Some domain acquisitions are straightforward, but others are less so. Joe Uddeme, Director of NameExperts.com, explains what happens when a client wants a domain that seems out of reach – and they want to keep their name out of the picture, too.
As a buy-side broker specializing in stealth acquisitions, it’s our job to dig deep and find the rightful owner of a domain name while protecting the identity of the buyer. The problem is that some domain owners make it very difficult to reach them.
What’s the psyche behind this rationale?
For a start, not all domain name owners are equal; some just don’t want to be contacted or have zero interest in selling their domain name. Or perhaps it’s just a case that their whois information is out of date – making it difficult to decipher the current domain owner.
GDPR is another major change. Many countries now adhere to stricter policies related to domain name owner privacy, with many whois entries now redacted for owners’ privacy rights.
But all is not lost. Quietly tracking down “unreachable” domain owners and securing them for anonymous clients is what we do best. And we can do it for you.
Key Takeaways
- What your broker needs to know to get started
- Buying a domain name – what you need to know
- How to choose a stealth acquisition broker
Stealth acquisitions – what to do first
Stealth acquisitions represent an opportunity for a buyer to be protected by complete anonymity. You should understand this before reaching out to a broker, as you need to have an idea of what will happen next.
Try and answer these questions BEFORE making contact:
- Have you completed a relevant trademark search around the keyword in question?
- Have you established a budget to complete this potential acquisition?
- Have you established a timeline for this potential acquisition?
- Are you familiar with aftermarket domain name valuations?
- Have you thought about viable alternatives if your target might not be available?
- What type of barriers do you see in this potential acquisition?
Buy-side brokers need to understand the full story about why you want this domain and anything you have done so far to try and get it, including previous acquisition attempts.
They will then attempt to drill down into the fine details and identify – and contact – the rightful domain name owner. The buy-side broker should also be able to act as a buffer between buyer and seller and remove any emotion from a potential deal.
Buying a domain name – the steps involved
Here are the basic steps to acquire a domain name:
- Identify ownership and research if the name is available
- Submit an offer to the owner
- Negotiate
- Agree on the price and complete paperwork (if applicable)
- Set up Escrow for payment
- Registrar transfer via push or authorization code
- Confirm control of the name
- Release funds
Tools to try if you’re trying to track down an owner yourself:
- Check the DNS and see where the domain is pointing to. Is there a website, or is it undeveloped?
- Whois history is a valuable tool to understand the true history of the domain name.
- Check the Wayback Machine to see what other properties have been developed on the URL in the past.
If working with a buy-side broker, they should offer the following upside for any stealth acquisitions:
- Negotiate with YOU in mind; no dual agency in this scenario.
- Provide contracts that protect ALL parties involved.
- Typically save you time and money.
- Allows for a third-party (non-biased) approach towards the acquisition.
- Coordinate necessary contractual paperwork between parties.
- Facilitate and handle smooth transfers of domain names.
- Offer transparency and full disclosure.
- Non-disclosure where applicable.
How to choose a broker for your stealth acquisition
Start by researching suitable candidates to help with your domain name acquisition. Don’t identify the asset unless you are sure you have found the buy-side broker you’re certain you want to work with. Ask the broker for information about their service and a few names they recently acquired for clients.
Find out how your broker can add value to your potential acquisition; always do a Google search to learn more about the broker you are working with.
Take the time to find an expert that can properly assist you with all of your acquisition needs. Ask lots of questions and make sure you feel aligned with the broker. Hold the broker accountable and require status updates so you aren’t left in the dark as they progress.
In most instances, your stealth acquisition needs to be completed right the first time. Most domain name acquisitions only have one chance to secure the domain name target without leaving extra money on the table.
Stealth acquisitions should only be performed by a seasoned domain name buy-side broker, so choose your broker carefully. You should understand if the broker has certain strengths or weaknesses.
Some buy-side brokers don’t have the tools or knowledge to find the rightful domain owner. Or they lack rich relationships with industry veterans. Other buy-side brokers are excellent at managing the acquisition but terrible at the details.
Details are key when it comes to any domain name acquisition. Contracts and paperwork can take months to pass through the legal channels, so it’s important to find a representative that is fully vested and can assist you with all aspects of the buy-side domain name acquisition process.
Finally, when selecting a buy-side broker, make sure you ask for referrals so you get a feel for how they work. Once you have faith in your broker you can instruct them to make contact with the rightful domain owner and secure the perfect domain name for your brand.
About the author
Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Stealth acquisitions are his specialty. Contact us at: [email protected]
