In the past few years, a number of brand marketplaces have opened to help business operators find brand names. While these platforms are ostensibly selling brand names, in reality, they are also helping domain investors sell their domain names. Three of the most well known (to me) brand marketplaces to sell domain names include SquadHelp, Brand Bucket, and Brandpa.
When someone is looking to start a brand or rebrand their business, there is a good chance they will do various Google searches related to brand name creation. I would imagine there are more people looking at brand-related keywords than domain name search keywords. I would imagine that more business owners are looking to find a perfect brand name and then hope to find the most suitable domain name that matches. SquadHelp founder Darpan Munjal touched on this in a tweet on Sunday:
It’s interesting that Google search volume for “Business Name Ideas” has gone up significantly (especially in 2020), but “Domain Name Ideas” has declined over last several years.
Instead of selling Domains as just Domains, it’s better to position them as Brands or Business names pic.twitter.com/yWW09OlMpe
— Darpan (@darpanmunjal) November 2, 2020
Listing domain names for sale on brand marketplaces could be very helpful for domain investors. If a person is primarily looking to find a business name first, they may end up on one of the brand marketplace platforms that sells domain names and begin their search there. If they find a great brand name that is accompanied by the matching domain name, they don’t necessarily have the need to use a domain marketplace or registrar to search for domain names.
I am not the most knowledgeable person when it comes to the popular brand marketplaces, but I believe the domain name sales commission is a bit higher than standard domain name marketplaces. Feel free to correct me if I am wrong, but I understand there is a requirement for exclusivity for the brand marketplaces. Assuming the brand marketplaces are driving traffic to their listings, the higher commission rate and exclusivity aren’t huge issues that can’t be overcome.
One other avenue for domain investors who have high value domain names is a specialized brokerage like Evergreen.com, Saw.com, Media Options, and several others that assist buyers with the branding process in conjunction with finding a matching domain name. The top brokerages who work with clients for branding and domain name acquisitions offer more of a white glove, one-on-one service to clients seeking a new brand name.
My domain name portfolio has around 1,000 domain names. Because it is relatively small, I only list domain names for sale in three places – GoDaddy/Afternic, DAN.com, and Embrace.com (my business domain name marketplace). If my portfolio were larger, I would likely choose one of the brand marketplaces to list my domain names for sale.
There is a chance I am losing out on opportunities by not utilizing these large brand marketplaces, so it is something I would definitely consider in the future. I would be interested to hear about your experiences using brand marketplaces if you would like to share.