How does a real estate broker build a lead pipeline that funnels in college students that are ready to rent their first New York City apartment?

In every industry, some people play checkers, and others play chess. If you're not segmenting your market, defining user personas, writing user stories and then crafting a brand & call to action that connects with and cajoles prospects to take action, then you're not really in the game.

It's more work. It costs more. But it actually works.