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Facebook Marketplace – a must for all car dealers?

By Oliver Church

Having just recently moved into a new property, I have found Facebook Marketplace to be an absolute godsend when looking for those little bargains to add the finishing touches to the house. However, that’s not the only thing that people seem to be searching for these days - more and more consumers are turning to Facebook to look for their next vehicle.

Extensive research has highlighted that social media sites and Google are used far more often - and a lot earlier in the car buying process - than dealer websites. This includes Facebook, Instagram and Google search. Facebook is the front runner with around 84% of car buyers using it up to 20 times per day. 

Dealers can't advertise new cars on Facebook Marketplace/apps but can list their certified pre-owned inventory. So if dealers don't want to get left behind they need to be paying attention to the research, driving insights from it and ensuring they are becoming part of the consumer's social media journey.

Have you purchased a car via Facebook? Would you do so? It would be great to hear your thoughts on this.

Facebook is proving to be a “valuable tool for dealers” as a recent study showed 44% of potential buyers discovered new cars through its apps, Dragon2000 has revealed. A UK study commissioned by Facebook, on the consumer path to purchasing a new vehicle, has revealed that 44% discovered new cars via Facebook’s apps, while only 35% discovered in-dealership.

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