I also had experience in owning a cleaning business- door hangers are a good way to go.
Unfortunately, I closed up in March of 2009- just getting too damn competitive and cut throat-
I still read cl ads just to see what is going in this business in my area and it is rough
There is some dumb * c u next tuesday - and I am saying that she is a dumb * c u next tuesday because that is exactly the way I feel- She charges $6.00 (yes, six) per hour. Offers to clean 1bd/1ba for $25- I got so pissed i sent her e-mails telling her she was screwing herself and everyone else- how the f--- could she pay insurance, overhead costs etc and so on- even tried flagging but she still posts her ad on there
Focus on the Higher end clients, and charge then appropriately. There are plenty of cleaning forums for locating that info (some charge sq ft, some by hour) also give a real rough estimate over the phone, and tell them it is a rough estimate- you have to do a visual before you set a firm price- there are some real slobs out there and you never know what you may be walking into