With
every passing year Ms.
Buckley's star grows brighter in the domain world as
she closes one blockbuster sale after another. In 2016 it
was selling Rate.com for $725,000 for the
Castello Brothers of Castello
Cities Internet Network (whom she has been
associated with since 1998 - more on that shortly). In
2017 she had three of the year's top 30 sales - Refi.com
at $500,000, Advance.com at $300,000
and Agenda.com at $225,000. We are only
halfway through 2018 yet Kate already has three of
this year's top 15 sales to date - Sleeping.com
and Snoring.com at $502,225 each and Inspection.com
at $335,000. Now that you have no doubt sat up
and taken notice, you may be thinking, "Who is
this Wonder Woman and where did she come from!?"
Kate
was born in Lexington, Kentucky in 1974 - a
ninth-generation Kentuckian whose grandparents and
great-grandparents lived just a short walk or bike
ride away. In that environment, enveloped in her
family's colorful history and embraced by their love,
Kate quickly blossomed. "The innovative and
entrepreneurial spirit—and storytelling—of my
family has influenced me since my earliest days,"
Ms. Buckley told us, "as has their emphasis on
philanthropy and giving back."
"One
great-grandfather, Benjamin Franklin Buckley Jr.,
a third-generation Irish immigrant, owned the first Cessna
in the state (and piloted it himself)—using it to
check on his property holdings around Central
Kentucky. I remember him sitting at the piano at our
living room after dinner, sweating glass of bourbon on
the rocks at hand, picking out a melody while spinning
a highly colorful and improbable tale—much to our
great delight," Kate continued.
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Kate
Buckley - 3 years old |
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Kate's
great-grandparents, Eldon & Christine
Dummit,
in Lexington, Kentucky 1926. |
"Another,
Eldon Dummit, a Missouri farm boy, worked his
way through the University of Kentucky, then
UK Law School, and went on to serve as Attorney
General of Kentucky and was a nominee for governor
before retiring to serve as president of the service
organization, Optimist International. And his
wife—to whom he proposed in 1926 atop the bear cages
at the old Joyland Park!—my beloved
great-grandmother, Christine Shouse Dummit,
earned an English degree from the University of
Kentucky and taught continuing education to
Appalachian school teachers. She was my biggest
encourager in every area of my life. I was lucky
enough to have her in my life until her death at 102
- when I was 33," Kate recalled.
"My
grandmother, Roberta Buckley, informs me that,
as a child, I said I’d be a poet, artist, hostess
and acrobat when I grew up. If we can count Pilates as
acrobatics, I think I can check all those boxes!,"
Kate laughed. "I always knew my life would be different.
I wasn’t sure how or
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why, but it was an innate sense
that has led to my taking risks that others thought
odd at the time (for example, going into the domain
industry in 1998!)" |
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While
Kate was absorbing all of the knowledge her antecedents
were imparting, she was less enthralled with her
formal education. "I did not enjoy high
school," Kate said. "I went to a small,
private school and was champing at the bit to get
out into the world. I went to my father and
expressed my desire to leave school after my junior
year. In typical Biff Buckley fashion, he
commissioned me with research on all available options
(senior year abroad, boarding school, gap year,
college early, etc.), then asked me to present my
findings and make a recommendation, and then we’d
strategize together from there. So, I started
college at 16 (skipped first grade and twelfth),
and then was interested in so many things that it took
me three colleges (four, if you count grad |
Kate
with her Dad, B.F. "Biff" Buckley IV |
school!),
four majors and five years to earn my BA in
Advertising and Public Relations."
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"My major influences were my father, my
great-grandmother, my best friends, and my favorite
advertising professor, Mr. Dennis Altman. My
dad, Biff Buckley, influenced me with his deep and
profound kindness to all around him (think a Southern
Mr. Rogers), his work ethic and entrepreneurialism
(he ran my family’s insurance company and also
amassed a sizable real estate |
Kate
with her great-grandmother Christine Dummit
and her grandmother Molly Dummit (R) in 1987. |
portfolio that he’s
still growing at age 68), and his deep (and at
times frustrating to my teenaged self!) practicality. My
great-grandmother, Christine Dummit, was the
kindest person I’ve ever met and I can feel her
love, encouragement and support envelope me to this
day. She was also incredibly charming and a
world-class storyteller."
