why does direct mail work?

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i am still baffled that we are able to talk someone down 70k from full market value. i understand that they are really motivated which is why they are somewhat hard to find.

but why does a direct mail campaign work? what motivates them about sending them mail 4 times? why wouldnt a common sense person just use a realtor?

i just dont get why someone after the 4th mailing would say "hmmm im gonna sell my house 70k below market value" instead of just using a realtor