How to Secure a Premium Domain: (Escrow, Brokers & Creative Tactics That Actually Work)
Some domains have a buy now button. Most don’t.
The best ones (the punchy, memorable, one-of-one names that actually feel like a brand) are usually already owned. Sometimes by investors. Sometimes by companies. Sometimes by a guy who registered it in 1997 and only checks his email twice a year.
If you want that kind of name, you’re not buying off the shelf. You’re stepping into a private deal. The price is invisible, the owner may not be responsive, and your only real leverage is strategy.
So how do you secure a great domain without getting ghosted, overpaying, or walking straight into a scam?
Here’s how experienced buyers navigate the process, step by step.
First: Don’t Signal Desperation
This is where most startup founders blow it. They fall in love with a domain before they’ve even made contact, and it bleeds into the tone of their email. They tell the seller they’re launching soon, that this domain is “perfect,” that they’re willing to pay “a fair price.” That’s code for: I’ll overpay if you ask nicely.
The key is to stay neutral in your first outreach. You’re interested. You’d like to know if it’s for sale. But you’re not giving away leverage by confessing how badly you want it.
Instead, open with something clean and professional:
Hi there,
I came across [DomainName*com] and wanted to see if you'd consider selling.
If so, feel free to send over a price or let me know how you'd prefer to proceed.
Best,
[Your Name]
That’s it. No flattery. No pitch deck. No urgency. You want to sound like someone who’s bought domains before, even if you haven’t.
Know When to Bring in a Broker
Sometimes the domain owner replies. Sometimes they don’t. Sometimes they do... but the price sounds like a luxury condo.
This is where a broker can help. Not just with negotiation, but with discovery, positioning, and process.
A good broker does four things:
- Uncovers the real owner, even if WHOIS is masked
- Handles communication, keeping you out of awkward pricing talks
- Creates structure, using proven templates and expectations
- Shields your identity, so sellers don’t jack up the price because you’re a funded startup
And most importantly, brokers know what similar names have sold for. They know how to push back on outrageous asks, how to anchor a price with comps, and how to spot the difference between a hard no and a soft maybe.
Yes, brokers usually charge a commission (typically 10 to 20 percent). But if they save you $10K or save the deal, it’s often worth it.
Always Use Escrow (Non-Negotiable)
Once a price is agreed on, you’re not done. In fact, this is the part where things can go sideways fast.
You’re about to send real money to someone you’ve never met, for a digital asset you don’t fully control yet. That’s why escrow isn’t optional. It’s protection.
We recommend:
- Escrow.com: Industry standard. Used for everything from $1K deals to million-dollar transactions.
- Dan.com: More user-friendly interface. Great for first-time buyers.
- GoDaddy Brokerage: Useful if the domain is already registered there.
Never, ever send crypto directly. Never wire money “as a friend.” And, if the seller says, *“Don’t worry, I’ve done this before”….*run.
Legit sellers are happy to use escrow. If they’re not, you shouldn’t be.
Try Creative Tactics If the Price Is Too High
Let’s say you’ve found the dream domain. The owner replies. But the asking price is too far outside your budget.
Before you walk away, consider alternative paths:
1. Offer a Payment Plan
Many domain owners are open to installment payments, especially if the total price is higher. For example:
Instead of $25K up front, offer $5K down plus $2K per month for 10 months.
2. Propose a Lease-to-Own
If you’re still testing your brand, leasing gives you time to validate. Most platforms (like Dan.com) offer lease-to-own structures with escrow baked in.
3. Trade Equity for Access
Rare, but not unheard of, especially if you’re an early-stage founder and the seller is entrepreneurial. You get the name now, they get a small stake if your startup takes off. It worked for Noah Kagan and Mint.com.
4. Ask for a Lower-Tier Name
If their ask is too high, see if they own related domains they’d part with. Investors often hold portfolios, and a slightly less premium name might still work and cost 90 percent less.
These aren’t tricks. They’re structure options. When someone’s not budging on price, changing the structure can change their answer.
Watch for Red Flags
There are a few signs that a domain deal is going off the rails:
- The seller won’t use escrow
- They refuse to verify ownership
- They go dark after payment discussion
- They change the price mid-negotiation
If you see any of these, hit pause. Either pull back or bring in a broker who can apply pressure the right way.
A great domain should be an asset. Not a liability.
Final Thought
Securing the right domain doesn’t have to mean emptying your wallet or navigating some shadowy corner of the internet. With the right approach (measured, professional, and strategic) you can get the name you want and keep your sanity (and budget) intact.
It’s not about winning. It’s about structuring the deal in a way that works for you and the seller.
Need Help?
At Snagged, we’ve helped founders lock down dream domains without paying dream-level prices. Whether you’re early in the process or stuck in a circle of endless negotiations, we can help you:
✔ Find the real owner
✔ Structure a fair offer
✔ Handle the back-and-forth
✔ Close safely through escrow
Don’t overpay because you didn’t know how to ask. Let us help you ask better.
