How Montessori Schools Can Follow Up on Leads to Secure Enrollments

As enrollment season comes to a close, Montessori schools that still have open spots need to shift their focus toward following up with leads to secure enrollments. While word of mouth is an important tool, it is not always enough to fill your classrooms. Montessori education requires a unique approach to marketing, one that includes parent education, consistent follow-ups, and proactive engagement. If you’re noticing that you still have spaces available, now is the time to act!

Generating and Capturing Leads

Before diving into follow-ups, ensure that your school has a strong lead-generation strategy in place. Your website should be designed to attract and capture potential families' contact information. Consider adding the following lead-generation tools:

• Lead Capture Forms: Make it easy for parents to sign up for a school tour or request more information. We always recommend having automated tour scheduling on your website. 

• Pop-ups and Call-to-Actions (CTAs): Encourage parents to schedule a visit, download a resource, or sign up for your newsletter.

• Valuable Content Offers: Offer downloadable eBooks, Montessori guides, or parenting resources in exchange for their contact details.

• Gate Your Tuition: Your tuition is your most valuable lead generator. By putting your tuition information behind a form, you can collect important information on your leads such as their phone and email address. 

Once you have gathered their information, the next step is active follow-up.

Following Up with Leads: The Key to Enrollment Success

Many families who express interest in your Montessori school may still be in the research phase. They may have visited your website, attended an open house, or even taken a tour—but they haven’t committed yet. Your goal is to nurture these leads and guide them toward enrollment. Here’s how:

1. Call and Personally Check In

If you have collected phone numbers, don’t hesitate to personally call each lead which seems like a viable enrollment opportunity. A friendly, no-pressure check-in can make all the difference. Ask if they have any lingering questions and offer to assist them in making a decision.

2. Send Email Marketing Campaigns

Use email marketing to keep your school top of mind for interested families. Consider sending:

• Follow-up emails after a tour or event, thanking them for visiting and addressing any common questions.

• Parent education emails that highlight the benefits of Montessori education.

• Testimonials and success stories from other Montessori families.

• Urgency emails, remind them that spots are filling up fast or that you are getting close to starting a waitlist. 

3. Market Your Open Houses and Events

If you still have availability, promote your upcoming open houses, parent info sessions, or visit days. Spread the word through:

• Your website: Dedicated event pages or a pop-up promoting your next upcoming open house. 

• Social media: Use Instagram and Facebook to promote upcoming school events. 

• Email newsletters: Send email newsletters to your entire email list to keep all contacts up to date on what is going on at the school. You never know who might be ready to RSVP to an upcoming open house or schedule a tour. 

Encourage current parents to invite friends who may be interested in Montessori education. Nurture your current families to market for you and spread word of mouth about how great your school and your school events are!

4. Follow Up After Every Tour

Every family who takes a tour should receive a personalized follow-up within 24-48 hours. This can be:

• A thank-you email with key takeaways from their visit.

• A phone call to answer any additional questions.

• A follow-up packet with additional resources, tuition details, and enrollment steps.

5. Provide Free Resources to Build Trust

To help parents feel more confident in choosing Montessori, offer valuable resources such as:

• E-books or PDFs about Montessori principles and how they benefit children. A few great ones include a booklet on the planes of development, sensitive periods, misconceptions about Montessori education, etc. 

• A list of recommended books about Montessori education.

• Access to a parent community where they can connect with current Montessori families. You can also connect them with a current or past family if they want to ask follow-up questions or see how others experienced the school.

This positions your school as a helpful and knowledgeable guide, rather than just another educational option. Helping families make the right choice about their child's schooling can make them feel empowered. 

6. Keep the Conversation Going

If a family hasn’t made a decision yet, continue checking in periodically. A short, friendly email or call can remind them that you’re available to assist in their school search.

Keep them on your email lists moving forward if they don't unsubscribe. It's always useful to keep reaching out to families, even if you have not heard from them in a while. 

Be Proactive and Persistent

At this stage in the enrollment season, you cannot afford to sit back and wait. Chasing every lead and actively following up is the key to securing enrollments. Families need to feel supported, informed, and encouraged throughout their decision-making process. By implementing these follow-up strategies, your Montessori school will not only fill its remaining spots but also build a strong reputation for parent engagement and community support.

Now is the time to take action and connect with your prospective families. The more value and assistance you provide, the more likely they are to choose your school for their child’s education. Start following up today!

Need help with your Montessori Marketing Journey? We can take a look at your website and your current approaches and offer you some free advice on our Montessori Marketing consultation calls. There is no obligation to work with us, we want to help Montessori schools everywhere grow. Let us answer your Montessori Marketing questions!

Schedule your FREE Montessori Marketing Consultation Today!