The New Reality of College Planning:  Why Personalization Matters More Than Ever

College planning has become far more complex than filling out forms and writing essays. RNL’s research reveals a striking truth: Today’s students are overwhelmed, skeptical, and craving personalized guidance more than ever before.

The modern student’s dilemma

Picture this: Seven out of ten high school students find navigating the college application process challenging. They’re not just intimidated by the paperwork—they’re questioning the entire value proposition of higher education. Half believe they can build a successful career without a college degree, while 60 percent wrestle with whether college is worth their time and money.

These aren’t just statistics. They represent real students sitting at kitchen tables across the country, staring at their laptops, trying to make one of the most significant decisions of their lives.

The financial reality check

Money talks, and it’s speaking louder than ever in college planning. The numbers tell a sobering story: over 90 percent of high school juniors and seniors find financing their education somewhere between “somewhat difficult” and “very difficult.” Even more telling, 60 percent of juniors and 65 percent of seniors will immediately cross a college off their list based on the sticker price alone.

But here’s where it gets interesting: Financial aid and scholarships have become the primary hook for attracting students, with 81 percent of juniors and 78 percent of seniors ranking them as crucial factors in college choice. This isn’t just about affordability—it’s about perceived value and accessibility.

The shifting sands of student priority

What catches a student’s attention these days? The research shows a clear hierarchy:

• Financial aid and scholarships (63%)
• Athletic programs (47%) if they are interested in playing sports at the college level
• Academic programs (43%)
• Career placement (38%)

But getting students interested is only half the battle. Our study reveals a fascinating pattern of why initial interest fades. Cost remains the primary deal-breaker, with 57 percent of students citing it as why they lose interest in a school. However, other factors like program availability (37%) and admission concerns (24%) play significant roles, too.

The power of late-stage decisions

The most surprising finding is this: 66 percent of students discover and become interested in new colleges during their senior year, and 89 percent apply to these late-discovered schools. This challenges the conventional wisdom about early outreach being the only path to enrollment success.

The personalization imperative

Today’s students aren’t just looking for information—they’re looking for recognition. They expect colleges to:

• Provide program-specific details tailored to their interests
• Deliver accurate, personalized responses to their questions
• Acknowledge their unique situations and backgrounds
• Communicate in culturally relevant ways
• Use their names (yes, it matters)
• Recognize and respect their diverse identities

Making it personal: The path forward

For colleges and universities, the message is clear: Generic, one-size-fits-all recruitment approaches no longer cut it. The future lies in personalized admissions counseling, tailored communication campaigns, and customized campus experiences. But most importantly, institutions need to address students’ financial concerns head-on with transparent, customized information about costs, aid, and scholarships.

The bottom line

The college planning landscape has evolved beyond recognition. Today’s students are savvier, more skeptical, and more demanding than ever. They’re not just looking for a college—they’re looking for one that understands them, values them, and can demonstrate why their investment will pay off.

The opportunity is enormous for institutions willing to embrace this new reality and invest in personalization. After all, in a world where 72 percent of students find applying to college difficult, being the institution that makes it easier, more precise, and more personal isn’t just good service—it’s a competitive advantage.

The future of college recruitment isn’t about reaching more students; it’s about reaching each student in the way that matters most to them.

Learn more about what research says about personalization

Join me and presenters from our partners Halda for our webinar, The Importance of Personalization in College Planning: From Interest to Application. We will cover trends that may surprise you, insights that can help you increase engagement with students, and actionable strategies you can use.

Register now to hear more about what the latest research tells us about personalization with students.