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

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Joe Uddeme

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

Domain Buying Guides

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]

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Whether you want to buy names to sell straight away or hold them in your portfolio, there’s a lot to learn if you want to be a big-hitter in the domain buying and selling world. Domain name expert Joe Uddeme shares his top tips for domain buying success. Both buying and selling domains can be an exciting adventure – and it can even be a profitable endeavor. If you’re trying to get into the domain-buying game, or are simply looking for someone to buy a domain you want to sell, you need a little more information about how it all works. The actual odds of you cashing in big amounts of money from your domain aren’t high (unless you’re sitting on a desirable two- or three-letter domain name that isn’t currently in use). But if you have no idea what you’re doing, you might also be wasting time and money. If you want to make it big, you need a tried and true process to help guide you. This post covers our top tips to help you find a domain buyer or to be a domain buyer – and insert yourself into the domain buying and selling game the right way. Key Takeaways The importance of research when buying and selling domains Understand your audience Promote your domains to attract the right buyer How a domain broker can help Domain Buyer Tips Though the internet isn’t very old in real terms, there are already millions of domains already registered. And yet there’s still an endless amount of combinations available to register. That’s not even including the hundreds of new domain name extensions available (think .net, .club, .ai and so on). Do A Little Research – Get Focused The first thing we recommend is to do a little research before you get started. If you’re looking to buy a domain, start with what you already know. What are you already an expert in? Buying the right domain is much easier when you have a knowledge of the industry so that you choose something that will 1) actually sell, or 2) be a great domain for your business. If you know fishing, for example, you’ll know just the things your fellow marlin hunters will be searching for. Is there a domain name available that fits? Start your domain name search based on keywords related to the things you’re familiar with. If you KNOW it’s going to be valuable, it will be much easier to sell. Check the strength of a keyword with tools like Google Trends or Keyword Planner or similar SEO tools. We highly recommend working with a domain broker who knows the marketplace. They’ll be able to give helpful suggestions and help you avoid costly mistakes. We do NOT recommend targeting a prospective domain buyer based on their potential economic status. Targeting a certain demographic that you don’t know anything about could be an expensive error. You might also be missing specific rules associated with the industry you’re going after. The bottom line is, you won’t make any money if your buyers can’t use the domain you bought. Know Your Audience If you understand your audience, you’ll be able to really generate sales of domains you buy. If you’ve got a great domain, you can hold onto it for years and probably make a decent profit. Maybe you’ve already monetized the domain with an active website and put in some great SEO efforts – things that can help make your domain worth a lot more to a potential domain buyer. These types of well researched domains can end up paying for themselves. Talk to a domain broker. The industry’s big-hitters will have the knowledge you’re looking for and be able to steer you in the right direction for domains that will actually benefit the buyer. Domain Seller Tips Evaluate Your Domain It is so important that you actually have access to domains that would be a valuable asset to domain buyers. Put yourself in the buyer’s shoes. Would the domain name you’re selling actually be beneficial to a business or organization? Similarly, if you’re the one buying, have a domain broker assess the value of the potential domain. Would having this domain make it easier for clients to find you? Will having that particular domain make it easier to rank higher on search engines? Would your profits increase based off of this particular domain name? Don’t buy anything without knowing its true value. Get Your Domains Out There There are many different avenues for getting your domains out to potential domain buyers. Again, we suggest doing a little research. If you’re using a respected source, you’ll have a much better chance of getting your domains sold. The best suggestion we have is to work with a sell-side domain name broker who knows the market. You can also use a distribution network to make sure you’re getting the right domain in front of the right buyer. Maybe you already know who might benefit from the domain name? Start a conversation and convey that you already understand what the domain is capable of achieving. However, if you don’t already have a place to show off your domain, partnering with a domain buying and selling brokerage business will take the pain out of everything and increase your chances of a profitable sale. Choosing the right broker If you’ve purchased one or more premium domain names and want to sell them, why leave anything to chance? Working with a broker who spends every day in the market is the way to go. Not only do they buy and sell millions of dollars worth of domains every year, they also have a network already established. They might have a long list of buyers and sellers lined up before you even set up a meeting. Domain brokers are able to accurately assess the value of potential domains, and also help negotiate on your behalf. They also know all the paperwork and legal processes that come with buying and selling domains, which means that you don’t have to worry about any of it. Look for one with a strong track record, ideally one that can demonstrate experience in high-level transactions. Global experience can be helpful, too, especially if you want to secure the international TLDs for a specific name. 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]

