Introduction

Craigslist vs Facebook Marketplace for Used Car Sales (Data) is a field guide for dealers and brokers who want evidence-based workflows, not hunches. You’ll get apples-to-apples listing templates, reply scripts, KPI dashboards, and a 30–60–90 rollout plan you can implement this week.

1) Methodology: How to Compare Channels Fairly

1. Matched inventory: Post the same vehicles (make/model/price band) on both channels within 15 minutes.
2. Matched creative: Use the same lead photo, 12–15 image gallery, and title formula.
3. Consistent SLAs: First reply within minutes; identical scripts and CTAs.
4. Track funnel: DMs → qualified → appointments set/held → sold; attribute by source.
5. Window: Evaluate 28–35 days; remove outliers (weather, holidays, recalls).

2) Audience & Intent: Who Shops Where?

• Marketplace: Social discovery, rapid DMs, strong mobile usage, impulse test-drive requests.
• Craigslist: Classified mindset, filters first, often higher buying intent for specific models or budget caps.

3) Visibility & Distribution Mechanics

• Marketplace feed + search: Recency and engagement cues; cover photo quality matters.
• Craigslist search: Category + filters; title keywords and clean spec lines win clicks.
• Cross-posting cadence: Refresh responsibly; avoid duplicate spam signals.

4) Costs, Time Investment & Policy Guardrails

• Listing cost: Marketplace basic listings are typically free; Craigslist often uses small per-listing fees in many regions. Verify locally.
• Time cost: Marketplace replies can be high volume; use canned responses. Craigslist leads are fewer but often more detailed.
• Compliance: Include taxes/fees context where required; secure consent before texting; respect platform rules.

5) Example KPI Benchmarks (Illustrative)

These are illustrative ranges for planning. Your city, inventory mix, and reply speed will change the outcome—measure your own.

6) Listing Structure That Performs on Both

Title: {Year} {Make} {Model} • {Trim/Engine} • {Miles} • {One Key Hook}
Price: ${Price}  |  Location: {City, ZIP}
Highlights: {1-owner / Clean history / New tires / Recent service}
Specs: {Transmission, Drivetrain, MPG, Options}
CTA: Comment "TEST DRIVE" or DM for times. Financing options available. Taxes/fees extra where applicable.

Tip: Put three strongest proofs in the first 240 characters (service, history, warranty).

7) Photo & Video Standards for Conversions

• Lead with clean three-quarter exterior; follow with cabin, dash/infotainment, engine, tires, trunk.
• Square (1:1) gallery for Marketplace + landscape hero for Craigslist.
• 15–20s walk-around clip: start at VIN plate (if policy-safe), end on infotainment and odometer.

8) Reply Speed, Scripts & Qualification

Yes, it’s available ✅
Are you near {City}? Cash or financing? Trade-in?
Two times open today: {5:30p} or {7:15p}. Reply "BOOK" to lock one.
Txt STOP to opt out.

Got your message! I can hold the {Year Make Model} for a test drive.
Prefer {Tomorrow 11:00a} or {Tomorrow 4:30p}? I’ll text details in the morning.

9) Pricing, Offers & Negotiation Flow

• Anchor with fair market comps; show recent service and tire depth.
• Offer two alternates within budget to keep momentum if unit sells.
• Be transparent: taxes/fees not included; doc list for appointment.

10) CRM, Attribution & Dedupe

• Unique tracking numbers per source; log calls/SMS/transcripts to the lead.
• Dedupe by phone/email; merge threads while keeping source events.
• Dashboard: replies, qualified %, appt set/held, sold, gross per unit by source.

11) A/B Testing Plan (Titles, Covers, Aspects)

1. Test title formats: “Trim/Engine” vs “Miles/Owner” lead.
2. Cover swap: exterior (sunny) vs interior (tech/dash).
3. Aspect: square vs portrait on Marketplace; keep description constant.

12) City-by-City Differences & Dayparting

• Urban: fast DM spikes evenings/weekends; suburban: steady daytime flow.
• Daypart your refresh: lunch, commute, early evening.

13) ROI Math & Budget Scenarios

// Example planning math (illustrative)
leads = replies * qualified_rate
appointments = leads * appt_set_rate * appt_show_rate
sold = appointments * close_rate
gross = sold * avg_gross_per_unit
cps = spend / sold

Decision rule: Scale the channel with lower cost per sold at the same (or better) gross/unit.

14) 30–60–90 Day Rollout Plan

Days 1–30

1. Standardize listing template + gallery order; enable canned replies.
2. Set unique numbers and UTMs; define SLAs and after-hours handoff.
3. Post matched units on both channels; start dashboard.

Days 31–60

1. Run two A/B tests (title + cover). Add appointment reminders with map pins.
2. Introduce alternate-unit automation when a car sells mid-thread.
3. Weekly review by source: prune low performers.

Days 61–90

1. Scale posting cadence; extend to neighboring cities.
2. Build two local case studies; request reviews post-delivery.
3. Negotiate boost only for proven winners.

15) Troubleshooting & Optimization