5 With… Don Ham, Introducing Reinvent Index
Reinvent, the leading domain company at the forefront of the industry, recently announced that they will be rolling out the Reinvent Index, an index created to allow domainers to track the parking performance of 20 domain verticals. The Index will be operated in conjunction with Hitfarm, Reinvent’s parking company.
The Reinvent Index is made up of 200 domain names in 20 industry verticals, allowing people to see and track revenue and traffic trends in particular niches. Verticals that are covered in the Reinvent Index include automotive, business, education, fashion, health, music, shopping, technology, and many others. The Index was created to bring transparency and knowledge to the domain space, and it will allow you to follow the performance of domain names, which is going to be very interesting given the current economic situation.
To help introduce the Reinvent Index and acquaint you with Hitfarm, I had the opportunity to interview Don Ham, the operating director of Hitfarm.
EJS: 1) Are there specific requirements that people need to meet to sign up?
DH: Hitfarm will cater to accounts that have quality traffic so there will be some restrictions. Each new account will be evaluated on a case by case scenario. All accounts must maintain a good TQS (Traffic Quality Score) and and be void of any Adult or Gambling names. We also require applicants earn a minimum of $1,000 USD/month*. Whether you have one high quality domain or hundreds of thousands in your portfolio, if you meet these criteria, we’d love to partner with you.
(*) Subject to change
EJS: 2) How can domainers who don’t have huge portfolios use the Reinvent Index to benefit their portfolio?
DH: Reinvent Index may actually benefit smaller portfolio owners more so than bigger portfolio owners. Large portfolio owners generally have many of the stats and/or trends at their disposal via their own portfolio. The 20 verticals give domainers insight into each of the available categories they might be interested in. By studying a particular vertical and it’s performance, a domainer may find that they want to invest in a particular vertical which may be new to his portfolio. It is also useful if a domainer has a small portfolio heavy in a single vertical. He can use the index to benchmark the industry as a whole and compare the trends to his own portfolio’s fluctuations. For instance, if he notices a steep decline/increase in CTR, he can refer to the Reinvent Index and compare the CTR trend for that vertical and find out if it is an anomaly or industry trend.
EJS: 3) What added information about the Index will people who sign up receive?
DH: Reinvent Index is available to the public, there is no need to sign up for this. Hitfarm Index, on the other hand, will be restricted to Hitfarm clients only. This tool, which is still under development, will enable all Hitfarm clients to compare how their portfolio is performing against all other domains on our platform and look for quick answers to trends/anomalies. Hitfarm Index will be of most value to Hitfarm clients in this way. Between the Reinvent and Hitfarm Index, we are making it easier for domainers to evaluate their portfolio performance. Furthermore, with upcoming Hitfarm 2.0 implementation, all Hitfarm clients will have the functionality to create and manage their own custom Indexes.
EJS: 4) Which new initiatives add the most value to Hitfarm partners?
DH: I feel it’s our commitment to transparency and integrity as well as our new Portfolio Management initiatives. Transparency and integrity because we let our clients remove any doubt about revenue skimming with the option to audit their revenue numbers by a qualified auditor of their choice. Portfolio Management is a new initiative that we are rolling out to clients engaged in a Hitfarm Exclusive Agreement. For these clients we dedicate an experienced and knowledgeable Portfolio Manager who is backed by technical and editorial staff to cater to our client’s specific needs. The Portfolio Manager liaises with the client and they work together to implement a plan that best to utilizes the dedicated staffs’ resources and optimizes the portfolio’s performance. Ultimately, our goal is to have each of our Portfolio Managers know his/her client’s portfolio better than the domainer himself. Once this is reached, we give back the most valuable asset to our clients, his time.
EJS: 5) Does Reinvent have plans to expand into other domain areas such as sales and auctions?
DH: Domains are our core business. Domain Marketplace and Auctions have always interested us but we have other priorities at this time. I think there are many marketplace and auction platforms that serve the industry well. If at a later date we feel we can add value to our industry by expanding into these areas we’ll certainly give it a serious consideration.
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