2023 Marketing Strategies for Business Brokers

In an ever-evolving marketplace, staying ahead of the curve is crucial. For business brokers and commercial real estate agents, mastering cutting-edge marketing strategies is the key to securing leads and achieving long-term success. 

This guide will delve into the top marketing tactics to supercharge your brokerage in 2023. We will also explore innovative ways to stand out, such as partnering with professionals to bolster your services through strategies like the Installment Sale Trust. 

Table of Contents

1. Establish an Outreach System

2. Daily Engagement on LinkedIn

3. Start a Blog (Website Traffic)

4. Set Yourself Apart

5. Use Google Business Profile

6. Conclusion

Establish an Outreach System

Establishing an efficient and effective outreach system is the first crucial step in building your brokerage. The days of cold calling and blanket emails are gone. In 2023, successful outreach is about personalization and making genuine connections.

How often do you get cold, automated emails in your inbox? If you don't see any, look at your spam folder, I'm sure you have plenty in there.

One strategy is to make your offer a no-brainer to your audience. If you know a business owner is retiring soon but is hesitant due to the taxes he/she has to pay, be their saving grace and introduce them to the Installment Sale Trust. Offering them solutions that they haven't heard of makes your automatically ahead of everyone offering the same old thing.

Additionally, a sound CRM system can help manage this segmentation and ensure your outreach efforts are targeted and effective.

We offer a CRM designed to get business brokers more deals. If you are still using a Rolodex, there is no better time to transfer over.

Make your outreach system so systematic, anyone can do it. For the ultimate outreach sequence, check out out blog post here. - We make it so straight-forward that you can hand it off to an assistant and generate leads without making a single phone call.

Daily Engagement on LinkedIn

Consistent engagement on LinkedIn is key to staying top-of-mind among your connections. Make it a goal to connect with new people every day.

Don't just send connection requests, though. Personalize each message to show that you've taken the time to understand the recipient's needs and interests. When you get a new connection, follow up with a thank you message and offer assistance if they ever need your services.

Regularly post and share content that your connections will find valuable. Doing so positions yourself as a reliable resource, which can go a long way in generating leads and referrals.

LinkedIn is more than just a platform for finding jobs. It's a goldmine for networking and building connections within your industry. You can establish yourself as a thought leader in your field by actively participating in LinkedIn groups, engaging with relevant posts, and sharing your insights.

To build your email list, consider offering valuable content that potential leads can access in exchange for their email address. This could be a free guide, a webinar, or an exclusive piece of research. Ensure the offer is relevant and valuable to your target audience, and clearly communicate the benefits of subscribing to your list.

Start a Blog (Website Traffic)

Blogging is an effective way to showcase your expertise and provide valuable content to your audience. A blog allows you to discuss topics in-depth and provide insights not typically covered in shorter social media posts.

In an increasingly digital age, content is king. One of the most powerful ways for business brokers to boost their SEO scores, attract more traffic to their website, and engage their audience is by starting a blog.

• Boost SEO: A well-maintained blog enriched with relevant keywords can significantly improve your website’s SEO. Search engines like Google prioritize sites that consistently publish informative and quality content. By focusing on keyword-rich topics that your potential clients are searching for, your blog posts can serve as a pathway for search engines to find your website and boost its rankings.

• Attract Traffic: Blog posts are a great way to draw in traffic from various sources. They can be shared on social media, linked in your email newsletters, or featured on other industry-related blogs as guest posts. Each new blog post is an opportunity to appear in search engines and social media, driving new visitors to your website.

• Establish Authority: A blog allows you to showcase your knowledge and expertise in business brokerage. By sharing insights, trends, and tips, you can establish yourself as a thought leader in your industry. This not only attracts traffic but also builds trust and credibility with your audience.

• Engage and Convert Visitors: Blog posts provide a platform to engage with your audience. You can invite comments, share personal anecdotes, and provide answers to common questions. Moreover, each blog post can include a compelling call to action (CTA). Whether it’s inviting readers to contact you for a free consultation, download a white paper, or attend a webinar, a well-crafted CTA can turn passive readers into active leads and customers.

An Example of a CTA in a Blog Post:

"If you found this post on how to successfully navigate the business selling process helpful and you're interested in learning more, we would be happy to give out a complimentary business valuation? Contact us today to see how much your business is worth."

