Today we’d like to introduce you to Amber Kelley.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Before launching M.A.D. Cleaning Services, I worked as an office manager for a small business in Orlando, FL, putting in over 50 hours a week and helping the owners scale their company into a million-dollar business in just three years. I ran both of their companies almost single-handedly, gaining valuable experience in operations, team management, and client relations. That role taught me what it takes to build something from the ground up—but despite my dedication, I began to feel undervalued. I was often told to “stay in my lane,” and while I stayed loyal, there was a fire in me burning for more.
At the same time, my husband—who was thriving in a logistics career—was suddenly laid off due to COVID. The company I worked for was undergoing changes, and like so many others during the pandemic, I found myself re-evaluating what truly mattered. I needed more freedom, more time with my husband and son, and I wanted to be seen, heard, and appreciated for the work I was putting in. That’s when the idea for M.A.D. Cleaning Services was born—right in the middle of the pandemic. Everyone thought we were crazy for starting a business during such an uncertain time, but I had a mission—and not even a global crisis was going to stop me.
To be honest, I was scared. I didn’t know if we’d be able to take care of our family, or if I even had what it took to run a business. But adversity has always been a part of my story, and I’ve never let fear dictate my success. We built M.A.D. Cleaning Services with the vision to treat our team with the dignity and respect they deserve and to elevate the way people view residential cleaning. This industry is often overlooked and undervalued—but we knew we could do things differently. We wanted to create not just income, but long-term financial stability and generational wealth.
The first year was grueling. I worked 12- to 17-hour days, and once went 42 days straight without a single day off. There were endless challenges—finding clients, hiring employees, learning how to price jobs fairly—but we stayed committed to our mission.
Here’s how our growth has looked:
Year 1 (partial fiscal year): $80,000
Year 2: $129,000 (61% growth)
Year 3: $109,000 (15.5% dip)
Year 4: $143,000 (31% growth)
Year 5 (projected): $180,000 (26% projected growth)
While the dip in Year 3 might raise eyebrows, it was an intentional shift in our business model. We moved away from the property management side and leaned fully into recurring residential services—a more sustainable and scalable model. This level of steady growth is not common in our industry, especially for companies that prioritize ethical labor practices, top-tier products, and systems over hustle alone.
One of my biggest personal achievements has been growing into my role in sales. Early on, I was nervous—even intimidated—by selling. I had always been strong in customer service, but I lacked experience in closing sales. Fortunately, my husband, who has a strong background in sales, coached me. He helped me shift my mindset. I realized that sales isn’t about pushing people—it’s about listening to their pain points and showing them how we can offer real solutions and give them something even more valuable: their time back.
At M.A.D., we focus on more than just cleaning. We use clear COGS-based pricing to ensure fairness and transparency. We’ve built a hiring funnel to bring in employees who align with our core values, and we’ve created a client onboarding process rooted in communication and trust. We invest in chemical and job training so our team can consistently deliver the results our clients expect and deserve. We use technology to streamline communication between management, staff, and clients—making sure nothing falls through the cracks. And we follow through on what we say we’ll do. Our Google reviews reflect the joy and relief we bring into our clients’ lives.
Beyond business, one of the driving forces behind everything I do is the desire to empower other women. I’ve seen far too many hard-working women passed over, overlooked, or told to dim their light. I’ve lived it. I want to be part of the change. I want women in our community to have access to the skills, confidence, and tools they need to show up fully in business and life—without fear. I want them to speak up for what they believe in, negotiate their worth, and pursue their dreams unapologetically. At M.A.D., we are committed to being a platform for that change—through mentorship, opportunity, and example.
This business has been built with heart, strategy, and grit. I’m proud of what we’ve accomplished—not just the numbers, but the lives we’ve impacted. We’re still growing, still learning, and still committed to making M.A.D. Cleaning Services a name synonymous with trust, professionalism, and empowerment.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Absolutely not. The road to building M.A.D. Cleaning Services has been anything but smooth—but it’s those challenges that shaped me into the businesswoman I am today.
When I first started, I had no formal training in how to run a business. I didn’t fully understand the ins and outs of hiring, managing people, building a sales process, or structuring a business model that could sustain growth. Everything was new—every decision felt high-stakes. I had to learn through experience, through trial and error, and through leaning into my mistakes without letting them define me.
One of my biggest struggles early on was figuring out who I was inside the business. I was doing everything—cleaning, selling, managing, scheduling—and I had to step back and identify what my strengths truly were so I could lead more effectively. That also meant confronting my weaker areas—like sales and leadership development—and pushing myself to grow in those spaces. It’s not always easy to hold up the mirror, but it’s necessary.
Hiring was another major challenge. Finding people who not only wanted to work, but aligned with our values and mission, has taken a lot of refining. I quickly learned that managing a team effectively is less about control and more about communication, respect, and setting clear expectations.
