For those who don't follow sports, there are seven ways to get to first base in baseball: a hit, a walk, getting hit by a pitch, an error, a fielder’s choice, catcher’s interference, or a dropped third strike. No matter how you get there, reaching first base is what matters. (There's still no crying, though.)
The same is true for inquiries at your school. Whether a family fills out an online form, sends a text, or walks straight into your admissions office, an inquiry is an opportunity—what really counts is what you do next.
A run in baseball is still a run, no matter how it happens. Inquiries for admissions work the same way—they’re all valuable, whether they come from an event, a referral, or a DM on social media. But getting the inquiry is only the first step—how you nurture that interest will determine if it leads to something bigger— a grand slam of a win.
Just like a coach has different strategies for each play, you need different approaches depending on how you received the inquiry.
Let’s explore the follow-up strategies that can nurture leads and how to convert inquiries into admissions.
1. Website Inquiry Form
We’ll start with one of the most common ways to receive inquiries: through your website's inquiry form. This is a direct way for families to engage, especially if your website has a well-placed call-to-action that encourages them to take this step. Parents who fill out the inquiry form are typically looking for more detailed information about the school’s programs, tuition, or admissions process. After all, they're inquiring.
Follow-Up
Following up quickly is essential to show parents that their interest is important. After a family fills out an inquiry form, an automated confirmation email should go out immediately to let the family know that their submission was received and that you’ll be in touch soon.
You’ll also want to send them to a mobile-friendly landing page that confirms their inquiry and offers more information and opportunities to convert, like future admission events, parent quotes, or “reasons to love [your school]."
Next, send a personal follow-up within 24 hours. This should come from an actual person, preferably someone on the admissions team, not a generic admissions email. In this email, thank the family for their interest and provide additional details based on their inquiry. For example, if they asked about a specific program, hobbies, interests, or grade level, include more information about that program or relevant links.
After the initial follow-up, enter them into an automated email workflow that continues to deliver relevant and helpful information about your school, encouraging them to take the next step and apply.
The Harvey School’s inquiry form through Finalsite Enrollment collects all the necessary information to start meaningful relationships with families. With all the supporting information branded right into the inquiry page, they’re in a perfect position to streamline the admission experience.
2. Phone Call or Voicemail
Some families prefer direct contact over forms or email, so they may call your school’s admissions office with questions. These calls often come from families who want immediate answers or have more personalized questions not covered on your website. A phone call shows a high level of interest, as they’ve taken the extra step to reach out directly.
Follow-Up
When a family calls or leaves a voicemail, it’s important to respond quickly. The beauty is that inquiries can also be entered manually into Finalsite Enrollment, so even if a phone call catches your office off-guard, you don’t have to decipher a colleague’s handwritten note scribbled on a Post-it.
After the call, send a follow-up email summarizing the conversation. Thank them again for reaching out and provide any additional details that might be helpful based on the call. From there, add them to a nurture email workflow as you would a “normal” inquiry.
3. Walk-in Visit
Sometimes, families will stop by the school unannounced, hoping for a quick tour or to ask questions. Walk-ins during open office hours can be a surprise, especially if you tend to keep the “private” in private school, but would you really turn anyone away? No!
Follow-Up
Follow up with a personalized email or phone call as soon as possible. If they were able to go on a tour, thank them for visiting and highlight some of the things they did during their visit.
To help reduce the number of unannounced drop-ins, Finalsite Enrollment offers a handy way for families to choose the most convenient time slot to schedule a visit. So whether it’s an open house, a morning coffee, or a 1:1 meeting, families can select and schedule one for a future date, similar to Thaden School’s admissions appointment calendar.
4. Referral from a Current Family
Word of mouth is powerful, and many families inquire after hearing positive things from a current family — 92% of consumers say they trust recommendations from friends and family above all other forms of advertising. A recommendation from someone they trust can lead to a genuine interest in learning more.
