I've had everything from your typical tourists, to chefs in town for a conference, to businessmen from Chicago -- one thing I've learned is that you will never know the demographic of your next booking. 

They usually will put their stores in areas they know will perform well based on their demographic research.

As you know Saginaw has many different demographics.

City-data.com is a decent demographics tool you can use to filter out neighborhoods by median income levels, percentage of rentals, etc.

In light of this, I guess the target demographic is not professional investors, but perhaps people who have heard that rental properties are a good investment, but aren't investment/finance saavy enough to do the analysis themselves. 

But my demographic may also need tweaking. 

The build, determining the need/demographics and business plan, equipment, floor plan, codes, etc.

I don't know your zip codes nor would I recognize the demographics outside CA.However, you need yo create multiple tough campaigns that seek to identify specific triggers as catalysts and dial in your copywriting and all marketing to those issues, even at the exclusion of others. 

The non-owner occupied vs owner occupied ratio here is extremely high compared to the Dallas area, as well as the economics and demographics.

I’m with @Ali Boone this is going to come down to specific area demographics.