How to Grow Your Freight Brokerage in 2025: Strategies to Find and Retain Customers

As we move into 2025, the freight industry is anything but stable. Brokers face the end of a freight recession, a wave of consolidations, and an increase in mergers and closures.

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This new landscape might sound daunting, but for freight brokers with a growth mindset, it’s actually an opportunity. Those who know how to adapt can find untapped growth potential. In this guide, we’ll dive into what it takes to expand your brokerage — from building resilient teams to mastering delegation. Let’s dive into how to grow a freight brokerage in 2025 and beyond.

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Organic Growth: Building from Within

Building a sustainable freight brokerage starts with investing in your people. Organic growth — expanding through internal development rather than acquisitions — lays a strong foundation for long-term success.

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Cultivating skilled, confident sales teams creates a resilient brokerage that adapts to market changes.

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“In freight, bad news is part of the job — trucks break down, crates get damaged, claims pile up. It’s easy to get discouraged, but you have to keep moving forward. It happens to everyone but not everyone is resilient enough to keep going.”

-Maverick Paul, Founder & CEO of MAV Inc

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Practical Techniques for Training Sales Teams

To grow organically, you need real, actionable strategies. Here’s how to grow a freight brokerage in 2025.

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Hands-On Sales Training

One of the best ways to train new sales reps is through a hands-on approach known as round-robin calling.

Here’s how it works: the manager makes a live call in front of the trainee, walking them through the initial outreach. The trainee observes, picks up techniques, and sees how a real call unfolds. Then, they’re immediately put in the driver’s seat, making their own calls, often stumbling at first but quickly gaining confidence.

This approach doesn’t stop after one call. The process continues back-to-back for several rounds, helping trainees sharpen their skills in real-time. It’s even more effective in group settings, where multiple reps make calls in succession, allowing trainees to learn by listening to others.

Freight broker sales demand confidence and quick thinking. Reps who learn by doing — and see their leaders doing the work alongside them — tend to develop a stronger sense of ownership and competence.

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“Lead from the Trenches” Management

Strong leadership doesn’t come from the sidelines. You must lead by example.

When managers are hands-on and participate in daily sales to show their teams the ropes, they build a culture of trust and respect. A sales manager willing to make calls, handle objections, and close deals sets a powerful example.

This “lead from the trenches” style increases both morale and performance. Teams with active, involved managers tend to outperform those with leaders who only focus on administrative tasks. For new brokers, seeing their managers handle challenges head-on is empowering and gives them a roadmap for success.

“When you lead by example, employees understand that your suggestions and ideas come from practical knowledge rather than theory. Your actions add validity to what you say.”

-Forbes

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3 Creative Ways to Find New Customers

You don’t need to rely solely on traditional methods to grow your freight brokerage in 2025. Here are three strategies with big payoff potential to find new freight customers in unexpected places.

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Strategy #1: Look at Your Customers’ Competitors

Your customers have competitors — and those competitors have shipping needs. Tap into this untapped potential.

First, freight sales is a cold calling business. If you need help creating the right sales script, we’ve put together another article here that goes in more depth:

Start by creating a targeted list of companies within the same industry as your current clients. These businesses likely face similar freight challenges, making them prime candidates for your services. Reach out with confidence, offering tailored solutions to meet their needs. Highlight your expertise in handling similar accounts to build trust quickly.

Using a competitor’s name as a reference can be a game-changer. For example, saying, “We’ve been working with [Competitor’s Name] and helped them streamline their shipping process,” instantly positions you as credible and knowledgeable. It shows them you understand their industry and have delivered real results for someone they know.

This approach demonstrates your expertise and creates a sense of healthy competition. No one wants to fall behind their rivals, especially regarding logistics and efficiency. Play to that, and you might just win their business.

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Strategy #2: Keep an Eye on Layoffs and Industry Downsizing

Industry shakeups bring challenges, but opportunities often pop up. Pay close attention to any news about layoffs, closures, or downsizing in freight. When companies shut down or reduce operations, their employees and customers need new opportunities.

Reach out to these displaced brokers and offer them a job. They’re likely eager to land on their feet, and your brokerage could benefit from their experience and connections. Highlight your company's stability and how they can thrive as part of your team.

Act quickly — timing is everything. Displaced brokers and their customers won’t wait long to make decisions. Be proactive and considerate when positioning your brokerage as the stable option they need. This creates new opportunities for growth and strengthening your business.

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Acqui-Hiring Brokers with Books of Business

Consider acqui-hiring brokers from companies going out of business or experiencing layoffs. Monitor industry news sources to identify brokerages that may be shutting down. Reach out to their sales teams and offer a chance to acquire established brokers who can bring their clients with them.

Approach brokers and highlight the benefits of your offerings — such as higher commission rates, a stable environment, and resources to help them transition seamlessly.

“Sometimes, the best way to grow isn’t to reinvent the wheel but to bring on brokers who already have a book of business. Assimilate the strong pieces of broken brokerages and let them thrive in a better environment."

