Online insurance
domain names are a hot commodity. In the past three
years, URLs that include 'insurance' in the address have
sold for thousands to millions of dollars. For example:
| carinsurance.com |
$49,700,000 |
| insurance.com |
$35,600,000 |
| insure.com |
$16,000,000 |
| homeownersinsurance.com |
$570,000 |
| autoinsurance.org |
$440,000 |
| familyinsurance.com |
$57,000 |
| insuranceleads.com |
$50,000 |
| insurance.mobi |
$42,005 |
This is not
the first time high priced domain names have made a stir.
However, earlier sales of sites like business.com in the
late 90s were generated mostly on the URL name rather than
content. Indeed, business.com changed hands as ideas
fluctuated about what to do with
the catchy URL. The name had to be translated into a
product.
In the past three years, many of these
insurance sites were not sold on name alone. Instead they were
fully functioning websites that already provided resources
for online customers. Investors ultimately looked at
these URLs as a full package. They took the services
and ideas and rebranded them into something bigger and
better. Investments in domain names are not just words
in an address bar anymore but are more akin to investing in property
with tangible assests.
What is not immediately apparent is the real estate
value of online URLs. Recently tools like
INDX.com
were created with an eye for applying the theories of real
estate finance to understanding online properties.
This particular price index tracks the trends in domain name
pricing. By following domain name prices from 2006 to
today, it is possible to see that the fluctuation in the URL
market often reflects economic trends. However, a
comparison between INDX and NASDAQ also shows that the
variable of change is less in the domain market and online
properties are generally maintaining their worth with a
steady increase. Therefore, the investment in domain
names, like the insurance sites listed above, is becoming an
important consideration for business entrepreneurs and
developers.
Added to the property value of domain names is the
general increase of registering these names.
Verisign, which manages .com and .net sites, has
confirmed that it will again increase URL registration fees
in 2012, this time by by 7% for .com and 10% for .net sites.
These increases in prices are minimal but occur generally
every two years. Some web entrepreneurs worry this
continual increase could lead to a gradual squeezing of
small businesses who often buy multiple URLs
(.com, .net, .biz, etc.) to protect their trademarked names
on the internet market. While even the most basic cost
of domain names are rising, the potential payback for access
to customers is not just maintaining but increasing the
value of online property. This reinforces the need for
businesses to make astute choices in how they brand
themselves online. |
A further option or dilemma (depending on your point of
view) is the opening of gTLD (generic top level domains) by
the
ICANN (Internet Corporation for Assigned Names and
Numbers). Starting in 2012, instead of creating names
around established gTLDs like .com or .net,
companies may register a top level domain with any extension. For
example, a corporation like the BBC might buy .bbc and
create addresses like news.bbc and sports.bbc. The
possibilities are wide open to anyone who pays the $185,000
to apply for the name and $25,000 annually to keep it
registered. Although most agree scammers will not
invest the funds or pass the application process, some do
worry that this again could stir battles between similarly
named companies. Therefore, the prospect of owning a
cheaper .com or .net with a broad interpretive address like insurance.com again becomes more appealing.
Finally, after a fluctuation in practice, search engine
optimization has come full circle - domain names are again
an important benefit for search engine results. As
filters are improved to eliminate sites that do not provide
content, the domain name is still tagged by search engines.
This reality has further increased the value of sites that
include terms often used by consumers in their searches such
as 'insurance'.
Online insurance domain names are just one example of
the trends in domain name practices in the online market
today. The new gTLDs will likely not impact most
businesses and smart investments of well considered domain
names will continue to provide a tangible property for small
businesses and entrepreneurs.
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