I wanted to talk about signs, and what kind of signs our characters look for. Signs warn us, signs direct us, signs welcome us. What kind of sign is your character looking for? Or alternately, what kind of sign have they seen that brought them here? Was this not what was advertised? Some of the best conflicts pop up when characters get something entirely unexpected.
Find out what your character is looking for, and what would be a sign for them that they were going in the right (or wrong!) direction.
I have a character who finds smokers trustworthy, for example. Well, they have a habit you can trust them to act on. You can smell them coming. You can regularly locate them in front of their business and on breaks. Smokers are methodical.
Find a sign in your story, and let your characters interpret/misinterpret it.