Losing Enrollments to “That Other Center”?

Have you ever met a parent who toured your center, said they loved it… but then enrolled somewhere else?

It’s frustrating — especially when you know your program is solid, your staff is caring, and your environment is safe.

So why do some childcare centers stay full while others struggle?

The answer might surprise you: it’s not always about cost or curriculum.

In fact, parents rarely choose based on price alone.

They choose based on perception — trust, confidence, connection, and clarity.

Here’s what actually influences their decision — and how to use it to fill your own daycare with dream families.

1. First Impressions Are Everything (And They Start Online)

 Before parents ever call or visit, they’ve already formed an impression of your center — just by searching online.

 “Their Facebook page hasn’t been updated since May… are they still open?”

 “This one has tons of photos, reviews, and videos — they seem more professional.”

 Make the right impression:

• Keep your Google + Meta listings active and accurate

• Post 2–3x per week with real classroom moments

• Highlight your philosophy, staff, and parent testimonials

 Trust starts before the tour. If your digital presence is outdated or invisible, you’re out of the running before they ever visit. 

2. Parents Choose Emotion First, Logic Second

Yes, they want safe ratios and a strong curriculum — but what makes them say “this is the place” is emotion.

They want to feel:

• Welcomed

• Understood

• Like their child will be known and loved

What they remember is how your center made them feel.

 Make them feel seen:

• Personalize the tour: ask about their child

• Show them real moments of connection (circle time, hugs, silly play)

• Use warm, friendly language in your messaging

3. They Want to Know Their Child Will Be Safe — and Supported

 Safety isn’t just about locked doors. It’s about emotional safety, developmental growth, and consistent care.

Centers that communicate how they support each child’s growth stand out.

Show what makes your program strong:

• “We help shy toddlers build confidence through daily routines and warm guidance.”

• “We use conscious discipline to help children manage big feelings and feel safe.”

• “Our bilingual curriculum builds early language skills in a play-based environment.”

These specific phrases build trust — and position you as more than just a babysitter.

4. Clarity Wins Over Confusion

Parents are already overwhelmed. If they visit your site or page and can’t figure out:

• What ages you serve

• Your hours and tuition range

• How to enroll

…they’ll move on.

Fix this fast:

• Add a “Who We Are” section on your site or page

• Include a 1-line description in your Instagram/Facebook bio

• Use a clear CTA: “Call now to schedule a tour” or “Click here to request a spot”

5. The Center That Follows Up First Often Wins

Many centers lose enrollments simply because they don’t respond fast enough.

• Most parents are touring 2–3 centers — the one that follows up first often gets the spot.

 Automate your follow-up:

• Use Facebook auto-replies or instant forms

• Send a welcome email or text with a thank-you and next steps

• Follow up 24 hours after the tour with a warm check-in

Fast + friendly = confidence.

So What Does Make Parents Choose You?

 It’s not the fanciest center.

It’s not the lowest tuition.

It’s not even the biggest playground.

 It’s how you make them feel, and how clearly you show that you are the safe, smart, supportive choice for their child.

And that starts with showing up online, speaking clearly, and staying connected after the first hello.

Want Help Standing Out (Without Doing More)?

At The Childcare Business Marketing Agency we help childcare providers like you become the obvious choice for local parents — without having to post daily or manage it all alone.

Choose Your Next Step:

 Want us to polish your presence and fill your spots?

Book a Free DFY Strategy Call and let’s build your “know, like, trust” funnel together

Want to DIY with confidence?

Join Our Skool Group] and get our templates, tutorials, and tour scripts — made for real-life childcare providers

Because you deserve to be full — without the burnout.

Blessings-Christina Rizakos