How to Find the Right Business Broker in St. Augustine, FL

If you’re thinking about selling your business in St. Augustine, one of the most important decisions you’ll make is choosing the right business broker. The broker you hire will represent your business, negotiate on your behalf, and ultimately determine how smoothly—and profitably—the sale goes. So how do you find the right one?

Ryan Winter, a business broker based in Jacksonville and serving the greater St. Augustine area, works with business owners throughout St. Johns County who are navigating this exact question. Here’s what he recommends looking for.

1. Local Market Knowledge

St. Augustine has a unique business landscape—tourism-driven, community-rooted, and increasingly attractive to outside buyers. A business broker who understands the local economy, the types of buyers active in the area, and the specific challenges St. Johns County businesses face will be far more effective than a national firm with no local presence.

Ryan Winter has spent years working with Northeast Florida business owners and understands what makes a St. Augustine business attractive to serious buyers.

2. Verified Credentials and Experience

Look for a broker who holds recognized credentials—such as a Certified Business Intermediary (CBI) designation or affiliation with the Business Brokers of Florida (BBF). These credentials indicate that the broker has completed training, passed examinations, and committed to ethical standards in the industry.

Ask directly: How many businesses have you sold in St. Johns County or the surrounding area? What industries do you specialize in? How do you determine asking price?

3. A Confidential, Structured Process

Selling a business requires strict confidentiality. Employees, customers, suppliers, and competitors should not know your business is for sale until you’re ready to close. A good broker will have a formal confidentiality process in place—including requiring signed NDAs before sharing any financial information with prospective buyers.

Ryan Winter uses a structured, confidential marketing process that protects sellers throughout the entire transaction, from initial valuation through closing.

4. Transparent Fee Structure

Business brokers typically earn a commission based on the final sale price—commonly 8–12% for small businesses. Be wary of brokers who charge large upfront fees without a clear explanation. A commission-based structure aligns the broker’s interests with yours: they only get paid when you get paid.

5. Strong Communication and Responsiveness

Selling a business can take 6 to 12 months. You need a broker who keeps you informed throughout the process, returns calls promptly, and doesn’t leave you guessing about where things stand. Ask for references from past clients and actually call them.

Ready to Talk to a St. Augustine Business Broker?

Ryan Winter offers a free, confidential consultation to St. Augustine business owners considering a sale. Whether you’re ready to list now or just exploring your options, a conversation with Ryan is a great place to start. Call 904-735-8994 or visit ryancwinter.com/contact.

• Category: Uncategorized