Ready to Acquire, Sell, or Optimize Your Domain Portfolio?
15 Years. Three Industry Leaders. One Broker Who Learned From All of Them.
From DomainAdvisors to Uniregistry to SAW.com, Brooke Hernandez has spent 15 years inside the most respected firms in the domain industry. Now she brings all of it exclusively to ProBroker clients.
Meet Brooke Hernandez
Founder of ProBroker
Honestly? I stumbled into this industry.
After years as a commercial real estate broker, I had to pivot in 2010. The market had shifted, life had shifted, and I found myself looking for something new. Domains found me at exactly the right moment, and what I didn’t know then was that everything I had spent years learning in real estate, how to value an asset, read a market, spot an opportunity, and negotiate a deal that works for both sides, translated perfectly into this world. I just had to figure that out one deal at a time.
My first stop was DomainAdvisors, where I got my footing and closed my first real transactions including ReverseMortgages.com, Cotton.com, and Glamorous.com. I learned fast. The domain industry rewards people who understand value, and after years in real estate, I already spoke that language fluently.
From there, I spent six years at Uniregistry, one of the most respected names in the premium domain space. That is where I sharpened everything: high-value deals, complex negotiations, and the kind of relationships with buyers and sellers that take years to build and last a lifetime.
Then came SAW.com, where I worked as a Senior Domain Broker and closed some of the most recognized transactions in the industry, including Diamond.com, Hosting.com, and Entry.com. I also acquired landmark domains, including TN.com, Ollie.com, Gate.com, Day.Ai, Entre.com Bunny.com, AnyScale.com, and Anatomy.com, for corporate clients who needed discretion, speed, and results.
In 2026, I founded ProBroker.
Not because I needed a new start, but because after 15 years learning from the best firms in this business, I was ready to do it entirely on my own terms. With every relationship I built, every tactic I learned, and every lesson I learned the hard way, working directly for you.
What started as a pivot became the best thing that ever happened to my career. And now I am here to assist others in this amazing industry!
- 14+ Years of Industry Experience
- Thousands of Successful Transactions
- 100% Confidential Handling
- Trusted by VC Firms & Founders Globally
Industry Recognition & Professional Standards
Member of the Internet Commerce Association (ICA)
Trusted by leaders in SaaS, AI, fintech, healthtech, and eCommerce
Companies We've Worked With
Trusted by leading brands and organizations across industries to secure their premium domains
Testimonials
Ready to Buy, Sell, or Manage Your Domain Portfolio With an Expert
Whether you are acquiring the perfect domain, selling for maximum value, or building a long-term portfolio strategy let’s figure out your best move together. Consultations are free, completely confidential, and backed by 15 years of premium domain brokerage.
General Domain Brokerage Questions
Why use a domain broker instead of buying domains yourself?
Professional domain brokers bring market expertise, negotiation skills, and confidential representation that typically save 30-50% on acquisition costs while significantly increasing success rates. We have insider relationships and knowledge of unlisted domains.
How much does a domain broker cost? What are typical fees?
Hiring a premium domain broker should never feel like a financial risk. ProBroker’s compensation is 12.5% of the final sale or acquisition price, meaning you pay nothing until your deal is done. For domains valued under $2,000, a flat fee of $250 applies. No upfront fees. No retainers. Success-based, always.
How long does it take to acquire a premium domain?
Premium domain acquisitions typically take 2-12 weeks depending on owner responsiveness, negotiation complexity, and due diligence requirements. Simple transactions can close in 2-3 weeks, while complex negotiations involving multiple parties may take 3+ months.
What makes a domain 'premium' or valuable?
Premium domains are short, memorable, keyword-rich, and typically use .com extension. Value factors include: length (shorter is better), brandability, search volume for keywords, extension, existing traffic, comparable sales, and industry relevance. Single words and two-letter domains command highest prices.A broker offers access to off-market domains, anonymity, pricing insight, and skilled negotiation that saves you time and money.
How do domain brokers negotiate prices and get better deals?
Professional brokers leverage market knowledge, comparable sales data, relationship capital, and strategic timing. We understand owner motivations, use anchoring techniques, maintain confidentiality to prevent price inflation, and know when to walk away. Experience with thousands of deals creates negotiation advantages individuals simply don’t have.
Can you help with international domain acquisitions?
Yes, I have extensive experience with international domain transactions across Europe, Asia, and other markets. This includes navigating language barriers, currency exchanges, international escrow services, and country-specific transfer procedures. I’ve worked in 14 languages through my network.
What happens if a domain owner doesn't want to sell?
When owners initially decline, we employ alternative strategies: identify decision-maker motivations, present compelling business cases, suggest creative deal structures (leasing, payment plans, partnerships), wait for optimal timing, or explore similar alternative domains. Persistence and relationship-building often succeed where initial outreach fails.
Do you offer payment plans or financing for expensive domains?
Yes, we can structure creative payment solutions including installment plans, lease-to-own arrangements, earnouts tied to business performance, and connections to domain financing companies. Many sellers are open to payment plans when properly structured with security.
How do you ensure confidentiality during negotiations?
We use anonymous entity representation, never disclose client identity without permission, employ NDAs, route communications through intermediaries, and use strategic misdirection when necessary. Confidentiality is crucial because revealing buyer identity often inflates prices 50-200%.
What's included in your domain acquisition service?
Full-service acquisition includes: domain research and valuation, owner identification and outreach, confidential negotiation, escrow coordination, legal contract review, transfer management, DNS setup assistance, and post-acquisition support. You’re covered from initial research through final transfer.