Let’s look at this from a different perspective. Would you invest your hard-earned savings in a house based on the verbal statements of a real estate agent? Highly unlikely!

What about the college search?

Why are so many students and families drawn like moths to a flame to the so-called top 50 colleges and universities? Lists that are published in glossy magazines that carry strong brand titles.

Since the total cost of tuition over four years will range from $100,000 to $300,000 (and still rising), shouldn’t there be a big Beware Buyer sign at the top of these lists?

Perhaps the biggest reason parents and students are infatuated with brand-name schools is that they don’t realize that colleges and universities are businesses, even if they’re not-for-profit.

These are not charities!

And how do these schools operate their business?

• Incoming students are inventory/work in progress
• Income comes from family contributions, federal grants, and loans

In addition, more universities are now employing agents to bring in foreign students who will pay full tuition costs, while faculty are often required to bring in grant funds from foundations and other private sources.

Again, it’s a business!

As counselors, we understand that children leaving home and going off to college is a huge event, fraught with anxiety and emotion. Therefore, it is not always easy to be tough and objective and take an entrepreneurial approach.

But isn’t it wise and comforting in the long run to avoid dropouts or transfers after the first year (this happens about 40% of the time) or $30,000 or more in student debt after graduation? (That’s just the average and doesn’t include parental debt.)

And keep in mind that these numbers are not improving.

Going back to the real estate example, if you hate traffic, noise and exhaust fumes, why would you buy a house in the center of the city? If you love theaters, restaurants, and shopping, the countryside will probably bore you to tears.

The same reasoning applies to searching for a college or university. Matching your student’s academic ability, personal preferences, and activities with colleges your family can actually afford makes sense.

Unfortunately, the process doesn’t normally play out that way. Universities market directly to students, leaving parents out of the loop.

And parents are often reluctant to be open with their kids about money and affordability.

Such a lack of communication and team effort leads to bad decisions, more expenses, and possible failure.

An effective college search might not be rocket science. But it is complex and detailed enough to require a full understanding of the process, accurate information, and clear thinking.

Contrary to what glossy magazines and the college marketing system promote, the healthiest start to your college search is to gauge exactly how much your family can afford. And you should understand that the Expected Family Contribution will generally not cover the entire family payment. So be prepared to pay more.

Although parents will often grit their teeth at this idea, it really clears the way for an effective college search. From this platform, all other elements can be taken into account objectively.

And remember, there are hundreds of great schools out there, not just the ones featured in those brand posts.