September 23, 2019

Domain Name Investing: Invest in Premium Domain Names

written by

Joe Uddeme

Joe Uddeme

Domain Name Investing: Invest in Premium Domain Names

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There’s more to a premium domain name than a high price tag – a great one can accelerate business growth and promote long-term financial stability. NameExperts.com Director Joe Uddeme explains why landing a beauty could be essential for your company.

 

Here’s a question for every company to tackle. Small businesses and startups in particular need to consider if it is worth investing a quarter of their funding, say, on a premium domain name rather than better office facilities or company cars.

The answer to that question is seldom simple. That’s because it is dependent on the kind of business the domain name will be used by, together with a number of other aspects.

A domain name is critical because, quite simply, you can’t run a website without one. It will be the title of your site and email – and will play a crucial role in your marketing strategy once you’ve purchased it.

In this guide, we’ll study everything there is to know about premium domain names so you can decide whether you should buy one for your business.

Even if the name you want ends up costing $10,000 or more (LOTS more, in some cases), it might prove to be one of the best investments you make for your company.

Two rolls of dollar bills on white table to denote high cost of premium domain names

 

When is a Domain Name Considered a Premium Domain?

The process of buying domain names usually involves several disappointing moments. Such as when you first think of an especially excellent name… only to search for it and discover it was bought in 1999 and is currently up for sale for $100k.

The crazy thing is, these domains do nothing special. There’s no rocket science involved with coming up with them – which is kind of the point. Premium domain names with a high price tag are familiar-sounding and catchy. Everyday words. It’s why cars.com sold for almost a billion dollars.

A great domain name will help your site gain more traction much faster – and will prove to be one of your greatest investments if you have chosen wisely. This is the reason why a domain becomes a premium one.

 

The Precise Definition of a Domain Name

The cost of a domain name will give away that it’s a premium one. Usually, a regular premium domain name is a domain name that is already owned by a registry or a person. If you want it, it’ll cost you.

The name’s costs are exponentially higher than a typical domain and can vary from a few hundred dollars to millions. This is because of the perceived value which it might have for a company within a particular industry.

In order for a name to achieve a high sale price, there has to be somebody who believes it is worth it. Until a domain name is sold, technically speaking it is worth virtually nothing. Try getting a million bucks for a domain name if the internet permanently goes down!

A domain name is considered premium due to its brandability, keywords and overall desirability. All these are highly valuable for a business that wishes to branch out on the internet.

Not every premium domain price is set by a person. On occasion, the relevant registry (such as .info or .design) sets the cost for this.

 

The Potential Problems With Choosing a Not-So-Premium Domain

There are a few issues a company might run into if they don’t choose the best domain name they can. Here are the main difficulties:

  • Trust and Branding Issues. Often, having a .com domain is the best way to show that a company is serious and trustworthy. A good deal of experts say to always go with .com, but there are lots of other options too, including .org, .co and .io. A trusted domain name consultant can guide you on the best choices here.
  • Little Potential to Grow. When you’re stuck with a lemon, you can limit your business opportunities. Numerous businesses end up thriving after purchasing a premium domain name for around $500,000, particularly if it matches with their institution’s name.
  • It Might Confuse the Client. If a business opts for an inferior domain extension, they may lose lots of customers. Some of these would-be visitors might believe the support is down or that the site doesn’t even exist because what they have actually done is visit domain.com rather than your site – domain.co.

Cute puppy dog looking confused

How a Premium Domain Name Can Help Your Website

The fantastic thing about ultra-premium domain names is the fact that they are pretty much household names – so you don’t have to make additional investments in making them known. As a result:

  • You’ll have to spend less money on internet PPC advertisements. Why? Because you are going to get organic visitors to your website as soon as you’ve launched it.
  • You’ll enjoy better SEO and site rank – resulting in more traffic. Individuals are already searching for your website and will be glad to find it.
  • There are more trust and authority involved using a premium domain name, which will make reliable companies link to your site. This can further boost SEO.
  • A short, catchy name functions really well on social media and people will remember it.
  • The domain will provide prospective clients with a strong indication about what they will find on your website, so you don’t have to invest money and time describing it to them.
  • Simply speaking, it is much simpler to make a premium domain popular. You’ll have to devote a good deal less money on advertising it.

