Craigslist vs Facebook Marketplace for Used Car Sales (Data)
Craigslist vs Facebook Marketplace for Used Car Sales (Data)
Objective, channel-by-channel comparison—visibility, response time, lead quality, cost, and conversion—plus templates and KPIs.
Note: Fees, rules, and features can vary by region and change over time. Confirm current policies before budgeting or scaling.
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.
Expanded Table of Contents
- 1) Methodology: How to Compare Channels Fairly
- 2) Audience & Intent: Who Shops Where?
- 3) Visibility & Distribution Mechanics
- 4) Costs, Time Investment & Policy Guardrails
- 5) Example KPI Benchmarks (Illustrative)
- 6) Listing Structure That Performs on Both
- 7) Photo & Video Standards for Conversions
- 8) Reply Speed, Scripts & Qualification
- 9) Pricing, Offers & Negotiation Flow
- 10) CRM, Attribution & Dedupe
- 11) A/B Testing Plan (Titles, Covers, Aspects)
- 12) City-by-City Differences & Dayparting
- 13) ROI Math & Budget Scenarios
- 14) 30–60–90 Day Rollout Plan
- 15) Troubleshooting & Optimization
- 16) 25 Frequently Asked Questions
- 17) 25 Extra Keywords
1) Methodology: How to Compare Channels Fairly
- Matched inventory: Post the same vehicles (make/model/price band) on both channels within 15 minutes.
- Matched creative: Use the same lead photo, 12–15 image gallery, and title formula.
- Consistent SLAs: First reply within minutes; identical scripts and CTAs.
- Track funnel: DMs → qualified → appointments set/held → sold; attribute by source.
- 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.
| KPI | Facebook Marketplace | Craigslist |
|---|---|---|
| Median time to first DM | Faster volume (expect spikes within first 3–6 hrs) | Steady trickle over days; fewer spikes |
| Qualified lead % | Moderate; improves with better scripts | Often higher per-lead intent |
| Appt set → held | Strong with reminders and map pins | Strong when buyer pre-qualified via description |
| Close rate from appt | Similar if reply speed is fast | Similar; sometimes higher for niche units |
| Cost per listing | Typically free basic; confirm exceptions | Small per-listing fees in many areas |
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
First Reply
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.After Hours
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)
- Test title formats: “Trim/Engine” vs “Miles/Owner” lead.
- Cover swap: exterior (sunny) vs interior (tech/dash).
- 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 / soldDecision 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
- Standardize listing template + gallery order; enable canned replies.
- Set unique numbers and UTMs; define SLAs and after-hours handoff.
- Post matched units on both channels; start dashboard.
Days 31–60
- Run two A/B tests (title + cover). Add appointment reminders with map pins.
- Introduce alternate-unit automation when a car sells mid-thread.
- Weekly review by source: prune low performers.
Days 61–90
- Scale posting cadence; extend to neighboring cities.
- Build two local case studies; request reviews post-delivery.
- Negotiate boost only for proven winners.
15) Troubleshooting & Optimization
| Symptom | Likely Cause | Fix |
|---|---|---|
| High views, low DMs | Weak cover/title | Swap first photo; front-load proof points in first 240 chars |
| Many DMs, few appointments | Slow replies; no time offers | Reply within minutes; always offer two time slots |
| Missed attribution | Shared numbers/links | Use unique numbers and UTMs per source |
| No-shows | No reminders/maps | T-24/T-2 reminders, parking notes, weather check |
16) 25 Frequently Asked Questions
1) Which channel wins overall?
Neither universally. Measure cost per sold and gross/unit in your city.
2) Is Marketplace better for lower-price cars?
Often yes—fast mobile discovery helps sub-$10k units. Test locally.
3) Do Craigslist buyers negotiate harder?
Some do; detailed descriptions help pre-qualify and reduce haggling.
4) How many photos is ideal?
12–15 clear images, consistent order, clean interiors, tire depth.
5) Should I post VIN?
If policy-safe and you’re comfortable; otherwise provide on request.
6) What’s a strong first message?
Immediate availability + two appointment times + next steps.
7) How do I handle trade-ins fast?
Ask for VIN, miles, photos; give conditional range pending inspection.
8) Weekend vs weekday posting?
Evenings/weekends spike DMs; maintain weekday consistency.
9) Do boosts help?
Only after organic proves the listing; boost the winner, not the guess.
10) Are templates detectable as spam?
Use human phrasing, rotate hooks, and avoid keyword stuffing.
11) Should I watermark photos?
Small corner logo only; heavy text can cut reach.
12) Where do most leads drop?
Between DM and appointment. Offer times immediately.
13) Are phone calls better than DMs?
Both matter; log calls and transcripts to the lead for coaching.
14) What if the unit sells mid-thread?
Offer two alternates and invite to pre-approval to hold another unit.
15) Do I need separate staff for each channel?
No, but set clear SLAs and canned replies for speed.
16) How do I reduce tire-kickers?
Front-load history and service records; ask budget/timeline early.
17) How many re-posts are safe?
Respect platform rules; avoid spammy duplicates.
18) Can I sync inventory automatically?
Yes, with feed tools and CRMs that support classifieds and social.
19) What about scams?
Meet at safe locations, verify IDs where lawful, trust your SOPs.
20) Should I share CarFax?
If licensed—yes. Otherwise summarize key inspection notes.
21) Do 360° photos help?
Great for higher-end units; ensure fast load and clear lighting.
22) What’s a good show rate?
Varies by city; track and coach to improve over time.
23) How do I track reviews by source?
Trigger review asks post-delivery; tag source in CRM.
24) What’s the first dashboard to build?
Replies → qualified → appt set/held → sold by source.
25) First step today?
Publish matched listings on both channels and turn on instant replies.
17) 25 Extra Keywords
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- automotive tcpA texting consent
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- carfax alternative proof points
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- used car marketing 2025
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