Why is demonstrated interest important?

Many colleges track every contact that students make with their school, and the data they collect helps them decide who gets accepted—and in some cases, who gets extra financial aid. Why do colleges value demonstrated interest so much that it’s been compared to having an additional 100+ points on the SAT? It comes down to yield rate, which is the percentage of accepted students who choose to enroll. Yield is a priority for colleges because it can impact everything from their ranking to their bond rating. One way colleges can increase their yield rate is to accept students who they predict will accept them back. To make this prediction, colleges check to see if you’ve visited, interviewed, spent time on their website, attended info sessions, interacted with their social media, written a convincing “Why Us?” essay, and more. It’s a daunting undertaking—and it can feel nearly impossible for students if they’re lukewarm about the colleges on their list. That’s one of the reasons we put a lot of effort into guiding students towards excellent-fit schools that excite them. Once students find schools they are genuinely into, demonstrating interest can even feel like a game…and less like Squid Game.