How to Script the First Call with a Family That’s ‘Just Looking’

Every senior care marketer and intake coordinator has heard it:

"We’re just looking right now."

It’s an easy phrase to brush off. But hidden inside that sentence is urgency, confusion, fear, and often a cry for help.

The first phone call with a prospective family is one of the most critical moments in the decision-making journey. Yet many teams aren’t trained to respond with structure, empathy, or strategy.

Let’s fix that.

What Families Mean When They Say "Just Looking"

"Just looking" usually means:

• "I’m overwhelmed, and I don’t know where to start."
• "I’m afraid of making the wrong decision."
• "We’re not ready—but something’s coming."

This first call is your chance to:

• Build immediate trust
• Provide clarity, not pressure
• Set yourself apart from other providers who simply recite services

According to Caring.com, 73% of families say the first call strongly influences whether they schedule a tour.

The 5-Part First Call Framework

You don’t need a script that sounds robotic. You need a structure that lets your personality and compassion come through. Here’s how:

1. Welcome & Tone Setting (30 seconds)
“Hi [First Name], I’m so glad you reached out. My name is [Your Name] and I’m here to help you sort through this, wherever you are in the process.”

This opening disarms defensiveness and sets the tone for partnership.

2. Discovery Questions (3–5 minutes)

Start broad:

• "Can I ask what prompted your search today?"
• "Tell me a little about your loved one’s situation."

Then gently explore timelines:

• "Have you looked into care options before?"
• "Is there something that made this feel urgent now?"

Your goal is to listen more than speak.

3. Reflect & Validate (1 minute)

Repeat back what you heard:

• "So your dad was recently discharged, and you're noticing he's struggling with meals and meds at home. That makes a lot of sense."

This simple step builds trust fast.

4. Educate Without Pushing (2–4 minutes)

Now that you understand their needs, introduce how your services can help:

• "We help a lot of families right at this stage—when things aren't urgent yet, but you're starting to see signs."
• "Would it be helpful if I shared how our team supports families in your shoes?"

Focus on value, not sales.

5. Offer Next Step Clarity (1 minute)

Always offer a clear path forward:

• Tour scheduling
• Resource email or guide
• Follow-up time

Even if they’re not ready, own the follow-up.

• "Would it be okay if I checked in next week after you’ve had time to talk with your siblings?"

Common Mistakes to Avoid

• Talking too much about your services before asking about their needs
• Pushing for a tour right away
• Ending with “Okay, well let us know if you need anything” (this puts the burden back on them)

RaisedCare’s Take

The best intake teams don’t just answer the phone. They guide, listen, and connect.

At RaisedCare, we help senior care organizations build scripting frameworks that feel human and still drive outcomes. Because families don’t want to be sold to — they want to be seen.

And it starts with that very first call.

Sources

• Caring.com. "Senior Living Survey: What Families Want on the First Call." 2022.
• Home Care Pulse. "Intake Conversion Insights."