Summing up

If you’re doing business in a market where word of mouth is essential, than premium domains are definitely something to consider – whatever the cost.

Not all small business owners and startups, however, should start with a premium domain name. A business can definitely be effective with a less-than-perfect domain name if it is catchy enough.

If the domain name you’re considering matches your branding, sometimes that is all you’ll need. It can work well even if it doesn’t match your business’s name.

If you can’t get the .com extension you want, it is possible to go with .co, .ai or many other top-level domains (TLDs).

But when you start to hit it big, securing a premium domain name could be a very wise move – because there’s a high possibility it will pay off handsomely within the next few years.

 

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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The Best Places to Buy and Sell Domain Names

Last updated: 10 September, 2025. Got a domain name in your sights? Looking to sell one? Our domain marketplace comparison is just the ticket for anyone looking to buy or sell domain names – as Name Experts director Joe Uddeme explains.   If you’ve found yourself here, you’re probably exploring the world of domain marketplaces or checking out related options. These are online sites where you can buy and sell domain names, and it can be fun typing a name into one of these sites to see if it’s already been taken. What you’ll quickly find is that pretty much every great name is already owned by somebody else (check out our post on what to do when someone else owns the domain name you want). There is a vibrant international market in buying and selling domain names; they’re traded like shares and some go for millions of dollars. Plus, of course, many of the good ones are actually in use. The likes of carrentals.com were never going to be simply ‘parked up’ forever! If you’re looking to buy a premium domain name, a broker specializing in market research, negotiation and transfer services can save you a ton of time and money. But for more everyday transactions – those costing a few thousand dollars or even as little as 20 bucks – a domain marketplace is where you’ll do business. In this blog post, we’ll look at some of the pros and cons of some of the best domain marketplaces, including Flippa and Namepros. Key takeaways Even for a low-value sale or purchase, use a reputable service. When you get into five figures or more, consider using a domain broker. Big names like Sedo and Namecheap are as popular as ever. Check out our FAQ for tips on selling fast, buying expired domains and more.   1. Sedo Sedo is a dedicated domain marketplace (similar to GoDaddy) with millions of users. It has been around for over two decades, making it a trusted marketplace for buying and selling domains. Any domain name owner can sign up for free and list their domain for sale on the website, and prospective buyers can easily contact them through the platform to buy domains. If you need something memorable that you can hang your whole business on, check out Name Experts’ current premium domains for sale. On Sedo, sellers can set a fixed price for their domain, put it up for auction, or indicate that they’re entertaining offers with an unspecified price range. When buyers come to the site, they can search for any keyword and check if anyone has listed a related domain name on the market. If you’re in the market for a premium domain name costing upwards of $10,000, consider seeking out an expert domain name brokerage service. These can help you purchase a domain name at the best price – or sell one without leaving money on the table. Sedo Search Sample: When we typed in ‘bikes’, the first three results were bikes.org, bikes.co, and bikes.biz, which are premium domain names – although they currently get little traffic. Sedo also includes other domain names that are closely related to your search phrase to sell domains. The first two domains in this example have a Make Offer button next to them, while the last has a Buy It Now button for your popular domain. This indicates that the domain sellers of the first two domains put them up for auction, while the third domain’s owner set a fixed price for their marketing strategy. As a buyer, you’re free to search for any specific URL and find related domains listed on Sedo to find the perfect domain. Purchasing from the domain marketplace requires added registration and jumping through a few other hoops, but it’s worth it as Sedo has such a large selection of premium domains available for acquisition. Who it’s best for: serious name-hunters who want access to a vast pool of names. 2. NamePros NamePros is an online community for domain name owners to interact and discuss events related to the industry. In the forum’s early days, users commonly posted they had domain names available for sale and wanted to connect with potential buyers. Observing this, the owner of the forum launched an official domain marketplace section for buying and selling domain names. On NamePros, any registered user can list the domain names they have available in a forum post. To make the domains easy for prospective buyers to find, NamePros has formal categories that users can attach to their posts to find the perfect domain. How much is it worth? Namepros can also share pertinent details of recently sold domains that are similar in nature to your domain search. Domain name valuation is a complex area, so tread carefully! Because it is a forum, NamePros only helps buyers and owners find each other and it’s up to them to negotiate and decide how they’ll handle payments for the domain. This is unlike Sedo, which facilitates payments and domain transfers for its users among other services. When using NamePros to buy a domain you should be more careful about your purchase. Set specific terms with the seller before proceeding on any deal and use a trusted online escrow service (e.g. Escrow.com) to ensure that the payment goes through only after the seller has transferred the domain name to your preferred registrar. You can find a large variety of domain names for sale on NamePros, making it one of the