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My ten point process for selling domain names to end users (or for Finding Direct Advertisers)

Selling domains to end users will most likely get you the highest price for your domain because the right end user has a business use or marketing strategy along with the desire to own your domain. End users generally pay retail prices. The General Manager of NameMedia (BuyDomains.com) Peter Lamson recently told the DNJournal that his company had its best quarter ever in 1Q-2008 because of their domain sales to end users.

I have found that domain sales to end users under $5,000 are the easiest to sell. Domain priced there or less generally do not require a senior level decision maker, financing or too much of a sales pitch in order to get an end user to understand the power of a domain that is relevant to their business. However, domains priced over $10,000 can be run through this same process but it is usually more time consuming.

If you don't have the time, talent or fondness for research, screening and/or cold calling of prospective end user buyers for your domain, I offer a domain broker for hire service for a flat fee (no commission).

Okay, enough with the introduction. Here's my process for selling domain names to end users (or finding direct advertisers).

Phase 1: Conduct research to analyze quality of domain

1. Search Whois and Archive.org information to analyze past use, advertisers, graphics and development.

2. Check Adwords keyword tool for keyword CPC, search frequency, advertiser competition and related search terms.

3. Check domain position in Google, Yahoo and MSN Live search results to find placement of domain in search engines (if any).

Phase 2: Identification of end users and prospects

4. Identify current use and ownership of related domains like singular version, plural version, similar keyword domains along with .net .org .info .biz. .us mobi, .tv, .co.uk, .com.au and .ca extensions and create list of prospective buyers. This research also provides domains available for hand registration.  

5. In step 3, my position checker tool gives me the top 40 results for the three different search engines. I run it a couple more times for keywords related to the domain then add all the good candidates to the prospective buyers list. This process can yield hundreds of prospective buyers for your domain.

6. I then check the three search engines for advertisers who are paying to show up on keywords related to your domain and add them to the prospective buyers list.

Phase 3: Prospect screening phase

7. I now begin screening the prospective buyers by visiting each website on the list and screen out the unqualified prospects. I also gather company management and contact information of decision makers.  As I visit each site and discover a qualified prospect, I make note of potential decision makers and their contact information. 

This is a time consuming phase especially when large corporations are potential buyers. Their websites do not give out senior level decision maker contact information. So, when necessary, I will refer to the press releases and/or public whois information in order to guess email naming protocol so I can send an email directly to a senior level decision maker.

Phase 4: Cold calling end users

8. Send email proposal to qualified prospects. (I suggest including price of domain.)

9. Begin phone campaign to identify and pitch sale of target domain to decision maker.

10. Follow up with phone calls and emails to interested parties and good prospects.

That's it. Simple, right? Well, it's a time consuming process but it can be very rewarding when you hook up with an end user that "gets it" and wants to buy the name. You get a sale and he/she gets a domain they will develop or point to an existing website. If you need a little help with cold calling there is more information below but I have one more tip for you about preparing the domain for sale.

Preparing the Domain For Sale

As you pitch this opportunity, your prospects will most likely type in the domain to view its current use. If it's not parked or developed, at least park it so the content has some relevance to the domain name. Here's what I like to do with a domain that I am selling... list it on ebay and then point it to the ebay auction listing. (You can list it with a buy it now price or auction. That's your own judgment call.)

However you price it, when your domain is listed at ebay it shows that the domain is actively for sale and that this opportunity has an expiration date. If you want to get an affiliate commission on your own sale, follow these simple instructions:

1. Open an affiliate account with the Ebay Partner Network
2. Go to the listing page of the domain for sale on ebay. Copy the URL.
3. Go to the Ebay Partner Network then Create Campaign. Create a campaign for this domain
4. Go to Tools then Link Generator. Select custom URL, paste in the URL of the ebay auction of the domain name, select your program like Ebay US then select the campaign. Don't enter any text. Click Generate URL and then copy the URL. (This is the old Flexible Linking Tool.)
5. Go to your registrar where you have the domain registered and forward the domain to this ebay generated URL. Now, when someone types in your domain for sale, they will be going through your ebay affiliate link thus giving you a commission on the sale and a 30 day cookie so you will get a commission on any purchase they make for 30 days.

The Email Pitch

Always send emails to one person at a time and make sure they are a qualified prospect. You are not spamming if you are sending one email to one person offering them a relevant business opportunity. Don't bother with spam. It will all get trashed and you will be a spammer with no credibility. So, come up with an ALL TEXT (no images or html) form letter like this:

John,

I see that you show up in search engine results for XYZkeyword. I thought that you might like to know that I am proactively seeking a buyer for my domain name XYZkeyword.com

You may find that by owning XYZkeyword.com and pointing type-in traffic to your existing site that you would capture pre-qualified leads.

XYZkeyword.com is a powerful industry keyword domain name that needs no explanation of spelling or pronunciation. Owning such a name will tell your competitors, current and future customers, partners and/or investors that you are THE Player in this space.

Since we are proactively seeking a buyer for this domain, we do not expect to own it for very long. Once XYZkeyword.com is sold to an industry Player, we don't expect that this great domain name will EVER be for sale again. If you have ANY interest to purchase this quality domain, please contact me to discuss this opportunity.

I am available for any domain related questions regarding traffic forwarding, hosting, development, resale etc before, during and any time after the sale of all domains that I offer for sale.

Asking price is $5000 or best offer over $4000. First come, first served opportunity.

Rob Sequin

http://SearchDomainsForSale.com

508 737 1654

Cape Cod, Massachusetts

The Cold Call Pitch

Always focus on the positive benefits of owning and using a top quality, generic domain (assuming that's what you are selling). You will get all kinds of responses from F*&$ you to "I'm interested".

First, I would suggest reading through my Reasons to Own Domains and make the appropriate points to your prospects. Mostly I focus on how this generic domain would capture type in traffic that are from pre qualified leads like potential customers, partners, employees, investors and even journalists looking for an industry source. I like to say that they are pre qualified leads because if someone types in a domain, they are actively looking for the product or service with those keywords.

Get your prospect to understand that this is a long term investment similar to advertising yet they own the domain which is an asset that will only cost them $8 per year to own. Ask if they have an annual advertising budget and encourage them to related this purchase as an advertising expense.

Compare the domain you are selling to the domain they are using. Is your easier to say over the phone and/or remember? If so, make sure they understand that. They don't have to rebrand their site. They can simply point the domain to their existing site. They can use the domain in online marketing campaigns too. I would say that people are more likely to click on a great keyword domain that is relevant to their search rather than some XYZ brand domain that they do not know about.

Also, if they own the domain then their competition doesn't. I get a lot of good responses to that one. A great industry term or generic domain also gives them credibility in the marketplace.

Now I don't have any studies to back up any of this so be careful not to state this all as facts. However, these are all safe assumptions that most domainers would agree with.

When you have to leave a message (and you will very often) be sure to speak slowly. Mention some benefits, your name, phone number, domain name and that this is a limited time opportunity. You might want to mention your time zone if necessary.

I am a domain broker for hire who will pro-actively market your domains for sale to end users or pro-actively seek direct advertisers for your develop website.

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