A clean home, from a cleaner you can trust.
DueSmart Home Services is a home cleaning agency run by Duesmart Inc in Rex, Georgia. We serve Henry, Clayton and Fayette counties. We find and vet the cleaner, book the visit, take payment, check the work and fix anything missed. Insured local cleaners do the cleaning and are paid a set fee for every job.
Who we are
| Item | Detail |
|---|---|
| Legal company | Duesmart Inc, a Georgia corporation |
| Business name | DueSmart Home Services (trade name filed with the Clayton County Clerk of Superior Court) |
| Address | 7050 New Dale Rd, Suite A, Rex, GA 30273 |
| Leader | Dwight Darling, CEO |
| Service area | Henry, Clayton and Fayette counties, Georgia |
| Opening day | Saturday, January 2, 2027 |
Our mission
Make hiring a home cleaner feel safe and simple: a trusted cleaner, a clear price, a page that shows what will happen, and a quick fix if anything is missed.
Why Duesmart Inc
Duesmart already runs the payment system, a business phone line, customer records and Visit Walkthrough pages. The agency reuses all of them, so it starts lean.
How we grow
Cleaning first. Once we hold a 4.7-star rating and steady repeat customers, we add a second home service using the same booking and cleaner network.
The three counties we serve
The area mixes working-family suburbs with higher-income neighborhoods. That supports a price list by home size and discounts for repeat visits.
| County | Median household income | What it means for us |
|---|---|---|
| Fayette (Peachtree City, Fayetteville) | $112,000 | Best fit for every-2-weeks and weekly plans |
| Henry (McDonough, Stockbridge) | $83,100 | Growing suburbs with many larger, newer homes |
| Clayton (Jonesboro, Rex, Riverdale) | $59,806 | About 297,000 people; many renters, so many move-out cleans |
Income figures are for 2020 to 2024 from the US Census Bureau. A one-time clean in Stockbridge averages about $181 (most between $128 and $217), and independent cleaners in Peachtree City charge about $22.92 to $26.38 an hour. Our prices sit inside that range.
Who we serve
- Busy working families in Henry and Fayette who want a repeat clean and have no time to check out cleaners.
- Seniors and their grown children who want a reliable, insured cleaner and a real person to call.
- Renters and landlords at move-out, especially in Clayton County.
- Property managers, short-term rental hosts and real estate agents who need quick turnover and move-out cleans.
How we stand out
| Who else cleans homes here | Their strength | Where we win |
|---|---|---|
| National franchises such as Merry Maids and eMaids | Well-known names, insured teams | Lower price, a named cleaner, and a page that shows the visit before it happens |
| Independent cleaners found on Care.com or Facebook | Low price, personal | Background checks, insurance, a guarantee, and a backup cleaner if one cancels |
| Lead websites such as Thumbtack and Angi | Many listings | One company that answers for the work, not a list of strangers |
Our promise on every page and every call: vetted and insured. See your visit before it happens. Fixed free within 48 hours.
What a clean costs
Extras
- Deep clean or move-out: plus $100 (cleaner gets plus $55)
- Rental turnover for hosts and managers: $129 (cleaner gets $70)
Repeat-visit savings
- Every 2 weeks: 10% off
- Weekly: 15% off
- The cleaner's pay stays the same; the discount comes out of our share.
Our guarantee
If anything on the checklist is missed, tell us within 48 hours with a photo. The cleaner comes back and fixes it free.
Opening offer
$30 off the first clean booked by January 15, 2027.
Not offered at opening: carpet shampooing, outside windows, mold or biohazard cleaning, and offices.
How people find us
Homeowners come to us. We only call businesses. We never cold call or cold text homeowners.
| Channel | What it does | Budget | Starts |
|---|---|---|---|
| Google Business Profile | Shows us when people search "house cleaning near me" | Free | November |
| Google reviews | Every happy customer is asked for a review | Free | First customer |
| Nextdoor and local Facebook groups | Neighbor recommendations and opening posts | Free | December |
| Facebook and Instagram ads | Booking ads to homeowners in the 3 counties | $10 a day | January 2 |
| Thumbtack or Angi | Pay-per-lead test with a weekly limit | Up to $150 a month | January 2 |
| Business calls by Erika | Property managers, rental hosts, real estate agents | Her hours | January 2 |
| Referral credit | $25 off the next clean for each friend referred | From our share | First customer |
The number we watch most: how many first-time customers switch to a repeat plan. Our goal is 1 in 3.
Seven steps, every time
- The customer books online and pays by secure card link.
- We assign a cleaner, who confirms within 2 hours.
- The day before, the customer gets a text with their Visit Walkthrough page: the cleaner's first name and photo, arrival window, checklist, how to prepare, and the guarantee.
- The cleaner cleans to the checklist and takes before and after photos.
- Two hours later, the customer rates the clean from 1 to 5. A 3 or lower brings the free fix.
- Cleaners are paid every Friday for jobs that passed.
- Happy customers are asked for a review and offered a repeat plan.
Our cleaners
3 vetted cleaners before opening, plus 1 more for every 25 jobs a month. Each one passes an application, interview, background check, references and a paid test clean. They sign a contractor agreement, bring their own supplies and set their own hours.
Quality
We keep a 4.7-star average. A cleaner under 4.5 over 10 jobs gets coaching. Under 4.3 is taken off the schedule.
Problems and damage
Report within 48 hours with photos. Erika can credit up to $50. Larger claims go to DocTA and, if needed, our insurance.
