The looming demographic crisis has been talked about for nearly a decade, has had higher education enrollment managers to strategically think ahead and urge their institutions' stakeholders that the model must change, that they must adapt, and that not all colleges and universities could be winners in the hypercompetitive environment they were about to enter. However COVID-19 accelerated the reckoning so many enrollment leaders were preparing for, causing them to rethink strategies, implement quick tactical changes, and ultimately make their best guess at student and family behavior. On the best days, this has challenged admission professionals to be nimble and creative, pushing many out of their comfort zones and into a new (virtual) world. On the worst days, this has caused efforts to increase access to falter, further threaten higher education, and introduced even more uncertainty into an already uncertain endeavor. This article examines how some admissions offices were able to meet and withstand the challenges.