Facebook Marketplace vs Craigslist vs OfferUp: 2025 Conversion Data
Run apples-to-apples tests, track the right KPIs, and put your time into the channel that actually closes.
Introduction
Facebook Marketplace vs Craigslist vs OfferUp: 2025 Conversion Data is your field guide for comparing the big three local-lead platforms without guesswork. Instead of counting “likes,” you’ll measure CTR, DM rate, booked appointments, show rate, and cost per sale.
Note: Markets differ. Treat the sample table below as illustrative. Plug your numbers into the provided formulas and decide with data.
Expanded Table of Contents
- 1) Who should use this comparison
- 2) KPIs that matter (and definitions)
- 3) Test design & methodology
- 4) Sample 2025 conversion benchmarks (illustrative)
- 5) Media standards that lift response
- 6) Copy frameworks per platform
- 7) Category mapping & policy notes
- 8) Inbox routing, saved replies & reminders
- 9) UTMs, unique numbers & source truth
- 10) Vertical notes: rentals • furniture • services • vehicles
- 11) A/B tests: hero image, opener, aspect ratio
- 12) Refresh cadence & rotation rules
- 13) Scorecard template & buy decisions
- 14) 30–60–90 day rollout plan
- 15) 25 Frequently Asked Questions
- 16) 25 Extra Keywords
1) Who should use this comparison
- Local sellers, landlords, and service businesses deciding where to post first
- Teams seeking a defensible budget for boosts or paid categories
- Anyone tired of vanity metrics and ready for end-to-end KPIs
2) KPIs that matter (and definitions)
| Metric | Formula | Why it matters |
|---|---|---|
| CTR | Clicks ÷ Impressions | Creative fit to audience |
| DM rate | DMs ÷ Clicks | Message clarity & intent |
| Qualified rate | Qualified leads ÷ DMs | Screening effectiveness |
| Booked rate | Appointments ÷ Qualified | Offer strength & availability |
| Show rate | Shows ÷ Appointments | Reminder/route quality |
| Close rate | Closed deals ÷ Shows | Sales/ops execution |
| CPA/CPL | Cost ÷ Leads | Channel efficiency |
| Cost per sale | Total cost ÷ Closed deals | True ROI |
3) Test design & methodology
- Match the SKU: Same price, media, and facts across platforms.
- Run at the same time: 3 test windows (weekdays + weekend).
- Normalize labor: Log minutes spent per platform.
- Use UTMs & unique numbers: Attribute correctly.
- Decide by cost per sale (with show rate as a sanity check).
4) Sample 2025 conversion benchmarks (illustrative)
These are example ranges to sanity-check your numbers. Your city and category will differ—treat them as placeholders to compare your actuals.
| Platform | CTR | DM Rate | Qualified% | Booked% | Show% | Close% | Labor / 10 posts |
|---|---|---|---|---|---|---|---|
| Facebook Marketplace | 2.5–5.5% | 18–35% | 45–65% | 35–55% | 60–80% | 20–35% | 2–3 hrs |
| Craigslist | 1.2–3.0% | 12–28% | 50–70% | 30–50% | 55–75% | 18–32% | 1.5–2.5 hrs |
| OfferUp | 1.8–4.2% | 15–30% | 40–60% | 28–48% | 50–72% | 15–28% | 1.5–2.5 hrs |
Decision rule: pick the platform with lowest cost per sale at similar show rates, not just the highest CTR.
5) Media standards that lift response
- Hero: brightest, level, minimal overlays (1:1 at 1200×1200).
- Portrait gallery variant for feeds (4:5 at 1080×1350).
- 10–20s vertical walkthrough (9:16 at 1080×1920).
- Consistent naming: City-SKU-Feature-Price-Date.
6) Copy frameworks per platform
Marketplace / OfferUp
{What} • {Key Feature} • {Condition/Terms}
DM “INFO” for today 4–6 or tomorrow 10–12. Link: {shortlink}?utm_source={platform}Craigslist
Title: {SKU} — {Top Benefit}, {Area} • ${Price}
Body: Specs • Terms • Location • How to book • Short link with UTM7) Category mapping & policy notes
- Choose the most specific allowed category; avoid “misc.”
- Keep claims verifiable; no restricted phrasing or prohibited items.
- Disclose fees and logistics clearly; no bait prices.
8) Inbox routing, saved replies & reminders
First reply (universal)
Yes—available. Times: Today 4–6 or Tomorrow 10–12.
Reply with your email for the booking link.Reminder stack
24h + 60m reminders with reschedule link; tag no-shows and re-offer next slot.9) UTMs, unique numbers & source truth
Use channel-coded links: ?utm_source=facebook&utm_medium=listing&utm_campaign=q4_2025 (swap source). Log each post URL and number alias in your SSOT.
