Strong agent relationships are built through consistent, thoughtful communication, making agents who feel well-supported and informed far more likely to prioritise your school when advising prospective students. Let’s explore how to make sure your agent communication is working for you.
Ad hoc communication leaves agents feeling uncertain about where they stand. Establishing a regular schedule of check-ins, whether that’s a monthly newsletter, a quarterly call or a weekly email update, gives agents something to rely on and shows that your school is organised and professional.
Proactively sharing programme updates, intake changes, new courses or policy developments before agents have to chase you builds enormous trust. It shows respect for their time and helps them advise students accurately without embarrassing gaps in their knowledge.
Agents shouldn’t have to create their own materials. Providing ready-made brochures, fact sheets, social media assets and email templates makes it far easier for them to represent your school confidently and consistently across different markets.
Uncertainty around response times is one of the most common sources of agent frustration. Set clear expectations and make sure to meet them. Even a brief acknowledgement that a query has been received and is being handled can make a significant difference to the agent experience.
Regularly inviting agents to share their experience of working with your school – and visibly acting on what they tell you – demonstrates that you value the partnership. Agents who feel heard are those who will stay loyal.
Ultimately, the schools that agents recommend most consistently are those that make their lives easier. Looking to expand your agent network even further? Contact Schools & Agents today and let’s connect you with partners who are actively looking for schools like yours.
Written by Stephanie Clark
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