Case Study: How Kleenerly Scaled from 80 to 240 Properties

When Ricardo and Annette launched Kleenerly, they hit the ground running. Their first major client was a corporate rental company operating over 80 properties locally. They quickly recruited and trained turnover specialists, many of whom remain with the company today.

Despite excellent service feedback, the founders faced a growing operational challenge that threatened to limit their growth.

The Stumbling Block

Annette struggled with overwhelming daily demands. “I felt like my entire day consisted of scheduling, talking to clients, communicating to the team members, letting them know about last-minute bookings, answering texts saying ‘I can’t find the address for this property,’” she recalled. She was working at least 7 to 10 hours a day just on coordination tasks.

The founders also lacked visibility into their operations. Ricardo explained the problem: “Are they really at the property? Did they start the job, did they finish the job? We had to manually reach out to each person to check.”

This manual verification process became unsustainable as the company rapidly expanded from 80 to approximately 125 managed properties within months. Every new property added more coordination overhead, and the founders were spending all their time on logistics instead of growing the business.

The Game-Changer

After testing multiple platforms, Ricardo and Annette selected Properly. They valued what they described as “the perfect fit for our very specific needs,” citing ease of onboarding, visual checklists enabling clear task visibility, and real-time feedback capabilities.

The scheduling transformation was dramatic. Annette noted: “It only takes me like 2 hours to schedule on Properly.” This was a stark contrast to her previous full-day scheduling requirements, even though she was now managing far more properties.

This reclaimed time had significant strategic value. Ricardo stated: “Properly won us 6 to 7 hours a day where we could look at everything from a bird’s-eye perspective.” The freed capacity enabled process improvements, strategic planning, and expansion into new markets.

Properly’s PMS integrations also simplified client onboarding. When their second major client operated 25 units using Guesty, Ricardo observed: “With one click on Properly, it was a perfect integration.” No manual property setup required.

Operational visibility improved significantly as well. Ricardo described their daily 11:30 AM review: “With Properly, we can see if the turnover specialist has started or not.” This eliminated the need to contact all 50 team members across three cities individually.

The Unexpected Bonus

Beyond the anticipated operational benefits, Properly unexpectedly strengthened Kleenerly’s hiring and retention efforts.

Ricardo noted: “The app made us look very professional and well-established, which is one of the reasons our team members felt comfortable joining a startup.” This professional appearance proved valuable when competing for talent against established hotel chains that offered the perceived stability of a larger organization.

When prospective team members saw the technology and systems Kleenerly used, they recognized a company that was serious about its operations, not just another cleaning startup.

The Partnership

Ricardo emphasized the imperative facing their industry: “It’s absolutely imperative to simplify and automate repetitive and time-consuming tasks.” Without automation, growth means proportionally more administrative burden, eventually creating a ceiling on how large you can scale.

The efficiency gains Kleenerly achieved were remarkable. Managing 80 properties once required 7 to 10 daily hours of coordination. Managing 240 properties now required only 2 hours, while maintaining their commitment to inspecting 98% of turnovers post-cleaning.

Annette highlighted the impact on quality: “We have a lot more time for training because we have the foundation more or less automated.” This enabled comprehensive onboarding videos and improved processes across the organization.

The result was a company that tripled its property count while dramatically reducing the time spent on administrative tasks, freeing the founders to focus on what mattered most: quality and growth.

Looking for tools to put these ideas into practice? Explore Properly’s solutions:

• Autoscheduler — automates turnover scheduling so nothing falls through the cracks
• Properly for property managers — streamline operations across your entire portfolio
• pricing options — find the right plan for your operation