How To Sell a Domain

The following article features pricing and plan information that is subject to change. For the most current information, be sure to visit the Name.com pricing page.

In 2025, the sale of Icon.com for nearly $12 million grabbed headlines (DN Journal, 2025). But it wasn’t just a story about one buyer with deep pockets. It was a reminder that domain names are digital real estate, and the right address can be worth a fortune. Even if your domain won’t fetch millions, selling an unused URL can still put meaningful money back in your pocket.

In 2024, there were almost 379 million domain names registered worldwide, a figure expected to reach nearly 460 million by 2030 (GlobeNewswire, 2025). That growth makes memorable, keyword-rich domains harder to come by — and more valuable to the businesses that need them.

Still, realizing there is money to be made isn’t the same as knowing how to sell a domain name profitably. This guide covers the essentials: what makes a domain valuable, how to prepare it for sale, the platforms and brokers you can use, and how to close a deal safely and confidently.

Understanding domain value

Value is a tricky concept in domain name sales. Some are little more than digital placeholders, while others sell for millions. Besides the eye-popping $12 million price tag for Icon.com, Double.com fetched about $980,000, and Cloud.ai took around $600,000 in 2025 (DN Journal, 2025). Yet other domains sell for under $100. So, what separates the most valuable domains from the rest?

First and foremost, it’s about simplicity and brandability. A short, easy-to-spell name is more memorable than a long and complicated one. Strong keywords also carry weight, since they can garner higher placement in search results and boost organic traffic.

The extension, or top-level domain (TLD), is another major factor. While .com is still the default for many brands, niche extensions like .ai, .io, and .xyz are gaining a foothold, especially in tech and e-commerce. A well-paired name and extension can boost competition and drive up value.

Buyers also look at a domain’s history and SEO signals. Established backlinks, steady traffic, and a clean record (no spam or penalties) all make a URL more attractive. Before listing a domain, it’s wise to check its reputation using Archive.org or SEO platforms. You can also run appraisals in tools like Estibot, GoDaddy Appraisal, Sedo, or Afternic, and review comparable sales on NameBio and DN Journal to set realistic expectations.

Preparing your domain for sale

When selling a domain name, a little preparation can have a big impact on the final price. It’s similar to staging a house before selling — the better it looks, the more confident buyers feel. Take a few careful steps before you list:

• Verify ownership details. Make sure your WHOIS information is current and accurate. Buyers and marketplaces will check this, and outdated records can be a warning sign.
• Confirm transfer eligibility. A domain cannot change hands until it’s at least 60 days old and unlocked at the registrar (ICANN, 2025). Make sure you clear this hurdle before listing to avoid delays once a buyer is ready.
• Add credibility with a landing page. A simple “This domain is for sale” page shows you’re serious. Use it to strengthen your pitch with traffic stats, brand potential, or backlinks. You can also merchandise premium domains with a branded logo or simple visual identity, which helps buyers better visualize what the domain could become.
• Showcase a clean history. Domains with no spam or penalties are more appealing. Run a quick check on Archive.org or with SEO tools to review the domain’s past use. If you find issues, you may be able to get bad backlinks removed and clean up outdated content in Google Search Console, or simply disclose the history to buyers to build trust.

Choosing where to sell

Once you’ve prepared your domain for the marketplace, the next step is deciding where to sell it. The four most common avenues are:

• Domain marketplaces: Resale sites like Sedo, Afternic, Flippa, and BrandBucket connect you with more buyers. That exposure holds real value — your listing may be visible to entrepreneurs worldwide — but you’ll pay anywhere from 10–25% of the sale amount in fees.
• Direct outreach: Sometimes, the best buyer is a company or startup that clearly benefits from your domain. Research the potential buyer before you send an email, and be upfront and clear about your asking price.
• Domain brokers: Brokers bring broader connections and negotiation experience — a recipe for getting higher offers. They usually charge a commission, so this option only makes sense for high-value domains (typically six-figure or more).

The right channel depends on your domain’s value, how quickly you want to sell, and how much effort you’re willing to put into the process.

Setting a price

Just as with selling a home, pricing your domain name is a delicate balancing act. Set it too high and you deter buyers, but aim too low and you diminish your payout. Here are some options for finding the sweet spot:

• Fixed price: A clear “Buy It Now” listing motivates buyers to move quickly, but it can undersell the domain if demand is higher than expected.
• Make-offer: Asking buyers to make the first move encourages negotiation and gives you flexibility. Beware of lowball offers, though.
• Auction: Auctions invite competition, but they work best only if multiple buyers are already interested.

