Lead Outreach and TBM Management
New business is crucial to your success. While many host families are repeat families, new host families will allow you to continue to grow your cluster, so it’s vital that you have a strategy and system for lead outreach and management.
What is a lead?
A lead is someone who:
- Has a need now or in the future for live-in child care.
- Expressed interest in the program, typically by completing our online registration form and creating an APIA website login.
- A Community Counselor has entered into the system for follow-up as a prospective host family, often from a marketing event or other community networking.
Leads = marketing is working…something made this person pick up the phone, look at our website, or request more information. Let’s capitalize on this interest! Your goal is to give your lead information about the program and encourage them to complete the APIA Host Family Application.
Your Leads Portal
You will access your leads through Field Point homepage. The “To-Dos” section of your Field Point home page will also highlight a new lead in your portal. That lead will remain on your To-Do list until you reach out to the lead and “complete” the to-do. To view a full list of cluster leads, click on the “My Cluster” tab at the top of your Field Point page and then click on “Leads.” You can search, filter, and download your leads within Field Point. You can also enter your own leads (see below), check your leads history, and document contact you have made with leads.
You must check your leads daily and follow up with them immediately. The faster you make contact, the more likely that lead will become a new customer.
Host families tell us repeatedly that their counselor’s responsiveness is a huge factor in choosing an agency. Creating a good relationship, showing your responsiveness, and establishing yourself as an expert early in the process helps your chances that a new family will choose you and APIA.
Pro Tip!
Get in the habit. Make lead outreach a part of your routine. Before you get swept away by a busy day, check your leads, complete your initial outreach to any new leads, and follow up with older leads in your pipeline.
Customer Engagement Team’s Role
The AIFS Customer Engagement Team (CET) manages our online live chat, schedules consultation calls, and follows up with all AIFS division leads, including Au Pair in America. When an interested family contacts APIA, CET:
- Gathers the lead information and assigns a geocode with an associated community counselor name.
- Calls and/or emails the lead as soon as possible.
- Leaves a voicemail if no one answers.
- Documents all contacts attempts in the Field Point ‘leads’ section. Both CET and counselors can see and update leads in “real-time.”
- Continues to follow up with interested families until the counselor makes contact, at which point CET exits the process.
If you do one thing!
Be consistent – work your system every time, for every lead.
LEAD NURTURING STRATEGY – DAY 1 AND BEYOND
As Community Counselors, your prompt engagement with prospective host families is vital. Timely follow-up not only demonstrates our commitment but also significantly increases the likelihood of converting inquiries into successful matches. Research indicates that responding to leads promptly can enhance conversion rates substantially.
Let’s explore strategies to optimize our initial outreach and discuss how we can effectively connect with new leads to support their journey with Au Pair in America.
We’ve created a quick, easy system for CC lead outreach, that we call “1 Week 2 Win.” The first 7 days after a lead comes in can make or break our relationship with them, and ultimately sway the leads decision to host an au pairs with APIA or at all.
Let’s review:
1 Week 2 Win
Within 24 Hours/next business day (3 Steps)
Subject: 👶🌎 Au Pairs in [city]
Hello [lead name],
Thanks for your interest in Au Pair in America!
I am [name], a Community Counselor with Au Pair in America serving your area – and your neighbor here in [city]. I provide exceptional support to my host families and au pairs in order to make participating in the program easy and rewarding. We have several wonderful host families and au pairs in [local area] and beyond.
As you may know, Au Pair in America is the oldest legal au pair program in the US. Here are few things that set my cluster apart:
- Something that connects you to the program (experience, background, passion)
- A number (number of APs in your cluster, state region; years of experience; recent arrivals)
- What sets you/APIA apart
Examples:
- I have a background in early childhood education and childcare, and I know what good childcare looks like – it’s high quality, flexible, and gives parents peace of mind.
- I have lived on three continents, and I am a huge believer in cultural exchange. Not only will your children gain valuable knowledge about other cultures, they will develop a broader world perspective, respect for others, and an appreciation for diversity.
- I’ve worked with Au Pair in America for over five years. My husband and I have a young son, I know the challenges that come along with choosing quality childcare.
- I provide my host families – we have over 50 in [local area] – with ongoing support and I pride myself on helping my au pairs connect with their communities and have a once in a lifetime cultural exchange experience.
Next steps:
- Take a look at our applicant pool: https://www.aupairinamerica.com/applying/index.asp
*no cost and no commitment to apply
- Set up a time for a quick call, so I can answer any questions you have about hosting. I have [date time] and [date time] available. Which works best for you?
If you have questions or need anything at all, please let me know.
Talk soon,
[CC Name]
[Quote from happy HF]
Hi [HF NAME] – I see you’re looking at child care options. I’m [CC NAME], your local rep with Au Pair in America. I sent you an email with basic info, but you can also text or call me at this number. What questions do you have about hosting an au pair?
