The Digital Marketer’s Guide to Facebook Marketplace

November 27, 2018

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Facebook Marketplace for Business

Most people think that Facebook’s Marketplace section is just for individual sellers, but businesses can also use it to their advantage in addition to their own Page-based shop.

A listing on Marketplace can be beneficial for businesses because it’s used by 800 million people in 70 countries every month. In the U.S. alone, Facebook CEO Mark Zuckerberg said that one in every three people use Marketplace.

The potential for business exposure on Marketplace is too large to ignore. However, only specific industries can post listings on the site. If your business falls into one of the categories below, stay tuned. We’ll show you how to set up your products or services onto the popular Marketplace section.

Retail E-commerce Businesses on Facebook Marketplace

Retail shops can add their inventory catalog on Marketplace in order to directly sell to customers on the site. However, a business has to meet specific criteria in order to post its products.

  • It must be a direct brand or authorized retailer in the U.S.
  • Any order received must ship within three days and received by the customer within seven days.
  • Returns must be accepted within 30 days of the issued receipt.
  • Each listing must include the product name, description, images, and a thumbnail image. The thumbnail must be pictured with a solid background. Additional overlays, text, icons, and badges can’t be included in the thumbnail.

Facebook Marketplace for Business

Retail Listing Partners

A business that meets the criteria can’t post a listing directly to Marketplace. Instead, it has to go through a Facebook listings partner, which will then add the business’ inventory onto Marketplace.

Facebook has five listing partners, all of which are listed below. However, you might need to pay a fee to have one of these groups set up product listings on Marketplace.

Using Facebook Payments

In addition, Facebook also recommends that the business set up Facebook Payments on its business Page to make the transaction process easier. Keep in mind that this isn’t a free feature.

Businesses will need to fork over 2.9 percent and 30 cents from each transaction to the payment processing company, but it might be a small price to pay if the Marketplace listing proves to be a major source of source of revenue. To set it up:

  1. Go to the “Shop Management” section of the business Page and click on “Shop Balance.”
  2. Connect a bank account by clicking the “Link Bank Account” button. You can also click on “Edit” to modify a currently linked account or to change the information on existing payment options.
  3. Enter specific tax and bank account information.
  4. Click “Save” to confirm your entry.       

Home Service Businesses on Facebook Marketplace

Businesses that deal with most aspects of home construction or maintenance can have a free presence on Marketplace. Facebook currently recognizes 43 home service types on Marketplace including:

  • Appliances
  • Carpentry
  • Damage Repair
  • Electrical
  • Flooring
  • Lawn & Garden
  • Plumbing
  • Tile

Facebook Marketplace for Business

Home Service Listing Partners

Just like retailers, home service establishments will need to use a Facebook listing partner to post their services on Marketplace. There are three partners to choose from, and businesses might need to pay a fee for the listing setup.

Additional Details

A business on Marketplace is easily accessible by any user through Facebook Messenger. Users can use the chat feature to ask the business about any specifics, a job quote, or to set up an appointment.

Those looking for home service businesses on a mobile device will first need to fill out a form that answers some general questions about their home project. Facebook then uses the answers to find the right professional in the area.

Just because a home service business is on Marketplace doesn’t mean that it’s easily visible to any user. The businesses that appear on a user’s Marketplace page are based on their location as well as the type of service required for their home.

Dealership Businesses on Facebook Marketplace

The one catch for vehicle listings on Marketplace is that they all need to be certified as a pre-owned car. This means that dealerships can’t use their listing to sell brand new vehicles.

Facebook’s Marketplace algorithm will show all listing of certified pre-owned cars from dealerships within 40 miles of a user’s location (this distance can be changed by the user). However, a user can’t directly purchase the car through Marketplace. In this case, Marketplace simply serves as an important connection between the seller and the buyer.

Facebook Marketplace for Business

However, a vehicle listing on Marketplace is still important because of the potential exposure it can get from many local users. Getting a listing, however, requires – you guessed it – going through a Facebook inventory partner.

Auto Inventory Partners

Facebook has listing partners for dealerships across different countries including the U.S., Canada, Mexico, U.K., and France. You can view the full list of partners and their contact information on Facebook’s help page.

If you already work with one of the listed partners, then chances are that your vehicle listings might already be on Marketplace. Those who work with multiple partners on the list can contact them directly to determine which group will manage the Marketplace inventory.

Facebook recommends that a business should work only with one of its inventory partners because multiple partnerships can reduce the number of leads gained from your Marketplace listings.

Live Chat and Instant Forms

In addition to Marketplace listings, dealerships can also partner with a live chat service that will link to Facebook Messenger. This makes it easier for the business to manage multiple messages, questions, and requests sent by interested customers.

The live chat service list includes:

  • ActivEngage
  • CarNow
  • Contact At Once
  • DealerInspire
  • Edmunds CarCode
  • Go Virtual
  • Gubagoo

A live chat provider is an option, but dealerships can still talk to customers on Messenger through its Facebook business Page.

Dealerships that don’t use Messenger at all can instead give interested customers an instant form. This document asks for a customer name, email address, and phone number. You can then use this information to contact customers about specific listings.

This form also serves as a way to gain important leads, and you can download the customer information list on the business Page so long as you’re a Page admin.

  1. Click the “Publishing Tools” tab on top of the Page and then click on “Lead Ads Forms.”
  2. Go to the “Forms Library” to select a form. You can then choose one of two options for downloading a leads document.
    1. Clicking “Download New Leads” will give you all the new leads that appeared since the last time you downloaded the document.
    2. Clicking “Download by Date Range” will give you all leads within a specified time period. Click the “Lifetime” dropdown menu to select your date range and click the “Update” button to save your selection.
  3. Click “Download” after you selected the desired option. The document can be in a CSV or XLS file.

Home Rental Businesses on Facebook Marketplace

Agencies or managers with rooms, apartments, townhomes, and houses for rent can post listings on Marketplace. Keep in mind that Facebook won’t allow any real estate that is up for sale on Marketplace.

Similar to dealerships, Marketplace will only show listings for rent within 40 miles of a user’s location (which can be changed by the user). Facebook also doesn’t participate in the transaction process; it only connects a potential buyer to the seller.

Facebook Marketplace for Business

When a consumer wants to rent a listed property they will need to fill out a form with their contact information. The property manager or agency will use the form to get in touch with the user.

However, you’ll need to get the properties listed on Marketplace first, which once again requires a listing partner.

Property Listing Partners

Marketplace property listings are available for businesses in the U.S., Canada, France, the U.K., and Thailand. However, not all listing partners are created equal.

Some groups only work for managers and agencies that have more than 25 or 50 units for rent while other can accommodate any number of units for rent. You can view the full list of partners and the number of units they can work with on Facebook’s help page.

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