Latona’s business broker review

Latona’s Business Broker Reviews (Learn The Truth About This Business Brokerage)

In this Latona’s business broker review, we will discuss the different aspects of their selling strategy. By understanding how the process works, you can avoid any unwanted surprises down the line. This could save both time and money in the long run and promote a more successful ownership transfer.

There are few bigger moments in a business owner’s life than the day their company is sold. It can represent a reward after a long haul of hard work. It can also signal the beginning of a new venture.

Depending on the type of business you have, there are quite a few facets of the process to consider. Things like your cash flow, staff and facilities will all come into play during the sale. With so many factors, it is a good idea to have a broker on your side.

One of the biggest deciding factors in picking the right broker is where and how your company operates. Brick and mortar businesses in industries like hospitality or manufacturing are more complicated. On the other hand, web-based businesses require a niche expertise to successfully broker a sale.

Latona’s Mergers and Acquisitions Brokers specialize in selling web-based online companies. They have tailored their experience as a boutique firm in order to connect the right buyers to the right sellers. Because of this, they are able to make targeted sales that benefit all parties.

UPDATED: June 2023

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Overview of Latona’s

Latona’s was officially founded in 2008, selling domain names before the financial crash. When the recession hit, they reorganized and transferred to selling cash-flow positive businesses. Through this, they were able to focus on companies that are viable no matter their size or value.

Latona’s team of brokers have been managing business sales of all kinds since the company’s inception. Because they have focused on a few industries, they have developed niche buyer relationships. These relationships are the biggest selling point for a business broker.

The hardest part of any sale is generating the leads necessary to get your asking price. Without leads, your business sale could flounder or be undervalued. This where a brokerage like Latona’s is worth their fee. The warm leads alone could get you a higher final selling price.

One of the things that sets Latona’s apart from other brokerages is their focus on the entrepreneur. All of their brokers have been business owners at one point or another. Because of this, they will have a better understanding of your questions and concerns. That makes them a good choice for first time business sellers.

The deep well of experience that these brokers have to draw from is a benefit for a number of reasons. The biggest is that you have the option of working with a broker who matches your company. Since they work with companies within their niches, the brokers know the ins and outs of those industries.

Types Of Businesses Latona’s Sells

Businesses Latona's Sells

Content Websites – This niche covers websites that are usually ad supported and offer content. This could be blogs, news outlets or media production companies. If a website primarily makes money with content as an attractor, it will fit well within this category.

eCommerce – eCommerce is any kind of online store that does transactions over the internet. This category is where most small businesses are going to fit. It is popular because it has become an accessible industry with a low barrier of entry. This includes online retailers like Amazon FBA and Shopify.

Domain Portfolios – This is one of the categories that requires some clarification. Latona’s does not purchase domain names that are not in use. These are called speculative investments and they are not something that they deal in. Instead, they work with owners of website portfolios that currently have a positive cash flow.

Lead Generation – Companies that offer lead generation are popular for marketers and salespeople. They offer targeted contacts for potential customers in different industries. These could include things like car insurance, real estate or any business that requires pitching to clients.

Membership Sites – Membership sites are similar to content websites but operating on a different model. They do not rely on ads to generate revenue. Instead, they offer premium content for a monthly fee. This is not the same thing as SAAS although there are some overlaps.

Software-as-a-Service businesses (SAAS) – This business model is becoming increasingly popular for software developers. SAAS businesses offer access to software on a subscription basis. The software is then accessible through a website or independently hosted app.

Latona’s Valuation Process

Valuation Process

If you are interested in selling your company with a broker, you are going to go through a valuation process. During the valuation, a broker will go through your business’s finances and determine its worth. This process requires diligent record keeping and a thorough financial report to get you the highest value.

One of the best aspects of the valuation is that Latona’s does not charge any upfront fees. This means that it is low risk for you to get your paperwork together and submit for a free valuation. From there, you will be able to find out if you are ready to sell or not and if Latona’s can take you on.

The hardest thing about selling a company is knowing when it is the right time. If you sell too early, you could end up losing out on a huge amount of potential revenue. On the other hand, selling too late could mean that you are putting in more work than is necessary.

Latona’s business brokerage uses two key requirements to determine whether or not to do a valuation. The first requirement is that a company have a positive cash flow for at least a year. The other is that the annual profits are at least $20,000.

The best thing about working with Latona’s is that they won’t take on your business if it isn’t ready. This means that you can be assured that you are selling at the right time. This offers peace of mind that can be hard to come by in the selling process.

Sales Process

Sales Process

The sales process at Latona’s has been developed over their collective years of experience. They will take you through the entire sale step by step starting with your valuation. This process means that they can have consistent sales results over a wide range of industries.

After the valuation process, your company will then go into Latona’s roster. This roster is then analyzed and targeted to Latona’s pool of buyer connections. This pool has been developed over the years and ensures that your company finds the right audience.

