As Labor Day passes, I’m hearing from more IECs that they still have openings for Class of 2026 clients. Some experienced consultants may be looking for one or two final students, while newer IECs may still need a dozen to meet their target. This year, we’re seeing the impact of a trifecta: an uncertain economy, policy changes fueling rising costs, and fewer international students considering study in the U.S.
Now, knowing that many IECs continue to look for clients, I wanted to share suggestions on how to market effectively to fill this year’s roster. And while these strategies work in the short run, many will also help you recruit for the Class of 2027 and beyond.
As always, your marketing should blend honesty, credibility, visibility, and emotional resonance. Let’s look at both the message and the methods.
Messaging: What Families Need to Hear
1. Use the Calendar.
Some families are just waking up to the fact that application season is in full swing. They may not realize how quickly early deadlines are approaching. Others are panicked over test scores arriving this fall. Your role is to reassure them: there’s still time to explore colleges, build a realistic list, and complete essays—but they need to get moving. Position yourself as the calm problem-solver who can turn chaos into a clear plan.
Also note: as test scores arrive this fall, many families will need reassurance that there are great options for every score range. Be the calm guide who shows them possibilities.
2. Understand Family Pain Points.
Late-arriving families often feel they’re already behind:
Other parents are discussing college lists, but their student hasn’t shown interest in a single school.
Essays? Not even the germ of an idea.
Financial aid questions? Overwhelming.
Your outreach should explicitly speak to these anxieties and demonstrate how you’ll guide them through each step: “Early deadlines may be weeks away, but there’s still time to build a smart list and submit strong applications.”
3. Stress Urgency—Without Desperation.
Messaging should acknowledge the time crunch while emphasizing possibility and positivity. For example:
“We can get this done—no need for panic.”
“Yes, deadlines are near. But there are still great options available.”
Some consultants, like my good friend and colleague Joan Koven often offer “Rush Packages” or senior-year intensives. These can reassure families they aren’t alone and may tip them from hesitation into “yes.”
Importantly: no discounts. These families aren’t getting less of your expertise—they’re asking for the same level of support in a compressed timeline.
4. Highlight Specializations.
Anxious parents don’t have time to interview a dozen consultants. Make it easy for them to find you. Be clear if you specialize in:
Athletes or arts students
STEM or pre-med pathways
Affordability and financial fit
Autism Spectrum or learning differences
Religious-affiliated colleges
and so many other specialties
Specific expertise can cut through the noise and connect directly with the right families.
5. Lead With Knowledge, Not Salesmanship.
Families hire IECs because we bring solutions, not sales pitches. Demonstrate calm expertise. And, as everyone who knows me has heard me plead: avoid overpromising. You’re not available 24/7, and you can’t guarantee admission to a dream school. Build trust by under-promising and over-delivering.
Getting the Message Out: How to Reach Families
1. Announce Availability—With Finesse.
The only way families know you’re available is if you tell them. Done thoughtfully, this doesn’t diminish your credibility. Try:
Email past clients: Let them know you have “a few” openings for 2026 seniors. Mention that your best clients come through referrals.
Social media: Post supportive, time-sensitive messages (e.g., “Still need college help? We can get applications ready together—without panic.”). Link to your site and contact info.
Professional networks: Within your association or regional groups, let colleagues know you have space, especially if you offer a specialty. Often consultants with full rosters are looking to refer out.
2. Market Where Families Are Looking.
Social Media Ads: Quick-turn campaigns on Facebook or Google can target specific neighborhoods or keywords (like “college essay help”). Test small ads with different messages.
Local Parent Groups: Facebook, Nextdoor, and community forums are full of anxious parents seeking last-minute advice.
Partner Outreach: Let school counselors, tutors, and test-prep companies know you’re available—they often field overflow requests.
3. Right-Size Your Offerings.
Not every late-arriving family wants—or needs—a full service package. Consider:
Mini Packages: Essay reviews, financial aid consults, or college list checks.
Hourly Options: Perfect for students who need a short-term confidence boost or assistance with finishing touches.
Comprehensive Rush Package: For families who want everything, fast.
The flexibility signals you can meet families where they are.
Final Advice
Balance urgency with calm and optimism.
Treat late clients with respect—they may return with younger siblings or become strong referral sources.
Celebrate small wins with families: “Essay done! Application submitted! First acceptance received!”
Late-stage marketing isn’t about scrambling—it’s about offering structure, expertise, and reassurance when families need it most.