How to Sell to Homeschoolers in 2021

If you want to sell your products, services, and resources to homeschooling families, you first need to understand exactly who homeschoolers are and who they are not. There is a lot of confusion around this especially since “virtual schooling” was initiated during the pandemic as an alternative to in-person instruction in public schools.

--“Homeschooling,” is entirely different than “virtual schooling.”--

Homeschooling is parent-led, home-based education, or homeschooling, is used by families who prefer less formal, more personalized methods of teaching that are not always found in schools. Homeschooling parents choose to take responsibility for the education of their children, controlling both the education process and the curriculum. Homeschool parents may incorporate “learning pods,” “homeschool co-ops”, “online courses or classes” and even college level “distance learning” as part of their day-to-day education. In all cases, these activities are parent-led/chosen and typically are fee based and paid for by the parent. Homeschooling parents may or may not assign grades, assessments, transcripts, or diplomas but are required to submit to their local state homeschooling laws for reporting, grading, and assessments. These requirements vary widely among all fifty states.

Virtual school (not considered homeschooling) is a method of education that is carried out online, usually from home, in which a student is not required to receive instruction at a designated physical location. The method and content of the child’s education are determined by authorities other than parents, i.e., the child is merely fulfilling the requirements of his or her local government by learning from home. Virtual schools typically follow state-mandated standards and provide grading, assessments, transcripts, and diplomas. This type of virtual learning is not considered “homeschooling” but functions as an extension of a public school, which offers free enrollment.

For those that do homeschool, the demographic is hugely diverse. The needs of each student and parent are unique. The motivation above all else is that 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, upon completion; the children can 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, resources, and technology everywhere within the home. 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. Homeschooling families are socially active and typically very busy.

If you want to sell to homeschool families, advertise your value proposition. Parents look for quality, value, and solutions. 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 choose to purchase many types of products to teach one subject. Parents 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. Homeschooling parents want to know that the money they spend will help their children.

The homeschool market is a dynamic and growing slice of the overall education market—a multibillion dollar industry. Homeschool statistics show the number of homeschooled students is growing rapidly, with potentially many more students being homeschooled than the collected data show.

The increasing numbers of homeschoolers will drive the demand for curriculum, materials, software, and support. The broad range of ages of both home educators and their students will offer many opportunities to market to homeschooling families.

If you would like to learn more about how to advertise to homeschool families, please reach out.