Best use of marketing dollars

[Eric NA]

I need help deciding how to spend my marketing dollars. I've been sending letters to out of state owners. I'm going to begin marketing to absentee owners (that live in state) and already have half the work done for that.

My question is, I want to balance frequency vs. reach. Right now I have $200 per month for marketing. I can hit one zip code in my area for out of state owners one month, then hit absentee owners the next month based on my budget and the number of leads in the zip. Do I try and stretch out the time between contacts to 120 days so I can work on another zip code, or do I put all my focus on this one zip code and hit them more often?