It's hard to ignore Craigslist. Back when I working for a vendor, the question was posed to me: How do we compete against Craigslist? My answer: Don't. In some markets, Craigslist should be a part of the marketing plan.
The first rule of marketing is: Go to where your audience is. In markets where the audience is on Craigslist, you should be there. But not so fast! Here are a few cautions for the Craigslister:
1. It takes time. Don't neglect the amount of time required to update your listings. It's worth it to use a content syndicator with a Craigslist tool, such as Rent Engine or Rent Sentinel. (Please feel free to suggest others int he comments.)
2. Check out Craig's TOU. The Craigslist Terms of Use are fair and reasonable, but worth reviewing before use. One to note: "You agree not to post, email, or otherwise make available Content that includes links to commercial services or web sites, except as allowed in 'services.'"
3. Be cognizant of the opportunity cost. Just because Craigslist is free, doesn't mean it's free. You pay for all of the time your staff spends following up with unqualified leads, and it may be costing you more than you think.
4. Track effectively. This is true for every marketing source, but especially true for Craigslist. I am of the mindset that consumers are the worst source of information for marketing sources. They don't remember where they saw your ad, so stop asking! I have heard anecdotally that in some studies "Craigslist" has been highly over-reported as the marketing source. Consumers use it, to be sure, but make sure that's what drove them to you. Track calls and emails, and spot check them for quality.
5. For a good laugh, check out best-of-craigslist. Seriously, there are some good ones in there. Just bookmark it and check out a few every time you need a little chuckle. A couple of my favorites: You Slept in My Bed Last Night and Orange Popsicles. (Free popsicles?! It was totally worth the drive to Lafayette.)
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