3 Site Content Portfolio in DIY Repair Category w/Millions of Monthly Visits







Asking Price: $450,000Sold

Reading Time: 2 minutes

Launched in 2019, this three-site content portfolio is in the Do-It-Yourself (DIY) Troubleshooting category or the “Repair It Yourself” niche. The seller owned an appliance repair company for many years. He decided to start detailing how to fix things around the house. He realized very quickly that the content he was producing was evergreen and came naturally to him. Over time he dropped the repair business and focused only on his websites.

Most of the traffic comes from searches. People will turn to the internet year-round looking for how to repair something they own. The seller’s sites will show up for thousands of searches for how to repair various types of appliances, HVAC systems, and even automobiles.

The site is primarily monetized through Mediavine. Mediavine is one of the leading programmatic ad networks. Ninety-five percent of the revenue is generated through these programmatic ads. The other 5% of revenue comes through affiliate partnerships.

The seller wrote content for the sites in 2019 and 2020. For the last several years, however, all content creation has been written by experienced freelance writers. The content writers are fully transferrable to a new owner. The expense for content creation is in the P&L and costs $1,500-$2,000 per month.

There is an impressive amount of historical content, with over 1,700 posts created across the three sites. The sites have had over 8 million visitors in the last 12 months. Recently, the sites were hit with a Google search update. The seller has not made any changes to his strategy following the update. The low multiple pricing is due to the Google update. The seller is unsure if this update will improve over time but believes the content has been built the right way since day one.

The seller is a Canadian resident, and if a buyer is open to a stock sale it would save him on taxes. He will definitely defer to an offer that is advantageous from a tax perspective.

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Meet Your Advisor

Brad Wayland

Brad Wayland

Brad Wayland is an entrepreneur who began working in the online space in 2003.  He spent over a decade in the custom printing industry where he bootstrapped a business to millions in sales and over 100 employees.  While honing his SEO skills in the print industry he spent much of his time learning other aspects of the web from traditional ecommerce, to affiliate marketing, to content.  Eventually his love for content businesses led him to being a serial acquirer and he ended up on the buy side 26 times.  A majority of his acquisitions were part of a rollup strategy he was pursuing.  In 2015 he sold his content portfolio to private equity.  Brad has experienced 4 successful exits from businesses he owned and operated.  Brad joined the Quiet Light team in 2017 and has represented more than 50 successful transactions.

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