Frank Schilling

Seven Mile: Gift That Keeps on Giving

6

I kid around with the title of this post, but in all seriousness, I want to make sure that the people reading my blog know that I wouldn’t be in the position I am in today without Frank Schilling and his Seven Mile domain blog.

Not only was Frank one of the first people to really go “all in” with domain names, but he was also one of the first domain bloggers who shared news, insight, and opinion with all of us – and he was happy to talk domains with anyone who commented. Looking back, it’s pretty cool that Frank was willing to take the time to share with all of us.

Not only that, but Frank was kind enough to link to newer bloggers that he didn’t even know, myself included, and every time he did that, my traffic went through the roof. It was such a trip when Frank linked to my blog, and it was an even cooler experience when Frank added me to his blog roll without my having to ask for the link.

Although Frank hasn’t blogged in quite some time, I urge you to look through his past posts   – even if you’ve read them all before. The passing of time changes perspectives, and you might be in a different place now than you were in when you first read Frank’s blog. I still haven’t met Frank in person, but I appreciate all he has done for our industry, and my blog still receives traffic from his blog (The #6 referring site in August). It really is the gift that keeps on giving!

Pick a Name… Any Name… Administration

8

I was looking at Frank Schilling’s NameAdministration.com website and just spent the last couple minutes drooling on my computer. Now that the keyboard is dry and the screen is clean, I am able to pose this question: If you could have one of the names listed on the Name Administration website, which would it be?

I would probably choose eShopping.com and build it out as a virtual shopping center. I would find as many shopping affiliates as possible and sell as much stuff as I could, doing my best to optimize each page for Google search.

What would you choose?

Avi Gets It!

0

As Frank Schilling pointed out yesterday afternoon, the Swim.com auction netted $214,500. By clicking on the bidder ID of the winner, everyone could see that the email address was none other than the owner of ClubSwim.com, Avi Benaroya. Some quick research shows that Avi also is the owner of other swimming related domain names such as SwimOutlet.com, Swimmer.com, SwimLessons.com, SwimmingInstructor(s).com, and many more. With his purchase of Swim.com, it shows that Avi and his company get it! They know the most valuable domain name in their category is Swim.com. They fought off other bidders, and they won the crown jewel domain name. Very impressive.

Branding vs. Generic Domain Names

0

With few exceptions, company brands and generic domain names are opposites. The objective of a brand manager is to distinguish his brand from the competition. The objective of a generic domain name owner is to provide content or advertising links that are general enough to interest the visitors. A brand manager ultimately wants to build loyalty to his brand so the visitor becomes a customer and returns. A typical generic domain owner wants a visitor to click through and possibly provide enough interesting content that the visitor returns so he can click again.

An exception to this is Hotels.com. They have built their brand around a generic domain name. When a person wants to find a hotel at a good price or when they want to read reviews about various hotels, they specifically navigate to the brand, Hotels.com. When a person who doesn’t know about Hotels.com (the company) navigates to Hotels.com, they are looking to find a hotel. This is a prime example of a brand being built around a generic domain name, giving the loyal Hotels.com customer and the random visitor the same valuable information, while building brand recognition and loyalty for both.

In the case of Calvin Ayre’s Bodog brand, the company wants its clients and potential clients to gamble at BodogLife.com and partake in the “Bodog lifestyle.” When the brand was threatened recently, Bodog changed their domain name from Bodog.com to NewBodog.com and then finally to BodogLife.com. Although the domain name changed, the brand and messaging remained constant.

In his blog, Frank Schilling argues that “Calvin should have used this opportunity to buy InternetCasino.com from Xedoc.” As much as I respect Frank, I disagree with him. First, InternetCasino.com would have been a very expensive acquisition for Bodog – probably much more than the value they would receive in return. Not only would this have changed the domain name, but it would have completely altered the brand and the lifestyle portrayed. Visitors to InternetCasino.com are looking for a place to place their bets. Bodog customers are looking for Calvin.

Integrating a brand with a generic domain name doesn’t usually make sense. Yes, a brand can be built around a generic domain name, as demonstrated by the Hotels.com example. However, I don’t think a generic domain name should be used to rebuild a brand.

Domain Blogs I Read Daily

0

Someone recently asked me which domain blogs I read on a daily basis, and I listed them below:

Frank Schilling’s Seven Mile Blog

Owen Frager’s The Frager Factor

Sahar Sarid’s The Conceputalist

Jay Westerdahl’s DomainTools Blog

CuckooClocks.com & the Value of Domain Names

0

New Domainer and Blog Reader Writes

As usual, Frank Schilling gives a great example of why domain names are such a great unique business opportunity. As a domain investor, I often look at domain names with “rose colored glasses.” I try to buy names that are popular and have the highest paying keywords to help offset the cost of my acquisition. When I make a few dollars on a click, I am happy. However, it is very probable that I am leaving a considerable amount of money on the table by selling a “hot lead” for such a small price.

Frank, who frequently uses his RumCakes.com domain name as an example, uses CuckooClocks.com to illustrate why a great generic domain name is so valuable to an end user in that particular business, rather than to someone in the domain investment business:

“My wife bought this cuckoo clock from cuckooclocks.com .. This clock cost $2,219.00 (we paid the old price :- / ) .. How many uniques a day do you need to close a clock sale?.. 2, 5, 7 ? How much could you make selling cuckoo clocks?.. — Source: SevenMile.com

Ordinarily, a domain name like cuckooclocks.com might be worth a few thousand dollars to a domain investor based on traffic and expected annual ppc revenue. The owner would hope some of the web browsers click on the paid advertising links on his site to make a few dollars. However, for a person who actually sells cuckoo clocks rather than advertising space, this domain name is worth much, much more. Instead of trying to convince a web user to click on his link to earn a couple of dollars (or less), he is trying to get that person to buy a clock for a few thousand dollars.

Instead of a domain investor hoping that 1,000 visitors click on a link at $1.00 per click, the owner of cuckooclocks.com only needs 1 person to buy a $2,000 clock with a 50% profit margin. This is why generic domain names are so valuable to companies, and it’s also why many domain investors want to create small businesses around their generic domain names.

Recent Posts

Elon Musk on What it Took to Acquire Tesla.com

How much did Tesla pay to buy The Tesla.com domain name? Elon Musk might have just revealed the price. Tesla Motors operated its business in...

Stages of an Afternic Fast Transfer DLS Sale

After selling a name via Afternic Fast Transfer, I was kiddingly chatting with a friend about the stages I go through each time I...

Calculator.com Sells for $250,899 via Sedo Auction

I was following the Sedo auction for Calculator.com when I got distracted just before the auction concluded and did not see it end. It...

Kanye West Files UDRP Against Yandhi.com Domain Name

It looks like Kanye West and Mascotte Holdings, Inc. have filed a UDRP at the World Intellectual Property Organization to try and gain control...

Daily Poll: Bigger Upside in 2019: Domain Names or Cryptocurrency?

Over the last two plus years, I believe quite a bit of money shifted from domain name investments to cryptocurrency. Several domain investors I...