Depends on the contractor...I have some very good subcontractors whose first language is clearly not English (And before you go assuming anything, for some of them it isn't Spanish either.) ... for them I have some mercy on their language abilities if they seem otherwise capable.If the first language IS English, and the grasp is not good, I get a bit concerned.

Any tips on language to use to attract families?

With some study and research you will do fine!

You need to study the HUD.gov website as far as FHA underwriting.

You will learn about the three approaches to reaching an opinion of value-income capitalization, cost, and sales comparison-and apply them in true-to-life case studies and problems.

I have put a lot of blog content on our site and also several case studies that I think help a lot. 

Once you have these AND STUDY you are ready. 1) get your house in order.  

W/ some attorney's you have to use different language for them to understand the transaction.    

Ask:1) What fundamental skills you should study and in what order 2) What questions that you SHOULD be asking (in order to ask better questions)3) Who you should be dining with now, and type person NOT to.4) If they make their money as an investor, speculator or in the business of providing a service.

When you lease a space, more times than not the tenant has the upper hand and I have seen a case first hand that challenged language in a lease agreement that was deemed to be a violation of privacy.