Most prospective private-independent school parents seek admission consideration for their children because of their relationship with current school families. Spontaneous word-of-mouth marketing is predominantly a product of enrolled families’ confidence that they’ve made the right choice of school for their children. The social tendency is to want to invite others to share in their experience. As school leaders, we recognize that parent referrals are the primary driver of prospective family interest. Yet, because we cannot control—or even manage—the message our parents convey, how do we best capitalize on parents’ tendency to brag about their school?