February 13, 2019

A Premium Domain Name Makes All the Difference

written by

Joe Uddeme

Joe Uddeme

A Premium Domain Name Makes All the Difference

Domain Buying Guides

Name Experts provides premium
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It’s impossible to overstate the power of a great domain name for a business. Get it right, and an endless flow of online traffic could be yours, as domain name expert Joe Uddeme explains.

 

The Internet evolves and is shaped by countless businesses, people, non-profits and an array of other entities looking for eyeballs in an ever-changing world.

Buying a premium domain name is crucial in today’s clutter. Brands work hard to engrain their product or service in the public psyche and establish market positioning and relevance. Your domain name is part of the deal.

Savvy brands understand the importance of creating something catchy and memorable. They need to separate themselves from their competition in ways that remain top-of-mind for their targeted audience.

In this post, we’ll look at some of the reasons why companies large and small spend so much time and money acquiring a valuable premium name. And why you should, too.

Key takeaways

  • Proof that top brands have instantly recognizable domain names
  • How a great domain name helps leverage your position in any marketplace
  • Questions to ask when searching for a valuable premium domain name

 

What’s in a name?

Let’s start by looking at the top ten brands, according to Wikipedia:

Rnk Company Rev($B) FY Employees Mkt. Cap Location Founded
1 Amazon $232.9 2018 647,500 $802.3 Seattle 1994 [1][2]
2 Alphabet Inc. $136.8 2018 98,771 $791.01 Mountain View, CA 1998 [3][4]
3 JD.com $55.7 2017 137,975 $34.84 Beijing 1998 [5][6]
4 Facebook $55.01 2018 25,105 $486.39 Menlo Park, CA 2004 [7][8]
5 Alibaba $39.90 2018 66,421 $432.12 Hangzhou 1999 [9][10]
6 Tencent $36.39 2017 44,796 $434.66 Shenzhen 1998 [11][12]
7 Netflix $15.8 2018 5,400 $153.39 Los Gatos, CA 1997 [13][14]
8 Booking $12.7 2017 22,900 $92.94 Norwalk, CT 1996 [15]
9 Baidu $12.40 2016 45,887 $88.11 Beijing 2000 [16][17]
10 eBay $10.75 2018 14,000 $32.07 San Jose 1995 [18][19]

 

Each of these companies went out and acquired their core premium domain name – no matter what the cost. They also understood the value of having .com as their global brand. Let’s dig a bit deeper into the strategy of one of the major power-houses listed above.

Facebook.com also owns many other valuable pieces of digital, beach-front real estate. Take for example, FB.com which complements the existing digital strategy that was already in place. Facebook has parlayed their web presence by building another piece of digital real estate alongside their own majestic piece of real estate.

Another example is Booking.com, with more than $12 billion in revenues. They do a phenomenal job of attracting users with constant ad-driven messaging. They have partnerships with more than 660,000 hotels and provide a valuable service to their clientele.

Screengrab of booking.com website, a company with an attractive premium domain name

 

Why Premium Domains?

Let’s continue with the beach-front real estate analogy. For the past thirty years, brands have been swallowing up the short, brandable .com domains. These are the assets that provide the most upside, equity and long-term value to the brands. These assets can hold generic value, such as Booking.com, or be more brandable, such as ebay.com or Baidu – to name a few.

Premium domain names have commercial appeal and are typically very memorable. Brands spend huge amounts of money attracting new users and creating brand credibility. Digital strategists – including speculators who buy and sell domains for profit – are competing for a smaller piece of the available premium domain name inventory.

Having a great domain name is only half the battle. Success lies in how you develop the brand and create long-term equity for your company. For this reason, companies should always acquire the shortest variation for their brand (Tesla, for example, spent an undisclosed amount on tesla.com so they no longer had to be teslamotors.com).

This doesn’t have to be the only strategy. Companies should outline a comprehensive domain name strategy that not only covers their brand but any additional reputation management/brand defense needed to protect their corporate brand positioning.

Simply put, premium domain names come with the following instant upside:

  • Brand-dominance and positioning
  • Equity toward a long-term exit strategy
  • Inability to build against – a defensive strategy against your competition

Own the real estate before your competitors do!

