Most schools have their enrollment routine down pat: handling inquiries, managing applications, and guiding families through campus tours. Year after year, the process is familiar, and admissions teams know the steps by heart.

But even with this dependable rhythm, there are always a few factors that admissions teams can't overlook—those twists, turns, and evolving expectations that make each enrollment season feel just a little different. Or crazy.

Families continue to change how they research, ask questions, and decide on schools, which can sometimes make the enrollment process a bit ... surprising.

For admission offices that want to stay ahead, connecting with families in a personal, efficient, and responsive way can be the difference between comfort and chaos. You might just find new ways to fine-tune your enrollment strategies and help families feel confident, informed, and ready to take the next step into your school community.

Reminders about the Private School Enrollment Process You Can't Ignore

1. Families Hate the Pressure to Quickly Find the Right Fit

Parents today often feel a time crunch when choosing a school, and the pressure to make the “right” choice can lead to stress and frustration. At a time when “options are limitless but their time is not,” millennials, in particular, don’t want to be sold to, and 84% of them don't trust traditional advertising.

Instead, offer a streamlined admissions process, from application to enrollment, with clear timelines and checklists to help ease their minds, stay organized, and reduce any guesswork.

Harbor Country Day School’s admissions newsletters keep prospective families updated with the latest campus life news, resources, and admissions information—a great way to keep communications throughout the school year going without the hard sell.

2. Engagement on Social Media Often Shapes First Impressions

First impressions can make or break the enrollment process. Those judgments can start long before a family submits an application and maybe as soon as they check out your social media presence.

Keep in mind that if a potential student's first impression of your school is through your school’s social media platforms, you’ll want to regularly showcase events, achievements, and community updates to appear more approachable.

3. Information Overload is Real

Too much information can easily overwhelm families. While it’s important to provide details, organizing them into digestible, mobile-friendly, and scannable pieces helps families process everything more easily. Instead of long messages packed with details, use simple, structured web content, bullet points, big photos, and large text with links to additional resources.

Keep Reading: Building a Mobile-Friendly Admissions Process

4. Parents Look for Transparency

Tuition, fees, and financial aid are often a sensitive topic. Families want to fully understand the financial commitment clearly and without surprises. Providing a breakdown of costs, along with information about scholarships or financial aid options, similar to The Bolles School's resources, builds trust and gives families the confidence to move forward.

5. The Need for Reassurance is High

Making a decision about joining any school is a big step, and parents often feel unsure, have doubts, or just can’t make up their minds. Sharing positive testimonials, success stories, or alumni achievements can provide the reassurance they need and remind them of the amazing community they’ll be joining.

Parents will appreciate the friendly welcome they’ll find at The Peck School and its admissions staff. There's some great language, too: "...Make the admissions process as stress-free as possible ... Walk with you every step of the way ... Leave the details to us ..."—Wonderful!

6. Pre-Application Resources Can Make or Break Interest

Resources like e-books, webinars, or “getting started” guides for prospective students help families feel prepared and supported before they even start an application.

Comprehensive pre-application materials like these boost engagement and help build a sense of trust, just like Breck School’s division-specific resources for families to browse before submitting an inquiry or application.

7. Parents Highly Value Connections with Other Parents and Current Families

Allowing prospective families to connect with current parents gives them an authentic view of school life. Schools that arrange opportunities for these interactions, such as meet-and-greet events or virtual chats, report higher enrollment rates, and that certainly supports the idea that consumers are 77% more likely to purchase something if a friend recommends it.

The Wardlaw+Hartridge School proudly shares its students' and parents' success stories and quotes with its community.

8. An Easy-to-Navigate Online Portal Makes a Difference 

A well-designed admissions portal where families can check the status of their applications, upload documents, and receive updates can make all the difference. It shows you respect their time and makes the process less stressful. They'll feel more in control if they can see everything in one place.

9. Parents Value Personalized Communication Over Generic Outreach

Families are more likely to engage with schools that tailor their communication to address their specific interests and concerns. Generic messages can feel impersonal, but personalized communication tools can create those stronger connections families want.

The Federick Gunn School’s inquiry form through Finalsite Enrollment collects information needed to personalize its outreach and start relationships with prospective families. Asking about a student’s hobbies, goals, interests, and how they’d like to get involved helps the school tailor its communications and admissions experience.

10. Simplified Application Processes Can Reduce Drop-Off Rates

Complex or lengthy application procedures can discourage families from completing the enrollment process. Streamlining applications and providing clear guidance can reduce drop-off rates and make the process more accessible.

The application and enrollment process at Woodlynde School is as easy as 1,2,3, and with Finalsite Enrollment, parents can easily check their application status, stay connected with the admissions office, and so much more.

Keep Reading: Building a Seamless Enrollment Process with Finalsite Enrollment

11. Parents Expect Quick Responses to Inquiries—Within Hours 

Your families are losing their patience, and parents want faster answers to their questions or concerns. Most consumers (69%) want brands to respond within 24 hours of an inquiry, and 16% want a response within just minutes. Setting up an automated response or having a dedicated admissions email team can help keep your school on top of these expectations.

12. School Events During the Application Season Can Drive Higher Conversion Rates

Hosting open houses, family days, or community events during key application periods can build excitement and help parents and students feel a part of the school community. If you’re hoping to boost your conversion rates, organize an event closer to enrollment decision times, like an accepted students day.

13. Parents Look for Well-Structured FAQs to Avoid Using the Phone

Younger generations hate using the phone — about one in four (23%) of those aged 18-34 now never answer their phone. Clear, detailed FAQ sections on school websites with up-to-date FAQs on tuition, transportation, and the admissions process can provide families with the immediate answers they need without having to pick up a phone, and that's a win/win. 

With five groups of FAQs, Delaware Country Christian School answers everything from questions about financial aid and transportation to its admissions process.

14. Parents Rely on Peer Reviews More Than You Think

Schools that highlight testimonials and reviews (especially through Google, Niche, or GreatSchools) can increase their credibility, and it's clear that families place significant trust in reviews from other parents, teachers, and alumni. A Niche survey found that once families had a list of schools, 60% said reviews from parents on school search and review sites influenced their decision.

15. Parents Appreciate Admissions Events Outside Traditional Hours

Opposite working schedules, multiple family calendars — parents are busy. Offering your school’s virtual or in-person events at varied times, including evenings or weekends, shows your flexibility and respect for families’ busy schedules.

With convenient virtual events, campus visits, open houses, and events across the country (and the world,) Proctor Academy’s admissions office makes connecting easy for families.

16. Clear Communication on School Safety is a Top Priority 

Families want to know that their school has a clear and transparent approach to safety. Although parents’ concerns about their students' safety are slightly down, they’re still high. More than a third (38%) of parents say they fear for their child’s safety. Explicit information on emergency procedures, campus security, and mental health support makes parents feel reassured.

Key Takeaway

While some aspects of the admissions and enrollment process will stay the same each year, don't forget that the families behind the inquiries and applications are actual, real-life human beings with challenges, fears, and goals for their education. Don't lose sight of that, and the experience will be that much more successful for everyone.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.