Real estate staging is common in many parts of the world. As Mike Higgins recently commented:
This week domain investor Michael Bang tied that into domain names, with this post asking “Are you still not staging your domain name listings?”
Back in 2020, I wrote a NamePros Blog article titled Is Domain Name Presentation Important?, considering logos, images, descriptions, and other possible elements. But a lot has happened since then, particularly in terms of AI-enabled presentation, so I decided to take a fresh look at the topic.
It Is Mainly The Name
Let’s be clear from the outset: whether a particular name will sell, or not, is mainly about the name. No amount of domain name staging will make a weak name sell, and a great name will often sell without the benefit of any presentation, or even a lander.
That said, while I don’t know of clear quantitative evidence for the impact of domain name staging, it makes sense that it would make at least a marginal difference. Real estate staging has been estimated to lift prices by 1 to 10 percent, as well as increase the number of offers.
A Hypothetical Set of Numbers
Just to show the impact of a marginal improvement in sell-through rate, let’s say a particular investor has a 1000 domain name portfolio. I assume that initially the sell-through rate was 0.80%, with an average selling price of $2500, and a mean commission rate of 20%.
If presentation improvements resulted in a slight boost to the sell-through rate from 0.80% to to 0.95%, and marginally lift the average selling price from $2500 to $2750, with no change in commission rate, that would be $4900 more per year in your pocket, an increase of 30.6%.
Even if presentation made an even smaller difference, say a sell-through rate boost from 0.80% to 0.85%, with no change in average price, it would mean net $1000 more per year, a 6.2% increase.
Keep in mind these are just made-up examples. You could use different numbers, and get different results. But they do demonstrate that even rather tiny changes in sell-through rate, make a significant difference in dollars per year, if you have a substantial portfolio.
Start With The Name Itself
If your domain name is multi-word, or includes an acronym, you can significantly improve the presentation of the name by using CamelCase display.
Recently Afternic landers made it possible to set CamelCase using their new Custom Landers. You can read about how to implement it in the article Introducing the New Custom Lander.
Dan, Atom, BrandPa, BrandBucket, and NamePros landers, among others, have always supported CamelCase.
Do Logos Matter?
Brandable marketplaces present names via logos. The seller could optionally add logos at Dan by using the Brandable lander template, and uploading their own logos.
An attractive logo can help the user imagine the name as an actual business. At the same time, if the logo hints at a particular use, and the potential buyer is imagining an entirely different use, the logo might box in how the name is viewed, and could even be negative in some cases.
Visual Images
A strong visual image can set the tone, or emotional feel, of a name.
You can add visual images at Atom, both Standard and Premium listings, and at BrandPa if you are doing the free listing option. You can also optionally add images at Dan, depending on the lander style selection.
While an attractive image can add to the staging of the domain name, be careful that the image does not rule out obvious uses for the name.
Make Descriptions Shorter
Many marketplaces, including Atom, Dynadot, BrandPa, and Porkbun, now offer AI generated descriptions for your domain names. While these can be excellent, it is well worth your time to edit them, if the platform allows. A good edit will make writing more concise and higher impact, without loss of key information.
Read what AI has generated, and if it is repetitive or includes phrases that do not really add to the case, edit them out. It will take time to get your descriptions concise and effective, but it is worth it.
As Mark Twain once wrote “I didn't have time to write a short letter, so I wrote a long one instead.” Astute readers may have some comment on the length of my NamePros Blog posts at this point.
Watch Too Specific Use Cases
We all know that even rather generic names sometimes get challenged by trademark owners. Read what AI has generated and take out anything that could possibly be interpreted as targeting a specific company. Most AI-generated descriptions will already be fine in this regard, but double check.
Don’t Box In Potential Uses
Most strong names can be used in a myriad of ways. While listing potential applications as part of the description can be helpful, particularly if the text ends up being available to the marketplace search engine, be careful not to restrict how the name is perceived.
Try to make the list inclusive, but also use a phrase such as “… among other possibilities” to make it clear that these are not the only niches for this domain name. BrandBucket effectively
What If the AI-Generated Description Says Essentially Nothing?
Every now and then, I read an AI generated description only to realize that it is entirely generic statements, that could apply to almost any name. It is like someone trying to pass off an essay in a topic they don’t really understand.
In this case, the artificial intelligence has not been able to interpret how the name could be used. If AI can’t determine how the name might be used, is it possible the name is not as strong as you thought?
Therefore, the act of generating and editing descriptions can sometimes help you evaluate your names.
Watch For Restrictive Words
Watch for AI-generated restrictive nuances. For example, Atom AI-generated descriptions almost always refer to startup use, but not all businesses that buy aftermarket names are startups.
