Expand geographically or go deeper where you already are?

We recently found ourselves at a crossroads: do we expand our residential cleaning footprint closer toward Philly, or stay in our current territory and find another way to grow?

We ultimately chose to branch further into commercial cleaning instead of adding another geographic market. Our thinking was that there was still more opportunity to squeeze out of the infrastructure, team, and territory we already had before adding the complexity of another market.

Expansion isn’t off the table. We just decided it could come later.

It made me wonder how other owners make this decision.

When do you know you’ve gotten enough out of your current market and it’s actually time to expand geographically? What numbers or signs would make you pull the trigger?