At Wayfinder, we've facilitated thousands of connections between Medicaid case management agencies and HCBS provider agencies. For this update, we analyzed more than 35,000 provider responses to RFPs that ended in a placement, comparing the responses that were chosen with the ones that weren't.
Who actually chooses your agency? Families do. Case Managers post the RFP and share the responses with the individual and their family, but they don't rank, recommend, or weigh in on which provider is selected. The final decision belongs to the individual or their family. Write every response for them: someone reading carefully, often during a stressful time, trying to find the right fit for themselves or a loved one.
Here is what the data tells us about writing responses that families choose.
1. Respond Quickly
Speed was the strongest pattern in the data. Responses that were among the first quarter to arrive were chosen more than 2.5x as often as those in the last quarter. The typical chosen response was submitted within about 3 hours of the RFP being posted.
❌ DON'T: Save RFPs up and respond to them in a batch at the end of the week.
✅ DO: Make sure the right person on your team sees new RFPs right away by setting up your RFP notification email addresses, and aim to respond the same day.
Why it works: When a family sits down to review their options, the early responses are the ones already in front of them. A family that finds a good fit early may not need to keep looking.
2. Never Send an Empty Response
Fast doesn't mean blank. Responses with little or no message were chosen at half the average rate.
❌ DON'T: Submit with an empty message, or just "Interested, please call us."
✅ DO: Write at least a few sentences confirming you can meet the core need, even if you plan to follow up with more detail.
Why it works: A family comparing responses has nothing to go on from an empty one. Even a short, relevant message gives them a reason to choose you.
3. Ditch the "About Us" and Lead with the Client
The most common mistake in unsuccessful responses is opening with a corporate bio or the same copy-pasted text sent to every RFP. Responses written specifically for one RFP were chosen about 65% more often than text a provider had reused many times. Generic phrases like "compassionate, high-quality, person-centered care" were linked to lower selection rates, because every agency says them.
❌ DON'T: "Founded in 1998, we are a leading provider of compassionate, high-quality personal care services in Colorado..."
✅ DO: Pick out a specific detail from the client's profile in the RFP and address it directly in your opening.
"Our caregivers are specifically trained to work safely around adaptive equipment such as wheelchairs and oxygen. We specialize in maintaining clear, accessible pathways to ensure safety and mobility in the home."
Why it works: It immediately signals that you read this person's profile and are already thinking about their specific needs. A template is fine for your agency details at the end, but write the opening fresh every time.
4. Answer the "What," "When," and "Where" Upfront
Responses that named specific days, hours, or a start date were chosen about 50% more often than those that didn't. The strongest responses repeat the request back: the hours per week, the schedule, the setting, and any preferences listed in the RFP, such as language or caregiver gender.
❌ DON'T: "We have current capacity and look forward to discussing a possible start date."
✅ DO: Confirm each part of the request and be specific about timing and location.
"We can cover the 6 hours per week of Homemaker services on Tuesdays and Thursdays. We have a Spanish-speaking caregiver in Adams County who can start as early as next Monday."
Why it works: It proves you read the request, and it lets the family picture exactly what care would look like. A concrete answer is easy to say yes to.
5. Address How the Client Wants Care Delivered
Many RFPs say whether the client already has a caregiver in mind, wants agency staff, or is open to either. When the RFP includes this, address it directly. Not every service or RFP involves this, so only include what applies.
If the client has identified a caregiver (for example, a family member): explain how you'll onboard that person and how quickly they can start. On these RFPs, about half of the chosen responses did this.
If the client wants agency staff: describe the staff member you would assign and their relevant experience.
For services where family members can be paid caregivers: state what the caregiver would be paid. Responses that included a pay rate were chosen about twice as often, because it answers one of the family's biggest questions up front.
Why it works: The family has already told you how they want care to work. A response that fits their plan is easier to choose than one that asks them to change it.
6. Solve the "Bad Day" Challenge
Many RFPs on Wayfinder include a "Good Day vs. Bad Day" section to help providers understand behavioral or emotional triggers. The best responses address these "Bad Day" scenarios directly with specific solutions.
❌ DON'T: "We provide a person-centered approach to all behavioral challenges."
✅ DO: Provide specific strategies.
"For the individual's nighttime verbalization and anxiety, we can implement a consistent routine using low lighting and noise machines, which has been successful with our other clients in similar situations."
Why it works: It shows you aren't intimidated by the challenges. It turns a "behavioral risk" into a care plan, which gives the family peace of mind.
7. Speak to the Person (Be Human)
Families are looking for a personality match as much as professional competence. Responses that feel overly bureaucratic often fail to build the trust needed to choose you.
❌ DON'T: "To Whom It May Concern: Pursuant to the solicitation for respite care, we have the following qualifications..."
✅ DO: Use a warm, collaborative tone.
"Hi there! We would love to meet him. We see that he loves basketball. We actually have a staff member who is a huge Nuggets fan and loves staying active with our clients!"
Why it works: People want to know their loved one (or they themselves) will be with people who enjoy their company. A warm tone implies a warm culture.
8. Keep Your Provider Profile Current
Your RFP response gets you in the door, but your Wayfinder profile helps close the deal. Families often look at your public profile to learn more about your agency before making their decision.
❌ DON'T: Leave your profile incomplete or outdated, with generic placeholder text like "We provide quality care services."
✅ DO: Treat your profile as a living document that shows what makes you different.
Update your services and waivers regularly. If you've expanded capacity or added new service types, reflect that right away.
Write a compelling bio. Instead of generic statements, highlight what truly sets you apart: your specialized training, unique programs, staff expertise, or care philosophy.
Add visual elements. Upload your logo and link to a YouTube video if you have one. Families want to see your team and get a feel for your culture.
Why it works: When a family clicks on your profile after reading your response, a complete, professional profile reinforces that you're organized, transparent, and serious about the work. An outdated or bare-bones profile can undo even the best RFP response.
The Bottom Line: Fast, Specific, and Complete
Detail beats brevity, up to a point. The most detailed responses on each RFP were chosen nearly 2.5x as often as the shortest ones. The benefit levels off at around 500 words, so there's no need to write more than a page. Use short paragraphs or bullet points so your response is easy to scan.
Before you hit submit, check that your response:
Goes out the same day the RFP is posted
Opens with a detail from this client's RFP, not your agency bio
Confirms the hours, days, location, and a start date
Addresses the client's caregiver preference, if the RFP lists one
Explains how you'll handle the "Bad Day" scenarios
Swaps generic adjectives for concrete facts
Leaves out your contact details. Your name, email, and phone number are already sent with your response through the contact fields, so there's no need to repeat them in your message
These are patterns, not guarantees. But responses that are fast, personal, and specific consistently stand out to the families making the decision.