How to Market a New Daycare or Preschool (6 Steps to Start Getting Tour Requests Fast)

If you’re opening a daycare or preschool, you’ve probably thought about how you’ll start enrolling families by creating a website, some social media posts, maybe a sign out front.

But here’s what I see happen with most childcare programs:

Marketing gets pushed to the back burner while everything else gets set up.

I’ve worked with daycare and preschool owners across the U.S., and the programs that fill enrollment fastest aren’t the ones with the biggest budgets.

They’re the ones that get the right foundation in place early.

Here are the six childcare marketing steps I’d prioritize first.

1. Build a Website That Turns Visitors Into Tour Requests

Your website is your most important marketing tool — and most programs underestimate it.

Parents aren’t browsing your site casually. They’re trying to answer a few key questions quickly:

• What ages do you serve?

• What are your hours?

• What does it cost?

• What makes your program unique?

• How do I book a tour?

If they can’t find those answers fast, they leave.

Your site needs 3 things:

• Mobile-friendly design (most parents are searching on their phones)

• Clear program details front and center

• A visible, easy-to-click tour or request more information button

Real photos matter too. Parents want to picture their child in your space before they ever visit.

2. Set Up Your Google Business Profile

This is the most impactful free tool for daycare marketing — and the first thing I set up with every client.

When a parent searches “daycare near me,” your Google Business Profile is what shows up first.

Before they even visit your website, they’re seeing:

• Photos

• Reviews

• Hours

• Location

• A link to contact you

A complete profile with real photos and a tour link will drive more inquiries than most paid ads.

Make sure you:

• Claim and verify your profile

• Fill out every field

• Add real classroom and outdoor photos

• Link directly to your tour scheduling page

Learn how to optimize your Google Business profile to get more daycare enrollment.

3. Get Listed Where Parents Are Comparing Options

Parents don’t just search — they compare daycare and preschool programs online.

Two free platforms matter:

• Winnie

• Yelp

These are often reviewed when a parent is deciding where to tour and it's important to make sure your information is updated on both these platforms. Here's how to claim and optimize your Winnie listing.

Make sure your listings include:

• Full program description

• Ages served

• Hours

• Photos

• A link back to your website

  
  

4. Map the Path From Search to Enrollment

One of the most overlooked strategies is understanding how a parent actually chooses a daycare.

It usually looks like this:

• They search (Google, Winnie, Yelp, word of mouth)

• They land on your website

• They decide whether to book a tour

• You respond and confirm

• You follow up after the visit

Every step matters.

If something is unclear or slow, families drop off and book a tour somewhere else.

Mapping this out helps you spot exactly where you’re losing enrollments. These 8 SWOT questions can help you identify your biggest gaps.

5. Use Real Photos and Short Videos

Stock photos don’t build trust.

Real photos of your space, your teachers, and your daily environment do.

Parents are making an emotional decision. They want to see where their child will be.

You don’t need anything fancy:

• A smartphone

• Good lighting

• Clean, organized spaces

Short videos (30–60 seconds) work especially well. A quick walkthrough or morning routine can make a big difference in whether someone books a tour.

6. Build a Fast Follow-Up System

This is where most programs quietly lose enrollments.

A parent reaches out, doesn’t hear back quickly, and schedules a tour somewhere else.

It happens all the time.

A simple system goes a long way:

• Respond within a few hours

• Send a confirmation after booking

• Follow up within 24–48 hours after the tour

  
  

You don’t need anything complicated, just consistency and a quick response.

The Bottom Line

Most new daycare and preschool owners wait too long to set up their marketing.

Meanwhile, spots stay empty and families enroll at the program that showed up first and followed up fastest.

You don’t need a big budget. Not sure which tools to start with? Here are the top 3 every preschool should be using.

You need the right foundation, set up early and built around how parents actually choose childcare.

Frequently Asked Questions

What is the best marketing strategy for a new daycare?

Start with your website and Google Business Profile. These are the two things that most directly impact whether parents find you and book tours.

How do I increase enrollment at my daycare or preschool program?

Make it easy for parents to find you, understand your program quickly, and schedule a tour — then follow up consistently. Most lost enrollments come down to missed or delayed communication.

Do I need ads to get enrollment?

Not right away. A strong online presence and local SEO will generate organic inquiries first. Ads can be explored later once you've built a foundation online.

How long does it take to fill enrollment?

It depends on your market, but programs that set up their marketing most strategically before opening consistently fill faster than those that wait.

Need Help Getting More Tour Requests?

If your phone isn’t ringing consistently, or tours aren’t turning into enrollments, something in your process is likely missing.

Most daycare and preschool owners know they should be doing these things. The challenge is prioritizing finding the time to set everything up correctly and following through consistently.

I work exclusively with childcare programs to fix exactly this.

In a free 30-minute consult, I’ll show you:

• Where families are dropping off

• What’s holding back inquiries

• What to fix first to get more tour requests

Book your free childcare marketing consult here or view my services and pricing.

Or email: annieliuconsulting@gmail.com