Texting
Guidelines for texting leads:
- Do not make a financial offer
- Text one lead a time (no group texts)
- If recipient asks to no longer receive texts, do not text
💻 Email quotes from local host families –
Subject: 💖 [Your City] Families Love Au Pair In America
Hello [lead name],
[Your City] area families love hosting an au pair with Au Pair In America! There are SO many benefits to opening your home to an au pair. In addition, our customer service cannot be beat. But you don’t have to take my word for it. Keep reading to hear what local families have to say about Au Pair In America.
Quote/s
Let me guide you through your au pair journey. Your next step is filling out a host family application here. There is no obligation or cost; completing an application simply gives you access to our au pair database. Please check out some of the amazing profiles of potential au pairs!
I look forward to working with you soon,
[CC Name]
☎️ Phone call, offer to answer questions, encourage application, and invite to APIA Live Open House. If no answer, send a follow up text to invite lead to APIA Live Open House.
💻 Email focused on local support from CC –
Subject: 🚨 Just For [Your City] Host Families
Hello [lead name],
[Your City] host families get specialized support through a local expert – me, your Au Pair in America Community Counselor!
What is a Community Counselor and what do they do? A Community Counselor will serve as the main support for you and your au pairs, throughout your match. It’s my job to make sure you and your au pair have a meaningful exchange experience. Click here to learn more details.
One of the most fun aspects of my job is getting to interact with young people from around the globe. Each month I plan a get-together for my local au pairs; something cultural, educational, or just plain fun! What better way to fully embrace this cultural exchange experience and make some friends? As you can see [recent/favorite cluster meeting] was a huge hit! [Sentence about what you did/why it was a positive experience.]
**Insert cluster meeting photo**
Ready to start the search for your family’s au pair? Fill out a host family application here and check out some of the amazing profiles of potential au pairs!
I look forward to working with you soon,
[CC Name]
Why is lead follow up so important? Let’s ask the Lead Lady!
A few ideas for additional “touches” for leads:
- Invite leads to your Host Family Day
- Hosting an APIA booth at a local event? Invite your leads to attend and stop by your table for a special prize.
- News to share? If your cluster has something special going on – you’re on tv or in the newspaper, one of your au pairs wins Au Pair of the Year, you’re hosting a shoe drive for Exchange Day – any news, big or small, is a great reason to reach out to your leads from the past 3 months.
- Email a blog post or YouTube video specific to any interests that fit what you know about the lead, or your favorite piece of APIA content (our Kidnotes blog post, APIA Youtube video, APIA social media post, etc). . CC-toolkit – Au Pair in America – Regional
- Share matching info – tell leads we have a robust pool of applicants, and country-specific matching timelines that are accessible once a family has applied.
- Ask thoughtful questions:– is there a specific country of origin or language that interests you? What country are you feeling drawn to? What language interests you? When are you hoping to welcome an au pair?
- Send out the corresponding content for upcoming holidays.
| Date | Event | What to Send |
|---|---|---|
| February 14th | Valentine's Day | "I love you!" in many languages |
| Sometime between January 21st and February 20th | Chinese/Lunar New Year | au pair preparing dumplings with her host child |
| March | Au Pair of the Year Winners | |
| Post Spring-Break | Summer Prep | time to make summer childcare plans |
| May | Mother's Day | au pairs celebrating their host moms |
| July 4th | Independence Day | au pairs sharing what the USA means to them |
| August | Back to School | schultute - German back to school craft |
| Mid September | Fall | fall into hosting an au pair |
| October 31st | Halloween | Halloween traditions from around the globe |
| November | Thanksgiving | au pairs preparing for Thanksgiving |
| Winter | 1st Snow Fall | if you had an au pair, you would be at work today |
| December | Holidays | holiday traditions around the globe |
** All the above info is also great to send to your new TBM HFs. Change your Call to Action/Next Steps from “complete the application” to “set up a Host Family Interview”…and go!
You can track your outreach in the APIA 1 Week 2 Win Tracker: here
Just enter the date you received each new lead, and the Tracker will auto-populate with “to do” dates for your follow up.
Lead Tips:
- Be prompt – make contact as soon as that lead comes in.
- Most leads shop around, so assume your leads are talking with multiple au pair agencies and types of childcare providers. Your goal is to get to them first and provide the information they need to make a decision.
- Use Field Point to set follow-up reminders to contact leads after your initial outreach.
- Remember, your leads might not be ready to commit right away – that’s ok! Your goal is to be top of mind when they are ready to search for an au pair. Lead engagement means playing the “long game”…your follow up will pay off down the road.
Pro Tip!
Review the lead record in Field Point before calling to learn the family’s background and program intentions. Pay close attention to any notes from CET as well as the “lead source” (how did this lead find APIA). Use this info to make your lead outreach feel as personal as possible.
Live Open House
Did you know? APIA offers weekly “Live Open House” sessions!
These live Zooms are a great option for families looking to learn more about the APIA program. During the call, our experts cover the basics of hosting, AP screening, and HF responsibilities. We end with a Live Q&A, ensuring future families get all their questions answered.
