Equity Retargeting: The Goldmine Hiding in Your Finance Book
Samuel Noah
Finanial Professionals
May 9, 2026
Drivers part-way through a finance deal are often sitting in equity and ready to upgrade.
Most dealers chase brand-new leads while ignoring the warmest audience in the market: drivers already a couple of years into a finance agreement, sitting in equity and primed to change.
Timing is everything
A driver around two-and-a-half years into a typical agreement is often in a strong position to upgrade. Reach them at that moment and you’re the dealer who got there first.
Hardly anyone is doing it
Because it takes data and intent to execute, equity retargeting is wide open. The dealers who run it consistently turn other people’s customers into their next sale.
