943 advisor calls booked by AI

50% SMS reply rate

<60 sec average response time

18+ courses handled simultaneously

Zero leads missed after hours

Hader Institute of Education is a registered training organisation delivering vocational qualifications online across the AOD sector and allied health, grown from zero students into a high-volume, fully remote operation in Armadale by CEO Marcus Sellen and co-owner Jesse.

The VET sector is highly competitive. Prospective students typically inquire with multiple providers at once, which means the business that responds first holds a real commercial advantage.

CHALLENGES

Lead Bias

Sales staff were treating leads differently based on source. Google leads were prioritised; Facebook leads were deprioritised or skipped entirely. Marcus and Jesse pushed back on this consistently. Every person who fills in an inquiry form has taken a deliberate action, regardless of where the ad appeared. The bias was compounding an already lower conversion rate by adding delay on top of it.

Speed to Contact

In VET, first response wins. With a human team managing outreach, response time depended on availability, workload, and which leads a staff member decided to prioritise that day. A lead arriving at the wrong moment could wait hours, and in a competitive market, that gap costs enrolments.

Coverage Gaps

Inquiries come in around the clock. Hader had no way to respond consistently outside business hours, which meant after-hours leads were sitting unanswered while other providers were already in the conversation.

SOLUTIONS

Removing Lead Bias at the Source

Hader’s Enrola AI agent, named Anna by the team and treated as a genuine member of the student recruitment function, contacts every lead immediately and with the same quality, regardless of source. By the time a human agent steps in, the first touchpoint has already happened. The agent’s job is to continue the conversation, not decide whether to start it.

A Purposeful Conversation, Not a Chatbot

Anna is trained to give prospects enough to self-qualify without giving the sale away over SMS. Price and payment details are reserved for the human conversation. The goal is to open the door, not close the deal. This keeps the AI in its lane and the human agent where they add most value.

Frictionless Handoff to a Human

A Calendly booking link sits inside the SMS flow. Prospects can book a Google Meet with a student recruitment agent to talk through their goals and course options. Appointments are capped at two days in advance to maintain urgency, and agents are available same-day for prospects ready to move. Leads who book are the highest-converting segment in the business.

“The team knows when they have got an Enrola booking, they are hot to trot.”

— Marcus Sellen, CEO, Hader Institute of Education

RESULTS

Number One Converting Lead Channel

Enrola’s SMS flow is now the single highest-converting lead activity Hader runs. It outperforms every other channel in the business for conversion rate, without exception.

Daily Pipeline of Warm, Qualified Appointments

A high volume of Calendly bookings comes through the SMS flow every day. Agents work from a book of prospects who have already self-qualified and chosen to commit to a time. This type of structured, self-initiated booking pathway did not exist before Enrola.

Real-Time Market Intelligence

Marcus reads the transcript dashboard daily to track what prospective students are asking, what objections are coming up, and what is on their minds. For a fully online business, it is a direct, unfiltered signal from the market.

AI Adoption Across the Business

After seeing what a focused AI function could deliver, Marcus and Jesse reviewed every part of the business for AI opportunity. Areas under consideration include inbound call handling, assignment marking, and AI-delivered lectures. Enrola was the proof of concept that started it all.

CLIENT FEEDBACK

“It is our highest converting lead activity that we undertake in the business. It is exceptional.”

— Marcus Sellen, CEO, Hader Institute of Education

“Enrola has opened our eyes to AI technology in an RTO. It has just shown us the power of a well-trained simple function. It is the first five percent of the sales process, but it is the most important five percent.”

— Marcus Sellen, CEO, Hader Institute of Education

“I love the dashboard. I read the transcripts all day long. It tells me as a CEO what the market is asking for. It is real time, real feedback. And I find that very powerful because we are a completely online business.”

— Marcus Sellen, CEO, Hader Institute of Education