MortgageFirst has decided to move forward with Strategy #1": To increase the number of new leads as well as to target a population between 19- 55 years of age. Specifically targeting renters holding at least $30,000 in Genuine Savings (determined to be 55% within that age bracket). This includes a campaign to encourage renters to take advantage of a free & personalized assessment aimed to compare their current financial situation as tenants, to a potential owner-occupied financial situation (rent versus mortgage)