From Turnovers to Titans: Do It Right Cleaning Hits 7 Figures and Expands into the Roanoke Vall

In 2014, Joy Keys saw an opportunity and seized it. With just a small crew and a big work ethic, she secured a seasonal contract to clean 165 apartments at Foxridge Apartments in Blacksburg, Virginia. That summer, Do It Right Cleaning was born.

From those early turnover days — where 4–5 team members worked tirelessly to meet tight deadlines — Joy built the foundation of a company that would go on to become a trusted name across Southwest Virginia. Though our primary focus shifted to commercial cleaning in 2018, move-out services remain part of our DNA, and several original crew members still work with us today. We’ve cleaned over 2,100 units to date, earning the reputation as the go-to provider for turnover cleaning in the New River Valley.

The turning point came in 2018 when we landed our first major commercial contract with Hubbell Lighting (now Current Lighting). That opportunity moved us into larger facilities and recurring service schedules. We developed strong systems for quality control, training, and accountability — and have steadily grown every year since.

As of 2025, we’re proud to announce that Do It Right Cleaning has surpassed 7 figures in annual revenue and now cleans over 3.5 million square feet every week. Our team includes 17 employees, and we supplement operations with expert support partners in areas like SEO, web development, paid ads, and backend systems. This hybrid model keeps us nimble and focused on what we do best: delivering consistent, professional cleaning services.

Our latest chapter is one of expansion. We’ve officially opened our Roanoke Valley office and are actively growing our presence in the region. The same systems that allowed us to thrive in the New River Valley are being applied here — with the same results-driven mindset, local pride, and personal touch.

Looking ahead, our vision extends even further. We’re laying the groundwork to expand into North Carolina and Tennessee, bringing our model of accountability, quality, and client service to new markets in the Southeast.

At every stage of our journey, our growth has been guided by core values that we live by:

• Deliver great customer service

• Be respectful

• Take initiative and own your work

• Show up and follow through

• Be willing to learn and improve

These aren’t just internal slogans — they influence how we hire, train, and serve our clients. Whether we’re cleaning a large manufacturing facility, a busy medical office, or a local nonprofit’s headquarters, we show up with the same dedication to getting the job done right.

What started as a small turnover cleaning crew in Blacksburg has grown into a leading commercial cleaning company — and we’re just getting started.

If your business is seeking a trusted commercial cleaning partner in the New River Valley or Roanoke Valley, or you’re interested in our long-term vision, we’d love to connect.
 Visit us at www.doitrightcleaning.com