How Families Choose Preschools & Daycares (It’s Not Google)

When it comes to choosing a preschool or daycare, families often rely on the most trusted and powerful marketing tool available: referrals and word of mouth.

Despite the rise of Google, Yelp, social media ads, personal recommendations still have the greatest influence on a parent's decision to enroll their child in a preschool or daycare. As a childcare provider, tapping into this source strategically can significantly increase enrollment, without you needing to spend your limited marketing budget on paid ads.

👂 Why Word of Mouth Matters More Than Anything Else

When I was searching for a daycare and preschool for my own child, I didn’t just rely on reviewing websites or online reading reviews—I sought out current or former families. I personally interviewed parents to hear what they thought about the programs, the staff, and how their child was doing. Those real conversations and genuine and honest feedback from other parents shaped my decision far more than anything I read online. And I’m not alone. Most parents today trust personal recommendations over digital marketing.

Here’s why:

✅ Trust and Reliability

Referrals come from people parents already know such as friends, neighbors, or fellow moms in a Facebook group. This kind of trust is hard to beat and often feels more authentic than online reviews or promotional materials. Also, getting a personal review allows the parent to ask for honest feedback with questions such as "What don't you like about your child's school or wish they would do differently?"

✅ In-Depth, Unfiltered Insights

Parents want to know more than what your website or brochure says. Word of mouth provides real stories about the day-to-day experience, from staff interactions to classroom culture, that help parents decide if your school aligns with their values. Parents can ask about what is important to them, such as whether or not the school has a strong parent community, or how responsive, supportive, and professional the school is when a conflict arises.

✅ Community-Based Visibility

From local parenting groups, Facebook Groups, to Nextdoor threads and WhatsApp mom groups, your program’s reputation is constantly being shared with or without your involvement. By actively encouraging and supporting these conversations with your current and former families, you stay top-of-mind in your community when parents are researching top daycares and preschools.

📣 How to Leverage Word of Mouth for Your Childcare Program

1. Encourage Happy Families to Share Their Experience

Every center has those standout families who love you, trust you, and talk about you already. When you give them small, specific ways to support your program, they almost always step up. You can ask these families to help in the following ways.

• Refer friends who are currently looking

• Post about your program in local parent groups such as Facebook

• Leave thoughtful, specific online reviews on your Google Business, Yelp, and Winnie page

Most families are happy to help—you just have to give them a gentle nudge and make it effortless. Busy parents won’t hunt for your review page, so give them a direct link. A quick email with a one-click link to your Yelp or Google Business Profile makes all the difference and dramatically increases the chances they’ll actually leave a review. Convenience is everything for today’s busy families.

2. Offer a Referral Program

Give current families a small incentive (like a tuition credit or gift card) for every referral that enrolls in your program. It shows appreciation and encourages them to talk about your school more often. Sometimes that extra reward can go a long way to getting parents motivated to take action to refer your center.

3. Show Up at Community Events

Whether it’s a park day, a farmers market, a local festival, or even a library storytime, showing up in your neighborhood builds instant name recognition. The more parents see you out in the community, the more likely they are to remember you and mention your program when friends are looking for a preschool or daycare. It also signals something parents care deeply about: you’re not just a business, you’re an active part of their community. That connection goes a long way when families are choosing a daycare or preschool.

🚀 Final Thoughts

Referrals and word of mouth are the #1 drivers of enrollment for most preschools and daycares. No matter how polished your website or active your social media is, what parents say about you behind the scenes is what fills your classrooms.

By building strong relationships with current families and encouraging them to share their stories, you're not just marketing, you’re building a trusted reputation that speaks louder than any paid ad ever could.

👋 Ready to Attract More Families Through Strategic Marketing?

I’m Annie Liu, an educational program marketing consultant specializing in preschools, daycares, and early learning centers. I help childcare programs increase visibility, build trust with families, and boost enrollment—without wasting time or money.

I offer a marketing audit that clearly breaks down what’s working, what’s not, and exactly what to do next, with DIY action steps you can follow even if you have zero marketing experience. You’ll walk away with a practical plan to improve your online presence and overall marketing strategy.

📩 Email me at annieliuconsulting@gmail.com to schedule a free initial consult or book a consult directly here.