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There are plenty of online business brokers and website marketplaces for buying and selling sites, but many focus exclusively on businesses that make a significant amount of money each month. The options are very limited for sites making less than $2,000 per month. And the options that do exist often come with high fees for sellers.
If you’re looking to sell a website that doesn’t make enough money to qualify for most brokers or marketplaces, finding potential buyers on Facebook is a legit option.
There are several very active Facebook Groups dedicated to buying and selling websites. These groups are ideal for selling sites that don’t generate as much interest elsewhere, and this article covers all the important details.
- Facebook Groups are an excellent option for selling smaller sites often overlooked by brokers and marketplaces.
- The most popular Facebook Groups have thousands of active buyers and sellers.
- There are no fees for using these groups, but you need to proceed cautiously because no one is vetting potential buyers for you.
- The best groups include Flipping Websites, Website Flipping, Niche Website Flippers, and Upniche.
My Experience Buying and Selling on Facebook
First, I’d like to briefly explain my own experience buying and selling websites and online businesses on Facebook. In 2017, I sold an Amazon FBA business for $225,000 to a buyer I found through a Facebook Group.
That business had been listed with a broker for four months without receiving a single offer. With a simple post in a Facebook Group, I had interest from several people, and one of them bought the business for what I felt was a fair price.
In 2021, I bought a content-based website through a Facebook Group for about $500. The site had around 80 published articles, a small amount of organic search traffic, and was making about $30 per month from AdSense.
I have more experience buying and selling outside of Facebook, but I do frequent a few Facebook Groups in case I see anything that piques my interest.
Why Sell Your Website on Facebook?
While Facebook Groups may not be the first option that comes to mind when you think about selling your site, there are several reasons why you might want to consider it.
- Ideal for Small Sites. Brokers and marketplaces tend to overlook small sites. On the other hand, Facebook Groups are ideal for selling small sites because the sites are affordable to most buyers there.
- Large Audience. Several groups have thousands of members looking to buy or sell websites. You can quickly reach hundreds or thousands of potential buyers at any time. And best of all, these people are actively looking to buy and ready to move.
- Several Groups to Try. Four well-established groups have a lot of activity, so it’s not just one group. If you don’t get results with one, you can try another.
- No Fees. Unlike selling through a broker or marketplace, you don’t have to pay any fees to use these Facebook Groups. You’ll keep all of the proceeds from the sale of your site.
- Fast. It’s possible to sell your site very quickly through these groups. Most of the buyers there are looking to move pretty fast.
Of course, there’s no guarantee your site will sell. But if you’re reasonable with your valuation and asking price, there’s a good chance you’ll get some interest. Speaking of valuations, the multiples you’ll get for sites on Facebook Groups may be lower than the common multiples for sales at leading marketplaces, but keep in mind that you won’t have any fees.
Valuations are often expressed in multiples. For example, if a website makes $100 per month, and the multiple is 30x (30 times the average monthly profit), the site is worth $3,000.
What Types of Websites Sell on Facebook?
While you can sell a wide variety of websites through Facebook Groups, some tend to generate more demand than others. Here are the types of sites that are ideal:
- Content-based websites. Blogs and niche sites are extremely popular in these Facebook Groups. Other types of sites can sell, but content sites are the most common.
- Monetized with ads and/or affiliate programs. These are the two most common monetization methods you’ll find in these Facebook Groups, and plenty of buyers are looking for these types of sites. This includes Amazon affiliate sites and those that promote other affiliate programs.
- Low-priced sites and starter sites. Many sites in these groups sell for three or four figures ($100 – $9,999). Some sites sell for five or six figures, but there are fewer buyers in those price ranges.
Of course, most buyers are looking for sites that are already making money, but you can also sell sites that aren’t monetized yet. For example, maybe you started a site two years ago, wrote 50 articles, and now you’ve lost interest. That site may have value to buyers because of its age and the existing content. Facebook Groups are probably the best option for selling this type of site.
Empire Flippers offers an excellent (and free) website or business valuation tool. It only takes a few minutes to enter the details of your business, and you'll get a report on the estimated value. You don't even have to talk to anyone! It's my favorite tool for online business valuations.
