Chapter 01Posting Strategy
How often should dealers post on Facebook Marketplace?
Repost every car once a week, and post no more than 10 vehicles a day, spread across the day.
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Delete & repost — never renew
Listings older than 7 days quietly lose reach. Renewing doesn't fix that. Deleting the post and reposting it does.
Reposting resets the algorithm, pushes your vehicle back to the top, and gives every car a fresh chance to be seen.
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Protect your account
Cap yourself at 10 vehicles per day. If you're new, build up to it gradually.
Never post all 10 at once. Bulk-posting trips spam detection, hurts every listing's reach, and can shadow-ban the whole account.
checkDo
- checkPost 5 vehicles in the morning (8–10am)
- checkPost 5 more in the afternoon/evening (4–6pm)
- checkDelete & repost after 7–10 days
- checkShare each vehicle into 20+ local buy/sell groups
closeDon't
- closePost 10 cars at the same time
- closeJust hit 'renew' instead of reposting
- closeLeave listings live for weeks
- closeSpam the same groups with every car the same hour
40 cars in stock10 per day, 4 days per week. Repost the rest the next week.
70 cars in stock10 per day, 7 days per week. Full rotation every 7 days.
150+ cars in stock10 per day, then renew every 10–14 days to keep the back-of-pack visible.
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Run this on autopilot with Pulse
Smart scheduling + group sharing, built in
Pulse caps your team at 10 posts a day, spreads them across morning and evening windows, and tracks which 20 groups each vehicle has hit so nothing double-posts. Hit your weekly rotation without thinking about it.
Chapter 03Responding To Leads
How fast should you reply to a Marketplace lead?
Within seconds. The first responder usually wins, and a short pre-recorded video beats a typed reply.
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Reply in seconds, not hours
First responder usually wins. Use a saved keyboard shortcut, a paste template, or — best — a pre-recorded selfie video.
Record one in daylight, one at night. Send the matching one based on the time of day. It feels real and personal.
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Always end with a question
After your video, wait an hour and ask "Did you get a chance to watch my video?"
Then: "What was it about the car that caught your eye — the Apple CarPlay, the mileage, the price, or something else?" You're not selling. You're starting a conversation.
Why video winsYou're not competing with other dealers. You're competing with the buyer's attention span. A 15-second video beats "Yes, it's still available — how can we help?" every single time. Buyers always watch it, which builds instant trust and separates you from 99% of sellers in their inbox.
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Run this on autopilot with Pulse
Saved replies + video templates per staff member
Each salesperson can store their own daytime / nighttime video and a library of paste-in templates. Pulse surfaces them inline in your Marketplace inbox so the right reply is one tap away.
Chapter 05Staying Compliant
Do you have to disclose fees in a Marketplace listing?
Yes. The FTC says the advertised price must be the total price including all mandatory fees, so put the all-in price in every listing.
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What the FTC actually said
In March 2026 the FTC sent warning letters to 97 dealer groups stating that the advertised price of a vehicle must be the total price including all mandatory fees.
The federal CARS Rule was struck down in 2025, but the underlying FTC Act §5 (unfair / deceptive acts) is alive and enforced — and California's CARS Act takes effect October 1, 2026 with very similar all-in-price rules.
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Why disclose in the listing itself
Marketplace buyers shop fast and compare prices side by side. A fee surprise at the dealership kills trust and reviews.
A fee disclosed in the listing converts the right buyer and filters out the wrong one.
checkWhat to include
- checkDocumentation fee (state-specific cap)
- checkCVR / electronic title transfer fee where applicable
- checkAny dealer-required add-ons or prep fees
- checkA note that tax, title, and registration are extra
warningWhat gets dealers in trouble
- close"Plus fees" with no dollar amount
- closeMandatory add-ons disclosed only at signing
- closeDifferent fees on different listings of the same car
- closeBuried disclosure in tiny print or at the bottom of a 600-word description
Sample disclosure block · drop this at the end of every listing
Advertised price excludes a $XXX documentation fee and a $XX state CVR fee, both required at delivery. Tax, title, and registration are not included. No other dealer fees apply.
Swap the placeholders for your state-specific amounts. The block stays short, lives at the bottom of every description, and gives every buyer the same number before they message you.
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Run this on autopilot with Pulse
Dealership-wide Mandatory Fees field
Enter your doc fee and state CVR fee once in Settings, flip Fee Disclosure on, and Pulse appends a clean, consistent dollar-amount disclosure to every AI-generated description automatically — same wording, same dollars, every car, every rep. Fees change? Update the field and every new description picks it up.
This chapter is general guidance, not legal advice. Documentation fee caps, CVR requirements, and disclosure rules vary by state. Verify with your dealer association or attorney before publishing your fee block.
Chapter 06Mistakes & Mindset
Marketplace isn't luck. It's a system.
Run the system properly and results become predictable.
checkDo
- checkPost fresh listings consistently
- checkLean on groups for multiplied exposure
- checkTreat account health as a long game
- checkUse video to build trust faster than text ever can
- checkEngage with every lead — even the non-buyers
closeDon't
- closePost too many cars in a single day
- closeRenew listings instead of deleting and reposting
- closeLeave listings live for weeks unattended
- closeReply with just 'Yes, it's available'
- closeSkip follow-ups
Same car. Same platform. Different results.
Why the algorithm picks favorites
Salesperson A
- Highly-rated badge with 5+ good reviews
- Only 10 fresh listings per day
- Replies fast — leads in the first few minutes
- Active, engaged personal profile
→ Boosted to the top of search results
Salesperson B
- Partly inactive account
- No reviews, sparse profile
- Posted 27 cars at once
- Slow or no replies
→ Effectively invisible
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Run this on autopilot with Pulse
Account health monitoring + posting guardrails
Pulse watches every staff account for the patterns Facebook penalizes — bulk-post bursts, dormant gaps, stale listings — and flags them before reach drops. The system runs the playbook even on the days your team forgets to.