When prospective families want to see your school, you need to decide how to show them around.
Some schools run scheduled group tours where multiple families walk through together. Others offer individual appointments where each family gets dedicated time.
Both approaches work. The right choice depends on your circumstances.
The case for group tours
Group tours involve one staff member or student guide leading several families through the school at the same time.
Efficient use of staff time: One person can show ten families around in the same time it would take to see one family individually.
Predictable scheduling: You run tours at set times (say, Tuesday and Thursday mornings at 9:00). Families book into available sessions. This is easier to manage than coordinating individual appointments.
Social dynamic: Some families find it less intimidating to tour as part of a group. They can observe other parents asking questions without feeling they are taking up too much time.
Student involvement: Group tours work well when led by students. One or two confident students can manage a group tour, whereas individual tours would require many more student guides.
Scalable for high demand: If you have fifty families wanting to visit in a short enrollment period, group tours let you accommodate them without overwhelming staff.
The challenges of group tours
Group tours also have drawbacks.
Less personal attention: Families cannot ask specific questions as freely. Some parents hesitate to ask about particular needs (learning support, behavior policies, financial assistance) in front of others.
Pacing issues: Some families want to linger in certain areas. Others move quickly. In a group, everyone must keep the same pace.
Scheduling constraints: Families must fit into your predetermined tour times. This may not work for parents with limited flexibility.
Intimidation for some families: While some parents prefer the group setting, others find it uncomfortable or feel their questions get lost.
The case for individual family visits
Individual visits involve showing one family around at a time, usually with a dedicated appointment.
Tailored experience: You can adjust the tour based on what matters to that family. If they ask about music programs, you can spend extra time in the music rooms.
Private conversation: Families can ask sensitive questions about their child's needs, financial concerns, or specific situations without others overhearing.
Flexible scheduling: You can offer appointments throughout the week at times that suit each family, rather than only at set tour times.
Stronger relationship building: Individual attention helps families feel valued and builds connection with your school.
Better for enrollment discussions: If your tour includes talking through enrollment process, fees, or specific accommodations, this conversation works better one-on-one.
The challenges of individual visits
Individual tours create different problems.
Staff intensive: Showing families around individually requires significantly more staff time. Ten families means ten separate tours.
Harder to schedule: Coordinating individual appointments is more complex than filling set tour slots.
Inconsistent information: With multiple people giving tours, families may receive different information or impressions.
Not sustainable at scale: If you have high tour demand, individual visits can overwhelm your available staff.
When group tours make sense
Group tours work well when:
- You have consistent, predictable tour demand that fits into regular scheduled sessions
- You have limited staff available to conduct tours
- Student tour guides are part of your approach
- Families are generally looking for the same information and have similar needs
- Your enrollment period is concentrated and you need to see many families efficiently
Many schools use group tours as their standard approach and offer individual visits only in specific cases.
When individual visits make sense
Individual visits work better when:
- Tour demand is relatively low and scheduling individual appointments is manageable
- Families have diverse needs that benefit from personalized attention
- Your school serves students with complex learning or behavioral needs that require detailed discussion
- Building individual relationships is central to your enrollment approach
- You have sufficient staff capacity to sustain individual tours
Some smaller independent schools use individual visits as their only approach because it aligns with their enrollment values.
Hybrid approaches
Many schools combine both formats.
Default to group, offer individual on request: Run scheduled group tours but allow families to request individual appointments if they have specific questions or needs.
Different formats for different stages: Offer group tours for initial visits, then individual follow-up meetings for families seriously considering enrollment.
Group tour with individual meeting: Conduct the physical tour as a group, then offer individual time with the principal or enrollment coordinator afterward for questions.
Flexible based on demand: Run group tours during peak enrollment season when many families are visiting, switch to individual appointments during quieter periods.
Different formats for different age groups: Group tours for primary families, individual visits for secondary where course selection and specific programs matter more.
Practical considerations for group tours
If you run group tours, think about:
Group size: Six to ten families is usually manageable. Larger groups make it hard for everyone to hear the guide or see demonstrations.
Tour length: Thirty to forty-five minutes is typical. Longer tours lose attention, especially if families have young children with them.
Route planning: Choose a path that shows key areas without excessive backtracking. Start and end near the office or reception area.
Script or talking points: Give tour guides consistent information to share so all families get the same message.
Question handling: Decide whether the guide fields questions during the tour or saves them for the end. Both approaches work, but be consistent.
Practical considerations for individual visits
If you offer individual appointments, think about:
Time allocation: Individual tours often run longer than group tours because families ask more questions. Budget forty-five to sixty minutes.
Who conducts tours: This might be enrollment staff, deputy principals, or designated teachers. Make sure they are comfortable answering a range of questions.
Consistent messaging: Even with multiple people giving tours, key information (fees, enrollment process, school values) should be consistent.
Scheduling system: Use a booking system to avoid double-booking and ensure someone is available for each appointment.
Follow-up process: Decide how you will follow up after individual visits. An email from the principal, an enrollment packet, or a phone call.
Student guides for group tours
Many schools use student tour guides for group tours.
This works well because:
- Students offer an authentic perspective
- Parents get to see students representing your school
- It provides leadership opportunities for students
- It reduces staff workload
But student guides need:
- Clear training on what to show and say
- A staff member available as backup for difficult questions
- Confidence speaking to adults
- Time during the school day to conduct tours
Communication to families
Whatever format you choose, communicate it clearly when families inquire about visiting.
For group tours: List available tour dates and times. Explain the format ("Our tours run for approximately 30 minutes and are led by our Year 11 student leaders").
For individual visits: Explain the booking process and typical duration ("We offer individual family tours Monday to Friday. Tours take approximately 45 minutes and can be scheduled through our office").
For hybrid approaches: Explain both options so families can choose what works for them.
Cost considerations
Both formats have cost implications, but different ones.
Group tours reduce direct labor cost (fewer staff hours) but may require more coordination effort to schedule and manage.
Individual visits increase labor cost (more staff hours) but may be simpler to administer if you have a straightforward booking system.
Neither approach is inherently more expensive. It depends on your context.
The enrollment outcome question
Schools sometimes assume individual visits lead to higher enrollment because of the personalized attention.
This is not necessarily true.
Enrollment decisions depend on many factors. The tour format matters less than the quality of the experience, the information provided, and how families feel about your school.
Both formats can be done well or poorly. The format itself is not the determining factor.
Testing and adjusting
If you are unsure which approach suits your school, try one for a term and evaluate.
Ask families for feedback. Track how many tours lead to enrollment. Notice what works and what creates problems.
You can always adjust. Many schools change their tour approach over time as circumstances evolve.
The realistic view
There is no universally correct way to run school tours.
Group tours work beautifully at some schools and feel impersonal at others. Individual visits create meaningful connections at some schools and overwhelm staff at others.
The right approach is the one that matches your enrollment volume, staffing capacity, and school culture.
Choose the format you can sustain well rather than the format that sounds ideal but exceeds your resources.
A well-run group tour serves families better than a poorly managed individual visit program, and vice versa.
