- THE MAGAZINE
The rug-cleaning specialist works with customers who tend to have high-value home furnishings. This customer is more affluent and better educated than average, and is concerned about health and safety issues.
This is the perfect customer profile for offering allergy relief services. However, most homeowners are not aware that a proven system of allergy relief cleaning is available. The scientific community has come to the conclusion that better environmental hygiene will improve people’s health. We in the cleaning industry have intuitively known all along that a clean home or work place promotes health. Now, recent scientific work is proving our point.
Also, the record has been set straight regarding the misinformation about hard surfaces vs. carpet and allergies. Clean, dry, well-maintained carpet actually improves air quality. See www.carpet-health.com for the full story.
According to the Environmental Protection Agency, “the EPA and its Science Advisory Board have consistently ranked indoor air pollution among the top five environmental risks to public health.” EPA statistics show levels of many airborne pollutants as high as 100 times higher indoors than outdoors, a noteworthy fact as most people spend 90 percent of their time indoors. According to the American College of Allergy, Asthma and Immunology, “50 percent of all illnesses are caused by or aggravated by polluted indoor air.”
Researchers had long wondered whether indoor air quality plays a role in the increasing rate of asthma nationwide. About 18 million Americans have this long-term respiratory disease. Since 1980, the prevalence of asthma and asthma-related hospitalizations and deaths has increased 75 percent. It is the most common chronic disease among children. Moreover, the phenomenon is not limited to the United States. The prevalence of the respiratory disease in some countries – including Australia, New Zealand, Ireland and the United Kingdom – exceeds that in the United States.
Protein-related allergens are the key group of indoor pollutants that act as triggers for asthma and other respiratory ailments. These proteins, in addition to mold and fungi, include allergens from dust mites (Der p 1 and Der f 1); cockroach (Bla g 1); dog dander (Can f 1) and cat saliva (Fel d 1).
The Institute of Medicine (IOM), after reviewing the latest scientific studies, wrote their report concluding that “exposure to allergens produced by house dust mites – found in nearly every indoor environment – can lead to asthma in children who are predisposed to developing the disease. Let’s look at little closer at dust mites, since they are the number one household allergen.
House dust mites are arachnids, not insects. Related to spiders, dust mites are microscopic, eight-legged creatures that are 0.3mm in length and invisible to the human eye. They are found in virtually all homes, no matter how clean. They live on the dust that accumulates in carpet, fabrics, furniture and bedding.
The primary source of dust mite exposure in the home is in the bedroom, which provides the best conditions of warmth, humidity and food for their growth. Dust mites are present in mattresses, pillows, blankets, carpets, upholstered furniture, curtains, and similar fabrics. The average bedroom can be infested by millions of microscopic dust mites. We spend around one-third of our lives in the bedroom, so we are in close and prolonged contact with dust mites.
The house dust mite survives by eating our dead skin cells, which make up to 80 percent of house dust. They also live off water vapor, which we provide for them by perspiring and breathing approximately one pint per person per night. So mites are even found in climates with very low humidity. A dust mite will produce 20 fecal pellets per day; that is 200 times its own body weight in feces during its short lifetime. If dust mite pellets were the size of golf balls, the average queen-size bed would have a pile of pellets 70 feet high. During the night, most people toss and turn up to 60 or 70 times. This expels mite fecal pellets from bedding and pillows into the air. These allergens can stay in the air for up to two hours. Once airborne, dried dust mite droppings are inhaled, causing allergic reactions in asthmatics. Theses allergens can cause wheezing, coughs, itchy eyes, sniffles and in more serious cases, asthma, eczema, and allergic rhinitis.
The eradication of the dust mite should not be your objective, because total eradication is impossible. Eradication would require such high levels of pesticides that it would be harmful to humans. Additionally, we always carry some mites on our hair or eyebrows that would be re-introduced to our bedding starting the cycle again.
