The Brandable Insider: Does Your Portfolio Need Resizing?

This past February our pal, Domain Shane, interviewed several of the “biggest and most successful” domain investors to get their thoughts on the domain industry for 2016. Shane was kind enough to compile their answers and present them to the public in his blog. After reviewing these interviews a couple of times I noticed that one word came up in almost every interview. Particularly when these domain investors were asked what kind of domains they thought would be good investments this year.

Word Up
What was the magic word they all uttered? The buzz word for domains was: short!. They all recommended short domains. I know what you’re thinking. It’s common sense right? Yea it should be but I’ve seen a lot of brandable domainers, including myself, purchasing tons of long brandable domains. So here’s a reminder y’all. Keep it short!

To illustrate the point, let’s take a look at DNgeek’s Brandable Domain Name Sales – Week 18 report. In that article Doron listed the top 20 brandable sales for the past week. Funnily enough, when I added up the digits for all 20 domains I saw that the average length was 7.35 characters. Yup. That’s right. A paltry seven digits!

Here’s the breakdown of the top 20 brandables from last week. Each domain sold at a price between $2,200 and $30,000.

  • Four letters (3) 15%
  • Five letters (4) 20%
  • Six letters (1) 5%
  • Seven letters (2) 10%
  • Eight letters (3) 15%
  • Nine letters (2) 10%
  • Ten letters (3) 15%
  • Eleven letters (1) 5%
  • Twelve letters (1) 5%

So 75% of the top 20 domain sales for last week were 9 letters or less! Of course this is a limited sampling. But in my experience, observations and research, this breakdown follows the general trend for the sale of brandable domains in today’s marketplaces.

Note To Self
OK, there’s a new sticky note on my computer screen. Size matters! If I want to maximize my brandable portfolio I need just as many short domains as I do long ones. was the longest name on Doron’s list, coming in with 12 letters. And names like that are still very good investments. But, I don’t want to weigh down my portfolio with too many long domain names lest my sales and profits get crushed in the process.

So my advice? Keep it short and keep it tight if you want to achieve a balanced brandable portfolio and maximize your sales.

Brandables In the Go Daddy Closeouts as of April 31st:


May all your sales be to end users!

Keith deBoer

Keith DeBoer is a domain writer, investor and host of the Brandable Insider podcast.

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