In recent years, colleges and universities have seen a rise in so-called “stealth applicants” — students who apply to institutions without ever officially appearing in the admissions funnel. These applicants never attend events, open marketing emails, or request information. To enrollment teams, they remain invisible until they submit an application, making it difficult to build relationships, anticipate enrollment numbers, or personalize follow-up communication.
This trend is frustrating for admissions professionals trying to create meaningful connections with prospective students and trying to evaluate the strength of their enrollment funnel. Fortunately, there are ways to encourage early engagement and reduce the number of stealth applicants. One of the most effective tools? A digital viewbook.
Understanding Stealth Applicants
Stealth applicants are often highly tech-savvy and independent in their research. They’re used to finding information on their own and may be wary of sharing personal details too early in their college search. Traditional inquiry forms and email campaigns may not connect with these students. If a college’s digital presence doesn’t offer an engaging, low-barrier entry point for exploration, these applicants may never signal their interest until it’s too late.
Why Digital Viewbooks Work
A well-designed digital viewbook, like those created by CustomViewbook, flips the script. Instead of requiring students to fill out a form and wait for generic information, it invites them to customize their own experience right away. They choose the academic programs, extracurricular activities, and campus features that interest them — and in doing so, they voluntarily provide valuable insight into their preferences.
This voluntary interaction gives enrollment teams a clearer picture of who’s engaging and what they care about, all without the friction of traditional lead capture methods. As students build and explore their personalized viewbooks, institutions collect useful data that can inform more targeted outreach and better predict applicant behavior.
Turning Stealth Into Strategy
Digital viewbooks not only attract stealth applicants — they help convert them into known prospects. The interactive and self-directed nature of the tool respects a student’s desire for autonomy while still capturing key engagement metrics. With this data, schools can:
- Identify top programs of interest
- Tailor communications based on specific preferences
- Send timely follow-up messages that align with the student’s chosen content
The result? Stronger, earlier engagement without the need for hard sells or intrusive data collection.
Meeting Students Where They Are
Ultimately, unmasking stealth applicants isn’t about forcing students to fill out more forms. It’s about meeting them where they are — online, on their phones, and seeking personalized experiences. Digital viewbooks provide a modern, low-pressure way for students to express interest, learn about a school, and take the next step on their terms.
For institutions, that means fewer surprises, better-qualified leads, and improved ability to build authentic connections with future applicants.
By integrating tools like CustomViewbook into your enrollment marketing strategy, your institution can move from passive observation to active engagement—turning silent browsers into confident, informed applicants.