-Maverick Paul, Founder & CEO of MAV Inc

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Strategy #3: Monitor Customer Reviews of Competitors

Your competitors’ customers talk, and sometimes, they do it publicly. This can be a huge advantage for your freight brokerage.

Check online reviews like Google, Yelp, or industry forums for freight companies and brokers. Look for recurring complaints about reliability, communication, or pricing. These reviews reveal pain points you can solve — because your competitors aren’t.

Once you spot a frustrated customer, reach out with a solution that addresses their specific needs. It’s targeted, timely, and shows you’re listening. Highlight how your brokerage solves the exact issue they’re facing. For example, if they complain about slow responses, emphasize your fast communication and dedicated support team.

Follow up consistently. Even if they don’t switch immediately, you’ll build trust by showing them you’re attentive and proactive. When they’re ready to move, your brokerage will be the first thing they think of.

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Delegation and Scalability

Scaling successfully requires brokers to focus on big-picture goals. That means learning to delegate tasks like billing, logistics, and daily shipment tracking to trusted team members. This frees up valuable time for business development and high-level strategies.

When a brokerage starts, it’s common for the owner or a small team to handle every aspect of the business. However, as the client list grows, so does the workload. Brokers who figure out how to assign specific responsibilities to trained team members can shift their focus to areas that drive revenue and fuel growth.

Effective delegation is not just about lightening your load. It’s about building a scalable operation where each person plays a specialized role, ultimately leading to a more organized and efficient brokerage.

“The cost to scale a business is sometimes proportional to your willingness to let go of responsibilities that you mistake for things you can only do your self”

-Maverick Paul, Founder & CEO of MAV Inc

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Checklist: Essentials for a Scalable Brokerage

To help you manage the challenges that come with growth, here’s a checklist of common tasks you could delegate for delegation and key items to monitor for healthy cash flow management as you scale:

Tasks to Delegate:

• Billing and Invoicing: Ensures timely payment tracking without taking up the owner’s time.

• Shipment Tracking and Updates: Allows for streamlined communication with customers and carriers.

• Customer Service: Frees up the owner to focus on larger deals and business development.

Monitoring Cash Flow and AR Stability:

• Regular Cash Flow Forecasting: Use forecasts to anticipate financial shortfalls and adjust plans accordingly.

• Client Payment Schedules: Set clear expectations with clients regarding payment terms (e.g., net 30 or net 60) and communicate with them promptly if payments are overdue.

• Maintain a Cash Reserve: Keep funds aside for payroll or unexpected expenses during slow payment periods as a buffer.

Tips for Keeping Payroll Manageable During Growth:

• Stagger New Hires: Gradually add to your team to avoid payroll strain. Scaling too quickly can lead to cash flow problems if new hires aren’t generating revenue immediately.

• Use Contractors for Seasonal Peaks: Consider using contractors to avoid committing to full-time salaries for busy periods.

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But Remember, Avoid Getting Out Past Your Skies

Consider a brokerage seeing an increase in demand. They quickly hire multiple new sales reps and support staff. However, in the rapid growth process, they didn’t account for the AR gap created by delayed customer payments. They may struggle to meet payroll on time with higher payroll expenses and a lack of reserves.

To scale sustainably, monitor AR gaps closely and grow the team at a pace aligned with cash flow stability. When you find that balance, you find success.

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Growth Through Acquisition: How to Find Freight Brokerages for Sale

For freight brokers looking to scale quickly, consider acquisitions. This strategy allows you to fast-track growth by absorbing existing brokerages or hiring brokers with established books of business. The approach brings in new clients and valuable industry relationships — all of which can help expand your brokerage’s reach in less time.

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How Do Freight Brokerage Acquisitions Work?

There are two primary methods: purchasing an entire brokerage or acqui-hiring—hiring brokers from other companies and bringing their book of business with them. While buying a brokerage can offer a full package of clients, systems, and staff, acqui-hiring allows you to hand-pick top performers, especially from companies that are closing or downsizing.

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Research Marketplaces

To find brokerages for sale, start with these popular resources:

• Freight Industry Directories: Industry-specific directories and platforms often list companies that are seeking buyers or partners. Sites like the Transportation Intermediaries Association (TIA) directory can provide a starting point.

• Industry Events: Conferences and networking events allow you to connect directly with brokers looking to sell or transition their book of business.

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Key Considerations When Buying a Brokerage

Acquisitions can be high-reward, but they’re also high-risk. Perform your due diligence — here’s what to examine:

• Financial Health: Look closely at the brokerage’s financials. Review balance sheets, profit-and-loss statements, and AR (Accounts Receivable) data. Ensure the brokerage has a stable cash flow and isn’t carrying high debt.