Does The Buyer Need Certain Information?
While the description is not the place to list every possible aspect of the name, sometimes there is key information needed by the potential buyer. This is particularly so for less familiar extensions. Is renewal standard or premium? Does Google treat the extension as global in search?
The Right Tone
If you generate descriptions for the same domain name at Atom, Dynadot and Porkbun you will see dramatic changes in the tone of the descriptions.
It is not so much that one is better, or worse, but the writing tone should fit the domain – the right tone for a name intended to be used by a creative gallery is probably different than for a financial services name.
Brainstorming Ideas
When brainstorming ideas for a description, I sometimes ask ChatGPT to write a description for me. Generally I don’t like the descriptions in entirety, but often they suggest something that is important to include.
If you don’t regularly use the Dynadot Automated Appraisal, note that it has begun including promotional type descriptions, and they are rather good in many cases – see following tip.
Sometimes Start From Scratch
If the AI-generated description is either off-track, or simply not compelling, sometimes the best approach is to write it yourself from scratch.
Zero Description is Better Than One With Errors
Just one or two glaring errors in a description can totally turn a potential buyer off your name. If the presentation is not professional, that will tarnish how the name is viewed.
I suspect the reason that some platforms, like BrandBucket and BrandPa, don’t allow sellers to alter descriptions is because of that.
So if you do not have time to properly write and edit domain name descriptions, don’t do it poorly.
Get A Second Opinion
If you have a friend or colleague who is willing to go through your descriptions, I bet they will spot errors you missed, and suggest things you never thought about. This does not need to be someone who knows domain names, or ran a business – you just need a solid second opinion.
Make Your Description Stand Out
The first few AI-generated domain descriptions impress the reader. The writing is usually fluent, grammatically correct, and often comprehensive. But after reading the first ten AI-generated descriptions, you begin to see the same phrases repeated over and over.
Remember that a typical buyer at a brandable marketplace like Atom will browse hundreds of names, before deciding on a few for a more in-depth examination. If your descriptions and images look like all of the others, you are missing out on a competitive advantage.
At least for names that you think are worth the effort, try to make your descriptions feel enticing and unique, without becoming unprofessional or overly promotional in tone.
Don’t Overlook Keywords and Categories
Probably the most important thing that you can do is to make sure that Related Keywords are set correctly, as this helps a marketplace like Atom direct potential buyers to your names. You can set 12 keywords at Atom, and in general I suggest using all of them. Think broadly about how the name might be used, and make sure there are keywords relevant to each of them.
BrandBucket set keywords for you, and recently BrandPa are changing so that the keywords will be AI-generated, rather than user set. In a discussion at NamePros, BrandPa officials indicated this was because of misuse by a few sellers. Remember to only use keywords appropriate to this domain name. Another keyword may bring traffic, but if it is irrelevant to the name, none of that traffic will result in a sale, so why try to game the system?
Not Once and Done
Just as you periodically review pricing, ideally you should review presentation elements from time to time.
For example, let’s say you have a name that includes the term ‘agent’ that you have had for many years. Recently ‘agent’ has taken on new meaning with artificial intelligence agents, so your description, visual image, and keywords should indicate that.
Use Metrics to Identify Underperforming Staging
At a marketplace like Atom you have various metrics that indicate interest in your names, including views, short lists, contest likes, and repeat visitors. You can sort your listings by views or short lists. Do this periodically to help identify names that you think should be strong, but are not getting much attention. Note that views is the total number, so you have to be careful comparing names you have held for different periods.
Once you have identified underperforming names, look at their keywords, descriptions, visual images, and logos, and make changes as appropriate. Note that depending on your account level at Atom, you may have complimentary logo updates without cost.
I read that optional descriptions may be on the roadmap for the NamePros landers, so those who like to include them with their domain names will be able to do so.
The ideas in this article will, at most, make a marginal difference in sell-through rate and pricing. But as the example showed, that can still be a substantial financial incentive in total each year.
Have you ever done something in terms of staging a domain name that you think was particularly innovative or had a big impact? Please share your experiences in the comments section below.
Here is an article on real estate staging, that covers the benefits and options, along with a number of links to other articles on the topic.
I should point out that even if marginal financial incentives come with better domain name staging, that does not necessarily mean that is the best way to spend your time. Some very successful investors concentrate all of their time on researching and acquiring names, and are content with basic listing.
This week domain investor Michael Bang tied that into domain names, with this post asking “Are you still not staging your domain name listings?”
