Skip the adjectives. Buyers want numbers and specifics, and the listings that get the most qualified inquiries read like a one-page diligence summary, not a marketing brochure.
A great listing tells buyers:
- Monthly recurring revenue (not "potential" or "with growth"), give a 12-month average and the most recent 3 months.
- Account count and average ticket, and a breakdown by ticket band ($100–149, $150–199, $200+).
- Geography, list the zip codes, the rough drive radius, and which days are which routes.
- Billing mix, % auto-pay (CC + ACH), % invoice, % cash.
- Churn rate, trailing 12 months and 24 months.
- What's included, truck (year/make/model/miles), equipment list, software subscriptions, brand and domain, social handles, business phone number.
- Why you're selling, one honest sentence. "Retiring after 14 years," "relocating to be near family," "growing my commercial route and consolidating."
- Transition support offered, duration, format, and whether paid or included.
- Asking price and structure preferences, cash-only or open to seller financing? Holdback acceptable?
Photos matter. Include: a clean truck shot, a representative equipment pad, a route map (zip codes shaded, no addresses), and a screenshot of your route software dashboard with PII redacted.
What to leave out (until NDA): customer names, exact addresses, gate codes, and anything that would let a competitor reverse-engineer your route. Serious buyers will sign an NDA before deeper data.
Pricing the listing. You can either list with a number or list "asking 11–13x trailing recurring." A number anchors faster but limits upside. A range invites offers and is appropriate for premium routes where you expect competitive bidding.
Honesty wins offers. Fluff kills them. Every exaggeration you put in the listing gets caught in diligence and costs you trust, and trust is what closes deals at the top of the range.