Every school has them — families who toured, asked questions, maybe even filled out an application but never enrolled. These lost leads represent more than missed opportunities. They are people who were once interested enough to consider your school seriously. With the right approach, many of them can be re-engaged and converted into future enrollments.
Re-engaging past applicants and lost leads is one of the most cost-effective strategies in your enrollment toolbox. Instead of spending time and money to generate brand new leads, you can reach back out to people who already know your school. All it takes is a little strategy, timing, and consistency.
Identify Who Is Worth Re-Engaging
Start by organizing your list of past leads and applicants. Pull from your CRM or any admissions records over the last two to three years. Focus on families who made it at least halfway through the process — those who scheduled tours, attended events, or submitted partial applications.
Next, segment your list. You might group families by:
- Year they originally inquired
- Grade level or division of interest
- Reason for not enrolling (if known)
- How far they made it in the process
Some leads may have gone cold simply due to timing. Others may have enrolled elsewhere but could be reconsidering. A thoughtful re-engagement strategy takes these nuances into account.
Avoid a one-size-fits-all approach. The better your segmentation, the more personalized your communication will feel.
Crafting the Right Message to Bring Them Back
Once you know who you are contacting, it is time to consider what to say. Your messaging should feel personal, helpful, and low-pressure. This is not the time for a hard sell. Instead, position your school as an option worth revisiting.
Here are a few approaches that work well:
- Share exciting updates about the school since they last connected
- Highlight any new programs, leadership, or campus improvements
- Invite them to upcoming events like open houses or virtual Q&As
- Offer a “Let’s reconnect” call with the admissions team
Be clear that you understand they considered your school in the past, and you are simply checking in to see if their situation has changed. Respect their time and decision-making process, but leave the door wide open.
A well-written email or phone call that says “We remember you, and we still think your family could thrive here” can go a long way.
Use Multiple Touchpoints to Stay Top of Mind
Re-engagement is rarely a one-and-done effort. It may take several gentle touchpoints to reawaken interest. That is why having a short campaign or timeline can help keep you on track.
Try structuring your outreach like this:
- Week 1: Personal email from the admissions director
- Week 2: Follow-up call or voicemail
- Week 3: Invitation to an upcoming event or webinar
- Week 4: Share a success story or video from a current parent
- Week 5: Final check-in asking if they would like to be removed or stay in the loop
Each touchpoint should feel valuable and human. Avoid sounding like a mass email blast. Even small gestures — like referencing their child’s name or grade of interest — make a difference.
In between these direct touches, you can keep the relationship warm with broader efforts like monthly newsletters, social media campaigns, or school blog updates. If they are not ready now, they might be next year.
Create a System That Makes This Repeatable
The most successful schools treat re-engagement like a regular part of their enrollment strategy — not just something they do when numbers are low. Set up a system that makes it easy to repeat this process every year.
Here is how:
- Keep detailed records in your CRM of every inquiry and interaction
- Tag or flag leads as “lost” or “paused” rather than deleting them
- Schedule quarterly re-engagement campaigns with segmented lists
- Create reusable templates for email and call scripts, with room for personalization
- Track open rates, replies, and re-enrollments to evaluate success
You can also survey families who did not enroll to ask why. This feedback is valuable not only for improving your admissions process but also for identifying families who might be open to revisiting your school under different circumstances.
A family who felt your tuition was too high last year might be more open now that their situation has changed. Another who had concerns about curriculum might be encouraged by recent updates. Re-engagement gives you a second chance to tell your school’s story in a new light.
Every Lost Lead Is a Learning Opportunity
Re-engaging past applicants is not just about getting more enrollments — although that certainly happens. It is also about showing families that you care, that you remember them, and that your school is always improving.
Even if a family does not reapply, the gesture of reaching out leaves a positive impression. That goodwill can lead to referrals, positive word of mouth, or future interest.
Some of your best enrollments next year could come from families who almost enrolled this year. The only way to find out is to reach out with intention, empathy, and an open door.