Most successful brands have identified the importance of the premium domain name. They have dedicated digital strategists or digital departments to handle the larger need for digital integration and social media components.

Brands should spend wisely and methodically when securing a new brand or piece of beach-front digital real estate.

 

Get it right the first time with help from a broker

Domain name brokerage services like NameExperts help businesses with their domain strategy and are in high demand. Whether or not they work with us, we always advise companies to use the following checklist to make sure they are not leaving money on the table:

  • Conduct Research—who owns the asset and for how long have they had it? Is it being used? Are there active trademarks? What’s the history of the link profile?
  • Variations and Alternatives—brands need to nail it. To do this, sometimes, they need to think outside the box. Find viable alternative assets that define your image and brand.
  • Negotiation is key—do you negotiate for a living? We do. We remove the emotional attachment and red tape to manage both buyers’ and sellers’ expectations.
  • Be Flexible—sometimes you have to give a little to get a little. Don’t be afraid to be flexible and offer ways to benefit the other party in your transaction.
  • Be Honest—honesty and integrity go a long way. Be true to your word and don’t go back on what you say. This is critical for deals to succeed.
  • Ask Questions—hold your broker or expert accountable and ask appropriate questions. Some domain transactions move quickly. A clear line of communication is necessary to save valuable money and time.
  • Due Diligence—dig for more information and market comparisons: it’s all firepower necessary to make the case.
  • Timing—don’t hunt for a CBD-themed/Marijuana-type name when there is mass decriminalization and legalization occurring. The market is just too hot, and pricing will be inflated. Instead, names should be selected “ahead-of-the-curve”.

An arm with a watch on the wrist; person is stood on a boardwalk next to a river

Don’t fall at the first hurdle

When buying a premium domain name, it’s important to ask the right questions – it can save the buyer tons of money in the long-run. A common issue relates to trademarks tied to a name/brand. Many companies secure a domain name for commercial use but never take the time to search the trademark database. This quick search can save clients thousands of dollars.

Premium domain names make total sense for any emerging brand looking to scale their brand – and shortening the global domain name is still the foundation for successful growth. The top companies around the world continue to focus on the universally popular .com for brand growth.

This validates the need for a superb, premium domain name for your company and brand. Get it right the first time and save money in the long run – while adding credibility and equity value while you’re doing it.

 

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. Contact us at: [email protected]

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How to Buy a Taken Domain Name

