college counselors and figure out all the loopholes thousand get as much money from each college as possible. >> sometimes you have to know what to ask for. that's the problem. a lot of parents and teachers don't even know the lingo. how to decode all of this. all of these offers and what's available to them? >> yep. that's exactly it. every college, the financial aid offer, the form looks different. different number, different terms, different places. you literally sit down, make a graph. how much does school x give me for a pell grant? school y for a loan? compare everything side by side. the next really important thing is, people don't realize most schools have at least a one-time financial aid re-evaluation policy. which means in practice. >> one time? >> yeah, one time bshgs ut you can go back and say the money you gave me isn't enough. i need a little more. or school x gave me $10,000 more than you did. >> gosh, it's like negotiating your credit card. you know, percentage.