One key takeaway from the Uniregistry domain sales report

In case you missed it, Uniregistry shared their sales data from 2016 – 2018 and there are a lot of really interesting data points in it. You can read it and go through everything yourself, for now, I’ll just pull out one data point that I think is the most relevant to most of my blog readers who are domain investors.

First, let me share the data:

Jan: 456 domains sold, average sale price $7,322 with a total of $3.3M
Feb: 408 domains sold, average sale price $10,181 with a total of $4.1M
March: 501 domains sold, average sale price $9,272 with a total of $4.6M
April: 498 domains sold, average sale price $10,093 with a total of $5M
May: 514 domains sold, average sale price $9,576 with a total of $4.9M
June: 416 domains sold, average sale price $10,573 with a total of $4.3M
July: 437 domains sold, average sale price $8,510 with a total of $3.7M
Aug: 480 domains sold, average sale price $8,049 with a total of $3.8M
Sept: 432 domains sold, average sale price $9,516 with a total of $4.1M
Oct: 453 domains sold, average sale price $10,653 with a total of $4.8M
Nov: 444 domains sold, average sale price $7,865 with a total of $3.4M
Dec: 406 domains sold, average sale price $8,873 with a total of $3.6M

Source – Uniregistry

If you look over one year of Uniregistry sales, first you’ll notice, they’re selling millions of dollars in a domains every month. Second, you’ll notice, the average sales price is pretty much always at or below $10,000.

There’s also a lot of volume there so I’d say, if you want liquidity on your domains, selling at or below $10,000 is a pretty reasonable takeaway here.

Of course if you have a great one-word .COM that’s worth six-figures or more I’m not saying to sell that for less than $10,000. What I am saying is that for all the two-word .COMs in your portfolio that you bought for under $1,000 on a drop…yeah, those will probably have the best chance of selling if priced under $10k.

But then you’ll say – what about my premium two-word .COMs? No, not those, you can price those over $10k. What I’m talking about is your normal, run of the mill two-word .COMs, these are the best domains for your average Domainer IMO since you can get them for under $1,000 and sell them in the five figure range.

Thanks to Uniregistry for sharing this data. There are a lot of other insights in their report but this one really stood out to me since it’s the most relevant to me, you, and probably quite a few other readers.

Did you pick up other insights from the report? Agree or disagree with me? Either way I want to hear from you – comment and let your voice be heard!

{ 7 comments… add one }

  • Snoopy June 12, 2019, 12:06 am

    “There’s also a lot of volume there so I’d say, if you want liquidity on your domains, selling at or below $10,000 is a pretty reasonable takeaway here.”

    /////////////////

    Are you reading the same report as me? An average of 7k-10k means 50% of names sold for more than that so your comments make no sense.

    Reply
    • Logan June 12, 2019, 9:00 am

      No, 50% above would be the median, not the average. Average is biased by very low or very high observations in the data; median is not. Median is simply the midpoint of the observations, 50% below, 50% above.

      Reply
  • Bobby June 12, 2019, 12:34 am

    Dearest Morgan,

    I am against using an “average” sale price in this case in order to determine best sell through listing prices.

    You are better off with a “grouping” strategy to get a better price point for liquidity.

    But this would require more refined data. For example, # of sales within 0-5k, 5k-10k, and so on.

    An “average” sales price from the limited data provided is very lazy and very inaccurate math.

    Best,
    Bobby

    Reply
  • Bobby June 12, 2019, 12:55 am

    Follow-up

    2018 Uni Sales metrics
    18% of sales 10K-99,999
    1% of sales at 100K or above
    69% of sales between $1,000 to $9,999
    43% of sales twoword domains

    From the Uni report:
    Mean (Average) sales price for 2018 was $9,200
    Median sales price for 2018 was $3,500

    Reply
  • Mark Thorpe June 12, 2019, 6:33 am

    Two-word .COM domains are still great investments. Even some three-word domains are still good investments like phrases or call-to-action names.

    Reply
  • domain guy June 12, 2019, 1:54 pm

    100 million in sales broken down into actual usable metrics and the one thing that you noticed is the avg sale is under 10K? I don’t think you would make it as an analyst anywhere….
    The first thing I noticed was the volume of contacts to get a sale. With structured outgoing marketing program the closing rate was .015% Did you get this? While rick never did any marketing for over 10 million in sales an effective marketing program closed less than 2 one hundreds. Direct mail used to get 1-3%. It’s damm hard to close a domain sale…got this?

    while every domainer reads Ron Jackson’s weekly sales report the like industry bible. 80% of the highest domain sales were not publicly disclosed. This means any high priced sale is not made public. What did Rick state in 1997? If men.com was not made public he would not finalize this sale. Rick wanted a public bench mark…Does every domanier now see how important this is? 20 years later?
    Lets see anything else? the majority of the sales were two words and 95% of the sales were for .com. Does this ring any bells?
    Oh how about .com popular world wide not just in the US. .com sales were made in over 100 counties that’s over 50% of the world and in 14 different languages. So an English two word .com is worth its weight in gold worldwide. Oh and its important to be under 8 characters..pretty dam short and getting shorter.
    This a gold mine of information Frank has released. 100 million is sales in 3 yrs? unbelievable…

    Reply
  • Snoopy June 12, 2019, 6:26 pm

    The first thing I noticed was the volume of contacts to get a sale. With structured outgoing marketing program the closing rate was .015% Did you get this? While rick never did any marketing for over 10 million in sales an effective marketing program closed less than 2 one hundreds. Direct mail used to get 1-3%. It’s damm hard to close a domain sale…got this?

    ///////////////////////////

    A lot of sales would just happen anyway, so I don’t think 2% success rate for phone calls would be accurate. The phone calls are about trying to pick up the people who are not definite on buying the name in my view. It does generally take a lot of inquiries to sell one name because most people have $50-$100 budget so it is about getting the buyers who are the 1 percenters.

    Reply
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