How domain appraisal works in practice
A practical framework for estimating aftermarket domain value using comps, traffic, and brandability.
Comparable sales come first
Start with recent public sales in the same TLD and length band. Adjust for brandability, dictionary status, and commercial intent. A two-word .com with clear buyer demand often outperforms a made-up one-word ccTLD unless local demand is strong.
Traffic is a floor, not a ceiling
Type-in traffic and aged backlinks can justify a floor price, but most wholesale buyers still price brand potential higher than residual visits. Document sources: analytics, public Wayback snapshots, and inbound inquiry history.
Negotiation bands
Publish an ask, keep a walk-away, and prepare a mid-band. Brokers usually open 15–25% above the expected close when the asset is liquid. Illiquid niches need wider ranges and longer cycles.