Big announcements coming this week that will change the domain aftermarket.
The business of selling domain names to end users will forever be changed before the end of this year.
Domain Name Wire has learned that this week Afternic will announce it has inked agreements with both eNom and Moniker to be Premium distribution partners. They will join Network Solutions and Register, giving Afternic deals with 4 of the top 10 registrars for premium distribution. Afternic also has a deal with GoDaddy Auctions. These deals will be fully implemented before the end of the year.
What does this mean? Domain owners who have their domains registered at eNom (owned by Demand Media) or Moniker (owned by Oversee.net) will be able to list their domains at Afternic’s Premium level. Premium listings are syndicated across all premium partners’ sites. If someone is searching at Network Solutions to register a domain you own and have listed through the system, they’ll be able to purchase the domain name through the registrar. The domain will also be instantly transferred to the buyer regardless of which of the four registrars currently has the domain.
Getting your domains into the “registration path”, which this allows you to do, is key to selling to end users. I’ve talked to a couple people who have used Premium listings on Afternic who say the results have been remarkable.
The big win for Afternic with these two registrars is inventory. Yes, it helps that domains will be listed for sale on both web sites, but the real win is getting access to inventory at two registrars that are popular with domain investors. Network Solutions and Register are key to end user sales.
I’m not sure how the deals are structured for eNom and Moniker. I suspect they get a cut of the action. But more importantly this is another customer retention tool. I’ve moved a number of my domains from Moniker to GoDaddy over the past year to take advantage of GoDaddy’s premium listing service.
Yesterday Afternic changed its promotion levels and commissions. The commission for these Premium level listings is 20%, or 15% if the domain name is parked with Afternic/SmartName.
This is going to be a really big deal for domain owners.