Pricing your site off one 'comparable' sale is how you anchor to a fantasy and miss the real market.

Pricing your site off one 'comparable' sale is how you anchor to a fantasy and miss the real market.
Build comps like an analyst, not a hopeful:
— Pull at least 8-10 recent SOLD listings in your model and revenue range — sold, not asking. Asking prices are fiction.
— Normalize each to a monthly multiple so they're actually comparable.
— Adjust for what makes yours different: traffic mix, niche durability, owner dependency.
— Throw out the top and bottom outliers — the headline-grabbing sale is the one fooling you.
Price to the cluster, not the trophy.
Think your site's a unicorn that breaks the comps? Everybody does. Make the case.