How do I choose a probate domain name?

Jennifer BaileyArticlesLeave a Comment

When you think about choosing a name where your probate website will live… you are probably wondering whether or not you should choose something with “probate” in the name… right?

azprobatesolutions.com … probaterealestate4you.com… probatelosangeles.com…

I want you to reconsider this approach… Here’s why:

Unless you are an attorney or work for your local court system, search volume for probate-related words is going to be pretty low. Real estate professionals who have gone before you and already have credibility website will tell you that they get slim to zero web traffic on their probate domains.

That’s because people aren’t specifically searching Google for professionals certified in probate to buy or help them sell their probated estate. This also tells us that by putting “probate” in your domain name you are probably creating more confusion for the customer. Some of them don’t know what probate is yet, some of them don’t want to know… and others don’t understand how that relates to what they actually need (real estate help… property management… financial assistance… you get the idea).

So now we have to reframe the question…

“How do I choose a probate domain name?” is a more appropriate way to approach a solution to your problem. What you actually need is marketing that integrates with what you are already doing…

  • Do you already have a real estate website?
  • Are you using a personal brand to promote yourself or the name of your business?
  • How are you currently getting leads?
  • What are you doing to nurture your leads and get more inbound phone calls?

Let marketing strategy lead the way

Before I give you all my best tips on choosing a domain name, let’s talk strategy. I know that most of us like to just “fly by the seat of our pants” when it comes to planning and managing our marketing. We jump on opportunities as they arise, deal with problems when they come up, and generally try to learn as fast as we can… as we go. And sometimes… we see something new and shiny… and we start to believe in fairies and silver bullets all over again. (Admit it, we’ve all been believers at one point).

Some of us are on the opposite side of that spectrum… planning, planning, and more overplanning… so much planning that we never actually see the sun. So much prep work for something that may even never happen, and then by the time we get to our destination… the plan doesn’t work out the way we wanted it to anyway.

I want to tell you that it doesn’t have to be that way. To help put things into perspective, there are three elements to a good strategy that, once defined, will help you make seamless decisions about brand and web activities… they are…

  1. WHY are you in business, what is the purpose you are trying to serve?
  2. WHO are serving, what are their specific needs?
  3. HOW are you serving them, and what is different about the way you are doing it from anyone else?

Once you can answer these basic questions then you can define the goal for your domain name…

Defining a goal for your domain name

How is your website going to serve your “WHO”? What is its purpose going to be…?

  • Build credibility for you as a real estate professional and as a probate specialist
  • Answer tough questions that your market is seeking answers to
  • Create warm, qualified leads
  • Create new conversations with the right families

…ALL of the above, right?

None of these goals would really be a good reason to use “probate” in your domain, with this exception…

  • Be a source of information and resource for probate in your region
  • In this case, you would choose a domain that had the potential to rank well, and that wasn’t solely focused on building credibility. You could still build leads and gain business, but the focus would not be on you and your brand, it would serve a bigger purpose.

    In all other cases, you should focus on the needs of your WHO (your customers)…

    Remember that “probate” is not a need

    When people ask you what you do… what do you say? Hopefully, you don’t say… “I am a certified probate real estate specialist” and you say something like this instead… “I take the stress off families going through probate by helping them with the estate…”

    Probate is literally legal jargon that people don’t actually connect with on an emotional level… and therefore… they won’t connect with you or your domain name if you use it.

    Remember that 95% of our decision-making happens in the Primal and Limbic parts of our brain… and is based on need and emotion… so using logic right out of the gate is like setting yourself up for failure from the start.

    Appeal to need and emotion first, then think about logic and reasoning.

    Factors to think about when choosing a domain

    Option 1: Choose a personal brand

    Represent your WHY and HOW by choosing a personal brand that tells your audience what makes you different. I would stay away from domains like “Sell with Sarah” or “#1 Real Estate Agent” because that immediately sends a message that you are trying to make money off of them. How do you feel when you get stopped at the mall by someone trying to sell you something you aren’t there to buy… it’s pretty annoying, isn’t it?

    A personal brand doesn’t have to be annoying. It can be helpful. Use your name or your business name without the gimmicks. “Johndoe.com” or “lighthouserealty.com” are more transparent and trustworthy than “sellyourhousewithJoe.com” for example.

    Option 2: Use your location

    Localizing your domain helps you build fast credibility because essentially, locations are niches. In this situation – if and only if you are focusing on probate – then you could combine probate and your location in your domain name. But if you also do foreclosures, short sales, senior transitions, etc… then why would you define it under probate alone? A broader niche strategy could be “atlantaseniorresources.com” instead of “atlantaprobateresources.com” for example.

    Or you could take it even broader and call it for what it is… “atlantarealestatesolutions.com” or “atlantaestateplanning.com”.

    Option 3: Brand your differentiator

    Your HOW (your differentiator) is what makes you special and unique from anyone else in your market. It’s what defines your blue ocean. So why not brand it? Purpose-Driven Probate, for example, is not just a book title but a brand. It says, “I will help you make purposeful decisions in your probate journey.”

    What is your differentiator and how can you use it to tell a story for your customer?

    Option 4: Solve a problem in the buyer’s journey

    The buyer’s journey is how a customer gets from pain to transformation – and it starts with a problem that needs to be solved. What kinds of decisions do your customers have to make to get from pain to a solved problem? If you can find a focus, then you can become your customers’ guide. Here are some key terms you might take advantage of in a brand or domain name that help your customer understand how you can help:

    • Guidance
    • Guide
    • Solution
    • Journey
    • Transformation
    • Answers
    • Help

    Option 5: Consider power words

    Power words are the ones that statistically will drive your audience to take action. Using them in headlines, copy and… domain names… can be very impactful. Here are some examples of power words…

    • Sincere
    • Avoid
    • Best
    • Solve
    • Big
    • Brave
    • Calm
    • Care
    • Free
    • Good
    • Super

    Get expert help choosing a domain

    It can be hard to choose a direction… after all, once you pick it and start using it, it can be really hard to change. I have 15 years of experience in digital marketing and would love the opportunity to point you in the right direction. The best part is it’s totally free. Schedule your 15-minute clarity session with me (and block out 30 minutes just in case we ned the extra time 🙂. Talk to you soon!

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