How We Helped Air Filtration Specialists Second Nature to Rebrand With a Premium Domain Name

written by

Joe Uddeme

Joe Uddeme

How We Helped Air Filtration Specialists Second Nature to Rebrand With a Premium Domain Name

When a business is stuck with a legacy name that no longer works, rebranding is often the only solution. But securing the domain name that goes with your new moniker is rarely easy – unless you have a premium domain name broker on your side.

 

You may have heard of Second Nature, an air filtration subscription business based in Raleigh, North Carolina. Second Nature sells high-quality home air filters on a subscription basis, letting people access clean air conveniently.

However, the company didn’t start with its current name. It was previously known as FilterEasy before rebranding in 2019.

Rebranding from FilterEasy to Second Nature reflected the company’s decision to become an all-encompassing “home wellness” brand instead of limiting itself just to filters.

It was a sound decision that made the company more attractive to customers and investors.

FilterEasy was a referral from one of our trusted partners to help identify the owner and secure the SecondNature.com domain name. They were budget-conscious and looked for a way to buy the domain name without investing all the capital on day one.

They were looking for a domain broker or consultant that could help assign value to the asset, and also protect the anonymity of the FilterEasy team.

Second Nature is an ideal case study of how proper rebranding can boost a company’s fortunes. It’s something you can draw a lot of lessons from.

 

Starting out – new insight about air filters

FilterEasy began in 2012 as the brainchild of two students from the North Carolina State University (NCSU). Kevin Barry and Thad Tarkington sought to help people access residential air filters conveniently. Their idea was to sell home air filters on a recurring subscription basis so that customers could change them regularly.

Often, homeowners buy air filters and forget to change them at the recommended time. An unchanged air filter usually clogs up, and debris passes through, causing adverse effects. Hence, subscriptions represented an excellent reminder for customers to change their filters.

FilterEasy passed through a local startup accelerator program and launched out of beta in 2014. It began by offering air filters in over three dozen sizes. Barely a year after its launch, it had amassed 10,000+ subscribers and grossed $1 million in annual recurring revenue, representing major success.

FilterEasy was a simple idea implemented remarkably. All it did was add the subscription touch to air filter procurement, and it turns out a lot of customers liked that option. In 2015, the company raised $1.2 million in seed funding to expand its business.

Scaling – taking the product to the masses

After raising its seed round, FilterEasy was heading to higher heights. The company began spending significantly on marketing to spread the word to customers. It wasn’t enough to have a good product; people had to know about it.

FilterEasy invested in TV and social media ads to help market its brand and did so successfully. Another exciting marketing strategy the company undertook was partnerships with property management companies. Customers may not be convinced by TV or social media ads but pay much attention to the companies managing their rental properties. FilterEasy partnered with such companies to help spread the word to residents. One example is Ultimate Property Management, a North Carolina-based property management firm.

Ultimate Property Management teamed up with FilterEasy to create custom air filter solutions for their residents. The firm negotiated the exact quantity and size of filters required for a single change and ensured they were delivered to tenants on schedule. Likewise, the air filter packages included personalized messages with instructions on how to change filters.

Ultimate Property Management ultimately found out that tenants were keen to change their air filters when they arrived at their residents’ doorsteps. For the ones that didn’t, it sent email notifications to remind them. It was evident that FilterEasy had solved a significant pain point for residents with a simple idea.

FilterEasy raised subsequent funding rounds following its 2015 seed round. In 2016, the startup closed a $4.5 million Series A round from a group of VCs, including Fidelis Capital, IDEA Fund Partners, and Azure Capital Partners.

In 2017, FilterEasy closed a $6.9 million Series B round led by Arsenal Venture Partners. The company showed outstanding growth; its revenue rose 300% from 2016 to 2017, so it wasn’t surprising that investors broadly opened their checkbooks.

FilterEasy deployed its funding to grow its business. Driving the growth was a strategic manufacturing partnership with AAF Flanders, America’s largest residential HVAC filter manufacturer. FilterEasy never had to worry about inventory because AAF Flanders always supplied on time.

Rebranding – and securing the right domain name

FilterEasy rebranded as Second Nature in 2019, a time of rapid growth. The company didn’t want to be known only for filters, so it took on a more generic name. Nature represents the phenomena of the physical world, including the air we breathe in. Second Nature bodes well with home wellness and general sustainable green living.

