Self-Brokerage Just Got Better: Lease to Own, Seen Status, and Upgrades

In March 2025, after much anticipation from our seller community, we launched Self-Brokerage – a direct negotiation platform for Custom Lander leads. This new solution brings together the best of Afternic, Uniregistry, and Dan.com, giving sellers an effortless way to track and negotiate leads. 

From launch, we promised to keep refining and upgrading the negotiation experience based on your feedback. Today, we’re excited to share some of the enhancements we’ve made so far. 

Want to begin using Self-Brokerage? There are some simple steps to take. 

Lease to Own 

We launched with direct Buy it Now negotiations, but we know that flexibility can make all the difference in closing a deal.  

That’s why we recently added Lease to Own (LTO) to Self-Brokerage. Answering common feedback we received, this update gives you increased flexibility to help close more deals and bridge the gap between your valuation, and the buyer’s budget. 

LTO is available during negotiations for prices between $495 and $100,000, with a maximum term of up to 60 months.  

To begin using LTO within Self-Brokerage, head to our launch post for a tutorial. 

Enhanced Email Journeys 

We focused on getting Self-Brokerage into your hands quickly, so our email communications were intentionally simple. Since then, your feedback has shaped a more robust email journey for both buyers and sellers. 

Seller emails now begin with an overview of your buyer’s offer.

For sellers, enhanced notifications now keep you updated at every critical stage of the negotiation. This includes a revamped “New Offer” email that contains more information, so you can see key information at a glance. 

For buyers, redesigned GoDaddy-branded emails provide a seamless experience throughout the transaction. 

Smarter Lead Insights 

When we launched, sellers could view a buyer’s location and timezone, helping you tailor your outreach. But you told us you wanted more context to help prioritize your leads and close sales faster. 

After a buyer submits an offer, we ask some follow-up questions in our post-inquiry survey. This survey, also used for brokered leads, helps to qualify the buyer.  

The responses to questions such as their reason for acquiring the domain and whether they’re a first-time buyer, are now visible to you. These post-inquiry insights make it easier to spot high-quality leads and fine-tune your approach. 

Notably, we’ve noticed that buyers who are repeat purchasers tend to be higher quality leads. With these new insights, you’ll be able to spot opportunities and invest your time where it matters most. 

Know When Your Message is Seen 

Timing is everything in negotiation. That’s why we’ve added “seen” message statuses – just like your favorite messaging apps.  

As a seller, you can now see when a buyer has read your last message. No more guessing games; you can decide if it’s time to follow up or give the buyer some space to consider their next move. 

This small but powerful feature helps you stay in control of the negotiation flow. 

Keep the Conversation Going 

We heard loud and clear that sellers and buyers want to continue chatting even after an offer has been accepted, to communicate on payment timing. 

Now, you can continue the conversation through the Self-Brokerage platform after an offer is accepted, making it easier than ever to close out those final details.  

Once your domain name sells, our TA team will take it from there. 

Simplified Buyer Login 

When a buyer finds the perfect domain, acting on that interest should be effortless.  

We’ve streamlined the sign-in experience so buyers can now express interest by simply entering their email address and verifying with a one-time code. No passwords, no lengthy forms – just a quick way to get started.  

This update helps serious buyers connect faster, while still giving sellers the lead quality signals they need to close with confidence. 

Share Your Feedback With Us 

Self-Brokerage is built for you, and with you. As we continue to develop new features, we want to hear from you! Share your thoughts, suggestions, and requests with us anytime at domaincommunity@godaddy.com. 

Here’s to more sales and more success with Self-Brokerage! Happy Selling!