Two Years Ago I Wrote This and It’s As True As Ever

Oct 03 2015

I wrote an article two and a half years ago titled “10 Reasons Why You’re Not Making Money in Domaining” .  Yesterday @King__Midas_ tweeted a segment from it that caught my attention.  After I read it I felt like I had heard it somewhere and realized I was the one that wrote it.   Here is the original article and after reading it again, I pretty much still agree with every single point


1.  Thinking that your life and surroundings represents the entire world:  While I agree that doing what you know is a great place to start, there are too many people that forget they live in this tiny tiny little portion of the world.  Domains are worldwide with billions of potential buyers.  There are just too many domainers that are going up to bat lacking skill, experience, and are swinging with a wet noodle. Yet they think they know what they are doing.

2.  You’re a gambler:   Many of the people in this industry are addicted gamblers.  Not in the traditional sense, but the sense that they are putting up huge risks for big returns.  Buying thousands of names like scratch off lottery tickets.  They get high off the auctions and have to keep adding names to the portfolio on a daily basis.

3.  Trying to make a living on the “credit cards in the middle of the table dinner” style of domaining.  When my friends and I go out to dinner we all put our credit cards in the middle of the table and the waiter will randomly draw one out of a hat.  The card drawn pays for the whole dinner.  Not a big deal at a dinner of 4 or 5 but I have to admit I’ve shit bricks at the 30 person dinners (I’ve never been drawn).  If you’re buying 50 domains hoping that one sells for enough to pay for others you’re doing it wrong.  Each domain needs to be able to pay for itself or why would you buy it.

4.  You are passing on 500% returns.  aka Always swinging for the fence.  How many times have you passed on excellent returns because you thought you could do better later?  And then you didn’t.  Again, you’re swinging for a home run with a wet noodle.   If someone comes in and offers you $500 for a name you hand regged 6 months ago and you pass, then you better have gotten in early on some great term because otherwise you’ve missed a chance to make a profit

5.  You’ve forgotten that the end result is to have cash in your pocket.  I pay my bills with money, not domains.  Sure, you want to get the very most you can for your domains but the reality is that some will go up and some will go down.  Nothing is for certain.  Your domain is worth what someone will pay for it next week. After that it has risk.  You HAVE to make profits along the way.  In my opinion, if you are not making annual profits on your past domain purchases you are doing it wrong or you are building a portfolio.  But you can’t build eternally.

6.  You forget that relationships drive business.  This is where so many people are clueless.  Businesses that do well establish relationships with others that can help them make money. Not one time deals ,but long lasting relationships.  They help and receive help from others.  They play favorites and are a favorite.  Morgan Linton and I have done well not because we have the most money, are the best name pickers, but because we know who to work with.  Some get pissed because we get special favors but if you’ve seen our pictures it’s obvious they’re not doing business with us because of our looks.  It’s because like all good businesses, we help those that help us.  Every time you criticize an industry member you are burning a bridge.

7.  You are using other domain investors to value your name.  I’m not sure you are going to get the best opinion of value from a fellow competitor?  That’s essentially what you are asking for if you ask another domain investor’s opinion of your domain. You have to understand why an end user would buy a name.  I use my wife or random people at work to test whether a name has value.  If they “that’s a great name” I know that it has value.  If a non domainer gets the value then I am more likely to get a business that understands it as well.

8.  You’re reading too many opinion articles and not enough data.  You can’t read too many sales reports.  The more you understand which domains sell for what the better domain investor you will be.  I’ve started putting up the daily sales instead of my regular article because it has more value to you than me flapping my mouth.

9.  No buying strategy:  Do you have an end goal?  An exit plan?  What’s your business model?  Is it buy low and sell higher?  Congrats you’ve graduated from 2nd grade business class. There has to be a secondary plan beyond the “sell it for more than I paid for it” method. Most domain sellers are known for something.  It could be as simple as good quality names like Berkens and Most Wanted.  Or solid keywords like Elliot.   I’m known for 5Ls and short domains.  The more you are known for something the better chance people will come to you looking for those type.  You are not going to sell all of your domains. It’s a fact.

10.  You are buying based on price rather than quality of name.  The saying “it takes money to make money” doesn’t just mean you have to have money.  It also means that many people think differently if they don’t have enough to do things right.  We all know that regular maintenance on a car will help you save money in the long run on repairs.  The savings will be more than the cost of the maintenance.  Yet people that are tight on money skip it.  The same goes with domains.  Many people will buy ten $100 domains rather than one $1000 name.  They feel like they are spreading the risk.  The don’t feel like they’ve spent as much because it’s $100 at a time.

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Outsmarting the Dumb, Outworking the Smart

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  1. Vincent

    I like the article, Shane. Thanks for sharing. I would take your look and Morgan’s look any time.

    In business and in life good relationship is key. Congratulations to you and Morgan on your success. I’m sure many people in the industry admire both of you.

    Thanks for the tips, especially on selling. Now, when ever I make any profit on a domain of it sat least 10 times, I’d sell. There’s been a few times I got greedy. I lost the sales, the profit. I’m sure many domainers have had that experience.

    On the buying part, I’m still nervous to buy expensive name. If I have 30k and buy 3 domains 10k each, I thought “what I don’t end up selling this names on time? My money would be tied up in those names. What if I buy the wrong names?” On the other hand, I buy cheap names and sell for few hundred bucks or a thousand bucks, I feel I made good investment. And the risk is low. And a lot of the names end up dropping, and only a few got sold. It’s not really working too well. Something’s wrong, but I’m experimenting and learning. That strategy is enough to break even and learn.

    From my experience, the names I bought at higher price (a $ few k per name) brought me higher profits, and I don’t even have to sell with many multiples of the cost to make good money. And it’s much less work. Less renewal fee. So, my experience does agrees with your point. I have never bought any name $10k or higher. Maybe because I don’t feel I can asses the value of the name accurately. A big reason may be that I don’t have much money to take that giant risk. If I buy a few of those names, then realize that I bought it to high, then….I’m SCRWED. I’m still a chicken!

    I’m learning every day. Thanks for the post.

    1. Post author

      Thanks for the comment Vincent. I think you’ve made me realize that I may have changed my opinion on that exact point. With the rise of numerics and I think there is opportunity and a good risk/reward opportunity to try and buy some cheaper names and ride this wave. Any name will be a $10K name if you spend $10K. But figuring out which one you can sell for more is the where the experience, connections, and luck come in to play. Breaking even and learning is a great thing. Most people lose a lot of money learning.

      Thanks again for the comment and for reading.

  2. Will

    That is some excellent advice thanks Shane! This is never going to get old and it is amazing you wrote it 2 years ago and still I am reading today finding myself with some wow moments.

    All those tips can be summed up in the short quote you put at the bottom: Outsmarting the Dumb, Outworking the Smart

    I love that haha very smooth! I will continue to focus on learning as well as gaining experience from making good decisions on the aspect of buying domains and also experience in selling them consistently for a profit.

    – Will

  3. Oren

    Guilty of so much of this and now i just spend my time digging myself out of the “investment” holes that I’ve dug. I need an intervention…

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