Today, Ron at DNJournal.com recommended reading the Castello Brothers Interview with SimplyGeo.com on the daily LowDown.  As you know, DNJournal is the top magazine in the domain industry.  It is not very often that DNJournal recommends reading an article covered on a blog, especially a new one.  I would like to thank the Castello Brothers for an excellent interview and for putting SimplyGeo.com on the map.  A little over a month ago, I launched the blog to cover the Geodomain niche with little resources and a rough draft game plan.  Since then, the blog and the game plan have conitnued to evolve and excel on many levels. 

Please stay tuned as new developments and features are announced on the blog that will assist in exploiting the Geodomain Niche.

Thank you DNJournal, Readers, and the Castello Brothers for the opportunity to blog!  If it wasn’t for you guys and gals, the blog and forum would not have evolved into education platforms.

-Godspeed-

If you did not get a chance to read Part 1 of the GeoView, you can read it (HERE)   The GeoView Continued:  

**SMO**Since becoming a member of AssociatedCities.com, how has the geo niche industry grown?

(MAC) Associated Cities enables those of us that have succeeded to provide a window into what makes a geodomain one of the best investments in this industry. A geodomain has multiple revenue verticals that can be tapped at different levels of development. We give to others in understanding and experience the successful tools that we developed and created. This would be akin to a major company giving away the blueprints of their success to their competitors. The original spirit of the internet’s creators like Vinton Cerf, Jon Postel, Robert Kahn, Tim Berners-Lee, Leonard Kleinrock  gave the internet freely to all for its growth and advancement

We are all helping to grow an industry like never before. If you have ever had children and watch them grow you have some understanding of the emotion and passion that flows through the internet. It is inherent in its foundation and that is good for all of us.   

(DJC) Associated Cities is great for sharing ideas and trumpeting GeoDomains through the GeoDomain Expo. It also promotes best practices. Just because you have a GeoDomain does not mean you can join Associated Cities. To join AC, your GeoDomain has to be a city name .com. In addition, it has to be developed with unique content. Many present members were originally denied membership because their sites weren’t developed.

The irony for me and Michael is that even though the success of our GeoDomains have put us on the map, our GeoDomains are the smaller part of our portfolio.

**SMO**What added features do you plan on adding to your geo domains in the near future?

(MAC) At the beginning the need was coming from the visitor outside of a hundred miles of our geos. That is where we found our public and income. Local has evolved into the front position for us now. The locals live there full time and have an emotional tie to the area and name. We are now applying applications like classifieds, forums, local search and local social networking to bridge these two areas. Our Traveler and CCIN logo reads “Local Choice, Global Voice” and we adhere to that logic.   

(DJC)Monetizing local traffic is the future goal for GeoDomainers. In other words, most GeoDomains still make most of their money via tourism related advertisers like hotels.  It’s starting to change, but it encompasses a whole new set of strategies.

**SMO**What role do you think geo domains will evolve into as the internet continues to grow and more consumers come online?

(MAC)  I would like to see all the major .com city names come online with a consistency that is worthy of the visitor. Once the public accepts the trust factor with these geodomains they will virtually connect the dots in creating this virtual world. Other geodomains have a course and visitor base laid out for its continual growth.

(DJC) Properly developed, GeoDomains have the branding power to become the local media of the future. They can have the local relevancy that local newspapers have enjoyed in the past. And they certainly have the national and international branding advantage that newspapers never did.

**SMO**What are some future goals and where would you like to be in 5 years with your geo domains?

(MAC) Of course I would like to live on an island in Tahiti just fishing, diving and relaxing but the internet if far too exciting. Our goal is to be in the mix of it as it grows and prospers. I would hope that vendors and businesses feel they have a place where they could sell their good and products right through the city site. I remember in 1996 someone from Japan emailed wanting to buy some expensive shoes from a store in Palm Springs. I made the connection for them and the store sold and delivered the shoes. I did not make a penny from it but I understood at the time that it could and should be done at some point. We have the ultimate storefront. It comes down to these vendors understanding that there are customers waiting to buy their goods from all over the world. That is not the easiest thing for a small town shop to understand.

(DJC) Working a lot less harder than I’m working now! Even though the advertising sales I handled in 1997-1999 are now done by others in our company, you cannot mentally get away from this.  It’s all consuming and I yearn for the day when I can only check my laptop once a day because we’re too busy SCUBA diving, fishing and sailing through French Polynesia.

