Owning a great name is one thing. Getting it across the finish line to the right buyer at the right number is something else entirely. That’s where Maureen Sullivan, of Grit Brokerage lives, inside the messy, human part of premium-domain deals. She’s spent years brokering and advising on names that don’t just sell, they get used. The kind of work where relationships, timing, and a clean process matter more than the loud comps on Twitter.
I like operators who show their work. Maureen’s reputation is built on that: clear communication with both sides, quiet persistence, and a feel for when to push or park a conversation. If you care about the craft of brokering, pricing discipline, buyer qualification, landers that convert, and the psychology of seven-figure negotiations. This conversation should speak for itself.
Mike: Tell us how you found your way into domains—and what made you stay?
Maureen: I got hired in 2005 by Buydomains.com. They had just bought Mike Mann’s portfolio of domains and they needed someone to handle inbound leads. I was the first of a team of 4 salespeople to join the company. I had NO idea “domains” were a thing. In that first year? All we did was answer calls asking, “what’s a domain name?”. It was crazy.
But to this day: It’s the most dynamic and resilient industry out there, and after 20 yrs? It’s why I’m still here and enjoying every minute of it!
Mike: Do you remember the first deal that made you think, “Okay, this is a real business for me”? What happened?
Maureen: Honestly I think within the first month I knew that this was an incredibly viable business that was only going to grow over time. I wasn’t wrong!
A lot of the sales I handled then were $1500-$5000 USD and 95% .com sales. Keep in mind back then there were very few extensions for options: com, net.org and clearly .COM was king.
Within 6 months I was moving on to “bundle deals’ and was handling bigger priced domains and closing them for 5-6 figures.
I remember my first 6 figure deal that was done on the LAST day of the month and quarter!
Talk about pressure…. but the outcome of driving and meeting a guy at his bank to ensure the wire transfer was done? SO worth it!
Mike: How do you split your time between inbound interest and outbound targets, and what tells you which path a name deserves?
Maureen: For most of my sales career I only worked on INBOUND leads and was very busy and successful with that. Many companies would hire me to handle that side of the business for them, like .CO domains.
I didn’t handle outbound then and still really don’t. It’s a much different sales pitch and process.
Mike: Everyone seems to have their own strategy when it comes to pricing discipline—how do you set an asking price, a quiet “walk-away,” and the middle you aim to land?
Maureen: I’m know in the industry with whoever I’ve worked with – to HOLD to price.
I truly believe in the value of the domain and its potential whether .COM, AI etc.
In 2025 alone I’ve helped in selling some of the highest priced names in .AI, ,CO .NET and even .Capital.
My strategy has always to find the best outcome for both sides = middle ground.
But I also have no problem saying “no that won’t work” to people and walking away.
I believe over the years I’ve found the delicate balance of holding firm on price, and yet in the end many times getting a deal done thru relationship building, trust and compromise.
What I tell people to remember: This isn’t an Iphone store with many versions and colors. There is only ONE specific domain you want-on the shelf.
Thus, I spend a lot of time with clients making them understand the “realistic” value of their domain name and what it would take to sell it OR buy it. I have had tons of conversations recently with clients making them understand the value of AI and why the prices are skyrocketing.
Mike: What are two of your go to negotiation moves that work more often than not?
Maureen: I have many, but I think the top 2 are explaining how domains are “Online real estate” and just like when you drive by a house on the street and can’t believe the price…it still ends up selling, because there’s always demand, and the right fit for someone. I also tell people there is only “one” of these domain names, so it can easily be snapped up by someone else-like your competitor…never to be for sale again.
And finally, I constantly remind buyers that the OWNER is in control of the price and whether to agree to sell it…. because “they own it-you don’t.”
Mike: When do you take a name public on marketplaces and when do you keep it quiet and targeted
Maureen: I only place a domain out there as a public sale, if it’s a game changer for price or a top seller of that TLD for the year. Quiet is good, and many clients like it that way!
I frequently use recent targeted sales on DNJournal.com and Embrace.com as a part of conversation w/buyers to help them realize the value of the keyword or TLD.
Mike: We all want to think we have that one domain that will allow us to retire. How do you reset expectations without breaking trust when their dream price isn’t in the cards?
Maureen: This happens sadly all the time. I use tons of data points and recent sales to explain why the price they want is NOT realistic. I’m known for being brutally honest with people. And in the end? Many thank me for that and rethink the pricing strategy.
Mike: How do .co, .io, and .ai buyers differ from .com buyers when it comes to urgency and price?
Maureen: .AI domains are in high demand. In my view, it’s the hottest extension out there and will continue to grow in value. There’s urgency for sure, but when the prices are revealed the value in the customers eyes vs the Owners: Doesn’t convert. So, it can be a challenge.
As to .CO – sadly I see the value and demand going down. I was part of the .CO team when they launched the extension, so I’ve been part of the history of high demand, vs. now becoming lost in “other alternative extensions”. It’s still a favorite extension of mine though!
.IO is holding its own but what’s interesting to see this year is XYZ value going UP.
Check out Grit Brokerage if you want to get in touch with Maureen.