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James Iles

Domain Data: Analyzing Uniregistry's $17.2 million in Sales

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By James Iles, Sep 20, 2017
  1. Popular domain marketplace Uniregistry announced this week that the company sold over $29 million worth of domain names in the first eight months of 2017. Yesterday Uniregistry's VP of Sales, Jeff Gabriel, shared a list of the company's domain sales with NameBio's Michael Sumner. The full spreadsheet, available via NameBio's website, discloses 2,729 sales that occurred at Uniregistry this year, totalling around $17.2 million.

    Whilst almost $12 million of sales couldn't be disclosed, there's a lot of data to look at. In this edition of Domain Data, we'll take a closer look at the data to see whether we can draw any interesting conclusions.


    The Sales Price

    The largest domain sale disclosed by Uniregistry is that of Kombucha.com for $200,000, which looks to have been sold from Frank Schilling's portfolio in March 2017, with the domain currently being paid for in installments, according to the WHOIS data.

    In total, there were seven six-figure sales. Two of these were three-letter .COM's, MNG.com and RRA.com whilst there was one four-letter .COM, HEBE.com.

    spreadsheet.jpg
    There were 462 domains sold for a five-figure fee, 1,928 domains sold for four-figures and 332 domains sold for between $100 and $999. The average sales price of the domains listed in this spreadsheet is $6,305. The most likely sales price for a domain sold at Uniregistry is $5,000, with 221 names selling for this price.

    The top ten domain sales listed are all .COM domains, with the highest non-.COM domain sale being Mike Mann's $75,000 sale of RiseUp.org. The largest ccTLD sale is AutoLoan.ca whilst the largest new gTLD sale is Shop.link, a domain previously owned by Frank Schilling's own North Sound Names.


    The TLD's

    Throughout the 2,729 sales listed, there are ninety-four different domain name extensions. Unsurprisingly, .COM leads the way with 84.4% of domains using this extension. The next most popular extension is .ORG with fifty-nine sales (2.2%) followed by .NET with fifty-three sales (1.9%).

    In terms of new domain extensions, .XYZ posted the most sales with eleven (0.4%). The largest .XYZ sale was Ethereum.xyz for $4,000 followed by Stanley.xyz for $1,500.

    For sales that were $10,000 or higher, .COM accounted for 92.8% of all sales, whilst there were just four new gTLD sales (0.9%). For sales under $10,000, new gTLD's made up a total of 5.5% of sales, with .COM accounting for 82.65%. The other sales were made up of traditional gTLD's and ccTLD's.


    The Length

    8.9% of all domain sales released in Uniregistry's spreadsheet were four characters or less, with the average sales price of those domains being $10,996. There were three one-letter domain sales, e.gold, v.photo, and x.click.

    Uniregistry Market sold a total of 113 four-letter .COM domains at an average of $15,546 per name. The largest sale was HEBE.com for $125,000 whilst the lowest was RVLN.com for $595.

    The average length of a domain name sold at Uniregistry was 9.69 characters, rounded up to ten. The modal average length was nine characters. As an interesting aside, the average sales price for a nine character domain name at Uniregistry was $5,994.

    The longest domain name that was sold via Uniregistry is SponsorshipManagementSoftware.com, boasting a total of twenty-nine characters and a sales price of $300.

    In terms of other interesting long domain names, someone acquired abcdefghijklmnopqrstuvwxyz.xyz for $995. Google's parent company Alphabet acquired abcdefghijklmnopqrstuvwxyz.com so it's possible they also acquired the .XYZ name.


    The Characters

    A total of seventy-two domains in our list contains at least one number. There are several pure numeric domain names that ended up in China including the $10,000 sale of 696969.com whilst others including Book247.com were purchased by Western end users.

    Letter and number combinations performed fairly well thanks to Chinese buyers with twelve three-character .COM domains selling, including the $19,000 sale of 77c.com.

    The 2,729 domain names contain a total of 26,272 letters with top five most popular letters being E, A, R, I and O. The most popular number is 1, followed by 0 and 3.
     

