Tariff uncertainty is shaking up the freight industry. For brokers, the current landscape presents both challenges and opportunities. Volatility in volumes and pricing is poised to become the new normal, leading to unpredictable demand and creating a dynamic spot market where brokers can thrive if they play their cards right. It takes focus and vigilance.
How did we get here?
The freight industry has weathered its share of disruptions in recent years. Understanding the context of how we got to this point helps.
COVID-19
- Stimulus checks, panic buying, and lockdowns increased demand for goods while shifting the balance from services to products.
- Freight surged as industries focused on restocking, medical supplies, and online shopping, creating an unsustainable spike in demand.
The Ukraine War
- Rising inflation, escalating fuel costs, and disrupted capacity added challenges to the freight economy.
- While the speculative impacts were significant, increased fuel costs created real hurdles for brokers and carriers.
Tariff-driven volatility
Now, tariffs take center stage. Both potential and implemented tariffs are driving freight volatility.
- Anticipatory spikes: Shippers are expediting freight in anticipation of tariff hikes, resulting in temporary volume spikes.
- Sharp drops: After demand peaks, purchases are delayed, creating drastic volume reductions.
- Holiday disruptions: With warehouses currently full and the economy in flux, shortages are anticipated for the 2025 holiday season, particularly for China-dependent goods like toys and electronics.
Strategies for brokers to succeed in a volatile market
Freight brokers have more opportunities than challenges if they adopt the right strategies and tools to manage these market disruptions effectively.
Transparency
Be open with your clients and carriers. Share your methodologies and data sources so they can understand your decision-making process and the reasoning behind your recommendations. Trust is a critical currency in uncertain times.
In concrete terms, this means things like explaining your sourcing and rate-setting methods, and paying carriers on time, quickly resolving disputes, and honoring commitments.
Strong carrier networks
When markets tighten, shippers look for brokers with reliable capacity. A strong, trusted carrier network is essential for maintaining competitiveness.
Creating a reliable network of carriers is a 2-way street. To build loyalty from your carriers, here are some tips on how to create value for them:
- Be consistent and reliable in your communication.
- Prioritize paying quickly and consistently.
- Offer digital tools like load tracking and document management to streamline operations.
Leverage market insights and analytics
Visibility into market trends is more vital than ever. National rates often don’t reveal the full story, so rely on regional and lane-specific data to make better decisions.
For example, rates in the West Coast may differ significantly from trends in the Southeast. Utilizing tools like DAT iQ’s RateView Analytics provides real-time insights and historical data to compare rates against market averages, equipping brokers with actionable intelligence.
Localize your strategy
A “one-size-fits-all” approach won’t work in today’s hyper-competitive and volatile market. Regional data paired with lane-specific trends ensures you are aligning with what truckers are experiencing on the ground. Regional markets have unique pricing dynamics, and recognizing these quirks can give you a major edge in negotiations. These regional strategies can also be used in niche markets.
Plan ahead with predictions
Volatile markets demand precise planning. AI-driven insights like those provided by DAT iQ’s Ratecast offer accurate rate predictions that allow brokers to create strategies with confidence. Predicting costs can help you mitigate uncertainty and seize opportunities faster than the competition. With news that can impact the freight market rapidly, check rate predictions often.
Arm your toolkit
Modern brokers need more than intuition to succeed; they need analytical firepower. Leverage industry-leading tools such as:
- RateView analytics for better benchmarking and smarter adjustments.
- Ratecast to stay ahead with predictive rate analysis.
- Tracking with Trucker Tools to offer visibility and transparency.
These tools simplify decision-making, help scale operations, and aid profitability even during market turbulence.
Strong relationships are the backbone of the freight industry. Brokers and carriers alike should strive to create a sense of teamwork and shared success during these unpredictable periods. By humanizing interactions and focusing on mutually beneficial opportunities, brokers can cultivate a community where everyone wins.
