I have 25 domain names all centered around the names handgunreview.com, shotgunreview.com, firearmreview.com, etc. I am interested in selling these as a block. Do you handle this and if you do, what is the best way to expedite the sale?
Jason Miner, VP Sales, BuyDomains and Afternic responds:
How to successfully sell a portfolio of names is a great question, and one that we are asked frequently.
Multiple domain portfolio sales are usually (but not always) completed when the buyer is a domain investor rather than a business looking to build a brand for their business (also known as end users).
The reason for this is that a business will typically be looking to create an online identity for their company, or possibly a specific product or service line. Usually this means they are looking for a single domain name, or possible a single SLD with multiple TLDs (com, not, org, .us, etc.).
For this reason it can be challenging to sell a portfolio of names to an end user – although it does happen on occasion.
This means that in most cases portfolio sales will occur when a domain investor has interest in the category of names you are offering. This also means the final price will likely be at a wholesale level rather than full retail price. In bulk sales to wholesale buyers, the seller receives the benefit of immediate liquidity, but at the cost of reduced domain valuation.
Our recommendation is to first determine a clear understanding of your sales objectives.
Are you looking for a quick sale with immediate cash as the benefit? Or are you looking to maximize the value of your names and are willing to wait for the right price?
If you are looking to quickly divest your portfolio, focus on offering your domains to large domain investors (Afternic’s parent company, NameMedia, is an active buyer of names. Portfolios may be submitted for wholesale purchase consideration at http://www.buydomains.com/sell-domains/sell-form.jsp).
If you are looking to maximize the retail value of your portfolio, our recommendation would be to make names available for individual purchase at a higher price point – your perceived full retail value. There may be greater value in selling 10 names over the course of a year or two to an end user then to sell 50 domains in aggregate to a wholesale. And then you still own your 40 remaining names!
Your tactical course of action ultimately depends on your urgency and overall strategy.
I hope this helps and good selling!