What is the benefit of sharing preliminary information before the application is complete?

We have found that a little over half of our applicant families are choosing to share their basic profile information, often adding schools to their prospective list after a conversation with the school or an open house event. This demonstrates the families' interest and intent regarding that school.  

In the past, some families did not understand why schools want preliminary information, but now they understand that it helps schools to start sharing dates, events, and other information with families.

This is also helpful for parents, who may have felt that the application process was overly transactional and not at all personal about what the parents are doing and feeling. Use the Potential Applicants list, which allows schools and families to have more personal conversations sooner.