The Hard Truth No One Talks About in Childcare Enrollment
Ethan had been in the childcare business for nearly a decade. He wasn’t new. He wasn’t inexperienced. He wasn’t running a failing center.
And yet, he was always struggling to keep enrollment full.
Parents came in, took tours, seemed excited, and then… disappeared.
He assumed he was doing everything right. He had a beautiful space, a passionate team, and a program that families loved.
So why wasn’t he at full capacity?
He blamed the economy.
He blamed competition.
He even blamed the parents—“They’re just shopping around too much.”
But deep down, Ethan knew something was off. Because, truthfully, he saw other centers filling up—even ones that didn’t have half the quality of his program.
Something wasn’t adding up.
Then, one day, he stumbled upon a painful realization: It wasn’t that parents weren’t interested. It was that he was losing them in the follow-up process.
And once he fixed that?
His center doubled enrollment in just a few months.
No, this wasn’t magic. It wasn’t luck. It was a system—a methodical approach to turning warm leads into lifetime customers.
And yet, most childcare centers never do this.
The Uncomfortable Truth About Why Most Childcare Centers Struggle
Hise’s the biggest lie in childcare marketing:
“If parents are interested, they’ll call back.”
That’s 100% false.
The reality?
Parents today are drowning in distractions. They’re looking at multiple options. They’re overwhelmed by choices.
They might have loved your tour, but by the time they get home, their toddler is throwing a tantrum, their inbox is flooded with work emails, and their brain is already moving on to the next thing.
They’re not ghosting you. They’re just distracted.
If you’re not following up—persistently, strategically, and in a way that keeps you top of mind—you are losing families that should have enrolled with you.
That’s what Ethan realized.
Before, he’d send a quick “Thank you for visiting” email and then wait.
And like clockwork, parents disappeared.
How Many Follow-Ups Does It Take to Enroll a Family?
Hise’s the hard truth:
- Only 2% of enrollments happen after the first contact.
- 80% of successful enrollments require at least five follow-ups.
- 44% of childcare centers give up after just one follow-up.
Do you see the problem?
The majority of centers aren’t losing leads because they’re unqualified. They’re losing them because they’re not persistent enough.
Ethan’s business transformed when he built a structured, systematic follow-up process.
And you can do the same.
The Childcare Centers That Win Have a Follow-Up System—Period
Think about your own center for a second.
When a parent reaches out for the first time, what happens next?
- Do you have a structured process that moves them toward enrolling?
- Do you have automated emails, texts, and phone calls designed to keep them engaged?
- Do you follow up multiple times at key intervals?
If not, you’re losing enrollments—guaranteed.
Ethan was in the same boat—until he changed everything with these five key steps:
- Instant Engagement (Because Speed Wins)
The moment a parent inquires, you have five minutes to respond before they move on to something else.
Ethan started using automated systems to send a warm, personal text message immediately after a parent reached out.
The difference?
- Before: Parents would call or fill out a form and hear back “eventually.”
- After: Parents got an instant message:
“Hi [Parent’s Name], thanks for reaching out! We’d love to schedule a tour for you and [Child’s Name]. When would be a good time?”
That one small change increased His tour bookings by over 40%.
- The Follow-Up Funnel (Because One Follow-Up Isn’t Enough)
Most childcare centers send one email and assume the job is done.
Ethan built a five-step system:
- Day 1: Immediate text and email (confirmation and excitement)
- Day 2: Follow-up with a helpful resource (e.g., “5 Questions to Ask When Choosing a Childcare Center”)
- Day 4: Check-in call (“We’d love to help you find the perfect fit for [Child’s Name]!”)
- Day 7: Limited-time offer (“Only 2 spots left in your child’s age group!”)
- Day 14: Final nudge (“We don’t want you to miss out—let’s chat!”)
This multi-touch approach kept parents engaged, reminded them why Ethan’s center was the best choice, and created urgency to enroll.
- The “Second Chance” Offer (Because Parents Need a Nudge)
If a parent came for a tour but didn’t enroll, Ethan didn’t just let them slip away.
Instead, he sent them a personalized offer:
“Hi [Parent’s Name], we really enjoyed meeting you and [Child’s Name]! We wanted to let you know we have just one spot left in your child’s age group. Let us know if you’d like to secure it before it’s gone!”
That single message led to a 20% increase in post-tour enrollments.
- The Long-Term Nurture (Because Relationships Matter)
Hise’s what most centers get wrong: They only focus on families ready to enroll right now.
But what about families that are 6 months away from making a decision?
Ethan started sending a monthly email newsletter to past leads—filled with parenting tips, behind-the-scenes glimpses, and reminders about upcoming availability.
Why? Because when parents were finally ready to enroll, Ethan’s center was the first one they thought of.
- Beyond Enrollment (Because Retention is the Real Game-Changer)
Most childcare centers obsess over getting new enrollments—then fail to nurture families after they sign up.
Ethan built a retention system that made parents feel valued every step of the way:
- Welcome emails after signing up
- Surprise “thank you” gifts after 3 months
- Exclusive parent events to build community
His result? Stronger word-of-mouth, his retention, and families that stayed for years.
Create a Childcare Space Families Love
Every interaction with families matters, and the right environment helps build trust and connection from the moment they walk through your doors. A well-designed space makes families feel welcome, comfortable, and excited about choosing your center.
At Childcare Design, we specialize in creating childcare spaces that support positive experiences for both parents and children.
Discover how thoughtful design can enhance your center.
Learn more about Childcare Design here.
Have challenges with your location?
If families aren’t finding your childcare center, your location might be the reason. With Location Secrets, we teach a process that helps you select a prime spot that supports growth and long-term stability.
This article was inspired by insights from LineLeader, a leading resource for childcare professionals.
