On a white-glove clean, Nicole Cook says, the client gets the glove. Before her crew is done, the customer puts it on and checks the entire house.
Cook owns Brand New Again Cleaning LLC in Newark, Ohio. Her crews handle recurring house cleaning, deep cleans, move-outs, short-term rental turnovers, post-construction cleanups and offices. Since 2026 they have also run a second operation under its own name, Brand New Again Extreme Clean, which takes on hoarded houses and extreme cleanouts. Some of those jobs, she says, take a crew of six five days.
Cook did not come up through the trade. “I’ve never done the professional cleaning myself,” she says. Her sister cleaned on the side, and so did their mother. Cook worked in the corporate world, alongside other businesses, and saw how much fell on owners who were also doing the work. Someone on a job can’t answer the phone and build a company at the same time. “I knew that I could not actually be on the job to be able to do this correctly,” she says. So the cleaners clean, and Cook runs the business and answers the calls.
She says it became an official business in 2025. She and her sister run it together, and the point she most wants made is that it is woman-owned and family-run.
The crew is where she puts most of her thinking. Cook says the small-business owners she used to work with often told her they couldn’t find good workers. She came away with a simple view. “If you treat people right and you pay them what they’re worth, you won’t have a problem finding hard workers,” she says. Her people, she says, are kept fed and hydrated and are paid fairly.
Each job has a lead cleaner, who is responsible for everyone arriving on time and for the work getting finished. “We’ve never not shown up for a job,” Cook says. The house-cleaning side has a crew of 15, she says, and a separate crew handles the hoarding work.
According to the company’s website, a deep clean means baseboards and trim wiped by hand, the inside of appliances, cabinet fronts, grout, light fixtures, and the floor behind and under furniture. The crews bring their own supplies and equipment, and the company is insured and bonded. It works across Licking and Franklin counties, from Granville and Pataskala to Dublin and Grove City. The website also describes the final clean of a medical office of about 5,000 square feet after its build-out: construction dust taken off every ledge and fixture, and the wood-look floors brought up to a high shine.
The extreme work arrived unplanned. Cook says her crew was sometimes called in as regular cleaners and found a house like that only when they got there, and some calls came straight from people in that situation. On the first one, the client mentioned having had to hire a junk removal company too.
Cook was struck by how different the work felt. “It was so much more rewarding than going in a house and dusting somebody’s house and fluffing pillows,” she says. “We were actually changing somebody’s life. We were giving somebody back a piece of their life that they were missing.”
So she built it into a single package. Her crew now removes the contents of the house. Cleaners come in next, then organizers, and finally stagers who make the place look like a home again. She also saw that many of these clients needed more help than a clean house could give, so she partnered with a behavioral modification coach. The coach handles client relations on these jobs, and customers can add her sessions if they want help letting go of belongings. They can also buy aftercare packages, so someone keeps following up and holding them accountable.
Cook says the work picked up when her crew began taking subcontracted hoarding jobs from another company, which let her see the logistics up close. In 2026 she split it off under its own name.
One customer wrote in a Google review that the crew cleared out an attic and left it looking completely different, with the floor visible again. Another wrote that the crew organized her whole house, hauled away the garbage, handled the donations and helped photograph and load items for sale, then came back for a follow-up cleaning.
Because some of these jobs tie up six people for most of a week, Cook has started building a fleet of trucks and wants to split the workers into multiple crews.
The family arrangement reaches past the owners. Some of her cleaners work alongside relatives, and one of her lead cleaners has both of her children on the crew. Cook says that is part of why they like working together: “they’re not going to work missing their family.”
“Their family a lot of times is coming to work with them,” she says, “and people absolutely love that.”