Business brokers are adopting new strategies to connect with clients and grow their businesses. With over 6,100 brokerage firms operating in a $1.8 billion industry, competition is growing. To stand out, brokers are turning to methods such as personalized LinkedIn outreach, retargeting ads, and a multi-phase cold email strategy. These tools are helping brokers find the right prospects, build relationships, and close more deals.
From LinkedIn Search to Customized Conversations
LinkedIn has become a vital platform for business brokers, allowing precise targeting to identify high-value prospects. By using LinkedIn Sales Navigator, brokers can filter potential clients by industry, location, and company size. But the real magic happens when LinkedIn’s search capabilities are combined with personalized follow-ups.
A highly effective approach involves creating short Loom videos that showcase the prospect’s website or brand in the background. Brokers then send these videos via LinkedIn messages with a clear call to action, such as an invitation to book a free business evaluation. This strategy transforms a cold connection into a warm, engaging conversation, increasing the likelihood of a response.
Retargeting Ads That Stick With Potential Clients
Retargeting ads are an essential tool for staying visible to potential clients. Research shows that 95 percent of first-time website visitors leave without taking action, making follow-up crucial. Retargeting ads allow brokers to reach these visitors with tailored messages that encourage them to return and engage.
Platforms like Google Ads and Facebook enable brokers to create campaigns that highlight successful transactions, unique services, or even free consultations. These ads ensure that when prospects are ready to sell, they already have the broker top of mind. It’s a subtle but powerful way to build trust and keep potential clients engaged.
The Three-Step Cold Email Formula
Cold emailing remains one of the most effective outreach strategies when applied systematically. The process starts with casting a wide net, reaching out to a large number of potential clients. From there, brokers track engagement to identify warm leads—those who click on links or reply to the initial email.
The final step is sending a highly personalized Loom video to these warm leads. The video not only grabs attention but also builds trust by addressing the lead’s specific needs. By reserving this level of personalization for engaged prospects, brokers maximize their resources while maintaining a professional and approachable image.
The importance of specificity
Whether using LinkedIn, retargeting ads, or cold emails, specificity is the key to success. Business owners are more likely to respond to outreach that directly addresses their unique situation. For instance, a generic message like “Are you looking to sell your business?” is far less compelling than “Are you considering selling your café? We specialize in connecting café owners with motivated buyers.”
This personalized approach demonstrates expertise and builds trust, positioning the broker as a credible partner for the client.
Adapting to a changing market
The United States has seen a surge in entrepreneurship, with 5.5 million new business applications filed in 2023. As these businesses mature, many owners will eventually look to sell, creating new opportunities for brokers. To capitalize on this trend, brokers must continue to adapt, leveraging modern tools and strategies to connect with these potential clients.
Conclusion
Business brokers who embrace modern outreach methods are better equipped to find prospects, build meaningful relationships, and close more deals. Customized LinkedIn outreach, retargeting ads, and a systematic cold email strategy are not just tools; they are essential components of a forward-thinking broker’s approach. As the industry evolves, those who prioritize precision, personalization, and innovation will lead the way.
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