Introduction

Mobile Home Dealer Marketing: Facebook vs Craigslist is your dealer-tested blueprint for placing inventory where buyers actually look today. We’ll compare audience intent, response patterns, and compliance, then hand you post templates, lead capture flows, and KPIs that pull prospects from the screen to your lot.

Compliance note: Follow Fair Housing rules, disclose fees accurately, avoid preference/exclusion language, and confirm platform policies before posting.

1) Why the comparison still matters

• Different buyer mindsets: Facebook skews social discovery + DMs; Craigslist skews intent + filters.
• Lead plumbing differs: Messenger vs email/text means distinct response SLAs and scripts.
• Compliance & moderation: Each platform flags different phrases and image treatments—SOPs prevent takedowns.

2) Channel Fit Matrix

3) Side-by-Side Comparison

4) Facebook Marketplace Listing SOP (Dealer Edition)

1. Photos (8–12): front 45°, kitchen/living wide, bed/bath, roof/underbelly detail, serial plate (blur sensitive), delivery truck, floorplan.
2. Title: “3BR • 2BA • 16×76 • Delivery & Setup Options • Financing Available”
3. Body: size/specs, year, condition, included appliances, delivery/setup/permits overview, park eligibility if relevant.
4. CTA: “Comment SIZE or DM ZIP for delivery ETA. Reply ‘APPLY’ for pre-qual link.”
5. Compliance: No preference/exclusion language; accurate fees; minimal image text.

5) Craigslist Listing SOP (Dealer Edition)

1. Category: “RVs+Camp” (park models) or “Real Estate—by dealer/owner” per local rules.
2. Title: Include dimensions, beds/baths, delivery radius, “financing available” if permitted.
3. Body: VIN/serial on request, foundation options, wind/snow load rating, utilities, warranty basics, permit checklist.
4. Photos: Start with exterior 45°, then floorplan, then kitchen/living; finish with delivery/setup images.
5. CTA: “Email for spec sheet + application. Include ZIP and timeline (this week / 30–60 days).”

6) Photos, Titles & Copy That Convert

• Photos: level verticals; sunny exteriors; show storage, washer/dryer hookups, HVAC type, tie-down/underbelly condition.
• Titles: Lead with size + beds/baths + delivery/setup.
• Copy: Include community eligibility (“park approved”), foundation options, and timeline (“factory order in 6–10 weeks”).

7) Lead Capture & Pre-Qual

• Collect: ZIP, move-in timeline, financing yes/no, home type (new/used/land-home).
• Route by score: timeline (Today/30–60 days), distance, ticket size.
• Send secure pre-qual link; never request sensitive data in DMs/email.

8) DM/Email Scripts

Yes—available. Want a 45s WALKTHROUGH or BOOK a lot visit?
Reply "VIDEO" or "BOOK" (Today 4–6 / Tomorrow 10–12).
DM your ZIP for delivery ETA + setup details.

Thanks for your interest! Attached is the spec sheet + floorplan.
Options: delivery/setup, skirting, steps. 
Want the pre-qual link or a lot visit (Today 4–6 / Sat 10–12)?

9) A/B Tests to Run First

• Hero photo: exterior 45° vs kitchen/living wide.
• CTA: “DM ZIP for ETA” vs “BOOK a lot visit.”
• Price framing: “From $/mo (w/approved credit)” vs “Out-the-door range.”

Promote only variants that beat control on DM-to-appointment rate and approved applications.

10) KPIs & Dashboard

Target: First reply < 60s (FB) • < 15m (CL)

11) ROI Math & Budget Guardrails

Guardrail: CAC ≤ 12–18% of gross profit per home after delivery/setup costs.

12) 30–60–90 Day Rollout

Days 1–30 (Foundation)

1. Shoot SOP photos; publish delivery/setup map & fee table.
2. Post 3–5 hero listings on both channels with channel-specific titles.
3. Install saved replies (FB) and templated emails (CL); start KPI sheet.

Days 31–60 (Optimization)

1. A/B hero image + CTA; introduce pre-qual link.
2. Automate reminders; tighten spec sheets and floorplans.
3. Prune low performers; promote winners.

Days 61–90 (Scale)

1. Expand radius/parks; add Spanish copy if relevant.
2. Light boosts on FB winners; renew CL every 48–72h.
3. Launch review/UGC loop post-delivery.

13) Troubleshooting & Optimization