Another thing that sets us apart is our ability to operate in both residential and commercial spaces. We genuinely enjoy both. On the residential side, there’s something very rewarding about transforming a home and seeing the immediate impact. On the commercial side, we’ve been trusted with larger projects, city work, and major events, which speaks to our ability to handle scale while maintaining quality.
We’re also proud of the fact that we stay aligned with what homeowners actually need today. In California, for example, roof and exterior maintenance has become increasingly important due to insurance requirements and wildfire risk. We help homeowners stay ahead of that by providing services that are not just cosmetic, but also preventative and protective.
Brand-wise, what I’m most proud of is the trust we’ve built. We’ve created a business that people can rely on—one that values doing things the right way, communicates clearly, and stands behind its work. For us, it’s not just about cleaning—it’s about helping people take care of their homes and properties.
At the end of the day, we want our clients to feel confident that when they hire us, they’re getting a team that truly cares about the outcome, not just completing the job.

What makes you happy?
What makes me happy is building something meaningful—both in my business and in my life with my kids.

There’s a real sense of satisfaction in seeing something grow from the ground up, especially knowing how much work, discipline, and persistence it takes behind the scenes. Watching our business evolve, taking on bigger opportunities, and knowing that we’re creating something stable and long-term is very fulfilling.

At the same time, some of the simplest moments bring me the most happiness. Seeing a homeowner’s reaction after we transform their property, or hearing that a client trusts us enough to call us back again—that never gets old. It’s a reminder that what we do has a real impact.

I’m also very driven by the idea of creating a better life for my kids. Being able to build something that gives me more control over my time, allows me to be present for them, and eventually teaches them the value of hard work is incredibly important to me.

Giving back to the community is also something that brings me a lot of happiness. We’ve had the opportunity to sponsor events at my kids’ school as well as local community events, and being able to contribute in spaces that directly impact the people around us means a lot to me. It’s important for me that our business is not just growing, but also supporting our immediate community—and hopefully, as we continue to grow, we’ll be able to expand that impact on a much larger scale.

And on a deeper level, there’s happiness in knowing that this path connects back to where I came from. Growing up watching my mom work hard, and now building something of my own that reflects that same work ethic and pride—it gives everything I do a stronger purpose.

For me, happiness isn’t just one thing—it’s growth, stability, family, giving back, and knowing that I’m moving in the right direction.

Contact Info:

• Website: https://www.socalsoftwashplus.com
• Instagram: https://www.instagram.com/socal_softwash_plus/
• Facebook: https://www.facebook.com/profile.php?id=61558563030904
• LinkedIn: https://www.linkedin.com/company/113554242/admin/page-posts/published/
• Yelp: https://www.yelp.com/biz/socal-softwash-plus-torrance?osq=SoCal+Softwash+Plus