Maintain Your Domain: How Real Estate Pros Can Find the Best URL

Your domain name is the seat of your online power.

When we start work on a new client’s IDX website, one of the first questions they ask is, “What should I do about my domain?”

This question comes up if they a) are a brand new office, b) is an agent getting their first website, or c) have had the same domain for 20 years and want to make sure it’s still “the one.”

How should real estate pros choose a domain name?

Short, simple, and easy to remember... .com if you can get it! Try to get it as close to your business name as possible, but also consider search terms people might use to find your business.

Here are some examples you can combine and see what’s available for you:

• Your exact business name (or your name, as an agent)

• Minor variations on your business name (with or without inc or llc)

• Add “realestate” or “realty” if it’s a broker site

• Add your primary service area (ie, PGH, NYC, SouthHills, SoCal, 412)

• Local references (beachfront, greatlakes, 3rivers, bigapple)

• Specialty focus (homes, commercial, rentals, luxury)

• Your slogan (realdeal, staragent, yourteam, pghrealtorteam)

Two things to note: 

1. If you are a member of NAR, your domain name may be www.johnsmithrealtor.com or www.realtorjohnsmith.com, but not www.localrealtorjohn.com.

2. Most markets have rules about whether agents can include “realty” in their domain, because it suggests they are a broker or owner of a company. Check your local rules.

How do I choose which domain extension to use?

There is no substitute for short, easy to say and remember domains with a .com extension.  .Com is the golden standard. It suggests that your business is reputable and established, unlike a pop-up with a .rockstar domain name. Of course, .coms are the hardest to come by because many have been snatched up by other businesses or prospectors.

Try to get a reasonably short, accurate .com. If you can’t, consider NAR’s exclusive top-level domain .realtor. Also, .realestate is available to the general public.

When should I purchase an already-owned domain as opposed to going with one that isn't currently owned?

If your top choice domain is not available but is for sale then it is a cost/benefit question. If you can get a domain that is short, simple, exactly your business name and is a .com, it might be worth purchasing at a higher rate.

Also, consider if not having your top choice will cause confusion (ie, if a competitor is using your company name as their domain, or if it gives the impression that you’re not in business). It might be worth the extra money to avoid confusion.

If the price is astronomical or you have a second choice that is a close fit, go with your second choice.

When and why should I purchase versions of my primary domain that use other extensions?

This is a cost-benefit decision and depends on whether you want to prevent other businesses from using a similar domain. For roughly $15 for each domain annually, it is a relatively low cost but you can also go crazy securing a lot of other extensions or variations just by changing a word, letter, or adding a dash. If you do have multiple domains for one site, make sure they forward traffic to your primary domain rather than loading your site at multiple addresses for SEO reasons.

When should I pre-register or backorder a domain name? 

It is unlikely to get a backordered domain that is in use. However, if you see a domain you really want and it is nearing expiration or not in use, you can backorder it for a small fee. If it does expire, you can possibly pick it up but this process isn't something I'd wait on.

How should I protect my domain name?

If privacy is important to you in terms of who owns the name, add privacy service from your registrar for an extra fee. Make sure the domain lock is on (it usually is by default) and make sure you have the login information for your registrar account. Don't share it with anyone except a trusted vendor.  Make sure you keep the email address current so you get domain renewal notices.

What other tips do you have?

A lot of businesses work with an IT or web contractor to handle their website and/or email. Often times the contractor secures the domain name for the business and the business doesn't know how to access that registrar account. Always request that the domain be registered in your own account at a registrar (such as Godaddy) where you can maintain control over access to the account.

Your domain name is one of your most important digital assets once you start using it online and in print. You can always change website or email vendors by pointing your domain to a new service, but you have to make sure you have access to that domain and its settings to do so.

Bottom Line

Keep your domain short, specific, and memorable. Choosing the right domain might be a matter of getting creative with available options. Think through your options to make sure you’re making the right choices.