Niche resellers and registrars are key for selling industry-specific domain names.
Many of the new top level domain names coming to market are targeted to particular industries: .photography for photographers, .plumbing for plumbers, .solar for the solar industry.
Selling these domain names through mass market domain name registrars is tricky. The domain names are unlikely to come up high in search results unless a particular keyword closely matches the TLD. Unless the customer is aware of the top level domain and specifically searching for it, she is unlikely to find it.
To better target the industries their domain names are made for, domain registries need to work with industry-specific channel partners.
Taken to another level, a domain name registrar or reseller that specifically targets the industry.
Enter Momentum Names.
I received a LinkedIn alert today that Matt Godson of Momentum Event Group was now also CEO of Momentum Names.
Momentum Names is an eNom reseller specifically specializing in the sale of two of Rightside’s upcoming domain names, .lawyer and .attorney. This is a good target for Momentum given its network amongst lawyers for its conferences.
I think this is a great idea for businesses that already sell products and services into a particular industry. For example, if I provided booking software for cab companies, it would make sense to set up a niche reseller selling .cab and .limo domain names.