About Us


First Choice Business Brokers (FCBB) is a premier firm specializing in connecting buyers and sellers for successful business transactions. With expertise and integrity, we provide unparalleled service in the industry.

About Us


First Choice Business Brokers (FCBB) is a premier firm specializing in connecting buyers and sellers for successful business transactions. With expertise and integrity, we provide unparalleled service in the industry.

Our Mission and Values at First Choice Business Brokers

A Business Sales Organization

The buying or selling of a business should never be compared to the purchasing or selling of a home. You deserve experienced, licensed professionals who specialize in business sales – you need First Choice Business Brokers. We are large enough to offer the Buyer the greatest selection of businesses available, yet small enough to give the Seller individual attention.


To build a team of specialists; Business Brokers that assist entrepreneurial minded people to buy or sell their business, providing them with the lifestyle they've always dreamed of.


We are the world's leading specialist in Business Sales and will continue to lead the way with innovative and creative systems to enable every entrepreneurial minded person to create and build the future, through business.


1. Integrity

I do what I say, my word is my honor. I always speak the truth. My integrity is a critical asset and I am committed to upholding it. I set high standards. I abide by these standards as I practice business fairly and behave ethically. I share my expectations with others and strive to maintain a workplace built on mutual values, trust, and goodwill.


2. Professionalism

I hold myself to the highest standard and continually work at raising my standard. I am Professional in the way I present myself, in the way that I work, and in the way I communicate with people.


3. Commitment

I am united by an unspoken pledge, bound by my convictions. I prize dedication and am moved to help others. I am committed to achieving my vision and by doing so, will help others achieve theirs.


4. Passion

I wholeheartedly believe in my company. Its goals and objectives are in line with my own; I enthusiastically embrace them, and relentlessly pursue them. More importantly, I truly believe in myself, my company and in what I wish to achieve in life, I am committed to making that happen.

Our Mission and Values at First Choice Business Brokers

A Business Sales Organization

The buying or selling of a business should never be compared to the purchasing or selling of a home. You deserve experienced, licensed professionals who specialize in business sales – you need First Choice Business Brokers. We are large enough to offer the Buyer the greatest selection of businesses available, yet small enough to give the Seller individual attention.


To build a team of specialists; Business Brokers that assist entrepreneurial minded people to buy or sell their business, providing them with the lifestyle they've always dreamed of.


We are the world's leading specialist in Business Sales and will continue to lead the way with innovative and creative systems to enable every entrepreneurial minded person to create and build the future, through business.


1. Integrity

I do what I say, my word is my honor. I always speak the truth. My integrity is a critical asset and I am committed to upholding it. I set high standards. I abide by these standards as I practice business fairly and behave ethically. I share my expectations with others and strive to maintain a workplace built on mutual values, trust, and goodwill.


2. Professionalism

I hold myself to the highest standard and continually work at raising my standard. I am Professional in the way I present myself, in the way that I work, and in the way I communicate with people.


3. Commitment

I am united by an unspoken pledge, bound by my convictions. I prize dedication and am moved to help others. I am committed to achieving my vision and by doing so, will help others achieve theirs.


4. Passion

I wholeheartedly believe in my company. Its goals and objectives are in line with my own; I enthusiastically embrace them, and relentlessly pursue them. More importantly, I truly believe in myself, my company and in what I wish to achieve in life, I am committed to making that happen.

5. Communication

How I communicate with others will determine my level of success. I understand that when I am communicating, it is my responsibility to ensure I am understood. I communicate immediately when I have questions and communicate directly with the person involved. Integrity and trust are key to open communication and are the basis of our culture.


6. Life Balance

I enjoy life and my work. I am cheerful, happy, and enjoy a balance between my work life, my leisure time, my spiritual life, and my family life.


7. Family

I value my time with my family and the impact that they have on my life. I spend time with each family member and work at always improving my relationship with them. I realize that while I can choose my friends, I can't choose my family. It is my responsibility to create relationships with each member that are positive to both my own life and theirs.


8. Team

I realize that I cannot achieve all that I want in life, on my own. I need my team and they need me. Together we help each other achieve our goals. I realize that Together Everyone Achieves More.


9. Open-minded

I am open to learning new things. I am open to other people's points of view and realize that they do not need to be the same as mine. I embrace change and realize that in order to be successful in life, I need to be adaptable.


10. Leadership

I am a leader. I inspire and lead my team, keeping them excited and focused on our goal. I help my team achieve their goals and in doing so, I am able to achieve mine. I constantly seek to become a better leader.


11. Accountability & Responsibility

I am accountable for my actions and the effect these actions have on others. I realize that what I have, who I have become, and who I will become is my responsibility. I seek out to improve myself and learn from my past; while I enjoy the present moment, striving to create a better future for myself and my company.



Our team of agents come from varied backgrounds such as accounting, legal, banking, real estate and insurance. All agents have gone through extensive training becoming experts in the field of business evaluation, marketing and negotiations to satisfy both buyers and sellers alike.

