What Good Brokers Are Doing (That Maybe You’re Not)

Everyone loves to talk ship about bad brokers. The ghosters. The lowballers. The margin-chasers who disappear the second things go sideways.

But what about the ones who are trying, and still missing the mark?

Let’s be honest: a lot of people come into this industry and get handed a phone, a list of leads, and not much else. If they’re lucky, they get an afternoon shadowing Chad, who might be a top earner, but also happens to have a mountain of bad habits (and possibly a superiority complex).

No training. No strategy. Just “smile and dial” with a dash of panic.

And sure, some figure it out. But many don’t, not because they don’t try but because no one’s teaching them how to be a good broker, the kind people want to work with.

So let’s flip the script. Let’s talk about what the good brokers are doing differently. The ones getting callbacks. The ones building real partnerships. The ones who have an amazing reputation that isn’t built on BS and buzzwords.

10 Things Good Brokers Are Doing (That Maybe You’re Not)

1. They play the long game.
Good brokers know that not every load is about margin. Sometimes you take a hit,  maybe you cover an accessorial out of pocket, or run a lane that barely breaks even, because the relationship is worth more than the short-term gain. It’s not about squeezing every dollar; it’s about building trust and a lasting relationship.

2. They practice full transparency.
Carriers know the shipper. Shippers know the carrier. Drivers aren’t hidden. Info isn’t hoarded. No smoke, no mirrors. Just clarity for everyone involved, which builds longterm trust.

3. They do their due diligence. Every time.
Fraud is everywhere, and good brokers don’t cut corners. They verify, they vet, they protect their network. Due diligence is not a one time thing, it is an ongoing process and should be done on every shipment.

4. They network like real humans.
It’s not just cold calls and fake charm. They get to know and understand the people in their network, they understand their needs and how they can add value to those relationships. They build real relationships by being helpful, consistent, and not annoying.

5. They care about everyone’s success.
It’s not just about their commission. They actually want their carriers, customers, and vendors to succeed. They work with them to push their businesses forward, because if their partners are succeeding so are they.

6. They listen more than they talk.
So many brokers love the sound of their own voices, and sometimes that works but only for a while. When good brokers do talk, it’s thoughtful, helpful, and not just salesy fluff and jargon.

7. They own their mistakes.
No ghosting. No blame-shifting. When something goes wrong, they show up, figure it out, and fix it. And they learn from it, using mistakes to improve processes and strategies.

8. They’re consistent AF.
Not just when they want something. The good ones follow up, check in, and follow through,  every time. With carriers and customers alike, many follow up with customers but leave carriers ghosted when things are slow. Talking to carriers and working with them to get them positioned for the freight that is available will be remembered.

9. They respect drivers and dispatchers.
No barking orders. No Friday 4PM tenders with “urgent” instructions. NO YELLING, NO NAME CALLING. Just clear communication and mutual respect.

10. They keep learning.
Market trends. New tech. Red flags. Policy shifts. The good ones stay curious and stay informed. Thinking you know everything and have nothing to learn is a quick way to end up on the outside of the industry.

And just as important as what good brokers do is what they don’t do. So let’s call that out too:

5 Big Don’ts That Set Good Brokers Apart

1. They don’t ghost when things get tough.
Problems happen. Good brokers communicate, they don’t disappear the second a truck is late or a load goes sideways.

2. They don’t lowball and expect loyalty.
You get what you pay for. If you always go with the cheapest option, don’t act surprised when you get ghosted, scammed, or screwed.

3. They don’t lie to win freight.
Fake capacity, made-up trucks, “asset-based” smoke shows, all that garbage burns bridges fast. The good ones stay authentic.

4. They don’t gatekeep critical info.
Everyone involved deserves to know what they’re working with. Holding info hostage only hurts the shipment (and your reputation).

5. They don’t make it all about them.
This industry runs on relationships and a big ego will get you nowhere fast. Good brokers offer value. Bad ones chase it.

Final Thoughts

Being a “good broker” isn’t about being perfect. It’s about being real. Show up. Do your homework. Care about the people you work with. Be honest, be helpful, and don’t try to game the system.

In this industry, your name travels faster than your freight. Be the broker people recommend, not the one they warn people about.