How to Sell Your Website or Blog on Facebook
If you’re convinced that Facebook Groups may be the right way to sell your site, here are the steps you can take.
Gather the Data
First, you need to gather the data you’ll use in your listing to attract potential buyers. This includes your revenue, expenses, profit, and traffic details. If the site is established and has been making money for a while, go back at least 12 months. You can use the most recent 3 or 6 months if it’s a newer site.
You should also check the site’s age and the number of published pages/posts (assuming it’s a content-based site). Many people looking at inexpensive sites are more interested in these details than the amount of money the site currently makes.
Decide on Your Asking Price
Before you list your site for sale, you need to know how much money you want to get for it. This can be challenging because the multiples vary significantly depending on several factors.
I recommend joining a few groups and checking recent posts to see the asking prices of other similar sites (you won’t know the exact site because URLs are not included in the listing, but you can compare details like the average monthly profit, monetization methods, and amount of content).
Some sites sold in these Facebook Groups are distressed (for example, traffic is on a significant downward trend), so the multiples tend to be lower due to the risk. Other sites may be valued at higher multiples because they haven’t really been monetized yet, and increasing the revenue should be easy.
The best thing you can do is get familiar with the prices of other similar sites and price yours accordingly.
Create the Listing
Now it’s time to create the post to promote your site. Of course, you should familiarize yourself with the group rules before posting to be sure that you don’t violate any rules and get your post deleted. Also, look at recent posts created by other sellers to see what they include and how they present the data.
You’ll need to include details like:
- Site age
- Monetization methods
- Monthly revenue
- Monthly expenses
- Traffic stats
- Number of posts/pages
You can also include any other relevant details like inbound links, social media profiles that may be included, and any other details that may appeal to potential buyers. You can include the asking price in the post, but some sellers wait to be contacted before sharing the asking price.
Include screenshots to validate the details in your post (Google Analytics, affiliate earnings, ad revenue, etc.).
Keep your post as brief as possible while providing all the necessary information.
Respond to Comments and Questions
Do not include the URL in the post. Most sellers provide the URL to anyone who sends a direct message, but some sellers are even more protective. For larger sales, you may want to ask potential buyers to sign a non-disclosure agreement (NDA) before providing the details.
Some sellers say they won’t reveal the URL until the deal is finalized. Personally, I can’t imagine anyone buying a site without knowing the URL and being able to check it, but maybe some people do. Keep in mind that the easier you make it for potential buyers, the more interest you’ll get.
Most likely, you’ll get some questions either in the comments of your post or by private message. Try to respond as quickly as possible to keep potential buyers interested.
Receive Offers & Negotiate
Hopefully, you get at least one offer. It’s possible a buyer will agree to your asking price, but you may receive lower offers. If that’s the case, you can either accept the offer or make a counteroffer.
Once you’ve come to an agreement with a buyer, it’s time to move on and close the deal. Depending on the buyer and the size of the sale, some time may be needed for due diligence. You may need to provide the buyer with proof of income or other details.
Close the Deal
Finally, you can close the deal by accepting payment from the buyer and transfer the site and domain. PayPal is common for payments because it can be used in most countries, and buyers and sellers are often located in different places. But other payment methods, like bank transfer, are possible.
I recommend getting a signed contract or asset purchase agreement (APA).
Facebook Groups for Buying and Selling Websites
Here are the best and most active groups for buying and selling websites:
All of these groups function similarly. They’re all private, so you’ll need to request to join, but you shouldn’t have any trouble getting accepted.
Remember, no one is vetting the listed websites, the buyers, or the sellers in these Facebook Groups. It’s up to you to use discretion and protect yourself.
As a seller, the most important thing is to receive the money before you transfer the site. For larger sales, you can use an escrow service like Escrow.com. However, most sales through these Facebook Groups are small enough that it’s not necessary.
Final Thoughts on Selling a Website Through Facebook Groups
Facebook Groups are a surprisingly awesome resource for buying and selling websites, especially smaller sites that are typically ignored by brokers. As a seller, you can get your listing in front of a large audience of potential buyers with no fees. If you’re looking to sell your site and the leading brokers and marketplaces aren’t a great fit, consider trying Facebook.