• Customer Relationships: Evaluate the strength of client relationships. Are customers loyal, or do they work with multiple brokers? A client base that values the relationship with their broker will be easier to retain

• Non-Compete Clauses: Be cautious about any non-compete clauses the brokers might have with their previous employers. Violating non-competes could put your brokerage at risk of legal issues. Confirm that brokers you hire or acquire can legally bring their client lists with them.

• Valuation of the Business: Beware of inflated valuations. If a brokerage is eager to sell, it’s often because they face challenges. The price must align with the true value of the client relationships, operational efficiencies, and revenue potential.

Acquisition can be a growth accelerator, but it requires precision. Carefully vetting each opportunity expands your business and builds a stronger foundation for the future. Take your time, assess each acquisition’s value, and watch your brokerage flourish.

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Build and Foster a Resilient Company Culture

As your freight brokerage expands, you must maintain a strong company culture. Growth can sometimes lead to losing accountability and quality, especially if new hires aren’t aligned with the values and goals that set your brokerage apart.

Create a culture of ownership and accountability so everyone takes pride in their roles, whether handling shipments, managing accounts, or reaching out to new clients.

Employees who feel their contributions directly impact the company are more likely to go the extra mile, even when challenges arise. This sense of ownership fosters accountability, as each team member sees themselves as a critical part of the bigger picture. To build this culture, leaders must model accountability from the top down. Managers who actively participate in and understand the daily challenges of their teams create a stronger sense of trust and respect.

A strong company culture doesn’t just drive growth. It keeps top talent where they belong — within your brokerage. Research shows that employees who don’t have a clear sense or visibility into career opportunities are 61% more likely to leave (and take valuable connections and experience with them!)

For brokers invested in their future with you, accountability and commitment naturally follow.

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How To Encourage Commitment

Fostering ownership doesn’t happen overnight, but with intentional practices, it can become a core part of your brokerage’s DNA. Here are some actionable strategies:

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Weekly Ownership Meetings

Hold short, weekly “ownership meetings” where team members come together to share current challenges, propose solutions, and celebrate small wins. This practice boosts accountability, encourages open communication, and fosters collaborative problem-solving.

Take these meetings a step further by incorporating live sales calls. Managers or senior reps can kick off the meeting with a live call, demonstrating strategies in real-time. Then, invite team members to lead different meeting segments, such as reviewing key metrics, sharing successful call techniques, or troubleshooting obstacles.

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Positive Reinforcement:

It might sound obvious but don’t forget about the power of positive feedback. Recognize and reward brokers who demonstrate a commitment to the brokerage’s values. It doesn’t have to be too formal, either. Casual shoutouts go a long way in reminding team members that their work is valued.

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Goal Setting and Progress Check-Ins:

Keep it simple with 10-minute meetings. Use these quick, focused sessions to set goals, review progress, and keep everyone aligned. Stick to a timer to avoid dragging things out.

New hires should be involved in setting clear objectives from day one. Follow up regularly to track progress and offer support. To keep meetings engaging, invite team members to share wins or suggest solutions to challenges.

Clear goals and consistent check-ins help employees stay focused, feel supported, and take ownership of their success.

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Technology and Integration Tips for Scalable Growth

The right technology can be a powerful asset as you grow your freight brokerage grows. But adding complex software too soon can bog down your business and drain resources.

The goal is to implement tech that fits your needs now and adapts as you expand.

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Choose the Right Software at Each Stage

Jumping into advanced systems might seem tempting, but starting with simpler, affordable tools often provides the flexibility you need early on. Begin with essentials and upgrade as your freight brokerage’s demands grow. Keep your tech stack lean, so you can stay agile and keep costs in check as you focus on growth.

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Adopt a “Fail Fast” Mindset

If a tool doesn’t integrate well with your processes, move on quickly. Freight brokerage has unique needs, so prioritize tech that truly supports your workflows instead of bending your workflows to fit the tech.

"Don’t settle for tech that ‘sort of’ works. Freight brokerage has unique needs. Software should fit to your company, not the other way around."

-Maverick Paul, Founder & CEO of MAV Inc

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Key Tips for Choosing “Freight-Ready” Tech:

• Customizable to meet the specific demands of your brokerage.
• Scalable with different tiers or add-ons as you grow.
• Freight-specific features for high-volume shipping and logistics.
• Seamless integration with your existing tools.

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The Road Ahead: Building a Freight Brokerage That Lasts

Organic growth, strategic delegation, and smart acquisitions are potent tools for expanding your reach and solidifying your market position. But success isn’t just about the tactics. It’s about continuous learning, staying adaptable, and fostering a culture of resilience.

As you look toward the future, leverage every resource to refine your approach and stay ahead of industry shifts. Growing a brokerage takes vision, grit, and the right support — consider this your next step.

Ready to grow your freight brokerage? Explore our resources or reach out to see how we can support your growth journey. Bounty builds software for freight sales teams, designed to meet the unique needs of growing brokerages.

Don’t get caught up in complicated, overpriced software. Book a demo today!

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