Back in 2020, I wrote a NamePros Blog article titled Is Domain Name Presentation Important?, considering logos, images, descriptions, and other possible elements. But a lot has happened since then, particularly in terms of AI-enabled presentation, so I decided to take a fresh look at the topic.
It Is Mainly The Name
Let’s be clear from the outset: whether a particular name will sell, or not, is mainly about the name. No amount of domain name staging will make a weak name sell, and a great name will often sell without the benefit of any presentation, or even a lander.
That said, while I don’t know of clear quantitative evidence for the impact of domain name staging, it makes sense that it would make at least a marginal difference. Real estate staging has been estimated to lift prices by 1 to 10 percent, as well as increase the number of offers.
A Hypothetical Set of Numbers
Just to show the impact of a marginal improvement in sell-through rate, let’s say a particular investor has a 1000 domain name portfolio. I assume that initially the sell-through rate was 0.80%, with an average selling price of $2500, and a mean commission rate of 20%.
If presentation improvements resulted in a slight boost to the sell-through rate from 0.80% to to 0.95%, and marginally lift the average selling price from $2500 to $2750, with no change in commission rate, that would be $4900 more per year in your pocket, an increase of 30.6%.
Even if presentation made an even smaller difference, say a sell-through rate boost from 0.80% to 0.85%, with no change in average price, it would mean net $1000 more per year, a 6.2% increase.
Keep in mind these are just made-up examples. You could use different numbers, and get different results. But they do demonstrate that even rather tiny changes in sell-through rate, make a significant difference in dollars per year, if you have a substantial portfolio.
Start With The Name Itself
If your domain name is multi-word, or includes an acronym, you can significantly improve the presentation of the name by using CamelCase display.
Recently Afternic landers made it possible to set CamelCase using their new Custom Landers. You can read about how to implement it in the article Introducing the New Custom Lander.
Dan, Atom, BrandPa, BrandBucket, and NamePros landers, among others, have always supported CamelCase.
Do Logos Matter?
Brandable marketplaces present names via logos. The seller could optionally add logos at Dan by using the Brandable lander template, and uploading their own logos.
An attractive logo can help the user imagine the name as an actual business. At the same time, if the logo hints at a particular use, and the potential buyer is imagining an entirely different use, the logo might box in how the name is viewed, and could even be negative in some cases.
Visual Images
A strong visual image can set the tone, or emotional feel, of a name.
You can add visual images at Atom, both Standard and Premium listings, and at BrandPa if you are doing the free listing option. You can also optionally add images at Dan, depending on the lander style selection.
While an attractive image can add to the staging of the domain name, be careful that the image does not rule out obvious uses for the name.
Tip:
At Atom, as well as the images based on industry, you have a much broader selection by using Based on Keywords, and then try different terms. You also can add your own images, as long as they do not have use limitations. You will need to crop the images within Atom to a square format. Make sure to check how the image works with the actual name, and repeat process until you get one you find a visual image you like.
Make Descriptions Shorter
Many marketplaces, including Atom, Dynadot, BrandPa, and Porkbun, now offer AI generated descriptions for your domain names. While these can be excellent, it is well worth your time to edit them, if the platform allows. A good edit will make writing more concise and higher impact, without loss of key information.
Read what AI has generated, and if it is repetitive or includes phrases that do not really add to the case, edit them out. It will take time to get your descriptions concise and effective, but it is worth it.
As Mark Twain once wrote “I didn't have time to write a short letter, so I wrote a long one instead.” Astute readers may have some comment on the length of my NamePros Blog posts at this point.
Watch Too Specific Use Cases
We all know that even rather generic names sometimes get challenged by trademark owners. Read what AI has generated and take out anything that could possibly be interpreted as targeting a specific company. Most AI-generated descriptions will already be fine in this regard, but double check.
Don’t Box In Potential Uses
Most strong names can be used in a myriad of ways. While listing potential applications as part of the description can be helpful, particularly if the text ends up being available to the marketplace search engine, be careful not to restrict how the name is perceived.
Try to make the list inclusive, but also use a phrase such as “… among other possibilities” to make it clear that these are not the only niches for this domain name. BrandBucket effectively
What If the AI-Generated Description Says Essentially Nothing?
Every now and then, I read an AI generated description only to realize that it is entirely generic statements, that could apply to almost any name. It is like someone trying to pass off an essay in a topic they don’t really understand.
In this case, the artificial intelligence has not been able to interpret how the name could be used. If AI can’t determine how the name might be used, is it possible the name is not as strong as you thought?
Therefore, the act of generating and editing descriptions can sometimes help you evaluate your names.
