GoDaddy Reintroduces Valuation Appraisal Tool

GoDaddy LogoGoDaddy Auctions is set to reintroduce an updated valuation appraisal tool for its expiring domain name inventory. If you visit GoDaddy Auctions  later on this evening, you will be able to see the “Valuation” column will be populated with a valuation range. Previously, the Valuation column was essentially useless because it was based on a parked earnings algorithm that didn’t take the intrinsic value of the domain name into account. In fact, I described GoDaddy valuations  as “laughable” in an article I wrote last year.

According to GoDaddy Vice President Paul Nicks, the new and updated valuation tool’s algorithm uses the (presumably) massive database of Afternic sales to determine the retail price range of the domain names for sale in GoDaddy’s expiring domain name auctions. Essentially, the valuation tool is predicting what the domain names would sell for at retail prices if they  were listed for sale on Afternic.

The Valuation column will offer  a valuation price  range rather than a single number. Domain names that the tool appraises at  less  than $1,000 will be  listed as under $1,000 rather than a more specific range. Additionally, domain names the tool appraises at $25,000 or more are in the $25,000+ category rather than having a more specific price range.

One added benefit of the  tool for domain investors is that it will allow people to search for expiring domain names by their valuation, according to GoDaddy. This should be good for investors looking for good names by potential sale price. I would also imagine this will be good for GoDaddy as well since it should help generate additional sales.

For the time being, GoDaddy is not offering its valuation tool for privately owned domain names on GoDaddy Auctions, nor is the company allowing people to input their own domain names to see how  GoDaddy values them. I would not be surprised to see the tool rolled out in the future to help people price their domain names on Afternic. People who use the tool should always keep in mind that domain names may appraise at a certain level but may never sell for that amount (or even close to that amount if at all).

The tool may be helpful to people looking at auctions, but it’s primary purpose is to sell more domain names. My guess is it will do both.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. The valuation tool will help sales for sure, as newbies will bid with the inclined value which in most cases always outweighs underlying actual value.

  2. This is still laughable Elliot. So trust the same six billion dollar company that rolled out a prior version to arrogantly guide “valuations” for their patent attempts that had no relationship with intrinsic value or common sense in the first place? So they can stroke themselves with investors happy at their ability to cash out and gain liquidity from ongoing share sales at a ridiculous valuation for the benefit of only their oldest shareholders? Now as the leading domain provider on Earth, their big idea is to let Afternic performance metrics guide valuations that genuinely lead investors, domainer retirement goals, and consumer perceptions? Would be fine, except GoDaddy bumblers have made a mockery of Afternic through deprioritizing growth and even the most basic of attention to this platform. They have run it into the ground, compounded by mixed messages on the new extensions that undermine their own base future value proposition. No advertising, no staffing enhancements, no intelligent direction, no efforts to reach new buyers, no new market share. A company that would rather use a history ranging from elephant shooting, to telling congress they will shut down any name instantly on request, to using SuperBowl money to trivialize puppy farms – with not one mention of Afternic and it’s premium showcase capabilities (or even the new GTLDs for that matter!). An industry leader just showed me last week using Wayback that their management hasn’t had the sense, attention or care to even update their featured home page listings on Afternic for THREE YEARS. Most of their listings have been there since before the acquisition, and they have the singular most worst business category sorting ever seen from a domaining company online. So looking within their own performance and network as a tool to guide value perceptions for others is flatly insane. They don’t have the character, market understanding, ethical brand positioning, or experience ever producing one true dollar of profit to take this role. Feel free to share. The watered down recent Pros and Cons of GoDaddy was exactly that.

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