Intelligence Brief: Unlocking the Power of Virtual Tours in College Recruitment

An analysis of 2 million tours and its implications for enrollment leaders.

In a time when the shift in the demographic landscape is upending the entire enrollment management world, virtual personalized tours stand out as a powerful tool in the college recruitment process, boasting an impressive 26% conversion rate to inquiry compared to 8% achieved through traditional student search. Despite the critical role of campus visits in the decision-making journey of students, financial and logistical challenges often delay these in-person experiences until students are well into the enrollment funnel. Leveraging insights from over two million campus visits on StudentBridge’s VisiTOUR platform, we've conducted an in-depth analysis of this data to aid enrollment leaders in navigating the myriad of engagement channels to effectively drive student interest and increase enrollment.

Shifting Paradigms: From Physical to Digital Campus Experiences

The significance of campus visits cannot be overstated, with many institutions historically viewing in-person tours as a primary indicator of prospective student interest. Yet, recent trends reveal a paradigm shift, with a growing number of students deferring campus visits until after receiving acceptance letters, largely due to financial and logistical constraints. This shift, partly propelled by the changing demographics and digital consumption habits of a more diverse student base, along with the pandemic's lasting impact, underscores a move towards a virtual-first approach in the college search and application process.

Highlighting this trend, a survey by Niche pointed out that 51% of high school students graduating in 2023 had not visited any colleges by the fall semester's end, citing time, money, and transportation as hurdles. This underscores a missed opportunity for institutions relying solely on traditional in-person tours for engaging prospective students.

Unlocking Engagement: The Strategic Value of Virtual Tours

Virtual tours emerge as a strategic solution to bridge this gap, enabling institutions to connect with prospective students earlier and more effectively. With the digital-native Gen Z demographic, offering a compelling virtual tour experience has transitioned from a luxury to an essential component of the recruitment strategy. Supporting this, the RNL 2023 E-Expectations Trend Report found that 73% of prospective students used virtual tours or virtual reality experiences in their college selection process, significantly influencing their enrollment decisions. Moreover, virtual tours offer the advantage of showcasing the campus and building interiors through videos and photos, enhancing authenticity and engagement with fully immersive experiences and stories from the campus community.

StudentBridge's virtual tour solutions provide a seamless integration with self-guided in-person tours, eliminating the need for round-the-clock tour guides or admissions staff. This dual-platform approach not only offers flexibility but also enriches the campus visit experience with personalized tour stops and augmented reality features, allowing visitors to engage deeply with the campus environment.

Data-Driven Strategies: Insights from VisiTOUR

Our analysis of three years of VisiTOUR data reveals significant insights into the timing and preferences of prospective students regarding virtual and self-guided tours. Notably, we observed peak engagement periods in April, August, and November, aligning with key milestones in the college search and decision-making process. This data indicates a strategic window for institutions to maximize their engagement efforts.

"Virtual tours are not merely about showcasing the campus, but are instrumental in helping prospective students envision themselves thriving in their potential college environment."

In 2021 and 2022, tour activity spiked in April, correlating with college admission decisions. This trend continued into 2023, with marked increases in August and November, coinciding with the back-to-school season and early decision/application deadlines, respectively. These findings highlight the evolving behavior of high school students, who are increasingly leveraging virtual and self-guided tours as a proactive step in their college selection process.

"An analysis of 72,000 personalized tours underscored the effectiveness of this platform producing 18,720 inquiries or a 26% yield rate.  By comparison, if you licensed 100,000 names for traditional student search it would yield 8% or about 8,000 inquiries."

Personalization stands at the forefront of creating impactful virtual tours. By customizing the experience to align with individual student interests, academic programs, and extracurricular activities, institutions can significantly enhance engagement and conversion rates. Our platform's ability to offer tours in multiple languages further broadens accessibility and relatability for a diverse audience. 

An analysis of 72,000 personalized tours underscored the effectiveness of this platform producing 18,720 inquiries or a 26% yield rate.  By comparison, if you licensed 100,000 names for traditional student search it would yield 8% or about 8,000 inquiries. Generating 18,720 inquiries from student search would require licensing and nurturing 234,000 names at a cost of roughly $136,000 ($.58 per name).

Navigating the Future: The Lasting Impact of Virtual Tours

The shift towards virtual tours represents a strategic adaptation to the evolving needs and preferences of prospective students, further emphasized by the challenges introduced by the pandemic. Virtual tours are not merely about showcasing the campus but are instrumental in helping prospective students envision themselves thriving in their potential college environment. By offering accessible, personalized, and engaging virtual experiences, institutions can connect with a broader audience, ensuring that all prospective students have the opportunity to explore and engage with their offerings, regardless of physical or financial limitations. This approach not only redefines campus exploration but also significantly contributes to the transformational journey of students as they navigate their college selection process.

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