4 modern tactics to fill your graduate enrollment funnel
In conversations with graduate enrollment and marketing leaders recently, I’m hearing more about two challenges inhibiting their ability to do lead generation well: a shrinking supply of highly engaged leads and rising skepticism about the value of advanced degrees. One in three prospective students cites program cost as their top barrier, and overall confidence in higher education has dropped sharply in the past decade. At the same time, traditional lead sources such as test-taker lists and international student pools are drying up, leaving institutions with fewer prospects and more competition for their attention.
Today's Graduate Prospects Tend to Be:
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Stealth Shoppers
80%
Graduate prospects remain invisible to schools until they apply, up from 20% in 2014
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Cost-Conscious
36%
Graduate prospects cite high program costs as the top barrier to returning to school
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Skeptical
32%
Americans have little or no confidence in higher education, up from 10% in 2015
To generate enough leads, enrollment marketing teams need strategies that go beyond the old playbook. Here are four ways to reach the right students, prove program value early, and ultimately earn their confidence.
1. Expand and diversify your funnel
Traditional sources like test-taker lists and international applicants are producing fewer leads each year. GRE and GMAT test-taker volume plummeted over 60% from 2019 to 2024, and 19,000 fewer student visas were issued in May of 2025 compared to May of 2024 due to tightening immigration policies. Meanwhile, organic traffic to .edu sites is slowing as AI reshapes search.
To keep pipelines strong, schools must adopt a diversified lead generation strategy: balancing paid search, social campaigns, and test-taker lists with newer, highly engaged sources. Institutions that broaden their lead mix not only maintain volume but also gain access to prospects who are earlier in their student journey and more likely to convert. For example, leads from Appily Advance, EAB’s top-of-funnel solution, respond 27% faster than names from test-taker lists, offering schools a critical advantage in a crowded market.
2. Prove program value early
Today’s prospects are highly cost-conscious. While 41% of adults say they would return to school for career advancement, many remain uncertain about whether the ROI is worth it. Compounding the challenge: prospective students spend just 90 seconds, on average, on a graduate program’s website.
That means schools must communicate outcomes-focused proof points quickly and clearly. Data on job placement rates, salary potential, employer partnerships, and alumni success stories should be front and center. Just as important: tuition and fees must be transparent. In our most recent Adult Learner Survey, cost of attending ranked highest in importance amid criteria students were considering in their enrollment decision. Institutions that lead with measurable ROI demonstrate credibility and give prospects a reason to stay engaged.
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4.37
Prospective students ranked cost of attending a 4.37 out of 5 on average in terms of importance
3. Use real stories to build trust
Two-thirds of Gen Z rely on online reviews and peer recommendations before making major decisions, including whether to pursue a graduate degree. For enrollment teams, this is both a challenge and an opportunity.
Featuring authentic student and alumni testimonials, along with employer endorsements, can be more persuasive than any marketing copy. Highlight diverse voices that reflect the student body, from working parents to first-generation students, and showcase their career outcomes. Prospects want to see themselves in your program’s success stories.
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Typical Recruitment Content
Innovate the field and explore your career potential by earning your master’s degree
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Recruitment Content Featuring Social Proof
“Earning my master’s landed me my dream job. My internship opportunity ensured I developed hands-on skills that my new employer values, letting me lead projects sooner.” – Jay, MBA ’25
4. Differentiate your value proposition
Graduate prospects apply to only about three schools on average, which means you have fewer chances to make their shortlist. Breaking through the noise in the market is critical. Unfortunately, too many programs rely on similar messaging about flexibility, career outcomes, and affordability.
A strong value proposition should be distinctive, relevant, and provable. Institutions need to articulate how they meet student needs in a way competitors cannot—whether through distinctive academic offerings, unique employer partnerships, or outcomes data that others can’t match. Stress-testing your value proposition against competitor messaging ensures your offerings resonate and stand apart.
How strong is your value proposition?
- Is your claim relevant? Does it address the needs and pain points that matter most to your audience?
- Is your claim difficult to replicate? Can your competitors make the same claim? If they can, can you outperform them in at least one dimension?
- Does your claim reach the majority? Do most, if not all, audience members benefit from your value proposition?
- Is your claim provable to the market? Do you have data, social proof, or external recognition to validate your claim?
Build a strong lead gen strategy to meet the moment
Graduate enrollment is at an inflection point. Relying on shrinking lead sources, organic website visitors, or generic program messaging is no longer enough. Instead, schools must reach students earlier, lead with ROI, leverage authentic voices, and sharpen their value proposition.
The good news: with the right strategy, institutions can still attract highly engaged prospects and help them feel confident in taking the next step.
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