Weighing in a little late here @shastad2 - If you are looking for private college counselors who are part of the national professional association, I’d recommend checking out the HECA counselor database. From there you can review where the counselor lives, check out their websites, number of years in business, qualifications, etc. I know most people will rely on word of mouth and recommendations from that distant relative or friend of a friend who used a private counselor, but I find this HECA site to be helpful too. Many college counselors are doing this on the side and many are close to retiring, so someone who was in business a few years ago may not be working with students any longer.
After you pick out a few options, most counselors will be happy to have a free consultation with you and your family as well. This is a good opportunity to figure out what their background and qualifications and how they might work with your son or daughter throughout the process. You can also always call and ask them about pricing and program options if it isn’t already listed on the website.
Good luck and let me know if you have other questions - happy to help.