Most families treat a financial aid award letter like a verdict. It looks official, so they assume, “That must be the price.” But colleges don’t price that way. There is a sticker price and a net price the college thinks your family will tolerate, and those two numbers are rarely the same. And if you know how to squeeze, that second number moves.
Last year, The New York Times reported that Syracuse University offered tens of thousands in new merit discounts to students who had already turned them down — proof that colleges’ “first price” often moves. Two students can graduate with the same diploma while their families pay very different amounts, which is why many families overpay. The families who squeeze back? They pay less.
Some schools “squeeze” easier than other. But you won’t know until you try.
How colleges actually package families
Jeff Selingo’s “buyers and sellers” framework explains this simply. Seller schools mostly rely on need-based aid and rarely discount with merit. Buyer schools — most colleges — use merit aid as a pricing discount to shape their class and win enrollments, which is why awards can feel inconsistent and money sometimes appears late in the spring.
On the need-based side, the numbers aren’t fixed. Financial aid offices can use professional judgment when the FAFSA or CSS Profile doesn’t reflect real life — because tax returns look backward and circumstances change — but they won’t reconsider unless you speak up.
Professional judgment might apply if a parent lost a job, a sibling enrolled in college, medical bills piled up, or a small business took a hit. These things don’t show up on last year’s tax return, but they absolutely affect what a family can pay.
That’s exactly why appeals exist. An appeal isn’t haggling — it’s a normal, respectful request for a second look based on merit, need, or both.
In a recent podcast I talked with our co-founder Matt Carpenter about appeals. Here’s a quick snippet about appeals and why they actually matter for families.
Ready to understand the strategy? Watch our Appeals 101 video that breaks down the strategic approach and timing
What most families get wrong
Think of it like squeezing a lemon. Some lemons are dry. Some give easily. Some need real pressure. But you won’t know which one you have until you actually squeeze.
Some families have a strong appeal case, some have a weak one, and some have none — and the costly mistake isn’t appealing, it’s guessing. Taking the time to determine which bucket you’re in will keep you from accepting a price you didn’t need to accept or wasting time on an appeal where you have no leverage and end up frustrated.
Last year, families we worked with saved an average of $46,451 over four years through appeals. That’s over $11,000 per year that colleges were willing to give – they just didn’t offer it first.
Stop guessing. See in 30 seconds if you can “squeeze more out of them.”
We built a 30-second quiz so you don’t have to guess. In half a minute, you’ll know whether you likely have a strong chance of success, a weak chance (so you need to be strategic), or no real chance (so your time is better spent elsewhere). You don’t need to draft emails, chase colleges, or stress about this until you actually know your odds.
👉 Can You Squeeze More Money Out of Your College Offer? Take the Quiz
If you have a strong case, you’ll see it immediately and you can book a free call with us. On the call, we’ll review your results, help you understand next steps, and be honest about whether an appeal makes sense for your situation. If your case is weak, we’ll help you decide if it’s worth pursuing or if your energy is better spent elsewhere. And if you have no real shot, you’ll know that too and can stop wondering.
Either way, you’re not guessing. And you’re not overpaying just because the first number looked official.
