How does an opposing coach compete with this?

From Mark Ziegler:

SDSU and New Mexico don’t play until February, but they are already going head-to-head. Both schools are finalists for four-star forward Zylan Cheatham, who has already visited SDSU and was in Albuquerque this weekend.

Cheatham’s visit coincided with New Mexico’s Midnight Madness festivities, called the Lobo Howl and attended by 10,000-plus. People waved “Z” signs and chanted, “We want Z.” Fans also showed up at his hotel upon his arrival.

How doesSJSU and others compete with this for the hearts and minds of recruits?