We really don’t have any targeted college conversations yet, but it comes up once in a while, also because he has an older sister who is in college and he came along for a few tours when she toured.
S26 does not have the greatest work ethic and the grades last year showed it. So we talked about how good grades equal money from the universities and the better his grades the more choices he would have. Not sure that sunk in though 
We did talk about his interests not too long ago. He knows what he does not want and made it abundantly clear that he will not be a math, STEM or healthcare guy (there go the well paying careers 
) He loves history but knows job prospects are poor (doesn’t want to teach). My guess is he will end up majoring in a social science or some business related major. I’m glad he has a few years to figure it out. And since he will not chase highly rejective schools I am pretty relaxed about the whole process at the moment (ask me again in two years though…)