best domain marketplaces in the world. Who it’s best for: industry players and those looking to strike up a relationship with fellow domain traders. It’s by no means the easiest marketplace to use! 3. Flippa Flippa is a marketplace competing with GoDaddy for buying and selling online properties, including websites and domain names. The platform has facilitated millions of dollars in domain name sales since its inception in 2009 and has built a reputation as one of the most trusted domain name marketplaces to find the perfect domain name. The most expensive domain name deal arranged on Flippa was StockPhoto.com, which sold for $250,000. Any domain name owner can sign up on Flippa and list their domains, but it requires a payment of $29 for a base listing and $99 for an enhanced listing. Sellers often pick the second option because it makes their domains more visible to potential buyers looking for a great domain name. As a buyer, you can create a free account on Flippa and find domain names matching your taste. You can then search for a specific keyword and find related domain names listed by domain owners to buy domain names based on cost, features and budget. Easy to use To demonstrate, we searched for “cars”. The first three results were OldCarsForSale.com, acars.com, and fastsportscars.com, listed for $5,000, $100, and $1 respectively. OldCarsForSale.com is a premium domain worth its higher price. It’ll be a very good domain for anyone who wants to sell used cars online without a specific destination. Check out our post on choosing a good brand name for some further thoughts on this. Fastsportscars.com seems like a good generic domain name, but it can easily be mistaken for fastsportcars.com, giving it a disadvantage. It’s likely why it’s listed for a very low price and shows that you can find a good deal on a domain name for personal use. When you’re ready to make an offer or buy a domain on Flippa, the platform handles the entire process for you. They have been around for over a decade and built a reputation on the internet as one of the most trusted domain name marketplaces to find the perfect domain name. Who it’s best for: anyone wanting to sell quickly (choose an enhanced listing for maximum visibility). 4. Namecheap Namecheap is one of the most widely-used domain registrars, serving over 2 million customers and giving GoDaddy a run for its money. It also has a premium domain marketplace as well as business resources and forum support for its customers. Popular domain names Namecheap has an internet marketplace where domain name owners can connect with and manage potential buyers. Only domain names registered on Namecheap can be listed for sale, however, and owners can list their domain names at a fixed amount or put them in auctions. If a seller lists their domain at a fixed price, you can purchase it immediately, just like you would purchase a new domain on Namecheap. Auctions If the seller puts their domain up for auction, you’ll have to participate in a timed bidding process if you want to try and secure it. If you’re the one doing the selling, Namecheap collects a 10% commission on each sale. You must have a Namecheap account to buy domains from its marketplace and after buying any domain it is automatically transferred to your control. The convenient sale process makes Namecheap one of the easiest domain marketplaces to use over other domain marketplaces. Who it’s best for: amateurs and serious pros – Namecheap has something for everyone. 5. Atom.com (formerly Brand Bucket) Each premium domain is carefully reviewed by branding experts to ensure it meets high standards of originality, pronunciation, and memorability when selling domain names. This makes Atom.com a little different in the domain marketplace arena. Names often have five- or even six-figure asking prices. Visual Identity Package Every premium domain listing includes a professionally designed logo for your organization, providing a cohesive domain brand package that helps with your company identity. User-Friendly Search and Navigation Advanced filtering lets you search domains by industry, point, style, length, and other attributes to find the perfect match. Who it’s best for: anyone looking for a brandable premium name. They even mock up logos for available domains to give you a taster for what’s possible.   FAQ About the Domain Name Marketplace   Where can I sell my domain name fast? If you have a good name available and want to raise funds quickly, you can quickly sell it any of these marketplaces. A large platform such as SEDO, GoDaddy, Afternic or Namecheap offer great options for buying domains quickly – and also boast a fast transfer process.   How fast do domain names sell? Domain names take anywhere from hours to days, months, or years depending on the demand for them. The amount the domain is listed for also plays a role in how quickly it will sell. If the price is too high relative to its value, there may be no interest from buyers, especially for a premium domain. If a domain is listed on the wrong marketplace, it may not sell, too. We recommend using a large marketplace like GoDaddy. Check out our post about domain flipping for some extra tips.   Where do I buy expired domain names for sale? Many domain registrars host auctions for expiring domain names, including GoDaddy, Namecheap, and Network Solutions to buy domains. There are also websites specializing in auctioning expired domains, such as ExpiredDomains and DropCatch market services for other domain name sales on non-active domains. Domain brokers can help too. They can also help you buy names that are currently owned by someone else – even those already in use, if the price is right.   How can I build or develop my domain? Select a registrar, choose and pay a hosting company to host the domain, and sign up for a web builder interface to develop the site. WordPress or Wix are popular, though Wix is easiest to use if you have no experience. GoDaddy also offers a turnkey solution for your company’s development to make launching online worry free.   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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Are You A Domain Buyer? Here’s How It Works

