Is College Getting Harder to Get Into?

If your student has a phone, an Instagram account, or even snapchat, you’ve probably heard the phrase: “It’s harder than ever to get into college.” Here’s the truth you won’t see on TikTok:

Across the country, colleges are facing a shrinking number of 18-year-olds and a steep drop in enrollment. To fill seats, schools are doing what colleges rarely do—they’re removing barriers instead of adding them.

We’re seeing:

• Application fee waivers (sometimes statewide)

• One-click applications

• Direct admission—acceptance letters without ever applying

• “Visit and get $1,000 in aid” incentives

• Optional SAT/ACT policies

• Extended deadlines and recruiting well past May 1

More than 210 private colleges are even sending unsolicited acceptance offers to students who never applied. And the big one: The average acceptance rate nationwide is now about 60%. That’s higher than it was a decade ago. Check out this recent article on Slate.

Of course, the very selective colleges still admit only a small percentage of applicants—and those schools dominate the online conversation. But they are not the reality for most families.

College Admissions feels harder, because students compare themselves to a handful of ultra-competitive institutions. Social media amplifies stress. And families often overestimate the selectivity of the colleges on their lists.

What does this mean for your family?

You and your family may not always see eye-to-eye, but here's the good news: you truly have great choices ahead of you. The secret is figuring out which college matches you academically, socially, and financially — and that starts with knowing yourself. That's where Williams Educational Consultants steps in. Students have far more influence in this process than they think. Your best-fit school is not a mystery or a long shot; it's findable and achievable. The real work isn't about chasing prestige — it's about building a thoughtful list, clarifying what matters most, and choosing wisely.

If you want help navigating this shifting landscape (without panic or misinformation), I'm always here to guide you. Until then, know that you do have control over this process - and it doesn't have to be filled with anxiety and stress.