What Families Actually Look For When Choosing a College

Finding schools is only the first step. Advance Education’s 3^rd Annual Parent and Student Survey shows that once families begin comparing options, they quickly shift from discovery to evaluation.

At that stage, students and parents are not asking the same questions. They are both trying to make the right choice, but they use different filters to get there.

Once families move from browsing to comparing, the decision process becomes far more focused. At this stage, students and parents are no longer just gathering information. They are weighing tradeoffs.

What matters most to each audience is not the same.

Students tend to prioritize things like program fit, career preparation, and the overall student experience. They are asking, “Will this place help me become who I want to be?”

Parents place more weight on cost, return on investment, and long-term outcomes. They are asking, “Is this a smart and responsible investment?”

Together, these two views explain why enrollment decisions are often complex. Families are balancing personal goals with financial reality, and emotional confidence with economic risk.

Across both audiences, one theme rises to the top. Value matters.

Families are no longer choosing schools based on brand alone. They are comparing price, career potential, and long-term return. When cost and outcomes are unclear, confidence drops. When they are easy to understand, decisions move forward.

This is why transparency has become such a powerful enrollment advantage.

When families are evaluating options, they are not looking for more messaging. They are looking for clarity.

They want to understand:

• What will this cost
• What will this lead to
• How does this compare to the other options

Institutions that provide this information early and clearly make it easier for families to move from interest to action. Those that do not often lose momentum, even if they were discovered earlier in the journey.