By Deb Coco

What is it that makes a college or university desirable?  Is it rankings?  Graduate school placement? Athletic programs?  Depending on whom you ask, the answer can be quite different.  However, the one constant, year in and year out, is that a handful of “brand name schools” will be coveted by students and parents alike.  And we’re not just referring to the Ivy League, although they remain the most sought after acceptances.  Those schools, are however, also unattainable for most students, thus off the table. But I’m referring to the “sexy” schools – the ones students desire usually because of things they’ve heard from other students or parents or seen in an expensive, four-color brochure.

We will use Villanova as an example.  For the past decade, this University has seen a steady uptick in applicants and, as an admission’s coach, it’s the one school almost EVERY single one of my students desires.  What is interesting is the reason students give me when asked “why Villanova?”

Of course, this year it’s out of control – with Villanova’s NCAA Basketball Championship, their desirability skyrocketed and their applicant pool is expected to triple.  So an already extremely competitive school just shot off the charts for most “average” and many “above average” students.  But is that the reason to select a school?  I’ve inquired of all of my students who have “Nova” as their “top choice” why exactly IS it their #1 choice?  And I’ve been shocked by the answers, which vary from “I don’t know, I think the campus is really awesome” to “it’s a cool school” to “everyone I know is applying.”

And therein lies the caveat; a “skin deep” reply to an important question.  At The College Advisor of New York, we work 1:1 with students throughout the process, searching for the right fit school for each of them as individuals.  This means that the academic rigor must match the student’s abilities, the majors and schools must match the student’s goals, and the finances must match the family’s ability to pay.  So when we compile a list of schools for students, they mirror that student based on facts.

Brand name schools are the wild card in the process.  At some point as almost every student works with us, either that student or their parent will inquire “what about X school?  Shouldn’t we look there?” Boston College,  Villanova,  Hamilton, Wake Forest to name just a few; trendy schools with price tags to match.  Don’t get me wrong – these are all EXCELLENT schools – but they are no value and thus, most students and their families will go into debt figuring out how to swing a close to $300,000 college “experience.”  Often looking at those schools and deciding for oneself, is the best medicine, and then consider the facts; Those I’ve listed here (and about 50 more in the same category) now cost between $65,000 and $70,000 A YEAR.  Since I’ve been writing for The College Advisor, that figure just keeps creeping up.  And for what?  Are these colleges that much better?  Will attending one of them change the course of a student’s life?  By and large, the answer is a resounding “NO.”  What will change a student’s life is going to a school where they are able to study without the fear of impending debt, where they can find internships that will equip them for the job market upon graduation, and excel in their major so they stand out in the huge graduation pool.  Having a “cool” college sticker on your car is the equivalent of buying a BMW you know you can’t afford but feel you must have to drive by the neighbors; not a smart investment.

There are thousands of colleges and universities in this country and many of them are still a value; schools which still reward top students based on their academic merit (which NONE of the brand name schools do) and who seek those top students and reward them accordingly.  However, there will always be families who feel that it is “important” for their child to attend “that” school; ultimately it is a personal choice.  Our goal at The College Advisor of New York is to provide the facts and guide families through a complicated process.  At the end of the day, they must decide for themselves if gold really does glitter.

It’s one of the things that make working in the world of college admissions so interesting; each year is different.  It seems that no two admissions cycles are the same and when we gathered as coaches to reflect on what was unique to this past year, a common thread was woven through each of our experiences . . . affordability.

This was the first year that I heard students use the words “value, cost, and financial aid” BEFORE their parents mentioned it.  It was astounding, and was proof that the pendulum really has swung to the point where cost and value matter more to some families than prestige.  Of course, this does not apply to every family.  There are always those who can afford the brand name colleges and who feel it is important to attend one.  However, more and more of our clients are placing higher importance on cost.  And is it any wonder?  The cost of a four year undergraduate education continues to rise, even as salaries do not.  Many parents are looking at an education for each child that may exceed $250,000 and many will not see any financial aid.  Even public schools have eclipsed the $100,000 mark.  So what is a family to do when facing the second biggest expense in their lives?  First, hire a qualified and experienced college admissions consultant so you understand how the world of college financial aid works.  It is important to not rely on your financial advisor or accountant for this advice; college admissions aid is a world unto itself.

