There are a growing number of creative new ways that college admission professionals are reaching students and their families, but often, experts say, the biggest payoff can come from the simplest technique: building relationships. And those relationships may extend beyond the short-lived connections to the student who is inquiring or enrolling, and can include counselors and the broader high school community, including personnel who work with students directly and know them well. This article offers advice on ways that college admission representatives can build stronger relationships with their community.