Yesterday, I posted on X: “Don’t explain your price. Explain the opportunity.” One follower asked a great question: “Can you give an example?” Instead of an example, let me just further explain.
Here’s the thing. Every domain investor eventually hits this wall. You quote a price—let’s say $25,000—and the prospective buyer’s jaw drops. They ask, “How can a domain possibly be worth that much?”
It’s a trap.
The moment you start justifying the number, you’ve lost control of the conversation. But if you shift gears and explain the opportunity, everything changes.
Let’s break down why that approach matters and how you can use it to elevate your sales game—and your returns.
The Psychology Behind Domain Pricing
When a buyer sees a five- or six-figure price on what looks like “just a name,” their instinct is to push back. They might compare it to buying a website, a logo, or even a marketing campaign.
But domains aren’t commodities. They’re strategic digital assets.
As domainers, we often get stuck defending the price: “It’s a .com, it’s aged, it’s short.” That’s the wrong move. Defending price leads to negotiation. Selling the opportunity leads to justification.
Here’s why: people will always feel overcharged for something they don’t understand. If they don’t see the value, they can’t rationalize the cost. Your job isn’t to convince them you’re being “fair.” Your job is to show them what this domain unlocks. Show them the value.
Domains Are Business Assets, Not Just URLs
You’re not selling a name. You’re selling the front door to a brand’s future.
When you pitch a premium domain, you’re offering:
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Instant brand authority
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Better organic search positioning
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Higher conversion rates
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Lower customer acquisition costs
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Increased investor and customer trust
Let’s take a look at some real-world examples:
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Voice.com sold for $30 million.
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Insurance.com sold for nearly $36 million.
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Hotels.com became a global brand due to its category-defining name.
- SullysBlog.com wait, how did that get in here?
These weren’t tech flukes. These were calculated business investments.
When a buyer asks “Why does this cost $50,000?”—they’re actually asking “What does this help me achieve that I can’t with a $15 GoDaddy domain?”
That’s your cue.
What “Explaining the Opportunity” Looks Like
Let’s say you own the domain SolarEnergySolutions.com (just pulling this out of the air) and a solar startup reaches out. Here’s how the typical conversation goes:
Buyer: “$25,000? That seems way too high.”
Domainer: “Well, it’s a .com, and it’s a premium keyword, and similar names sold for X…”
Wrong approach.
Here’s the better way:
Domainer: “SolarEnergySolutions.com is what your customers are searching for—literally. Over 50,000 monthly searches center around this exact phrase. Owning this domain means showing up first in their minds and in Google results.
If you’re spending on paid ads, this pays for itself in less than a year. It instantly builds trust—because your name sounds like the market leader. It’s a direct hit on what your customers want. This isn’t a name. It’s your brand’s biggest growth lever.”
Now we’re not talking about price—we’re talking about strategy. About opportunity. About outcomes.
Creating the Narrative
Successful domainers are storytellers. They don’t say, “Here’s a domain for sale.” They say, “Here’s what your future looks like if you own this domain—and what it’ll cost you if you don’t.”
Make your pitch visual. Make it emotional. For example:
“Imagine a homeowner searching for solar panels. They type ‘solar energy solutions’ into Google. Who shows up first? Your company—or the one that bought this domain before you did?
This domain turns your marketing funnel into a slide. It’s a brand magnet and a trust signal in one. If you pass, your competitor won’t. They’ll get the clicks. The leads. The market share.”
Explain why this domain matters now. Maybe government solar incentives are peaking. Maybe ad costs are rising. Maybe a green energy boom is fueling competition. Create urgency. Show the buyer what’s at stake.
You Don’t Sell a Domain, You Sell a Vision
Here’s the truth: buyers don’t need a cheap domain. They need a reason to believe that the domain is a catalyst for success.
You could spend hours justifying why a domain is worth $10,000, $50,000, or even $500,000. But if you shift your language—if you stop explaining the price and start explaining the opportunity—you’ll close better deals, with better buyers, at better prices.
Next time someone questions your pricing, don’t defend it. Describe what life looks like on the other side of that purchase.
Remember: You’re not selling a name. You’re selling what happens when the right name meets the right business at the right time.
That’s the opportunity.
