ETA Utah Chapter Panel: Understanding the Broker Ecosystem

Finding a good business to buy is rarely about a single listing or a single platform. It’s about understanding how deal flow actually moves, how brokers think about buyers and sellers, and how to position yourself as a credible acquirer long before a deal is under LOI.

This panel brings together experienced brokers to demystify the broker ecosystem and share a practical, on-the-ground view of how searchers can build relationships, surface opportunities, and navigate early conversations with sellers.

We’ll cover:

• How brokers source and screen deals
• What makes a buyer stand out (and what raises red flags)
• Best practices for approaching and building relationships with brokers
• How to think about proprietary vs brokered deal flow
• Common mistakes searchers make when engaging brokers and sellers
• Open Q&A on ETA, search, and lower-middle-market M&A

Panelists:

• Rick Krebs — M&A Advisor and CPA with deep experience in business brokerage and exit planning, helping owners sell and buyers acquire lower-middle-market businesses.
• Adam McMurtrey — CEO, XP Business Brokerage. Background in engineering, operations, and value creation, now focused on brokerage and exit planning.
• Diane Warsoff — President, Exit Factor of Salt Lake & Utah County; former CEO / Co-Owner, Transworld Business Advisors of Utah County. Extensive experience in valuation, exit strategy, and transaction execution.

Moderated by:
Chase Murdock — CEO, Decada Group & Durable

Open to searchers, aspiring acquirers, investors, independent sponsors, operators, and others interested in ETA and small business acquisition.

Just show up.

Know what’s Happening Next — before everyone else does.

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Host or Publisher Durable