3 Things to Know if You Want to Reach Homeschooling Families

First, who are these people?

This may be obvious, but these are individuals: parents with children, not teachers with classrooms. These are families with children at home doing the things that you and your family may do at home. The demographic is hugely diverse. The needs of each student and parent is unique. Education is not an activity that homeschool families do from 8-3 each weekday. For these families, education moves around and with the family structure and is a life-long, intentional, every minute of the day endeavor. Above all, they want their children to succeed. They typically want their children to “master” subjects, not just learn to pass the test. Do not get me wrong, the children will pass the test. There are also families that choose not to test. No two families who homeschool do it the same.

To ensure success, a variety of methods and activities may be employed. Homeschooling parents may use structured academics, exploratory learning activities, distance learning, learning in co-op settings, and special needs products. It is not unusual for a high school student in the home to be taking part in college distance learning in concert with their high school academics. You will find books and Kindles everywhere. There are enrichment activities woven in with learning fun, civic involvement, clubs, field trips, play dates, hands-on learning, plenty of play and teachable moments.

Secondly, parents do extensive research to locate the products and services that work.

Parents look for quality and value. They look for products that may, when appropriate, serve all the children of the family. Homeschool families may have larger families, maybe 4, 6 or more children. Many times, at least one child will have a special need. Licenses with 3 to 5 maybe even 8 child users and a free parent account are very appealing. There can be limitations with income, but homeschooling parents are amazingly resourceful. They may purchase many products to teach one subject. They look for 3rd party validation (product reviews) and if homeschoolers wrote those reviews, that weighs heavily. They look for accompanying parent resource materials, grading tools and easy-to-reach tech support. They want to know that the money they spend will help their children.

Homeschooling parents are incredibly busy, but they take the time to locate, figure out and then implement what works. Homeschooling parents may decide to participate in a class or two to learn how to use a product or teach their children – they do not mind. Sometimes the parents must study and learn the curriculum themselves in order facilitate teaching it. They are going to thoroughly read what you claim on your website and in your advertisements to see if the information stacks up. You had better know your stuff and share it carefully with transparency.

Lastly, homeschooling families may educate differently for various reasons and on a different, more flexible schedule.

They are resourceful and may use your resources in ways that you did not anticipate. You will probably hear feedback from them on ways to improve and redesign your material. They may educate while in the car on their way to an appointment or while traveling on business or waiting for a sibling at a co-op class or even in a dentist’s office. About a third of them educate year-round. If a homeschooling parent(s) works full-time, it’s possible that all the structured education could take place on the weekend or in the evening; so many different scenarios – but do not be fooled. Homeschooled children succeed. They are smart. They typically test higher than their public-school counterparts. They are engaged. They are active in their communities. They are active in sports and the fine arts; they are literate and tech savvy. Regardless of what you may have read, the vast majority are emotionally whole.

Homeschool families are looking for your quality resources and solutions. Make sure that you are calling them out by name.

They are looking for resources including pre-school through high school and beyond, all the core subject in print and digital formats, literature, books, enrichment products, special needs products, fine arts products, technology and robotics and coding, all sorts of clubs and so many other products – the sky is the limit. Homeschool families need your quality products, solutions, and services. Make sure your messaging is right.