It’s been a curious source of wonderment to domain owners that at least 75% of all companies worldwide don’t own generic domains that describes their prodservs. Owning a domain name that simply describes the product and services your company provides is the most important marketing investment for your company, especially if it’s a dotcom domain. It’s called “backbranding”, and it’s a simple and straightforward way to own your competition online.
Outside of the biggest corporations, such as Proctor & Gamble, Johnson & Johnson, Barnes & Noble and thousands of others, the majority of all global businesses don’t own their basic prodserv domains. They’re missing out on the best backbranding investments they’ll ever make.
However, every once in a while I come across some domain I think will be big, although it is an obscure name in the present to most, in the FUTURE, it could be worth thousands of dollars.
I was reading a story about researchers finding a “protein” that could be connected to hair loss. This discovery could help find a cure for baldness . I noticed this newly discovered protein was called prostaglandin.
Being in the business of buying “future trend” domains before they mature, I did a quick whois on the name of this protein. Lo and behold, the humungous drug company Pfizer, Inc. owns the domain name in the .com extension. Good for them.
So, where’s the gold rush by businesses on all the great future trend generic domain names hundreds of domainers already own? Are these companies “waiting it out” as to not tip their hand that they definitely realize the value of generic domains? Are they afraid they might drive prices up? It’s an understandable strategy, because I’m seeing some valuable domains getting sold for cheap everyday now.
As we domainers are wondering when the companies are going to rush to contact us with their checkbooks, we find that they definitely do know the benefits and opportunities generic domains provide. They can’t be that stupid or uneducated. Not anymore.
I wondered if it might just be about “we big guys don’t want to start any “gold rush” on domains we find valuable that are owned by some “little” guy (or major domain-owning powerhouse) who are buying these domains for only $9 each”, and instead, are buying their domains *OOTB as opposed to putting out big money for aftermarket domains.
This means, domainers may have what companies need and want, but these companies don’t think they need us… yet. The true outcome will simply be based on how many category and niche domains we invest in that cover every angle of marketing of those generic prodserv domains.
The Fact Is For People Who Think Domainers Are “Pirates” or “Squatters” and UDRP decisions sometimes are based on what a company can do with a domain over a domainer simply parking the domain.
• The domainer does the work for any company that wants a generic descriptive domain name by simply locating it.
• The domainer does the research to “locate” a viable phrase or word that may be valuable in marketing online
• The domainer or his domain consultant analyzes the potential value of the domain for the resale of the domain
• The domainer buys the domain name, either OOTB or from the aftermarket.That domainer may have spent over $100k or more for the domain. Domainers understand domain power, which allows them the “safe” investment of that much money in a simple domain name.
Let’s finally all say it. Many people in online marketing and those companies who want our domains for cheap are chomping on sour grapes. They didn’t act fast enough to buy the domain. It’s that simple. A domainer is WORKING to understand domain values, the correct domain to buy, and how much to pay for it. Build it out or resell it. Domainers deal with these decisions on every domain they own.
Shout it from the rooftops: Domain investing is a legitimate business, and no company interested in a domain name can snub their wallets at that fact.
If they are “holding back”, they will soon find that a domain name they should have bought for $50,000 today might be worth $5 million in two years because someone else bought it, either a competitor or a domain buildout company that will make the domain become another competitor online. (See “Hotels Dotcom”)
I think it’s time that the gold rush on generic domains starts now, and every company that represents itself online becomes a successful prospector in buying their perfect relevant domain in the domain aftermarket.
*OOTB = “OUT OF THE BASKET” or “new registration”