New to direct mail marketing.

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My business partners and I are looking into expanding our real estate investment business. A couple questions in regards to direct mail marketing from those who have found it very rewarding: Is it worth it to narrow down your market to, ie, only owners who own their homes free and clear, home owners who are out of state, etc, or send out a mass amount to every homeowner in a particular area? What is a good average monthly budget on marketing? Our plan is to use click2 mail. Is there any other site anyone can recommend that they feel is better? Has anyone used virtual assistants? Please provide any feedback, good and bad. Thank you.