I also wanted to highlight something TR said, because we finally understood it part-way through the recruiting process.
"Do you know a certain school cannot make your economic needs happen?"
There was at least one school (actually I think two) that my son looked at initially where I thought the cost would be WAY too high - almost $40K per year compared to just above $20K at the college he now attends (total cost before any kind of aid/scholarships). But then when I started checking into the true costs, I learned that the more expensive school had so much more money available to give to students (academic aid, grants, etc.) So don't completely rule out a college your son likes before you check and see what the real financial picture might be.