We interviewed Texas rural school counselors in schools with students who are first generation and low-income. Two research questions were addressed: (a) How do rural high school counselors understand students' college and career choice process? (b) How do school counselors expand or limit the college choice of rural students? Key findings include that rural school counselors focus on open admissions rather than competitive admissions. School counselors in rural, low-income schools do not want to be directive yet give advice that prioritizes starting at local colleges. Counselors need to adapt their approach due to the rural culture of respect for hard work and the burden of trust placed on them by rural families. Finally, rural counselor services were variable and documenting all students progress in preparing for college improves college readiness in low-income, first-generation rural students.