You absolutely have to hear this story.

At the end of 2022, I posted a tweet about a Hawaiian-based HVAC business. I called it “too good to be true.”

The tweet blew up with nearly 1 million views.

The next day, the broker called me. By 6 a.m. Hawaiian time—less than 12 hours after the post—they had received over 500 inquiries.

He told me they were expecting around 50 LOIs. He also asked me what the hell was going on.

The reaction was massive. And, predictably, the comments rolled in. People tore the deal apart.

They said it wasn’t bankable. That Hawaii hadn’t recovered from COVID. That financing was a pipe dream.

Blah, blah, blah.

What I didn’t know at the time was that the business was already under LOI when I hit send on that tweet.

The sudden flood of interest rattled the seller. The buyer, meanwhile, was working on their financing and building rapport with the team.

In the end, the seller didn’t pursue any of the other offers. They stuck with the buyer they trusted.

Here’s the kicker: the buyer reached out to me two years later. They closed the deal, and it’s going great.

They laughed about all the armchair quarterback commentary from people who were dead wrong about the deal.

There’s a lot to take away from this.

First, social media is powerful. Use it wisely—it can change the game.

Second, build great relationships. Sellers and brokers can help you weather the tough parts of any transaction.

Third, don’t listen to the naysayers. The only opinions that matter are the ones backed by your diligence and experience.

Oh, and Hawaii? It’s awesome. Vacation there. Buy businesses there. Send me pictures while you’re at it. You won’t regret it.