Mediapost.com just published a story on one of the new companies in our space, Root Orange.
The story give you some back ground on how it got started and its location splitting technology and the roll out of attorney.com.
Basically as we discussed a couple of weeks ago the technology allows for many different, in the case of attorney.com, lawyers around the country to use and market the same domain name, and results will displayed only back to the attorney who bought the exclusive in that market.
Lawyers are use to doing this with 800 numbers and buying television ads in their local market which goes to a national number.
It will be interesting to see if other professions or businesses will buy into this method.
If so it will make for a huge opportunity to monetize domains away from PPC
You can read the full post here.
I would like to see Root Orange’s approach catch on. LeaseThis.com sounded very innovative & cutting edge when it first came out, but have heard almost nothing about their efforts in 18 months.
The Attorney.com name is a good launch domain to test the waters.