When a new family walks through your doors, they're searching for safety, connection, and a place that feels like a true extension of home. This process is emotional. They're navigating big changes, returning to work, and trusting you with their most important little human.

As a former family child care owner, pediatric speech therapist, and early intervention specialist, I (Kelly) have supported many families through the child care decision-making process. And Samantha (our lead creator of director blogs) is a former director of a large child care center and has given hundreds of tours over the years. We both agree- Parents remember how you made them feel on the tour more than anything else.

This blog breaks down what families are really looking for and what you, as a director or owner, can highlight to help them feel supported, informed, and ready to say “yes. Make sure to read until the end for a FREE resource to share with potential families!

1. Create a Warm, Intentional Environment

Parents notice the vibe of a classroom within seconds. They’re looking for safe, nurturing, and purposeful spaces.

During your tour, highlight:

Why the classroom is arranged the way it is
How materials support exploration and early development
What teachers are doing (narrating play, providing sensory exploration, etc)
Signs of responsive caregiving

Director Tip:
Invite families to observe a few minutes of a teacher and child interaction.

2. Explain Ratios, Class Size, and Transitions Clearly

Families want to understand how their baby will grow in your program, without feeling like their child is being rushed through different classes.

Share:

How many infants are in each classroom
How ratios support safety and bonding
Your transition process (and how you prepare families ahead of time)
Your focus on developmental readiness, not just age

Director Tip:
Use simple language. Parents don’t want our jargon.

3. Highlight Teacher Qualifications & Retention

Parents don’t just choose a center, they choose the people caring for their child. This is your moment to proudly showcase the expertise, commitment, and ongoing learning your teachers bring to the classroom.

Be sure to highlight:

Teacher education, credentials, and specialized training
Any courses your team has taken with Bridging Child Development. Parents love hearing that their child’s teachers are trained by specialists.
- You can share: “Our team participates in ongoing trainings created by developmental specialists and taught by a pediatric speech-language pathologist. These courses help us better support early communication, behavior, sensory development, meeting milestones through play, and more!”
- This signals to families that your staff is learning current, evidence-informed strategies from specialists, not outdated or generic information.
CPR/First Aid certifications
Staff longevity and retention

Families feel reassured when they know teachers stay long-term.

Director Tip:
Celebrate your teachers in front of families. Confidence in your staff = confidence in your center.

4. Walk Families Through a Realistic Daily Routine

Parents want to picture their baby’s day. A detailed routine helps them feel prepared.

Include:

Feeding, sleeping, diapering
Sensory and motor activities
Outdoor time
How you support developmental milestones through play time
Any curriculum or frameworks you follow

Director Tip:
Connect everything back to child development.

5. Show How You Communicate With Families

Communication is one of the top deciding factors for parents choosing childcare.

Show or explain:

How you share updates during the day
Your daily notes home or the app you use
How you notify parents about celebrations and/or concerns
How families can reach you or the teachers

Director Tip:
Open the app during the tour. A quick demo helps parents envision their day-to-day connection with you or their child’s teacher. Don’t use an app? Give them a copy of the notes home sheet you use.

6. Review Safety, Health, and Security with Confidence

Parents want transparency and reassurance. Be clear and confident when sharing your safety procedures.

Point out:

Entry and exit protocols
Camera systems
Cleaning schedules
Illness policies
Emergency procedures

Director Tip:
Safety is emotional for families. The more specific you are, the more trust you build.

Freebie

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Freebie 📝

Provide Families With This Checklist

Before or at the start of your tour, consider giving families our Child Care Tour Checklist. This sends a powerful message: “We want you to feel supported, informed, and confident, not overwhelmed.” It shows families that you’re organized, transparent, and truly invested in helping them make the best decision for their child.

Download Now

Final Thoughts

A child care tour isn’t about being perfect, it’s about being present. When families feel warmth, connection, and genuine care from you and your teachers, they walk away thinking, “This feels right.”

Your environment, routines, and protocols matter. But how you make them feel on the tour? That’s what converts tours into enrollments.