@David Wright All of that is true. At the same time you must decide how best to spend that limited budget and to leverage it as best you can along with leveraging your time. Now I am not saying that EDDM, Cold Calling, or other methods aren't useful but there are ways to enhance those methods, reduce waste, and improve your ROI. Your message is useless if it's not seen or is not relevant. That's the problem with EDDM, radio, TV, Billboards, etc. It's a shotgun approach where most of your money is wasted.
Now on the buyer side, targeted marketing allows you to identify those that have expressed an intent to purchase and to focus your campaign. On the seller side, relentlessly putting you brand in front of them month after month will put you top of mind when they are ready to list. This allows you to use your marketing budget in a very efficient way. You can still use direct mail, phone calls, in person visits, etc., to deliver a long form message but at least at that point you have an interested buyer/seller that is ready to listen to your message.
