My kids were very different. However, the second time around we spent more time looking at safeties/matches and a cursory glance at a couple reaches.
When the common app opened, d was recovering from foot surgery and as she laid around I had her apply schools in September. We didn’t visit some schools until she was accepted - including the one she ended up attending. I had her apply with the notion of wanting to get in and her feeling comfortable there academically. She really evolved a lot over senior year, from looking at smaller to schools to then larger and larger. The best part was as she evolved there were acceptances from all over.