How To Find Shippers As A Freight Broker

May 13, 2025

How To Find Shippers As A Freight Broker: 9 Proven Tactics

How to find customers as a freight broker. It’s a question as old as the industry itself. Understandably so, because shippers are the lifeblood of a successful freight brokerage.

New and seasoned freight brokers alike must onboard shippers to grow their operations. To help you build your client base, we explore 9 proven strategies for finding shippers, from leveraging existing networks to social media and cold prospecting.

1. Network, Network

Networking is essential to growing your business. Networking brings freight brokers and shippers together naturally. Genuine connections and long-term partnerships are built through the following:

Freight industry conferences, trade shows, and local business gatherings. These are great opportunities to meet potential customers face-to-face and understand their needs.
Online communities like LinkedIn groups, industry forums, and social media channels.
Collaborations with carriers, other brokers, and logistics companies also unlock new opportunities. Carriers offer insight into high-demand lanes, while brokers and forwarders may refer leads outside their expertise.

Good networking is not just about transactions; it’s about building genuine, enduring relationships.

2. Look to Add Value, Always

To stand out in the market, show shippers how you can add value and solve their problems.

Commit to learning continually to highlight your strong understanding of the industry, market trends, metrics, and best practices.
Offer to be a shipper’s backup to cover for situations where their current broker can’t deliver.
If a shipper gives you a load, go above and beyond to manage the shipment successfully.
Some freight brokerages offer potential customers a free audit to see if they can save them money with improved rates.

A can-do attitude is key to finding clients as a freight broker.

3. Social Media and Online

Ensure your online presence is professional, informative, and easy to navigate. Focus particularly on the following:

Website: Maintain a modern, organized site that showcases your services and expertise. Include testimonials from satisfied current customers.
Content marketing: Create valuable content, such as blog posts or guides on freight shipping. This attracts potential clients actively seeking information.
Social media: Share relevant and helpful information onLinkedIn, Facebook, and X. Positioning yourself as a trusted expert helps to foster freight broker leads. (You can hire someone to manage content creation and interactions for you.)
Advertising: Explore targeted online advertising on platforms like Google and Meta.

4. Follow Load Boards

Shippers often post loads they need moved on load boards like DATandTruckstop. These real-time marketplaces match brokers and carriers with freight that needs moving in the short term.

You can search these boards to find loads to bid on or customers to prospect. Useful info like daily load listings, filtered by specific locations, cargo type, and rates, provides an excellent market overview.

5. Leverage Your Existing Client Base

A proven way to generate leads as a freight broker is to drill into your existing client base. Some may belong to larger companies with multiple branches and associated entities.

Research this larger network. Do connected companies transport goods you’re familiar with or operate in the same industry? Are they located within your service regions? If so, chat with your current contact about expanding your services to these other businesses.

6. Referral Program

Don’t hesitate to ask for referrals from happy shippers. Delighted clients are often your best advocates. A study on referral marketing found that 65% of new business comes from referrals and recommendations.

Create a system to make the referral process straightforward for all parties and reward customers for introductions.

7. Use Business Directories

Freight directories and databases are valuable resources for freight brokers seeking new shipper leads. Platforms like Thomasnet and Manta let you do a client search based on industry, shipping volume, and location. This helps you target high-potential prospects or niches you’re aiming at.

Local directories, focusing particularly on manufacturers and distributors, also provide potential leads. The USDA Business Listings can be helpful, especially for brokers specializing in agricultural or refrigerated freight.

8. Cold Calls and Emails

Few successful freight brokers find shippers without investing in cold outreach. The key here is to be targeted, professional, and offer real value:

Research each company before reaching out, knowing their freight needs.
Keep your pitch short, clear, and focused on the benefits.
Follow up regularly, keeping your approach friendly and professional. Avoid pushiness.

9. Work Old Contacts and Former Customers

Don’t neglect past contacts and former customers. Re-engage shippers you didn’t land or customers who’ve gone quiet. By checking in and understanding their current position, you can possibly offer solutions that meet their present requirements.

FAQs

1. How do freight brokers charge shippers?

Freight brokers charge shippers by acting as intermediaries between shippers and carriers. They negotiate rates with carriers and then bill shippers at a higher price, keeping the difference as their profit (around 15% on average).

2. Where do shippers post loads for brokers?

Load boards are online platforms that connect shippers with carriers and freight brokers. Shippers post available loads on these digital boards, where they are seen by carriers and brokers looking for freight to move.

3. How long does it take to land a shipper as a new broker?

It varies, but consistent outreach and follow-up can yield results within a few weeks to a few months. Building trust and persistence are key.

Moving Forward

Until you have a consistent customer base, finding new clients is an ongoing challenge. Persistence, various smart strategies, and building great relationships will accelerate your success. The market is evolving constantly, so staying informed and flexible is also crucial.

The 90-Day Freight Broker package is an excellent learning resource. This industry-leading program covers how to find leads as a freight broker, insider tips to develop long-term partnerships, and much more!

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