10 Steps in the Empire Flippers Sales Process Explained

I’ve sold a bunch of websites over the past decade, with several different website brokers (mostly on the smaller end) and decided to document what I wish I’d known before getting into all this. Not enough people talk about what actually happens when you list your digital property, which can make first-time sellers unnecessarily nervous about the entire experience. Empire Flippers has had, by far and away, the best sales process based on my experience. Here’s how it went down.

1. Valuing Your Online Business with Empire Flippers

The first crucial step in selling your online business with Empire Flippers is getting an accurate valuation. This initial assessment determines your listing price and sets expectations for what you can realistically earn from the sale.

Understanding Business Valuation Multiples

Valuation multiples are the primary method Empire Flippers uses to price online businesses. These multiples typically range from 20-50x monthly profit depending on your business model. Content sites generally fetch 30-40x (though may be far less post-ChatGPT), ecommerce businesses around 25-35x, and SaaS businesses can command 40-50x monthly profit. The multiple reflects your business’s stability, growth trend, and transferability—higher risk businesses receive lower multiples, while established operations with consistent earnings secure higher ones.

How Empire Flippers Determines Your Site’s Worth

Empire Flippers calculates your valuation by analyzing your last 12 months of profit (L12M) and applying the appropriate multiple. Their vetting team examines your traffic sources, revenue stability, business model, and growth trajectory. They’ll request access to your analytics, revenue accounts, and financial statements during this process. Unlike some brokers who inflate valuations to win listings, Empire Flippers provides realistic assessments based on actual marketplace data from hundreds of previous transactions in your niche. The paperwork (errr…Google Sheets work) can be a pain, but it usually results in a better, smoother process overall.

2. Submitting Your Business for Review

After receiving your valuation, the next step is submitting your business for review. This formal submission process allows Empire Flippers to verify your business details and determine if it meets their marketplace criteria.

Required Documentation and Information

To submit your business, you’ll need to provide detailed financial records, traffic analytics, and operational documentation. Empire Flippers requires:

• Profit and loss statements for the past 12+ months
• Google Analytics or equivalent traffic data
• Proof of ownership for all domains and assets
• Revenue verification (screenshots from payment processors)
• Details on your business operations and time commitment

Their thorough vetting process protects both sellers and buyers by ensuring all listings are legitimate and accurately represented.

Initial Screening Process

Once submitted, your business undergoes a comprehensive screening process that typically takes a few business days. Empire Flippers’ vetting team will:

• Verify all financial data against provided documentation
• Analyze traffic patterns for consistency with revenue claims
• Check business history and ownership authenticity
• Evaluate business transferability and growth potential
• Determine if the business meets their minimum listing requirements

About 60% of submitted businesses pass this initial review and move forward to the listing phase.

3. Passing the Vetting Process

After submitting your business, you’ll need to clear Empire Flippers’ rigorous vetting process before your listing goes live. This is where many submissions falter, as Empire Flippers maintains strict quality standards for businesses they represent.

Due Diligence Requirements

Empire Flippers’ vetting team conducts thorough due diligence on every business submission. You’ll need to provide detailed documentation including:

• Complete P&L statements showing at least 6-12 months of financial history
• Access to your analytics platforms (Google Analytics, Clicky, etc.)
• Backend access to verify monetization (Amazon Associates, AdSense, etc.)
• Proof of business ownership (domain registration, account access)
• Explanation of business operations, processes, and any team members

This extensive verification process typically takes 1-2 weeks depending on your responsiveness and business complexity.

Verification of Revenue and Traffic Claims

During vetting, Empire Flippers meticulously verifies all revenue and traffic claims you’ve made. They’ll:

• Cross-check your reported revenue against actual payment processor statements
• Analyze traffic patterns to ensure stability and organic growth
• Look for discrepancies between reported and actual performance
• Verify that traffic sources match your business model (organic vs. paid)
• Confirm seasonal patterns are properly disclosed and accounted for

I’ve found being completely transparent about business metrics always produces the best results. In many cases, the prospective buyers are *very* familiar with your little niche / industry and can spot bad data instantly. Any attempts to inflate numbers will be caught and can permanently damage your selling potential.

4. Signing the Marketplace Agreement

After your business passes the vetting process, you’ll need to formalize your relationship with Empire Flippers by signing their marketplace agreement. This critical step establishes the legal framework for your listing and outlines the responsibilities of both parties.

Understanding the Listing Terms

The marketplace agreement clearly defines the terms of your business listing, including the commission structure, listing price, and duration. Empire Flippers typically charges a 15% commission on sales under $1 million, with a sliding scale for higher-value businesses. The agreement also specifies the escrow process and outlines what happens if your business doesn’t sell within the initial listing period.

Exclusivity Requirements Explained

When you sign with Empire Flippers, you’re agreeing to list exclusively with their marketplace for a defined period—usually 6 months. This exclusivity means you can’t simultaneously list your business with other brokers or attempt to sell it privately. While this might seem restrictive, it actually protects both parties and ensures Empire Flippers can dedicate their full resources to selling your business without competing efforts diluting their incentive.