**SMO**Any advice you can give to new Geopreneurs entering this niche in the domain industry?

(MAC)  There are those successful in this business that want you to succeed and are willing to help you. Join Associated Cities and ask questions at conferences and blogs. Also, buy the best, most fun, most impassioned city name you can buy. The cost should not matter as long as it is a well know, well traveled destination. That is all relative to how much money a city site can generate. If I were to spend a million dollars on a major name, I would know that with effort I could be making a hundred thousand the first year. It will and probably pay for itself in several years. That’s a great deal and when it is generating a million a year, how much would you then sell it for? You get the picture. If you believe in this business like we do, the prices are well worth it at this stage. It can only grow in value. I have watched this trend continue for 12 years with no end in “”site”.   

(DJC) Three things: 1) Learn from those who came before you, particularly those in traditional media, and do not listen to webmasters or those who know nothing about sales (this will cost you dearly), 2) No matter what anyone tells you, go with your instincts. You’ll be right at least 90% of the time, and 3) Be prepared to work harder than you’ve ever worked before.  Everyone you see enjoying life in this business is at least a 10 year overnight success.

Michael and David Castello are no strangers to the Geo Domain Industry.  Some of the domains in their portfolio include Nashville.com and PalmSprings.com.  They have become a part of the elite leaders in the industry thru hardwork, determination, and staying the path with their Geodomains when development was the unpopular idea at the time.  They are two professionals who have consistently and unselfishly given back to the industry by helping others reach their goals.  In the short time I have known the Castello Brothers, I have seen them help people in our industry by offering mentorship, coaching, and teaching without asking anything in return.  These gentlemen are two of the most genuine level headed professionals I have had the pleasure of getting to know.  They are a true resource to the domain industry as you will be able to tell by their answers.  The Castello Brothers will be on a panel in the upcoming DomainFest discussing the following topic;  Experienced Session: Maximizing Revenue from Local Advertisers.  Due to the length of the GeoView, it will be delivered in two parts.  The Castello Brothers are the first GeoView of 2008, a great way to bring in the new year! 

**SMO**When did you register your first geo domain and what name was it?

(MAC) That would be PalmSprings.com in March of 1995.  I was the first and only owner of PalmSprings.com. Back then they were free since no one really had any need for a domain name. Thankfully that has changed.

Let me give you some insight into the internet environment back then. No one was even thinking of acquiring names for a business because there was no business concept on the internet at the time. Those of us who were registering were imagining what it could be. I knew that some on the internet were in other countries and the thought was how they might like to visit and see what I liked. That was my motive. The social aspect was inherent from the beginning. We literally looked at barren land and imagined what it could be.

(DJC) I partnered with Michael in the Summer of 1997. He had been trying to get me involved as early as 1995 and I remember how excited he was when he acquired PalmSprings.com. There was a gold rush in 1997 because many of the names that were available for free in 1995 were expiring and the owners didn’t want to pony up the $70 to re-register them (I know, go figure). I quickly picked up Tangerine.com, Eel.com, Snuff.com and Passover.com.  Our mother Victoria (now our CFO) was financing the purchases and I registered Stud.com. She found the name offensive, didn’t pay for it and someone else grabbed it. We laugh about it now, but back then I said, “You did what?!”
 
**SMO**Why did you decide to pursue the geo domain niche, instead of focusing 100% of your time acquiring generic domain names?

(MAC) Good question. We could get our arms around the city names we had back then. I could much more easily visit Palm Springs to get information and pictures then I could developing Traveler.com. It was easier to complete a virtual destination like Palm Springs. Traveler.com would have been a monstrous task to give the public what it expected. So the revenue was quicker at the local level because we could produce sizable revenue for those local businesses to be happy. That was not an easy thing to do at the time but you know the saying, “money talks and BS walks.

(DJC)   We were simply acquiring anything we felt had commercial potential. It didn’t matter if it was a GeoDomain or MegaGeneric. However, we were so targeted on the bigger fish that we let a lot of multi-word domains slip by like ForSaleByOwner.com. Regardless, we’re extremely fortunate to now have one of the best domain name portfolios in the industry.

**SMO**How have your Geo domains enabled you all to grow into one of the top leaders in the industry?

(MAC) It was not the names, it was my brother David. He created avenues of revenue from what I initially built. It’s like I created the wheel but he created the other three wheels. We went places.

(DJC)   In one word? REVENUE.

When I first studied the portfolio we’d amassed in the Summer of 1997, my reaction was, “This looks great, now how do we monetize this?”  I was immediately attracted to our GeoDomains because I believed that if you owned the city name plus .com you essentially owned the intuitive Internet brand for that city.  Today, this is considered a logical deduction. In 1997 it was considered highly speculative thinking.

