A friend suggests hiring someone to help navigate this process. I didn’t think we needed to do that, but now I am not sure. She also said to apply early, but is that really necessary?
As I've mentioned before, we hired a college consultant to work with our oldest daughter and us. It was more than I wanted to spend but it was worth it for us for at least a few reasons.
First and foremost, my daughter wanted it, and this made her responsible to the consultant instead of us. She took care of every deadline task and made sure it got done. It was probably worth it for the removal of that stress and drama alone.
The consultant also listened to what we wanted and what our daughter wanted and she helped steer her to schools that would satisfy all of us. The money we saved in tuition alone due to the merit aid more than made up for what we spent on the consultant.
The proprietary software program she gave us access to was also incredibly helpful for me. Like you, I like to do a lot of my own research. The program she had took all the Naviance information for our daughter and then classified any college we added to the list as a safety school, a target or a reach. And for each college there were several links to the various ratings and rankings for that school on several different websites, so you could compare and see if the comments and rankings were consistent enough to make judgments based on them.
Finally, the consultant also helped a lot with testing and the essays. She had tons of sample tests for her to practice on in simulated settings, which helped identify her strengths and weaknesses, and also made it easier to hire a tutor just for specific items that she wanted to shore up.
We started with the consultant in her junior year I believe.
As for applying early, yes for early acceptance; no for early decision, which is a binding contract, unless she has her heart set on one place in particular (and you're not worried about merit aid).