5. Creating Your Business Listing

After signing the marketplace agreement, Empire Flippers begins creating your professional business listing. This is where your business gets positioned to attract qualified buyers.

How Empire Flippers Showcases Your Business

Empire Flippers creates a comprehensive listing page that highlights your business’s strengths and potential. They include key metrics like monthly profit, traffic statistics, and business model details while maintaining your anonymity. The listing features growth opportunities, competitive advantages, and operational requirements to give buyers a clear picture of what they’re investing in. I’ve found these listings to be remarkably thorough, providing enough information to generate serious interest without revealing sensitive details that could compromise your business.

Anonymity Protection Measures

Empire Flippers takes several measures to protect your identity during the sales process. They remove all identifying information from your listing, including your business name, domain, and personal details. They assign your business a unique listing number instead of using your brand name. All communication with potential buyers is handled through their platform, with buyers signing NDAs before accessing sensitive information.

6. Marketing Your Business to Qualified Buyers

Once your business listing is live, Empire Flippers begins marketing it to potential buyers. This stage is where their expertise in connecting sellers with serious purchasers truly shines.

Empire Flippers’ Buyer Network

Empire Flippers maintains an extensive network of pre-qualified buyers actively looking for online businesses. Their database includes thousands of investors with verified proof of funds, ranging from individual entrepreneurs to institutional investors with millions to deploy. I’ve found this buyer pool to be particularly valuable because it’s constantly refreshed with new investors entering the marketplace daily. These aren’t tire-kickers—they’re serious buyers who understand the value of digital assets and have the capital ready to make purchases.

7. Managing Interested Buyer Inquiries

Once your listing goes live, you’ll begin receiving inquiries from potential buyers. Empire Flippers manages this process meticulously to ensure only serious, qualified buyers get access to your sensitive business information.

The Buyer Deposit System

Empire Flippers implements a unique refundable deposit system to filter out tire-kickers. Interested buyers must place a deposit before accessing detailed business information. This deposit is fully refundable if they decide not to purchase but serves as a powerful screening mechanism to ensure only committed buyers engage with your listing. I’ve found this system dramatically reduces time wasted on non-serious inquiries.

How Empire Flippers Qualifies Potential Buyers

Before any buyer can view your full business details, Empire Flippers verifies their identity, investment capacity, and purchase history. They confirm buyers have sufficient funds through proof of liquidity documentation and evaluate their experience in your business model. This vetting process ensures you’re only dealing with buyers who have both the financial means and relevant expertise to successfully acquire your business.

8. Facilitating Buyer-Seller Calls

What to Expect During Buyer Meetings

When a buyer shows serious interest in your business, Empire Flippers arranges conference calls between you and potential buyers. These calls typically last 60-90 minutes and focus on operational details, growth opportunities, and potential challenges. I’ve found these discussions are crucial for building buyer confidence and addressing concerns that weren’t covered in the listing.

During these calls, buyers will ask about daily operations, team structure, and your reasons for selling. They’ll often probe into growth strategies you haven’t explored and potential risks they should be aware of. Come prepared with historical data, future projections, and honest answers about both strengths and weaknesses of your business. Again, honesty and transparency is key.

9. Negotiating and Accepting an Offer

Once buyers express serious interest after your conference call, you’ll enter perhaps the most exciting phase of the Empire Flippers sales process: negotiation and offer acceptance. This gets super-complicated from the outside of the deal…but is surprisingly simple on the inside with Empire Flippers guiding the discussion. My worst failed deal was one where I tried to negotiate on my own. The best deal was one guided by Empire Flippers.

10. Migrating Assets and Completing the Sale

After accepting an offer and finalizing the deal terms, you’ll reach the final milestone in your Empire Flippers journey—transferring your business assets to the new owner.

The Secure Transfer Process

The asset migration process with Empire Flippers is remarkably efficient and secure. Their dedicated migrations team oversees every aspect of the transfer, ensuring all digital assets change hands properly. I’ve found their step-by-step approach eliminates common transfer mistakes that could derail the sale. They provide detailed checklists for transferring various assets including:

• Domain names
• Hosting accounts
• Content management systems
• Email marketing platforms
• Social media accounts
• Advertising accounts

The team coordinates with both parties to schedule convenient transfer times, especially for businesses requiring minimal downtime during the transition.

Post-Sale Support and Transition Period

Most Empire Flippers deals include a 30-day transition period where you provide training and support to the new owner. This typically involves:

• Regular calls to answer questions
• Documentation of processes and procedures
• Introduction to key contacts and suppliers
• Troubleshooting assistance as needed

I’ve found this transition period crucial for ensuring the business continues to perform after the sale. Empire Flippers remains involved throughout this process, mediating any concerns and ensuring both parties fulfill their contractual obligations before the escrow funds are fully released to you.

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