Check out this article. It talks about the reasons people hire a maid and it also describes how people select their maid.
The most interesting quote:
"Industry statistics are sketchy because as much as 70 percent of the market is made up of independent housekeepers who don't always report their wages."
The cleaning industry will continue to be dominated by "independent housekeepers" until "professional cleaning companies" start delivering more service. Why should the consumer pay more when she doesn't feel like there is any difference in the service?
That's why we have the pay for performance plan. And that's why people pay more for our services. I wish this newspaper would have called one of our customers.