Whether you want to buy names to sell straight away or hold them in your portfolio, there’s a lot to learn if you want to be a big-hitter in the domain buying and selling world. Domain name expert Joe Uddeme shares his top tips for domain buying success.   Both buying and selling domains can be an exciting adventure – and it can even be a profitable endeavor. If you’re trying to get into the domain-buying game, or are simply looking for someone to buy a domain you want to sell, you need a little more information about how it all works. The actual odds of you cashing in big amounts of money from your domain aren’t high (unless you’re sitting on a desirable two- or three-letter domain name that isn’t currently in use). But if you have no idea what you’re doing, you might also be wasting time and money. If you want to make it big, you need a tried and true process to help guide you. This post covers our top tips to help you find a domain buyer or to be a domain buyer – and insert yourself into the domain buying and selling game the right way. Key Takeaways The importance of research when buying and selling domains Understand your audience Promote your domains to attract the right buyer How a domain broker can help Domain Buyer Tips Though the internet isn’t very old in real terms, there are already millions of domains already registered. And yet there’s still an endless amount of combinations available to register. That’s not even including the hundreds of new domain name extensions available (think .net, .club, .ai and so on). Do A Little Research – Get Focused The first thing we recommend is to do a little research before you get started. If you’re looking to buy a domain, start with what you already know. What are you already an expert in? Buying the right domain is much easier when you have a knowledge of the industry so that you choose something that will 1) actually sell, or 2) be a great domain for your business. If you know fishing, for example, you’ll know just the things your fellow marlin hunters will be searching for. Is there a domain name available that fits? Start your domain name search based on keywords related to the things you’re familiar with. If you KNOW it’s going to be valuable, it will be much easier to sell. Check the strength of a keyword with tools like Google Trends or Keyword Planner or similar SEO tools. We highly recommend working with a domain broker who knows the marketplace. They’ll be able to give helpful suggestions and help you avoid costly mistakes. We do NOT recommend targeting a prospective domain buyer based on their potential economic status. Targeting a certain demographic that you don’t know anything about could be an expensive error. You might also be missing specific rules associated with the industry you’re going after. The bottom line is, you won’t make any money if your buyers can’t use the domain you bought. Know Your Audience If you understand your audience, you’ll be able to really generate sales of domains you buy. If you’ve got a great domain, you can hold onto it for years and probably make a decent profit. Maybe you’ve already monetized the domain with an active website and put in some great SEO efforts – things that can help make your domain worth a lot more to a potential domain buyer. These types of well researched domains can end up paying for themselves. Talk to a domain broker. The industry’s big-hitters will have the knowledge you’re looking for and be able to steer you in the right direction for domains that will actually benefit the buyer. Domain Seller Tips Evaluate Your Domain It is so important that you actually have access to domains that would be a valuable asset to domain buyers. Put yourself in the buyer’s shoes. Would the domain name you’re selling actually be beneficial to a business or organization? Similarly, if you’re the one buying, have a domain broker assess the value of the potential domain. Would having this domain make it easier for clients to find you? Will having that particular domain make it easier to rank higher on search engines? Would your profits increase based off of this particular domain name? Don’t buy anything without knowing its true value. Get Your Domains Out There There are many different avenues for getting your domains out to potential domain buyers. Again, we suggest doing a little research. If you’re using a respected source, you’ll have a much better chance of getting your domains sold. The best suggestion we have is to work with a sell-side domain name broker who knows the market. You can also use a distribution network to make sure you’re getting the right domain in front of the right buyer. Maybe you already know who might benefit from the domain name? Start a conversation and convey that you already understand what the domain is capable of achieving. However, if you don’t already have a place to show off your domain, partnering with a domain buying and selling brokerage business will take the pain out of everything and increase your chances of a profitable sale. Choosing the right broker If you’ve purchased one or more premium domain names and want to sell them, why leave anything to chance? Working with a broker who spends every day in the market is the way to go. Not only do they buy and sell millions of dollars worth of domains every year, they also have a network already established. They might have a long list of buyers and sellers lined up before you even set up a meeting. Domain brokers are able to accurately assess the value of potential domains, and also help negotiate on your behalf. They also know all the paperwork and legal processes that come with buying and selling domains, which means that you don’t have to worry about any of it. Look for one with a strong track record, ideally one that can demonstrate experience in high-level transactions. Global experience can be helpful, too, especially if you want to secure the international TLDs for a specific name.   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 Rebrand Your Business and Domain Name

