I second not relying solely on guidance counselors, who may only be focused on just getting everyone over the finish line.
Don’t, DO NOT wait until senior year to begin essays, student resumes, search for/requests of recommenders. Have that stuff locked down the summer after junior year.
As tempting as it may be for parents to “run” the show, we must not. If the kid has ownership, they will be more invested in the literal and metaphorical sense.
TALK NUMBERS EARLY AND OFTEN. What is affordable, what is not. Actual, hard numbers of what parents can contribute, not a hazy “we’ll make it work”.
Take breaks from the process where the words “college” “application” etc. are banned. Talk about anything else.
Don’t let your child (and don’t you) be seduced by what other kids are doing, or where they’re applying. It’s a one-way ticket to heartbreak and stress.