Alarming image of a piece of paper stamped with 'scam' for an article about domain name scams

Understanding the Domain Name Scam

The bigger the domain name purchase price, the more attractive it is to scammers and fraudsters. Global domain name broker Joe Uddeme shares his top tips for staying safe when buying or selling premium domain names. It’s essential to understand the different types of domain name scams to protect yourself and your online identity. Domain name holders must be vigilant about renewing their domain names to retain exclusive rights. Domain name scams can be difficult to spot, but there are ways to identify them, such as recognizing phishing emails. One domain name renewal scam typically involves urgent phone calls or emails pressuring you to renew your domain names immediately and pay or risk losing your domain. This domain name renewal scam tries to trick people using phishing scams and deceptive tactics when registering names. Awareness and reporting are crucial to protect yourself. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Watch out for fraudulent domain renewal notices that may look official but are not. Domain registrations often come with options for renewal or transfer, so explore these to avoid falling for scams. Always verify the authenticity of the email or letter by contacting your registrar company directly. Be aware of deceptive practices by companies that send official-looking letters from a domain registry, urging you to transfer your registrations under false pretenses. Protecting Yourself from Domain Scams Always use a secure payment method to pay for domain name renewal. Recognizing legitimate renewal notices is essential to avoid unnecessary fees and potential loss of domain ownership for the customer, so don’t ignore every email you received about your names. Just treat them all with caution. Verify the authenticity of the email or letter by contacting your domain registrar company directly. Scammers often exploit the relationship with your existing registrar by suggesting that a transfer is merely a renewal process. Monitor your domain name registration and renewal dates to avoid missing important deadlines. Scammers use various methods, including urgent phone calls and deceptive emails, to execute a renewal scam. Use domain locking to prevent illegal transfers. Domain hijacking is another threat that can be mitigated by this measure. Registration scams typically manifest through fake renewal notices, creating confusion and unwarranted financial pressure. Keep your contact information private by using a domain name privacy service. Scammers may trick owners through fake offers, exploiting confusion around domain registration and renewal. Fraudulent phishing scams often target website owners, too, using tactics to deceive them into believing they owe money or need to make changes to their domain or hosting services. Understanding Domain Name Renewal Scams A Domain name renewal scam is a type of intellectual property scam or confidence scam that target the owner. These scams can result in financial loss for businesses and individuals. The financial loss can be substantial, affecting both small businesses and large corporations. Domain name scams can take many forms, including domain slamming, false offers to buy or sell domains, and fake trademark protection. It’s essential to understand the different types of domain name scams to protect yourself and your online identity. Domain Registry of America is an example of a fake trademark protection service. They contact the website owner claiming to have a trademark right or warning that someone else owns the rights to your name. Check your expiration date and make sure your domain information is protected so you don’t lose control of your asset. While you can’t technically buy a domain name forever, you can register and renew for extended periods. Domain name scams often involve unscrupulous domain name registrars attempting to generate revenue by tricking businesses into buying, selling, listing, or converting a domain name. These scams can be difficult to spot, but there are ways to identify scam tactics. Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Always verify the authenticity of the email or letter by contacting your registrar company directly. Be able to recognize scammer tactics by paying attention to blog post and article updates. Customers should also consider adding two-factor authentication for all registered accounts, or hiring a domain name consultant for guidance. Definition of domain name scams A domain name scam is a fraudulent scheme where scammers deceive individuals or businesses into paying for fake registration services, overpriced renewals, or by impersonating legitimate registrars. It often involves phishing, domain hijacking, or misleading offers to trick victims into making unauthorized payments or losing control of their domain Importance of awareness and prevention Awareness is the first line of defense against domain name scams. The website owner must be vigilant and proactive in protecting their assets. This means being cautious of unsolicited offers, verifying the authenticity of emails and letters, and keeping domain registration information up to date. By understanding the risks and taking preventative measures, website owners can safeguard themselves from getting scammed. Regularly monitoring domain status and using secure payment methods for renewals are also crucial steps in prevention. Domain Registry and Scams Domain renewal scams: fake notices and invoices Domain scams are a common tactic used by the scammer to trick the owner into paying for unnecessary services or transferring their site to a different registrar. These scams typically involve sending fake notices or invoices that claim the domain name is due for renewal. Often involving inflated prices, notices often appear to be from a registry or a legitimate company, but they are actually from fraudsters posing as an internet registry. Swindlers use various tactics to make these notices or invoices appear legitimate. They may include the domain owner’s contact information and registration details, creating a sense of urgency by claiming that the domain names will expire or be lost if the renewal fee is not paid immediately. They may ask for you to renew your domain and pay an exorbitant fee. This pressure can lead the holder to act hastily without verifying the authenticity of the notice or link. They may also try an inflated price on the renewal scam for your website or use a scare tactic and tell you your name is about to expire if you don’t pay a fee. To avoid domain scams, website owners should be cautious of unsolicited notices or invoices. Always verify the authenticity of the sender by contacting the current registrar directly or checking the domain name holders registration information online. Domain Scams – How to Stay Safe To protect yourself from domain scams, it’s crucial to be vigilant and take proactive steps. Here are some tips to help you avoid falling victim to domain scams: Keep your domain registration information valid, up to date and secure so it never expires. Simply renewing ahead of time. Set a calendar reminder to be a step ahead Be cautious of emails or letters that create a sense of urgency or threaten to cancel your domain name registration. Verify the authenticity of the email or letter by contacting your domain registrar or reseller directly. Use secure payment methods when you register and renew your site or domain name. Avoid Mail that contains your physical mail address. Address customer concerns by contacting customer support. Monitor your domain name registration and renewal dates to avoid missing important deadlines. Consider adding auto-renew as a double check for registering your asset before it expires. Use domain locking to prevent unauthorized transfers of your registered assets. Keep some money in the registrar account in case you have an issue with your credit card when you pay. Keep your contact information private by using a domain name privacy or proxy mail service. By following these tips, you can reduce the risk of falling victim to domain scams and protect your online website identity for your domains. Reporting Domain Scams to Your Domain Registrar If you suspect that you have been a victim of a domain scam, it’s essential to report it to the relevant authorities. Here are some steps you can take: Report the scam to the Federal Trade Commission (FTC). Share the information about the scam on social media to warn others. Use the social media links provided to share the post. Report the scam to your domain registrar company such as Network Solutions. Contact the Internet Corporation for Assigned Names and Numbers (ICANN) Complaint department and let them know about the letter or email. File a complaint with the Better Business Bureau (BBB) if the scammer is a business. By reporting domain scams, you can help prevent others from falling victim to the same scam and bring the fraudsters to justice. 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]

