School tours are more than just a walk through the hallways; they are a crucial first impression and an invaluable opportunity to showcase your school’s unique spirit, academic excellence, and community. For a prospective family, a well-executed tour can be the deciding factor.
School tours take two forms. The open house is a way to connect with many families at once. The individualized tour allows a family and a staff member to explore why the school is the right place to meet the unique student’s needs.
Here is a blueprint that can work for elevating the experience of both open houses and the individualized school tour.
Streamlining Registration and Scheduling
The path to booking a tour should be as smooth as possible. Offering multiple, accessible registration options respects different parental preferences and technological comfort levels.
| Registration Method | Description | Best Practice Tip |
| Online Scheduling Portal | Utilize a tool (like Calendly, Acuity Scheduling, or built-in CRM features) embedded on your school’s website. Allow families to see real-time availability. | Offer flexible options: Schedule small-group tours (3-5 families) on specific days, and also keep a few slots open for private, individual tours upon request for families with complex schedules. |
| Direct Contact Form/Email | Provide a simple online form or a dedicated admissions email address for families who prefer to communicate directly or have special requests. | Set a quick response commitment: Ensure a staff member commits to responding to all tour requests via email within one business day. |
| Phone Registration | Always list a clear contact number for the admissions office. Some parents prefer the human touch or need immediate clarification. | Create a dedicated script: Ensure all staff answering the phone are trained to capture necessary information (parent/guardian name, student’s potential grade, phone, email) and confirm the appointment quickly. |
Pro Tip: Automate confirmation and reminder emails and texts (24-48 hours before the tour) to significantly reduce no-shows. In the confirmation, include a link to your school’s parking instructions and the meeting location.
5 Best Practices for Conducting a Captivating Tour
The tour itself is your moment to shine. A successful tour blends logistical efficiency with authentic, compelling storytelling.
1. Start with the “Why”: Begin the tour with a brief (5-minute) welcome and orientation. Don’t just list facts; tell your school’s story. Share your mission, vision, and the core values that define the student experience.
2. Tailor the Route: While a standard route is efficient, be prepared to slightly pivot based on the prospective student’s grade level. A family interested in kindergarten will want to spend more time in the early childhood center than a family looking at high school AP courses.
3. Highlight Engagement, Not Empty Rooms: Whenever possible, show learning in action. Point out what students are doing, not just what the room looks like. This can be easier when the individualized tour is scheduled during the school day. For the evening open house, learning stations showcasing current students’ projects and activities can be used.
4. Involve Key Staff and Students: Briefly introduce the Principal, a department head, or a teacher in passing. The most powerful voice, however, is often a current student ambassador who can share their genuine experience. Train a few students to join tours, even for just a few minutes, to answer questions from a peer perspective.
5. Address the Big Questions: Proactively cover topics parents universally care about: safety/security, academic support, special programs (arts, athletics, STEM), and community involvement. Leave ample time for a final Q&A session.
Pro Tips: Getting a family into the school can be decisive, but time is often limited for families. Try using digital open houses and individualized tours to make engagement easier. The digital tours can blend presentations, video, and breakout rooms with community members.
Before They Leave, Don’t Forget to Ask!
At the end of the tour, ask a few questions that will help you position your school as their family’s first choice.
- What do they like most about the school? This reinforces their positive perceptions of the school.
- What information do they need to make their decision to apply? This information assures that your team addresses what the family needs to complete the application and rate your school as a top choice.
- When would be a good time to follow up? For families who are ready to apply, the next meeting (or call) will address any issues they might have in the application process. For the families who are still considering, the next meeting is an opportunity to address their hopes and concerns for their children. Of course, after the tour, some families will conclude that they are not interested in your school. These families are likely to decline a next meeting, and you can focus your recruitment energies on families that are interested.
From Tour to Application: Post-Tour Engagement
The tour is not the end of the journey; it’s the transition to the next step. Strategic follow-up is critical to keeping your school top-of-mind.
Personalized Thank You: Within 24 hours, send a personalized email to the family. Reference something specific from your conversation (e.g., their son’s interest in the music program or their daughter’s questions about the basketball team).
Provide a Resource Packet (Digital): Don’t overwhelm them with paper. The email should contain easy-to-access links to key materials:
- The official admissions application link.
- Tuition and financial aid information.
- A link to your school’s photo/video gallery or social media.
- Contact information for the specific grade-level administrator or counselor.
Nurture with Content: Add the family to a dedicated “Prospective Family” email list. This list should receive valuable, low-pressure content over the next few weeks—not just application reminders.
Examples: A newsletter highlighting a recent student achievement, an invitation to a school play or sporting event, or a blog post from a teacher about their curriculum.
Create a Clear Next Step: End the thank-you communication with a distinct “Call to Action” (e.g., “The application deadline is November 15th. Please click here to start your application,” or “Our next open house is scheduled for October 10th. Register here!”).
By implementing these structured approaches, your school tours will become powerful tools for building connections, showcasing excellence, and ultimately, driving enrollment. Unlocking your doors effectively is the first step to welcoming your next generation of students.