5. Communication

How I communicate with others will determine my level of success. I understand that when I am communicating, it is my responsibility to ensure I am understood. I communicate immediately when I have questions and communicate directly with the person involved. Integrity and trust are key to open communication and are the basis of our culture.


6. Life Balance

I enjoy life and my work. I am cheerful, happy, and enjoy a balance between my work life, my leisure time, my spiritual life, and my family life.


7. Family

I value my time with my family and the impact that they have on my life. I spend time with each family member and work at always improving my relationship with them. I realize that while I can choose my friends, I can't choose my family. It is my responsibility to create relationships with each member that are positive to both my own life and theirs.


8. Team

I realize that I cannot achieve all that I want in life, on my own. I need my team and they need me. Together we help each other achieve our goals. I realize that Together Everyone Achieves More.


9. Open-minded

I am open to learning new things. I am open to other people's points of view and realize that they do not need to be the same as mine. I embrace change and realize that in order to be successful in life, I need to be adaptable.


10. Leadership

I am a leader. I inspire and lead my team, keeping them excited and focused on our goal. I help my team achieve their goals and in doing so, I am able to achieve mine. I constantly seek to become a better leader.


11. Accountability & Responsibility

I am accountable for my actions and the effect these actions have on others. I realize that what I have, who I have become, and who I will become is my responsibility. I seek out to improve myself and learn from my past; while I enjoy the present moment, striving to create a better future for myself and my company.

Our team of agents come from varied backgrounds such as accounting, legal, banking, real estate and insurance. All agents have gone through extensive training becoming experts in the field of business evaluation, marketing and negotiations to satisfy both buyers and sellers alike.

Selling a Business

Business Brokers help Sellers achieve the highest value for their business.

Business Valuation

Market Price Analysis - Learn what your business is worth in today’s market.

We handle all negotiations, paperwork, and ensure confidentiality throughout the entire process.

Selling a Business

Business Brokers help Sellers achieve the highest value for their business.

Business Valuation

Market Price Analysis - Learn what your business is worth in today’s market

We handle all negotiations, paperwork, and ensure confidentiality throughout the entire process.

Specializing in lower middle market services focused on larger businesses with revenue up to $35m.

Business brokers can help you find the right business for your interests, income, and location.

Acting as a navigator is one facet of the business broker’s role in successfully selling your business.

Specializing in lower middle market services focused on larger businesses with revenue up to $35m.

Business brokers can help you find the right business for your interests, income, and location.

Acting as a navigator is one facet of the business broker’s role in successfully selling your business.

