Stockbrokers.com or .Stockbrokers?
Peter Dengate Thrush posted the tweet below in reference to a Namepros interview with the owners of Stockbrokers.com. I presume because Stockbrokers.com was acquired for $185,000 and the application fee for the first round of new gTLD domain extensions was also $185,000, Peter mentioned the following:
For 185k they could have applied for .Stockbrokers, and owned the building rather than be a dotcom tenant https://t.co/NSmg2C9R9f
— Peter Dengate Thrush (@pdengatethrush) August 4, 2015
I would have chosen Stockbrokers.com over .Stockbrokers for 4 reasons:
1) Stockbrokers.com is a great brand name, as I believe all strong keyword .com domain names are. The owners have capitalized on this branding and have increased the brand awareness of Stockbrokers.com by successfully building a business on the domain name.
2) The cost to renew Stockbrokers.com is around $8 a year. Maybe they are paying a bit more or less depending on the registrar, but the annual renewal fee is small. There is also not much of a cost to keep the domain name resolving to the proper website. The annual cost for a new gTLD extension like .Stockbrokers is much, much higher. They would also likely have to pay a company to manage and operate the TLD on their behalf.
3) As Rubens Kuhl pointed out in the abvoe Twitter thread, the owners of Stockbrokers.com were able to get a 3 year head start. Depending on the application approval and draw, they might not even have a live website running on .Stockbrokers yet.
4) There would be less confusion operating the .com domain name than the new extension. Instead of branding Stockbrokers.com, they would likely have to teach people what .Stockbrokers is, and it would possibly even necessitate the subsequent purchase of Stockbrokers.com, perhaps at a higher price. Further, what would they choose as their domain name – www.stockbrokers, home.stockbrokers, weare.stockbrokers…etc?
To expound on Peter’s analogy, sometimes it’s better to be a tenant in a prominent building (.com) than to own a building, especially when the building hasn’t been built yet and the location of the proposed building is in a part of town that isn’t visited or known by prospective visitors (.stockbrokers).
As always, your thoughts are welcome.
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