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  4. James Iles

    About The Author — James Iles

    James is a domain name industry professional currently working on numerous domain industry research, acquisition and sales projects. Contact [email protected] For all inquiries relating to NamePros stories and interviews, please email: [email protected]

    This is James Iles's 446th blog post on NamePros. View all blog posts

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  5. Comments (26)

  6. SellDomains.site

    SellDomains.site Active Member

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    Wow , great information . Thanks for sharing . Uniregistry Rock (y)
     
  7. matj

    matj DNBX.com Blue Account VIP

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    It'd be great to know just how many of these sales were from BIN pricing, Minimum Offer pricing, Make An Offer etc.
     
  8. iHaveThisIdea

    iHaveThisIdea Established Member PRO VIP ★★★★★★★★★★

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    Does anyone definitively know the breakdown of how many of these sales do not include Frank's personal inventory?
     
  9. Grilled

    Grilled khjasdhkfdhdskfhhukdfshkj VIP

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    Hopefully Uniregistry will answer this!

    Since a few people have asked about this. I might manually run through historical WHOIS of the sales, and note any with a Name Administration Inc footprint, then publish an estimated number of in house vs 3rd party.

    Note, that just because there is a digital footprint of them once owning the domain, it doesn't definitively mean they were the seller. IE Name Administration might have sold or dropped a name that was recently reported sold on Uni, therefore the seller could be somebody different. Without having exact details from Unregistery, this method is just an estimation.
     
  10. Grilled

    Grilled khjasdhkfdhdskfhhukdfshkj VIP

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    So far, I've checked the top 100 highest sales reported by Uni.

    61 of the first 100 have a Name Administration digital footprint.

    I assume this statistic is skewed due to the high value subset. The smallest sale in the top 100 is $25k. Once (if) I run through the full statistic we'll have a better idea of how many sales were in house vs 3rd party.
     
  11. Grilled

    Grilled khjasdhkfdhdskfhhukdfshkj VIP

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    I checked high sales 101-200.

    66 of the second 100 have a Name Administration digital footprint

    So far 127 of 200 highest sales have a NA digital footprint. ie 63.5%

    I won't post again until I check 1,000.
     
  12. Hemanttilotia

    Hemanttilotia Established Member

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    Based on this , even the conservative estimate is that almost half of the top 200 sales were through Frank's own portfolio...which is an awesome one, since he buys quality domains from NameJet and then can hold and negotiate with an end user at an end user pricing.
     
  13. Grilled

    Grilled khjasdhkfdhdskfhhukdfshkj VIP

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    I meant I won't post statistical updates ;)

    @Michael I found an error in the sales spreadsheet...

    upload_2017-9-20_23-26-58.png

    Polar/Pro was reported sold at $15k

    So what is the remaining VincentsHalf14,199?

    I assume 14,999 was the sales price, except VincentsHalf.com has never been registered before?

    Who is Vincent Shalf? or What is Vincents Half? :D
     
  14. Michael

    Michael NameBio.com NameBio Staff PRO ICA Member VIP ★★★★★★★★★★

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    I don't think anyone has run a thorough analysis like that on this year's data yet. But last year Whoisology grabbed WHOIS emails from the previous six quarters, and I just checked to see what the stats are for domains that had [email protected] in the WHOIS during any of those quarters.

    They didn't have WHOIS emails for 6.9% of the domains in the list, so for the purpose of this analysis I split those unknown sales between Uniregistry and everyone else in proportions equal to their percentages in the known sales, both in terms of quantity and dollar volume.

    Anyway, for last year's list 21.9% of the sales were owned by Uniregistry in terms of quantity, and they accounted for 38.1% of the dollar volume. Their average price was $12,881.51 while the average price of domains not owned by them was $5,867.58. At 15% they would have made just shy of $4m in brokerage fees and about $16.2m in gross revenue on their own sales excluding commissions. That was just from the list they released to the public though, which I assume wasn't complete.

    Again this is just an estimate because there were 396 sales out of 5,749 where ownership couldn't be determined, but I think I split those up in a fair way. It could also be slightly lower because there might have been some examples where Uniregistry owned the domain and sold it privately, and then it was subsequently sold by someone else on their platform. I expect that latter situation to be extremely rare if not non-existent because they aren't in the habit of wholesaling as far as I know.

