72% of schools are not on the phone or doing a text message the correct way with the right amount of time and interaction. After sending thousands of calls and texts, we saw a clear link between the length of the initial telephone conversation or the length of the initial interaction, the amount of texts going back and forth, and the show rate. Too short of an interaction, too superficial of an interaction, not going deep, not really caring and being curious and wanting to know what's going on with that other person, even if you're doing it by text, is a huge mistake, and it's costing you enrollments and tours.
If you're on the phone for five minutes or less with prospective student, you're totally dropping the ball. They need to be in the nine to eleven minute range for a telephone call and a lot more text messages than you might think when you're doing texts.
There's also a problem with the opposite. If you're talking to someone for too long or you're texting with them too much, giving them too much data and too much detail about unimportant things, that is a big problem.
If your calls are too long or you're text messaging back and forth is going over too many days before you get them in for a tour, that is definitely a source of losing a lot of leads and a lot of tours. You're going to have to end up working a lot harder as admissions person. It's very important that you are concise and you are quick in your communication, and that you follow a path that is going to work to get them to start thinking of you as someone who really cares about them, someone whose really interested in their success ... And not just somebody whose trying to get them in for a tour as quickly as they possibly can.