Even well-established businesses sometimes need to rebrand, and one of the biggest issues can be finding a new domain name to match. In this post, NameExperts.com Director Joe Uddeme looks at the smart way to do it.   Looking to rebrand your business? It’s rarely a walk in the park, with a to-do list that features everything from registering your new name, changing all of your company materials, and, crucially, securing a new domain name that can help your rebranded business to grow. There’s often a significant culture change, too, and it’s important your staff understand why you’re rebranding and what your hopes are for the new-look company. In this post, we’ll look at some key things to consider, including buying the domain name you’ll need. Key Takeaways The compelling reasons behind rebranding Considerations for your audience/marketplace Publicizing your new brand Practical considerations (logos, etc.)   How to rebrand a business Branding is a critical consideration for every business. Branding refers to promoting your products with a distinctive feel and design. It’s an ideal way to differentiate yourself from competitors. No matter how good your products are, you won’t sell them without proper branding and customer awareness. Branding isn’t an easy task. We wouldn’t have many companies struggling to sell themselves if it was. The world is littered with failed branding strategies, even from big brands. Netflix’s struggled early on to use Qwikster to break out its DVD rental service and its streaming service. However, a failed branding strategy isn’t the end of the world. Any business can rebrand and make it right with consumers. Netflix didn’t give up when its Qwikster brand failed. It continued DVD rentals with its usual name (successfully) before pivoting to video streaming later. When your initial branding strategy doesn’t work, the intelligent thing to do is a rebrand, and there are specific factors to consider when doing that. Be clear on what’s driving the rebrand Before initiating rebranding efforts, you must be clear on what’s driving the need for the rebranding. There are varying reasons for a business to rebrand, and each demands different strategies. The most common reasons for rebranding include: Having an outdated brand To reposition your brand Reputation management Brands can become outdated when they fail to keep up with rapid changes in modern style and influence. For example, a social media site from the early internet days won’t survive well in this current internet age when we have vastly different demographics. The early social media platforms became outdated over time, and those that failed to rebrand lost market share. You can also rebrand to reposition your company’s business strategy. If your original name focused on a niche, but has evolved to target a broader offering. FilterEasy to Second Nature is a good example of a brand that changed brand names to better align with their new offering. They originally focused on selling only filters but evolved to sell home care products. Check out our story about the rebranding of Monday.com for another great case study. Businesses also rebrand for reputational purposes. You may have started with a well-meaning name that unfortunately became associated with negative things in the future. A typical example is a Chinese fashion retailer named ISIS that had to rebrand when the name became associated with terrorist activities.   Focus on the Core Messaging Your rebrand should have clear and concise messaging. You should be able to tell a story with your new brand that customers can relate to. Just don’t rebrand without context – because that can irk existing customers. Let them know why you’re rebranding and why it’s better for the business. A simple explanation goes a long way in making your customers empathize with you despite the short-term inconvenience. Let your teams know this, too.   