Explore Latest News

By Kim Santos March 24, 2025
Have you ever considered that knowing too much about your company’s product or service could be a disadvantage? Sometimes, not being a technical expert can help you avoid a common trap many founders fall into. Carrie Kelsch, who founded A Plus Garage Doors in 2005, had no experience in garage door repair. Instead of seeing that as a disadvantage, she turned it into an edge by focusing on growth, leadership, and building a high-performing team rather than getting stuck in the technical side of the business. “I didn’t, and I still don’t, know how to fix a garage door,” she says. Instead, Carrie leaned on her team to handle operations so she could dedicate her energy to marketing and growth. This approach reflects the advice in Michael Gerber’s The E-Myth Revisited: to work on your business, not in it. Not Getting Taken Advantage Of You might worry that if you don’t understand the technical side of your business, employees or vendors could take advantage of you by claiming tasks take longer or cost more than they actually do. To address this, consider tying key employees’ compensation to your company’s long-term success. One powerful strategy is implementing phantom equity. This gives employees a stake in the financial upside of your business without transferring actual ownership. It ensures their decisions are aligned with your goals and motivates them to contribute to the growth of your company. Carrie used a similar approach, rewarding loyal team members with phantom shares. This gave her team a sense of ownership and accountability, which helped her retain top talent. With her team handling the delivery of their service and aligned to the company’s success, Carrie was free to focus on growth. A Transformative Exit In 2024 Carrie sold a majority stake of A Plus Garage Doors to Guild Garage Group, a private equity-backed roll-up in the home services space. Guild valued her business at approximately $70 million, recognizing the strong financial foundation and brand she had built. This deal allowed Carrie to take significant capital off the table while keeping a stake in the company’s future growth. It’s proof that you don’t have to master every technical detail to build a business worth millions. Carrie’s journey shows that you don’t need to be a technical expert to succeed. By focusing on growth, empowering your team, and aligning incentives with performance, you can build a valuable asset that attracts buyers or investors. Working on your business—not in it—frees you to focus on the big picture, turning what might seem like a disadvantage into a competitive edge.  Your business is more than the product or service it offers. It’s a system, a brand, and, ultimately, an asset. Sometimes the less you know about how the sausage is made, the better.
By Kim Santos March 17, 2025
A lot of companies are tempted to resell other people’s products and services as a quick path to hitting their next revenue milestone. While this approach might boost your top line, it often comes at the cost of your company’s long-term value. Acquirers aren't just looking for companies that generate revenue—they usually want businesses that bring something unique to the table, something they can't easily replicate. Finding a Quiet Corner of the Market In the early days, Luke Peters sold portable air conditioners and thermostats online. When he made a sale, he’d head to a local industrial supply store, buy the unit, and ship it to his customer. He added no value and operated as a thinly veiled reseller with razor-thin margins. But Luke began thinking more strategically about his business. Instead of competing in crowded categories like air conditioners, he found a quiet, underserved corner of the HVAC market: portable beer and wine fridges. That’s when he started to build his own brand, NewAir. By focusing on this niche, Luke didn’t have to battle the big players like Whirlpool in traditional appliance categories. Instead, he carved out a segment where NewAir could dominate and create a brand that stood out. This strategic shift allowed him to build a brand that was recognized for delivering products that were easy to ship, fun to own, and specifically appealing to a target audience. By owning his niche, Luke unlocked a path to profitability and business value that wasn't dependent on thin reseller margins. The Value of a Brand In The Value Builder System™, product or brand differentiation is referred to as Monopoly Control—the ability to dominate a niche with an offering so unique that competitors can’t easily replicate it. Achieving Monopoly Control boosts your company’s value in three key ways: 1.Commanding Higher Prices Differentiated products deliver unique value, making it easier to charge premium prices. Luke transitioned from reselling low-margin portable air conditioners to the relatively untapped market of premium bar and wine fridges. This shift raised his gross margin and net profitability—two of the most critical metrics in valuing a company. 2.Increasing Customer Loyalty When customers see your product as distinct, they are less likely to switch to competitors. Luke’s products weren’t just functional; they delivered an experience, fostering emotional connections that encouraged repeat purchases and stabilized revenue. 3.Acquirers Pay a Premium for Differentiated Brands When acquirers evaluate your company, they’re making a “build vs. buy” decision. They’re asking, “Should we buy this business or simply compete with it?” Acquirers pay top dollar when they conclude that replicating your point of differentiation would be too costly and time-consuming. Lasko Acquires Luke’s $80 Million Business  By finding an underserved niche and building NewAir around it, Luke Peters grew the company into a business generating $80 million in annual revenue. His success culminated in NewAir being acquired by Lasko Products in 2021, marking a significant milestone in his journey from reseller to brand builder.
By Kim Santos March 10, 2025
In the early days of Airbnb, co-founder Brian Chesky went to surprising lengths to gather customer feedback. He would stay with Airbnb hosts to experience the platform as they did, asking detailed questions about their needs and frustrations. Chesky’s commitment to listening wasn’t just about making improvements—it was about truly understanding the customer experience in a way few founders do. Sara Blakely, the founder of Spanx, took a similar approach. In the early days of her business, Blakely would personally visit department stores to watch customers try on her shapewear and listen to their feedback. She also spoke directly with store employees to learn what worked and what didn’t. As Spanx grew, Blakely continued reading customer emails and social media comments to stay connected to their needs. When women began asking for more than just shapewear—like leggings and bras—Blakely expanded her product line in response, fueling Spanx’s growth. Her hands-on approach to capturing feedback helped Spanx evolve into a billion-dollar brand. It’s not just giant companies like Airbnb and Spanx that benefit from this kind of founder obsession with customer feedback. Small business owners can unlock tremendous value by taking the same approach. William Brown’s Journey: From $50 to Seven Figures William Brown’s story shows how the Listening & Leveling approach can directly increase business value. Brown began with a simple $50 Word document designed to teach beginners how to trade online. What set him apart was his commitment to listening to customer feedback and using it to continually improve. When customers asked, “What broker do you use?” or “How do I navigate the market?”, Brown didn’t just answer—he adapted his product to better meet their needs. Over time, his offering evolved into a full-fledged educational program with videos, coaching, and additional resources. This not only enhanced the product but transformed Brown’s business, WB Trading, into a far more valuable asset. By responding to feedback, Brown’s product improved and so did its perceived value. This allowed him to raise prices from $50 to $2,000, significantly boosting profitability. His focus on continuous improvement also deepened customer loyalty, reducing churn and driving long-term value in his business. Through these strategies, William didn’t just build a better product—he built a more valuable business, leading to a seven-figure exit. Applying Listening & Leveling to Your Business How can you apply the Listening & Leveling approach to grow your business?  Open Feedback Channels: Actively seek customer insights through surveys, follow-up emails, or direct outreach. These insights reveal opportunities to refine your offering and build customer loyalty.  Act on Feedback: Quickly implement changes based on what you learn. As your product improves, you can increase prices and boost retention, directly enhancing your business’s value. No matter how big your business becomes, you’re never too big to listen to your customers. Whether you’re building a billion-dollar empire like Sara Blakely or fine-tuning a niche product like William Brown, customer feedback is the key to staying relevant, evolving your offering, and maximizing your company’s value.
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