Restoration Hardware Acquires RH.com

Elliot Silver
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A little over a month ago, I wrote an article about the sale of RH.com, a domain name that Media Options sold for an amount that was not disclosed. It appears that Media Options acquired the name May of 2011.

If you visit RH.com, it currently forwards to the Restoration Hardware website. A Whois search confirms that Restoration Hardware, Inc. is the registrant of the domain name. I do not know if the registrant that was listed after Media Options represented Restoration Hardware or if it was a quick flip to the company.

If you aren’t familiar with Restoration Hardware, it’s an upscale home decor company with stores around the US. I wonder if they will continue to use RH.com simply as a forwarder or if they will begin using the shorter (and easier to sell URL) in its marketing materials.

Don’t Think Like a Domain Investor

Elliot Silver
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The director of my marketing program always reminded us that we needed to think like consumers and not marketers. It makes sense because the goal of marketers is to generate revenue from consumers, and if you aren’t thinking like a consumer, you probably won’t make the wisest business decisions.

One of the things that guides my decision making process when it comes to domain acquisitions and sales is the ability to put myself in the position of a counter party. I think about whether a particular domain name makes sense for a company in the industry, and I also think whether the price would make sense to the buyer or seller.

I’ve sold domain names in many different industries. I have zero experience in many of those industries, but I was able to get a cursory perspective when acquiring and then selling domain names. I did my best to put myself in the position of the person that would be buying the domain name from me, in order to give them a value proposition they would understand.

This morning, someone commented “I never use domains like “auto.com”, “shoes.com”, “wine.com”, etc. Never have. never plan to. Do not know ANYONE who does.  I never use those bland domains because I know that domain will not have the information, the item, the price, the shipping, the service that I am looking for.”

There are many things I personally do not do, but I know that just because I don’t do them it doesn’t mean others don’t either. When you are buying and selling domain names, you need to think like the people who will ultimately buy the domain names from you. If you can show them why they need your domain name to improve their business, they will buy it if the price is right.

Think like your target audience and not like a domain investor.

Be Mindful of the CAN SPAM Act

Elliot Silver
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15

Last week, I posted an article that shared an email I send to potential buyers of my domain names. The purpose was to give readers an idea about what to write when contacting potential buyers, but there wasn’t information about email protocol, aside from the marketing advice.

A commenter that goes by unknowndomainer made a comment about the CAN SPAM Act, and I think it’s important enough to highlight in a separate article.

According to Wikipedia, “The CAN-SPAM Act of 2003 (15 U.S.C. 7701, et seq., Public Law No. 108-187, was S.877 of the 108th United States Congress), signed into law by President George W. Bush on December 16, 2003, establishes the United States’ first national standards for the sending of commercial e-mail and requires the Federal Trade Commission (FTC) to enforce its provisions.”

People in the US who send commercial emails must abide by this Act or face potential financial penalties. If you are in the US, or if you are sending emails to US-based businesses, I think it’s very important for you to read up on the CAN SPAM Act and be knowledgeable about what you can and cannot do when sending emails.

For me, I generally add a line at the bottom of the email to let the recipient know that it’s a one time hand-sent email and that they weren’t added to any mailing list. In addition, I generally include my company’s mailing address as well, to ensure compliance with the Act.

I am not a lawyer and can’t advise on who needs to abide by the Act or what exactly needs to be included to prevent violations, but you should know about the Act and know what’s in it before you send out emails.

Updated End User Sales Email

Elliot Silver
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52

I am always tweaking the emails I individually send to end users, and I want to share the latest iteration. Please keep in mind that I individually send these emails to hand selected recipients who I think would be good prospects for the acquisition. It’s similar to what I do when I want to buy a domain name.

There are a few things to note:

  • I try to address the email to the person receiving it (no “Hi,” but “Hi John”).
  • I include a link to my website so they can see who I am and that it’s not a scam.
  • I add some urgency with the mention of the auction  possibility.
  • I don’t list the price so I can receive offers and open a dialog
  • Subject is usually [DomainName – Opportunity] or along those lines.

Let me know what you think of the email and if you would change anything.

Update: For the sake of this post, I am discussing the marketing side of selling a domain name rather than the legal aspect of sending emails. I am not an attorney and can’t advise you on legal issues, like the CAN SPAM ACT in the US, or any other legal issue related to sending email in any jurisdiction.

New Brokerage Listings

Elliot Silver
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21

As I’ve done in past weeks, I want to share some new brokerage listings from the popular domain brokerages.  If you have any interest in any of the names that were listed, be in touch with the broker directly.  You’ll notice I also listed a name I am personally selling.

If you work as a domain broker and would like to submit a name you have under exclusive agreement that hasn’t been on the market or has seen a great price drop, feel free to do so.

This week’s new brokerage listings:

Read More

Group Domain Name Appraisals

Elliot Silver
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276

I don’t like appraisals. I think they’re pretty much worthless, and I wouldn’t pay someone to do an appraisal for me because it’s just not possible for a third party to accurately value a domain name.

I believe domain name is worth what someone will pay for it at a given time. That goes for your names and my names. A domain name that I think has no value may have tremendous value to someone with the capital to buy it while a can’t lose domain name can languish in an owner’s portfolio for years.

That being said, I am welcoming you to submit one domain name for a group appraisal. Visitors to my blog are welcome to appraise domain names if they would like to participate.

Hit “reply” and type what you think the name is worth. If you have the time and desire, please offer some insight into why you think it’s worth what you said it’s worth. You could also simply click the “like” or “dislike” buttons to agree with an appraisal.

Whether the actual appraisals are on target or not, I do think it’s good to get a range of opinions.

I’ll kick things off asking for your appraisal of ChelseaRealEstate.com (it will be the first comment so people can reply).

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