Having a concrete view of who your ideal resident(s) are and how they navigate the lead to lease process should be the foundation of your marketing and lead management strategy. They should serve as the baseline for every marketing decision you make because they inform who, what, when, where, why, and how you should be engaging with prospects. Because of this, we've put together a refresher on how to build marketing personas (i.e. your ideal residents) and how to map out your renter's journey.