Real estate Internet marketing is accelerating,and the era of domain names is coming!

Industry Information 11 Sep 2023 09:27:39 AM By:DN platform editor
Abstract:

According to media reports, on December 29th, Beike Research Institute released its annual report for 2020, stating that the real estate market maintained a high level of resilience under special circumstances, with transactions in land, ne

According to media reports, on December 29th, Beike Research Institute released its annual report for 2020, stating that the real estate market maintained a high level of resilience under special circumstances, with transactions in land, new homes, and second-hand homes reaching new highs.

Real estate Internet marketing is accelerating,and the era of domain names is coming!

At the same time, Beike Research Institute's monitoring and estimation indicate that in 2021, the real estate market will remain stable with a roughly 25% increase in national residential land transaction value, a projected 9% growth in planned construction area for land transactions compared to the previous year, and an approximate 15% price increase. It can be said that in 2021, the real estate industry also has a promising outlook.

As a subsidiary brand of Lianjia, Beike, since its IPO in August of this year, has seen its stock price double. Its current market capitalization stands at $73.379 billion, far surpassing the industry giant Vanke. What sets it apart from other real estate agencies is its early recognition of the importance of online presence, a real-time property database, and standardization of its agents.

For online presence, having a strong "online sign" is essential, and that's where domain names come into play. In the early days, Lianjia used the domain homelink.com.cn, which neither aligned with Lianjia's strategic direction nor facilitated brand enhancement. Consequently, in 2014, Lianjia invested millions to acquire lianjia.com.

In 2018, "Beike Zhaofang" (Beike Find a Home) made another substantial investment by acquiring the two-letter domain ke.com. "Ke" directly corresponds to "Beike," emphasizing the brand's identity. This two-letter.com domain is not only short and memorable but also highly versatile for both domestic and international users.

If real estate companies deal with physical properties in the real world, domain names serve as the "virtual properties" in the online world. In the era of interconnectedness, domain names have become the online business cards, brand identities, and traffic gateways for all companies. Most real estate websites use industry-specific keywords as domain names.

In 2014, Fang.com was acquired by Fangtianxia for a million dollars; in 2012, Qijia.com upgraded its domain to the eight-figure domain Jia.com; industry leader Loupanwang adopted the industry domain name loupan.com for millions; in 2020, the Buyfang.net team purchased the top-level domain "maifang" (Buy a House) maifang.com; and in December of this year, Houses.com was already acquired by an overseas entity, with its singular form, House.com, previously reported to have been sold for $8.5 million.

All these leading players in the real estate industry undoubtedly possess premium domain names to serve as their "frontage." They've also chosen domain names with keywords directly related to the industry, allowing users to immediately understand the platform's business. Some keywords, like House, Fang, Jia, Ju, and Lou, are representative industry terms that come with their own traffic, reducing marketing costs. While these domains may come at a high price, their value in shaping brand identity, increasing brand awareness, and promoting brand visibility is immense.

With the impact of the internet economy, the "Internet + Real Estate" operational model has created a vast market. At this point, selecting a concise, refined, and brand-fitting premium domain name is crucial for quickly seizing a competitive edge in the market.

There are many premium domain names in the real estate industry, including Loushi.com (Real Estate Market), Shoulou.com (Selling Property), Loujia.com (Property Price), Huifang.com (Discounted Property), Lefang.com (Happy Home), Zhongfang.com (Central Property), Tianju.com (Sky Home), Haozhai.com (Luxury Residence), Bieshu.com (Villa), and more.

Based on WeChat Index data, the search and browsing volumes for these keywords are all on the rise. These domains are simple, clear in meaning, closely aligned with their corresponding projects, and irreplaceable. Each one can be considered a hallmark domain name in the real estate industry.

For businesses, choosing a short, refined, brand-fitting, and mass psychology-compatible premium domain name is an effective way to gain customer trust, prevent brand confusion, and stand out among numerous competitors.

For investors, holding high-value and promising premium domain names with significant application potential can lead to substantial value growth in the investment domain. With a ready market, the basic value of a domain name is assured, and there is no shortage of buyers.

The Beike Research Institute analysis suggests that the digitization of real estate in 2021 was primarily an initial attempt at online sales. The most significant achievement has been making the industry aware of the importance and trend of going digital.

With active government participation in the digitization process, government information technology continues to advance, and the transformation of the real estate industry through digitization will become even more profound. With government support, the future of real estate internet companies is expected to be on a prosperous path.

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Real estate Internet marketing is accelerating,and the era of domain names is coming!