In August 1997 I began signing clients to our hometown site BoyntonBeach.com and I immediately saw the future.  By February 1998 I had relocated to Palm Springs, California to build PalmSprings.com. To give you an idea how fast things progressed, in 1997 PalmSprings.com generated $300 in revenue. In 1998, it pulled in over $400,000.

I also want to make it clear that all of this money was made through static advertising. In other words, we charge a set monthly fee on a one year contract (like newspapers and magazine have done for years).  None of this money was made by PPC and I cringe every time I see Google Adsense on a well developed GeoDomain.

**SMO**How has development of your geo domains affected traffic and revenue growth over the years? Do you recommend geo domains to be parked?

(MAC) Development directly relates to public need. Everything follows from there. There is a learning curve that is playing out on the web. Those that can navigate at an advanced level and those that are just beginning. We try to develop for the most return providing for both the beginner and advanced visitor. That keeps expenses in check and profitability in balance.

I would only park a geo if it was an obscure locality and not in need of visitors. We provide a function for destinations by providing customers to businesses in those areas. It is a win win. Read some of the testimonials from  PalmSprings.com clients at http://palmsprings.com/advertise/index.html

(DJC)  GeoDomains are still the lion’s share of our revenue. The beauty of a GeoDomain is that they are so easy to monetize. However, our MegaGenerics have the ability to do as well or better. We have a co-development deal with TRAFFICZ  and our Cost.com.  It’s a long-term project and when Cost.com comes to fruition the results will be fantastic.  I would also say the same for our Rate.com and Sample.com. When developed, they will be formidable.

The only time you park a name is before it’s developed. Parking is just one big “Under Construction” sign. And no one should ever park a decent-sized GeoDomain. Even for a week.

**SMO**How do you feel about geo domains that cover an industry, such as ChicagoRealestate.com? What value can they deliver to consumers?

(MAC) It has evolved into a viable investment. With the right application and personal investment it could be very profitable. The visitor base has grown to such a level that there is wealth available for all in the right position.

(DJC)  I call those Secondary GeoDomains. Though ChicagoRealEstate.com has nowhere near the Direct Navigation of a Primary GeoDomain like Chicago.com (not even close), the name definitely has premium value to be developed and/or sold.

(Part 2 of the GeoView with the Castello Brothers will be published tomorrow, please check back)  

There are a variety of tools I will be implementing into SimplyGeo.com to assist in promoting the Geo Domain Niche and to establish a Geo Domain Network.  These tools will give Geopreneurs the resources needed to become successful in this industry thru a stream of user-generated content and affiliated services made available.  The first tool to be released is the Geo forum.  It is still in the beta stage until users add content and make recommendations of Topics to add.  While it is not the first Geo Forum, my goal is to make it the “GO TO”  forum for the Geo Domain Niche. Everything posted on it will be 100% related to the Geo industry. I have added a Forum tab on top of the blog to make it easy for you to get your complete fix all in one place on the geo industry.   

Because of the work load of these projects and daily blogging, I may not be able to respond to comments and emails timely.  Please bare with me as I complete these projects and build an effective game plan.  Additionally, I would like to invite and encourage you to write an informative Guest post to share with readers of the blog.  Collectively we can learn an abundance of information from each other.   

Enjoy the SimplyGeo.Net Forum.  Recommendations are welcomed via the forum.

Thank you for your patience and interaction.

Steve

Some of the top Geopreneurs in the industry make their 2008 forecast. 

(via AssociatedCities.com)

Skip Hoagland: Atlanta.com, HiltonHead.com, BuenosAires.com

It will be all about local as well as being able to run your business like a real business moving forward rather than a site with links. Those days are over.

If you don’t and can’t operate a real business with a real local operation, it will be not only best for you but our entire industry to find someone who can. The good news by owning the city dot-com brand is you have several great options available.

You can sell the name outright, partner with local media or another company in this business under a 50/50 LLC or management agreement based on gross revenue (not net revenue) or lease your name under a long-term license agreement for a flat percentage of gross revenue.

For those of us who have fully developed sites that are primarily geared toward the tourist market, it will be very important to start adding local content to attract and grow your site’s traffic and use. There is so much generic public domain content available to all of us that many of us are simply not using.

All you have to do is look at what’s offered in your local newspaper, local city magazines, the Yellow Pages or on city government sites to see what you’re missing in many categories.

