What percentage of domain sales occur through landing pages? (1.Viewing)

Blog post from 2022 on Efty:
"According to Afternic, between 40% and 60% of domain name sales come via a domain name’s landing page."

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You would think if someone was interested in buying a domain, they would visit it first and if there's an inquiry form or contact info a buyer would use that.

Otherwise, they might be browsing a marketplace without a specific domain in mind, hoping to find one listed by searching keywords. Or, the domain doesn't resolve so the buyer has to get a broker to search for the owner if they can't do it themselves.

I sold a domain where the price was listed on the landing page. Yet the buyer still went through a GoDaddy broker. I refused to negotiate $0.01 off the price and the broker worked his ass off to convince the buyer it was worth it - and they paid the full price that was listed on the landing page + HST + 20% commission. I talked to the buyer after the transaction and they just said they were nervous to buy direct. I said well you could have at least contacted me directly and we could have easily resolved any trust issues such as by using Escrow for a tiny fraction of the broker cost. They just said it was their first domain purchase for a 60+ year old company and that they were clueless. LOL. In any case, the broker might have been the only reason they bought it as he worked hard to convince them it was worth the expense. Not sure I would have made the sale without him, even though it cost the buyer low 6-figures in total.

So as insane as it seems, sometimes that broker works to your benefit. It doesn't mean you have to negotiate down on your price at all, but it does mean the broker has to become your inside pitchman. They know that with no sale, there is no commission. So I tell them the price is non-negotiable and let them actually earn their commission. This guy did. His name is Tyson Riechers, so if you get an email from him, you have a good and motivated broker working for you. I asked him if he could be assigned to my account, but he said unfortunately not, incoming broker leads are randomly assigned - which sucks...

The same agent contacted me on 5 occasions and we could not have much success. So it depends on the domain and the buyer. But I agree that he did his best and half the domains were not anything fancy either. But the buyers could not increase their budget. There were a couple that were very strong ones, and I could not justify letting them go for what was on the table.

Eby said:

The same agent contacted me on 5 occasions and we could not have much success. So it depends on the domain and the buyer. But I agree that he did his best and half the domains were not anything fancy either. But the buyers could not increase their budget. There were a couple that were very strong ones, and I could not justify letting them go for what was on the table.

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That was my first time working with him, so I have to give him kudos for convincing the buyer to pay full price + 20% more than they needed to, lol.

But yes, even with a broker and all the arguments you can make to justify the price, often a buyer just doesn't have it. And sometimes they even have it but refuse to pay it. I had one guy who said "if I was just a CEO spending company money, I'd buy it in a heartbeat. But since my wife and I own 100% shares, its like its coming straight out of our pockets and my wife just won't let me do it."

The broker may be good, but he also had the full details of the company and person he was dealing with. A 60+ yr old company must be doing something right and have access to the resources to purchase a 6 figure name. Like you said, if the potential buyer doesn't have the cash then no amount of talk or convincing will work. The other advantage of a broker is that they are a third party, so whereas the domain owner might be viewed as a huckster saying anything to sell their domain, the views of a third party person who the buyer assumes has a lot of experience with domain valuation might carry more weight.

How long did it take the broker from start to getting the sale?

I worked with Tyson once before and he helped close a low 5-figure sale on a .CA

domains said:

The broker may be good, but he also had the full details of the company and person he was dealing with. A 60+ yr old company must be doing something right and have access to the resources to purchase a 6 figure name. Like you said, if the potential buyer doesn't have the cash then no amount of talk or convincing will work. The other advantage of a broker is that they are a third party, so whereas the domain owner might be viewed as a huckster saying anything to sell their domain, the views of a third party person who the buyer assumes has a lot of experience with domain valuation might carry more weight.

How long did it take the broker from start to getting the sale?

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Just a bit longer than a month.

Not too bad for a sale of that size really.