How Custodial Services Can Help Colleges Increase Student Enrollment
First impressions matter to prospective students and their families. The campus itself is part of the college experience they’re evaluating. They’re looking at residence halls, classrooms, and communal spaces to see if they’d feel comfortable and safe here.
A survey by the Cleaning & Maintenance Management found that almost half (48%) of parents of prospective students said cleanliness is one of the top three considerations when selecting a college for their child. A whopping 84% also believed campus cleanliness was important.
Custodial teams support enrollment by helping keep campuses operating at their best and looking their best.
The Campus Visit Is a Key Part of Enrollment
College searches may begin online, but the physical campus often determines whether a student sees an institution as the right fit.
Research from BHDP Architecture found that 95% of enrollment leaders surveyed considered the campus tour important to a prospective student's enrollment decision, with 86% calling it very or extremely important. Nearly 80% said students who took a campus visit had matriculation rates of at least 30%, while half reported rates of 50% or higher.
The same research found that residence halls, athletic facilities, and student recreation facilities were among the spaces where prospective students and families were least satisfied.
That matters because these spaces are not incidental. They are often central to the campus tour and to how students imagine their lives at an institution.
A student is picturing where they'll wake up every morning, meet friends, study, and eat dinner. The physical environment helps make that future feel real.
Custodial Services Are Part of the Value Proposition
Students have more choices than ever when deciding where to attend college, and they're looking closely at what they'll receive for their investment.
Affordability is a major consideration. But students are also evaluating quality of life, campus safety, location, and the student experience.
The enrollment cliff makes the campus experience even more important. As the population of traditional college-age students declines, colleges and universities are competing for a smaller pool of prospective students, putting greater pressure on institutions to demonstrate value and stand out.
While academics, affordability, career outcomes, and flexibility remain major factors in enrollment decisions, the campus is still a huge part of a student’s decision to enroll.
Custodial teams intersect with many of these considerations. A well-maintained residence hall contributes to quality of life. A clean, comfortable environment also helps prevent the spread of germs across campus, supports students’ academic performance, and reduces illness-related absenteeism.
While none of these factors determines enrollment on its own, together they communicate what an institution values.
3 Ways Custodial Teams Can Strengthen Campus Experience
1. Make Cleanliness Part of the Campus Experience
Students and families notice cleanliness immediately. From residence halls and restrooms to classrooms and student centers, the condition of shared spaces impacts the campus experience.
An effective custodial program establishes consistent standards across campus and adjusts cleaning priorities based on traffic, building use, and the time of year.
2. Focus Resources Where They Matter Most
Not every campus space has the same cleaning needs. A busy student center may require more frequent attention than an administrative office, while residence halls and athletic facilities demand specialized approaches.
Understanding those differences allows custodial leaders to deploy staff, equipment, and cleaning schedules more strategically.
Technology is useful too. Digital inspections, work-order systems, and real-time reporting give teams better visibility into what has been cleaned, what needs attention, and where recurring issues are happening.
When custodial resources are aligned with actual campus activity, teams can improve consistency without adding more labor.
3. Invest in the People Behind the Clean Campus
A successful custodial program hinges on the people doing the work.
Training, clear expectations, strong leadership, and recognition can help custodial employees deliver quality results and take greater ownership of their spaces.
It also helps to treat custodial teams as part of the larger campus community. These employees interact with students, faculty, and staff every day and are often among the first to notice issues in a building.
When custodial teams have the training, tools, and support they need, the entire campus benefits.
Your Campus Is Part of Your Brand
A college's brand isn't limited to its logo, website, or admissions materials. Students experience the brand when they walk through the front door, enter a residence hall, and walk across campus.
Every one of those interactions shapes students’ perception of an institution, making custodial teams a key part of enrollment.
When campuses are clean, safe, and well-maintained, they help prospective students envision themselves at your institution and make them more likely to enroll.