Research shows the average family needs to see a center’s message seven times before they’ll decide to enroll. We all know that families come to us with all kinds of worries and concerns when enrolling their child in our center and we have a lot of work to do to overcome those worries.
The key to growing enrollment in a scalable way is to start that education process WAY before your families walk through your doors.
The number seven is key because that’s how many times your families need to hear your message before they have any chance to enroll. In fact, engaging a family seven times increases your likelihood to win the enrollment by 20%!
Here is what that means for you. For every 100 inquiries you’ll enroll 20 additional children by engaging seven times. The industry average lifetime value of an enrollment is $94,195, which means that by just engaging your next 100 inquiries a few more times, your enrollment increases by $1.9 million.
So why do only 1 in 4 centers follow up and 80% of centers give up after the third engagement? The top three reasons lack of follow up and engagement are:
- The staff didn’t take down contact information on a call
- Staff don’t have time
- Staff are afraid of rejection
Now here’s the bad news…inspirational quotes on Facebook and Insta don’t count. They need you to go deep and develop a relationship through content that helps them know, like, and trust you. After all, who to trust with their child’s education is an important decision to make. This type of engagement comes through email, text, phone calls and face-to-face meetings and tours.
It is important that we don’t underestimate the time commitment that seven engagements can take. There are numerous tools that help automate many of these engagements through drip campaigns.
To see how ChildCareCRM can help automate your seven engagements, be sure to schedule a demonstration with one of our Solutions Consultants.