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.
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.
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%).
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.