Help me understand the importance (or unimportance) of college visits before applying

I second the suggestion of doing the online tours. You can find out most of what you need online and get a good sense through virtual tours. Some schools value demonstrated interest and visiting helps with this score but I would not prioritize this and doing the tours online counts! Not essential but it is nice to visit the top choices after acceptance. For example, after research my daughter thought UC Davis would be her top choice. Great school but during the visit we found out she is very allergic to eucalyptus trees. She goes to UW Seattle and loves it- and has no allergies there. But her body would have gotten use to the trees and she would have loved UC Davis as well.

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