Successful schools understand that agent relationships aren’t just about processing applications and paying commissions. The strongest partnerships are founded on genuine collaboration, regular communication, and mutual respect. Here we explore how to nurture agent relationships that deliver long-term value for both parties.

Establish regular communication rhythms

Rather than only contacting agents when you need something, invest in ongoing relationship building. Create structured touchpoints throughout the year, such as monthly newsletters sharing school updates and programme changes, as well as quarterly webinars addressing industry trends or new offerings to keep your institution top-of-mind. Don’t underestimate simple gestures like holiday greetings or congratulations on agent achievements.

Schedule meaningful check-ins

Apart from formal communication, schedule regular one-to-one conversations with key agents. These calls shouldn’t focus solely on recruitment numbers but should explore market conditions, challenges agents face, and opportunities for collaboration. 

Include agents in strategic discussions

You could also invite experienced agents to participate in programme development discussions or market expansion planning. Their insights are invaluable, and inclusion in strategic conversations strengthens their commitment to your institution. 

Recognise and reward good work

Acknowledge outstanding agent contributions through formal recognition programmes, such as exclusive benefits for top performers or special designations like ‘Preferred Partner’ status. This shows appreciation for their efforts. Consider offering professional development opportunities or priority access to new programmes.

Invest in face-to-face connections

Whilst digital communication is efficient, nothing replaces in-person meetings. Plan regular visits to key markets, attend industry conferences where your agents participate, or host agent familiarisation (FAM) trips to your school or campus.

Long-term agent relationships require consistent investment, but they give back tremendous returns through improved loyalty, better student matches, and sustainable growth. Ready to strengthen your agent partnerships and expand your global reach? Contact Schools & Agents today to learn how we can help you build lasting relationships with quality agents worldwide.

Written by Stephanie Clark