National schedule, national exposure. Guys looking to make a splash with a relatively short window to do so.

If it were me, I would play at BYU almost no matter what, provided they were decent to great. But I could see how serious athletes coveting NFL opportunities (even LDS ones), would lean towards a team in a P5 conference. That said, I think BYU as an independent with a national schedule, stands a strong chance of landing guys who are only getting lower to middle tier P5 offers. Especially from the LDS borderline guys but even those who have no prior affiliation (church membership) or familiarity at all just due to the schedule/exposure.

If BYU were off the table for some reason, my own order of priority for choosing a school might look something like this:
1. Coaches I like/ability to elevate my play
2. Environment (teammates/campus/people I feel comfortable around)
3. Program strength
4. Playing time
5. Media/scout exposure (admittedly kind of correlated to #6 but BYU is kind of unique in this regard)
6. School/Conference prestige
7. Cool town
8. Freebies I can get
9. Cool uniforms
10. Weather

But obviously that list is going to look different for everyone and especially for teenage boys. How would you prioritize vs. how you think recruits today prioritize? I'm sure kids these days would put #8/#9 a lot higher. In all honesty #6 too. I think mature kids would look somewhat similar to mine though if they had realistic/reasonable expectations about their abilities but a strong desire to make the most of their opportunities.