If you got the property lower, then you may have an easier time to find a buyer.

My main question was: When I'm looking at numbers (and say I'm targeting a MFU listed around $80k for instance), if I pay for the multi-family unit using a HELOC from my primary residence, do I load that number into my calculations as "cash to close?" 

I think they like the set amount, because it makes their budgeting easier.

If that is the case a home equity line of credit may be a easier and cheaper option that will allow you access to those funds and greater flexibility.

Why are marketers still spending BILLIONS on direct mail when they could get 10x the returns from using SM to target their particular market, in the channels where the customers spend the majority of their time? 

The title is a bit open ended, but what I am referring to is the following as mentioned in the BP podcast on many occasions.Browsing unit listings in my target area and cold calling the person that listed the unit when it seems like a self-managed property.  

It’s easier to buy 20k under market than to give up 2/3 of my equity.I think it’s important to figure out YOUR goals.

She said that if I end-up with a bad tenant is easier to get them out, then if I had a rental agreement.

If I do not get enough calls pretty quick, I do a paid ad on Facebook targeting specifics that fit my property. 

Seems like that could be a good area to target for cashflow and appreciation.