After extensive research and closely monitoring the naming strategies of industry peers, US search portal and services business Homes.com has decided to ditch its domain name and rebrand to trulowtor.com.
According to trulowtor.com, a recent Geek Wire article quoted a top real estate industry executive as saying the choice of real words like Homes.com "or something silly like that", means the domain actually costs real money.
Taking this comment to heart, the team at Homes.com conducted exhaustive consumer research and determined that a less silly and more nonsensical name would make sense.
Four separate focus groups from around the country picked trulowtor.com as a more serious name that consumers would eventually identify with, and potentially remember, all while improving the brand’s trust with consumers.
“We’ve been listening to the industry and have decided that the name ‘Homes.com’ is too silly and simply doesn’t make sense for a real estate portal offering almost 3 million homes for sale or rent,” says former Homes.com president David Mele.
“Based on our core value of ‘collaboration’ we worked closely with a sample of American homebuyers to arrive at the name trulowtor.com. It just makes sense to us, to them, and, over time, we’re sure it’ll make sense to consumers too.”
Mele adds the memorable and easily recognizable name Homes.com will be offered for auction in the coming months, and with a reserve price set at one billion dollars it’s sure to garner the interest of domain aficionados, investors and Silicon Valley startups.
“A name as obvious as Homes.com may be silly for real estate,” confirms trulowtor.com VP of Entertainment Grant Simmons,“but for a new venture in, say, medical supplies, it may make a perfect branding play.”
“We really wanted something outside the box that would stick with our audience and represent our core values, and Homes.com just didn’t do that for us,” adds trulowtor.com Director of Millennial Engagement DeVante Batts.
“Homes.com was too plain, too in-your-face, and didn’t grab the mission of our business; to connect homebuyers and home sellers. People don’t know how hard it is to explain to others what Homes.com is. But trulowtor, oh, as soon as I say it people automatically connect the dots.”
"Our market research suggested that the American public, particularly millennials, want to be a part of something special, something mysterious and unique.
"Initally naming our brand Homes.com was like picking the low-hanging fruit, so we decided to aim higher.
"When it comes to the core purpose of our business, we don’t want to just help you find a sensible home, we want to help you find the homes of your dreams, a purple unicorn, and we feel as though our new brand better reflects that.
For more information about the upcoming rebranding of Homes.com, please visit trulowtor.com.
Ha, got you again, April Fools.