USC sophomore James Kwak knew how competitive the college admissions process was. So, he turned to Elite Prep Los Angeles.
"I got college help starting junior year because that's when I started prepping for SAT and college essays," Kwak said. "Initially, it was my parents. But the closer I got to college, the more I realized the necessity of it."
College counseling firms recruit parents of students as young as freshman year. Some of the services they offer include advising time, extracurricular planning, interview coaching and essay and supplemental editing.
Getting into the college of your dreams is big business for college counseling services. Companies sell packages ranging from $3,000 to $12,000. Some packages include unlimited email access and campus visits.
One high school counselor turned admission consultant attests to the growing nature of the business.
"As a high school counselor, I did help students through the college application process. But a lot of the stuff we did was putting out fires," CEO of College Transitions Andrew Belasco said. "That goes to why private college counselors are needed today."
Another admissions consultant believes this scandal has put the college process under a microscope.
"The vast majority of college counselors or certainly the ones I know help get their students in through legal means. And I think it's left a lot of parents questioning the legitimacy of different companies," said Shirag Shemmassian, founder of Shemmassian Academic Consulting. "I know since the scandal came out, I've gotten a few questions about whether I'm involved. But at the end of the day, it's good that parents and students become more educated consumers."
Students like Kwak believe that college counseling services are worth it.