I used to work in a small, oversubscribed infant school. Ofsted outstanding.
The head conducted all the new parent tours herself. Not because she wanted to sell the school, there was no need for that, but because she wanted an opportunity to persuade the "wrong" families that the school wasn't for them.
For example, she knew the addresses she didn't want and would tell them what a full and expensive extra curricular programme they led and anyone who's child had SEND would be told it would be very difficult for a small school to meet their needs, had they tried xyz school.
She was very good at her job, completely committed to the staff, the school and the children. Ran a very good school for those children lucky enough to have a place, but I only stayed 2 years because this made me so uncomfortable.
I went on to a struggling school with an equally committed head, but very many social problems.
Should I have realised all "nice" schools do this? Also perhaps this is what parents at nice schools want?
Can a truly mixed intake school succeed?