Speaking just for myself, when I see a kid that has certain sorts of colleges well-represented among their Reaches (usually midsize private research universities, sometimes private LACs), but not among their Likelies or Targets (if they have Targets at all, as sometimes the list is basically all Reaches and maybe one or two large in-state publics), I will usually point that out, and ask if they would be interested in suggestions for Likelies and Targets that are more similar to some of their Reaches. If the kid has good numbers, I will also tend to mention some of those suggestions might offer significant merit, and possibly some could even be competitive with their in-state options on cost.
This is not so much intended as a criticism of the existing Likelies/Targets, as trying to help the kid understand that good numbers can be used in more ways that trying to pursue famous colleges with low acceptance rates. They can also potentially be used to find colleges that would be particularly good fits for them, and again might offer merit.
But again, to me this underscores how fit as I use the term is in fact an alternative to things like generic rankings, the pursuit of bragging rights, and so on. Like if a Target or Likely substantively has many of the same virtues as some Reach a kid is applying to, but the kid will not consider that college because their peers, their parents, their parents’ peers, or so on do not know that college and would not be impressed by its US News ranking, then to me that is rejecting the pursuit of what I would call fit, not embracing it.
And I do have a hope that thinking about their possible Likelies and Targets in these terms will help them refine their thinking about Reaches. Again, it is not that I think it is inherently bad to go to a famous college with a low acceptance rate. But if that is the only reason you are choosing it, it might well not end up as good a college experience as you could have had. And in some circumstances, it might also avoidably limit, not expand, your options for further education and career.
And like others here, I think a more “bottom up” approach can really end up rewarding. Cost allowing, it you have a lot of potential Likelies and Targets, then you will need to reflect on how to choose. And yes, it might strip out US News rankings, fame among peers, and so on as useful criteria, but that means you can think freely about other things that might matter to you, academically and non-academically.
And then when you get to Reaches, it is not a matter of avoiding famous colleges, but you hopefully can now see them as better or worse fits in light of these others factors, and make sure you are focusing on the ones that are better fits.
And I in fact believe that ultimately makes for better college applications too. Like when you are asked some form of “why us?” in an essay, you can give an answer that they see as well-informed and consistent with their own values.
And then kids get offers, and I think kids who have followed this sort of process do not in fact always then choose the highest-ranked, most famous, most selective college that gives them an offer. Sometimes they do, which again is not inherently bad. But sometimes they choose a college that gives them a great merit offer, or which has a special academic program they particularly like, or that just really felt like a place they would be happy.
And after a few years now engaged in this world, I have seen that sort of process work out well for a lot of kids. And so that is why I encourage kids I encounter here to consider following such a path.
But if they are unwilling, or if their parents basically won’t let them, or so on, then that is that. I just think it is good for kids and parents to at least know that way of approaching college choice is available for them to consider.