Typically, students submit random applications without being known to the admission office counselors. That lends to disappointing results, receiving fewer acceptances and lesser scholarships.
Whereas admissions is a human decision, not a computer decision, admission offices give preferred treatment to those applicants for whom they know, resulting in more acceptances and bigger scholarships.
You create your advantage by becoming known to admission offices long before applications are submitted...seems logical to me.
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CollegeLogic- Taking the Logical Approach to College, not the Typical Approach