Name Ninja, a Toronto-based domain name acquisition company, is celebrating success in its fourth year of operations with a global client base, as evidenced by the completion of its 200th domain name brokering deal.

“We’re sort of like real estate brokers,” Name Ninja’s founder Bill Sweetman told Toronto Business Daily, describing how his business works and how it has come to be a fixture in the digital marketplace.

Detailing a classic scenario in which Name Ninja helps clients, Sweetman talked about a marketer or business leader who finds a particular name that may or may not be up for grabs.

“They've picked out a domain name they'd really like to get,” Sweetman said. “Clients need help to figure out if they can get it.”

Sweetman said having a local footprint in Toronto, where the company is headquartered, has really helped.

“I've built up a large business network locally,” Sweetman said, adding that a lot of Canadian companies like to do business with a local firm or one that's located within the country.

That's particularly important, he said, for clients who are looking for .ca domain names.

As for business values and principles, Sweetman talked about working with an energetic and inquisitive chief financial officer before starting Name Ninjas, an experience that he said helped lead to his discipline in working with numbers.

“When I started my boutique firm, I brought a lot of that discipline," he said.

Another great positive has been the company's use of a customer relationship management platform.

“That's been an amazing source of insight,” Sweetman said. “We’re tracking every lead that comes in -- if you don't ask, you don't know.”

The company’s attention to detail, he said, allows Name Ninja to reach out to clients to make deals in a relatable way.

“People buy from recommendations," Sweetman said. “There's always a human touch involved.”