The Tour-Booking Inbound Script Pack
Nine word-for-word plays for the calls that make or break a tour: the price question, the assumptive close, the after-hours greeting, the fast follow-up, and more. Copy, adapt, use tonight.
The pricing question
A family asks what it costs, usually within the first minute of the call.
"I can give you a real number right now so you're not guessing. Our [level of care] starts around [$X] a month, and that covers [what's included]. The exact number depends on the level of care your [mom/dad] needs, which is exactly what a tour helps us figure out together."
Why it works: A real number, said plainly, without a stall. Deflecting reads as evasive to a family who is already anxious and comparing you to three other communities.
The assumptive tour close
The call is going well and it is time to book, before the family has to ask.
"I'd love for you to come see it in person, that's really the only way to know if it feels right. I have [day] at [time] or [day] at [time], which works better for you?"
Why it works: Offering two specific times instead of "let me know when works" turns a maybe into a decision. Families who leave the call without a scheduled next step often never come back.
The Tour-Booking Inbound Script Pack
1. The pricing question
A family asks what it costs, usually within the first minute of the call.
"I can give you a real number right now so you're not guessing. Our [level of care] starts around [$X] a month, and that covers [what's included]. The exact number depends on the level of care your [mom/dad] needs, which is exactly what a tour helps us figure out together."
2. The assumptive tour close
The call is going well and it is time to book, before the family has to ask.
"I'd love for you to come see it in person, that's really the only way to know if it feels right. I have [day] at [time] or [day] at [time], which works better for you?"
3. The after-hours greeting that holds a caller
A call comes in outside business hours and there is no live person to answer it.
"Thanks for calling [Community Name]. Our team isn't available right now, but if you can leave your name, number, and a good time to reach you, we will call you back first thing. If this is a medical emergency, please hang up and dial 911."
4. The fast follow-up opener
Calling a family back after a missed call or voicemail, same day if possible.
"Hi [Name], this is [Your Name] from [Community Name], returning your call from earlier. I know you're looking into options for [mom/dad], so I wanted to reach you quickly rather than let this sit. Do you have a few minutes now?"
5. The 'is this covered by Medicare' question
A family asks about insurance or Medicare coverage before they understand private pay.
"That's a really important question to get straight early. [Level of care] here is private-pay, Medicare doesn't cover long-term residential care. If a fully Medicare-covered option is what you need, I don't want to waste your time, and I'm happy to point you toward communities that can help with that instead."
6. The 'just gathering information' stall
A caller says they are early in the process and not ready to commit to anything.
"That makes complete sense, most families call around before they're ready to decide anything. Even at this stage, seeing the place in person tends to make the whole decision easier, no pressure, just so you have a real picture when you're ready to compare."
7. The 'we're not ready yet' objection
A family believes their parent doesn't need to move yet, even though they called.
"I hear that a lot, and it's smart to think it through. Can I ask what made you pick up the phone today? Usually there's something specific going on, and that's worth talking through even if a move is still a ways off."
8. The sibling disagreement moment
It becomes clear the adult children calling do not agree on what to do next.
"It sounds like there are a few different opinions in the family right now, that's completely normal, this is a big decision. Would it help if everyone came on the same tour together, so you're all seeing and asking questions from the same place?"
9. The assisted living vs. memory care comparison
A family is unsure which level of care their parent actually needs.
"The short version: assisted living is for someone who needs help with daily tasks but is otherwise oriented and safe. Memory care is built around cognitive changes, wandering risk, and needing more structure and supervision. From what you've described, it sounds like [X], but a lot of families aren't sure until we do a real assessment together."
The 10th play no human can run
Nine scripts above, all things your best person can say in the moment. Here's the one nobody can run consistently: the 9pm Sunday call, or the Saturday afternoon call, when your best person is at their kid's soccer game and the office is dark. A script only works if someone is there to say it. That's the gap these plays don't close, and it's the reason we built Sloane in the first place.