A couple points about marketing.
1. You always have to track it and maintain metrics about what is working, from the copy, to the placement, to the type of medium. That is the only way to know what works and what doesn't.
2. I feel it is important to allow people to maintain their PRIDE. We are very PRIDEFUL people here in the US. So, I like to make my marketing message make them feel like they don't have a problem, but yet they found a solution for themselves. So I avoid using the "F" word (foreclosure) as much as possible. I have seen a higher rate of response via my metrics mentioned in #1.
3. Be consistent with your marketing. You can't send 1 round of direct mail and expect that to give you the baseline. You can't have just 1 week of classified ad etc... give it time. You always hear people say 7 times to memory. That means you have to touch a person 7 times. Now that can be in the paper, flyers, etc not 7 flyers, but 7 different touches can work to.