Ever wondered how parents choose a school?

Here’s the thing: The way you handle school tours and admissions can make or break a parent’s decision.

Put yourself in their shoes: Imagine secretly checking out your school and others your families might consider.

Secret Advice from a Private School Secret Shopper

Is your school tour top-notch? Does it compare well to the competition?

Focus on the shopping experience! Make it amazing and parents will choose you!

Secret Shopping for Schools!

I’ve helped schools by secretly checking out their competition. This shopper visits the school websites and even goes on tours (without revealing who they are).

What’s it like to be a secret school shopper?

It’s surprising how bad some school websites are! Not easy to find info!
Not all schools return calls – that’s a red flag!
There are a LOT of school choices – the competition is tough!

What makes a school stand out?

A website that’s easy to use and informative.
A real person to talk to who can answer your questions.
The chance to speak with teachers, students and see the school in action.
Schools that go the extra mile to connect (calls, emails, tours) are the most memorable.

The bottom line: Parents want to talk to real people and see the school in action. Make it easy for them and they’ll choose you!

Secret shopper reveals what surprises her most about schools:

Websites are often bad! Hard to find info about the school.
Some schools NEVER return calls – big red flag!
Lots of schools out there – competition is fierce!

What makes a school stand out?

Website is easy to use and tells you a lot about the school.
A real person answers your questions and tells you what makes their school different.
You can talk to teachers and students and see the school in action on a tour.

How can schools improve recruitment?

Make the whole school responsible for getting new students.
Website should show the school’s personality, not just facts.
A real person should quickly respond to your questions and tell you why this school is better than the others.
Personalized tours with teachers, students and admissions staff are great! Hearing a student say what they love about the school is super convincing!

What do you expect from admissions staff?

Answer your questions! Seems obvious, but some schools don’t even return calls!
Understand what your family needs and show you how the school can meet those needs.
Pay attention to small details – like offering help finding a realtor if you’re moving.

Is the school website important?

Yes, but it’s not everything! A great website but a bad tour is a recipe for failure.
The best schools use a mix of technology and personal touches to recruit new students.

Advice for School Leaders:

Make a good impression! Don’t be remembered for a bad website, rude staff, or a boring tour.
Tell your school’s story! Highlight what makes your school unique and why it’s the best choice for parents.
Create a memorable experience! Small touches like a welcome sign, a tour memento, or a thank-you note go a long way. Every interaction should make parents want to learn more.