Outside advertising - message matters?

[George P.]

When advertising outside (i.e. vehicle signs, bandit signs, small billboards etc) - from your experience, does it really matter what your message says? For instance, if your message is "We buy ugly houses " (TM by HouseVestors) - are you more likely to get most of the leads to houses in need of repairs or not?

Say, I do not want to get the preforeclosure leads (pretty houses with no equity) - any way to be immune from those useless leads when advertising outdoors?

Thanks