Is Your Booking Process Turning Families Away?

Part 2

First impressions matter—and in aged care, they’re often made during the tour. For families navigating a sudden hospital discharge, complex care needs, and emotional decisions, the experience of booking and attending a tour can either build confidence or create further overwhelm.

Across the sector, some providers are getting this balance right—offering clear communication, compassionate staff, and accessible booking processes. But for others, there’s room to reflect on whether current systems are unintentionally making things harder than they need to be.

The Challenge: Process Overload at the Front Door

We’re hearing more frequently from families, hospital social workers and care coordinators about the increasing complexity of booking a tour. In some cases, families are asked to complete 40–50 pages of documentation—covering everything from medications to financial details—just to be considered for a walk-through of a home.

This volume of pre-tour paperwork may have evolved from good intentions (ensuring readiness, managing risk), but when placed too early in the customer journey, it risks becoming a barrier. And in an environment where time is critical, families can and will look elsewhere—often to providers who are easier to engage with.

The Human Element: Tone and Approach

Equally important is the tone and empathy shown during early conversations. Some families have reported interactions that felt transactional or dismissive, creating a perception that “you should be so lucky” to get a tour. At a time when people are feeling vulnerable and uncertain, the human connection matters just as much as the logistics.

Training staff to lead with empathy, patience and reassurance—especially those on the frontline of phone and email inquiries—can have a powerful impact on brand perception and ultimately, occupancy.

Privacy and Trust: Collecting Data with Care

Another consideration is privacy and timing. Requiring sensitive health and personal information upfront—before a tour has even taken place—can raise concerns. While some documentation is necessary, it’s worth reviewing what’s essential at each stage of the process. For example, if a person has an ACAS/ACAT approval, that may be sufficient to begin meaningful conversations and schedule a visit.

What Providers Can Do

Leaders across aged care organisations have an opportunity to review the tour experience with fresh eyes. Some practical starting points:

• Audit your pre-tour paperwork: Can any documents be moved later in the process?
  
• Review your booking scripts and response times: Are families being treated as welcome guests, or administrative tasks?
  
• Empower your frontline team: Ensure they have the training, support and systems to respond quickly and compassionately.
  
• Test your own process: Try mystery shopping your intake experience—how long does it take to get a tour?
  

By reimagining the tour phase as a strategic moment to connect, rather than a hurdle to overcome, providers can differentiate their service, build trust early, and ultimately support families and residents in making confident, informed choices.