How Bilt.com Was Acquired: Inside a Global Domain Deal with Resellers and WhatsApp
When a fast-growing company is dead set on a killer domain, sometimes the journey to get it looks less like a smooth deal and more like a season of a suspense thriller. That’s exactly what happened when the team behind BiltRewards.com set their sights on snagging Bilt.com.
When Bilt first tapped us, they already had solid traction. The company was a game-changer in the world of rewards programs, and they had been growing fast with their brand BiltRewards.com. But, they were missing one key thing: the exact-match and brandable domain, Bilt.com.
They had already danced with other brokers who tried to convince the owner to sell somewhere within their price range. No dice. The domain’s owner was halfway around the world in India and clearly not in a hurry to part ways. Enter Snagged. Rob Schutz, (founder of Snagged), stepped in to give it a fresh run and try a different approach.
A Long Game of Messaging, Emails, and WhatsApp Voice Calls
Reaching the decision-makers wasn’t as simple as firing off an email. There were months of persistence and sending messages, not just through email but WhatsApp, too…a key insight that turned out to be a game changer for getting the deal done.
Business communication in India often lives in WhatsApp threads rather than the inbox. So, one morning when Rob was running on the treadmill, he was caught off guard when he got a WhatsApp call from a random number. Turns out, it was the owner of the domain (Bilt.com) asking about the offer.
That call was a sign that the door of opportunity was opening. We knew this could be the one chance for Bilt to lock down the name, so they put a substantial number on the table. And after some back and forth, the owner agreed to sell.
The Indian Reseller Puzzle
But, celebration was premature. It soon became clear that while the client owned the domain, they didn’t control it directly. The domain was managed by an Indian reseller, a relic of how many Indian companies used to buy domains through third parties due to payment and language hurdles.
This reseller acted as a middleman, complete with a vested interest and a tendency to demand a cut of any sale. Updating the domain’s contact information kicked off a 60-day ICANN lock, a waiting game by itself.
Escrow complications followed when the original escrow provider refused to verify the seller and process the transaction. So, we pivoted to Escrow Domains and engaged a seasoned domain attorney to step in and help get the deal done.
The Grand Live Transfer Call
Finally, the owners were able to transfer the domain to their own GoDaddy account. Hooray! But they were anxious about pushing to the buyer’s account, even though the funds were secured and verified in Escrow. They wanted to be involved live on the call and skeptical about the transfer process. So, we coordinated a conference call with the owner, the client’s IT team, Snagged and Markmonitor (who was advising the buyer on domain strategy, as well). We carefully explained how pushing a domain name from one owner to another on GoDaddy actually worked.
There was a tense moment waiting for the transfer email to show up. Refresh, refresh, refresh...and then it appeared. Transfer accepted. The domain was finally in the client’s hands. The money took a few days to clear, fueling anxious moments on both sides, but eventually escrow released, and the deal was done.
Navigating the Cultural Landscape and Communication Styles
What stood out in this deal was the cultural nuances. Indian business norms often rely heavily on WhatsApp and SMS rather than email, which means persistence and adapting to communication styles is key. Negotiations weren’t drastically different from other complex domain deals, but the time zones, reseller involvement, and reliance on instant messaging added unique layers.
The Art of Negotiation
Every domain deal has its own dance and, in this case, we had to convince an existing company with an entrenched brand to pivot from their domain. It was less about pressure and more about demonstrating the value and timing, and offering a carrot that was hard to ignore.
We kicked things off in February, with a bounty on the deal if we could close by the end of October. What felt like plenty of time at first, ended up evaporating quickly. Messaging delays across time zones slowed negotiations, and just when we thought we were close, another setback would hit. After eight months of grinding, we crossed the line right at the buzzer.
Patience Pays Off
From first outreach to closing, it took roughly six months to complete the deal. It involved consistent communication on both sides, and guiding the client and sellers through the hurdles. This wasn’t a quick transaction; it was a marathon of emails, calls, WhatsApp messages, and trust-building.
At the end, the Bilt team got their .com domain; a branding win that sets them up for the future. And Snagged proved that domain acquisition is as much about strategy and patience as it is about timing and tenacity.
If you’ve got a dream domain that you haven’t been able to land…you know where to find us.
