Good morning, haulers ☕
Most business owners focus on the competition they can see—other companies running ads, showing up on Google, or bidding on the same jobs. But what about the competition you don’t see?
Early on in my hauling business, I was blindsided by a hidden force siphoning leads before they ever reached me: business brokers. At first, I saw them as another obstacle in an already competitive market. But once I understood how they operated, I found a way to turn them into an advantage.
In this issue, I’ll break down what business brokers really are, how they can impact your business, and how you can flip the script—turning them from competitors into partners that help you grow.
What We’ll Cover in This Issue
What business brokers are and how they operate.
The steps I took to turn brokers from competitors into partners.
Why staying in tune with your business metrics is key to thriving in a competitive landscape.
Actionable tips to create strategic partnerships that boost your bottom line.
Turning Adversity Into Opportunity
Running a small business feels a lot like playing chess—you’re constantly trying to outmaneuver competitors, anticipate their moves, and protect your board. But some days, it feels like you’re up against a grandmaster.
That’s exactly how I felt a few years into running my hauling business. Everything seemed fine until one tough year forced me to face a harsh reality: my usual strategies weren’t enough. I was losing jobs to competitors I didn’t even know existed.
That’s when I discovered business brokers. At first, I thought they were just another obstacle, but what I learned changed my approach to competition—and my bottom line.
In this newsletter, I’ll share how I turned brokers from a threat into a valuable revenue stream—and how you can do the same.
The Lesson I Learned About Business Brokers
For the first couple of years running my hauling business, I had no clue what business brokers were. I didn’t realize how many of my competitors were leveraging these middlemen to win jobs and drive revenue.
This whole world was invisible to me—until one tough year when we weren’t on track to hit our numbers.
That’s when I went into research mode. I secret-shopped my competitors, called their numbers, and asked questions. If there’s one thing I’ve learned, it’s that people will tell you just about anything if you’re friendly enough and curious.
What I discovered was a network of websites that looked like local businesses but weren’t. These weren’t your standard lead-generation platforms like HomeAdvisor or Thumbtack.
These were business brokers masquerading as actual companies. They’d take customer calls, provide quotes, and then subcontract the work to local providers—marking up the price to pocket the difference.
If You Can’t Beat Them, Join Them
At first, I was frustrated. These brokers were everywhere in my market, dominating SEO rankings, running ads, and competing in the same space as me. My initial instinct was to figure out how to beat them.
But then I asked myself: Why fight a battle I couldn’t win?
So, I switched strategies. I started calling every number I could find on their websites. I asked questions, found out how they operated, and pitched my business as a reliable local provider.
It took persistence, but I eventually got through to someone who gave us a chance.
Within that first year, brokers sent us over $100,000 worth of jobs. That was $100,000 I might never have seen if I had dismissed them as the enemy. Sure, they still dominate the online space, but by working with them, I got a slice of the pie.
The Numbers Don’t Lie
What saved me wasn’t just the partnerships—it was knowing my numbers. That tough year forced me to get serious about tracking metrics. I couldn’t rely on gut feelings anymore.
I needed to know exactly how my business was performing, where we were falling short, and how we could pivot.
This is the key difference between business owners who survive and those who scale. The more dialed-in you are to your numbers, the better decisions you make.
What’s your customer acquisition cost (CAC)?
What’s your profit margin on broker-generated jobs versus direct leads?
How does the volume of broker jobs compare to your direct business?
Tracking these metrics helps you avoid bad deals and double down on opportunities that actually move the needle.
I always say, speed is a weapon. The faster you spot small problems, the faster you can fix them before they turn into big ones.
How to Use Brokers Strategically
Partnering with brokers isn’t about giving up control of your business; it’s about playing smarter. Here’s how you can do it:
✅ Do Your Research: Secret-shop your competitors. Pay attention to websites dominating your market and learn who they are.
✅ Reach Out: Don’t wait for them to find you. Call their numbers, ask how to become a vendor, and pitch your business. Persistence pays off.
✅ Prove Yourself: Start with a small trial period. Show them you’re reliable, and you’ll become their go-to provider.
✅ Track Performance: Measure the ROI of the jobs they send you. Make sure the partnership makes financial sense.
✅ Keep Competing: Just because you work with brokers doesn’t mean you stop advertising. Stay visible to customers and keep building your brand.
What We Learned Today
📌 Business brokers are more than competitors—they can be strategic partners.
📌 Knowing your numbers is crucial to spotting opportunities and solving problems.
📌 Strategic partnerships can create win-win situations for you, brokers, and customers.
📌 Don’t fight every battle. Sometimes collaboration is the smarter move.
Your Next Strategic Move
As small business owners, we’re no strangers to competition. But winning isn’t always about going head-to-head. Sometimes, it’s about finding the opportunities hiding in plain sight.
Business brokers taught me that not every competitor needs to be your enemy. By staying curious, understanding the landscape, and thinking strategically, you can turn challenges into growth opportunities.
So, what’s your next move?
➡ Take a closer look at your market.
➡ Ask the hard questions.
➡ Stay tuned to your metrics.
➡ And most importantly, don’t be afraid to think outside the box.
Remember, this game isn’t just about survival—it’s about thriving on your terms.


Justin Hubbard
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