More than 300 colleges now use direct admissions — a model that proactively offers admission to prospects who meet predetermined criteria — but enrollment leaders say the tactic demands different engagement strategies. Institutions report direct admits often show lower initial investment and follow different decision timelines, which can distort yield forecasting and mask signals of interest. Enrollment experts warn that treating direct admits like traditional applicants risks disengagement. Hampshire College cited combining direct admits with traditional applicants as a factor in missing enrollment targets. Practitioners recommend dedicated tracking, tailored outreach, and revised success metrics when integrating direct‑admit pipelines into admissions operations.