Most acquisition entrepreneurs think sourcing is all about broker lists, cold calls, and clever emails. But one thing Chris Barr is proving: personal branding matters more than you think.
When Chris chased an art framing business, the seller initially said no. Why? Her broker looked at his website and thought he was private equity—exactly the kind of buyer she wanted to avoid.
The fix? Rebranding his online presence to reflect his true story as an operator, not an investor.
Key takeaways
- Your online presence sends signals—whether you realize it or not. Chris thought his website was “personal,” but it gave off private equity vibes. That nearly killed the deal.
- Brokers and sellers do Google you. In a fragmented market where most brokers don’t know who to trust, branding yourself helps you stand out from tire-kickers and time-wasters.
- Be findable and consistent. Use the same name across your LinkedIn, Twitter, and website. If you're "Chris Buys Painting Businesses," make that crystal clear everywhere.
- Tell a story that sticks. Chris got back into the conversation by offering a 6-month apprenticeship and emphasizing his operator background. That combo got the seller back to the table.
- Personal > professional polish. Sellers don’t want PE polish—they want someone who will take care of their “baby.” You win deals by showing up as a real person, not a pitch deck.
If you're tired of getting ghosted by brokers or iced out by sellers, it might not be your search criteria—it might be your branding.
Take 30 minutes this week to Google yourself and ask: Does this look like someone I’d sell my business to?
Let your story sell you. The brokers will follow.
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