Premium Domain Names
Recognizing the value and Power of a Premium Domain
Branding is one way, and majority of every successful company has poured the dollars into the branding an unknown company name. Large capital is needed to accomplish this and many, many commercials drive home and commit the brand’s name to memory. When you think of car insurance you might think of GEICO or its gecko, (which was prior the caveman) but Geico remains when you think of car insurance. Other names, like Humana, is another branded name when it comes to health insurance. Yet no one would think to look up a name that isn’t a word when it comes to their needs without having been branded. There are many examples of this such as Esurance, Aetna, or Cigna to name a few. These are not words, they are brands we know through marketing. These are only insurance examples and repetition is key, but that comes at a constant cost of advertising.
What corporations large and small didn’t realize in the early on, is that search engines and internet overall would be used to help consumers in the millions daily to search for their needs, be it product or service. If have a ‘Exact match domain’ (EMD) , many will type it in direct to the address bar. This is known as ‘type in traffic’. The domain address in which those match are said to be “keyword rich”. Many chose to ignore it in disbelief only to be forced to pay the price later. Although the price seemed high often in the hundreds of thousands and sometimes millions, the entity who harnessed the site got that investment paid back in abundance.
As an example, if compensation on an insurance policy was $xxx, how much is each lead worth? If you have ten leads and close two but each lead costs $15 but your conversion on traffic was 20% …well you get the idea. Owning the right name magnifies the positive of every level. Less advertising, less branding dollars needed, free exclusive leads daily.
FACT: The right domain name exudes quality and credibility, catapults consumer confidence, and results in more traffic click throughs and result in a higher conversion and retention!
What if you own what people are exactly searching? We do.
What if you operated the generic and even had free type-in traffic going directly to your site? Free traffic, free conversions, and most important “exclusive” leads. *Free.
The value of a generic domain blew the doors wide open when searches for products like cars, and services like loans, were getting literally hundreds of thousands of searches from targeted consumers monthly. It was quickly seen that the proprietor of that specific property was going to pay for itself many times over and benefits were instant. The company that possessed that site could double, triple, or far beyond their sales earnings with very little money in comparison to the reward of daily exclusive leads of targeted consumers.
“Who would have thought a person would buy a car online”, they thought. A person needs to drive a car and can’t go sight unseen or drive undriven. How? Based solely on someone’s word of how the car drives? That’s as odd as bottling water for sale. As it turns out…hundreds of millions of dollars in used and new auto purchased assets exchanged hands. Recognizing this, what would the value be to the company that runs a site called cars.com? Bank of America recognized the value in millions searching for loans and now operates loans.com. 1800 flowers blossomed with Flowers.com, while FTD bloomed with florist.com Between those two names there really is hardly any other in-between.
Here’s Proof of recognizing an address means …everything
Avis drove home the point with RentaCar.com an exact match for what people were searching, while Enterprise drove away with RentalCar.com
CitiGroup banked on Finance.com, and Mortgage.com as if one wasn’t a blockbuster enough.
Clorox was the top selling bleach, but secured its top spot buy keeping it clean with Bleach.com to dominate the market over any competition.
Toys R Us wasn’t playing around and saw the value scooping up Toys.com
Fidelity focusing on investments didn’t rely just on branding of its name Fidelity since it paid large to be in charge with investing in 401k.com and Retire.com among the few.
Those looking for office supplies might look up their options rather than go to office depot. While others had the same option like Staples and Office Max for example, it was the Depot that had the foresight in plunking down for the exact match of OfficeSupplies.com
Petsmart saw thousands of people going to the site on search and barked up the right tree by recognizing the value in Dogs.com with cute pics and information and of course sale of pet supplies but they didn’t want to rely on just that, so, they got Pet.com but not without its’ sister domain at Pets.com as well.
Dogfood.com also seemed a perfect fit for Petsmart …smart! They couldn’t be happier with offline brick and morter buildings nationwide, but also now online worldwide. A little birdie told the same to Petunited llc and they completed the lineup with Bird.com, Fish.com, Ferret.com, Horse.com, and more.
People search for vacations every year while money poured into branding in the millions for Priceline, there was also Orbitz, but also Travelocity, and then Kayac, and then and then. It was Travelocity however, who doesn’t have to put that much into advertising anymore since they occupy Vacations.com while Orbitz settled on Lodging.com and Trip.com.
Media outlets at the same time saw the obvious value by advertising such as the weather channel. Now they not only have television but also on the web by getting the match of Weather.com while Weddings.com was done over by the wedding channel and a large corp picked up Radio.com, News.com, and TV.com. Congrats to Viacom who picked generic simple names like it was a first choice draft and are reaping the rewards now and in the future. Daily.
JC Penny not only saw the value in its’ name, but also wanted to get traffic for the generic search for those that are seeking, but would not have necessarily wound up on their site. They acquired gift.com. Yep, the gift that keeps on giving!
At&t company didn’t want to sit idly by and chose to go mobile.com and how better to capitalize on a new market or get left in the obsolescent dust. While Medtronic was no slouch themselves and did not want to get left back and properly positioned themselves under Back.com now the internet has got their back.
What better way was it to tell the online industry what it is you do in a monster way then securing the category killer name Jobs.com? That’s a good Monster!
Now What? Well that’s the question and the answer is very little! How much money can be made on something like nowwhat.com? Just ask State Farm where its a neat little brandable (after the fact) but doesnt have the boost in return in business sales as a keyword rich exact match domain. If you thought we were just transitioning you with that last dot com…WE ARE-pretty smart!
The value of the domain name and its credibility and traffic is just being recognized by marketing and advertising companies far and wide. These online properties will continue to increase in value over time with the mass traffic using the web for its needs and continues to grow.
While we may or may not sell a domain, we do partner. If it’s not your entity, it will be your competitors. If you came to our site chances are it was because you typed in a targeted or type in traffic domain.We work with agents to agencies, carriers to financial institutions. Contact us with your interest for partnership, joint venture or other.
*Free represents using our site in joint venture partnership.