Why do brokers post the wrong cities on loads and why don't shippers post rates?
This are common questions we hear, and I’m happy to share some insight.
First, when it comes to brokers posting incorrect cities, I’ll be the first to admit—guilty as charged! I did this when I was a shipper and apologize to anyone who found it frustrating. It wasn’t about misleading the carrier, but more about protecting our position from competitors. I didn’t want rival grain companies knowing exactly what we were moving because they might call my customer or undercut us, which would make it more competitive and drive down rates. When that happens, it affects the carriers too.
Let’s be honest—most experienced people in the industry can figure things out, especially if they’ve been in the game for a while. That said, we’ve worked hard to address this problem. On BulkLoads, we’ve created a feature called "Load Security," where loads can be posted either to everyone (public) or exclusively to carriers, preventing other shippers or brokers from seeing the information. This is located on the bottom right when clicking on 'Add Load'. While this isn’t 100% foolproof, it goes a long way toward encouraging more accurate postings without fear of competitors spying.
Additionally, our BulkTMS program offers a solution to this problem. It allows private group messaging, where loads can be sent directly to carriers, who can then accept and book the loads through the TMS system or our app. This ensures that load details remain private while still enabling seamless booking. One shipper shared with us that they were able to book 200 loads in under 2 minutes using BulkTMS!
Now, moving to the question of why shippers don’t post rates—again, guilty as charged, and I apologize for any inconvenience. One reason for this hesitation is similar to the issue with posting cities: competition. If other companies see the rate, they may try to move it for less, ultimately putting pressure on the carrier to accept a lower rate. Another reason is the flexibility that comes with negotiating the rate directly with a carrier. I always preferred having a conversation with a carrier first. If I knew they needed a bit more and I could make it work, it was a win-win for both sides.
One more reason I’ve heard from shippers is the worry about social media backlash. In today’s world, load postings can be screenshotted and shared in online forums or groups, where rates can be publicly criticized. While I understand the frustrations, this sometimes discourages shippers from posting rates outright. However, in my 20+ years, I’ve seen that most companies truly value their carriers. They understand that carriers are the backbone of their business, and without them, they wouldn’t be able to operate.
As always, I welcome feedback from our members and the community to help improve these processes and make things better for everyone. Let’s keep the conversation going to make the industry stronger for all of us.