140. Is AI Recommending Your School? How Families Find and Choose Schools Now

Families aren’t just Googling “best private school near me” anymore. They may be asking AI detailed questions about their child, comparing schools across multiple platforms, reading reviews, watching videos, and researching your school for months—or even years—before they ever fill out an inquiry form.

In this episode, Aubrey talks with Heather Burchfield and Moira Anderson of Truth Tree about what this changing enrollment journey means for school marketers and admissions teams.

They explore how schools can make sure AI—and families—understand what truly makes them different, why generic claims without proof are becoming even less effective, what happens inside the “dark funnel” before a family inquires, and how Google, Meta, YouTube, retargeting, reviews, and website content work together.

In This Episode, We Discuss:

Why AI is becoming more like a personal advisor for prospective families

How to “own the narrative” with proof, testimonials, credentials, and specific outcomes

Why the inquiry form is a lagging indicator, not the start of the relationship

How the “dark funnel” is changing school enrollment marketing

Where Google, Meta, YouTube, and retargeting fit

What metrics to watch before enrollment numbers come in

Practical changes schools can make right now

And Heather and Moira leave listeners with a few simple “Monday morning” actions that can immediately strengthen a school’s digital presence and enrollment experience.