Lease.ly, a common app for apartment rentals.

- In SF (a seller’s market), prospective tenants only wanted to use it if their prospective landlords asked for it, or if it gave them an advantage over other prospective tenants

- Landlords have their existing process that works, and didn’t want to change it. Things like comparison views for tenants, pulling in social media info, and automatic credit reports were helpful, but since for most SF landlords getting new tenants is low frequency (unlike, say, NY), the value was low

For each, the value prop was unclear.

If I were to try it again, I’d try to understand the market better and find the right subset of landlords and tenants, and the right geo, to focus on first.