FilterEasy officially rebranded as Second Nature in August 2019, changing its domain name from FilterEasy.com to SecondNature.com.

The company purchased the new domain officially on the 19th of July, 2019.

It is much more difficult for an online business to rebrand than a physical one. A physical store could change its name but remain at its exact physical location, so customers always know where to find it. On the flip side, a domain name is the only way to find an online store. If the name doesn’t register in customers’ minds, they won’t locate the online store.

The same year it rebranded, Second Nature added a water filtration product to its lineup. Customers could now order water filtration systems as they did with air filters and have them replaced periodically. Likewise, property managers could also subscribe on their tenants’ behalf.

In March 2020, Second Nature closed a $16.4 million Series C round from a group of new and existing investors. MANN+HUMMEL, a German manufacturer of air and water filtration systems, was a strategic investor in the round.

Second Nature had over a hundred thousand subscribers at its Series C round, compared to around ten thousand five years earlier. The 100,000+ subscribers brought in a steady bit of recurring revenue to power up the company’s business. The company had expanded from about a dozen employees to 150 in five years.

In 2020, Second Nature also got a business boost from the Covid pandemic. The company started selling face masks made with air filter technology. Public health agencies, such as America’s Centers for Disease Control and Prevention (CDC), advised people to use air filters and face masks to reduce the risk of contracting the virus. Second Nature provided these two things and earned significant revenue as demand exploded.

Rebranding as Second Nature was an intelligent move. Instead of limiting itself to filters, the company has positioned itself as an all-encompassing “home wellness” and sustainability brand. With the new name, the company would have no problem expanding its product line outside filters.

Lessons learned

Choosing the right name is critical in every business. Second Nature might not be as successful as it is right now if it had picked the wrong name. Its current name fits greatly with the air filter business and is easy for customers to remember.

Also, don’t be afraid to rebrand when you have the resources. The Second Nature domain name may have been too expensive for two college students, so they started with something more feasible. However, as the business expanded, the co-founders garnered enough resources to rebrand, and they did that successfully.

Ensure you market your company effectively after rebranding. Second Nature advertised heavily after its rebrand to make existing customers aware. It also took advantage of its new generic name to reach more customers.

The efforts paid off in the long run. Second Nature is now a well-known company pulling in tens of millions of dollars annually.

We like to reference this case study as it is a fantastic example of how we are able to secure seemingly out-of-reach domain names for our clients (and at the right price). It also helps highlight just how important it is to choose a great brand name. Whatever your naming conundrum, give us a call. We’ve “achieved the impossible” for everyone from Mark Cuban to Monday.com – and can do it for you, too.

 

About the author

Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]

Subscribe for More Domain Buying & Selling Advice

Related posts

Aerial photograph of the Earth from space with words like .com and .co.uk flying up from the surface to denote the importance of top-level domains when choosing a domain name
Buy Domain Names

Buying domain names – premium or high-value ones in particular – is a process. In this guide, NameExperts.com Director Joe Uddeme helps you navigate all the steps.   Want to buy domain names? You’re not alone! Millions are bought and sold every year. When you know how buying domain names works, a potentially overwhelming process becomes a whole lot simpler – although certain complexities enter the equation when you are choosing a seemingly unavailable premium domain name that is owned by someone else. However, the principles of domain buying are reasonably straightforward. This article will guide you through picking a great name, finding out if it’s available, and registering it. Let’s get started on setting up your online presence! Key Takeaways Selecting the right domain name is essential for online presence, emphasizing simplicity, relevance, and the inclusion of keywords for better SEO. Using domain search tools, including domain checkers and generators, facilitates finding available and creative domain names efficiently. Securing your domain promptly after availability verification is crucial, and protecting it with privacy measures and SSL certificates enhances security and trust. Choosing the Perfect Domain Name

Professional looking man (on right) and woman (on left) studying computer as if in conversation about domain names
A Premium Domain Name Makes All the Difference

