The secret to a great "Why This School" essay isn't research — it's specificity.

Don't write: "NYU's location in New York City provides amazing opportunities."

Do write: "Professor Sarah Chen's Behavioral Economics Lab at Stern, combined with NYU's partnership with the NYC Mayor's Office of Data Analytics, would let me apply classroom theory to real urban policy challenges."

See the difference? The first could apply to any NYC school. The second could only be about NYU.

For every school on your list, find 2-3 details that are UNIQUE to that school. Not "small class sizes" or "diverse community" — those apply everywhere.

Think: specific professors, unique programs, particular research centers, distinctive traditions, or campus resources that connect to YOUR goals.