How Do Brokers Get Loads From Shippers? 8 Proven Methods in 2025

Freight brokers get loads from shippers through eight primary methods: cold calling (still the most effective), networking at industry events, referrals from existing customers, digital marketing, load boards, strategic partnerships, freight marketplaces, and niche specialization. New brokers typically start with cold calling (80-100 calls daily) and industry networking while established brokers often rely more on referrals and targeted marketing campaigns.

Cold Calling: Still the Foundation of Broker Growth

Despite advances in technology, cold calling remains the most reliable method for brokers to acquire shipper customers. The numbers don't lie:

• Success rates: 2-5% conversion from cold call to first load (industry average)
• Volume required: 80-100 calls daily to maintain consistent growth
• Preparation time: 10-15 minutes research per prospect to be effective

What's changed in 2025 is the use of AI tools to augment cold calling. Many brokers now use AI Phone Assistants to handle the initial outreach and qualification, allowing human brokers to focus on promising leads and relationship development.

Industry Networking: Relationships Still Drive Business

Industry events, trade shows, and associations remain powerful sources of shipper relationships:

• Industry conferences: Events like the TIA Annual Conference, Supply Chain & Logistics Expo, and industry-specific trade shows (manufacturing, retail, etc.)
• Local business groups: Chambers of commerce, regional logistics councils
• Online communities: LinkedIn groups, industry forums, and virtual events

One networking tactic that's worked exceptionally well for me: Host a dinner or happy hour adjacent to major industry events and invite potential customers. The informal setting builds relationships faster than conference floor conversations.

Referrals: The Highest-Quality Lead Source

Referrals from existing customers typically convert at 5-7x the rate of cold outreach. Smart brokers have systematic referral generation programs:

1. Formal referral programs: Offering incentives (rate discounts, service upgrades) for successful referrals
2. Strategic asking: Requesting referrals after successfully handling critical shipments or solving problems
3. Leveraging shipper networks: Understanding your customers' supply chain partners and requesting warm introductions

Digital Marketing for Freight Brokers

In 2025, digital marketing has become essential for broker growth. The most effective approaches include:

1. Content marketing: Creating valuable resources addressing shipper pain points
2. SEO: Optimizing for terms shippers actually search
3. LinkedIn strategies: Publishing thought leadership content and engaging in relevant discussions
4. Email marketing: Automated but personalized outreach with industry insights
5. Video marketing: Creating explanatory content like virtual facility tours and customer testimonials

The digital brokers seeing the best results focus their content on specific industries or niches rather than general freight content. For example, creating resources specifically for cosmetics manufacturers or agricultural equipment shippers generates higher-quality leads than generic freight content.

Load Boards and Marketplaces: Supplementary Sources

While not typically the foundation of a sustainable brokerage business, load boards and freight marketplaces can provide supplementary volume. The most successful brokers use these platforms strategically:

1. Identify potential shippers posting consistent volume
2. Perform well on initial marketplace loads
3. Approach the shipper directly to move their freight outside the marketplace (at lower rates but higher broker margins)

This "marketplace graduation" strategy has allowed many brokers to move from transactional to relationship-based business models.

Strategic Partnerships: The Multiplier Effect

Strategic partnerships with complementary service providers can open doors to shippers:

• Warehouse operators: Partnering with 3PLs that handle storage but not transportation
• Technology providers: Integrating with TMS or supply chain software companies
• Consulting firms: Aligning with logistics consultants who recommend service providers
• Freight forwarders: Handling domestic portions of international shipments

The most effective partnership I've seen is what I call the "full service alliance" - where brokers team up with warehousing providers, packaging companies, and customs brokers to offer shippers a complete solution while remaining independent businesses.

Niche Specialization: Becoming the Go-To Solution

Specialization has become increasingly important for broker success in 2025. Niche targeting can be based on:

• Industry focus: Becoming experts in automotive, retail, pharmaceuticals, etc.
• Equipment specialization: Focusing on flatbeds, refrigerated, oversize, etc.
• Geographic expertise: Becoming the specialist in specific challenging lanes
• Service level differentiation: Specializing in expedited, white glove, or high-security shipments

One of my most successful brokerage periods came when I specialized exclusively in dedicated routes for automotive suppliers. By understanding the just-in-time requirements and specific challenges, we became the preferred provider despite charging rates 8-12% above market average.

Adapting Your Approach to Market Conditions

Shipper acquisition strategies must adapt to market conditions:

During capacity crunches (tight carrier markets):

• Emphasize your carrier network and ability to provide capacity
• Focus on service consistency rather than rates
• Target shippers experiencing service failures with their current providers

During soft markets (excess capacity):

• Highlight cost-saving strategies and competitive rates
• Focus on efficiency and technology advantages
• Target shippers open to strategic partnerships beyond transactional relationships

The brokers who succeed long-term adjust their value proposition and acquisition approach based on market conditions rather than using a one-size-fits-all strategy.

Conclusion

In the end, the most successful brokers maintain a diversified approach to shipper acquisition, combining traditional methods like cold calling and networking with modern digital and AI-powered strategies. This balanced approach ensures consistent growth regardless of market fluctuations. By adapting to industry trends, specializing in profitable niches, and delivering exceptional service, freight brokers can thrive in 2025 and beyond.