Watch For Restrictive Words
Watch for AI-generated restrictive nuances. For example, Atom AI-generated descriptions almost always refer to startup use, but not all businesses that buy aftermarket names are startups.
Does The Buyer Need Certain Information?
While the description is not the place to list every possible aspect of the name, sometimes there is key information needed by the potential buyer. This is particularly so for less familiar extensions. Is renewal standard or premium? Does Google treat the extension as global in search?
The Right Tone
If you generate descriptions for the same domain name at Atom, Dynadot and Porkbun you will see dramatic changes in the tone of the descriptions.
It is not so much that one is better, or worse, but the writing tone should fit the domain – the right tone for a name intended to be used by a creative gallery is probably different than for a financial services name.
Brainstorming Ideas
When brainstorming ideas for a description, I sometimes ask ChatGPT to write a description for me. Generally I don’t like the descriptions in entirety, but often they suggest something that is important to include.
If you don’t regularly use the Dynadot Automated Appraisal, note that it has begun including promotional type descriptions, and they are rather good in many cases – see following tip.
Tip:
A Dynadot Appraisal for your name will include a succinct and effective selling pitch for the name that you may be able to modify for a great description.
Sometimes Start From Scratch
If the AI-generated description is either off-track, or simply not compelling, sometimes the best approach is to write it yourself from scratch.
Zero Description is Better Than One With Errors
Just one or two glaring errors in a description can totally turn a potential buyer off your name. If the presentation is not professional, that will tarnish how the name is viewed.
I suspect the reason that some platforms, like BrandBucket and BrandPa, don’t allow sellers to alter descriptions is because of that.
So if you do not have time to properly write and edit domain name descriptions, don’t do it poorly.
Get A Second Opinion
If you have a friend or colleague who is willing to go through your descriptions, I bet they will spot errors you missed, and suggest things you never thought about. This does not need to be someone who knows domain names, or ran a business – you just need a solid second opinion.
Make Your Description Stand Out
The first few AI-generated domain descriptions impress the reader. The writing is usually fluent, grammatically correct, and often comprehensive. But after reading the first ten AI-generated descriptions, you begin to see the same phrases repeated over and over.
Remember that a typical buyer at a brandable marketplace like Atom will browse hundreds of names, before deciding on a few for a more in-depth examination. If your descriptions and images look like all of the others, you are missing out on a competitive advantage.
At least for names that you think are worth the effort, try to make your descriptions feel enticing and unique, without becoming unprofessional or overly promotional in tone.
Don’t Overlook Keywords and Categories
Probably the most important thing that you can do is to make sure that Related Keywords are set correctly, as this helps a marketplace like Atom direct potential buyers to your names. You can set 12 keywords at Atom, and in general I suggest using all of them. Think broadly about how the name might be used, and make sure there are keywords relevant to each of them.
BrandBucket set keywords for you, and recently BrandPa are changing so that the keywords will be AI-generated, rather than user set. In a discussion at NamePros, BrandPa officials indicated this was because of misuse by a few sellers. Remember to only use keywords appropriate to this domain name. Another keyword may bring traffic, but if it is irrelevant to the name, none of that traffic will result in a sale, so why try to game the system?
Not Once and Done
Just as you periodically review pricing, ideally you should review presentation elements from time to time.
For example, let’s say you have a name that includes the term ‘agent’ that you have had for many years. Recently ‘agent’ has taken on new meaning with artificial intelligence agents, so your description, visual image, and keywords should indicate that.
Use Metrics to Identify Underperforming Staging
At a marketplace like Atom you have various metrics that indicate interest in your names, including views, short lists, contest likes, and repeat visitors. You can sort your listings by views or short lists. Do this periodically to help identify names that you think should be strong, but are not getting much attention. Note that views is the total number, so you have to be careful comparing names you have held for different periods.
Once you have identified underperforming names, look at their keywords, descriptions, visual images, and logos, and make changes as appropriate. Note that depending on your account level at Atom, you may have complimentary logo updates without cost.
I read that optional descriptions may be on the roadmap for the NamePros landers, so those who like to include them with their domain names will be able to do so.
The ideas in this article will, at most, make a marginal difference in sell-through rate and pricing. But as the example showed, that can still be a substantial financial incentive in total each year.
Have you ever done something in terms of staging a domain name that you think was particularly innovative or had a big impact? Please share your experiences in the comments section below.
Here is an article on real estate staging, that covers the benefits and options, along with a number of links to other articles on the topic.
I should point out that even if marginal financial incentives come with better domain name staging, that does not necessarily mean that is the best way to spend your time. Some very successful investors concentrate all of their time on researching and acquiring names, and are content with basic listing.
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