Some brokers learn how to find shippers as a freight broker early on, while others take longer. As Global Market Insights reports, the U.S. freight brokerage market was valued at around $51.7 billion in 2023, with steady growth projected through 2032.
With so many channels available (directories, LinkedIn, referrals) the way freight brokers find shippers today looks different than it did five years ago. As TruckInfo.net notes, more than 3,000 freight brokerages closed in 2024 alone, showing how competitive the market has become.
In 2025, most shippers expect more than a generic pitch. They want fast responses, clear information, and someone who understands what their freight actually requires. These strategies focus on where to find those shippers and how to start a conversation that leads somewhere.
1. Use Online B2B Directories to Your Advantage
Business directories may feel old-school, but they remain effective. Sites like Thomasnet and IndustryNet list thousands of manufacturers across different industries. Some include contact info. Others at least give you a starting point.
A few good leads are enough to get started, especially for brokers still learning how to find freight shippers or how to find shippers for freight brokers. Industry analysis from the U.S. Department of Agriculture’s directories highlights that many manufacturers and food suppliers still publish open contact listings, making them an effective starting point for brokers.
Here’s a quick comparison of where freight brokers find shippers and why each method can matter.
| Channel | Why It Works | Best For |
|---|---|---|
| Online directories | Company info and contacts in one place | Brokers learning how to find freight shippers |
| | Direct access to logistics managers and decision makers | Shippers needing carriers |
| Trade shows | Face-to-face conversations that build trust | New brokers exploring how to get shippers as a freight broker |
| Referrals | Warm introductions through carriers or clients | Beginners finding shippers as a freight broker |
2. Build Relationships Through LinkedIn Outreach
LinkedIn isn’t just for resumes. Many logistics managers and supply chain directors use it to stay connected, and many reply to messages that sound like they came from a real person.
The key is to be specific. Don’t say you “handle freight”, mention what kind of freight, say where. Brokers looking for shippers needing carriers often get further by talking like problem-solvers, not salespeople.
For many, LinkedIn is where they first how to get shippers as a freight broker, by joining the right conversations at the right time. It takes longer, but the leads built here are usually stronger than any purchased list.
3. Attend Industry Trade Shows and Freight Conferences
Industry trade shows continue to draw shippers, and those who attend are often the most open to new partnerships.
Conferences like TIA, MODEX, and Breakbulk Americas bring together carriers, brokers, and shippers from all parts of the country. You don’t need a booth to show up, you just need a reason to talk.
If you want to know how to get shippers as a freight broker, sometimes it starts with a handshake and a business card. Real conversations still matter.
4. Run Targeted Email Campaigns With Freight Solutions
Email isn’t dead, it’s just crowded, the difference is in the message.
If you’re trying to reach shippers looking for freight brokers, don’t send a template. Send a short note that shows you understand what they move and where it needs to go. Offer something concrete: experience with flatbeds, help during Q4, capacity on short notice.
Sometimes one clear, personal line is all it takes to stand out from dozens of generic emails. A recent breakdown by Salesdash CRM shows that brokers who focus on specific lanes or pain points get better results than those sending bulk emails with no context.
5. Get Referrals from Existing Carriers or Clients
Often, the best new opportunities come from the people you already work with. Carriers know which shippers are unhappy. Warehouse teams know who’s short on support.
You don’t need to push, just ask. If you’ve done a good job, most people won’t mind pointing you in the right direction. It’s also one of the easiest ways for newer brokers to start finding shippers as a freight broker, especially shippers looking for brokers they can actually trust – without paid tools. At Fortune Carriers, many of our strongest partnerships started this way – through a quiet recommendation and solid follow-through.
6. Start Local: Target Regional Manufacturers and Suppliers
Many brokers overlook local freight, even though it can be a steady source of loads.Many small and mid-size shippers still move loads every week and prefer to work with someone nearby.
This is also how many carriers move into brokerage – by applying what they already know about how to find shippers as a carrier to the other side of the work.
You can call, email, or stop in. The main thing is showing that you’re available and can follow through. For newer brokers, local freight can be a reliable way to build up experience without chasing national accounts.
7. Publish Content That Attracts Inbound Leads
Helpful content brings shippers to you. That could be a short article about how LTL rates are changing in your region or a post about the cost difference between drop trailers and live loads.
When asking how to get customers as a freight broker, most don’t think of content first. Yet those who provide useful, relevant insights are the ones who stand out, especially online.
You don’t need to be a copywriter, just explain something clearly and speak to a real problem. That’s enough to start a conversation.
