Got a call on Monday who did not leave message, but after checking caller ID it was one of the recipients I mailed to.

Depending on the purpose for the appraisal and who is the recipient, the value can be off considerably. 

Whether or not the recipient reports it to us is completely at their discretion.  

Or by recipients reporting it as spam. 

However, when the recipient opens it, they'd be receiving a professional looking letterhead with my name, company name, phone and website in the header with the goal of coming across as serious and legitimate. 

Mentioning the death and showing condolences is just a terrible idea, you do not want to turn off any recipient's.

The only thing is the recipient pays a $.50 fee.  

The 3rd will go to long term follow up.I've read about how some BP'ers are shocked when direct mail recipients are rude, nasty, or otherwise irrational about receiving a letter in the mail.  

It lets the recipient know I'm "locked and loaded" and have already spent $150 for the service. 

If you're cut and pasting messages it can be.3) Don't send even the slightest hint of advertising, soliciting or deal making unless you are absolutely sure the recipient wants that.