Rick Schwartz “Why “Selling” Domain Names Is the Problem”

by

Rick Schwartz
Photography by: ©Michael B. Lloyd

Rick published a very good article today on X that goes into the presentation or framing of domain names in the sales process. How to present an opportunity and how to extract maximum value.

Why “Selling” Domain Names Is the Problem. Opportunity isn’t sold. It’s presented. People talk about selling domain names when what they are really selling are collectible, income producing assets.

That framing mistake sits at the center of almost every misunderstanding in this industry. It’s why domains get compared to commodities. It’s why pricing feels arbitrary to buyers. It’s why value gets negotiated down instead of understood.

And it’s why truly great assets get treated like inventory instead of property. Domains should not be sold like products. They should be positioned like operating assets. A domain is a company’s permanent world headquarters, its primary point of control, credibility, and commerce, and it should be treated exactly that way. A great domain doesn’t just sit. It doesn’t wait. It doesn’t hope.

It works. It produces. It sells. It expands. It gets recognized and it gets known. It can generate revenue, support partnerships, anchor a brand, and expand without limits as the business grows. It can fund growth, acquisitions, and entirely new ventures.

No other asset on earth, or in history, has ever behaved that way. When you present a domain as a name, you are selling letters. When you present it as a collectible income producing asset, you are selling outcomes. That single distinction changes everything.

It explains why buyers undervalue domains, why brokers struggle with premium assets, and why owners who actually understand what they hold are never in a hurry to sell. The industry has missed this for decades. Stop selling domain names.

Start presenting uniquely collectible, income-producing assets that serve as a company’s permanent world headquarters, its point of contact, control, credibility, and commerce. That’s how value is understood, not negotiated. That’s how you extract maximum value.

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