Top Domain Buy Services for 2025 – Expert Review

Working with an experienced domain name buyer can be one of the quickest and least stressful ways to secure the domain you need for your business. In this article, we’ll weigh up some of your best options. Before diving into our list, it’s essential to understand what domain buy services are. Domain name acquisition specialists (AKA domain buy services) are people (brokers) who act on your behalf to secure a domain name you wish to purchase. As well as being expert domain name negotiators, they are usually highly skilled at tracking down names that do not appear to be for sale. They have the expertise and experience to negotiate with domain owners – and can provide clear guidance on pricing, ensuring you don’t pay over the odds when purchasing a domain name. Our list contains many of the best-known domain buy services in the marketplace today and highlights some of their key points. The Role of a Domain Buyer Domain name buying services play a crucial role in bridging the gap between buyers and sellers. They are experts in the domain marketplace and usually bring long-established relationships and networks to the table. These networks can prove invaluable, especially when dealing with highly sought-after domains (also known as premium domain names). Moreover, buy-side brokers can often access exclusive listings that are not publicly available, giving you an edge when acquiring premium domains. The Negotiation Advantage One of the main advantages of using a domain broker is the negotiation skills they bring to the table. Domain buying experts are well worth having on your side if they are seasoned professionals or industry veterans who understand the nuances of domain value and market trends. They can communicate with domain owners to negotiate a fair price, often securing a deal that would be challenging – if not impossible – for someone without this expertise. This negotiation process shouldn’t be overlooked, especially when dealing with domains that have sentimental value or are held for speculative purposes. After all, domain names don’t have a ‘true’ value that is fixed: the prices they achieve reflect what somebody is prepared to pay at any given point in time. Streamlined Acquisition Process The domain acquisition process can be complex. It usually involves legal checks, valuation assessments, and secure payment transactions. Domain name buy services simplify this process by handling everything on your behalf. They ensure that all legal and financial aspects are managed correctly, which reduces the risk of potential pitfalls. Note: this process is often much more complex and drawn out than people sometimes realize. However, with skill and experience, seasoned domain buy service professionals will make each purchase as streamlined as possible.

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.

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

Domain Buying Guides

Starting out – new insight about air filters

Scaling – taking the product to the masses

Rebranding – and securing the right domain name

Lessons learned

About the author

Subscribe for More Domain Buying & Selling Advice

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