They can approach a non-profit agency for help. Sometimes they arrange social events so that intended parents can meet other people going through the same process as well as potential surrogates.
It is important that the surrogate and the intended parent(s) are compatible and share a good relationship. It is likely that they will need to spend a lot of time together and both will need the support of the other to help them navigate the process. The relationship between the surrogate and the intended parent(s) is often very special, whilst at the same time very intense.