If this person is rude or otherwise not respectful of the students and parents, I would bring this to the attention of your head of guidance. He is volunteering at your school. Folks that run college counseling businesses sometimes do volunteer their time. BUT that is no reason to be rude and disrespectful.
Every college counselor has favorite schools and school with which they have familiarity. This particular guy knows about his handful of schools. You are under no obligation to listen to him.