10 ways to grow your private studio

There are lots of ways to get more students, and different things will work in different places. Some teachers get most of their students through referrals. Some have had very good results from local Facebook groups. Some have a relationship with a school or music shop that sends people their way.

Usually it is not one thing. A combination of approaches works best, and the more that people in the area know that you teach, and the more they hear good things about you, the more students will come your way.

If you are trying to build up a studio, these are the things I would look at.

1. Ask the families you already have

I think teachers can be a bit reluctant to do this. We do not want to seem pushy, and we hope that if families are happy they will naturally tell people. They might, but they also may not know you have room for anyone else.

If you have an opening, tell your families. You can be quite specific. If you have a place for a beginner on Tuesday at 4 pm, say that. A parent might immediately think of a friend with a child who has been asking about lessons.

You can offer a referral thank-you if that suits your studio. I would not make it too complicated. Some teachers give a credit after the new family has stayed for a term. Others just ask their good families to pass the word on.

2. Give them something good to talk about

The best referrals come when families are pleased with what is happening. That might be a child who is really enjoying lessons, a student who has learned a piece they can play for their grandparents, or a recital where parents can see that their child has made progress.

It does not all have to be exams and awards. Those things are good for some students, but most parents want to see that their child is learning, enjoying it, and being well taught. If you have recital photos, student performances or small achievements you can share, with permission, it helps make that visible.

3. Be in the local Facebook groups

This is probably one of the simplest things to do. Find the local parent groups, community groups, neighbourhood groups and homeschool groups. People ask for recommendations there all the time.

Some groups will let you put up a post advertising your studio and some will not. It is worth asking the admin rather than just posting. Even if you can't advertise, you can still respond when somebody asks for a teacher. Have a website or studio Facebook page that you can link to.

Homeschool groups are especially worth knowing about if you have daytime places to fill.

4. Get to know the other teachers around you

It is very useful to know the other piano teachers and music teachers in your area. If a teacher is full, they need someone sensible to refer people to. If they have students who are not a good fit for them, or they are cutting back their teaching, they may have people to pass on.

You need to be known for this to happen. Join the local music teachers association if there is one. Go along to things. Introduce yourself. Let people know what you teach, who you like teaching, and where you are based.

It takes a while, but this is one of the ways a studio becomes established.

5. Talk to schools, music shops and local music groups

School music teachers get asked for private teacher recommendations. Music shops do too, particularly when a family has just bought or hired an instrument. Choir directors and youth ensemble conductors also know lots of families who are interested in lessons.

You can send them a short email and a flyer. Make it easy for them to see what you offer and how to contact you. If you can offer something useful as well, that is even better. You could run a sectional, help with an ensemble, accompany, or offer a short beginner workshop.

The main thing is to build a connection before you need something from them.

6. Go where the children are

This is related, but slightly different. If you can teach a class at a homeschool co-op, help with a children's choir, run an after-school group, or work with a youth orchestra, parents get to see you with children.

That is useful because families are not only looking for someone who can play well. They are looking for someone their child will be comfortable with. If they have seen you teach a class, they already have some sense of what you are like.

It can also lead to private students without you having to spend much time advertising.

7. Give people an easy way to start

Starting lessons can feel like a big decision for a family, especially if they do not know whether their child will keep going. A short course can be a good way around that.

You might run a six-week introduction to piano, a holiday programme, or a short group for beginners. I think group piano is particularly good for this. It is social, it is usually more affordable than private lessons, and children can see that they are not the only ones starting from zero.

At the end of the course, you can offer a place in an ongoing group or in private lessons. It gives families a chance to try it properly, rather than asking them to sign up forever from the beginning.

8. Make it easy to find you online

When somebody hears about you, they will probably search for you. You need something to come up that tells them you are a real teacher in their area and that you are taking students.

A simple website is enough. It should say where you teach, the ages you teach, whether you offer private or group lessons, and how people can contact you. A Google Business Profile is also worth having. A lot of people search for “piano lessons near me” or “piano teacher in [suburb]”, so it helps if you appear in those searches.

It does not need to look like a large music school. It just needs to be current and clear.

9. Use flyers and local advertising when there is a reason for them

Flyers, business cards, noticeboards and yard signs can work. I would not expect them to fill a studio by themselves, but they are useful when they are part of something else.

For example, if you are starting a new beginner group, holding an open day, or enrolling for a new term, there is a reason for a parent to respond now. Put information in places where local parents spend time, such as libraries, music shops, cafés and children's activity venues.

Keep the flyer simple. People need to know what you teach, where you are, who it is for, and how to get in touch.

10. Make your studio easy to say yes to

Families can be interested in lessons and still not enrol because it feels difficult to fit into their week. This is where the practical parts of the way you run your business matter.

Have clear pricing. Make the enrolment process simple. Give people a calendar so they know what they are signing up for. Make it clear what happens if they miss a lesson. These things do not sound very exciting, but they make a parent feel that the studio is organised and manageable.

It is also worth thinking about what format might suit the families you want to teach. Group lessons can be a good option for children who want to learn with friends, and for parents looking for a more affordable starting point. Daytime lessons can suit homeschool families and adults. School-based lessons are convenient because there is no extra trip after school.

Building a studio usually takes longer than people expect. You keep teaching well, you keep letting people know you are there, and gradually more families begin to hear about you.