When I started reaching out to brokers, I thought a short, friendly email would do the trick. Something like: “Hi, I’m looking to buy a business and saw your listing—can we chat?” But I quickly learned that wasn’t enough.
Brokers don’t need more generic emails. They need clarity, context, and confidence. And most of all, they need to know you’re serious.
I remember one of the first brokers I emailed. He had a solid HVAC business listed, right in my target size range. I sent a message with a quick intro and asked for more information. No reply. I followed up a week later. Still nothing. It wasn’t until I bumped into him at an event that he admitted: “Your email looked like every other tire kicker’s. I get fifty of those a week.”
That stuck with me. So I went back and changed my approach.
Here’s what I’ve learned makes a message stand out:
- Start with a clear subject line. Something like “Buyer Inquiry: Specialty Trades | $600K Capital Ready” signals you’ve thought this through.
- Share a quick, structured intro. One or two lines about who you are, what kind of business you’re looking for, and why this particular listing caught your eye.
- Attach a buyer profile. This could be a short PDF, a link to a landing page, or even a polished email signature with highlights. Make it easy for them to assess you.
- Be specific about your intent and timeline. Don’t make them guess whether you’re a browser or a buyer.
And if you don’t hear back? A short, respectful follow-up can go a long way. Just don’t chase—brokers move fast and prioritize the buyers who look buttoned-up.
The little things add up. When you make it easier for brokers to trust you, they open more doors. You don’t need to fake experience—just show that you respect theirs.
