Stop Saying, "Apply Now." Start Meeting Students Where They Are.

It’s fall—and that means colleges and universities across the country are waist-deep in recruiting season.Admissions inboxes are full (we hope), visit events and college fairs are in full swing, and marketing teams are churning out the usual comm-flood of messages:

Apply. Apply Now. Apply Today. Apply for Free. Just Apply Already!

But here’s the problem: that approach is like asking someone to marry you on the first date.

Most students—and their families—aren’t ready to apply yet. They’re still getting to know you. They’re deciding whether they trust you, whether they can picture themselves on your campus, and whether your college feels like a good fit for their goals and their wallet.

If you want to stand out this recruiting cycle, focus on what actually works: providing value first, building a relationship, and earning their trust.

1. Lead with Value, Not Volume

Students don’t want another “submit your app” message. They want help. Help understanding deadlines, exploring career paths, or making sense of financial aid.

In sales, 82% of professionals say building strong relationships is the most important part of the process (HubSpot, 2025). The same principle applies here: when you deliver value first, you earn the right to make the ask later.

Think helpful, human, and timely:

·       A short video that explains FAFSA in plain language.

·       A checklist for first-generation families.

·       A story showing how a transfer student found their path.

Each one says: We see you. We’ve got you. That’s a lot more powerful than a big ol’ “Apply Now” button.

2. Turn Touchpoints Into Trust

Relationship-based marketing works because it mirrors how humans make big decisions. Eighty-six percent of buyers are more likely to buy when a company understands their goals (Salesforce). In higher ed, that means understanding a student’s dreams—and the fears that come with them.

When you connect with empathy, you’re not just sending another marketing email. You’re becoming a trusted partner in one of the biggest decisions of their lives.

And that trust pays off: Encoura’s research shows institutions aligning messages with student mindsets see up to 5× more engagement.

Your communications strategy should tune touchpoints to their timing and thinking—helping students feel guided, not pressured.

3. Be Their “Trusted Friend-ish”

Every family wants someone in their corner. Someone who can explain deadlines, demystify costs, and cheer for them along the way. That’s your job.

You don’t need to be best friends—but you should be friend-ish. Be approachable, consistent, and kind. Think: the neighbor (or aunt) who gives great advice.

When students and families feel known and supported, they’re more likely to apply, enroll, and stay. This isn’t just about recruitment—it’s about retention.

4. The Long Game Wins

Companies that excel at lead nurturing generate 50% more qualified leads at 33% lower cost than those that don’t (Salesgenie). That’s a perfect analogy for higher ed enrollment marketing: building relationships and nurturing them over time doesn’t just feel better—it’s smarter.

5. The Bottom Line

The recruiting cycle is noisy. Every school is competing for attention. But the institutions that win aren’t the loudest—they’re the most helpful, human, and authentic.

Relationship-driven enrollment marketing isn’t about ignoring deadlines or yield—it’s about earning the right to ask for the application because you’ve provided value all along the way.

So this season, skip the megaphone. Be the guide. Be the friend. Build the relationship. The applications will follow.

At Villa Marketing, we help colleges and universities design relationship-driven strategies that build trust, not create noise. Because when you focus on connection first, the conversations (and enrollments) will follow.  Let’s talk about how to make your outreach relationship based. Contact me at Colleen@VillaMarketing.co.