Rethinking “Post and Pray”: How Market Tightening is Changing Freight Sourcing

The tactic of “posting and praying” has long been a cornerstone of freight broker operations. Posting loads to load boards is one of the most common ways brokers find carriers to move shipments. It’s a straightforward and relatively low-effort approach: brokers post their freight and let carriers come to them, eliminating the need for proactive outreach.

For brokers, this path of least resistance has clear advantages. It requires minimal upfront effort and allows access to a wide pool of carriers actively looking for loads. However, this strategy comes with significant drawbacks—drawbacks that could be amplified as market conditions shift and capacity tightens.

The Hidden Costs of “Post and Pray”

While posting to load boards can help brokers secure capacity quickly, it often increases reliance on out-of-network carriers. Booking carriers without an established relationship introduces risks, such as:

1. Higher likelihood of service failures: Carriers unfamiliar with a broker’s operations or expectations are more likely to fall off loads, resulting in disruptions and potential customer dissatisfaction.

2. Limited pricing leverage: Without a relationship to lean on, brokers have less negotiating power when working with out-of-network carriers, often paying higher rates compared to in-network options.

3. Increased exposure to fraud: The lack of direct relationships increases the risk of interacting with fraudulent actors. Recent industry data highlights the scale of this challenge:
   

   • Highway reported that nearly two-thirds (65%) of brokers experienced fraud within the last six months.

   • Truckstop noted a 400% increase in reported fraud from 2021 to 2022 and grew 86% YoY in 2023.
     

A Market in Flux: The Impact of Tightening Capacity

As market conditions evolve, so does the efficacy of “post and pray.” Recent reports from FreightWaves indicate a tightening freight market, driven by a reduction in overall capacity. This tightening is causing tender rejection rates to rise—a signal that carriers have more opportunities and can afford to be selective about the freight they accept.

In a market with reduced capacity, load boards may not deliver the same results brokers are accustomed to. With carriers finding freight more easily, brokers may experience longer lead times to secure capacity from load boards. Additionally, the quality of carriers sourced from load boards could diminish as top-tier carriers are more likely to prioritize existing relationships and contracted freight.

Load Boards Have Their Place—But Don’t Rely Solely on Them

Load boards remain a vital tool for freight brokers, and their utility won’t disappear anytime soon. They’re an excellent option for last-minute capacity needs or covering less common lanes. However, reducing dependency on them can position brokerages for greater long-term success.

The brokers best positioned for success in a tightening market will be those who:

• Optimize their carrier networks: Invest in building and maintaining relationships with high-quality carriers. Leveraging these relationships can reduce reliance on load boards and mitigate the risks associated with out-of-network carriers.

• Maximize network utilization: Before turning to a load board, exhaust options within your existing carrier network. Technology platforms can help brokers identify the right carriers in their network quickly and efficiently.

• Stay vigilant against fraud: Use tools and technologies designed to screen carriers for fraudulent activity, ensuring that every transaction is secure.
  

A New Approach for a New Market

As the freight market continues to evolve, brokers must adapt their strategies to remain competitive. Load boards will always have a role in freight sourcing, but they should be a part of a broader, more strategic approach. By focusing on strengthening carrier networks and optimizing internal operations, brokers can reduce risk, improve service quality, and navigate a tightening market with confidence.

The days of “post and pray” as a one-size-fits-all solution may be waning. Now is the time to think ahead, adapt, and build a more resilient and proactive approach to freight sourcing.