Got a business idea? All set to buy a domain name so you can start dominating online? Some domains are readily available – others, less so. Here is our step-by-step guide to buying your dream domain name.   Option 1: buy a domain name from a domain registrar Choose a Domain Name: Perform a domain name search. Pick a name that represents your business or personal brand. Keep it short, memorable, and easy to spell. Choose the appropriate domain extension (e.g., .com, .net, .org). Check Availability: Use a domain registrar (like GoDaddy, Namecheap, Google Domains) to check if your desired website name is available. Select a Domain Registrar Compare prices and services from domain registrars. Understand how domain locks and transfer processes work, and familiarize yourself with renewal costs and web hosting services. Most domain registrars offer promotions of a free domain name with a year renewal to register a domain name. 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Broker Negotiation: The broker contacts the current domain owner and negotiates on your behalf. Agreement: Once a price is agreed upon, the broker secures the domain. Transaction: Complete payment through the broker’s secure system. Transfer: The domain is transferred to your account. This simplifies the process by letting the broker handle negotiations and logistics on your behalf. The broker can typically save you money with their expert negotiation tactics and industry-wide relationships. They can also provide the necessary domain name contract. From a marketing perspective, having the right domain is especially importan; you don’t want to settle for an unworthy alternative. Maybe you’ve already tried to find decent alternatives, but they’re not really the ones you want. Or, you have thought about using a different TLD (Top-Level Domain). While that is a feasible option, it can also confuse potential website visitors who might try to visit the .com when you own the .net version of a domain. Don’t give up just yet! You might be able to buy your ideal domain name directly from its current owner. Here’s how the process works for buying a domain name that is already taken. How To Buy A Domain Name That is Taken At Name Experts, we deal with buying and selling domain names on a regular basis and have helped many clients buy their ideal domain. We help you understand how to buy a domain name and the process to secure your perfect brand. Here is the 6-step process we follow when someone is interested in buying a domain name that is owned by someone else: Evaluate your internet domain name Find out who owns the domain Target the right contact person Determine your spending limit Negotiate without emotional attachment Transfer ownership of the domain 1. 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We’d love to answer any questions about our services and help boost your confidence when it comes to buying and selling domains. 7 key reasons why you should buy a domain name: 1. Professionalism and Credibility Owning a custom domain (e.g., yourbusiness.com) makes your business look more professional and credible compared to using free services like yourbusiness.wordpress.com or Gmail addresses. 2. Brand Control A domain name helps establish and protect your brand identity. It ensures your business name is uniquely represented online and prevents others from using it. 3. Easy Online Access A custom domain makes it easier for customers to find your website, improving your online visibility and brand recognition so consumers can find your site properly. 4. Custom Email Addresses A domain allows you to create personalized, professional email addresses (e.g., [email protected]) that look more professional than generic ones. 5. SEO Benefits Having a relevant domain name can improve your search engine rankings, making it easier for potential customers to discover your website through organic search. What makes a ‘relevant’ domain? Check out our post about why a .com domain name is still king. 6. Long-Term Investment A domain name is a valuable digital asset that can appreciate over time, especially if it’s a premium or in-demand name. 7. Security Owning your domain means you have full control over your online presence and don’t rely on third-party platforms that could change policies or shut down. Buying a domain helps you establish a unique and trusted online presence, improve credibility, and create opportunities for future growth.   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. Using his years of experience, negotiation skills and little black book of contacts, Joe is an expert at helping clients secure .com domain names that are already owned. Contact him at: [email protected]  
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The process involves more than just listing a domain for sale; successful domain sellers know how to assess a domain’s value, select the right sales channel, and craft compelling listings that attract buyers. With the right approach and a solid grasp of the domain sales process, selling domain names can become a rewarding venture that generates consistent sales and maximizes the value of your digital assets. Fair Market Value Finding the fair market value of your domain name is an important component to determining whether it may be worth selling the domain valuable asset. It’s essential to evaluate your domain’s unique features and market position to accurately determine its fair market value. Namebio.com is a great resource to understand what other domain names might be similar in nature and what they sold for. That may help determine a fair market comparison. Sellers are sometimes emotionally attached to the asset in question. As the domain name expert and broker, we are charged with the responsibility to set the clients expectation. We don’t believe in false promises and pride ourselves on our no-BS approach towards brokerage. Sellers should always identify their needs and set expectations with the broker. Domains should be realistically priced  in a way that will be receptive to potential acquisition partners. Sellers must identify their goals and objectives. Are they selling the asset just to clear it off the board, or are they selling it because they don’t have a need for it any longer? Maybe the domain name is not for sale on auction site, for