Big applicant pools don’t guarantee ideal law classes
Over the past few months, I’ve spoken with many law school leaders who are feeling both encouraged and uneasy going into 2026. Encouraged because applicant pools remain historically large, but uneasy due to a number of market forces, policy changes, and uncertainty about longer term sustainability.
Application volume alone no longer tells us whether a law school is on track to meet its goals. In today’s market, where applicants are applying more broadly and weighing cost even more carefully, success depends on how well you convert interest into commitment of your best fit students, not how many applications are submitted.
Here are three strategies to help you turn applications into right-fit enrollments.
1. Use intent-based marketing to attract the right applicants, not just more of them
When applicants apply to more schools, visibility during the early stages of the funnel matters more than ever since their first impression of your program is often lasting. Yet many law schools are still relying on lead sources and outreach strategies that are short term and not multi year, multi channel, holistic approaches.
Our research shows that 52% of law students spend more than a year searching before enrolling, compared to 37% of adult and graduate students overall. During that extended search window, prospective students typically research independently, compare programs quietly, and form opinions long before they apply. If your school is not visible or compelling during this phase, it is unlikely to make a student’s shortlist, no matter how strong its reputation. Or, even if students do apply, they may not know all the value differentiators you offer relative to other programs that would increase their long term affinity and likelihood of ultimately enrolling.
Marketing that is responsive to student intent signals will help you align your outreach with demonstrated student interest and search behavior. Paid search, AI SEO, and messaging tied to real student intent allow schools to shape who applies and their interest in personalized ways. This approach is especially important as traditional law lead pools shrink due to growing rates of opt-outs from marketing outreach and AI-driven search results, determining which programs students see first.
2. Optimize your financial aid strategy, as it now sits at the center of enrollment decisions
Attracting the right applicants is only half the challenge. Even the strongest applicant pool can unravel late in the cycle if affordability concerns are not addressed proactively. According to our new survey, cost of attendance is one of the two most important factors in law students’ enrollment decisions (second only to program accreditation), and student price sensitivity is at an all time high.
This focus on affordability is only intensifying as federal policy shifts reshape how students finance graduate and professional education. Beginning July 1, Graduate PLUS loans will be eliminated for new borrowers, fundamentally changing how many law students cover the full cost of attendance. In a high-application environment where students are weighing multiple offers, even modest differences in net cost or perceived affordability can quickly determine where they enroll. Financial aid strategy is quickly becoming one of the most important levers law schools have to protect yield and long-term sustainability and it’s also critical to share broadly in the recruitment process.
3. Deploy micro-surveys to turn admitted student uncertainty into actionable yield insight
Once offers are out, many law schools are left guessing: Which students are most likely to enroll? Who is waiting on financial aid from another institution? Who is likely to melt, regardless of outreach?
These questions are harder to answer than they used to be. Surveyed law students applied to an average of 6.69 schools in 2025, an increase from 4.60 schools in 2024. This means historical yield models offer less guidance on who is most likely to enroll. What schools need instead is real-time insight into admitted students’ intentions.
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4.19
Average number of schools adult learners apply to
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6.69
Average number of schools law students apply to
EAB’s micro-surveys are designed to capture that insight directly from admitted students. These surveys enable our partners to understand students’ likelihood of enrolling, key decision barriers, and timing considerations. For students who respond that they are enrolling elsewhere, it can even provide valuable competitive intel. This information gives enrollment teams a reliable signal, allowing them to prioritize outreach, tailor follow-up, and deploy financial aid to the admitted students who may still enroll at their institution. For small teams managing large admit pools, the efficiency gains are just as important as the yield gains.
Law schools today are operating in a market where students search longer, apply more broadly, and weigh affordability more heavily than ever before. Schools that invest in a holistic, full cycle approach that includes understanding student intent, addressing financial barriers proactively, and aligning their efforts across the full funnel will be far better positioned to manage volatility and build classes that support both mission and long-term sustainability.
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