Ways Freight Brokers Can Find More Shipper Leads

When you’re a broker, time is money. You need to cover more loads in less time while navigating driver shortages, avoiding the bad actors, and doing too many manual tasks. That means less time to find new clients that fit your parameters.

You know how competitive the business is, but there are ways to beat the competition and improve your bottom line. If you’re willing to be creative and put in a little work up front, it can pay off in long-term business.

But where do you start? Here’s how to find shippers as a freight broker.

1. Focus on networking

It’s all about who you know. The more people and businesses you reach, the better your chances. It’s important to get your business out there so others know they can turn to you if they need a service.

Prospect similar businesses

This can be very effective if you ship a specific type of freight. Google is your friend here. Search online by industry or freight type, and you can quickly develop a potential clients list for your outreach efforts.

Because you can talk about your expertise in handling the type of freight you ship, it can set you apart from other brokers soliciting their business when trying to generate leads.

Ask for referrals

Referrals are great tools and often overlooked. Connect with the shippers you work with and ask if they know other shippers looking for freight brokers. As big as the industry is, it can also be a small circle of people who are making the decisions about which freight brokerage to use.

A referral from a satisfied customer to another prospect provides an endorsement and turns your cold call into a warm call.

Also, try contacting the customers of your customers. For example, if you’re shipping raw materials from one company to another, they’re likely turning the raw materials into products or parts and shipping them somewhere else. This might be an opportunity to find loads in places where you already have established shipping lanes and carrier connections.

Uncover all shipping locations for current clients

You’ve got your regular customers that you can count on to provide quality loads. Have you asked whether they have subsidiaries or other divisions in these companies that need freight moved?

It’s easy enough to go online, find their other locations, and see if they match up with the lanes you work in or where you have carrier relationships. Reach out to your contact and see if they need your services in other areas. You might get a referral to another company or a recommendation from another person.

2. Visit industry events

Industry events are where the action is. Everyone at these events is in your industry, potentially looking for new freight brokers. If you’re wondering how to find shippers as a freight broker, your industry can help.

Attend trade shows and conferences

Dig around online for trade shows and conferences. These events are designed to attract people in your industry who want to network. Customs, transportation, and freight associations host events for members so they can talk about their industry and find new connections. Attending these events or becoming a member can open new doors for your business.

Try local networking events

It can also help to start small. Is there a demand for your services in your local area? Try joining your local chamber of commerce to get involved. Look on Facebook and other sites for local events. Starting with your local network can build a strong foundation before you start branching out. 

3. Invest in digital marketing

Digital marketing can help you reach new leads. Here are some tips to make the most of this strategy.

Optimize your online presence

You need a professional website so internet users can find you easily. In 2023, 32% of consumers used the internet to find a local business multiple times a week. A website directs leads to your business, letting them know who you are, what you can do, and how to contact you. It’s a great investment that acts like a 24/7 business card for people nationwide.

Invest in social media

Social media is another lead-generating tool. Get on LinkedIn and other social sites you see shippers using. Follow people in your industry and post about your business regularly. The more you post, the more people will see your content. Every post acts like a mini-advertisement for your company. Any time someone sees your social media, they can click on your profile or website and request your services.

4. Reach out personally

Traditional methods can secure you the leads you’ve been waiting for. They’ve lasted for so long because they can get results.

Send direct mail

You can reach shippers looking for freight brokers by using direct mail. You can purchase mailing lists of shippers and filter the list to those you want to target.

So much business is being conducted by email these days that a letter or postcard can help you stand out from your competitors. Consider sending different offers or mailings each month to keep your message fresh and then follow up with phone calls.

Make cold calls

Cold calling is a classic lead-finding strategy, although it takes time. You might hear a lot of “no,” get hung up on, and waste time on hold trying to get through to the right person.

But there are ways to use your time more efficiently:

• Company websites often list the names, titles, and contact information of their key people.
• You can also type in the company name on LinkedIn and see who pops up. Do you share a connection that might help you get in the door?

Make cold calls strategically, targeting people in the business who might be looking for your services. Leave them your name, number, and company information in case they need you in the future.

Make a warm call

Reaching out to someone using the name of a mutual connection or a referral can open the door to a conversation. It can improve your odds of getting through to the person and talking business. It helps set you apart from other brokers who are making cold calls.

5. Utilize shipper databases

Shipper databases hold lots of essential information you can use. Our world is more digital than ever, and databases are a great way to access information you might not have access to in person. Check online if you need help learning how to find freight shippers.

Use shipper lists

You can also use industry directories to find more detailed information about companies that need freight moved. By filtering the information, you can find out the types of products they make and what they need to ship. You might even be able to see estimates of freight rates.

MacRAE’s Blue Book is one well-known source. It lists more than a million of North America’s largest manufacturers, exporters, and distributors along with company contacts, job titles, and functions.

Use a load board

Last, but definitely not least, use a high-quality load board for brokers. Load boards are online spaces for connecting shippers, brokers, and carriers. You can easily manage loads, check backgrounds, and find new leads. Use the load board to post loads with specific details, attracting the right carriers for the job. Brokers can explore new leads easily while making their operations more efficient.

Find shippers faster with Truckstop

Building a strong shipper network means combining traditional and digital methods. Networking and referrals are valuable, but digital tools can make all of your work more efficient. Shippers looking for carriers need the right broker — you just need to make connections.

With Truckstop Load Board, you can reach shippers and track your loads easily. Our solution lets brokers post and attract shippers looking for reliable businesses, saving you time on outreach. The platform also provides tools to evaluate shippers’ needs, track market rates, and make informed decisions. Blend traditional connections with Truckstop’s digital capabilities for a wider reach and a more productive business. 

Get your demo and discover better business opportunities with Truckstop!