example, but someone made an offer? Here are a few questions to ask yourself to determine your intent to sell a domain name. How motivated are you to sell your domain name? Is your asset popular and relevant today? Do you receive unsolicited offers to acquire your domain name? Have you established pricing for the relevant asset(s)? Do you no longer have a use, or business-case for asset in question? Has any outbound marketing been done on your asset in question? Why are you selling now? Why do you think your name holds value? Understanding the Domain Market The domain market is a dynamic platform where sellers can sell their unused domains to potential buyers. It’s a competitive arena where domain names are bought and sold like commodities, with values fluctuating based on demand and market trends. The domain market operates by connecting sellers with potential buyers through various channels, such online tools such as auction sites, marketplaces, and domain brokers. What is the domain market? The domain market is a global marketplace where domain names are traded. It’s a platform where sellers can list their domains for sale, and potential buyers can browse and purchase domain directly from them. This market for top level domain name is a lucrative industry, with millions of domain names being bought and sold every year. Owners can leverage this market to find the right buyers for their domain names, ensuring they get the best possible price. How does the domain market work? The market works by connecting the owner with potential buyers through various channels. Sellers can list their domains on auction sites, marketplaces, and auctions or work with domain brokers to find potential buyers. Once a buyer shows interest in a domain’s name, the seller and potential buyer can start negotiating the price. To ensure a secure transaction, the sale is typically facilitated through an escrow service, which holds the funds until both interested parties can fulfill their obligations. Benefits of selling domains Selling domains can be a profitable venture for the owner. By selling their unused domains, owners can generate revenue and make a profit. Additionally, when you sell names you can de-clutter your portfolio and focus on more valuable domains. The market provides a platform for sellers to connect with potential buyers and sell their domains at a competitive price. Benefits of selling domains Selling domains can be a profitable venture for the owner. By selling their unused domains, owners can generate revenue and make a profit. Additionally, when you sell names you can de-clutter your portfolio and focus on more valuable domains. The market provides a platform for sellers to connect with potential buyers and sell their domains at a competitive price. Preparing Your Domain for Sale Before selling sell a domain name, it’s essential to prepare it for sale. This includes ensuring the quality of the domain name, researching its value, doing all the details and contact details, and creating a full domain listing, that showcases its potential. Setting up a dedicated landing page to promote the domain, display your contact details, and attract potential buyers is also crucial for maximizing interest and facilitating inquiries. Ensure the quality of your domain name Ensuring the quality of your domain name is crucial before selling it. A high-quality domain name is one that is short, memorable, and easy to spell. It should also be relevant to the niche or industry it’s targeting. A premium domain name can fetch a higher price than a low-quality one. To ensure the quality of your domain name, consider the following factors: Length: A shorter domain name is more valuable than a longer one. Keywords: A domain name with relevant keywords can increase its value. Brandability: A domain name that is unique and memorable can increase its value. Traffic potential: A domain name with high traffic potential can increase its value. Revenue potential: A domain name with high revenue potential can increase its value. By ensuring the quality of your domain name, you can increase its value and attract more potential buyers. A well-prepared domain name stands out in the competitive domain market, making it easier to generate interest interested buyers and secure a successful sale. Assess similar domain sales to determine value Assessing similar comps is a crucial step in determining the value of your domain name. By researching recent sales of similar domains, you can gain a better understanding of market demand and pricing trends. This information can help you set a competitive price for your domain and increase its chances of selling. To assess similar comps, you can use online tools such as NameBio, which provides a comprehensive database of domain name sales. You can filter the results by domain extension, keyword, and price range to find relevant sales data. Additionally, you can also check domain marketplaces like Spaceship and GoDaddy to see what similar domains are selling for. When assessing similar domain sales, consider the following factors: Domain extension: Different domain extensions (e.g., .com, .net, .io) can affect the value of a domain. Keyword relevance: Domains with relevant keywords can be more valuable than those without. Domain length: Shorter domains are generally more valuable than longer ones. Domain age: Older domains can be more valuable than newer ones. Sales platform: Different sales platforms (e.g., auction sites, marketplaces) can affect the sale price of a domain. By considering these factors and researching similar domain sales, you can determine a fair and competitive price for your domain name. This approach not only helps in setting realistic expectations but also positions your domain more attractively in the domain market. Tools to help you put a price tag on your domain Determining the value of your domain name can be challenging, but several different tools that can help you put a price tag on it. Here are some popular options: Estibot: A domain appraisal tool that uses algorithms to estimate the value of a domain based on factors like keyword relevance, domain length, and sales data. Estibot provides a quick and easy way to get an initial valuation. GoDaddy’s Domain Value Tool: A free tool that provides an estimated value of a domain