The high cost of low-quality graduate leads

In higher education marketing, every dollar needs to yield results. The market isn’t getting any less crowded, so enrollment teams’ lead gen budgets need to be spent wisely—on high-intent names that can truly boost your enrollment. Focusing on low-quality leads, which lack clear intent or urgency to apply, can drain your resources without delivering results. So how can investing in high-intent leads help? Read on to learn what makes a lead “high-intent,” examine the risks of prioritizing low-quality leads, and find out how high-intent names can fill your next class.

What are high-intent leads in graduate enrollment?

High-intent leads in graduate enrollment are prospective students actively seeking educational opportunities and seriously considering enrollment. High-intent leads play a critical role in graduate student lead generation. They may signal interest by completing inquiry forms, attending events, or downloading brochures. But 80% of today’s graduate and adult prospective students exhibit stealth shopping behaviors, such as researching programs anonymously, reading reviews, and comparing options without direct engagement. This makes it more challenging to identify and engage those students. These leads, whether visible or not, are far more valuable because they indicate intent and readiness to act, making them critical for enrollment success.

The hidden cost of low-quality graduate student leads

In the current lead generation environment, enrollment teams literally cannot afford to invest in low-quality leads. These leads can come from generic lists, test-taking services, or broad digital advertising like display and search ads. Increased competition in the market makes it more expensive to bid on keywords, driving up the cost-per-lead. At the same time, low-quality leads are less likely to convert, meaning you’re spending valuable time and budget on individuals who are unlikely to enroll.

This misallocation of resources can leave recruitment teams overstretched and underwhelmed by results. To maximize return on investment and meet enrollment targets, it’s imperative to focus on lead sources that prioritize intent and readiness—ensuring that every dollar spent works toward filling your next class with motivated students.

Are you allocating your lead gen budget effectively?

How high-intent graduate student leads can fill the gap

To withstand today’s challenges—stealth shopping behaviors, overwhelming numbers of low-quality leads, and increased competition—enrollment teams must refocus their budgets and attention on sources that provide high-intent leads. This strategic shift ensures resources are directed toward prospects who are more likely to convert, making it a better use of both time and money. Appily Advance, EAB’s graduate and adult-serving program lead gen solution, is an example of a source that provides a high volume of high-intent leads to help our partners meet their enrollment goals. The Appily Advance team uses a variety of methods to verify student intent ahead of time, allowing us to deliver partners a curated list of students who are interested in enrolling soon.

Optimize your lead gen strategy by prioritizing high-intent leads

As the higher ed landscape continues to evolve, enrollment success will depend on prioritizing high-intent leads. By focusing on these prospects, institutions can better allocate their resources, improve conversion rates, and work towards their enrollment goals. Shifting your strategy toward pursuing high-intent leads isn’t just a smart move: it’s a necessary one to thrive in today’s market.