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How Blake Janover Set The Internet On Fire With Home.Loans

How Home.Loans crashed the party of industry giants

I remember the first time I ever read an article on Blake Janover and his new site Home.Loans He said something really interesting in his interview that I never forgot and it has stuck with me ever since. He said "What is a dot com really? People dot com this and dot com that, but in the end what is it really? When I tell people dot loans, they know immediately what the site is and it opens up an opportunity to have a conversation"

To be sure, there was immediate attention given to this statement. Who was Blake? What authority did he have to make such a bold statement? Why... wasn't Blake aware of the Used Domain Salesforce that was the authority on all things internet related? The very thought that someone could upset the apple cart thinking different was anarchy to them and they intended to jump up and down to show their indignation that Blake had not consulted them first before buying.

There was a LOT of hand wringing and consternation over his purchase, with charges of deception (apparently a press release was not enough proof) and guffawing how ignorant he was for buying this gTLD. 1 year later - it is only Blake who is laughing. Take this screengrab from SEMRush.com

We have followed Blake's site now for almost a year and while his site got off to a rough start, it looks like things have corrected themselves and took off remarkably well over the next 8 to 10 months. As of this article writing on the 6th of Nov. 2018 Blake still continues to land on the first page of Google for Home Loans. Let that sink in for a moment. This guy has been consistently on the first page of Google and his business is thriving. #6 - first page. Try and spin it in any fashion you want - at the end of the day, Blake clearly has the last laugh and appears to be free from his addiction of dot coms.

What is a generic top level domain

Back in 2013 ICANN shook up the internet

"It's happening – the biggest change to the Internet since its inception," said Akram Atallah, president of ICANN's Generic Domains Division. "In the weeks and months ahead, we will see new domain names coming online from all corners of the world, bringing people, communities and businesses together in ways we never imagined. It's this type of innovation that will continue to drive our global society."

And with that, the internet grew in ways it had never previously known.

A domain is made up of 3 parts.

TLD - Top Level Domain - This is the part you read after the dot. Dot com, dot net, dot whatever These are typically referred to as legacy domains

SLD - Secondary Level Domain - These are the letter before the dot. e.g. https:// jimsfish .com or https:// ebay .com 

gTLD - Generic Top Level Domain - Now instead of a legacy TLD, it is possible to have a relevant and direct TLD that correlates to the actual site and what it is about. e.g. https://vacation.rentals or https://boat.rentals 

Prior to this release, the consumer was pretty much stuck with Iamgoingtotakethisdomainbecauseitisallthatisleft.com All of the "juicy" domains had been snatched up back in the 90s when the internet came into its growth. Some were created while others were just natural. An example of this is Branson.com which leads to a little city in the middle of America - located in the Ozarks of Missouri. This domain has been resold at least once for 1.6 million dollars. Generally speaking, that is not a sum of money a lot of people can afford. Likewise, Branson.net, and Branson.org were quickly snatched up. People realized back then how incredibly valuable these terms were and made the smart move at that time to grab them.

Now, with the advent of gTLDs, smaller entrepreneurs can try their hand again at battling for search engine dominance without the need to destroy the family savings.  A quick search on Uniregistry.com turns up 180 different options available to the buyer. Some of them are winners and some are duds. But, with a little savvy and a catchy site, any of these can be turned into a 5 star winner for the internet search pages.

Is there a difference between a person who sells used cars or used domains


If you are looking for the shadiest dealers on the internet, look no further than people who sell used domains.

If you are looking for the shadiest dealers on the internet, look no further than people who sell used domains.


You are looking for a car - not just any car - but a specific brand, make and year. You have an idea that has been gleaned through nothing more than just pure living of what the vehicle should cost. To help you confirm your estimate you have tools at your disposal to help you make a better informed decision. Some of them could be the Kelly Blue Book - eBay - or even Craigslist for comparable vehicles and their current price. 

You find several 2004 Ford Expeditions with four wheel drive, 100,000 miles and decent shape all in the area of $4 - 6,000 available for sale. The local car lot has one that has caught your eye and you head over there to negotiate a price. Imagine if you arrive there and the salesperson blabs out "If you are looking for the only Ford Expedition in the world - this is it! I can arrange a test drive and then financing for $40,000 today - but you gotta hurry." 

More than likely you would roll on the floor laughing and high tail it out of there never to return.

What if the dealer said "I can get you this car today for only $2,000 out the door but you will have to pay a relicensing fee to us each year of $1,000 a year"?

In both cases you would probably just bail and be done with it.

Now comes the guy who resells used domains. Unlike a used cars, domains are much trickier.

To begin with, there is no "Blue Book". There is no eBay for competitive bids. Craigslist is of no use. The only thing you have to go on is this guys (or ladys) word and nothing else.

It will always start the same. "This is an incredible deal on a HIGHLY sought after search term. It won't last long. You have to get it immediately before someone else does." Even GoDaddy uses this technique in their funneling channel. "Grab this domain before it gets away"

If you try to use online tools to get a better idea of value, don't count on a lot. There is one called Estibot that is wildly all over the place. It literally runs a quick tally on the popularity of words and then pulls a number out of its logicalyzer and spits it out. Let's make it a bit easier for you - if Estibot gives you any number of $1,000 or more - you can almost bet it is a winner. (Easy enough?)

GoDaddy also has a valuation tool that is wildly all over the place. 

Used Domain Salespeople realize this and count on it. In fact, they relish the fact that by and large the populace is blind and ignorant to what domains are worth. So, they work up obscene quotes and then lay in wait for the next sucker to pass by. If you have the misfortune of dealing with someone from the dot com dealers connection - you are all but lost. The URL is untouchable, it is invaluable, it is impossible to replicate and it can be yours for the obscenely overpriced amount of _______..... 

If you pass, they won't let it rest. In fact, just like a high pressure timeshare salesman they will come back to you with a counter after considering your good nature - because they really really want y-o-u to have it and it would mean a lot to them if you did get it. Pretty soon, it will continue going to a point where the poor guy won't even be able to afford a meal if he goes any lower. 

God help you if he/she really does have another interested party in the same URL as you. Then it will be entirely different. Upward spiraling prices out of control until one of you pops.

Save yourself the grief. Find a suitable generic top level domain at an affordable price and build your dream. 

You will thank yourself, your pocketbook with thank you, and the poor soul you were going to bid against for the dot com will thank you.

Only the used domain salesman won't thank you.