based on sales data and market trends. This tool is user-friendly and offers insights into how similar domains are performing in the market. Sedo’s Domain Appraisal: A paid service that provides a comprehensive appraisal of a domain’s value based on factors like sales data, market trends, and keyword relevance. Sedo’s appraisal is detailed and can be particularly useful for high-value domains. NameBio: A database of domain sales that allows you to research recent sales of similar domains and determine a fair market value. NameBio is excellent for understanding historical sales data and market trends. These tools can provide a good starting point for determining the value of your domain name. However, it’s essential to keep in mind that the value of a domain is ultimately determined by what a buyer is willing to pay for it. Using these tools in conjunction with market research can help you set a realistic and competitive price for your domain. Pricing Strategies for Domain Sellers Pricing is a critical aspect of both selling domains and URLs. A well-priced domain can attract more buyers and increase its chances of selling, while an overpriced domain can deter potential buyers. Here are some pricing strategies for domain sellers: Decide on a pricing strategy to sell domain names When deciding on a pricing strategy, consider the following factors: Market demand: Research the demand for your domain name and similar domains to determine a fair market price. Competition: Check what similar domains are selling for and price your domain competitively. Domain value: Use tools like Estibot and GoDaddy’s Domain Value Tool to estimate the value of your domain. Target audience: Consider the type of buyer you’re targeting and price your domain accordingly. Set a competitive price to attract buyers To set fixed price at a competitive price, consider the following: Start with a low price: Starting with a low price can attract more buyers and create a sense of urgency. Use a tiered pricing strategy: Offer different pricing tiers to attract different types of buyers. Be flexible: Be open to negotiations and willing to adjust your price based on buyer feedback. Use price anchoring: Use a higher “anchor” price to make your actual price seem more reasonable. By using these pricing strategies, for example, you can attract more buyers and increase the chances of selling your domain name. A well-thought-out pricing strategy not only helps in generating interest but also ensures that you get the best possible return on your money from domain sales. Types of Domain Sellers These are the three types of seller models that are used to to sell your domain name assets. The most common form of targeted digital marketing outreach to try and sell a domain name would focus on retail sellers; Retail Seller: A seller that is intent on sell a domain name without waiting for an end-user to acquire their domain name. In most instances, these are names that hold long-term equity and have many commercial uses for the sale of the asset. This is typically a higher price point than the two other types of domain sellers. Sellers must identify their goals and objectives. Setting a more fixed price, flexible pricing, fixed price or starting price can result in faster sales and provides flexibility for new owner in determining pricing strategy, especially for lower-priced domains. Failure to secure a retail buyer for similar domains may lead the domain’s value to fall more inline with the current market conditions, also know as the Market Seller; Market Seller: A seller that is ok with the current market conditions—whether favorable or not. This type of seller is looking to move the asset to a new owner or raise capital for an alternate project and wants to move fairly quickly to create liquidity. They are not looking to sell just to make money or sell and liquidate, but sell for a fair-market value. Additionally, the last type of seller is called a Liquidation Seller; Liquidation Seller: A liquidation seller needs liquidity right away and will normally sell their assets at a reserve price or a steep-price reduction due to the need for immediate capital. Sometimes, these sellers might enlist an Auction service to help sell the asset. In some instances, bankruptcy, divorce or tax implications can require an owner to liquidate their portfolio. Who can help sell my domains? A domain name broker. Experience and knowledge prove most valuable when negotiating a name with a buyer and seller. Asset sales can be difficult to navigate. Brokers work by connecting sellers with potential buyers, often on a commission basis, to facilitate domain sales—especially for high-value domains. Negotiations and contracts can be daunting. It’s also important to understand all aspects of the transaction for both buyer and seller. At Name Experts, our master negotiators know what it takes to market your naming assets successfully as a domain broker. We know wide audience who will benefit most from buying your asset and have a clear strategy to pitch your assets to them. If you’re interested parties thinking of selling names you need our services to: Value your Domain Name: Your domain name is worth only as much a buyer is willing to pay. However, there are several other factors that matter. For example, single word .com assets sell for a higher price than two or three-word names. At Name Experts, we evaluate your assets based on fifteen market indicators, as well as other market comps of similar names that recently sold in the market, so that you have a realistic expectation of what your domain name is worth. Pinpoint Accuracy: Finding the right price proper domain buyers can be tough even for true domain name veterans. Finding the right buyer that sees the value and understands the true unique selling proposition. Choosing a Sales Channel Selecting the right sales channel is a critical decision for domain sellers aiming to maximize their returns. There are several avenues to consider when selling domain names, each with its own advantages. Domain name marketplaces are ideal for listing unused domains and reaching a broad audience, while auction sites can be particularly effective for selling premium domain names and generating competitive bidding. Direct sales, where you approach potential buyers or respond to inbound