Cost is Not Just a Number—It’s a Strategy

When it comes to the college process, I need you to hear me clearly: cost is not just a number—it’s a strategy. If you're the parent of a high school student, especially a sophomore or junior, now is the time to have real, open conversations about money with your teen.

And if you're working with me through College List Builder, this conversation isn't optional—it’s essential.

June Is The Time To Build Your Teen’s College List 

If you’ve been following along with this month’s focus, you know I’ve emphasized one non-negotiable: get your child's transcript. This is the starting point for building a solid college list—one that reflects your student’s academic reality and your family’s financial reality.

Why? Because I’ve been shouting it from the rooftops for years: the right college list isn’t just about rankings or brand names. It’s about cost, location, major, and career. And in this post, we’re digging into cost—what it means, what you need to understand, and how it can drive your college list strategy.

The Myth of the Sticker Price

Let’s start with a truth too many families learn too late:
The sticker price is not the real price.

That $90,000-per-year college you’re eyeing? Most families aren’t paying that. But you won’t know what you might pay unless you use a Net Price Calculator—available on every college’s financial aid page.

These tools help estimate what your out-of-pocket cost would be, based on your unique financial situation. It's not perfect, but it's a vital first step.

👉 Tip: Never assume you can or can’t afford a school until you've used the net price calculator.

Understanding Financial Aid: Merit vs. Need

There are two main buckets of aid:

1. Merit Aid – Based on your teen’s grades, test scores, talents, or extracurriculars. Think academic scholarships, athletic scholarships, or awards for music, art, and leadership.
   
   
2. Need-Based Aid – Based on your family’s income, assets, and ability to pay. This is determined by the FAFSA or the CSS Profile and varies by institution.
   
   

Many families qualify for both types, but too often, they don't know what’s out there—or how to ask for it. That’s why I’m pushing for early education around this.

🎯 Smart Strategy: Consider schools that are generous with merit or need-based aid, depending on what you qualify for. This can drastically change what a “prestigious” vs. “affordable” school looks like.

A Tale of Two Offers

Let me share a quick story:

A family I worked with was thrilled when their daughter got into a highly prestigious school—sticker price: $78,000 per year. After aid, they were offered $21,000. That meant paying $57,000 per year out-of-pocket.

Another school, slightly less prestigious but still reputable, offered a substantial scholarship which was $30,000 less than other school’s scholarship offer! Their cost? $27,000 per year.

Same major. Same career goals. Big difference in price.

💡 What did they do? They chose the smart strategy: price over prestige. And their daughter is thriving.

Why You Must Start Early

Parents, we have to be honest with our kids. College is expensive. Life is expensive. Student loans are a real burden—one that can be minimized with proper planning.

Here’s what I want you to do:

• Talk to your teen in 9th, 10th, or 11th grade about the reality of college costs.
  
• Set expectations early about what your family can afford.
  
• Use this awareness to guide your college list—don’t wait until senior year.
  
  

When you sign up for College List Builder, both you and your teen complete a questionnaire and submit a transcript. I take that information and build a customized college list with cost as a primary factor.

Cost Is the First Pillar—But Not the Only One

At Strategic Admissions Advice, we focus on four pillars to guide the college search:

1. Cost
   
2. Location
   
3. Major
   
4. Career
   
   

Next week, I’ll talk about location, but for now, focus on cost. This is where smart families win.

Remember:

• Sticker price ≠ real price
  
• Use the Net Price Calculator
  
• Understand the difference between merit aid and need-based aid
  
• Start the money conversation early
  
  

Ready to Build a Smart College List?

I want to help your family make a wise, informed, and financially sound decision. When you purchase College List Builder, you’re not just buying a list—you’re investing in a custom strategy tailored to your child’s academic profile and your financial priorities.

✅ Submit your transcript

✅ Complete the questionnaire with your teen

✅ Receive a college list that reflects your real options

✅ Meet with me one-on-one

Let’s do this together.

Purchase College List Builder now

Book a Free Discovery Call if you’re not sure yet

Let’s stop letting money be a mystery. Let’s make cost a strategy.

Shereem Herndon-Brown
Strategic Admissions Advice