Business Broker Marketing Strategies That Work

If you’re building your career as a business broker—or just getting started—you already know that your ability to attract the right sellers is everything. The challenge? Business owners aren’t browsing listings every day. They’re running companies. And if you want to catch their attention at the right moment, you need more than luck.

You need smart, scalable marketing strategies that help you stand out from the crowd, build trust fast, and create a pipeline full of high-quality business owners ready to sell.

At Merge, we’ve supported hundreds of brokers and operators through our licensing platform, and we know what actually works. Whether you’re brand new or scaling up, here are the most effective business broker marketing strategies to drive growth—and close more deals.

1. Start With a Clear Positioning Strategy

Before you send a single email or run a single ad, get clear on who you serve and what makes you different.

Do you specialize in a specific industry like digital marketing, SaaS, or healthcare? Are you focused on small businesses under $5M in revenue, or larger, mid-market exits? What’s your background—and how does it help founders feel confident trusting you with their life’s work?

Your positioning is your foundation. Without it, every marketing effort feels scattered. With it, you can tailor your messaging, speak directly to your ideal client, and make your outreach resonate.

💡 Merge Tip: Use your story. Many successful brokers build trust by sharing their own entrepreneurial background or acquisition experience. Founders want to work with someone who “gets it.”

2. Build a Simple, Trustworthy Website

You don’t need a fancy 20-page website—but you do need a digital home base that builds credibility. At a minimum, your site should include:

• A clear explanation of who you serve and how you help

• A “Sell My Business” call to action or lead capture

• Testimonials or proof of past experience

• A professional headshot and bio

Bonus points for adding educational content (like blog posts or videos) that help sellers understand the process. The goal is to show you’re not just selling a service—you’re a trusted advisor.

💡 Merge Tip: As a Merge licensee, you’ll get access to a ready-made website built to convert sellers. No design work needed—just personalize it and hit the ground running.

3. Use Content Marketing to Build Authority

Content marketing isn’t just for big agencies—it’s one of the best ways for brokers to attract serious, high-value leads. Educational content positions you as an expert and keeps you top-of-mind for founders who may not be ready to sell just yet.

Start by creating helpful resources around questions like:

• What’s my business worth?

• When is the right time to sell?

• How long does it take to sell a business?

• What’s the process like?

You can create blog posts, downloadable guides, videos, or even a simple email course. Focus on being genuinely helpful. Trust leads to conversations. Conversations lead to deals.

💡 Merge Tip: Merge licensees get access to ready-to-go content—including editable marketing materials, educational resources, and social templates—to help you market consistently without starting from scratch.

4. Leverage LinkedIn to Find and Engage Sellers

For many brokers, LinkedIn is your most powerful lead generation tool. But the magic isn’t in the mass messaging—it’s in building real relationships.

Here’s a simple weekly strategy:

• Send 20–30 personalized connection requests to business owners in your niche

• Follow up with a value-driven message (not a hard sell)

• Post 2–3x per week sharing insights, success stories, or behind-the-scenes learnings

• Comment on and engage with founders’ posts to stay on their radar

Consistency is key. Most sellers won’t respond right away—but when the timing’s right, they’ll remember you.

💡 Merge Tip: We provide all licensees with a tested LinkedIn playbook, including messaging templates and content prompts to help you stay active without overthinking it.

5. Create a Targeted Cold Outreach Campaign

Cold outreach still works—but only if it’s done right. Focus on personalization, value, and timing. Instead of blasting generic emails, build a list of companies that fit your target profile and reach out with a tailored message.

A good cold email should include:

• A short, friendly intro

• One sentence on why you’re reaching out

• A clear call to action (like offering a free valuation)

Track responses, follow up consistently, and use a CRM to stay organized.

💡 Merge Tip: We give all licensees proven cold outreach sequences that are already optimized for results—plus tools to track performance and adjust your messaging as needed.

6. Ask for Referrals (and Make It Easy)

Referrals are gold in this business. But most brokers don’t actively ask for them.

Make it part of your process to ask happy clients, buyers, or even other brokers if they know anyone else considering a sale. Better yet—build referral partnerships with accountants, lawyers, and consultants who work with founders.

💡 Merge Tip: As a Merge licensee, you’ll join a community of other dealmakers who share referrals and partner on listings. Collaboration = more closings.

7. Track What Works—and Double Down

The best marketing strategy is the one that actually brings you deals. Don’t try to do everything at once. Test a few channels, track your results, and invest more time in what’s working.

At Merge, we help you simplify this process with ready-made systems and support. From valuation tools to vetted buyer lists and marketing materials, everything is designed to help you focus on what you do best: building relationships and closing deals.

Final Thoughts

You don’t need to be a marketing expert to be a successful broker—but you do need a strategy. With the right tools and support, you can consistently attract quality sellers, build real trust, and grow a deal pipeline that fuels your success for years to come.

If you’re ready to scale your brokerage with a proven platform behind you, learn more about licensing with Merge. We’re here to help you hit the ground running—no guesswork, no wasted time.