Starting the Private School Search (A Perspective from the 925)

A view of Pleasant Hill from one of the many hiking trails in the area.

Picture this: It’s a Saturday morning on the soccer sidelines. Your friend’s daughter, Julia, is running down the field, and her parent smiles and says, “We’re so glad she’s thriving—her school has been wonderful.” You ask a few more questions and learn it’s a private school you’ve never heard of, right in your own backyard. Suddenly, your interest is piqued.

Every fall, that quiet buzz starts: “It’s time to start thinking about private school.” If you haven’t thought about it yet, you might feel a pang of FOMO—a familiar sensation for parents who are juggling plenty already.

Here’s the good news: you’re not late.

After nearly two decades working in admissions and enrollment management at schools like Stanford, College Prep, and Woodside Priory, I can tell you that timing looks very different depending on where you live—and what kind of school you’re considering.

1. The Private School Calendar & A Tale of Two Calendars

In communities where public schools are strong and straightforward—no applications, no tours, no deadlines—it’s natural that the idea of starting a private school search in September feels premature.

Still, most private schools spend their summers preparing applications, marketing materials, and event calendars for the year ahead. By the time September rolls around, they’re launching open houses and parent coffees just as the new school year begins.

In cities where private schools make up a significant share of total enrollment—like San Francisco—this makes perfect sense. Families are already in the habit of exploring schools early, and competition for seats can be intense.

But that same calendar doesn’t always fit for families in the East Bay suburbs—Walnut Creek, Lafayette, Danville, or other 925 communities. Life looks different here: longer commutes, packed extracurricular schedules, and the general whirlwind of starting a new school year.

When I talk with families from these communities, the same theme comes up again and again: “We didn’t even know we were supposed to start looking yet.” So, if the timing feels off to you, you’re not imagining it.

2. The Suburban Reality Check

Let’s be honest: September and October are a blur. Between soccer and flag-football tournaments, fall festivals, Halloween, and community events, parents are still trying to catch their breath from the back-to-school rush.

By the time the dust settles, many of the early school tours and open houses have already passed.

And that’s okay.

You are not behind.

Private schools shouldn’t make you feel like you’ve missed your chance. Most admissions teams know how busy families are and want you to reach out when you’re ready. Even if a few events have passed, there are always opportunities to connect directly with admissions offices.

3. What You Can Do Now (October–January)

Here’s how to get organized without adding stress:

• Explore school websites. Sign up for admissions newsletters to stay updated on upcoming events or late-season tours.

• Reach out directly. Admissions teams are used to families joining the process a bit later and often schedule one-on-one conversations.

• Visit schools before the holidays if you can. Even a short visit can help you sense the community.

• Mark your calendar. Most applications are due in January, which gives you a few months to gather materials.

• Use winter break wisely. Families often find that holiday downtime offers breathing room to work on essays, recommendations, or family statements.

When I led admissions teams, I encouraged families to treat winter break as an opportunity—not a deadline. It’s a moment to reflect on what your child truly needs from their next school.

4. Remember: One Size Doesn’t Fit All

The private school landscape across the Bay Area is incredibly diverse. The timeline that works in San Francisco doesn’t necessarily work in Orinda, Pleasanton, Moraga, or San Ramon.

Each subregion has its own rhythm and competition level. Schools that understand that are the ones worth engaging with—they’ll meet families where they are.

Enrollment trends consistently show that suburban families have unique needs. They’re balancing multiple children’s schedules, two working parents, and long commutes. The right-fit school recognizes this and works with families, not against them, in the admissions process.

5. Your Mid-Fall Checklist

Here’s a quick guide to keep you focused and calm:

• Attend one or two school open houses or parent coffees (even virtually).

• Talk with current parents to get authentic feedback.

• Begin drafting your family or student statements.

• Check each school’s application portal for deadlines (most fall mid-January).

• Schedule interviews or student visits as early as possible after the new year.

6. You’re Right on Time

If you’re just starting to explore private schools this fall, know that you’re doing exactly what many families do every year.

The process can feel overwhelming at first, but it’s not a race—it’s a journey toward finding the environment where your child will feel seen, challenged, and supported. It is a journey to finding where your child will thrive.

Starting the journey matters far more than when you start it.

7. A Note from Journeys Educational Advising

If you’re wondering whether private school might be right for your child, or simply want guidance on how to begin exploring options: we’re here to help.

Journeys Educational Advising works with families across the Bay Area to navigate every step of the process—from identifying right-fit schools to preparing applications and interviews.

Schedule a consultation to take your next step with confidence.