Campus tours are the make-or-break moment of the admissions journey. Families have carved out the time. Students are actively imagining their future. The stage is set.
But here’s the thing: too many admissions teams treat campus visits as an info session instead of what they really are – an opportunity to close.
Let’s shift that.
Every Campus Tour Is a Sales Conversation
Think of it like this: by the time a student steps foot on campus, they’ve done the research. They’ve followed you on Instagram. They’ve read the reviews. They’ve probably already formed a short list of options.
Your job? Don’t rehash the brochure. Build value. Build connection. And yes – close.
The Dimensions of Professional Admissions (DPA) course teaches this exact mindset shift. Because a great visit isn’t just memorable – it moves the student forward in the decision process.
The Close Starts Long Before the “Ask”
A powerful close doesn’t happen at the end of the tour. It’s built throughout.
Here’s how:
1. Start With LAER: The Bonding Process®
Before you talk at families, listen to them.
Ask:
- “What led you to book a tour here?”
- “What are you hoping your college experience looks like?”
- “What concerns do you have about finding the right fit?”
Then use LAER®:
- Listen
- Acknowledge
- Explore
- Respond
2. Drop the Script and Personalize
Families can spot a canned tour a mile away. Personalization wins.
Ask:
- “What are you most curious to see today?”
- Tailor the visit to what matters most. Show them where they’d live, study, connect. Reference their earlier answers. Use their language.
Parent: “We’re worried about career placement after graduation.”
Guide: “Earlier, you mentioned your interest in environmental science. Let me introduce you to a senior who just landed a fellowship through our Sustainability Lab.”
You’re not just walking and talking – you’re building relevance.
3. Use Closing Behaviors Without the Pressure
Closing isn’t pressure. It’s clarity. Here’s what that might look like on a tour:
- Confirming fit: “Based on everything you’ve shared, do you feel like this could be a good fit?”
- Addressing hesitation: “You mentioned you’re also visiting another school. What will help you make the best decision?”
- Proactive follow-up: “Let’s set up a time next week to talk through any final questions. That way, we can keep the momentum going.”
You’re not “asking for the sale.” You’re helping them take the next right step.
One More Tip: Prep Your Student Ambassadors
Your student tour guides are on the front lines. Arm them with the same closing behaviors:
- Ask visitors about their interests.
- Share relevant personal stories.
- Offer to connect prospective students with peers in their intended major.
- End with, “I hope to see you here next fall.”
One of my colleagues recently took her son and daughter on a campus tour. Their student guide wasn’t just informed – he was electric. He knew everyone. Professors were calling his name. Students stopped to high-five him. He radiated confidence and belonging.
By the end of the tour, her kids weren’t just impressed – they could actually picture themselves there. That student ambassador didn’t “sell” the school. He embodied it. And that made all the difference.
FAQ: Turning Campus Tours into Opportunities to Close
Ready to Turn Tours Into Enrollment Wins?
If your campus visits aren’t moving the needle, it’s time to train your team like the professionals they are.
Our Dimensions of Professional Admissions™ course equips admissions officers with the tools to:
- Build trust fast
- Handle objections with empathy
- Guide families confidently toward enrollment decisions
Learn more about the DPA™ course here.
Let’s stop giving campus tours.
Let’s start closing campus visits.