In this industry you will find many people who say, “If a lead doesn’t convert within a certain window of time,” it is not a quality lead. They might also allude to the phone number being wrong or email being bad as a sign of a lead not worth working. I would say that this view as it pertains to quality is narrow and unrealistic.

We work in an industry where the student is non-traditional, many times not immediately ready for school and frankly a bit unsure if they want to commit to a life change at all. So the phone might be their cousin’s, and the email their friends. What does this; or rather what are they as students, saying to us? They are saying that we need to rethink our definition of quality and change the methodology that we use in working with our leads. We need to meet the student where they are and be willing to take them with us to where they, deep down, want to go.
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