What Families Actually Look For in an ABA Agency
A straight look at the factors families weigh first, and the small mistakes that cost you inquiries.
Insurance First, Always
The first question out of nearly every parent's mouth is whether you take their insurance. Not your credentials, not your philosophy, not your years in business. If the answer is no, the conversation is over for most families.
Before you spend another dollar on marketing, make sure your insurance list is accurate and easy to find. Put it on your website's home page, not buried in a FAQ. List the specific plans you accept, including Medicaid if you take it. If you're in-network with a plan, say so. If you're out-of-network but will bill it, say that too.
Families also want to know what their out-of-pocket cost will be. Give a realistic range based on your typical authorization. Say something like, 'Most families with Plan X pay between $0 and $50 a week,' and explain what that depends on, like deductible status or copay.
The Waitlist Question
The second thing families ask is how long until services start. A vague 'we'll get back to you' is a dealbreaker. They have called three other agencies and need a number.
If you have a waitlist, say so plainly. 'We currently have a 4 to 6 week wait for in-home, and 2 weeks for center-based.' That honesty builds trust. If you don't have a waitlist, say, 'We can typically start within 10 days of insurance approval.'
The worst move is to dodge the question. Families assume you're hiding something, and they move on. Give a range, even if it's wide, and tell them what it depends on, like staffing or insurance verification.
In-Home or Center
Families have strong preferences on setting, and they want to know your options before they invest time in a call. Some parents want in-home because it's easier to fit into the day and the child learns in the real environment. Others want center-based because it offers peer interaction and a break from the house.
Be explicit about what you offer. If you do both, say so and describe the difference in structure. If you only do one, say that up front. Families filter by this, and hiding it wastes everyone's time.
Also mention the practical details: how many hours a week you recommend, whether you offer part-time or full-time, and what the typical session length is. A family with a 3-year-old and a job needs different logistics than one with a school-age child.
Who Supervises the Care
Parents want to know who actually oversees their child's program. Not just the RBT who runs sessions, but the BCBA who designs the plan and checks progress. They will ask about supervision frequency, so be ready with specifics.
Say something like, 'Your BCBA observes in person at least twice a month and reviews data weekly. You get a written progress report every 90 days.' If you have a different model, explain it clearly. Avoid jargon like 'multidisciplinary team' without saying what that means in practice.
Also address who they will talk to when they have a concern. Is there a dedicated contact? How fast do you respond to emails? Families have been burned by agencies where the BCBA is unreachable, so a clear answer here is a differentiator.
How You Lose Inquiries
The most common way agencies lose families is by not answering the phone. A missed call that goes to voicemail with no call back within 24 hours is a lost inquiry. Families call three or four agencies, and the one that picks up or calls back first often wins.
Another killer is a website that doesn't state the waitlist or insurance. If a parent has to email to get basic facts, they assume you're disorganized. Put the key info on the page where they land.
Also, be careful with your intake process. If you require a referral form before you'll even talk, you're adding friction. Let families ask a quick question by phone or a simple contact form first. Save the paperwork for after they've decided you're a possibility.
What Makes You Different
Once you've covered the basics, families look for a reason to choose you over the next agency. This is where you can mention your specific strengths, but keep it concrete. Instead of 'we're passionate about quality,' say 'our BCBAs have an average of 8 years in the field and we cap each caseload at 12.'
If you have a specialty, like early intervention or feeding programs, name it. If your staff are trained in a specific model, say which one. If you offer parent training, describe what that looks like, how many sessions, and who leads it.
Families also care about turnover. High turnover means their child's team changes constantly. If you can say 'our RBTs stay an average of 2 years,' that's a powerful line. If you can't, work on retention before you worry about marketing.