Frager Factor

Monday, February 04, 2008

Sub-Par Domain Name Appraisals

Don't forget the sub-domain factor.

There's been a lot of dicussion in the forums about fomain name appraisals and appraisal services.

Most domain appraisals fail to recognize the powerful sub-domain sub-lease sub-factor.

For example, if Hollywood.com can lease up to a half million sub-domains to movie companies, movie or TV titles, actor headsheets, etc, how much more does that make their master domain worth?

The sub-lease potential isn't there for MOST domains.

But for Rick Schwartz (who blogged about this last week) and others like Kevin Leto with QUALITY domains, it’s a huge plus. Imagine Kevin's shirts.men.com, shoes.men.com, gay.men.com, bloomingdales.men.com.... In some cases the sub-domain is MORE powerful than the master domain alone, because of the way search engines spider domains and the value of cataloging an industry so its easier for consumer's to find what they need.

Using sub-domains with these examples makes everything you find truly there about men or Hollywood. By comparison, having a dotORG suffix doesn't mean everything you find there will be non-profit, nor does a dotTV suffix guarantee that you'll end up with something that relates to television. As a result its what's BEFORE the dot that counts MOST.

Sub-domains regardless of length are a proven formula for customer satisfaction and sales success. The today show used two sub-domains, wedding.today.msnbc to motivate 6 million people to vote on every aspect of Melanie and Peter's wedding from the entree to the honeymoon destination.

Using the promotional power of one medium to drive traffic to the other, they were able to introduce more wedding suppliers to wedding buyers than wedding.com or any sites like it. I don't know how you can consider ALL these factors in a computer appraisal.

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About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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