Sell a Domain Name via PR Firm

Elliot Silver
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When you are looking to sell a domain name to a large company, it can be difficult to get in touch with the right decision maker. In fact, it can even be difficult to determine who the decision maker actually is!

An article in the Boston Globe might shed some light on how to sell a domain name to a large company, and I want to share the insight I gleaned from the article in the hopes that it helps you.

If you aren’t aware, Market Basket is a major grocery store chain in the northeast. The company was founded by the Demoulas brothers, and the chain grew into one of the largest grocery stores in the region. Because the store had Demoulas in its name for quite some time, the Demoulas brand is still well known in this area. Unfortunately, there was considerable family discord reported, and the company that is known as Market Basket was in the news quite a bit last year as a result of ownership issues. Long story short, Arthur T. Demoulas now has control of the company.

The Boston Globe published an article about the Demoulas.com domain name and how it was owned by someone that is not related to the Demoulas family or the grocery chain. To me, the most relevant and helpful part of the article is this:

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Opening Offer is Important

Elliot Silver
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The vast majority of opening offers I receive to buy my domain names are very low. I would guesstimate the average opening offer is well under $1,000, with the majority probably being around $100. Frankly, it’s a bit disheartening and frustrating to receive a $100 offer for a domain name I bought for $xx,xxx.

On the rare occasion that I do receive a decent offer for a domain name, I get excited because I know the prospective buyer has at least done some homework. We might not end up reaching an agreement, but at least the opening offer doesn’t make the prospect look unqualified and uneducated. I try to respond to all inquiries, but I am much more inclined to ignore an uneducated offer than deal with someone who clearly doesn’t have any idea about domain name values.

When I am on the other side of the negotiating table, I take my experience with

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Domain Lesson from Clarkston, Michigan

Elliot Silver
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I caught a news article on ClarkstonNews.com about the website for a small city in Michigan, and the City Manager shared a valuable lesson all municipalities and businesses should heed: Set up a single email address to receive important emails, such as domain name renewals.

The domain name that is home to the website for the City of the Village of Clarkston (also known as Clarkson) expired, and apparently someone from the previous administration was listed as the registrant. As a result, the domain name expired, rendering the website unreachable since it was in pending renewal status. Fortunately, they were able to get in touch with that person, and it appears that the website is now operational again.

Had the domain name been registered to

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Don’t Let Someone Talk Negatively After a Domain Sale

Elliot Silver
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As hard as I try to be nice when completing a domain name purchase or sale, I have been a participant in what you might call “challenging” negotiations. Regardless of what is being discussed, negotiations can become contentious. I think domain name negotiations can be even more contentious than usual because some people think aftermarket domain names are overpriced, and they don’t like the fact that people buy domain names as investments. Put simply, some people do not like dealing with domain investors.

I am sure there have been plenty of negotiations that ended with one party not being happy with the other party (or the domain broker who represented a particular party) after a deal is transacted. I can’t help but think of this article posted by Andrew to illustrate a case where one side of a deal was unhappy with some part of the transaction. Sometimes people keep this to themselves, but other times, they want to express how they feel to as many people as they can.

With that being said, once a

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New Leadership May Mean New Opportunity

Elliot Silver
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There have been quite a few times where I’ve been negotiating with a prospective buyer, and I can tell the company wants to buy a particular domain name but we were unable to come to terms on the price. When this happens, I let them know they can contact me in the future if their offer changes, but until then, I will keep the domain name and possibly find another company to buy it.

As time passes, new leadership may enter the company. Perhaps a new Chief Marketing Officer (CMO) or Chief Executive Officer (CEO) takes a position at the company. The change in leadership, especially if it involved the counterparty in a negotiation, may bear fruit for your negotiation. This new executive may have a stronger interest in the domain name, and the company may be more willing to buy it at a price that is closer to the initial asking price.

This may not

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You May Get Only One Chance to Buy a Domain Name

Elliot Silver
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There are quite a few ways to try and purchase a domain name in private. A buyer can negotiate directly with the owner, an anonymous offer can be placed on the domain name, a broker can be engaged to negotiate, or a domain name can be purchased through a domain marketplace. Despite all of the great options, buyers need to know that they may only get one good chance to buy a domain name.

When a prospective buyer inquires about a domain name, the domain owner may begin doing research on who the buyer is and why the buyer wants the domain name. He will also determine the value of the domain name, and a major factor is the demand for the domain name.

Continued efforts at acquiring a domain name may end up increasing the price of the domain name. A domain owner may sense desperation by the prospective buyer, and the price may be adjusted accordingly. Similarly, if the inquiries were made privately, the domain owner may assume more than one prospective buyer is interested in the domain name, and the price may also rise as a result of the perceived increase in demand.

Domain buyers should realize

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