How Laundromat Owners Can Overcome the Uncontrollable and Still Thrive
By Dennis Diaz
A few months ago, I read a story that hit me hard – in the best way. It was about my high school football team. I didn’t play football, but as an alum, I felt a swell of pride reading how they’d just won the state championship.
The wild part? They didn’t even have a home field.
The city had long neglected the school’s football field. It was too rundown to practice on, let alone host a game. And space was tight at the school – no room for bleachers or even proper warmups. But somehow, they kept showing up. They practiced wherever they could. They carpooled across town to play away game after away game. And they kept their heads down, pushing forward until they brought home that championship trophy.
That story stuck with me because, as business owners – especially in the laundry industry – we face a lot of those same “no-field-to-play-on” moments. Broken machines, staff shortages, price hikes, economic uncertainty, or even changes in neighborhood foot traffic can make it feel like we’re always playing away games.
But here’s the truth: you can still win.
Facing Challenges Without a “Home Field”
Let’s be real – running a laundromat isn’t just about clean towels and soap suds. You’re managing operations, serving your neighborhood, building customer loyalty, and often wearing more hats than you have hooks for.
And then the curveballs come:
- Utility costs skyrocket, squeezing your already tight margins.
- A nearby apartment complex adds its own laundry room, cutting foot traffic.
- A competitor launches a flashy pickup and delivery app.
- Commercial clients like motels or restaurants slash budgets or delay payments.
- A city road project makes your location harder to access.
These are the things you can’t control. But what you can control? How you show up in the face of it.
That’s where your marketing strategy becomes your home field.
Keep Showing Up (Online and Off)
Just like that football team kept showing up to practice – rain, mud, or no lights – you’ve got to keep showing up for your customers. And that starts with making sure they know you’re here.
Digital marketing is the laundromat owner’s not-so-secret weapon, especially when life throws a wrench in the plan.
Here are a few ways to stay visible, connected, and trusted – even when things get rough:
1. Stay Active on Google
Keep your Google Business Profile updated. When someone searches for “laundromat near me” or “laundry service for salons/Airbnbs/restaurants/etc.” you want to show up – and with accurate hours, services, and photos. Bonus: post regular updates and promos there, too.
2. Lean Into Email and Text Marketing
Whether you’re offering Wash-Dry-Fold or Pickup & Delivery, staying in touch with past and current customers can be your lifeline. Short, friendly reminders (“It’s laundry day again!”) or one-day promotions (“Free pickup this week!”) go a long way in keeping your name top of mind.
3. Use Social Media for More Than Just Ads
Share behind-the-scenes photos, introduce your staff, highlight commercial clients you’re proud to serve, or celebrate milestones (“1,000 pounds of laundry folded this month!”). People don’t just do business with services – they do business with people.
4. Tap Into Legacy Marketing with a Modern Twist
Flyers and postcards still work – especially if you’re targeting new homeowners, nearby businesses, or community centers. But make them personal. Include a QR code linking to your booking form or a video showing how easy your service is.
5. Tell Stories
Remember that football team? You’ve got stories like that, too. Maybe your van broke down, but you still delivered on time. Or your team stayed late to make sure a hotel got their towels before the morning rush. These stories connect people to your brand and make you unforgettable.
Build Real Relationships
In times of uncertainty, relationships carry you. Whether it’s your delivery driver going the extra mile, your vendor giving you a break on parts, or a loyal client recommending you to their gym owner friend – people are the secret weapon.
Pick up the phone. Drop off a thank you card. Host a small appreciation event for your regulars. Your relationships are the community that keeps your business standing – even when the field is closed.
You don’t need the perfect conditions to succeed. You just need persistence, creativity, and a whole lot of heart.
Your laundry business, just like that high school team, can go all the way – even if you’re not playing on home turf. Show up consistently, market smartly, and lean on the relationships you’ve built. The challenges might be out of your control, but how you respond? That’s all yours.
Let’s win this one together.