By selling your company with Latona’s you are getting yourself a lot of extra protection. Their sales process includes coverage for a lot of different possible hiccups. They adhere to a strict NDA policy that ensures your privacy. They also utilize best practices through Safe Escrow policies that protect your transaction.

Through their connections and personal attention, Latona’s is able to get their companies in front of fresh eyes. They maintain a weekly newsletter with over 20,000 investors and acquirers where they send new listings. They also have an online marketplace portal through their website for potential buyers.

Once your company finds a buyer, Latona’s will guide the entire transaction. They will follow up with all the necessary paperwork and ensure everyone is protected. Because of this, you don’t have to worry about scammers or sales falling apart at the last second.

Latona’s Success Rates

Latona’s is a unique business broker in that they accept businesses that are very small. Because of this, their success rate is going to vary based on the company. No matter how big a buyer pool is, a company is sold on its own merits.

Most clients report that their business sold successfully with Latona’s. However, the amount of time and final selling prices vary. If you are willing to be flexible, the odds of your company selling are going to rise.

Patience is a major factor in a successful sale. It might be tempting to take the first good offer to come along. This is where it is important that you have a broker who is on your side. They can make sure that you are making the right decision when you decide to go ahead with the sale.

According to Rick Latona, on average 66% of the businesses sell in approximately 4 months on average. That said, businesses that are great and priced right sell at a much higher rate!

Fees Charged By Latona’s To Sell A Business

One of the downsides of selling your business with a broker is that they are going to charge a fee. Generally, you will not be responsible for paying this fee until your company has been sold. While this might initially seem like it is a major drawback, there are benefits that you are paying for.

Latona’s charges a fee of 15% of your company’s sale. Depending on the size of the sale, this could be either a pro or a con. Since Latona’s deals in extremely small businesses, this percentage might not add up to much in the long run. This is where a broker can help you decide.

One of the best things about a broker charging a fee is that it is a motivator. Since the broker does not get a commission unless the company is sold, they are more likely to sell it. This offers protection and mutual benefits on both sides of the transaction.

Another thing that is covered by this brokerage fee are the leads. Without a broker, you are going to have to generate your own sales leads. These leads are often purchased from a lead generator and could end up being a big cost in the sale. With a broker, the leads are built into the sales process.

Pros And Cons Of Using Latona’s


  • Small sales – One of the major benefits of selling with Latona’s Business Brokerage is its low sale point. Many small businesses have trouble finding brokerages to represent them. This could be due to the relatively small commission. However, Latona’s accepts smaller commissions.
  • Free valuation – The completely free valuation is another intriguing feature. This no-risk first step means that anyone can dip their toe in the sales market. The free valuation will help you find out if your business is ready to sell or not.
  • Specialized niches – The fact that Latona’s Business Brokerage specializes in a few niche markets is a major plus. In business, specialization is key. Latona’s understands this and has limited themselves to a few industries that they know best.


  • Questionable marketing – Some clients have reported questionable marketing tactics from Latona’s. Things like claiming to have buyers already in order to entice sellers have been reported. By keeping an eye out for these marketing ploys, you can avoid selling before you’re ready. We are not saying this is true, but it has been reported by some clients as reported here and here.
  • Insufficient due diligence – Due to the high volume of businesses, Latona’s does not have as rigid a due diligence process as they could. This means that scams and underreported businesses could slip through. This affects buyers more than sellers and is something that should be kept in mind. Seeking outside legal counsel is always a good idea in a sale.
  • Slow turnaround time – Others have stated that Latona’s has slow turnaround times. This could be due in part to their high volume of sales. Being ready to wait a while is a good idea in any sale. As stated above, patience will almost always pay off in the long run.

Conclusion And Verdict

Selling a business can be a stressful process. It is nice to have a company with experience to help you navigate it and get the most value. Latona’s has been around for over a decade and has pared down their services to what they know best.

Because of this specialization and their low barrier to entry, they are a good option for companies of all sizes. If you are the owner of a small company in one of their niches, you have a good chance of selling. This makes them a good choice for serial entrepreneurs who are always buying and selling.

If you are concerned with the hands that your company ends up in, they might not be a good choice. They have a huge pool of buyers and many of them are interested in flipping the company themselves. This means you have very little control of who ends up running your business in the end.

While most business brokers have a sliding scale of success fees from 3% to 15% depending on the size of the business, at 15%, Latona’s success fees are higher than many business brokers.

Latona’s brokers have been with them for 10 or more years. They do have a massive network of buyers and they are battle-hardened. They’ve learned through experience how to control buyers and keep sellers from getting locked into LOIs that may not close. Qualifying their buyers and making sure they don’t waste the time of sellers is their strongest point.

Should you decide to sell your online business, there is nothing stopping you from getting the free valuation. If nothing else, this will help you make an informed decision on if you should take the next step. By being informed and reading this Latona’s business broker review, you can move forward confidently.

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