College visits are often an exciting milestone for families, but they can also be a source of stress. After 25 years in enrollment management, I always envisioned my daughter’s college visits would be a magical experience. But the reality is she grew up in admissions offices, and now analyzes college visits with the same scrutiny I do. 

What has surprised me most is that the parts we think matter most often aren’t what actually land with students. Touring with her opened my eyes to the gaps—and the opportunities. If you’re serious about making campus tours your strongest enrollment lever, here’s where to focus.

The Visit Experience Starts Before Families Arrive

The visit experience begins long before families arrive on campus. When I helped schedule my daughter’s visits, I was shocked by how complicated some schools made the process.

My advice: audit your competitors.

• How many clicks does it take to schedule a visit from their homepage? 
• What types of options are offered, and at what frequency? 
• Was it easy to schedule? How much information was required? 

Then, review your own process. Is it simple? Do families know where to park, or what coffee shops and restaurants are nearby? Are you making a good impression before they arrive? If visitors are left guessing, you’ve missed an easy win. 

And remember, when sending continuous event invites, be sure to suppress all registered students and their related parent records. If families get an invitation to attend after registering, they often second-guess and contact admissions unnecessarily.

This is one area where technology can lighten the load. At Waybetter, we build custom Slate visit portals designed to create a smooth experience for families and staff. 

Every Touchpoint Sells—or Detracts

The campus visit is your biggest sales opportunity. You’ve convinced someone to take a closer look—what you do next determines whether they walk away as advocates or skeptics. 

My advice: design every moment with intention. 

• Is your parking and signage clear or confusing?
• Do families get a warm welcome from staff or left awkwardly waiting?
• Are your counselors ready to answer questions conversationally and knowledgeably?

Every person a visitor meets while on your campus represents your institution. Every stop on your tour should have a purpose. Even the paths between buildings should be intentional. Facilities and grounds teams also play a role—families notice those details. 

Ask yourself—what do you want students to say after their visit? Do they understand how you stand apart from competitors? Have you balanced fun with substance? 

Small touches (like thoughtfully packaged gear or distinctive print materials) can turn an ordinary tour into a memorable one.  

Don’t Drop the Ball on Follow-Up

Once families leave campus, your work isn’t finished. Strong follow-up is just as important as the visit itself.

My advice: automate what you can, personalize the rest. 

• Send something tangible (a handwritten postcard, or thank you).
• Send something actionable (a next step—whether that’s starting an application, filing the FAFSA, or confirming deadlines).
• Send it fast. 

At the campus level, I used to write dozens of communication flows myself. Today, I’m grateful Waybetter helps colleges build automated flows that deliver the right message to the right student at the right time—so no one falls through the cracks.

A Student’s Perspective 

For all my professional observations, my daughter’s unfiltered takeaways were some of the most valuable:

1. Feed me. Experiencing the dining hall matters (especially if you have a residency requirement)—students want to know if it’s a comfortable place to eat, study, and connect.
2. Seriously, vet your tour guides. Were they helpful? Did they share genuine information about the school, including personal stories? Did they show interest in their visitors? A great guide can make or break a visit. 
3. Admissions counselors need to be direct. She wants details about academic requirements, not just clubs. Answer questions honestly, and, crucially, respond to emails. (Mom note: This seems simple, but it’s clearly not a universal practice. The inconsistency in responses was surprising.)
4. Show realistic housing options. Highlight the best first-year dorms, but also show alternatives. Be honest about how deadlines (or other factors) impact a student’s placement.
5. Freebies work. T-shirts, stickers, and water bottle decals become free advertising in high schools.

The Bottom Line 

A college campus tour isn’t just a day-long event. It starts with registration, peaks during the visit, and continues through follow-up—ultimately ending only when a student enrolls. Families remember a disorganized or underwhelming tour (and they’ll talk about it), but they also remember when a visit feels seamless, engaging, and fun.

Streamline your processes. Be intentional with messaging and people. Follow up consistently. Do that, and your tours will turn into one of your most powerful enrollment tools.

And remember, you can always ask for help. Reach out if you need a hand making your visit experience better.