The 3 Types of Childcare Leads (and How to Speak to Each One)
May 07, 2025
Not every parent who reaches out to your childcare program is in the same place mentally or emotionally. Some are browsing. Some are comparing. Some are ready to sign up right now. If your response sounds the same for each type, you could be missing out on real connections—and enrollments.
Here’s how to recognize and speak to the three main types of childcare leads so you can meet them where they are and build a relationship that leads to a “yes.”
- The Curious Researcher
Where they’re at:
This parent is in the early stages. They may not need care for another few months or even a year. They’re gathering info, Googling “best daycares near me,” and comparing programs, philosophies, and locations. They may not even be sure what they’re looking for yet.
How to approach them:
Don’t rush the sale. Build trust by being helpful and patient. Offer value: share a blog post, invite them to join your email list, or offer a free resource like a “What to Look for in a Home Daycare” guide. These small steps make you memorable.
What to say:
“Thanks so much for reaching out! I know starting the childcare search can be overwhelming, so I’d love to share some resources that might help. When you're ready, we’d love to connect.”
- The Comparison Shopper
Where they’re at:
This parent is actively comparing providers. They’re looking at availability, prices, philosophies, and reviews. They might be down to their top 3 choices—and you’re one of them.
How to approach them:
Now is the time to clearly communicate your value. Share what makes your program unique and why you’re a great fit for families who share your values. Invite them to book a tour and follow up with a personal message that speaks to their needs.
What to say:
“We focus on small group learning and outdoor play, which many families find ideal for early development. If that sounds like what you're looking for, I’d love to invite you in for a tour!”
- The Ready-to-Enroll Parent
Where they’re at:
This parent needs care ASAP. Maybe they’re starting a new job, relocating, or experiencing a care change. They’re not here to window shop—they’re ready to enroll if the fit is right.
How to approach them:
Be responsive and make the next steps easy. Make sure your contact info, availability, and enrollment process are simple to access. A fast, friendly response shows you're organized and ready to help.
What to say:
“Thanks for reaching out! We do have an opening in your child’s age group. I can schedule a tour as early as this week and send over our welcome packet today.”
Why This Matters
When you understand where your leads are in their journey, your communication becomes more effective—and more human. Parents feel seen, supported, and more confident choosing your care over others. That kind of connection is how you turn leads into long-term families.
Not all leads are created equal. Some need time. Others need a clear answer. By adjusting your approach based on where parents are in the process, you’ll build stronger relationships and grow your enrollment with ease.
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