This year, across many of the schools I work with, a clear pattern has emerged: inquiry numbers are up, sometimes significantly, but the conversion from inquiry to application isn’t quite keeping pace.
First, let's pause and celebrate that success. Growing your inquiry pool is no small thing. It means your marketing, events, and outreach efforts are resonating. Families are noticing you and they’re interested enough to raise their hand. That momentum is hard-won and absolutely worth applauding.
At the same time, we’re now past the "heat" of primary enrollment season. The first round may be behind us, but second-round applicants and summer enrollment opportunities are still very much alive. Spring and early summer are critical windows to keep energy high and bring families across the finish line. It's a great time to make campus feel alive, welcoming, and full of possibilities.
So, how can you help more of those interested families take the next step?
Two strategies to focus on:
1. Create Micro-Commitments
Big decisions can feel overwhelming, especially for families coming into the process later. The more small, low-pressure opportunities you create, the easier it is for families to keep moving forward.
Think about offering things like:
An informal coffee or casual mini-tour.
A "get to know us" phone call with a friendly admissions team member (no application pressure attached).
A handwritten postcard from a current student inviting the family to an end-of-year event.
Every "yes", even to something small. builds trust and makes the bigger "yes" (the application) much more likely.
2. Stay Persistent
It’s easy to assume that if a family hasn’t applied after one or two follow-ups, they must not be interested. In my experience? That’s rarely the case.
Think about your own life: how many times do you fully intend to do something and just need a few gentle nudges to make it happen? It's no different for families exploring schools.
Staying personally connected (without being pushy) can make all the difference:
A quick, personalized note (“Just thinking of you, would love to show you campus before summer if you’re still exploring!”).
A friendly check-in call or text.
A message that acknowledges their busy life (“No rush, we’re here when you’re ready!”).
Persistence doesn’t have to feel like pressure. When it’s genuine and personal, it feels like care and it keeps your school top of mind when families are ready to move.
Bottom line:
If inquiries are up, you’ve already done the hard work of getting noticed. Now’s the time to nurture the relationships you've started, lower the barriers to action, and stay visible and warm through second round and beyond.
The enrollment season isn’t over, it’s just entering its second act. You’ve already built momentum. Keep your foot on the gas.
