Key #2: Persistence – The Key to Converting More Leads

Key #2: Persistence – The Key to Converting More Leads

Most home care inquiries don’t convert into clients on the first attempt. Families seeking care are often overwhelmed, hesitant, or juggling multiple responsibilities. They may not answer your first call or even your second. But that doesn’t mean they aren’t interested—they may just need consistent, professional follow-up to help them take the next step.

Why Persistence is Critical

Many franchisees make the mistake of stopping after one or two follow-up attempts. However, research across industries, including home care, shows that multiple touchpoints significantly increase conversion rates:
  1. 80% of sales require at least 5 follow-ups after the initial contact, yet 44% of people give up after one attempt.
  2. Only 2% of sales happen on the first contact, but 81% of successful deals are closed after at least five follow-ups.
  3. Home care prospects are often balancing emotions, finances, and family input. They may need multiple touchpoints before they feel comfortable scheduling an in-home assessment.
A lack of response doesn’t mean they aren’t interested—it often means they need guidance, reassurance, and a reminder that help is available.

Best Practices for Follow-Up Frequency

The goal is to be professionally persistent without being pushy. Use the following structured follow-up approach:

Follow-Up Cadence for New Leads:
  1. Immediate Response (within 5 minutes) – Call as soon as you receive the lead. If no answer, leave a short, warm voicemail and send a personalized text message and email.
  2. Same Day Follow-Up (2-3 hours later) – Call again. If no answer, send another quick text/email.
  3. Day 2 – Call again in the morning. If still no response, send a reassuring email (see scripts below).
  4. Day 3 – Call once more and send a text with a direct question (e.g., “Would you like me to follow up next week, or would a quick 5-minute chat today work better?”).
  5. Day 5-7 – If still no response, make a final outreach call and leave a voicemail that reminds them they can reach out anytime.
Ongoing Follow-Up for Warm Leads:
For leads who have engaged but haven’t booked an assessment, continue following up weekly for at least four weeks:
  1. Week 2: Call + email
  2. Week 3: Text message + call
  3. Week 4: Final check-in call or email
If they still haven’t responded, move them into a long-term nurture campaign where you send a helpful email once a month (e.g., “How to know when it’s time for home care”).

Best Practices for Follow-Up Channels

A multi-channel approach is the most effective way to reach potential clients:
  1. Phone Calls (Most effective) – Always start here. Many home care decisions are emotional, and a conversation builds trust faster.
  2. Text Messages (High response rate) – 90% of text messages are read within 3 minutes. Texting is effective, especially for adult children juggling work and caregiving.
  3. Emails (Good for credibility & education) – Emails allow you to share helpful information, such as guides on choosing home care.
  4. Voicemails (To ensure your message is heard) – Keep voicemails under 30 seconds and make them sound warm and inviting.

What to Say When Following Up

Your goal is to be warm, helpful, and persistent without being overly aggressive. Below are effective scripts:

First Call – No Answer:
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Voicemail: "Hi [Name], this is [Your Name] from Qualicare. I saw that you inquired about home care, and I wanted to personally reach out to see how we can help. Please call me back at [Your Number], or I can text you some helpful information. Looking forward to speaking soon!"

Text Message: "Hi [Name], this is [Your Name] from Qualicare. Just following up on your inquiry—happy to answer any questions! Let me know what time a quick call works for you today."
Idea
Pro Tip: Avoid talking about price or hours in the first call or text. Often clients need you to recommend services and estimate hours so it is best practice to discuss those details in the home assessment when you finalize the care plan.

Second Follow-Up:
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Call: "Hi [Name], I wanted to follow up in case you didn’t get my message yesterday. Many families have questions about how home care works, and I’d love to walk you through the options. You can reach me anytime at [Your Number]. Looking forward to connecting!"

Email:
Subject: Still looking for home care support?
"Hi [Name], I wanted to check in to see how things are going. Many families aren’t sure when it’s the right time to start care, and we’d love to help guide you through the process. We offer a free in-home assessment to better understand your needs. Let me know when you’d like to set up a quick chat!"
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Pro Tip: Make sure your email signature includes your name, title, Qualicare logo, GPTW logo and contact information. There is an email signature generator in QCentral.

Final Attempt (Last Call & Email – No Response):
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Call: "Hi [Name], I know things can get busy, so I wanted to reach out one last time. If home care isn’t the right fit now, that’s okay, but if you ever have questions in the future, we’re always here to help. Feel free to call me anytime at [Your Number]. Wishing you and your family the best!"

Email:
Subject: Our door is always open
"Hi [Name], I just wanted to reach out one final time in case you still have questions about home care. We’re always here to help, whether now or in the future. If you’d ever like to set up a consultation, you can reach me anytime at [Your Number]. Wishing you all the best!"
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Pro Tip: Keep follow-up emails and texts short and easy to understand. Seniors with memory or cognitive issues might find complex or unclear emails confusing.


Key Takeaways

✅ Follow up consistently – Don’t stop after 1-2 attempts; many clients need multiple touchpoints before they take action.
✅ Use multiple channels – Calls, texts, and emails work best together.
✅ Keep messages short & warm – Your goal is to guide, not pressure.
✅ Be persistent, but professional – Families often appreciate the follow-up, even if they don’t respond right away.

By applying persistence with a structured follow-up process, you will convert more leads into in-home assessments, ultimately growing your business while helping more families receive the care they need.