5 Reasons Parents Aren’t Reaching Out — and How to Fix It Fast

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Lately, I’ve been hearing from providers all over the country saying the same thing: “I’m getting fewer calls. No one’s booking tours. What is going on?” Let’s break down the 5 common mistakes that could be keeping parents from reaching out—and what you can do today to fix it.

Over the 20+ years I ran my childcare business, I learned one thing for sure—enrollment can feel like a wild rollercoaster. One month you’re full with a waiting list. The next? Crickets.

I remember standing in my living room one day, the toys were cleaned, snacks were ready, and I kept checking my phone… but it didn’t ring. No emails. No DMs. Just silence. I had spots open. I had a great program. But the parents? They were nowhere to be found.

Sound familiar?

Well, let’s talk about it.

Low enrollment isn’t always about the economy or Universal Pre-K (we’ll get to that in a minute). Sometimes, it’s about simple things providers don’t realize are turning parents away.

Why Parents Aren’t Calling About Your Daycare (And 5 Fast Fixes to Turn That Around)

First, Let’s Be Real—This is Frustrating

You work hard. You know your program is nurturing, fun, and safe. You’ve poured your heart into it. So, when enrollment drops and no one seems interested, it can feel personal.

But guess what? You’re not alone—and you’re not powerless either.

Now let’s dig into the biggest reasons you might not be hearing from parents—and how to turn things around fast.

1. Your Website Is Confusing or Outdated

Think about how you shop these days. You check reviews. You look at pictures. You compare.

Parents do the same when looking for childcare. If your website is hard to read, missing info, or looks like it was built in 2005, they’ll just move on.

Quick Fix:

And please check that all the links actually work.

Make sure your website has these basics: clear program info, your location, ages you serve, hours, contact info, and (yes) your prices.

Add recent photos and a simple button to schedule a tour.

2. You’re Not Showing Up Online

If parents can’t find you, they can’t call you. Simple as that.

Many providers rely only on word-of-mouth or a Facebook page. But if you’re not showing up on Google or local child care directories, you’re missing out.

Quick Fix:

Ask happy parents for reviews. A few good reviews can do more than any flyer ever could.

Claim your Google Business Profile. It’s free and makes a huge difference.

List your daycare on local childcare finder sites.

3. Your Tour (Or Lack of One) Isn’t Winning Parents Over

Let’s say a parent does contact you and books a tour. That’s a big deal! But what happens during that tour matters even more.

If you just walk them around and point at toys, you’re missing a huge chance to build trust and make a connection.

Quick Fix:

Treat every tour like a job interview. Parents are deciding whether to leave their child with you!
Show them how you handle learning, routines, meals, safety—you name it.
End the tour by asking if they have questions—and invite them to enroll.

Not sure how to improve your tour?
Grab my Terrific Tour Toolkit.
It’s packed with scripts, templates, and checklists to turn your daycare tour into a conversion machine.

4. Your Program Isn’t Clear or Unique

Here’s a hard truth: if your program sounds just like everyone else’s, there’s no reason for a parent to pick you.

Do you say things like “I provide a loving, safe environment”? That’s great—but so does every provider.

Quick Fix:

Parents love hearing what their child will gain from your program—not just that it’s “safe.”

Focus on what makes your program different. Do you teach sign language? Offer home-cooked meals? Have a garden or pet bunny?

Say it loud and proud. Put it on your website, flyers, and social media.

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5. You’re Not Following Up

Another big one. A parent emails or messages you, and you wait a day or two to respond. Or they tour but don’t enroll, and you never follow up. That’s a lost opportunity.

In today’s world, people expect fast replies. Waiting too long can cost you a family.

Quick Fix:

Respond within 24 hours—sooner if you can.
Use a simple follow-up message after a tour. Ask if they have questions or are ready to enroll.
Even better—set up auto replies that let them know you got their message and will be in touch soon.

But What About Universal Pre-K?

Let’s address the big elephant in the room. Universal Pre-K might be affecting enrollment in your area—especially for 3- and 4-year-olds.

But here’s the thing: it’s not the whole picture.

Parents still need care for infants and toddlers. They still want small, nurturing settings. Many don’t like the rigid schedules of school-based programs.

So don’t panic.
Instead, think about how you can position your program to stand out.
Offer before- and after-care. Emphasize your smaller class sizes. Build strong relationships with families.

How to Fix Low Daycare Enrollment: You’ve Got This

Low enrollment is scary. But it’s also fixable.

Childcare providers are a tough, creative, resilient bunch. We’ve weathered pandemics, staff shortages, and licensing headaches. We can handle this too.

But we have to stop hoping parents “just find us” and start thinking like they do.

Clean up your website. Update your online listings. Practice your tour. Follow up like a pro.

And remember—you’re not selling a service. You’re giving families peace of mind. That’s priceless.

So, chin up. You’ve already built something amazing. Now it’s time to make sure the right families see it.

Your Next Step:

Want to start turning tours into enrollments this week?
Get my Terrific Tour Toolkit. It’s everything you need to feel confident, sound professional, and enroll more families—fast.

You’ve got this.

Let’s thrive,