---
title: "Track leads and convert them to families"
description: "Use the CRM to manage inquiries from first contact through enrollment, then convert a lead into a family in one step."
type: guide
updated: 2026-09-14
canonical_url: https://help.nestlicare.com/owners/enrollment/crm-and-leads
roles: ["super_admin", "center_admin"]
platforms: [web]
---
The **CRM** (under **Admissions & CRM**) tracks prospective families from their first inquiry to enrollment. It's a board with a column for each stage, so you always know where every family stands.

<VideoEmbed
  src="crm-complete"
  title="A complete tour of the CRM: from new lead to enrolled family"
/>

## The board

Leads move left to right across these columns: **Inquiry, Tour Scheduled, Toured, Waitlisted, Admitted, Lost**. Each column shows a count. Drag a lead card to move it between stages. Cards show the contact, the child, where the lead came from, and how warm it is.

<ScreenshotWithPointers
  src="/screenshots/owners/growth/crm-board.png"
  alt="The CRM board with columns for Inquiry, Tour Scheduled, Toured, Waitlisted, Admitted, and Lost"
  caption="Admissions & CRM. Drag a lead across the columns as it moves toward enrollment."
/>

## Add a lead

1. Click **Add Lead**.
2. Fill in the **Add Lead** form: **First Name** (required), plus last name, email, phone, child name and date of birth, desired start, preferred schedule, source, who it's assigned to, priority, and notes.
3. Click **Create Lead**.

## Convert a lead to a family

When a family enrolls, convert their lead so you don't retype anything:

1. Click the lead's card to open its detail drawer.
2. Click **Convert to Family** at the bottom.
3. Confirm on the "Convert this lead to a family?" prompt by clicking **Yes, proceed**.

This creates a family record and marks the lead as enrolled. It can't be undone, so convert when the family is genuinely enrolling.

<Callout kind="info" title="Converting creates the family for you">
After converting, finish setting the family up: add the child's room enrollment and billing, and invite the parents. See <a href="/owners/families/add-a-child-to-a-family">Add a child to a family</a> and <a href="/owners/families/invite-parents-to-the-app">Invite parents to the app</a>.
</Callout>

## Troubleshooting

**A lead I converted is gone from the board.** That's expected. Converting marks it enrolled and it becomes a family. Find them under **Families & Children → Families**.