It’s impossible to overstate the power of a great domain name for a business. Get it right, and an endless flow of online traffic could be yours, as domain name expert Joe Uddeme explains.   The Internet evolves and is shaped by countless businesses, people, non-profits and an array of other entities looking for eyeballs in an ever-changing world. Buying a premium domain name is crucial in today’s clutter. Brands work hard to engrain their product or service in the public psyche and establish market positioning and relevance. Your domain name is part of the deal. Savvy brands understand the importance of creating something catchy and memorable. They need to separate themselves from their competition in ways that remain top-of-mind for their targeted audience. In this post, we’ll look at some of the reasons why companies large and small spend so much time and money acquiring a valuable premium name. And why you should, too. Key takeaways Proof that top brands have instantly recognizable domain names How a great domain name helps leverage your position in any marketplace Questions to ask when searching for a valuable premium domain name   What’s in a name? Let’s start by looking at the top ten brands, according to Wikipedia: Rnk Company Rev($B) FY Employees Mkt. Cap Location Founded 1 Amazon $232.9 2018 647,500 $802.3 Seattle 1994 [1][2] 2 Alphabet Inc. $136.8 2018 98,771 $791.01 Mountain View, CA 1998 [3][4] 3 JD.com $55.7 2017 137,975 $34.84 Beijing 1998 [5][6] 4 Facebook $55.01 2018 25,105 $486.39 Menlo Park, CA 2004 [7][8] 5 Alibaba $39.90 2018 66,421 $432.12 Hangzhou 1999 [9][10] 6 Tencent $36.39 2017 44,796 $434.66 Shenzhen 1998 [11][12] 7 Netflix $15.8 2018 5,400 $153.39 Los Gatos, CA 1997 [13][14] 8 Booking $12.7 2017 22,900 $92.94 Norwalk, CT 1996 [15] 9 Baidu $12.40 2016 45,887 $88.11 Beijing 2000 [16][17] 10 eBay $10.75 2018 14,000 $32.07 San Jose 1995 [18][19]   Each of these companies went out and acquired their core premium domain name – no matter what the cost. They also understood the value of having .com as their global brand. Let’s dig a bit deeper into the strategy of one of the major power-houses listed above. Facebook.com also owns many other valuable pieces of digital, beach-front real estate. Take for example, FB.com which complements the existing digital strategy that was already in place. Facebook has parlayed their web presence by building another piece of digital real estate alongside their own majestic piece of real estate. Another example is Booking.com, with more than $12 billion in revenues. They do a phenomenal job of attracting users with constant ad-driven messaging. They have partnerships with more than 660,000 hotels and provide a valuable service to their clientele.   Why Premium Domains? Let’s continue with the beach-front real estate analogy. For the past thirty years, brands have been swallowing up the short, brandable .com domains. These are the assets that provide the most upside, equity and long-term value to the brands. These assets can hold generic value, such as Booking.com, or be more brandable, such as ebay.com or Baidu – to name a few. Premium domain names have commercial appeal and are typically very memorable. Brands spend huge amounts of money attracting new users and creating brand credibility. Digital strategists – including speculators who buy and sell domains for profit – are competing for a smaller piece of the available premium domain name inventory. Having a great domain name is only half the battle. Success lies in how you develop the brand and create long-term equity for your company. For this reason, companies should always acquire the shortest variation for their brand (Tesla, for example, spent an undisclosed amount on tesla.com so they no longer had to be teslamotors.com). This doesn’t have to be the only strategy. Companies should outline a comprehensive domain name strategy that not only covers their brand but any additional reputation management/brand defense needed to protect their corporate brand positioning. Simply put, premium domain names come with the following instant upside: Brand-dominance and positioning Equity toward a long-term exit strategy Inability to build against – a defensive strategy against your competition Own the real estate before your competitors do! Most successful brands have identified the importance of the premium domain name. They have dedicated digital strategists or digital departments to handle the larger need for digital integration and social media components. Brands should spend wisely and methodically when securing a new brand or piece of beach-front digital real estate.   Get it right the first time with help from a broker Domain name brokerage services like NameExperts help businesses with their domain strategy and are in high demand. Whether or not they work with us, we always advise companies to use the following checklist to make sure they are not leaving money on the table: Conduct Research—who owns the asset and for how long have they had it? Is it being used? Are there active trademarks? What’s the history of the link profile? Variations and Alternatives—brands need to nail it. To do this, sometimes, they need to think outside the box. Find viable alternative assets that define your image and brand. Negotiation is key—do you negotiate for a living? We do. We remove the emotional attachment and red tape to manage both buyers’ and sellers’ expectations. Be Flexible—sometimes you have to give a little to get a little. Don’t be afraid to be flexible and offer ways to benefit the other party in your transaction. Be Honest—honesty and integrity go a long way. Be true to your word and don’t go back on what you say. This is critical for deals to succeed. Ask Questions—hold your broker or expert accountable and ask appropriate questions. Some domain transactions move quickly. A clear line of communication is necessary to save valuable money and time. Due Diligence—dig for more information and market comparisons: it’s all firepower necessary to make the case. Timing—don’t hunt for a CBD-themed/Marijuana-type name when there is mass decriminalization and legalization occurring. The market is just too hot, and pricing will be inflated. Instead, names should be selected “ahead-of-the-curve”. Don’t fall at the first hurdle When buying a premium domain name, it’s important to ask the right questions – it can save the buyer tons of money in the long-run. A common issue relates to trademarks tied to a name/brand. Many companies secure a domain name for commercial use but never take the time to search the trademark database. This quick search can save clients thousands of dollars. Premium domain names make total sense for any emerging brand looking to scale their brand – and shortening the global domain name is still the foundation for successful growth. The top companies around the world continue to focus on the universally popular .com for brand growth. This validates the need for a superb, premium domain name for your company and brand. Get it right the first time and save money in the long run – while adding credibility and equity value while you’re doing it.   About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]

