Why Brokers Don’t Trust Carriers—And How Good Owner-Operators Can Stand Out

In the world of freight logistics, trust isn’t just important—it’s everything. Yet, a recent survey from Truckstop revealed that many brokers still struggle to trust the carriers they work with fully. For owner-operators looking to grow their business, understanding the root of this trust gap is the first step to standing out from the crowd.

The Trust Problem in Freight

Truckstop’s 2024 survey shows that 87% of brokers say trust is a top factor when choosing carriers. However, the reality is that many brokers report negative experiences that make trust hard to build. Common concerns include:

• Late deliveries or missed pickups
• Lack of communication
• Dishonesty about truck location or ETA
• Double brokering
• Failure to meet service or equipment expectations

The stakes are high. When a carrier drops the ball, brokers don’t just lose time—they risk losing their shippers. So, they naturally gravitate toward partners they know they can count on.

Why This Matters for Owner-Operators

In a market with rising competition and tightening margins, owner-operators can’t afford to be seen as risky. The good news? You don’t have to be a large fleet to earn trust. Smaller operators have a unique advantage—they can provide more personalized, consistent service and direct communication. But it takes more than just good intentions.

How Owner-Operators Can Earn (and Keep) Broker Trust

• Communicate like a pro. Brokers value visibility. Check in before pickup, confirm deliveries, and don’t leave anyone guessing. If you’re delayed, say so early—honest updates go a long way.
• Be reliable every time. Doing the job well once isn’t enough. Trust is built through consistency. Show up on time, deliver as promised, and maintain professionalism in every interaction.
• Use tech to your advantage. Many brokers rely on digital platforms for tracking and updates. Embrace tools like Truckstop, DAT, and mobile tracking apps to stay transparent and accessible.
• Avoid red flags like double brokering. This is a major trust-breaker. If you take a load, be the one to haul it. Brokers are wary of carriers who hand off freight without approval—it damages relationships and reputations.
• Keep equipment and paperwork in order. Make sure your MC authority, insurance, and safety ratings are up to date and easily accessible. Proactively share this info—it shows you’re professional and organized.
• Ask for feedback. Don’t assume you’re doing great—ask brokers how your service could improve. It shows humility, openness, and commitment to long-term collaboration.

Standing Out in a Distrustful Market

Trust may be in short supply, but that means it’s also a huge opportunity. Owner-operators who commit to building strong, professional relationships with brokers can rise above the noise. Brokers in the Truckstop survey said they’re eager to reward trustworthy carriers with repeat business, better rates, and priority access to freight.

In a freight landscape full of uncertainty, reliability is a competitive edge. So, show up, follow through, and earn the kind of trust that keeps brokers coming back.