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Should you sell to a “we buy” company or use a broker?
Short answer
A “we buy” company is the buyer, or a middleman who resells your contract, so you get one offer and negotiate against the person paying. A broker takes your business to many buyers so they compete on price, for a fee at closing. Sell direct when speed or certainty matters more than price; use a broker when you want the market to set the price.
How to, at a glance
- Get the direct buyer's offer in writing
- Ask a broker what competing buyers would likely pay
- Check the direct buyer's proof of funds and closing terms
- Choose speed or price, knowing what each costs you
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Thinking about selling?
Buyers already signed up and under NDA, including cash buyers. Matched directly, no public listing. 3% at closing, $25,000 minimum, nothing upfront.
Get my call back Get the free seller kitQuestions owners ask
- Is Optimax a “we buy” company?
- No. Optimax is a brokerage. It brings your business to buyers and does not buy it.
- Do “we buy” companies charge a commission?
- Usually not. Their profit is the gap between what they pay you and what the business is worth to them or to the buyer they resell to.
- Can I talk to a direct buyer and a broker at the same time?
- Yes, as long as you have not signed an exclusive agreement with either. Check any agreement for exclusivity before you sign.
The difference in one table
| “We buy” company | Broker | |
|---|---|---|
| Who is on the other side | The buyer, or a firm that resells or assigns your contract | Several buyers, competing |
| Who works for you | Nobody. The firm works for itself | The broker is paid when you sell |
| Fee | Usually no commission. The discount in the price is the cost | A success fee at closing |
| Price | One offer, set by the buyer | Set by competition between buyers |
| Speed | Can be fast if the firm closes with its own money | Usually months, depending on financing |
| Privacy | Depends on the firm | Should require an NDA before your name or address goes out |
When a direct buyer makes sense
- You need to close fast because of health, a partnership split or a deadline.
- The business is struggling and a normal buyer could not get a loan for it.
- You already trust the buyer and have compared their price with the market.
When a broker makes sense
- You want the highest price, not only a fast one.
- Your books are clean enough for a lender, so more buyers can qualify.
- You want confidentiality handled before buyers learn your name.
How to test a “we buy” offer before you sign
- Ask whether they close with their own money or assign the contract to another buyer.
- Ask for proof of funds, or the lender's name if they are borrowing.
- Read the due diligence period, how much earnest money is at risk, and when it stops being refundable.
- Ask a broker what the market would likely pay. If the direct offer is far below, the speed is costing you the gap.
Where Optimax fits
Optimax Commercial is a brokerage, not a buyer. We already work with buyers who signed our confidentiality agreement, including cash buyers, and we match your business to them directly with no public listing. You choose among the offers. 3% of the sale price at closing, $25,000 minimum, nothing upfront and nothing if it does not sell. Buyers also pay Optimax a fee under their own agreement, and both sides are told in writing.
Thinking about selling?
Buyers already signed up and under NDA, including cash buyers. Matched directly, no public listing. 3% at closing, $25,000 minimum, nothing upfront.
Get my call back Call 701 504 8429A call back from Ayo in one business day.