8. Collaborate with Niche Carriers or 3PLs
If you’re not set up to handle every type of freight, you don’t have to lose the lead. Many brokers work with niche carriers or 3PLs that serve specific industries, like reefer loads, flatbeds, or hazmat.
These partnerships help you offer more without overpromising. They also create a two-way street: you send them freight they’re built for, and they loop you in when a shipper needs a broker.
This is especially helpful when you’re just getting started and building your network one relationship at a time.
9. Use Cold and Warm Calling with a Value Hook
That’s often how brokers move from lists to lanes – by learning how do freight brokers find loads and where do brokers get their loads through real conversations.
Calls still work, but not when they sound like scripts. If you’re dialing, lead with something real. That might be experience in their industry, capacity in a hard-to-cover lane, or knowledge of their shipping pain points.
Most people won’t say “yes” on the first call, but if you’re calling with a reason, and following up with context, you’re already doing more than most. Data shared by Freight Caviar observes that while many brokerages closed in 2024, those who maintained direct shipper contact through calls were far more likely to keep freight moving. This is where many new brokers learn how do brokers find loads – by first connecting with shippers needing brokers and proving they can handle the job.
10. Join Industry Associations and Forums
Associations like TIA, NITL, and CSCMP offer more than just newsletters. They connect you to people who work in freight every day – brokers, shippers, and logistics managers.These groups are also, where many brokers learn how to find direct shippers for freight brokers, especially in niche verticals.
Membership often includes access to member directories, discussion boards, and regional meetups. For brokers looking to grow, these are real entry points. Even an answer to a forum post can lead to an inbound inquiry.
If you’re asking how to find direct shippers for freight brokers, sometimes it starts in a place where people aren’t expecting to be sold, just helped.
How to Position Yourself as the Go-To Freight Broker
Some brokers win loads because they show up when it counts. Not with flash, but with follow-through.
Being easy to work with goes further than most think. That includes answering quickly, setting clear expectations, and sticking to what you promise. It also means knowing the lanes you handle – and being honest when something’s outside your range.
You don’t need a perfect website or big brand. A shipper that calls and gets a solution – without chasing you down – is likely to call again. Brokers who solve problems reliably tend to get more repeat freight, that’s ultimately how brokers find shippers, how freight broker find loads, and how they keep them. It’s also how we work at Fortune Carriers: with clear answers, steady lanes, and partnerships that last.
FAQs
Where do freight brokers usually find their first shipper?
Most start local. That could mean a small manufacturer in the area or a connection through someone they already work with. Sometimes it’s a cold message that lands at the right time. Other times, it’s a referral from a carrier who’s been on the route before.
What industries are best to target for shipper leads?
It depends on what you can cover. Food and packaging move year-round. Construction materials, machinery, and wholesale goods also have steady lanes. If you already know a lane or region well, that’s a good place to begin.
What CRM tools help track shipper outreach?
There’s no one right answer. Some brokers use full systems like HubSpot or Zoho. Others stick with spreadsheets or basic pipelines. The key is keeping track of who you’ve contacted, when, and how they responded.
Is it better to work with smaller shippers or large enterprise accounts?
Smaller shippers are easier to reach and often decide faster. Big accounts move more freight but take longer to onboard. Many brokers start small, build results, and grow from there.
How can new freight brokers get noticed online?
Some start by answering questions in industry forums. Others post short updates about lanes, lead times, or what they’re seeing on the ground. If it’s helpful and consistent, people pay attention. That’s often how you begin to get customers as a freight broker, without running ads.
What questions should I ask a potential shipper?
Ask what they ship, how often, and where it goes. Ask what’s been working and what hasn’t. The more you listen, the better your offer will land.
Do shippers prefer brokers or direct carriers?
Some prefer direct contact. Others want a broker to manage the details. What matters more is whether the freight gets handled right the first time.
Can freight brokers charge shippers upfront?
It’s not common, but it happens. Some brokers ask for a partial payment if there’s a credit risk or a last-minute load. In most cases, payment terms are set once there’s a working relationship. If you’re not sure, just bring it up early. It’s easier when both sides know the terms from the start..
Is cold emailing shippers still effective in 2025?
Cold emails still get replies, just not the generic ones. Keep it short, name what you can help with, and show you’ve done your homework. One clear sentence is more effective than five vague ones.
How to get loads directly from shippers?
That first call or lane is oftenhow to get loads directly from shippers, not through ads, but by solving something small and doing it right.
Professional PR and Communications Manager, specializing in B2B and e-commerce strategies with 10+ years of experience.