Hi everyone, and welcome back to another S&A Bulletin. Over the past few weeks we’ve been exploring talking points from both sides of the school-agent relationship. Today we’re focusing on the school’s perspective – specifically, what schools would genuinely like to see more of from the agents they work with. It comes down to one word: communication.

Share your market signals

Agents are the ones talking to students and parents every day, which means they’re often the first to notice shifts in demand, including markets that are warming up, destinations losing interest and changes in what students are prioritising when it comes to accommodation or course types. Schools would find this information enormously valuable. So if you’re sitting on insights like these, share them. It helps schools improve and adapt their programmes, ultimately benefitting everyone.

Be honest about recruitment expectations

When a school asks how many students you’re planning to send, it can be tempting to give an optimistic answer. But unrealistic promises damage relationships. An honest conversation about timelines, conversion rates and seasonal fluctuations is far more useful to a school than a number that doesn’t actually materialise. It might even help them rethink their own content and social media strategy to support students in making decisions more quickly.

Stay in touch beyond the bookings

One of the most valuable things an agent can do is maintain regular contact with a school outside of the booking process. Monthly check-ins, updates on what’s converting well, sharing the kinds of messages you’re sending to students – this is what builds a solid, lasting partnership. When challenges arise, and they do, schools and agents who communicate consistently are far better placed to work through them together.

That’s all for today but stay tuned as we’ll be continuing this conversation next week with more talking points! 

Written by Stephanie Clark