Facebook vehicle leads coming from Marketplace have become a lifeline for thousands of small and mid-sized independent car dealers in the US and Canada, but their new policy change is about to make it much more expensive to get leads from Facebook Marketplace.
Facebook is banning both vehicle and home listings that are coming from provider feeds as of September, 13, 2021.
Facebook is shutting down the automated import feature for vehicle marketplace, but dealers can still post vehicles manually to marketplace.
As you may imagine, the thought of manually adding and keeping inventory updated will require a full-time position, or better put - paid ads, which is the goal with this policy change.
Moreover, since Facebook does not allow new vehicle listings on Marketplace - it's primarily independent dealers who will be impacted.
As usual, the explanation is vague and indirect:
As we evolve and build for the future, we continue to invest heavily in solutions for the auto industry, creating products and surfaces that help auto advertisers reach more potential car buyers while improving the consumer experience throughout the shopping journey. At the same time, we need to cater for a wide range of potential buyers and sellers on our platform. On Marketplace we’ve seen increased usage and demand for shipped goods with onsite checkout. So, to meet that demand, and best serve the people and businesses who use our services, at this moment we are shifting our product resources from supporting distribution of vehicles and rentals listings via partner catalogs on Marketplace, to expanding our offerings and features for shipped goods with onsite checkout.
Bottom line, if you want to continue receiving Facebook leads, you'll need to start advertising your vehicles directly on Facebook Marketplace. This will benefit dealers with the best optimized Facebook Ad campaigns.
While Facebook will discontinue Marketplace distribution for listings provided via partner catalogs, the feeds themselves will continue to be active and available for use with other existing and new Facebook products. They will continue to offer support and grow other functions of the vehicle catalog as outlined below:
Any questions regarding Facebook Marketplace changes or Craigslist ads, we can help :)