Brandpa turns two and shares some numbers

Brandable domain name marketplace Brandpa recently turned two years old and shared some interesting stats such as the number of domain names on the marketplace, average sale price, and the overall sell-through-rate.

Brandpa is a similar marketplace to BrandBucket or Brandroot in the sense that they curate their marketplace, charge a listing fee and then design a logo and write descriptions for each domain name. What differentiates Brandpa is a lower commission and listing fee and sellers do not have to pay a $100 fee for the logo when one of their names sell. Although each domain name is listed with a Buy-It-Now price, buyers on Brandpa can also submit offers and negotiate on price depending on the seller’s settings.

An example of a Branda For-Sale landing page.

Personally, I listed a small portfolio of 26 domain names on Brandpa in March 2018 and so far have sold 3 domain names for an average of $2,398 per domain name (after 25% commission).

The numbers below are copied directly from their newsletter.

Brandpa sellers have grown consistently for two years straight, with payments to sellers being 2.4 times higher than one year ago:

In the same period, they increased their number of domain names from 2,674 to 7,286, a 2.7 times increase.

This means the average return per domain has decreased slightly. In other words, adding more domain names has reduced the likelihood of individual domains selling by a small amount. This is something they say they are aware of and the company states they been working on ways on reducing this in the future.

Sales figures

The average price of a sale on the marketplace has increased from $2,966 a year ago to $3,873, a 30% increase.

  • 3% of sales were under $1,000
  • 11% were between $1,000 – $2,000
  • 38% were between $2,000 – $3,000
  • 20% were between $3,000 – $4,000
  • 10% were between $4,000 – $5,000
  • 10% were between $5,000 – $10,000
  • 3% were between $10,000 – $20,000
  • 3% were over $20,000

Compared with their figures a year ago, these are all healthy increases (e.g. doubling the % over $10k, and halving the % below $1k).

(Due to rounding, figures do not total exactly 100%).

Conversion rates

Brandpa’s current annual sell-through-rate is 5.4%, a reduction on last year (6.6%), but they believe it is still better than any other domain marketplace. This also reflects an increase in the average value of a sale, as the company says they have pushed for better valuations and negotiated harder than in our first year.

What’s been selling on Brandpa

One of their most requested features is a breakdown of what is selling on Brandpa. So here you go! (all figures cover the past 3 months):

Sales by domain length

  • 4 letters – 13%
  • 5 letters – 8%
  • 6 letters – 14%
  • 7 letters – 23%
  • 8 letters – 15%
  • 9 letters – 8%
  • 10 letters – 7%
  • 11 letters – 5%
  • 12 letters – 5%
  • 13 or more letters – 1%

Sales by domain type

Brandpa’s selling has become more diverse over time, and they now sell a pretty even split of just about everything:

  • 25% keyword domains (e.g. GrowthBot.com, CodeKings.com)
  • 29% brandables containing pure keywords (e.g. Sitesy.com, Smartlytics.com)
  • 26% brandables containing partial or incorrectly spelled keywords (e.g. Optocus.com, Yovely.com)
  • 20% purely invented domains (e.g. fisic.com, rosr.com)

What people are searching for

The following table combines similar searches, so “estate” would cover “real estate” as well as “estates”.

“Luxury” is new in at 3rd place, and along with “food” now outranks “tech”. “Crypto” and related terms like “coin”, “token” and “wallet” have fallen drastically out of the top 15.

Doron Vermaat

Doron has over a decade of professional experience in marketing and business development for technology startups in both Europe and Asia. He is the product guy behind domain name management software, Efty. In his spare time, he moonlights as a domain name investor or can be seen trail running in one of the many country parks in bustling Hong Kong where he lives with his wife Fay, daughter Isla and their rescue dog Pepper.

3 thoughts on “Brandpa turns two and shares some numbers

  1. Those numbers are looking pretty good. It looks like their approval rate has gone up as well. I submitted a bunch of domains last year and only good about 4% approved. Some were really bad so that’s understandable. But quite a few were decent 5-letter domains that are at least on par or better than many of the other domains there. In my dashboard now though it says the average approval rate is 42.1% which is a lot higher than I remember from last year, so I’m going to try submitting some more and better domains and see how it goes this time around.

  2. Thanks for this excellent report Doron. Brandpa’s sell through rate is very impressive, and your personal success rate there is also an eye opener.

    Congratulations to Brandpa 🙂

    This post inspired me to do some further private research, so I found by accident an old article about some early BrandBucket sales. Market demand appears quite similar on at least one metric – domain length.

    Even after six years, around seven letters would seem to continue to be the sweet spot before popularity starts to slowly decline.

    (I suspect the sweet spot for one word invented type brandables would be more like 5 or 6, while the sweet spot for longer two word brandable styles would be 8 or 9.)

    Hence we arrive at the rough “average” of “seven” to show the most popular name length, without factoring in quality.

    Brandpa sales: 2019:

    4 letters – 13%
    5 letters – 8%
    6 letters – 14%
    7 letters – 23%
    8 letters – 15%
    9 letters – 8%
    10 letters – 7%
    11 letters – 5%
    12 letters – 5%
    13 or more letters – 1%

    Source: DNgeek

    BrandBucket sales: up to 2013:

    4 letter 48 sales
    5 letter 145 sales
    6 letter 198 sales
    7 letter 149 sales
    8 letter 92 sales
    9 letter 31 sales
    10 letter 8 sales
    11 letter 4 sales
    12 letter 4 sales
    13 letter 0 sales

    Source: Commenter todd’s analysis of data in:

    Brand Bucket Sales – Inside The Numbers

    TLDinvestors

    https://tldinvestors.com/2013/07/brand-bucket-sales-inside-the-numbers.html

  3. Thanks, Doron, for this great article on Brandpa. I listed about 10 domains there in 2017 & have sold 3 so far. I recently started adding more. Strangely enough the 3 names that sold were each rejected by BrandBucket first, so I find that Brandpa is filling a demand for names that maybe the other marketplaces did not meet. I don’t know if it’s because they’re located in the UK, but Brandpa seems to have a very different style than the other marketplaces. Also, Brandpa lets sellers give input on the logo design & they’re very responsive. They seem to be constantly improving the experience for sellers and buyers.

Leave a Reply

Your email address will not be published. Required fields are marked *