When we meet with families at the beginning of our process, a financial aid analysis is one of the first bases we cover.  Application time is NOT when you want to address whether or not you’ll qualify for need based aid; it should be calculated when your student is in their junior year of high school or you may head down a very expensive path.  We help our families understand not just if they will qualify but what it means if indeed they do not.  We also calculate their ability to pay to the dollar, so they will know exactly what each college will expect them to contribute.  We then discuss whether or not their student is a prospect for merit based scholarships.  This can greatly reduce loan burden but it’s important to isolate which schools WILL give your student scholarships.  Many colleges offer no merit scholarships, so it’s important to understand that well before your child applies.  It doesn’t seem fair, but it’s true.  Nonetheless, there are still some amazing values out there.   I have three daughters who are proof.

We often have parents tell us that they have already used the net price calculator on a college website to calculate their EFC (Expected Family Contribution).  But we cannot stress enough that these calculators are notoriously inaccurate.  One of the biggest values we offer to families navigating this often overwhelming process is helping them get a clear picture of the finances involved in college admissions.  It is not black and white, and by understanding it before your student falls in love with a college you clearly cannot afford, you will save time, money and aggravation by tackling the money first.  After all, the bottom line for many families now is “can we afford it?” and students are beginning to be on board with the understanding that loan debt is NOT something you want when they hand you your college diploma.

It’s a busy time in the world of college admissions. It is DECISION TIME for seniors. The acceptance letters are in, financial aid offers on the table, and families are considering all their options. It’s exciting and stressful but ultimately it’s the first step towards a child’s independence.

What makes it even more exciting for us as college counselors is just as we are saying good-bye to our seniors, the cycle begins anew as our juniors become “rising seniors.” This was an interesting year in college admissions as students saw a staggering number of deferrals and waitlists. Each year, more students enter the college application process and vie for the same number of slots. The result?   A highly competitive environment. But juniors take heart! We have some advice on how to take the reins and map out a plan for the next six months. And when I say SIX MONTHS I often see students gloss over; six months seems shockingly soon. However, if a senior applies under the Early Action plan (which we advise in many – but not all – cases), then we’re actually just six months from hitting the submit button.

At The College Advisor of New York, we are thrilled when we are able to begin working with a student at the beginning of their junior year in high school.   Junior year is extremely stressful for many students, so we aim to alleviate much of that stress by setting milestones that are easily manageable. Junior year is also the most academically challenging and there are many extras that need to occur alongside students’ busy schedules. Here is some important information that Rising Seniors should pay particular attention to:

1. Focus on SATs and ACTs.

Standardized testing is the name of the game for juniors – there is no way around it, even if some schools offer test optional policies, every student must still score well on the SAT and/or ACT. But now students have choices and it is always our goal to find the test that each student feels most comfortable with and (hopefully) excels at taking. We offer test prep options and various diagnostics to decode where that comfort zone is. If you are a junior and haven’t mapped out a standardized testing schedule, now is the time to do so! There are June tests dates and early fall as well, but now is the time to know where you stand. Most juniors should have taken at least one round of SATs and ACTs by June.

2. Teacher Recommendations

Your teachers play a crucial role in your application process (beyond the obvious grading) because every student will need two or three letters of recommendation. We advise our rising seniors not to pack up for summer break until you’ve reached out to the teachers you hope will work with you. I often hear “isn’t it too early?” and the resounding answer is NO! It is a courtesy to teachers who are inundated with requests in the fall. The most popular teachers are often asked to write 50-100 letters and it isn’t fair to spring this on them last minute. You also risk that they cannot accommodate you. So stop by their classrooms before leaving for summer break and let them now you hope to be first on their list. And do remember to write them a note of thanks!

3. Stay focused

Spring fever is a problem for all of us but especially for high school students ready to leave the stress of junior year behind. We can’t stress this enough: STAY IN THE GAME UNTIL THE END OF THE YEAR! Your junior grades will be closely scrutinized so don’t let up now. As college admissions becomes more and more selective, it is key to present your very best self. If you’ve worked hard junior year, let that be reflected in great grades and final exam scores. You can play when school gets out!

