5 Proven Strategies to Generate High-Quality Leads for Your Business Brokerage

The five proven strategies for business brokers to generate high-quality leads include newsletters, networking, multi-channel marketing, online presence, and outsourcing. By leveraging these tactics together, brokers can stay top-of-mind with potential sellers and build a steady pipeline of deals.

George Wellmer
George Wellmer

Finding good listings is the hardest part of business brokering. Like in most sales roles, you're only as good as your next deal. Even if your current pipeline looks strong, stopping your prospecting is the fastest way to run out of business.


Tupelo has spoken with thousands of business brokers and the nation’s top lead sourcing firms—some that work directly with business brokers and others that specialize in reaching SMB owners. The five most effective strategies for generating high-quality leads are:


1. Newsletters

2. Networking and Referrals

3. Multi-Channel Marketing

4. Online Presence

5. Outsourcing


Newsletters


A good newsletter is one of the most underrated tools for business brokers. It keeps you in front of business owners, builds credibility, and generates inbound leads.


The best newsletters do three things:

  • Position you as an expert.
  • Drive new business.
  • Keep you top of mind with future sellers.


The key is to make your newsletter about education, not self-promotion. Owners don’t want to be sold to; they want insight. If your newsletter makes them smarter, they’ll trust you when the time comes to sell.


Most newsletters fail because they’re too long and hard to skim. The best-performing ones are industry-specific, take no more than 2–3 minutes to read, and deliver immediate value.


Networking and Referrals


Referrals are still the highest-quality source of leads, especially for larger deals. The best brokers build strong networks with:


1. Financial & Legal Professionals

  • Accountants & CPAs – Trusted advisors to business owners.
  • Bookkeepers – Early indicators of struggling or growing businesses.
  • Fractional CFOs – Often involved in exit planning.
  • Business Attorneys – Handle M&A, contracts, and structuring deals.
  • Estate Planning Attorneys – Help business owners plan succession.
  • Commercial Real Estate Attorneys – Handle lease transfers in sales.


2. Lenders & Financial Services

  • SBA Lenders – Critical for financing small business acquisitions.
  • Commercial Bankers – Work with business owners on financing.
  • Alternative Lenders – For seller financing or unique deal structures.
  • Wealth Managers – Advise high-net-worth individuals on investments.
  • Business Valuation Experts – Assist with pricing and structuring deals.


3. Other Business Professionals

  • Insurance Brokers – Important for due diligence and business continuity planning.
  • Business Consultants – Work with struggling or growing businesses.
  • EOS/Traction Implementers – Help owners systematize for sale.
  • Exit Planners – Specialize in preparing business owners for sale.


4. Industry-Specific Partners

  • Franchise Consultants – Help buyers find and sell franchise businesses.
  • Commercial Real Estate Brokers – Handle business properties.
  • Equipment Appraisers – Essential for asset-heavy businesses.
  • Supply Chain & Logistics Experts – Important in manufacturing & distribution.


5. Professional & Trade Associations

  • Local Chambers of Commerce – Great for connecting with business owners.
  • Industry-Specific Trade Groups – Provide niche industry insights.
  • Business Owner Peer Groups (EO, Vistage, YPO, TAB) – Direct access to owners.
  • M&A Associations (IBBA, M&A Source, AMAA) – Broker-to-broker networking.


Most brokers fail not at networking, but at follow-up.


Pro Tip: Use your newsletter to stay in touch with referral partners. Share closed deals, active listings, and market insights to keep them engaged.


Multi Channel Marketing


Most marketing fails because it doesn’t cut through the noise. The best way to fix that? Show up everywhere: email, LinkedIn, X, cold calls. If your prospects are there, you should be too.


But it’s not just about blasting messages across platforms—it’s about repetition. Business owners are busy. They won’t respond the first time, or even the fifth. Most deals take at least eight touchpoints.


Example of an Initial Email:

Subject: What’s Core Manufacturing Worth?


Hi Billy,

I’m the Principal Advisor at SMB Sales. We recently sold a metal component manufacturing company in the Northeast for $4.5M. We also have one of the largest databases of buyers looking for manufacturing businesses in the region.

One of our core services is providing free valuations. Would you be interested in seeing what Core Manufacturing could fetch on the open market?

Even if you're not ready to sell, it’d be great to connect.

Best,


Example of LinkedIn Outreach:

Connection Request: No message.

After Connection is Accepted:


Hi Billy,

Thanks for connecting. I’d love to learn more about Core Manufacturing—would you be open to a quick 15-minute chat?

For context, I’m the Principal Advisor at SMB Sales. We recently sold a similar manufacturing company and work with entrepreneurs like you to explore strategic opportunities.

Let me know if a quick call makes sense.


The secret to multi-channel marketing? Keep showing up.


Online Presence


After you reach out, what’s the first thing a prospect does? Google you. If they don’t find much, or what they find looks weak, you’ve lost them.


1. Website – Your Digital HQ

Your website is your credibility. If it’s bad, nothing else matters. It should be:

  • Clear & Professional – Explains who you are and why you matter.
  • SEO-Optimized – So prospects can find you when they search.
  • Conversion-Focused – Every page should drive action (schedule a call, download a report, etc.).


2. Social Media – Your Outreach Channels

  • LinkedIn – Where credibility is built.
  • X (Twitter) – Great for industry insights.
  • YouTube & Podcasts – Powerful for thought leadership.


3. Validation – Your Online Reputation

  • Client Testimonials & Case Studies – Real results from real people.
  • Google & Industry Reviews – High ratings = instant credibility.
  • Press Mentions & Partnerships – Establish authority.


Your digital footprint should work for you, not against you.


Outsourcing


Brokers are busy, and marketing isn’t always their strength. Many turn to outsourced lead generation. The three most common methods are:


Pay-Per-Click (PPC) Ads – Running targeted ads on Google, Facebook, LinkedIn, and YouTube.

Email Marketing – Targeted outbound email campaigns.

Cold Calling – Direct phone outreach to engage prospects.


Each method works differently. The best approach depends on your niche, budget, and how much you’re willing to outsource.


Conclusion


Generating high-quality leads is the hardest part of business brokering. The most effective strategies are:


Newsletters – Build authority and inbound leads.

Networking & Referrals – The best source of high-quality deals.

Multi-Channel Marketing – Show up everywhere.

Online Presence – A strong digital footprint builds credibility.

Outsourcing – When you don’t have time, hire experts.


Deploy all five, and you’ll never have to worry about where your next deal is coming from.