Matthew, the problem with what you are attempting to do is that appraisals do not really take the Buyer into account. No business is worth anything more or less than what a ready, willing and able Buyer is willing to pay. And many times, appraisals - and we call them valuations, in setting the value on businesses - miss that point. For example, we dealt with one business that was actually referred to us by a business valuation company, and the value that was set by them was about 25% above what any Buyer could possibly afford and what the SBA or any Bank would entertain, in terms of Cash Flow. It made no sense.
In your case, Cash Flow does not mean anything because you are selling a concept, rather than a tangible business. The questions for the Buyer are: How much money they need to further invest, in order to make money out of this concept? How much money can be made from it? How long will it take to make that money? And most vitally, how unique is the concept? What I mean by that is, if someone buys your concept, can it be easily be replicated or topped by a competitor, which can almost immediately erode any value in the concept, altogether? The valuation should take all of this into account. But $65k is not a big number, so I assume that this concept either has limited long term financial potential, or that the intellectual property can be copied, and is therefore looked at as fragile, in terms of its long range potential.
The kind of Broker you need does not really need to be on the West Coast, because as said before, a Web Site can be run from anywhere in the Country.
What you DO need is a Brokerage that will market your Company, specifically and individually. In my view, there are two kinds of Brokerage philosophies. The first is the Brokerage that will list anything it can, regardless of type, size or value. You can note these by the fact that they heavily promote the number of businesses they represent, which can sometimes go to the hundreds or even thousands. THERE IS NOTHING WRONG WITH THIS kind of strategy, if you are selling a Liquor Store or C-Store; but for you, this would be the worst path to take.
The second kind of Brokerage philosophy is one that has deliberately limited its listings, and takes the time to individually promote each of the Businesses it represents. They seek out specific types of Buyers, for specificy Business types. That is what you need.
I hope this helps.