I think people forget sometimes that this isnt a video game that you recruit on. Kids being recruited are all unique and have their own personal interest.
What makes you choose a school is of corse alot of factors. Most the time when you go to visit you see some of the players. You relize really fast these guys are alot bigger than you ( @17) so you dont become so interested in playing day 1. Move that down, you mostly just want your fair chance of getting your shot once you get the added size and age. That comes along with trusting the coaches you work with through out the process.
Facilties are cool but after you go to a few schools you relize they dont mean jack. Miami has always had not so great looking stuff for thier practices and weight lifting. That never relaly stopped them from being big and fast though. There is plenty of schools like TN that play hop skotch with we have the best Facilties this year and two years later you dont.
Alot of it i think is just what feeling you get around the school and people. You can go to about any school in the SEC and on that day you think its a nice campus. Then you go to Clemson and your like wtf why would i go anywhere but Clemson. The campus is great, but after you get home and a few days removed you start weighing all the pros and cons of each. Kinda like the Facilties your not always going to to pick the best and pretty campus' but they do make you like those schools so they stay in your top list alot of times.
Last big part is just what the vibe of each program is around your inner circle. Highschool coaches, parents, and friends. Some HS coaches do not like some D-1 Football coaches and probably hard for a school to recruit from that coach. Some coaches will come off as the biggest scum in the world to your mom also. Just gotta remember its a bunch of 17 year olds that people are throwing tons of lies at. i think Dooley does a good job recruiting because of how likeable he can be much in the same that Fulmer was when he met parents.