Let’s be honest for a moment, doesn’t the way we used to run RTO marketing feel a bit outdated now?
Not too long ago, the focus was simple, just to get the lead. We’d hide the pricing behind a “download brochure” button, keep the details vague, and hope the sales team could close the deal before the student started asking too many questions.
But here’s the thing, that approach hasn’t really gone away. It’s still out there, just in a different form, and the same challenges continue to hold us back.
But in the current landscape, those old tactics aren’t just failing; they’re becoming a liability. Between evolving regulatory standards and a new generation of students who can sniff out “sales talk” from a mile away, the game has completely changed.
I’ve been spending a lot of time looking at student enrolment patterns lately, and one thing is crystal clear: Transparency is the new currency.
The Students Have “Trust” Issues
We’re living in a bit of a paradox. Students are using AI to help find courses, yet they trust the internet less than ever. They’re looking for a reason not to choose you. If a website feels like a generic template or if they can’t find the total cost of a course within a couple of clicks, they’re gone.
They aren’t just looking for a qualification anymore; they’re looking for a return on their investment. They want to see the real faces of the trainers, the actual workshops where they’ll be learning, and honest-to-goodness reviews from people who’ve actually done the work.
How Transparency Attracts the Right Students and Boosts Completion Rates
The updated RTO Standards place significant emphasis on “integrity” and “informed choice.” For a lot of RTO owners I chat with, this often feels like another compliance headache. I see it differently, though.
When you make your website a “glass box” where pricing, delivery modes, and even the “hard parts” of a course are laid bare, you aren’t just ticking a regulatory box. You’re actually filtering for the right students.
Think about it, would you rather have 100 leads who didn’t realise they needed a work placement, or 20 students who know exactly what’s expected and are ready to commit? The latter is how you get higher completion rates and fewer headaches down the line.
Why Embracing “Imperfection” Builds Trust with Your Students
One thing I often tell my clients is that you shouldn’t be afraid of showing a bit of reality. Many RTOs fear negative reviews or students asking tough questions publicly. But here’s the secret: a perfect 5.0 rating can actually breed suspicion.
Modern students are looking for authenticity. They want to see how you handle mistakes or support a struggling student. When you’re open about your challenges and show a genuine commitment to fixing things, you build a level of authority that a slick, “perfect” marketing campaign can never touch. It’s about being a real organisation run by real people, not just a digital storefront.
Making the Tech Work for You (Not Against You)
One of the biggest pain points I see is the “Frankenstein” tech stack. You’ve got your student management system (SMS) over here, your marketing emails over there, and a spreadsheet somewhere in the middle. It’s messy, and it makes being transparent almost impossible because your data is all over the shop.
This is where things get interesting for us at iBusinessFormula. We’ve spent years developing ways to integrate platforms like HubSpot with Australian VET systems.
Imagine a student abandons an enrolment form because they got stuck on the USI section. Instead of a “Buy Now” email, they receive a quick note with a helpful guide to finding their USI. It’s helpful, it’s human, and it builds trust without you having to lift a finger. That’s what we call “Anti-Trap” marketing, favouring help over the hard sell.
We need to have a real Connection in the digital world
Ultimately, students want to know that there are real people behind the screen who care about their success.
Whether it’s through verified reviews or a campus walk-through video that shows the actual equipment they’ll use, those small touches of authenticity are what win the day.
If you’ve been feeling like your digital presence is more of a “pamphlet” than a “trust-builder,” or if you’re struggling to get your marketing and technology to actually work together, I’d love to help you clear those hurdles. We don’t do the “hard sell” here; we’re much more interested in helping RTOs build systems that actually work for their students and their bottom line.
The VET landscape is evolving, and it’s a pretty exciting time to be in it if you’re willing to be a bit more open.