Rear-view close-up shot of a woman using a laptop to illustrate article about buying a .org domain name
Why You Should Buy a .org Domain and How to Get One

The .com domain name might still be king, but .org can be a perfectly good alternative in some circumstances. Domain name expert Joe Uddeme explains when and why.   Why buy a .org domain? Why not? If you’ve been contemplating buying a domain and figured that all the alternatives to a .com were a dud, then a .org domain name is the exception. A .org domain imbues a site with immediate confidence and credibility. Your website visitors infer that you aren’t only interested in earning money but are dedicated to making this planet a better place, too. These domains are identical to other domains in most aspects but come with the extra bonus of perceived authenticity among your customers. Key Takeaways Why the .org suggests authority Understand the rules about owning a .org When a .org makes sense   What is a .org domain name? .org domain names were among the first top-level domain names. This means that they were among the first options available when people started picking a domain name. As a result, the .org domain extension is well known – and websites with that expansion are often viewed as authority websites. As they have a certain gravitas and longevity, they are often utilized as a choice alternative to the popular (but exceptionally competitive) .com domain name extension. Who can use a .org domain? If you want to create a community website for your college, gym or cultural establishment, then a .org domain name is going to be your very best choice. It is both fitting and correct – and will suggest to visitors that they have arrived at the official site. Anyone can now choose a .org domain name. You don’t need to submit any documentation or any other evidence that you’re a nonprofit or a charity. The procedure for registering for a .org domain name is straightforward and hassle-free. Commercial companies can just as readily secure .org domain names as official bodies, charities and other organizations can. From a business point of view, adding a .org may help ensure your trademark and brand are well shielded. The same may be true of other TLDs, such as .io or .ai.   Why choose a .org domain name? If you’ve been contemplating registering a domain and can’t get the .com name you want, its .org sister may be the way forward. It grants your site instant authenticity and is an extremely popular and identifiable domain extension. It’s ideal as a home for a charitable or community organization – and can be a terrific alternative to the .com domains. It works well for schools, charities, hospitals and so on, but can just as easily work for your own private use or a small business. If you need help purchasing a .org domain name or would like to inquire about a domain name that is already taken, the brokers at NameExperts can help guide you through the process. We’re particularly good to have around when it comes to negotiation work and have helped everyone from Mark Cuban to Tripadvisor to secure powerful domain names. About the author Joe Uddeme is Director and Principal of Name Experts, one of the world’s leading domain name brokerage services. He has overseen domain name sales and acquisitions totaling more than $150 million and is renowned worldwide as a go-to expert in buying and selling premium domains. Contact us at: [email protected]

Why Work with Name Experts

Name Experts offers personalized domain brokerage services, assisting clients in buying or selling premium domain names with expert appraisal, negotiation, and complete transaction management while ensuring confidentiality.

Some of our most
successful stealth acquisition and sales

Aid.com

Fit.com

Mine.com

GLD.com

Jeff.com

Fora.com

Nori.com

Secure.com

Guitar.com

F*ck.com

Radian.com

MetaData.com

Prize.com

Link.com

Loop.com

Programs.com

Claim.com

Quince.com

Hook.com

QXO.com

NQ.com

Rest.com

Humani.com

Max.com

Need help buying or selling your premium domain?