The Solution for Allergy SufferersTo effectively control dust mite allergens, the mattress needs to be regularly cleaned (about every six months for allergy suffers). It should first be vacuumed, ideally with a truckmount so the exhaust is vented outside. If a truckmount is not available, use a HEPA-filter vacuum. After vacuuming, wet-clean the top and sides of the mattress. Don’t over-wet the fabric, as the customer will need to use the mattress that evening.
At this point, a dust mite allergen-neutralizer product should be sprayed on the surface. However, an application of mitacide or pesticide is not recommended for allergy patients, as these materials are poisons and could cause discomfort. It would be best to use a plant-based treatment that doesn’t contain perfumes or VOC’s to control the allergens in between hot-water extraction cleaning.
Don’t forget the pillows! An old pillow can contain up to 20 percent of its weight in dust mites, their fecal material and body parts. Every time your head hits the pillow the pressure acts as a billow blowing the allergens into the bedroom. The pillows can be cleaned and treated with a dust mite-neutralizing product, but replacing the pillow every six months would be the best advice to give your customers.
Next, turn your attention to the carpet in the bedroom. Clean the carpets in the bedroom using the hot-water extraction method. Because of chemical sensitivities, use cleaning agents that are free of perfumes, phosphates, builders, hydrocarbons and solvents. New products manufactured from plant-based alcohol ethoxylates meet these criteria. Apply an anti-allergen neutralizing product to control the allergens between cleanings.
After vacuuming, wet-clean the top and sides of the mattress. Additionally, clean the upholstery using an extraction method and treat it with an anti-allergen post-spray. This system can also be effective on pet allergens. Check with your distributor to see if the manufacturer has outside test data to prove product efficacy.
In addition to allergy suffers, it seems more and more of the population is concerned with health and safety issues. Many homeowners are now asking to see MSDS of the products that will be used to clean their home. If they see hazardous materials listed, they may demand cleaning with hot water only, which of course limits your ability to remove soil and allergens.
Your company will need to develop a unique marketing plan for allergy relief services that reflects your operation, your market and the prospective groups on which you intend to focus. The specifics of the plan are determined by the individual guidelines that can help you during the development.
One of the major reasons people develop allergic illnesses is overexposure to various allergens, especially those found in indoor air from pets and dust mites. It is now clear that allergies can in fact be controlled, and even prevented, by avoiding the triggers that cause them. This strategy is called environmental control.
Putting Your Plan in MotionYour marketing plan may be quite conservative or highly ambitious. In either case, an excellent place to begin is with your own customer base and those that contact your business for the services you currently offer. Given that nearly 25 percent of the U.S. population suffers from allergic illnesses, you will have a large number of customers and new callers who will immediately identify themselves as potential purchasers of allergy relief services if you ask the simple question, “Does anyone in your household suffer from allergies or asthma?”
When you get a “yes” response to that question, you have the opportunity to ask further questions, such as:
- “Do you know specifically what you or your family member is allergic to?”
- “Have you heard of environmental control?”
- “Are you taking any steps to reduce your exposure to indoor allergens?”
- What results have you obtained?”
When speaking with people that do not have allergy suffers in the household, there is still an opportunity to discuss allergy prevention, particularly when there are young children in the home or a baby on the way. It’s very important that you be able to speak knowledgably about allergic illnesses in a general way and more specifically about environmental control. People with allergic illnesses often know a lot about them, and they are grateful for someone to talk to who can empathize with their problems and possibly offer solutions.
Given that allergy relief services need to be provided every six months (in extreme cases, every three months), these customers are ideal for maintenance contracts. If the customer chooses not to commit to a six-month cleaning cycle, contact them after the fifth month to schedule the next cleaning.
When offering services as preventive measure, these same procedures can be followed. Given that there may be less of sense of urgency when there is no active allergic illness, it may make sense to offer a cleaning package based on hypo-allergenic cleaning materials and allergy-preventive cleaning procedures like mattress cleaning.
You will find a good return on your investment of “Doing well by doing good.”