How Buyers Find Domain Names

When someone decides to acquire a domain name, the process usually falls into one of three main paths: they have a brand already in mind and want to secure the matching or a similar domain name, they start their search from scratch using a platform to generate brand and domain name ideas, or someone reaches out to sell them a domain name.

In the first scenario, a buyer has already established (or is in the process of establishing) a brand name. They might be launching a company, introducing a new product, or rebranding an existing business. The brand name is already chosen, and they want to buy the matching .com domain name.

Buyers that know the domain name they want will usually start by visiting their preferred domain registrar to buy the domain name. Based on my own experience, most people expect to register their domain name – even if that name was taken 30+ years ago. There’s a massive educational lag when it comes to domain names. At that point, these buyers can either register their domain name, buy it through an aftermarket listing, hire a domain broker, or choose an alternative domain name suggested by the registrar. I suspect this is where many people end up registering a cheaper alternative to their brand match .com domain name because of price or availability.

Instead of using a domain registrar – or in addition to the registrar if the domain name is not showing up in the search path, some buyers visit their preferred domain name to see if it is being used or possibly available for sale. For domain investors, this is why having a BIN or inquiry landing page is important. Buyers can skip the domain registrar search path.

The second group of domain name buyers do not have a domain name in mind, and they are more exploratory. Many don’t even have a brand name in mind. They may search various platforms or work with branding experts to help them choose a brand and matching domain name. These buyers are going to rely entirely on others to create a brand name that resonates for them.

Some domain name buyers blend these approaches. They might have a short list of potential brand names and search for available matching domain names while also browsing marketplaces for alternatives they hadn’t considered. Brand creation and domain name availability may influence each other.

The third group of domain name buyers responds to direct outreach to acquire a domain name. A domain broker or the domain registrant would find the prospective buyer based on their branding and domain name usage, and pitch a well-suited (hopefully) domain name via cold outreach.

For domain investors, understanding the buyer mindsets is critical. This knowledge should be used to help decide where to list domain names for sale, what platforms should be used for different domain names, and what landing pages would work best for different domain names. I think everyone has a different idea of what works for their own domain names, and this is an important aspect of being a successful investor.