Stop Losing Families: 9 Follow-Up Mistakes to Eliminate Today

Every time a prospective family inquires about your school, they’re essentially raising their hand and saying, “We’re interested.”

But here’s what I see too often. Schools work hard to generate inquiries, then drop the ball on what happens next.

It’s not usually intentional. It’s just that follow-up doesn’t feel urgent until your enrollment numbers stall.

In my work with private, independent, and faith-based schools across the country, I’ve identified nine common follow-up mistakes that can quietly undermine your entire admissions process.

Let’s walk through them and talk about how to fix each one.

Mistake #1: The “Wait and See” Approach

This is when admissions staff respond once and then wait for the parent to circle back. The problem is, families are busy and often researching multiple schools. If you’re not proactive, they’ll move on.

Fix it: Respond within hours, not days. Take initiative. Follow up with a clear next step and a personal touch. You don’t need to be aggressive, just attentive and timely. Speed builds trust.

Mistake #2: Quitting Too Soon

A single email or voicemail isn’t enough. Most families need 5 to 7 touchpoints before they move forward, especially if they’re comparing schools.

Fix it: Develop a consistent follow-up sequence that includes multiple touches over several weeks. Use a variety of formats: email, phone, text, and even physical mail. Persistence shows you care.

Mistake #3: Over-Relying on Email

Email is easy, but it’s not always effective. With overflowing inboxes and low open rates (typically 20 to 30 percent), your message can easily get lost.

Fix it: Supplement email with phone calls and texts. Calls create connection. Texts grab attention. The combination builds a stronger relationship with the family and increases your chances of a response.

Mistake #4: No Clear Ownership

In some schools, inquiries bounce around from receptionist to principal to admissions director. That kind of handoff creates confusion and slows the process down.

Fix it: Assign clear ownership of every inquiry. One person should be responsible for personally following up and guiding the family through the next steps. That continuity builds confidence.

Mistake #5: Vague or Missing Next Steps

A follow-up message that ends with “Let me know if you have questions” is too passive. It puts the burden on the parent, who’s already busy and unsure of what to do next.

Fix it: Be clear and direct. End every communication with a call to action:

“Here’s the link to schedule your tour.”“Would you like me to walk you through the application process?”

Make it easy to move forward.

Mistake #6: Forgetting the Parents’ Perspective

It’s easy to focus on what you want (a tour, an application, an enrollment) and forget about what they need. That’s when follow-up becomes transactional instead of relational.

Fix it: Personalize your communication. Ask questions like, “What’s most important to you in your child’s education?” Then connect the dots with what your school offers. When you show that you’re listening, families stay engaged.

Mistake #7: Not Knowing What Your Automation Is Doing

Automated responses are great, but only if you know what they say. Too many schools set them up and forget about them. I’ve seen automated emails that are outdated, impersonal, or even confusing, and no one’s aware they’re going out.

Fix it: Audit your automated workflows regularly. Are your messages warm, helpful, and on-brand? Are they providing real value and guiding families toward the next step? Automation should enhance your follow-up, not undermine it.

Mistake #8: Not Prioritizing Follow-Up in Your Daily Schedule

Follow-up doesn’t happen unless you make space for it. Too often, it gets pushed aside by meetings, events, or other admin tasks. That’s when potential families fall through the cracks.

Fix it: Block time in your day, every day, for follow-up. I recommend the “Daily 10” strategy. Each morning, make 10 intentional follow-up connections. This simple discipline leads to measurable results over time.

Mistake #9: Ignoring the Power of Text Messaging

Only a small percentage of schools are using texting, and that’s a big missed opportunity. Parents check their phones constantly, and texts are opened at 90 percent or higher, compared to emails’ 20 to 30 percent.

Fix it: Start using text messages as part of your follow-up rhythm.

Confirm tours: “Looking forward to seeing you at 6:30 tonight!”
Send reminders: “Hi Sam, just checking in — when are you planning to complete your application?”
Build connection: “It was great meeting you today. I am looking forward to your family joining our school community next year.”

Texting is not just for logistics. It’s for relationships. Keep it personal and conversational. Don’t blast out generic messages. Write like you’re talking to one family at a time.

Time for a Self-Check:

Ask yourself:

Do we respond to inquiries quickly and consistently?
Do we personalize our messages beyond just a name?
Are we leveraging text, phone, and email together?
Is someone clearly responsible for follow-up?
Are our next steps obvious and easy to act on?
Do we know what our automation is saying?
Is follow-up part of our daily rhythm?
Are we using text messaging to build relationships?

If not, now’s the time to fix it. Every inquiry represents a family searching for a place where their child can thrive. Your school might be that place — if they hear back from you in the right way.

Ready to Strengthen Your Follow-Up and Grow Enrollment?

In the Enrollment Catalyst Program, I work directly with school leaders and admissions teams to build smart, strategic follow-up systems that turn inquiries into enrollments.

We’ll audit your current process, improve what’s not working, and train your team for long-term success.

👉 Let’s make your follow-up a strength, not a weakness.Visit www.enrollmentcatalyst.com to learn more, or reach out to schedule a conversation.

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