Ch. 11: I Sold at 38x and It Was the Right Call

Ch. 11: I Sold at 38x and It Was the Right Call

My supplement-review site hit $2,400/mo net, trailing-twelve-month average solid. A broker valued it at 38x — about $91k. Every fiber of me wanted to hold; it was still growing 4% a month.

But I read the niche, not just the chart. YMYL supplements were squarely in Google's crosshairs, my traffic was 88% from one money-keyword cluster, and a single core update could halve it. I was holding concentrated risk and calling it conviction.

I sold. Closed at $87k after fees. Eleven months later that exact niche got hammered by a helpful-content update — sites like mine dropped 50-70%. The buyer's loss; my $87k was already redeployed into two diversified sites.

Lesson banked: sell into strength when your traffic is concentrated and your niche is volatile. A multiple in the bank beats a higher one exposed to one algorithm.