If the rehab goes over what the lender provides, I'm on my own with procuring the difference? 

Your long term success as an investor is likely related to how well you're able to procure mortgages and financing.

None of that looks excessive to me and in Atlanta you would pay a full months rent to procure a tenant (leasing fee). 

To protect your interest, you can hire a construction management company/individual that will look over your side of the fence, this will cover your GCs change order, procurement process, punchlist closeouts, payment approvals, it's all in the plans, you will also have to hire a good A&E company that CAN save you money, some are geared for looks without thinking of costs, and some just make you a box where noone will want to visit your establishment.

(architects call this phase procurement or bidding and negotiation)What is the biggest value that your firm brings to my project?

Since then I have read many books, articles, videos etc. and am very, very keen to procure more information about the subject.

Trust me, you don't want "experience" without first procuring the proper knowledge, seeing as that experience will likely be a bad one.

My question is, if I continue to use Direct Mail and have a successful response rate, how do I turn those leads I can't procure into sales.

Keep in mind an agent is a marketing genius and hunter of items their clients want to procure.

He almost exclusively developed from scratch and owns in SSF and San Jose, I don't think he procured much if any existing parks.