Here's a thought, that has worked for me.
I solicited referral business from interior designers and high end stores, and antique dealers.
Some I got, some I did not get as referral sources.
The really high end customer won't go for a flyer, a post card or door knocking.
But when the interior designer who the customer has spent $500,000 with wants something cleaned- they will ask the designer first. And usually go with their recommendation.
This way, there is no competition to get in the door of these customers.
BUT!! Ya gotta be able to handle $10,00 silk rugs, $15,000 silk sofas, and other custom made items that cost the customer a bundle.
For instance, one customer had custom made 27 inch narrow loom Wilton Carpet, custom dyed pink, widths sewn together, and fitted WTW in the living and dining rooms. Not something you see every day now, but was common in the 1930 and 1940's, and rare but still available today- for a price.
Same customer had a $15,000 silk velvet sofa, matching easy chairs and ottoman in the living room, all dyed pink, silk dining chairs, also pink, upholstered walls, pink too, even upholstered walls and ceiling in the Master Bedroom, all pink. I originally went there to take out fingerprints of the delivery men on the sofa. I told her that I was silk specialist, and also an expert with Wilton wool carpets, and they had to be cleaned every 6 months minimum.
I made a lot of money at this one customer's house over the next 4 or 5 years.
And guess what. She had friends who were in the same financial boat, and of course she referred me to her friends.
One friend had 2 silk sofas in the Music Room, and their cat urinated on one of the sofas. WHO ya gonna call? Someone in your own circle to see who she used. And that's ME!!
So... a niche is great, and in my opinion, should be part of your marketing strategy.
I let other cleaners know I was a silk specialist too, and they referred me to their customers when the cleaner would not or could not do work for their customers on special items.
Gary
Proud inventor of the Furniture Kickstand.