College admissions has always been thought of as a one-way street—students compete to impress colleges, hoping to earn a coveted spot. But there is a less-talked-about side of the equation that more admissions offices are paying close attention to: whether students actually want to attend their school.

On the surface, it might seem obvious that if a student is applying, they must want to go. However, the reality of how students approach the college search today tells a different story. The number of applications the average student submits has risen dramatically in recent years, fueled by the widespread adoption of the Common App, the growth of test-optional policies, and an increasingly competitive landscape that encourages students to cast a wider net. When a student is applying to twelve, fifteen, or even twenty schools, a college can't simply assume that an application reflects genuine enthusiasm. For many students, it reflects strategy rather than enthusiasm and colleges realize it.

This is why yield has become such an important metric in admissions. Yield refers to the percentage of admitted students who choose to enroll. If a school admits 1,000 students and 400 enroll, that's a 40% yield rate. Yield matters enormously to colleges as it affects their rankings, their ability to hit enrollment targets, and their financial planning. Admitting a student who ultimately chooses somewhere else costs a college a seat that could have gone to someone truly excited to be there.

Because of this, colleges have become increasingly strategic about who they admit—not just in terms of qualifications, but in terms of likelihood to enroll. They want to invest their offers in students who know the school, have engaged with it, and can genuinely see themselves there. 

Over time, this has given rise to something called demonstrated interest—the idea that a student's visible enthusiasm for a college can actually factor into whether they get in.For many students and families, this concept is completely new, which is why it is so critical for counselors to help educate students about it. Understanding what demonstrated interest is, whether a particular college weighs it, and how to show it in practical ways can give students a critical leg up in a very competitive process.

Does Every School Factor It In—and How Do You Know? 

Not all colleges weigh demonstrated interest equally, and some do not consider it at all. Highly selective schools like MIT or the University of Chicago receive so many qualified applicants that tracking interest is not particularly practical or necessary. But for a large swath of colleges—particularly mid-tier and smaller institutions—it plays a meaningful role in the decision-making process.

One of the most reliable tools for students to find out whether a school of interest tracks demonstrated interest is the Common Data Set (CDS). The Common Data Set is a standardized survey that colleges complete each year, sharing detailed information about their admissions, enrollment, and financial aid data. It's publicly available. Students can find it by Googling the name of any college followed by "Common Data Set." The report for each college includes a section (Section C7) that lists the factors colleges consider in admissions decisions, rated by their level of importance. If a school lists "Level of applicant's interest" as "Important" or "Very Important," that's a clear sign that demonstrated interest is actively being considered.

How Students Can Show Interest—Even Without Visiting Campus

It’s vital to help students understand that demonstrating interest does not require physically visiting a school, which can be cost prohibitive for many students. While an in-person campus visit is valuable when it is possible, it is far from the only—or even the most important—way to show a college that you are really paying attention to them and what they have to offer. Counselors can share these other ways to engage with colleges that communicate interest. 

• Open and engage with emails: When a student submits an application or signs up for information, colleges begin sending communications. Opening those emails, clicking through links, and engaging with content is more meaningful than it might seem as many schools track this data as part of their interest assessment.

• Take a virtual campus tour: Most colleges now offer robust virtual visit options, including recorded tours, live information sessions, and online open houses. Participating in these—especially live events where attendance can be logged—is a concrete and accessible way to show engagement, regardless of geography or budget.

• Attend a college fair or regional event: Admissions officers frequently travel to high schools and regional college fairs, and many of these events have ways to log attendance. A brief, thoughtful conversation with a rep at a college fair can register as demonstrated interest, especially if the student follows up afterward.

• Connect with the admissions office directly: Sending a genuine question to an admissions counselor that reflects actual research about the school (not something easily Googleable) shows initiative and intellectual investment. It also puts a student's name in front of the office in a positive way.

• Interview when offered: Many schools offer optional alumni or admissions interviews. Signing up for an interview communicates strong interest, and a well-prepared conversation can reinforce what is already in the application.

• Write a strong "Why Us?" essay: Perhaps the most important form of demonstrated interest is the supplemental essay that asks students why they want to attend a particular school. A generic, surface-level answer tells an admissions reader very little. A specific, thoughtful response that references particular programs, professors, campus traditions, or opportunities signals that a student has done real research and can envision themselves there.

The Added Benefits of Engagement 

For many students and families, especially those without older siblings who went through admissions or access to independent counselors, the concept of demonstrated interest is completely new. Sharing this information early—ideally before students begin building their college lists—gives them a meaningful advantage and helps them approach their outreach with intention.

Encouraging students to work through some of these activities during the summer between junior and senior year can be particularly valuable, as it gets the admissions process moving at a time when there is more breathing room to be thoughtful about it. But perhaps the greatest benefit of engaging this way has nothing to do with strategy at all. Genuine engagement with a school—whether through a virtual tour, a conversation with an admissions counselor, or a deep dive into what a program actually offers—often helps students figure out whether a school is truly the right fit. In trying to show colleges they are interested, students frequently discover just how interested they actually are.