Clearing isn’t what it used to be. According to UCAS, Clearing is no longer dominated by missed grades. In fact, only 24% of students used it in 2024 because they didn’t meet their offers, while a growing number made deliberate, strategic changes. More than 33% used the Decline My Place function – a 4% increase on last year and nearly 22,000 applicants skipped the main cycle altogether, entering Direct to Clearing. This shift is powered by confidence: 67% of students began researching before August, and nearly half contacted just one university, meaning decisions are more focused, proactive, and informed than ever.
So how do you go from being the backup plan to being the one they’re excited to brag about?
Pull, don’t push
Students are much more likely to be pulled toward a university they’re excited about than pushed away from their Firm Choice. That means your job isn’t to comfort them but to compel them.
Showcase your strengths, campus culture, career outcomes, standout student support, and location perks. Hit them with useful content that actually helps them make a decision.
Start early, stay visible, and keep going
Clearing might officially kick off on 5th July, but student interest starts long before that, and many are still making decisions long after Results Day has passed. That means your university’s presence can’t peak and drop; it needs to stretch across the whole cycle.
Some are researching as early as Year 12. Others might drop in last-minute through Direct to Clearing. Your content needs to cover all bases, be visible and ready for anyone who lands on your site or UCAS listing at any stage. Be responsive through live chat, WhatsApp, and social channels. Keep your listings fresh and your support teams active. The students who missed you the first time around may still be looking, and they’re more likely to choose a university that looks prepared, not reactive.
“The universities that stand out aren’t just reacting on Results Day, they’re building demand weeks in advance. It’s about showing up early, being seen, and staying memorable.”
Kim Mclellan, Managing Director, Hunterlodge Advertising
Think about the different personas
Clearing students are not one group that fits all. Some have missed their offers, others are reconsidering their original firm choice, and some are entering late as Direct to Clearing applicants. Each has a different mindset, motivation, and timeline, and they engage differently.
Traditional students tend to rely on UCAS and university websites, while Trade-Ups and Mind Changers are more influenced by social media, rankings, and peer recommendations. Direct to Clearing applicants, often older or returning to education, respond well to clear, practical information through email, phone, and local channels. One message won’t speak to them all. Understanding both who they are and how they search is key.
Be the first choice (even if you weren’t the first pick)
Decline My Place is on the rise – students aren’t sticking with their insurance place out of loyalty. They’re switching to something that feels right and better.
Students are comparing not just academics but also lifestyle, support, flexibility, and outcomes. If your offer doesn’t feel more valuable, they won’t move. Get in front of them early, answer their questions quickly, and help them see the bigger picture of what studying with you could mean.
Don’t Overlook International Students
While Clearing has traditionally focused on home students, more international applicants are now entering the process, especially from countries like India, Nigeria, and parts of Southeast Asia. They’re looking for flexibility, fast answers, and clear timelines for visas and CAS issuance.
To support this group, provide international-specific Clearing content, including guidance on accommodation, costs, scholarships, and arrival logistics. Highlight your international support services and make it easy to speak to someone who can answer location-specific questions.
Create content that connects
With so many choices, students are drawn to content that feels authentic, timely, and made with them in mind. At Hunterlodge, we believe effective content isn’t a happy accident, it’s a well-crafted strategy. We start with a clear plan that aligns with your brand’s essence, grounded in audience insight and competitive context, so you know exactly what to say, when, and how to say it.
Whether it’s a student-led video, a virtual tour, or a simple but timely Q&A, great content builds trust and confidence fast. It’s what turns casual browsers into applicants.
At Hunterlodge, we’ve worked closely with universities to deliver results-driven Clearing campaigns that go beyond just being visible – they make an impact. Whether it’s hitting ambitious targets or shifting perceptions, we help our clients show up early, stay visible, and turn interest into enrolment.
If you’re looking to refresh your approach, then get in touch kim.mclellan@hunterlodge.co.uk