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September 28, 2023

10 Winning Strategies for School Tours That Convert Prospects into Enrollments

By Bumo

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For educators, administrators, and admissions professionals, conducting effective school tours is a vital step in the enrollment process. A well-executed school tour not only showcases your school’s offerings but also has the power to inspire prospective parents to choose your institution for their children’s education. In this blog post, we’ll delve into ten key winning success strategies that can transform your school tours into powerful enrollment tools.

Master the First Impression

School Tour

It’s often said that first impressions matter most. Make sure your school’s entrance and reception area exude warmth, maintenance, and visual charm. Acknowledge and welcome children attending tours, paying attention to the finer points, such as addressing parents by their first names and offering refreshments like water or coffee. Always greet with a smile and a warm welcome. A friendly initial greeting sets the tone for the entire school tour.

Know Your Audience

Recognize the uniqueness of each prospective family, understanding that they come with distinct needs and expectations. Customize your approach during the tour to address the specific interests and concerns of both parents and students under your guidance. If you’re aware that a family has numerous questions and concerns, consider offering an individualized tour. This ensures that you can provide undivided attention and answer all their queries effectively. A group tour may not be the ideal choice for families with extensive concerns and questions. Preparing in advance by understanding your audience will enable you to deliver the most suitable school tour. Additionally, effective communication and attentive listening are your valuable allies in this endeavor.

Craft a Compelling Narrative

Develop a narrative about your school’s mission, values, and educational philosophy. Share stories that resonate with prospective parents and demonstrate how your school aligns with their aspirations for their children.

 Build an Engaging Experience 

Design an itinerary that showcases the highlights of your school, from academic programs to extracurricular activities and facilities. Incorporate interactive elements that engage both parents and students, allowing them to experience your school’s culture.

Address Questions and Concerns Gracefully

Prepare for common questions and concerns parents may have. Be ready to provide comprehensive and honest answers. Addressing doubts with professionalism and grace can build trust.

Showcase Student Success

Share inspiring tales of student achievements and success stories. Extend invitations to current students, allowing them to share their personal experiences and accomplishments. Emphasize the nurturing environment your school provides for students’ growth and development. Incorporating visuals can be a powerful tool to spotlight student success, such as adorning classroom and hallway walls with student artwork and showcasing photographs of students’ achievements and accolades

Create a Memorable Conclusion

Summarize key takeaways from the tour and provide clear information on enrollment procedures. Ensure prospective parents leave with a tangible next step, such as scheduling a follow-up meeting or submitting an application.

Overcome Challenges Positively

Recognize and acknowledge common enrollment challenges. Develop strategies for addressing objections and hesitations from prospective parents. Turn potential drawbacks into opportunities for growth and improvement.

Follow-Up and Nurture Relationships

Promptly follow up with prospective families after the tour. Building and maintaining relationships is crucial. Provide additional information, address any lingering questions, and demonstrate your commitment to their child’s education.

Avoid generic follow-up emails

Tailor your communication to emphasize the distinctive features of your school that resonate with the family’s specific interests and apprehensions. Demonstrate that you’ve not only heard but genuinely care about their child’s future. This can be achieved by addressing the key questions or concerns the family raised during the school tour. In addition to a personalized email, sending a postcard can be profoundly meaningful and serve as a thoughtful gesture. It also adds that unique touch that sets your school apart from others.

Transforming your school tours into enrollment opportunities requires careful planning, effective communication, and a commitment to showcasing what makes your institution exceptional. By implementing these ten key success strategies, you can elevate your tour experience and increase the likelihood that prospective families will choose your school for their children’s education. Remember, a well-conducted school tour isn’t just a walk-through; it’s an invitation to join a community that values learning, growth, and success.

Reference Corner

Access our webinar presentation slides for a quick recap of the key takeaways.

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