The real estate developers are getting the lay of the land in online advertising. Retailers find that while websites cost a mere 10-20 per cent of print advertising, the returns are rather good. With the BPO executives and the upper middle class forming the core of individual home-buyers, the Internet is becoming the first stop for those in search of home. While this is not new in the rest of the world, for India, it is certainly a new trend. A domain name must reflect the services and the USP of the website identify and distinguish the brand and its services offered by competing brands. The most common choice for an agent is to use his own name as the website's domain; this is often not the best choice. It is unlikely that home buyers will be searching for "Delhi real estate" or "Mumbai properties". The best domain names therefore should serve to identify the target market. Ideally they should also contain keywords that potential clients would use, for example traveltoyatra.com (a travel site) it is the best example of a perfect domain name, its name is suggesting everything about the site and the services offered by the company having that site.
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