SOP #55 — Decoding a Broker Listing

SOP #55 — Decoding a Broker Listing

Broker listings are sales copy. Read them like a auditor, not a buyer in a hurry.

1. 'Net profit' — demand the definition. Brokers sometimes mean revenue minus ad spend only.
2. 'Mostly passive' — quantify the seller's weekly hours. 'Passive' rarely is.
3. 'Diversified traffic' — request the channel breakdown; verify against the concentration audit.
4. 'Recent growth' — ask what changed. Growth from one viral post isn't a trend.
5. 'Multiple offers' — a real urgency signal or a pressure tactic. Don't let it skip your diligence.
6. The multiple — compare to comparable closed sales in the niche, not the asking averages.
7. Check what's NOT mentioned: a missing metric is usually the weak one.

The listing tells you what to verify, never what to believe.

Save this — run it every deal.