Pricing is where most domain sellers fail. Price too high and you get no inquiries. Price too low and you leave money on the table. Master these strategies to find the sweet spot that maximizes your sales and profits.
The Psychology of Domain Pricing
Domain pricing isn't purely rational—it's psychological. Understanding how buyers think helps you price strategically:
Anchoring Effect
Your asking price sets the anchor for negotiation. Price at $10,000 and buyers think in thousands. Price at $500 and they think in hundreds. Set anchors strategically high.
Perceived Value
A $999 domain feels "cheap." A $5,000 domain feels "premium." Sometimes raising your price increases perceived quality and attracts better buyers.
Urgency and Scarcity
Domains are unique assets—there's only one ExactMatch.com. Communicate scarcity. "Buy now or someone else will" is legitimate psychology.
Pricing Strategies
1. Comparable Sales Pricing
The most reliable method. Research what similar domains actually sold for:
- Check NameBio for verified sales
- Look at same TLD, similar length, same industry
- Adjust for market conditions (prices trend upward)
- Use median, not average (outliers skew averages)
Similar sales: TechFounder.com ($8,500), StartupTech.com ($12,000), TechVenture.com ($6,800)
Median: $8,500 → Price at $9,500-$12,000 asking
2. Multiple-of-Acquisition Pricing
For domains you acquired cheaply, use a multiplier:
| Acquisition Cost | Target Multiplier | Asking Price |
|---|---|---|
| Hand-reg ($10) | 50-500x | $500-$5,000 |
| Expired ($50-200) | 10-50x | $500-$10,000 |
| Auction ($500-2,000) | 3-10x | $1,500-$20,000 |
| Premium ($5,000+) | 2-5x | $10,000-$25,000 |
3. End-User Premium Pricing
If you're targeting businesses (not domain investors), price higher:
- End users pay 3-10x more than investors
- They see domains as business assets, not commodities
- A $5,000 domain is cheap compared to a $50,000 rebranding project
The 10x Rule
A domain should cost roughly 10% of what you'd spend on a year of marketing with a worse domain. If a business would spend $100K marketing "GetTechSolutions.com," paying $10K for "TechSolutions.com" is a bargain.
4. Tiered Pricing
Different prices for different sale channels:
| Channel | Price Level | Why |
|---|---|---|
| Inbound inquiry | Highest | Buyer found you—high intent |
| Marketplace listing | High | Browsing buyers, some comparison |
| Outbound to company | Medium-High | They didn't ask—need value pitch |
| Investor forums | Wholesale | Investors want deals |
Common Pricing Mistakes
Mistakes to Avoid
- Emotional attachment: Your domain isn't worth more because you love it
- Ignoring the market: Prices are set by buyers, not sellers
- Racing to bottom: Lowest price doesn't always win
- One-size-fits-all: Different domains need different strategies
- Never adjusting: Markets change; update prices annually
When to Lower Prices
- No inquiries after 12+ months at current price
- Industry or keyword declining in relevance
- Multiple similar domains now available cheaper
- Renewal coming and ROI is negative
- Portfolio consolidation needed
When to Raise Prices
- Receiving multiple inquiries at current price
- Industry or keyword trending upward
- Similar domains selling for more
- Company with exact-match name got funded
- You're negotiating with serious buyer
Make Offer vs. Buy Now
| Strategy | Pros | Cons |
|---|---|---|
| Buy Now Only | Filters tire-kickers, faster sales | Scares off negotiators |
| Make Offer Only | Price discovery, flexibility | Low-ball offers, time-consuming |
| Both (Recommended) | Maximum options | Buyers may ignore BIN |
FAQ
Should I show my asking price or use "Make Offer"?
For most domains, show a price. "Make Offer" without context gets low-ball offers. Exception: ultra-premium domains where you genuinely want to see what the market offers.
How much should I budget for negotiation?
Most sales close at 50-70% of asking price. If you want $5,000, list at $7,500-$10,000. This gives room to negotiate while still hitting your target.
Should I price differently on different platforms?
Keep prices consistent across platforms—buyers cross-reference. Different pricing creates trust issues. Vary your negotiation flexibility instead.