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Selling a Website: Retail vs. Wholesale Marketplaces

Before we look at the various flip strategies, it’s important to discuss the difference between the wholesale and retail markets. When researching this, I noticed that virtually no one discusses this concept but it can help you better meet your goals if you know the differences between the two different methods.

• Retail market. If you’re not in a hurry to sell and want to get top dollar for your website property, I would consider selling an established website on the retail market. This includes locations using a non-auction marketplace format and seeing what comes your way.

One example of a “retail” marketplace would be At this resource, you place a classified advertisement where potential buyers review your ad and determine if it meets their needs. If so, they contact you via the marketplace email system. Depending on your site’s asking price, among other factors, you may have a good chance of receiving top dollar (provided it’s realistic) on the retail market.

• Wholesale market. This is where you’re seeking to sell the website at a quicker pace. That doesn’t mean you won’t get top dollar but it tends to tell potential buyers that you’re more motivated than if you sold on the retail market. Auction sites, especially if they offer a Buy It Now (BIN) feature, tend to sell faster than retail (non-auction) marketplaces but usually at a lower selling price.

The most obvious example of a wholesale marketplace would be where both the auction and BIN features are available. As a seller, you’re not required to provide a BIN price but it is an option to consider.

While there are various strategies for flipping websites, they’re generally three key components to a successful turnaround:

1. Buy an established website at the right price.
2. Fix or add website features to boost value.
3. Develop a solid sales campaign to sell the website.

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