I have a property related website - its for holiday home owners to advertise their property for sale or rent privately - no agents, commission etc. I have done a lot of the free SEO - ie I have a blog, keywords on website, submit articles, directories etc and now I am ready to step things up a bit... I have already paid for an advert in a property/holiday publication...

What is better - pay per click with Google OR paying a UK company to send a mailshot to their opt-in list of consumers who have registered an interest in overseas property in some way (maybe ticked a survey that they own a holiday home etc)

PPC looks to be a lot cheaper - mailshots are around £100 per thousand emails (the price goes down the more you send)

Any advice on how to increase exposure for my website and whether PPC or consumer emails are worth it and which is better?

Thanks a lot