what do I focus on?  it depends on whatever I'm marketing at that moment....it may be 55+ buyers; fix and flip homes; a certain style of home for a specific buyer client; land for builders; and another dozen niche areas...

how often do I do them? land is done once every month to several thousand land owners; free market analysis is NOW done every quarter to 7,650 single family homes; fix and flips every month; and whatever someone needs will be done on an as it comes basis!!

Do I focus on past clients? NO...NEVER....IF THEY DON'T REMEMBER ME, I MUST HAVE DONE A SHITTY JOB!!! NOT!!!  I want new clients....others are in the mix anyway....

of course, I do a specific batch of postcards (500) with every new listing, sale pending and closed home/condo....     my past sphere receives those frequently..... the more I mail the stronger the presence.... perception becomes reality VERY QUICKLY in the real estate business....

Jonathan Crompton - your best bet - read posts about this topic from Barbara Todaro - or just pick up the phone..

(She already answered this Q)

Barbara Todaro  is the best person to answer this question for you. 

We focus on expired listings. 

See the answer by Barbara Todaro.  Rinse.  Repeat.   

Barbara Todaro is the go-to person on this topic!

Neighborhoods every 3 weeks in selling season, 1 a month after that. None at Xmas, Jan.

Clients every 2 months.

Jonathan,

We would keep assessing the ROI, know the market inside out especially lifestyle and forcus on mailers knowing who we are talking to.  A

Parked and waiting for Barbara Todaro response.

I use mailers to support the neighborhoods I work and specialize in and have listings in. Just sold letters work. 

If you decided to go with direct mail, set your budget and volume. 

Used to do farming mailers back in the day, but that was ages ago.  Haven't done them in recent history.

I do not do mailers ... my marketing efforts are exclusively online. I mailed to 1,000 homes in my hood when I first started in the business 14 years go. The ROI just was not there. 

 5 farm areas.

It depends on the purpose of the mailer and the target audience.

I do 300 postcards each week to out of state owners promoting management and sales.