Most domain deals are won or lost in a few short emails. The same principles work whether you’re buying a name for your startup or selling one from your portfolio.
- Decide your walk-away number before the first message.
- Anchor with a clear price and a reason, not an apology.
- Payment plans and lease-to-own close deals that a lump sum can’t.
Before you negotiate
Know three numbers: your target price, your walk-away price, and the evidence behind them. For sellers, that evidence is comps and the buyer pool. For buyers, it’s what the name is worth to your business and what alternatives you have. Our valuation framework helps set all three.
For sellers
Buy now, make offer, or both
A buy-now price removes friction and lets a motivated buyer close instantly. Make-offer listings let you discover demand but can attract lowballs. Many sellers use a buy-now price on names with clear value and make-offer on names where demand is uncertain. A minimum offer screens out unserious bids.
Responding to a lowball
A low offer is information: someone is interested. Answer briefly, state your price, and give one reason. Don’t argue or insult the buyer.
Thanks for your interest in ExampleName.com. The price is $4,800, which reflects recent sales of similar two-word .com names in this category. If it helps, I can offer a 12-month payment plan through the marketplace.
Counter once, then hold
Splitting the difference again and again teaches buyers that your price is soft. Make one meaningful counter, then hold unless something new comes up.
For buyers
Start with the listing
If a name has a buy-now price you can accept, take it. Negotiating a listed price down risks losing the name to another buyer.
Make a credible first offer
A serious, specific offer gets a serious reply. A one-line lowball often gets ignored.
Hi, I’m launching a small analytics consultancy and ExampleName.com would be a great fit. I can offer $2,500, paid through Escrow.com or your preferred marketplace. Open to discussing.
Consider going anonymous
If you represent a well-funded company, sellers may raise the price once they know who you are. A broker or a personal email can keep the negotiation about the name.
Payment plans and lease-to-own
Many buyers can pay $5,000 over a year even if they can’t pay it today. Lease-to-own and installment plans, offered by several marketplaces including Atom, widen your buyer pool. Every name on our Farm Team offers lease-to-own for this reason.
Close safely
- Use the marketplace checkout or an escrow service like Escrow.com. Never transfer a name before payment is secured.
- Put the agreed price and terms in writing.
- Be wary of buyers who push to skip escrow or claim an urgent deadline.
When to walk away
If the other side won’t meet your walk-away price, end politely and leave the door open. Plenty of domain deals close months later, when the buyer comes back after trying alternatives.
Understood, and thanks for the conversation. The name stays available at $4,800 if your plans change.
Setting your prices? Run your names through the NAR Score first, and read 15 tricks of the trade for more tactics.