10) Vertical notes
- Rentals: List terms neutrally, include tour method, avoid preference language.
- Furniture/Appliances: Show dimensions and condition; closeups reduce returns.
- Services: Add geo coverage and time windows; show before/after proof.
- Vehicles: VIN/Carfax links where allowed; exterior + interior sequence.
11) A/B tests: hero image, opener, aspect ratio
- Hero: lifestyle vs. specs (keep body copy constant).
- Opener: benefit-first vs. logistics-first.
- Aspect: square vs. portrait (feed only).
12) Refresh cadence & rotation rules
- Refresh every 7–14 days with a new first line and hero.
- Archive old posts; do not mass-duplicate.
13) Scorecard template & buy decisions
| Platform | CPL | Cost/Sale | Show% | Close% | Decision |
|---|---|---|---|---|---|
| Marketplace | $— | $— | —% | —% | Scale / Maintain / Pause |
| Craigslist | $— | $— | —% | —% | Scale / Maintain / Pause |
| OfferUp | $— | $— | —% | —% | Scale / Maintain / Pause |
Green-light only when cost per sale beats your target and show rate is stable.
14) 30–60–90 day rollout plan
Days 1–30 (Foundation)
- Build SSOT + saved replies
- Publish matched sets across 3 platforms
- Start tracking CTR → sale
Days 31–60 (Optimization)
- A/B test hero + opener
- Add UTMs and unique numbers
- Standardize reminders
Days 61–90 (Scale)
- Shift budget to winner(s)
- Document SOP for assistants
- Automate weekly scorecards
15) 25 Frequently Asked Questions
1) What is “Facebook Marketplace vs Craigslist vs OfferUp: 2025 Conversion Data”?
A practical comparison framework with KPIs, formulas, and sample ranges.
2) Which platform has better lead quality?
Depends on SKU and city—measure qualified-lead rate and cost per sale.
3) Do boosts always help?
Only if they reduce cost per sale; otherwise they inflate vanity metrics.
4) How many photos should I use?
10–15 plus a short vertical walkthrough.
5) Do I need unique copy for each site?
Keep facts consistent; vary opener and hero image.
6) What’s a good response time?
Under 10 minutes; use an instant autoresponder off-hours.
7) How often should I refresh?
Every 7–14 days; archive old posts.
8) How do I prevent flags?
Correct category, accurate facts, minimal overlays, no restricted items.
9) What if CTR is high but DMs are low?
Rework opener and CTA; add a clearer next step.
10) Can I post in groups too?
Yes—follow group rules and track separately.
11) How do I compare labor time fairly?
Log minutes for posting + messaging per platform.
12) Should prices go in images?
Prefer body text; keep overlays light.
13) How do I handle no-shows?
Use 24h + 60m reminders with reschedule links.
14) What’s a realistic close rate?
Varies widely; track your own per category and city.
15) Is Craigslist still relevant?
Yes in many markets; judge by cost per sale.
16) OfferUp vs Marketplace for local goods?
Test both—OfferUp can shine for consumer goods; Marketplace for broad reach.
17) Rentals: any special rules?
Use neutral, factual language and include required disclosures.
18) Services: what proof helps?
Before/after images and clear area coverage hours.
19) Vehicles: what details matter?
VIN, maintenance history, and well-ordered photo sequence.
20) How do I stop spam DMs?
Use verification prompts and quick-apply links.
21) What’s the simplest success formula?
Bright hero + clear opener + fast reply + easy booking.
22) Can assistants run this process?
Yes—use SOPs, naming conventions, and weekly QA.
23) What if one city tanks results?
Segment by zip; re-shoot media; test dayparts.
24) How to present results?
Platform scorecards with CPL/CPA and cost per sale vs target.
25) First step today?
Publish one matched set across all three platforms and start the scorecard.
16) 25 Extra Keywords
- Facebook Marketplace vs Craigslist vs OfferUp: 2025 Conversion Data
- marketplace vs craigslist 2025
- offerup conversion benchmarks
- local marketplace CTR
- dm rate marketplace
- craigslist paid category ROI
- offerup messages to sale
- marketplace refresh cadence
- local listing A/B tests
- vertical video walkthrough listing
- saved replies marketplace
- appointment reminder automation
- utm tracking local leads
- unique numbers attribution
- ssot listing sheet
- fair housing neutral copy
- category mapping policy
- lead quality scoring local
- cost per sale marketplace
- craigslist fee comparison
- offerup vs marketplace furniture
- rentals marketplace conversion
- services marketplace leads
- vehicles offerup metrics
- local lead gen 2025