When setting a price, consider valuable features like keyword relevance, TLD value, and comparable sales. Tools like NameBio and DN Journal publish recent sales, which you can reference for credibility during negotiations.

Marketwide trends can also provide guidance. In 2024, there were nearly 623,000 publicly reported domain sales. That’s roughly an 18% decline from 2023, yet the total dollar volume of sales actually rose (IT.com, 2025). In other words, fewer names are selling, but those that do are often selling for more — a trend that can work to your advantage.

Raw numbers aren’t the only factor. Smart pricing also considers market positioning and buyer psychology. A name listed at $4,995 may seem more reasonable than one at $5,000, even though the difference is minimal. Meanwhile, newer TLDs like .ai and .io are fetching higher prices in tech-leaning industries. Both factors show that effective pricing is more about matching buyer perception than simply setting a number.

Negotiating the domain sale

Preparing and pricing your site lays the groundwork for selling your domain, but negotiation is where you win or lose the deal.

From there, shift the discussion to what makes the domain worth the investment, whether it’s branding potential, keyword relevance, or traffic history. Buyers are more receptive when you frame the price in terms of business outcomes.

Translating those benefits into return on investment will make your position even stronger. For example, showing how a $3,000 purchase could pay for itself in just a few months of organic leads makes the value tangible and harder to dismiss.

Remember that negotiations can stretch over days or weeks, and plowing ahead may lead to concessions you’d rather avoid. Keep the tone courteous and avoid showing personal attachment to the domain. The most successful negotiations are built on clear business reasoning, not an emotional debate.

Keeping domain transaction secure

Security is critical to any deal involving a high-value asset. When selling a domain name, use an escrow service like Escrow.com or Afternic’s built-in system. These platforms serve as intermediaries, holding the funds until the ownership transfer is complete.

The mechanics of the process depend on the sales channel. If both parties use the same registrar, the domain can often be “pushed” directly to the buyer’s account. Otherwise, you’ll need to provide an unlock code (typically called an EPP or Auth code) to transfer the domain externally. Confirm with your registrar before proceeding.

Finally, stay alert for scams. Avoid accepting overpayments, non-secure payment methods, or buyers who refuse to use escrow. If someone insists on PayPal or a direct wire transfer, treat it as a red flag. Serious, trustworthy buyers understand that escrow protects everyone.

Tips for selling domains faster

Selling a domain can be a slow process. Even valuable names may sit on the market for months before a sale materializes.

That said, there are ways to speed up the process and make your listing stand out:

• Set realistic prices. Use recent comps to guide your asking price, and consider a “Buy It Now” option for quicker sales.
• Polish your landing page. Keep your sales page simple, stress key benefits, and set a clear call to action.
• Promote strategically. Share your listing on domain forums like NamePros or DNForum, as well as industry groups or networking sites.
• Bundle related domains. Offering variations or alternate TLDs together (like the .net or a plural form of your domain name) can make the package more attractive to buyers.
• Add a perk. Including a professional email address (e.g., [email protected]) may sweeten the deal for startups that need a quick launch.

How to sell your domain name with confidence

Selling a domain isn’t an overnight process. Success comes down to timing it right, positioning your domain strategically, and earning buyer trust. The more research and work you do up front — from checking comparable sales to cleaning up the domain’s history — the smoother the process will be.

Use secure sales platforms, stay professional in negotiations, and be patient. With persistence, you can turn your unused domain into a sought-after asset.

Sources: 

DN Journal. Icon.com Sold for $12 Million in 6th Largest Publicly Reported Domain Sale of All Time. https://www.dnjournal.com/archive/lowdown/2025/dailyposts/0424.htm

Globe Newswire. Domain Names Industry Analysis and Strategic Business Report 2025: 459.9 Million Domain Names Projected to be Registered by 2030.  https://www.globenewswire.com/news-release/2025/05/29/3090112/28124/en/Domain-Names-Industry-Analysis-and-Strategic-Business-Report-2025-459-9-Million-Domain-Names-Projected-to-be-Registered-by-2030.html

DN Journal. Our YTD Top 100 Sales Chart Continues to Add Muscle With Four More 6-Figure Sales Coming On Board. https://dnjournal.com/ytd-sales-charts.htm

ICANN. FAQs for Registrants: Transferring Your Domain Name. https://www.icann.org/resources/pages/name-holder-faqs-2017-10-10-en

IT.com. 2024 Domain Sales and Acquisitions and 2025 Predictions with Tess Diaz, it.com Domains. https://get.it.com/blog/2024-domain-sales-and-acquisitions-and-2025-predictions-with-tess-diaz-it-com-domains/