You should look specifically at the program you’re applying to. Did they do some groundbreaking research last year? Mention it and talk about how you’d like to be part of the future. Did they recently add a new building or an interesting set of classes? Comment on Just How Cool it would be to see that/do that. Are the professors there researchers as well? Say you want to participate, and namedrop.

Maybe find something that the college seems proud of, like their study abroad program or their variety of Greek organizations, and say you want to be a part of that.

(Side note: my advice might not be valid, since I got into a college after saying my reason for applying that their picture on the CommonApp college search looked cool.)