SullysBlog

Domain investing tips, strategies, and industry insights

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Domain Insights

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The Shift From Speculation to Strategy in Domain Investing

For a long time, domain investing was driven by speculation. You bought names because they felt right. Because a keyword was trending. Because someone on a forum said a certain extension was about to explode. Sometimes that worked. Often it did not. I learned the business that way. Taking shots, missing most of them, slowly figuring out what actually moves the needle. I bought hundreds of names I could not explain to anyone, including myself. Over the past few years, I have noticed a shift. T

Should We All Be Investing in .VC Domains?

Should We All Be Investing in .VC Domains?

I recently saw a post on X by Doron Vermaat about investing in .vc domains. It caught my attention mostly because it wasn't something I had ever seriously considered. After a couple of rodeos, I have developed a pretty good sense of what fits my style and what does not. I'd always written off .vc as too niche, too expensive, too far outside my wheelhouse to bother learning about. .vc had always fallen squarely into the "not for me" category, largely without much thought. That alone felt like a

One Habit That Will Make You A Better Domainer in 2026

One Habit That Will Make You A Better Domainer in 2026

Every December I do the same thing. I sit down with a blank page and map out what I want the next year of my domain investing to look like, and the rest of my life. Some years I hit every goal I set. Some years I miss badly. The exercise is still worth doing because it forces me to think about where I am, where I want to go, and what needs to change to get there. If you have been in this industry for a week or for twenty years, setting real goals for 2026 will make you a better investor. Most p

You Need to Understand How People Search

You Need to Understand How People Search

I ignored search intent for probably the first eight years I was in domains. Just didn't think about it. I'd look at a keyword, decide it sounded strong, check if there were any sales comps, and make a buy/no-buy decision. Worked fine until it didn't. The problem is you're leaving money on the table. Worse, you're buying names that feel premium but have no economic foundation. I've done this more times than I want to admit. Here's what finally clicked for me: the value a founder feels when the

Why I’m Launching a Monthly Newsletter (And Who It’s Actually For)

Why I’m Launching a Monthly Newsletter (And Who It’s Actually For)

I’ve gone back and forth for years on whether I should run a newsletter. Not because I didn’t think I had anything to say, but because I didn’t want to add to the noise. The domain industry already has plenty of loud opinions, recycled advice, and surface-level takes that feel helpful until you try to apply them in the real world. That’s not what I want to build. In January, I’m launching a monthly SullysBlog newsletter, and I want to be very clear about why it exists, who it’s for, and what

You Need To Understand Branding As A Domain Investor

You Need To Understand Branding As A Domain Investor

If you stay in this industry long enough, you eventually learn something that most domain investors never figure out: the real game isn't domains. It's branding. Every sale you make, every negotiation you enter, every acquisition you chase is influenced by branding whether you realize it or not. The sooner you accept that, the sooner your portfolio begins to change from a random collection of words to something that founders actually want to buy. For years I saw myself as someone who bought an

Domain Glossary

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Acronym

Acronym Names refer to domain names that are made up of the initial letters of multiple words. These types of domains are typically short, usually 2-4 characters long, and are highly valued due to ...

Aftermarket

Secondary domain sales market

Alpha Domain

Alpha Names, in the context of domain investing, refer to domain names that are composed entirely of letters, without any numbers or hyphens. These can be single-word domains (like 'Software.com'),...

Appraisal

A professional or automated assessment of a domain name's market value based on factors like length, keywords, and comparable sales.

ARIN

ARIN, or the American Registry for Internet Numbers, is a nonprofit organization that manages the distribution of Internet number resources, including IPv4 and IPv6 address space, and Autonomous Sy...

Auction

Domain Name Auctions are a common method for buying and selling domain names. These auctions happen in several ways: Expiry Auctions: When a domain name's registration is not renewed, it even...