"My favorite professor, Dennis
Altman, who’d worked on everything from President
Ford’s campaign to Ford Motor Cars, was
incredibly supportive and encouraging of my fledgling
career in advertising. “And that’s how it’s
done,” he say after each of my pitches. And I was
just naive and ambitious enough to go for it. My best
friends at the time were also restless and desirous of
a “big life.” We moved en masse to Manhattan
after college," Kate said, leading into the next
stage of her life.
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Kate
in New York City at the start of her business career
in 2000.
"I’d worked at Gray Advertising and Landor
in New York City, then moved back to Lexington for a
stint as Director of Marketing for an equine
advertising firm, and then found myself restless
again," Kate recalled. "The West Coast
called this time. I started out running accounts for Kiner-Goodsell
Advertising in Palm Desert, California (the largest
advertising agency in the Inland Empire at the time).
I left Kiner-Goodsell when I realized how
disruptive sites like PalmSprings.com
were becoming to traditional media."
"David
and Michael Castello recruited me at the
tender age of 24 to help them grow PalmSprings.com in
1998 (and by the way, as an interesting sidebar—I
was briefly married to David in 1999!), and
then LagunaBeach.com
along with assisting on other assets in the CCIN
Network (I also moved to Nashville for a
year in 2011 to work on Nashville.com).
The entire Castello family has always been incredibly
supportive and just a joy both professionally and
personally. In fact, I still send Mother’s Day cards
to the amazing Victoria Castello, and am
honored to be the godmother of Michael’s lovely and
talented daughter, Jessica," Kate noted
fondly.
Kate
with CCIN Co-Founder Michael Castello and his wife
Sheri in Newport Beach, CA.
Kate is
still the Executive Vice President at CCIN but she
also has another big iron in the fire, having branched
out with her own brokerage and consulting shop, Buckley
Media Group, five years ago. Ms. Buckley told us
how that came about.
"I
sold LagunaBeach.com
for David and Michael in 2013 for $600,000,
after creating a business plan and branding and
marketing blueprint for the site and then marketing it
up and down the coast to VCs and media companies alike,"
Kate said. "I was then engaged by the acquiring
entity to help them implement the plans I’d created
and launch the redeveloped and redesigned site.
(It’s since changed hands again and the current site
does not reflect my efforts.) That’s how I came to
start Buckley Media Group (BuckleyMedia.com
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BuckleyMediaGroup.com).
I’ve always been fascinated by the intersection
of branding and domains—my company is a happy
marriage of my skill sets, experience and interests,
and my desire to provide value both to my clients and
the companies to which I market." |
"Buckley
Media Group not only sells high-end premium domains on
the aftermarket to end users, but we also work with
buyers on stealth acquisitions. We’ve
actually done quite a few already this year and have
some very satisfied clients. Chris Gannon, the
CEO at Bolay Enterprises, was kind enough to
say, "It was a true pleasure working with Kate
and team. After a quick internet search, I landed on
Kate and she gave sound advice on domains without
asking for anything in return - which turned into us
using her for business. She worked throughout the
weekend to secure our domain name for a substantial
price under asking. We cannot thank Kate enough for
her professionalism and hard work on getting our Bolay.com
domain. I highly recommend her."
Looking
back over her five years running Buckley Media Group,
Kate told us, "Some of my favorite experiences
have been working with my phenomenal clients—many of
whom have become close friends, and, of course, the
thrill of negotiating big sales! I see myself as an educator,
consultant and connector—far more than
as a salesperson. I bring neatly packaged
opportunities to the front doors of very smart
CEOs and CMOs and then share the story of the
opportunity around acquiring my clients’
ultra-premium .COM domains. It’s an honor and
a privilege and I love every minute of what I
do—from the research to the positioning to the
outreach to the pitch to the negotiation…to, of
course, sealing the deal."
As I noted at the beginning of this article, there is
far more to Kate than her business dealings. The
domain world has given her a place to help
entrepreneurs (who often start with a empty canvas),
create an unforgettable identity with a great domain
but that is just another manifestation of something
she was literally born with.
