So I read a lot of PUA stuff, but apply very little and I think that is what has got me into this problem (I'm a college freshmen and summer is coming up):

I built attraction with this women but ended up letting it fizzle by concentrating too much on comfort (3 lunch "dates") without sexualizing it. I know from her friends that "she was interested", but at this point I'm either close to or in LJBF zone.
She still responds quickly to any text message flirting...and accepts invites to hangout
But, she never initiates contact, which is frustrating
My mistakes have been: not enough kino, not setting a sexual frame, and not kiss closing when I had iso and knew she wanted it (a month ago)
Is it too late to set a sexual frame without it seeming out of the blue

-we are in the same social circle, so bear that in mind

Whats my play here?

Thanks
P.S. I don't have much game and that's why I did not pull the trigger with all the IOIs when I did have isolation

Its never too late to implement sexual framing.

If u wanna start late I suggest using a method I picked up from Gunwitch

Before u meet her next time, spend the whole day visualising having sex with her, think about it constantly while ur with her, mentally undress her when u see her...

Keeep ur mindset on sex when ur around her, this then alters the way ur body language is read by the girl, alters the way u look at her and alters the way u talk to her, even better u really dont have to concentrate on anything but keeping her conversationally engaged and imaging having sex with her.

Then u wanna build a more external sexual frame for her to fit into. Maybe go shopping one day and point out really raunchy outfits ud like to see her wear. Point out a low cut top and say it would show off ur clevage really well, show her a skirt that would make her arse look edible, point out sum heels that would turn u on if she just wore them with underwear.

Take some of those menial friend zone m-f things and then build sexual intent into them. Tell her randomly at sum point in the day u really want her, then ignore the fact u told her.

Try and get caught out looking at her breasts and arse if u can, she will then start to lean towards the fact u find her sexually attractive. Keep the kino coming, when ur with her push n pull her, flirt, hug, hold, walk arm in arm.

The closer physically u can bring her to u, the more she will develop a sexual nature towards u.

When i started with my LTR, there was no sexual frame whatsoever, we build a really good foundation of knowledge and emotion, we both talked about experiences and the wisdom we've gained from life, but we wernt fucking.

It wasnt bothering me, but after 3 weeks I knew if I didnt start sexually framing and building sex into a regular part of our relationship, we would be doing outrselves a injustice.

So I made a comment about "how nice it is we are getting so close and the whole relationship isnt just focused on sex", then I asked "so how long do u think u cud go without sex then", see how im escalating the sexual conversations?... then into "I think I'm gunna give up sex, every girl Ive been with just cant do it right, can u ?" again further sexual framing, also adding in a challenge in a CnF style.

More of less these conversations took place over the same evening, the day I realised I needed to build a sexual frame. That night she must of fucked my brains out for the best part of the night.

Now my sex life is off the chain, we are open about everything, we both gaining really high sex drives around eachother, our sexual chemistry is to hot to handle, the passion during sex is thru the roof.....

So yeah its easy enough to build sexual framing, if u show sexual intent.

Ive given u few pointers and conversational tips etc and trust me, im talking from experience, my LTR is the one that got away, I got her back and then I built the most beautiful fruitfull relationship with her possible.

Problems marked above from your post:

1-Don't listen to her friends advice, you know whats good already do not need anyone else telling you otherwise

2-SHE*? It should be you INITIATING contact. Your not at a strip club, why should she be all over you without you showing some feelings/desires first. Make some kind of forward move, itll make a difference. Keep in mind not all girls are whores, they may be conserved at first to see "how your taking the situation"

Let me tell you, because of being stupid and blind, i ran out of time to work with some girls because of letting it go too long, not making a move, or not caring to...or even being unsure. Get playful with her and see how she responds, if she responds/plays along theres your proof you need, also it'll let her know its cool for her to get down like that with you without you later initiating the motion. Like breaking down a brick wall.

3-Cant pull the trigger when your scared or nervous

My overall advice, is if you hang out with her again, finish her...finish the job you started. Otherwise shes going to think your fucking nutz for not making a move on her after being out with her so many times....SAVY?