When a prospective family tells you that they’re not moving forward with you, it’s easy to think of that inquiry as a missed opportunity. In reality, it’s often the opposite.

Most families who aren’t ready to start care aren’t saying “no.” They’re saying, not yet. The need is there, but the timing, emotions, or logistics haven’t fully aligned. During this period, care doesn’t stop—it simply shifts to family members who are doing their best to manage complex and often overwhelming responsibilities on their own.

Agencies that understand this moment for what it is don’t lose these families. They stay present—and they win them later.

Why “Not Yet” Is a Critical Moment

A “not yet” conversation means something has already changed. A hospitalization, a fall, a slow decline, or a growing concern has pushed the family to reach out. What holds them back is rarely indifference. More often, they’re navigating uncertainty, which may translate to indecision or a holding pattern.

They may be waiting to see how a parent does after rehab, trying to align siblings who live in different cities, figuring out finances or benefits, or wrestling with the emotional weight of bringing outside help into the home.

Without a plan, these inquiries often land in a CRM under a vague status and slowly go cold. With intention, however, this waiting period becomes a pre-care stage—one where agencies can build trust, demonstrate expertise, and support families before caregivers are ever involved.

Start by Understanding What’s Holding Them Back

Before ending an initial inquiry call, one simple question can change the entire trajectory:

“What needs to happen before home care would feel like the right next step for your family?”

The answer reveals both the obstacle and the likely timeline. Common responses tend to fall into a few categories: timing after a hospital stay, uncertainty about cost or coverage, family disagreement, or resistance from the client themselves.

Capturing this clearly—beyond a casual note—allows agencies to follow up with relevant insights instead of guesswork. It also prevents families from receiving generic “just checking in” messages that add little value during a sensitive time.

Staying Present Without Applying Pressure

Families in the pre-care stage don’t need frequent sales calls. What they need is thoughtful, consistent presence.

Agencies that convert these prospects reliably tend to follow a simple cadence: a prompt follow-up to acknowledge the conversation, a few touches tied to known milestones, and then periodic check-ins that respect the family’s pace. Each interaction has a reason behind it—sharing a helpful resource, checking in after a discharge, or offering guidance on a specific concern they’ve already raised.

This approach signals reliability and care, without making families feel rushed or pushed.

Lead with Guidance Families Can Use Right Now

At this stage, families aren’t looking for marketing language. They’re looking for clarity.

Helpful content often includes plain-language explanations of different care options, practical safety tips, guidance on navigating family conversations, or simple overviews of how care might be funded. The most effective outreach connects that information directly to the family’s situation.

When an agency consistently provides insight that feels timely and relevant, it begins to function less like a vendor and more like a trusted advisor.

Meeting Needs Where The Clients Are, Before Care Begins

Many families who aren’t ready for caregivers are still eager for support. They want help making sense of what’s happening, organizing responsibilities, and planning for what’s next.

This creates an opportunity for agencies to offer pre-care services such as assessments, care plan development, family coordination, and periodic check-ins. These services help families feel more confident and prepared, while also creating a smoother transition into hands-on care when the time is right for them.

For some agencies, this support also becomes an earlier point of revenue—delivered ethically, transparently, and in direct response to real family needs.

Turning Pre-Care into a Program

When pre-care is treated intentionally, it stops being an afterthought. It becomes a program.

By formalizing how they support families during the “not yet” phase—and using tools like Mariposa Reach to stay organized and connected—agencies can engage earlier in the care journey, improve conversion rates, and build stronger, longer-lasting relationships.

“Not yet” isn’t a rejection.
It’s a moment of trust waiting to be earned.

Stay tuned – in our next post, we share how to leverage Mariposa Reach to formalize your agency’s Pre-Care Program.

Team Mariposa