How many leads in your CRM ghosted you?
Not bad leads — leads where you were close. Maybe you were close on price. Maybe they said they'd think about it. Maybe they just stopped answering the phone after the second or third call. They were real sellers with real motivation and they just fell off the face of the earth.
If you're anything like our clients, it happens a lot. And every one of those ghosted leads represents a deal you already paid for — through cold calling, SMS, PPC, PPL, direct mail, whatever channel generated them in the first place.
What if you could get them back?
That's what our retargeting system does. We take your existing CRM contacts, your website visitors, and anyone who engaged with your ads but didn't convert — and we put them back in front of you through Facebook. They come back as warm leads who already know your brand, already trust you, and are far more likely to have a real conversation.
What Retargeting Actually Is
Retargeting means showing ads to people who've already interacted with your business in some way. They're not cold — they've been exposed to you before. That prior exposure makes every subsequent interaction more effective.
On Facebook, we build retargeting audiences from three sources. Each one serves a different purpose.
Layer 1: CRM Retargeting (Your Biggest Untapped Asset)
Your CRM is full of people who expressed interest in selling at some point. Cold call leads, SMS leads, PPC leads, PPL leads — they came in, your team worked them, and a percentage went dark.
Here's what we do: we upload your CRM contacts to Facebook as a custom audience. Then we show those people ads — not the same cold pain-focused ads, but testimonial videos, case studies, and trust-building content.
What happens is powerful. A lead who ghosted your cold caller three months ago is scrolling Facebook and sees a video testimonial from a real seller talking about how your company helped them sell fast, covered their moving costs, and made the process easy. Now your company is no longer "that random person who called me." You're a real business with real reviews and real results.
When your team follows up — or when that person sees your next ad and submits their info again — the conversation is completely different. They trust you. They're open about their situation. They're ready to talk.
We close deals from CRM retargeting constantly. These are deals that were already dead on other channels. You already paid for these leads. The retargeting just brings them back to life.
Layer 2: Website Visitor Retargeting
You have people going to your website every day — from Google searches, PPC clicks, direct mail responses, brand searches, SEO traffic. Most of them don't submit their info. Industry average conversion rate on real estate investor websites is around 2–5%. That means 95–98% of your website visitors leave without becoming a lead.
We install a Facebook pixel on your website that tracks every visitor. Then we show those visitors ads on Facebook and Instagram. They already know who you are — they actively visited your site. They just didn't take the next step yet.
The ads we show website visitors are designed to give them a reason to come back. A specific offer. A testimonial from someone in their area. A stat about how fast you close. Something that pushes them from "I was looking" to "I'm going to submit my info."
This is especially powerful if you're running PPC or SEO. You're already paying to drive traffic to your website — retargeting captures the 95% of that traffic that would otherwise be wasted.
Layer 3: Ad Viewer Retargeting
Someone scrolled through Facebook, saw your pain-focused cold ad, watched most of it — but didn't click through or submit their info. They're interested. They just weren't ready in that moment.
We track these people and show them different ads with different angles. Maybe the first ad they saw was about foreclosure, but their real situation is inheritance. Maybe they need to see the testimonial version before they trust you enough to submit. Maybe they need to see the "we cover moving costs" angle that makes them realize you're different from the other investors.
We rotate through different pain points, different actors, different offers until we find the message that converts them. Because they already watched your first ad, they're warm — conversion rates on retargeting audiences are significantly higher than cold audiences, and CPL is often 30–50% lower.
The Brand Trust Campaign (Layer 3+)
After a client has generated 200+ leads, we activate an additional retargeting layer focused entirely on brand trust.
Every new lead — the moment they submit their info — starts getting served:
- Video testimonials from real sellers
- Case studies with real numbers
- Google reviews and social proof
- Videos of you or your team showing your operation is legitimate
This isn't designed to generate more leads. It's designed to make the leads you already have easier to close.
Here's what changes when sellers have seen your testimonials before your team calls them:
They answer the phone. Contact rate goes up because they recognize your company name from the ads they've been seeing.
They call you back. If they miss your call, they're more likely to return it because they've already been primed to trust you.
They're open about their situation. Instead of the defensive "why are you calling me?" response, you get "yeah, I filled out the form because I need to sell — here's what's going on." That openness lets your sales team get to the real problem faster and make a better offer.
They're less likely to ghost. They've seen other sellers go through the process and have a good experience. The fear and uncertainty that causes ghosting is reduced.
In a market where person-to-person trust is at an all-time low, this brand trust layer is what separates good results from great results. Sellers need more proof than ever that you're legitimate. Retargeting delivers that proof automatically.
The Math: Why Retargeting Is Your Highest-ROI Budget
Retargeting typically runs on 10–20% of your total ad budget. On a $5,000/month ad spend, that's $500–$1,000 going to retargeting.
That $500–$1,000 is often responsible for your most profitable deals because:
- The leads are warm — conversion rates are higher
- You already paid for the initial touch (cold ad, cold call, PPC, etc.) — retargeting is just the follow-up
- CPL on retargeting audiences is typically 30–50% lower than cold audiences
- The deals that close from retargeting would have been lost entirely without it
There is no other marketing spend with a better return than retargeting people who already know you.
Real Example: How This Plays Out
Here's a scenario that happens all the time across our client accounts:
A lead comes in from cold calling. The acquisitions team calls them. They have a good conversation, the seller has equity, they want to sell — but they want to "think about it." The team follows up twice. No answer. Lead goes cold.
Three weeks later, that same person is scrolling Facebook. They see a testimonial video from a seller who sold their house through our client's company. Then they see another ad — this one about covering moving costs and closing in 7 days. They click through, submit their info on the Facebook lead form, and come back into the CRM as a new inbound lead.
This time, when the team calls, the seller already trusts them. They saw the testimonials. They saw the reviews. They answer the phone, they're ready to move forward, and they sign a contract within a week.
That deal was dead. Retargeting brought it back. The cost was a fraction of what the original cold call lead cost.
How to Get Retargeting Running in Your Business
Retargeting requires three things:
1. A Facebook pixel on your website. This tracks visitors so you can show them ads later. If you're not running a pixel right now, you're wasting every dollar you spend driving traffic to your site.
2. Your CRM uploaded as a custom audience. Facebook matches your contacts' phone numbers and emails to Facebook profiles. The bigger your CRM, the more matches you get. Even a CRM of 500–1,000 contacts creates a meaningful retargeting audience.
3. Trust-building ad creative. Retargeting ads shouldn't be the same as your cold ads. They should feature testimonials, case studies, reviews, and "here's what working with us looks like" content. These people already know you — they need to trust you.
If you want us to set up and manage the full retargeting system — CRM retargeting, website retargeting, ad viewer retargeting, and the brand trust campaign — alongside your cold lead generation, book a strategy call. We'll walk through how it integrates with your existing marketing stack.
Book a Free Strategy Call →Chandler Saine | CEO of Level Up REI
leveluprei.io
We've helped 43 companies scale to $100k/month. 100+ five-star reviews. Clients doing 20 to 300 deals per year.