How Joe Burrill Turned Website Flipping into a Multi-Million Dollar Brokerage Business

From 9-to-5 to 100% Online

Back in 2012, Joe Burrill was working an everyday customer service gig with the Australian government in Canberra. Not exactly the first place you'd expect to find an online entrepreneur in the making. But Joe had a creative streak, thanks to a multimedia design diploma and plenty of hours building small sites for local clients. Life was stable, maybe a little too predictable. One day, idly browsing online, Joe stumbled across a course by Matt and Liz Raad about buying and selling websites. Instead of ignoring the itch, he bought the course and decided to see where it might all lead. That decision, taking direct action instead of just reading and wishing, is what started everything.

First Flip Fails, Tries Again

Using lessons from the course, Joe hunted for established websites for sale. He bought his first site for $700. The outcome? He never recovered the full investment, but pocketed something, and more importantly, gained hard-won experience. Most would’ve quit then, but not Joe. He doubled down, bought more small sites, tweaked them, improved content, streamlined monetization, and re-listed. In the end, he successfully flipped over 50 sites, sometimes starting sites from scratch to resell them, it’s about learning, testing, and iterating. He wasn’t always successful, but the profits mostly outweighed the failures. It got to the point where flipping websites could reliably pay the bills, letting him say goodbye to his government job and work from anywhere he wanted.

Making Listings Stand Out: The Flippa Advantage

Joe soon realized that making money from flipping was as much about presentation and trust as the actual sites. When listing on Flippa, Joe spent extra time providing every detail upfront, traffic numbers, revenue reports, even issues or risks with the site. Buyers didn’t have to chase him for information because it was all there, organized and easy to scan. And while many sellers hid problems, Joe was clear, sometimes listing drawbacks and suggesting fixes. People say this openness and honesty made him a trusted seller. Over time, his Flippa listings would attract more attention and sell for higher multiples than average. Communication and transparency, these not-so-flashy skills, helped him stand out.

Full-Time Flipping to Brokering Deals

By 2019, with years of solo flipping under his belt, Joe realized that the rush of a successful sale, and the work required to orchestrate a deal, was his favorite part. Instead of simply flipping for himself, he began brokering for others. So Just Website Brokerage was born. At first, it was slow going. Only a handful of deals came through, but with time and a shift in focus toward smaller, content-based sites ($500–$2,000/mo. profit), the business grew fast. The brokerage handled everything: creating Flippa listings, helping clients with data, fielding questions, filtering leads, and even emailing his private buyer list about new opportunities. His reputation from years as an honest seller paid off, buyers and sellers wanted someone who would give it to them straight.

$5 Million in Sales, 200+ Transactions

By October 2023, Just Website Brokerage had seen more than 200 successful business sales and almost $5,000,000 in closed deals. That’s a level of consistency only a handful of individual brokers can claim in the online business world. Approximately 80% of listings sold, and most closed within a month. Joe managed almost everything himself, often drawing on his old customer service skills to keep buyers and sellers comfortable and informed. About 90–95% of listings went to Flippa; the rest sold privately. With content-based sites, especially in passion-driven niches like pets or niche sports (he notes a recent pickleball site sold for nearly 50x monthly profit), the deals turned out particularly well for buyers and sellers alike.

Winning Traits: Transparency and Speed

Joe’s client sites got better placement and more exposure because of his Flippa track record. But his real advantage was transparency, organization, and not overselling. Buyers appreciated honesty about site issues, and sellers loved the speed of deals, since buyers trusted the listing from the outset, there were fewer drawn-out negotiations or surprise deal-killers. And with a buyer’s market in 2023, Joe pointed out that there were even more opportunities popping up for those ready to act quickly. Sometimes, fast cash and decisiveness let his clients strike 16% off the listing price for a quick close, a point not lost on savvy buyers keen for a bargain.

Advice for Buyers and Sellers

• Sites in small, passionate niches (like coffee, pets, niche sports) tend to sell for higher multiples.
• Buyers like simple businesses that run with little hands-on work.
• Diversified revenue and traffic sources attract more buyers and better prices.
• Markets change, right now, quick action gets better deals for buyers.
• Transparency builds trust, which makes for smoother, faster deals.

Key Stats

• 200+ business sales handled through Just Website Brokerage (mostly via Flippa)
• Almost $5,000,000 in total sales volume
• About 80% of listings sold; average closing time 30 days
• Typical deal size: Content websites earning $500–$2,000 per month

What You Can Learn from Joe’s Journey

• Don’t wait for the perfect moment. Start small, learn from mistakes, iterate.
• Honesty in listings draws stronger buyers and builds your reputation quicker than padding numbers.
• Many buyers and sellers are looking for intermediaries they can trust. There is opportunity for new brokers with specialized knowledge.
• Systematic processes, like providing complete data, proactive communication, and managing leads, move deals along faster and with fewer headaches.
• Success comes from seeing opportunity and acting, not just researching forever.

The Future: More Deals, More Value

With a strong brand and a process that gets results, Joe shows no signs of slowing. The online business buying and selling market continues to grow, driven by entrepreneurs looking to exit their projects and investors searching for digital cash flow. As the bar rises for trusted intermediaries, Just Website Brokerage stands out by sticking to fundamentals, honesty, detailed information, and quick, clear communication. Joe’s approach hasn’t just made him a lot of money. It’s changed how buyers and sellers expect brokerage to work in the online space.

Conclusion: Lessons All Bootstrappers Can Use

Joe Burrill didn’t start with loads of venture capital or secret industry connections. It was action, dependable communication, and radical honesty that let him flip dozens of sites, build a reputation on Flippa, and now, help clients cash in on years of their own hard work. If you’re considering a path in website flipping or digital business brokerage, Joe’s journey shows: start where you are, keep learning, and always give buyers and sellers the full picture. In markets flooded with hype, that’s a model that wins, and one you can copy.