Conversations with Francesca Ortega

Today we’d like to introduce you to Francesca Ortega.

Francesca, we appreciate you taking the time to share your story with us today. Where does your story begin?
I didn’t originally set out to start a cleaning company.

The idea came from a frustrating experience during my last year of college, when I was moving out of my apartment and needed to hire a professional cleaning service. I hired Molly Maid a well-known national company expecting a professional, guided experience — but what I received was the complete opposite.

There was no clear communication, no guidance on what would actually get done, and no sense of professionalism. When the cleaners arrived, they had limited supplies, minimal direction, and I found myself essentially working alongside them just to get basic tasks completed. Time was poorly managed, priorities weren’t clear, and the overall result didn’t reflect the price I was paying.

That experience stuck with me.

I realized that many homeowners are paying premium prices without receiving truly professional service — and often don’t even know what they should expect.

That’s when I started asking myself a simple question:
What would a truly professional, transparent, and well-structured cleaning service actually look like?

That question became the foundation of what is now Excellence Cleaning Pros.

In the early days, we started as “Students Cleaning Team,” with the idea of bringing in motivated, high-energy individuals who genuinely cared about the quality of their work. Over time, we realized that building a strong company required more than just energy — it required systems, training, structure, and a clear standard of excellence. That’s when we rebranded to Excellence Cleaning Pros to better reflect our long-term vision.

Like many small businesses, the beginning came with a lot of trial and error. We navigated misleading advertising platforms, difficult client situations, and unrealistic expectations — all while learning how to properly price our services, train our team, and protect both our clients and our workers.

Those challenges shaped the way we operate today.

We’ve built our company around transparency, structured systems, and a strong belief that cleaning is not “simple labor,” but skilled work that requires proper training, time management, and attention to detail.

Today, our focus is on delivering high-quality, detail-oriented cleaning services that not only improve the condition of a home, but also help homeowners understand the value behind what we do — from the time required to properly reset a home, to the importance of maintaining it over time.

What started as a frustrating personal experience turned into a mission:
to raise the standard of what people should expect from a professional cleaning service.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
No, it definitely hasn’t been a smooth road — and honestly, that’s what shaped the way we run our business today.

In the beginning, one of our biggest challenges was underestimating what it truly takes to run a sustainable cleaning company. Like many new businesses, we initially underpriced our services and didn’t fully account for all the behind-the-scenes costs — training, travel time, supplies, quality control, and the time required to do the job properly. That led to a lot of long days, tight margins, and constant adjustments.

We also had to learn how to navigate an industry that isn’t always transparent. We experienced misleading advertising platforms, contracts that didn’t deliver results, and services that took advantage of small businesses trying to grow. At the same time, we dealt with unrealistic client expectations shaped by low-cost competitors offering quick, surface-level cleanings.

Another major challenge has been hiring and retention. Cleaning is often seen as “simple work,” but in reality, it requires training, consistency, and a strong work ethic. Finding people who take pride in the work — and building systems to support them — has been one of the most important parts of our growth.

Over time, those challenges forced us to become much more intentional about everything we do — from how we price our services, to how we train our team, to how we communicate with our clients.

Looking back, the road wasn’t smooth, but it was necessary. It helped us build a company that’s more structured, more transparent, and more focused on long-term quality rather than quick results.

Appreciate you sharing that. What else should we know about what you do?
Although I run a cleaning company today, my background is actually in film and psychology. I originally thought I would pursue something in writing or film editing, but over time I realized that creativity doesn’t have to be limited to one industry — it can be applied anywhere.

In my case, I’ve been able to use that creative mindset to build something very different within the cleaning space.

On the operational side, I focus heavily on developing systems — how we approach each home, how we prioritize tasks, how we train our team, and how we create consistent, high-quality results. A big part of what I do is constantly refining those processes to make sure we’re not just “cleaning,” but actually delivering a structured, professional service.

On the creative side, I handle all of our marketing and content. I design our website, create and edit our videos, and develop the messaging behind our brand. I’ve found that there’s a strong audience not only of homeowners, but also cleaning enthusiasts and other professionals who are interested in understanding how this work is actually done.

Through our content, I focus a lot on education — breaking down common misconceptions about cleaning, explaining the time and skill involved, and helping people understand the real value behind professional services. That’s something I’m very passionate about, because there’s a big gap between what people expect and what actually goes into doing this work properly.

What I’m most proud of is being able to combine both sides — the operational systems and the creative storytelling — to build a company that not only delivers results, but also helps shift the perception of the industry as a whole.

Any advice for finding a mentor or networking in general?
I think the idea of finding a “mentor” can sometimes be a bit misleading, especially when you’re just starting out.

For me, a lot of my growth didn’t come from having one specific mentor — it came from learning through experience, making mistakes, and being very intentional about observing what works and what doesn’t. Early on, I encountered a lot of situations where I had to figure things out on my own, whether it was pricing, hiring, marketing, or dealing with challenges in the industry.

That process forced me to become more resourceful and more aware of how businesses actually operate behind the scenes.

That being said, I do think it’s important to pay attention to people who are doing things well — even if they’re not directly mentoring you. That can be through content, conversations, or simply observing how other professionals run their businesses. There’s a lot you can learn by studying patterns, not just taking advice at face value.

When it comes to networking, I’ve found that the most valuable connections tend to happen naturally over time, especially when you’re focused on doing quality work and building something real. People tend to notice consistency and professionalism more than anything else.

If I had to give one piece of advice, it would be to stay curious and intentional about what you’re learning — not just who you’re meeting. Focus on building real skills, understanding your industry, and being open to growth, and the right connections will follow.

Pricing:

• Pricing for professional cleaning can vary significantly depending on the size of the home, its condition, and the level of detail required. We focus on a time-based approach rather than fixed packages, which allows us to be more transparent and flexible with each client’s needs.
• Initial Cleaning $350–$500 based on size, condition, etc
• Recurring: $165–$300+ (depending on frequency and home size)
• Deep cleanings $450-$1000 depending on condition & scope
• Pricing is time-based and customized, not flat-rate

Contact Info:

• Website: https://excellencecleaningpros.com
• Instagram: @excellencecleaningpros
• Facebook: https://www.facebook.com/excellencecleaningpros/
• Youtube: https://www.youtube.com/@excellencecleaningprosscv