You can pay someone to help identify colleges and/or help with the application, or DIY. I wouldn’t have wanted to turn over the entire process to someone else, simply because they can be such a big influence and we preferred to be part of that discovery/journey with the kids. We have good writers and creative thinkers in our family but if we didn’t, I may have considered one to help stir the mind for essay ideas and to help structure those parts of the application. The “good writer sibling” proofed the other’s essays - we made college applications a family thing.
For some DIY, you could start with a couple books like Fiske Guide to Colleges and Princeton Review’s - The Best 384 Colleges, 2019 Edition. Those help you see colleges that might not be on your radar and give some interesting descriptions. I think we signed up for US News Rankings (although not a big fan of rankings, it was handy to see where school’s were on the list and it’s gave us ideas of ones we hadn’t thought of). We thought about things that mattered to each of ours - size, majors offered, private v. public, ability to change major, location/climate, diversity of student body. Frankly, some people eliminate schools by state - knowing they would never attend a school in a certain state - everyone has their own preferences. Before you know it, you have a long list of schools that you can narrow down by stats and whether they are safeties, reaches or extreme reach. And remember a lot of schools are holistic - they consider the entire application and whole person - which doesn’t mean a slouch can get in, but if they have an interesting story or passion, that may help push past a little grade ding here or there), while other schools are stat (grades and test score) driven.
One of the fun parts of the college process is taking some time to check out schools with your student. Frankly, the tours themselves can be pretty meh and redundant, but the special part is taking the time to make the trip itself. It is fun to see this part of them grow and develop. You can start by visiting different size schools around you (not that they want to attend necessarily) but just to get a feel for sizes and populations of a campus. Go to a public and private of different sizes. They will find a feel they prefer. All their opinions start shaping that list.
If you are in a world of college admissions advisors like we are, it can be intimidating and hard not to feel like you are at a disadvantage. But you don’t have to sign up for “the everything” package. The decision can depend on how much your student and you, as parents, have in terms of time to invest in the process, and how much you want to invest in both money and time. It is also influenced by how good your current GC’s are at the high school. Ours were amazing - reading draft after draft of essays, and giving great direction. So we really didn’t have a need and would have been throwing away money.
I loved being part of it, but had the time to do so.That worked for us, everyone us to figure out what works best for them. Some kids drive the process themselves and do a magnificent job, others can’t get started or put it all together, same with parents. Sometimes throwing money at something is the way to go. It’s a personal decision and choice to make, there isn’t one right answer, just the one that fits your family/student.