How I Saved My Client Over $1 Million on a Domain — Buyer Tips for Smarter Deals
Some nights when I can’t sleep—or wake up in the middle of the night—I find myself going down the Reddit rabbit hole. I’ll scroll through posts about strange situations, relationships, and, of course, people asking for advice about domain names. The comments are a mixed bag: some good advice, some bad, and everything in between.
Jeffrey Gabriel.jpg&w=1920&q=75)
Every now and then, I come across someone insisting that using a domain broker is a waste of time—that we only add fees, get in the way, or complicate deals that could be done directly. Sometimes they’re right. But other times, a good broker can make all the difference.
In an age where AI tools are “replacing” professionals—or, at least, automating parts of what we do—the domain industry isn’t immune. Several competitors offer “buyer brokerage services” that are largely automated. The buyer pays a small upfront fee, enters their budget, and from there, the system takes over. No personal contact. No strategy. Just an algorithm firing off automated offers.
At Saw.com, every opportunity starts with a conversation. We pick up the phone, get to know the client, and understand their goals. We don’t just chase fees—we build relationships.
A recent client is a perfect example. He was referred by a friend and represented an established company looking to expand into a new service. They wanted something short and memorable—something that could stand on its own. Their decision? A one-letter domain.
Now, one-letter domains are rare and valuable. Twitter’s rebrand to X.com made that clear. But it also raised practical questions—would X.ai, X.co, or X.de confuse users? Would a one-letter domain even function properly with third-party systems or ISPs? How pronounceable are they? If it is the letter U and someone hears it in conversation, on TV or during an ad, is it You, or Yu? Same with Y (why), R (are, arr), P (pea, pee), B, C, D, or 1 (one), 2 (two, too, tu, to) you get the gist!
I didn’t mention those doubts to the client right away. Instead, I introduced myself, shared a bit about my experience, and asked about their business, their products, and why they wanted this specific domain. I also asked whether they had already reached out to the owner or seen a price. They hadn’t contacted the owner, but they had seen the listing: over seven figures.
I told him, “Well, you have excellent taste.” After all, there are only 26 letters and 10 number single character domains in a string. In this particular string, I am not sure if all single-character domains were even made available. He said, “We would like to invest in this domain, and use it. Where do you suggest we start with an offer?”
“Before we go all-in on that one,” I said, “Why not consider a two-letter name? Would that still fit your goals? For example, XY, YZ, or even LL (these aren’t the real ones)—all of them are short, easy to remember, pronounceable, and possibly far more affordable.”
He was open to it. I ran a few quick checks, found several options under $50,000, and we narrowed it down together. Within about a week, we negotiated a fair price, secured the domain, and saved him over a million dollars, and then he stiffed me on my commission! (Just kidding! seeing if you are paying attention!)
When people ask what differentiates Saw.com from other brokerages, that’s the answer. We do it the old-fashioned way—not because we’re old-fashioned, but because taking the time to understand our clients always pays off. We know what questions to ask, when to ask them, and how to guide people to the right decision, not just the most expensive one.
In a business where automation can find names, send offers, and process payments, the real value still comes from listening, understanding, and advising. That’s something no algorithm can replace.
-2.jpg&w=1080&q=75)
.jpg&w=1080&q=75)
.jpg&w=1080&q=75)
.png&w=640&q=75)