I don't market at all anymore. I actually don't call any of them back because I don't have the time in the day during the lawn season. If a spot opens up in my schedule I'll call some back. Also a lot of people who call just want to check pricing and want to see what all I offer and turn away when I tell them I only do weekly service and don't offer bi-weekly. I tell them the reasons but they still don't care.
I may market heavily this year in certain areas so I can "trim the fat" in my schedule and get accounts that are higher end and will pay more.