Andy Booth launches Imperial.com for high-end domain brokerage – Domain Name Wire

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7 Comments September 22, 2020
Second brand aimed at high-end buyers.
If you’re going to sell premium domains, it’s helpful to use premium domains yourself. Or two premium domains.
That’s the strategy domain investor Andy Booth is taking.
He started using Evolve.com for his brokerage last year. Now he’s adding Imperial.com as a high-end brokerage. The idea is to segment customers and attract buyers with six-figure budgets to the Imperial brand. It certainly comes across as a luxury brand (with a luxury logo, too).
The two brokerages are distinct from Andy’s brother James’ service at DomainBooth.com.
Perhaps Andy will experience the same “problem” that James did. James changed his brokerage name to Phenom, only to have to change it again when he sold Phenom.com.
Then again, changing brands isn’t a big deal when the price is right.
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Andrew Allemann has been registering domains for over 25 years and publishing Domain Name Wire since 2005. He has been quoted about his expertise in domain names by The Wall Street Journal, New York Times, and NPR. Connect with Andrew: LinkedInTwitter/XFacebook
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M says
September 22, 2020 at 5:03 pm
These guys, and Rosener, buy great names and launch “brands” on them to make sure they avoid TM issues (see Zoom.com for Andrew)
No knock – I like the strategy.
Mark Thorpe says
September 22, 2020 at 5:31 pm
These guys are always in SELL mode.
They don’t usually keep their domains that they acquire.
Zoom.com moved more than once, from Andy to Andrew before Media Options sold the domain.
Zoom Video was after the domain from Andy. Not in a good way either.
Gregg says
September 22, 2020 at 7:27 pm
It takes 20 seconds for a potential buyer to see through this plot by now. If anything, there’s greater risk for this strategy to backfire where the buyer doesn’t want to be the pawn and decides not to participate altogether.
THE ASSET COMPANY says
September 22, 2020 at 7:41 pm
How about the fact that these are generic domain assets, with a very flaw protection for domain owners. Let’s slow down and appreciate a great investment.
Mika says
September 22, 2020 at 8:25 pm
Do you need a domain broker? It’s as easy as catching fish in a barrel… just go to any dictionary word .com and you’ll find a brokerage business now.
Covidosis says
September 23, 2020 at 3:42 pm
I wonder how much would cost covidosis.net
Sajmal Salam says
September 29, 2020 at 4:31 am
Imperial is a great name for brokerage I really like those kind of Luxurious domains
Domain Name Wire is a trade publication for the domain name industry covering topics relevant to domain investors, brand owners, policy makers, domain registrars and registries, and more. Founded in 2005, Domain Name Wire has been cited by Wall Street Journal, New York Times, NPR, and Washington PostRead More About DNW
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