A company called ContractHireAndLeasing.com recently rebranded as Leasing.com. The announcement was made in a LinkedIn post and video shared by the company and its founder late last week:
Leasing.com “is the largest dedicated marketplace in the UK for new car contract hire and leasing offers.” The company was founded in 2000 under the brand name ContractHireAndLeasing.com. From my perspective, getting the much shorter Leasing.com domain name was a coup for the company. I imagine it will be easier for customers to remember the company’s name, and it simply sounds like a better and more trustworthy brand. I presume email deliverability should also improve for the company. Put simply, Leasing.com is a much more marketable brand name than ContractHireAndLeasing.com.
From what I can see using DomainTools Whois History tool, it appears the domain name was acquired at the end of 2016. Prior to that, the Leasing.com domain name was owned by Domain Capital. I asked Domain Capital’s Gregg Freeman about the domain name, and although he could not comment on the sale price of Leasing.com, he told me it was an investment the company made rather than an acquisition as a result of a default. Domain Capital is well known for its domain name financing, but the company also invests in domain names as well.
Commenting on the rebrand, founder and MD Dave Timmis said:
“The domain purchase and subsequent rebrand were a significant investment in the business to take us to the next level.
“There are clear SEO benefits of a domain like this but there are various other benefits across the board. For example, our marketing spend will deliver a much better ROI when we promote the new brand name across social, radio, TV and offline through our ‘Say goodbye to buying’ ad campaign.
“The new name is much more memorable, trustworthy and, of course, synonymous with our industry.
“When you think of leasing, just think of Leasing.com. What could be simpler than that?”
Leasing.com is a great domain name, and I bet this company will benefit immensely from changing its brand name.