Direct Buyer vs Business Broker
Neither route is universally better. They optimise for different things — and knowing which one you actually care about makes the decision straightforward.
Written by the Northland Retail Acquisitions team · Reviewed February 2026
The comparison
| Direct buyer | Business broker | |
|---|---|---|
| Cost to you | No commission on the buyer's side | Commonly 8–12% of the sale price |
| Exposure | One buyer; nothing listed | Marketed to a pool, often publicly |
| Speed | Weeks to a decision | Months of marketing before an offer |
| Price ceiling | Lower — no bidding | Potentially higher with competition |
| Certainty | Buyer already has the capital | Depends on which buyer turns up |
| Your workload | One relationship to manage | Multiple viewings and enquiries |
| Commitment | None until you agree terms | Usually an exclusive listing agreement |
When a broker is the better choice
- The business is large, unusual or likely to attract several competing buyers
- You are not concerned about the sale becoming known
- You want maximum price and are willing to spend months getting it
- You want someone else to run the process end to end
When a direct buyer is the better choice
- Confidentiality matters more to you than squeezing out the last dollar
- You want a decision in weeks, not a marketing campaign
- You do not want to pay a commission out of the proceeds
- You want to know whether a sale is realistic before committing to anything
How Northland works
We buy as a principal with our own capital. There is no listing, no commission from us and no obligation from you. We also maintain a vetted buyer network, so where a business is not a fit for us we can say so plainly and, if you want, introduce it to buyers who have already been through our approval process. We work with brokers and agents too, on commercial terms agreed in writing before we contact anyone.
What we will not do is string you along. If a business is not for us, you will hear that in days rather than discovering it over months.
Common questions
- Will a broker get me a higher price?
- Sometimes. Competition can raise a price, and a broker whose network reaches buyers you would never find is worth their fee. Against that sits the commission, the exposure and the time.
- Does a direct buyer charge anything?
- Northland does not. We buy with our own capital, so there is no listing fee and no commission on our side. You still pay your own legal and accounting costs, as in any sale.
- Can I approach a direct buyer while listed with a broker?
- Check your listing agreement first. Many are exclusive and cover buyers introduced during the term, so a direct sale can still trigger a commission. Read it before you act.
- What if a direct buyer's offer is too low?
- Then you say no, and you have lost nothing but a conversation. That is the point of getting a number early rather than after committing to a process.
Not sure which route suits you?
Start with a private preliminary value — it costs nothing and commits you to nothing.