For years, I’ve written about how to give a great tour. I’ve shared what my tours looked like, even how to stop parents from ghosting you afterward. But I’ll be honest—I missed something big. I didn’t stop to think about what parents are really worried about when they come to your childcare and especially what’s still on their minds after they leave.
That’s what today’s post is about. I want you to see your tour through the parent’s eyes. Because here’s the truth: parents don’t just care about your colorful walls, your detailed handbook, or your cute daily schedule. They’re sizing up whether their child—and their family—will truly feel safe, happy, and cared for in your program.
Let’s break down the five big things parents think about after a childcare tour, and how you can use this insight to make your tours stronger than ever.
5 Things Parents Think About After a Childcare Tour (your new cheatsheet)
1. “Can I Trust These People with My Child?”
At the end of the day, this is the number one question. Parents might not say it out loud, but it’s sitting heavy in their minds.
During a tour, they’re watching how you talk to the children already in your care. They’re noticing whether your staff greets them with a smile or avoids eye contact. They’re checking if the environment feels calm or chaotic.
What you can do:
- Make sure staff members (or yourself) know when tours are happening so they’re prepared.
- Greet parents warmly and genuinely.
- If possible, let them see you interact with children in real time—reading a story, redirecting behavior, or sharing a laugh.
Trust is built in little moments. If they leave feeling unsure about how safe or loved their child will be, no amount of fancy brochures will fix it.
2. “How Does This Place Really Handle Safety and Cleanliness?”
Parents today are more alert than ever about health and safety. They’re looking at your floors, your bathrooms, your toy shelves, even your cleaning supplies. And yes, they notice dust bunnies.
They’re also wondering:
- How do you keep sick kids from spreading germs?
- What’s the plan in case of an emergency?
- Do the staff seem calm and trained, or frazzled and unsure?
What you can do:
- Talk about your safety and cleaning routines during the tour instead of waiting for them to ask.
- Keep your spaces tidy and ready for visitors. (Yes, even the bathroom—especially the bathroom!)
- Post emergency plans where parents can see them.
Parents leave tours comparing how safe your program felt to the one they saw down the street. Make sure you leave them impressed.
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3. “Will My Child Fit In Here?”
Every parent wonders if their child will actually belong. Maybe their child is shy, high-energy, has food allergies, or is potty-training. Parents are silently asking, “Will the teachers understand my child? Will my child make friends? Or will they struggle here?”
What you can do:
- Ask questions about the child during the tour: favorite toys, nap habits, fears, and interests.
- Share stories of how you’ve helped children with different personalities or needs thrive in your program.
- If you notice a child in your care who is similar in age or temperament, point that out (without breaking privacy, of course).
When parents feel like you “see” their child, they’re much more likely to choose you.
Related Reading:
- How To Give A Parent Tour [INFOGRAPHIC]
- Crafting Your Childcare Sick & Illness Policy Made Easy
- The Best Questions for Providers Should Ask
4. “How Does This Fit with Our Family’s Daily Life?”
It’s not just about the child. Parents are also thinking about how your program fits into their routine. They’re asking themselves things like:
- Is drop-off and pick-up convenient, or will it be a daily headache?
- Are meals and snacks included, or do I have to pack lunches at 6 a.m.?
- What happens if I’m late to pick up?
What you can do:
- Be clear about your hours, meal policies, and late pick-up fees during the tour.
- Show parents where drop-off happens so they can picture it.
- Share little details, like how you help smooth the morning transition if a child struggles at goodbye.
Parents are balancing work schedules, commutes, and family life. If they walk away thinking your program adds stress instead of reducing it, you may lose them—even if everything else looks perfect.
Related Reading:
- YOUR POLICIES: Drop-off & Pickup Policy for Childcare
- How to Survive Childcare Separation Anxiety: Drop-Off Drama at Daycare
Let’s make your childcare program even more amazing together! CLICK HERE to see how Adrienne can help you tackle the toughest challenges in your childcare business, boost your growth, and set you on the path to success.
5. “Is This Worth the Cost?”
Finally, parents are doing the math in their heads. Childcare is one of the biggest expenses for families. They’re wondering, “Is this program worth the price? Will my child get enough value here to justify the cost?”
Now, here’s the tricky part: it’s not always about being the cheapest. It’s about showing value. Parents will often pay more if they believe their child will get the best care, learning opportunities, and overall experience.
What you can do:
- Talk about what’s included in tuition—meals, diapers, enrichment activities, parent communication apps, etc.
- Share success stories about how children have thrived in your program.
- Show the “extras” that set your program apart, like outdoor play areas, family events, or unique curriculum features.
Make sure parents leave knowing they’re not just paying for childcare—they’re investing in their child’s growth and happiness.
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Bringing It All Together
Here’s the thing: giving a great tour isn’t just about showing off your classroom or rattling off your policies. It’s about putting yourself in the parent’s shoes and answering the questions they may never actually say out loud.
When you show that you understand their concerns—trust, safety, belonging, family fit, and value—you don’t just give a tour. You build confidence. And that confidence is what leads parents to choose you.
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So next time you prepare for a tour, think about these five things. Walk through your center as if you were the parent. Ask yourself: “If I were leaving my child here, what would I need to feel good about it?”
Taking the time to understand your clients’ real concerns is one of the strongest ways to show your commitment to them. And in the long run, that’s what ensures not just that your families are happy—but that your childcare business prospers and thrives.
