We always advise parents not to just look at the "sticker price" of a specific college, but to consider potential factors that can bring that price down - such as the FAFSA, institutional needs-based aid, scholarships, and other sources of financial aid. That is not to say to ignore the price, but to take a deeper look at the financial question for each college. This is one of the most important considerations in college planning and one that we help families navigate with our College Aid Pro. Learn more about our financial aid counseling and College Aid Pro.