Direct Mailing Question: Address Owner's Situation or Be Generic?

[Justin Lenk]

As a lot of you know, I'm currently in the lead generation stage. Although, there's a slight setback. The list provider I used (ReboGateway) provided inaccurate information based off the criteria I entered. I did 2 mailing until I found out that a large majority of the list they provided me were LAND/LOT owners (Not what I was targeting).

Time for me to regroup, rethink, and use a different list provider. Am I frustrated that I used some of my marketing budget on potential sellers I was not looking to target? Yes. Am I frustrated that I used valuable time? Yes. But in my opinion, in every experience you either WIN or LEARN.

My question is, those of you who do direct mail campaigns, do you address the sellers situation directly with your mail piece or do you send a generic mail piece?

I can see both sides, but I'd like to hear from people who have tested this (preferably someone in Frederick County, or Maryland in general but all are welcome).

Directly stating the sellers situation may irritate them or produce the question "How did you get this information?", but it could also strike home with them realizing that this could be a solution to their problem.

Sending a generic piece let's them know that you're interested in their house and on the initial call they may mention their situation.

Your thoughts? Specific or Generic?