Starting a blog may require time and resources, but the potential returns in terms of SEO, increased web traffic, and lead generation are substantial. If you consistently offer valuable, well-written content and employ a strategic approach to SEO, your blog can be a potent tool in your marketing arsenal.

How Long Does it Take to See Blog Results?

It depends on how often you post per week; however, consistency and time are the biggest factors. That being said, it should take around 3-4 months to start bringing in a steady stream of organic traffic. At a minimum, you should be posting at least 1, 1500-word blog per week. If you want to see results faster, post once per day and maintaining 1,500-4,000 words per post.

Set Yourself Apart

The brokerage market can be highly competitive. To distinguish yourself from other brokers, consider partnering with other professionals to broaden your service offering. Here are a few examples of ways you can set yourself apart from other brokers

• Exit Planning: Comprehensive exit planning services can make your brokerage firm an indispensable partner for business owners looking to sell. Helping clients map out their business transition process demonstrates your commitment to their long-term success and ensures smooth, profitable transactions. Make sure to cover aspects like business valuation, successor planning, tax planning, and legal considerations in your exit planning services.

• Offer the Installment Sale Trust: Enhancing your portfolio of services by offering the Installment Sale Trust is an excellent way to stand out. This strategy allows sellers to defer capital gains taxes from selling their businesses. By incorporating this service, you can present yourself as a well-rounded broker who goes beyond traditional brokerage services to meet diverse client needs.

  Additional IST questions? Schedule a 5-minute meeting with an IST advisor and find some answers.

• Further Qualifications: To stand out in the crowded marketplace, business brokers must exhibit a broad understanding of business and finance and a mastery of brokerage-specific skills and knowledge. Earning specialized qualifications underscore your expertise, credibility, and commitment to the field of business brokerage. (CBI, M&AMI, FIBBA, Etc.)

• After-Sale Service: Exceptional client service doesn't conclude once a deal is closed. In fact, the way you engage with clients after a sale can significantly impact your brand reputation and future business prospects. Be proactive in offering after-sale support — regularly check in with clients, update them on relevant industry news, and remain their trusted resource for any post-sale queries or requirements. This ongoing commitment can foster client loyalty, generate referrals, and ensure repeat business.

By offering your clients access to this service, you not only differentiate yourself from other brokers but also provide added value to your clients, making them more likely to choose you over the competition.

Use Google Business Profile

In the digital era, a significant portion of business interactions start online. A Google Business Profile (formerly Google My Business) is often the first point of contact between you and potential clients. Therefore, ensuring this profile is fully optimized can drastically improve your online visibility and lead-generation efforts.

• Completeness is Key: Google uses the information in your business profile to determine your relevance to user searches. A complete profile is more likely to match with more searches, increasing your chances of being found by potential leads. Ensure all the information is filled out accurately, including your business name, address, phone number, business hours, and categories.

• Use the Right Keywords: Just like with SEO for your website, using the right keywords in your Google Business Profile is crucial. These keywords should represent the services you offer and your industry. For instance, terms like "business broker" and "commercial real estate" should be included in your business description and services sections.

• Encourage Reviews: Reviews are a significant factor in Google's ranking algorithm. Encourage your satisfied clients to leave a review on your profile. This improves your ranking, and positive reviews also build trust with potential clients.

• Use Google Posts: Google Posts is a feature that lets businesses share updates, promotions, and events right on their Google Business Profile. Regularly posting here can improve your profile's visibility and engagement.

• Leverage the Q&A Feature: Potential clients can ask questions directly on your Google Business Profile. Regularly check this section and promptly answer any queries. This shows that you're active and responsive, further building trust with your audience.

You can significantly boost your online visibility, reputation, and lead generation efforts by optimizing your Google Business Profile. When used correctly, it's a powerful tool that can make a big difference in your brokerage's digital marketing success.

Conclusion

Adopting these strategies in 2023 will help your brokerage stay ahead in the fast-paced and competitive business and commercial real estate world. Successful marketing is about building genuine connections, showcasing your expertise, and continuously providing value to your target audience. By doing so, you'll attract more leads and build long-lasting relationships that contribute to the long-term success of your brokerage.

At CommQuality, we offer outreach workflows and competitive advantages to business brokers, commercial real estate agents, and financial advisors. You can get started for as little as $19/month to use our IST partners. Get started here!

For 10 must-have tools and technology for business brokers in 2023, check out our blog here.