Keep Reading: The Right Way to Ask for Parent Referrals
Follow-Up
When a referral comes in, follow up by acknowledging the connection with the referring family. Mention that you appreciate the referral and provide a warm introduction to your school. Offer to schedule a tour or set up a conversation to answer any specific questions.
Foxcroft School makes this easy through an embedded online form, and by building on the trust that already exists, they can make the prospective family feel even more comfortable from the start.
5. Paid Advertisement Click (Google, Facebook, Instagram)
Inquiries from paid ads on platforms like Google, Facebook, or Instagram usually come from families in the early stages of exploring their options. When they click on an ad, direct them to a landing page that provides more information and an overview of your school. At this point, their interest is likely at the top of the funnel—they’re gathering general information rather than looking for specifics.
Follow-Up
Since these families are just beginning to learn about your school, it’s important to follow up slowly and focus on building the relationship. At this stage, the goal is to provide them with more in-depth information without overwhelming them.
Highlight your school’s mission or the benefits of your programs, and encourage them to take the next step, like downloading a viewbook or signing up to receive more personalized content. Keep the tone friendly and informative, and make sure they feel welcome to explore further without pressure.
6. Social Media Direct Messages (DMs)
Inquiries through direct messages (DMs) on platforms like Instagram, Facebook, or X are becoming more common from parents browsing your social media profiles and wanting immediate answers or more information.
Families often feel comfortable reaching out this way because it’s quick, informal, and direct, like clicking on a “link in bio” call to action.
Follow-Up
While DMs are a good starting point, move the conversation to a more formal channel, like email, where you can share more detailed information. Just like Georgetown Preparatory School, another strategy is to add additional links to a Link Tree, such as links to your admissions page or information about upcoming events. Invite them to take the next step, like scheduling a tour or attending an open house.
7. Email Inquiry
Sometimes, families will reach out directly after an original email with questions about your school or from families who have specific questions after doing their research online.
Follow-Up
Respond with a follow-up email after the inquiry, and start by thanking them for their interest and answering their questions. Provide links to additional resources that align with their inquiry, such as details on programs, the application process, or tuition. Offer to schedule a tour, a call, or invite them to an upcoming event. Then, add them to your amazing drip campaign to nurture their inquiry.
8. Event Attendance (Open Houses, School Fairs, Virtual Events)
Interested families will attend open houses, school fairs, or virtual events to gather more information and see your school in action. These events are a good idea to get them on campus to engage directly with your staff and get a feel for the school community.
Follow-Up
After an event, follow up by thanking the family for attending. Mention specific aspects of the event that might have interested them, such as a program or a speaker. Provide additional information that relates to their interests and offer a next step, like scheduling a private tour, a follow-up call with admissions, or encourage them to register for a shadow day, like Jserra Catholic High School, so they can experience “life as a Lion.”
9. Digital Ad Retargeting Campaign
Retargeting ads engage families who have already visited your website or interacted with your content but didn’t submit an inquiry at first. These ads remind them of your school and encourage them to take another step.
Follow-Up
Since these families have already shown some interest in your school, offer additional information or an invitation to a specific event and highlight what they may have missed. Be sure to keep the communication personal and proactive, offering a direct way to take the next step.
10. Flyers, Brochures, Magazines
Yes, print still serves a purpose! When families inquire after seeing a printed ad—whether it’s a flyer, brochure, or magazine—they’ve likely encountered your school through local community marketing efforts. Using a unique vanity URL on these materials can help track traffic from this specific campaign, giving you more insight into how they found you. This way, when an inquiry comes in, you’ll know the source.
Keep Reading: 5 Digital Strategies to Improve Your School’s Print Marketing Efforts
Follow-Up
Since they were already interested enough to take the next step, your follow-up should include a direct call to action, like inviting them to a tour, open house, or registration for the upcoming summer session. Highlight the specific benefits of the programs featured in the printed material and make sure to keep the communication personal.
