Word of Mouth & Tech in Business Brokerage, with Pedro Rojas

What if the very basics you’re neglecting are keeping you from scaling as a broker? Are you overcomplicating your path to the next deal, when the greatest breakthroughs might be found in disciplined simplicity and strategic relationships?

In this episode, we challenge the belief that only sophisticated tools and marketing tricks lead to more deals. Sometimes, the missing ingredient isn’t automation or a better CRM; it’s consistently doing the fundamentals that most brokers ignore, and leveraging your existing relationships to build a lasting reputation. True growth begins with mastery of the basics, and strategic integration of technology only amplifies the impact of a well-run business.

This conversation with Pedro Rojas, Managing Partner and founder at Platano Advisors, unpacks the surprising power of simplicity in business brokerage—especially for those specializing in healthcare practices. From his journey on the buy side to his mastery of sell-side representation, Pedro shares hard-won lessons on why listings are everything, the pitfalls of over-optimizing processes, and how trusted referral networks can outperform cold outreach any day. Plus: his honest take on when to automate, why staying tech-enabled is now table stakes, and how “word of mouth” and genuine conversations still win in the long run.

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