    Fixed, thanks. Sedo used to do this all the time in their feed, reporting something like Example-FirstInstallment.com $5k which really means the first installment payment for Example.com was $5k (this is just a made-up example for clarity).

    So in the example you found, that would be two people splitting the cost for PolarPro.com, one paid $15k and the other paid $14,999 for a total of $29,999.

    For this year, by only looking at the Top 200 sales you'd be introducing significant bias because the quality of Frank's portfolio is higher, on average, than his customers. He also holds out for higher prices than most people would. Even if you did the Top 1000 it would still be biased, just less-so.

    I would say it is more likely to be closer to last year's percentage than the info you got from the Top 200 sample. But you would either need to take a large, random sample or analyze every single domain in the list to be fair. Any other method will have bias.
     
  15. D Haynes

    D Haynes Top Member VIP

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    As has already been siad above, it would be interesting to know what the stats are without Franks own sales included, the same as its good to know BB's stats without Mikes sales. Would be interesting to then know what percentage of the damains on Uni marketplace are owned in house etc. Not that it makes much difference to anything, just interesting to know.
     
  16. Adam27

    Adam27 GreenJobs.com VIP

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    House always wins! :)
     
  17. youaintme

    youaintme Established Member

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  18. youaintme

    youaintme Established Member

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    This man is The Domaining Industry Elon Musk.

    #RespectSchilling #VeryMotivated
     
  19. Grilled

    Grilled khjasdhkfdhdskfhhukdfshkj VIP

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    I intend on doing the full list. I probably should have sorted the list alphabetically if I was going to be releasing smaller snippets of the data.

    I'm doing this manually (with free info), so it takes more time than those who code, or pay for info. I completed another 500 before I went to sleep. I'll finish at least another 300 today, and we'll see how much it skewed with the top 1000 sales. Again, the data may be skewed due to it being sorted by high volume sales. (as mentioned above)
     
  20. wwwweb

    wwwweb Top Member VIP ★★★★★★★★★★

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    A half dozen of these sales are mine, I assume they showed up because brokers handled the transactions.

    They are not all Frank's sales, if a broker touched it, they would be reported. Many are sales handled by Uni brokers on behalf of client leads.

    As for PolarPro and Vincent's Half, Vincent is a broker there, maybe he got a half commission on the sale.
     
  21. SpareDomains

    SpareDomains Jay VIP ★★★★★★★★★★

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    Create your own house (y)
     
  22. Grilled

    Grilled khjasdhkfdhdskfhhukdfshkj VIP

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  23. Hemanttilotia

    Hemanttilotia Established Member

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    Clearly shows that it's 'Taryn' that's what keeps Uniregistry going.
    I guess the platform is self sustaining though buy it's this handle that's doing a killing out there.
     
  24. Grilled

    Grilled khjasdhkfdhdskfhhukdfshkj VIP

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    Thanks for sharing!

    Is this information noted somewhere on NameBio? I'd be interested it reading it if it was (reason for asking)

    Of the first 1,042 my initial method resulted in 170 unidentifiable. You are obviously better at this than me, which explains the tighter unidentifiables.

    This is a very valid, and important point. I am only human, and without coding skills, I can only go so fast. #iNeedToLearnHowToCode #AutomationIsTheFuture

    Of the top 1,042 sales: 595 have a Name Administration digital footprint. 57.1%. The decrease in percentage from the top 200 reflect what Michael is saying.

    **The top 1,042 includes all reported Uni sales (in the provided spreadsheet) of $5,000 or more.**
     
  25. alcy

    alcy Top Member VIP

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    wrong decade.
     
  26. ValleyRock

    ValleyRock Sales and Outreach

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    If have the time, grab all his domainsherpa shows and use the mean or median for a baseline.
     
  27. ValleyRock

    ValleyRock Sales and Outreach

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    @UniflexDomains then randomly pick 50% of sales .. And assume this percentage are not franks sale. Easy.

    You can be more detailed by splitting all sales in two and applying the same assumption to low tier and high tier.
     
  28. ValleyRock

    ValleyRock Sales and Outreach

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  29. stewmath

    stewmath Top Member VIP ★★★★★★★★★★

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    Tayrn recently bought a name off me on Namejet, so i imagine ill be seeing a large 5 figure sale on that one day too. lol
     
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