A daughter calls to find live-in care for her mum, who’s just been discharged from hospital.
She’s anxious. Confused. Maybe even scared. She leaves a message with three providers.
One responds in 15 minutes.
Another replies the next morning.
The third never gets back to her.
Who do you think wins her trust?
In social care, speed matters. Not just to “get the client,” but because people reach out in their most vulnerable moments. They want help, reassurance, and next steps. Now. So what do families actually expect when it comes to response time, and how can providers go from “reactive” to relationship-building in those critical first hours?
Let’s break it down.
What Clients Expect: The 24-Hour Window
Here’s what we’ve consistently seen from both families and data at Pairly:
Same-day replies are the norm, not the exception.
A reply within 1–2 hours is considered excellent.
If it’s a weekend or late at night, clients still expect some sign of life; an automated reply, a callback time, something. Even a simple text to say ‘We’ve got your enquiry and we’ll call you tomorrow at 9am’ creates trust.
People are often comparing you to other providers, big brands, and even Amazon-style service expectations. If they don’t hear back quickly, they’ll assume:
You’re too busy
You’re disorganised
You don’t care
Even if that’s far from the truth.
Why It Matters So Much
When someone reaches out about care, it's rarely just a practical question; it's an emotional one. They’re often in the middle of a crisis: a loved one has just been discharged from hospital, an existing care arrangement has broken down, or they’re simply exhausted from juggling full-time work and unpaid caregiving.
In those moments, time feels heavy. Waiting for a reply, hours or even days, can feel like being left in the dark. A quick, thoughtful response doesn’t just tick a box; it delivers reassurance.
It says, “You’re not alone. We’ve got you.”
On the flip side, slow responses don’t just frustrate people; they create doubt. If you can’t call back today, will you turn up when care actually starts? Are you too busy for new clients? Is this how communication will always be?
That first contact sets the tone for everything that follows. A rapid, personal reply builds trust and shows you understand what they’re going through. And in a sector built on relationships, that trust is everything.
It’s not about hard selling. It’s about showing up.
How to Exceed Expectations
1. Use Technology That Helps You Respond Faster
Speed doesn’t mean you need to sit at your desk 24/7. Tools like Pairly Pro and the Pairly mobile app make it easy to reply to new care enquiries while you’re on the move. Whether you’re visiting clients, in between assessments, or handling care handovers, you can respond in real time, with just a few taps.
Quick, human replies, even sent from your phone, can be the difference between a missed opportunity and a trusted new client relationship.
2. Have a Named Contact Reply Quickly
People want to speak to a person, not a generic inbox. Even if the full assessment takes time, a warm call or personalised email within 2 hours works wonders.
3. Offer Next Steps, Not Just Info
Instead of:
“We’ll get back to you.”
Try:
“We’d love to help. I’ll call tomorrow at 10am to learn more about your mum’s needs and talk you through how live-in care works.”
4. Use Tools That Match You Faster
Platforms like Pairly connect you with care seekers in your area. If you respond quickly, your chances of converting that enquiry go way up.
The Results of Being Fast:
"The study found a staggering 21-fold decrease in the odds of qualifying a prospect if the response time stretched from 5 to 30 minutes. Even more startling, the chances of qualification dropped fourfold between 5 and 10 minutes."– Professor Oldroyd, MIT
Higher conversion rates
Better family relationships from the start
Fewer cancellations and better reviews
And honestly? You feel proud knowing you made someone’s day just a little easier.
Be the First to Care
You don’t need a call centre to provide excellent response times. You just need a clear process, a bit of empathy, and consistency.
Because the truth is: people remember who called them back when it mattered most.