February 13, 2019

A Premium Domain Name Makes All the Difference

written by

Joe Uddeme

Joe Uddeme

A Premium Domain Name Makes All the Difference

Domain Buying Guides

Name Experts provides premium
domain service to:

MAX
MAX
MAX
Hope Channel
MAX
MAX

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.

Screengrab of booking.com website, a company with an attractive premium domain name

 

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”.

An arm with a watch on the wrist; person is stood on a boardwalk next to a river

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]

Subscribe for More Domain Buying & Selling Advice

Related posts

Close up of man's hand pointing at a laptop keyboard, as if checking how to buy/sell a doman name online
Your Expert Guide On How To Buy and Sell Domain Names

In this article, we look at the ins and outs of buying and selling a domain name for your business. Here’s NameExperts.com Director Joe Uddeme to walk you through the process.   Are you new to the industry and need to know how to buy and sell domain names? You’re most likely looking for the best places you can buy domains, where to sell your domains, how to transfer names to your buyer, how much you can sell your names for, and more. At Name Experts, we help corporations and individuals around the world buy and sell domain name assets. It’s what we’ve been doing for more than 15 years, and we have brokered deals worth more than $150m. So you can trust the information in this post. If you need more help, get in touch. We’ll help you navigate the waters – and even help you choose a great domain name for your business at the best price. Here’s our complete guide to buying and selling domain names – updated for 2025. Key Takeaways Buying domain names – everything you need to know Selling domain names – everything you need to know How a domain name broker can be your ‘secret weapon’ when buying or selling   Buying domain names Buying the right domain name for your brand can be a pretty big undertaking. New TLDs like .online or .law are part of more than 1,500 alternative top level domains that can sometimes confuse your customers. How can you know what the right choice is to help your business grow? Or maybe you’re buying domains to turn around and sell them. Whatever you need a new domain name for, having a broker on your side to help you with how to buy and sell domain names and get the domain purchase over the finish line. Especially when it comes to the negotiation process, you’ll want to have an experienced broker who knows what your purpose is for the domain name so that they can plan the proper strategy. We also encourage you to use an accredited, third-party escrow provider. We use Escrow.com as the preferred method for domain purchase transactions because it identifies all the parties involved to ensure proper transfer and a smooth transaction experience. The broker you choose should be able to work with the escrow provider and help you complete the entire domain purchase process. Escrow Process to Buy a Domain Name Here are the general steps outlined below: Buyer and seller agree to terms Buyer selects a payment method Escrow secures buyer’s payment Escrow will prompt the seller to transfer The transfer will occur either by account transfer or authorization code Seller confirms shipment of merchandise Buyer confirms receipt of a domain name in the account Buyer marks the transaction complete Domain Purchase and choosing the right broker Your domain broker should be open to communicating with you throughout this entire process and make sure the timeline is being met – as well as meeting all other expectations. At Name Experts, we will make sure that we will get you the domain you want or find an appropriate alternative if the one you want truly isn’t available. Most reputable brokers will charge a fee for any successful acquisition and should be upfront with you about that fee. They’ll also help you with successfully transferring domains so that everything is out of your hands when all is said and done.   Selling Domain Names Regardless of whether you’re a seasoned domain investor with dozens of assets or someone who just has one domain name to sell, it’s always a good idea to hire a professional who knows what they are doing. Domain experts make it their mission to maximize your sales potential and work on your behalf. This means letting you know if you’re sitting on a goldmine when it comes to domains or buying assets that are only worth a few pennies – they’ll help you figure out the value of your domain. The first step of the selling process is to establish the right expectation for your domains. Sellers should identify their needs and realistically price their assets in a way that will make people want to buy them. We’ll help you identify your goals and get to the bottom of why you’re really selling. Typically, there are different types of pricing models that we use to sell your domain name, but it all depends on intent. They include retail sellers, market seller, and liquidation seller. At Name Experts, we have experience negotiating and marketing your name assets successfully. We have the knowledge to help you nail down a strategy to make sure the right people are seeing your domain names. If you’re in the market to sell, we will help you with all of our services. Value your Domain Name Your domain name, and really anyone’s domain name, is only worth as much as a buyer is willing to pay. There are different factors to consider, though. For example, single word .com assets sell for a higher price than longer names. At Name Experts, we will evaluate your assets and take comparisons of other names that recently sold in the market. We’ll make sure you have a realistic expectation of what your domain is worth. Marketing Especially if you’re new in this industry, you’ll want someone experienced putting your name in front of the right people. We use a combination of email, phone, and press releases to ensure global exposure. This also includes reaching out to our industry-wide relationships to help you find the perfect buyer. Negotiation Don’t leave money on the table. Let Name Experts negotiate on your behalf and help you maximize your profit. Transfer Service This part of the process makes sure that the buyer lives up to his end of the deal. We handle all transfers through Escrow.com, a licensed and audited escrow service ideal for domain names.  We’ll make sure that your domain name ends up at the right registrar.   Let Name Experts Help You At the end of the day, you need someone you can trust to help you navigate these waters. A professional domain brokerage service can make all the difference. They will outline both the buying and selling process for you and make sure both sides understand the goal of the transaction. They’ll also help you take the guesswork out of the process, as well as represent your interests. As experienced brokers with an industry-wide reputation, let us help you with all the phases of how to buy and sell domain names. When you work with an experienced professional like us, you’ll see that they will also have all the relevant contracts and paperwork to help you secure the name that you want or sell it for a fair price. We’ll make sure that every step of the way is completely transparent and we always keep your best interest in mind. We don’t want to compromise your identity or your confidentiality, and we work hard to earn the trust of our clients with consistent performance and open communication. When you’re ready to get started or just want more information on the buying or selling process, reach out to us today! We’d love to prove to you why we’re the experts.   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 him at: [email protected]
Two busy female co-workers sat next to each other looking at a laptop
How to Buy a Domain Name – 10 Tips to Follow Before Buying

