According to the 2013 Profile of Home Buyers and Sellers, 92 percent of consumers turn to the Internet in their home search. To stay ahead of this fundamental shift online, the National Association of REALTORS® (NAR) expects the Internet Corporation for Assigned Names and Numbers (ICANN) to award NAR a newly branded .REALTOR top-level domain shortly. The new .REALTOR domain will serve as an alternative to the commonly known .com, .org and .edu. The Internet is undergoing an evolution; soon, hundreds of new domains will be appearing on the Internet, but only REALTORS® will be able to use the new .REALTOR domain in connection with their names, extending the branding connection and marketing value online. As a result, homebuyers, sellers and investors will find it easier to locate a REALTOR®, the trusted and valued source for real estate information.
Communicating Commitment to Consumers
When a consumer visits a .REALTOR domain, they will be assured that the registrant is not just a real estate professional, but also a REALTOR®. REALTORS® have been abiding by the Code of Ethics for more than 100 years, distinguishing themselves from other real estate licensees.
Only REALTORS® will be allowed to use the .REALTOR domain in connection with their names. An example of a .REALTOR domain would be: www.YourNameHere.REALTOR. Domains will also be made available to state and local REALTOR® associations; association multiple listing services; NAR-affiliated institutes, societies and councils; and other NAR-approved business partners.
Branding and Marketing Value
Hundreds, and probably thousands, of new, top-level domains will crowd the Internet, including .mls and .realestate. That is why it was imperative NAR pursue the .REALTOR domain for its members to declare and define their name space on the Internet. The .REALTOR domain will be a key component to NAR members’ continued success.
REALTORS® with a .REALTOR domain will be part of an internationally recognizable brand and gain a competitive edge in the online real estate space, making it easier for consumers to locate REALTORS® and real estate services. In addition, the .REALTOR domain strengthens and supports existing broker and franchise brands, while concurrently leveraging the REALTOR® brand.
Final approval and launch of the new .REALTOR domain is anticipated sometime in Q1 2014. While NAR applied for the branded .REALTOR top-level domain in 2011 through its wholly owned subsidiary, the REALTORS® Information Network (RIN), and a newly formed corporation, Real Estate Domains (RED), NAR has been working closely for more than seven years with Second Generation, an Embrescia-family investment firm headquartered in Cleveland, Ohio, and registry operator for the top-level domain .jobs throughout the application, review and development process to bring .REALTOR to its members.
Priority Registration is Available Now
Brokers and agents are encouraged to sign-up by January 31, 2014 to receive advance email notification for priority registration of your .REALTOR domain(s) one day before the general release of the .REALTOR domain, at: www.SignUpForDotREALTOR.com. This opportunity is exclusively for domains that include the names of REALTORS®. Information on registrations for offices and others will be provided at a later date.
REALTORS® and Consumers Benefit from New .REALTOR Top-Level Domain:
1. Order and consistency is brought to disorganized real estate Internet space.
2. Establishes branded domain for consumers, ensuring they’re dealing with a REALTOR®.
3. Internationally recognizable REALTOR® brand differentiates members on the Internet.
4. Positions REALTORS® with a competitive edge in the online real estate space.
5. Offers individual REALTORS® a unique solution to further leverage their online brand, with the added support of a stronger REALTOR® brand.
6. Strengthens and supports existing broker and franchise brands, while concurrently leveraging the REALTOR® brand.
For an informational video, Fact Sheet, FAQs and news about the new .REALTOR domain, visit www.REALTOR.org/domain.
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