Rookie Q: Why target higher equity owners?

[Tae C.]

Hey everyone,

As one that has just begun to drive for dollars, I am a total rookie when it comes to direct marketing. Having said that, I keep on seeing a fairly common theme of making sure it's people with higher equity and those have owned it for a longer period of time. The latter point would seem to directly correlate with the former point, and I also get that typically if someone has only held the property for a year or two, more than likely that's not going to be a great motivated-seller pool in the big picture. 

However, I'm still trying to understand how the higher equity piece specifically plays such a significant role in the overall success of this approach. Can anyone give me a tangible example of the actual math behind why the higher equity owners are targeted?

Thanks so much!