What CCs need to know about the APIA Live Open House:
- Offered every Thursday at 2pm eastern/11am pacific
- New families who attend will receive a $150 program fee discount (not combinable with other discounts)
Every lead automatically receives an invite to the Live Open House, but CCs are encouraged to share webinar info, $150 incentive, and registration link in their individual outreach to new leads/TBMs (this is a great additional “touch” for leads). Lead invite here: https://explore.aupairinamerica.com/join-us-for-a-live-open-house-this-thursday
💻 Sample CC email to leads/TBMs re: APIA Live Open House
Hi NAME,
As you continue with your childcare search, I wanted to invite you to our Live Open House, to get a bit more info about hosting an au pair with Au Pair in America. During the session, our experts cover the basics of the APIA program and tips for hosting, followed by a Live Q&A.
*New families who attend APIA’s “Live Open House” will receive a $150 program fee discount!
We offer this session Thursdays at 2pm eastern/11am pacific.
Save your spot: Meeting Registration – Zoom
In the meantime, be sure to take a look at our applicant pool: https://www.aupairinamerica.com/applying/index.asp
If you have any questions or want to talk more, please let me know.
Thanks!
CC NAME
Follow Up - The 90-Day Window
Info Sessions
Info Sessions are brief, in-person meetings with a family who is still at lead/REG status. During this meeting, a counselor can provide basic info about the APIA program and answer questions the family may have about hosting. While our goal is to get our leads to apply, these quick, informal meetings can be a great way to help a hesitant family take that next step.
Pro Tip!
Offer to meet your leads for info sessions at a coffee shop or other local space, to draw a distinction in purpose from a home visit down the road.
Entering New Leads
You can also enter any new leads you capture – through networking or marketing events – right into Field Point. In your leads section of Field Point, click “Add New Lead” and enter the lead information into the pop-up form.
It is vital that you capture as much information about the lead as possible, especially name, contact info (email, phone) and zip code. Field Point uses zip codes to match the lead with the correct cluster.
TBM Outreach and Management
What is a TBM?
TBM stands for “To Be Matched” – this is a family who completed APIA’s Host Family Application and now has access to view full information on candidates in our au pair pool. Current HFs may also be coded as “TBM” when they begin their search for their next AP, but for this discussion, we’re focusing on new TBM families – those who have not previously hosted with APIA. Some families may start as a lead and then transition to TBM, while others skip over lead status altogether and go straight to TBM. A CC’s goal for a TBM family is schedule a Host Family interview.
TBM outreach and follow up can be similar to lead outreach, with the “call to action” (schedule your Host Family Interview) being the main difference.
Use the below templates to craft your own outreach to new TBM families:
Subject: ✅Welcome to Au Pair in America – Let’s Get Started!
Hello [Name],
Welcome to Au Pair in America! I’m [CC Name], your local Community Counselor here in [Area Name]. As a [fill in your specifics here] EXAMPLE: As a mom of two energetic boys and a host mom for nearly eight years, I understand the need for flexible and reliable childcare.
I’m proud to have helped [stat – EX: hundreds of, many] host families find their perfect au pair, and I’m excited to embark on this journey with you!
Next Steps for Finding Your Au Pair:
- Upload Your Host Family Essay and Photos
*[CC Name] Insider Tip: Complete applications, including your host family letter and photos, tend to get better responses—don’t miss out!
- Explore Candidates
- Browse au pair applications from various countries and click 🌟star🌟 to note your favorites.
*[ CC Name] Insider Tip: Check out the profiles of our Au Pair candidates now, so we can dive into your top choices during our meeting!
- Schedule Your Host Family Interview!
Let’s schedule a one-on-one session to discuss your family’s unique needs and develop a personalized Au Pair matching strategy. We will cover:
🗝️ Key Strategies for Finding the Right Au Pair: I’ll share essential tips to help you identify the best candidates.
📋 Application Analysis: I’ll provide valuable insights on how to effectively review and analyze applications.
🗣️ Personalized Interview Coaching: Learn effective techniques for conducting successful Au Pair interviews.
🌟 Engaging Discussion: We’ll review Rules and Regulations to determine together if this program is the right fit for you!
I’m available for a one-hour [Zoom/In-person] meeting on:
- Date/Time 1
- Date/Time 2
- Date/Time 3
Next up, please let me know your preferred time for our conversation, and please feel free to text me at [phone number]
Once again, welcome to the APIA family!
Warm regards,
[CC Name]
Text 1
Hi [HF NAME]! I’m [CC NAME], your rep with Au Pair in America here in [AREA]. Thanks for applying to host an au pair with us. I sent you an email with important info regarding the next steps in the process, including available times for a 1-on-1 meeting to discuss your childcare needs. Please let me know your availability, and don’t hesitate to reach out if you have any questions. You can reply to my email or text/call me at this number. Thanks! [CC NAME]
Text 2
Hi [HF NAME]! It’s [CC NAME] from Au Pair in America. Do you have time for a quick call today? I’m free [time] or [time]. What works for you?
See “A few ideas for additional “touches” for leads” section above for great info that also works for TBM follow up. Just change your “Call to Action/Next Steps” from “complete the application” to “set up a Host Family Interview”…and go!