How to Promote a Domain Auction
Let’s say you are selling a domain name at auction and want to make sure it receives maximum attention from the best potential buyer(s). I want to share some tips on how to let people know that your domain name is up for auction. Not that it matters all that much, but I didn’t do this when I had my own auctions at NameJet, and I regret it.
The first thing you should do is perform a Google search for the keyword or keyterm pertaining to the domain name. Much like you would do if you are selling a domain name in private, you’ll want to contact potential buyers to gauge their interest.
When contacting buyers, I personally wouldn’t include a link to the auction in an email. While this might not make all that much sense, it’s probably best to find out if the buyer is interested first because you’ll most likely need to educate them on the auction process. I would send an email telling them that the domain name is for sale, and they should reply if they are interested and want more info. If the domain name is good (or better) and relevant to their business, they will reply.
In your reply email to them, give them all of the auction details. Mention when it begins and when they need to sign up, where it’s being held, and most importantly, let them know how to sign up to participate. If you use NameJet, you’ll want to let them know NameJet backers to give them confidence that the auction is legit and being held on a reputable platform. In the domain business, NameJet is well known, but outside the business, it might not be as well known as a company like Ebay. I recommend showing them this quote from a press release:
“As a joint venture between Web.com and Demand Media—who together own three of the top ten largest ICANN-accredited registrars—NameJet has both the foundational expertise and the customer reach necessary to ensure success in the auction arena.”
It’s also wise to have domain investors participate in your auction to at least set a floor/wholesale price. I have successfully advertised on Domaining.com with a sponsored headline, and you might also want to post something on DNForum. This will ensure adequate domain investor participation, assuming the domain name is good.
One of the most important things you can do is contact all of the people who previously inquired about the domain name. If these people were interested in the name before, they would probably still have an interest, especially in an auction setting. I didn’t do this, and I regret it since I left money on the table as one auction sold for a couple thousand dollars less than an offer I received. Laziness that cost me $2k.
You also might consider forwarding your domain name to the auction landing page. I have found that many people visit a domain name they want to buy to see if it’s developed, and if they land on an auction page, they might place a bid.
Finally, make sure you choose a reputable auction venue. You want to make it easy for people to bid, and choosing a well known and trusted venue will allow you to make the most at your auction.
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