How'd you choose your college?

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I am doing admissions calling for one of my alma maters, so I know the decision time is close for most high school seniors. So, where are you going to be matriculating in the fall? What was the deciding factor? Location? Reputation? Programs? Money? Financial Aid? Friends? Family? Something else? Since I'm making my calls to uncommitted students this coming weekend, I'm looking for what is the best set of questions and answers to have ready if the conversation lags a bit. Thanks for your input!