Pricing brandables so they actually sell

The gap between an ambitious ask and a number an end user will clear.

The price is yours. You set the asking figure, you change it whenever you want, and turning down an offer we bring is a commercial decision, not a breach. What we can add is the view from the outbound side, and one pattern is worth stating plainly: names priced far above comparable transfers get approached, and then stall.

What the buyer compares against

An end user is a founder or a company naming or renaming a business. They are not comparing your name with the rest of your portfolio. They are comparing it with their alternatives: inventing something else, registering whatever is free, or settling on a weaker dot. Your price has to make sense next to those options, not next to the best sale you have heard about.

When our own desk values a held name for a client, it builds the range from comparable transfers in the same extension and length class. Assume the buyer's side does something similar. An ask well outside that range does not read as confidence. It reads as a holder who will be hard work, and a company with a launch date has other options it can go back to.

• Comparable transfers in the same extension and length class set the range.
• Extension liquidity matters, because names on some dots change hands more readily than others.
• Sector legibility matters, because a buyer has to see their own company in the name.
• The buyer's alternatives matter, because your name competes with what they could invent or register instead.

Ask and floor do different jobs

Your sheet has room for both. The asking price is your public figure, in your currency. The floor is optional: the number we should not go below without asking you. A floor is more useful to us than an ambitious ask, because it tells us how much room there is before a live conversation has to pause while we come back to you.

Timing matters too. Once a buyer's interest is confirmed, the name is blocked for ten days and its price cannot be raised. The figure you set before interest arrives is the figure the deal is processed against. Our flat 15% is charged on the sale price, excluding escrow and transaction fees, so it is worth setting the floor with that in mind.

Reading what the outbound tells you

Your dashboard shows what our outbound has done on each name, and prices stay editable on every name that is not blocked. Changes take effect immediately. If a name keeps drawing approaches and never reaches confirmed interest, that is information about the price as much as about the name. You can lower it, add a floor, or leave it where it is. All three are legitimate choices.