The 2025 Prospective Family Survey of nearly 10,000 families reveals that parents and guardians exert significant influence over student enrollment decisions. A striking 72% expect weekly updates from colleges, favoring email but increasingly open to texts and family portals. Rising tuition concerns remain central, with 65% citing net cost as paramount, though socioeconomic status shapes factors like program fit and communication quality. Enrollment leaders are urged to strategically engage families across communication channels to build trust and improve yield, particularly for first-generation and lower-income households.