By simply adding this content and categories, you will increase your traffic overnight and create another area for advertising with little work needed to do this. If you have a fully developed site, having local salespeople is a must. Our company will focus on this much more in 2008.

I further predict that tourism city dot-coms and GeoDomains will outperform larger, non-tourism city dot-coms until there is a major shift and effort of those who own these larger city dot-coms and GeoDomains to compete head on with newspapers and other local media companies.

I also predict that at least one local salesperson or representative minimum will be required for each city dot-com owner. Operating remotely will not work well.

Further affiliate programs and linking to other sources will continue to do more harm than good to any brand. The future belongs to those who run real companies with lots of content and are not simply satisfied in taking the easy path.

David J. Castello: Castello Cities Internet Network, Nashville.com, PalmSprings.com

The GeoDomain Industry has never been healthier. I would rank it a solid 10 on a scale of one to 10.

The 2007 GeoDomain Expo was a watershed moment for our industry. It demonstrated not only the extent to which GeoDomains have impacted the domain name business, but also that GeoDomains are the rising stars of local and national media. It is now generally accepted that we own the only intuitive media brand for our cities that is instantly recognizable on a national and international level.

This year will be the wake-up call for traditional media such a local newspapers, radio and television to align themselves and partner with the branding power and non-stop revenue-generation capabilities uniquely inherent only in GeoDomains.

Sara Mannix: Mannix Marketing, Albany.com 

In 2007, our company saw a 31 percent increase in advertising on our GeoDomains. Like all in our industry, we expect greater increases for 2008. We have only reached the tip of the iceberg when it comes to the potential of this valuable real estate.

As both the advertiser becomes savvier in tracking their ROI and we as an industry better track both online and offline conversions through Web and call tracking, we will see significant funds being diverted from traditional media to Internet media.

When Internet media is compared and tracked, it will be very obvious to the advertiser that GeoDomains have the most relevant traffic for local search.

Furthermore, as Internet usage grows through the proliferation of mobile, GeoDomains will see an even greater surge in traffic as we develop mobile versions of our sites. The health of the GeoDomain industry is an 11 on a scale of one to 10.

Here are four more predictions on the lighter side:

1. GeoDomainer Jessica Bookstaff is discovered by Hollywood and becomes the surprise hit on the talk-show circuit with ratings surpassing Oprah. The show is syndicated on PigeonForge.com.
2. The Tribune’s Sam Zell makes the best move of his career and fulfills his promise to unite TV, Internet and news under one brand: Chicago.com. Chicago.com goes down as the highest price ever paid for a domain.
3. Castro dies, the trade embargo ends, capitalism flourishes in Cuba and Cuba.com makes Skip Hoagland the fifth-richest man in the world.
4. Al Gore’s predictions come true and global warming brings New York City under water. Anticipating this, Sean Miller already sells NYC.com and buys Yonkers.com.

(MORE)

I have gathered a list of the top 20 geo sales for 2007.  Keep in mind that the names listed may not be used as a geo platform, but are geo domains at the core.  Hopefully this year, we will have an abundance of great geo sales.  It seems the average geo domain sale in 2007 was approximately $2,800, not including the big sales.

Elliot Silver is going to document his journey with the development of his Lowell.com geo domain thru his blog elliotsblog.com.  This is a great way for others to learn, but geopreneurs have to keep an open mind and understand, what works for one geo domain, may not work for another, due to demographics, populations, and tourists attractions, etc.(Professional Geopreneurs Chime in Here please)  Use this study and others to come as an outline to your geo domain(s) development.  Overall, it should be fun to see Elliot take on this project and share his experiences, the good, the bad and the ugly with Lowell.com.  We will see alot of this type of teaching and mentoring thru blogging in 2008 to help domainers get a visual of what it takes to do it right or wrong.   I will be covering SouthCongress.com and AtlantaYellowpages.com in the same fashion in near future, and I encourage others to do the same and share your journey to development of your geo domains.  

(via elliotsblog.com) 

Like many domain investors, I’ve never developed a complete website. I know I should develop all of my names, but development is difficult and it takes quite a bit of time and money. For the past few weeks, I’ve been working on the development of Lowell.com off line. After careful consideration, I have decided to blog about my ongoing experiences to give other domain investors insight into this development project.

While I hope this will give others the opportunity to witness a successful (or unsuccessful) development undertaking, selfishly, I want to document my progress so I can emulate and/or make improvements on my next project. I hope to be able to provide full details about various aspects of the development process, and I welcome any comments or advice.

So begins the journey into “The Lowell Project.” (more here)