We have a deadline. Do you really want to miss out?
This is a more sophisticated take on the NOW, NOW, NOW schools.
Essentially, reasonably ranked schools start fear/shaming you into applying to their institution by playing on your fears that you aren’t going to get into your first choices and you should really be more on top of this, because dontcha know we are so incredibly popular that if you don’t complete your application before the looming upcoming deadline you will never be able to attend ACME’s A1 Plus Law School for Lawyers.
And so, the question becomes, you’re all so quick with the solicitations, why does it take you so long to make your offer? I thought we needed to do this now, now, now, before your looming deadline approached, because you love us, personally, and see, we really do because we followed up on our last email. I guess it wasn’t that important.