Buying premium domains: guide for valuable domain names

A premium domain is a domain name that's already registered and offered for sale at a higher price than standard registration. Think of short, memorable names or generic terms. In this article, you'll learn everything about premium domains: what they are, where to buy them, and what to watch out for.

What makes a domain premium?

Premium domains stand out because of:

• Short names - Two or three letters (ab.nl, xyz.com)
• Generic words - car.nl, hotel.com, flowers.nl
• Old domains - Registered for long, more trust with Google
• Exact search terms - Domains matching popular searches
• Brandable names - Unique, memorable names without meaning

Why are premium domains more expensive?

The price of a premium domain is determined by supply and demand. A domain like "loans.nl" or "hotel.com" has intrinsic value because:

1. It generates direct traffic - People type the name directly
2. It can give SEO advantage - Exact match domains sometimes perform better
3. It has brand value - A good name is worth billions
4. Scarcity - There's only one hotel.com

Where to buy premium domains?

Domain marketplaces

Through registrars

Some registrars sell premium domains directly:

• At registration you immediately see the premium price
• Often monthly or yearly payment possible
• Note: often higher renewal prices

Direct contact with owner

Look up the owner via WHOIS and approach them directly. This can be cheaper than via a marketplace.

Negotiating the price

With premium domains, the asking price is often negotiable. Tips:

1. Do your homework

Research comparable sales on sites like NameBio or DNJournal. This way you know what's realistic.

2. Start low but reasonable

An offer of 20-30% of the asking price is a common starting point. Too low and the seller won't take you seriously.

3. Be patient

Negotiations can take weeks to months. Haste often leads to a higher price.

4. Use a broker

For domains over €10,000, a domain broker can help. They know the market and can close better deals.

Risks and pitfalls

1. Inflated prices

Sellers sometimes ask absurd amounts for mediocre domains. Always compare with recent sales.

2. Legal problems

Watch out for domains that violate trademarks. Don't buy "nike-shoes.nl" - that can cause legal problems.

3. Penalty history

A domain may have been used for spam in the past and have a Google penalty. Check history via:

• Wayback Machine (archive.org)
• Google Search Console (after purchase)
• Backlink profile via Ahrefs or Moz

4. Use escrow

Always use an escrow service for large amounts. The buyer pays to escrow, which only pays out after domain transfer.

Alternatives to premium domains

Not everyone has the budget for a premium domain. Alternatives:

Choose another TLD

If companyname.com is too expensive, consider:

• companyname.nl (often still available)
• companyname.io (popular with tech)
• A new TLD like .shop or .tech

Creative names

Instead of a generic word, invent a unique brand name. "Bol.com" is more valuable than "webshop.nl" would be.

Use additions

• getcompany.nl
• companyhq.nl
• companyapp.nl

Expired domains

Sometimes good domains expire accidentally. Platforms like ExpiredDomains.net show these. You can register them for the normal price.

Frequently asked questions

What is a reasonable price for a premium domain? This varies enormously: from €100 for simple names to millions for top names. Compare with recent sales in your niche.

Do I get SEO advantage from an exact match domain? Limited. Google values quality content more than the domain name. A premium domain alone is no guarantee of good rankings.

Can I pay in installments? Some sellers and platforms offer this. Dan.com for example has a lease-to-own option.

How do I know if a domain is worth its price? Look at comparable sales, search volume on the term, and potential value for your business.

Also read our guide on domain name valuation to learn how domain value is determined.