Branding or same-ole "We Buy Houses" - which is better?

[Adam C.]

Lately, I've seen a lot of bandit signs that just say "We Buy Houses" with no differentiation from the other guy's sign, except the phone # is different and the other one might have hand-written it.

Do you think branding is the better approach to marketing and advertising? Or is the simple and straightforward message "We Buy Houses" the better approach since people recognize it already?