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Building Strong Relationships Through Effective Follow-Ups
In the competitive landscape of private education, Montessori schools have a unique advantage: a foundation built on trust, relationships, and a genuine commitment to the growth of children and families. Yet, even the most mission-driven schools can need help with a critical piece of the admissions process: follow-ups. The challenge is clear—how do you nurture prospective families and move them from interest to enrollment in a way that reflects Montessori values? The answer lies in effective, thoughtful, and well-structured follow-ups.
The Importance of Relationships in Admissions
At its core, Montessori education is about relationships between teachers and students, parents and schools, and children and the broader community. Admissions should mirror this philosophy. Families aren’t looking for a hard sell; they seek warmth, authenticity, and evidence that your school is the right partner in their child’s journey.
Our goal is to be approachable, kind, and genuinely interested in the families we serve. It’s not about pushing for enrollment; it’s about building trust and offering value.
Follow-ups allow Montessori schools to showcase these qualities, positioning themselves as trusted advisors rather than salespeople.
Understanding the Family Journey
Data shows that most families don’t make enrollment decisions overnight. In fact, 60% of families take six months to two years to decide on a school, and nearly two-thirds consider three or more options before enrolling. This prolonged decision-making process highlights the need for ongoing engagement.
A well-designed follow-up system ensures your school remains at the top of their mind throughout this journey. It provides families with the information they need, answers their unspoken questions, and reassures them that they’re making the right choice.
Crafting a Montessori-Inspired Follow-Up System
Effective follow-ups are more than just emails—they’re a blend of strategy, authenticity, and content that resonates with your audience. Here’s how Montessori schools can build a follow-up system aligned with their values:
1. Automate Without Losing the Personal Touch
Tools like AIMS, Hubspot, or Mailchimp can help automate routine follow-ups, ensuring no family falls through the cracks. However, automation should complement, not replace, personal interaction. For families expressing immediate interest, a quick phone call or personalized email can make all the difference.
2. Deliver Meaningful, Montessori-Aligned Content
Families value content that answers their questions and addresses their concerns. Consider creating a series of follow-up emails that highlight different aspects of your school, such as:
- A welcome email that warmly introduces your school’s mission and values.
- Videos showcasing your classrooms and Montessori materials in action.
- Quick facts about your school’s programs, extracurricular activities, and alumni success.
- Testimonials from current families and students.
- Insights into what graduates achieve after leaving your school.
This sequence not only educates prospective families but also reinforces your credibility and expertise.
3. Engage Families Based on Their Needs
Every family is unique. Some may prioritize academic excellence, while others seek a nurturing environment or strong extracurricular programs. Use surveys or forms to understand their priorities and deliver customized follow-ups that address their specific interests.
For example, a family interested in athletics could receive content about your school’s sports programs, while a family exploring alternatives to public schools might appreciate insights into Montessori’s approach to personalized learning.
4. Leverage Technology to Stay Consistent
A robust follow-up system ensures consistency even during busy times. Platforms like Aims allow schools to create automated email sequences, track engagement, and adjust strategies based on what works. Tools like ChatGPT can also streamline content creation, helping you generate blog posts, emails, and social media updates quickly.
5. Incorporate Retargeting Ads
Beyond emails, retargeting ads on platforms like Facebook and Google help keep your school visible. These ads remind families of your school after they visit your website, encouraging them to re-engage.
Why Follow-Ups Matter
A robust follow-up system doesn’t just increase applications and tours—it builds trust, fosters relationships, and reflects the Montessori philosophy of respect and partnership. As Clint Losch, an admissions expert, explains, “Follow-ups are about keeping families engaged, answering their questions, and showing them you care. It’s one of the most important steps in admissions.”
Montessori school leaders must view follow-ups not as a task to check off but as an opportunity to connect with families on a deeper level. By implementing a thoughtful, well-structured follow-up process, your school can stand out in a crowded marketplace while staying true to its values.
Take Action
If your school doesn’t have a follow-up system in place, now is the time to act. Start small by creating a series of automated emails or setting up a retargeting campaign. Over time, build a library of content that addresses families’ needs and showcases the unique strengths of your Montessori school.
There’s no more important job than responding to inquiries with care and attention. A great follow-up system ensures that every family feels seen, heard, and valued.
With the right approach, follow-ups can transform your admissions process and strengthen your school community—one relationship at a time.