inquiries, can also yield strong results, especially if you have a highly targeted domain. The best choice depends on your goals, the value of your domain, and the type of buyers you want to attract. For example, if you’re looking to sell a high-value domain quickly, an auction site might be the best fit, whereas a marketplace could be more suitable for steady, ongoing sales of multiple domains. Understanding the strengths of each channel helps domain sellers make informed decisions and achieve successful domain sales. Choosing a Sales Channel Selecting the right sales channel is a critical decision for domain sellers aiming to maximize their returns. There are several avenues to consider when selling domain names, each with its own advantages. Domain name marketplaces are ideal for listing unused domains and reaching a broad audience, while auction sites can be particularly effective for selling premium domain names and generating competitive bidding. Direct sales, where you approach potential buyers or respond to inbound inquiries, can also yield strong results, especially if you have a highly targeted domain. The best choice depends on your goals, the value of your domain, and the type of buyers you want to attract. For example, if you’re looking to sell a high-value domain quickly, an auction site might be the best fit, whereas a marketplace could be more suitable for steady, ongoing sales of multiple domains. Understanding the strengths of each channel helps domain sellers make informed decisions and achieve successful domain sales. Using Domain Name Marketplaces Domain name marketplaces are powerful platforms that connect domain sellers with a wide audience of potential buyers. These marketplaces, such as Sedo, provide a range of tools and services designed to streamline the process of selling domain names. By listing your domain at a fixed price or offering it for negotiation, you can attract buyers from around the world and benefit from secure payment processing and transaction support. Marketplaces also offer features like escrow services, analytics, and promotional options to help your domain stand out. For example, Sedo allows sellers to choose between fixed price sales, auctions, or private negotiations, giving you flexibility in how you approach each sale. By leveraging the reach and resources of a domain name marketplace, domain sellers can increase their chances of selling domain names quickly and at a competitive price, all while ensuring a smooth and secure transaction for both parties. Auction Sites and Events Auction sites are a popular choice for domain sellers looking to generate interest and achieve top dollar for their premium domain names. These platforms allow you to list your domains for auction, where interested buyers can place bids and compete for ownership. Auctions are particularly effective for selling domains with high demand, as the competitive environment can drive up the final sale price. Many auction sites also host special events and themed auctions, such as Sedo’s GreatDomains auction, which showcases high-quality domains to a large audience of potential buyers. Participating in these events can significantly boost your domain’s visibility and attract serious buyers who are ready to invest. By choosing the right auction site and timing your listing to coincide with major events, domain sellers can maximize exposure, generate interest, and achieve successful domain sales. Creating an Effective Listing An effective domain listing is essential for attracting potential buyers and achieving a successful sale. Domain sellers should ensure their listing includes all the details buyers need, such as the domain’s value, its potential uses, and any relevant history or traffic statistics. Using targeted keywords and clear, compelling descriptions helps your listing appear in search results and appeals directly to interested buyers. High-quality images or even short videos can further enhance your listing, making it more engaging and professional. Additionally, leveraging online tools like domain appraisal services and SEO analytics can help you accurately determine your domain’s value and optimize your listing for maximum visibility. By presenting all the details in a clear and attractive format, domain sellers can generate interest, build trust with buyers, and increase the likelihood of selling domain names at the best possible price. Marketing: A combination of email, phone, social media, press releases and newsletters cover our global exposure. We also have many industry-wide relationships with other buyer brokers, to help connect the dots and find the perfect buyer. Our network of domain name brokers ensures that we can provide the best opportunities for selling your domain. Negotiate: Without help from an experienced domain broker like Name Experts, you might end up leaving money on the table. We’ll negotiate for you and help you maximize your profit while protecting your complete anonymity. Transfer Service: We’ll also guide you throughout the sale process, making sure the buyer lives up to his end of the deal. All transfers are handled through Escrow.com or Escrow.domains – both are licensed and audited escrow services ideal for URLs. We help coordinate to make sure your domain name ends up at the appropriate Registrar of your choosing. Whether by Authorization code, or direct-push method–we got your covered! We will do all of this and more on your behalf, without compromising your identity or confidentiality. We’ve earned the trust of our clients with consistent performance and open communication. We work on a success fee model for any domain sale. There are no upfront fees, no up-front fees and all commissions are paid after we close a transaction. We are a website exclusively focused on listing and brokering single word .com, .io, .ai and .org URLs. Please get in touch today for a free consultation on the best price for your website, listing your premium assets and help selling names.

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Name Experts offers personalized domain brokerage services, assisting clients in buying or selling premium domain names with expert appraisal, negotiation, and complete transaction management while ensuring confidentiality.

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