Google “College Financial advising” or something similar and see what comes up.
If you didn’t save dollars via a 529 or similar savings plan, I don’t see how, this late in the game, you are going to find funds other than loans for the expensive schools.
Is there a reason your son isn’t targeting his in-state options? That’s what thousands of families do to get the best deal for their money.
Athletic scholarships are very hard to come by, especially in the popular kids sports. My daughter was offered a scholarship in tennis, but in her senior year, she had an injury not related to her sport. She didn’t want to reinjure the area, and she couldn’t guarantee, to the coach, that it wouldn’t affect her play, so she had to decline the scholarship.
I worked with students, at my high school who were need-based students, given my ability to speak Spanish with parents. Even they had a hard time finding funding for 4 years at some of the pricier schools.
Set your budget and work on some of the schools NPC websites. See how much you may have to shell out of pocket. You’re going to have to do a little leg work or pay $400-$600 per hour to have someone do the same thing online for you.