Who does what
| Role | Who | Main jobs |
|---|---|---|
| Owner and CEO | Dwight Darling (DocTA) | Final decisions, hiring cleaners, insurance, larger claims, money |
| Customer care and business calls | Erika Navarro Leones, about 5 hours a week from January 2 | Booking calls, confirmations, rating texts, rebooking, review requests, calls to property managers and hosts |
| Cleaners | 3 independent contractors at opening | Cleaning to the checklist, photos, fixes |
| Advisers | Georgia accountant and insurance agent (to be chosen) | Contractor setup, taxes, coverage |
When monthly jobs pass 80, we add a part-time scheduler or give Erika more agency hours, but only if her Visit Walkthrough sales stay on target.
Costs, break-even and year one
These are planning estimates, before income tax and before any owner pay. Each estimate is replaced with the real bill or quote as it arrives.
What we keep on an average job
| Average customer price | $172.00 |
| Cleaner's fee | $93.00 |
| Card processing fee | $5.29 |
| We keep | $73.71 (43%) |
Monthly fixed costs at opening
| Insurance and bond | $150 |
| Ads (more from April and July) | $300 |
| Lead fees limit | $150 |
| Phone and software | $50 |
| Erika's agency hours | $173 |
| Other | $50 |
| Total | $873 |
Break-even: about 12 jobs a month at opening, and about 16 jobs a month once ads reach $600 in July.
Startup costs, November and December 2026
| Item | Estimate |
|---|---|
| Trade name filing and newspaper notice | $100 to $200 |
| Background checks for 4 to 5 cleaner finalists | $150 to $250 |
| Paid test cleans for 3 cleaners | about $290 |
| First insurance and bond payment | up to $150 |
| December teaser ads | about $300 |
| Accountant review of the contractor setup | $300 to $500 |
| Optional attorney review of agreements | $500 to $1,500 |
| Booking page, payment links, Visit Walkthrough pages | $0 |
| Total | about $1,800 to $3,200 |
Jobs per month in 2027
915 jobs planned for the year.
Twelve-month projection
| Month | Jobs | Revenue | Cleaner pay | Card fees | Fixed costs | Net |
|---|---|---|---|---|---|---|
| Jan | 15 | $2,580 | $1,395 | $79 | $1,323 | -$217 |
| Feb | 30 | $5,160 | $2,790 | $159 | $873 | $1,338 |
| Mar | 50 | $8,600 | $4,650 | $264 | $873 | $2,813 |
| Apr | 60 | $10,320 | $5,580 | $317 | $1,023 | $3,400 |
| May | 70 | $12,040 | $6,510 | $370 | $1,023 | $4,137 |
| Jun | 80 | $13,760 | $7,440 | $423 | $1,023 | $4,874 |
| Jul | 85 | $14,620 | $7,905 | $449 | $1,173 | $5,093 |
| Aug | 90 | $15,480 | $8,370 | $476 | $1,173 | $5,461 |
| Sep | 95 | $16,340 | $8,835 | $502 | $1,173 | $5,830 |
| Oct | 105 | $18,060 | $9,765 | $555 | $1,173 | $6,567 |
| Nov | 115 | $19,780 | $10,695 | $608 | $1,173 | $7,304 |
| Dec | 120 | $20,640 | $11,160 | $635 | $1,173 | $7,672 |
| Year | 915 | $157,380 | $85,095 | $4,839 | $13,176 | $54,270 |
January includes $450 of opening-offer discounts ($30 off 15 first cleans), which is why it shows a small loss.
Customers pay when they book, and cleaners are paid weekly after the job. We never pay cleaners before we collect.
What moves the numbers most: how many customers switch to a repeat plan (each every-2-weeks customer is about 26 cleans a year), cleaner reliability, and ad cost. If ads cost more than $40 per first booking, we pause them and shift to referrals and business calls.
Key dates
| Date | Milestone |
|---|---|
| November 2026 | Trade name filed, insurance quotes, Google Business Profile started |
| December 15, 2026 | 3 cleaners signed, booking page live, Erika's agreement update sent |
| January 2, 2027 | Opening day |
| March 31, 2027 | 50 jobs a month, 18 repeat customers, 4.7 stars |
| June 30, 2027 | 80 jobs a month, 6 or more cleaners |
| December 31, 2027 | 120 jobs a month; decide on a second service |
Risks and how we handle them
| Risk | How we handle it |
|---|---|
| Cleaners treated as employees for taxes | Contractor agreement, own supplies and hours, W-9 and 1099-NEC, accountant review before opening |
| Damage or theft in a home | Liability insurance and bond, background checks, before and after photos |
| A cleaner does not show up | Always keep a backup cleaner; rebook within 24 hours |
| Slow demand | Opening offer, referrals, and rental turnover work all year |
| Ads cost too much | Limit of $40 per first booking, then shift to referrals and business calls |
| Erika's time pulled from Visit Walkthrough | Agency hours capped at about 5 a week until her sales targets are met |
| Do Not Call complaints | No cold calls or texts to homeowners; business calls only |
Where the numbers came from
- US Census QuickFacts: Clayton County, Georgia
- USAFacts: Henry County household income
- USAFacts: Fayette County household income
- HomeAdvisor: one-time cleaning costs in Stockbridge
- Care.com: house cleaning cost in Peachtree City
- Merry Maids: Coweta and Fayette Counties
- eMaids of Henry, Clayton and Fayette Counties
- Starting a cleaning business in Georgia
- Patriot Software: 1099 reporting threshold
This plan is not legal, tax or financial advice. The contractor setup, taxes and insurance should be confirmed with a Georgia accountant and insurer.