Facebook Marketplace is a great place to post automotive inventory ads to drive quality leads.
We always recommend that dealers use Promoted Marketplace Inventory ads to post their vehicles to this critical marketing channel, which then allows customers to use Facebook Messenger to inquire about inventory.
Messenger is a key element of Facebook Marketplace’s success.
According to Meta (Facebook’s parent company), customers messaging businesses for information will be “the new normal.”
According to studies, two-thirds of customers prefer to connect with businesses via messaging apps. They rank messaging above phone, email, live chat, or face-to-face interactions.
Facebook Messenger is essential to driving Marketplace leads – leads as promising as a customer who walks onto a lot.
But you could be killing these valuable leads if you don’t manage them correctly. Let’s see how…
#1: Not Responding or Not Responding Quickly Enough
The fastest way to break trust with a potential customer is to ignore their message. Customers simply expect a response, and with automatic responses (see below) there’s really no good reason to ghost a client. After that, it’s all about speed.
Remember, the first vendor to reply to a customer has a much better chance of making a sale.
Facebook’s general rule is that customers expect a reply on Messenger within 15 minutes or less. At AutoSweet, we like to say you should respond within 12 minutes.
If you can reply consistently and quickly, Facebook will automatically bestow their “Very Responsive” badge to businesses that:
- Reply to 90% or more messages
- Respond within a 15-minutes
This badge builds instant trust and loyalty to potential customers.
#2: Being Too Short/Rude Tone
There’s a time for terse language on electronic devices. “Yes,” “No,” and “K” may work with your family if you’re in a hurry. But a Facebook Messenger chat is no different than any other customer interaction. Keep it warm, friendly, and conversational.
Again, a Facebook Messenger lead is a lead like any other. Obviously chat is a more transactional way to begin a sales relationship, but you must also build rapport with customers online just as you would if they were in the showroom.
#3: Using an Automated Response During Regular Business Hours
Facebook has built some fantastic automated response tools into Messenger that make it a snap to stay connected with customers. Auto greetings and instant replies help you hit your goal of being responsive.
However, customers can sniff out an auto-reply, and at certain times of day, they expect to connect with an actual human. If it’s a Saturday afternoon and you have your automatic responses on, you can frustrate a customer and kill a lead.
Task someone on the sales team with Messenger leads while the dealership is open.
#4 Letting A Messenger Lead Hit a Dead-End
When a customer walks onto the lot looking for a specific vehicle that is no longer in stock, a sales associate will always try to interest them in something else.
Why wouldn’t you do the same on Messenger?
When a message comes in related to a vehicle you know is gone, offer an alternative!
We’ll say it again: A lead, is a lead, is a lead.
#5 Not Being on Facebook Messenger at All
As mentioned, two-thirds of customers say they prefer messaging with businesses to any other means of communication.
Nearly 76% of people who use smartphones use some form of mobile messaging to communicate. Make it easy for them to contact you by having a digital presence on Messenger.
Bonus Tip: When posting your inventory on Facebook Marketplace, ensure your ads have a call to action that points them towards Facebook Messenger!
Want Some Help With Facebook Messenger?
Want to connect with AutoSweet for a free review of your Facebook Messenger practices? Schedule a free consultation with a digital marketing consultant today!