Consider your audience, market, and competition Take time to evaluate how your rebranding would affect your existing audience (customers) and standing against competitors in the market. Ensure you research to validate if your rebranding reasons are appropriate. How would your customers react to an unfamiliar brand name? Is there intense brand competition in your industry? These are good questions to ask before initiating any rebrand. You must be sure that the direction of your rebrand matches what customers want. There are two main types of branding research: quantitative and qualitative. Quantitative research entails collecting and analyzing numerical data to find patterns, while qualitative implies using non-numerical data. Focus groups are a good example.   Publicize your new brand Your rebranding efforts will be futile if you don’t make customers aware of it. Consumers have short attention spans, meaning they can easily forget your old brand. Once you rebrand, assume you’re a newly formed brand and market like one. Buy ads on social media platforms, search engines, TV, etc., to spread the word about your new identity.   How do I rebrand an existing business? 1. Buy a new domain name In this digital age, not having a website puts you on a lower level than your competitors. Hence, the first step to rebranding an existing business is securing the proper domain name. Before choosing your new brand name, check if a corresponding domain name is available. Your domain name is how customers would find you, so you can’t afford to make errors here. You can buy any available domain name through any domain registrar. However, there are cases where a domain you want is already taken, and you see yourself having no other choice. Don’t fret. You can enlist a domain name broker to find and contact the owner with an offer on your behalf. Domain brokerage services are great at negotiation and can take care of the technical side of domain name acquisition, too. 2. Change your logo A logo is an essential aspect of any brand because it’s one of the first things a customer recognizes and identifies with. Hence, you should change your logo during rebranding to signal your new brand identity. You can make your logo simpler for customers. Likewise, you can use unique colors to make your new brand stand out from your former. 3. Change your slogan Many brands have a slogan that customers resonate with, e.g., Nike’s “Just do it” and Disneyland’s “The happiest place on earth.” It would be best if you changed your slogan when rebranding to flaunt your new brand identity. 4. Create new ads You should create advertisements fitting your new brand identity. Your ads will now use a different slogan, color palette, keywords, etc.   What does it mean to rebrand a business? Rebranding is the process of changing an organization’s corporate image. It entails creating a new look and feel for an existing company to influence customer choices. A rebranding company would typically change its name (and domain), logo, slogan, vision, mission statement, etc.   Why would a company rebrand? There are various reasons why a company would rebrand. It could be repositioning themselves for a new business strategy, reputational management, or simply fixing an outdated brand. If a company is switching from a niche market to a larger one, it’s wise to rebrand appropriately to match its new focus. Likewise, if a company’s brand suffers from a poor reputation due to internal or external causes, a rebrand can help avert it.   Should you rebrand your business? Rebranding is a complex and expensive undertaking that you must do only with a clear goal. If you’re not looking to change your strategy, avert a reputational crisis, or face other standard issues that call for rebranding, we advise you to avoid it. However, in the right circumstances, it can give a struggling company or one with immediate challenges a new lease of life.   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. Joe has helped with the rebranding of numerous large companies. Contact him at: [email protected]    

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