BIN, Make Offer, Price Upon Request – what’s the right balance?

For Sale Landing Pages

Here’s a topic I’ve been going back-and-forth on, and talking to a number of full time domain investors, it seems everyone has a little different approach. The question is – on “For Sale” landing pages on your domains, how should you balance between listing a BIN price, leaving it open with “Make Offer” or leaving it even more open with “Price Upon Request.”

So far I’ve found there’s a bit of a bifurcation between people who think you should not list a price, and those who think you do. The thinking here is, if you name the price you could be leaving money on the table. On the flip side, those in favor of BIN pricing make the point that not naming a price means you’ll sell less names.

Most people I’ve talked to that invest in domain names for a living have a balanced approach, as for how they balance it, well there’s definitely no silver bullet there. What seems to make the most sense to me is to categorize my domains into three different buckets:

  1. Cashflow names – domains you want to sell to generate cashflow, as long as you lock in a certain ROI on the sale, you should be happy, even if I do leave some money on the table.
  2. Premium names – domains that you made a more serious investment in, you’re looking for the right buyer who will pay full retail for the name.
  3. Longshots – domains you took a chance on, maybe you went with an extension like .AI or .GG, maybe it’s a four-word .COM you think has a chance. Longshots you might be okay making a lower ROI on because you’re really just trying to see if you can sell them at all.

My current thinking is to use “For Sale” landing pages with BIN pricing on cashflow names and longshots, and stick with “Price Upon Request” for premium names. For cashflow names I’ll set an ROI in the 5x – 10x range, for longshots I’ll set an ROI in the 2x – 4x range.

Efty is my go-to for landing pages and it’s pretty easy to make these changes over there and experiment with it a bit. Additionally, they have a good variety of different designs and layouts to play with so I’ll likely try a few different styles of each to see if one performs better than another.

Well there’s my two cents, what do you think?

{ 13 comments… add one }

  • Dk June 15, 2020, 10:16 am

    Sort of similar, but i also pricing my one word .io or .ai with mid five figures. Setting up high expectations. I think i moved on to pricing everything, with exception of Premium names. On those i will usually price it, unless its a super premium (50+k). I found when i price it, it sets up expectation. Last year i sold 1 .ai domain for half the asking price. Which was 50k. I was very happy, and buyer got a good deal. I am more of mid range / cashflow names, with a few exceptions. Longshots, if i missed i drop, but otherwise i will price them similar to cashflow names. Had 3 sales in May in low 4 figure range. For size of my portfolio its pretty good sell through. I think big part is a) whats your landing page. I personally hate efty, i find it is very basic page that doesnt allow for much marketing creativity. I used Dan / Epik, half and half, and i put everything on afternic. After i moved from efty, my sales improved. I think UX wise Dan is better, and Epik is much more customizable. For me efty was too constraining. I come from marketing background, and i just could deal with limited customization. I discovered Epik this winter, and hasnt gone back. Dan, has been good to me for few years now.

    Reply
  • George In Miami June 15, 2020, 10:52 am

    I don’t like Efty at all. Better options are available and without charge.

    Reply
    • Dk June 15, 2020, 11:54 am

      I dont mind the charge, if i get sales and conversion. Charge is part of business, since we are paying commission any way, and for that efty in theory is great. But my issues with them is lack of flexibility and combustibility, if landing page looks meh, it will affect sales conversion. So ultimately i think who ever is using efty, is paying for it with less conversion and sales. For a while i had majority of my names on efty, and sales were far and few in between. While once i moved on, it got better. A lot better.

      Reply
  • BullS June 15, 2020, 12:06 pm

    just rotate between Sedo and Afternic and just try each features every 4 mths.
    Why pay when you can get your domains listed for FREE? Why pay $10 to list your domains on someone’s blog??
    Regards,
    BullS
    MBA,PhD
    Magna cum laude
    Graduate of DKAcademy.com

    DK–Domain King Academy.

    Reply
    • Morgan June 15, 2020, 5:08 pm

      My problem is that I think Efty has much nicer-looking landing pages than Sedo or Afternic…also I can’t customize the landing pages on Sedo and Afternic in the same ways so it’s pretty limiting. Oh, and I have to pay commission, so lots of reasons!

      Reply
  • Sten June 15, 2020, 12:57 pm

    Here’s a thought. Don’t price anything based on ROI off of purchase price. Doing that would mean that you think the purchase price was indicative of value. It’s likely not and hopefully not, especially since it takes 100 years to sell a domain.

    Reply
    • Morgan June 15, 2020, 5:02 pm

      @Sten – I think you do need to take the purchase price into account to hit some minimum threshold. For example, if I buy a domain for $1,500 – I probably wouldn’t want to sell it for $1,600 so a minimum ROI would be important to have as a baseline. That being said, this is also why it’s important to have a good idea of what you think retail would be for the name so you don’t overpay and end up with a name with little-to-no profit potential.

      Reply
  • David J Castello June 15, 2020, 1:19 pm

    We have never sold a name via Make Offer. You’ll get lowballed every time and the buyer has just set the goalposts ten miles in their direction. Seller should simply set their price and take it from there.

    Reply
    • Morgan June 15, 2020, 5:03 pm

      Good feedback David, thanks for sharing!

      Reply
    • John June 18, 2020, 12:49 pm

      I literally just started doing that myself for the same reason, though ironically my last “offer” was not a lowball.

      Reply
  • BullS June 15, 2020, 6:30 pm

    Why don’t efty give us 6/12 mths free trial and we can test it out?

    Regards,
    BullS
    MBA,PhD
    Magna cum laude
    Graduate of DKAcademy.com

    DK–Domain King Academy.

    Reply
  • AbdulBasit Makrani June 16, 2020, 12:17 am

    Almost all of my domains are having BIN and that has increased the sales dramatically compare to having Make Offers only in the past. Though I’ve set domains into 2 categories like yours “Cashflow names” and “Premium names”. But almost all of them having BIN.

    Reply
  • Jackie June 23, 2020, 1:03 pm

    While I also wish Efty was more flexible, I havce settled on a few LPs that I like.
    For me, a big plus of Efy is the ability to get traffic stats so that I know how many visitors – and from where – each page is getting.

    Reply
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