One of the biggest challenges commercial finance brokers face is the cyclical nature of deal flow. It’s a familiar scenario: brokers spend significant time and effort filling their pipeline with potential deals, only to get so wrapped up in closing those deals that prospecting takes a back seat. This leads to the dreaded “feast-and-famine” revenue cycle, where periods of abundance are followed by times of struggle to keep the pipeline full.
To break this cycle, successful brokers have implemented strategies to ensure a consistent stream of deals without sacrificing the quality of their work on current transactions. Below are some practical tips, with insights from experienced brokers who have found ways to maintain momentum year-round.
One of the most common traps brokers fall into is treating prospecting as an occasional activity rather than a routine. Successful brokers make prospecting a non-negotiable part of their daily or weekly schedule, even when they’re busy closing deals.
“I set aside time every morning, no matter how hectic the day is, to focus on prospecting,” says one successful broker. “It doesn’t have to be hours—sometimes 30 minutes is enough—but the key is consistency. That way, the pipeline never dries up.”
Creating a habit of prospecting ensures that you are always planting seeds for future deals, even when you’re working on current opportunities. This can involve outreach, networking, or simply touching base with previous clients.
For many brokers, time management is a critical factor in maintaining deal flow. Automating marketing efforts is a highly effective way to stay visible to potential clients without dedicating hours each week to marketing.
Consider tools like email marketing platforms, social media schedulers, and CRM systems that can automate follow-up messages and drip campaigns. These technologies allow you to stay in front of prospects with minimal effort while freeing up time to focus on closing deals.
“I started using automation for my email campaigns and social media posts,” shares another broker. “I’m still in front of clients and prospects regularly, but I don’t have to constantly carve out time to make it happen. It’s a game-changer.”
A mix of deal sizes and types is key to avoiding feast-and-famine cycles. While large deals may take months to close, focusing exclusively on them can leave you with dry spells in between. Successful brokers diversify their pipeline by pursuing both short-term, smaller deals and long-term, higher-value transactions.
“I learned early on that if you only chase big deals, you can go for months without closing anything,” one broker explains. “I always have a mix of deal sizes, so I keep cash flow steady while I’m working on the bigger opportunities.”
Balancing these types of deals ensures you have consistent revenue while working on more complex transactions that take longer to materialize.
Building strong relationships with clients is one of the most effective ways to keep deal flow steady. Brokers who prioritize client satisfaction often see a higher number of referrals and repeat business, which minimizes the time needed for cold prospecting.
“Referrals are my lifeline. Every time I close a deal, I make it a point to ask if they know anyone else who might need my services,” says a top-performing broker. “Not only do I get more warm leads that way, but happy clients often come back to me for their next financing need.”
Creating a referral program, or simply making it a habit to ask for introductions, can help ensure that your pipeline stays full with qualified leads.
Staying top-of-mind with existing clients and referral partners is crucial for long-term success. Successful brokers regularly check in with their network, even if they aren’t actively working on a deal with them at the moment.
“I try to keep in touch with my network even when I’m not working on a deal with them,” shares another broker. “A quick email or a phone call to ask how things are going can lead to opportunities that weren’t even on my radar.”
By nurturing these relationships, you position yourself as the go-to broker when a new financing need arises.
As a broker, it’s essential to focus on activities that generate the most value—building relationships, closing deals, and strategizing on growth. Tasks like administrative work, paperwork, or marketing can often be outsourced to free up more of your time for these high-impact activities.
“Once I hired an assistant to handle paperwork, I had more time to focus on finding and closing deals. It made all the difference in keeping my pipeline healthy,” shares a broker who saw immediate results from outsourcing.
Virtual assistants, freelance marketers, or specialized services can take the load off your shoulders so you can focus on what you do best—building relationships and closing deals.
Conclusion: Consistency is Key
For commercial finance brokers, avoiding feast-and-famine cycles requires consistent prospecting, leveraging automation, diversifying deal types, and nurturing client relationships. By making small changes, such as scheduling regular prospecting sessions or automating marketing, brokers can create a steady stream of business without the ups and downs.
The key to success lies in consistency. As many brokers have discovered, the combination of automation, relationship-building, and a disciplined approach to prospecting can result in a reliable, long-term deal flow that allows you to avoid the rollercoaster of feast-and-famine revenues.
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