We are new to that website and my son is a 2014. I did not take out the Deluxe package but will at some point later on. Also, we know Junior is going somewhere Out of State.
In another post here, one of the old-timers said (for most of us) it's important to recognize that it's WHAT SCHOOLS WANT YOU and not necessarily WHAT SCHOOLS YOU WANT.
I had a business once that relied heavily on Internet traffic and although I didnt develop the site, I had a lot to do with its management and learned rudimentary technique of how to drive traffic. I took photos and wrote articles monthly. My point is regular change will help. Change your screen photo every once in awhile to get away from that "there's that guy again" response. One of the drawbacks of that Deluxe package can be that you really ARE ALWAYS at the top.
Does your son really project well as a 2013? I'm not saying he doesn't however; look at your comparators.
We have broadcast to a wide range of schools (actually with a bit of strategy to which schools and when) and been pleasantly surprised by a couple of positive responses from schools that may have been considered "slim chances" before.
Put yourself in the position of a person browsing on eBay for some item. As an example, coaches could be going in to look at my 14YO Freshman son as a curiosity (Isn't that cute...). If they look at two pages - that's two views, so it's not hard to build up the views. Obviously bookmarks and coach contacts are the stats we want.
We're not at the years yet where coaches are really going to go looking for 2013's and 2014's. The other thing is that they have just gone through a fairly intense recruiting period - so I would imagine 2013's and 2014's are not high on the priority list.