Renew or Drop: A Brutally Honest Domain Decision System New

Every domain investor eventually faces the same quiet question:

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“Should I renew this… or finally let it go?”

This decision matters more than most people realize.

Bad buys hurt once.
Bad renewals hurt every year.

This post gives you a clear, unemotional system to decide—fast—whether a domain deserves another year in your portfolio.

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Why Renewal Decisions Are Hard

Renewals fail because investors:

• Fall in love with names
• Remember what they paid, not what it’s worth
• Confuse potential with probability

The market doesn’t care about sunk costs.
Neither should you.

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Step 1: Identify the Real Buyer Pool

First question—always:

“Who exactly buys this domain?”

Not “who could use it,” but:

• Who actively buys similar domains
• Who has budgets for naming
• Who has purchased before

If you can’t list at least 10 real companies, that’s your first warning sign.

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Step 2: Measure Buyer Purchase Frequency

Some buyers buy domains often.
Some buy once in a decade.

Ask:

• Is this a startup-heavy industry?
• Do companies here rebrand or expand often?
• Are acquisitions or launches common?

Low frequency = slow liquidity.

If the buyer buys rarely, you renew selectively.

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Step 3: Test Commercial Urgency

Great renewal candidates:

• Touch revenue
• Improve trust
• Reduce friction
• Clarify positioning

Weak renewal candidates:

• Sound nice
• Feel clever
• Depend on “someday” scenarios

If no business pain is removed, renewal becomes hope-based investing.

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Step 4: Apply the Time Test

Ask one brutal question:

“Would a serious business commit to this name for 5+ years?”

If the name:

• Relies on trends
• Feels dated
• Sounds experimental

Then long-term buyers will hesitate—and so should you.

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Step 5: Look at Actual Market Feedback

Market feedback is not just offers.

It includes:

• Inquiries
• Page visits
• Broker interest
• Comparable sales

No signals after 12–24 months is information, not bad luck.

Silence is data.

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The 5-Question Renewal Filter

Answer honestly:

1. Clear buyer pool?
2. Buyers purchase domains often?
3. Strong commercial intent?
4. Long-term viability?
5. Any real market signal?

• 4–5 yes → Renew confidently
• 2–3 yes → Borderline, review price/strategy
• 0–1 yes → Drop without regret

Professionals drop names every year.
That’s how portfolios get sharper.

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Why Dropping Is a Skill

Dropping domains:

• Frees capital
• Improves focus
• Increases overall ROI

The best investors don’t have the most domains.
They have the fewest weak ones.

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Final Thought: Renewal Is Re-Investing

Every renewal is a new investment decision.

Not a continuation of the old one.

If you wouldn’t buy the domain today at renewal price,
you shouldn’t renew it.

Simple.
Brutal.
Effective.