In today’s competitive college landscape, the way you speak with prospective students can make all the difference. Instead of focusing solely on campus features or academic programs, it’s vital to shift the conversation toward understanding and aligning with students’ long-term goals. When students inquire about campus life or specific programs, gently push back by asking: "Who do you want to be?" and "What problems do you want to solve?" Use their responses to craft a personalized conversation that positions your college as a critical step toward their future.

There are shifts occurring in the k12 space that are influencing the way students are thinking about these decisions, and these three ways will ensure your conversation is memorable and authentic:

1.The evolving idea of "Graduation Readiness"

Many schools are now broadening their view of what it means to be “ready” for graduation. For many schools, the destination was always college, but the narrative is changing—it's about preparing students for a lifetime of achievement in their chosen careers. Your talk track needs to mirror this shift. Instead of positioning college as the goal, emphasize that college is the right pathway to achieving the larger goal of a career that is befitting to them. With “career talks” now frequently occurring in middle school, students are now orienting their north star further down the path and wondering how college fits into that journey. Use this precious time with students to show how your institution fits in that pathway and the skills, mindsets, and connections they need from college to succeed long-term. 

2. Challenging Students with Questions Back

Engagement is more memorable when students feel seen as individuals with unique goals. When they ask about campus size, majors, or student life, gently challenge them with questions like, "That’s great, but tell me—who do you want to be?",  "What kind of change do you want to make in your community or the world?" and “Why does this _(major etc)_ matter to  you?” These responses allow you to tailor your conversation, making it deeply personal and connected to their future. When you relate your campus offerings directly to their answers—highlighting relevant programs, experiential opportunities, or community networks—you turn a generic chat into a compelling story that resonates with their ambitions. This approach not only motivates them to envision themselves at your institution but makes the conversation more meaningful and impactful.

3. Framing College as an Investment in a Career

Financial concerns are a significant barrier for many prospective students today. Often students lead conversations right into college as an expense and it can shift the tone or induce stress. Try to drive the talk track with education as an investment—a critical building block for their future career and financial stability. When students express worries about costs, steer the conversation toward the long-term return on investment: the earning potential, the networks they’ll build, and the skills that will set them apart. Highlight how your institution’s programs are designed to prepare students for specific careers, giving them a tangible pathway to achieving their goals. Once you’ve shifted the perspective, then dive into how you can support the expense and attach more meaning and commitment to the effort of planning for college financially. 

These in-person visits can bring such high impact, so small shifts in your conversation strategy can make a significant difference in what students take away from their interactions with you. By guiding students to focus on their bigger goals and connecting those visions to how your campus serves as a pathway, you foster deeper engagement, relevance, and motivation. Instead of merely selling a college, you’re helping students see themselves there—advancing toward their dreams, solving real problems, and investing in their future success. This mindset will not only make your talks more memorable but will position your institution as an essential part of their journey toward a meaningful and impactful life.

Interested in learning how SchooLinks can help you drive impact to your visits? Meet with us to explore our Higher Ed free tools here.

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