The first rule of thumb in recruiting for a program is to lock down its state. Its coaching staff must establish a fence around the borders of its state to let recruits know they're not getting out and to let other programs know they're not getting in.
Some schools have coaching staffs who understand this, while some schools have coaching staffs who simply do not. A pair of Pac-12 schools in the same state have the same problem, while a school in Virginia routinely lets too much elite talent get away.
Plus, another program allows its top in-state targets to often walk off the island.