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On
top of the world - Kate in Barcelona, Spain. |
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Kate
doing a poetry reading at the Laguna College
of
Art + Design, Laguna Beach, CA
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"I’m
a poet, writer and visual artist (KateBuckley.com)—and
have been my entire life. My mother, Elise Buckley,
read to me from day 1—even in utero, she
tells me!," Kate smiled. "I grew up with the
cadence of story and song, poetry and memory, woven
into my days and nights. It affected me profoundly,
and became an inextricable part of me. I wrote and
illustrated my first poem at the age of 3 ½ (please
never ask me to recite it!). I went on to earn a minor
in painting and fine arts, and then an M.F.A.
(Master of Fine Arts) in Creative Writing."
"I’ve
written two books of poetry, won several national
awards, and my fiction has been short-listed for an
international prize. Most recently, I had the honor of
serving as the inaugural poet laureate for the City
of Laguna Beach. My platform included serving as a
brand ambassador for the literary arts—creating
content, performing readings, teaching workshops and
classes, and creating, coordinating, and leading
Laguna Beach's first-ever literary festival (LagunaBeachLitFest.com).
I also created and produced
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a Poet Laureate's
Showcase Series, bringing nationally known poets
and writers to Laguna Beach," Kate noted.
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Kate has also become well known for her continuous
support for good causes. "Apart from my personal
involvement, Buckley Media Group donates a
considerable portion of the after-tax proceeds of each
domain sale to worthy charities," Kate said.
"In fact, we were honored to be a sponsor of WaterNight
at the 2018 NamesCon Global conference. In
addition to WaterSchool,
other charities dear to my heart are With
My Own Two Hands Foundation, and Big
Brothers Big Sisters. I have mentored a
very special “Little Sister” for two years through
BBBS, and Monet continually inspires me
with her curiosity, creativity, resiliency and
kindness. She has taught me more than I’ll probably
ever teach her. It’s an honor to serve in whatever
capacity I can. We’re all in this grand thing called
life together."
Returning to the domain world - like the rest of us -
Kate has watched hundreds of new gTLDs launch
over the past
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Kate
with her "little sister" Monet |
four years but all of her big sales have
been .com domains. As a premier broker we
wondered how she viewed the aftermarket prospects for
new domain extensions. |
"I
have regular conversations with brilliant CEOs and
CMOs who understand the impact that a quality premium
.COM can have on their brand, bottom line, and overall
company valuation, and are willing to make substantial
investments to leverage these powerful assets,"
Kate said. " It comes down to control. A
premium domain allows companies to rely less on
Google, Amazon, and social media platforms.
The value of that is incalculable. I’m seeing
more and more understanding of this in the broader
marketplace, which is tremendously encouraging. Our
industry is still in the growth phase—the best is
yet to come," she declared.
Kate
added, "I’ve always been a stalwart and staunch
.COMer. New gTLDs may be helpful for companies from a
defensive position or for small B2B companies who
aren’t reliant on consumer-facing initiatives, but I
don’t see new gTLDs moving the needle in any
measurable way for either startups or established
companies. There’s a reason premium .COM domains positively
affect company valuation and new gTLDs do not. As Paul
Graham, founder of Y Combinator said,
“Not having a dot-com signals weakness.” Or as
Monet would say, “It’s not a thing.”
With
respect to the industry in general Kate said, "As
a relatively immature—and unregulated—industry, we
need more industry leaders to carry the torch of ethics
and professionalism. We have some phenomenal
industry leaders who exhibit these traits in their
daily interactions, |
Kate
with her boyfriend, Todd Henderson
(CEO of INKAgency.com),
in Laguna Beach, CA |
and I’m grateful for their
leadership. More is needed. Best-in-class
professionalism and integrity across the board are
essential for our industry to continue to grow and
mature into the powerful force for growth and good
that we all know it can be."
With constant change in the domain business keeping up
with today is a full-time job in itself
but Kate is still a young woman who relishes new
challenges, so we asked what she sees for herself in
the years ahead.
"When
I used to regularly do life and executive coaching
(TransitionandTransform.com),
I taught my own life mantra—The 4 Cs:
Engaging life with Curiosity, Courage, Compassion
and Creativity, Kate noted. "Practicing
that in every area of my life is what I wish to
continue doing now and until I draw my last breath. I
also wish to continue providing value to my clients,
to continue to give back in every way I can, and to
always make space to enjoy
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quality time with my
boyfriend, family, and friends…and my beloved pup of
13 years, Murphy. What a magical journey
life is!"
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