Picking a domain name for your brand should be given the respect it deserves. After all, says NameExperts.com Director Joe Uddeme, it could make or break your business.   Among the most crucial decisions in establishing an internet presence is picking a domain name to buy. Ignore the trends and fads of the day and pick a name that makes sense for your company or subject matter a decade from now. When you choose well, you can rest assured that you have a valuable piece of digital real estate that is woven into the overall success of your business. Here are 10 suggestions that will help you to make a fantastic domain name purchase.   1. Do your homework Just a small amount of research can go a long way when buying a domain name. Find similar websites and check out your competitors’ domains using a website like Compete.com. Use dnpric to determine when a domain name was last sold, for how much, and the web hosting agent. You can search by keyword, which will help provide the popularity of particular words in a domain name. While any research is better than none, plan to put aside days or even weeks to properly research the right name for your brand – something that will help it to grow. If you need some guidance and an insider’s eye, an experienced domain broker can help you come up with – and secure – the perfect name for you. 2. Buy a domain name people can remember Even if you’re planning on optimizing the website for search engines so that it can be found when people search for “used boats in Dallas” or “hair styling near me”, you still need a domain name that individuals can remember and type. Anyone hearing your name needs to know how to get right to your business without you having to say things like “the number 4,” and “dash-dash.” It’s also wise to avoid words that have more than one spelling if your customers are likely to be confused and type in the wrong name. Alternately, you can purchase both versions of the name and guide visitors to the one you prefer – safe in the knowledge that your backup site will scoop them up if they make a mistake. Avoid anything mysterious like “voodrifunk” or “flambinastic” that might sound fun but is so out there that people will have difficulty remembering it. 3. Avoid slang terms Stay away from slang terms and instead select a name that will continue to be meaningful in ten years. This may also help your title be known and remembered by non-native speakers. Even if you don’t intend to conduct business globally, this strategy can help your neighborhood audience also. 4. Purchase a domain that is shorter rather than longer The longer your domain name is, the harder it is for people to remember. And the greater chance you have of someone misspelling some of the words. Most good single word domains are long gone (read “what do to if the domain name you want is taken“), but it’s still possible to avoid super-long alternatives by getting a little creative. For those who have one word in mind that’s not available, consider adding an adjective or verb in front of it and seeing if those variations are available. Perhaps not “GetAppple”, as that would likely lead to a world of trademark issues and other legalities, but you get the idea. Think of your domain name as part of your brand, and be sure it matches how you want visitors to consider you. 5. Stick with .com if you’re able to Most individuals assume that a domain name ends in .com – it’s just become the default for most of us. If you purchase a domain name with a different extension or “TLD” as they are known (.net, .info, .org, etc.), you will have some additional work to do if you want to get people to keep you in mind. However, do not automatically assume you should only ever buy .com domains. Many websites have done very well with different extensions – such as last.fm 6. Do not buy trademarked domains Even if you’re not intentionally trying to create confusion, you are most likely to face some legal challenges by purchasing trademarked terms in your domain name. To be safe, look for U.S. trademarks at www.uspto.gov and be sure no one owns a trademark on the name you’re contemplating. 7. Do not buy a domain name that is too similar to an existing website Even if the wording, name or expression in the domain name that has caught your eye is not trademarked, do not buy it if is is merely a variation of some other domain name. This applies to plurals if the singular is taken (mediatemple.net vs. mediatemples.net) and hyphenating a term (media-temple.net). 8. Avoid buying hyphen domain names If you have to go with hyphens, do not buy a domain with more than three of them. It is just too messy. 9. Avoid numbers People may get confused about whether the amount is a digit (3) or a word (three). If you would like a number on your domain name because there’s a number in your organization’s name, purchase both versions (word and digit ) and redirect one to the other. 10. Check availability on social networking sites When you’ve got a name picked out, see if this word or phrase can be found on social networking sites like YouTube, Twitter, Facebook, Instagram, Pinterest, Google+, and Tumblr. Even if you don’t intend on using social media straight away, you will want the option when you are ready, and it is easiest if you can use the identical phrase on each website.   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]

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.

Free Consultation

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 premium domains?