11. Parent Ambassador
Parent ambassadors are valuable advocates for your school. When they share their positive experiences, it often leads to inquiries from their friends, neighbors, or community members.
Follow-Up
When an inquiry comes from a parent ambassador’s recommendation, such as The Peck School’s parent ambassador program, follow up by acknowledging that connection. Provide a personal touch by referencing the ambassador’s experience and offering a tour or meeting to continue the conversation. Mention your PA and the parent community to note the strong relationships between your current families.
12. Scholarship or Financial Aid Program
Families may inquire about your school after learning about available scholarships or financial aid opportunities. These inquiries often come from parents looking for affordable education options while still wanting a high-quality experience for their children.
Follow-Up
A mobile-friendly inquiry form through Finalsite Enrollment allows schools like Lake Mary Preparatory School to add a section about financial aid so inquiring families can pre-select whether they’d like information on affordability. Respond by providing clear information about your school’s scholarship or financial aid programs and offering to connect the family with your financial aid office for more specific questions.
13. SMS Text
Admissions offices are increasingly using SMS text messaging to connect with prospective families. Since it’s so accessible, and many younger families actually prefer texting (as opposed to the phone), you may find families reply directly with questions or requests for more information.
Follow-Up
Text inquiries are often brief and to the point, so respond promptly with a clear and concise message. Since text conversations are naturally short, providing a link to more detailed information can also be helpful.
Keep the tone friendly and approachable, and be sure to follow up with a more personalized response later if the conversation continues over another channel like email. An emoji wouldn’t hurt, either. 👍
Keep Reading: Improving Admissions Communications with SMS Text
14. Summer Camp Registration
When a family inquires after having participated in a previous summer program, they already have some impression of your school. Maybe their child attended a day camp last year or took part in a specialty program. This shows that the family has had a positive experience and is considering returning or exploring more of what you offer—perfect!
Follow-Up
Since this family is already somewhat familiar with your camp, follow up by acknowledging their past participation. Provide specific details about the programs they inquired about, and offer a clear next step—whether that’s registering for the upcoming season, signing up for a new program, or attending a special event. Personalize your message by mentioning any highlights, like a favorite activity or event their child enjoyed, to show that you value their return and are ready to build on their past experience.
On its inquiry form, the Pegasus School gives an option for families to let their admissions office know they heard about the school through its summer programs—a wonderful introduction to the school and its facilities.
15. School Review Sites
Parents research schools on review sites like GreatSchools or Niche. After reading reviews, they may click through to your school’s admissions page or profiles to learn more. An inquiry via Niche, for example, will let you know that the family wants to be contacted for more information.
Follow-Up
Once again, it’s best to send them to a specific landing page with an overview of your school, like Germantown Academy does, not necessarily your homepage. Double down on what makes you different and offer the chance to register for a tour, virtual session, or a call to discuss their interest.
16. Alumni Connections
Families might inquire about your school after hearing positive experiences from alumni or graduates, either through casual conversations (it’s a small world!) or at alumni events.
Follow-Up
Share more about how your school still offers the quality and experience that impressed the alum. Offer a tour or a meeting with staff to further explore your school’s current programs and initiatives that have evolved but still carry your school’s mission.
Keep Reading: Partnering with Alumni for Admissions & Enrollment Success
17. A Community Event
Inquiries can come from families who encounter your school at a community event, like a festival, sponsor table, or charity event, where they’re introduced to your school in a more casual setting. Use a QR code in your marketing material to get them online and engaged.
Follow-Up
After a community event, follow up by thanking them for stopping by your booth or speaking with your reps. Provide more information about your school and offer a tour or event invitation to give them a look at what your school has to offer.
Phew! I think that's it? What else did I miss?
Key Takeaway
Like in baseball, getting to first base is only the beginning—it's what you do after that matters. (Unless you're the White Sox) By focusing on the right nurturing strategy, you can build stronger relationships and help families feel confident in choosing your school.
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.