Time management was also a hurdle—especially in the beginning when I was working 12- to 17-hour days and doing it all myself. I had to create systems and boundaries that allowed me to be present for my family and not burn out in the process.
Another big challenge was learning how to price our services fairly and sustainably. In this industry—and especially in today’s unpredictable economy—pricing can be tricky. Clients want value, and employees deserve fair pay. I had to develop a pricing model based on actual cost of goods sold (COGS), and not emotion or comparison, to make sure we could grow while still taking care of our team and offering top-tier service.
Then in year three, we made a bold decision to shift our entire business model. We moved away from a heavy focus on property management work and doubled down on recurring residential services. This pivot came with some revenue dips and growing pains, but it was the best decision we could have made for long-term sustainability. It gave us room to build deeper client relationships, provide consistent service, and create more predictable income.
There were many other struggles—tech hiccups, client turnover, cash flow crunches—but I always come back to our mission, and that’s what keeps me grounded. Every obstacle taught me something, and every lesson made me stronger.
Smooth? No. Worth it? Every single day.
We’ve been impressed with M.A.D. Cleaning Services, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
M.A.D. Cleaning Services is a professional residential cleaning company based in Central Florida. We specialize in recurring home cleaning services designed to give our clients more time, peace of mind, and confidence in the cleanliness of their space. We service high-achieving professionals, growing families, and busy households who value a consistent, high-quality experience—and that’s exactly what we deliver.
We’re known for being consistent, detailed, professional, and reliable—something that is unfortunately rare in this industry. Our clients often tell us that we’re not like any other cleaning company they’ve worked with, and that’s intentional. From our custom task lists powered by field management software, to our commercial-grade private-label cleaning products, to our ongoing technician training and performance reviews—everything we do is designed for excellence, consistency, and accountability.
What truly sets us apart is our approach. We don’t just clean homes—we serve people. We listen, we problem-solve, and we prioritize building trust. Our team is professionally trained, and we pay them well to ensure they take pride in their work. We treat our staff with respect and care because we know happy employees lead to happy clients.
We’re also proud to operate with honesty and transparency—no bait-and-switch pricing, no overpromising. We use a fair and structured COGS-based pricing model to ensure our rates are sustainable for the business while still providing value to our clients. Every estimate we provide includes a home walkthrough and a needs assessment to ensure we’re aligned on expectations. We don’t offer free quotes—we charge a $50 estimate fee that is credited back to the first service. That simple change alone has resulted in a 100% close rate with serious clients who are ready for a long-term solution.
Brand-wise, what I’m most proud of is how we’ve shifted the narrative around cleaning services. Too often, this work is overlooked or undervalued. We’ve built a brand that commands respect—not just for our services, but for the people behind them. Our clients don’t just hire us to clean—they trust us to support their families and lifestyles. That’s a big deal, and we don’t take it lightly.
We want readers to know that when you hire M.A.D. Cleaning Services, you’re getting more than a cleaning team—you’re getting a partner in helping you reclaim your time, reduce stress, and enjoy your home again. Whether you’re overwhelmed by daily demands, preparing for a big event, or simply want to enjoy your weekends again—we’re here to help make that happen.
What would you say have been one of the most important lessons you’ve learned?
The most important lesson I’ve learned is that you don’t have to have it all figured out to take the first step. Starting and growing M.A.D. Cleaning Services has taught me that clarity comes through action. There were so many moments where I felt unqualified or unsure—about pricing, hiring, sales, leadership—but I kept showing up, kept learning, and kept going. That consistency, even in the face of fear or uncertainty, has been the key.
I’ve also learned that it’s okay to grow into the role you want to fill. As women, we often feel like we need to know everything before we start—especially in business. But the truth is, some of the most powerful growth happens after you say yes to the challenge. I didn’t have all the tools in the beginning, but I had the heart, the work ethic, and the willingness to learn—and that was enough.
Another big lesson has been the importance of staying rooted in your values. There will always be pressure to compromise—on pricing, on boundaries, on vision—but long-term success only comes when your business is aligned with who you are and what you believe in. For me, that means operating with integrity, investing in people, and leading with purpose—not just profit.
And finally, I’ve learned that success isn’t about doing it all alone. It’s about building a community—surrounding yourself with people who support you, challenge you, and believe in the vision even when it’s hard. I’m proud to say that’s exactly what we’ve created at M.A.D.
Contact Info:
- Website: https://www.madcleaning.net/
- Instagram: https://www.instagram.com/madcleaning_number1/?hl=en
- Facebook: https://www.facebook.com/Mad.Cleaning.Services.LLC.Number.1
- LinkedIn: https://www.linkedin.com/company/m-a-d-cleaning-services
- Other: https://nextdoor.com/pages/mad-cleaning-services-longwood-fl/recommend/