4. Plan for next year

At this time, most juniors have met with their guidance counselor to plan courses for next year. At The College Advisor of New York, we enjoy helping our students plan their course schedule. Students often ask if it is okay to take (for instance) a business (or other less stressful elective) instead of a core class, like Chemistry or English. Our answer with some exceptions is “NO.” Now, more than ever, schools are looking for students who excel in a rigorous high school college prep curriculum. They are comparing you to thousands of other students nationwide and abroad and now is not the time to take something from the a la carte high school menu. Stick with the core classes and do your very best. If your schedule permits an elective, then by all means add it. College will give you ample time to explore different areas of study and take those classes you’ve always dreamed about, but for now, stay focused on the core.

Junior year is preparation for the rigors of life in college. You’ve been tested academically and outside the classroom as well. The students who balance their studies and extracurriculars successfully, usually adapt well to college.   Heed this advice and the transition to rising senior status (and soon enough, high school graduate) will be smooth sailing!

As college admissions coaches, we are frequently asked by the parents and students we work with whether or not they should take the time to attend their high school’s college fair. For those new to this process, a college fair is an event where multiple (usually between 50 and 100) colleges and universities come to one venue to entice prospective students to take a serious look at their school. Most large high schools will offer at least one to their students. Sometimes, other venues like community colleges, offer similar or larger college fairs. We highly recommend that juniors (and often sophomores) take advantage of this unique opportunity to see so many schools (all in the same room) ready and waiting to answer their most pressing questions.

At The College Advisor of New York, we build a unique college list for each of our students and it is our recommendation that they visit at least half of the schools we recommend. However, we know that now more than ever, families and students are pulled in many different directions, and it is often impossible to make it to every campus before submitting an application. This is where the college fair comes in.

Admissions offices from all over the country send their “A” team representatives to these events and they are ready and waiting to answer your questions. What is the best way to approach a fair? It pays to have a plan. High schools will post the list of colleges that will attend their fair a few weeks prior to the date. This way you’ll know how many schools on your list will be represented and you can plan accordingly. We do NOT recommend visiting every college who attends the fair. This is why you should do some research before you go. We suggest limiting your discussions to 10-12 schools. Don’t walk into the room without a pen, paper and something to hold the multitude of literature you are about to be given. That said, don’t stick to your comfort zone either. This is THE time to branch out and take a look at schools you might otherwise never have considered. I can’t tell you how many of the students we help tell us, “I would never have considered that school, but you put it on my list and I met them at my college fair!”

Parents should let their student take the lead and make the initial connection. Fairs are set up just like they sound – rows and rows of schools right next to one another. Find a school you want to start with and make contact with their admissions’ representative by introducing yourself. Have at least two questions written down and get the answers. Try to think of questions you can’t find the answer to on the school website – this is the time to get more personal and focus on something you might not have found online. Maybe you want to major in Art Conservation, which is extremely rare, and they are one of the few schools to offer it. Ask how many students are currently enrolled in this major. Admissions representatives are well versed in all aspects of the school they work for, and they love to talk to students. If they don’t know the answer to your question, they will find it for you. Usually, they will offer you their business card, and here is a crucial piece of advice for student: If you are interested in “X” school after speaking with them, take these cards home and write a thank you note (or email) to the person with whom you spoke. Sadly, a personal note has gone the way of the dinosaur, but there is enormous value in sending one. And, if you are truly interested in “X” school, they will track this interest. Most colleges monitor a student’s interest whether it is via campus tours, social media or a personalized note.

Some advice for parents: be on the look-out for application fee waivers. Most schools will have a postcard for students who stop by their booths with a code printed on the card. This code, when entered into their application, will waive the application fee. These fees range from $50-$75 PER SCHOOL, so saving on a few of them is nothing to sneeze at!

At the end of the night, it’s wise to take all your material home and organize it into piles: “Interested, Not Interested and Maybe” and make notes. This way, you can keep tabs on schools you want to follow up with and visit if your interest is piqued.

Will a college fair replace a campus visit? No. But it will help to streamline what can seem like an overwhelming process. It allows you to “cast your net wide” and then narrow it down, without ever leaving your high school gym.