For my 2017 gag – driven by the idiocy that was our competitors at the time “homes.com is a silly name” – I decided a rebrand was in order
Out With The Old, In With The New: Announcing trulowtor.com
We are excited to announce that as of April 2016 Homes.com will now be known as trulowtor.com. After both extensive research and closely monitoring industry peers and their naming strategies, the easy to recognize and memorable domain name of Homes.com will be retired, and the current search portal and services business will be rebranded to trulowtor.com. In a recent Geek Wire article, a top real estate industry executive states, “if you picked a real word like Homes.com or something silly like that, [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,” said David Mele, president of the former Homes.com. “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.”
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,” said Grant Simmons, VP of Entertainment at trulowtor.com, “but for a new venture in, say, medical supplies, it may make a perfect branding play.”
Anyone with a business can relate to the fact that branding is hard, and sometimes it takes a few swings before you really hit the ball out of the park. Some things that our focus groups took into consideration when brainstorming our brand’s future direction were: potential for growth (with no meaning in the English or American-English language, trulowtor was a strategic pick in the hopes of expanding our company internationally), bananagrams scores (trulowtor.com comes to a respectable 12 points), and our core mission.
“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,” said DeVante Batts, Director of Millennial Engagement at trulowtor.com. “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.
Welcome to trulowtor.com.
About the website formally known as Homes.com:
Homes.com is a top real estate search destination, visited by more than 16 million consumers each month. Homes.com leverages search visibility to connect this in-market audience with real estate professionals in their local areas of interest. Homes.com offers the following real estate marketing and media services: brand advertising, property listing exposure and syndication, search engine marketing and instant response lead generation to help real estate agents and other real estate related partners succeed online. For more information, visit www.Homes.com.