Do you like data? I do. In fact, I think I’m an information pack rat.
Because every time someone reports a brandable domain sale in a conversation, at a forum, in an email or even on a brandable platform itself, I write it down. I’m keepin’ a list. Checkin’ it twice. And trying to find out what’s hot and what’s not.
Over the past several months I’ve accumulated a log of 349 recently reported sales from three different brandable marketplaces. I’ve looked them over and here’s what I’ve learned.
Invented or keyword?
Most brandable domainers think of their domains in three categories: invented (Klevio), keyword (SeatGeek) and hybrid (Deliveroo). I looked at my list of 349 recently sold domains and split them into three piles. One was made up of names that didn’t contain, or even resemble, common dictionary words. The second pile were names that contained two (or three) dictionary words with no deviations in the word spelling. And then there was everything else.
This put the sold domains into three convenient categories: Invented (31%), Keyword (28%) and Hybrid (41%).
So the sales were pretty evenly split but with a bit of weighting towards the hybrid domains.
The long and short of it
When I looked at the list from the perspective of domain length it appeared that end users were buying domains that were not too short, but also not too long. The breakdown looked like this:
- 4 Letters = 4%
- 5 Letters = 15%
- 6 Letters = 17%
- 7 Letters = 16%
- 8 Letters = 17%
- 9 Letters = 10%
- 10 Letters = 11%
- 11 Letters = 7%
- 12+ Letters = 3%
It’d probably make a nice bell curve if you put it in a graph.
The keys to the kingdom
When I examined the words contained in the hybrid and keyword based domains I was surprised to see there were zero sales with popular keywords like chain, cube, cyber, buzz, buy, call, card, cash, chimp, click, code, care, digital, crowd, fit, fuel, geek, health, link, local, market, media, mobile, ninja, robo, sale, sell, stat, space, stack, swipe, style, tap, travel, talk, web and wire.
Is this a false result based on a small sample size or is it indicative of changing trends? I’m not sure.
Meanwhile, there were other keywords that appeared in the list more than once. These included Ad and Grow, which appeared 5 times each. Labs, which appeared 4 times and Ag/Agro, Bit, Crypto, Dot, Ever, Hey, Key, Lend, Oak, Acti, Agent, Aura, Bio, Block, Bond, Boost, Chat, Coin, Fin, Flex, Go, Hatch, Hello, Hub, Motive, Nest, Net, On, Pay, Pivot, Pure, Sage, Sky, Team, Tech, Volt, Wealth, Work and Zen, which each appeared twice in the sold list.
The baby and the bathwater
Stats and data can give us good insights into upcoming or existing trends. But, they can also be misleading depending on the sample size and how they are compiled and interpreted. So rather than making big changes in your portfolio based on this data, put the information in that big brain of yours and let it mingle with everything else you’ve learned and see what comes out. Remember that often times one of our best resources in domaining, and in other life endeavors, is our, elusive and data-free, intuition.
May all your sales be to end users!